LIFEAID Co-Founders to Speak at BevNET Live Summer 2019

In a time when food is viewed as medicine, the LIFEAID Beverage Company is capitalizing on the expanding interest in better-for-you functional drinks through rapid innovation.

At BevNET Live Summer 2019 on June 12 and 13 in New York City, we’ll sit down with the company’s co-founders, Aaron Hinde and Orion Melehan, to explore how the company is using its deep roots in Crossfit culture to experiment with and expand its product set.

Since we last spoke to LIFEAID at BevNET Live in 2016, the company entered traditional brick-and-mortar retail, raised capital, released a number of new products and now has its sights set on c-store and mainstream retailers. In 2018 alone the company reported a 169 percent increase in sales and is aiming to triple its retail presence to at least 18,000 doors this year, including Walmart, Whole Foods, Kroger, and Sprouts stores.

Behind LIFEAID, FITAID, FOCUSAID, PARTYAID, GOLFERAID, and most recently IMMUNITYAID, the company continues to develop products aimed at niche target demographics and specific use cases. This talk will give BevNET Live attendees insight into how they use subcultures like Crossfit to activate their user groups.

Along with all star speakers like Melehan, Hinde, and others, attendees will also take part in networking and sampling opportunities, as well as offerings like the Beverage School startup session on June 11, and the New Beverage Showdown pitch competition.

Early registration savings are coming to an end! The early registration deadline is next month on Friday, April 26th. Register now to save $200 per ticket.

If your company is interested in generating additional industry exposure, sponsorship opportunities are still available.

Additional information can be found on the BevNET Live Summer 2019 website. Questions about the conference can be directed to Jon Landis.

About BevNET Live

BevNET Live Summer 2019 will return to the Metropolitan West in New York, NY on June 12 and 13. A Beverage School for industry newcomers will also be held on Tuesday, June 11 at no additional cost.

BevNET Live is the premiere event for beverage brands, distributors, service providers, retailers and investors to discuss what’s next for the industry. With the industry’s foremost speakers and our New Beverage Showdown, BevNET Live attracts hundreds of brands to each event.

HindeSight #4: Discover How a Side Hustle Became a $100M Brand + How Big Tobacco Hooked Children on Sugary Drinks

Is it better to do the right thing and fail
or is it better to do the wrong thing and succeed?


How Does a Side Hustle Become a $100M Brand? Ask the CEO of Kodiak Cakes

CEO Joel Clark will be the first to admit that entrepreneurship isn’t a part-time job. There were struggles, late nights and more than a few setbacks. Despite the challenges, Kodiak Cakes earned a loyal consumer following and a steady streak of retail wins, eclipsing $100 million in sales last year. In this episode, Clark shares his journey — how perseverance, innovation and swimming in the “Shark Tank” played into the evolution and success of Kodiak Cakes.

Listen to the full podcast here.

How Big Tobacco Hooked Children on Sugary Drinks

“Using child-tested flavors, cartoon characters, branded toys and millions of dollars in advertising, the companies cultivated loyalty to sugar-laden products that health experts said had greatly contributed to the nation’s obesity crisis.”

Read the full article in The New York Times here.

Four-Ingredient Chili with Cauliflower Couscous

Whether you’re on a tight budget or only have a few things in your pantry and don’t feel like running to the market, here are four healthy recipes from Fit Men Cook (each requiring only four ingredients) that prove you can do a lot with a little!

Click here for recipes.

“I say if your knees aren’t green by the end of the day, you ought to seriously reexamine your life.”

—Bill Watterson
Calvin & Hobbes

Ego Is the Enemy

Ryan Holiday’s Wall Street JournalUSA Today, and international bestseller draws on a vast array of stories and examples—from literature to philosophy to his­tory—who all reached the highest levels of power and success by conquering their own egos. Their strategies and tactics can be ours as well.

Check out his book here.


HindeSight  |  No. 4

Cayenne Can: Discover Surprising Health Benefits of This Amazing Pepper!

Click here to spice things up in the kitchen with Cayenne!

Cayenne pepper is like magic. Just a few shakes and you can transform any dish from totally boring to hot, hot, hot. You really need to have cayenne pepper in your spice cupboard, ready for when you want to kick up your morning eggs or spice up a scintillating chocolate dessert. Even just a little bit can totally make a recipe better. These 15 recipes are perfect examples of perfect uses of cayenne, but make sure you are ready to handle the heat!


Featuring excerpts from original article by Dr. Weil:

Hot and spicy, cayenne pepper (Capsicum annuum) is a member of the Capsicum family of vegetables, commonly known as chili peppers. The name “cayenne” comes from the town where these peppers originated, in French Guiana off the northeast coast of South America.

Cayenne peppers have a high concentration of capsaicin – the substance that causes their fiery hot sensation. Capsaicin also inhibits substance P, a neuropeptide associated with inflammatory pain processes. Capsaicin has been studied intensively for a variety of health benefits. The health benefits of cayenne include using it as a topical analgesic – several clinical studies show that capsaicin cream can temporarily relieve chronic pain due to rheumatoid arthritisosteoarthritispsoriasisshingles and diabetic neuropathy.

Further study is needed to confirm results that indicate topical cayenne can be used for back pain and cluster headaches. Orally, cayenne pepper can promote cardiovascular health, suppress appetite and increase the burning of body fat (a process called thermogenesis). It has also been shown to help prevent ulcers and drain congested nasal passages.

Cayenne pepper is also known for its immune boosting potential: besides the anti-inflammatory effects of capsaicin, cayenne is also an excellent source of carotenoids, including beta carotene – a powerful antioxidant that can help prevent free radical damage. Its high levels of vitamin A (two teaspoons of cayenne pepper provide 47 percent of the daily value for vitamin A) support immune function as well.

In addition to being an excellent source of vitamin A, cayenne pepper is a good source of vitamin E, vitamin C, B6, vitamin K, manganese and dietary fiber.

Cayenne pepper can be used fresh or dried … Dried cayenne pepper is more versatile and works as well as fresh in most dishes. For true cayenne lovers, the challenge is not finding foods that the dried pepper enhances; rather, it’s finding any that it cannot improve. It can be added to cocoa for a bit of spice, and when paired with lemon juice works with virtually all vegetables. Dried cayenne should be kept in a tightly sealed glass jar, away from direct sunlight. It will last for up to three years.

Dr. Weil’s take:

Cayenne pepper is rated at 30,000-50,000 Scoville heat units (a measurement scale which rates the “hotness” of a spice or sauce derived from a chili pepper). That compares with the milder jalapeño’s 2,500-5,000 units. A little goes a long way!

Finally, here are a couple unusual applications:

  • If you tend to get cold feet in the winter, a small amount of cayenne powder sprinkled into your socks may help (just make sure there are no open cuts or blisters on your feet).
  • If you are prone to ulcers, you can try red pepper tea: steep one-quarter teaspoon of cayenne pepper in a cup of hot water.


Did you know? Cayenne is a key ingredient in the LIFEAID Daily Blend to aid digestion and help reduce muscle and joint sorenessShop or learn more about all of our products at!

> > > Live well.

Exclusive “Feed Me Fuel Me” Interview with Aaron Hinde (Podcast Ep. 38)

Original podcast aired on “Feed Me Fuel Me” | March 17, 2017

We’re excited to expose the elephant with Aaron Hinde (@aaronhinde), owner of LIFEAID Beverage Company and FitAid (@lifeaidbevco & @fitaid). No doubt, one of the most enlightened individuals to join us on the Feed Me Fuel Me podcast. Aaron shares with us his journey from successful practitioner and entrepreneur to brand building business mogul. You’ve seen his products in magazines, at the CrossFit Games, and many other productions such as Rush Club. He continues to grow, not only in business, but in personal development as well. Aaron’s story is in a big way, a testament of how taking care of your people, mastering yourself, and understanding the difference between distraction and opportunity will allow you to create a fulfilled life. Positively productive, Aaron will share with us his routines, his lessons learned, and a few of his experiences that have lead him to where he is now. Find us at the FitAid tent in August as we kick it with Aaron and the FitAid crew at the CrossFit Games in Madison, WI, in August!

You can listen to the full podcast here:

Jeff Thornton: This is episode number 38 of the Feed Me Fuel Me Podcast with our special guest, Aaron Hinde, president and co-founder of LIFEAID Beverage Company. Welcome to the Feed Me Fuel Me Podcast. My name is Jeff Thornton, alongside my co-host, Mycal Anders. Each week we bring you an inspiring person or message related to our three pillars of success, manifestation, business, fitness, and nutrition. Our intent is to enrich, educate, and empower our audience to take action, control, and accountability for their decisions. Thank you for allowing us to join you on your journey. Now let’s get started.

We would like the thank our sponsor, FitAid. If you’re serious about your performance and recovery, go with FitAid. FitAid is the perfect pre and post workout supplement product. If you’re dragging pre workout, FitAid contains natural ingredients to give you that boost and pick me up you need, without the jittery effect. If you’re looking for recovery after your workout, FitAid has branch chain amino acids, or BCAAs, L-glutamine, L-arginine, vitamin C and D3, glucosamine, turmeric, COQ10, and raw, organic agave to accommodate the glycogen window and provide your body with a complete and clean recovery. Be sure to give them a try at, your local gym, or a grocery store near you.

Mycal Anders: Hey. What’s going on, guys? Welcome to episode 38 of the Feed Me Fuel Me Podcast. [Myke 00:01:30] Anders here with my co-host, Jeff Thorton.

Jeff Thornton: What up?

Mycal Anders: Today we’ve got the extreme pleasure of having Aaron Hinde with us, owner of LifeAID Bev. Co. As most people know you, the owner and creator of FitAid. What’s going on, man? Thank you for joining us today.

Aaron Hinde: Myke, Jeff, thanks for having me, guys. Appreciate it.

Jeff Thornton: Yeah. Thanks for joining us, brother. It’s nice to have you on. Heard a lot of great things about you.

Aaron Hinde: Oh. Thank you.

Mycal Anders: Aaron and I met last year at the Barbell Mastermind with Mike Bledsoe, Doug Larson, [Chris 00:02:07], and it was an awesome meeting of the minds. It was life changing for me and my business. I had the opportunity to sit down with Aaron at one of our breakout sessions, and he really got me hip to game as far as what a quality referral program actually looks like and gave me some action items to implement immediately as a result of the mastermind. I want to extend a personal thank you to what your guidance has given me and my business in the last year, but on top of that you’ve got quite the story yourself, man.

You made a very critical move some years ago when you dropped your practice as a chiropractor to launch LifeAID and the FitAID project. For the folks listening right now who don’t know who you are and what you got going on, can you kind of give us the Cliff Notes of your story and your evolution to where you’re at right now?

Aaron Hinde: Yeah. Absolutely, Myke. I appreciate it, and as you know, I value our relationship. I was immediately attracted to you when we first met, because I could tell you were an implementer, someone that didn’t just look at things theoretically, but took actions. Congrats on you, and your success, and this podcast. This is awesome, you guys.

Mycal Anders: Thanks, man.

Aaron Hinde: I’ve been a serial entrepreneur I would say from the earliest days and had some interesting businesses, some of which didn’t really work out, but you know, I think as any entrepreneur knows, it’s not something that happens over night, and everything’s a learning process. Learned a lot over the years. I was a kind of very successful solopreneur five years ago. For 10 years I owned my own sports chiropractic clinic here in Santa Cruz County. That’s what really got me introduced to CrossFit, because I was actually in Scotts Valley, where CrossFit Headquarters is at, the media headquarters and used to see some of the higher ups there. Then they started sending in some of the athletes, and so I started. I stepped into my first CrossFit gym, CrossFit North Santa Cruz, in, gosh, probably 2004 or 5, something like that.

Mycal Anders: Wow.

Aaron Hinde: You know, a few years ago. That’s where I ended up meeting Orion, my business partner at LIFEAID here. We used to have some free time on our hands, so we’d golf a little bit, you know, once a week. Orion’s an accomplished house DJ. I love house music, so we started going to Burning Man together. That’s really what sparked it all. We had a very personal relationship, and with my background in sport nutrition and his background on the financial side we really made a great team. You know, we launch LIFEAID.

What people see today in FitAid and the LIFEAID line is quite different than how it all started. It actually started as a supplement company and then evolved to a beverage company, and even from an artwork perspective and everything has really evolved. I think that’s one of the keys as an entrepreneur in each of our journeys is that not that we’re always making the right decisions, but we’re constantly moving forward. That’s been big for us over the last five years now that we’ve been evolving, and moving forward, and really playing the long game and focused on the long game. It’s finally paying off.

Jeff Thornton: That’s awesome. What was it to make the transition for you from a supplement company to a beverage company? Was there something that you saw in that niche?

