A Decade of Fueling the Fittest on Earth


Morning Chalk Up | Aug. 11, 2019 | By 

Tucked away in the back of the old Santa Cruz Wrigley’s factory is a warehouse manufacturing the recovery fuel for CrossFitters.

Forty thousand free cans of FITAID were handed out at the 2019 CrossFit Games — a far cry from the humble beginnings of LIFEAID Beverage Co ten years ago.

Where it all began

“Orion and I met in a CrossFit gym back in 2009 in Santa Cruz and we had this crazy idea and launched LIFEAID in 2011,” said Aaron Hinde, co-founder of the company.

Aaron invited the Morning Chalk Up to the company’s headquarters which supplies LIFEAID products to around 30 percent of CrossFit boxes in America.

“In this warehouse that we’re in now we used to have a little tiny cage that held two pallets of product and that was it. It took us six months to sell through it, one can at a time slowly,” he said.

The company now employs 75 people full time, it’s growth a byproduct of two key factors according to the co-founder.

“The product but also the people and the relationships that we forged early on and nurtured, we still have those relationships nine years later.”

Aaron describes this as the “OG” – or “original gangster” parts of the community – that continue to propel the company forward.

What’s new

LIFEAID’s evolving and has just started stocking each of their unique flavours in a monk fruit, stevia blend.

“We’re launching all of our entire line in the zero sugar format with no artificial flavours or sweeteners,” Aaron said.

This includes:

  • FITAID; probably the brand’s most recognisable “black” line.
  • PARTYAID; born out of the boys’ experience at the Burning Man Festival.
  • GOLFERAID; believe it or not, this was the “OG” flavour. “When we had free time we used to golf, but that doesn’t really happen anymore,” Aaron laughed.
  • FOCUSAID; the “healthy, energy drink replacement.”
  • LIFEAID; all about “anti-inflammatory.” Aaron said, “It came out of the need for a daily drinker.”

What’s next

Aaron and Orion practice what they preach, concluding the tour with a personalised workout – “The Aussie” – in the team’s office gym set up like a mini, in-house affiliate.

Don’t ask me why a huffy, puffy 15-minute EMOM (5 wallballs, 5 pull-ups, 1 rope climb) reflects my Australian heritage, but let’s just say we earned our ice-cold FITAID which is always on tap at HQ.

“People feel comfortable cutting loose and know that we’re going to take good care of them,” Aaron said.

That’s certainly the case both in the U.S. and abroad. For example in Australia, LIFEAID Beverage Co is now stocked in approximately 70 percent of gyms.

For the company, now a major sponsor of the CrossFit Games, global engagement was the big takeaway from Madison, 2019.

Having naming rights to the ‘FITAID Lounge’ (formerly known as the Beer Garden) the company hosted the ‘One Ton Challenge’ drawing fitness personalities – names like CT Fletcher and Wes Kitts – who’d otherwise be unlikely to attend the Games.

“It was great to get a lot of international exposure it was fun to see all the different cultures there,” Aaron said.

“CrossFit is still alive and well with all the changes there was a little apprehension in the air, we weren’t really sure how it was going to shake out. At the end of the day the best athletes always rise to the top.”

“CrossFit, functional fitness, what we do, how we train, it’s going to be here I think forever, you can’t really go backwards,” Hinde said.


> > > Live well.

RECAP of the FINAL DAY of Competition at the 2019 Reebok CrossFit Games (brought to you by FITAID)

Four days of competition are officially in the books for the 2019 Reebok CrossFit Games. The battle has been fought and the Fittest on Earth titles have been claimed. On the women’s side, history is made. On the men’s side, history is repeated…

CLICK HERE TO WATCH FINAL DAY 4 RECAP ON FITAID YOUTUBE

TEAMS

For the teams, Mayhem Freedom dominated from start to finish over four days and 9 events, wearing the white leader jersey the entire time and finishing first in the final event. The team officially clinched yet another Affiliate Championship title and bragging rights until next year. CrossFit Krypton takes 2nd place on the podium, and Invictus is your third-place team.

TEAMS OVERALL LEADERBOARD – FINAL:

INDIVIDUALS

The Aussies took Event 1 wins to kick off the final morning of Games competition, with Tia Toomey and Matt McLeod winning the Swim Paddle event on Lake Monona.

