Meet The Newest Team FITAID Athlete, Guilherme Malheiros

Q&A with Crossfit Star Guilherme Malheiros

Guilherme Malheiros, also known as Gui, is the 21 year old Crossfit Phenom from Brazil who is quickly becoming a star in the CrossFit world. He was first introduced to CrossFit in 2016 at the age of 16. That year, he ranked 45th in the world and second in Brazil. The following year, in 2017, Guilherme took 2nd in the CrossFit boys division (16-17) and was crowned the 2nd Fittest Teenager on Earth. 

Fast-forward to 2019 and Guilherme, 19 years old, is the Fittest Man in Brazil and is competing in the CrossFit Games in the men’s division. He would go on and place 48th at the 2019 CrossFit Games. In 2020, Malheiros finished atop the rankings of Fittest Man in Brazil again. However, due to COVID-19, he did not compete in the 2020 games. 

After a year of not competing at the 2020 CrossFit Games, Guilherme was determined to make a statement during the 2021 Games and that is exactly what he did. Guilherme would go on to win three events, the 550 yard sprint, the sprint and heavy clean ladder, and the one-rep max snatch event. Guilherme was one of two competitors to take home first place in at least three events. As the youngest competitor at this year's Madison Games, Guilherme would go on to place 7th overall at the 2021 CrossFit Games. Also, Guilherme would be crowned Most Improved Athlete at the CrossFit games for his efforts. 

Guilherme has the potential to carry the sport for the country of Brazil and bring more fans and competitors from all countries within South America. While some believe Guilherme is the future star this sport needs, Guilherme believes the future is now. 

We sat down with the future star of CrossFit to learn more about him, his love for CrossFit, and the biggest differences between his home country of Brazil and America. 

Q: When do you first become aware of FITAID? 

So I knew FITAID in 2017. I was in Puerto Rico. I loved it. The shirts and all of their apparel, obviously the drink, the recovery drink. So I wanted to be sponsored by FITAID but at that time I did not have the contact to talk to someone. So I just waited and was like ‘man one day I’m going to be sponsored by FITAID.’ And then in 2021 after the games, Aaron Hinde (Co-Founder and President of LIFEAID)  just stopped his car in the middle of a crowd of people and said “Hey Bro! I want to sponsor you!’ And I was like ‘Yeah! Let's go!’ 

 

Q: Why do you love working out? 

Because it makes me feel better with myself and improves my self confidence. Working out improves my mental game and my mentality towards life. I love working out because it makes me feel better, lighter, strong, and self confident. 

 

Q: What is your favorite workout song? 

I don’t have only one. I have maybe a type of music. Hip Hop and Electronics but between those two, Electronics.

 

Q: What is your favorite part about competing? 

My favorite part is getting the crowd on their feet. 

 

Q: What is your favorite post workout meal? 

Acai, for sure, I love it.

 

Q: What does your morning routine look like? 

Wake up, wash my face, scrape my tongue, brush my teeth, go to the kitchen, drink water, say good morning to my girlfriend, make a coffee, and make some plain waffles with honey on top. 

 

Q: What do you miss most about Brazil? 

From Brazil I miss the food, my family, my friends, the beach, and my dogs

 

Q: What is the biggest difference between Brazil and America? 

People here are not used to hugging each other. When you get to the gym, it's just waves and ‘sup’, ‘morning’, ‘what's up.’ In Brazil it's more like ‘come here bro, how's the day? How was your night? How did you sleep? Come here, hugs, kisses, all that stuff. 

 

Q: What is your favorite food here in America? 

Tex Mex...  Rice, chicken, cheese, cheese (yes double cheese) lettuce, tomato, in wrap. Like a Burrito.

 

Q: What are some of your hobbies outside of CrossFit? 

Sleep, eat frosted flakes, play video games, watch Netflix, and sleep. 

 

Make sure to follow Gui on Instagram!

