HindeSight #6: How to Use Nootropics to Feel More Like Yourself (Plus, How to Manage Your Ego & Live Longer!)

FITAID Athlete Sara Sigmundsdóttir Wins Worldwide OPEN, Punching Her Ticket for Redemption at the 2019 Reebok CrossFit Games.

FITAID Athlete Sara Sigmundsdóttir Wins Worldwide OPEN, Punching Her Ticket For Redemption at the 2019 Reebok CrossFit Games

After a disappointing injury forced Sara Sigmundsdóttir to withdraw early from last year’s CrossFit© Games, in Madison, Wisconsin, fans can finally breathe a huge sigh of relief. She’s back and stronger than ever!

Read the full article here.


How to Use Nootropics to Feel More Like Yourself

In this must-see episode, Dave Asprey sits down with Health Theory podcast host Tom Bilyeu to discusses the effects of Nootropics on your brain, how to manage your ego, live longer & more!

Watch the full interview here.


Innovative Sugar-Free Beverages: Appealing to Consumers with Taste, Packaging & Marketing

As the growing demand for “healthier” beverage options bombards the market, many companies are turning to cheap tricks & marketing gimmicks to appeal to consumers, only further propagating the health issues facing many Americans.

Click here to read the full article.

Creating a morning ritual was a game changer for me. As Steven Covey would say, ‘Begin with the end in mind.’ Being hyper-focused on what we’re becoming, what we can become, thus proving out our trajectory.”

—Aaron Hinde

Man Up: How to Cut the Bullsh*t and Kick Ass in Business (and in Life)

Performance coach & entrepreneur Bedros Keuilian is known as the “hidden genius” behind many of the most successful brands and businesses. In “Man Up,” you’ll discover a guide to stop making excuses, take control of the situation, and rise to your fullest potential in business and every other aspect of life. If there’s an area of your life in which you need to (wo)man up, this book will get you there!

Check out Keuilian’s book here.


HindeSight  |  No. 6

FITAID Athlete Sara Sigmundsdóttir Wins Worldwide OPEN, Punching Her Ticket for Redemption at the 2019 Reebok CrossFit Games

After a disappointing injury forced Sara Sigmundsdóttir to withdraw early from last year’s CrossFit© Games, in Madison, Wisconsin, fans can finally breathe a huge sigh of relief.

Sigmundsdóttir’s first-place finish in the worldwide CrossFit© OPEN last month has unofficially* secured her a spot on the competition floor at the 2019 Reebok CrossFit© Games, where I’m sure redemption will be sweet for the four-time Games athlete.

Following back-to-back 3rd-place finishes at the Games in 2015 & 2016, Sigmundsdóttir finished 4th at the 2017 Games, just shy of a podium spot. Then, her 37th-place finish (due to withdrawing early on in the competition) last year left a bitter taste in her mouth, as her untimely injury instantly crushed her podium dreams.

Now, Sigmundsdóttir (26) looks stronger than ever, promising to give two-time reigning champ Tia Toomey and the rest of the competition a serious run for their money as the “Fittest Woman on Earth.”

2019 CROSSFIT OPEN RESULTS: Individual Women

The Icelandic comeback kid sat down with CNN to discuss her painful withdrawal from the 2018 CrossFit© Games competition, stating:
“It was the hardest decision I’ve ever made.”


In the eight-part 2018 FITAID© docuseries PERSEVERANCE, Sigmundsdóttir said, “I needed to get injured to work on my biggest weakness.” #TeamFITAID

FITAID & the entire CrossFit© community wishes a healthy & healed Sigmundsdóttir GOOD LUCK!

With her eyes laser-focused on that podium, she can bet her bag of Haribo gummi bears that we’ll be cheering our hearts out for her at the Games. Few athletes deserve a spot atop that podium as much as this persistent badass does.

We are confident this year’s CrossFit© Games will have a much happier ending, come August. To quote one of her favorite sayings, Live long and prosper.”


*Official 2019 CrossFit© OPEN results may still be subject to change.

> > > Live well.

LIFEAID Beverage Co. Supports Triple-Digit Sales Growth at Retail With New Financing

@BevNet.com | Press Release

Functional drink line expands into retailers nationally while preparing for new product launches.

