Amplify Strength and Performance

The barrier of entry to calling yourself a "Macro Coach" is about as low as Britney Spears' dating standards. This is unfortunate because nutrition coaching isn't as simple as just setting someone's macro targets and then sending them off on their merry way. ⁠
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Most people think of nutrition as the food on their plate and seek help in learning “what to eat.” Indeed, nutrition coaching requires us to educate our clients about food quantity and quality. But the “what” is only part of the equation. We need to understand "how" they eat and "who" they are as eaters. We need to understand our clients' unique food stories. ⁠
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These food stories are often overlooked, yet they are powerful drivers that influence our clients' behaviours and habits around food consumption. Food stories are multi-layered and written over the course of many years. ⁠
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It’s how they talk about food and their body to themselves — and to others. It also involves how those around them eat and what they say (or don’t say) about their choices. ⁠
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It’s the way their mother was always on a diet, and how their father didn't care much for vegetables.⁠
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It’s the food they eat when they're celebrating, and the food they eat when they're heartbroken.⁠
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It’s the dish their family always made for the holidays, and the dessert they always order on their birthday.⁠
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It’s knowing they “should” be eating X, and eating Y instead.⁠
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It's that the theatre of fine dining represents a way for them to share an experience with their friends or perhaps the height of their culinary repertoire is scrambled eggs on toast. ⁠
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It's about childhood memories of making scones with Grandma, the traditional foods that connect them to their cultural roots, and foods that their favourite uninformed influencer has taught them to label as “good” and “bad.”⁠
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As you can see from the above, eating behaviour is complex. The greatest disservice we can do to our clients is to oversimplify their challenges and apply a one size fits all approach to their nutrition coaching. ⁠
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I'm curious. What's your food story?