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Team FITAID Athlete Laura Horvath Clinches Silver at the 2021 NOBULL CrossFit Games

Laura Horvath Brings FITAID to the Podium at the 2021 NOBULL CrossFit Games

 

Santa Cruz, Calif., August 4th, 2021 --

After four days of competition and 15 events, Team FITAID athlete Laura Horvath earned the silver medal at the 2021 NOBULL CrossFit Games.

Since 2016, Horvath has consistently been ranked number one in her home country of Hungary. The 24-year-old had seven top five finishes and one event win, forging her path to the podium once again. As a rookie, Horvath also placed 2nd at the 2018 CrossFit Games. 

Horvath made her CrossFit debut in 2016 at the age of 19 at the Meridian Regional and has been a European fan favorite ever since. She joined the Team FITAID European athlete roster earlier this year along with Gabriela Migala (Poland) who placed 6th in the Women’s Individual competition.

“After placing 14th at the 2019 CrossFit Games, a lot of people cast doubt on Laura’s ability to be a contender for the podium. We’re so proud of Laura for striving for greatness, prioritizing her recovery in order to make such astounding progress,  and coming back with a vengeance to prove that she is here to stay,” said Aaron Hinde, President and Co-Founder of LIFEAID 

The Sport of Fitness is all about the unknown and the unknowable and the global pandemic certainly added a layer of adversity for athletes during that time. CrossFit Games hopefuls were forced to get creative with their training as gyms were shuttered and the path to the Games was restructured.

 

WOMENS:

Laura Horvath (EU) - 2nd

Gabi Migala (EU)  - 6th

Ellie Turner (AUS) - 26th


MENS:

Jeffrey Adler (CA) - 13th

Royce Dunne (AUS) - 16th

Bayden Brown (AUS) - 17th

Jay Crouch (AUS) - 22nd

Adrian Mundwiler - 35th

 

AGE GROUP:

Emma Lawson (16-17) (CA) - 1st

Anna Quost (45-49) (EU) - 17th

Greg Merkac (50-54) (CA) - 10th

 

TEAM:

CrossFit Surbiton: Jeremy Reijnders; Nienke van Overveld (EU) - 4th

Plus64 CrossFit: Madeline Shelling; Marnie Sykes (AUS) - 6th 

CrossFit Resurrection: Deanna Posey (CA) - 8th

CrossFit Butcher’s Lab: Klaus Obberhøj (AUS) - 22nd

 

ADAPTIVE - Upper Extremity:

Josue Maldonado (US) - 2nd 

Logan Aldridge (US) - 3rd

 

“The past 18+ months we’ve seen a lot of uncertainty, especially in the gym world. This obviously affected our athletes deeply and there is nothing more exciting than seeing Laura and the other 18 Team FITAID athletes put in work at the 2021 NOBULL CrossFit Games! It’s like their energy was pent up all of 2020 and they finally got to show us what they’re made of,” said Hinde.

Despite everything, fans showed up to Madison, WI, filling out the stands to cheer on their favorite athletes. The energy in the Coliseum during the final events was electric as The Fittest on Earth solidified their spots at the podium.

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 consumers. Located in Santa Cruz, California, LIFEAID offers a range of "Vitamins You'll Actually Enjoy Drinking." Products include both ready-to-drink cans and powdered mix blends: FITAID, FOCUSAID, IMMUNITYAID, PARTYAID, and others. Visit lifeaidbevco.com to learn more.

 

Contact: Press@lifeaidbevco.com

Source: http://www.lifeaidbevco.com

The 2021 NOBULL CrossFit Games has officially wrapped and we're so proud of our #TeamFITAID athletes! A total of 19 athletes represented FITAID in every category at the Games, with Laura Horvath finishing on top of the podium in the Individual Women's division. Congratulations to all of our athletes!

