FITAID: A Spartan Fitness Aid

By Jason Jaksetic

Why did Spartan and FitAid become partners?
Why do you find a “Spartan-approved” logo on a FitAid can?
Spartan Lifestyle Editor Jason Jaksetic sets the record straight.

I keep FitAid in two bags: my gym bag and my rucksack. I also keep it on my desk and in my pickup truck—both staging grounds for gym and mountain training sessions.

Surely, I enjoy FitAid most when I cross the finish line at a Spartan Race.

This is because in daily living, I’m one of those people who keep the throttle pretty close to the floor while simultaneously trying to stay lean and mean. (Let’s face it: most Spartans are. After all, a Spartan lifestyle is active and demanding.) Sometimes, when running this precarious balance of input and output, we start running a little low and need a boost, both in performance and recovery. And FitAid, amazingly, has Spartans covered in both situations.

There are many reason why you will find a Spartan logo on a can of FitAid. I’ll break down the main ones for you.

Unless you are doing long workouts, extra Calories aren’t your friend. Especially drinkable ones. You are trying to burn Calories, not gain them. The 45 Calories found in FitAidare not excessive like the Calories most sports drinks. Anyone familiar with how hard you work to remove 200 Calories isn’t about to toss them back quickly during a workout. 45 is not zero, but then again, FitAid is not a ‘diet’ sports drink, full of artificial sweeteners.

When nature has provided so many natural sweeteners, modern humans’ reliance on processed sugars and artificial sweeteners is perplexing. Spartans think so, anyway. That’s why they will reach for FitAid over sugary sports drinks. Agave is delicious. Agave is natural. Agave is a no brainer for a great tasting drink.

Skip the processed. Always. FitAid did.

FitAid pulls double duty. I drink a FitAid before and after my workouts, and sometimes during a long endurance session. The one before my workout fuels my endurance and performance. The one after helps me recover from the damage I did.

Incidentally, because most Spartans train early in the morning before work, it’s nice to get the energy boost after a workout with your recovery fuel so you can shower up and roll into the office on a mission to tackle the next challenge.

Spartans don’t worry about vitamins too much when they have their diets dialed in and are consuming plenty of fresh fruits and vegetables. But sometimes, especially when traveling or busy, it’s hard to get the vitamin-rich foods that are essential to a healthy diet and immune system. A day with FitAid is a day you know you have the key vitamins that keep your health covered.

Muscle fuel and muscle repair are at the core of performance and recovery. Feed your muscles well when they are most hungry, and they will be therefore you when you need.

Spartans love the performance and recovery aspects of this natural ingredient so much that we devoted a whole week of our Food of the Week recipes to exploring how to incorporate it into our Spartan diets.

I love bubbles. You love bubbles. We all love bubbles. They are, well, just damn refreshing. FitAid delivers bubbles.

Maybe you are a seasoned Spartan, training and living hard. Maybe you are just starting to step on the accelerator and finding yourself lacking some energy as you engage in the Spartan lifestyle. On any gym and on any mountain, FitAid is the performance and recovery support you need. (With bubbles.)


LIFEAID Sets E-Com Black Friday Sales Record

SANTA CRUZ, CALIF. – Hot off the heels of the traditional shopping season kick-off, LIFEAID Beverage Co., LLC. achieved an impressive volume of Direct to Consumer business during the Black Friday and Cyber Monday weekend reaching just shy of $500,000 in direct website e-commerce sales.

The company, known for their niche “clean supplement blends” has seen a meteoric rise over the last year. 2018 is proving to be a potential break-through year for the brand.

For a second year, LIFEAID has secured a top spot on the Forbes list of Fastest Growing Companies and 2017’s list recognized the brand as the 2nd fastest growing in its category. FITAID, the Recovery Blend, which is popular within the CrossFit and OCR communities, recorded an impressive 35% share of the weekend’s sales. Notable portfolio performers included FOCUSAID and brand flagship product LIFEAID; while GOLFERAID, PARTYAID, and TRAVELAID rounded out the strong sales figure.

According to their VP of Sales, Dan Leja, “2018 is going to be a breakout year for the Brand.” Leja goes on to report, “We anticipate in excess of 12,000 traditional retail outlets, including some of the most established national retailers.”

This figure is 4 times what their retail penetration was in 2017. Authorizations include GNC, Kroger, Safeway, with significant reviews pending. At time of release, SPINS data is displaying promising results as they are positioned as a top 5 brand in their category over the last 24 weeks. Additional focus in 2018 will include consistent brand awareness efforts and building off their consumer successes to help bolster and sustain their current trajectory in retail.

About LifeAid Beverage

At LIFEAID, we fuel your passion with our clean and refreshing nutritional blends. Our products are tailored for your active lifestyle – without all the junk. LIFEAID products are available throughout the U.S. in more than 5,000 gyms and retail stores such as Whole Foods and The Vitamin Shoppe. Join us as we show the world there is a better way. For more information, please visit or contact


Fitaid Recovery Blend Review

Fitaid-Recovery-Blend-Review-1-213x420If you perform physically demanding activities, you know that recovery plays an essential role. Your body needs some essential nutrients to balance the recovery efforts. This means that although every person is different, there are some nutrients which are essential for the recovery process.

Top ingredients in the recovery drink

The Fitaid Recovery Blend uses a mix of ingredients which have been proven to be beneficial after intense workouts. The most important ingredient in the recovery drink is glucosamine. This amino sugar has an important role in the body as it can represent the route to proper synthesis on proteins. But the ingredient has also been shown to reduce the impact of aging on joints and can work to reduce inflammation with demanding activities. There is still limited research on glucosamine but it seems it has a positive effect as a supplement.

The second ingredient in the recovery drink comes with glutamine. This essential amino acid is the building block of muscle and has been used in athlete`s supplements with great success over the years. In supplements, it has the role of maintaining muscle mass and improving muscle building efforts. Supplementing with glutamine outside workouts might not provide any real results, but if you are into sports or have demanding physical activities you will benefit the most from the nutrient.

Fitaid-Recovery-Blend-Review-2-280x420Another important ingredient in the recovery drink comes with electrolytes. If you are looking to balance the natural minerals in your body which you may lose through sweat, electrolytes offer a good supplementation method to improve hydration. Together with improved hydration, electrolytes can also be beneficial to the circulatory system which will be essential for certain types of workouts such as running or cycling. This is why so many cardio-based activities see the athletes drinking hydration drinks with high electrolyte content.

Omega 3 fatty acids are also present in the drink. These fatty acids have been proven to come with a range of health benefits which can`t be gathered from other sources. The acids improve brain function and maintain its ability to work properly.

But the fatty acids also provide the right foundation for cardiovascular health. Many people with circulatory problems are indicated to use Omega 3 supplements. But as with any supplement, you should use it before you develop any conditions to see the results you want. Finally, the fatty acids help you recover quicker as it will relieve some muscle stiffness. Omega 3 also comes with a range of joint and skin benefits. People who supplement with this Omega acid have been shown to have a healthier skin.

Fitaid-Recovery-Blend-Review-3How Fitaid works

As you can see, many of the top ingredients in the Fitaid recovery drink have proven health benefits. They are made for the ultimate performance and body recovery and this is why they represent a solid foundation for muscle recovery.

With a blend of amino acids, electrolytes and Omega 3 fatty acids, the drink can represent a solid supplement if you are serious about recovery. Since it is made for the people who want to minimize recovery time, it can be said that it is made for those who exercise daily and need to recover as soon as possible before the next workout.

Since you will be using the drink daily you should also know that electrolyte drinks will usually require an increased water intake. So for the best results, you will need to drink more water to improve the functions of the body. Although electrolytes help replenish nutrients and improve recovery, they have also been shown to increase the need for hydration. So the more you drink the more you`ll need to drink.

The high glutamine content is essential if you want to build and keep muscle mass. Since you might be working out with intensity you know that muscle loss can come along the way with certain cardio routines such as running. This is where glutamine can have a positive role in maintaining muscle mass and thus strength since more mass will lead to strength increase.

The healthy fatty acids of Omega 3 will help you improve focus and maintain healthy joints and skin. This is why many fish oil supplements are recommended for certain conditions but even to slow down the effects of aging.

So who can benefit the most from using the Fitaid Recovery Blend? First of all, there is little evidence to support that these types of drinks can be of real help to people without intense physical activity. These types of drinks are best suited for active people looking to gain muscle mass or lose weight. Of course, some ingredients such as the Omega 3 fatty acids can prove beneficial to the general public, but overall, the drink is made for dedicated fitness enthusiasts.

With just a few ingredients, you might think the drink is not complex enough to maximize recovery. But the truth is that it is more than enough, as all of these ingredients have been proven to provide real results. Unlike other recovery drinks which come with fewer data-backed findings, the Fitaid drink only focuses on proven ingredients in many types of sports. Bodybuilding is one of the sports which use similar supplements. Runners also use electrolytes while Omega 3 fatty acids are used across the whole sporting world either from supplements or foods such as fish.

The Fitaid Recovery Blend is one of the safest recovery drink you can have. But you should keep in mind that, at the end of the day, it is just a supplement drink which cannot replace a varied nutrition. You replace a bad diet with any type of drink. This is why you would be best suited to use the drink as an addition to a solid meal plan. This would include good sources of meats, vegetables and carbohydrates. This are the proteins, vitamins, minerals and fiber you need. And then when you use the recovery drink, you can maximize its effect on faster and better recovery rates.


Challenge Assumptions Podcast with Aaron Hinde — The Hustle Behind the LIFEAID Brand

Aaron Hinde, Co-Founder & President of LIFEAID Beverage Company

joins us for this week’s Challenge Assumptions Podcast (episode 33).

LIFEAID is a nutritional beverage company that uses high-quality supplements and nutrients in its popular drinks.

The company made a name for itself in the beverage world by using a unique marketing strategy. Instead of trying to make drinks that would appeal to the most people possible, Aaron’s company took the opposite approach. By focusing on highly specific markets like Golf and Crossfit, they were able to develop a community of loyal users.  This developed brand awareness which is helping launch them into markets like grocery stores, and health food chains.

We sat down with Aaron Hinde and picked his brain as he opens up about his vision, his entrepreneurial journey, and what fuels his passion in life & business.

Want to know how LIFEAID was able to break into these niche communities?

Find out how Hinde used very specific groups to leverage his product and produce devoted customers.

Listen in here:

If you haven’t already, be sure to subscribe to The Challenge Assumptions Podcasts here!


Thanks for listening!

Greg Davis | SOURCE:

Read the full podcast transcription below:

Speaker 1:  The Challenge Assumptions Podcast is brought to you by Dolphin Consulting, your source for the latest sales and marketing techniques and training in any industry. Visit today.

Aaron Hinde:  You don’t ask for a Monster Vodka, people ask for a Red Bull Vodka. And why is that? Because Red Bull planted their flag with that Red Bull fridge in every bar across America.

Speaker 3:  Coming to you from Americana Studio in Austin, Texas, this is Challenge Assumptions.

Aaron Hinde:  I always had a vision for myself to really do something great or do something a little bit big on a larger scale.

Greg Davis:  What led to the idea behind the LIFEAID Beverage Company?

Aaron Hinde:  We wanted to create products that were clean and healthy, something you could give a wink wink to the moms out there that this was okay for their kids to be taking. “You’ll never be able to sell any drinks online. It’s never been done, it will never be done because people need to get it past their lips.” “Why do you have all these niche products? Why don’t you just come up with SportAid and cover all sports?”

Greg Davis:  Wait, so you were doing a fire dancing show to sell your drinks? Are you juggling fire sticks and cans of drink?

Aaron Hinde:  For lead generation we always have some type of irresistible offer. Like, right now if you go on the website, we’re giving away a $15,000 home gym in exchange for first name and email. When we made that commitment, we just became one of the dominant brands over time in that niche.

Speaker 3:  Challenge Assumptions, helping you build your committed tribe and grow your company with your host, best selling author, Greg Davis.

Greg Davis:  Konnichiwa. Welcome to Challenge Assumptions Radio, entertaining sales and business radio where we take your ideas and content seriously, but not ourselves. Back in the perch in Hermosa Beach today, not in Austin. John’s in Austin pressing all the buttons and ready to press my buttons a bit. Are we all good to go John?

John:  We are good to go, man.

Greg Davis:  Nice, nice. We had a few little hiccups getting the train back on the track rolling down the bike path, as I like to say here in Hermosa, but I’m really excited about our guest that we’ll be having on here in just a sec, Aaron Hinde, who is with LIFEAID Beverage Company. Really challenging assumptions of the beverage industry, but also taking on the big boys and now going after venture capital, did not go to Shark Tank. Are you a fan of that show? Or is it just me, John?

John:  I think I’ve seen it once.

Greg Davis:  That’s not a fan. Yes. Well, Gene and I watch it a bit more. Gene’s off on assignment, so he may miss a couple of shows as we record several back to back. And what’s nice about Aaron, he’s a chiropractor. And I went to the chiropractor today, and it’s like the third time I got adjusted in a different way every time, even though I’m going to the same place. So, I want to hear about that. But welcome to the show, Aaron, how are you doing today?

Aaron Hinde:  Greg, doing well. John, pleasure.

Greg Davis:  So, I want to get into this question before I forget. Why would I get different adjustment ideas from three different people at the joint? One guy did my neck pull, the other one says I’ve got-

Aaron Hinde:  I think it’s like any profession. I mean, you go to an attorney, you might get a little different advice from attorney to attorney, no different from chiropractic, you know? We’re all looking at things a little bit differently.

Greg Davis:  And that kind of runs into the idea of the LIFEAID Beverage Company. There’s certainly a lot of options in healthcare supplements and healthcare related drinks. You mentioned you know Bedros who’s been on our show. How do you know him, by the way?

Aaron Hinde:  I met Bedros through, I think our marketing group. We’re both in Genius Mastermind.

Greg Davis:  You may not have heard the episode of Challenge Assumptions. I’m sure you’re not a fan yet, but hopefully after this you will be, but we had him on twice. And the first time he was on the show, I had gone into atrial fibrillation, but was out, kind of my heart was acting normal. And this was right around the first of March, it would have been before the first of March that we actually recorded. And he challenged me to go work out. I went out and worked out the next day, and I overdid it, I guess, knocked myself back in to atrial fibrillation. And eventually, that led to a surgery, but also a deeper commitment. And as of today, I’m 72 pounds lighter.

