5 Incredible Facts About Ginger Root

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 superpowers:

1. Stimulates Digestion

…Ginger is your new best friend for supporting digestive health. Ginger may help 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 may be less likely that heartburn or indigestion will occur.

The more efficient your digestion is, the more energy you will have. Researchers have found that approximately 60 percent of your body’s energy goes to metabolism. If ginger can improve digestion, your metabolism may improve and may help to make energy more available.

2. May Help Reduce Nausea

Nausea is no fun. Ginger has also been found to help reduce the amount of nausea you might otherwise experience in everyday life, from motion sickness and beyond.

3. May Help Reduce Mild Inflammation

Inflammation is a natural and healthy response to protect the body. However, when inflammation is excessive or ongoing, it can be very damaging.

The active constituents in raw ginger—gingerol, shogaol, and paradol—are responsible for many of the natural inflammation-fighting powers of ginger. This root may be a great, easy way to help reduce mild inflammation in the body caused by everyday stress.

4. Antibacterial Properties

In oral health, two types of ginger have been shown to have natural antibacterial properties which may help inhibit the growth of pathogens that contribute to gum issues caused by bacteria.

5. Blood-Sugar Regulator

Ginger may help regulate the mind-body system to support balanced blood sugar levels.

How to Use Ginger

Knowing all these 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.

*Editor’s Note: These statements have not been reviewed by the Food & Drug Administration and are not intended to treat, diagnose or cure any disease. 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 Vitality Blend – to help reduce mild inflammation form everyday stress
  • IMMUNITYAID Wellness Blend – to help defend & boost your immune system

Shop or learn more about all of our products at LIFEAIDBevCo.com!

> > > 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 lifeaidbevco.com … That’s lifeaidbevco.com … 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 boneraid.com 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. lifeaidbevco.com. 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

Elev8 Questions with Aaron Hinde, President of LIFEAID


Interview by Tyler Johnson | Feb. 28, 2019

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

8) Definition of Success? 

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

> > > Live well.

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

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

  • Stay fit & healthy

  • Improve cardiovascular health, coordination & bone density

  • Burn calories in a portable, fun way

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

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

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

BONUS: Want a free jump rope?

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

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


> > > Live well.

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

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

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

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

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

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

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

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


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

The new study suggests the problem is getting worse.

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

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

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


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

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

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

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


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

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

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

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

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

Ordered with cheese, it has more than 700 calories.

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

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

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

The FITAID Morning Show Ep. 87: Chris Hinshaw

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

Watch the full-length video here.

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

—Chris Hinshaw

6 Science-Backed Reasons to Use MCT Oil

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

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

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

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

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

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

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

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

—Aaron Hinde   

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

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


Happy Running

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


HindeSight  |  No. 1

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

Things got a little buttery last night…

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

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

OPEN Workout 19.2 (Men’s RX)

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

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

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

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

Time cap: 20 minutes

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

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

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

3, 2, 1…Go!

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

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

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

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

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

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

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

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


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

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

Redemption was sweet for both Mars and Rory!

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

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

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

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

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

> > > Live well.

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

By Jon Gordon | Released Feb. 24, 2019

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

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

LISTEN to the full Positive University Podcast episode here:

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

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

. . .

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

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

Aaron Hinde: They are. They ultimately are.

. . .

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Aaron Hinde: Exactly. Yeah.

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

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

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

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

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

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

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

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

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

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

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

Jon Gordon: What is in FocusAid?

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

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

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

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

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

Jon Gordon: That’s awesome.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Jon Gordon: How many cans were two pallets about?

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

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

Aaron Hinde: Yup, exactly.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Jon Gordon: Would you ever expand beyond beverages?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

You can follow Aaron Hinde on Instagram: @AaronHinde

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