MENS:
Jeffrey Adler (CA) - 13th
Royce Dunne (AUS) - 16th
Bayden Brown (AUS) - 17th
Jay Crouch (AUS) - 22nd
Adrian Mundwiler - 35th (withdrew -- injured knee)

WOMENS:
Laura Horvath (EU) - 2nd
Gabi Migala (EU)  - 6th
Ellie Turner (AUS) - 26th

AGE GROUP:
Emma Lawson (16-17) (CA) - 1st
Anna Quost (45-49) (EU) - 17th
Greg Merkac (50-54) (CA) - 10th

TEAM:
CrossFit Surbiton: Jeremy Reijnders, Nienke van Overveld (EU) - 4th
Plus64 CrossFit: Madeline Shelling, Marnie Sykes (AUS) - 6th
CrossFit Resurrection: Deanna Posey (CA) - 8th
CrossFit Butcher’s Lab: Klaus Obberhøj (AUS) - 22nd

ADAPTIVE - Upper Extremity:
Josue Maldonado (US) - 2nd
Logan Aldridge (US) - 3rd

FITAID once again got to catch up with CrossFit analyst and Morning Chalk Up host, Tommy Marquez, to get his thoughts as we head into this year’s CrossFit Games. After last year’s unexpected return to the infamous Ranch in Aromas, we find ourselves back in Madison, Wisconsin at the Alliant Coliseum.

Now, as pandemic restrictions begin to ease and fans can again cheer their favorite competitors on to victory from the sidelines in person, we sat down with Tommy who had these insights for us:

FITAID: Obviously, Mat Fraser is the Fittest Man In History. However, he was a dominant force on the field. Now that he's retired from the Games, who are the men to keep an eye on for the podium this year? Do you think any of those athletes have what it takes to be the next Froning and Fraser?

Marquez: Sheesh, where do I start? Pat Vellner, Brent Fikowski, Noah Ohlsen, Justin Medeiros, Scott Panchik, Bjorgvin Karl Gudmundsson, and Cole Sager I would say are the favorites but there are another 5-6 that if they catch a tailwind could do it too. Jayson Hopper could be the rookie breakout to do it, but Mayer, Koski, Chandler, Adler, and Cournoyer should be in the mix too which is insane.

FITAID: While we're talking about Fittest In History, Tia-Clair Toomey still remains the dominant female athlete in CrossFit. Who do you think poses the greatest threat to her 5th consecutive title?

Marquez: Lady luck, because quite frankly any one who remotely poses a chance at dethroning her would need the full support of Lady Luck on their side because there isn't a woman with a heartbeat on our planet that is fitter than Tia.

FITAID: Last year Justin Medeiros and Haley Adams proved themselves to be potent competitors. Who are the rookies and the dark horses to keep an eye on this year?

Marquez: Jayson Hopper and Lazar Dukic for the men, I think Colten Mertens might win an event as well. For the women it's gotta be the two teenagers - Mal O'brien and Emma Cary. What they're doing is unprecedented at this point.

FITAID: I'd like to pivot to talking about CrossFit as an organization. Eric Roza has been in charge as CEO of CrossFit for a year now. A lot of his focus has been on creating a more inclusive culture in the sport. For example, the Virtual Games aspect and the Foundations option in the Open. How do you think the expanded accessibility has impacted the types of athletes that will show up at the Games in the years to come?

Marquez: Don't forget the inclusion of the Adaptive Divisions at the Games as well. The focus on inclusivity of the sport has also come hand in hand with the emphasis around inclusivity in the affiliate ranks as well. Representation matters. The CrossFit community is not monolithic, but rather a beautiful mosaic, and the more we can highlight that and make sure people have a home in the sport at some level, the more the broader CrossFit message will have a chance to resonate with the people who need it most because more lives will be touched. So much of CrossFit's message gets passed along via second hand or third hand association. "I heard about that somewhere," or "my friend told me about it," is a common occurrence for people's initial exposure. So when they decide to look into it further, seeing someone that looks like you, talks like you, lives like you in some way, it increases the likelihood that the impression will stick for the better.