Aaron Hinde: Yeah. I’m 41 now, so I grew up in the NoDoz days, if you know what NoDoz are. They’re this little energy pills people used to take to stay awake half the night if you had to study for a test or something. I saw the launch of energy drinks and the evolution there. We thought if supplements in pill form, kind of pre-packaged, condition specific supplements in pill form were the way to go, then NoDoz would be a billion dollar company and Redbull wouldn’t exist. We all know that it’s the exact opposite. People were attracted to the lifestyle branding associated with Redbull, so we knew that beverages were more congruent with lifestyle, where supplements in pill form are just strictly functional. We wanted to be functional and lifestyle driven.

Jeff Thornton: That’s interesting.

Mycal Anders: Nice. That’s pretty insightful to make that commitment, but back up a little bit. What was the catalyst for you to drop your successful practice and move into the beverage space?

Aaron Hinde: Ignorance. Oh man. I was making really good money and didn’t realize how good I really had it as a solopreneur. I mean, I averaged about 25 hours a week of actual time in the practice. I took every Friday, Saturday, Sunday off. I didn’t have one year in 10 years where I grossed under $350,000. It was a sweet set up, even by really any standards, but I was always driven that I was attracted to something bigger, something more. I mean, in my whole career as a chiropractor I probably treated 5,000 patients in those 10 years, but now we’re affecting millions of people every month in a positive way.

Part of that was part of my journey. I needed that experience in how to run a successful small business, how to build a referral based business, how to directly communicate one to one with my customers to make this transition and help make this company successful. There’s nothing that I’ve had success, like I said, failure, even the failures, where I haven’t learned and moved forward. They were all necessarily in my journey, and I’ll have many more challenges to come that will continue to progress my evolution as a business person and an entrepreneur.

Mycal Anders: It’s interesting that your timeline is in, just as of late, a 10 and a 5 year increment. They say that it takes 10 years to have an overnight success.

Aaron Hinde: Yeah.

Mycal Anders: That’s kind of where you guys are at now. If I’m not mistaken, you guys have doubled in revenue the last three years, have doubled every year over the last three years?

Aaron Hinde: Yeah. We’ve pretty much doubled or come real close to doubling every year since inception.

Jeff Thornton: Wow.

Aaron Hinde: Some years quite a few more times we’ve tripled or quadrupled. Yeah. We’re in that rapid stage growth phase. I think a couple core tenants to that, it’s interesting when I’m speaking with my mentors or successful entrepreneur. I think there’s certain tenants that all successful people know that are true that aren’t really talked about, because they’re just truisms, but it may not be totally apparent to someone just starting out or someone that’s been struggling.

You know, the number one thing is that you must have a completely kick-ass product or service. You can’t be delivering mediocre training, or mediocre programming, or mediocre online products, or physical products, or whatever it is you’re selling. If it’s mediocre, the world is too small. There’s review sites. There’s all this going on, all this constant feedback that we’re getting on products and service, that the ones that are shitty just aren’t going to make it. Tenant number one is that if your product or service is not head over heels better than the competition, you shouldn’t be getting into it. You know? I’d say that’s truism number one.

Number two, how you do anything is how you do everything. So many people think, and I’m still learning this, but oh, you’re going to bring your A game to a certain aspect to your business, but in another aspect it’s falling apart. You’re dominating business, but your home life sucks, or your home life’s great, but you’re stuck at a dead end job, or you’re not progressing spiritually, or whatever it is. One realization I think I’ve had over this last year is you can be kick-ass in all aspects of you life. Nothing’s holding you back from achieving that. It doesn’t have to be one sided. It doesn’t have to be, quote unquote, out of bounds. You can dominate every aspect of life. I think that’s what we were created to do. We were created to have that approach to all aspects, yet too often we put only focus in one area of our life and let other areas slip.

Mycal Anders: Right. Right. To that point, what are some of the mechanisms that you have in place that keep you in balance. Is it a time management thing predominantly? Where do you prioritize things so that you have that balance across the board, between business, family, and personal time?

Aaron Hinde: Yeah. Well, the main thing that keeps me in balance is my wife, because if I get too out of balance, she lets me know. You know, the key to not having that talk, that the guys out there would know that I’m talking about that are entrepreneurial, because I’m sure we’ve all had it at one point or another. The biggest part is being present. When you are present in the moment on what’s going on it doesn’t matter if you’re spending five or ten minutes a day with your kids versus two to three hours a day. It depends on what the intention is with that time. How connected are you with that individual?

Look. The bottom line is that life is about relationships. You know? Those relationships are being nurtured by being in tune and attentive to what’s coming out of that person’s mouth, to their body language, to their energy, and letting your innate intelligence take over and develop and nurture those relationships. We call it, here at LIFEAID, making deposits to the emotional bank account. As long as you’re consistently making deposits to those emotional bank accounts you can afford to make a withdrawal once in awhile, and it’s still okay. You still have a very positive balance. Right? If we’re not making those deposits and then we start having some withdrawals, we get in trouble. Making sure every emotional bank account has more deposits than withdraws, and that’s relevant to personal, and spiritual, and professional, and so on, and so forth.

I think also the other important thing is always play the long game in all of those aspects of life. Don’t think short sighted. Play the long game, because even if you die tomorrow, playing the long game still yields better results in the short term than anything. Always play the long game. Too many, especially entrepreneurs, when you’re young, and naïve, and short on cash it may be easy to be tempted by taking shortcuts, but that’s never the way to do it.

Mycal Anders: Sure, man. It’s a very interesting point that you brought up, because you express the quality over quantity, because I think too many people, especially in the entrepreneurial space or when you’re pursuing something greater than what you currently have, equate balance to time served, as opposed to the quality of the time that you actually have in one aspect versus the rest of them. Too many people express being out of balance, because they’re at work 8 to 16 hours a day, and only home for dinner, and then going straight to bed with their family.

They consider themselves out of balance, because of the lopsidedness of the hours at work versus the hours at home, when in actuality if you have a quality 5 to 10 minutes at home with your spouse, and your kids, or whatever, going back to the intent of it all, that’s where the power is, and that’s where you’re able to, in a minimal amount of time, make a huge emotional deposit into that bank account that you were just talking about. At the same time, even though you’re not home the majority of the day, you’re still getting the biggest bang for your buck, so to speak, in the other aspects of your life while you’re committed to making things happen on the business side.

Aaron Hinde: Yeah. The consequences of not being present in the time that is allotted (at home) has negative byproducts in as much as then when you’re at work for that 14, 15, 16 hours instead of being present for your clients or your business and crushing that, all you’re thinking about is how you’re a total F-up at home and how you should be at home more. Right? Now you’re dis-servicing two areas, not just one.

Mycal Anders: Right. How long did it take you to figure that out? I know for me personally when I opened the gym I had to get a coach to help me figure out that the time versus the quality spent, they’re not synonymous. If you focus on the quality of time spent, it far outweighs the time. How long did it take you to figure that out?

Aaron Hinde: I’m still figuring that out. You know, that’s the truth. It’s like I don’t have all the answers. I mean, I see a lot of the answers with clarity. I think any part of truly transforming or evolving to our next state of being and awareness has to do with understanding things, kind of mentally processing, understanding that, yeah, that sounds like that is a truism, and then talking about it, having it become part of your vocabulary, and then taking action upon it. Then when you take action upon it long enough and it yields results it becomes very visceral. Then you just know it to be true, and it’s just how you do things.

I do things today, like what that looks like is much different than 5 years or 10 years ago, from how I wake up, how I start my morning, what that morning ritual looks like, how I approach people with abundance instead of scarcity, my attitude, my mindset, my recognition that everything is happening for a reason. Everything that I say or do or that happens in my life is steering me, or pulling me I should say, to make a right turn instead of a left. That has eternal consequences as a result. Being much more in tune and open to what is my calling? What am I here for? Let me be true to that. When I’m true to that I don’t have stress in my life. There’s not resistance. When I’m fighting what I know to be right for myself and for my path, that causes resistance. That causes a lot of gray hairs, like you can see. I’ve got some war wounds … right here. It causes undo stress.

Mycal Anders: I know you mentioned your wife as one of your support systems that you use in life. Starting out early in your business, did you find value in surrounding yourself with mentors or a positive network to sort of bounce those ideas off of as you were initially getting everything going?

Aaron Hinde: It’s essential. It’s necessary. It’s essential. I don’t know of anyone that I would consider successful that doesn’t have mentors, not one person. I talked about a little with this evolution that happens in all of us at the different aspects and stages of our life, from personally, and professionally, and spiritually, and physically, and so on, and so forth. CrossFit’s a great example of that. It can take someone at their worst physical condition and put them in their best physical condition in a very short amount of time. It’s powerful. Having mentors, I think what attracts us to any given mentor at any stage of our life is they are a living, breathing example of that next evolution of where we know we need to go. Right? There’s no better way to get to that than see how people that are already there are living.

Mycal Anders: True.

Aaron Hinde: At the same time I think we have an obligation to be reaching behind us at people that aren’t quite as along the progression as we are in various aspects of life, and bringing them up with us, and helping them. We have that same obligation. That’s why when you find the right mentors that click it’s not efforts for them. There’s no resistance. They understand that they’re giving back, just as someone gave to them. It’s a never ending cycle of abundance of knowledge being passed from basically generation to generation, not necessarily linked to your family. That’s what’s great.

Mycal Anders: What are some of the qualities that you personally look for in mentors? Do you have specialty mentors, like in sports you have a kicking coach, a linebacker coach, and then a head coach who oversees everything, or do you pretty much have a specific head coach who kind of guides you through all the phases for a specific season of your life? Where are you at with the coaching process in terms of what you seek in mentorship right now?

Aaron Hinde: Yeah. I definitely have specialty coaches for various aspects. I mean, you know, my priest, who I go to on religious and spiritual issues, is not the same person per se that maybe guides me in marketing. What is consistent amongst all of my mentors and coaches is the focus on the who, not the what. What I mean by that is who they became when they grew up, not what they became. It’s not a matter if they became a marketing coach, or a priest, or a whatever, but the type of person they are. I always look for people of the highest integrity that are completely ethical and transparent. I’m not looking for saints. Everybody has made mistakes, but again, it’s a process. We’re evolving, so I look for quality people from the inside who happen to specialize in X, Y, Z area.

Mycal Anders: Right on.

Jeff Thornton: That’s so interesting, because as we started diving more into coaching, … were talking, because I just hired my first business coach, and we were talking about just standard education where somebody came up to me and they said, “I paid $10,000 for my business coach.” To me I looked at that investment and said, “Look what I …” You mentioned they’ve already been to that point of success where I see, “Okay. This is the next level I want to reach,” but then you have people who are doing the traditional school system, and they looked at that, and they came up and said, “You know, that’s expensive for paying for a coach.” They failed to look inside and say, “I’m paying three times as much as you are in a semester to get information that I may not use in my life.” How do you sort of structure your thought process and teach people around you that mentorship is the way to go, and coaching is the right step if you want to level up in ever aspect of your life, whether it’s business or personal?

Aaron Hinde: Yeah. I mean, just to real quickly touch on the education piece, I’m in no way anti-education. I got nine years of post high school, four years of undergrad with economics, another year with science, and then four years of chiropractic college, and $200,000 in student loan debt, which thank god I just paid off a few months ago.

Jeff Thornton: Congratulations.

Mycal Anders: Congratulations.

Aaron Hinde: Yeah. Thank you. Thank you. Which is a huge burden lifted off your shoulders, and not to mention the opportunity cost of those nine years. What could I have been doing instead of in school for those nine years? Again, everything happens for a reason. I wouldn’t be here if I didn’t have that background. Now, when I have my discussions with my kids they’re very aware of the cost of school, what they can get from free podcasts like this one, from a 10 or $12 book, from a $2,000 weekend seminar, from a 10, 20, 30 thousand dollars coach. Right? Exponential value. You know? You’re right.

I think it’s this weird, little hang up sometimes that people have that are, quote unquote, educated from the traditional sense like, “How could you spend that much on this?” You’re like, “Well, what are you talking about? You spent four years, six years, eight years, nine years of your life. How much did that cost?” You know? I have literally learned more from my coaches, and mentors, and weekend seminars, and podcasts, and books, millions of dollars worth of education for a fraction of the cost. There’s no harm in doing both.

I mean, I don’t have a hang up with going to college, if that’s what you’re called to do. There’s a lot of benefit from networking, and the social benefits, and that kind of thing, but as far as real education and implementing things, that’s what you’re going to get working in a business. I’ll take someone with four years of experience in an industry over a four year degree over that subject matter any day of the week. You know? Those are the type of people we hire. We’ve got a lot of educated people here, but we’ve got people educated with street smarts, and that’s what really matters.

Jeff Thornton: I think that where the rubber meets the road in terms of formal education versus the school of hard knocks, seminars, podcasts, and experiential education is number one, what you stand to gain. In the formal education system you’re learning a lot of the technical, but not necessarily a lot of the application of that knowledge. On the other side, when it comes to the investment of a mentor and stuff like that, where I see the immediate difference is when you invest in a coach or a mentor you’re given immediate action steps to implement.