In back-to-back Events 10 & 11, Katrin Davidsdottir knew it was GO time if she wanted a chance at a medal. She went on to win both events and earned herself enough points to sneak into that 3rd-place potential podium spot as the women headed into the final event.

Mat Fraser also took the back-to-back event wins he needed to regain the white leader jersey he’s accustomed to wearing.

The final event of the Games earned Toomey and Fraser Ws, leaving no room for doubt as to who would be leaving Madison with gold medals.

Once again, Mat Fraser and Tia-Clair Toomey are your Fittest Man & Woman on Earth.

Fraser earns his fourth championship and joins the likes of Rich Froning as the Fittest Man in History, a four-time back-to-back Games champ. In one of the closest points races yet against Fraser, Noah Olsen put up a good fight for 2nd & BKG finished in 3rd — they will both stand on the podium, painfully close to the four-time champ.

Toomey becomes the first three-time Women’s champion of the CrossFit Games. Kristen Holte & Jamie Greene will join Toomey on the podium in 2nd and 3rd, respectively.

INDIVIDUAL WOMEN’S OVERALL LEADERBOARD – FINAL:

INDIVIDUAL MEN’S OVERALL LEADERBOARD – FINAL:

CLICK HERE to view TEEN and MASTERS OVERALL LEADERBOARDS – FINAL

Congratulations to FITAID athletes Anna Tobias in the Masters Women (35-39) Division & Emma Lawson in the Teen Girls (14-15) Division, as they will both be standing on the podium in 1st and 3rd, respectively.

Masters Women (35-39)

Teen Girls (14-15)

Congratulations to all the Individual athletes, Teams, Teens and Masters who competed this weekend at the 2019 Reebok CrossFit Games in Madison, Wisconsin. Until next year…

*Please note: All stats and Leaderboards are based on current standings, may be subject to change.


> > > Live well.

Heavy Barbells Debut at the CrossFit Games in One Ton Challenge by FITAID

Aug. 3, 2019 by JESSICA DANGER | Morning Chalk Up

Hundreds of fans packed into the FITAID Lounge last night to watch about a dozen athletes take on the One Ton Challenge, an attempt at accumulating 2,000 total pounds over six lifts: back squat, deadlift, bench press, clean, jerk and snatch.

FITAID brought in the legendary C.T. Fletcher to emcee the first-of-its-kind event at the CrossFit Games. “It was fun doing something new…I can’t wait to come back to the Games,” Fletcher told the Morning Chalk Up. “Watching Wes Kitts throwing up big weights that powerlifters struggle with. It was amazing.”

“It’s nice to finally see some heavy barbells getting thrown around,” one fan told us during the event in passing.

Athletes like Wes Kitts, EZ Muhammad, Adrian Conway, Kristin Pope, Morghan King, Katie Cork and Logan Aldridge had 20 minutes to hit their max weight on squat, Bench, Deadlift, Snatch, Clean, and Jerk hoping to accumulate a total weight of 2,000 pounds for men and 1,200 pounds for women, earning themselves a spot in the One Ton Club.

Logan Aldridge | Photo Courtesy of FITAID

Adrian Conway deadlifted 635 pounds for a 30 pound PR, “It was an amazing event and the environment led me to get all six lifts, which really are all PR’s within the last few years. It was absolutely created by the environment and the presence of C.T. Fletcher,” he told the Morning Chalk Up.

 

Kristin Pope snatched 195 pounds just two weeks after her training was interrupted by a health issue. “I snatched 195lbs in front of literally THOUSANDS of people cheering me on at the CrossFit Games! I’ve never had so much fun throwing around a barbell. Thank you for relighting my fire,” she wrote.

Wes Kitts, who won the men’s division, jerked 425 pounds and squatted 600 pounds while adaptive athlete Logan Aldridge deadlifted 445 pounds and cleaned 255 pounds, a five pound PR for him. Kitts told us in an interview, “I was just having a great time…Just came out to work out with some guys.”

The event was the product of a partnership between Aaron Hinde, Co-Founder and President of FITAID, and Anders Varner, Podcast and Director of Media at the Shrugged Collective.