This year in Madison, expect to see a showcase of a wide variety of athletes that together embody the spirit of CrossFit more than ever before, as a true cross-section of our community is finally represented in a more comprehensive way. The combination of new divisions and fresh faces along with new events from the diabolical mind of Dave Castro will make this a truly pivotal moment in CrossFit history. There’s no telling what’s in store as we go into the weekend, but no matter what, one thing is certain: it’s going to be spectacular. 

LIFEAID Beverage Co. Renews Official Partnership With CrossFit

Beverage brand behind the #1 post-workout recovery drink in America re-signs as an official partner of the Sport of Fitness®

NEWS PROVIDED BY LIFEAID Beverage Co. | Mar 2, 2021, 15:31 ET

SANTA CRUZ, Calif., March 2, 2021 /PRNewswire/ — LIFEAID Beverage Co., a leader in functional and nutrition-focused beverages, is renewing its partnership with CrossFit ahead of the 2021 CrossFit Games season. The season officially begins with the start of the CrossFit Open on March 11, 2021.

In the past 10 years, LIFEAID Beverage Co., creators of the recovery beverage FITAID, have become a staple of sports and high-intensity workout enthusiasts globally. The continued partnership will emphasize support of CrossFit affiliates, build their communities, and encourage proper fitness recovery with product sampling and education.

“As a company, we’ve had the opportunity to be an official partner of CrossFit since 2017 and are looking forward to being a part of this new era of the Sport of Fitness. Its future is synonymous to our mission of creating a healthier world,” says Aaron Hinde, co-founder and President of LIFEAID Beverage Co. “Since Eric Roza took the helm of CrossFit in 2020, we have seen positive changes in the organization and a commitment to the mission of building the world’s leading platform for health, happiness, and performance.”

“We’re delighted to renew our longstanding partnership with LIFEAID,” said Justin Bergh, VP of Sport and Partnerships for CrossFit. “Both of our organizations value the role that CrossFit gyms and trainers play in their local communities, and we look forward to kicking off the most accessible CrossFit Open in history together.”

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. Located in Santa Cruz, California, LIFEAID offers a range of “vitamins you’ll actually enjoy drinking.” Products include: low-cal FITAID, FITAID RX, FOCUSAID, PARTYAID, IMMUNITYAID, LIFEAID, LIFEAID HEMP & GOLFERAID—now with ZERO SUGAR options, as well. Shop now at: lifeaidbevco.com.

About CrossFit, LLC.

CrossFit is the world’s leading platform for health, happiness, and performance. In the 20 years since its founding, CrossFit® has grown from a garage gym in Santa Cruz, California, into the world’s leading health and fitness brand. CrossFit is committed to creating a welcoming and inclusive environment for everyone, and millions of people have already experienced CrossFit’s transformational benefits through workouts in more than 14,000 affiliated gyms across 158 countries. CrossFit also organizes and operates the annual CrossFit Open, through which athletes at every level compete worldwide for a chance to advance to the NOBULL CrossFit Games, where top athletes compete for the title of Fittest on Earth™. To learn more, visit www.CrossFit.com.

Media Contact: press@lifeaidbevco.com

SOURCE: www.lifeaidbevco.com

With the second phase of the CrossFit Games happening this weekend, we spoke with CrossFit HQ’s commentator and analyst, Tommy Marquez, to get his take on the Aromas based, streamlined version of the 2020 Games. With the spectacle of the coliseum stripped away, Castro has taken us back to the birthplace of the fittest on earth. Check out our interview below for Tommy’s insight into what might take place out at the Ranch. 

FITAID: In terms of coverage and presentation of the Games, what challenges and opportunities did the purely online format of the first phase present? How have the lessons learned in phase one informed the media team's approach to the final phase of the Games?

Marquez: The biggest challenge was creating relevant media covering the event in what was as close to as real time as possible. In a time where media coverage, and everything involving sports is centered around instant results, instant feedback, and live action coverage, the logistics of stage one simply couldn't allow for that to happen so crafting coverage in a way that felt as close to that as possible was tough. It did provide an opportunity to get creative and find ways to emulate coverage or analysis without the typical timelines.