Aaron Hinde:  Congrats. That’s awesome.

Greg Davis:  Yeah, thanks. About four months ago. So, it’s been a pretty fast journey in that sense for me. So, let’s talk about before you started your company, though. Did you grow up in The Bay area, then? And what led you into the chiropractic care initially?

Aaron Hinde:  Yeah, I was always involved in health and fitness through high school and college, you know? In college, I used to have a little side supplement business where I was selling supplements out of my dorm room.

Greg Davis:  Marijuana? Or no?

Aaron Hinde:  Actually, mainly legal supplements.

Greg Davis:  Oh, okay.

Aaron Hinde:  Not to say we didn’t dabble in other things, but it was legal supplements there.

Greg Davis:  A few years later, they were all legal in California.

Aaron Hinde:  Yeah, now everything’s legal. Thank god prohibition has ended. But I was selling supplements. I was a personal trainer, successful personal trainer throughout college. And even when I graduated college, I went to work for Westinghouse, which is a Government contractor. And I was still doing training on the side after hours on weekends. And I realized working for the Government in a little cubicle in front of a computer screen and that whole environment was just not my forte. And I loved working with people. I loved training. And I decided, you know what? I’ve always been a fan of chiropractic and thought, “What the heck? I should go for that.”

Greg Davis:  You also had the worst possible degree that exists, which I have one too, is in economics, which I’m only kidding.

Aaron Hinde:  You know, it’s funny. It’s like, we always thought being econ, I was econ business, that we had the best degree in school. And I used to rip on all my friends that were psychology majors calling them pre-unemployment. Now I spend most of my time studying psychology, so …

Greg Davis:  Exactly. It’s probably more important for business than some of the concepts in the economics degree as well. So, were you in sports in high school? Or what led you to be a personal trainer?

Aaron Hinde:  Yeah, I was always doing sports. But I think the biggest thing for me and my personal drive was I was a little kind of really underdeveloped kind of kid, you know? I was probably … it’s funny, I still have my license from when I turned 16, on my 16th birthday when I took my driving test. I stepped out and sit on a little booster seat to see over the steering wheel. I was only … I think my license says 5’3 101 pounds. And when I graduated high school, I think I was a buck 30 soaking wet. So, when I started finally growing and in college I was hitting the gym heavy and just motivated to put a little size on. And just kind of continued that throughout college.

Greg Davis:  So, you went and studied chiropractic care and moved up fairly quickly. And, I guess, over the course of 10 years became the clinic director?

Aaron Hinde:  Yeah, I had a great practice. I mean, I was doing 10 years. Even in year one, I don’t think I had a year, looking back on it how cushy that was. I was working like probably 24 hours a week and pulling in probably 350 a year gross, and had a great practice. All referral based, 30 new patients a month for 10 years straight. So, it was a good run. It was a real good run.

Greg Davis:  So how did you go about getting referrals? So that was your own business, I guess, by the way?

Aaron Hinde:  Yeah.

Greg Davis:  Okay. I guess your last name was on it. That makes sense. All right, sorry about that. So, how did you get these referrals then?

Aaron Hinde:  It was really around creating an elegant experience for my patients, being very patient-centric, doing really good work. I mean, I was one of probably the most skilled chiropractor from just a treatment perspective in the county. I had a great network of physical therapists and medical doctors and surgeons that I worked with when necessary.

Greg Davis:  But this required, it sounds like, some networking, right? So, you had a network of doctors. Did you go to … I mean, this is probably before meet up groups, but did you go to the right happy hours, or to the right events, or country club?

Aaron Hinde:  Yeah, I mean, I was hustling. You know, one of the misconceptions I had was, I’ll open the doors and people will just start flooding in. I remember my first day in practice, even with doing some hustling, I think I only saw six patients or something. And I was like, “Oh gosh. I better do something different here.” And immediately I started engaging with the community, getting out. I was on the Chamber of Commerce and Exchange Club. I actually was elected twice to the Santa Cruz County Board of Education. And here in Santa Cruz, I think I’m the only Libertarian ever to be elected to Countywide office here.

Greg Davis:  That sounds about right. Wow. Yeah.

Aaron Hinde:  Yeah, so just out engaging and hustling and meeting people, shaking hands, doing what you’ve got to do. And yeah.

Greg Davis:  Wow, so that’s … I mean, that’s quite a story. And then over the course of 10 years, was it a matter of getting bored with that? Or was it that you built up enough of a practice and had enough money to try something bigger? Like, how did you see it at that point? What drove you to start the new business?

Aaron Hinde:  Unfortunately, I was making a good chunk of money, but gosh, it was just going out the door quick too. When I had really lean years when we first started LIFEAID and had to really cut back on my spending, I was just astonished by how much waste was in there with six grand a month in various insurances that I didn’t need going on, and so on and so forth. But after doing something for 10 years and having a good run and being successful, I always had a vision for myself to really do something great or do something a little bit big on a larger scale. You know, on a good day, maybe I saw 40, 45 people type of thing. And now what we’re able to do is affect millions of people every month by getting them off their bad habits on the “sports drinks” and energy drinks and sodas and that kind of thing, and onto much cleaner products. So, we’re just playing at a much bigger scale now.

Greg Davis:  So, talking about scale in your chiropractic business, it was pretty dependent. It sounds like your differentiator was you. You were very good at the chiropractic care, but it was also pretty dependent upon you to be the one actually delivering that service. Did you feel like it was harder to scale then?

Aaron Hinde:  It’s much harder to scale. I mean, I never took a vacation longer than three days in 10 years. And my vision was always like, “Oh, I’ll be successful when I can lay on the beach and suck down Coronas,” and I remember I took the family to Thailand at the end of last year. I was on that beach for about five minutes before I got restless and jumped up and was ready to do something.

Greg Davis:  It’s hard to jump out of the habit, I guess.

Aaron Hinde:  Yeah. Yeah, but it was good to have the option, where in a fee for service model, unfortunately a lot of professionals in fee for service models do really well as far as income and everything, but they’re kind of a slave to the practice.

Greg Davis:  And so, one approach could have been that you’re going to try to scale this existing practice versus the approach you took to say, “No, let’s try something else.” And so, when we come back from the break, we’re going to hear about what led to that decision and to the LIFEAID Beverage Company, which is now one of Inc. 500’s top fastest growing companies in the country, and moving along quite quickly.

Greg Davis:  And we’re back with Aaron Hinde. Aaron, enjoying having you on the show so far, want to hear more about your company today and what led to the idea behind the LIFEAID Beverage Company.

Aaron Hinde:  Yeah. I mean, I met my business partner, Orion, he was actually a certified financial planner here in Santa Cruz. We met in a CrossFit gym in, I think, 2009. And we started training together. We quickly found out that our daughters not only were the same age, but in the same school and the same class and had become best friends, unbeknown to us. Our wives immediately hit it off, so we started hanging out a lot. We were training together. When we had free time, we used to golf once a week together. We’d go to Burning Man together.

Greg Davis:  Burning Man, wow. That’s a bonder, right? I guess. I haven’t been to Burning Man.

Aaron Hinde:  It is.

Greg Davis:  What was that like?

Aaron Hinde:  It’s incredible. It’ll change your life. It’ll blow your mind. Whatever people think it is, multiply it by 1,000. It’s-

Greg Davis:  I don’t know. I don’t think I could take the drugs, man. I don’t know. That’s-

Aaron Hinde:  You can go totally … you can be high on life there.

Greg Davis:  I guess so. I guess so. I haven’t heard of anyone that did. But I’m sure if I did, I would be challenging some assumptions for sure about Burning Man.

Aaron Hinde:  I’d say out of the 80,000, there’s at least 100 that are completely sober.

Greg Davis:  Yeah, they’re like the first aid workers, probably. Yeah, I don’t know what my heart could take of the medicines, but I mean, the heart’s doing good. So, anyway. Sorry, go ahead Aaron.

Aaron Hinde:  Don’t mess with a good thing, that’s right. So, part of it was working with a lot of athletes, especially young athletes. I had a lot of collegiate athletes and professional, but quite a few high school. And part of that mission to really get them to change their habits, they’re coming in with these big cans of energy drinks and these “sports drinks,” and all this garbage. And I’m like, “Look at the label here. This is just overstimulating your body on sugar and caffeine and taurine. There’s artificial colors and flavors and sweeteners and dyes and all this garbage,” knowing there had to be a better way. And here we are in Santa Cruz, for those that aren’t familiar, this is like the hippy capital of the world. So, we all grew up on goats milk and kombucha, but for a lot of people, that’s not mainstream. And there was no alternative to turn these kids to. I mean, the kombuchas and the chias, especially at the time, were so hippy dippy. They weren’t appealing, especially to the younger generation. You look at the energy drinks did such a great job at lifestyle branding and they worked. Let’s face it, they jack you up pretty effectively, but if you call 100 energy drinkers, not one of them is going to tell you they’re drinking it for health reasons.

Aaron Hinde:  So, we knew there had to be a better way. We wanted to create products that were clean and healthy, something we could give a wink, wink to the moms out there that this was okay for our kids to be taking that still had the cool, sexy, hip appeal and lifestyle branding of the energy drinks and had the functionality that we saw with energy drinks and other types of drinks. Like, kombucha, they had gut health and so on and so forth. We wanted to combine all three. And that’s where LIFEAID was born.

Greg Davis:  It looks like first-aid, the branding, to me. I don’t know. Maybe I’m wrong. That is cool looking, though.

Aaron Hinde:  Yeah. Yeah.

Greg Davis:  But I guess that lets you know that the intent is sincerely medical in some way.

Aaron Hinde:  Correct.

Greg Davis:  So, what led you to this idea that you could take on big beverage companies and do this on your own?

Aaron Hinde:  Ignorance.

Greg Davis:  Really?

Aaron Hinde:  Ignorance. Ignorance with passion and a little bit of skill and quite a bit of luck.

Greg Davis:  Yeah. I have to admit that I’ve had that sort of luck when I had my first company that had … we were earning 5000 about five times in the early days. What we were ignorant about how quickly we could go to the next scale because we’d been in companies where it had been done. And I don’t know, in terms of what you did. Tell us about kind of the first steps from going from … did you have to just shut down your chiropractic practice totally? Or did you sort of start on the side.

Aaron Hinde:  Yeah, we started on the side, which I would recommend any entrepreneur do. I mean, especially having a wife and kids, you … I still put everything at risk probably way too prematurely in hindsight. Thank god it’s worked, but-

Greg Davis:  That’s an interesting challenge to assumptions, I think, in and of itself is that people tell you you’ve got to be all in, and you’re saying, “No, test a little bit. Test something.”

Aaron Hinde:  You know, test and make sure you’re being accurate about your assumptions, which most people are not accurate whatsoever, whether it comes to product development, marketing, demand, so on and so forth. Most people have multiple inaccurate assumptions about a lot of different things that could sink the boat quickly. So, I’d recommend testing small, getting some proof of concept, getting a little traction before you cut off your primary source of income. And like I said, we probably cut that off a little too prematurely, you know? That first year out of practice, I was only making … you know, after I sold my practice, I was only pulling in $1,000 a month off of LIFEAID and then it went to 3,000 a month. And so, we learned to live very lean for quite a while once the primary income source was cut off.

Greg Davis:  Right, right. So, initially, what is involved in a consumer product sale? Or what approach did you take? Because certainly, you could try to build as a scientist a product and then license it completely out to someone else, but building your own brand and going into the marketplace, you’ve either got to choose a geography or a sort of very specific niche, I would assume anyway, to start off with. Where did you start?

Aaron Hinde:  Yeah, I think both of those comments are very accurate. And I think where we challenged the most assumptions was everyone in the beverage industry said two criticisms for us. Number one, “You’ll never be able to sell any drinks online, it’s never been done. It will never be done because people need to get it past their lips before they’re willing to open up their wallets and their credit card, get out the credit card.” And assumption two, or criticism two, I should say, was, “Hey, you guys are way too niche.” At the time when we launched, we launched GolferAid, you know? A drink specifically for golfers in the golf channel. Shortly after that, and way too quickly, actually, we launched FitAid in the CrossFit niche and PartyAid, which was kind of our Burning Man type of drink there. So, our biggest criticism, “You’re way too niche and you’re never going to be able to sell these online,” both of which, the niche aspect ended up being our … what served us the most was being niche. I think another assumption people had was, “We need a product that goes so wide.” So many early people we talked to from distributors to potential investors were like, “Why do you have all these niche products? Why don’t you just come up with SportAid and cover all sports, or something like that?” So, we were going very deep into these niche markets that we had intimate knowledge of. I mean, again, we were golfers. We would go to Burning Man. We were CrossFitting regularly. We were very familiar with those three markets. And we were very successful in selling online. We took basically … I was in the information marketing and studying what that was all about from the old Dan Kennedy days and stuff. And we were able to successfully take that approach and apply it to physical products.

Greg Davis:  So, what steps did that include, like in year one? Was it videos online? Or Facebook ads?

Aaron Hinde:  Yeah, online. We were doing some sampling. So, when we launched GolferAid, we were doing a lot of … we tried to get proof of concept. So we’d go onto a golf course and do sampling, and then sell it into that golf course. I mean, our first run was so small that our cost of goods was $3 a can, and we were selling it wholesale for $2 a can. So, we were taking it in the shorts just to see if we had an idea that would get some traction here. And we’d do a lot of sampling at the golf course, and we were doing a lot of lead generation. So, everyone we sampled or gave a free can to, we got their contact information. We started building our list.

Greg Davis:  And why were they willing to give you that contact information? Because that’s one challenge everyone faces. And I think any business, by the way, that’s not trying to get the contact information of every customer who comes through the door is losing out on potential revenue. Now, what approach and lead in you use and what your hit rate in doing that, I don’t know. It varies, maybe, but what challenges did you face in getting that contact information? Or what was the approach or the lead in that you used to get them to offer that to you?

