Luke Coutinho ’s No-Deprivation Rule: How to Tame Cravings and Lose Weight

Let’s face it—losing weight isn’t just about logging hours at the gym or obsessively counting calories. It’s about balance. And if there’s one thing that tends to throw that balance off, it’s cravings.

Cravings don’t just mess with your mind; they sabotage progress. According to renowned lifestyle coach Luke Coutinho, it’s not that people don’t know what to do—it’s that they can’t get themselves to do it consistently. Why? Because they’re trapped in a cycle of guilt, emotional eating, and fear of letting go of the foods they love.

But here’s where Luke flips the script: he doesn’t ask you to give up your favorite foods. Instead, he urges you to cut back. Slightly.

“If you love dessert and you’re having three in a week,” he says, “just have half each time.”

Sounds too simple? That’s exactly the point. This technique—known as portion control—is less about deprivation and more about mindfulness.

“If your favorite meal is biryani, have it. But have half the portion,” Luke suggests.

 

View this post on Instagram

 

A post shared by Luke Coutinho – Official (@luke_coutinho)

Why Portion Control Actually Works:

• It keeps things sustainable—you’re not suddenly cutting out everything you enjoy.

•  It stops the guilt-driven binge-restrict cycle.

• It helps you stay consistent at social gatherings, holidays, and family dinners.

•  It lets you reconnect with your body’s real hunger cues.

•  It boosts your confidence—you’re in charge, not the cravings.

The best part? You don’t need a crash diet, a juice cleanse, or an all-or-nothing mindset. Thousands of people Luke has coached have lost weight simply by shifting the way they approach food—not by overhauling their diet completely.

Pair that mindful eating with proper sleep, managing stress, and moving your body (think cardio, weight training, flexibility), and you’ve got a long-term, realistic plan.

In Luke’s words, you don’t need to give up sweets—you just need a smarter way to enjoy them.

So next time a craving hits, remember: you don’t have to say “no.” Just say, “maybe… half.”