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We recently caught up with Fox & Moon founder Tory Fox-Hill to find out how this incredibly successful diet planner business was born and pick up Tory’s tips for business success.

Tory is one of a new breed of effortlessly cool digipreneurs who has identified a gap in the market for a new approach to diet planning – one that sticks a fork into traditional diet plans and tells it like it is!

With slogans like ‘gym not gin’ and ‘don’t let a bad day turn into a bad week’, Tory is bringing a smile to dieters’ faces and making weight loss fun again.

Over a strong cup of coffee and [sadly] no cake here is a little peek behind the Instagram sensation that is Fox & Moon:

How was Fox & Moon born?

Fox & Moon was created simply by making a product I needed after having my baby in 2015.

I have been a dieter as long as I can remember, often struggling with my weight and lifestyle and, after having Harper, I had some weight to lose.

I needed a planner to help me get myself back on track, somewhere I could plan my meals, track my progress and record what I was eating each day, and I have always been a fan of putting pen to paper over any fancy app!

Voila – Fox & Moon was born (shortly after my actual newborn).

What is your morning routine?

When I get to the office, after doing the nursery run and dogwalk… I don’t even take my coat off until I have made my coffee and put the music on. I cannot start my day until this has happened. I then make a to do list for the day and then move on to my emails before making a start on my orders. But always coffee and music first!

What inspires you?

So much. Going about my daily life as a busy Mum, Fiance, Business Woman – I get inspiration to create things that are useful for me and that can make my life easier – hence all of the planners!

I am also massively inspired by my customers, their feedback and response to my work makes me want to do more and more.

What do you wish you knew before you started your business?

I feel that I learn something new every day

I truly am the definition of ‘learning on the job’. I am not sure, on reflection, that there is any one thing I wish I had known, everything has grown so organically from day one that it has allowed me to learn along the way and I hope to continue doing so.

Name a book that changed your life

I can honestly say, that I haven’t read a book in years. That’s terrible isn’t it but I really struggle to take the time out to read, I am very easily distracted.

What’s the best piece of advice anyone has given you?

“Lions don’t lose sleep over the opinion of sheep.” This is something I have to remember regularly. Do not focus on what anyone else is doing… just keep doing my thing. I worry less this way.

What is your productivity secret?

Me – I am a ridiculously hard worker and as I work alone, if I don’t do it – it doesn’t get done. This keeps me very productive.

When was the last time you felt burned out and why?

I would have to say most days in all honesty. There is no such thing as a day off when you work for yourself (and when you have a toddler too). You don’t leave work when you leave the office. I have a real problem with switching off and I am regularly doing work even when on Mum duty but that is just how I roll now, and in all honesty, I am not sure I would want it any other way.

Share a quote you love

This one I live by –

“Everything will be OK in the end, if it’s not OK, it’s not the end.”


Visit the Fox & Moon website or head over to their beautifully inspiring Instagram account.


Contact if you would like to submit a blog post or be interviewed for our Female Founder series.
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