The challenge, which was started by beverage company FITAID, encourages people to take a video of themselves latching onto the underside of a workout bench.

An employee for the company tells 10News that, through Friday, it’ll donate $5 for every video of the challenge posted on social media and hashtagged #FITAID and #KoalaChallenge.

“You don’t have to successfully complete it,” joked FITAID employee Jordan Costa.

The company also plans to donate five percent of all sales from FITAID ZERO directly to those fighting the fires.

To join the challenge, learn more at: @fitaid


> > > Live well.

On January 9, 2020, the BUSINESS section of The Wall Street Journal featured an article (by Annie Gasparro) about the successful launch of LIFEAID Hemp entitled  "Cloudy Regulation Slows CBD’s Seep into Food and Drinks." 

PHOTO: LIFEAID Beverage Co 

Big food-and-drink companies are slowing work on products containing cannabidiol after regulators sounded a note of caution, making space for smaller players to capture more of the budding market. 

PHOTO: LIFEAID Beverage Co 

 


> > > Live well.


How Much Money We Spend Each Year on Trying to Feel Less Stressed

By SWNS | December 10, 2019 - featured by New York Post

Eight in 10 Americans say politics are currently the biggest stressor in their life, according to a new report.

A recent poll of 2,000 Americans revealed that 78 percent of respondents say politics is currently stressing them out more than anything else in their life.

The current political climate topped everything as the biggest weight on our lives, but it wasn’t the only thing currently causing us anxiety.

Thirty-seven percent said a health issue is presently giving them fits, while over a third of Americans (35 percent) pointed to their partner as a big current source of stress in their life. The study, conducted by OnePoll on behalf of LIFEAID Beverage Co., found that over half of us are currently stressed out by work (51 percent) and money worries (51 percent).

Over one in four Americans say their work commute is currently stressing them out, with nearly a third (29 percent) saying social media causing them distress.

Another third (32 percent) say climate change is currently stressing them out.

Two in three Americans (67 percent) say they’re so stressed right now that it’s causing them to be less productive at work.

Dealing with all the stress can be quite problematic, too, as 69 percent of respondents say they tend to turn to “unhealthy” coping mechanisms.

It can also be pricey: The average American was found to spend $960 annually directly on trying to feel less stressed.

And if your current stress levels feel like they’ve never been higher, you aren’t alone. Sixty-eight percent of those polled say right now is the most stressed they’ve ever been in their entire life.

And there doesn’t seem to be a light at the end of the tunnel: Two in three Americans polled (67 percent) said they don’t see their stress being relieved any time soon.

“Stress is both physical and mental, and one can easily exacerbate the other in extremely stressful times, even with regular exercise and a good diet. It’s important to find your center, and responsibly produced and marketed products with hemp can help you get there,” said Emily Sommariva, CMO for LIFEAID Beverage Co.

“Our survey results tell us 51 percent of respondents strongly believe hemp offers stress relieving benefits. And hemp drinks are a convenient option. You can hang without the hangover, and feel in control — something everyone who is stressed out, wants more of.”

With the holidays coming up, that means it’s time for holiday-related stress to rear its ugly head.

Shopping for gifts was found to be the most stressful part of the holidays, with 37 percent it causes them stress.

The act of visiting family was also atop the list (36 percent), along with cooking (34 percent), as well as crowds and lines (30 percent.)

Even the receiving gifts was found to be a pretty big stressor for nearly one in three respondents (31 percent).

Sadly, two-thirds of Americans say the stress they’re currently experience is actually dampening their holiday spirit.

“The negative effects of stress are cumulative, which is why you have to address stressful factors in your life methodically,” said Sommariva.

“A drink like LIFEAID HEMP helps you do that. You can enjoy it socially, or as part of a workout recovery program, or simply when you’re feeling the pressure of stress. It’s not about how much you drink when, it’s that you integrate a drink like this, thoughtfully.”

> > > Live well.

Source: BevNET LIVE 2019

Each year, BevNET’s annual Best Of awards honors companies, brands, individuals, products, ideas and trends from across the dynamic and ever-changing beverage landscape.

As in years past, 2019 witnessed the emergence of disruptive newcomers developing alongside established players seeking out new frontiers. In ways both big and small, this year confirmed that there isn’t a singular route to success. In bottled water, we saw Essentia reap the benefits of a dedicated long-term growth strategy, fueled by strong execution, and at the same time we saw Liquid Death capture the imagination of consumers with a wholly unconventional (and unmistakable) marketing voice. We saw young companies in categories like energy and coffee help bring a new generation of functional beverages to mainstream audiences, while also watching as legacy brands extended their reach with new innovations. Some well-worn rules were confirmed, and others were torn up in style. There was truly a bit of everything.