March 29, 2019 – Santa Cruz, CA – High-growth functional beverage brand LIFEAID, which produces premium vitamin drinks, recently closed a $7.7 million financing round to support the brand’s expanding distribution in retailers across the U.S. The round includes investments totaling $4.7 million from Everplus Capital, Cambridge Companies SPG and a half-dozen angel investors, in addition to a $3 million asset-backed line of credit with Dwight Funding.

LIFEAID Beverage Co. produces a line of nutrition-focused drinks for consumers with active, performance-driven lifestyles. The current LIFEAID lineup features six functional drinks, each with a unique proposition and dedicated consumer. In 2019, LIFEAID will expand its presence in Walmart and Kroger stores along with additional retailers nationwide. FitAid, the brand’s pioneering post-workout recovery drink, is a favorite of fitness devotees and professional athletes. ImmunityAid became a top-selling product for the brand just six months after being launched at the start of last fall’s cold and flu season, demonstrating the increasingly broad appeal of LIFEAID.

In addition to increasing the presence of its drinks in prominent retailers, including a new authorization with Wegman’s, LIFEAID Beverage Co. has also fully established its direct store delivery (DSD) network in the Pacific Northwest. New partners in the region include The Odom Corporation, Sound Beverage Distribution Inc., Craig Stein Beverage and NW Beverages. In Northern California, LIFEAID finalized a similar agreement with distributor DBI Beverage. The brand is starting to build a similar DSD network in the Northeast and is also increasing its presence in convenience stores like Giant.

LIFEAID CEO Orion Melehan stated, “Strategic investors and working capital financing are more important now as we continue to build the LIFEAID brand and platform of customized vitamin drinks — vitamins you’ll actually enjoy drinking. Our goal for 2019 is to emphasize product innovation and smartly capitalize on growth opportunities with partners that understand our vision, mission and the brand’s deep connection with its consumers.

“We’re proud of the caliber of our latest investors, and appreciate the follow-on investments from some of our earlier ones who believed in LIFEAID Beverage Co.’s tremendous potential early on,” Melehan continued. “In addition to our equity financing, our new relationship with Dwight Funding gives us the flexibility to strategically invest in growth without additional constraints on working capital, given our growing inventory and accounts receivable.”

Joe Yu, principal of Everplus F&B Fund stated, “LIFEAID has shown an incredible and rare ability to continually capture the attention of a dedicated and rapidly growing audience of wellness enthusiasts. The functional beverage category is growing and we think LIFEAID will be an increasingly dominant player in that category. We are confident in the ability of LIFEAID’s forward-thinking and highly strategic leadership to achieve their goals, and we are very excited to be an investor in the company.”

Dwight Funding managing partner Ben Brachot similarly commented, “LIFEAID is a leader in the wellness and performance space. We are excited to be working with a brand that has such a strong bond with its customers. The brand’s growth is built on a strong foundation that has set them up to become a household brand name.”

LIFEAID Beverage Company


LIFEAID Beverage Co. was founded by Orion Melehan and Dr. Aaron Hinde in 2011 and is a pioneer in functional beverage. The brand offers nutrition-focused products including top-selling natural energy drink FitAid, as well as LifeAid, FocusAid, ImmunityAid, PartyAid and GolferAid. Visit www.lifeaidbevco.com.

About the Financial Round Partners

Everplus Capital, located in Newport Beach, California, manages a consumer-oriented fund focused on better-for-you food and beverage brands. Visit www.everplus-cap.com.

Cambridge Companies SPG is a highly respected strategic opportunity investment firm based in Newport Beach, California. Cambridge SPG turns opportunities into value by buying controlling and non-controlling interest in companies poised for growth. The firm focuses on retail, consumer packaged goods (CPG) as well as food & beverage. LIFEAID Beverage Co. is the firm’s 25th investment in the CPG space. Visit www.cambridgespg.com.

Dwight Funding provides debt solutions uniquely tailored to the needs of growing consumer brands. With a nationwide presence, Dwight has deep ties to the CPG community and is able to provide its portfolio companies with strategic advice and solutions throughout the brand lifecycle. Visit www.dwightfunding.com.

