With a long history of weight cycling, Sam Matthews used the Simple app to lose weight and improve her long term health goals
As temperatures rise, so does the pressure to get ‘beach-ready’, putting body confidence firmly in the spotlight. While summer often inspires people to swap old habits for new fitness goals, constantly jumping on the bandwagon of another ‘fad diet’ can feel exhausting.
It’s no surprise, then, that people are gravitating toward simpler, more sustainable approaches to weight loss that fit into everyday life. This desire for lasting change is exactly what attracted one user to the Simple app, which has quietly earned a loyal following for its personalized, realistic plans.
Sam Matthews, a 55-year-old former teacher from the West Country, discovered the Simple app when she saw it on social media. This is after a battle with illness, saying: “In my mid-forties I was diagnosed with fibromyalgia, after a series of physical illnesses, and it was awful actually.
“Alongside arthritis in my toes, I had to give up my running, and I’m very much an all-or-nothing person. And because I couldn’t exercise, what was the point of eating healthily? The weight piled on, and suddenly I was huffing and puffing around, feeling really self-conscious, embarrassed, and in pain.”
Later in her journey, she revisited the app to find a sustainable approach, noting that she eventually “managed to get down probably by about 30 pounds”. This significant progress helped her find a realistic routine that worked for her body, especially when “things that had worked in the past don’t necessarily work now.”
Try the Simple app
Users can get 80% off Simple Weight Loss Plans with the code ‘REACH’
Rather than relying on strict calorie counting or eliminating entire food groups, the app focuses on small, manageable habits that are actually easy to maintain. Right now, new users can score up to 80% off plans using the code REACH.
Now working part-time in community roles, Sam says she leads an active, outdoor-focused lifestyle and identifies as neurodiverse (ADHD). With a long history of weight cycling however, she wanted to find away to incorporate weight loss into improving long-term health goals rather than just changing her appearance.
Since using the Simple app more regularly in the middle of January Sam says she has managed to lose an impressive “24 pounds.” Now back in a healthy weight range, she proudly shared that she dropped from “squeezing into my UK size 14s” back down to her “UK size 10s,” a milestone she’s really pleased about.
She said: “I use the app every day. I find it really beneficial. There were other benefits too – I was still sleeping well, feeling better for moving around more.”
What she appreciates most is that she hasn’t “had to give up anything” but has made more “conscious choices.” Instead of feeling restricted, she shared that the app helped her “analyse what I’m eating a little bit,” empowering her to enjoy meals out with a glass of wine while still focusing on adding more protein.
At the heart of the app is a highly personalised experience, starting with a quick questionnaire that tailors a plan exactly to your goals and daily routine. It seamlessly integrates practical tools like intermittent fasting trackers, simple workout guides and easy food logging via text, voice or even a quick photo of your meal.
A major standout is Avo, the app’s built-in AI coach that provides instant meal ideas, helpful tips, and gentle encouragement whenever you need it. For users like Sam, having Avo by her side made a “massive difference” by keeping her on track and inspiring healthier choices without ever making her feel restricted.
Sam said: “The Simple app has helped me think more carefully about what I’m eating. I’ve been a lifelong vegetarian and I really enjoy vegan food, so my diet is already fairly healthy, but the app has made me more mindful about nutrition and how to improve it.
“It’s particularly helped me focus on increasing my protein intake, which I’ve always found challenging. Now, most days I meet or even exceed my recommended protein levels, which is great.”
Rather than relying on strict diet rules, the platform focuses on positive, practical behaviour changes that people can actually stick to. It helps users build realistic routines that fit their own lifestyle, making it easier to maintain progress over time instead of falling back into old habits.
For anyone seeking an alternative, Noom offers a science-backed platform focused on mindful eating rather than strict diets. It provides extensive support through engaging, tailored programs, with subscription costs varying based on individual needs.
Another popular choice is MyFitnessPal, a comprehensive nutrition and exercise tracker designed to help users monitor their daily intake. The app features free access for basic goal tracking, alongside premium upgrades for a deeper dive into overall dietary habits.
Meanwhile, Simple also includes an intermittent fasting tracker that focuses on safe, sustainable habits instead of strict calorie restriction. Sam describes this as a flexible and sustainable part of her routine, typically doing 14–16 hour fasts, sometimes extending to 18 hours and occasionally up to 20–21 hours once a week. She explains that “going 12 hours or 14 hours without food sounded really quite not possible” but now finds it manageable and even enjoyable.
Sam also says she often doesn’t eat until later in the day, sometimes “half past three or four o’clock,” and reflects that “it feels great,” showing how fasting has become a natural and positive part of her lifestyle.
Summing up her experience with the Simple app, Sam said; “I’ve definitely got more energy since starting with Simple, and I think movement and exercise are important, but it’s about finding what works for you. I’ve also found I’m much more consistent now, and I feel better in myself overall.”
Users of Simple have also shared their thoughts on Trustpilot, with one reviewer noting: “The clue is in the name. Simple. Simple but a seriously good app that doesn’t take itself too seriously. Dare I say it is good fun. Packed with features and information. Keeps me on track and mindful. Definitely recommend.”
Another added: “It really is Simple to use and provides a lot of support by giving me feedback on everything I eat, encouragement and ideas. This is educational and informs my next meals. It’s only been a few weeks and I’ve lost 10 lb.”
A third said: “It makes it easy to try to keep track of what we eat, and our fluid intake. It makes one want to stay in track with the diet.”
Not all users where quite so impressed however, with one noting: “The app is fairly intuitive, and it is nice to be able to ask the AI assistant when I have questions about really anything at all. The only drawbacks I’ve seen are that it was really hard for me to figure out how to edit something I had logged, as well as the Avo assistant sometimes loses track of our conversation and diverts from the mission midstream.”
Nevertheless, the majority of users have enjoyed success with the Simple app, with another reviewer stating: “Great app. Really keeps me on track.”
