Episode 119: The Science Behind the Benefits of a Personalized Experience with Emma Masters

Emma Masters

Biologically, we’re wired to always seek safety. When a brand new client steps into our studios or fitness classes- there can be so many unknowns, it doesn’t always feel like a safe zone.

Emma Masters

Educator, Presenter, Consultant

Biologically, we’re wired to always seek safety. When a brand new client steps into our studios or fitness classes- there can be so many unknowns, it doesn’t always feel like a safe zone. On top of that, they’re expected to take themselves out of their comfort zone and into a state of vulnerability- the complete opposite of safety! The more that we can make our clients feel safe when they come into class, the more likely they are to get the most out of their workout, and in turn, come back more often. In this episode, we speak with our guest about how our genes can either have a good expression or bad expression based on the environment we’re in. We see this in identical twins- how despite the exact same genetic code, they can have completely different expressions and therefore different body types and personalities as they develop. The experience we provide as fitness professionals should go well beyond telling people how to exercise effectively and what food to eat. We must create an environment where their good genes can switch on and express themselves- this happens through personalization: by getting to know them and understand them a little better, this informs how we speak to them, how to motivate them, which classes to suggest they take and what time of day. This can expand all the way out to how they are marketed to. When we accomplish this the best version of themselves can literally be expressed via their genes. By giving our clients minds and bodies what they need, it allows them to feel like they’re in the right place- and sometimes that effect is more powerful than the class itself.

What You’ll Learn from this Episode:

  • The science behind why an quality experience is so important
  • How our genetic expression affects the kind of experience we need
  • How to properly read our clients and provide them with a personalized experience

Here’s the Complete List of Tips:

(3:00) Why we need to create an experience in our boutique studios and classes.

We’re in the avocado toast generation. It’s the generation that’s not willing to put money on mortgages, but money on experiences. It’s not the avocado smeared on toast that we can create for ourselves by going to the supermarket. It’s the entire end to end journey. We’re seeking experience because with the knowledge we gain from the internet, we’re seeking after experiences. One of the beautiful things about this age and phenomenon is that it can inspire people to take a leap outside their comfort zone.

(9:00) Extrinsic motivation gets people through the doors. Intrinsic motivation keeps them there.

People will go to a studio because their doctor told them to or because they want to lose weight. What keeps them there is the experience that they have.

(10:00) Creating experience through personalization

This is the future of wellness. It’s even one step ahead of experiences. No more sending the same email or text to everyone in your list.  How can we speak to our members in a way that speaks to them?

(15:00) Learning about epigenetics

It seems strange, but you learn about the biology of a person and therefore understanding their behaviors from that. You can take measurements of someone’s body and you can learn what’s good for them in terms of health, as well as their personality, how they would behave, and how they’d communicate.

It’s the study of the effect on genes based on the environment that we’re in. What genes that you’re born with doesn’t seal your fate- what environment we’re in, and how our genes are expressed does.

(19:00) Information derived from epigenetics

What foods will switch your good genes on, the importance of timing on your genes- why doing things certain times does more stress and more damage (like getting up too early!) This is different from genetic tests which can only take a snapshot of our genes at that specific moment, when in actuality, we’re impacting the expression of our genes at all times. Looking at the blueprint is only half the picture. If you look at the genetics of identical twins, you’d give the same recommendation, but if you look at the gene expression based on their environment.

(25:00) Understanding epigenetics through embryology, and how this impacts who we are.

Every fetus goes through three phases of development

During the Mesoderm phase the fetus develops skeletal muscles, smooth muscle, blood vessels, bone, cartilage, joints, connective tissue, and heart. During the Ectoderm phase they develop skin, sensory, brain, nervous system (thinking and feeling) During the Endoderm phase they develop big large organs like their lungs and liver and kidneys.

Knowing this, depending on the genes passed down from mom and dad and the environment your mom was in, different levels of energy that she received in each phase would determine how her baby develops, and the qualities of the person that baby becomes.

(32:00) Applying epigenetics and personalization to boutique fitness

If we understand that Erika the ectomorph is coming to workout, we can also know that she doesn’t put muscle on easily and she’s likely introverted, it can change the way that the front desk and instructor interacts with her. We should strive to make people feel safe. Mason the mesomorph we know wants to be addressed a lot. His morphology wants to move and wants attention. He should be called out in class.

(39:00) Integrating this knowledge into our studios and classes

Step one: Awareness that one size does not fit all. Everyone speaks a different language and needs something different! We need to get to know our members more at a deeper level to cater the way we communicate and motivate.

Step two: Learn more via ph360.

Step three: Learn more via shaefit

You can then learn things like

(45:00) What to do about pushback from clients

Focus on small steps with your clients.

References in the Episode & Additional Resources:

The Five Love Languages

ph360

shaefit (application for fitness)

Show Note's Index