On being the largest weightlifting event at the CrossFit Games this year, “This event has changed the trajectory of a few careers,” Hinde told Morning Chalk Up.


> > > Live well.

 

 

Recap of Saturday’s Events, Day 3 of Competition at the 2019 Reebok CrossFit Games (brought to you by FITAID)

WATCH DAY 3 RECAP ON FITAID YOUTUBE:

CLICK TO WATCH FRASER’S COACH CHRIS HINSHAW DISCUSS HIS DAY 2 PENALTY:

Saturday, Day 3 of the 2019 Reebok CrossFit Games was one that left athletes and fans as shook up as the Leaderboard…

TEAMS took on two events this morning, trimming the field from 11 to 7.

CrossFit Krypton made a move to close the gap between themselves and overall leader CrossFit Mayhem, stealing both the event win and 40 points away from Rich Froning’s team. But Mayhem Freedom answered back with an Event 2 win during the Big Chipper, keeping them safely in first place with nearly a 200 point buffer.

INDIVIDUALS
Nerves ran high for the first event of the day as Individuals knew going into the Sprint event that only 10 of them would advance. This brutal cut knocked a lot of big names out of the competition on both the men’s and women’s sides —including former champions and podium finishers: Cole Sager & Patrick Vellner for the men; Annie Thorisdottir, Laura Horvath, Sara Sigmundsdóttir & Sam Briggs for the women.

Jacob Heppner and James Newbury tackling the peg board in Event 7.

Starting the day in the coveted white leader jersey, Noah Ohlsen increased his lead in Event 6 during the Sprint. But Mat Fraser came back strong and hungry for redemption as he took back-to-back event wins in the Split Triplet and a winning max. Clean of 380 lb. Tia Toomey hit her max. Clean of 265 lb. to also clinch back-to-back Ws in the final two events.

Here are the overall standings after a dramatic Day 3:

With just 10 remaining men and 10 women headed into the final day of competition, Tia Toomey and Noah Ohlsen will both, once again, be the ones wearing the white leader jersey into Sunday. Toomey has a commanding lead over podium hopefuls like Holte and Greene. But with Mat Fraser only 15 points behind Ohlsen, you better believe Fraser’s coming for that top spot… Buckle up —it’s gonna be a wild final day at the Games!

INDIVIDUAL WOMEN’S OVERALL LEADERBOARD AFTER DAY 3

INDIVIDUAL MEN’S OVERALL LEADERBOARD AFTER DAY 3:

TEAMS OVERALL LEADERBOARD AFTER DAY 3:

CLICK HERE to view TEEN and MASTERS OVERALL LEADERBOARDS after Day 3

Both FITAID athletes, Anna Tobias currently sits in 1st place for the Masters Women and Emma Lawson is in 2nd for the Teen Girls (14-15).

*Please note: All stats and Leaderboards are based on current standings, may be subject to change.


> > > Live well.

Recap of Friday’s Events, Day 2 of Competition at the 2019 Reebok CrossFit Games (brought to you by FITAID)

WATCH THE RECAP ON FITAID YOUTUBE:

Today kicked off Day 2 of the 2019 Reebok CrossFit Games. For the individual men & women, the following three events narrowed the field further from 50 to just 20 athletes in Madison, Wisconsin: 

Teens & Masters competition began with a bang by putting their engines to the test during these three endurance events:

(Teen athlete Emma Lawson on the rower)

(Master’s athlete Anna Tobias crossing the finish line)

(Master’s athlete Deana Posey on the jump rope)

TEAMS

The Teams were the first to complete the Ruck Run this morning, where JST Compete opened up an early lead that only grew, clinching the event win and earning them 10th place overall. While Mayhem Freedom still sits at the top of the Leaderboard after a second full day of competition.

INDIVIDUALS

In Individual competition, Lukas Holgberg locked down the event win for the Ruck Run in Event 2 for the Men with a time of 24:00 even. James Newbury took 2nd. After accidentally dropping one of his weighted bags on the Ruck Run, 3-time champ Mat Fraser (who finished 6th) was assessed a 60-second penalty which pushed him further down the Leaderboard.

For the women, it was a photo finish between Bethany Shadburne and Sara Sigmundsdóttir (pictured above) as they sprinted to get top-10 spots in the Ruck Run event.

Emily Rolfe and Games veteran Noah Ohlsen both took their first-ever event wins at the Games in nail-biting final moments of events where they finished just ahead of defending champs Tia Clair-Toomey and Mat Fraser.

If you blinked, you may have missed the sub-2:00 Individual Event 2 of the day, the “Sprint Couplet,” which ended with a lot of finish-line belly flops as athletes collapsed after their final sled push. Amanda Barnhardt took an impressive event win for the women.

During the final event of the day, the benchmark workout “Mary,” Kari Pearce put some serious pressure on the competition after a run-away event win, completing strict handstand push-ups by choice and unbroken pull-ups. Pearce’s 695 reps in 20:00 measures out to 1.72 reps per second!

Now let’s take a look at the overall Leaderboard:

In a rare occurrence, all of the Dottirs (other than 10th-place Annie Thorisdottir) are sitting outside of the top 10 after Day 2, with Thuri Helgadottir in 11th, Katrin Davidsdottir in 15th, and Sara Sigmundsdóttir barely sitting above the cut line in 20th.

After his Event 1 time penalty, Mat Fraser currently holds the 2nd place spot overall. Jacob Heppner is in 3rd.

Fan favorite, Ben Smith unfortunately will not advance in the competition as his wildcard ride comes to an end. After 6 events and some top finishes, the 11-time Games veteran will finish 28th overall.

With nearly a decade separating them, only six places stand between 18-year old Haley Adams who sits in 9th and 37-year-old Games veteran Sam Briggs who is in 15th place overall.

Kari Pearce, who is currently in 2nd place overall and Kristin Holte (in 3rd), will be trying to fight to stay in the top-3 with Toomey as we head into Day 3 of competition.

After today’s events, Noah Ohlsen and Tia Toomey will wear the white Leader jersey as we head into the weekend. But we’re pretty sure Mat Fraser will have something to say about that.

INDIVIDUAL WOMEN’S OVERALL LEADERBOARD AFTER DAY 2:

INDIVIDUAL MEN’S OVERALL LEADERBOARD AFTER DAY 2:

TEAMS OVERALL LEADERBOARD AFTER DAY 2:

CLICK HERE to view TEEN and MASTERS OVERALL LEADERBOARDS after Day 2

CONCLUSION

Overall, an exciting Day 2 saw a lot of torn hands, epic wins and Leaderboard upsets. We’re excited to see what the final two days of event competition have in store for us this weekend. Good luck to all the remaining top-20 individual athletes, Teams, Teens & Masters!

*Please note: All final stats and Leaderboards are based on current standings, may be subject to change.


> > > Live well.

Meet the Keto-Rita: A Macro-Friendly Summer Libation from FITAID ZERO


Say “goodbye” to the days of feeling stuck between achieving your summer fitness goals and having a cocktail with friends. Now, thanks to the Keto-Rita, you can say “yes” to both! Here’s our recipe for a sugar-free summer treat that will change the way you think about staying on track with your macros through all your social engagements this summer.


Meet the Keto-Rita, your perfect macro-friendly summertime libation! Made with FITAID ZERO, it’s naturally sugar-free and happily sweetened with Monk Fruit and Stevia. Each can contains only 5 calories, NO sugar, no artificial flavors or sweeteners—only the good stuff & essential vitamins and nutrients your body never knew it could get from a cocktail. Looking and feeling your best while having a little fun has never tasted so good!

(Yields: 1 serving)

1-2 ounces of premium Tequila

½ ounce of Cointreau

½ can of FITAID ZERO

Squeeze of fresh lime

Ice (on the rocks/blended)

Coarse salt (optional)

1. Pour half a can of FITAID ZERO into a large glass.
2. Add desired amount of Tequila, Cointreau, and fresh lime juice.
3. Pour over ice or blend (with additional ice).
4. Serve with a salted rim (optional).
Enjoy!

110 calories per SINGLE-SHOT serving:
17 Carbs, 0 Protein, 0 Fat
•        •         •
180 calories per DOUBLE-SHOT serving:
29 Carbs, 0 Protein, 0 Fat

Learn more about the new sugar-free Recovery Blend FITAID ZERO and shop now at LIFEAIDBevCo.com/Zero

Image result for instagram iconFollow us on Instagram @fitaid and follow our hashtags: #FITAIDZERO #KetoRita


> > > Live well.

 

Day 1 of Team & Individual Event Competition at the 2019 Reebok CrossFit Games (brought to you by FITAID)

After this past year of being in the dark as to what the new season’s format would mean for the 2019 Reebok CrossFit® Games, athletes and fans finally got some answers today. Here’s your official recap of event wins, upsets, highlights, Leaderboards and photos from Day 1 of competition!

EVENT ANNOUNCEMENT

This morning kicked off in Madison, Wisconsin, with Dave Castro announcing to a packed room of athletes that they would need to head on over to CrossFit mainsite (CrossFit.com) to discover the workout for Individual Event 1 (which ended up being today’s scheduled WOD, posted since yesterday evening). Castro entitled the event “First Cut,” due to the fact that only the top 75 athletes would be advancing in the competition.

INDIVIDUAL EVENTS – DAY 1

TEAM EVENTS – DAY 1

TEAM EVENT 1: ASSAULT TO BOB

As anticipated, Mayhem Freedom—led by Rich Froning—came out with a dominant Event 1 performance, making short work of “Big Bob” and showing the Team competition who’s boss. After 3 rounds of air bike calories, 30 toes-to-bar, and a Big Bob push, fan-favorites Invictus Boston tied for 6th with Team Don’t Stop.

Event 1 – Men’s Individual: First Cut

Wildcard Hunter McIntyre finished the first 400m run first, entering the coliseum with a lot to prove as he started chipping away at the remaining work in Event 1. But it was fellow Wildcard, Ben Smith, and 11-time CrossFit Games athlete who really set the pace in Heat 1 with a time of 16:28, a time which landed him an overall 8th place finish after the dust settled from the final heat. McIntyre finished 46th overall.

After his Heat 2 win in Event 1, James Newbury remarked, “I feel really good. That type of workout really suits me.” A fact which anyone watching the event was able to clearly see, as Newbury somehow made Event 1 look easy with a time of 16:21 for 6th place overall.

2018’s Fittest Man on Earth Mat Fraser came out and made sure everyone knew he came to play in Event 1, finishing all 4 rounds in 15:07 for the event win.

*WD: Frederik Aegidius withdrew for competition.

Both James Newbury and Jacob Heppner looked like majestic sweaty beasts while snatching in their final rounds.

Is Mat Fraser the “Maverick” to Pat Vellner’s “Goose”?

Event 1 – Women’s Individual: First Cut

There was no doubt from the second the buzzer rang that 2018’s Fittest Woman on Earth Tia Toomey was going to take this event. Her performance was dominant and strong.

Meanwhile, 18-year-old Haley Adams made her debut in the Individual Women’s division with an impressive 4th place finish in Event 1, as one of the only 4 women to even finish the event before the time cap.

Kari Pearce looked strong in the first event with her 2nd place finish nearly 2:00 under the time cap. While fan-favorites and Games veterans Samantha Briggs and Laura Horvath pushed their way through a grueling first event to sit in 8th and 16th—respectively—overall.

Event 2 – Teams: Worm Thruster

Another overall event win for Mayhem Freedom, led by the G.O.A.T. Rich Froning, 0:30 ahead of X-Terminators‘s second-place time of 16:25. Back-to-back 1st place wins has to feel good heading into final Event 3 on Day 1 of competition.

Team Vondelgym and Don’t Stop putting in work to finish Team Event 2 strong.

Event 3 – Teams: Clean & Jerk

Real shocker here, Mayhem Freedom stole 2nd place overall in Event 3 with a 1,120 lb. Clean & Jerk total for the team to further secure their 1st place spot overall. Invictus took 1st in the event with 1,160 lb. total, pushing them up to 4th place overall on the Team Leaderboard.

