In this episode of The Future of Marketing, we speak with Sam Shames, Co-founder and COO of Embr Labs, the wearable thermal technology company that has raised over $60 million in funding. Embr Labs has pioneered a “personal thermostat” wearable that applies temperature sensations to the wrist to control overall body comfort. Sam shares the 12-year journey from MIT student project to category-creating consumer technology company with over 200,000 customers in more than 100 countries. Through iterative product development, science-backed messaging, and smart distribution strategies, Embr Labs has built a unique position in the wearable market by focusing on thermal comfort as a pathway to better health.

Topics Discussed:

• Creating a new wearable category focused on temperature regulation

• The science behind how temperature affects the nervous system

• Transitioning from student project to venture-backed startup

• Building consumer trust in breakthrough technology

• Evolving marketing messaging for different audiences

• Developing direct-to-consumer vs. retail distribution strategies

• Innovative business models including subscription-based hardware

Lessons For Consumer Marketers:

Create a Clear Category Distinction Within Crowded Markets

Unlike “trackable” wearables that monitor the body (Oura, Levels, etc.), Embr positions itself as a “doable” that actively creates change, comparing it to how headphones deliver sound sensations. This clear distinction creates a unique value proposition in the crowded wearable market.

Use Science to Build Credibility for Novel Concepts

Embr grounded its technology in thermal comfort research from UC Berkeley and UCSF (research that won the 2021 Nobel Prize), establishing the scientific basis for temperature as a unique pathway to the brain. This foundation provides credibility when marketing a concept consumers haven’t experienced before.

Let User Feedback Dictate Messaging Evolution

Embr initially positioned their product as a “personal thermostat” but has evolved between general comfort messaging and specific use cases like hot flashes as market research revealed customer preferences. Their current approach uses top-funnel messaging about “owning your comfort zone” before segmenting into specific applications.

Lower Barriers to Adoption for Novel Technology

To overcome skepticism, Embr implemented generous return policies (including return shipping), free trials, and eventually a $20/month subscription model that minimizes upfront commitment. These strategies significantly reduced the risk for consumers trying an unfamiliar technology.

Balance Direct and Indirect Distribution Channels with Unique Offerings

After seeing Amazon and retail channels taking significant market share from their DTC site, Embr created a subscription-based model exclusively available on their website. This strategy drove their business back to approximately 55-60% direct sales, reclaiming customer relationships.

Leverage PR for Consumer Trust, But Focus on Inbound Opportunities

While media coverage builds essential trust for novel consumer technologies, Embr found traditional PR firms delivered poor ROI. Their most valuable press opportunities (Good Morning America, Today Show, CBS) came from creating content that attracted inbound media interest.

Create Data-Driven Marketing Infrastructure

Embr built a sophisticated marketing tech stack using tools like Intelligems for A/B testing, heat maps for user behavior analysis, Google Analytics, a BigQuery data warehouse, and Looker for visualization—all while using AI to accelerate data analysis that previously took days.