LIFEAID Wins BevNET Best of 2019 RISING STAR Award

Source: BevNET LIVE 2019

Each year, BevNET’s annual Best Of awards honors companies, brands, individuals, products, ideas and trends from across the dynamic and ever-changing beverage landscape.

As in years past, 2019 witnessed the emergence of disruptive newcomers developing alongside established players seeking out new frontiers. In ways both big and small, this year confirmed that there isn’t a singular route to success. In bottled water, we saw Essentia reap the benefits of a dedicated long-term growth strategy, fueled by strong execution, and at the same time we saw Liquid Death capture the imagination of consumers with a wholly unconventional (and unmistakable) marketing voice. We saw young companies in categories like energy and coffee help bring a new generation of functional beverages to mainstream audiences, while also watching as legacy brands extended their reach with new innovations. Some well-worn rules were confirmed, and others were torn up in style. There was truly a bit of everything.

With such a wide breadth of worthy nominees, the process of selecting our Best Of 2019 award winners was hardly simple. These honorees represent a vibrant and dynamic group of brands that we feel best encompass the ideas, personalities and products pushing the beverage industry in exciting new directions at the dawn of a new decade— and we can’t wait to see where they will take us next. Congratulations to all our winners!

LIFEAID Beverage Company:

“The entire team at LIFEAID Beverage Company, LLC is beyond honored and thrilled to have been chosen as the recipient of a BEVNET Best of 2019 RISING STAR award! Thank you for this acknowledgment. Here’s to rising to even greater heights in 2020,” LIFEAID posted on their LinkedIn profile following the announcement at the BevNET LIVE event on Monday, December 9, 2019.

When functional beverage brand LIFEAID first made a name for its workout-based FITAID line through its partnership with CrossFit©, it seemed the company had settled into a strategy of cornering niche target demographics through a focus on hyper-specific use occasions such as partying, travelling and golfing. But after several years of incremental gains, 2019 finally saw LIFEAID and its entire product portfolio break into the mainstream. This past year the company’s risky take on functional beverages saw a vast expansion as it tripled its retail footprint, established a robust DSD network in the West, and made nationwide expansions in major outlets like Walmart and CVS. Co-founders Orion Melehan and Aaron Hinde said that LIFEAID’s mainstream breakout was always the long-term plan, even as it spent years with an emphasis on narrow channels — part of an “incubation” strategy that through close customer relationships and ROI driven marketing is finally seeing validation in the broader market. Earlier this year, LIFEAID raised $7.7 million in April to fuel this growth and now with Fitness, Focus, Immunity, Partying, and Golfing all covered, the company has introduced sugar-free varieties with FITAID ZERO and FITAID RX ZERO. And the innovation isn’t done yet: the brand has announced LIFEAID CBD as the latest addition to its beverage portfolio — making it one of just a handful of established brands to date to jump into the hemp space.

> > > Live well.

FITAID Athlete Sara Sigmundsdóttir Wins CrossFit OPEN … Again!

It’s official. Sara Sigmundsdóttir has won the 2020 CrossFit© OPEN!

As the dust finally settles, Sigmundsdóttir sits solidly in first place in the Women’s Division, punching her ticket to the 2020 Reebok CrossFit Games. With top-3 finishes in 4 out of the 5 OPEN Workouts, Sigmundsdóttir is looking stronger than ever and clearly on a mission as she gets ready to head back to Madison next summer.

This will be the 27-year-old Icelandic athlete’s sixth time competing at the Games, having stood on the podium steps with a bronze metal around her neck twice before (in 2015 and 2016). As always, Team FITAID will be cheering Sigmundsdóttir on all the way.

Hard work pays off, yet again. CONGRATS, Sara!

2020 CrossFit OPEN Leaderboard (Women’s Division)

All photos courtesy of Team FITAID®

> > > Live well.

5 Winter Hiking Travel Tips

Written by travel blogger Tiffany Ammerman | All images courtesy of @marissareeds

We all love a good hike when the weather is warm and everything is blooming but it takes a real die-hard hiker to strike out when the snow is blowing and the temps are dipping. There is nothing like stepping out into an abundance of flurries and some beautiful winter scenery but not being prepared can definitely ruin the experience. If you’re a first time winter hiker, take these tips with you on your next cold weather adventure:

1. Layers, Layers and More Layers

Dressing in layers is key for a comfortable winter hike. Typically you’ll warm up quite quickly but start off quite cold. Being able to have control over your wardrobe will make the hike more comfortable as you’re able to take off a hat or put on some gloves. Taking a lunch break during your hike can cool your body down quite quickly so be sure to throw on your outer layer to keep your core warm. Having a Merino wool base layer offers a lot of versatility in that they stay warm in cold temperatures but it offers breathability once you get warmed up.

2. Have a Camp Layer

While not super vital, it can just be nice to have something special that you wear only when you make it to camp. Similar to throwing on some camp shoes, there is just something nice in being able to peel off the clothes that you wear while you were trekking and putting on something warm and new. Keeping a favorite hoodie or sweatshirt buried deep in your bag that you can throw on when you’re done for the day will warm you up mentally and spiritually as well as physically. 

3. Keep Items in Your Possibles Pouch or Hip Belt

If you’re an experienced hiker, you know that there are definitely things that you’ll need along the way that often times people don’t think to bring. Keeping things like aspirin, vaseline, sunscreen (you can get sunburned in the winter!), lip balm, tissues, etc. are very important in making your hike a more productive and positive experience. If you have a hip belt, keeping these items tucked away to where they are easily accessible is best so that they you don’t have to stop and dig them out of your pack. However, if you don’t have pockets on your hip belt, keeping a small waterproof bag in the top portion of your pack with your “possibles” can help to make your hike more comfortable in the long run.

4. Stay Hydrated

Even though you might not feel like it, your body is still sweating and exerting energy under all of those layers and sometimes we forget to keep hydrating. Keep drinking water and you’ll feel more energized to keep going on your hike! You’ll also feel more clear headed and alert. Becoming dehydrated can cause cramping or could cause hikers to become confused. It’s easier to feel the typical signs of thirst when your body is warm and sweating, but the first sign of dehydration is thirst. Take care of your body before it starts sending you distress signals.

5. Communication Is Key

As with all hiking, make sure someone knows where you are and when you plan to return. Especially when it comes to winter hiking, it is very important to communicate to someone back at home. Whether you’re going on a day hike for a few hours or a multi day out-and-back, let someone know. 


Winter hiking can be a fantastic and rewarding experience that can lead to longer and more technical hikes in the future. Be sure you’re prepared before you go and it’ll be sure to be a more comfortable and exhilarating adventure!

All images courtesy of @marissareeds


About the Author:
Georgia native Tiffany Ammerman is the thru-hiker and CrossFitter behind the travel blog The Goodish Traveler. She spends the majority of her time traveling, eating sushi and searching for hiking trails. When she’s not blogging, Ammerman can be found training at CrossFit LaGrange and teaching art to kids.

You can follow her adventures on Instagram: @the_goodish_traveler or website:


> > > Live well.


The ABCs of CBD: What’s in LIFEAID CBD?

The natural ingredients in LIFEAID CBD contain balancing adaptogens (lemon balm and rosemary) and hemp extract to help you find your bliss in everyday life. Crack a can anytime you’re looking for that perfect zen moment. Proudly brought to you by LIFEAID Beverage Co., your trusted supplement brand since 2011. Discover more about the ingredients in LIFEAID CBD below.

What are cannabinoids?

There are more than 100 known active cannabinoids, the compounds found in the hemp plant. Many scientific and health related research studies have been performed on these molecules.

The LIFEAID CBD Blend uses Ojai Energetics™ broad spectrum hemp which contains high level of active cannabinoids, including CBD, CBD-V and CBG. All three of these cannabinoids help promote overall homeostasis (balance) in the mind and body. The cannabinoids CBD, CB-V and CBG in LIFEAID CBD are not intoxicating when isolated, so they will not cause the euphoric high or psychoactive effects associated with THC.

IMPORTANT: LIFEAID CBD is 100% THC-free, non-addictive and non-psychoactive.

To learn more about the difference between CBD and THC, visit

What are adaptogens?

The LIFEAID CBD Blend contains several key adaptogens, which are basically any herbal supplement or natural source which helps to promote homeostasis—or balance—in the body.

The adaptogens lemon balm and rosemary are both natural sources used in LIFEAID CBD to help balance the mind & body.

What other ingredients are in LIFEAID CBD?

  • Hemp Extract: 20mg of broad spectrum hemp extract from Ojai Energetics helps promote overall balance in the mind & body.
  • Cannabinoids: Broad spectrum hemp contains active cannabinoids including CBD (cannabidiol), CBD-V (cannabidivarin) and CBG (cannabigerol) which help promote homestasis.
  • Rosemary: This adaptogen naturally helps balance the mind & body.
  • Lemon Balm: A lemon-scented herb, this adaptogen also helps balance the mind & body.
  • Agave: Raw organic blue agave provides just a pinch of sugar to sweeten naturally, with a low-glycemic index.
  • No THC: LIFEAID CBD is 100% THC-free, non-addictive and non-psychoactive.

What do CBD products taste like?

Not all CBD products are created equal, ranging in form and flavor.

LIFEAID CBD is lightly carbonated and has a refreshingly light Herbal Lemon taste. It may remind you of sipping lemonade on a sunny day, offering subtle hints of rosemary and lemon balm.

Get ready to enjoy the light, refreshing Herbal Lemon taste of LIFEAID CBD—now you can drink happy thoughts. Every can is 100% THC-free, only 40 calories and contains adaptogens (rosemary and lemon balm) and hemp extract to help provide balanced bliss in your everyday life. 

When should I drink LIFEAID CBD?

LIFEAID CBD is best enjoyed ice-cold anytime of day, to help you find those perfect zen moments amidst the stress of everyday life. It contains absolutely no THC and no caffeine—it’s the perfect low-cal refreshment choice morning, noon or night. Drink a can on your break, with a meal, or whenever you just need a moment to find better balance and harmony for your mind & body.

Will I feel any strange effects from drinking LIFEAID CBD?

LIFEAID CBD contains absolutely no THC (the part of the hemp plant which causes psychoactive effects). That means it’s non-addictive and non-psychoactive. The natural adaptogens lemon balm and rosemary along with hemp extract in LIFEAID CBD are intended to simply help improve homeostasis (balance) in the mind and body, helping you find bliss and balance amidst those mildly stressful moments in everyday life.

Why is Ojai Energetics™ preferable to other sources on the market?

The LIFEAID CBD Blend proudly uses Ojai Energetics broad spectrum hemp and contains no THC. (It’s 100% THC-free, non-addictive and non-psychoactive.)

Ojai Energetics broad spectrum hemp is of the rigorously tested for heavy metals, VOCs, pesticides, herbicides, microbes, terpenes & cannabinoids. 

‘Broad spectrum’ means that it has multiple cannabinoids, which we now know are simply the active ingredients in the hemp plant. There are currently over 100 known cannabinoids, including CBD, in hemp. The Ojai blend contains 10 times more active cannabinoids per milliliter than many competitors.

Another reason we chose Ojai Energetics is because they use a patented microcellular nano-encapsulation process. Generally, other CBD and broad spectrum hemp products are fat soluble, meaning they don’t absorb well into the bloodstream. Ojai Energetics has found a way around this with their nano-encapsulation process. Think of it as a sheath around these fat molecules that allow for 100% absorption into the bloodstream, making it much more potent and, subsequently, more effective.

You can learn more about Ojai Energetics at

What is nano-encapsulation?

In a nutshell, nano-encapsulation allows for faster absorption, increased bioavailability and higher potency levels. (Bioavailability is the degree and rate at which a substance is absorbed into the bloodstream.)

Now let’s break that down a bit further.

Nano-encapsulation is the patented delivery system that Ojai Energetics uses to improve the absorption rate of their CBD extract, making the CBD water soluble and more bioavailable. While other CBD and broad spectrum hemp products are fat soluble (meaning they don’t absorb well into the bloodstream), Ojai Energetics has found a way around this with their nano-encapsulation process. Think of it as a sheath around these fat molecules that allow for 100% absorption into the bloodstream, making it much more effective, much more potent.

In most CBD products, up to 90% of what is ingested is destroyed by the liver and stomach acids before it is even able to be used. This is because the body doesn’t absorb fat molecules, and must encapsulate them in water inside the gut before it can be absorbed. For example, if you eat 20mg of a regular CBD oil, only 2mg of CBD is usable. So those who consume other extracts are paying for 100% of the CBD but only getting 10% of the potency, often waiting 30 minutes before any benefits even occur.

With LIFEAID CBD you’re getting more bang for your buck, plus a 10x higher absorption rate due to the nano-encapsulation process used by Ojai Energetics.

What is the price point for LIFEAID CBD?

LIFEAID CBD currently has a very competitive price point at just $3.99 per can ($41.88 per 12-can case, $83.76 per 24-can case) suggested retail price. 

You can also Subscribe & Save to get 10% OFF + FREE shipping on all future LIFEAID orders, making the cost of CBD only $37.69 for 12 cans or $75.38 for 24 cans (SRP)!

Learn more or SHOP NOW at

HindeSight #26: Long-Term Consistency Beats Short-Term Intensity

Long-Term Consistency Beats Short-Term Intensity

This episode of Health Coach Radio discusses the idea of one degree of change, the power of changing your trajectory over time, pushing the chips all in, being aligned with your purpose, and so much more. (52:22)

Listen to the full podcast episode here.


The New Age of Conscious Capitalism

Co-Founder and CEO of LIFEAID, Orion Melehan shares his vision and thoughts surrounding building and nurturing a successful brand.

