This week, a “Sporting Goods 2025” industry report highlighted opportunities for brands to tap “into the growing market of 1.8 billion physically inactive consumers.”

It got me thinking. Do you see yourself as a “fit person,” a “healthy eater,” or someone who “just isn’t disciplined”?

Your self-identification significantly influences the choices you make every day. If your identity is not aligned with your health and wellness goals, it can be challenging to make lasting changes.

But what if you could shift your identity to match the version of yourself you want to become?

What if you could create habits reinforcing the belief that you can change?

Your health identity is how you see yourself in relation to movement, nutrition, rest, and overall well-being.

It’s the internal story you tell yourself about who you are.

For example:

• “I’m not a morning person.” → Skipping morning workouts feels natural.
• “I hate cooking.” → Grabbing takeout is the default.
• “I’ve never been athletic.” → Exercise feels like something for other people.

But what if these beliefs aren’t facts? What if they’re simply stories you’ve repeated enough times that they feel true?

Identity-based change is the key.

Instead of just setting health goals like ‘I want to lose 10 pounds’ or ‘I want to exercise more, ‘focus on becoming the person who naturally achieves those results.

• Goal-focused: “I want to run a 5K.”
• Identity-focused: “I am a runner.”

When you align your actions with your identity, success follows naturally.

Here are 5 ways you can shift your identity for better health:

1. Decide Who You Want to Be

Start by defining your future self. How do you want to identify when it comes to health?

• Do you want to be someone who moves daily?
• Do you want to be someone who prioritizes sleep?
• Do you want to be someone who enjoys healthy food?

Write it down. “I am the type of person who ______.”  

2. Take Small Actions That Reinforce Your New Identity

Your brain believes what you prove to it. Every action you take is a vote for the person you’re becoming.

• If you want to be a person who moves more, take a short walk after meals.
• If you want to be a mindful eater, put your fork down between bites.
• If you want to be well-rested, commit to a wind-down routine.

These small actions build evidence that you are that person. Grab this assessment from my book to understand how your limiting beliefs affect your ability to become healthier.

3. Change the Language You Use

Words are powerful. Instead of saying, “I have to exercise,” shift to “I get to move my body.” Instead of “I can’t eat that,” say, “I don’t eat that because it doesn’t support my health.”

How you talk to yourself determines how you act.

4. Surround Yourself with the Right Cues and People

Your environment shapes your habits. If you want to be active, put your workout clothes where you’ll see them. If you want to eat better, stock your kitchen with foods that support your goals.

Additionally, seek out people who embody the identity you want to adopt. Being around others who prioritize wellness makes it feel normal and achievable.

5. Celebrate Small Wins and Keep Going

Identity shifts happen through repetition. The more you align with your new self, the stronger your identity becomes. Celebrate small victories. If you miss a day, don’t dwell—just get back to it.

Your identity isn’t fixed. It’s created through the choices you make every day.

If your vision of wellness is unclear or you struggle to believe in your ability to change, remember that it’s okay to start small.

Each action, no matter how seemingly insignificant, is proof of the person you are becoming.

The question isn’t just what you want to achieve.

It’s who you want to be.

And the good news? You can start being that person right now.

Play on!

Your friend and coach,

Jan xo

P.S. Whenever you are ready, here are 3 ways I can help you PLAY for life:

1. Join the FREE 7 Days of Healthy Habits online course…workouts, food and fun you’ll actually enjoy…chocolate included! 
2. On May 9th, I’m hosting a one-day retreat in the heart of Toronto. It’s an all-about-you event for women 50+ who want a complete reset and a personal plan for their future health. Registration is open, but space is limited. Learn more HERE.
3. Let’s chat if you are ready to invest in your health and make sustainable changes. Book a free 30-minute call with me today!