Aaron Hinde:  Well, when you have an attractive female on a golf course handing out free product in exchange for first name, email, and zip code, it’s actually not that difficult of a proposition.

Greg Davis:  I see.

Aaron Hinde:  If you’ve been out on the golf course, you’d know what I’m talking about.

Greg Davis:  I’ve golfed a little bit, yeah. Okay.

Aaron Hinde:  And so, imagine the interactions with the cart girl. It’s very similar to that.

Greg Davis:  So, you were on the 18th hole when they were most drunk coming in from the golfing day.

Aaron Hinde:  Actually, we were giving them cans before they teed off because what we wanted for them to see how they felt during that round, our proposition with GolferAid was like, “Look, what you put in your body reflects directly in how you perform on the golf course,” you know? “Go drink a couple of five hour energies and try to make a five foot pot, you’re going to be jittering so bad you’re going to be shanking every shot.” So, that was our proposition there to get what their current habit was and replace that with something much cleaner and much more balanced with GolferAid. Now, when we were strictly doing online for lead generation, we always have some type of irresistible offer. Like, right now if you go on the website, we’re giving away a $15,000 home gym in exchange for a first name and email. And we’ll collect-

Greg Davis:  I assume that’s a sweepstakes, so not everyone gets that $15,000 home gym for their-

Aaron Hinde:  Correct. Correct.

Greg Davis:  My email is If you can just sign me up now for the gym.

Aaron Hinde:  I can sign you up.

Greg Davis:  Okay, yes. Okay. So, let’s talk about the product itself. So, you had some sense that, hey, we think we can help people drink better or eat better or be more healthy or whatever. But did you have any experience with what the nutritional needs were? Or what led you to the actual sort of parts and pieces that went into GolferAid and what was it all about?

Aaron Hinde:  I had some background with nutrition from my schooling. And being part of the community gave us access to high level participants from several pre-GA pros that we had access to in the early days, to CrossFit games athletes, to being entrenched in kind of that festival in the Burning Man community. So, we really reverse engineered the formula. So, I’d go to any golfer and say, “What’s important to you?” Well, any golfer knows, “Look, I want to be consistent throughout my whole round. I typically get back nine fatigue. I have an old knee injury that when I’m walking 18 it swells up on me.” Right? So, we kind of know what the issues are. So, how can we reverse engineer a product that takes care of joint health, that gives you consistent energy without the jitters, you know? That kind of keeps you in the zone. Same thing with working out, you know? People are taking branched-chain amino acids for muscle recovery. They’re taking omega 3 fatty acids, they’re taking glutamine and arginine. So, we were able to basically reverse engineer the formulas, approaching it in a way that, look, we want to have an efficacious dose of very clean nutritional components without all the garbage and fillers that every other drink company puts in there. Like, exogenous caffeine and taurine and salt and high sugar and all this crap, right? So, we said right off the bat, we’re going to leave all this garbage out. We’re only going to put in good ingredients. And we’re going to constantly be improving on our products. And that’s the approach we did. I think it’s very consistent with always playing the long game and always doing what’s in the best interest of our consumers, of which we were one of them. We’re deeply entrenched in these communities.

Greg Davis:  So, how many calories does a … they come in cans, I guess?

Aaron Hinde:  Yeah, they’re 12 ounce sleek cans. All of our products have 45 calories.

Greg Davis:  Yeah, very low then, very low calorie intake, especially with some supplements and whatnot. And what about sugar?

Aaron Hinde:  Nine grams total per can. So, what brings the entire line FitAid, FocusAid, PartyAid, LifeAid, TravelAid, GolferAid together is that they are all natural. There’s no artificial colors, flavors, or sweeteners. Zero sodium in any of the drinks, no added caffeine, no taurine. They’re all 45 calories. What differentiates each line is each of them has between two and three grams of very targeted supplements for the particular avocation. So, take our FocusAid for example, well, we’ve got all these millennials now getting burnt out after drinking energy drinks for 10 or 15 years and are looking for a clean alternative. So, with FocusAid, we go, okay, well we don’t want to have 300 milligrams of caffeine like everybody else. So, what are we going to do? We’re going to put a low dose of natural caffeine with yerba mate and green tea, but we’re going to focus on what they’re really looking for is focus and staying in the zone and that mental acuity. So, we put in supplements called nootropics. And nootropics are specific supplements that stimulate the brain for focus, mental acuity, and memory. I know you guys are out in Austin, it’s like what Onnit’s doing with some of their brain stimulating formulas and that kind of thing. So, it’s a very trendy market in nootropics, and we just kind of … we were the first ones to actually put that in a beverage format.

Greg Davis:  So, how did you go about getting the first drink manufactured?

Aaron Hinde:  Well, we went down, you know? I basically put together a formulation and I already stated what we didn’t want to have in the drink, which was what everyone else was doing. And we went down to a flavor house. And interesting story, when we first walked in, I handed over the sheet of paper with my formulation and their job is to help us make it taste good. And the scientist we were working with looked at it and said, “Look, this looks great, but there’s no way you’re going to be able to have a drink with no artificial sweeteners that tastes good with three grams of supplements in it.” And we said, “Okay, well we appreciate your time, but we’ll go somewhere else if you’re not willing to work with us because we’re not willing to compromise on what we’re trying to do here.” And she said, “Whoa, whoa, whoa, hold on. Let’s see if we can work on it.” And we worked on it and worked on it. And those first renditions were not … you know, we’re not real proud of those at this point in time. We would never release some of them back then on the market today, but we had minimal viable product and we kept tweaking it and tweaking it and making it better and better. And now I think our flavor profiles hit it out of the park with all of our lines.

Greg Davis:  I’m really kind of geeking out on the excitement about the possibilities of LIFEAID because of all the changes I’m making in my own life. But I do want to kind of get back to, in that initial approach and some of the things you did, you found a bottler, you applied some efforts at branding at your own. Did you outsource anything at the start? Or did you just have to do trial on your own and figure it out along the way?

Aaron Hinde:  Yeah, I mean, I think the biggest mistake that most entrepreneurs make is just going way too wide way too quickly, or basically doing what everybody before them has done. And we just took a much different approach, we went very narrow, very niche, very deep in those niche markets. And then again, selling things online versus trying to go after the Safeways and Whole Foods and 7-11s of the world, you know? We stayed clear of those for years and years and years before we went to traditional retail.

Greg Davis:  And then how were you bringing people in to your website? Other than the early lead capture in person, did you do something else?

Aaron Hinde:  Yeah, so, we looked at the success of the energy drinks, and even today, even though the trajectory of, say, a Monster, especially in the United States is far outpacing Red Bull. If you go into a bar today and you ask for a … you don’t ask for a Monster Vodka, people ask for a Red Bull Vodka, and why is that? Because Red Bull planted their flag with that Red Bull fridge in every bar across America, right? They went very non traditional in their route to market originally. So, we thought, okay, let’s look at what Red Bull did and apply it to our business. So, what we did is we started going out and putting a GolferAid fridge inside the pros shop in golf courses where there was no other competing products. We also took FitAid fridges and put them inside CrossFit gyms where they didn’t have any competing products. So, we were utilizing that Red Bull model for our needs and our community. And then that got consumer trial going because people were like, “GolferAid? I’m a golfer. I’m here at the golf course. Sure, I’ll give it a shot.” Or, “FitAid? Well, I’m into fitness. I’m here at a CrossFit gym. Sure, I’ll give it a shot after workout.” And then people started loving the products and then they searched for it online and found us on the website. And that’s how we got the initial traction.

Greg Davis:  So, I have a couple more questions about that. I want to ask before I forget. So, does PartyAid have a thing that ecstasy takes away from your brain or whatever that supplement … is it … I forget. I’ve not done the ecstasy thing, but-

Aaron Hinde:  Serotonin, I think is what you’re referring to.

Greg Davis:  Serotonin goes away, thank you. I’m the village idiot here, but it’s another supplement people take, I think, after, because I read about it. But after-

Aaron Hinde:  Yeah, 5-HTP?

Greg Davis:  Yes, that’s the one I’m thinking of.

Aaron Hinde:  Yeah, so it does have an efficacious dose of 5-HTP.

Greg Davis:  Efficacious is a nice word. Yes.

Aaron Hinde:  Any type of partying you’ll have serotonin depletion. So, if you think about it, you’re out with your buddies at night. You’re out having a good time and you’re drinking. That next day, yes, with dehydration and you might be sleep deprived, but a lot of what people experience as kind of that “hangover” is mild depression, okay? Because they’ve had a serotonin dump, which is the euphoria drug the night before having a great time, and then the next day their serotonin levels are depleted. So, by giving your body 5-HPT, you’re able to build those serotonin levels up at least to a baseline so you can have that dump and have a great time and then not crash the next day. So, that’s where the PartyAid’s positioned, and that’s why it’s so effective.

Greg Davis:  So are the fridges, for example, you put fridges in golf locations or CrossFit locations or what have you. Did they pay for themselves? Or were you running at a deficit early on to try to get that name out there?

Aaron Hinde:  Yeah, good question. We actually created a model where we would give them the free fridge if they would commit to a 10 case purchase. So, the economics of which we were looking at basically a breakeven proposition on our cost of goods in that initial order. Since then, fast forward many years, we’re very warm and willing to go extremely negative on the front end as much as we have to because our lifetime value’s so strong, our retention is so strong. We know our numbers down to the dollar and it’s all dialed in. But in the early days, we didn’t know and we didn’t have the cashflow or bank roll, so we said, how can we create basically an irresistible offer that doesn’t put us under in the short term? And that was this 10 case fridge model.

Greg Davis:  That’s the challenge for any business is to find the right mix based on how much money they have and the fact that they realize … and I think that’s what you’re telling people, you realize you’re actually testing. And your success, I love the fact that you admitted there’s some luck involved there. And you are very skilled at what you do, or you wouldn’t be where you’re at. But market acceptance is sometimes out of our control of anything we offer. So, you had to find … and anyone needs to find the right mix of commitment to how much they are willing to even barely make or lose to get those initial customers. And can they mathematically project out the lifetime value of a customer to test out their model, because once you’ve … was there a point in time where you realized, we’re not making a ton of money, but mathematically I’ve now proven that X amount of dollars in means Y amount of dollars out eventually, and that lifetime value’s much bigger than the input?

Aaron Hinde:  Yeah, that was the aha moment that I think it’s been said that anyone who can … whoever goes negative the longest always wins, right? Look at Amazon and their success. They just started making money, what? Last year, and they’re still not profitable every quarter, I think. But that was really when we knew we had something when we … because initially we were all in with GolferAid only and we were probably a little early, so that was one of those inaccurate assumptions, you know? Like, oh, everybody in golf is going to into health and wellness because their diets are so shitty and everyone’s a fat ass and eating crap. It was like, well, no. At the time, Tiger Woods was in shape, but really there weren’t that many other golfers that were in shape. Fast forward seven, eight years, now half the tour looks like they’re CrossFitting, right? So, it’s changed. The market is right now.

Aaron Hinde:  So, even though we made in our first year 600 grand in revenue with GolferAid, we were looking at the FitAid line in CrossFit going, geez, our sell in is easier, our sell through is better. So, we literally were out of money. So, we took our limited money that we had left in resource and plugged it all into FitAid in that CrossFit channel, and we made the right bet because the timing was perfect for that marketplace, and it was still young and immature enough that when we made that commitment, we just became one of the dominant brands over time in that niche. And that really helped us bootstrap this whole thing up until last year.

Greg Davis:  So, up until last year, you were focused on really two areas, CrossFit and golfing, is that right?

Aaron Hinde:  Well, mainly CrossFit. GolferAid, we weren’t giving any love to. It was dog paddling. I mean, at our peak we were at about 500 golf courses with just kind of drop and not giving it love. It probably dropped down to about 200 and 220, something like that. It wasn’t until this year that we finally had the financing and budget to really start putting focus on GolferAid again. Now we’re crushing it. We’re actually opening in more new golf courses every month now than we are CrossFit gyms. So, GolferAid’s doing great again. FitAid’s really expanded to many other markets, including obstacle course racing, Globo gyms etc. We have FocusAid now selling in corporate and college campuses. TravelAid at a couple of airports. So, each of them … the unique thing about our business is each of them is almost their own business.

Aaron Hinde:  When we first launched we actually had, not only separate social accounts for all of them, which we still maintain today, separate social accounts, but we had separate websites for each skew because we didn’t want to force those communities on each other. A Golfer may not really be into the whole kind of Burning Man crowd, or that crowd may not be into the fitness crowd. And so, we kept them separate on purpose. There were days where I’d be out working a golf tournament with my polo shirt on, GolferAid hat. Go to San Francisco, switch into my rave gear and do like a fire dancing show with PartyAid, and then-

Greg Davis:  Wait, so you were doing a fire dancing show to sell your drinks?

Aaron Hinde:  Yeah, oh yeah. We were doing everything, man. We had cans in hands. We were out hustling.

Greg Davis:  So, how does that work? Sounds like something with your shirt off and war paint on and you’re moving fire around. But that’s what I’ve seen in Hawaii maybe.

Aaron Hinde:  You’re not too far off.

Greg Davis:  Okay.

Aaron Hinde:  Yeah.

Greg Davis:  And are you juggling fire sticks and cans of drink? Or how did that work?

Aaron Hinde:  I have in fact done some Fire Poi myself several times, but on that occasion we were actually getting cans in hands as other people were performing.

Greg Davis:  You’re a master of the shiny object. You’ve got the fire dancer at the rave, and you’ve got the hot chick at the golf course. What did you have at the CrossFit? Was there ever a person at the CrossFit events? Or was that just you? You were just the in-shape CrossFit dudes, basically?

Aaron Hinde:  Exactly.

Greg Davis:  Okay.

Aaron Hinde:  If you think about it, what most companies do, Greg, is they’re going to go, “Okay, I just closed Safeway, so I’m going to go to the grocery store and set up a demo.” And maybe one out of 20 people who come by that table are actually part of your core demographic, okay? But if I go to a CrossFit competition, 100% of the people there are part of my core demographic with FitAid. If I go to a festival, 100% are part of that core demographic for PartyAid, and at a golf tournament or a golf show, 100% are part of the core demographic of GolferAid. So, again, being laser focused where we know our products are going to resonate, versus what most people do is like, “Oh, I want to be on the shelf at 7-11 or Safeway,” and get lost in the sea of beverages where people don’t know you from Adam and quite frankly don’t give a shit about you. And you’re not even hitting your target demographic.