Click here to read the full article.


Healthy Pumpkin Pie for Thanksgiving

Try Ambitious Kitchen’s version of classic pumpkin pie—made from scratch, delicious, dairy-free, and naturally sweetened with pure maple syrup and coconut sugar.

Find the healthy recipe here.

“Success is going from failure to failure without losing your enthusiasm.”

—Winston Churchill

Striking Thoughts: Bruce Lee’s Wisdom for Daily Living

Discover the secrets of Bruce Lee’s incredible success. His book covers 72 topics and 825 aphorisms—from spirituality to personal liberation and from family life to film-making.

Check out the book here.


HindeSight  |  No. 26

KUCI 88.9 FM: Entrepreneur Nation

[Ash Kumra]: Okay. We are back here on Entrepreneur Nation, here on KUCI 88.9 FM in Irvine. I’m your host with the most, Ash Kumra. I have two amazing people. By the way, how do I say your last name?

[Aaron Hinde]: Hinde. Everyone screws it up.

[Ash Kumra]: Hinde. Okay, it’s not–

[Aaron Hinde]: Yeah, like behind.

[Ash Kumra]: Behind. Okay [laughter]. You won’t forget.

[Aaron Hinde]: There you go. I got Aaron Hinde with– as you can see, this company– people are checking in. FITAID, a dope product. I had mentioned this earlier, that I actually have had his product for almost a year now. A former guest introduced me. Bedros introduced me to your product.

[Aaron Hinde]: Oh, right on.

[Ash Kumra]: And then I went to F45, and they had your product. And so I was like– and then I looked you guys up, and I saw what you’re doing. And I’m like, “Dude, I got to talk to you,” and there it is. You’re here, so.

[Aaron Hinde]: Good to be here.

[Ash Kumra]: Super happy to have you. Berké Brown. Cape. He is the mindset coaches of mindset coaches. He is a performance coach. He’s a behavior researcher. He’s done some stuff. I mean a lot of people say they do behavior research and they do this stuff, but this cat got stuff from Berkeley. You know what I just realized? You know what’s kind of funny? Your name is Berké, and you went to Berkeley [laughter]. I don’t know if they named the school–

[Berké Brown]: [Wow?]. It was planned. It was the only reason I went there, actually.

[Ash Kumra]: I mean do they just say, “Hey, your name–”

[Berké Brown]: We’re going to let him in [laughter].

[Aaron Hinde]: It’s like a dentist named Dennis [laughter]. There’s another [crosstalk], typically.

[Berké Brown]: Yeah, I’m going to go to Brown after this too. So that’s the next university, right? To satisfy [inaudible].

[Aaron Hinde]: Dude, that’d be [crosstalk]. That would be intense.

[Ash Kumra]: So I have you both on here, but before we talk about the topic, mindset, is there anything I missed about your bios? Because I want to be respectful for all the great stuff you’re doing. So why don’t we start with you?

[Aaron Hinde]: I think you got it– I don’t know what you said, but I’m sure you got it covered.

[Ash Kumra]: I just said you’ve got a dope product. I mean FITAID has been around for a few years now, right?

[Aaron Hinde]: Yeah, since 2011.

[Ash Kumra]: And you guys are national, right?

[Aaron Hinde]: We’re national. We are.

[Ash Kumra]: I went to Whole Foods yesterday, and I mean– when did you get into Whole Foods?

[Aaron Hinde]: Probably four years back. Yeah? Yeah. Yeah, we’re in all Whole Foods.

[Ash Kumra]: Okay. Cool. Cool. And it’s been a journey, right? Was this like you grew it in your lab or your well and farm in Santa Cruz, like you were saying? Or was it like– how did the story start? I’m curious.

[Aaron Hinde]: Well, we visualized it. It’s all about mindset, right? That’s what we were talking about today.

[Aaron Hinde]: I mean it really– as I was telling my man here, it’s all about ignorance in passion for us. We didn’t come from the beverage industry, but we’re very passionate about health and wellness and what we put in our bodies as a direct reflection how we show up in the world and want to create better-for-you products, vitamins you’ll actually enjoy drinking. That’s what we’re all about.

[Ash Kumra]: Okay. And how about you, man? What’s your story, man?

[Berké Brown]: Yeah. Well, it’s funny. I started off as a personal trainer back in the day. I was always into Think and Grow Rich. The Magic of Thinking Big. Reading all the books. I was a personal trainer. A quick story is, I had a client who was extremely weak. Small. Quiet. Right? And I’m like, “I want to help this guy.” So as I started training him, he started getting more confident. His personality started shifting. He started making more jokes. He’s like, “Hey I got a girlfriend.” I’m like, “That’s awesome. I’m glad to hear that.”

[Ash Kumra]: You’re like, “Pitch.”

[Berké Brown]: “Get back to the weights, bro.” In a big way, it really was like that because he would start to feel more confident, and then he got a girlfriend, and then he got engaged. And there was a point when we were at the wedding rehearsal. He was looking at me, and it was amazing because I was sitting down. He was standing up looking at me with tears in his eyes, and he goes, “If it wasn’t for you, I wouldn’t have believed that I could get a girl like this.” So for me, what became the most powerful thing was, “I wouldn’t have believed.” So I actually became more interested in the belief part than just the physical part. And so how do you empower people to believe that they’re capable of getting a girl like that? A guy like that. A business like that. A family like that. A mindset like that. And so that’s what kind of set me on the journey, and so I created a program that tied to the mindset and the physical. Then I just went to Berkeley, and I was like, “I got to research this mindset. How do you get people to change their behaviors?”

[Ash Kumra]: Hey, what did you find in your research? Because that’s such a fascinating topic.

[Berké Brown]: Yeah. Absolutely. Well, it’s funny. People are always saying, “What’s the answer? What’s the answer?” And it’s not about an answer; it’s about an environment. How do you create an environment where it lessens the likelihood of you giving up? See, when people start things, they have certain things that stop them when they’re excited, too, as they make the first mistake. And then they self-sabotage. So if you provide yourself with the right thinking and the right environment and the right behaviors, then it kind of increases your likelihood to be successful. So it’s actually pulling from social cognitive theory, but it’s an amazing process to watch somebody begin to believe and then surround themselves with other people that believe and then, from there, change their behavior.

[Ash Kumra]: What is social cognitive theory?

[Berké Brown]: So Albert Bandura talks about what causes people to to act. How do you move? So if I believe something about myself, like, “I’m not capable,” then I won’t try. I’ll either avoid or I’ll fail early. Right? So that’s the mindset. If I believe I am capable, like what you said. You said, “Ignorance of passion.” He was ignoring the fact that it wasn’t an industry that he’s in, but he was passionate about that industry. Therefore, he created it. So he only focused on what was capable and didn’t focus on what wasn’t. So that’s the cognitive portion. The behavior is you just acting out on it and then kind of getting a feedback loop of seeing yourself succeed and then believing in yourself more. And the final thing is having a team. That’s your environment.

[Ash Kumra]: One thing I find fascinating is what experiences lead you to work on what you’re meant to do. So I’m curious here. What led you to decide to create FITAID?

[Aaron Hinde]: Well, how I was raised was very supportive. I mean talk about the environment. And I was thinking about the topic today on the plane and thinking about the type of reinforcement I got from my father. Specifically, he would say things like, “Your attitude is your altitude,” or “The sky’s the limit.” I mean those became mantras around my house, so I always came from a can-do attitude, “We’re gonna do something big.” And like we were talking about before the interview here, it’s like every challenge that we have in life, every entrepreneurial venture, every “failure,” is actually just an obstacle that was meant to be there, meant to put us on a certain trajectory, meant to give us a certain skill set to get us to that next level. And so this is a culmination of years of those “failures” and successes and learning experiences and then meeting the right business partner that really had a certain skill set that I was lacking in. Having the support structure from our significant others, our wives. I mean I couldn’t imagine trying to be an entrepreneur and not having support from your significant other. Talk about sabotaging. If you came home and every day when you weren’t making any money [laughter]– the sky is falling, and all you heard was, “You piece of crap,” and “I told you we shouldn’t have done this.” Imagine being in that environment. Instead it’s like, “No, this is going to work. We’re going to get through that.” Having that and then building out our team, that’s just such [inaudible] your players to be able to execute. I mean it’s that combination of all of these ingredients have to come together mixed with the right timing and the right products and the right vision. And fortunately, it’s been working out for us.

[Ash Kumra]: Okay. How about you, man?

[Berké Brown]: It’s amazing. Amazing.

[Ash Kumra]: Tell us about your background, your upbringing. Specifically what helped you make this foundation you have now?

[Berké Brown]: Yeah! Absolutely. No, it’s such a great question, man, because it really doesn’t matter. It’s the environment. And how you move through the environment is what really makes a difference. My father, he was about the books: Think and Grow Rich, The Magic of Thinking Big, Og Mandino, these books. What he would always say is– he goes, “Whatever the mind of man can conceive, he can achieve.” And it’s just kind of harking back, hearing these stories. It’s like, “Wow, how important the upbringing is in a lot of ways,” or surrounding yourself or finding that. But that’s just the way my father was. He was always into– he did Amway. He was reading those books, and everybody was talking about those things, and so that mindset really just– it bled onto me. And I always knew that I was capable of doing more. Right?

[Berké Brown]: And I also knew that I had this ability, as random as it was. I could see two people speak, and I don’t know if it was hyper empathy, but I could understand where a person was coming and when they said something, how it negatively affect the other person, how their ego would kind of rise up, and how an argument would come out of nothing. And so at first, I thought that it was just, “Why can’t anybody see what I’m seeing?” I realized that I had a skill set, and there’s this ability to have compassion for understanding what people are going through, and that they’re really– no bad guy thinks he’s the bad guy. You know what I mean? In your mind, you think that this person cuts me off because he hates me or he doesn’t like me, but the truth is, when you cut somebody off, you’re like, “I didn’t mean to. I was late. I forgot.” You know what I mean? So when you have the ability to stand in the shoes of another person, it gives you compassion, and it gives you that kind of perspective from a higher level. And so my work is, when I look at people, I’m looking at them from a higher level. There’s a great quote. I heard it from Les Brown. He goes, “Look at a man the way he is, he only becomes worse. Look at a man as if he were who he could be, then he’ll become who we should be.” Right?

[Aaron Hinde]: Powerful. Yeah.

[Ash Kumra]: Wow. That’s deep.

[Berké Brown]: And I live by that. You see the greatness that’s already there. And Abraham Lincoln, he says, “I am the person I am today because I had a friend who believed me, and I didn’t have the gall to let him down.” [laughter] Right?

[Ash Kumra]: Wow. That’s true.

[Berké Brown]: So when you set that up, when you set people up, and you say, “Hey, you are great,” and not in a cliché way– I kind of see myself as the guy who breaks open clichés and holds the pearl. But when you realize that greatness is actually a right, like you were born into it, and when you take off that veil of doubt, then you become empowered to make change that’s real. That’s real. You know what I mean? So–

[Aaron Hinde]: Yeah. We all have our own unique ability, right?

[Berké Brown]: Absolutely.

[Aaron Hinde]: And it’s negative programming between 0 and 7 years old that–

[Berké Brown]: To 10.

[Aaron Hinde]: –gives us the doubt and the fear and the anxiety. And when you’re a kid, you’re the best salesman there is. I mean a kid wants something, and they’re like, “No. Yeah, I’m getting that. I’m getting that.” They can be persistent as heck. Right? And they can wear you down as a parent. So they don’t learn– they’re programmed from us, parents, and from teachers, especially. Teachers notoriously come from scarcity mode, unfortunately. The system. Their friends. There’s so many forces. Television, the big one, right? I mean that’s why cut out cable when we got pregnant with our oldest. It’s just I saw that negative programming. I’m like, “We’ve got to get away from this.”

[Ash Kumra]: That’s a smart move. So you have no cable in your house?

[Aaron Hinde]: No. Haven’t for 17 years.

[Ash Kumra]: God. That’s so good.

[Berké Brown]: When I was a kid, my dad actually– my mom and dad didn’t let us watch TV on the weekdays.

[Ash Kumra]: Smart.

[Berké Brown]: But at the time, you’re like, “What devils.” [laughter] All my friends are just like– and I’m like, “Can I please, a little bit? Can I just watch a little bit?” So Friday and Saturday, you’re making up for all the lost time, but you don’t realize that you don’t become attached to television. It’s like kids who were raised eating healthy. They don’t understand why people eat unhealthy. Because your body has adapted to it. So that was a huge benefit, too, so I loved that. That’s awesome.

[Ash Kumra]: Going back to both your businesses, and then we’re gonna dive into the main topic mindset. Where in your life did you realize you needed to make this product? Were you in a health situation yourself? Did you have someone, and you’re like, “I can’t believe that happened to them”?

[Aaron Hinde]: No. Great question. I had always been a little bit of a chemist in my own kitchen, making up my own shakes with turmeric and ginger powder and Creatine and peanut butter and protein powder and doing– I used to make, always, all my own stuff. But I was a sports chiropractor for 10 years in Santa Cruz and seeing a lot of high-level athletes come into the office drinking not-so-healthy beverages and really encouraging them to get off of those because I felt it would negatively affect their performance in the long run. And they would say, “Okay, I’d get off it, but what else? What should I drink?” basically asking for advice on what should they turn to outside of water. And there wasn’t anything to point them to. There wasn’t anything to point them to. And Orion and I, my business partner, we both have young kids, and it was like we knew. We wanted to create something that we have full authenticity in offering to our own children.

[Ash Kumra]: So dope.

