We've helped thousands end their struggle with binge eating and bulimia

here's how we do it...

No one should have to live their life binge eating.

From the moment you wake up, it’s there. Maybe you binged last night, or maybe you’re afraid you’ll binge today. You probably feel self-conscious and ashamed. You might worry- what if people find out? What if my clothes don’t fit next week? What if this never stops?

You’ve probably promised that this is the last time. A thousand times.

It’s like a prison sentence. A hopeless cycle.

If you feel trapped in a cycle of binge eating, or if you feel like food has a strange power over you or one ‘off-limits food’ frequently turns into a full blown binge, I want you to know this:

  1. You’re not trapped.
  2. You can break free
  3. And it’s not your fault.

Let me explain.

The most common reason why people find overcoming binge eating so challenging is because they are not using the right strategy.

Two of the most common strategies that don't work:

Failed strategy 1:

Trying to resist binge cravings using willpower doesn't work​

Have you ever tried holding out on cravings, in the hope that the urges will eventually go away on their own? This may work in the short term, however, no one has enough willpower to resist the urge to binge forever. Eventually, no matter how determined you are, if the urges are there, you will give in (which you may have experienced many times). Also, this explains why diets don’t work, because using willpower to override hunger is simply not sustainable.

Failed strategy 2:

Trying to fix every aspect of your life (self-esteem, confidence, relationships) leads to overwhelm, and won't stop the bingeing

We call this the ‘throw-everything-at-the-wall-to-see-what-sticks’ approach. Unfortunately, most stuff doesn’t stick and attempting to change too many things at once, more often than not, makes it nearly impossible to change anything at all. Eventually, you grow tired of the effort and give up, believing that you just can’t do it.

The knock on effect with using the wrong strategy

The problem with using the wrong strategy for recovery can lead to some unhelpful side effects. If you continually fail at every attempt to overcome binge eating, it can really shatter your confidence. You may begin to wonder if recovery is even possible. It may feel like an impossible task. Like you’re about to climb Mount Everest wearing just a pair of flip-flops. This can lead you to believe that:
  • Recovery is impossible, and you are doomed to suffer with binge eating for the rest of your life.
  • You haven’t got what it takes to make the required changes to your life.
This can lead people to give up on recovery and just reside themselves to a life of binge eating. The good news, however, is this is just not true. Binge eating is like being stuck in a complex maze. You may feel like you’ll never escape. It’s easy to believe that you are hopelessly lost. But, like with all mazes, there is a way out. We’re going to show you exactly how to break free. And once you know the way out, you can never get trapped again.

"The truth is: You are not powerless, you can take control and end the daily torment of binge eating. You have that power in you right now"

Before we go any further, let’s get one thing straight...

This is important. Let’s be clear on this:

You’re not a “freak”, “broken” or “deeply flawed” because you binge on food.

You’re not weak, or lazy, or crazy.

There’s no need to judge yourself harshly or feel guilty and ashamed for experiencing a binge urge. Binge urges have nothing to do with you, your upbringing, your emotions or your self-esteem.

It is not a reflection on who you are as a person. You are very normal.

As we explain in The Binge Code, your binge cravings are a very normal and natural result of how a healthy brain and body work. It’s really not your fault!

I cannot stress this enough.

You’re not the problem. Let me repeat that just for emphasis: YOU’RE NOT THE PROBLEM.

The Binge Code is a “NO-BLAME ZONE”.

So let’s drop the blame and instead focus on resolving the REAL issue.

So, what's the REAL issue?

The main cause of binge urges is simply your habits. Yes, that’s right, I said “habits”. Binge eating is usually a simple cumulation of repetitive day-to-day unhelpful habitual behaviors over a period of time. I know for many this idea can seem surprising, so let’s explore this idea further. Unhelpful habits that lead to binge eating can be put into two categories:
  1. Poor eating habits
  2. Reflex habits
Lets look at both of them

1. Poor eating habits that lead to binge eating

Although binge eaters tend to eat a lot of food, many of them also have a habit of under-eating.

This includes skipping meals, avoiding food groups, dieting, fasting or purging in-between binge episodes.

These habits are usually carried on from a history of dieting.

This has loads of side effects, including an insatiable appetite, food obsession and an extremely powerful urge to binge on food.

2: Reflex habits that lead to binge eating

For most people, their first experience of binge eating is usually triggered by a restrictive habit. But if you continue to binge on food, over time, you may develop a binge eating reflex habit.