It’s really up to you how fast you get that return on investment, whereas in the traditional education, and I’m speaking from a mentorship standpoint, as we take undergrads in exercise and wellness through our internship program at CrossFit PHX, if I have them write a program, they can technically show me how to turn a housewife into a supermodel, but then we step out on the floor and I’m like, “All right. I need you to tell me what’s wrong with their squat and how to fix it,” and they look at me like a deer in the headlights.

That’s where the rubber meets the road. Your true education, from what I’ve found years and years later, post masters degree and all that good stuff, like you said, it took that to get me here, so I definitely appreciate that education. It comes from the application. Then, like you said, teaching those behind you and helping them progress past … so that they don’t have to necessarily stumble over the same hurdles that you did.

Aaron Hinde: Yeah. I mean, where the rubber meets the road in both a traditional education sense and what we’ll call alternative or what basically everyone’s doing today is really in implementation. I mean, I have a couple acquaintances that have listened to every podcast of significance there is, have read every book of significance there is, could quote in and out of everything that they should do, but two pp lin particular that I’m thinking of, they never take any action. You know? That’s why lawyers and CPAs tend to make horrible entrepreneurs, because they overanalyze and never take action. You could be in that boat and be privy to kind of the new way of learning.

Where the rubber meets the road is Zuckerberg was in traditional college until he took action, and that action ended up making him drop out, from what I understand, but still, he took action. You can take action in a traditional system or an alternative system. The nice thing is with the new system it’s a lot cheaper in both time and money typically. You’re getting immediate feedback, so you can take action, like you said, on something today and get results tomorrow. That’s the great thing about the new media for testing ideas and advertising and seeing if something’s going to get traction or not.

Mycal Anders: Do you think that society is in line with that, that not necessarily the traditional education system is bound to crumble, but do you think that inevitably it’s going to have to revamp its structure to keep up with the alternative side?

Aaron Hinde: Yeah. I mean, it’s all economics. People in California out here are freaking out about the environment, and we’re all going to be underwater here in a few years. I said, “Look. The economics drive everything. They’ll always drive everything. As soon as it’s cheaper to have alternative energy than fossil fuel, guess what? We all switch to alternative energy. It’s already happening.” You know, with less people theoretically enrolling in a traditional sense and getting alternative education for cheaper it’s a matter of time before … Information is free. What’s the setting, the traditional college setting providing you? It’s providing you with information. Well, information is free now. What can you learn in that classroom that you couldn’t learn for free with a YouTube video, or lecture, or online?

The model has to change. I think the economics are going to drive it to change from basic supply and demand. There’ll still be demand for … I could take a paid piece of content and the exact same free piece of content. I’m always going to get better results on the paid piece, even when the information is identical, because when people pay for something psychologically they’ve already made the first step in committing to it. There’s going to be some type of a hybrid model that evolves out of this that’s much more reasonable from a fee base, that doesn’t make people indentured servants to pay off their student loans, like I was, for the rest of their lives. If it wasn’t for LIFEAID, I’d still be paying on these student loans until I was 60 years old at a $1,000 a month. Do you believe that? It’s ridiculous.

Mycal Anders: That’s crazy. What’s so interesting, going back to you talking about the paid advertisement versus the free advertisement and getting more value, or the free content versus the paid content, talking in a mastermind sense, I imagine you go to several masterminds a year. Am I correct?

Aaron Hinde: Yeah. Quite a few.

Mycal Anders: Do you find it more beneficial or do you find that you surround yourself with more high level thinkers that pay to go to seminars, rather than to all, like a free seminar? Have you found more value in paying for those?

Aaron Hinde: Yeah. Look. When I was a chiropractor I was very influential I guess in the community and kind of worked on the who’s who. I went to all the Chamber of Commerce, and Exchange Club, and all those things that a lot of small business owners go to. Right? Here’s the problem with that setting. You poll the 50 people in a Chamber of Commerce room and say, “Hey. Raise your hand right now if you’re here to sell something.” All 50 people put their hand up. Then ask the next question, “Who’s here to buy something?” Nobody puts their hand up. Talk about an issue with supply and demand, but that’s the environment most of us are trying to market in? It’s ridiculous.

When you’re going to a high level event that people have paid big money to it’s a much different attitude and atmosphere. People at that level understand that in order to receive we must first give, and so they’re coming forward with their best practices, what’s working. They’re not coming from a scarcity mindset. Therefore, the quality of conversation, the quality of deals that happen is on a whole nother level, but unfortunately you have to screen out kind of the bottom dwellers to get to the real cream there.

Mycal Anders: I think that’s a very interesting point, because you and I wouldn’t have this relationship had it not been for that mastermind that you and I both invested in.

Aaron Hinde: That’s right.

Mycal Anders: When you and I met I was on the fence as to you or your competition, who was going to serve my community best? You know, your competition has a lot of people out there doing a lot of door to door, B2B footwork in and around our community, but what I found in that mastermind, it allows you to instead of going through three layers to get things done, you and I had a simple conversation. You told me everything I needed to know about FitAid and the value that it brings, but above and beyond the product, knowing you was hands down the differentiator. I got to meet the man, so to speak, the decision maker. Even though you have an extremely quality staff beneath and around you, if I need something to get done right now, because of that mastermind I can just shoot you a text and it gets done. You know?

Aaron Hinde: That’s right.

Mycal Anders: That’s the value of that investment is the networking potential, but at the same time, prior to doing the deal and me purchasing a product from you, we had two or three discussions about how to make CrossFit PHX better from the customer service standpoint. You gave me quite a bit before I ever purchased anything from you.

Aaron Hinde: Yeah. I think that comes back to what we were talking about earlier and playing the long game. Life is driven by relationships, and sometimes you think that, “Oh. I’m so far behind. My competitor’s got twice as many members as me,” or, “They’re doing this,” and, “They’re doing that.” It’s easy to get caught up in that jealousy scarcity game, but if you don’t get caught up in that and you control your thoughts … That’s the biggest challenge for most of us is we let our minds control us, and we don’t control our minds, but if we control our thoughts, recognize that, and change our thought process, and focus on delivering value first and foremost, nurturing these relationships over the long run, then what happens over the long run is a transformation will ultimately take place. It’s one of those truisms. You know? It’s we have to avoid short-term thinking, that short-term mentality and always focus on nurturing, and developing relationships, and providing value.

Jeff Thornton: Where is that mindset? I really love that you have the abundance mindset. Where does that come from for you? Is it something that you continue to mature as you’ve read and grown in your life, or does it come from your childhood?

Aaron Hinde: You know, a little of both. My childhood, as nurturing as it was, I still heard things like money doesn’t grow on trees and so much of that stuff that … I mean, I came from a family with six brothers and sisters, seven kids. Even though my dad made some decent money … He was in a fee for service model and a lot of kids to feed. I never flew on an airplane until I went to college was the first time. There was some of that scarcity mindset I think growing up, like most kids have, but that’s not something I want to pass on to my kids. I have to be very conscious if I find myself in saying something in a scarcity mindset. Thankfully I’ve got Orion, my business partner, and my wife to call me out, and I encourage people to call me out.

It’s been a progress. It’s part of that evolution. It comes from books and the right mentors. I don’t know anybody that I would consider successful … When I say successful I don’t mean they make a ton of money and they drive a nice car. That may be one aspect of it, but when I say successful I mean well rounded in their relationships with their significant other, and their kids, if they have any, with their employees and team members, that their product or service has with their consumer base and community. All of these aspects are factoring in as my definition of success. I don’t know one successful person that does not come from an abundance mindset.

Jeff Thornton: Mm-hmm (affirmative). It’s true. It’s the honest truth.

Mycal Anders: Would you say that your inner circle, so to speak, kind of mimics what you look for in mentors, in terms of who you surround yourself with on a consistent basis?

Aaron Hinde: Yeah. Absolutely. Absolutely. I always try to surround myself or I’m attracted to people that are at least on level or multiple levels ahead of me in this journey of life in at least one aspect of life. Right? Any time I know that I engage with them I’m progressing. Again, that’s the key. One of the keys, another truism is keep moving forward. You know, we cannot afford to be stagnant. I remember talking to my priest years ago. I’m Greek Orthodox, and my priest years ago, and he said, “The spiritual struggle is like a salmon swimming up stream. As long as it continues to swim upstream, it’ll reach it’s destination, the spawning ground, but even if it takes a short rest and just stops swimming, what happens? The current takes it back the other way.” We always have to be moving. We always have to be struggling, recognizing that as the book I just read, The Obstacle is the Way, the obstacle is in fact the way. Don’t look at these challenges in life from a negative perspective. Look at them as necessarily.

Mycal Anders: Sure. Sure. Speaking of books, give us your top three as of late, something that a must read for people that are looking to if not become entrepreneurs, but live life to the next level. What are your top-three (book recommendations) right now?

Aaron Hinde: Well, the number one I always recommend is Cialdini’s book, Dr. Robert Cialdini, Influence. If you haven’t read it, it’s a must read. There’s so much that happens in our personal relationships where we’re making unintended withdrawals from the emotional bank account. A quick example of that is I helped someone move over the weekend. Everyone knows moving’s a pain and lifting furniture. They call me up on Monday and say, “Oh, Aaron. Thank you so much. You’re my only friend that showed up. Thank you for helping me move.” The worst thing I could say to them would be, “Oh. No problem,” because they’ve put me up on a pedestal, and I shut it down like, “Oh. No problem,” or, “I’d do it for anybody.” That wasn’t the intent of my response to that compliment, but subconsciously I’ve taken a withdrawal from that bank account, instead of a deposit like it should have been made. I think a lot of human interaction is misinterpreted, and especially now that a lot of it is happening away from one to one communication. It’s happening digitally through email, and texting, and that kind of stuff. Cialini’s book is a must read.

I really enjoyed Ego is the Enemy this year, which was a good read for me. You know, always struggling kind of on the spiritual side to not be driven by pride or overly a sense of accomplishment, keeping that in check, that was a good one, Ego is the Enemy. Gosh. The third I’m going to give a recommendation, because I know it’s good. I haven’t even read it yet. It’s sitting on my desk. It’s Tools of Titans by Tim Ferriss.

Mycal Anders: Oh yeah.

Aaron Hinde: The caliber of the guests he has on the podcasts and that this is a synopsis of all the takeaways, I’m sure it’s going to be awesome. I’m looking forward to it.

Jeff Thornton: Tim Ferriss, any book that he produces, I think, like you said, it’s a must read. For him to drop Tools, I heard that thing is as thick as an encyclopedia …

Aaron Hinde: It is. Yeah.

Jeff Thornton: They say it was more like the books you put on the table. You sit back and just read a couple passages a day.

Aaron Hinde: Yeah. I’ve met Tim a couple times, and he seems like a legit guy and is really creating a unique tribe. You know? Reminds me a lot of CrossFit actually in a lot ways, his tribe and the way his tribe responds. He’s done a great job and as far as I can see is a quality human being.

Mycal Anders: Yeah. We have a couple of people in our circle that are in that book right now, not like depicted in the book, but reading it right now. Whatever The 4-Hour Work Week did for people, this takes that to the next level.

Aaron Hinde: Oh. Awesome.

Mycal Anders: Yeah. Yeah. Going back to that abundance mentality, what are some of the mechanisms you have in place to keep you in that mindset, especially in the very beginning when you’re just not like that, when you’re not an eternal optimist, when you don’t feel like the universe is acting in your favor? How does that become a lifestyle for you?

Aaron Hinde: It’s a challenge, and it’s a constant challenge. I mentioned head talk, specifically negative head talk. We all have to deal with that from previous programming. You’re not good enough, whatever it is, that head talk, in order to come from an abundance mindset you have to change the head talk. Step one is not just wishing it to go away, because we all know that’s not the way it works, but recognizing it when it’s happening in your head. You go, “Ah. I know what you’re doing. I’ve heard this story before,” and kind of laughing at it, recognizing and laughing at it, discounting it, going, “That’s not accurate. That’s not accurate. I’m not going to let myself think like that.” You start catching it frequently enough, then all of a sudden you stop that negative head talk, and then you can start replacing it.

It’s like a vacuum was created. Now you can start replacing it with abundance. Then you start to act on that. Even though you may not totally believe it, you start to act with an abundance mindset. Maybe I leave a 25% tip instead of 20%. Right? I’m like, “I’m okay.” I still made my bills the next month. Start to have those different practices, and with that over time I think the thought process can evolve, and you start coming at things from a more abundance perspective. You got to start with your thoughts.

Jeff Thornton: Sort of to keep that mindset of your thoughts, of creating your reality, what are some daily practices or rituals that you do from the time you wake up to the time you go to sleep that keep you going, keep you consistent?

Aaron Hinde: Yeah. I like this one. Some of it I took from my buddy Hal Elrod’s Miracle Morning book, and I pieced it together from various sources. I’ll typically wake up around 6:00 AM, and immediately I’ll drink a full glass of water. Then I’ll spend five minutes and fill out the Five-Minute Journal, which I’ve found to be an excellent tool. Basically in the five minute journal you’re writing down three things that you are grateful for every day, three things that would make today great, and then one self affirmation. Okay? It’s really a great mindset tool to get you appreciating not only the big things that are happening, but a lot of the little things, and then setting your intention for the day, which helps manifest itself.