[Aaron Hinde]: So I mean I couldn’t put something out where, if I knew it had 300 milligrams of caffeine, it’s going to give my kid an arrhythmia. Or it’s jacked full of artificial sweeteners or colors and all that garbage. Right?

[Ash Kumra]: Yeah, your FOCUSAID has 100mg, right? I had your Focus in the past. 100 milligrams, right?

[Aaron Hinde]: Yeah. 100 milligrams green tea and Nootropics as well.

[Ash Kumra]: Yeah. I love that. And I mean you’re in phenomenal shape. You told me last time we met, a week or two ago, that you’d been into bodybuilding again. What role did fitness and working out play with what you’re about?

[Berké Brown]: Such a great question. Well, I’ll say this. The Internal Gym is the name of my business. The internal gym is your mind. I came from the gym, the external gym, and realized that the exercises of the brain are the most important. What I say is, “Before you go to the body first, you first must water the mind.” When you are physically training, certain things happen. When I face resistance, I’m doing resistance training. I grow; my muscles grow. Resistance equals growth. But in the real world, when people experience resistance, they’re like, “Oh, it’s a bad day,” right? It’s Mercury retrograde. I mean whatever it is. These are the things, but we don’t realize it. If I saw resistance in the gym as growth, why don’t I see resistance in my life as growth? And so my ability to kind of correlate the physical experience with the mental experience is what’s so powerful. Like we were talking outside is, if you say you can’t run a distance, and you run it, you’re out of breath and excited. And I say, “What else in your life do you believe that you can’t do?” Right? When you lift something you said you can’t– our brain, when we’re– if put yourself in an exercise situation without hurting yourself and go to where your brain tells you to stop, your body can continue to go. But your brain is actually verbally saying something. And if you can start to hear those sentences, then you realize that it’s just truly self talk. Talk, it’s all talk. Then there’s a physical place that you can get to. And so really, what I wanted to do is create a program that ties around those experiences where it’s physical and mental. And as time went by, I started focusing more and more on the mental because the mental will then enact the physical. Right? So all clients, they have to go through some type of health, whether it’s meditation or anything like that, in order to increase their their cognition so that they can make the changes. So I was like, “Okay, I’m going full board in this. I want to do The Internal Gym. I want to create this program that helps people exercise their minds so they can change their lives.”

[Ash Kumra]: So one thing I admire about both of you, it sounds like you both have good work ethics and habits. What are some daily rituals that both of you do? And I’ll start with you. What do you do? And it could be anything. There’s no right or wrong.

[Aaron Hinde]: I have a very detailed daily ritual.

[Ash Kumra]: Oh, okay. I thought you were about to say, “I don’t do anything. I just wake up–”

[Berké Brown]: “I just woke up like this.”

[Ash Kumra]: “I drink focus, and I’m like, ‘Ah, ready to be fit.'”

[Aaron Hinde]: “I’m ready to go. Shower and FITAID [laughter].”

[Ash Kumra]: You’re doing it well. I’m telling you. I have this idea that you had [laughter].

[Aaron Hinde]: No, I’ll make it as quick as I can, but basically, I get up at 6 o’clock every morning. I’ll fill out the five-minute journal. If you’re not familiar with it, it’s three things that you’re grateful for, three things that’ll make today great in one’s self-affirmation. I’ll hop in the shower. I’ll do one round of Wim Hof breathing. I’ll slam the hot water off and do about a minute cold plunge. I’ll do a Keto coffee with, usually, some eggs from our chickens, and I’ll take some supplements. I take my son to school. We’ll do a morning prayer together, and then I’ll ask him, verbally, the five-minute journal. What is he grateful for? What’ll help make his day great? And then one self-affirmation. And I go down to Natural Bridges beach. I do a short walk, about a quarter mile. Get to the beach. Let the sun hit me. Do another deeper round of Wim Hof breathing. I ground myself, so I’ll take my hands and just put them into the sand [inaudible] and just kind of feel that and what that’s all about and then do some box breathing, a little bit of meditation, walk back, and then I’m ready to rock and roll. Get in right around 8:00, 8:15.

[Ash Kumra]: Okay. Any certain foods you eat consistently when you’re in your peak time of work, or?

[Aaron Hinde]: I do pretty good on a heavier keto, higher protein diet. I have such a sweet tooth. I love carbs, but it really throws me off. So I do better in my much higher protein and healthy fat content, yeah.

[Ash Kumra]: Okay. Cool. How about you? What’s your rituals?

[Berké Brown]: I love it. Yeah, my ritual starts at night. I have a night ritual, and so what it is is real basic. I separate it into kind of grand vision, then small things to do. Did you fight the urge to– the sleep urge?Because sometimes when you’re working so hard, you’re like, “Okay, I just got to keep going.” So if I fight the sleep– and I actually give them points, so there’s a higher point system. If I fought the sleep urge, it’s a higher point system. Right? So I have this on this– I created it on Survey Monkey. And so it asks, “Did you fight the urge? Did you go to bed on time?” And it says, “What are the top three tasks that you have for tomorrow? Were you successful achieving your top three tasks today?” And then the little area from notes, lessons learned– because I’m trying to, every time, fix myself a little bit more. Why is my ratio– is it either that I’m putting too much on my plate– I just need to know how long it takes me to do what I need to do so I can go to be good at that. And then I have a little space for kudos, where I get myself kudos on any successes in the day, even if I didn’t do well. And then I get a percentage grade, which sets me up for the morning.

[Berké Brown]: When I wake up, I have a morning ritual. The morning ritual is the first three things that you’re grateful for. It says, “What do you want to create in the world? What do you want to create in the world for others? What you want to create in the world for yourself?” Some type of affirmation. Three topics, three main things that you want to get done. Oh, ”What is the theme?” because I have my weeks separated by themes, so–

[Ash Kumra]: What do you mean by that?

[Berké Brown]: So Monday would be client day. That’s when I have a major focus time for clients. So anything that, if I’m putting– because the thing is, when you’re just throwing all of your tasks out, randomly, throughout the week, there’s no story. And the narrative is everything to be internally motivated. I have to have a reason why I’m doing this as opposed to just checking off the list. If my highest motivation is to check off a list, then I’m not motivated by my purpose. Right? So clients day, I set my clients, and during the focus hours that I have, then I have shotgun tasks. Those shotgun tasks are just any tasks that randomly need to get done that day. Right? And then I have a day where it’s focusing on the finance or focusing on the marketing or focusing on– so each day has its theme and its power. Right. So then I make sure that everything is put into the proper bucket, and then, from that space, I can allow myself to not have to think, “What day am I going to do that?” I’m going to do that on marketing day. It’s as simple as that. Oh, personal self-motivation day? Sunday. That’s when I connect to God. That’s when I connect myself, to my spirit, and my social life. Who are the people around me that I need to connect with? Reach out to people.


[Berké Brown]: So then I have– so I finish off. I do my meditation, and I do different types of meditation depending on how I feel. I used to be very strict on what type of– I was trying to do transcendental meditation, but what happened was, because I felt like if I didn’t do it, I was bad, it worked against me. So now, what happens is, I have flexible meditation. So what I do is, either I can do something as simple as [headspace?] or calm, where certain breaths that I do– or if I decide to do transcendental, but I do it for a kind of period of time. And then I’m off into my day. And it ends with simple, “Did you do your stretches? Did you make your bed?” Because it’s these small wins that give you the motivation to push on forward from there.

[Aaron Hinde]: I love it.

[Berké Brown]: Yeah. So those are kind of like– I say the night and the morning is actually one time. But it’s your sandwich. From there, you’re either controlled by what pops into your phone or by who talks to you or by what intention you want to set. You know what I mean?

[Aaron Hinde]: Yeah.

[Berké Brown]: So that’s extremely important to me.

[Aaron Hinde]: I love that, setting the intention for the day. Having a client day as the focus of this day or this week. That’s powerful. Because I’m one of those multitask type of guys, where I know there’s no such thing, but I like to have organized chaos going off, and I feel like I can hop from one thing or another. But because I get distracted so easy, having a theme– it’s like, “Okay, I’m going to crush New Business Day, and that’s all I’m going focus on, and just kind of clear it out.” That would helpful for someone like myself.

[Ash Kumra]: That’s rad. It’s funny. One little hack I use– I keep my phone on silent the whole time. Because do you really need to hear the ring? I mean you will look at your phone. If someone’s ringing, you will see a little light. You know what I mean? I think it’s very easy for us to get distracted by our own distractions, like the phone. What are some distractions that you have learned to get out of your life? You mentioned TV. Is there anything else either you have gotten out? For me, it’s not having the ringer on.

[Berké Brown]: Right. I’m thinking about my distractions. I think the distraction– I’m not trying to go meta, okay?

[Ash Kumra]: Go meta.

[Berké Brown]: Because I’m not trying to– it’s not a philosophy class.

[Ash Kumra]: Remember, I said you can do anything…

[Berké Brown]: Yeah. Okay. Because the thing is, at the end of the day, meta comes down to what are you doing. I don’t care what you can speak about. What do you end up doing? But I think, for me, one of the things is, even recently, you can have bad days or bad hours. You can have a little pity party sometimes. What happens is, when you’re in a space that you’re not feeling strong, you acknowledge it. So before, what I could do is, I could find myself being like, “I’m supposed to be strong now.” Right? But the reality is, this is just that time that will pass. And when you allow that, you don’t allow the self-sabotaging thoughts to get a grip on it. And when the grip is there, then you start to pull in narratives. You ever had that, where you’re having a bad day, and you’re like, “Oh, of course that would happen.” Somebody smiles at you; you don’t acknowledge it, but some somebody frowns, “Of course that would happen.” And you pull the narrative to say how guilty or how bad the day was.

[Aaron Hinde]: Well, you’re manifesting it.

[Berké Brown]: Absolutely. And manifestation is an interesting thing because I think it works both ways. You can actually create from nothing, a thing, or you can put up the station. 88.9 is going to only pick up 88.9 Right? So your antenna is the manifestation or whatever it is you’re creating from nothing. Right, so but are you– but the thing is, for me, one of the greatest things is that, when I’m with my clients, whether it’s with an organization or with an individual, it’s how quickly can we get you to bounce back. You’re going to fall. It’s not about how high can I get you. It’s how fast can I get you to bounce back because that’ll determine how high you get.

[Aaron Hinde]: Love it.

[Berké Brown]: So that’s why, for me, if I have a bad day, it was just that moment, and I accept it; I honor it. I gave it its voice, but I’m not going to let it continue to talk to me because it’s past. So that’s something for me that’s been very, very helpful. And so I’m going to try to have my clients engage in–

[Aaron Hinde]: What do they say, “All anxiety–” you look at a lot of psychological issues that we’re dealing with that are heavily medicated today: depression, anxiety, right? It’s focusing on things that have happened in the past that we cannot change or focusing on a future that has not happened yet. They’re both symptoms of the exact same disease which is lack of being present right now. So for me, I find, when I get in the funk, or I get the demon on my shoulder whispering into my ear a little too frequently, or I get in that negative mindset, I will go for a little walk, take some deep breaths, and then be hyper vigilant, hyper present about everything, the way the sun is hitting the leaves and the wind is blowing and what the birds are doing. And just be so engaged because when you’re hyper-present, you get very appreciative. It’s so amazing. I mean that’s why I live out in the mountains. It’s so beautiful. We’re so blessed to be alive right now and live in this …

[Ash Kumra]: The greatest time to ever live.

[Aaron Hinde]: Yeah, in this state. I mean–

[Ash Kumra]: I know. You’re so right.

[Berké Brown]: Especially where you live.

[Aaron Hinde]: Yeah. It’s just so amazing. And just to “stop and smell the roses” once in a while and appreciate that. Then guess what? All that negative self-talk goes away because they can’t coexist. You can’t exist in presence and appreciation and through negativity, depression, and anxiety at the same time.

[Ash Kumra]: You have an interesting energy about the Santa Cruz area because CrossFit was started down there, right?

[Aaron Hinde]: Greg, yeah. Started in Santa Cruz.

[Ash Kumra]: So did you guys know each other when you guys were building your business? I’m just curious because he launched around 2011. Maybe not right at that time, but he launched around the time when you launched FITAID.

[Aaron Hinde]: Yeah, I never knew Greg. I saw him because I had memberships at World Gym, Gold’s Gym, and Nautilus, mainly because the memberships were like 10 bucks a month each, and there were different sets of ladies at each gym [laughter]. And so I would hop around training at all three, and I’d see him running small groups of people in a gym and taking up three or four pieces of equipment at Gold’s. And then two weeks later, he was gone because he got kicked out of that gym [laughter]. Then I’d see the 24 hour, doing the same thing–

[Berké Brown]: It’s just beautiful.

[Aaron Hinde]: –and get kicked out of there. Then I’d see him at World’s and get kicked out of there, and then, I think, out of frustration, is why he finally started his own gym. He’s like, “I’m getting kicked out everywhere–”

[Ash Kumra]: I love that.

[Aaron Hinde]: –so I only knew Greg through that. And then very early in CrossFit, when I was a chiro, I was treating a lot of people from CrossFit headquarters and some of the athletes coming into town. My office was in Scotts Valley in Santa Cruz County, and that’s where CrossFit headquarters is as well.

[Ash Kumra]: It’s a small world. Yeah. So Berké, I love that you talked about bad days, and that’s actually the one part I wanted to ask you both about is, how have you used mindset to overcome something that’s been hard with your business? And obviously, I’d rather talk about the earlier days when you’ve got nothing to lose, and you have no sources. And why don’t we start with you? And if you can be specific, that’d be great for our audience. You don’t have to use actual names or numbers, but a specific situation where things were tough, but because of your mindset, you were able to get through it.