FITAID: Much of the spectacle of the Games has been stripped away (coliseum, fans, etc). What impact do you anticipate that having on the athletes? How do you intend to keep the excitement levels high for those of us watching from home?

Marquez: There's a certain level of gamesmanship that comes with competing on the biggest stage of any sport that will be missing this year. The elements of atmosphere like the energy of the crowd and the spectacle of the arena can amplify or shrink an athlete's performances. The pressure exposes elements - good or bad - of their mental game and competitive spirit. While it will certainly look and feel different, the competition at the Ranch won't be completely devoid of these types of tests, so to keep the excitement level high, it will be important to identify and highlight the unique and new ways that the competition in Aromas will test the athletes mental resolve and ability to adapt to the moment. We may not ever get a moment like this again, so it's important to remind the viewership of that because that alone is exciting in a certain way.

FITAID: On the men's side there are a fair amount of new faces in comparison to the previous year's leaderboards. Who is the standout amongst the new crowd?

Marquez: The biggest standout by far for me is Justin Medeiros. He's the only rookie in the field and he's made quite the splash already. At only 21 years old he has a tremendous career ahead of him but he's carried himself with the poise and mindset of someone a decade older than him. In his first year on the big stage he's already won a Sanctional (the Filthy 150 in Ireland), and has already earned himself a top 5 finish at the Games and a potential podium spot. Since the Games left the Ranch in 2010, the only men to podium in their Rookie years were Rich Froning, Josh Bridges, Mat Fraser, and Patrick Vellner. Granted Justin still has to earn his way into that group this weekend but that would be some amazing company right there.

FITAID: Obviously, Mat & Tia are the reigning champions several years running. Of the athletes that have moved on to phase two, who do you think poses the biggest threat to their continued dominance and does the new format of the Games itself help or hinder that effort?

Marquez: The body of work that Mat & Tia have compiled leads me to believe that this format will only help them. Everyday they train head to head, champion vs champion, in a smaller, more close-quarter environment like they'll see at the Ranch, only with better competition pushing them. As far as the biggest threats I think there's.a short term, and a long term answer for each. Short term, Noah Ohlsen and Katrin Davidsdottir pose the biggest threat, their pedigree and experience make them more at home standing shoulder to shoulder with them than anyone else. Long term it has to be Haley Adams and Justin Medeiros. They're so skilled at such a young age, and they have plenty of time to continue to improve and fine tune plus they have great teams behind them.

FITAID: What do you think are the inherent advantages and challenges of having a limited field in the final events? In the past, while there have always been people ahead on the leaderboard there was always a chance for a comeback. Will an athlete pulling away at the beginning diminish the excitement of the Games?

Marquez: The advantages will be that the athletes have a clearer picture the whole way through of what needs to be done in each event. There's only one heat, and your entire group of opponents is right in front of you and you don't need to worry about an outlier from an earlier heat, or in the mass start events (bike, swim, run, etc.) someone getting squirrely and taking you out. That same element is also a disadvantage if you're far behind or underperforming and the gaps mid-workout or overall are wide. With bigger groups you can set mini goals and chip away by passing one athlete here, another one there, along the way to get to your goal, but even though the point spreads are bigger, you could be staring at 100+ point gaps that FEEL much larger than they are, and hurt the psyche a bit. I fully expect Mat or Tia (or both) to pull away, and just like Regionals or Games past, the race for the podium is where the excitement will be assuming that there's actually a race there.

FITAID: Depending on the trajectory of the pandemic, the 2021 Games could be executed in a variety of different ways. Is CrossFit HQ already considering some of their options for next year?

Marquez: Both the new CEO and Owner Eric Roza, and Director of Sport Dave Castro has stated that they are considering options and working to build a season that is flexible enough to push forward through the pandemic restrictions should they continue while still providing plenty of competition and entertainment options for fans and athletes so season still feels complete and legitimate. Since the sale of the company, the demeanor and spirit within the community and sport has been reinvigorated so I have full faith that 2021 will be great.