Greg Davis:  You know, a lot you talk about … I think Dan Kennedy you mentioned. At some of the other seminars they’ll talk about finding your market. But you’ve taken it a step further in my mind to say, “Okay, I’m going to do this one thing for this one group in this type of event, and it’s going to be appealing because of this.”

Aaron Hinde:  Yeah, and that’s where all that criticism of being way too niche played to our advantage, you know? Because we were a product made for that community. We came from that community. It resonated with that community. And we were able to get traction in that community. And since then, I can’t tell you how many brands have tried to enter the CrossFit space and completely fail, including some of the biggest brands out there, you know? And because they’re just not part of that community. And people that are part of a community can smell you out instantly if you’re not … you don’t come from within.

Greg Davis:  So, as we enter the We generation, we’re actually in it. We’ve been in it for a while, back in the We again, certainly something to think about from a marketing and sales standpoint, to look for a very specific community with a product that fits for them. There may be opportunities in a number of different areas besides the supplement beverages. So, what I do want to know though is, has your company gone full circle in some way to where you’re cross promoting or using this wider customer base to appeal to multiple products in some way? And how did you make that transition?

Aaron Hinde:  Yeah, great question. And that transition happened very organically. And when we saw it happening … because what we noticed is, look, I’m a fitness guy, but I also … I did 52 flights last year, so I’m a travel guy too. And guess what? I need focus, especially after lunch when I’m feeling kind of that post-lunch fatigue. And so, what we saw with the communities is there was just organic natural crossover that was occurring, especially as we increased our skew count to what it is today. And that played hugely to our advantage because now when we roll out and we’re in all the Whole Foods now, and all the Sprouts and Vitamin Shops. So, you get a CrossFitter that goes into Whole Foods and they see FITAID that they know and love and have been consuming for years, and they see a FocusAid can, like, “Oh, what’s this all about? FocusAid.” They pick it up, they see it as a difference whole food profile. They’re going to give that trial because they already have affinity for one brand. So, by going deep in these niche communities, we’ve created these tribes that now have an affinity for not just the golf or the fit, but they have an affinity for the AID, which we’re now putting on different skews and different supplement profiles.

Greg Davis:  So, at what point did that customer kind of know? Did they recognize, oh the golfer goes to the crossfit gym also and says, “Oh, is that the same company?” Did they have to figure that out themselves because you weren’t online initially?

Aaron Hinde:  Yeah, they had to figure it out. They had to figure it out.

Greg Davis:  Maybe that mystery helped.

Aaron Hinde:  Yeah, we never did a traditional show. We never did like any type of an event where we were showcasing every single skew until last year. That was the first year. We never cross pollinated. Golf show would be GolferAid only, and fitness show, FitAid only. And any type of festival, PartyAid only. It wasn’t until last year, until we started doing a little bit more broad shows and showcasing multiple skews and stuff, but we resisted that for a long, long time. And I think the takeaway, the more that people can go deep and not chase the shiny object to go wide with “opportunities” because these opportunities can sink you just as quickly as they can make you.

Greg Davis:  What store did you get into first where you were showing all the brands? And how did you penetrate the stores?

Aaron Hinde:  Another great question. I mean, the first show that we did was called Expo West, and that’s like the big natural products expo. That was the first time we exhibited all the skews together. The first stores that we got into from a traditional standpoint, our very first retailer was actually H-E-B. And I think right around the same time we got Earth Fare, which is a natural foods store, a Whole Foods competitor on the East Coast. Why did we land those accounts? Because decision makers in those accounts were CrossFitters.

Greg Davis:  Yeah, because no offense to H-E-B, but as far as their niche, they’re a good grocery store, but they’re not designed to be a Whole Foods or a health store, per se. They’re a broad range grocery store chain with low prices is what they promise and deliver, I guess. So, you definitely had some other sort of connection, it sounds like. That’s great. And that’s who was first. And they kind of helped you bring those skews to that store. So, what about the expansion to the other stores, then? Did you have some help after you got venture money? Or what happened next?

Aaron Hinde:  Yeah. I mean, the whole sales team consisted of me for five years. We didn’t have any sales people. We didn’t have any feet on the street. People were amazed within the industry, like, “What? You’re in these accounts? You’re getting this kind of revenue? What’s your sales team? Oh, sales team of one?” You know?

Greg Davis:  Yep. Yep.

Aaron Hinde:  It was so against the conventional model. Once our private equity partner, KarpReilly, came on board, we knew that, okay, this ecom business is great, but we want to be the next billion dollar beverage brand. We need to play in both worlds. We need to play in brick and mortar and ecom. And so, that required taking some of that capital and really beefing up the sales team with relationships and feet on the street. And now we did have a couple of retailers, like H-E-B and Earth Fare and Vitamin Shop to point to, to show that, look, we can sell online, but we also can sell on brick and mortar. And taking that sell story and getting out there and meeting with buyers and spreading the word. And we’ve just been on fire over the last 12 months on closing new retailers and new accounts from Safeway, to Whole Foods, to Sprouts, and so on and so forth.

Greg Davis:  So, how many sales people do you have now, by the way?

Aaron Hinde:  Right now, let me think. We’ve probably got 15, 16 on the sales side. Maybe a little bit … probably close to 20.

Greg Davis:  Okay. And so, for yourself, and this has been within the course of a year. Did you have a consultant sort of involved in building up the sales team? Or what sort of challenges did you face going from the expectation of an owner who has a way of doing things to … for everyone to be at the same level?

Aaron Hinde:  Yeah, I mean, we’re huge on culture. Our retention is extremely strong. So, our hiring process and our onboarding process, I think, are pretty special and unique. And just how we treat our people, from paying a living wage to healthcare and 401ks to every single person all the way down to the warehouse has ownership, a stake in this company. So, we’re able to attract the right people. But I think the universe was conspiring. I was on a plane with my business partner, Orion, to the Natural Foods Show, and low and behold, an old high school buddy was sitting on the plane next to us that I hadn’t seen in years, and he was working as a director for Vita Coco. And we had zero experience in the traditional realm. And so, we just started asking him questions about margins and distribution and so on and so forth. And met his buddy at the … working the Vita Coco booth, and hopefully there’s not too many Vita Coco people listening, but we’ve, I think, recruited probably a dozen people over from that company to work for LIFEAID and help build out our sales team.

Greg Davis:  Wow, that’s how it happens sometimes. So, that definitely worked. So, you found people from the industry that were committed to the industry in some way, not just sales people that weren’t, I guess. That was important to you.

Aaron Hinde:  Yeah, I mean, in this industry, having beverage experience does help. It’s not that you couldn’t be trained or taught, but you know, relationships and just knowing the intricacies of this industry sets you ahead probably at least six months to a year compared to just hiring somebody and training them up. So, we have those too. We have people that had no experience that we’ve integrated and trained up, and they’re doing great. But we’ve also had people with experience. It’s always a balance trying to find people that have still the fire in the belly, that aren’t too jaded from working for the big companies, that don’t mind working for a scrappy entrepreneurial startup that’s doing more with less, and has a different way of doing things.

Greg Davis:  So, you believe at some stage you might need a few of the experienced people, but you want to embed your own culture. And you get to enough critical mass, at least I think so, to where you can then impart that methodology and culture onto people that are newer to sales or newer to the industry.

Aaron Hinde:  Yeah, absolutely. Absolutely. I mean, when we bring on a round of new hires … we just hired, I think, a month ago. We brought on, I think, nine people. And we brought them all into the office for a three day intensive, met with the entire team. We all workout together in our gym here. We’re going out to dinner at night. Everybody on our team from team members, employees, to all the athletes and ambassadors that we support are true brand advocates, you know? We utilize our own list for hiring. So, we’ll send out an email blast to 120,000 people saying LIFEAID is hiring. And we’re fortunate enough, we’ll get over 1,000 applicants for one position. So, we get to that opportunity to filter through 1,000 current brand advocates to find those diamonds that may have some beverage and sales experience already or great sales experience but need a little TLC over here, and be able to nurture those type of people into our system.

Greg Davis:  Something else I noticed on your profile that FitAid sponsored Dan Bailey preps for the 2014 games, which seems pretty awesome, by the way. We’re talking about the 2014 Olympic games if anyone doesn’t know who that is, unless I missed my Dan and Dave … is that the Dan and Dave videos from way back when? Or no? Same group? Or no?

Aaron Hinde:  No. It’s a different group actually. Our athlete right now that’s getting a ton of traction is Sara Sigmundsdóttir. She’s an Icelandic female who is probably the favorite to win the CrossFit games this year, who is an incredible athlete, came from a very interesting background of being very heavyset as a kid and not athletic. And has just transformed her life and-

Greg Davis:  Well, what’s next for LIFEAID Beverage Company? What’s on the horizon?

Aaron Hinde:  Well, we’re making the transition from ecom to brick and mortar, so you’re going to see us rolling out into more and more accounts, five divisions of Safeway. I mentioned all the Whole Foods, Sprouts, Vitamin Shop, we’ve got line extensions going in in August. And so, look for us at a grocery store near you. Or if we’re not in the local grocery store, check us out online or on Amazon, direct on the website, especially if you’re looking to clean up the diet, change up your habits and move things in the right direction from a health perspective.

Greg Davis:  The website is lifeaidbevco, Any other sort of methods that people use to get a hold of you?

Aaron Hinde:  Social media. We’re one of the top 10 beverage companies on social. All of our skus have their own social accounts, our largest is FitAid. So, if you’re on Instagram checkout @fitaid, and a lot of great content there. We do a lot of value added content, so it’s not just a pitch platform, it’s a lot of cool engaging content. So, if you’re into fitness, check that out. If you’re into travel, check out the TRAVELAID Instagram. Focus, FocusAid, etc.

Greg Davis:  Well, Aaron, thanks again for being on the show. Aaron Hinde of LIFEAID Beverage Company.

Aaron Hinde:  Thank, Greg, appreciate it. It was fun.

Greg Davis:  Yeah, and that was Challenge Assumptions.

Speaker 1:  As always, the Challenge Assumptions Podcast has been brought to you by Dolphin Consulting. Whether you need to improve your operations efficiency or grow your revenue, visit today. Please don’t forget to subscribe to the show via iTunes, and like us on Facebook. Until next time remember to challenge assumptions.

> > > Live well!


Earlier this year, I had the privilege of attending a mastermind full of high-powered fitness entrepreneurs, and in attendance … Aaron Hinde.

Aaron Hinde is the Co-Founder & President of LIFEAID Beverage Company and he has a pretty incredible story.

He has been grinding since 2011 to make LIFEAID a leader in the industry. So much so that FITAID is the official recovery drink of the 2017 CrossFit Games and LIFEAID remains an independent brand run by its founders – not a subsidiary of a large beverage conglomerate.

But what I learned from Aaron during the mastermind about business and life is invaluable, and I wanted to take my best shot at bringing that same knowledge to the listeners of the podcast.

Listen to the podcast here:


  • Fitness Challenge – 100 Thrusters @ 65# with EMOM 5 burpee buy-in (Modified Kalsu)
  • Mental Toughness Challenge – Wim Hof breathing plus cold plunge in shower
  • Book Recommendation- The Power of Habit


Thanks for listening! —Jerred


Read the full podcast transcription below:

Speaker 1:   Faster than a speeding bullet.

Speaker 2:  I ran until my muscles burned and my veins pumped battery acid.

Speaker 1:   More powerful than a locomotive.

Speaker 3:  An idea is like a virus presumed highly contagious.

Speaker 1:  … with a single bound.

Jerred Moon:  What’s up everyone, Jerred Moon here from End of Three Fitness and welcome to the Betterhumanology Podcast. And more importantly, welcome to Season Three. I’m super pumped everyone is joining us for our third season. Now, every season, we like to change things up just a little bit. So, season one we were just getting the grasp and the feel for podcasting, what we were going to do, how we were going to do it. And then Season Two, we got a little more structured in our interviews and then started bringing a little more conceptual stuff and getting better. Now in Season Three, the biggest feedback we got was kind of keeping the interviews the same because everyone likes the challenges from our guests and everyone likes finding out what these high level human beings have to say about their advice on becoming better. So, those things are going to stay the same, don’t worry about it. But what you can expect is more awesomeness in becoming a better human being.

Jerred Moon:  So, we’re going to do two episodes per week. You’re going to get another episode later this week. I’m not going to give any teasers or reveal what it’s about, but every one will be about making you better, whether that’s physically, mentally, emotionally, whatever we need to tackle, we’re going to do it. And I’m super pumped to release Episode Two this week. So, be ready for that. And also something we’re kind of doing in conjunction, sometimes the audio from our YouTube videos that we just recently started making are going to make their way into that second episode of the week. And if you’re interested in following us on YouTube and what we’re doing there, you can go to One more time, that’s, and that’ll take you straight to our YouTube channel where you can subscribe and be a part of what we’re doing there because every single video we make is not going to be 100% suitable for audio because there are the things that you need to see since it is video, but the ones that will work we’ll throw in here periodically. But that’s enough of me rambling on.

Jerred Moon:  The very first interview of Season Three is Aaron Hinde. He is the co-founder and president of LIFEAID Beverage Company. Now, you may know FITAID. FITAID is probably their most popular beverage that they have. I am a huge fan of FITAID personally, and so we’re having him on the show. But we’re not having him on the show because FITAID is an awesome beverage. While it is an awesome beverage, the reason I really wanted to have Aaron on the podcast was because a few months ago I was down in Vegas for a mastermind, a business mastermind with AJ Roberts, and he had Aaron Hinde come speak to this small group of fitness entrepreneurs and I never really interacted with Aaron before. I knew who he was, but I’d never really spoken to him in any capacity. And he just did this talk.