After that I’ll take a shower. At the end of my shower I’ll do a full 30 breath cycle of Wim Hof breathing. I only do one cycle, because I do it in the shower. In case I got light headed or passed out, I don’t want to crash through the bathroom, but I’ll do Wim Hof breathing. I’ll hold my breath for about a minute. Then when I’m getting towards the tail end of my breath hold I’ll slam the hot water off and I’ll cold plunge for about 30 seconds to a minute. That’s kind of on the Wim Hof side of things. Yeah.

Then I’ll usually make a fresh, green smoothie with some of the fruits that I’ve picked from our garden over the year and from our orchard and start the day off with my commute in. I drive along the ocean after I drop my son off, and I’m usually listening to a podcast of Audible. Then I get to the office, and kind of review my journal that I take with me everywhere, and align that with the intentions I set in the morning, and get to work.

Jeff Thornton: Beautiful.

Mycal Anders: That’s awesome man. I’m starting to ask everybody this question, because I just find it so phenomenal. Mike Bledsoe actually re-introduced me to the Perfect Day Exercise. Have you done that yet, or do you do it regularly?

Aaron Hinde: I have done it. I’ve done it several times. I don’t do it regularly, but it is a phenomenal exercise. I mean, we just had our last team meeting of the year this morning with our entire team. One thing we do, that we’ve done all quarter, when we set our quarterly goals is we write a futuristic kind of State of the Union, and we read it every meeting. It goes like, “Wow. It’s the end of 2016, and it’s been a fabulous year. At the beginning of the quarter we had challenges with …” and it goes into extreme detail on every aspect of the business, and it’s basically a perfect day for each quarter. It’s amazing how much of that … Every quarter we do it we hit 95% of the goals that are basically outlined in that document. It’s powerful, putting words on paper, visualizing that coming true, and taking consistent steps over time on a daily basis to get you closer and closer to those goals.

Mycal Anders: Awesome, man. Awesome. Well, I know you’re busy, and you got a lot going on. I want to leave you with two questions, and I want you to answer them on any level, mental, physical, spiritual, what have you. Give us one thing that you do each and every day to feed yourself, kind of get the ball rolling and put you in the right mindset for your intention for the day. Then give us something that you do each and every day to fuel you and keep that fire burning into the wee hours of the night, before you turn it off and shut your eyes at night.

Aaron Hinde: Uh-huh. Really a tool to get me going, if you haven’t looked into the Wim Hof breathing, I’d highly recommend your audience do so. When I do the Wim Hof and then do the cold plunge it’s very euphoric. I forgot to mention I also do the Bulletproof Coffee in the morning. I set aside five minutes of prayer every morning and meditation, but that Wim Hof breathing really has just been a game changer for me and just kind of jumpstart my day. You know, some days you’re like, “Oh. I’m dragging a little bit,” or you have your cup of coffee and it doesn’t quite feel like it’s kicked in, that mental block. It just starts my day off, where I feel very in the zone and alert.

Then to wind down my day … I live up in the mountains, in Santa Cruz Mountains, off the grid. I don’t have a … tie in. I got my own well. Just coming home, and looking up at the stars, and breathing the clean air, and really resetting myself that I’m very thankful for everything that I have in my life. Just coming back from Thailand and just seeing some of the poverty and the garbage everywhere, and just being thankful, like, “What a great, clean, beautiful environment I get to live in.”

Jeff Thornton: That’s awesome, man. I really love your mindset and appreciate your time today. Where can the community go and support anything that you’re doing personally, in your business, any initiatives that you have going? We’ll link this all up I the show notes, but where can we go support you in anything that you have going?

Aaron Hinde: Yeah. I appreciate it. All of my personal, social handles are just my name, A-A-R-O-N H-I-N-D-E, Aaron Hinde. Then if you haven’t checked out our website, please do so, We’re really rolling out this year into a lot of conventional channels, so we’ll be in all of the Whole Foods in April, all the Sprouts by March, five divisions of Safeway. If you can find us at your local box, please support us in the retail environment. Check us out on social media. We have individual social handles for all of our lines. On social media real quick, if you’ve got a business, always focus on value added content first and foremost, and pitching should be secondary. I’d recommend a 90/10 or 95/5 percentage value added content to pitching. Too many businesses out there just pitch, pitch, pitch, without adding value first.

Mycal Anders: That’s beautiful, man. Hey. We really appreciate you being with us today. Like we said when we opened the show, Matt, I really value, we value, your friendship and your time, man. Thank you so much.

Jeff Thornton: Thank you so much.

Aaron Hinde: All right, Mike, Jeff. I appreciate it, you guys.

Mycal Anders: Definitely.

Mycal Anders: For those of you guys listening, make sure you support all that Aaron has going on with FitAid and LIFEAID. Big ups of the progress that you’re blasting into 2017 with. As always, we truly appreciate you exposing the elephant with us. Thank you for allowing us to be a part of your journey, as we’re ever thankful for being a part of yours. Until next time, guys, Feed Me Fuel Me.

Jeff Thornton: That’ll do it for today’s episode with our special guest, Aaron Hinde. If you want to check out everything Aaron has going and his company, LifeAID Bev. Co, go check out the full show notes at Also, be sure to connect with us on social media, including Facebook, Snapchat, Instagram, and Twitter @feedmefuelme. We would love to hear from each and every one of you.

If you found this episode inspiring in any way, please rate, comment, share, and subscribe, so we can continue on this journey together. Also, be sure to share it with your friends and family on social media, including Facebook, Snapchat, Instagram, and Twitter, or any other social platforms that you use. We really appreciate you spending your time with us today and allowing us to join you on your journey. We would love to hear your feedback on this episode, as well as guests and topics for future episodes. To end this episode we would love to leave you with a quote Jim Rohn. “Motivation is what gets you started. Habit is what keeps you going.” Thank you again for joining us, and we will catch you on the next episode.

You can follow Aaron Hinde on Instagram: @AaronHinde

> > > Live well.

How Big Tobacco Hooked Children on Sugary Drinks

Article by Andrew Jacobs | The New York Times | March 14, 2019

Researchers combing through archives discovered that cigarette makers had applied their marketing wizardry to sweetened beverages and turned generations of children into loyal customers.

What do these ads featuring Joe Camel, Kool-Aid Man and the maniacal mascot for Hawaiian Punch have in common?

All three were created by Big Tobacco in the decades when cigarette makers, seeking to diversify their holdings, acquired some of America’s iconic beverage brands. They used their expertise in artificial flavor, coloring and marketing to heighten the products’ appeal to children.

That tobacco companies once sold sugar-sweetened drinks like Tang, Capri Sun and Kool-Aid is not exactly news. But researchers combing through a vast archive of cigarette company documents at the University of California, San Francisco stumbled on something revealing: Internal correspondence showed how tobacco executives, barred from targeting children for cigarette sales, focused their marketing prowess on young people to sell sugary beverages in ways that had not been done before.

The archive, known as the Truth Tobacco Industry Documents, was created as part of a settlement between major cigarette companies and states that were seeking to recoup smoking-related health care costs. The researchers published their findings on Thursday in the medical publication BMJ.

Using child-tested flavors, cartoon characters, branded toys and millions of dollars in advertising, the companies cultivated loyalty to sugar-laden products that health experts said had greatly contributed to the nation’s obesity crisis.

At a time of mounting childhood obesity, with nearly a third of children in the United States overweight or obese and rates of type 2 diabetes soaring among adolescents, the study’s authors said it was important to chart how companies created and marketed junk food and sugary drinks to youngsters.

“We have a chronic disease epidemic but we don’t understand the vectors very well,” said Laura A. Schmidt, an author of the study and a professor of health policy at U.C.S.F. School of Medicine. “These documents help us understand how food and beverage companies, using strategic and crafty tactics, got us hooked on unhealthy products.”

R.J. Reynolds and Philip Morris no longer own the drink brands and declined to comment, as did the companies that later acquired the brands.

Experts said tobacco executives had a keen appreciation for the importance of earning customer loyalty at an early age. Jennifer Harris, who studies corporate marketing at the Rudd Center for Food Policy and Obesity at the University of Connecticut, said introducing sweetened beverages to young children can have lifelong implications.

“If a kid gets used to drinking Kool-Aid instead of water, they are always going to prefer a sugary beverage,” said Ms. Harris, who was not involved in the study. “And the advertising creates positive associations with these products in the minds of children.”

Hawaiian Punch, as in this ad from the 1950s, was originally marketed to adults. Punchy is nowhere to be found.

Before its atomic red, sweet bouquet came to dominate school cafeterias and birthday parties nationwide, Hawaiian Punch was sold as a cocktail mixer for adults and came in only two flavors. After purchasing the brand in 1963 from the Pacific Hawaiian Products Company, R.J. Reynolds rebranded the beverage for children, according to company documents. Executives expanded the repertoire of flavors to 16, and discontinued Amber Apple, a product favored by mothers, after taste tests with children found they preferred Red Apple.

An ad from the 1960s. Credit via Alamy

The centerpiece of their marketing efforts was Punchy, a cheeky pugilist splashed across schoolbook covers, Sunday newspaper comics, drinking cups and branded wristwatches. In the 1960s and ’70s, Punchy made frequent appearances in television ads that touted the drink’s generous supply of vitamin C, but made no mention of the prodigious sugar content that kept children coming back for more. (Even today, Hawaiian Punch contains five percent fruit juice and a single serving has 14 grams of sugar — more than half the recommended daily limit for children.)

In 1973, RJR World, the company’s in-house publication, extolled Punchy’s “instant eye-appeal” and described him as “the best salesman the beverage has ever had.”

Ad from the late 1960s, with Punchy extolling the drink’s wholesomeness.

That same year, R.J. Reynolds introduced pop-top eight-ounce cans — “perfect for children,” according to company documents — that provided an alternative to the mammoth 46-ounce metal canisters that had to be punctured by a grown up, armed with a can opener.

By the 1980s, the brand was pulling in $200 million annually, with growth fueled by the introduction of child-friendly juice boxes (“A handy little carton that comes with its very own straw,” promotional material said.) as well as Hawaiian Punch as a shelf concentrate, a frozen cylinder and powders that could be mixed with water.

Dr. Schmidt, one of the study authors, said the marriage of tobacco companies and sweetened beverage brands was about more than marketing. Cigarette companies were frequently introducing new flavored products, and many of the chemicals that went into cherry-scented chewing tobacco and apple-flavored cigarettes found their way into children’s drinksA 1985 company report attributed the success of Hawaiian Punch to R.J.R. scientists who had created “a beverage formula starting from our knowledge of flavors we already produce or have in our flavor library.” The goal, the report said “is to leave people wanting more.”

A Kool-Aid ad from the 1940s. Credit via Alamy
A version of the Kool-Aid Man making an early appearance in the 1950s. Credit via Alamy

Flush with cash, and with the prospect of government regulation mounting, cigarette companies accelerated their purchase of food and beverage companies. In 1985 Philip Morris, impressed by R.J.R.s success with Hawaiian Punch, applied the same marketing techniquesto Kool-Aid, which it acquired when it bought General Foods, according to company documents.

A 1986 ad for Kool-Aid reflected the company’s new focus on marketing to youngsters.

For decades, Kool-Aid had been sold in powder form as a cheaper alternative to soda, with ads aimed squarely at penny-pinching housewives. Philip Morris quickly shifted gears by halving its advertising budget for mothers to $10.7 million, and more than doubling the amount spent on children’s marketing to $6 million, according to company figures.

“We’ve decided to focus our marketing on kids, where we know our strength is the greatest,” a company executive boasted at an industry conference in 1987. “This year, Kool-Aid will be the most heavily promoted kids trademark in America.”

The mascot, Kool-Aid Man, was an anthropomorphized glass pitcher who was fond of crashing through walls and fences, sending terrified adults into goofy pratfalls.

The following year, Philip Morris introduced a loyalty swag program, Wacky Wild Prize Warehouse, modeled on the Marlboro Country Store, which rewarded frequent smokers with branded camping gear, clothing and poker sets.

In 1992, a Philip Morris marketing analysis described Wacky Warehouse — a collaboration with toy makers like Nintendo and Mattel — as “the most effective kid’s marketing vehicle known.” By then, Kool-Aid had expanded into a dizzying constellation of frozen pops, bursts, jammers and shots that came in dozens of flavors like Great Bluedini, PurpleSaurus Rex and colors that changed when mixed with water.

A 1966 ad for Tang when its marketing focus was on mothers.

The success with Kool-Aid persuaded Philip Morris it could apply the same marketing magic to Tang, the 1950s-era powdered drink that people of a certain age will recall as the beverage supposedly favored by astronauts. In 1996, Philip Morris, which inherited Tang from General Foods, declared the brand “as dead as the space program.”

