We bring the joy back to eating and fitness, helping you find your natural, healthy sweet spot for a happier more fulfilling life.

Hi! I’m Sally.

I own fitnaturally, it’s my baby! I'm a level 4 qualified Nutrition Adviser and Personal Trainer and studying for a degree in nutritional therapy. For the last 25+ years I have supported people to get to their healthiest and stay there.
I’m in my 50s, I’m not 'ripped', I’m a size my body likes, I eat potatoes and nice bread, loads of veg, some fish, a little meat, I drink milk and eat cheese, I’ve never eaten chia seeds on principle. I love apple crumble with cream. My nemesis is crisps but at the same time a plate of spring greens or broccoli is not safe with me either. I want people to love good food and be well nourished, to not obsess about this that and the other. To not count numbers or tap their dinners into phones. 

My aim is to bring the joy back to eating, to help people eat well and be happy and healthy. To go outdoors and chill or be active without having to record distance, speed, intensity or time. To love the natural world. It’s not as easy to sell this concept as it is to sell green smoothies and avocado muffins but I don't lose any sleep over that. You won’t find me using a clean eating hashtag but you will find me using a foodie one! I hope you love fitnaturally as much as I do.
We sell eating plans, not diets.
We sell eating plans, not diets.
fitnaturally gives you the tools to rebuild a peaceful relationship with food. That means not obsessing about this, that and the other or cutting out whole food groups or thinking you have to look 'ripped'.

We nurture intuitive eating, experiencing the joy of good food and listening to your body's hunger and fullness signals. fitnat will never try and sell you poppycock, prescribe supplements, meal replacements or pond-like shakes, or make you eat anything low fat that shouldn't be low fat. Our joy is in giving you a variety great food when you're hungry, til you're comfortably full.

Sally and the other nutrition advisors at fitnat are qualified and insured to advise on everyday eating according to public health guidelines, and on eating for sport. For clinical nutrition you should should use a registered dietitian or registered nutritionist.
We believe in being active outdoors.
We believe in being active outdoors
All of us at fitnat love being outside. In all weathers! We jump up and down at the thought of you doing any outdoor activity. You don't need to run marathons or cycle 500 miles unless that's your vibe; simply walking every day is a beautiful thing for body and soul. No need to bust a gut, just move more often, in nature if you can. *Gets wellies on and walks up to the fields to swoon over trees*.

Please note: You don't have to be an exerciser to use our food plans! But when you join we might keep suggesting you at least sit outside and eat your sandwiches.
Our tone of voice.
Our tone of voice
How we write says a lot about us. The words we use reflect what we stand for and we try our best to always be inclusive and welcoming. We believe in writing plainly, speaking your language and allowing our personalities and humour to shine through. But we want to be accountable so if we sometimes fall short with our language please tell us.
Let us sprinkle our fitnat magic on you!
Let us sprinkle our fitnat magic over you!
We're here for you when you're ready to make that change.

The eatnaturally plan gives you the framework to find your own healthy sweet spot. We don't get you mixed up in a wacky new system, we do our very best to help you have a happy relationship with food, maybe for the first time in your life.

Nourish • Move • Restore • Connect

This is the fitnaturally ecosystem: eating well, being more active, getting better sleep and connecting with humans and nature. 

fitnaturally is all about gently encouraging people to be fit, happy and healthy. To live and be active to their full potential, and most of all to have a happy and balanced relationship with eating and activity. We help and encourage people to eat a wide range of good foods and to use the natural environment for fitness and wellbeing.
fitnaturally offers weekly meal and exercise plans aimed at everyone. We support people in getting the results they want, while teaching them how to manage their own healthy eating and exercise for life. fitnaturally believes in giving people knowledge and techniques to keep them healthy for as long as possible.
Eating *really* nice food!
Eating gorgeous food makes all of us happy doesn't it? While we don't suggest you live on doughnuts we don't demonise them either! We'll give you a huge amount of choice of tasty and easy to make meals that will increase the range of nutrients you eat. Our ethos is 'first do no harm' so unlike some fad diets that ban whole food groups and encourage disordered eating, fitnaturally is about eating a wide variety of healthy joyous food.
Using the natural environment
The outdoors is free, varied and available to all of us; and you can get there by simply opening the front door wherever you are! Exercising outdoors is proven to relieve stress and improve mental health, sleep and wellbeing. Whether it’s in a local park, leafy woods, a winding country lane or on a sandy beach you can guarantee the scenery will be better than it is inside a gym, not to mention that vitamin D you get from sunshine!