With such a wide breadth of worthy nominees, the process of selecting our Best Of 2019 award winners was hardly simple. These honorees represent a vibrant and dynamic group of brands that we feel best encompass the ideas, personalities and products pushing the beverage industry in exciting new directions at the dawn of a new decade— and we can’t wait to see where they will take us next. Congratulations to all our winners!

LIFEAID Beverage Company:
BevNET 2019 RISING STAR Award

"The entire team at LIFEAID Beverage Company, LLC is beyond honored and thrilled to have been chosen as the recipient of a BEVNET Best of 2019 RISING STAR award! Thank you for this acknowledgment. Here's to rising to even greater heights in 2020," LIFEAID posted on their LinkedIn profile following the announcement at the BevNET LIVE event on Monday, December 9, 2019.

Product image of three LIFEAID cans arranged on a grass background

When functional beverage brand LIFEAID first made a name for its workout-based FITAID line through its partnership with CrossFit©, it seemed the company had settled into a strategy of cornering niche target demographics through a focus on hyper-specific use occasions such as partying, travelling and golfing. But after several years of incremental gains, 2019 finally saw LIFEAID and its entire product portfolio break into the mainstream. This past year the company’s risky take on functional beverages saw a vast expansion as it tripled its retail footprint, established a robust DSD network in the West, and made nationwide expansions in major outlets like Walmart and CVS. Co-founders Orion Melehan and Aaron Hinde said that LIFEAID’s mainstream breakout was always the long-term plan, even as it spent years with an emphasis on narrow channels -- part of an “incubation” strategy that through close customer relationships and ROI driven marketing is finally seeing validation in the broader market. Earlier this year, LIFEAID raised $7.7 million in April to fuel this growth and now with Fitness, Focus, Immunity, Partying, and Golfing all covered, the company has introduced sugar-free varieties with FITAID ZERO and FITAID RX ZERO. And the innovation isn’t done yet: the brand has announced LIFEAID HEMP as the latest addition to its beverage portfolio -- making it one of just a handful of established brands to date to jump into the hemp space.
—BevNET


> > > Live well.

"We recently became aware that a segment of our branding was infringing on the registered trademarks of the Red Cross. In an effort to avoid confusion, we have entered into an agreement to phase out all the products and collateral in question. We would like to thank the Red Cross for working with us through this process."

—LIFEAID Beverage Co.


LIFEAID Beverage Co.® signs Golden State Warrior star Kevon Looney

NEWS PROVIDED BY LIFEAID Beverage Co.  | Oct 29, 2019, 13:44 ET

SANTA CRUZ, Calif.Oct. 29, 2019 /PRNewswire/ -- FITAID®, one of the most popular items in the LIFEAID Beverage Co. portfolio, has long been a favorite of professional athletes in football, baseball and basketball. And it's one of basketball's rising stars that LIFEAID selected as a partner for upcoming Northern California retail marketing campaigns: Kevon Looney of the Golden State Warriors. The endorsement agreement was confirmed today by LIFEAID co-founder and president Aaron Hinde.

Looney will appear on billboards through Northern California, and will also be featured in digital advertising and social media campaigns. The brand's social media platforms will also support regular prize and giveaway programs tied retailers and also offered directly from the brand.

"I've personally been rooting for Kevon since he first played for the Santa Cruz Warriors in 2016, right here in our backyard," says Hinde, a proud lifelong resident of Santa Cruz, California, which is also home to LIFEAID's headquarters. "While Kevon may currently be injured, what isn't damaged is his ability to inspire as a gifted, versatile athlete with a long future ahead in pro basketball. We're excited to help build one another's brands."

Standing six-foot-nine, basketball player Kevon Looney is known for his versatile athleticism, playing both power forward and center for the Warriors. His ability to guard all five positions is reflected in his jersey number "5." Looney re-signed with the Warriors in July 2019, in a three-year extension. Warriors' coach Steve Kerr called Looney a "foundational piece" for the team.

"Kevon is a disciplined, dedicated athlete who appreciates the impact of proper nutrition. These are core values for the LIFEAID brand," says Hinde.

"I'm proud to be working with LIFEAID. The brand is focused on clean and functional ingredients. Recovery is a major part of being an athlete, FITAID helps meet the demands of that critical part of my game. Also, I'm following the paleo diet so I can drink it as part of my everyday routine," says Looney.

About LIFEAID Beverage Co.® 
With a focus on great-tasting, wellness-enhancing and solutions-driven supplement products, LIFEAID Beverage Co. has become a trusted brand among health- and performance-conscious consumers. LIFEAID offers a range of "vitamins you'll actually enjoy drinking" including: FITAID, FOCUSAID, PARTYAID, IMMUNITIYAID, LIFEAID, GOLFERAID and the newly launched Keto-friendly FITAID ZERO and FITAID RX ZERO. The FITAID line is currently the #1 Post-Workout Recovery Drink in America as well as the Official Sponsor of the U.S. Spartan Race Series. Visit lifeaidbevco.com for more information.

Media Contact:
Cari McHugh
press@lifeaidbevco.com

SOURCE: LIFEAID Beverage Co.

Related Links

http://www.lifeaidbevco.com


> > > Live well.

Source: PR Newswire  |  News provided by: LIFEAID Beverage Co. 

Leading recovery drink brand LIFEAID Beverage Co.® offers event attendees competitive mobile entertainment experience with Spartan Search

North Lake Tahoe, CA -- September 12, 2019 -- No one will be stuck on the sidelines this year at the Spartan World Championship powered by Rakuten, thanks to a new Augmented Reality (AR) mobile app developed by Transmira for FITAID specifically for the event on September 28-29, 2019. The Spartan Search app will propel participants on an AR adventure, hunting virtual FITAID and Spartan memorabilia as well as completing virtual obstacles throughout the Squaw Valley. And there’s immediate gratification: prizes can be redeemed by participating players at the FITAID booth throughout the course of the event. Now everybody will be drinking the nectar of Spartans with just the tap of a button.

Spartan devotees are no strangers to FITAID, the LIFEAID Beverage Co. brand’s go-to recovery drink for racers since 2016. Close to 15,000 people will be attending this year’s pinnacle event, including enthusiastic spectators. FITAID commissioned the app to help bring those attendees “into the race” with an interactive platform that requires “just as much brain power but only a phone and your fingers to enjoy,” says the brand.

“FITAID is more than a recovery drink, it’s also part of a mindset. We expect engagement to be at an all-time high this year with the use of the Spartan Search app. By creating a fun and interactive activity designed for every attendee, we’re spreading the energy and spirit of Spartan’s competitive but always positive message,” says Emily Sommariva, CMO of LIFEAID Beverage Co.

In addition to traditional event activities, the cutting-edge technology found in Spartan Search is bound to amp up excitement across Spartan grounds. Suitable for all fitness levels, the app will show a map with locations where virtual objects and obstacles are temporarily hidden. AR adventurers will need to seek out and collect the objects in the app on their smartphones. Spartan Search will get Spartan fans exploring the surrounding community outside the Spartan festival as well, creating more buzz and business within the local community. A variety of prizes from a can of FITAID to a $2,500 Visa® gift card can be won depending on which objects are discovered and collected for redemption.

“This is the first time that AR engagement marketing goes beyond novelty ‘scan and see’ interactivity, by linking branded 3D objects directly to real-world products and goods” says Robert Rice, CEO of Transmira. “Our patent-pending technology for the Omniscape™ platform makes it easy for brands to multiply reach, revenue and retention like never before, placing collectible virtual goods anywhere in the world.”

This year, whether a Spartan has just completed the intense obstacle course spanning the Sierra Nevadas or has been on their feet all day acutely focused on the AR adventure, everyone will be flocking to the FITAID booth for a cold can of clean recovery. With more cans in hands, FITAID and many new fans will roar, “AROO!”

The AR experience is available for a limited time only. The Spartan Search app is compatible with both iOS and Android devices, and is free to download from the App Store (Spartan World Championship Spectator tickets required). The AR experience begins on Friday, September 27 at 10am (PST) and players must finish their adventure at the FITAID booth by 2pm (PST) on Sunday, September 29. 

About LIFEAID Beverage Co.
With a focus on great-tasting, wellness-enhancing and solutions-driven supplement products, LIFEAID Beverage Co. has become a trusted brand among health- and performance-conscious consumers. LIFEAID offers a range of “vitamins you’ll actually enjoy drinking” including: FITAID, FOCUSAID, PARTYAID, IMMUNITIYAID, LIFEAID, GOLFERAID and the newly launched Keto-friendly FITAID ZERO and FITAID RX ZERO. The FITAID line is currently the #1 Post-Workout Recovery Drink in America as well as the Official Sponsor of the U.S. Spartan Race Series. Visit Lifeaidbevco.com for more information.

About Transmira, Inc.
Transmira is the developer behind Omniscape, the first XR platform to connect businesses, brands and consumers with highly engaging augmented reality experiences. Omniscape is designed to monetize AR, location and engagement marketing, driving brand awareness, foot traffic and sales. Visit Omniscape.com for more information.

Media Contact:
Cari McHugh
press@lifeaidbevco.com


Morning Chalk Up | Aug. 11, 2019 | By 

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

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

Where it all began

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

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

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

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

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

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

What’s new

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

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

This includes:

What’s next

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

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

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

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

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

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

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

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

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


> > > Live well.

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

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

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

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

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

Logan Aldridge | Photo Courtesy of FITAID

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

 

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

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

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

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


> > > Live well.