The solution: Rebrand Tang for young adolescents.

The company unleashed a wave of television ads that positioned Tang as an “extreme orange breakfast drink for today’s extreme tweens.” The ads featured orangutans on motorcycles and sleepy teens zapped awake by a glass of sugary Tang. The company forged marketing arrangements with Sports Illustrated and Schwinn bicycles and created a loyalty program to rival the Wacky Warehouse.

Tang ended up in the portfolio of the snack food giant Mondelez International, which owns such brands as Oreo, Cadbury and Nabisco. Tang may have lost some of its pizazz in the United States, but it still has broad appeal overseas, especially in the developing world, where it has been creating new flavors to appeal to local tastes. According to the company’s website, Tang brought in $900 million in 2016.

♦      ♦      ♦

About the Author: Andrew Jacobs is a reporter with the Health and Science Desk, based in New York. He previously reported from Beijing and Brazil and had stints as a Metro reporter, Styles writer and National correspondent, covering the American South. @AndrewJacobsNYT

A version of this article appears in print on , on Page B1 of the New York edition with the headline: Big Tobacco Hooked Them Young, on Sugar

> > > Live well.

HindeSight #3: Just One Energy Drink Can Increase Heart Attack Risk

Just One Energy Drink Can Increase Heart Attack Risk

Are your athletes hooked on pre-workout energy drinks with 300mg of caffeine, added sugar and artificial junk? According to this article in Men’s Health, “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...” Save your heart & your health, ditch the excessive caffeine!

Read the full article here.

“We’re all trying to become better, working on ourselves one day at a time. Have faith in the process — you are exactly where you need to be right now.”

—Aaron Hinde

22 Low-Maintenance Keto Recipes to Make This Summer

Summer is finally almost here, and we have 22 refreshingly simple Keto-friendly recipes that will have you drooling — from Caprese Balsamic Grilled Chicken to Keto Goat Cheese Burger with Zucchini Fries, and more!

Find all the recipes here.

Keeping Your Coaches Happy

Unlike a traditional business, most CrossFit and weightlifting gyms rely on owners, coaches and members creating personal relationships with one another. When that breaks down, your gym suffers. Here are some simple steps you can take to keep your coaches and community happy.

Read the full article here.

The Five-Minute Journal

With a simple format based on positive psychology, The Five-Minute Journal is your secret daily weapon to focus on the good in your life, become more mindful, and live with intention. Discover increased happiness, optimism and better relationships.

Check out the journal here.


HindeSight  |  No. 3

8 Incredible Health Benefits of Ginger

Ginger is a flowering plant and its official name is Zingiber officinale. The rhizome, more commonly known as the root, is what you are likely familiar with. The root is spicy and peppery in flavor, with loads of medicinal properties. It’s used all over the world in culinary and clinical applications—both for good reason.

Ginger has been called a superfood time and again, but what makes it so powerful? This root has the following eight superpowers:

1. Stimulates Digestion

…Ginger is your new best friend for supporting everything regarding digestive healthFunctional dyspepsia is the clinical term used to describe upper abdominal discomfort like acid reflux that is thought to be related to slowing of the digestive system. Ginger has been shown to be help these issues.

Ginger helps increase the body’s ability to empty food from the stomach more quickly—known as gastric emptying. With this increased motility in the digestive system, it’s less likely that heartburn or indigestion will occur. In fact, one study of healthy participants showed that taking ginger capsules (1200 mg) with a meal stimulates digestion so much that gastric emptying speed was doubled! Imagine the relief that would come from food leaving your stomach twice as quickly.

The more efficient your digestion is, the more energy you will have because researchers have found that approximately 60 percent of your body’s energy goes to metabolism. If ginger can improve digestion, your metabolism will improve and energy will be more available. This is possible because the quicker you can digest your food, the faster you will absorb the vitamins and minerals from the foods you eat. You will also have less undigested food in your digestive tract; food consumes energy when left undigested. So not only does ginger stimulate digestion by improving symptoms of dyspepsia and speeding gastric emptying, but it also benefits your overall energy levels.

2. Lowers Blood Pressure

High blood pressure (known as hypertension) is a common symptom of the standard American diet, which is high in processed foods. According to the Mayo Clinic, when hypertension is left untreated it can lead to damage to your arteries, heart, brain, kidneys, and eyes. Doctors frequently prescribe blood pressure medications to their patients, but what if you could reduce your blood pressure naturally?

Ginger has been shown to improve blood pressure (in conjunction with medication) by acting as a vasodilator—it expands your blood vessels. This is helpful for increasing circulation in the body, which reduces the overall blood pressure throughout the body. Ginger also contains potassium, a mineral that research has found can help lower blood pressure. According to the United States Department of Agriculture (USDA), ginger contains 415 mg of potassium per 100 g. That’s more than a banana (a food known for being high in potassium), which only contains 358 mg per 100 g.

3. Reduces Nausea

Nausea is no fun. Whether it’s from motion sickness, morning sickness, post-surgery effects, chemotherapy, or pregnancy, nausea is not an experience anyone wants. And when you do experience an upset stomach, you’d give anything to make it end! Enter ginger. Ginger has been shown to be an effective remedy for nausea related to pregnancy and chemotherapy.

Ginger has also been found to reduce the amount of nausea you might otherwise experience when feeling seasick. After surgeries, it’s common for some people to experience nausea and vomiting. The good news is that researchers have found ginger to be an “effective means for reducing postoperative nausea and vomiting.” Not only does ginger provide relief from post-surgery nausea, it can also help cancer patients. In a study of both adults and children undergoing chemotherapy treatments, ginger was found to be effective in providing relief from the nausea that accompanies those treatments. Based on the scientific evidence, ginger is definitely worth a try when you’re experiencing nausea of any kind.

4. Reduces Inflammation

Inflammation occurs naturally even in healthy individuals. It’s a natural and healthy response to protect the body from injuries or sickness. However, when inflammation is excessive or chronic, it can be very damaging. In fact, researchers have found that chronic inflammation is at the root of many common diseases such as heart disease, autoimmune disorders, and cancer.

The active constituents in raw ginger—gingerol, shogaol, and paradol—are responsible for many of the natural anti-inflammatory effects that ginger provides. Ginger has been shown to inhibit the production of pro-inflammatory cytokines (small proteins released by cells to communicate with other cells in the body). Pro-inflammatory cytokines are responsible for the upregulation of inflammatory reactions, meaning that these reactions happen more often in the body. This is directly related to increased inflammation in the body. Since ginger has been shown to reduce the levels of inflammation that those pro-inflammatory cytokines can produce, it’s only natural that inflammation will decrease, too. This is a big deal! Because inflammation can run so rampant in the body—especially with a poor diet—ginger is a great way to help reduce the overall amount of inflammation in the body. If you’re experiencing an inflammatory condition, ginger is a natural and powerful anti-inflammatory remedy to try.

5. Antibacterial Properties

If you aren’t convinced of the medicinal properties of ginger yet, you will be now! Researchers have found that ginger is an effective antibacterial for many drug-resistant bacteria in clinical applications. In their study, the researchers stated that “ginger has great potential in the treatment of many microbial diseases [such as Bacillus and E. coli].”

The antibacterial benefits don’t stop there. In oral health, two types of ginger have been shown to inhibit the growth of pathogens that contribute to periodontitis (inflammation of the gums that is caused by gum bacteria). The antibacterial properties that ginger possesses show that food truly is medicine.

6. Blood-Sugar Regulator

Diabetes is the most common disease of the endocrine system. Type 2 diabetes accounts for more than 90 percent of diabetes diagnoses. One of the causes of diabetes is chronic hyperglycemia—the clinical term for high blood sugar. If you can regulate your blood sugar levels, you will be less likely to experience chronic hyperglycemia that can lead to diabetes over time. One study showed that supplementing with ginger reduced fasting blood sugar levels as well as hemoglobin A1c levels.

If you can keep your A1c levels below 5.7 percent, then you are in the normal range. Since ginger reduces blood sugar levels and A1c, it’s safe to say that ginger helps regulate the mind-body system to keep blood sugar levels in check and prevent chronic hyperglycemia.

7. Reduces Menstrual Pains

Many women know how debilitating menstrual pain can be. There are over-the-counter pain medications dedicated to this specific pain, but ginger may also provide relief.

One study found that ginger is as effective as ibuprofen in reducing the pain associated with dysmenorrhea (painful menstruation) in women. Menstrual cramps in the abdomen and lower back are common in dysmenorrhea. That’s great news for women! Next time you experience cramping during your menstrual cycle, give ginger a try.

8. Positively Affects Cholesterol Levels

As stated earlier, ginger is helpful in reducing blood pressure, but it’s also beneficial for cholesterol levels. Ginger has been found to reduce cholesterol levels—specifically reducing low-density lipoproteins (LDL). According to the American Heart Association, “LDL cholesterol is called ’bad’ cholesterol. Think of it as less desirable or even lousy cholesterol, because it contributes to fatty buildups in arteries.” That fatty buildup is known as atherosclerosis and it, it increases the risk of heart attack and stroke.

How to Use Ginger

Knowing all these health benefits of ginger is great, but how can you easily incorporate ginger in your daily routine? Ginger is pretty spicy, so you may not enjoy its taste. Luckily, there are many options for those who love ginger and those who may be new to the root.

  • Fresh ginger root: This is the most potent form of ginger, but also the most versatile. You can slice it and steep it in hot water for tea, mince it into stir-fry dishes, juice it, add it to your smoothies, or even take a slice and suck on it! Dried ginger or ginger juice is great for a mid day snack.
  • Ground ginger: Ground ginger can be used in similar ways to fresh ginger. It can be steeped in hot water for tea or added to your favorite recipes. Powdered ginger is also great to use for baking.
  • Ginger capsules: This is the easiest way to get ginger into your diet—especially if you aren’t a fan of the taste! Ginger capsules, or ginger supplements, are simple. The ground ginger powder is added to a capsule for easy consumption at any time of day.
  • Ginger tea: As mentioned, you can make ginger tea using fresh ginger or ground ginger. But you can also buy ready-to-go ginger extract tea bags at the store. These are great to have on hand if feel nauseated or want to settle your stomach after eating.
  • Ginger chews: Ginger chews are like ginger candies and tend to be more mild in flavor and can be taken anywhere. Make sure to check the ingredients to make sure you’re not consuming unwanted ingredients like corn syrup.
  • Ginger oil: Ginger oil can be taken internally or rubbed topically to treat pain. Ginger essential oil has many soothing properties and is useful to use for massages.

With all the health benefits ginger has to offer and all the different ways you can consume ginger, it’s a no brainer to start incorporating it into your daily life!

*Editor’s Note: The information in this article is intended for your educational use only; does not necessarily reflect the opinions of the Chopra Center’s Mind-Body Medical Group; and is not a substitute for professional medical advice, diagnosis, or treatment. Always seek the advice of your physician or other qualified health providers with any questions you may have regarding a medical condition and before undertaking any diet, supplement, fitness, or other health program.

Two of the blends made by LIFEAID Beverage Co. contain ginger (along with other clean vitamins & nutrients your body needs).

  • LIFEAID Daily Blend – to help reduce inflammation form everyday stress
  • IMMUNITYAID Support Blend – to help defend & boost your immune system

Shop or learn more about all of our products at!

> > > Live well.

GolferAid Athlete Ryan Moore Aces No. 17 at the Players 2019

Just in case you missed GolferAid athlete Ryan Moore‘s epic hole-in-one shot on the 17th at TPC Sawgrass of the 2019 PGA Tour, check out the unbelievable moment here:

Congratulations, Mr. Moore — what a shot!  

♦      ♦      ♦ 

Whether Ryan Moore is on or off the course, he proudly chooses GolferAid to help optimize his performance.

GolferAid provides the clean nutrition you need to help you level up your golf game with the following ingredients:

GolferAid is best enjoyed ice-cold during your next round of golf, 15 minutes before tee-off or at the turn. Each can contains no Taurine, no added caffeine, no sodium, and no artificial flavors or sweeteners. Lightly carbonated with a refreshing Tropical taste, GolferAid is the perfect addition to your golf game for improved performance and recovery. Available at golf courses, pro shops and retailers nationwide.

Click here to learn more about GolferAid and how you can drink clean on the green!

> > > Live well.

All-iN Podcast – Ep. 38: How Aaron Hinde, Co-Founder of LIFEAID, Made It to Success

Transcribed AlliN Podcast from July 16, 2018 with host Jason Phillips

Jason Phillips: This is Jason Phillips and you’re listening to the AlliN Podcast.

When you leave here, guys, go all in on yourself. Go all in on your passion. Add value. Do it every single day. Do it the way you want to do it, and fuck all the noise, fuck all the bullshit. Be you. It’s literally that simple.

Jason Phillips: What’s up, everybody? Welcome back to the All In podcast, as always, brought to you by our good friends at FitAid and Cure Nutrition. Speaking of FitAid, we’ve linked up them officially for a special deal for you guys. If you head over to … That’s … and you use the discount code “ALLIN,” you’ll save $10 off the case of product of your choosing.

