Just One Energy Drink Can Increase Heart Attack Risk

BY  | Aug. 11, 2018

According to a recent Men’s Health article,

“Sugar and caffeine in can form is even worse for you than previously thought—Just one energy drink can increase heart attack risk. They’re bad for your liver, your waistline, your teeth, and they can even harm your mental health, causing depression, headaches and irritability.

“But if you need another reason to let go of your canned caffeine hit, (these) fresh findings from the University of Texas at Houston should do it: Downing just one energy drink can narrow your blood vessels in an hour and a half, reducing blood flow to your organs and increasing the risk of heart attack and stroke, according to a new study.”

“… This is due to the effects of ingredients such as caffeine, taurine, sugar and other herbals, the researchers suggested. So if you’re routinely downing an energy drink before hitting the gym, you might want to rethink your choice of pre-workout.

If that’s not enough to make you ditch the energy drinks for good, check out these additional articles about their health risks:

“Gym Warning: Drinking THIS Before a Workout Could Be Deadly” —Express, UK

According to Forbes:

“26-Year-Old’s Heart Attack Linked to Energy Drink” —LiveScience

ENTER: FocusAid.

We knew there was a better way, so we created FocusAid — a naturally caffeinated CLEAN energy drink. Made without the excessive heart-attacking-inducing (300mg of) caffeine and containing no Taurine, FocusAid is proud to stand alone in a sea of unhealthy energy drinks which are chock-full of too much caffeine, added sugar, Taurine and artificial ingredients.

Are you ready for clean energy without any of the junk?

FocusAid contains NO Taurine, NO added caffeine and NONE of the artificial additives & exorbitant sugar in so many “energy drinks” currently on the market. With only 100mg of NATURAL CAFFEINE from Green Tea Extract and Yerba Mate, FocusAid Energy Blend is your clean, healthy pre-workout of choice to help you get in the zone and crush your goals. Made with NO artificial flavors or sweeteners.

+ 100mg NATURAL Caffeine
(Green Tea & Yerba Mate)
+ No Taurine
+ No added caffeine
+ Only the good stuff
+ None of the junk!

Click HERE for more information. Discover why we truly are a better way to drink.

> > >Live well.

Elev8 Questions with Aaron Hinde, President of LIFEAID


Interview by Tyler Johnson | Feb. 28, 2019

I heard LIFEAID president Aaron Hinde on Jon Gordon’s Positive University podcast and was excited he was willing to be a part of elev8 questions. Find him on Twitter or Instagram.  Thanks for reading!

1) Were you an athlete growing up? What’s sports did you play? 

I have always enjoyed sports and played basketball, baseball and tennis growing up as well as water and snow skiing.

2) How or what evolved you to a lifestyle of fitness? 

Fitness has been a part of my life since day one. The more fit we are, the better we feel and the better we can perform on and off the field. Staying in physical shape also is a great confidence booster and allows me to live in alignment with the best version of myself.

3) What was the ‘WHY’ behind creating LifeAid?  

The big beverage companies have gotten a free pass for over a hundred years for poisoning our kids with their sugar water. For every customer we get off the high-sugar, high-caffeine and artificially laden “sports”, energy drinks and sodas, we are permanently affecting their health and life trajectory in a positive way.

4) What similarities come from being underneath a heavy barbell and building a company? 

With both you have to push into the uncomfortable zone regularly in order to grow.

5) I heard you speak about alignment as one of your core pillars, can you expand on that and the others? 

We all visit the ATM machine when we need to get out money. Life itself is an ATM that will keep “paying” you in perpetuity by following Alignment, Trajectory, Momentum.

Aligment starts with yourself as you look in the mirror. Are you happy w/ the person you see? If everything you did showed up on the front page of the NY Times, would you be ok with that? Alignment extends to our spouse, business partner and team. Henry Ford says “when everyone is moving forward together, success will take care of itself.” To me, that is an alignment issue.

6) High-school athletes always seem, as many do, to underestimate the value of recovery; Can you speak about its importance? 

You can get away with a lot when you are in your teens and early 20s because testosterone and growth hormone are on your side. That being said, injuries can and will come back to haunt you. If you want true longevity in athletics, emphasis must be put on “prehab” and “posthab” as well as injury treatment and prevention. Nutrition, hydration, stretching, strength and conditioning, ice, therapies, etc. all play a role.

7) If you could go back and tell 16-year-old Aaron one truth you’ve learned from starting a business and/or being an athlete, what would it be? 

Be smart with your money. Keep moving forward. Don’t underestimate what you can accomplish in the next 5 years, focus on trajectory over momentum. And lastly, buy Facebook and Google stock!

8) Definition of Success? 

Have a completely packed church at my funeral. I believe the value you contribute to the world is reflected by who and how many people show up at your funeral.

> > > Live well.

How to Improve Your Jump Rope Technique with MobilityWOD’s Kelly Starrett

We all know that jumping rope is a great way to:

  • Stay fit & healthy

  • Improve cardiovascular health, coordination & bone density

  • Burn calories in a portable, fun way

But how do we get better at this simple exercise with proven health benefits?

In this video, MobilityWOD guru Kelly Starrett provides helpful tips to help improve your “Jump Rope Mechanics” for optimal efficiency and performance.

About MobilityWOD
MobilityWOD is the ultimate guide to resolving pain, preventing injury, and optimizing athletic performance. Humans have been evolving for 2.5 million years and the human body is extraordinarily engineered. While people are born with this incredible machine, they aren’t born with the right software to run that machine. The MobilityWOD is designed to help you hack your body’s mechanics and provide the tools to perform basic maintenance on yourself.

BONUS: Want a free jump rope?

Now during the 2019 CrossFit OPEN, you can receive a FREE RPM Sprint Jump Rope + FREE SHIPPING
with every single order of two 24-packs at LIFEAIDBevCo.com. (Offer valid while supplies last, Feb. 21- March 25, 2019.)

For additional information about RPM jump ropes, visit RPMtraining.com


> > > Live well.

Bigger, Saltier, Heavier: Fast Food Since 1986 in 3 Simple Charts

Source: The New York Times by Tiffany HSU | March 3, 2019

Adding lighter fare like salads to the usual burgers and fries has meant more options for time-pressed diners. But the meals are largely less healthy now, a new study finds.

“The big picture is that there have been some positive changes,” one researcher said of fast food menus, “but they’re small, and over all, the changes have gotten worse.
Gene J. Puskar/Associated Press

Fast food chains have tried for years to woo health-conscious diners by mixing lighter fare like salads and yogurt with the usual burgers, fried chicken and shakes.

But as menus swelled over the past three decades with grilled chicken wraps (McDonald’s) and “fresco” burritos (Taco Bell), many options grew in size and the calories and sodium in them surged, according to new study from researchers at Boston University and Tufts.

The researchers studied 1,787 entrees, sides and desserts at 10 chains — Arby’s, Burger King, Carl’s Jr., Dairy Queen, Hardee’s, Jack in the Box, KFC, Long John Silver’s, McDonald’s and Wendy’s — from 1986 to 2016. In that time, the number of items in those three categories rose 226 percent.

According to the study — published last week in The Journal of the Academy of Nutrition and Dietetics — even with lighter items in the mix, fast food menus are less healthy than they were 30 years ago.


The fat and salt content and the sheer size of fast food meals have long been a public health concern. They are often blamed for pushing up the obesity rate among adults in the United States, which rose to 40 percent in 2016 from 13 percent in the early 1960s.

The new study suggests the problem is getting worse.

Across the 10 chains, the researchers found, the average entree weighed 39 grams more in 2016 than in 1986 and had 90 more calories. It also had 41.6 percent of the recommended daily allotment of sodium, up from 27.8 percent.

Customers could be forgiven for not knowing. Local governments have adopted menu-labeling initiatives that require fast food restaurants to list calorie counts for the items they sell, but such measures have faced substantial opposition, including from the Food and Drug Administration.

“The restaurants really haven’t done enough,” Megan A. McCrory, the lead researcher, said. “The big picture is that there have been some positive changes, but they’re small, and over all, the changes have gotten worse.”


In 2016, the average fast food dessert weighed an extra 71 grams and had 186 more calories than the average dessert 30 years earlier, the researchers found.

One possible reason is that restaurants are counting on bigger sundaes and cookies as a way of increasing the amount spent on each order and attracting more customers, said Darren Seifer, a food and beverage industry analyst at NPD.

“The majority of fast food traffic is around lunchtime, when people aren’t typically getting dessert,” he said. “But offering larger portion sizes is one way restaurants can promise more value.”