A big thanks to Brad Avery of BevNET.com, Inc. for helping us share the news with the #beverage and #CPG financial community.

HindeSight #5: The #1 Key to Getting Your Team Noticed


“It’s like a man riding a lion. People look at him and think:
This person’s really got it together! This person’s brave.
And the person riding the lion is thinking:
How the hell did I get on a lion,
and how do I keep from getting eaten?”

—Toby Thomas, CEO of EnSite Solutions,
The Psychological Price of Entrepreneurship


The Key to Getting Your Team Noticed

As a CEO and successful entrepreneur, Aaron Hinde shares his #1 tip for optimizing execution and getting your team noticed amidst all the other white noise.

Watch the full video here.

Make Your Gym Family-Friendly This Summer

We all know it costs far more to acquire a new member than it does to retain a current one. With summer just around the corner, here are a few ideas to keep numbers up by getting the entire family involved in fitness.

Read the full article on ZenPlanner.

10 Healthy Spring Recipes

Spring has sprung, and so have these healthy recipes to keep your menu fresh. (If you need me, I’ll just be over here drooling over this No-Bake Raw Vegan Raspberry ‘Cheesecake.’)

Click here for recipes.

If something seems overwhelming to you or you’re having difficulty taking the plunge, just start with small risks.

—Aaron Hinde

Dare to Lead

#1 NEW YORK TIMES bestseller Brené Brown reveals new research conducted with leaders, change makers, and culture shifters, who help show us how to put ideas into practice so we can step up and lead.

Check out her book here.


HindeSight  |  No. 5

You’re the Yerba to My Mate

If you’re not familiar with Yerba Mate, let us introduce you to this li’l coffee-substitute POWERHOUSE that proudly hails from South America.

12 Crazy Amazing Health Benefits of Yerba Mate

Contains excerpts and quotes from an article written by Meenakshi Nagdeve on OrganicFacts.net | March 25, 2019

1. Antioxidant Properties

2. Promotes Liver and Heart Health

3. Improved Cognition

The tea’s active ingredients are able to improve memory and attention, as well as focus. The antioxidants in the tea can prevent plaque deposition in the brain, potentially countering the effects of Alzheimer’s disease and dementia.

4. Increased Sex Drive

A mild aphrodisiac with rich mineral and vitamin content to help improve fertility, hormonal balance and reproductive health.

5. Promotes Digestion

6. Boosts Cardiovascular Health

Findings of a research study suggest that intake of this beverage has a beneficial impact on lipid parameters and it helps reduce LDL cholesterol in hypercholesterolemic people. Consumption of this beverage protects myocardial tissue of the heart and is also beneficial in reducing oxidative stress caused by reactive oxygen species (ROS ) which may cause stroke, etc.

7. Anti-Inflammatory Properties
8. Treats Diabetes
9. Reduces Obesity & Supports Weight Loss
10. Strengthens Bones
11. Increases Circulation
12. Boosts Immune System

Fact: Yerba Mate contains immunity-boosting Vitamin C and antioxidants.

Now that you know the benefits of Yerba Mate…

Check out this video about steeping your own!

How to Make Your Own Cup of Yerba Mate


  • Cold water
  • Hot water
  • ½ cup Yerba Mate leaves (amount depends on gourd size)


  • Yerba Mate gourd
  • Bombilla kettle thermos (optional)


Fill the gourd with Yerba Mate until roughly 2/3 full. With your palm over the top of the gourd, tilt to one side, and shake the Yerba Mate to one side of the gourd. Lay the bombilla (filter side down) over the Yerba Mate, preserving the gap. Pour a little cold water into the gap you’ve made, inside the gourd. Keep the gourd tilted until the water has been absorbed by the Yerba Mate. Now add your hot water into the reservoir. It should be no more than 150 degrees F. Fill it to the top. Enjoy your Yerba Mate by drinking from the bombilla. Your gourd can be refilled 15-20 times with the same Yerba Mate.


Did you know? The FOCUSAID Energy Blend contains Yerba Mate (along with other clean vitamins & nutrients your body needs).

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


> > > Live well.

“Million Dollar Mile” to Feature FITAID Athletes

What’s the Million Dollar Mile?

In this unprecedented television event series, contestants have the chance to win $1,000,000 every time they run the Million Dollar Mile. Standing in their way is the most challenging course ever designed and a group of 10 elite athletes with one mission: to stop the contestants from winning the money at all costs.

The Defenders are a group of 10 top-ranked international athletes, including a Green Beret and Army Athlete of the Year, the most decorated Obstacle Course Race (OCR) athlete in history, and a two-time Guinness World Record holder for both the farthest and highest wall flips.

We searched the globe to find the best athletes to defend the Million Dollar Mile. You may not know their names, but you’re about to,” said Executive Producers Allison Grodner and Rich Meehan. “These Defenders combine strength and speed with a level of endurance and mental toughness like you’ve never seen before. They are driven… they don’t like to lose and when they are chasing runners down on the streets of Los Angeles it’s truly riveting!

The show premieres on CBS this Wednesday, March 27 at 9/8c.

Watch for these three badass FITAID athletes who will serve as DEFENDERS on the Million Dollar Mile obstacle course … Their only goal: Defend the money at all costs!

Malibu Pro-Athlete and model Hunter McIntyre is one of the most dominant athletes in the sport of OCR. He is the reigning Tough Mudder X World Champion (2017 and 2018), holds six world OCR titles, and is one of the highest paid obstacle course racers in the world.Robert is a Green Beret with 13 years of Active-Duty service and currently serves in the California National Guard. He earned the title of “Army Athlete of the Year” in 2010 for winning the military division of the Kona Ironman World Championships. Robert has competed in Ironman triathlons, marathons, winter biathlons, international orienteering, and was part of the 2016 history-making Best Ranger Competition winning team. He holds the record for the most podium finishes in the Spartan Race World Championships.Isaiah is the most decorated OCR athlete in the world, celebrating the most wins in the history of the sport. He has competed in over 150 races, stood on the podium more than 80 times and holds the title of the youngest competitor ever to be a two-time finisher of the Spartan Death Race. He gained national attention in 2013 when he rode his bike from Austin, TX to Killington, VT to compete in the Spartan World Championship. There, he placed top 10 in the world, and the next day, placed sixth in an Ultra Beast competition.

> > > Live well.

LIFEAID Co-Founders to Speak at BevNET Live Summer 2019

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

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

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

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

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

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

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

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

About BevNET Live

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

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

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

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


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

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

Listen to the full podcast here.

How Big Tobacco Hooked Children on Sugary Drinks

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

Read the full article in The New York Times here.

Four-Ingredient Chili with Cauliflower Couscous

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

Click here for recipes.

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

—Bill Watterson
Calvin & Hobbes

Ego Is the Enemy

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

Check out his book here.


HindeSight  |  No. 4

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

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

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


Featuring excerpts from original article by Dr. Weil:

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

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

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

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

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

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

Dr. Weil’s take:

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

Finally, here are a couple unusual applications:

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


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

> > > Live well.

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

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

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

You can listen to the full podcast here:

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

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

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

Jeff Thornton: What up?

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

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

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

Aaron Hinde: Oh. Thank you.

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

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

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

Mycal Anders: Thanks, man.

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

Mycal Anders: Wow.

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

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

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

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

Jeff Thornton: That’s interesting.

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

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

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

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

Aaron Hinde: Yeah.

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

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

Jeff Thornton: Wow.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Mycal Anders: True.

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

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

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

Mycal Anders: Right on.

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

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

Jeff Thornton: Congratulations.

Mycal Anders: Congratulations.

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

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

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

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

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

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

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

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

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

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

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

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

Aaron Hinde: Yeah. Quite a few.

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

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

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

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

Aaron Hinde: That’s right.

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

Aaron Hinde: That’s right.

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

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

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

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

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

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

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

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

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

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

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

Mycal Anders: Oh yeah.

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

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

Aaron Hinde: It is. Yeah.

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

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

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

Aaron Hinde: Oh. Awesome.

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

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

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

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

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

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

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

Jeff Thornton: Beautiful.

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

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

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

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

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

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

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

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

Jeff Thornton: Thank you so much.

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

Mycal Anders: Definitely.

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

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

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

You can follow Aaron Hinde on Instagram: @AaronHinde

> > > Live well.