Jerred Moon:  He was there pretty much the whole time, but one of the talks he gave was kind of like these 10 lessons learned for being an entrepreneur and things that he thought we could kind of take to the bank in all the years of him being an entrepreneur. And some of them, some of those rules are not going to be applicable to everything we discuss, but I bring up a few of the rules with Aaron today in our discussion because some of them really, really hit home with me and I have them all written down and I review them quite often. And I really wanted to get him on the show specifically to discuss some of these and discuss his story because it’s very interesting. But man, some of the things that he was saying knocked me right on my ass, and so I want to see if I can bring some of that to you and kick of Season Three the right way. So, without any further ado, here’s Aaron Hinde.

Jerred Moon:  All right Aaron, welcome to the Betterhumanology Podcast, man. Super pumped to have you on today.

Aaron Hinde:  Appreciate it. Stoked to be here, Jerred.

Jerred Moon:  All right. So, every guest knows that we start the podcast off with challenging them, giving them some challenges for your week, and I’m going to give that to you today. So, could you hook us up with a fitness challenge this week?

Aaron Hinde:  I’ve got a dirty one for you.

Jerred Moon:  All right.

Aaron Hinde:  Just put 65 pounds, so just two 10s on a barbell. We’re going to do five burpee buy-in every single minute and until we hit 100 thrusters.

Jerred Moon:  Man, that does sound dirty.

Aaron Hinde:  So, every minute that goes by, you’ve got to re-buy-in with five burpees.

Jerred Moon:  Awesome. All right dude, and how about a mental toughness challenge?

Aaron Hinde:  If you haven’t done Wim Hof breathing yet, check it out. Anyone can message me afterwards. I’ve taken two classes on it to get the correct technique because there’s a lot of bad technique out there, but Wim Hof breathing every morning followed by a cold plunge in the shower. It’ll rethink the way you start your day. It’s better than coffee.

Jerred Moon:  Awesome. Have you been doing that lately?

Aaron Hinde:  For the last two years.

Jerred Moon:  Okay, awesome. And now, just out of curiosity, where were the correct courses? Was it from his site?

Aaron Hinde:  Yeah, I mean, that’s a great resource or you can pay for his course. I actually learned from Mackenzie who had taken class direct one on one with him. And then another one of his friends, I’m trying to think of the guy’s name that I met at a mastermind who’s good friends with him who’s actually hiked Everest with him. And both of them when I went through it with them, I got the exact same training from both of them. So, I know that that’s the right way to do it. When I YouTubed it, it was like, “Man, so many people are doing it wrong.” So, yeah.

Jerred Moon:  That’s awesome. And how about a book recommendation for everyone listening?

Aaron Hinde:  Just finished yesterday The Power of Habit by Charles Duhigg. Really good stuff in breaking down our habits, other people’s habits, changing habits, kind of why we do what we do. Really good stuff. And if you have anybody that is trying to improve on bad habits, this would be a must read.

Jerred Moon:  All right, perfect, man. Well, I really appreciate you giving us the challenges for this week. Now, if we could just do a minute, maybe give us your background, kind of introduce who you are. A lot of people, I’m sure, already know, but you have a pretty interesting story and I’d love to share it with everyone listening today.

Aaron Hinde:  Yeah, I’m Aaron Hinde. I am co-founder and president here at LIFEAID Beverage Company. A lot of people in the fitness space know us for our recovery drink, FITAID. And been hammering away at that since 2011 when we started the company. And before that, I was a sports chiropractor, and that’s kind of how I got introduced to the CrossFit and functional fitness space. I was always a personal trainer since my youngest, youngest days. And that led me to chiropractic, and I started working on some of the HQ people and some of the athletes when they were coming into town, my office was in Scotts Valley where CrossFit HQ’s located. And that got me my first foot in the CrossFit gym. And the rest is history.

Jerred Moon:  That’s awesome, man. And then you took on the challenge of opening a beverage company. Can you tell me … the reason I want to talk about is because when we were in that mastermind together, you brought up … I forget the percentage, but something crazy high like 80 or 90% of them fail within five years. Is that the correct metric?

Aaron Hinde:  Yeah. Yeah, it’s actually within 12 months, it’s 95% failure don’t make it to 12 months. And then in five years, it’s 99% failure rate.

Jerred Moon:  Goodness. And so, how did you take that plunge right there? Because I’m not a huge risk taker, it’s something I’m working on in all honesty to be able to tolerate more risk. And I think entrepreneurship is forcing me to do that, which is awesome. But I would like to know, man, did you know those stats going in? Or is it something you learned later?

Aaron Hinde:  Hell no. Hell no.

Jerred Moon:  All right.

Aaron Hinde:  No, ignorance is bliss, brother.

Jerred Moon:  All right, perfect.

Aaron Hinde:  Yeah, no. It was total ignorance. I mean, the risks taken at probably way too early of a stage was just like, thank god it worked out. I mean, that’s how I have complete confidence and really faith, you know? Just looking at all the challenges over the last six years and knowing how many times we almost completely went out of business and knowing the risks that I put my family through and walking away from a very successful practice. It just led me to believe in that grand plan that certain things just are meant to be.

Jerred Moon:  Yeah, man. Certainly and that’s incredible. Obviously it’s all working out now. And if you were to run into someone how is maybe a little more risk averse, someone like me, you know? I said it’s something that I’m working on, or maybe someone listening, what advice would you give to them if they’re staring at a mountain?

Aaron Hinde:  Yeah, good question, you know? If something seems overwhelming for you, or you’re having difficulty taking the plunge, start with small risks. So, for somebody like myself, I was always, for whatever reason, just scared of heights. Like, they scare the heck out of me. So, as soon as I realized like, “Hey, this is an actual issue for me. It’s affecting my life at certain points in time.” I went and signed up for a bungee jumping class and did bungee jumping. And then after that, I jumped out of an airplane just to be like, okay, not that that’s something I want to do all the time, but I know that I’m going to overcome that fear and do it. So, I would say look at small challenges, start with those, and those will lead to you taking bigger … and risk is a broad word. I think sometimes it’s overused. I mean, you shouldn’t be taking stupid risks. I’m not jumping out of an airplane with no parachute on. So, make sure you’re taking very calculated risks, but start small and work your way up.

Jerred Moon:  Okay, great, man. I love that. And in FITAID, what was kind of the … and we all have our fears as an entrepreneur, right? But what point did you get to where you’re like, “Okay. I think we’re going to be okay.” How long did that take? Because I’m sure it was a lot of scariness in the beginning.

Aaron Hinde:  Oh man, we’ve had scary moments up to like 12 months ago, quite transparently. But I would say where I could actually sleep at night again, it took a good two years, two and a half years.

Jerred Moon:  Wow, man. And I really just like to paint that picture. And to be honest, when I talked with you when we were in Vegas, I think just hearing you talk about kind of the mindset of all that craziness, the demons on your shoulder or in your head, that are that negative self-talk, all of those things. And you have a company that much larger than mine in size, and I was like, “Man, this guy is struggling with the same stuff that I’m still struggling with,” you know? It might be to different degrees, but I think that made me chill out almost a little bit.

Aaron Hinde:  Yeah, good.

Jerred Moon:  I’m like, “Okay, dude, we all deal with this.” And I know a lot of people listening, they … because if you follow everyone’s Instagram and social media, you think everyone’s life is perfect, right? You don’t ever think about what we’re really challenging. What have you found or practices have you put in place to kind of get you out of a negative spot?

Aaron Hinde:  Yeah, I mean, first of all, you can’t believe everything you see on social media. So, nobody wants to post, “I’m having such a shitty day and the sky is falling, woe is me,” because nobody gives a shit, you know? Number one. But I think you made a keen observation. I mean, look, the demons are there and they never really go away. And I think I look at entrepreneurs that I look up to and that I’ve spent time with. I know that they have them too and they have different demons than I have, but they’ve still got demons that are jacked up and the question is, what do you do with those thoughts?

Aaron Hinde:  Do you dwell on them? Do you let them paralyze you? Do you let them overwhelm you? Or do you understand that you as a human being actually are in control of your thoughts and you are in control of … so, I’m not saying you can all of a sudden will the negativity out of your consciousness. I don’t think that that’s quite possible. I mean, maybe it is with a lot, a lot of practice, but what you do after those thoughts enter your head? What do you do and how do you react to that? Do you dwell on it or do you go, “Oh, I see you. Screw you. I’m not going to let you take over me. I’m not going to let you paralyze me. I’m not going to let you ruin my day or my week or my month or my year. I am going to take control of the situation.” And in how we react in those moments, I think is what separates people that will eventually see success and those that just are content with a life of misery.

Jerred Moon:  And do you think the smaller things like your morning routine, and I don’t know if you have an evening routine, do you think that those things help you in that process?

Aaron Hinde:  100%. 100%. My morning routine has been a game changer for me, and it’s something that’s consistent for me that I can count on, that I know sets my day up a certain way for success. There is someone I met at, I think it was a barbell shrug mastermind, his name’s Jesse Elder, you can check him out online, But he said something profound to me last year, he said, “We all are going to experience pain, but we have a choice whether we’re going to suffer,” okay? So, there’s no avoiding pain in life. I mean, we fall down, we scrape our knee, you know, shit doesn’t go our way. Who knows? I mean, the bigger you get in business, the more pain there really is, you know? You’re on their radar, you get a lawsuit, you get an employee issue. You get all this stuff, you know?

Aaron Hinde:  Like, most recently, we have a private Facebook page for all of our gym owners, and someone saw someone violating mat pricing on Amazon, which I have no control over. And they can put it sold by whatever name they want. And they put life space aid. So it looks like it’s coming from us. Of course, we take steps immediately to shut those people down when they’re violating that, but people were attacking me personally, multiple people. And then it starts snowballing and it’s like, “God,” you know? I just started suffering. I started suffering, and I was like, “All I want is for what’s in the best interests here of our gym owners and I’m getting personally attacked by these people.” And then I had to take a breath and realize, hey, I’m choosing to suffer here. That’s on me.

Aaron Hinde:  So, instead of moping and being really upset about it and firing back defensive negativity, I just instant messaged each person and explained, “Hey, here’s what’s going on. If you’ve met me or not, I’m a transparent guy. I am all about legacy and treating people well. And our whole community, our whole ethos here is around doing the right thing in every aspect of our lives. So, I’m not perfect, but this is where we’re at, and this is the situation what happened, and here’s what we’re doing to correct it.” And every single one of them like, “Hey, I really appreciate it.” And it just flipped the whole scenario. But I had a choice to make there and I started going down one direction and was able to catch myself and turn it around into a positive thing. So, these kind of, I guess, are really opportunities happen all the time in our lives and how we choose to seize those opportunities is the differentiator. And things like morning routines and mentors and a great support network and a great team and good communication with your spouse or significant other, they all play a big part in it.

Jerred Moon:  And what role would you say mentors have played in your career over the last decade?

Aaron Hinde:  I mean, changed the whole playing field, you know?

Jerred Moon:  So you-

Aaron Hinde:  I just talked with one of them two minutes ago.

Jerred Moon:  Awesome.

Aaron Hinde:  Like, these guys, whether I’ve met them or not, I’ve been fortunate enough that everyone I consider a mentor I’ve actually got to spend some personal time with. And the most recent that I have been following and kind of viewing as a mentor was Gary Vaynerchuk and finally got to meet him in New York at his office a few weeks back. So, it’s all about … mentors allow you to leapfrog. I think mentors provide exactly what you need at that stage of your life.

Aaron Hinde:  So, what happens is, you may outgrow mentors over time. You’ll find new mentors. It’s a consistently evolving process, but there’s no quicker way to leapfrog in any aspect of your life than hooking up with a mentor. And that doesn’t mean like, “Hey,” emailing them, “Will you be my mentor?” That’s the worst way to do it, right? That means first subscribing to their email list or their podcast and figuring out how can I provide value? Most of these mentors that I’m with now, I ended up just writing a check to them, you know? I wrote them a check and bought their dog food, whatever they were selling and engage with them that way and created reciprocity. I know the power of reciprocity. So, I gave you money, you’re going to have to give me something in return and then develop a personal relationship with them beyond just a business transaction. But if someone took everything from me today and said, “You need to go and be successful,” and they picked any field, I don’t care what it was. I would immediately find out who’s the biggest player there who’s making things happen, who’s doing things in alignment with how I see things. And I would find a way to engage them and provide value to them and then have them take me under their wing.

Jerred Moon:  That’s awesome, man. All right. Now, I wanted to hit on one thing because when we were at that … one thing that you said just really knocked me on my ass, and that doesn’t happen very often to be honest, because I’m in a lot of self development circles. I have a lot of mentors, still have a mentor, you know, things like that. But one thing you said is you are exactly where you need to be right now. And I think that one hit me on such a deep level because we all want to be somewhere else typically. We’re all trying to push forward, you know? It’s not a matter of like, “Are you present?” I’m not talking about just having goals and whatnot. But that one resonated with me so much because just this podcast in general is we’re all trying to become better, working on ourselves one day at a time. But you are exactly where you need to be. I was wondering if you could just elaborate your thoughts on that statement a little bit more?

Aaron Hinde:  Yeah. I think the biggest point of confusion that I’ll clear up and differentiate and you said them both is people being where they want to be versus where they need to be. And where we need to be and where we want to be are definitely two different things. And that gap, that delta can create stress in our lives, can create motivation, can create all kinds of stuff. But there’s a delta there, right? And hopefully over time as we get more mature and are moving the ship forward, that delta shrinks and becomes one with where we need to be and where we want to be become one and the same, but I think the thought process behind that is kind of coming back to what we were just talking about with how are we reacting to life? Like, shit happens. We have pain points in life. And so often we get myopic when we’re stuck in the moment that we’re feeling overwhelmed or we just don’t understand. We don’t have an understanding of why is this happening to me? You know, we get very victimized, we become the victim.

Aaron Hinde:  And the easiest example I have for this is like if you think of a high school sweetheart or something that you might have been head over heels for and it didn’t work out and was so devastating during the breakup period. But then you fast forward 10 or 20 years and you look back and that and you’re like, “Oh my god, thank god that didn’t work out. That would have been a disaster,” right? But it wasn’t until time passed and you were able to have some perspective that that actually made sense, you know? All these things that are happening, like Tony Robbins said, “Life isn’t happening to us. Life is happening for us.” And I think that this thinking is very congruent with Tony’s statement there that these are all little pieces of a mosaic that come together and once we step back and we look at that, it’s a beautiful thing, but all these little glass shards and such may not make much sense when we’re stuck in that moment.