At the core of the CrossFit Games it serves as a proving ground for elite fitness, regardless of the amount of fans watching or grandeur of the coliseum. With Tommy Marquez at the commentator helm, this year’s innovative Games format will be sure to excite both new and OG CrossFit fans. Be sure to check out who is chosen as the Fittest as the ten finalists throw down at the Ranch this weekend.

Dear Affiliate Owners—

As many of you within the fitness community know, during June of this year our brand took a stand against gross missteps by our longtime partner, CrossFit®, and announced the withdrawal of our sponsorship for the 2020 CrossFit Games.

Since that time, we have been in active dialogue with the new CrossFit leadership including Eric Roza, to understand how CrossFit will address needed improvements to policy, attitude and direction, and we are confident positive change is underway. There is an exciting new chapter ahead for CrossFit and its partners, one that emphasizes respect, a strengthened and aligned community, greater humility and needed inclusivity.

We believe in new beginnings and have been impressed enough by what we’ve seen over the past two months, so we have decided to return as a partner of the 2020 CrossFit Games.

As longtime CrossFit partners, Orion and I feel their company is heading in the right direction. As a partnering voice, we will be doing our part to help them rebuild and continue to deliver on promised changes.

We encourage all CrossFit partners, affiliates and members to ask the hard questions of the brand’s new leadership so you can make your own decision, like we did, about if and how you want to support CrossFit in the future.

If you wish to contact Orion or me about why we felt it was the right time for LIFEAID to reinstate our support, please email us (or DM me on Instagram at @aaronhinde). We’d love to hear from you and offer whatever insights we can.

Thank you,
Aaron Hinde and Orion Melehan

Cover photo courtesy of Unsplash.com


> > > Live well.

Repost of original article on TheDrum.com by  

Imagine your brand was built in lockstep with CrossFit and then let’s say more than a third of your sales came through gyms. Now imagine gyms were closed and the chief exec of CrossFit became an instant pariah because of offensive George Floyd and coronavirus tweets. That is the exact situation LIFEAID Beverage Co found itself in just a month ago.

“It was a spiraling shitstorm,” says LIFEAID co-founder and president Aaron Hinde of the CrossFit controversy. “We were the first company to step forward and say we’re not in alignment with [CrossFit] leadership in this way of thinking. We took a stand.” In addition to speaking out immediately, it cancelled its long-time sponsorship of the CrossFit Games.

While Hinde and co-founder/chief exec Orion Melehan were in complete agreement about the move, there was some “blowback for jumping ship on CrossFit,” says Hinde.

Faced with this wildly difficult environment, how is the brand doing? It sold out of its IMMUNITYAID product. Direct-to-consumer sales on its website have doubled and Amazon sales have tripled since March, per the company. Overall, the company is still experiencing growth numbers similar to as if it were a “normal” year with a stretch goal of hitting $50m in sales.

LifeAid founders

Upending the classic rules of marketing

So how did LIFEAID maintain its trajectory? In many ways, the LIFEAID founders fortified their brand for such a moment from the very start. Launched in 2009 by a sports chiropractor (Hinde) and a financial planner (Melehan), they decided to hyper-focus on specific audiences before building out their core brand.

They identified a wide-open space for a healthy alternative to energy drinks, colas and then-fringe drinks like coconut water. The first audience they targeted was golfers. They realized this highly desirable demographic was under-served, so their inaugural product was GOLFERAID. They followed suit with FITAID which soon became a cult favorite at CrossFit gyms.

The alliance with CrossFit was both a successful and obvious one. Hinde and Melehan met at a CrossFit in Santa Cruz, Calif., a stone’s throw from the CrossFit headquarters office. After draining $30,000 apiece from their bank accounts and sweet talking a local aluminum can supplier with a hand-written note and a gift card to Ruth’s Chris steakhouse, they were on their way.