Just last month, McDonald’s introduced “donut sticks” dusted with cinnamon sugar. Six sticks have 280 calories. But you can also order a serving twice the size for less than the cost of two single orders.


The researchers found that there were 42 more calories on average in items like chips, soups and French fries in 2016 than there were in 1986. Sodium content rose to 23.2 percent of the recommended daily allotment from 11.6 percent, even though portion size did not grow substantially.

Consumed together as a single meal, the study found, the average entree and side account for nearly 40 percent of a 2,000-calorie daily diet.

The study mentions several proposals meant to help consumers scale back their fast food intake, including a system that would let them order smaller portions at lower prices.

Whether the industry will embrace such ideas is unclear. In the meantime, menus continue to grow, sometimes blurring the line between entree and side. Jack in the Box is testing Burger Dippers, which the company describes as “the burger you eat like a fry.”

 As with those that preceded them, some of the new offerings appear to be geared toward people who want to eat healthy foods. Carl’s Jr. recently added a plant-based burger, the Beyond Famous Star, to its lineup.

Ordered with cheese, it has more than 700 calories.

Sources: Megan A. McCrory, Allen G. Harbaugh, Sarah Appeadu, Boston University; Susan B. Roberts, Tufts University.

Tiffany Hsu is a breaking news reporter on the Business Desk. Before joining The Times in 2017 she covered economic news for The Los Angeles Times and earned an M.B.A. from Columbia University. @tiffkhsu

HindeSight #1: Chris Hinshaw Discusses Future Landscape of CrossFit (and more)

The FITAID Morning Show Ep. 87: Chris Hinshaw

Chris Hinshaw—the man, the myth, the legend—shares his unique perspective on the future landscape of CrossFit, along with some of his top coaching tips and insights. Find out what it’s like to coach Mat Fraser and Rich Froning. Plus, Hinshaw reveals his preferred weapon of choice during a Zombie apocalypse & more!

Watch the full-length video here.

“Most elite athletes that are winners today
are the ones that are chasing knowledge.”

—Chris Hinshaw

6 Science-Backed Reasons to Use MCT Oil

Did you know that Hinde starts each day with a spoonful of MCT oil in his coffee? If MCT oil is new to you, read more about why it could be the missing puzzle piece to your diet.
Read the full article by Alison Moodie on Bulletproof here.

The Quickest, Cheapest and Easiest Way to Get New Clients in Your Gym
(You probably haven’t tried this yet!)

Close your eyes and picture the absolute best member at your gym, your star student — let’s call her “Jackie.” Jackie always pays on time, follows instructions, is fun to be around, has a great attitude, never complains … You get the point. Every gym has one or more “Jackies.”  They are the women and men who make our job as gym owners and coaches fun and rewarding; The people we look forward to seeing day in and day out.

Now how awesome would it be if our whole gym was filled with “Jackies”? Well, guess what? It can be.   

Following the well-known logic which states, “You are the average of the five people you hang out with the most,” then your best clients must hang out with some pretty awesome people, right? Lucky for you, that means that all you have to do to fill your gym with new members of the same caliber as “Jackie” is: Ask.  

Tomorrow when you see “Jackie,” simply go up to her and say, “Hey Jackie. Just wanted to let you know how awesome you are and how much I appreciate having you at the gym. As you know, we have space for a few new members and I would love for them to be just like you. So, if  you have any friends or family members, please refer them to our gym and have them join us for a FREE class. Can you do that for me?”

Of course the answer will be a resounding, “YES.” Do this with your top clients and watch them multiply like bunnies. It’s that simple.

Bonus: First person to gain a new rockstar client at their gym using this technique, DM me on Instagram (@aaronhinde) — I’ll send you a FREE case of the LIFEAID product of your choice!

—Aaron Hinde   

Can’t Hurt Me: Master Your Mind and Defy the Odds

New York Times best-selling author David Goggins shares his astonishing life story and reveals how most of us only tap into 40% of our capabilities. Goggins’ in-depth guide will help you push past pain, demolish fear, and reach your full potential.
Check out his book here.


Happy Running

to the winner of our custom FITAID RX Assault Airrunner: 
Metroflex Gym Long Beach


HindeSight  |  No. 1

Ro vs. Bros: Getting Buttery at FITAID for Open 19.2

Things got a little buttery last night…

CrossFit’s sweetheart Rory (Ro) McKernan joined The Buttery Brothers & well-known media team duo—Heber (Heebs) Cannon & Marston (Mars) Sawyers—Thursday evening for the Open Workout 19.2 LIVE Announcement. The trio anxiously huddled around the TV in the FITAID box, located at the office of LIFEAID Beverage Co. in the old Wrigley building on the west side of Santa Cruz, California.

Everyone was eager to hear what the workout would entail as they tried to mentally prepare for the good old-fashioned head-to-head throwdown that lay ahead of them. Despite a slightly disjointed announcement broadcast from Australia, the group finally pieced together the details of the workout:

OPEN Workout 19.2 (Men’s RX)

25 toes-to-bar
50 double-unders
15 squat cleans (135 lb.)
25 toes-to-bar
50 double-unders
13 squat cleans (185 lb.)

If you complete all of the above movements under 8 minutes, add 4 minutes to clock and proceed to next round.
25 toes-to-bar
50 double-unders
11 squat cleans (225 lb.)

If you complete the above round under 4 minutes, add an additional 4 minutes to clock and proceed to next round.
25 toes-to-bar
50 double-unders
9 squat cleans (275 lb.)

If you complete the above round under 4 minutes, add an additional 4 minutes to clock and proceed to final round.
25 toes-to-bar
50 double-unders
7 squat cleans (315 lb.)

Time cap: 20 minutes

Now armed with all the workout details, the athletes scattered like ants and started talking strategy as they warmed up in the FITAID box. They each methodically got their equipment all set up, carefully preparing for battle as they passed around a few light-hearted taunts. Trust us, this crew is accustomed to hyping each other up to compete.

The last time this trio competed was during the LIVE Announcement of Open Workout 18.5 in Iceland (in 2018), where Heber walked away with the win. Since then, plans for redemption have been spoken of in hushed tones by both Rory and Mars

“Daddy, let’s go kick some butt,” Rory’s daughter said with an aggressive high-five for her dad just before the workout began.

3, 2, 1…Go!

True to form, Mars came out “hot” and was in the lead after Round 1. But a determined Rory and Heber weren’t too far behind as they all started Round 2 …

Amidst repeated shouts of “Go, Daddy, go!” from Heber’s two little boys—Finley (2) and Maverick (4)—who cheered madly from the corner, Cannon managed to stand up his 11th squat clean at 185 lb., finishing just 2 reps shy of completing Round within the 8-minute time cap.

As Heber sat and attempted to make a buttery recovery, Rory and Mars were forced to forge ahead into Round 3 without the company of their lusciously long-locked companion.

Mars hopped back onto the pull-up bar first, while Rory strolled slowly over in an attempt to catch his breath. Quickly it became apparent just how winded both of the remaining athletes were after having sprinted to complete those final squat cleans in the previous round.

With every rep, the athletes took extended hunched-over breaks, often turning their toes-to-bar into painful singles.

Ro & Mars continued chipping away at their remaining 25 toes-to-bar in Round 3. Mars finished his first and advanced to the 50 double-unders. Meanwhile, Rory remained on the pull-up bar.

As the third round’s 4-minute time cap approached, Mars managed to get to the barbell and power through 5 squat cleans at 275 lb., taking the overall win and bragging rights for 19.2! Rory advanced to the jump rope and completed a total of 12 double-unders in that third round, securing his second-place finish. With only 11 of the required 13 squat cleans under his weight belt prior to the 8-minute time cap of Round 2, a humbled Heber found himself in an unfamiliar last place compared to his previous first-place finish in their Icelandic battle for 18.5.

Great job, boys! It’s been a long time since Rory found himself in the middle of a sandwich this buttery:


1. Marston Sawyers (258.pts.)
2. Rory McKernan (215.pts.)
3. Heber Cannon (176.pts.)

Even though none of these three buttery beasts completed the work requirement within the third round’s 12-minute time cap (necessary to advance them into the final two rounds), all three of them are winners in our book. Just don’t think for a second that they’re gonna let Heber forget this one any time soon …

Redemption was sweet for both Mars and Rory!

In case you missed the LIVE action, do not fear—you can still watch it over on the @FITAID Instagram page! (Just click on the Story, then select “Watch Live Video”)

“When was the last time you had pancakes for dinner?”
—The Buttery Bros.

Watch The Buttery Bros. vlog of 19.2 RO vs BROS on their YouTube channel here:

The team at FITAID wishes to sincerely THANK Rory McKernan, The Buttery Bros. (Heber Cannon & Marston Sawyers), their crew and the entire CrossFit community for showing up and making this event possible.