Jason Phillips: Oh, as Teddy just reminded me, that needs to be in all capital letters. Head over there. Show them some love. My favorite drink is the FitAid RX, which I think is an affiliate exclusive, but we got plenty of the FocusAid and the regular FitAid flowing at our house as well, so.

Jason Phillips: Speaking of them, and where we’re at today … our guest today is Mr. Aaron Hinde, one of the co-founders of LIFEAID Beverage Company. For those of you guys that don’t know, Aaron was one of the first people I met when I really got into the commerce side of CrossFit. I had been a CrossFit fan for a while. I was doing some fundraising for the Phoenix Rise inside of the Grid League. I went to the CrossFit games, saw this company in the corner of Vendor Village … really small tent. Walked up to them. At the time, I would talk to anybody. This really cool dude just starts chatting it up with me.

Jason Phillips: He’s like, “Yeah, I’ll give it a look and we’ll talk”. A week or two later, he sends me a ton of fucking product. A ton of gear. He’s like, “Yeah, man, we really want stay connected. We’ll support you. We’re not asking for anything. We just want to support.” Right then and there, I knew this guy is going to be successful. We stayed connected. You guys have seen just the meteoric rise of the company, the awareness, what they’ve done. In today’s podcast, you’re going to learn how it was done. You’re going to learn the self-development tools that Aaron uses to keep himself sharp. You’re going to learn the stories of how they almost when bankrupt 12 different times. More importantly, you’re going to learn how culture is really one of the driving forces of their success.

Jason Phillips: To anyone out there looking to create success in any walk of life or in any walk of business, not just supplements, but even coaching, or any other business, listen to this podcast, listen to Aaron’s words, emulate who he is as a person … what he actively purses … and I promise you will walk away with success. Enjoy, and we’ll talk to you next week.

Listen to the full podcast here:

Jason Phillips: Dude, how is Hawaii right now?

Aaron Hinde: Oh, it’s 80 degrees and sunny, like, every day.

Jason Phillips: Is it ever bad there? You’re in Kauai, right?

Aaron Hinde: I’m in Kauai, and Kauai is a garden island. It rains a lot in Kauai. The north shore of Kauai gets more rain, I think, than anywhere else in the world. That’s why it’s so lush and beautiful.

Jason Phillips: No shit.

Aaron Hinde: I’m in Poipu, and they call it sunny Poipu. Poipu literally translates to, “hole in the sky.” The whole island could be raining, and it sunny right where we’re at in Poipu. Poipu is awesome. It’s the southern most part of Kauai, and … great community out here, and the people.

Jason Phillips: Dude, that’s so dope. That’s so dope.

Aaron Hinde: Yeah. It’s awesome.

Jason Phillips: Did you ever, in your life, think, growing up, “There is a time when I am going to kick it for a summer in Hawaii, and just work from there, and still be able to run my huge business.” Was that ever even a thought for you?

Aaron Hinde: I mean, it was a thought, because … Not when I was younger, but in more recent history, you know within the last five years, it was something that I put … You know, I do a lot of positive affirmations, and five-minute journal, and that kind of stuff. One practice that I have is … my bathroom mirror. Every morning, when I get up, it’s three things that I’m grateful for, and then three goals over the next 12 months, and then I refresh it. These are kind of more, like, permanent-type things. It’s not changing every day like the five-minute journal is.

Aaron Hinde: One of them was to spend a month or more here in Hawaii, so it was pretty cool to manifest that, and then make it a reality. The only reason we can do that is because we’ve got a great team, and everyone’s executing, and it makes my job a lot easier.

Jason Phillips: Well, dude, obviously you guys have got a great team that allows you to do that now, allows to create success. You fulfill the needs of a lot of people in the beverage space. Dude, let’s go all the way back to day one, man. I don’t even think I know the whole story. The story, as I know it, is you got into … GolferAid was your first pursuit, correct? That was the first beverage, inside of LIFEAID?

Aaron Hinde: Yeah. I mean, actually, the concept was developed 4th of July, 2010. Orion and I were at a festival, a camp-out that I help organize. Every year … This is actually the first year, because I’m in Hawaii, that I’ve missed it in 16 years. It’s called 3 Degrees. You know, we were handing out supplements to everybody to take because it’s a three-day festival. You’re dancing late, and you get a little serotonin depleted. I was handing out some 5-HTP, and B complex, and magnesium, and things like that.

Aaron Hinde: We had this idea to kind of package those supplements up and put them in a pre-packaged kind of point-of-sale type of packet, instead of having to buy full bottles of all these different supplements. We had that concept. We called it Party Pills, and had this idea. It really evolved over time, and part of it was, you know, we both had small kids, and I was a sports chiropractor for 10 years, so I was constantly trying to get the kids off the high-sugar, high-caffeine, and artificially-laden, you know—quote, unquote—sports drinks. Energy drinks were pumping big at the time.

Aaron Hinde: We started thinking about the Party Pills concept. We said, “Well, shit, if supplements were the way to go, over drinks, then NoDoz would be huge today and Red Bull wouldn’t exist.” Those that are old enough remember NoDoz from the ’90s. It was this supplement you would take to stay up and study, and that kind of thing was basically energy drink in a-

Jason Phillips: Yep. I vividly remember that stuff.

Aaron Hinde: Yeah. Yeah, exactly.

Aaron Hinde: We decided to pivot to drinks, and we had this first drink we were calling RaverAid. Then we toned it down to PartyAid. Then we thought, “Well, shoot, we also go to the CrossFit gym. There’s nothing for CrossFit. What about FitAid? Golf once a week. GolferAid.” In one night, we registered 80 domain names around the “AID.” We even got for $12, believe it or not.

Jason Phillips: Are you guys ever going to release BonerAid?

Aaron Hinde: Not likely, but we still hold the domain, because I just think it’s too funny.

Jason Phillips: I remember one of the products I was invested in early on … Mike Bledsoe, actually … called Max Boners. It was actually called Max Adrenal, but he called it Max Boners. That’s a Bledsoe thing.

Aaron Hinde: I think I was looking at that product for awhile, too.

Jason Phillips: Yeah. Dude, it’s still a great product. Mike still does a phenomenal job with that.

Jason Phillips: Dude, that’s humble beginnings, man. I remember, when you and I first talked, you were at a very small corner booth. I remember … I was out for Grid. Back then, it was NPGL, or whatever the hell it was. We were talking, and I just remember, dude, you were one of the first people just to give it a chance. You were like, “Hey, I’ll look into it.” We kind of created that connection. You obviously have gone from, literally, a corner booth, where you were collecting e-mails and passing out drinks to … now you’re one of the official sponsors of the games.

Jason Phillips: What’s going through your mind back then, and … what are the humble beginnings? What are the first couple of steps, dude?

Aaron Hinde: Yeah. You mentioned GolferAid. PartyAid was the first concept, but GolferAid was our first product to market. We just kind of were looking at the marketplace, and we were members of those three communities. We go to Burning Man, and festivals. We met at a CrossFit gym. We used golf when we had free time once a week. We were a part of those communities, and we looked at it, and there was nothing going on in the golf space for kind of clean, healthy, nutritional beverages. We decided to go with that first, and we got some great traction. We closed about 500 new golf courses in the first 12 months. We, way too quickly, launched FitAid in CrossFit, and PartyAid in the festival scene. All three had different websites, they had … They still have different social media accounts. It was like running three different businesses. I’m talking about outfit changes, and different pitches in different communities. We kept them very isolated on purpose. We didn’t want to cross-pollinate, because a golfer may not be a … A Burner may not be a CrossFitter, and so on and so forth.

Aaron Hinde: It wasn’t until we were running out of cash very quickly, and just didn’t have the bandwidth. Some great advice a marketer gave us that basically said, “Choose a single target market.” We looked at the landscape, and FitAid, even though it wasn’t producing that much revenue at the time, the growth trajectory was the greatest. The acquisition cost to get a new gym on board was the lowest. The reordering frequency was higher than golf, so we decided to push all our chips, all in with FitAid. Around this time, we first started talking. I met Mike Bledsoe. I was always in CrossFit, but I was never in it in it. I really immersed myself in the who’s who of CrossFit, and started slinging cans at competitions. Yeah.

Jason Phillips: Dude, you’ve always been about cans in hands, and it’s almost unique, man. I remember, when I first got into the supplements space a long time ago, just as a fan … I would go to the Arnold Classic and see … You know, “Oh, I can’t wait to go get my hands on all this free shit.” Now I feel like it’s a lost art, in terms of giving out free samples. I don’t know if it’s production costs going up, or what it is, but … your cans in hands initiative, it seems to be working. How are you guys just not afraid to go there? From inventory … I mean, what is it that you know, that no one else seems to be picking up on?

Aaron Hinde: Well, we’re not focused on the short-term. We’re focused on long-term, and lifetime value, and nurturing long-term relationships. Businesses, digital as it’s gotten, and global as it’s gotten, it’s still a relationship game.

Jason Phillips: So true.

Aaron Hinde: That’s the way we were able to combat, at the time, a much larger competitor in the space, by just forming relationships and treating people well, and not burning bridges. Probably we won’t be here today if it wasn’t for one employee at our competitors that pissed so many people off in the space, and was such a dickhead to so many people, that they, by default, came to us, because they wanted to support whoever that guy’s competitor was. I’d say that’s number one.

Aaron Hinde: Number two is knowing your numbers, and knowing marketing, and knowing lifetime value. Then you’re not afraid to go negative. A wise marketer once told me, “He who goes negative the longest always wins.”

Jason Phillips: That’s good.

Aaron Hinde: Being able to have confidence in our follow-up, and the quality of our products, and customer service, and lifetime value … That we’re not afraid to give out cans, or do an offer where we go 15, 18, 20 dollars negative on the front end, because we know we’ll make it up over the next several years, as we convert people off all the garbage that they’re usually consuming and onto something that’s much cleaner, a more functional alternative.

Jason Phillips: Dude. That’s so good. I think, also, what a lot of people may miss in what you just said is … You know, supreme belief in not only your product, but in yourselves. You talked about, inside of that, you just said, you know … just being confident in your follow-up. Confident in the close. Confident in the reorder. You guys knew you had a good thing. You knew you were really good. It takes balls to go into the red. Especially, like you said, at one point you were really low on cash, before you even went all in, like, pot committed.

Aaron Hinde: We almost went BK at least 12 times. Most people don’t understand the burden when you’ve left a lucrative profession, you literally push all in, you’re heavily in debt. I was over a half million dollars in debt, between my student loans … $230,000, and my property went into something … I was taking zero income for a couple of years. Basically, running out of cash and not quite getting the traction you thought you would get, and having friends and family members that you hold very dear, that gave you money, and invested in you, and had a certain level of confidence in your vision. Having employees that have bills that they have to pay. Then looking at the bank account and going, “Oh, shit. Literally, we are not going to make payroll in the next few days unless something comes in.”

Jason Phillips: What does that do? There are so many people listening to this, and … A lot of the audience here is nutrition coaches, but … we can learn from business owners that have been successful, like yourself, no matter what the realm. We’re all going to have trying times. Everyone knows my story. I was literally overdrawn on my bank account when I feel like I finally found success, which is ironic. What is it that you learn about yourself in that time? What is it that enabled you to push through and not give up, not go bankrupt? What’s going through your head at that point?

Aaron Hinde: Ultimately, I truly believe that there is a divine plan. That there’s … Everything is happening, in life, like Tony Robbins says … it’s happening for you, not to you. All the successes and failures of the past, all the trials and tribulations, are all leading up to this moment that we’re living called the now.

Aaron Hinde: Every time, we would almost go under, and then something would come through. A new investment check would come through, or a new purchase order would come through, or we’d have a big e-comm day, or something, where we were able to handle that challenge, and that burden. Sorry, this alarm is going off.

Jason Phillips: No worries, dude.

Aaron Hinde: That gave me more and more confidence, and I think it really gave Orion confidence, because I was always … I grew up with a religious family, and so I’ve always kind of had a faith-based outlook on things. With Orion, because he saw it happen over and over again … I think he really started getting on board. Like, “Look, we are going to make it. It’s just a matter of executing, and being accurate in our thinking. Let’s create some traction. Let’s create a sell story. Something that we can leverage. Something that we can scale.” Just continually moving forward, moving forward, moving forward. Making your big mistakes off-Broadway so it doesn’t sink the ship. Too many people want to go straight to Broadway, and then they spend everything they’ve got, and they push all in, but they were inaccurate about X, Y, and Z, and then they go belly-up. Make your mistakes small, so you can survive them, and learn from them, and move forward. As you continue to grow, you’re just smarter about your decisions. I think that’s the key to success.

