We welcome Dr. Izzy Justice to Experience by Design podcast. Dr. Justice has a long history in helping people achieve better performance. His clients include NASCAR drivers, professional golfers, and many other athletes who have to deal with high pressure moments. In his new book "Life Explained: Chasing 10 Hz", he talks about achieving a more mindful states where the noise clears and we can focus through mastering our brain frequencies. We talk about optimizing performance in those pivotal situations where are focus matters. Izzy shares his past work with athletes, and how these principles are transferable to any situation. We also discuss how we need more education and training that focuses on becoming more mindful through using different neurohacks, and how doing so can make the difference in how we meet the moment.
If you’re a sports fan, a winter fan, or an Olympics fan, this is a great time of year. I’ve been watching the Olympics—especially the Nordic skiing events, since cross‑country skiing is one of the activities I really enjoy. The United States has had some impressive results, including Ben Ogden winning a silver medal, Jessie Diggins earning a bronze, and several other standout performances. It’s inspiring to see everything come together for athletes who have spent years working toward their goals.
But talk about pressure. So much comes down to one day, one event, one performance. That’s a tremendous amount of stress. It’s not just a physical challenge but a mental one as well, especially for those favored to win or in contention for a medal. I just watched Jessie Diggins earn her medal while skiing with bruised ribs and collapsing at the finish—as she often does. Commentators described her ability to “tune out” distractions, “channel” pain, and “focus” on exactly what she needs to do. All of this highlights the mental side of performance.
Today on Experience by Design, we welcome a guest who specializes in that mental side—specifically, the electrical impulses and brain states we experience during different types of activities. In his new book, Life Explained: Chasing 10 Hertz, Dr. Izzy Justice explores neurohacks that reduce brain frequency, enhance sensory input, and create more mindful experiences. Izzy discusses his research on brainwave frequencies, especially the “magic” 10 Hz state in which sensory input is amplified and cognitive function peaks.
Dr. Justice explains how trauma and panic can impact athletes during competition, particularly in sports where unexpected challenges can arise. But these principles extend far beyond athletics—we also explore how they apply to creativity in business, focus in education, learning, and everyday tasks.
We also talk about the importance of translating academic findings for public audiences. Izzy emphasizes the need for actionable language and accessible frameworks for managing brain states, and why greater education is essential for helping us regulate our own brain activity, reduce the noise around us, and reach that 10 Hz state to create more mindful experiences.