It’s the sound of our friends, family members and fellow athletes cheering us on, paired with our ongoing inner desire to dig deep and do our best—that’s what makes CrossFit great. —LIFEAID staff

> > > Live well.

Positive University Podcast with Aaron Hinde | Co-Founder of LIFEAID

By Jon Gordon | Released Feb. 24, 2019

Interview with Aaron Hinde Co-Founder & President of LIFEAID Beverage Company ♦ Clean Nutrition for Your Active Life

Hinde sits down with host Jon Gordon to share his challenges and journey as an entrepreneur, overcoming obstacles in business and life, and how he has built a successful brand, team and mindset at LIFEAID Beverage Co.

LISTEN to the full Positive University Podcast episode here:

Jon Gordon: What’s your goal & mission with LIFEAID? Why do you exist? Why do you do what you do?

Aaron Hinde: “Well, I’d say the shortest answer is: The big beverage companies in this country and around the world have gotten a free pass for poisoning our kids with their sugar water for 100 years now. I mean, it’s poison. Ya know? Look at the statistics — this isn’t me being some natural guy saying this. Diabetes rates are through the roof … Almost all diseases we’re experiencing as a country are a result of chronic inflammation due to processed foods, high sugar and lack of exercise. So every person we can get to put down an energy drink, put down a soft drink, put down — ya know — one of these glow-in-the-dark ‘sports drinks’ and take one of our products, we know that we’re having a major positive trajectory. Maybe not with one can, but with multiple consumption habits over time, it makes a big, big difference. That’s what we’re all about: Replacing all these junk products with something that’s very clean, that’s transparent, and that’s constantly improving.

. . .

Aaron Hinde: There’s always challenges, right? It’s not (about) avoiding challenges—that’s not the goal. It’s how you overcome them, how you deal with them. And so I always smile when life throws me curve balls, which happens all the time. I go, ‘Okay, what lesson did I need to learn from this?’

Jon Gordon: That’s cool. So you’re looking at the challenges as opportunities to learn, to grow, to get better.

Aaron Hinde: They are. They ultimately are.

. . .

Jon Gordon: How do you balance big-picture vision … with where you are now, and the zoom focus that needs to happen to be successful?

Aaron Hinde: What’s the goal? Then, reverse engineer it … That’s how you can match big vision with minutiae of what needs to get done to move towards that greater goal.

Read the full transcribed Positive-U podcast with Aaron Hinde below:

Speaker 1: Welcome to Jon Gordon’s Positive University Podcast, where Jon and his guests will share positive inspiration, encouragement and lessons to help you overcome your challenges and make a greater impact. Our goal is that you’ll know it, live it and share it. Let’s begin.

Jon Gordon: Hey, I’m Jon Gordon with Positive University. Today my guest is Aaron Hinde. Aaron is the Co-Founder and President of LIFEAID. Aaron, how are you doing?

Aaron Hinde: Jon, doing great. Thanks for having me.

Jon Gordon: Hey, tell us about what you do and what is LIFEAID all about.

Aaron Hinde: LIFEAID Beverage, we make very clean functional beverages for active lifestyles. You may have heard of our FitAid line. I’m wearing a FitAid shirt now, which is a post-workout recovery drink. Real big in the athletic, functional fitness community. We’re the official recovery drink of CrossFit Games and Spartan Race.

Aaron Hinde: We have a whole line of functional drinks including FocusAid, which is our nootropic drink; ImmunityAid, obviously for your immune system; PartyAid, which is our big festival drink. They’re all very clean, natural, no garbage, and all have a different supplement blend to promote the various lifestyle choices people are making.

Jon Gordon: How did you get into starting this? Where did this idea come from?

Aaron Hinde: Well it was mainly ignorance and passion. I was a sports chiropractor for 10 years, always had an entrepreneurial streak with little side businesses. If we rewind back to 2011, you remember energy drinks were on fire, getting in a ton of traction. They did a great with lifestyle branding, great job with extreme sports. They were cool, sexy and hip. They worked, they jacked you up, but they weren’t healthy. Nobody was drinking energy drinks for health reasons.

Aaron Hinde: Then you had the emerging drinks like kombuchas and coconut waters hitting the scene, but for lack of a better term, they were very hippy dippy, very strange flavor profiles, not broadly accepted. My business partner and I, we thought, “Well why don’t we marry these two? Why don’t we have the cool aspects and the lifestyle branding of the energy drinks with the health aspects of some of these other drinks emerging?” That was how LIFEAID was born.

Jon Gordon: How did you and your partner come to do this together?

Aaron Hinde: We met at CrossFit gym. It was funny ’cause I used to write for the local paper, some health articles, and he started writing for the paper. He was a Certified Financial Planner. I was sitting on a crap load of gold and silver at the time. I see this front page article, and him just bagging on gold and silver. I’m like, “I can’t wait to run into this jerk and tell him … idiot he is.”

Aaron Hinde: I see him at the CrossFit gym where we’re training at, and it ends up our daughters were not only in kindergarten together, but actually had become best friends. So we started working out together and hanging out at school fundraisers. Then I find out he’s a very accomplished house DJ, and my wife and I love house music, so we just started hitting it off. When you start hanging out with people, and he’s very entrepreneurial and shooting the shit, it was a very natural fit.

Jon Gordon: Just talking about this idea together as friends, and next thing you know you’re now in business together.

Aaron Hinde: Exactly. Yeah.

Jon Gordon: Let’s talk about the success now, and then I want to go back to the beginning and how you built it. Tell us about your success now. Tell us about where you are, the footprint you have. I know it’s been incredible about what you’ve accomplished. Just give people an idea. I’m sure they’ve seen LIFEAID, FitAid drinks in all sorts of places. But talk about what you’re experiencing now and what’s that like.

Aaron Hinde: Yeah, it’s been an incredible ride. We’re still having a ton of fun. From a revenue perspective, we’ll close this year over $40 million. We’re sold in most major retailers now, all the Whole Foods, Sprouts, Vitamin Shoppe, GNC, most divisions of Safeway, most divisions of Kroger, Earth Fare, H-E-B, etc., CVS as well, Walmart. We’re going Walmart nationwide this year.

Aaron Hinde: Team is about 70 people, about half in Santa Cruz, here where we’re from, and half remote and on the sales side. Yeah, we have great company culture, great office, good vibe, and we’re on a great trajectory.

Jon Gordon: What are some of your key core values about your culture? What do you really stand for as a company?

Aaron Hinde: Yeah, great question. I think there’s three pillars that we really look at. The first one is alignment, and making sure that we’re in alignment as individuals. I think too often, especially if we’re following people on social media, the outward appearance and what is really going are two separate things. That causes friction, that causes stress. Being in alignment with ourselves as human beings, as individuals, we don’t look at it as work life or personal life, it’s just life. You get in a big fight with your spouse, it affects you at work. If your boss is a jerk, it affects you at home.

Aaron Hinde: Taking a very holistic approach. We’ve never had any issues with hiring the right talent for any of our positions, so making sure there is a right cultural fit, alignment between me and my business partner, and alignment with our team. We spend a lot of time on alignment, on using Verne Harnish’s work on forward-looking Vision Statements, and moving rocks on a quarterly basis, incentivizing the team, both monetarily and through fun activities and trips to get in alignment, move the rocks that make a difference, an impact on the business. When we’re doing that every three months, … the end of the year, we’ve achieved a lot. At the end of five years, we’ve achieved a heck of a lot.

Jon Gordon: What’s your goal though? As you’re saying, I’m thinking, “But what’s your goal and your mission with LIFEAID?” Why do you exist, why do you do what you do?

Aaron Hinde: Well I’d say the shortest answer is the big beverage companies in this country and around the world have gotten a free pass for poisoning our kids with their sugar water for 100 years now. It’s poison. Look at the statistics. This isn’t me being some natural … saying this. Diabetes rates are through the roof. Almost all diseases we’re experiencing as a country are a result of chronic inflammation due to processed foods, high sugar and lack of exercise.

Aaron Hinde: Every person we can get to put down an energy drink, put down a soft drink, put down one of these glow-in-the-dark “sports drinks” and take one of our products, we know that we’re having a major positive impact on trajectory. Maybe not with one can, but with multiple consumption habits over time. Over time, it makes a big, big difference. That’s what we’re all about, is replacing all these junk products with something that’s very clean, that’s transparent, and that is constantly improving.

Jon Gordon: What’s your most popular product, your most popular drink?

