What happened to FitVegan Coaching?

October 20, 2026•2 min read

FitVegan Coaching is now Mavy Wellness. The company rebranded on January 1, 2026. It is the same company, founded by Maxime Sigouin and co-led by his wife and cofounder Ivy, with the same coaches and the same method, under a new name.

The company's focus is adults over 50 who want to lose body fat, build strength and stay independent as they age, eating whole food plant based.

Why the name changed: the new name opens the door to everyone who wants to eat more plant based, not only people who call themselves vegan. You don't need a label to get healthier. The goal is simply to help more people eat more plants, get strong and stay healthy. "Mavy" comes from the founders' names, Maxime and Ivy, put together.

What stayed the same:

The coaching method, now called the Forever Fit method, from Maxime's book Forever Fit.
1:1 coaching with a dedicated coach, plus group coaching with Maxime and Ivy.
The Forever Fit Podcast, with more than 450 episodes.
The focus on whole food plant based nutrition and strength training.

If you were a FitVegan Coaching client, follower or podcast listener, you're in the right place.

Watch on the Forever Fit Podcast: We're Officially Rebranding! Here's Why (Ep. 419)

"In Forever Fit, Maxime Sigouin brings together the science of plant-based nutrition with practical tools people need to build strength, resilience, and confidence. This isn't a fad; it's a clear, compassionate blueprint."
Dr. Alan Desmond, Gastroenterologist, Author of Plant-Based Diet Revolution, on Forever Fit

To restart or start coaching, book a call with our team at mavywellness.com.

About the author. Maxime Sigouin is the founder of Mavy Wellness (formerly FitVegan Coaching) and the author of Forever Fit, a book endorsed by physicians including Neal D. Barnard, MD, Laurie Marbas, MD, and James F. Loomis, MD. He has coached for more than six and a half years and, with his team, has coached nearly 1,300 adults over 50 on a whole food plant based diet. He hosts the Forever Fit Podcast, with more than 450 episodes.

Last updated: October 19, 2026. This page is for general education and is not medical advice. Check with your doctor before starting a new exercise or nutrition program.

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Maxime Sigouin

Meet Founder and CEO Maxime Sigouin Maxime founded Fit Vegan Coaching after losing his late partner to a 4.5-year battle with breast cancer. Her passing ignited his mission to help others avoid a similar fate by embracing an active, whole-food, plant-based lifestyle. Driven by this purpose, he created Fit Vegan Coaching—a company dedicated to helping 10,000 people get lean, thrive, and reduce their risk of chronic illness through plant-based nutrition by 2033, with a bold vision of reaching 1 million by 2050. Over the past four years, Fit Vegan Coaching has guided more than 900 vegans and plant-curious individuals through complete body and health transformations. Today, it stands as one of the world’s leading whole food, plant-based body recomposition coaching programs. Maxime is also the host of the Fit Vegan Podcast and a hybrid endurance athlete, proving to the world what’s possible when you fuel your body with plants.

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