Jerred Moon:  Yeah, and that’s probably the most difficult part is trying to piece them together, you know? Trying to see each thing that happens as maybe a stepping stone or something to drive you forward as opposed to looking at it in a negative way.

Aaron Hinde:  Yeah.

Jerred Moon:  All right, man. So, let’s hop back in your career a little bit. So, you were a chiropractor, correct?

Aaron Hinde:  Correct.

Jerred Moon:  And so, tell me about your practice. How long you were doing that? I kind of want to dive into that a little bit more to really paint the picture of you coming full circle to LIFEAID.

Aaron Hinde:  Yeah, I mean, I was in the chiropractic business as a solopreneur at least for 10 years. I had a great practice. I averaged every month for 10 years 31.5 new patients a month by referral, 95% by referral. So, when you’re doing good work and you’re treating people how they should be treated, that is always reflected in probably the most important stat that there is in business, which is referrals. So, it was a healthy business, you know, I brought in a lot of money, but I was young and stupid. I spent a lot of money. I had a lot of unnecessary expenses every month. I had a big challenge in 2009. So, here’s a practice I don’t think I know that in 10 years it never grossed under $350,000, which is a good chunk of money. I had all this money going out the door. I was spending it on $6,000 a month on ridiculous insurances and this and that.

Aaron Hinde:  And then come 2008, being late to the game, I saw everybody that was making so much money in real estate that I hopped into that game right before the big crash. And in 2009, I basically lost everything. I had to go bankrupt and that was a big challenge for me. But fortunately, I had my practice, so that didn’t skip a beat. I was able to, the very next day, come in and nothing changed from that perspective, but it really gave me like a smack across the face when I had months I was bringing in $50,000 in revenue, but I had 70 going out the door because I was inaccurate in my thinking that, “Oh, I’m a good chiropractor, therefore I’m going to be a good real estate investor.” No, that’s not the way it goes.

Jerred Moon:  I see that a lot in just people in general who get good at almost anything is that they start thinking that there’s some sort of superhero principle or something, you know? Like, “I’m good at this, so I’ll be good at that.” Is that something that you take caution to these days? Like, are you very aware of that fact when you’re hopping into new opportunities and whatnot and being like, “Look, I’m not an expert here, but I’ll learn as much as I can,” or-

Aaron Hinde:  100% yes. So, thank god for that little life lesson because it has taught me that very thing, you know? I know what I’m good at. What is it? It’s like landmark forum stuff. It’s, I know what I know. I know what I don’t know, but what I don’t know that I don’t know, that’s the big scary area, right? So, I’m very aware of what I don’t know, I don’t know. And don’t even pretend to try to become an expert or position myself as an expert on something I don’t know anything about. So, fortunately like here at LIFEAID, we’ve got a great team. I’ve got a great business partner and we have a very different and complimentary skillset. And our team’s been able to pick up the slack for areas that I’m extremely deficient in.

Jerred Moon:  And I’d like to now … like, I mentioned at the beginning, but that was more on the risk side of things. But what was the deciding factor? Because 50 grand a month in revenue is pretty comfortable. I know you had a lot going out the door, you said, but that could have been a comfortable lifestyle. So, why go all in on LIFEAID? What was the big motivation there?

Aaron Hinde:  You know, ever since I was a kid, I always felt like I’m going to do something big, you know? And in my mind the playing field that I was at, even though it was great and I was almost a local celebrity here in Santa Cruz. I was twice elected the County Wide office during that time, and kind of like friends where everybody knows your name type of thing. You just … I had kind of tapped out that playing field and then I always had a drive for something bigger and I wasn’t quite sure what that was. And I always had a foot in the kind of entrepreneurial world with a few other projects that didn’t quite pan out as well as I would have liked. And I don’t know, I guess for lack of a better term, it was kind of that fire in the belly. And when this opportunity presented and we started to see a little bit of traction, and we always had faith in the overall vision, we just decided to push the chips all in and go for it.

Jerred Moon:  You do have an awesome product. I’m sitting next to a fridge fully loaded with FITAID right now.

Aaron Hinde:  Appreciate that.

Jerred Moon:  So, I am a user. And so, over the last … how many years have you guys been open?

Aaron Hinde:  Since 2011.

Jerred Moon:  2011. So, what would you say your biggest … I mean, you can go with either one, mistake or challenge. So, challenge overcome or mistake you’ve made, and I’ll let you pick, in the last six years running LIFEAID?

Aaron Hinde:  Man, there’s been a lot of them.

Jerred Moon:  Yeah, I know. It’s a tough question.

Aaron Hinde:  Probably I think one thing that especially entrepreneurs that are scaling and are in a growth phase need to be very conscious of is who they bring onto their team and who they allow as part of their culture and a representative of their brand. So often when things are going a million miles a minute, and for a long time I was the head of marketing and sales and had a food in accounting and fundraising and trash picker upper. We were so desperate to hire people, it was like, “I’m going to put out a Craigslist ad and the first qualified looking person on paper gets hired. And bringing on the wrong people can cost multiples on their actual salary when it doesn’t work out. So, I think that’s one thing that we’re very conscious of now. We have a lot of hoops set up. We’re very guarded about who we’re bringing on our team, and not from a skillset perspective. We can teach anyone any type of skillset, but from a human being perspective. And that’s been probably the biggest lesson that I would always caution young entrepreneurs, just be careful who you bring on as part of that team because you want to maintain that team and grow it in perpetuity. You don’t want a revolving door that just creates a lot of stress and headache.

Jerred Moon:  All right, man. I’m going to shift gears on you here for a second. This is what we call The Book Question. So, say there’s a nationwide curriculum implemented, the President calls you up, and he’s like, “Aaron, you’re going to be responsible for a chapter in this book. It’s going out nation wide, every single child in America is going to have to read your chapter and be tested on it and pass it before they’re allowed to graduate high school and go any further.” What would your chapter be about?

Aaron Hinde:  Man. I need a couple of chapters at least. But I’d say the first chapter needs to be on, in the school system we’re always asking what do you want to be when you “grow up?” And the question we should be asking is, “Who do you want to be when you grow up? What type of person? What type of human being do you want to be?” Not what do you want to be? You can be anything you want. So, I think the whole framework needs to change around that and we need to be teaching people to be good citizens, to be moral citizens, to have a set of ethics to treat people ethically, treat the environment ethically as they would want to be treated. So, I think that’s the framework. And then, number two, people need to learn sales marketing psychology. Like, that would be my chapter of kind of my expertise as why do we do the things that we do? Why do other people act the way that they’re acting? The more we’re able to understand that and break that down, I think we can be more and more effective communicators, business leaders, etc.

Jerred Moon:  And where do you think you picked up most of that sales marketing background? Is it from having owned your own businesses for so long? Or is it pushing forward on educating yourself through different resources? Or what’s been the biggest impact for you learning that stuff?

Aaron Hinde:  Both. Both. Being a chiropractor, it’s interesting than a lot of other professions kind of in the medical community because if I was an MD, say I could graduate and typically I would plug in to a group practice or a hospital setting or something like that, where I’m very kind of protected. I don’t need to create patient flow. I don’t need to worry about billing and all that kind of stuff. So, having my own practice and it’s dependent upon me and the systems I set up really taught me a lot about systems and internal marketing, referral marketing, so on and so forth. But also, there’s just great resources out there. I mean, there’s never been more of an abundance of information available through podcasts, through YouTube, through all kinds of free resources. And if you want to actually spend a little money, spend $12 on Amazon and you can get someone’s whole life’s worth of wealth of knowledge in a book.

Aaron Hinde:  And so, I was never a big reader in high school or college, but afterwards, I really took it on and I don’t know how many books I’ve read now, but I go from one to the other to the other non stop either physical or audible, and that’s been the biggest education source. And I think the key there when you’re educating yourself with podcasts or with books or whatever it is, make sure, from what I’ve been reading recently, make sure you’re consuming content that’s relevant to your evolution. Like, what are you looking to do next, right? Don’t read something that’s abstract or something that you can’t apply today or something that’s not relevant to you or may be relevant two years from now. You won’t retain anything. So, always be consuming information that is relevant to your next step in your journey.

Jerred Moon:  Where do you think that drive comes from, wanting to … you say you go from book to book to book learning information. Where does that come from?

Aaron Hinde:  Probably my dad, you know? He’s a hard worker. He works, he’s almost 70, he’s still out. He’ll outwork anybody out in the yard and on the tractor and digging ditches. Like, he just works. And I never like to … who likes to really work that hard growing up as a kid, you know? “Get out in the yard, come help me out, do this and that.” And I was like … but, it just stuck on me. And so, I’ve been working and since I was a little kid, you know? Anybody I could make a buck and bagging groceries, whatever it was, mowing lawns and just working and I’m not afraid to work. You can’t be afraid to work. I know Gary V is big on that right now, like put in the freaking work and it’s just never been an issue for me. I love the volume of work. I realize I get very restless if I don’t have something challenging me, some drive to keep me going. And yeah, so I’d give most of that drive to my old man.

Jerred Moon:  That’s awesome, man. All right. I wanted to bring up one more of the 10 lessons learned that you gave. Another one that kind of stuck with me was how you do anything is how you do everything, because that one can be applied in a lot of different ways, but I want to just start with getting your thoughts on that one.

Aaron Hinde:  Yeah, you know, it’s something that I drill home to my kids, and especially my son when I take him to school every morning. If you take on that attitude with life. Let me back up a little bit. I used to come from more of a scarcity mindset, I think, that in order to excel in one area of life, you really needed to suffer in others. And that was my reality for a long, long time, unfortunately. And it really took its toll, especially on my relationships and even with my kids not being there. I mean, I flew 52 flights last year, you know? I mean, I was gone so, so much and I’m constantly gone. And I’m just like, “Oh, well that’s what it takes to succeed. That’s what it takes to grow in business.” And that may be true, maybe that is what it takes, but the fallacy, the issue with my mindset was that to excel over here, this other place has to suffer. I may have still had to put in the work and the time to make this successful, but that doesn’t mean I couldn’t still put in the same work and time … work, and not time necessarily, but work and effort and presence in all aspects of my life.

Aaron Hinde:  So, when I’m looking at things, it’s like, how’s my physical shape? Am I putting in the work there? How’s my spiritual shape? Am I putting in the work there? How are my relationships? How’s my car? I don’t want to have a nasty looking dirty filthy car because I know that reflects poorly on me. How do I look? How do I dress? I dress comfortably, but I don’t want to look like a complete bum. So, how you do anything is how you do everything. How you approach life is reflective on how you’re going to be successful in all aspects of your life. Take this from a spiritual perspective for instance. Like, right now I’m a convert to Greek Orthodoxy, which is kind of an Eastern Christian very traditional Christian tradition. If you look at … and they do a lot of fasts, not that I do all the fasts. I probably should do more. But they do a lot of fasting. And all traditions in religion utilize fasting quite a bit. And you think about and you go, “Well, why is that?” Well, not all monks and nuns and so on and so forth are obese and therefore they have to fast. Why do they fast? Because they know if they can … if you have the ability to tame the demon of gluttony, the demon of the stomach, then you can tame any aspect of your life, right?

Aaron Hinde:  So, if you’re a gambler or you’re an alcoholic, you have a sexual addiction, whatever it is, if you can tame that most basic instinct of, “No, stomach. I’m not going to give you whatever you want just because you’re hungry.” If you can get control of that very basic primal human instinct, then you can control … it has a domino effect. You can control all kinds of aspects of your life. So, I’m probably on a total tangent. I don’t even remember what the original question is, but-

Jerred Moon:  We were talking about how you do anything is how you do everything.

Aaron Hinde:  Yeah. Yes, so that’s kind of, I think, where a lot of that comes from and that attitude comes from as I realize that these small wins lead to bigger wins and small defeats can lead to really big defeats if you let them. So, just being conscious and controlling my thoughts, controlling my actions as much as I can and keeping all aspects of my life in abundance and keeping them tight. Yeah.

Jerred Moon:  Yeah, and you’re talking about to excel in one area of your life, others have to suffer, you just had that mindset, having had that for a long time. That’s why, in all honesty, my favorite type of guest to have on the show is an entrepreneur because … especially an entrepreneur at your level because they’ve had to figure a lot of shit out in all areas of their life, you know? And you’re working in so many different areas trying to become better and well-rounded in every single aspect of your life. But I like to then transition that because I know you have kids. I have young boys, you’re learning a ton right now, and I would say more than most people focus on. And I don’t know if that’s just a trait that is forced through entrepreneurship or if it’s just a different gene in people who are more entrepreneurial, but how do you plan, or how are you kind of taking what you’re learning and giving that to your kids? Because assuming you want them to leapfrog you in their generation, their time. So, how are you getting this information to them?

Aaron Hinde:  Yeah. I’ve thought a lot about this, and we have open discussions around things. I think the biggest transfer of information comes in just observation and them seeing how I operate and the good, the bad, and the ugly too. I mean, they went through early times when I was not present. I got very frustrated easily. I was just not … I was in scarcity mode. I was letting the demons really control my thought process and hopefully they’ve seen that kind of change and evolve. And we have open discussions about sales, marketing, politics, psychology. Like, they’re very, very … kids are … you know, they’re so smart. And they can really operate on a much deeper level, I think, than we give them credit for. And ultimately, do I want them to be some successful entrepreneur? Well, yeah. I mean, that would be awesome. Of course that would be great. Like, yeah, they surpassed dad. But at the same time, if they were first world class musicians, they may be providing as much or more value to the world.

Aaron Hinde:  I think we as parents are wanting to drive to become successful so our kids can have it better than us, it’s kind of just human nature, right? It’s happened since the beginning of time, and definitely in this country that’s the attitude. Why are we all, sons and daughters and grandsons and granddaughters of immigrants? Because those people, our great grandparents had it in their mindset that we are going to go to this land of opportunity and create something better for our kids. So, it’s ingrained in our DNA. But ultimately, what is that interpretation of something better? For them, it was freedom, maybe freedom from persecution. It was financial. Most of them were driven by financial wellbeing. But I think at a certain point in time, would I be disappointed if my kids never took on any debt load, didn’t buy into this whole consumerism bullshit and became a world class guitar player or pianist or something? No. That would be awesome.

