In this conversation, Dr James McIlroy and Emma Storey-Gordon discuss common myths and misconceptions surrounding health, fitness, and nutrition. They explore the law of diminishing returns in exercise, the latest science in nutrition including fasting and protein consumption, and the importance of meal timing and insulin sensitivity. Emma shares practical advice on setting nutrition targets, the gradual increase of fibre intake for gut health, and the role of supplements. They also touch on the individualized approach needed for training during menopause and the importance of community in building a successful health and fitness business. Takeaways Just do something, just move.The law of diminishing returns applies to exercise.Meal timing can impact insulin sensitivity.Setting realistic nutrition targets is crucial.Gradually increase fibre intake to avoid discomfort.Personalized nutrition is often marketed but not always practical.Exercise has profound effects on mental health.Community and environment play a key role in business success.You need to treat individuals as unique cases in health.Start slow but keep it engaging to avoid boredom. Chapters 00:00 Introduction to Health Myths and Misconceptions03:01 The Law of Diminishing Returns in Exercise05:56 Nutrition Science: Fasting and Protein Consumption09:08 The Importance of Meal Timing and Insulin Sensitivity11:58 Practical Nutrition: Setting Targets for Protein and Veggies14:52 Gut Health: Building Up Fiber Intake Gradually17:52 The Role of Supplements and Personalized Nutrition20:59 The Impact of Exercise on Mental and Physical Health23:44 Menopause: Individualized Approaches to Training27:01 Building a Business in Health and Fitness29:53 The Importance of Community and Environment in Business32:47 Final Thoughts on Health, Nutrition, and Business