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Journalist Interview

Lou Mudge

Fitness Writer · Fit & Well

Also writes for Coach · Interviewed by Lila · April 2026

“It has to finish with something readers can actually apply.”

PressReacher

Key takeaways

First impressions

Actionable takeaways

Best tone

Expert-led & qualified

Avoid

Unaccredited "experts"

Audience

Beginners & home workouts

Sources

MDs, trainers, physios, RDs

Pitch format

Hook + credentials

Introduction

Fit & Well speaks to readers who want practical health and fitness they can use without a performance-athlete mindset, especially quick sessions at home and advice that respects beginners.

Lou writes across Fit & Well and Coach for Future plc, with a background that spans Live Science through to consumer tech and lifestyle titles. She cares as much about who is quoted as about the headline: health stories need credible experts, not a random comment bolted onto someone else's paper.

We asked her what makes a pitch instantly usable, which voices she trusts for data-heavy topics, and why a fully drafted article attached to an email can be a bad sign.

The Hook

Lila, PressReacher

What makes a pitch feel instantly clickable for a Fit & Well audience looking for practical health, fitness or wellbeing advice?

Lou Mudge

Our readers love short, at-home workouts (think five, ten or fifteen minutes) that fit into real life. We always need actionable takeaways: if you're pointing to a study or quoting an expert, however interesting the science is, it has to finish with something readers can actually apply.

“It has to finish with something readers can actually apply.”

Lila, PressReacher

What tone works best for Fit & Well (expert-led, relatable, preventative or data-led), and which actually drives the most engagement?

Lou Mudge

I'd lean toward expert-led content. The problem I see often is study-based pitches where the commentary comes from a tangential "expert" who isn't really qualified to interpret the paper. I regularly read the study myself and go straight to the authors. Make sure the voice attached to the data is the right one.

“Make sure the voice attached to the data is the right one.”

What to Avoid

Lila, PressReacher

What makes you immediately scroll past or ignore a health or fitness pitch in your inbox?

Lou Mudge

I'm wary of vague wellness positioning: holistic coaches, generic happiness gurus, or authors who've written a book but don't hold credentials relevant to what we're reporting. Personal experience matters, but when we're giving health advice we need recognised qualifications readers can trust.

“We need recognised qualifications readers can trust.”

Audience & Beat

Lila, PressReacher

What's one thing PRs consistently underestimate when pitching to Fit & Well's audience?

Lou Mudge

How entry-level most of our readers are. They aren't lining up marathon training plans; they're often older adults or complete beginners who want simple routines they can do at home without a gym membership.

“Simple routines they can do at home without a gym membership.”

Lila, PressReacher

What kind of health or fitness stories feel overdone right now, and what angles would you like to see more of instead?

Lou Mudge

I see a lot of supplement angles; we barely touch that space now. I'm more interested in pitches routed through medical doctors rather than pharmacists, qualified personal trainers over generic coaches, physical therapists, and registered dietitians rather than nutritionists without that credential.

Pitch Format

Lila, PressReacher

What format works best: quick hook, bullet points, expert tips, or a more fully fleshed-out story?

Lou Mudge

Lead with a tight hook, a clear proposed angle, a link to whoever would speak for the piece, and a sentence on why they're credible. When a pitch lands as a fully written feature, I assume it's gone to half a dozen outlets. Exclusivity matters, and so does authority.

“Exclusivity matters, and so does authority.”

About the journalist

Lou Mudge

Fitness writer · Fit & Well & Coach

Lou's route into specialist fitness journalism ran through Bath Spa University's creative-writing degree and several years turning research into readable stories at Live Science, experience she still draws on when a new study needs to become practical training or nutrition guidance for Fit & Well and Coach. She also contributes across Future's wider science and lifestyle desks when the beat overlaps (including Space.com and PetsRadar) and has written widely on consumer technology, which shows up whenever wearables or home-gym kit are on test. Based in Bath, her standard is the one she spells out in this interview: the right credentials on the right topic, an angle readers can use, and no mass-blast feature posing as an exclusive.

Expertise Areas

Health and fitnessNutrition and dietYoga and mindfulnessGut health and FODMAPMental healthWalking and low-impact exerciseStrength training and stretchesLongevity and chronic pain

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