Aaron Hinde: Right now, FitAid. FitAid we’ve spent a lot of time in the functional fitness market. But what I’m drinking right now, FocusAid, our nootropic drink is very much on trend, and is our number two seller, and could easily overtake FitAid in the next year or two.

Jon Gordon: What is in FocusAid?

Aaron Hinde: FocusAid has nootropics. Nootropics are basically supplements for the brain, for mental acuity focus and memory. Unlike an energy drink that’s basically high sugar or artificial sweeteners, high caffeine and taurine, this has a little bit of natural caffeine with yerba mate and green tea, but heavy on the nootropics, like GABA, alpha-GPC.

Aaron Hinde: GABA’s great for getting into flow state. All entrepreneurs out there, you know when you’re in flow. When you’re in flow, you’re getting stuff done, you’re rocking the day. Well GABA helps induce flow state, so that’s in the product. Alpha-GPC helps our neurons fire better, so the brain activity is there.

Aaron Hinde: People in the Silicon Valley and around this area have been taking nootropics for many years now. We were the first company to ever put it in liquid form in a drink. The absorption rate’s better and it really works. People really love this product, especially after lunch when you feel like taking a nap.

Jon Gordon: I love it. I was curious how long it lives in the product. How long does it stay within the product in terms of the effectiveness of the nootropics in it?

Aaron Hinde: There’s two things that degrade the supplement quality, extreme heat and light. Fortunately light’s not an issue ’cause it’s in a sealed can, and the cans at ambient or cold are completely fine.

Jon Gordon: That’s awesome.

Aaron Hinde: Yeah. The shelf life is well over a year. I think about 18 months.

Jon Gordon: That’s incredible. Take us back to the beginning. This is Positive University, so I know that you’ve overcome a lot of challenges along the way, you had to stay positive. Tell us about some of the challenges you had to overcome and how you did it.

Aaron Hinde: Oh God, there’s been so many as you know in any entrepreneurial journey, and there continues to be new challenges, different types of challenges.

Aaron Hinde: I’d say some of the first challenges when you’re starting out, obviously from a product perspective, making sure you’re thinking about the market accurately. So many people think, “Oh, I’ve got this great product, therefore I build it, they will come.” That is the most inaccurate statement you could ever make, ’cause as we know, if you’ve been around, you got to have a marketing plan, you got to … to market, you need to have a minimal viable product that people actually, not just theoretically say they’ll pay for it, but actually get out their wallet, give you a credit card and actually pay for it. Getting that initial traction was the first big challenge, and it took us a little while to do so.

Aaron Hinde: We’ve finally started getting traction when we were offering a free refrigerator for an initial purchase to CrossFit gyms. We basically followed the Red Bull model in bars, but we did it in gyms, and there were not other product sin those gyms at the time. So that initial traction. Then once you get traction, I used to be the marketer, the sales guy, helping out with accounting, fundraising, and the trash taker outer. Orion and I did everything, and we did everything together. Well that’s not scalable.

Aaron Hinde: Another big challenge was having that very difficult conversation of dividing up the business according to unique abilities, and having me focus on certain aspects, which also mean I had to release quite a bit of my responsibilities, which for whatever reason at the time, and our immaturity and our ego getting in the way, that was a difficult thing to do, to give that up.

Aaron Hinde: Then when it came to hiring, so often we’re bootstrapping, and everything is lean and mean as it should be. But if come to a point where something’s gonna break, and you need to hire somebody, and people hire quickly out of necessity because the candidate may check the certain boxes, but they’re not really vetting to make sure they’re the right cultural fit, or doing the reference checks, or doing all of the necessary things, having the right onboarding. Bringing on a couple people that weren’t the right personnel and the having to … that down the road was a big headache. Those are three different examples I’d say.

Jon Gordon: How many cans did you first make when you made your beverage?

Aaron Hinde: That’s a funny story in it of itself that probably has a good takeaway.

Aaron Hinde: The minimum run on these things was 202,000 cans. When we started this company with our life savings, which was 30 grand each, so that’s not even close to enough to meet a minimum run. Well we heard from talking to people in the beverage industry that there’s this thing called a silver bullet. A silver bullet is basically this can but totally blank.

Aaron Hinde: Well they don’t really make cans like that because all these cans are made to order by this big can manufacturer, so they’re making the can and printing on them, all part of the same run. Very occasionally there would be an overage where they’d stop printing, and there’s these blank cans. We called the west coast rep for the major can manufacturer and said, “Hey. This is who we are. Do you have any silver bullets?” You got to see the context here is beverage has a 99% failure rate within the first five years, 95% within the first year. Most of this business is one and done. Very few people have actually make it in this business.

Aaron Hinde: … ascertain that these guys are broke, they don’t know what they’re doing, they have no beverage experience, they’re one and doners, and then they’re not even gonna do a minimum run. They’re asking me for a pallet of silver bullets. He said, “Yeah, yeah, guys. That doesn’t exist. Get lost. Call me back when you have some real funding, and you can actually do a run.” We’re like, “Oh, wow. Our whole dreams of this great company have just been shattered, and what are we gonna do now?”

Aaron Hinde: We had this idea. We sent Kevin, was his name, a nice thank you note, and included a hundred dollar Ruth’s Chris gift certificate inside, and said, “Thanks for your time. Let us know if anything shows up.” Low and behold, about a week later, we got a phone call saying he found two pallets of silver bullets, and we were off to the races. We started with two pallets of product, and seven golf courses with our GolferAid product, and that was the beginning of the company.

Jon Gordon: Wow. I love that. You found a way. Somehow you found a way to get this done.

Aaron Hinde: That’s right. You never take no for an answer.

Jon Gordon: How many cans were two pallets about?

Aaron Hinde: Let’s see, that would be 104 cases of 24, so about 5,000 cans total.

Jon Gordon: You really started with 30,000 each you said. About 60,000 for the company.

Aaron Hinde: Yup, exactly.

Jon Gordon: All right, so now you make this first batch, you sell them golf courses, GolfAid. What’s the next step. How did you get the funding for the next run? How many did you produce on the next run?

Aaron Hinde: We sold in seven courses and it was selling well, so of course we’re the next billion dollar beverage company. Dialing for dollars, starting with friends and family, and then extended networks, and pretty soon we had 80 people on the cap table writing checks, anywhere from two grand to 200,000.

Jon Gordon: Wow. How much did you raise total for the next run, I would say?

Aaron Hinde: I think we raised just over a half a million dollars, got us to a full run.

Jon Gordon: So you do this full run, and now what do you do with these cans in the next run?

Aaron Hinde: Keep pounding the pavement. At this point, fast forward a little bit, we did a major mistake. We launched three different products way too close together, so we had three different websites, imagine that, for each product ’cause we didn’t want any cross pollinization. We still have different social media handles.

Aaron Hinde: We’re literally at a golf show in Sacramento, polo shirts on, slinging GolferAid; going down to San Francisco for a fire show where they’re fire dancing with our Burning Man clothes on, slinging PartyAid; to go to a CrossFit competition with our Lululemon and WOD shorts slinging FitAid. It was a wild time when you are literally doing everything, including being a brand rep for your company.

Jon Gordon: As you’re selling it, you’re trying to get placement with your beverages in their stores, right? That’s the whole goal.

Aaron Hinde: That’s the whole goal. Yeah, getting placement in the gyms, getting placement in the golf course. We thought inaccurately that we need to get grocery placement. We failed miserably. Most beverage reps, “What are you thinking? You’re going on as an unknown product on a shelf that has sometimes hundreds of other products on there.” Especially in a convenience store. Someone goes then for 30 seconds, they know exactly what they’re looking for and what they’re going for. It’s not a great place for trial.

Aaron Hinde: The much better approach, once we taxed a lot of our funding and we were at a desperate point, was choose a single target market, go extremely deep. For us that was FitAid and the CrossFit channel. That’s the only reason why we’re here today.

Jon Gordon: What did you learn from these early stages that you can share with entrepreneurs now, or just people in general trying to build something? What are some takeaways that you can give them?

Aaron Hinde: We’re all familiar with going to an ATM machine and pulling out money. I have this concept that really life, whether it’s life in general, but definitely business life is also an ATM. That ATM stands for alignment, which we’ve already covered, the T would be trajectory.

Aaron Hinde: I see so many young entrepreneurs, especially so focused on velocity over trajectory. What I mean by that is if you’re doing the right things, if you’re accurate in your thinking, if you’re putting out a great product or service, you’re treating people the way you want to be treated, then you’re on the right trajectory. Don’t worry about how fast things are going, or when you’re gonna get to a million, or 10 million, or 100 million. That’s irrelevant. Focus on doing good work, focus on a positive trajectory.