Aaron Hinde:  So, I’m not trying to push them one way or another. I’m just trying to make sure that they understand that they have the ability to make choices and decisions. And those decisions will have impact on themselves and other people. And really focus on who they want to be as a human being, not what they want to be.

Jerred Moon:  I love that, man. Who you want to be as opposed to what you want to be. I think that’s really great. I think I’m going to start posing that question to my own kids as I move forward in fathering. But I want to move onto the quickfire questions of the show. So, I’ll give you a quick question and quick answer. Are you ready for that?

Aaron Hinde:  Sure.

Jerred Moon:  All right, man. What’s the hardest workout you’ve ever done?

Aaron Hinde:  I don’t even remember what it was, but it was my very first CrossFit workout. I visited the bushes like three times. Everyone was laughing at me.

Jerred Moon:  You know, I get a lot of that. It’s like, “I don’t remember what it was, but it was my first CrossFit workout.”

Aaron Hinde:  Yeah, absolutely. I came so strong to the whole round. It was a three rounder, I remember that. And a couple of my patients, I was working out with them. And I physically looked like I was in better shape than them. And so, round one, I’m like, “All right, I’ll pace myself with these guys and then I’ll pass them at the end.” And I was going right with them, and then we got about halfway into round two and I was like, “Oh, something’s not right.” I’m like, “Oh.” I went to the bush and just sucked air for about five minutes until everyone passed me up.

Jerred Moon:  That’s awesome. All right, man. In your opinion, what’s the best activity for building mental toughness?

Aaron Hinde:  Best activity for mental toughness? Put yourself in mentally difficult situations, you know? Constantly challenge yourself. Whatever’s in that uncomfortable zone, force yourself into it.

Jerred Moon:  All right. If you could have one piece of equipment to train with for the rest of your life, what would it be?

Aaron Hinde:  I’ve thought about this before. I mean, as much as I hate the prowler, I mean, that thing could just keep your in shape no matter what, pushing that around.

Jerred Moon:  Yeah, strap it to your body, walk around. All sorts of things.

Aaron Hinde:  Exactly, yeah.

Jerred Moon:  All right, man. Now, here is the question of the show. Every guest gets it. And it is, what is your best advice for becoming a better human? And it’s 100% open ended. And you can take your time here.

Aaron Hinde:  You know, we are all either making emotional deposits or withdraws to other individual’s bank accounts around us. And if we’re conscious of that and we go throughout our day always wanting to make deposits and not withdrawals, then when we do have a slip up, when we aren’t on our A-game and we have that little withdraw, it’s okay because you have such a fun balance of emotional deposits that it’s not that big of a deal. I think when we are negative in our emotional balance of when we kind of float around zero too often, it really is destructive to relationships and to progressing as a human being. So, I would say be very conscious of all your interactions. It goes one way or the other. There are no neutral exchanges. And be conscious to make emotional deposits on a daily basis to the people that you care about.

Jerred Moon:  I love that. All right, man. So where can people learn more about you? Where do you want them to head and check out to learn more about LIFEAID and all that good stuff?

Aaron Hinde:  Yeah. For me personally, all my handles are just my name, Aaron Hinde, H-I-N-D-E. And is our website, if you haven’t checked it out there’s some cool kind of marketing stuff on there as far as lead gen and funnels and that kind of thing. And then all of our individual skews have their own social handles. We’re biggest on Instagram. FITAID’s our biggest account there. Just add FITAID on IG.

Jerred Moon:  All right. Perfect, man. Well I really appreciate your time today, Aaron. Thank you so much for being on the show.

Aaron Hinde:  Appreciate it. It was fun.

Speaker 6: Your best. Losers always whine about their best.

> > > Live well!

How healthy are sports drinks and how do they work?

I am on a Paleo diet and thus not a fan of sugar-loaded beverages, such as sports drinks. But I also exercise regularly, and during intense exercise, the body needs more than just water. That leads to the following questions: How healthy are sports drinks and how do they work? In this article, I will take a closer look at what happens in your body during exercise and the chemistry of sports drinks. I will also introduce you to Paleo-friendly alternatives from LIFEAID, a beverage company that’s popular in the CrossFit community.


Before we answer the question of how healthy sports drinks are, let’s take a look at what happens in your body during exercise.

Generally speaking, there are two categories of exercise: Aerobic and anaerobic, which indicate if oxygen is part of the chemical process or not. In non-scientific terms, aerobic means “with oxygen” and anaerobic means “without oxygen.”

Aerobic exercise

Aerobic exercise includes jogging, swimming, biking, etc. During such exercise, the human body uses glucose and oxygen to produce adenosine triphosphate (ATP), water and carbon dioxide. The chemical formula for that is:

C6H12O6 + 6O2 = ATP + 6H2O + 6CO2 or

Glucose + oxygen = ATP + water + carbon dioxide

ATP is an energy carrier, and it is a crucial component to getting the energy to where your body needs it. Glucose is nothing more than sugar, and your liver produces it by processing the sugar and carbohydrates you eat and drink. Your body stores glucose as glycogen in your muscles and liver.

Anaerobic exercise

An anaerobic exercise is usually a form of high-intensity exercise that leads to the production of lactic acid. That happens when your body cannot get oxygen to your cells fast enough to trigger the process mentioned above. In such cases, your body just uses glucose and breaks it up into ATP and lactic acid. The chemical formula for that is:

C6H12O6 = 2 C3H6O3 + 2 ATP or

Glucose = lactic acid + ATP


As you can see, for both aerobic and anaerobic exercise your body needs glucose (sugar) to produce energy. So it makes sense for sports drinks to contain sugar, doesn’t it?

Sweat and electrolytes

When your body heats up during exercise, it produces sweat to cool it back down. As part of that process, it excretes electrolytes (salts) in the form of sodium and potassium. That’s why your sweat tastes salty, and sports drinks contain those salts.


Many sports drinks, such as Gatorade or Powerade contain the following key ingredients:

Sugar (carbohydrates) in the form of glucose and sucrose
Electrolytes in the form of sodium and potassium
B-Vitamins that aid in energy metabolism
So the simple goal of sports drinks is to help your body, during intense exercise, maintain sufficient glucose and electrolyte levels. Now you understand why sugar-free sports drinks don’t make any sense.


As I have mentioned above, your liver produces glucose from the carbohydrates you eat. That’s a continuous process. As a result, and during light exercise, your body has access to enough glucose through its filled glycogen reserves.

However, high-intensity exercise can easily deplete those glycogen reserves, and you need to replenish them to maintain your performance.

Whether or not you need a sports drink during exercise depends on the type and intensity of the exercise. If you go for a low-intensity, 20-minute jog, you won’t deplete your glycogen and electrolyte reserves. So you don’t need the 21 grams of added sugar a traditional sports drink has. In such as case, water with a pinch of salt, if you prefer, does the trick.

Ketogenesis is the biochemical process by which organisms produce a group of substances collectively known as ketone bodies by the breakdown of fatty acids and ketogenic amino acids.
By the way, if your liver doesn’t have access to carbohydrates, it can produce energy from fat in the form of ketones. That process is called ketogenesis, and it is the base of the Keto diet.


Beyond the artificial colors and flavors of traditional sports drinks, their Achilles heel is their main ingredient: added sugar. There is nothing wrong with giving your body the glucose it requires to function during intense exercise. In other words, in cases when your body would deplete its glycogen reserves if you didn’t replenish them. But giving sugar to a body that doesn’t need it, due to full glycogen reserves, is like ingesting poison. The same is true with excess electrolytes, especially sodium.

In that regard, sports drinks are not much healthier than fruit juices or sodas. I say “not much,” because sports drinks often have a little less sugar than sodas and fruit juices.


Sports drinks and Paleo usually don’t go together because the Paleo diet doesn’t include sugar-loaded drinks. Unless, they are made using Paleo-compatible sweeteners, such as stevia extract or blue agave nectar.

At LIFEAID, we fuel your passion with our clean & refreshing nutritional blends. Can you say the same about those other one-dimensional products whose “blend” is a bunch of additives, sugar, & added caffeine? Our products are tailored for your active lifestyle – without all the junk. Join us as we show the world there is a better way.
Stevia, for example, has zero calories and a Glycemic Index (GI) of 0. That means it does not raise your blood sugar level. Agave nectar has a GI of 30 and thus increases your blood sugar level slower than glucose (GI 100) and sucrose (GI 65).

LIFEAID to the rescue

My friend and workout buddy Felipe recently introduced me to the LIFEAID Beverage Company during an intensive rowing session, which ended with me lying exhausted on the floor in his basement. When he saw the misery I was in, he gave me a choice between a spoon of honey or a can of FITAID, LIFEAID’s recovery drink. I tried the latter and quickly felt better – thanks to the 9 grams of sugar and other ingredients that helped raise my evidently low blood sugar levels.

After I had recovered, I took a closer look at the ingredients of LIFEAID, which included:

Nine grams of sugar from stevia extract and blue agave nectar.
A proprietary blend of BCAAs, Glutamine, Omega 3s, CoQ10, Glucosamine, Quercetin, Turmeric, B Complex, Green Tea and Vitamins (C, D, E), Calcium, Magnesium, and Potassium.
No artificial colors, flavors or sweeteners.

LIFEAID is not a traditional sports drink

As we have learned above, your body needs glucose during intense exercise. LIFEAID doesn’t offer any drinks that contain more than 9 grams of sugar. That’s less than half the amount of sugar in traditional sports drinks. As a result, LIFEAID doesn’t market its products like sports drinks. Instead, LIFEAID offers drinks to supplement your lifestyle in a natural, and Paleo-friendly way through the following products:


LIFEAID beverages
FITAID: Recovery blend after intense activity or exercise
FOCUSAID: To help you focus
LIFEAID: A healthy soda alternative
PARTYAID: Helps you recover after a long night out
TRAVELAID: Natural blend to help boost your immune system
GOLFERAID: Performance blend for low- to medium-intensity exercise

I recently reached out to LIFEAID and asked them to send me some of their products for review. Thankfully, they did! During a recent 5k run, I tried their FITAID fuel protein blend and GOLFERAID before the race and FITAID right after, to recover. My goal was to finish the race in 27 minutes or less, and I came in at 24:31. So I have no complaints.


Me enjoying GOLFERAID before a 5K race


Sugar is poison, and I try to stay as far away from it as possible. Sugar in liquid form is even worse because it raises your blood sugar level even quicker than other carbohydrates in solid form. However, during intensive exercise or activity, your body needs quick access to glucose (sugar). So sports drinks certainly have their place. But I am not a professional athlete, and I don’t earn a living based on my performance when I push the jogging stroller around the neighborhood. There are times when I empty the glycogen reserves of my body, but that doesn’t happen every time I exercise.

The American Heart Association (AHA) recommends not to have more than 36 grams of added sugar per day for men and 25 grams for women. In reality, you don’t need and shouldn’t eat any added sugar. But I guess the AHA had to come up with a limit that was realistic for the poor diet of the average American.

Gatorade has 21 grams of added sugar, which is 58% of the maximum the AHA recommends for men and a whopping 84% for women. If I had a bottle of Gatorade every time I exercised, I would most likely ingest more added sugar than necessary. That, in turn, would have severe consequences on my health in the long run.

That is why I prefer to err on the side of caution and stick with LIFEAID products for exercise. Each drink has only 9 grams of sugar and no artificial ingredients. Beyond exercising, my liquid diet consists of water, coffee, and a glass of wine for dinner. Recently, I started experimenting with Kombucha and Kefir, and I enjoy the occasional Mojito or Margarita. But I am extremely careful not to introduce liquid sugar into my daily routine, and I recommend you do the same.


LifeAID – Healthy Natural Nutritional Beverages & Drinks?

LifeAID Beverage Company makes a variety of supplements that provide targeted health benefits. The company recently launched a “2 Free Cans” offer online. Find out what the catch is today in our review.

What is LifeAID Beverage Company?

LifeAID Beverage Company can be found online at The company currently offers 7 different beverages, each of which targets specific health benefits.

LifeAID offers a FitAID fuel pouch supplement, for example, that comes packed with protein and BCAAs. There’s also a TravelAID supplement to boost your immune system or a FocusAID supplement to boost your focus at work.

The company describes itself as “the leading manufacturer of premium, healthy, and convenient nutritional products for active lifestyles.”

LifeAID recently made the list of Inc. 500’s fastest growing companies. They’re based in Santa Cruz, California and launched in 2011.

What is the 2 Free Cans Offer?

You’re probably hearing about LifeAID today because you’ve seen the “2 Free Cans” offer advertised online.

When you visit the official LifeAID website today, you’ll see a pop-up directing you to buy 2 Free Cans today. All you need to do is pay shipping, and the cans will be delivered to your address.

Shipping prices vary depending on your offer. When you first click the offer, you’ll be asked to pay $5.70 in shipping for two cans. However, if you wait for the timer on the sales page to count down to 0, that shipping cost gets reduced all the way to $0.99.

You can choose any two LifeAID products for the free offer (except for LifeAID, which isn’t listed). You pick your cans, go to the sales page, enter your credit card information, and wait for the two cans to show up at your door.

Obviously, if you’ve been on the internet for more than a week, then you’re probably wondering: what’s the catch?

Here’s the weird thing: as far as we can tell, there is no catch. We went through the entire ordering form. The secure ordering form accepts payment with credit card, PayPal, or Amazon. Your payment method is charged $0.99 (or $5.70, depending your offer), and the cans are on their way to your address.

We even read through the terms and conditions to see if there was some hidden charges or fees. There weren’t.

Unlike other “free” offers you see online, LifeAID doesn’t force you to sign up to an autoship program. It doesn’t charge your credit card hidden fees, or start shipping you 24 packs of LifeAID products just because you ordered 2 free cans.

It ships you two free cans of LifeAID in the hopes that you’ll become a long-term customer. That’s it.