“Focusing on early adopters in a single target market, really capturing and speaking to that market and getting them totally raving about the product and expanding from there really worked for us,” says Melehan.

Only after their sub-brands took hold that did they launch their core LIFEAID brand at major retailers like Walmart, Whole Foods and Kroger. Today, retail makes up 60% of sales with further distribution deals on the horizon.

“They upended the classic rules of marketing,” says Beverage Business Insights editor Gerry Khermouch. “They launched their grocery play after they launched their other SKUS. They are making it up as they go along.”

This includes the counterintuitive move of debuting new line extensions during the pandemic. Last month, the company rolled out FITAID and IMMUNITYAID go powder lines anticipating that consumers will be on the go soon. Additionally, it is expanding into the UK this month. Melehan says, “We’re really good at doing the opposite of what everyone else does.”

Protecting its core audience

Despite the brand’s expansion plans, it never lost sight of the audience that put it on the map: gym owners. That’s why it kicked off a program in April (opens in new window) that gives gyms $15 every time a members orders LIFEAID online and enters the gym’s unique code. The program concludes this month.

“They’ve become a much broader brand in multiple channels, but they recognize the base of the brand goes back to CrossFit. They need to maintain allegiance to individual gym owners and stick to their brand roots,” says Khermouch. “They are being shrewd in not being cavalier and taking them for granted.”

Rewarding gym owners is just the latest savvy move that also works to bolster its powerful direct-to-consumer e-commerce audience. LIFEAID has been smartly building its lists and even leveraged traditional snail mail offers in the beginning.

Of late, it has shifted sponsorship and sampling dollars deeper into social media and Amazon advertising. This includes, much like other DTC brands, staying active on Facebook. “There’s a reason why Facebook’s share price continues to climb,” says Melehan. “Even though everyone is boycotting them, small and medium-sized businesses have no other option. We are still a scrappy startup that needs to be ROI focused. The large conglomerates have other options.”

This new marketing mix appears to be working with online sales making up for much of the shortfall experienced from gym closures, per Melehan. In fact, as many as 80% of its consumers have set their carts to automatic reorder.

Success online and in traditional sales channels is now crucial for the brand, especially since one-in-four Americans say they will never return to a gym, according to a new study. Staying true to their counter-intuitive tactics, the study was commissioned by none other than the LIFEAID founders. “We were curious. As things reopen, we wanted to know what we can realistically expect,” says Melehan.

While a little planning never hurts, after everything the brand has experienced in just a few weeks’ time, LIFEAID's founders are ready for anything. Melehan says, “the decision matrix is expanding. You’ve got to make massive, multi-hundred thousand-dollar decisions within a couple of hours right now.” So far, they appear to be making the right ones.

This is a repost of the original article which you can view on TheDrum.com
All rights reserved.


> > > Stay well.

Written by travel blogger Tiffany Ammerman 

Is social distancing putting a cramp in your fitness regimen?

Are you finding it difficult or frustrating to get a sweat session in without access to your normal workout equipment? With so many of us now finding ourselves doing nearly everything from home, we’re longing for the days when attending a HIIT, yoga, CrossFit, dance or spin class was the norm in our daily routine. 

Photos of epic and creative home/garage gyms are popping up everywhere, as we adjust to our new-found quarantine lifestyle. To help you stay fit during SIP, we've curated a list of five different types of fun and effective workouts that will get you sweating with little (or no) equipment. Bonus: if you’re missing your workout buddies, you can easily do these circuits over Zoom/FaceTime with a friend.

Grab your water bottle, some tunes, a virtual friend, and get ready for some simple at-home workouts that will get both your heart rate and mood boosted!

  • HIIT 

HIIT (high-intensity interval training) has become popular among those who are looking for a heart-pumping workout often using just your bodyweight combined with high reps. 