Jason Phillips: Yeah. Dude, I completely agree. One of the things I’m fascinated about is … You guys are … I don’t even know how big you guys have gotten, but I know it’s huge. You think back to the days when it was you and Orion, and you were basically wearing all the hats. One of the really key things, I think, inside of growing an empire-sized business is understanding scale, understanding how to hire appropriately, understanding how to expand appropriately. I know you guys have utilized Raj, and lots of team-building type things, but … what is it that’s enabled you to create this culture that people seem to want to be a part of, but not even just that, people seem to want to work so hard for? Every event I’ve been to, if I meet somebody that’s working for you guys, they’re just a fucking great person. How have you guys built that?

Aaron Hinde: Yeah. Great question. It’s a special, unique group of individuals that take extreme ownership for what they’re doing and the brand. The brand is not the products. The brand is every interaction that you have with all of our staff. At events, from our shipping and receiving department, and accounting and finance, to our sales reps, to our field marketing people. That is the brand. The fact that you’re having those types of experiences with our people helps support exactly the type of culture, and the type of people we’re trying to bring on board.

Aaron Hinde: Part of it is, don’t settle. When you’re bringing on team members … We have 72 employees right now. 72 team members. That means every single one of us is 1/72 of the brand. Take that very seriously, and make sure that … I think, if I have to distill down to one concept, it’s alignment. Henry Ford has got a quote that says, “If everyone is moving forward together, success will take care of itself.” If everyone is moving forward together, success will take care of itself. To me, that is an alignment issue.

Jason Phillips: Agreed.

Aaron Hinde: Making sure we’re all in alignment from a cultural perspective, first and foremost, to what we’re trying to achieve on a quarterly and annual basis. You mentioned Raj. We try to gameify, and … and hold people accountable for, you know, “What exactly are you going to get done? How does that contribute to the overall vision and goals of the company?” We just finished a quarter with an 86% completion rate on our quarterly goals, so we’re going to do something fun for the entire time. We’ve got our big retreat, where we bring everybody out in September. We’ve rented five massive houseboats, and we’re going to be out jet-skiing, and wakeboarding out on the lake, and having some great speakers come in to engage at the early part of the day, before we cut loose and have fun.

Aaron Hinde: Creating that company culture, I think, is the biggest thing. That leads to higher retention. That leads to more, you know, a fanatical type of following. That leads to the extreme ownership that you are experiencing at events.

Jason Phillips: It’s really interesting, man. I think that the very first thing you said in that was so key. That every single employee is the brand.

Aaron Hinde: Yeah.

Jason Phillips: I look around, and … Obviously, we’re in the nutrition coaching space and in the education space, and I think so many people in the coaching space want to think that their coaching, their programming, or the macros, or whatever the fuck it is … they want to think that that’s the brand, when in reality, the brand is them. It’s their interaction. It’s their engagement. I actually would agree with you, man. The reason you guys have found so much success is because … just like when I asked that question … every single time I interact with you guys, whether it’s coming off stage at FBS and having Kenny Santucci just, you know, give me a can of FitAid, and be like, “Bro, that was fire,” Or whether it’s seeing you, or whether it’s, you know, fucking seeing whoever at a small throw-down … It’s always good people.

Jason Phillips: That’s always indicative of the culture you guys have built, so … I love that, and I think that anybody listening right now … if they don’t understand that they themselves are the brand, not the their product, not their service, not their fucking t-shirt, not their coaching … They themselves have to be the brand. They have to live the brand. I think that’s huge.

Jason Phillips: Dude, obviously, to create success you have to be a strong person. I don’t know how many people realize … You mentioned it earlier. You left a lucrative career. You were a chiropractor. It takes a strong person to walk away from a successful business there to go all in on a chance. Walk us through the thought process, dude. What even compelled that action, and then, when you’re kind of hitting that, “Oh, shit,” Panic type button, like, “Fuck. We’re about to go bankrupt.”

Aaron Hinde: Yeah.

Jason Phillips: What’s the strength and the mindset? First, what is the decision? Second, how are you always strengthening your mindset? By the way, I’m so jealous that I keep hearing waves. I’m so jealous right now, bro. Yeah, dude. Tell me about that mindset piece.

Aaron Hinde: Well, yeah, to put things into perspective, I was a sports chiropractor for 10 years. I’m not trying to toot my own horn, I’m just … I wasn’t an average chiropractor, or a struggling chiropractor. From year one to year 10, I never brought in less than 350K. The reason I was able to generate that kind of income as a solopreneur is because I did really good work. I had a referral-only based practice. 31 new patients every month by referral.

Jason Phillips: Damn.

Aaron Hinde: I worked great with the medical community, physical therapists, pain management, orthopods, neurologists … I had a great … I just took a different approach to it. It was a very abundance … Now that I look back on it, I didn’t know what the term was at the time, but it was more of an abundance mindset to practicing, versus scarcity, which is … a lot of practitioners out there are in a scarcity mindset. It affects their decisions, and how they’re treating people, and so on and so forth.

Aaron Hinde: To leave that was a big challenge. I know I couldn’t have done it if it wasn’t with the support of my wife, and I think part of the decision is, when I’m practicing, on a busy day, maybe I see 40 people, 45 people, or something like that, and I’m swamped. That’s the max I can do with the type of work that I was doing. That’s cranking for eight, nine hours.

Jason Phillips: For sure. For sure.

Aaron Hinde: I always had something bigger in mind. I was always … In my mind, ever since I was a little kid, was like … I knew that I wanted to do something that made a major impact, right? I was making a major impact in my town, in Santa Cruz, but the impact is only so big. It’s only to the tune of 3,000 people a year. After 10 years of practicing, and kind of perfecting my craft, I was like, “I’m kind of at the peak right now. I don’t know how much better I can get at what I’m doing. I don’t know how many more people I can see.” Everything was kind of maxed out. For me, I’ve realized that I have, basically, a 10-year cycle in me, where I can go at something, I look to master it, but after 10 years, if I’m starting to hit a plateau, I need something different.

Aaron Hinde: That longing was there, and it was really … it was ignorance and stupidity, more than anything. It just chokes me up every time I think about what I did, and what I put on the line, and what I sacrificed. What we both sacrificed, with families, and debt, and all that we had. That’s why it’s so much easier to be an entrepreneur and push when you’re 18, 19, 20, 21, 25, whatever. Before you’re married. Before you have kids. Before have debt, and have kind of gone down that path. If you strike out, you miss, big deal. Right?

Jason Phillips: Sure.

Aaron Hinde: You’ve got nothing to lose anyway, and you can start over.

Aaron Hinde: I think another part of it was … I had already had some pretty big challenges in my life, and I bounced back from them, so I knew that, look, if I did take a major hit, I’m resilient, and I can come back. It was a combination of just ignorance, and I guess ballsiness, and then really just faith that this is the calling, and it’s going to work out.

Jason Phillips: Dude, that’s amazing. I think just hearing that vulnerability … people need to resonate with it, because I don’t … It’s taken me 15 years to create any appreciable amount of success. I’m sure you had your years as well. I’m sure you could count them up. I think that a lot of people look to somebody like yourself and they’re like, “Oh, this FitAid thing, it just happened out of nowhere.” Little do they know … I mean, I didn’t even know, dude. You guys had almost gone bankrupt, like, 10, 12 times.

Jason Phillips: People don’t ever see that side of things. Like I said earlier, there’s a lot of entrepreneurs that listen to this. Probably inside of the coaching space, but either way, I think that you’ve got really solid advice to a lot of entrepreneurs. If there’s someone that’s listening right now, and they’re like … they have an idea. What would your advice be today? They’re like, “Aaron, I’ll pay 100 grand for a one-time consult.” What’s the advice?

Aaron Hinde: Yeah. Well, the number one thing, if I had to distill down one piece of advice that I could give to the audience, that I think hits lots of different categories, is … you have to be accurate in your thinking. I mentioned it early. Accurate thinking comes into play when you’re dealing with your product or service. The development of it. The packaging of it. The marketing of it. The timing of it. How many products have been brilliant ideas, and they were just too early to the market, and they completely failed. Only four or five years later, another company pops up and hits it out of the park. Timing is important.

Jason Phillips: Well, dude, I remember Gary Vee saying Uber hit it at the right time.

Aaron Hinde: Yeah. Absolutely.

Jason Phillips: Uber was, like … had they been … Five years earlier, there was some other cab company that completely shit the bed.

Aaron Hinde: Yeah.

Jason Phillips: Literally, same thing. Then Travis comes out with Uber, and they’re, what, a couple-billion-dollar company. I completely agree on the timing.

Aaron Hinde: Yeah. 53 billion I believe, now. Something ridiculous.

Jason Phillips: Yeah. Just a couple, dude. No big deal.

Aaron Hinde: Yeah. Just a few.

Aaron Hinde: Yeah, accurate about the pricing structure. Accurate about your margins. Accurate about how many people will be purchasing your product, or the turn. Accurate about who you’re partnering with in business, if you’re partnering with somebody. Accurate about the financial needs that are going to be required to execute.

Aaron Hinde: You’ve got to look at everything objectively. Any time I’m meeting with entrepreneurs, which is pretty frequently these days, and they’re showing me their numbers and stuff, and it’s like, I can almost immediately go to where I think the inaccuracies are. I say, “Well, why are you making that assumption? Your numbers are showing this, but you’re assuming this. There’s some inaccuracy there.” I try to identify for them the ship sinkers. The things that I think, if you’re inaccurate and remain inaccurate here, it’s going to put you out of business. You take a lot of little minor hits, and you’re going to take a lot of bumps and bruises, but what you want to avoid is the things that sink the ship.

Jason Phillips: How does a former chiropractor learn that? I don’t know if you went to business school. I guess I’ve never asked you. I would argue your real-life experience is probably more pertinent anyway. At what point were you like, “Yeah, I know the human body. Yeah, I can adjust you. I can make you better at sports,” But you’re like, “I have this fucking skill where I can identify the shit that’s going to tank my own business, and move my business forward.” Where did that come from?

Aaron Hinde: One thing I’ve realized over the last eight years is I’m actually a good salesman. I never considered myself a salesman before, but I’ve obviously developed that skill over time. That’s been very helpful. I think that’s why, when you look at the Uber entrepreneurs, from like, an Elon Musk … Not only is he a brilliant engineer and visionary, but the guy is a brilliant salesman. That’s where the, I think, ultra-success will come on, is where you combine that salesmanship with whatever your core competency is.

Aaron Hinde: A lot of it was curiosity. I just started reading. The interesting thing … A lot of things … People assume that my chiropractic background didn’t carry over into LIFEAID from a business perspective, but actually, so many things that make a small business successful will make a growing, medium-sized, large business successful. Basic stuff.

Jason Phillips: I completely agree with that.

Aaron Hinde: Treating people the way you would want to be treated. The golden rule. The most basic thing. Being open and transparent. Delivering a great quality product or service. They’re relevant in both worlds. Basic marketing, and business savvy … so many things that I learned during that 10-year period really did help carry over and translate. The things I was very deficient in, Orion happened to be very good at. It was a good balance.

Jason Phillips: Dude, you and I, any time we talk, we always get back to the self-development kind of scene. I feel like you and I align a lot in that. You’ve mentioned Tony Robbins a few times. Where do you feel like your self-development came into play in the beginning, and obviously, as you guys continue to evolve, I have to assume self-development is a big piece. Speak to that, man. Where do you think everybody listening should be, with inside of that?

Aaron Hinde: Yeah. Where I got mine, personally, was, now a very good friend of mine and advisor, Ben Altadonna, who is one of the biggest practice coaches in the chiropractic space. Him and I had became friends. I went to a couple of his seminars, where I was exposed to Dan Kennedys of the world, Robert Chaldine, several others. I think I may have saw Tony at his even first. But it’s where I’m like, “Holy crap. These guys are really resonating. This is exactly where I want to go.” Regardless of where you’re at in your personal development, if you’re looking at, you know, what are your three-month objectives for yourself? What’s your one-year objective for yourself, for your own development? Look at who’s out there, that has credibility, that’s kind of in alignment with what your next step needs to be.

Aaron Hinde: When I went out … and I know you met with Gary Vee as well. Gary is a great guy, and a phenom, and he’s created this [inaudible 00:31:51] atmosphere around himself. What I realized, once I went out there and met him, and I met with his team … he is really attractive, and really appealing for beginning entrepreneurs. For where I was at, and everything, it just kind of reinforced all the stuff that we’re doing, but I didn’t get any real a-ha moments out of it.

Aaron Hinde: Aligning with people that are where you want to be next … and that’s okay that that’s going to change over time. You might be a Gary Vee for multiple years, and then you start resonating with someone else. You’re continually up-leveling and evolving who are your personal mentors are, based on … what are the next steps you need in your own personal growth and career?

Jason Phillips: Dude, it’s funny. Everyone listening right now that knows me, knows that you just described me to a tee, bro. I was Gary Vee through, and through, and through. I still love Gary, but I think I just said recently, on a podcast, “I can’t even tell you the last Gary video I watched,” Because, like you said, it’s very beginning … I actually had a call with a client today … The hustle and grind mentality … You remember the hustle and grind days, but I think that … You guys have achieved a very high level of success, and to get to the next level of success, you’d probably agree, it’s more of a structured hustle and grind today than it was 10, 12 years ago.