FINAL LEADERBOARD AFTER DAY 1 OF TEAM COMPETITION:


Event 2 – Men’s: Second Cut

True to form, Mat Fraser took a back-to-back 1st-place finish, looking dominant as ever alongside 4th-place finisher overall James Newbury, 5th place athlete and Wildcard Ben Smith, and top-10 finisher Jacob Heppner. His magic mullet proved to be good luck for wildcard Hunter McIntyre who tied for 72nd in Event 2, landing him outside of a qualifying spot and ending his chance of moving into Day 2 of competition. We’re all damn proud of you, Hunter — you can now add CrossFit Games athlete to your resume. (Look forward to seeing more of Hunter around the FITAID Morning Show throughout this weekend.)


FINAL TOP-10 LEADERBOARD AFTER DAY 1 OF INDIVIDUAL MEN’S COMPETITION: 

Event 2 – Women’s: Second Cut

Sara Sigmundsdóttir came out hungry to redeem her 40th place Event 1 finish—she led Heat 1 for most of Event 2 which consisted of an 800m row, 66 KB jerks, and a 132-ft. handstand walk. However, a fail just a few feet from the finish line sent Sigmundsdóttir back to that last section of the handstand walk and landed her an over finish of 17th place with a time of 7:17.


After the dust settled on the second (final) heat for the women …

  • Danielle Brandon got her first-ever event win with a time of 6:16, after demonstrating some serious smooth sailing on her handstand walks.
  • Toomey surprised us all by shaking up the Leaderboard, talking 12th in the event, and now site in 3rd place overall.
  • Sam Briggs struggled with the final handstand walk, but finished the event until the 10:00 time cap and sits in 22nd place overall as we head into the weekend.
  • Kari Pearce, who has never been the overall leader at the CrossFit Games, now sits in 1st place in the Women’s Division and will put on the coveted white Leader’s jersey as we head into the weekend.

FINAL LEADERBOARD AFTER DAY 1 OF INDIVIDUAL WOMEN’S COMPETITION:


CONCLUSION

While Mat Fraser may once again be sitting pretty atop the Leaderboard after Day 1, podium-hopefuls like James Newbury, Ben Smith, Scott Panchik and Patrick Vellner proved they came to put up a fight. Toomey will no-doubt quickly rise to the challenge of working her way up from her current 3rd place overall, sitting just below Annie Thorisdottir  who sits in 2nd overall after a 6th place and 5th place finish in Events 1 and 2. Now 26th overall at the end of Day 1, Iceland’s Sara Sigmundsdóttir said with a smile, “It can never start well, right?” Sigmundsdóttir seems eager to work her way up the Leaderboard over the next three days, and we are confident she will.

With the field narrowed to 50 male and 50 female athletes after Day 1, there are still a lot of events yet to come and plenty of chances for athletes and teams to shake up the standings. Hold onto your wrist wraps, the excitement is just beginning as we wrap up the first of four full days of competition here at the 2019 Reebok CrossFit Games.

GOOD LUCK, athletes — the Games have officially begun!

 

Complete Guide to the 2019 Reebok CrossFit Games


FITAID is proud to be the Official Sponsor of the 2019 Reebok CrossFit® Games. Here’s the inside scoop on where to find everything you need to know to enjoy the Games on Aug. 1-4, 2019!


How to Watch the 2019 Reebok Games CrossFit Games:


Event updates, athlete profiles & Leaderboard at Games.CrossFit.com:


Complete List of Athletes Who Qualified for the 2019 Reebok CrossFit Games:


FITAID Calendar of Events:


One Ton Challenge information:
Friday, Aug. 2, from 5-8pm at the FITAID Lounge

One Ton Challenge Event at 2019 Reebok CrossFit Games Set to Feature Heavy Hitters from Weightlifting and CrossFit Worlds


Official After-Party information and tickets:


Watch the latest episode of the Buttery Bros. on YouTube — brought to you by FITAID:


GOOD LUCK to our FITAID athletes and everyone getting ready to throw down in Madison, Wisconsin!
(CLICK to see more images)

HindeSight #19: How to be Successful when Targeting a Niche Market + Discover How Caffeine is Killing our Kids

How to Be Successful when Targeting to a Niche Market

On this episode of The Thoughtful Entrepreneur, Aaron Hinde—co-founder and president of LIFEAID Beverage Company—shares his business tips and tricks for marketing a niche product.

Listen to the full podcast episode here.

.

An Open Letter About the Need for Greater Awareness of Caffeine Levels in Energy Drinks

Forty percent of teens reported adverse effects from drinking energy beverages. Find out why Aaron Hinde is not alone as he demands “changes from the beverage companies.”

Click here to read the full article. 

 

67 Summer Recipes Everyone Should Know How to Cook

Menu boredom got ya down? Master these ultimate summer dishes and eat well through September.

Click here to read the full article.

“The successful man is the one who finds out what is the matter with his business before his competitors do.”

—Roy L. Smith

Good to Great: Why Some Companies Make the Leap and Others Don’t

The findings of the Good to Great study fly in the face of modern business culture, surprising many readers and shedding light on virtually every area of management strategy and practice.

Check out Jim Collins’ book here.

.
AH

HindeSight  |  No. 19

One Ton Challenge Event at 2019 Reebok CrossFit Games Set to Feature Heavy Hitters from Weightlifting and CrossFit Worlds

Madison, Wisconsin | July 24, 2019

“Making Strong People Stronger” is the motto of the One Ton Challenge (OTC), a LIVE event which will take place on site at the 2019 Reebok CrossFit Games in Madison, Wisconsin. The OTC is scheduled to kick off Friday, Aug. 2, 2019, at 5pm (CST) following the final event of that day’s Games competition. And who better to host the event than three-time World Bench Press Champion and three-time World Strict Curl Champion C.T. Fletcher.

Spectators will be able to watch all the action from the FITAID Lounge while athletes complete the following six lifts: Squat, Bench, Deadlift, Snatch, Clean, and Jerk. The goal is to hit a combined total weight of 2,000 lb. for men and 1,200 lb. for women, earning themselves a coveted spot in the One Ton Club.

According to the OTC website, “The point isn’t the number. The point is to set a goal and improve from where you are. The point is to lift with a group of friends who make you better.”

Some of the biggest names in weightlifting, bodybuilding and CrossFit will be competing in the LIVE event, hoping to prove their strength.

MALES:

  • Wes Kitts: Olympic weightlifter and 2018 Pan American champion
  • Kenny Santucci: Ironman, CrossFit coach & athlete
  • Barrett Danz: heavy-lifting athlete & owner of CrossFit Big Dane
  • Ben Alderman: CrossFit Games athlete
  • Logan Aldridge: adaptive CrossFit athlete, trainer & motivational speaker

FEMALES:

  • Morghan King: American weightlifter who competed at the 2016 Olympics
  • Katie Cork: CrossFit athlete & fitness model
  • Sól Sigurdardóttir: Icelandic CrossFit athlete
  • Kristin Pope: National Championship competitive weightlifter

Following a tumultuous year for the CrossFit community, FITAID recently signed weightlifters and bodybuilders like Alex Michael Turner. FITAID (the #1 Post-Workout Recovery Drink in America) was proud to sponsor this event in conjunction with Shrugged Collective. 

Anders Varner, founder of Shrugged Collective stated, “The One Ton Challenge is the pinnacle weightlifting event for athletes dedicated to the lifelong pursuit of strength. It’s designed to give athletes around the world a meaningful and achievable training goal. We are bringing the strongest athletes in the world to Madison to test their outer limits of strength during the LIVE event at this year’s CrossFit Games. You won’t want to miss it.”

Well-known for his physique and strength, professional wrestler and actor John Cena made the following comment on a recent Barbell Shrugged podcast episode, “We wanted to come up with something that was attainable for everyone. The male standard is the One Ton Club (2,000 lb.). Everyone has a chance.”

HOW TO ENTER THE ONE TON CHALLENGE

You can create a profile and submit your lifting PR stats at TheOneTonChallenge.com to see how you stack up against other individuals and top athletes around the world.

About LIFEAID: With a focus on great-tasting, wellness-enhancing and solutions-driven supplement products, LIFEAID Beverage Co. has become a trusted brand among health- and performance-conscious consumers. LIFEAID offers a range of “vitamins you’ll actually enjoy drinking.” The brand’s Recovery Blend FITAID is now the #1 Post-Workout Recovery Drink in America. Visit www.lifeaidbevco.com for more information.

Shrugged Collective is a network of fitness, health and performance shows that help people achieve their physical and mental health goals, founded by Anders Varner. Learn more at ShruggedCollective.com.


> > > Live well.