Check out this HIIT workout you can try at home, repeat the circuit 3-4 times:

20 Speed Skaters

10 Air Squats

10 Squat Jumps

30 Mountain Climbers 

10 Sit-Ups

10 Seated Ab Tucks

10 Push-Ups

10 Burpees

10 Pulse Lunges (per leg) 

10 Glute Bridges

Max. Plank Hold

HIIT workout courtesy of @healthy_bree

  • Yoga Flow

There are many subsets of yoga, from hot yoga to Bikram to Ashtanga Vinyasa and more! Some yoga flows can be meditative, slow and peaceful while others will send your heart rate soaring or have you completely inverted. 

Check out these sans-equipment home yoga sequences. Repeat each exercise for 15 reps, complete 3-4 rounds:

Downward Dog to Upward Dog

Knee Hover to Downward Dog 

Knee Hover + knee-to-shoulder taps

Handstand Tuck Jump 

Hand Plank to Forearm Plank (with alternating knee hovers)

Yoga workout courtesy of @fitveganyogi

  • Cardio

Cardio is typically defined as any sort of workout that increases your heart rate. Whether that is running, climbing stairs, swimming or high-volume body movements, it is guaranteed to spike your heart rate and get you sweating.

Check out this spicy at-home cardio circuit, try repeating the circuit 4-5 times:

1:00 Skaters

0:15 Run, turnaround, then 0:15 Run back 

1:00 Squat Jumps

0:30 Run, turnaround, then 0:30 Run back 

1:00 Burpees

0:45 Run, turnaround, then 0:45 Run back 

1:00 Jumping Jacks

Cardio workout courtesy of @gomadtfitnesstoledo

  • Dance HIIT Out

Workouts incorporating various dance movements have become a fitness trend that has cultivated a huge following. From barre to ballroom dancing to Buti yoga, there are many dance-infused fitness routines for you to explore, even from home.

Give this at-home dance circuit a go, repeat 3-4 times:

10 Passé Jump Step Touch

10 Squat Jump Twist

10 Tricep Tap Clap Plank

10 Plank Jack Knee Crunch

Dance workout courtesy of @sequinjillian and @carbon38

  •  Strength Training

If you’re wanting to get some strength training in but don’t have any dumbbells or barbells on hand, we’ve got you covered. During this time, getting creative is key! Please feel free to adjust the movements for whatever equipment you have, and always be safe.*

Here’s an upper-body strength circuit that uses items you can easily find lying around your home! Aim for quality reps and complete the circuit 2 times: 

5 Single-Arm Shoulder Lifts with a weighted/full backpack (5x per side)

5 Single-Arm Fly with a weighted/full backpack (5x per side)

5 Shoulder Lifts with a heavy box/bag

0:30 Overhead Hold with a heavy box/bag

5 Arm Raises with a heavy box/bag

5 Single-Shoulder Press with a milk jug/bottle (5x per side)

5 Around-the-Worlds with a broom handle/stick

5 Tricep Extensions with a milk jug/bottle

Strength workout courtesy of @dina_homeworkouts

C O N C L U S I O N

Hopefully, these at-home workouts will help get you motivated and moving. But, like all things during this time, please don’t let failure or missed workouts become a point of shame—remember that your mental health is equally important right now. So if you find yourself getting more frustrated than fit, just give yourself a break for the day, go for a walk, then get back to it tomorrow. Utilize this unique time to explore different types of workouts and just have fun moving your body today! 

*Please always consult a physician before starting any exercise regimen.

Photos courtesy of: @healthy_bree and @meganashleyfitness


 

About the Author:
Georgia native Tiffany Ammerman is the thru-hiker and CrossFitter behind the travel blog The Goodish Traveler. She spends the majority of her time traveling, eating sushi and searching for hiking trails. When she's not blogging, Ammerman can be found training at CrossFit LaGrange and teaching art to kids.

You can follow her adventures on Instagram: @the_goodish_traveler or her website: TheGoodishTraveler.com

 


> > > Stay well.