Jason Phillips: I remember the fucking sleepless nights. I remember being gone 37 weekends in a year. I also know that if you asked me to do that next year, I probably wouldn’t be willing to do it again. If I was back to square one, of course, I would scrap, but … now I would tell you that me going back to being gone 37 weekends is actually going to detract from my business, not add to it.

Jason Phillips: I like that. I like that constant evolving of finding mentors that evolve with your needs, man. I don’t think I’m going to be the right coach for everyone their whole career, but I think I can coach a lot of people at specific times in their career and make them really successful.

Jason Phillips: That’s beautiful, dude.

Aaron Hinde: Yeah. It really even ties back to what we were just talking about. When I was a chiro, knowing when to hand a patient off to pain management, or PT, or god forbid, they needed to get surgery … Knowing when to keep them, and continuing the progress. Just having that awareness about yourself, and your skill set, and what you need, or what you can deliver and give, and not, you know, over-promise and under-deliver. Always continually be evolving and looking to up-level yourself. It starts to come naturally.

Aaron Hinde: When you’re aware of certain things, your brain … energy into existence, like, “I want to become a better marketer.” All of a sudden, the marketers that are resonating with you will start becoming more apparent. You’ll see them on Instagram. You’ll see them on Facebook. You’ll start getting snail mail from them. All of a sudden, it’s like, “Oh, okay. This is where my path needs to go.”

Aaron Hinde: I think being in tune, kind of opening up our minds and being very in tune with, you know … where is our path leading us right now? Being open to that, and really pushing our energy towards that, and continually evolving and developing.

Jason Phillips: Dude, I love it. I love it. Bro, that’s an amazing insight as to where we’re at today. My question is this. You’ve built and created a lot of success. In my opinion, I look at FitAid and I’m like, “Fuck. You guys are probably just scratching the surface.” What does the future have in store for us, man? Where does LIFEAID go? Where does FitAid go? Inside of that, where does Aaron go? Where does Aaron the entrepreneur, Aaron the father, Aaron the husband … How does all that continue to evolve?

Aaron Hinde: Yeah. With LIFEAID, we’re going to keep pushing forward. We continue to build out a great team. Our stated goal, even before we even had a product, was to get our kids’ generation off the high-sugar, high-caffeine, artificially-laden sports and energy drinks, and by doing that, I think we can become the next billion-dollar beverage brand. We’re not stopping until we hit that. Eye on the prize.

Aaron Hinde: We want to change the landscape, change the expectations, and hold these companies accountable that have literally been poisoning our kids for years. You give a kid a Big Gulp with 70 grams of sugar … that’s the exact same amount of sugar that, if you go in and get a diabetes test, a glucose tolerance test, that they’re going to give you to drink and watch your blood sugar spike.

Jason Phillips: Yeah.

Aaron Hinde: We literally have been poisoning our generations, right? We need to get away from poisoning and back to accountability, and sensibility, and eating clean, and eating healthful, and that kind of thing. That’s the LIFEAID vision.

Aaron Hinde: Where does LIFEAID evolve to, with technology and stuff? I think the future is … I’m going to get a little out there for a second … We will have sensors, with the internet of things, in our body, that will be relaying information, in real-time, to a 3D printer at home, that will have nutritional components that will basically be printing whatever supplementation our body needs on a day-to-day basis. I would love to see LIFEAID, over time, evolve to be a leader in that space.

Jason Phillips: Dude, that’s some R and D right there.

Aaron Hinde: Yeah.

Jason Phillips: That’s rad. What about personal growth, man? Personal evolution. Again, I attribute the success to you and Orion being visionaries, but also just fully committed. Dude, I remember seeing you guys in Vegas at 1:30 in the morning, or maybe it was … I think it was like fucking five in the morning, and you guys were supposed to be going to a Spartan Race, and you were like … you were just hustling it. You’re like, “I was out late last night, and … “

Aaron Hinde: We did make it to the race, and we were out slapping cans in hands with no sleep. Now, I do not do that anymore. I make sure I get to bed, and I don’t really drink much on the road. When you’re first going, life on the road is so exotic, and …

Jason Phillips: It’s nuts, dude.

Aaron Hinde: … quasi-fun, and then that gets old really, really, really quick.

Jason Phillips: Fuck yeah, it does.

Aaron Hinde: I’m sorry. What was the question?

Jason Phillips: The question is, where do you see yourself-

Aaron Hinde: Oh. Personal development.

Jason Phillips: Yeah.

Aaron Hinde: Yeah.

Jason Phillips: I think you guys are so … You guys are the reason the brand has been built and has evolved to where it is, but … I think if you want that LIFEAID vision to extend to 3D printers with supplements at home, clearly there’s some evolution inside of you. Where do you feel like you need to evolve or want to evolve?

Aaron Hinde: Yeah. Look, I’m going to continue to work on my skills as an entrepreneur, and as a manager, and really work to help develop the people around me. I really look at my role, now, as a facilitator. What tools do I need to provide to the team to have them be successful in what they’re doing?

Aaron Hinde: I’m constantly looking, as Stephen Covey says, to sharpen the saw. I used to just consume basically everything that was put my way, from books, to podcasts, to … Now I’m a little bit more selective on what I’m consuming. I’ll even go through periods, now, where I’m not really consuming much at all, but I’m kind of reflecting, and writing in my iPhone, or writing in my notebook, and putting thoughts on paper around … what is my personal programming? I don’t want to call it negative programming or positive programming. It’s just programming, based on my experiences and my childhood, around money and wealth. What are my personal ego hangups? How can I be a better father or a better husband? Because things suffer.

Jason Phillips: For sure, dude.

Aaron Hinde: Anybody that’s got their business out there, they know that as you’re building, and you’re so focused on one thing, other areas of your life definitely suffer. That’s another mindset shift that I’m trying to make. I’ve taken these abundance principles in business, but why am I not taking abundance principles in my own personal life? Meaning, just because there’s 24 hours in a day does not mean that you cannot be successful in every aspect of your life. Yes, there’s always time limitations. Everyone is bound by those. At the same time, if I can put focused, concentrated effort, even for five or ten minutes a day, towards something, towards connecting with my son or daughter, or putting 25 minutes in at the gym and getting in a CrossFit workout, or whatever it is … Time is not an excuse. It’s really concentrated effort.

Aaron Hinde: I’m trying to make that mindset shift to be abundant in all aspects of my life, professionally and personally, and then really observing when my ego comes into play. I don’t want to get reactive about things based on my ego getting hurt versus what is best for our people, or the business, or wherever I’m being challenged.

Jason Phillips: Dude, I love that. I think that the fact that you can extend that abundance mindset into every facet of life is why you’re so successful, dude. I know that since we’ve met, I’ve looked up to you just as a friend, as a mentor, as … Dude, you’ve been there for me when I was fucking flat broke. I remember talking to you about things. As I’ve continued to succeed, you’ve always been a guiding voice for me as well. That abundance mentality definitely carries over into your life, and it’s evident why you’ve created what you’ve created.

Aaron Hinde: I appreciate that. It’s a constant struggle, though, bro. It’s a constant struggle.

Jason Phillips: It always is, though, you know?

Aaron Hinde: What I’ve realized is … I was just talking to an athlete last night who is a coach at CrossFit Kauai, and friends with Jerome, who is the original CrossFit gym owner in Kauai … who’s staying at my place right now. She’s talking about when Sarah Sigmon’s daughter came to the island, and this and that, and I was talking to somebody the other day about … Gosh, who was it? Somebody quasi-famous. Maybe it was Gary Vee, actually. What I said to both of them was, like, “They’re just a dude.” Or, “She’s just a chick.” Meaning, we’re all just dudes and chicks cruising around, trying to do the best we can. The more we put people on pedestals and think that they’re godlike, the more we’re going to set up for disappointment.

Jason Phillips: So true.

Aaron Hinde: That doesn’t mean we can’t look up to people, and people aren’t crushing in different areas, but it is a constant struggle for 100% of the people. I will guarantee you that. It takes work and effort. Nobody has it completely figured out. Including myself, first and foremost.

Jason Phillips: Yeah. I think that that understanding is necessary. Obviously, the humility and remaining humble is necessary where we are. You look at guys like Andy, you look at guys like Gary … I think Gary is the first one to point out all of his flaws, and that’s why he continues to succeed. He also … I think it’s also important to understand those flaws, too. I think that you probably tend to operate inside of your scope of genius, and you outsource the rest of your shit. That’s something I’ve really learned to do as well. There’s a lot of shit that I suck at, man. I just try not to do those things. I let other people do them for me. I also know there’s one or two things that I’m really good at, and I try to stay inside of those.

Aaron Hinde: We could have a whole podcast just on that subject.

Jason Phillips: Dude, we probably could. Man, you’re in Hawaii. I don’t want to take up more of your time. Before I ask you the last question, where can people find you? Where do you want people to check you guys and the brand out?

Aaron Hinde: Yeah. Appreciate it. The website is always a great resource. Our Instagram handles, our most popular social … Each of our products has their own Instagram handle. Our biggest is FitAid. @fitaid. Me, personally, is just my name, on all platform. Aaron Hinde. Double-A.

Jason Phillips: Awesome, brother. Awesome. Dude. This is the All In podcast, and I believe that to create success, as you have done a couple times in your life, you have to go all in on something. Everybody listening to this right now, from the words of Aaron Hinde, what do they need to go all in on?

Aaron Hinde: Go all in on yourself. It’s the one variable you can always control.

Jason Phillips: I love that. I love that. Dude, when this podcast finishes, and we have thousands of episodes, I think I’m going to have a sound bite of all thousand-plus guests literally saying, “Go all in on yourself.” I’m just going to, like, fucking sync them up together. It’s really fascinating. We tend to have successful people on here, and everyone has realized the key to unlocking your fucking power is going all in on yourself. But then, everybody has their own unique reason for it, which has become really … It’s not what I meant, but it’s become really cool.

Aaron Hinde: Right on.

Jason Phillips: Dude. I love it. Bro, go enjoy Hawaii. I appreciate every minute of your time. I appreciate everything you have always done for me, and just being there as a friend and mentor. It means the world to me. I’m super stoked to publicly acknowledge it. I’m stoked to tell the story of what you guys have built. More importantly, I think … FitAid is a phenomenal product, but I think as people get to hear what lives behind the product right now … hopefully people become even more invested in that brand. I look at you guys … Every time I consume a drink, I’m not just consuming a FitAid, I’m consuming and becoming part of a movement, and a lifestyle, and that excites me even more than just proper hydration and recovery. I really hope that people can appreciate-

Aaron Hinde: Oh, man. I appreciate that. That’s awesome. Thank you, brother.

Jason Phillips: Yeah, dude. Just hearing the story of wanting to end that childhood sugar craze … that’s a movement that people can get behind, man. It’s something near and dear to me, as well. Bro, I appreciate you. I hope you have the best day, and I’m sure a lot of people definitely will echo my sentiments in that appreciation.

Aaron Hinde: All right, brother. I appreciate you, as well. Take care. Have a good one. Thank you.

Jason Phillips: All right, my man.

Jason Phillips: Hey guys. Jason here. I just want to take a minute and thank you for taking the time to listen to this podcast. It truly means the world to me that you take time out of your day to spend it with us. It would mean the world to me if you would actually subscribe to us here on iTunes, and also head over to our YouTube channel and subscribe to us there. Obviously, that allows us to bring in sponsors. It allows us to keep growing, spreading the word, creating impact like you know we’re about. Other than that, guys, please feel free to send me a message @in3nutrition on any of the social media platforms. I can’t wait to connect with you.

You can follow Aaron Hinde and Jason Phillips on Instagram:

> > > Live well.

HindeSight #2: Mindset, Business Breakthroughs & Emotional Deposits

“Mindset, Business Breakthroughs and Emotional Deposits with Aaron Hinde”

In episode #84 of the Airborne Mind podcast with Misbah Haque, Hinde discusses the powerful impact of learning from the past and discovering your unique abilities, as well as his daily morning rituals and mindfulness practices which he feels have greatly influenced his trajectory in business and life. (69 minutes)
Listen to the podcast here.

Every successful person I know comes from an abundance mindset.”

—Aaron Hinde

CBD Oil — Hype or Real?

“Today, we are living in a CBD world, with tinctures, ointments and vaping oils popping up everywhere.” This article in The Washington Post discusses experiences & studies in order to help uncover the merit of this current trend.
Read full article here.

How Can You Become Better Than the Best?

Check out top coaching tips from best-selling author and coach Ben Bergeron.
Read full article here. 

Unfu*k Yourself: Get Out of Your Head and into Your Life

Author Gary Bishop leads readers through a series of seven assertions intended to help you finally lead the life you were meant to have.
Check out his book here.


HindeSight  |  No. 2