Meet the team

Sally in her kitchen happy place
Sally Pinnegar
Sally has been in the health and fitness industry since 1993; starting as a fitness instructor, moving into personal training, sports nutrition, and  general healthy eating for the wider population. She is the founder of fitnaturally, based on her strong beliefs that food and fitness should work closely with nature, both as a provider and as an environment. Sally is known for her inspiring and supportive approach and for her boundless knowledge about the human body and its energy systems. She is an avid runner and swimmer and has competed in several marathons and triathlons but is now happy to walk and jog across the fields with her dogs.
Thomas Johnston
Geek Consultant
Thomas puts the tasteful-styling zing into fitnaturally literally when you are fast asleep! His brain lights up with all sorts of brilliant, logical and useful stuff between the hours of 10pm and 3am. He also fixes the IT things Sally likes to break. Thomas also has an inside track on fitnaturally nutrition, having honed his body via our eatnaturally plan before he ran his first marathon in 2012. Yes, he is the world’s top, stylish, indispensable geek! Thomas runs lots for health and pleasure, usually through the drumlins of county Down.
Iain Haeger
Iain Haeger
Business Manager
Iain manages all fitnaturally’s accounting and business planning. He has a vested interest as he is Sally’s brother. fitnaturally & bro! Sally's fond memories of Iain include the time, when she was 9, when he asked her if she wanted a glass of Coke but instead poured her a glass of malt vinegar. Without him fitnaturally would be in quite a serious tangle. Iain enjoys hill walking, particularly in the beautiful Lake District with wife Denise and their dog Betty. Iain is one of the calmest people in the world, EVER!
Sally and scout. On a beach.
Dingo (Mad Dog)
Scout is a Welsh Sheepdog. He was born on 23 October 2011 on a farm in North Wales but now lives in darkest Cambs and dingos his way for miles around the fields with Sally every day. He also tastes the recipes, whether he’s asked to or not… Much to his dismay he shares his home with Lottie the Springer Spaniel; Herbie, Pepper and Minty the cats; and Poppy, Del Boy and Rodney the cockerels, and several rescue hens – who all boss him about! Scout takes part in fitnaturally’s Every Day in May charity event every year and has phobias about hi-viz, bin trucks and feet.
Lauren Dolan
Lauren Dolan
Trainee Nutrition Advisor
Lauren is currently undertaking an advanced nutrition diploma and after passing her nutrition and weight management module is now fitnaturally's assistant nutrition advisor, working on blogs, research and some behind-the-scenes nutrition planning. She is also a talented and experienced GB cyclist who has competed at the top level, fuelled by fitnat! Lauren is a real foodie and lives in Devon with her dogs.

fitnaturally partners

Holly Seear Performance Cycling Coach

fitnaturally provides nutrition advice and plans to cyclists coached by Holly Seear Performance Cycling Coach.

Holly has been a professional full time cycling coach since 2010 and has a passion for data driven performance. ​She is keen to inspire, motivate and provide constructive guidance and support. I enjoy the different challenges of working with riders of all abilities – from new cyclists to elite and professional racers across road, mountain bike, track, cyclocross, ultra-racing and bikepacking.

Holly holds the highest British Cycling qualification, Level 3 Coach. She is also a Personal Trainer, Mountain Bike Leader, National Standards Bikeability Instructor and has many other cycling, nutrition and sports qualifications.
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