[Aaron Hinde]: Yeah, and I would not just call it mindset. I would call it, say, intentional mindset or mindful mindset. Because we all have a mindset, regardless of whether we’re intentional about it or not. And the less intentional we are, the more negative it can spiral. And then we’re either tuning into that station or we’re manifesting those negative things in our life. So being intentionable about mindset– I think some of that early programming was helpful. And now I think about it, I almost got some of the opposite programming from my mother around money, “Money doesn’t grow on trees,” and that type of programming. But for me, there’s so many challenges in the early days. I mean there’s still so many today. I mean being an entrepreneur and putting it all out on the line. Burning your ships at the shore. There’s so many challenges. It’s daily that you could easily say, “Screw this. It’s not worth it,” and “I’m done.” And the financial realities, too, and the financial pressures. So being aware that I am creating; I’m manifesting this reality.

[Aaron Hinde]: And that awareness started happening, I think, when I was a chiropractor, and there’d be somebody that I hadn’t seen in the office for a couple of years. I’d wake up in the morning. Their image, their name was in my head. I’d walk in. Guess who would show up that day? “Oh, I hurt myself playing tennis,” or whatever, “I got a rotary–” And I used to be like, “Oh, my gosh. I was just thinking about you this morning,” and then it happened so frequently that I expected it. I knew it. I knew I was manifesting, and therefore, I wouldn’t even mention it to the person anymore. It was just part of that reality. So bringing that into our business, and when things were going really bad and going, “Hey. This is temporary. This obstacle is the way. This little challenge is exactly what we need at this moment to deepen our relationship.” If you’re talking about my business partner and I or figure a marketing piece out that wasn’t working or turn an investor pitch that we were getting a no on into yes’s. If everything’s a yes, and everything is hunky dory, then you don’t change anything that you’re doing, and therefore, you become stagnant, and you die off. Right? So looking at those challenges and those obstacles in a positive light and really challenging and taking those head on and knowing that that is exactly what you need.

[Aaron Hinde]: Tony Robbins says, “Life is not happening to us. It’s happening for us.” Right? It’s happening for us. So when you buy into that, and I totally buy into that – in my deepest parts of my soul, I buy into that – then how you’re approaching things and being conscious about your mindset is step one. Observing your thought process.

[Ash Kumra]: Okay. How about you, man?

[Berké Brown]: Yeah. I think, really, there’s something big about knowing the story. When you look at a magician, right, and you see them do magic, you’re like “Wow.” But as soon as you see what the magic trick is, it’s no longer magic. Right? All of the mysteriousness just dissipates because you know what’s happening. One of the things– I had a tanning business back in the day called Mocha Express Tanning [laughter].

[Ash Kumra]: Are you joking?

[Berké Brown]: I swear to you. And I literally–

[Ash Kumra]: Like ’93 [laughter]?

[Berké Brown]: Right. Yeah, exactly. Mocha Express Tanning. This was back in the day, and it was a perfect thing because–

[Ash Kumra]: It worked.

[Berké Brown]: Yeah, right? That’s what I did [laughter]. That’s exactly what I did. I was the after–

[Aaron Hinde]: We’re both brown, for those that can’t see.

[Berké Brown]: Yeah, exactly. Right? So what happens is, I had this business idea where $7 per spray tan, and I was charging it for $9. I’m like, “Hey, this is business. Let’s make this happen,” right? Before I started, before I jumped in, I wanted to– there’s a book that I was reading that says, “Worst-case scenario, what would happen?” Right? The worst case scenario, barring death.

[Aaron Hinde]: Barring death.

[Berké Brown]: Right? Or sickness or some randomness. For me, it was closing because at the time, it was at the gym. I was with my mentor. He was helping me out and stuff like that. So it was like, “For it to be unsuccessful, and my mentor would be mad.” Right? I was a young guy. One of my first businesses. I’m like, “Okay. Let me let me try it out.” So I wrote down what would happen, and it says, “Now that you know, what would it require for you to get back to the black?” So I wrote that entire narrative, that entire story, of what would happen to get back to the black. And guess what happened? One of my employees didn’t show up for my mentor’s client. And he’s like, “Mocha Express is done.” And I remember the moment where I was, living at… I remember what happened, what I felt, and it wasn’t grey depression. It was déjà vu. I’ve been here before. And since I’m not dead, I know how to get out of this. So what I did was, I was able to not overwhelm myself with this feeling of failure and realize that there is a escape. There’s a way out. Most people are afraid to do anything because they think they will die.

[Berké Brown]: It was an awesome story. I think it was Steve McQueen and Bruce Lee. They were running, and Steve McQueen’s just like, “Bruce. Bruce, I’m out. I’m going to die.” So Bruce Lee turns around, and he’s just jogging in place, and he goes, “Then die [laughter].” Right?

[Aaron Hinde]: “Then die.”

[Berké Brown]: “Then die.” If you’re going to die, then die, but the truth is, we fear we’re going to die; we’re not going to die. We fear we’re going to die, and that fear is what kills us, not death. Right?

[Ash Kumra]: Dude, I love that story because remember, offline, we were talking about my near-death experiences?

[Berké Brown]: Right.

[Ash Kumra]: With mavericks. With skiing. It’s because I didn’t think I was going to die, in a way, which is why I got over it quickly. It was like it sucks; I was hurt; move on because I knew wasn’t my time to leave this world. Not from a spiritual– I was just like, “I’m just not ready to die.”

[Berké Brown]: Dude, your thinking has so much to do with how you physically act, how you manifest, whether it’s a real manifestation or just focus. But what happened was, I wasn’t dead. And I was able to rebuild the business, have a re-grand opening with a partner, and then sell it off to them. So what happens? The narrative is, I literally made money to a massive lesson and tell a story that I’m sharing with the audience right now. And it’s from my own experiences, and it’s by me understanding that failure is not failure unless you stop. Right? It’s that existence of understanding that that really sets the tone. So even with my clients, just a real quick aside is that when my clients start, I say, “You’re going to have a down period.” I’m waiting for that moment that you fail because that’s when we can really get to work. I’m preparing you, and I’m letting you know what’s going to happen. Then when you have that down moment– what do you call– it’s like a valley of despair because you start off optimistic and excited, all the hype. And as time goes by, you realize it’s not as easy as you thought it was. Then you’re like, “Am I even capable of this?” At that moment, is where all the tools truly come out to empower people to push past that. So the downs are part of the tools and the data that you can pull out on how to bring yourself back up. That’s the bounce back. So understanding the story is what makes it easier to live through it.

[Ash Kumra]: I love that you talked about mentors. And actually, that’s actually my final question before we adjourn. Because I don’t know if you realize, but it’s already 5:46. We’ve been talking for over 30 minutes straight. That’s how fast and inspiring this is. So it’s been fun. Tell us. I’m curious. Who is someone you admire? You just think, “God, they have that intentional mindset, and they’re learning and growing. They’re just crushing it,” and this can be– I want to hear about someone besides family, someone you know. I want to hear for someone that you’ve read or you look up to and why. And then we’ll talk about personal mentors.

[Aaron Hinde]: Yeah. I would say aspirational mentor that I’ve heard speak live but never met personally would be Richard Branson, for me. Because no, he’s not a brilliant engineer, like an Elon Musk, and he’s not a Steve Jobs, but he can take existing things and just make them so much better. And just the way he shows up in the world and how he holds space is so incredible. The guy is just like the ultimate entrepreneurial rock star, so he would be my pick.

[Ash Kumra]: How about you, man?

[Berké Brown]: You know what? It’s interesting. There’s, gosh, so many. It’s such a difficult thing. What came to mind first, and it’s not literally his leadership style, but Steve Jobs. And the reason I say that is only for the ability to see something so hard. I can’t even say strong. He saw it so hard that other people believed in it and believed it and created it. There’s something. I forgot what it was called. Do you know? He said that people said there was an aura, like the job aura or something like that.

[Aaron Hinde]: Reality distortion.

[Berké Brown]: Reality distortion field. Oh! That is all I’m talking about. That, right there. The ability to believe in something so clearly that other people get vision, and you distort reality, and all reality is what the rest of the world has accepted. To where what you accept and don’t accept, others accept and don’t accept. And because I accept that all people are great in their own unique way, then they accept that. You know what I mean?

[Aaron Hinde]: Yeah.

[Berké Brown]: I’ve got to just say that my– I’m going to share my vision statement real quick because I got to get out. It says, “I envision a world where boundless imagination and creativity is applied to life itself. Where the very art of living is mastered and evolved as each individual is empowered to express their unique greatness in the world.” That’s all I’m here to do. And anybody that has the ability to help bring that to reality is a mentor of mine. And when I see that reality distortion field, I want that vision to be the distortion field that people walk into when they come by me. And then when I come by the people that work with me. Because it’s no longer just about me. It’s an idea that’s bigger. Right? So when I hear that phrase that you said, there’s something powerful in it.

[Ash Kumra]: I love it.

[Aaron Hinde]: It’s great.

[Ash Kumra]: How about personal mentors, someone whom you’re around that’s been in your life?

[Aaron Hinde]: Yeah, my father would be the first mentor of mine. And my mom has very late stage Alzheimer’s right now and just watching him be so congruent with how he raised us and taking care of her. Ben Altadonna, a good friend of mine. I told a story before. When we were broke, just getting started, he wrote $25,000 check for us to be part of a big mastermind marketing group, which really made a difference for our business, with no paperwork, nothing. “Just pay me back when you can.” And he’s also opened my mind up to the possibilities with marketing and behavioral psychology, human psychology. He’s been really big. Also, Michael Watkins, ex superintendent in Santa Cruz County, whose– I was twice elected on the county board of education. He’s the superintendent, and just made a major impression on me at that point in my life. I just wanted to acknowledge him as well.

[Ash Kumra]: How about you, man?

[Berké Brown]: Yeah. I would say my mom. She’s Ethiopian-American, and she is the embodiment of love and compassion. And no matter how alpha or weight-lifting and all that stuff that I can be, there’s this heart of compassion that I really got from her. And her ability to love and her ability to connect with her higher power, I think that’s one most beautiful things. So no matter how much knowledge you have, no matter how much strength you have, no matter how much charisma you have, if you don’t have that center, then you’re using it wrong. Right? So I think that my mom is somebody that is a mentor to me. My father, when I was younger, provided me these books and this pathway. You know what I mean? So I have to absolutely acknowledge that. One of my mentors when I was at Berkeley, Dan Mulhern, just took me under his wing. And he talked about everyday leadership, and that’s leading up. You are a leader no matter where you are. It is not to do with anything about what your title is or what your role is. Leading is something that a human does. And then Travis Mayfield. He’s one of my first mentors. He had me read books and write essays about it. And one of the greatest things I got from him– the guy, still to this day, he calls or texts and leaves a message on my phone. He does it for like 40 people. The guy was in Vietnam. He’s amazing. He has three fingers. They call him The Claw. He’s a beast, but he calls with a motivational quote every morning. He’s been doing that for me for about four or five years. Right? But also, one of the things that he said that was the most powerful– he goes, “Whenever somebody gives you a compliment, you give it away as quick as possible. Just give it away.”

[Ash Kumra]: Give me an example of that. That’s really cool.

[Berké Brown]: He said it. I just did right now. If I said, “Give it away,” as soon as you said, “That’s really cool,” he did it. Because I don’t need to own that. Because whatever I keep, my ego keeps. Whatever my ego keeps, my present self doesn’t keep, and the world loses.

[Ash Kumra]: No doubt. Yeah. Okay.

[Berké Brown]: Right? So that’s something that…

[Ash Kumra]: Well, I want to thank you both for being on the show. We’re going to get you on for a– [laughter]. We can talk about it. We could talk about life. And I’d actually love to talk about having a good parent because, by the way, I don’t have kids yet. But when I’m near having kids, I’m going to call you because you seem like the best father ever.

[Berké Brown]: Right?

[Ash Kumra]: I am serious, man. I’m tearing up inside. Dude, your ritual with your son?

[Berké Brown]: I know!

[Ash Kumra]: And the way you–

[Berké Brown]: 00:37:25.747 It’s awesome, man.

[Ash Kumra]: You’re a very inspiring father.

[Aaron Hinde]: Any parent out there will tell you we’re all doing the best that we know how. Our parents did the best. As much as they could’ve screwed us up or did screw us up, they did the best that they thought they could, and I mean we’ll find out in the future [laughter] how it turns out.

[Berké Brown]: Manifest. Manifest. Manifest.

[Aaron Hinde]: Yeah, exactly [laughter].

[Ash Kumra]: My last question for both of you is just, what is a quote or phrase that you live by? We’ll end on that note.

[Aaron Hinde]: Do you want to start? I’ll jump in if you’re still thinking, so.

[Berké Brown]: Yeah.

[Aaron Hinde]: So I mentioned Ben Altadonna, my mentor. I was at a marketing conference that he was putting on. There was a hypnotist there, Marshall Sylver. He’s been on David Letterman. He’s a big hypnotist. He has a show in Vegas. Flashy Rolex watch full of diamonds. He brought a bunch of people up, hypnotized them, and I tried to go up to get hypnotized. I’m not hypnotizable, apparently, so I got kicked out of the group. But he had people doing all kinds of crazy stuff. Long story short, he’s at the bar after the day ended. I go up and sit next to him. I’m like, “Hey Marshall. I’m just starting out. Is there anything you can give me, anything I can put into practice that’ll subconsciously train myself to be successful in life?” He said, “Aaron, yes there is.” He said, “Every day, when you wake up, say, ‘Today is a fabulous day filled with opportunity and potential.’ And if you do that every morning for five years, you’ll be a million dollars richer.” That’s how specific he was. So when I’m dropping my son off, and he opens the door to go to school, he always looks at me, and we both say, “Today is a fabulous day full of opportunity and potential.”

[Ash Kumra]: Love it. How about you, man?

[Berké Brown]: That’s beautiful, man.

[Ash Kumra]: That’s awesome.

[Berké Brown]: I think it’s the, “Wash your bowl.” You know what I mean? Right?

[Aaron Hinde]: I love it. It’s the greatest.

[Berké Brown]: It’s got to be. Because literally, with my clients, and just with myself– so I’ll just tell– the quick story is, there’s a new monk. He comes to the monastery, and he sees the chief monk, the head monk, and he’s like, “I’m going to go talk to him. I want to ask him a question.” So he finished eating, and he walks up to the monk, and he goes, “Hey, I’m new here, and is there any advice that you can give me that can help me evolve in my time here?” And the monk just kind of smiled at him, and he looked at him. He goes, “Wash your bowl.” And so he’s like, “Wait, what?” So he grabs his bowl, and he’s washing it, and as he’s washing it, he’s noticing the water. He’s feeling the food cleaning off. He’s understanding that he’s cleaning off this bowl, and it’s going to be repurposed and reused by somebody else, and he kind of becomes present to the moment. He realizes that there’s a deep truth in it. And I think, for most people, everybody’s spending most of their lives trying to get somewhere else, myself included. But when I think about, “Wash your bowl,” it just means, “Be present.” And so one of the things that is the most important thing is that of all the things that can happen the world, the only thing that ever does happen is what’s happening right now. And to be present in that and to find joy in that because then the rest is just the cherry on top. You know what I mean?

[Aaron Hinde]: Amen, brother.

[Ash Kumra]: Well, thank you both for being on the show. Sincerely. This was a great interview.

[Berké Brown]: It was awesome.

[Aaron Hinde]: Thanks for having us. It was fun.

[Berké Brown]: Yeah, this was great.

[Ash Kumra]: All right, everyone, you are tuned in to Entrepreneur Nation on KUCI 88.9 FM. If you are interested in connecting with me, A-S-H Or just find me on Instagram or LinkedIn. A-S-H K-U-M-R-A. We’ll definitely make sure to promote all the projects that these two individuals are working on. And yeah, I’d love your support, and I’d love to hear your feedback on upcoming guests. We got a great show next week. We’re actually going to talk about how to crush it in investing. We actually have Accelerate OC’s Carey Ransom joining us. He’s one of the top Angel Ventures investors in Orange County. He was actually one of the founding investors of Veggie Grill, so I’m curious to talk to him about that as well. But yeah, keep supporting the station. It’s a 24 by 7 endeavor. One thing I love about this station is that there’s always something on. Even on Christmas Day, there’s something on. Even if it’s recorded or prerecorded, it doesn’t matter. You’ve got to support media, and you get to hear amazing stories and music and guests like the two that we just had. And yeah, have a great day, and I’m going to play you some music before our next show comes on. Thanks. [music]

[Ash Kumra]: All right. We done.

[Aaron Hinde]: All right [laughter].

> > > Live well.

How to Maintain Your Healthy Lifestyle While Traveling

You’ve got a competition coming up and you’re deeply invested in your meal prepping, training schedule and water intake but you’ve also got some intense travel sessions booked. You have all the best intentions of keeping to your training schedule but a few hours of waiting around in the airport and some questionable airplane food later, you’re wondering whether you really want to make the leap to your phone to call a ride. It happens to all of us! 

Next time you’re on the move, take these tips with you to help you out along the way.

Think of it as your nagging gym friend who keeps telling you to go to the 9am Saturday WOD.

Recovery Is Key

Focusing on your range of movement exercises and recovery stretches can help out big time after being jammed into a small airplane seat all day. While you’re waiting for your flight, take some time to stretch it out. It’ll help you feel less beat up and slightly more rejuvenated and get you ready for your next flight. There are several apps on the market these days that can run through some movements ranging anywhere from a 10-minute stretch to a full-on 45-minute yoga session. You might get some looks but you’ll be the one feeling good! 

Pack It Out

Be prepared for any sort of food situation by bringing in your own meal preps and snacks. This can be especially helpful if you’re on a long car ride or in a town where you don’t know or have access to a grocery store. Bringing a cooler full of your favorite training foods and drinks loaded with turmeric and BCAAs can help out with your recovery as well as just make you feel good after hours in the car. A lot of Airbnbs will let you use their kitchen, so bringing your own ingredients can definitely help out when you’ve just gotten into town and you’re ready to tuck into a heaping meal. 

(Image courtesy of: Anna Kirkpatrick)

Pre-Commit to Training

Something I like to do before I travel is research a local CrossFit box and send them an email letting them know I’d like to drop in on a certain day and time. Finding somewhere you’d like to train beforehand helps you to take the guesswork out of the where and gives you a why! Why are you going? Because you’ve already contacted the coach and committed to going! Also, training at a different box is pretty exciting. 

Focus on Sleep

This definitely goes without saying but sleeping is important in recovery and general wellness. If you’re traveling to a different time zone, try getting on that schedule as soon as possible. Eat meals when you’re supposed to eat (even if that means you have two dinners) and sleep when you’re supposed to sleep. That’ll help your body align with your new time. The temptation is to sleep until the afternoon or to crash as soon as you open the door to your hotel, but resist the urge! You’ll be glad you did. 


Traveling is one of life’s greatest pleasures so don’t be afraid to live in the moment! There is something in being prepared but also in not being too rigid. Try to do what is best for you and your health in that moment. Always remember that, above all else, it’s about doing what makes you happy. 

Image courtesy of: @the_goodish_traveler
(Cover image courtesy of: Robert Smith)


About the Author:
Georgia native Tiffany Ammerman is the thru-hiker and CrossFitter behind the travel blog The Goodish Traveler. She spends the majority of her time traveling, eating sushi and searching for hiking trails. When she’s not blogging, Ammerman can be found training at CrossFit LaGrange and teaching art to kids.

You can follow her adventures on Instagram: @the_goodish_traveler or website:


> > > Live well.


Long-Term Consistency Beats Short-Term Intensity | Aaron Hinde on Primal Health Coach Institute

Primal Health Coach Institute  |  Last Updated: November 02, 2019  |  In: 

Today we interview Aaron Hinde, co-founder of LIFEAID Beverage Company. As an avid CrossFitter, Aaron became convinced that his health conscience peers (and non-peers for that matter) would start to demand alternatives to artificial, high-sugar, high-caffeine drinks that better aligned with their healthy lifestyles. After months of brainstorming and collaboration, the co-founders went all-in with their life savings to create the well-known brand that we know today, LIFEAID. In today’s episode, we discuss the idea of one degree of change, the power of changing your trajectory over time, pushing the chips all in, being aligned with your purpose, and so much more. Aaron brings lots of energy and passion to this conversation and we know you are going to walk away inspired.

Listen via the player below, or subscribe in iTunes or your preferred podcast streaming service.

Full Podcast Episode Transciption:

[Erin Power]: Hi, I’m Erin Power.

[Laura Rupsis]: And I’m Laura Rupsis.

[Erin Power]: We’re certified health coaches, and this is Health Coach Radio.

[Laura Rupsis]: This podcast is about the art, science, and business of health coaching.

[Erin Power]: We share our insider tips to help you become a better coach and entrepreneur.

[Laura Rupsis]: And we interview expert guests to discover how they’ve made it in this growing field.

[Erin Power]: It’s time for health coaches to make an impact.

[Laura Rupsis]: It’s time for Health Coach Radio.

[Erin Power]: Today’s episode is brought to you by Primal Health Coach Institute, the totally online, totally self-paced ancestral health coaching certification program that’s been on the front lines of the burgeoning health coaching trend since 2014. And since then, PHCI has been consistently hard at work, continuing to develop its curriculum around nutritional science, the art and science of health coaching, and business development, so you graduate with a confident knowledge of everything you need to know to launch your practice. It’s the total package. The health coaching certification program that won’t leave you wanting more. PHCI is also an accredited educational program with the AADP, and is approved by the UK Health Coaches Association and the Health Coaches Alliance of Canada. The course also earns CEU credits for a variety of certifying bodies, including CrossFit, NASM, AFAA, CanFitPro, ACSM, NESTA, the Association for Integrative Nutrition, and the National Board of Health and Wellness Coaches aka, the NBHWC. You can learn more about the program, view the curriculum outline, and speak to an admissions adviser by visiting

[Erin Power]: Today we’re welcoming Aaron Hinde. Aaron is the co-founder of LIFEAID beverages, and his energy will inspire you; no energy drink pun intended. An avid CrossFitter, Aaron became convinced that his health-conscious peers would start to demand alternatives to high-sugar, high-caffeine, and artificial mass-marketed drinks in search of products that better align with their healthy lifestyles. He was equally convinced that consumers were looking for more functionality beyond that of the caffeine found in energy drinks. After months of brainstorming and collaboration, LIFEAID was born, funded with the co-founder’s life savings. Now, nearly a decade later, LIFEAID has six specially formulated blends. The company’s products can be found in thousands of gyms, on hundreds of golf courses, and in fine retailers like Whole Foods, Sprouts, Kroger, and the Vitamin Shoppe. FITAID has been the official at recovery drink in the 2017 and 2018 Reebok CrossFit Games and the official sponsor of the US Spartan Race Series. It’s a really impressive trajectory of success, built atop the foundation of a super good health idea. The show notes for this episode and all previous episodes of Health Coach Radio can always be found at Let’s get down and dirty and talk about the business of health with Aaron Hinde.

[Laura Rupsis]: All right, Aaron, thanks so much for joining us. I’m excited for this conversation.

[Aaron Hinde]: Ladies, thanks for having me on.

[Laura Rupsis]: Awesome. So would you please give us a little bit of a three to five-minute backstory about kind of you, who you are, your company, and kind of how you got there. Where’d you start?

[Aaron Hinde]: Yeah. Aaron Hinde, LIFEAID Beverage Company. We’re a functional beverage company. We make vitamins you’ll actually enjoy drinking. A lot of people know us by our FITAID line, it’s our post-workout recovery drink. We started in 2011. My business partner, Ryan, and I, really no beverage background, whatsoever. I was a sports car proctor for 10 years here, in Santa Cruz, California; he was a certified financial planner. And really had a ignorance and passion to get kids off the high-sugar, high-caffeine, and artificially laden sports and energy drinks, we started LIFEAID. And we were only a direct-to-consumer and direct-to-gym business for our first five years. We sold everything online with no sales reps, no grocery accounts or anything like that. And fast forward to today, we’re now in all the Whole Foods, Sprouts Vitamin Shoppe, GNC, Safeway, Kroger, Walmart, CVS, etc. So it’s been quite a ride.

[Laura Rupsis]: Yeah, I see it on supermarket shelves now, which is really cool. So you were a sports chiropractor and your partner was a financial planner. Totally different business. And for those health coaches listening, just so you know, Aaron, a lot of people come to health coaching from an entirely different– I came from finance as well, right? Erin came from advertising. So what was that like? That transition from a totally different sort of industry career and to take a leap like that?

[Aaron Hinde]: You have to follow where your passion’s at, and after 10 years in chiropractic, I was treating professional athletes and all the local politicos and had a incredible referral-based practice, 32 new patients every month, all by referral. It had become easy in certain aspects. And my passion started to change, at least for where my mindset was at the time, knowing what I know now, I could’ve taken that to a whole other level, but I had kind of hit a ceiling. And so I started having that drive to look for something different, something where I could affect people’s health on an even greater level. But everything that I learned in that 10-year period of my life was absolutely essential and necessary for the traction and success that we’re seeing now.

[Erin Power]: So when you were giving us your origin story, you mentioned that one of your driving forces in getting into this business and creating this product was removing or stepping into the space where the sugar-laden, artificially sweetened, terrible, junk sports beverages are. And you kind of mentioned that kids were drinking these, that you kind of wanted to get them out of the mouths of kids. Is that really what drove this for you?

[Aaron Hinde]: Yeah, absolutely. Especially these young athletes who’d be coming into the office and they’d have a Red Bull or a Monster or a Gatorade and I’m like, “Do you realize what those artificial dyes are doing to your body, or all that exogenous caffeine to your adrenal glands?” and, “You’re ruining your body. You’re a fine-tuned machine. You’re like a race car. Why are you putting 89 octane when you should be putting 100 octane in your body?”

[Laura Rupsis]: Yeah, I love that. You and I, we were speaking before we started recording. I own a small CrossFit affiliate, and my husband used to play soccer at a very high level. Played for the US National team as a kid and then professionally. Now he’s back, and he trains lots of young athletes, now. There’s a couple soccer teams around here, he does some strength training for them. And the kids are coming in all the time with all sorts of pre-workout stuff just full of garbage. And parents are concerned, but still buying it for them.

[Aaron Hinde]: Yeah. Most parents are just ignorant. If they really knew what was– you know, I actually– it’s funny you mentioned pre-workout. I just did an op-ed for The San Jose Mercury News– full page op-ed on how there’s no regulation whatsoever around pre-workouts and energy drinks and being marketed to kids. You look at any other legal drug that we have, whether it’s tobacco or caffeine, there’s very– I mean, tobacco or alcohol, there’s very strict regulation in this country on marketing to and consumption of minors, yet it doesn’t exist with energy drinks. Even sodas, you can only put a caffeine hit of, I think, less than 70 milligrams of caffeine. These pre-workouts the kids are taking have up to 350 milligrams of caffeine.

[Aaron Hinde]: I have a current request in with the Center for Poison Control on how many adverse effects have been caused as a direct result of kids taking energy drinks and pre-workouts. And it has caused many deaths. There’s Facebook pages of parents coming together whose kids have died. Typically, they’ve had a pre-existing condition that has been triggered by drinking 600-700 milligrams of caffeine. And you combine that with other stimulants that are in there– this is something that needs to get addressed. I’m very libertarian in my political views. And I’m not talking about what adults do to their own body, they could do whatever the hell they want as far as I’m concerned as long as it’s not negatively affecting their neighbor. But with kids, we need to have a little bit more guidance and regulation here. And I think these companies are irresponsibly marketing to these kids and the kids see it on Instagram or they see their friends drinking it and they think it’s cool and they’re like, “Oh yeah, it really jacks you up. It gets the job done.” Yeah, it gets the job done a little bit too much sometimes, and we’re having a lot of health consequences as a result of it.

[Erin Power]: So I know you kind of touched on this lightly before, but I actually think this is a really interesting topic. I really want to dive into some of the business stuff that you did, but I actually think this is an interesting topic to touch on as well because a lot of health, fitness, and nutrition coaches– well, the story around artificially sweetened beverages is really confusing. I remember 10 years ago I stopped drinking Coke Zero because I went to holistic nutrition school and I was like, “Oh God, it’s a neurotoxin.” But then I read a research paper from a bro in the fitness world who says, “No, no, no. Aspartame, it breaks down into these perfectly safe metabolites. There’s nothing to be worried about,” now it’s very confusing.

[Aaron Hinde]: Well you got to always look at who’s funding those studies right? … I mean, forever, healthy fats were demonized and sugar was totally okay. I mean, look at the food industry manipulating “science.” So when it comes to artificial sweeteners, I think that– especially if you look at sucralose, many studies now are– I mean, nobody’s doubting that it kills your gut microbiome. That has been researched. There’s at least 10 PubMed studies now saying– there’s some that say, “Well, it may have this effect with cancer and some other major diseases, but we know that it’s horrible for your gut microbiome.” And the more we know about the microbiome and the more we know how that affects your overall health.

[Aaron Hinde]: You know, a lot of these things, it’s like if someone smoked one cigarette when they were 16, big freaking deal. You’re not going to die of cancer, but we’re talking about chronic use over time. We don’t put lead in our paint anymore because we know it has health effects. We don’t put asbestos on our ceilings because we know it has health effects. Yet people are subjecting themselves to very questionable artificial sweeteners, or way too much sugar, or unhealthy this and that, that over time, I think is leading to chronic disease. And just looking at it from a macro, I mean, you two both know in the macro sense, we’re losing this battle. Diabetes rates are not going down. They’ve been going up and up and up. Now what is it now, like one out of every four kids is going to develop type 2 diabetes, one out of every four? This was unheard of even 30 years ago.

[Laura Rupsis]: It’s tough with kids too, because– and I’m assuming his mom isn’t listening to my little podcast, but I have this boy that comes in to a 6 AM CrossFit class before school. He’s like 12 years old, right, and he’s overweight. And he’s coming in because he wants to lose weight and he just really likes being there. This is probably a kid who’s not super athletic, and CrossFit makes him feel like an athlete. And he’s working hard and all that and he wants to make better choices, but I mean this kid– I mean, I can take one look at him and take a wild guess at kind of what his diet is. He hasn’t brought anything into the gym, beverage-wise, other than water or even even food. But I mean he is just one example of a whole generation of children that are dealing with these issues at just a much younger age. And I deal with families and moms, in particular, is kind of a market of mine. And this comes up all the time about a stumbling block and a challenge for parents on the children and kind of bringing the children along and how many parents just think, “Well, they’re kids, they’ve got time,” right? Or, “They can tolerate this stuff.” And I’m like, “No. They’re smaller than you. They need an even lower dose than you do. They shouldn’t have any of this shit.” I mean, I don’t know. I don’t know if you’ve found any of that in kind of your dealings as far as attitudes.

[Aaron Hinde]: Look, we would like to think it’s an education issue, but we know that that’s not necessarily the case. There’s still medical doctors that smoke cigarettes, right? So it’s not necessarily just an education issue, it’s a component. I think it needs to be a societal norm issue. What I mean by that is, if you saw a mother inside of a convenience store buying a pack of cigarettes and handing it to their 12-year-old, imagine the stares and looks that mother would get, like, “What are you doing?” right? So society needs to change that when that same mother is buying a 70 ounce Big Gulp that has the same amount of sugar in it that if you went in to get a glucose tolerance test to see if you have diabetes, it’s the same hit of sugar they’re going to give you for that test. And that mother’s handing that or giving the kid to buy that, that that same glare happens. And so that societal pressure then changes beliefs because it’s so extreme and so out of the norm. Right now, it’s still socially acceptable to be handing your kid all that kind of garbage, but it’s slowly changing.

[Erin Power]: You touched on the fact that we know sucralose obliterates the microbiome, but I want to get a bit more sense from you as to some of the other health outcomes of consuming these. Because Laura’s mentioning her target client is moms and they’re helping to nourish kids. My target client is weight-loss clients, and they’re asking me, “How bad really is a Diet Coke? How bad really is a G2 Gatorade?” And it’s like, “Ah, I’m confused because I’m hearing so many different things.” So what’s your sort of elevator pitch on the badness of those and where FITAID steps in to solve the problem?

[Aaron Hinde]: Yeah, good question. Look, there’s always going to be fads and then I believe that there are pillars. I’m actually speaking at Nestle next week on this very thing, to Nestle’s top brass because they’re realizing this now. A fad may be– and it may be a good fad. A fad may be the ketogenic diet. A fad may be Atkins or Paleo or what have you. A fad may be pro-sucralose or anti-sucralose. I would say a pillar is, we need good fats in our diet, right? Whether that’s following keto or not, we need good fats in our diet. A pillar is, we need to reduce refined sugars in our diet. So instead of dissecting and looking like, “Okay, one thing, is this going to kill you or not going to kill you?” Let’s look at the macro and take a more holistic approach, like this young boy who’s coming into the gym. God bless him. I mean, he’s putting in the time and effort and he’s realizing he’s overweight and wants to get in shape again, but that’s half the equation. It’s actually a lot less than half the equation, quite frankly. We got to look at, “What are you putting into your body?” because the biggest drug that we put into our body is food and drink. right? So it’s not that I don’t drink wine once in a while, but I’m not an alcoholic. There’s these extremes.

[Aaron Hinde]: So if someone has a Gatorade once in a while, big deal. If I was extremely thirsty, there’s nothing else to drink, you may find me cracking one too. Not very frequently, but once in a while. I maybe have one soda every two years at this point in time for whatever reason. So I’m not some extremist like, “Oh, this is the only way to eat or drink.” What we’re trying to do is, again, change people’s health trajectory, because one degree of change over time is what produces the results. So can we minimize– because take away the artificial sweetener argument, well, then we’re looking at artificial coloring, which all those drinks have too, and that’s a whole other realm of health consequences and studies we can start looking at.

[Aaron Hinde]: So when it comes back to our drinks, specifically– and this may seem– I’m not trying to be self-promoting here. What I’m telling you is my philosophy, our philosophy as an organization and where we’re coming from when we saw this epidemic is like, “How do we create clean, transparent products built on various health pillars?” When I say health pillars, I mean not only from the product itself, using the best efficacious quality ingredients we can use in the natural form instead of synthetic form. Using a full B complex instead of isolated B vitamins. Putting efficacious doses of turmeric or ginger or cayenne in there to get the desired effect. But also from a packaging perspective. How many people are still using single-use plastic that we know ends up in the ocean in massive amounts versus a highly recycled, BPA-free can.

[Aaron Hinde]: All these decisions, when they’re driving the company, the products will continue to get better, they’ll continue to get more customized and personalized, they’ll continue to be more environmentally friendly. And let’s just fast forward 10 years, where are we going to be at as a country? We need to make some pivots from a health perspective, from an environmental perspective, from a corporate responsibility, and how we’re treating our people. This is taking more of a holistic approach to it. So I don’t want to dodge the question. I want to just– I’m not a Nazi about, “Oh, don’t ever try this,” or “Don’t ever take that.” I’m just like, “What are you doing day in and day out?” because that is what ultimately affects your health trajectory. And I think the more we can educate people, the more than we can get them off of that junk on a permanent basis.

[Aaron Hinde]: We have a PGA Tour pro who used to drink– get this, a professional athlete used to drink 12 Dr. Peppers a day. 12. I mean, imagine how much sugar that is. That’s like 500 grams of sugar. 500 grams. It’s insane. So changing people’s trajectory over time is a powerful thing. I read a quote today that says, “Long-term consistency beats short-term intensity.” It’s a Bruce Lee quote. And I thought it was pretty powerful because people get all jazzed up like, “Okay, I’m going to go off of this,” or, “I’m going to clean up,” and then it’s too extreme of a diet and then they fizzle out in a week or two weeks. “Oh, it was too much,” “Oh, Keto, it was too extreme for me,” whatever. Okay. Well, don’t go to that extreme then, but let’s just get off your soda habit. Go for a walk every day. Let’s get moving a little bit. Let’s take baby steps, see some success, and then add to the plate. It’s really tough to go from 0 to 100 miles an hour on some of this stuff all at once. But it’s much more manageable to make these baby steps and start taking conscious decisions to change that one degree.

[Laura Rupsis]: Yeah. So what I love about that is, soda’s a big, big trigger for a lot of people. Any health coach listening and has coached, had more than, I don’t know, a handful of clients under their belt, have at least one whose biggest issue is that Coke or Diet Coke habit, you know? And trying to kick that, whether it’s the first thing you do, because it’s the most egregious, or whether it’s something you let them hang onto for a little while and then kind of wean them off of that. It’s so common across the board. And I do get a lot of clients that ask, “What can I drink instead?” Right? And so in some people–and here’s why I love kind of your story and what you’re doing here, because a natural pivot for many people are these sports or health-related drinks that are marketed that way. But when you really look at the label, are anything but.

[Aaron Hinde]:  Two and a half servings per container when you know everybody drinks the whole thing at once. I mean, irresponsible packaging, garbage ingredients, pixie dust ingredients. There’s so many egregious things when you look at things and you’re like, “Well, wait a second. This actually is not healthy at all.” The sugar content. People are like, “Oh, well it only has six grams of sugar.” Well, actually there’s two and a half servings per container, so that’s 15 grams, not six. And the good news about all this is, I think it’s up to like 70% of people now are reading the nutrition label before they’re purchasing something. That’s great news. So I love it. I love it when nutritionists take a look at our products or moms or nurses or doctors, because I know what they’re looking for. They’re looking for the, “Aha. Oh, there’s the aspartame. Oh, there’s the two servings per container. Oh, there’s the yellow number six and red number 22,” or whatever it is. They’re looking for those ahas. And to find the absence of ahas is step one. And then to actually go, “Oh, well there’s actually good stuff in here,” “Oh, they’re using the natural form of this,” “Oh–” That’s how you get long-term converts.

[Aaron Hinde]: And so we’re playing really well and getting great sales, not just on the coasts where you might expect it, in middle America where people are going in to their doctor and their doctor’s saying, “Okay. You got two options. Get on a bunch of medications, or you can lose 40 pounds and clean up your diet.” And so we’re kind of the gateway drink for people that are trying to get off the energy drinks or sports drinks or Coke habit or Diet Coke habit and onto something cleaner, more efficacious, and going in the right direction.

[Erin Power]: The beverage story is such an interesting health story that sometimes gets overlooked, I think. I think a lot of health and nutrition coaches are focusing on food and overlooking beverages. But I just did a quick audit, because this whole beverage thing isn’t– it’s just kind of opening a new door, which sounds weird, I guess. But in the average day, I drink a pot of green tea, then that I have a cold brew before my workout, then I have my whey protein shake after my workout, then I have a bunch of electrolytes, then I drink bone broth, then I drink mushroom coffee, then I drink wine. We’re just drinking things all day. Like I’m just drinking things all day. There’s so many beverages.

[Aaron Hinde]: Hydration is a have to. It’s a have to. Not a want to, it’s a have to. Yeah– I mean, at least your beverages are all pretty clean from what I hear. You’re doing better than 99% of the people out there.

[Erin Power]: But I bet you a lot of health and nutrition coaches forget to audit their client’s beverages because, “Oh, beverages.” But there’s a lot of– a lot of damage can be done with beverages. And so I think it’s a really– it just got my wheels turning because it feels like we’ve wrapped beverages up with food, but it kind of deserves its own little spotlight.

[Aaron Hinde]: I think it’s the number one contributor to the diabetes epidemic. I’m pretty sure there’s some good research to help support that, but more so than anything– I mean, liquid sugar is what is contributing to this diabetes epidemic. And just chronic inflammation in the body which has– look at any of these diseases we’re dealing with on macro level, usually the underlying cause is chronic inflammation in the body. And chronic inflammation has happened due to sedentary lifestyles, processed foods, high-sugar diets. So the more we can get off the couch and get moving and clean up our diet. It’s not this like miracle pill or some– it’s simple, but it takes effort. It’s simple and it takes work. Everyone just wants a quick fix. Well, no, you got to actually put in a little bit effort.

[Laura Rupsis]: Yeah. It’s simple, but it’s not easy. That’s what I often say to my clients. When they’re complaining about why this is so hard, I’m like, “I hear you. I get it, but you have to do this on purpose or it’s not going to happen.”

[Aaron Hinde]: 100%.

[Laura Rupsis]: Yeah. There’s got to be intention. So I would love to kind of take a little bit of a turn towards kind of the business here. And so I kind of want to hear the story about kind of how this happened. Was it you and your partner sitting around one day talking about all this stuff and, “Hey, I’ve got this solution,” like how does that come about? What was the first product you launched? How did you get it launched? I know we’ve got people listening that have an idea who’d love to know how to go from an idea to a launch.

[Aaron Hinde]: Sure. Well, Orion and I met in a CrossFit gym. We quickly found out that our young daughters that were in kindergarten were not only in the same class, but had become best friends in kindergarten. So that was a nice alignment there. And he ended up being or is a great house music deejay. My wife and I love house music and love to dance. And so there was just a lot of alignment, so having that camaraderie was very helpful. And we actually had this concept around creating a supplement company at first for a very niche kind of specific needs states. Because right now it’s like, “Okay, I go to Burning Man. I got to buy five different bottles of stuff and B vitamins, 5-ATP and vitamin D and electrolytes and all this stuff. Wouldn’t it be nice if it was all just in one packet?” Or if I’m training for an athletic activity, wouldn’t it be nice just to have everything in one packet instead of tubs and jars of everything? So that was kind of the initial concept.

[Aaron Hinde]: And then we thought– I’m in my mid-40s. Back when I was a kid, there was a product, that was horrible for you, called NoDoz, and it’s since been replaced basically with the modern day energy drinks. And we thought if supplements in pill form were the way to go, NoDoz would be a billion dollar company and Red Bull wouldn’t exist. So then we thought, “Well, gosh, beverage is just a better format,” specifically, because I know and we know that beverage absorption rate is way higher. You might get 10 to 30 percent absorption when you take supplements in pill form. You’re getting 70 to 90 percent absorption when you take it in liquid form. So better delivery mechanism. So we said, “Okay. Let’s put these in liquid form.” And when we started thinking of the different use occasions, of course we created them around our own lifestyles. So we met at CrossFit gym, so that was the origins of FITAID. When we had free time, we used the golf once a week, we don’t do that anymore. But then we had GolferAid. We’re in the festival scene, so PartyAid. And we literally registered 80 domain names on his birthday over a few glasses of wine in one night. Heck, we even got for $10, believe it or not. I don’t know if that’ll ever be a product for any of male listeners out there.

[Erin Power]: What?

[Laura Rupsis]: I think it would be a hot seller.

[Aaron Hinde]: But that does exist in our domains. And so from there, specifically for beverage, you need to find– I helped create what those initial formulas looked like, okay. So I backed into what we were trying to achieve. So if you go to any CrossFitter, any one that trains regularly, it’s like, “Okay, well, what are you taking as part of your nutrition regimen from a supplementation perspective?” “Oh, I’m taking branched-chain aminos, I’m taking omega-3 fatty acids, I take some B vitamins.” And so backing into those formulas– if you go to someone who just got back from Burning Man, they were probably taking 5-HTP and electrolytes and B vitamins out on the playa. So we started reverse-engineering, based on needs states, what these formulas should look like, and then took them down to a lab. So you can hire a lab on an hourly basis to help work these formulas and make them taste good. Now what would be relevant to anyone trying to start a business in any category, not necessarily beverage, is I think the big takeaway and where we really started to get traction, because we launched three products – FITAID, PartyAid, GolferAid – way too close together. There were like three different markets, three different websites, three different social media handles, three different outfits, three different pitches. It was like three different businesses. Way too much distraction.

[Aaron Hinde]: So the big takeaway would be, number one, choose a single target market. So anybody starting out, figure out what your target market is. And don’t choose a single target market just because there seems to be opportunity there. choose a single target market where opportunity matches a market that you are intimately involved in. I was intimately involved with CrossFit in their earliest days, and I remember Greg Glassman getting kicked out of Gold’s Gym and 24-Hour that I was training at, running people in and out and in and out, here in Santa Cruz. Choose a market you’re intimately involved in, that you’re part of the community that you can be authentic to because the community will kick you out immediately if they feel that you’re not sincere or authentic. So choose a single target market that you are intimately involved in, would be my biggest piece of advice to getting started.

[Laura Rupsis]: Thank you for that. We talk about that all the time, don’t we Erin?

[Erin Power]: We do. Yeah. Start with your story, start with your client. But the thing that– we talked to another couple of people who have product-based businesses, and I don’t know, it’s like I’m missing a part of my brain; like I’m missing a lobe in my brain that just knows that you can go to a lab to test a beverage. I didn’t even know that existed. How did you know that that existed? Did you google that? Like, really.

[Aaron Hinde]: Yeah, Google. Google. I started looking at how to make a beverage and flavor. There’s beverage scientists and flavor scientists and supplement manufacturers and who has good third-party tested ingredients that have clean certificate of analysis that are domestically sourced, right? So kind of running through some of those pillars that we were talking about earlier like, “Okay, do they check the boxes?” And not compromising, being unreasonable in our expectations around what’s going to go in this product and what’s not going to go in this product.

[Aaron Hinde]: When we first went to the lab, I’ll never forget, we were with a Indian food scientist, her name’s Nieté. Brilliant food scientist. Handed her the formulation, which was very robust because we wanted to make sure it was efficacious. And we said, “We’re not using any artificial sweeteners and I want to keep the sugar content extremely low. So no sucralose, no aspartame, low sugar.” And she goes, “Well, this looks good, but we’re going to have to cut all the supplements in half if you’re going to want it to taste good.” And I took my sheet back and I said, “Well, I appreciate your time, but we’re not going to– we’re not going to waste it any further,” and started to walk off. She said, “Oh, oh, well, wait. Let’s work on it. We can still see if we can make this work.” So we weren’t going to compromise and, “Oh, yeah, just cut everything in half or add aspartame in there.” We had complete clarity on the type of product we wanted to bring out to the world. From there, it was getting a hold of can manufacturers and coordinating schedules and getting line time at a co-packer. A co-packer is someone that actually mixes it all together and fills it for you. You can contract that out. You have contract manufacturers.

[Aaron Hinde]: So each business is a little unique but the components are all the same. Looking at raw ingredients, looking at people that can put those raw ingredients together and create a finished product and then– most people think, “Oh, if they build it they will come.” That’s definitely not the case. You need to be very thoughtful about your marketing and sales and how you are going to approach this to make sure that inventory just doesn’t sit, because as soon as you get that inventory, the clock is kicking. There’s that cost of money that starts tallying up very quickly. And in our industry, that’s very high, because that minimum run is very high. When we first started, it was like, I think, 220,000 cans. I mean, that’s a lot of product for a very unknown product, and you never get it totally right on your first run, anyway, so it wasn’t the best version of ourselves either. So it was challenging, but we– fortunately, coming back from my chiropractic days when I first started out, I really sought out to learn marketing, both internal and external marketing and direct marketing, direct response marketing, and that’s what got us through and got us our initial traction.

[Laura Rupsis]: What did that look like, that initial launch? I mean, how does– so you have all these cases of beverage, right?

[Aaron Hinde]: Yeah.

[Laura Rupsis]: I mean, I’m assuming you built up some sort of marketing plan, right, as far as who you’re going to reach out to, centers of influence, you know, what is–

[Aaron Hinde]: If I was that organized. I’d like to say it was a plan. It was more just from here to straight implementation. I mean, we built out some, what we call would be a marketing campaign. So we knew that when we decided to choose a single target market, even though golf was producing the most revenue for us at the time, we knew that CrossFit was growing more rapidly. We were getting better turns, higher volume numbers in CrossFit, so we pivoted to CrossFit. But we used the same approach, that same technique whether we’re talking about golf or CrossFit or many other channels. So what we did, is we would mail out a four-pack– so you have a CrossFit gym?

[Laura Rupsis]: Mm-hmm.

[Aaron Hinde]: We’d go on the CrossFit website, look at the gym names, we started it in California because we’re here in California. We would just send a gym a four-pack. They wouldn’t ask for it; we would just send it to them. And inside that four-pack, we [inaudible] said, “Drink this product ice cold. Here’s what it’s all about. And by the way, we have this great offer. If you buy 10 cases of this product, we’re going to give you this free refrigerator and this is a $400 refrigerator.” Now you got to remember, this was back in 2011. CrossFit gyms at the time, only had water. If they were offering anything at all, it was bottled water they got from Costco. There was no products, there was no pro shop, there was no merchandising. Most of them didn’t even have refrigerators, okay. So we’re offering a solution, giving them a free refrigerator that they don’t have to go out and purchase, for a product that was kind of made by CrossFitters for CrossFitters.

[Aaron Hinde]: So it was a very appealing offer, and we’d make that a very time-sensitive offer, so they had to take action in a certain amount of time. And it was like a seven-day offer. And within that first seven days, 15% of those gyms that we just sent a product to that didn’t know us from Adam, ended up coming on board with that offer. And then we kept dripping on them and changing the offer and tweaking the offer, and over 12 months, 50% of those gyms would come on board selling our product. And that’s how we got our initial traction. And then, from selling in gym and exposure to gym members, we started a direct-to-consumer business, as a result of that. And things continued to grow and grow and grow from there. But that’s kind of coming back to choosing that single target market from a product standpoint, from a marketing standpoint, from sales and positioning and really going all in with it.

[Laura Rupsis]: Yeah, I love that. From a marketing perspective, you basically sent them a– it was a no-risk offer. I mean, it cost you money, but just there’s zero risk to the person you’re sending it to, to test that out, right?

[Aaron Hinde]: Zero risk. We always have and still have 100% money-back guarantee and zero risk whatsoever. And yeah, that was the key.

[Erin Power]: Well, the thing that always gets me with this is the amount of capital you have to have in advance to fund something like that, to fund a startup like that. Do you go broke while you’re waiting for this to build up, or how does that work, financially?

[Aaron Hinde]: I went broke several times. I mean, I still live off the grid. I lived in a 400 square foot trailer with two kids eating macaroni and cheese and tuna every night for quite a long time, living on $0 a month, to start, and then $1,000 a month. And, yeah, it was lean. So you got to push the chips all in. You got to burn the ships at the shore if you want to be successful. But make sure you have clarity of vision, and that you’re accurately thinking. Too many people are not accurate thinkers. And I work with young entrepreneurs who are like, “Oh, this, this, this,” and I’m like, “This assumption is not only off base, it’s just completely inaccurate, and this is what’s going to sink your ship.” So getting eyeballs on your grand master plan, make sure that you’re accurately thinking about each aspect of it, I think is very, very important. But today more than ever, you can start something with almost no capital, because you could take a concept and put it on a targeted Facebook, Instagram, YouTube ad, whatever, and see if you get any traction or orders for it before you even make the product. And then out-of-stock it, you know, if you start to get traction.

[Aaron Hinde]: I just bought some new totally natural deodorant based on a podcast I just listened to. And I can’t remember the name of the deodorant brand [Native deodorant], but that’s what this guy had done too. He ran Facebook ads for a product that didn’t exist yet, and kind of figured out the ad, then all of a sudden, it was like 60 orders a day coming in. He was like, “Shit, I better actually make some product now.”

[Laura Rupsis]: Yeah… Was it Tim Ferris that had suggested something like that, too?

[Aaron Hinde]: Tim’s big on using the crystal for deodorant which I’ve been using for years and I like, but this was– I just listened to the podcast I enjoyed the stories, so I supported the guy and bought some deodorant, but we’ll see. It’s basically free of the aluminum and all the garbage that they put in there. But a lot of the stories are like that like the capital requirement today, there’s never been a better time to be an entrepreneur. There’s never been a better time to do a physical product because you can get away with– and just less than a decade ago, you had to have a little bit of a small war chest put together. You know today that’s not required anymore. You can 3D print things, you can get short runs, or you can have no product at all and test the concept.

[Laura Rupsis]: Yeah, we were having a —

[Erin Power]: –kickstarter or something going and, yeah, it’s a really different time.

[Aaron Hinde]: Yeah.

[Laura Rupsis]: Absolutely.

[Aaron Hinde]: Kickstarter, crowdfunding–

[Laura Rupsis]: That’s true, right? GoFundMe, all that. Our very first episode of Health Coach Radio was with Mark Sisson and we were asking him what qualities he really felt were important for an entrepreneur getting started. And he listed several of them and one of them was this higher risk tolerance. Right?

[Aaron Hinde]: Oh, yeah. Got to have that. Got to have that.

[Laura Rupsis]: That’s a real big one. And the other one he gave us was resilience. The ability to get back up again. You know, if you were to kind of think about, gosh, what it took to get going from a standpoint of, I don’t know, maybe characteristics or expectations for folks that have an idea and would love to be able to take a run at it. What do you think they need to be prepared for? What do they need to have in their back pocket?

[Aaron Hinde]: Oh, man. I’d say both of those are key. You know you have to have that resilience. You’ve got to have the thick skin. You know you have to be open minded. You have to be accurate thinking. But I think the biggest thing is starting with alignment. Now I’m big on that we all are familiar, at least right now we are, going to like an ATM machine and pulling out money as long as you’ve got a positive bank account. Well, I think that the universe is an ATM and as long as you follow these principles that it will continue to pay dividends. The A being alignment. Alignment starts with yourself, right? What are you doing when no one else is watching? Like is the product or service that I’m putting out to the world congruent with my lifestyle? Like when I was a sports chiropractor it would have been pretty incongruent if I was 50 pounds overweight, or I didn’t exercise, or my diet was shit. And I’m trying to affect people’s health in a positive way.

[Aaron Hinde]: So I think alignment with yourself, alignment with your significant other is very important. I mean, I couldn’t imagine if my wife when we’re eating mac and cheese and tuna living in an RV out of ice chests, it was like bitching in my ear every two seconds. Like, “You said we were going to build a house by now,” and this and that, “And this business isn’t doing shit.” Like there’s no way I could have done it. I needed to have that support. So you know alignment with your business partner, if you have one. Alignment with your team when they come on board on what you’re trying to achieve, the difference you’re trying to make in the world. So alignment’s very big.

[Aaron Hinde]: Number two, especially for young entrepreneurs, trajectory. You know so many young entrepreneurs are focused on velocity, how quick things are going to happen. “I want it to happen now, now, now.” Focus on trajectory over velocity. Okay? As long as you’re doing the right things over time, you will get a break, you will get financing, you will get that purchase order, you will get the right buyer that eventually runs across your product or service, right? Don’t focus on how fast it’s happening, focus on doing the right things over time.

[Aaron Hinde]: And then last, but definitely not least, is the M, momentum. You know when you have momentum, don’t fuck it up. So many people we get momentum in life, in personal life, business, doesn’t matter. We get momentum and then we stop doing all the little things that created the momentum. I see this all the time, you know I still struggle with this in my relationships. You know, with my wife, it’s like momentum’s going good when I’m buying flowers, and I’m cooking dinner at least a couple of times a week, and I’m cleaning up, and I’m helping out, and I’m engaged with the kids. I stop doing all that stuff, momentum stops, and when momentum stops, it doesn’t look pretty anymore, right? So keeping that momentum going, continuing to do all the little things that got you there, even when you start to get bigger don’t forget what got you there and you got to continue doing all that stuff.

[Laura Rupsis]: Yeah, I love that. I spent, I don’t know, 20-plus years in sales, right? And it was very, very easy during the good times to take your foot off the gas and coast. And then the tide turns, right? Capital markets will change on a dime and the next thing you know, you know who’s been swimming out there with no swim trunks, right, when things turn. So we speak about– we don’t use the term alignment, but we’ll talk a lot about authenticity. Being in it, right, and really coming from an authentic place. And you know Erin and I deal with this a lot with our own kind of coaching community about with folks that just– if they’re a year into this and they’re frustrated that they’re not making $100,000, that they’re not able to leave their job right away. And we’re like. “No, no, no, no. When you start a business from scratch from zero–”

[Aaron Hinde]: Takes time.

[Laura Rupsis]: It takes time, right? And if things do take off too fast, boy, you’re not ready for it. So I love that trajectory not velocity. Let’s start moving down the right path.

[Aaron Hinde]: Yes, absolutely.

[Laura Rupsis]: In the right direction and the rest will kind of–

[Aaron Hinde]: The velocity will come. It will come. If you’re doing the right things, it will come. But don’t focus on the velocity because like you said, if you’re not prepared for it and you all of sudden get a break, or you–. Think about this, I have a couple of friends, one from high school that had a rich uncle that died and all of a sudden they got this massive inheritance, right? They were on a bad trajectory already before they had any money, you know just doing drugs or getting– just on a bad trajectory. Guess what happened when they got all that money? They crashed and burned even faster. Whatever we’re wishing for sometimes is the worst thing. If we’re doing the right things and then we add velocity to it, we just continue to go up that positive trajectory even faster. If we’re on a negative trajectory and we add that break, or that cash, or that financing IPO to it, we’re just going to crash and burn even faster. So you’ve got to make sure you have the components right and that you’re moving in the right direction before you sprinkle velocity into the situation.

[Laura Rupsis]: Oh, yeah. Then I think momentum is what’s going to kind of carry that, right? As long as you lean into it.

[Aaron Hinde]: That’s right. Momentum begets more momentum.

[Laura Rupsis]: Yeah, I love that. So I know we want to be respectful of your time because you only had so much. But I would just kind of love for you to speak because I know you said you’re doing some work with some young entrepreneurs and I’m kind of getting people out there. And folks listening to this podcast, most of them are not natural entrepreneurs necessarily, right? They just have a passion and they want to do something with it, they want to help people. So I would just, I guess, love some advice from someone who– now granted you probably, I would imagine as a sports chiropractor– did you have your own practice?

[Aaron Hinde]: I did.

[Laura Rupsis]: Originally moving into this, yeah. Just kind of getting started, getting a business off the ground and starting. Both whether it’s through sort of LIFEAID, FITAID, but also as a sports chiropractor and lessons learned from trying to get something off the ground from nothing, and. If you wouldn’t mind sharing a little bit of your experience and what you want people to keep in mind, to help move their way down that path.

[Aaron Hinde]: Yeah, I mean, look, I don’t know if there is such a thing as just a natural entrepreneur. I mean, you can learn the skill set. Number one, being in a sales position like you were, like I was. Morgan Stanley Dean Witter my freshman summer, my internship, I was handed the phone book – and here I’m an underdeveloped scrawny timid kid – handed the phone book, say start at A. Your name is now Chris – because Chris is unisex, so regardless what intern I have in here, we use Chris – and start dialing for dollars, get me appointments. Talk about getting over my fear of communicating with people. So get into uncomfortable situations. Number one, get into some type of sales role, Toastmasters, any history that you can get especially if you have kids you want to get them into a sales role. Because you have to be able to get over that, you have to be able to convert that passion that you have into communication, okay? So sales is number one.

[Aaron Hinde]: Number two, what are you doing in your downtime? You know we all have downtime. Are you on Instagram or Facebook? Or are you listening to the radio, or you’re watching sports? Or are you absorbing the abundance of information that is out there that tells you how to be successful in this thing? There is there is so much information out there on how to be a successful marketer, or how to do sales, product development, podcasts, for free. Books for free, or books that cost you 10, 12 dollars. I mean you can get a PhD in entrepreneurship for basically free. It’s all out there. So be mindful of your time. What are you doing with your time? And if you’re using your time sitting on the couch looking at Netflix and you’re wondering why your business isn’t doing good, well, look in the mirror. I mean, it’s simple. Shut off Netflix. Pick up a book. So I would say that would be number two.

[Aaron Hinde]: And then the third thing is mentors. Mentors are huge. Align yourself with someone who is at the level that you want to get to. Figure out how you can provide value to their life, and to them, and therefore they will reciprocate and spend some time with you and help you avoid the major pitfalls, help you avoid those major mistakes, or make your mistakes off Broadway, so when it’s ready for prime time, you don’t screw it up. But I think those are the three biggies.

[Erin Power]: That was great. Thanks. Actually, that’s a real kick in the pants, [laughter] that’s what that is. Actually, I was listening to a podcast with Seth Godin and he– Seth Godin’s like, “I’m not on Twitter. I’m not on Facebook. I don’t attend meetings. That’s how I have so much time to be a successful businessperson because I don’t waste my time with that crap,” and it’s like, “Okay. There it is.”

[Aaron Hinde]: Yeah, yeah. Yeah, and the guy’s seen success in lots of different realms and written some amazing books, so. It’s good to listen to.

[Laura Rupsis]: Yeah, you mentioned, pick up a book. Before we let you go, do you have any favorite books for people that are looking to sell a product, start a business as an entrepreneur? Give us your favorites.

[Aaron Hinde]: Yeah, you look at– you know in undergrad I was econ business and then went back to get my science prereqs. I always discounted psychology, and now everything is psychology. You know, behavioral psychology, why do we do what we do as human beings, what makes us tick? And I think one of the best books for those fundamentals is Cialdini’s book, Influence: The Psychology of Persuasion. And if you haven’t read that, pick it up, it’s an amazing book and it’s eye opening on why we do the things that we do. And having an understanding of that really can help in your salesmanship, and positioning, and understanding why people make decisions when it comes to purchasing products.

[Laura Rupsis]: Awesome. Yeah, because we get– this comes up a lot because one of my roles here is as an admissions director and a lot of people are like, “What’s the market like for this? Are people going to hire me to do– like for real, people will–?” And I’m going, “Look, no one’s out there looking for a health coach.” Right? “What they’re looking for is a solution to their problem. Something’s bothering them, right? And you’ve got to change your language. You’ve got to stop speaking about you and how awesome you are and what health coaching’s all about, and you’ve got to start talking about–.”

[Aaron Hinde]: Results.

[Laura Rupsis]: Yeah. Yeah. Right.

[Aaron Hinde]: Yeah.

[Laura Rupsis]: Yeah, and that’s what it’s all about and there’s a huge chunk of psychology built in there.

[Aaron Hinde]: Yeah, absolutely.

[Laura Rupsis]: Yeah. I love that. Awesome. Thanks for that. We’ll put that in the show notes. Where can people find you if they want to follow you, they want to follow LIFEAID, FITAID, where can they find it? Let us know so that our folks can find you.

[Aaron Hinde]: Yeah, our products are sold in most major retailers. If you want to find out more about them at Our biggest Instagram account is @FITAID. And then for me all social handles are just my name @AaronHinde, H-I-N-D-E.

[Laura Rupsis]: Awesome. Thank you so much for your time.

[Aaron Hinde]: Thank you. It’s fun. Appreciate it.

[Erin Power]: This podcast was brought to you by Primal Health Coach Institute. To learn more about how to become a successful health coach, get in touch with us by visiting Or if you’re already a successful health coach, practitioner, influencer, or thought leader with a thriving business and an interesting story, we’d love to hear from you. Connect with us at hello at and let us know why we need to interview you for Health Coach Radio. Thanks for listening.

Connect with Aaron Hinde at:
Instagram: @fitaid
Instagram: @aaronhinde

Mentioned on the show:

Book: Influence: The Psychology of Persuasion by Robert B. Cialdini, Ph.D.

> > > Live well.

LIFEAID® Launches Northern California Advertising and Retail Marketing Campaign with Pro-Basketball Star

LIFEAID Beverage Co.® signs Golden State Warrior star Kevon Looney

NEWS PROVIDED BY LIFEAID Beverage Co.  | Oct 29, 2019, 13:44 ET

SANTA CRUZ, Calif.Oct. 29, 2019 /PRNewswire/ — FITAID®, one of the most popular items in the LIFEAID Beverage Co. portfolio, has long been a favorite of professional athletes in football, baseball and basketball. And it’s one of basketball’s rising stars that LIFEAID selected as a partner for upcoming Northern California retail marketing campaigns: Kevon Looney of the Golden State Warriors. The endorsement agreement was confirmed today by LIFEAID co-founder and president Aaron Hinde.

Looney will appear on billboards through Northern California, and will also be featured in digital advertising and social media campaigns. The brand’s social media platforms will also support regular prize and giveaway programs tied retailers and also offered directly from the brand.

“I’ve personally been rooting for Kevon since he first played for the Santa Cruz Warriors in 2016, right here in our backyard,” says Hinde, a proud lifelong resident of Santa Cruz, California, which is also home to LIFEAID’s headquarters. “While Kevon may currently be injured, what isn’t damaged is his ability to inspire as a gifted, versatile athlete with a long future ahead in pro basketball. We’re excited to help build one another’s brands.”

Standing six-foot-nine, basketball player Kevon Looney is known for his versatile athleticism, playing both power forward and center for the Warriors. His ability to guard all five positions is reflected in his jersey number “5.” Looney re-signed with the Warriors in July 2019, in a three-year extension. Warriors’ coach Steve Kerr called Looney a “foundational piece” for the team.

“Kevon is a disciplined, dedicated athlete who appreciates the impact of proper nutrition. These are core values for the LIFEAID brand,” says Hinde.

“I’m proud to be working with LIFEAID. The brand is focused on clean and functional ingredients. Recovery is a major part of being an athlete, FITAID helps meet the demands of that critical part of my game. Also, I’m following the paleo diet so I can drink it as part of my everyday routine,” says Looney.

About LIFEAID Beverage Co.® 
With a focus on great-tasting, wellness-enhancing and solutions-driven supplement products, LIFEAID Beverage Co. has become a trusted brand among health- and performance-conscious consumers. LIFEAID offers a range of “vitamins you’ll actually enjoy drinking” including: FITAID, FOCUSAID, PARTYAID, IMMUNITIYAID, LIFEAID, GOLFERAID and the newly launched Keto-friendly FITAID ZERO and FITAID RX ZERO. The FITAID line is currently the #1 Post-Workout Recovery Drink in America as well as the Official Sponsor of the U.S. Spartan Race Series. Visit for more information.

Media Contact:
Cari McHugh


Related Links

HindeSight #25: How to Find Your Business Niche (Plus, a Fall Ice-Cream Float Recipe That’s Actually Healthy & Delicious!)

Are You in the Mood for a Fall Float That's Actually Good for You and Delicious?

FitBiz Talk: Cashing in on the ATM

On this episode of FitBiz Talk, discover how LIFEAID co-founder Aaron Hinde found his calling, creating products that help get the sugary crap drinks out of the hands of as many people as possible. Aaron talks about this journey and his recommendation for those looking to enter the market—sky’s the limit when you cash in on the ATM of life with Alignment, Trajectory and Momentum in your life and business. (63:00)

Listen to the full podcast episode here.


How to Find Your Business Niche

Whether you open a business in a unique industry or a saturated market, it is important to differentiate yourself from the competition to win over your audience. Find out how!

Click here to read the full article. 


Are You in the Mood for a Fall Float That’s Actually Good for You and Delicious?

Who says immunity and dessert don’t mix!? Sip, sip, hooray! Try this recipe for a Fall Ice-Cream Float that will rock your world while helping to actually boost your immune system.

Find the healthy recipe here.

“I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times.”
—Bruce Lee

Scaling Up: Business Solutions for Social Problems

A must-read practical guide for social and corporate entrepreneurs.

Check out the book here.


HindeSight  |  No. 25