Aaron Hinde: We’ve all had friends that were on a bad trajectory, and then got an inheritance or something. And then what happens? They crash and burn even faster. Focus on trajectory over velocity. Make sure you have alignment with yourself, with your spouse, with your business partner. Spousal alignment is huge when you’re going into business. T for trajectory. Focus on trajectory over velocity.

Aaron Hinde: Then M, momentum. Once you have momentum, it is precious. It’s so precious. Continue to do all the little things to maintain that momentum. The … friction says that it’s much easier to keep things in motion than it is to create that motion. Once we have that motion, keep the momentum going. Do all the little things, handwritten notes, phone calls, attention to detail.

Aaron Hinde: For us, there’s a thousand things that can go wrong between the time someone puts in an order, to the time it shows up at the doorstep. Really controlling that process, not letting things fall through the cracks, keeping the momentum going, and eventually the ball starts to roll downhill.

Jon Gordon: What are several things that you do to keep the momentum going?

Aaron Hinde: I personally am responsible for the sales team, the marketing team, customer service, and then obviously product innovation.

Aaron Hinde: I have a weekly team meeting with each of those departments. They’re all run a little differently, but there’s some similarities. We’re reporting out what our priorities are, where are we on our objectives and … our OKR for the quarter, reporting out are we moving rocks or are we just doing busy work, focusing on being effective not just efficient, focusing on doing the right things not just doing things well, making sure that there’s good communication. Communication is key. Getting rid of soft talk in my communication, so there’s no ambiguity about what we need to be focusing on.

Aaron Hinde: Continuing education is really big for us. Every quarter with customer service, and your book’s gonna be next for the customer service team. We’re reading it right now. Thanks for the feedback. We read a book together, and we discuss what’s this book mean? How can we apply it to our lives? Looking at any reviews that we’re getting, again for customer service, good, bad and ugly. What do those look like? If we had a negative review, what could we have done differently? How can we turn that around?

Aaron Hinde: Each department, just keeping the communication and alignment going, and making sure that everybody’s firing on all cylinders. When you have … players that get into that environment and that culture, then the only way to go is up, and up, and up.

Aaron Hinde: I know Henry Ford has a quote that I love. He says, “When everyone is moving forward together, success will take care of itself.” That’s an alignment issue. Making sure you’re in alignment with those meetings is big for us.

Jon Gordon: In terms of the team and having a great team, what do you do to build your team?

Aaron Hinde: Well we have a great list. Most entrepreneurs out there will tell you, especially if you have any direct to consumer business, the value is in the lists. Fortunately we had a great list between social media and email, and so we were able to put out to our list of existing fans when we have job openings, and it opens the flood gates. For one sales position, we had a thousand applications one time. Again, it’s not a matter of finding the right skillset, ’cause when you’ve got a big pool to fish from, and there’s plenty of fish, it’s then finding the right cultural fit.

Aaron Hinde: We have a process we run through. We use Top Grader, which has been very effective for us. We send out to our list as well as the basic job posting sites, sift through the Top Graders, pick the top candidates. We have someone in the department other than the hiring managers do phone interviews. We want real buy-in from the entire department, and then the department rank and file will give their top suggestions from the phone interviews, and then we’ll schedule in-person panel interviews.

Aaron Hinde: Then once we decide on a candidate, we make an offer. We try to onboarding and cohorts, so we’ll have multiple people at once go through a couple of days of every department presents, answers questions, we do a workout together, we do wim hof breathing, we go to dinner, we have a good fun couple days, intense training, and really get them ingrained to what it means to be part of the LIFEAID team.

Jon Gordon: Were there any times that you just wanted to give up?

Aaron Hinde: Yeah. A couple days ago. I had a rough morning, a couple car accidents.

Aaron Hinde: Look, there’s always challenges, always challenges. It’s not avoiding challenges. That’s not the goal. It’s how you overcome them, how you deal with them. I always smile. When life throws me curveballs, which happen all the time, I go, “Okay what lesson did I need to learn from this,” and, “Thank you, God. I appreciate that. I needed to be more humble today,” or, “I needed this,” or, “I needed that.” I realize it’s all part of my journey.

Jon Gordon: That’s cool. You’re looking at the challenges as opportunities to learn, to grow, to get better.

Aaron Hinde: They are. They ultimately are. It’s always funny, I always use the relationship example here.

Aaron Hinde: If you recall back in high school or in college, and say there was some girl, and she’s awesome, she’s the one, and then the breakup happens. That next couple days or a week, it’s like the whole world is ending, that my reality is over, and this whole construct I had in my mind has been shattered.

Aaron Hinde: But then fast forward 10 or 20 years, and you’re looking back like, “Thank God that didn’t work out.” We don’t see the entire mosaic, we see one little piece of glass here. Sometimes we get very myopic in the moment, but things happen for a reason. We got to have faith it all works out.

Jon Gordon: How do you balance big picture vision of where you want to go as a company, ’cause I know you have big dreams and big visions of what LIFEAID, FitAid, what it’s gonna be as you move forward, with where you are now, and the zoom focus that needs to happen right now to be successful?

Aaron Hinde: Yeah, they’re both very important. As the entrepreneur and one of the two leaders of this organization, it’s a big part of my role to focus on the vision, and be the cheerleader, and get everybody aligned, and that rah-rah-rah, and here’s what we’re gonna do. Also though it’s important to get into the weeds so I’m not totally separate.

Aaron Hinde: How we break things down into these quarterly chunks makes it very digestible. Whatever your five-year goal is, maybe you have a BHAG of being the next unicorn, the next billion dollar company. Well when you’re at 10 million in revenue, that’s a big chunk. Most people, they can’t even wrap their mind around it. But if you start to reverse engineer, and I think this is effective for anything you want to do in life, what’s the goal? And then reverse engineer it.

Aaron Hinde: What do we need to accomplish in year one in order to move our rock towards that five-year goal? If this is what we need to accomplish in year one, what’s that look like on a quarterly level? Break it down. Then when you break things into quarters, it’s very easy to measure it, and have OKRs and KPIs around those specific rocks that need to be moved. That’s how you can match big vision with minutiae of what needs to get done to move towards that greater goal.

Jon Gordon: How do you get everyone in the company to buy into your vision and the mission? Or are they joining because they already love the mission and vision?

Aaron Hinde: Yeah, yeah. The latter is true. They’re part of the team because they’ve had experience with the products, and they got them at their gym originally, or wherever the exposure was. But it’s rare that we get team members coming on that just don’t have familiarity with the product, or the culture, they’ve seen us at events, or they’ve met our other team and they love our team

Aaron Hinde: Everybody at this organization represents the brand. It’s like, I’m not the brand, I’m 1/70 of the brand, or maybe a little bit more ’cause I’m a little more publicly faced, but everybody represents the brand. Our team is so awesome that when people interact with our brand, not just the cans, but the people, they fall in love with that. That’s part of it.

Aaron Hinde: The other part of it is part of the quarter OKRs, people are personally incentivized to hit these OKRs, financially incentivized. Their bonus at the end of the year is tied into how they do individually, and how their business unit does, and how the company does on our OKRs. Keeping alignment there. They’re not just completing these to get a pat on the back, they get that, they get recognition, but they also get financially incentivized.

Aaron Hinde: When as a company we achieve 85% or greater per quarter, we do something super fun. We’ve rented the Chardonnay sail boat here in Santa Cruz. Took everybody out for sushi on a sail cruise. We’ve done Archery Tag. I think we’re gonna go zip lining ’cause we hit our OKRs last quarter. We always do something very team building and fun.

Jon Gordon: So many beverage companies you said fail, so many new food companies fail. Why do you think so many fail but you succeeded? Have you ever looked back and said why were you successful while many aren’t?

Aaron Hinde: That’s a good question. There’s so many things at play.

Aaron Hinde: My sister is a nun, a Greek Orthodox nun. She went in at 15 years old. I know for a fact she has 25 nuns praying for us daily, so there’s that whole aspect though to get into. There is something greater going on here that the 12 times that we should have been bankrupt, and for whatever reason something worked out at the 11th hour, there’s that.

Aaron Hinde: The team is such a big component of it. Getting alignment, getting the right players that are all firing on all cylinders, removing any toxin or poison as soon as we recognize that that’s there and just removing the cancers early.

Aaron Hinde: Orion and I, we’re both learners, and just absorbing books, and podcasts, and masterminds. Really deep down we want what’s best for our people and for our company. This is a very authentic thing, and I think that authenticity really bleeds through in our culture. It’s not like this is just some get-rich-quick scheme. We want to make a difference. We’re making an impact, and we’re part of these communities.