LifeAID Beverages

LifeAID currently offers seven different beverages, including all of the following:

-FitAID Fuel:

This fuel pouch is designed to be used at the gym or for on-the-go nutrition. The flavor is described as “tangy apple sweet potato”. All ingredients are paleo-friendly. Each serving contains 12g of grass-fed whey, 2,000mg of BCAAs, 600mg of omega 3 EFA, and 16g of organic carbs.


FitAID describes itself as “the premier recovery supplement for your active lifestyle”. To help you recover, it contains ingredients like glutamine, glucosamine, turmeric, quercetin, potassium, magnesium, B vitamins, and omega 3s. Most of these ingredients are delivered at a dose that’s equal to, or above, 100% of your recommended daily value. In other words, taking one can delivers most of the ingredients your body needs on a daily basis.


FocusAID claims to boost your focus and mental clarity using ingredients like alpha GPC, Rhodiola rosea, acetyl-l-carnitine, ginseng, yerba matte, green tea, vitamins C, and D, and B vitamins. As you can see, FocusAID contains a variety of trendy nootropics. Just like with other LifeAID supplements, these ingredients are delivered at a surprisingly strong dose. All of the vitamins and nutrients (except for magnesium and vitamin C) are delivered at 100% of your recommended daily value (the vitamin C dose is 421% of your DV, while the magnesium dose is 63% DV).


LifeAID is the company’s signature drink. It’s designed to be taken daily to support your health and fill in the gaps in your poor diet. Key ingredients include healthy herbs like rosemary, turmeric, ginger, oregano, and cayenne, all of which help balance your body’s natural inflammation response. There’s also B vitamins, vitamin C, and magnesium to support your overall health and nutrient balance.


PartyAID is designed to get your weekend going – and keep it going. The formula incudes ingredients that “help you feel good when you are out having a great time”, then help you recover the next day. Key ingredients include 5-HTP to replenish your serotonin levels and milk thistle to support your liver health. Again, there’s a strong dose of most ingredients, including more than 100% of your daily value of most vitamins and nutrients.


TravelAID is an immune-boosting supplement you can take while traveling – or just if you need to boost your body’s defenses during cold season. TravelAID helps you boost your immune system and calm your nerves using ingredients like zinc, vitamins A, C, and D, chamomile, ginger root, and Echinacea.


GolferAID is a supplement aimed at improving your golf game. The supplement includes BCAAs, glucosamine, turmeric, and MSM to keep your joints feeling good throughout the game. There’s also Siberian Ginseng and CoQ10 to improve your focus, while the B vitamins help keep your energy levels up. LifeAID describes it as “the educated golfers [sic] supplement product of choice”. They recommend drinking it 15 minutes before you tee off.

One thing we really appreciate with LifeAID is their transparency with their ingredients and research. The company has published its full list of ingredients online. They also list the accompanying research that supports their various health claims. This may seem straightforward, but it’s a step that a lot of supplement manufacturers ignore.

The company also makes a big deal out of the fact that it uses no artificial ingredients or sweeteners. Like many other companies that make this promise, LifeAID uses stevia as a sweetener (along with some sugar; a typical can contains 45 calories in total)

LifeAID Pricing

LifeAID supplements are available online through the official website at, where you can only buy them in packs of 24 (unless you sign up for the 2 free cans offer listed above). You can also purchase a 12 pack through Amazon. Here’s how pricing breaks down:

FitAID Fuel 24 Pack: $69.99 ($2.91 per pouch)
FitAID 24 Pack: $59.76 ($2.49 per can)
FocusAID 24 Pack: $59.76 ($2.49 per can)
LifeAID 24 Pack: $59.90 ($2.50 per can)
PartyAID 24 Pack: $59.76 ($2.49 per can)
TravelAID 24 Pack: $59.76 ($2.49 per can)
GolferAID 24 Pack: $59.76 ($2.49 per can)
LifeAID is not currently listed for sale online through the official website. However, it is available for sale through Amazon. It’s the company’s original beverage.

When you purchase 2 x 24 packs at a time, you get free shipping when ordered through the official website. Amazon also has a variety of bundle offers and deals you can enjoy.

Some reviewers online also indicate that their gym sells LifeAID beverages.

What Do Customers Have to Say About LifeAID?

LifeAID beverages are generally well-reviewed. On Amazon, the beverages have a current rating of 4.5 stars out of 5, with a total of 136 reviews posted at the time of writing. The vast majority of those reviews (81%) were 5 stars. Here are some of the pros and cons reviewers mentioned:


Great for pre and post-workouts
Gives me the right amount of energy without being overwhelming
Shipping is free when ordering two cases at a time
Excellent focus
Crisp, clean, and refreshing taste
Natural ingredients with no artificial ingredients (stevia is used for sweetening)

Not all reviewers like the taste. One reviewer said he has to “chug it just to be able to finish a can”
Overall, LifeAID supplements are very well-reviewed online, with most customers reporting that they enjoyed the taste, appreciated the natural ingredients, and enjoyed the targeted effects – whether they were focus-boosting, energy-boosting, or recovery-boosting effects.

About LifeAID

LifeAID Beverage Company is a health supplement manufacturer listed on the Inc. 500 list of the fastest growing companies. The company’s products, according to their LinkedIn page, “represent a far superior alternative to sodas, energy drinks, sports drinks, and even traditional health drinks.”

The company is based in Santa Cruz, California and was founded in 2011. The two co-founders, Aaron Hinde and Orion Melehan, first met each other at a CrossFit studio in Santa Cruz. Orion was a Certified Financial Planner while Aaron was a chiropractor who worked with local athletes. The friendship turned into a business partnership, and the rest is history.

LifeAID Review Summary

LifeAID is a well-reviewed beverage company that offers a wide range of supplements for athletes, golfers, office workers, students, and partiers. Each can of LifeAID contains 45 calories and has no artificial ingredients. The beverages also contain surprisingly strong dosages of their active ingredients – which is something we don’t always see with other beverage companies.

Overall, LifeAID is one beverage company that can help you enjoy targeted health benefits in many different ways.


Santa Cruz Sentinel

Santa Cruz New Tech MeetUp: Verve Coffee in Tokyo, LifeAid on Inc 500
By Jondi Gumz, Santa Cruz Sentinel

Colby Barr slept on partner Ryan O’Donovan’s couch for a year when the bootstrapping duo set out to create one of the best coffee companies in the world.

The enterprise they founded, Verve Coffee Roasters, will be 10 years old in the fall.

How it has grown: Nearly 200 employees, four cafes in Santa Cruz, three in Los Angeles, one in San Francisco and another in Tokyo; wholesaling and supplying Silicon Valley giants such as Facebook, eBay, PayPal, Yahoo and Pinterest; partnering with Manresa Bread of Los Gatos for baked goods; online sales where buyers can pick beans from a country, Costa Rica, Ethiopia, Kenya, or a grower such as Juan Benitez of Honduras.

”On our bags, we say ‘made in Santa Cruz’ — we want to remain independent,” said Barr, who spoke Wednesday night to 240 people at Hotel Paradox at the Santa Cruz New Tech MeetUp showcasing lifestyle companies.

He recalled building Verve’s first cafe on 41st Avenue in Pleasure Point without a contractor, spending $160,000 and opening with less than $3,000 cash on hand.

Now that newly remodeled cafe has added Manresa biscuits and avocado toast to the menu.

“We hope we can improve the quality of life for the farmers and for the customers,” Barr said.

Aaron Hinde, 41, who started LifeAID Beverage Co. with fellow father and golfing buddy Orion Melehan, reported the 6-year-old startup made Inc’s fast-growing 500 last year and will be in the top 100 this year.

“We took on the conglomerates selling sugar water,” he said, explaining each LifeAID drink has a different set of ingredients from green tea and yerba mate to vitamin C, echinacea and zinc but no artificial flavorings.

With eight new hires, LifeAID has 54 full-time employees in Santa Cruz and 50 part-time brand ambassadors in locations across the U.S.

At the start, the future was far from assured.

The food scientist hired to work on the formula had to be persuaded that sugar was not needed to create palatable drinks.

“How did you make them taste good?” came the question from the audience.

“Trial and a lot of error,” said Hinde, whose staff handed out free beverages.

Taylor West, 28, co-founder of Humble Sea Brewery in 2014 with two 20-something buddies, worked out of a carport in Ben Lomond.

They raised more than $1 million, including a $500,000 Small Business Administration loan from Heritage Bank of Commerce to fund their brewhouse and tap room seating 25, which opened on Swift Street on March 17.

They invested $130,000 in brewing experiments, testing 60 recipes in 2016, and putting on 30 events to find out what people like to drink.

It costs $3,000 to brew 300 gallons of beer that can be sold for $18,000, West said.

Now Humble Sea Brewery has 14 employees and an expensive piece of stainless steel brewing equipment not yet operational.

“Our equipment can’t run without power,” said West. “We’re waiting for a PG&E upgrade.”

John Felts, 31, co-founder of Cruz Foam, got a big round of applause talking about a new biodegradable material made from shrimp shells to shape a surfboard.

The next step is to raise $250,000 and make a full-scale prototype in Santa Cruz.

Caitlin Davies, 36, a UC Santa Cruz alum, is launching her startup, Mountain Sea Adventures, taking groups on moonlight hikes and stand-up paddling after working seven years as a guide. Trips range in cost from $55 to $250.

She plans to give back by taking young women out on adventures, with the first group from Digital Nest in Watsonville.

UC Santa Cruz student Vernon Cole gave a polished demonstration of a new app called Real Time to help college students meet students who share their interests.

Afterward, tech veteran David Dennis complimented him, adding, “We should talk.”

Verve’s story made an impression on Cameron Lowe, 20. He has a startup called Stickify Brand, which turns logos into decals.


Here are some tech opportunities from Wednesday’s Santa Cruz New Tech Meetup:

Conscious Living: Santa Cruz-based company offers a taste of conscious living 1 p.m. June 8 at Scotts Valley Hilton, 6001 La Madrona Drive, Scotts VAlley.

OutSite: Inspired by a visit to Santa Cruz, founder offers eight properties for co-living and co-working and plans to expand to 100 locations by 2020.

Small Business Week Food Slam: 4-6 p.m. May 6 at Food Lounge, Center Street, Santa Cruz.

Fields and drones: Demonstration 2-4:30 p.m. May 7 with Drone HIV, Transition Robotics, Aero Vironment and InspecTools

at Monterey Bay Academy, Watsonville, mixer at 5 p.m. at Elkhorn Slough Brewery, 65 Hangar Way, Watsonville

Startup Challenge: 24 finalists pitch at 4 p.m. May 12 at Cal State Monterey Bay.

Abbott Square: Six new restaurants, two bars, performances and a secret garden opens June 2.

Get hired: Santa Cruz New Tech MeetUp 6 p.m. June 7 with Amazon, ProductOps and three big companies whose names will be announced later are looking to fill 500 local jobs.

Accelerators: Santa Cruz New Tech MeetUp Aug. 2 with first companies to participate in the new Santa Cruz Accelerator.


CrossFit Athlete Logan Aldridge Extends a Helping Hand


“If you need a hand, I’m here to help,” says CrossFit athlete and coach Logan Aldridge with a laugh. “The irony is perfect for me, but it also does a great job of describing my mentality every day.”


Aldridge’s life changed when a fluke wakeboarding accident resulted in the amputation of his left arm as a teenager. Despite the obvious challenges, Aldridge has committed to his personal fitness and, more importantly, how he improves the lives of others.

“Although I may only have one left, at the drop of a hat and without a second thought, I’m always willing to lend a hand to someone else,” says Aldridge. “The story of this hand and the hard work I put in with it – failures and accomplishments included – is by making it available to other people.”

Aldridge is part of Reebok’s 2017 brand campaign, highlighted by the emotional spot, ‘Hands’ – an evolution of the company’s “Be More Human” platform. The campaign highlights how our hands tell the stories of our effort and hard work, successes and failures, and dedication to improvement.

Aldridge attended his first WOD while in college, but it was not love at first lift.

“I sweated a lot, and I almost threw up,” Aldridge laughs. “I was like, ‘No, screw that! I’ll just work out with my buddies at school and get huge!’”

It wasn’t until after Aldridge graduated and moved away that he realized he missed the camaraderie of working out with friends. Given CrossFit’s well-known community aspect, he decided to give it another chance.

Aldridge showed up for his second WOD at CrossFit Exchange in Raleigh, North Carolina, and has remained there ever since.

reebok-logan-aldridge-hands-4“How I rediscovered CrossFit was really fueled by wanting to be more competitive and be involved in a community of people doing fitness,” Aldridge explains. “The camaraderie of the people at Exchange was awesome. I knew after one good day that I would always be coming back.”

Despite the inauspicious start in the sport, Aldridge has become fully immersed in the CrossFit world as both an athlete and coach.

“What keeps CrossFit so exciting is working from the coach’s perspective,” says Aldridge. “I don’t think there’s another career where you can get so much fulfillment from watching people realize their potential or the opportunities that are placed in front of them.”

“It’s amazing to see how enlightened they are after each class. It keeps me coming back because each athlete leaves there feeling more human and more fulfilled.”

While Aldridge developed into an elite CrossFit athlete (and recently a world record holder), it has been his impact on others that has been the most rewarding throughout his fitness journey.

“The following that I’ve gotten both on and off social media has been amazing,” he says.

“Some adaptive athletes and amputees have even reached out to me to say that until then they had always kept their shirt on or had never wanted to reveal their body, and that I had been able to show them how to not care, be comfortable in their own skin, and embrace who they are.”

“I’ve been able to motivate them to be more accepting and proud of how they look, and to me that’s the biggest accomplishment I’ve had to date.”


How do your hands tell your story?  Let us know by tweeting @Reebok and tagging #BeMoreHuman.

> > > Live well.

Inc. 5000’s Annual (2016) Ranking of the Fastest-Growing Private Companies in America

LIFEAID Beverage Co.
Develops and sells nutritional sports and energy drinks. It’s PartyAid is popular at Burning Man.

2016 INC. 5000 RANK: #396
3-Year Growth: 966%
2015 Revenue: $4.4 M
Location: Santa Cruz, CA
Industry: Food & Beverage
Launched: 2011

#24 – Top Food & Beverage companies

Web site: