LIFEAID Launches Immunity Line

By: Brad Avery | Oct. 8, 2018

When you need a post-workout recovery drink, there’s FitAid. When you need to pull a late night studying, there’s FocusAid. When your looking to stay up all night for a wild time, there’s PartyAid. And when all that activity finally catches up to you, now there’s ImmunityAid.

ImmunityAid is the latest product from LIFEAID Beverage Company, a brand of functional beverages that serve specific consumer need states. The new orange-flavored SKU launched today at the National Association of Convenience Stores (NACS) Show 2018 in Las Vegas, running Oct. 8-10 and will soon be available in about 2,000 stores nationwide, including Whole Foods, H-E-B, Vitamin Shoppe and GNC.

Speaking with BevNET, co-founder and CEO Orion Melehan said the new line fills a consumer need for immunity-based beverages, and will also ideally help the company to maintain velocity during the winter when beverage sales drop but colds and flus rise.

“We’re launching ImmunityAid at NACS because we believe the consumer really is going to resonate with the product in the immediate consumption channel where they can grab and go the product for its immediate intended use occasion,” Melehan said. “On the road map we think a lot of growth [for the company] is going to come from the convenience channel.”

Melehan said that when speaking with convenience buyers there is an increased focus on c-stores building out functional sets, separate from the existing sports and energy drink sets, and LIFEAID sees this movement as a chance to become a leader in the space.

Made with a blend of A,C, and D vitamins, zinc, turmeric, ginger root, chamomile, astragalus, and echinacea, ImmunityAid is labelled as a dietary supplement and contains 45 calories per 12 oz. can. It will retail for $2.99 per can.

“Think of it like Emergen-C on steroids,” said co-founder and president Aaron Hinde. “It’s everything that people would normally be taking during cold and flu season during the winter, or while travelling, to keep their immune system firing on all cylinders. And it’s not just pixie dust in there, we have a very efficacious dose of those key nutrients with a great flavor profile.”

According to Hinde, the company received feedback from consumers and from buyers at some of its top retail partners, including Whole Foods and H-E-B, to develop the new line. He added that nearly three-quarters of U.S. consumers currently take some form of nutritional and wellness supplements, and the company believes ImmunityAid could quickly become the “number two or three” top selling SKU across the brand’s product portfolio.

“One of our biggest criticisms in our early days was that we were way too niche as a company, but we always had this vision of LIFEAID being a very functional beverage company with different products for different needs and having solutions for those consumer needs,” Hinde said. “Now that platform is really being built out.”

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Currently the flagship FitAid line, marketed as a post-workout recovery drink, remains the company’s top-selling SKU across all channels, with its nootropic-based FocusAid line matching roughly 80 percent of FitAid’s volume. According to Hinde, the company has so far put very little of its marketing arm behind FocusAid, but an organic trend for more controlled, better-for-you energy from millennial consumers who are seeking alternatives to the mainstream energy brands has sparked the SKU’s growth. To build the line out, LIFEAID is reformulating the product to increase the caffeine — sourced from green tea — to 100 mg per serving and refining the blend of Nootropics, which may improve brain function.

For the first five years after its 2011 launch, LifeAid was exclusively an ecommerce product. However, over the past three years the brand has rapidly ballooned its presence in conventional retail and gyms, currently counting 20,000 points of distribution nationwide — double where the company was a year ago. In retail, the brand has seen over 100 percent growth and in Whole Foods, Melehan said, same store sales are growing 50 percent year over year. However, the ecommerce side of the business, Hinde said, has provided the company with a list of roughly 300,000 consumer email addresses that can be tapped for new product launches and drive repeat customers out to retailers.

Partnerships with fitness brands like CrossFit and Spartan Race have helped LifeAid attract a loyal base of athletic consumers for its core products, but the diverse line of need-state based drinks has led those consumers to buy the brand’s other SKUs. Rather than focusing on in-store promotions, Melehan said, LifeAid has worked on building its field marketing team to continue to add retailers and touch new consumers at events — from obstacle course events to music festivals — across the country. He added that the company is opening up more DSD distributors, particularly on the west coast, and will be increasing its field marketing team from 72 full-time employees to 85 in order to match the new distribution.