Aaron Hinde: Our products represent communities that we have intimate knowledge of, from CrossFit, to Burning Man, to golf, to focus, to immunity. These are things that we know a lot about. We lived and breathed these cultures. I think that’s a big part of it too.

Jon Gordon: Yeah, you nailed. You said you live and breath it. My next question for you is your passion. You’re clearly passionate about this, and you love it. How important is passion for what you’re doing, the love you have for this business, and for the people that you’re serving?

Aaron Hinde: Yeah, great question. I’ve always been very passionate about health, and wellness, and fitness. I’ve sold supplements out of my college dorm room, I’ve been a personal trainer. Forever I was a massage therapist, I was a chiropractor like I said for 10 years. That’s always been part of my passion.

Aaron Hinde: One thing I’ve noticed, I made an Instagram post on it the other day is the better you get at something, it becomes much easier to become passionate about it. I wasn’t passionate about the guitar because I suck at the guitar. Now I still suck at the guitar, but I’ve gotten better over the last year ’cause I’ve been teaching myself to play, and now I’m developing a passion for it. I look forward to getting home, so I can practice for 10 minutes. I am passionate about beverage because I know this industry now. Eight years ago, I didn’t know jack, but I know a lot more now.

Aaron Hinde: As you develop a skillset, as you hone and you become the top of the knowledge base of a specific thing, then your passion develops about it because you have all this information that you can share, we have these products that we can share. I think it’s a combination of some of it’s innate, but also some of it comes with time, and just getting better and better at things.

Jon Gordon: It’s almost you have to move from the dream of creating this company and having the beverage out there, to now the passion that truly drives it in a real way. You’re enjoying real success where in the beginning, it seems like it’s passion, but it’s more just a dream to get started. That dream gives way to the reality of the passion that must take you through it.

Aaron Hinde: That reality can kill passion sometimes real quickly too.

Jon Gordon: Very much so. You have to go through that journey of the struggle and the challenge where you almost give up or you quit, to then the other side where you’re now enjoying success. That was my journey as a writer and speaker. Same type of thing. Now I’m having more fun than ever now, but there are many times I wanted to give up a similar trajectory on that.

Aaron Hinde: Yeah, it’s funny Jon. So many of my successful friends, they would always tell me especially a few years ago like, “Oh, enjoy the ride. Enjoy the ride. Don’t forget to enjoy the ride.” I’m thinking to myself, “Screw you. You’re a made man. You’ve got millions of dollars in the bank. It’s easy to enjoy the ride when you’re cruising on a longboard in Hawaii.”

Aaron Hinde: But I think with time and a little more maturity, I understand what means. There is no end goal some day in the future when my bank account looks like this. There’s only now. We could all die tomorrow. We don’t know. There is no guarantees in life, so why would I choose to be miserable, and then I cross some imaginary finish line some day, and then all of a sudden I’m gonna be happy? No, no, no. Be happy today, enjoy the ride, be thankful for what you have. There’s plenty of blessings, we’re here in America. Come on, we could be born in Afghanistan or something, or in somewhere in Africa where they’re chopping people with machetes.

Aaron Hinde: We have so much opportunity and abundance here. We can’t compare ourselves to other people. We’re all on our own journeys. Like Tony Robbins says, “Life is happening for us, not to us.” We got to appreciate that and really to learn to enjoy the ride.

Jon Gordon: I love that you said you had these nuns praying for you. It worked for a Loyola basketball in Chicago. They had Sister Jean for them, it’s working for you. I think all entrepreneurs should take that lesson there. There is I do believe the power of prayer, and that’s a huge part of it.

Jon Gordon: You talked about almost being bankrupt a few times, or just that one thing that had to happen. Would you call that luck, or would you call that preparation in terms of how hard you were working, met the opportunity in that moment. I know I was carried several times in my path where this would not have happened if a few things didn’t happen. You can see how these moments align for you.

Aaron Hinde: Yeah. That’s really what luck is, right? It’s the preparation, with the timing, and opportunity all coming together, and nurturing that environment, and being ready to push the chips all in, or strike while the iron’s hot when those things do align. People can manifest and create their own luck, I believe.

Aaron Hinde: The other part of it, yeah. I’m sure there’s divine intervention. It gets past the point of luck when it happens multiple times, and it’s like, there’s obviously a greater calling or meaning here. There’s things that are meant to be. It’s my job to not screw it up and really how can I nurture this ’cause there’s something special going on.

Jon Gordon: Do you and your business partner, and your family also just look at each other sometimes and like, “How did this happen, this is unbelievable?”

Aaron Hinde: Yeah, we definitely do. We definitely do. We have those moments of appreciation. We probably should have them more often than we do, but sometimes we’re all hanging out. We hang out, we’re all personal friends, and just drink out of the glass of champagne, or a nice glass of wine, and cheers each other and be like, “Man, what a ride we’re on.” It’s phenomenal.

Jon Gordon: What are you excited about going forward in terms of your product, the business? What are you looking forward to?

Aaron Hinde: I’m looking forward to making LIFEAID products a household name. The more distribution points we get, the more familiarity people have with our products.

Aaron Hinde: We’ve got 70% of the United States now reading labels before they consume something. This is unprecedented. Health and wellness, sugar consciousness, artificial sweeteners, all of this is not some fringe radical hippies from Santa Cruz anymore, this is becoming mainstream. I am looking forward to the day where people no longer are tolerating this soda that’s got 35 grams of sugar, a Big Gulp with 70 grams of sugar, or all this artificial garbage, and all this cancer causing inflammatory drugs that we’re putting in our body. Food and drink is the biggest drug we could possibly consume.

Aaron Hinde: I’m looking forward to us being a household name, for us really changing the landscape of food and beverage in this country, upleveling peoples’ expectations around what they put in their body, and having the big conglomerates, which for the most part aren’t going anywhere. They’ve got so much money, but they’re shifting, they’re investing, they’re buying up these brands, and able to offer them in a much larger scale.

Jon Gordon: Is that part of your future perhaps, a big company buys you to be able to take you forward and reach more people?

Aaron Hinde: We’re 100% focused on execution. I don’t know what the future will bring. Is that an acquisition? Do we stay independent? Do we go IPO? There’s a lot of possibilities out there. All I know is most doors remain open as long as you execute.

Jon Gordon: Would you ever expand beyond beverages?

Aaron Hinde: Potentially. We had a short run with a food product called FitAid Fuel, which was a grass-fed protein pouch. We failed miserably at it. We learned a lot, but it was our only product we ever discontinued. I’m not saying we never would, but at this time, we’re keeping our heads down and staying in our lane with what we know…

Jon Gordon: What did you learn about focus from that?

Aaron Hinde: Oh, gosh. So many assumptions. I’ll talk about accurate thinking. You can’t take beverage assumptions and put them on food. The margins are different, the yields are different, the physical buyer you’re dealing with at XYZ account, there’s a different buyer for that category. So many things. The logistics are different.

Aaron Hinde: We weren’t accurately thinking that we would just be able to plug this into all our existing channels being a different product. It was a lesson. It still made a little bit of money, but for the time and effort we invested, it didn’t make sense to continue it. But it was definitely a lesson, and it was partially a lesson in humility since it was one of my little babies.

Jon Gordon: You learned a lot from it, and now how valuable though was that lesson as you go forward?

Aaron Hinde: Extremely valuable. All these challenges, all the things that almost put us out of business, all the pivots that we’ve had to make, it’s only not valuable if you’re repeating the same mistakes again. You look at addicts, alcoholic, gambling addictions. It’s not that you go through the pain, it’s that you’re continuing down the spiral of the cycle. You’re repeating the exact same thing expecting a different result.

Aaron Hinde: We’re very nimble. As the company, we’re very conscious of staying nimble. Fortunately, Orion and I very much align on when there’s a lesson to be learned, we’ll take the lesson, we’ll learn from it, and we’ll apply it the future. But we’re not big on backtracking. I don’t even like to go backtrack when I’m driving. If I turn on the wrong way, I’ll figure out another way to get where I’m going, but I’m not going backwards.

Jon Gordon: I love that. How have you talked about your culture in terms of as you grow, how do you maintain your culture? Have you and your business partner talked about that?

Aaron Hinde: Yeah. The more people you get, the more challenging that becomes. There’s subcultures, so each business unit has its own culture, and way to interact, and everything.

