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Maxime Sigouin on Forever Fit: A Sustainable Blueprint for Plant-Based Fitness

Fitness coach Maxime Sigouin, founder of Mavy Wellness, joins the podcast to talk through his new book Forever Fit and why he walked away from the word "vegan" in his own branding.

Why He Dropped the Word "Vegan"

Sigouin's company spent years under the name Fit Vegan Coaching before he quietly researched, through anonymous Reddit accounts, why plant-curious people were hesitant to work with him. The word "vegan" itself was the barrier. After a concussion at a basketball scouting event knocked the fear out of him, he rebranded to Mavy Wellness, a name built from his and his wife Ivy's nicknames, opening the door to clients who wanted to eat more whole-food plant-based without adopting a label.

Five Phases to Forever Fit

Forever Fit distills patterns from nearly 1,200 one-on-one coaching clients into a five-phase system: body recomposition, reverse dieting, lean muscle building, maintenance, and an athletic phase. Sigouin frames "fit" as whatever keeps a body from limiting someone's best life, whether that's hiking with grandkids or training for a triathlon, and leans heavily on mindset work so clients get back on track at the next meal instead of waiting for "next Monday."

• Rebranded from Fit Vegan Coaching to Mavy Wellness in 2025 after realizing the word "vegan" was limiting referrals
• Forever Fit's five-phase system was built from patterns across nearly 1,200 one-on-one clients
• Goal of helping 10,000 people by 2033 and 1 million by 2050; roughly 2,300 in as of this recording
• Every book sold funds donations toward cancer patients' medical bills and food costs

Sigouin's core advice: eating healthy and exercise are symptoms of a bigger goal, so find the real, exciting reason behind a fitness goal rather than chasing a number on the scale.