“What we look at is the entire life cycle of the consumer and focus on providing as much lifetime value to our customer base as we can,” Hinde said. “A lot of people look at their marketing and say well okay, ‘we have our online marketing budget, our event marketing budget, our in-store activations’ and they’re treated like all these separate things. We don’t look at it that way. Everything connects. The wave of the future, especially in beverage, is that there will be no separation between online and brick and mortar — it’s all one.”


For information about all of the LIFEAID Beverage Co. clean, unique blends, their health benefits, or to shop the lineup of refreshing blends visit

FITAID Partners with Spartan for Spartan World Championship Giveaway

By Margaret Schlachter | September 4th, 2018

FitAid and its parent company LIFEAID Beverage Co. are celebrating the upcoming Spartan World Championship by giving away an exclusive prize package with partners: Spartan, Assault Fitness and Power Systems.

You can enter to win a chance at a prize package worth nearly $10,000!

Enter to Win
At a prize value of approximately $10,000, the Grand Prize winner will be receiving a year’s supply of FitAid, a coveted Assault Airbike, a wide array of Power Systems premium equipment, exclusive training sessions with SGX-Certified trainers, and free Spartan Race entries. An additional 10 runner-ups will receive enviable packages of FitAid product, Spartan Race entries, and Power Systems prizes.

The celebratory sweepstakes concludes at the Spartan World Championship event in North Lake Tahoe, CA. The epic venue, once the site of the 1960 Olympic Winter Games, is a stunning backdrop to a challenging weekend of competition with some of the world’s most elite athletes. Beginning on September 29th and ending on September 30th, the weekend is filled with races and family-friendly activities for spectators.

The Spartan World Championship, a pinnacle event of the obstacle-racing season features a field of male and female elite athletes from more than 50 countries battling the mountainous terrain at Squaw Valley during the 12+ mile (20+ kilometer) “Beast” race for more than $120,000 in cash prizes. The event is the final stop on Spartan’s Global Championship Series, which features events on five continents, with the National Series leading to Regional Championship events. To qualify for the elite heats in World Championship, racers must finish top 10 in a National Series event or a Regional Championship event. In addition to the elite competition, the event offers opportunities for athletes of all ages and skill levels to hit the race course with open heats and Spartan Kids races. When claiming their hard-earned medal, more than 15,000 finishers will receive an ice-cold FitAid, which has been a finish line reward for hundreds of thousands of racers at hundreds of races over the past two years.

Earlier in 2018, FitAid by LIFEAID Beverage Co. upgraded their strategic alignment with Spartan as the brand’s “Official Recovery Beverage” in an extended multi-year partnership; one which is proving to be a win for not just the partners, but for the race attendees.

“We listened our racers, who desire nutrient-rich, natural recovery drinks and we’ve received overwhelmingly positive feedback since adding ice cold FitAid to the finish line,” said Spartan VP of Global Partnerships Ian Lawson. Our expanded partnership with FitAid helps our racers live the cleaner, leaner healthier lives they aspire to, and we’re excited to bring the brand together with Assault Fitness and Power Systems to offer this special prize package.”

“If there was ever a race where someone missed their cold can, we were sure to hear about it. This has proven both the need and efficacy to these Spartans for an ice-cold FitAid .”

This true ‘Recovery Blend’ provides high quality, clean nutrients to help your body recover after intense activity or exercise. FitAid delivers BCAAs, L-Glutamine, L-Arginine, Vitamins C & D3, B Complex, Glucosamine, Turmeric, CoQ10, Omega 3. The raw organic agave accommodates the glycogen window and provides active bodies with a complete and clean recovery.

“From every-day warriors, to the highest elite Spartan racer, we are thrilled to have our product as the ‘must-have’ reward their body needs after such a grueling, yet exhilarating race,” LIFEAID President Dr. Aaron Hinde states, “The feeling of that ice-cold FitAid  only comes second to the enormous feeling of success when you cross that Spartan Race finish line!”

The sweepstakes is live on the LIFEAID website and winner will be announced on September 29th in North Lake Tahoe, with winners also contacted via email the same day.


For information about all of the LIFEAID Beverage Co. clean, unique blends, their health benefits, or to shop the lineup of refreshing blends visit

PRODUCT REVIEW: Hear What Gym Owners Have to Say About FITAID

“Titan CrossFit loves FITAID! We purchased the 10-case promotional deal which included a FREE fridge. After only 45 days, we are reordering! Many of our athletes miss the carbonation of a soft drink, FITAID fills that void and tastes great. Not to mention it is loaded with great supplements. The only problem is I keep drinking the profit! One request: Can you start making a “SnatchAid,” ’cause I sure could use the help!”

—Nick Zawmon, Titan CrossFit, Maryland

FITAID is a great product and tastes great. Our athletes especially have liked FITAID on hot days as it contains great supplements and is only lightly carbonated, which means no bloated feeling like with other carbonated drinks.”

—C. Ryan Bucher, Open Country CrossFit, Ohio

FITAID is becoming so popular in the gym that people actually put money down to have a running tab for FITAID. All of the trainers love it as well and it is a staple after a hard workout! Excited to get in the next shipment as we have members worried that we will run out before it gets here, that is how popular it is. Thanks for the great customer service!”

—Julie Payton & Cory Letts, owners of CrossFit North Star, California

“Having FITAID available to our members before or after a WOD, cold out of our FITAID refrigerator, shows good member services and great profits for our business. Our members like the taste of FITAID and the Paleo-friendly vitamin and energy boosters to help in recovery. We sell an average of 9 cases a month without any extra effort on our part and provide a great healthy drink to our members. The people at FITAID have been amazing to work with and their customer service is professional, fast, and accommodating. Get a FITAID refrigerator and pack it with cold FITAID for your members. They will thank you, and you will see a nice profit for your business.”

—Troy and Melanie Miller, CrossFit ReadyCalifornia

“We at CrossFit Amplify love FITAID! It has become one of Amplify’s go to for recovery supplements! We’ll continue to have our FITAID Refrigerator stock for our members and coaches!”

—Mike Viall and Scott Todnem, co-owners of CrossFit AmplifyIllinois

“We have been carrying FITAID at our box for a few months now, and we couldn’t be happier with this product. Our members love how it tastes and how they feel after drinking it! Customer service has also been awesome. The FITAID fridge is the perfect addition to our retail area and thank you again for donating some cans to our charity event that we hosted!!”

—Chad, CrossFit Boom TownNew York

 “Here at CrossFit DTW we love FITAID. We have some that drink them for a pre-workout and some for a post. We love that little edge it gives you. It is one of the best sellers here, they go just as fast as the water!! Also they taste great so I sometimes grab them on a rest day too! Thanks so much for a great product!”

Brogan Walters, CrossFit DTW, Colorado

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FITAID has been awesome for us here at FarmBoy. We love being able to carry a product that not only helps aid in recovery from WODs, immune health and Heart health, but also is great tasting. FITAID is the first thing people reach for at our Box. People absolutely love it! It is by far the single quickest moving drink/ supplement in our Box. My wife and I love the opportunity to carry such a great product that our athletes love and also make money in doing so. It is the best of both worlds. We are happy and they are happy!”

—Brian Baker, CrossFit Farm Boy, Colorado

“We brought FITAID on about a year ago and we really love what it has brought to our gym. We love that it is Paleo-friendly and its supplement profile. We have consistently sold through about 15-20 cases a month and don’t see it slowing down. Our members love it, our staff loves and I love it. Thanks for the awesome product!”

Narine KadekianCrossFit Scotts Valley, California

“We love FITAID! Ever since we began carrying FITAID, we have had a continuous stream of sales. The FITAID mini fridge is a great way to display the product and makes it very easy to sell. Our members love the convenience of having a cold FITAID before or after a tough workout. Throw in the great taste, the athlete specific nutritional supplements, and you have a winning product to offer your members.”

—Holly Valentine, CrossFit Vacaville North, California

“Simply put, I bought 10 cases and I only have one left! They have been both a nice pre-WOD pick-me-up as well as a nice post-WOD chaser! I have to say I love the taste after a tough WOD! FITAID has been a welcome addition to CrossFit Great Barrington!”

—Mike Bissaillon, CrossFit Great Barrington, Massachusetts 

“I’m part owner of a CrossFit gym and we have been selling FITAID for just under a year. We are a smaller gym (less than 100 members) but have had a wonderful response in regards to FITAID. Our members love that it’s a clean drink (a lot of our members eat Paleo or Zone), that there’s no HFCS, that the taste is great and so is the mild carbonation, and I don’t know what it is but FITAID tastes the BEST after a REALLY tough workout!! I’d say we go thru about 10 cases every 2-3 months. We’ve tried other supplement drinks but overall they just don’t compare to all the goodness FITAID packs. FITAID for life!!!”

—Michelle Gallagher, Jefferson State CrossFit, California 

Gym owners, we want to hear from you!

Please share your feedback and tell us what your gym members think of our products. LIFEAID Beverage Co. is here to help make the world a healthier place, one can at a time.

Interested in purchasing FITAID or other products for your gym? Visit our product page at

> > > Live well.

LIFEAID Announces Permanent Price Reduction to FitAid RX

Press Release | Aug. 2, 2018 at 4:45 pm

Santa Cruz, Calif. — LIFEAID Beverage Company is kicking off a big week in Madison, WI for the 2018 CrossFit® Games. In celebration their 5th year in attendance and their 3rd year as the Official Recovery Beverage of the CrossFit Games, LIFEAID Beverage Co. is pleased to announce the permanent price adjustment of FitAid RX.

Complementing the price reduction is a week-long partnership and activation full of athlete signings, giveaways, and parties, including hosting The Official 2018 Reebok CrossFit Games After-Party, filled with DJs, performers, and more.

Available exclusively at CrossFit affiliates in the US, Australia, and parts of Europe, the global line extension launched in the summer of 2017 as an expansion to the popular recovery product FitAid , with the inclusion of Creatine. The addition of Creatine, as well as the matte-coated black & gold can, were voted on and directly chosen by LIFEAID Beverage Co.’s own CrossFit resellers, (aka: ‘box-owners’, as these licensed affiliates are called). Currently RX is sold in over 6,000 boxes globally.

Previously sold at a slightly higher premium price point, the polarity seemed problematic for resellers, so LIFEAID took note and adjusted tactics, “We listened to one of our most trusted and loyal reseller groups, and we recognize their continued importance to the brand we are building.” Co-founder and LIFEAID president, Dr. Aaron Hinde shared, “These athletes, coaches, and owners know how important clean recovery and bespoke nutrition is to serve their bodies and minds, we want to keep their pocket books healthy as well.”

In addition to creatine for recovery, RX sku contains the same ingredients as the premium RTD, FitAid, with Glucosamine, Glutamine, BCAAs & other supplements for joint and muscle recovery, muscle stamina, flexibility, agility, and cardiovascular support. Vitamins C, D, E are powerful antioxidants for fatigued bodies and assist by providing immune support. CoQ10 & Omega-3 EFAs aid cardiovascular health and FitAid is Paleo friendly. Additionally, FitAid RX has a more berry taste profile in contrast of the more citrus centered FitAid.

The new reseller pricing goes into effect on August 1st still in time for the hot summer selling season critical for all in the RTD category. LIFEAID has been equally making hot gains recently with record authorizations including Kroger, Safeway, Walmart, GNC and CVS.

About LIFEAID Beverage Co.

LIFEAID – The Functional Beverage Company is the creator of clean, healthy and convenient nutritional products for different active lifestyles. Products are currently sold in over 20,000 domestic outlets and over 22 countries, having twice now placed on Inc. 500’s Fastest Growing Companies.

For information about all of the LIFEAID Beverage Co. clean, unique blends, their health benefits, or to shop the lineup of refreshing blends visit

CrossFit® Inc. is the registered trademark owner of the CrossFit Games which is used under license.


FocusAid Partners with Loot Crate for Gamers Outreach

Press Release Jul. 23, 2018 at 2:30 pm

LOS ANGELES — FOCUSAID, a product of LIFEAID Beverage Co. is joining forces with Loot Crate, collectible subscription box behemoth, for the charity Gamers Outreach for an 8-hour fundraising stream on July 28th, 12pm PST through 8pm PST, accessible at

Founded in 2007, Gamer’s Outreach provides equipment, technology and software to help children cope with treatment inside hospitals. Proceeds raised through the live stream will pay for “GO Karts” (Gamers Outreach Karts) – portable, medical-grade gaming kiosks nurses use to transport video games and entertainment to children who are unable to leave their rooms within the hospital. Gamer’s Outreach will equip hospitals and care centers with these specially designed gaming stations to minimize trauma and increase joy for these young patients.

Presented and powered by FOCUSAID, the clean and natural nootropic blend by LIFEAID Beverage Co., the Loot Crate gaming community will participate in a day-long stream full of fun gaming challenges and contests all while helping to raise funds and awareness for Gamer’s Outreach.

The stream will be filled with donation perks, incredible stream goals and challenges, fantastic giveaways from FOCUSAID, LIFEAID, and Loot Crate, with mega prize packs unlocked throughout the day.

On stream, hosts will include…

• Loot Crate’s own Mikey Petralia and Josh Ball (

• Actress Naomi Kyle (insta @thenaomikyle)

• Hyper RPG ( studio head, Zac Eubank

• Streamer DI3SEL (

• Gamer & Model Mandie Roman (insta @GeekyGlamorous)

• ABC’s Once Upon a Time actor, Jared Gilmore (insta @therealjaredgilmore)

• Many more surprise guests!

“Loot Crate is happy to support such a worthy cause as we believe that the heroes of our fandoms can inspire heroic moments in our own lives. Hopefully we can inspire the audience of this live stream to be the heroes these patients need to get better,” said Matthew Arevalo, co-founder of Loot Crate. From retro games to the latest squad gatherings, the stream will surely provide entertainment while raising donations. LIFEAID CMO, Emily Sommariva explains, “We all need play to thrive. When the idea formed with Loot Crate to support Gamer’s Outreach’s efforts to bring joy to this special group of kids across the country, we said ‘Game On’!”

About LIFEAID Beverage Co.

LIFEAID is The Functional Beverage Company, and creator of of premium, healthy and convenient nutritional products for different active lifestyles. Products are currently sold in over 12,000 domestic outlets and over 22 countries, having twice now placed on Inc. 500’s Fastest Growing Companies. Learn more at

About Loot Crate

Founded in 2012, Loot Crate™ is a leading subscription commerce platform targeting super fans of entertainment franchises. Loot Crate partners with major studios, game companies, comics publishers, professional sports leagues and personalities in the shared curation of premium and exclusive consumer products in themed mystery boxes, delivered directly to subscribers’ doorsteps. Loot Crate was ranked #1 fastest-growing private company by Inc. magazine’s Inc. 5000 as well as #1 on Deloitte’s Fast 500 list for 2016. For more information and to sign up for a Loot Crate subscription, please visit

About Gamer’s Outreach

Gamers Outreach is a 501(c)(3) charity organization that provides recreation to children in hospitals through the power of video games and the gaming community. Hospitalization can often be a lonely, isolating, and scary experience for young people. Gamers Outreach eases those burdens by providing equipment, technology, and software that help kids cope with long-term treatment. More information can be found at


This CrossFit Trainer Lost His Left Arm at 13—And Can Deadlift 500 Pounds

Article by 

You don’t need to have both arms to live an outstanding life, and Logan Aldridge almost prefers it this way now.

“I love being different,” says the 27-year-old. “I love being the guy with one arm.”

Life changed forever for Aldridge at age 13 after a day wakeboarding on Lake Gaston on the North Carolina-Virginia border. Helping his dad on the family boat, the duo was pushing off from a friend’s dock and heading back home when a rope he was coiling got tangled in the propeller. Within an instant, it severed through the skin and arteries in his left arm, right up to the bone. Blood was everywhere, he recalled. His Dad, springing into action, created a tourniquet of sorts that kept him from bleeding out until the emergency teams arrived. In the ambulance, Aldridge’s mother said something that would shape his perspective for years to come.

“I remember laying there and looking at my arm, looking at everyone around me, and asking my mom what if I lose my arm from this?” he told “Without skipping a beat, she said, ‘Logan, it’s just an arm.’ Some people think that’s a brutal parental response, but that was the most important thing to hear. It instilled the perception in me that at the end of the day, I’d still have my life. Whatever happens, we’re going to make it through this.”

Logan’s mom gave him the tough-love advice that inspired him to face his new reality head-on: “without skipping a beat, she said, ‘Logan, it’s just an arm.'”
Standing in the hospital bathroom, tears streamed down his face seeing the shape of his new body in the mirror. But that was the last time that the Raleigh native would grieve his loss, something wise beyond his years at such a young age.

“I knew I had to move forward,” he says. “I immediately went into problem-solving mode, started to learn how to write with my right hand, make the best of a less-than-ideal situation, and embrace my situation.”

Today, Aldridge is an accomplished para-athlete and has fully embraced life with a handicap. As someone who is “in pursuit of more potential and maximizing [my] output,” he craves comfort that allows him to push his personal and physical boundaries. To that end, he turns to the reliable ease and durability of cotton in and out of his WODs. “I’m training all the time and like to be comfortable.”

Similarly, his go-to sweaty habit, CrossFit, continually pushes him to be better and prepares him for his other active passions, from mountain biking to Spartan Racing. “We learn so much about ourselves when we are challenged,” he says. “When I’m breathless and working hard and in an uncomfortable state, that’s when I grow.” Pressing on with determination and grit has led Aldridge to set some impressive weight-lifting PRs—like deadlifting 500 lbs and doing 245-lb. cleans.

“We learn so much about ourselves when we are challenged.”

When he’s not traveling for his full-time job as a sales manager or teaching CrossFit, Aldridge is speaking to large groups about the lessons he’s learned (and also: training to one day compete in the Paralympics).

“My life’s purpose now is to motivate others,” he says. “We hear inspiration a lot, especially in the case of active amputees. Inspiring is cool—and I’m grateful to do that—but motivation is different that inspiring. You can be inspired sitting on the coach, but when you’re motivated—you’re ready to take action and still change. Something has happened that’s made you ready to move. And I say hey, let’s move together.”

 is a freelance writer, certified fitness trainer, and host of the podcast Hurdle. You can find her work in GQ, Shape, Runner’s World, and other health and fitness publications.

> > > Live well.

The New, New Niches: Brands Look to Intense Sports, E-Games for Growth

Brad Avery | Feb. 22, 2018

There’s nobility—and money—in wanting to achieve mass appeal,

building a brand that appeals to as many types of consumers as possible.

But few brands succeed in truly reaching a universal market. It’s a time-honored tactic, in fact, to thrive by thinking smaller — focusing in on specific demographics, need states, or consumer identities to build loyalty. For a long time, this simply meant “college students” or “moms on the go,” but some brands have started to take things even deeper, selecting niche target audiences that live in their own communities or form their own online tribes.

Brands big and small are now finding emerging subcultures to build their beds in. From startup recovery drinks crafting an identity around cult fitness brands to big soda companies focusing in on the emerging gaming community, we took a look in this two-part series at how companies large and small are searching for wide success with niche, but fast-growing communities.


FitAid Hits with CrossFitters

LIFEAID co-founders Aaron Hinde and Orion Melehan first met in a CrossFit gym in 2009, so it’s appropriate that their workout-based FitAid product would become the Official Recovery Drink of the 2017 CrossFit Games.

FitAid, in fact, was carefully built and cultivated around this particular fitness subculture. Oft parodied for its customers’ cult-like devotion to their all-in style of workout, CrossFit has built a loyal consumer base, so a beverage brand built within the culture targeting not only their nutritional needs, but their whole identity, was in a good position to resonate. Its founders say FitAid, one of the multiple functional beverage sublines released under the LIFEAID master brand, is formulated with vitamins, electrolytes, and other ingredients to fit the needs of CrossFit athletes. The brand’s early business strategy involved getting the product in those gyms.

In creating FitAid, Hinde and Melehan — like a large group of insurgent brands, from competing sports drink Kill Cliff, itself a former CrossFit Games sponsor, to a variety of energy bars and snacks — sought to find a way to access a large and still growing customer base made up of several key age groups. According to a report from Rally Fitness, CrossFit counts roughly 4 million members worldwide, with 42 percent ranging between 25 and 34 years old. 19 percent are between 35 and 44, while 18 percent are minors. The demographics skew evenly between men and women. The $4 billion company has experienced massive growth in the past decade, expanding from 13 locations in 2005 to more than 13,000 worldwide today. The company’s low-tech gym setup and franchise model has also given it the ability to rapidly scale and bring in new customers.

Of the roughly 10,000 gyms LIFEAID products are currently available in nationwide, about 4,000 are CrossFit locations. As LIFEAID expands its distribution in traditional retail channels, its connection with its base gives it an extra edge in grocery and at retailers where CrossFitters shopped, such as Vitamin Shoppe.

“That gym channel has been a great driver because it’s very consistent with that health-conscious consumer who we’re targeting,” Hinde said. “That consumer who happens to shop at Whole Foods, and at Kroger’s, and at Publix. We’re able to get turn from day one in a traditional retail environment, which is extremely crowded, because we already have that core community that we’re bringing to the table that we can mobilize.

Having company leaders in Hinde and Melehan who live the lifestyle — and participate in the grueling events — gives LIFEAID another layer of authenticity.

Knowing CrossFit’s unique vernacular and partnering with the culture’s celebrities for social media influence have both been vital to developing an authentic relationship with the consumer base, and not coming off as another invasive brand just looking to exploit a community.

Working within CrossFit has also opened the door for Hinde and Melehan to move into similar fitness-based markets — a transition that reveals another set of growing fitness communities that are being targeted by entrepreneurial brands.

In 2016, Hinde and Melehan began running in the Spartan Race obstacle competition when LIFEAID (FitAid) was signed as the event’s official recovery drink. According to Hinde, Spartan Race and CrossFit had a significant overlap in their consumer base, giving the company “street cred” as it integrated and was introduced to new consumers.

“We followed a very similar approach,” Hinde said. “Got some top influencers and ambassadors on board, ran a few races ourselves, started showing up to events on a smaller scale level, and then when the time was right we wanted to step up and do finish line sampling for all the racers.”


The company has innovated around the partnership, premiering CrossFit-exclusive FitAid RX and the protein-heavy FitAid Fuel snack packets in order to better fit the needs of that consumer. But beyond CrossFit and Spartan Race, much of LIFEAID’s portfolio is built around niche target audiences. Using a uniform can design, the company also markets products such as GolferAid, intended to help golfers improve their performance on the course, and TravelAid (now ImmunityAid), an immunity drink aimed at frequent travelers. The company’s FocusAid is recommended for students, gamers, and office workers and features Nootropics and other allegedly brain-boosting ingredients, while PartyAid focuses on providing clean energy.

Similar to LIFEAID, in November, Kill Cliff—which has long fostered its own relationship with the sport and its athletes—partnered with another Spartan-like endurance event, Tough Mudder, to be the Official Sports Drink of its 2018-2019 season. The company also lends its name to the Kill Cliff Granite Games, furthering its presence in the competitive fitness world.

Meanwhile, GT’s Living Foods is also running with the Spartans, bringing its kombucha products to races as an official partner.

“We are an inspirational brand and we like to take a position of living life to the fullest and making sure each day is rich with experiences,” GT Dave, founder and CEO of GT’s Living Foods, told BevNET. “That kind of philosophy completely aligned and resonated with the Spartan community.”

Dave said he and Spartan Race founder Joe De Sena have long been personal friends, but only last year did the two brands opt to capitalize on their synergy. GT’s Kombucha is being served at all U.S. Spartan Race events this year, and Dave said he sees big potential for the community’s “Spartans” to find value in kombucha as an alternative to sugar-heavy sports drinks like Gatorade.

“What’s very clear in this Spartan community is that the majority of them aren’t really athletes, meaning they’re not doing this for a living,” Dave said. “A lot of them are doing this because they want to challenge themselves to a point of growth, a point of a breakthrough, and a point of new awareness about how their body is a beautiful instrument. That’s kind of our mantra as a brand, we want to help people be the best version of themselves and participate in that kind of awakening about how perfection is not real, but the pursuit of it is.”

On Thursday, Spartan Race signed one of its biggest beverage partners yet, announcing BodyArmor as its Official Sports Drink through the 2019 season.

The brand, one of the top selling sports drinks in the country seeing $130 million in sales in 2016, may lack the grassroots authenticity of a LIFEAID or the holistic health halo of a GT’s, but it can call on endorsements from some of the top athletes in pro sports.

“Partnering with Spartan is a no-brainer for BodyArmor,” said BodyArmor shareholder and 18-time NBA All-Star Kobe Bryant in a press release. “Spartan athletes are driven, competitive and they are obsessed with better, and that’s exactly what BodyArmor exemplifies as a sports drink. Spartan athletes demand the best in hydration and nutrition so it’s only fitting that BodyArmor will be providing them with the best hydration option out there.”

BodyArmor’s partnership with Spartan Race shows the niche market’s value to big brands. The clean hydration promoted by BodyArmor has potential to resonate deeper with Spartan’s base than an artificially flavored product would and, with the full endorsement of De Sena, it’s being welcomed in with open arms.

Part II of this article will look at how brands are now targeting the emerging eSports tournament circuit as a way to bring in the millennial gamer demographic.


FITAID: A Spartan Fitness Aid

By Jason Jaksetic

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

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

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

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

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

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

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

Skip the processed. Always. FitAid did.

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

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

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

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

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

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

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


LIFEAID Sets E-Com Black Friday Sales Record

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

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

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

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

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

About LifeAid Beverage

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


Fitaid Recovery Blend Review

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

Top ingredients in the recovery drink

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

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

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

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

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

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

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

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

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

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

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

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

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

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