Aaron Hinde: We have a weekly all hands meeting every Tuesday. We’ve followed the same format for a lot of years now. It makes a lot of sense on keeping people in alignment, reading the forward looking vision statement, so we’re constantly visualizing what has yet to manifest but is in the process of manifesting. We tell a joke, we pull from the awesome jar, so anyone can write down anything about anybody else that was awesome that week. We pull a winner and we give them 10 bucks, or buy them lunch. We buy everybody lunch Tuesdays at the office. We have a full gym here, we also have a full bar at HQ. We like to train hard so we can cut loose a little bit.

Aaron Hinde: Maintaining that balance, not being too rigid, not taking ourselves too seriously, and bringing on good people. Good people that are in alignment, that aren’t A-holes, that’s the biggest thing. That’s what life is all about, is relationships. Bringing on the people that you want to hang out with. I’d want to hang out after work and have a beer with them. Not because I have to, but because we’re all friends.

Jon Gordon: Aaron, any other advice that you would like to share with someone listening, maybe wanting to start their own business or on building their team?

Aaron Hinde: I would just say a couple big game changers for me was when I started a morning routine. There’s a lot that’s out there on this particular subject. But get a morning routine and stick to it. Mine has to do with filling out my five-minute journal, so getting my mindset right, doing some breathing techniques and meditation, cold plunges, my diet right. Getting that morning routine is huge.

Aaron Hinde: Another little tidbit that I think is valuable, some people may or may not know, there’s a saying, abracadabra. We’ve always grown up and associated that with magic, abracadabra, and the rabbit pops out of the hat. If you look at the ideology of that word, there’s a little controversy, but there’s a big school of thought that believes that’s Aramaic. What it means, it translates to with my words, I create. With my words, I create.

Aaron Hinde: I would even challenge, and I haven’t gone back to the original … but I would say the intent is probably with my thoughts, I create. With my thoughts, I create. Be conscious of the repetitive thoughts going on in your mind. There will always be … I almost picture it in a spiritual …, like the angel on one shoulder and the demon on the other.

Aaron Hinde: We’re all “victims” of the programming that happened we were born to seven years old, when we were in download mode. We’re always fighting with that. We’re fighting with that. Don’t let those negative thoughts control who you are. They do not define you. It’s not that we can avoid them when that little demon peeks its head and tells you you’re not good enough, or whatever it says to you, or that you need another drink, or whatever that negative thing that’s trying to pull you back.

Aaron Hinde: I have a nice little tip. Take a deep breath, recognize that that pattern is trying to repeat itself, go outside, and be 1000% focused, even for a few minutes on being totally present, watching the birds, looking at the trees and how the wind is bending the leaves, the sunlight. Whatever is going on, be 100% present. ‘Cause I’ll tell you what I’ve noticed. When you’re 100% present, which is difficult to be, you are overwhelmed with appreciation. When you have appreciation, you cannot live in anxiety, you cannot live in fear, you cannot live in depression, that demon can no longer talk in your ear.

Aaron Hinde: That is a quick reset for anybody out there to get out of the funk and change your trajectory to a positive trajectory, and get that mindset right. With that, abracadabra with your thoughts, you’ll start to create, and with that creation you’ll have trajectory and momentum, and you’re off to the races.

Jon Gordon: Boom. I love it. That is so powerful. Thank you for sharing that. It’s no accident of why you’ve built this incredible business. LIFEAID, how do people find out more about the product, and also you?

Aaron Hinde: You could always check out our website, lifeaid, A-I-D, bevco.com. All of our social media handles are specific to our SKUs. Our biggest one’s @FitAid, F-I-T-A-I-D. Or you could check me out, any social channels, especially Instagram, just by my full name, Aaron, double A, Hinde, H-I-N-D-E.

Jon Gordon: Now that you’re so busy and this company’s doing phenomenal, everyone’s drinking the beverage, how do you find time to just still be you, and really focus on what matters most in terms of your most personal journey?

Aaron Hinde: Life is not about time. There’s never enough time to get it all in. It’s about intent, and it’s about focus. I have dedicated everything over the last eight years to make this a success. At times, especially in those first few years, sacrificed majorly with my wife and my family, especially. I just wasn’t there, I wasn’t present. When I was home, I was thinking about work.

Aaron Hinde: What I’ve realized is it’s not a zero-sum game. You can have full abundance in every aspect of your life. You can’t have full-time abundance, ’cause there’s only 24 hours in a day, but you can have full abundance in as much as you can be fully present and your intention, even if it’s only for a couple minutes for a day, and have wonderful relationships with everyone that’s important to you as long as you’re present, and your intent is there. Don’t focus on the time, focus on the intent, and focus, and make that time meaningful.

Jon Gordon: Aaron Hinde, thank you so much. I’m going to have a FitAid right now, and then going for a run. Appreciate you so much.

Aaron Hinde: All right, Jon. Good times. Thanks.

Speaker 1: Thanks for joining us for this episode of Positive U. If you enjoy learning from Jon and our guests, you can show your support by subscribing, rating and reviewing on iTunes, and sharing with your friends on social media.

Speaker 1: To get a recap of this episode along with additional tools and resources, visit positiveuniversity.com. Until next time, stay positive.

You can follow Aaron Hinde on Instagram: @AaronHinde

> > > Live well.

9 Benefits of Jumping Rope You Probably Don’t Know About

By Michelle Kennedy Hogan at LifeHack.org

Let’s just jump right in!

… Believe it or not, the simple act of jumping rope can do more for you overall than the same time spent jogging. Plus, jumping rope is also easy to do anywhere. A jump rope slipped in your backpack or bag can be brought along on a trip, to work, school or at home …

Here are a few benefits of jumping rope that you might not know about:

1. Improves Coordination

Jumping rope actually improves your coordination by making you focus on your feet. Whether or not you’re paying attention to them, your brain is aware of what your feet are doing. This practice, over and over again, makes you “lighter” on your feet. Training for one of those warrior-style obstacle course races? Jumping rope can help. According to expertboxing.com‘s Boxing Training Guide, “the more tricks you do with the jump rope, the more conscious and coordinated you have to be.”

2. Decreases Foot and Ankle Injuries

Jumping rope is beneficial for those active in other sports. Many athletes in basketball, tennis, football and other sports often suffer foot and ankle injuries from running and then stopping quick and turning. This is very common in both tennis and basketball. Jumping rope not only improves your foot coordination but also increases your strength in the muscles surrounding your ankle joint and in your foot, decrease the chance of injury to those areas.

According to the Jump Rope Institute, “jumping rope teaches players to stay on the balls of their feet, as opposed to being flat footed or on their heels. And since you are on your toes the entire time you jump rope, you will find that staying quiet on your toes when playing tennis will become easier and second nature.”

3. Burns Major Calories

Compared to jogging for 30 minutes, jumping rope actually burns more calories. According to Science Daily, “This aerobic exercise can achieve a “burn rate” of up to 1300 calories per hour of vigorous activity, with about 0.1 calories consumed per jump. Ten minutes of jumping rope can roughly be considered the equivalent of running an eight-minute mile.”

4. Completely Portable and Fun

A jump rope can go anywhere with you. Take it to work, take it to school. Warm up before your basketball game or cool down after a bike ride. Learn to do tricks and double dutch with your kids or have competitions between you and your family — how long, how low you can jump, how high, spinning — all kinds of tricks can be done with a jump rope.

5. Improves Bone Density

Dr. Daniel W. Barry, an assistant professor of medicine at the University of Colorado, at Denver, and a researcher who has studied the bones of the elderly and of athletes, says that the best exercise to improve bone density is simply jumping up and down.

“Jumping is great, if your bones are strong enough to begin with,” Dr. Barry says. “You probably don’t need to do a lot either.” (If you have any history of fractures or a family history of osteoporosis, check with a physician before jumping.)

According to The New York Times, “in studies in Japan, having mice jump up and land 40 times during a week increased their bone density significantly after 24 weeks, a gain they maintained by hopping up and down only about 20 or 30 times each week after that.”

6. Improves Cardiovascular Health

According to the American College of Sports Medicine, skipping rope is highly recommended for aerobic conditioning. In order to increase your heart and lung health you must do it three to five times per week for 12 to 20 minutes at a time.

7. Improved Breathing Efficiency

In addition to improved heart health and stamina, jumping rope also improves how efficiently you breathe. This becomes very beneficial when doing other activities because you won’t be as out of breath after running down the court or swimming laps in the pool.

8. Makes You Smarter

Believe it or not, jumping rope can make you smarter. According the Jump Rope Institutejumping aids in the development of the left and right hemispheres of your brain, which further enhances spacial awareness, improves reading skills, increases memory and makes you more mentally alert. Jumping on the balls of your feet requires your body and mind to make neural muscular adjustments to imbalances created from continuous jumping. As a result jumping improves dynamic balance and coordination, reflexes, bone density and muscular endurance.

9. Improves Your Ability to Stay Calm

Because you are actually working your brain and your body at the same time, boxers in the ring who jump rope actually are more calm overall than those who don’t. The Jump Rope Institute attributes this to the bio-mechanical perspective.

“As one dissects this exercise further and views it from a bio-mechanical perspective, it represents a composite movement combining a circular motion with an angular momentum. The body resembles a projectile subject to all the laws that govern projectile motion while the rope becomes a dynamic flywheel subject to all the laws that govern rotary motion. It is in the synchronous and harmonious coordination of these movements where the secrets and benefits are received.”

Your improved ability to jump rope and be synchronous with your body, mind and the rope, can actually help you be more calm in other situations.


Grab a jump rope, get hopping and be amazed by the different ways your body and mind will benefit.

> > > Source: Read the original article by Michelle Kennedy Hogan on LifeHack.org.

BONUS: Want a free jump rope?

Now during the 2019 CrossFit OPEN, you can receive a FREE RPM Sprint Jump Rope + FREE SHIPPING
with every single order of two 24-packs at LIFEAIDBevCo.com. (Offer valid while supplies last, Feb. 21- March 25, 2019.)

For additional information about RPM jump ropes, visit RPMtraining.com


> > > Live well.

LIFEAID Targets Commercial and Convenience Business

SANTA CRUZ — Local beverage company meets consumer needs.

LIFEAID Beverage Co. was founded in 2011 in Santa Cruz, California, by two Santa Cruz natives. Co-founders Aaron Hinde and Orion Melehan met at a CrossFit gym in 2009 and bonded over their shared frustration with the limited healthy, functional food and drink options for exercise and recovery.

A statistic in Healthline Media states that, according to the American Heart Association, men should not consume more than 37.5 grams of sugar per day, and women should not consume more than 25 grams per day. For comparison’s sake, a 12-ounce can of Red Bull has 39 grams of sugar while a 12-ounce can of LifeAid has only 9 grams and uses all natural ingredients.
According to Hinde, 70 percent of people now look at a label before they consume something (people care about what they put in their bodies now more than ever). When the company started, that simply wasn’t the norm.
“Instead of having a one-size-fits-all approach with 20 different flavor profiles, we did the exact opposite — we created just six unique blends to support different lifestyles, providing targeted nutrition within our market,” Hinde said.

If you’re new to LIFEAID, the six different blends include:

While ImmunityAid is the company’s newest blend, Melehan said he expects it to be their number two or three best-selling drink. Today, FitAid and FocusAid currently rank first and second, according to a company spokesperson.

LIFEAID Bevereage Co. offers six functional beverages with differing ingredients, flavors and use occasions: LifeAid, FitAid, FocusAid, ImmunityAid, PartyAid and GolferAid. (Photo by Elaine Ingalls)

A Santa Cruz staple, LIFEAID has 67 employees nationwide with more than 30 of those working locally at the Santa Cruz headquarters located on Mission Street. The company sells drinks in 22 different countries.

“We want to really stand true to what Santa Cruz is all about and create clean, functional products for active lifestyles …With our clean, nutritional blends, we can really have a positive effect on people’s health.” —Aaron Hinde

The Future of LIFEAID

LIFAID is sold at gyms, CrossFit events, natural food & specialty stores, drug & grocery stores, and is branching out to convenience stores. The brand is on its way to selling in all Nob Hill Foods, 11 of 13 Safeway divisions nationwide and approximately 4,300 Walmarts with a grocery component. The co-founders want to expand headcount, dip their toes into convenience store sales and transition from wholesale distribution to direct-store distribution.

The company has a number of goals for 2019. In terms of revenue, the company is growing more than 50 percent per year, on average. Melehan expects an average of 2.5 million cans sold per month this year, up from last year’s 1.75 million sold per month. In the next five years, the company aspires to reach $200 million in sales. While LIFEAID sales were 100 percent e-commerce a few years ago, according to Hinde, 2019 will be the first year that brick-and-mortar exceeds online sales.

LIFEAID currently has seven warehouses nationwide to help handle this growth …

> > > Above excerpts taken from original article published on Feb. 17, 2019 in the Santa Cruz Sentinel. You can read the full article by intern Elaine Ingalls at SantaCruzSentinel.com.

For more information about LIFEAID Bevereage Co. and the healthy products they sell, please visit LIFEAIDBevCo.com or call 888-558-1113.

Diet Joke: Drinking Diet Coke Daily ‘Increases Risk of Dying Young from Stroke and Heart Attack’

Scientists have discovered the dangerous effects Diet Coke is having on your body. 

The following article appeared in the UK’s The Sun this week, exposing the dangers of drinking Diet Coke, and shocking many with its claims …

THE SUN — Drinking Diet Coke everyday increases your risk of dying young, experts have warned.

Two or more artificially-sweetened drinks a day ups the risk of stroke by a quarter and heart disease by a third, new findings show.

Drinking just two diet drinks a day increases the risk of stroke by a quarter and heart disease by a third. And compared with people who never touch them, the risk of early death is 16 percent higher for diet drink guzzlers.

‘Diet drinks are NOT harmless’

Scientists warned their findings should serve as a warning to those on diets.

Dr Yasmin Mossavar-Rahmani, lead author of the study at the Albert Einstein College of Medicine in the Bronx, New York said: “Many well-meaning people, especially those who are overweight or obese, drink low-calorie sweetened drinks to cut calories in their diet.

“Our research and other observational studies have shown that artificially sweetened beverages may not be harmless and high consumption is associated with a higher risk of stroke and heart disease.

Heart disease is where the blood vessels that supply the heart with blood narrow, increases the risk of a heart attack, angina and stroke.

heart attack is where the artery is blocked, preventing blood from getting through – and a ischaemic stroke is where a blood vessel in the brain becomes blocked in a similar way.

Obese women at even greater risk

The new findings are based on a big study of women and show some groups are at even greater risk, with those drinking two or more diet drinks a day who were also obese having more than double the stroke risk.

And African-American women also had a higher risk of stroke.

Dr Mossavar-Rahmani did stress while their findings suggest a link, they couldn’t prove diet drinks cause stroke and heart problems.

The research, published in the journal Stroke, included data from 81,714 post-menopausal women (who were aged 50 to 79 at the start of the study) and who were tracked for an average of 12 years.

One serving of diet drink was regarded as 355ml.

Dr Mossavar-Rahmani said the study had not looked at individual artificial sweeteners, saying: “We don’t know specifically what types of artificially sweetened beverages they were consuming, so we don’t know which artificial sweeteners may be harmful and which may be harmless.”

More research is needed

Tracy Parker, senior dietitian at the British Heart Foundation said more research is needed to fully understand the link found in the study.

She said: “We’re all too familiar with the fact that sugary drinks are not only bad for our teeth, but the excess calories can make us put on weight, increasing our risk of suffering a heart attack or stroke.

“Although this study rightly suggests that diet drinks don’t do us any good, it’s observational.

“This means we don’t know why these drinks might be linked to an increased risk of heart and circulatory disease.

“To definitely understand the link between diet drinks and disease risk, more research is needed.

“But that doesn’t mean you’re off the hook.

“Put your sugary drink down and swap it for water. Your body will thank you for it.”

Cutting calories? Drink water instead

The American Heart Association has recently published a science advisory which found there was inadequate scientific research to conclude that low-calorie sweetened beverages do or do not affect the risk of heart disease and stroke.

But it states that water is the best choice for a no-calorie drink.

Dr Rachel Johnson, professor of nutrition emeritus at the University of Vermont, said: “Unfortunately, current research simply does not provide enough evidence to distinguish between the effects of different low-calorie sweeteners on heart and brain health.

“This study adds to the evidence that limiting use of diet beverages is the most prudent thing to do for your health.”

There is a growing body of evidence that does suggest diet drinks are not good for your health.

Last year, scientists from Israel and Singapore warned six artificial sweeteners in the drinks are toxic to our gut bacteria – which could have a link with a range of diseases from obesity to bowel disease, even Alzheimer’s.

Another study warned the drinks can increase the risk of diabetes.

> > > Read the full article and watch the video from The Sun HERE.
Original article by Lizzie Parry, Digital Health Editor

With these findings in mind, there’s never been a better time to ditch the soda and join the LIFEAID movement — #ABetterWayToDrink.

Visit LIFEAIDBevCo.com to learn more about our clean, healthy nutritional blends containing no artificial flavors or sweeteners. Only 45 calories per can, each blend is made with essential vitamins and nutrients for your body and mind.

> > > Live well.