Let’s be honest, free things do not motivate us. Cognitive psychologists found out why and they call it loss hatred. In simple terms, we are more motivated by fear of losing rather than a satisfaction of gaining. • It might sound counter-intuitive, but by paying for this challenge, you have a higher chance of successfully completing it and therefore enjoying all the benefits associated with the healthy pregnancy challenge. • We wanted to make our health practitioner teachings available for everyone, hence 21-days of valuable high quality content and tailored meal plans cost you less than your daily coffee. And you must agree, it’s a way better investment in yourself!