What’s a reflex habit?

Your first binge was not a habit. It was a one-time event when your body forced you to finally give in and have all the calories you can handle, probably after a lot of restriction. This binge felt really, really good at first. Your brain lit up, releasing ‘feel good’ chemicals.

The next few times you binged, those chemicals were released again. Now, even if you aren’t in starvation mode, your brain sends signals that binge eating feels good. So you don’t need a reason anymore, it’s just part of how you remember feeling good.

This is a reflex habit.

Over time, you can become conditioned to crave food in response to just about anything.

Your triggers could be anything from people to places, memories or feelings. It’s your brain’s way of trying to feel good.

Think of these habits as nothing but a non-thinking, habitual reflex.


The good news is we know from lab studies, advances in neuroscience and personal experience that it’s never too late to change your habits. And that’s exactly what we’re going to do in the Binge Code Program. We do this through our 3 pillars. 


Pillar 1: Empowering Mindset

Our attitude and response to any craving is REALLY important. What you believe about your cravings matters! In Pillar 1 we help you to develop an empowering mindset in order to:

  • Increase your resilience to the discomfort of binge cravings
  • Boost motivation by reinforcing the belief that you can change
  • Overcome emotional eating triggers
  • Reduce negative thinking

Pillar 2: Physical Rebalance

You may have heard that binge eating is NOT about food. This is just not true. It has a LOT to do with food. This is where Physical Rebalance comes in.

 Here we focus on bringing structure, balance and moderation to your eating habits.

Pillar 3: Personal insights

All of us are unique and will thrive on unique combinations. You will learn to eat according to what your body is telling you that it needs, and only you can truly know what your body is telling you. We call this Insight Eating.

This is a radical, new approach that doesn’t tell you what to do and not do. It gives you a clear roadmap of how to eat food in a positive way — giving your body the freedom to eat and enjoy what it’s naturally asking for.

This will help you to:

  • Learn which foods work best for you. You’ll be your own teacher.
  • Discover which foods bring you the most satisfaction.
  • Stay centered, balanced and binge-free.
  • Say goodbye to diet plans or food rules, forever!

This approach is simple and easy to apply

We spent years figuring out what works best for recovery, refining our system to make it as easy to follow as possible. Anyone can do it. That’s the thing: because binge urges feel so massive and intense we believe it must be hard to overcome. In reality it doesn’t have to be that way at all. 

About Richard & Ali

Ali and Richard have been at the forefront of a groundbreaking revolution in eating disorder recovery.

They’ve written two successful books on overcoming disordered eating and have been coaching people to recovery since 2008. 

They are endorsed by University Professors, Eating Disorders Specialists and Doctors and have been featured in many leading publications, including Psychology Today, The Telegraph, and have been referenced in other leading Eating disorder books about recovery. Their approach is unorthodox, engaging, fun and most importantly, effective.

Common FAQ's

What can I expect following this program?

You can expect to:

  • End your struggle with binge eating, overeating and bulimia.
  • Get off the roller-coaster of guilt, shame and food obsession.
  • Feel calm and in control around food.
  • End body weight fluctuations.
  • Boost well-being and self esteem.
  • Have no desire or cravings to binge on food.

What if you are carrying excess weight?

If you carry excess weight, you’ll gradually and naturally lose it. Your body will reset back to a healthy weight that is natural for your own unique body. 

This weight loss will not be as fast as dieting, but it’s sustainable, doesn’t cause binge eating, and you will never have to deprive yourself, restrict or diet again.

Does the Binge Code work?

Yes, absolutely!

We have a high recovery success rate. Our books are some of the best reviewed books within their field with an incredible 96% approval rating on Amazon.com.

But don’t just take our word for it. Check out some of our success stories.

Who is the Binge Code for?

The binge code is for anyone who ever feels powerless or out of control around food.

Especially if you:

  • Regularly binge on food
  • Eat when feeling emotional or stressed (emotional overeating)
  • Constantly hop on and off diets
  • Ever feel guilty or ashamed at what you’ve eaten
  • Have been diagnosed with BED (binge eating disorder) or bulimia
  • Are holding on to excess weight
  • Regularly fast or work out to compensate for bouts of overeating
  • Feel embarrassment or shame around your eating habits

What shall I do next?

1. You can sign up for our Free “3 Pillars to End Binge Eating” Mini Course. Just enter your details below.