LIFEAID randomly surveyed 135 gym owners in July of 2020, in order to find out how they are handling re-opening, keeping members safe, plans for reinvigorating memberships, stocking their fridges with FITAID, and more...
HERE ARE THE RESULTS OF THAT SURVEY:
Q: How long has your gym been in business?
Q: Has your gym re-opened (as of July 2020)?
Q: What percentage of your members has returned to your gym for regular workouts?
Q: How long do you think it may take for your gym to return to pre-COVID attendance numbers?
Q: Do you plan to continue offering Zoom/virtual class options to your members?
Q: Which LIFEAID products do you currently offer members at your gym?
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.
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.
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.
Taste Radio: Episode 221 features highlights from recent interviews with six entrepreneurs who started small and have made it big, including the founders of Siete Family Foods, Bantam Bagels and Caulipower.
Whether you are trying to shed the 'Quarantine 15' or just want to whip up some balanced meals for yourself or your family, check out these healthy recipes from Eating Well to help you crush your nutrition goals this summer.
Joshua Schall sat down with LIFEAID co-founder Aaron Hinde during an April 2020* interview—just as the COVID-19 pandemic was beginning to affect both business owners and consumers—for a candid discussion about how to harness the power of your mind to set yourself up for success. (*Note: This interview contains dated information about the LIFEAID LIFT program which ran until late June 2020, to help get gyms back on their feet.)
A recent OnePoll survey asked 2,000 Americans how they will be handling their fitness and whether they will be returning to their local gym, as doors begin reopening worldwide. The results may shock you.
One in four Americans will never be returning to gyms … even once the pandemic is over, according to new research.
A survey of 2,000 Americans who exercise at least twice a week surveyed respondents on their attitudes toward gyms in the “corona age” and found 24 percent are over them, with one in three saying they will be likely to go less than before.
However, four in 10 remain undeterred by COVID-19 and said they will be returning to the gym at the same rate or more once it opens back up.
SWNS
The study, conducted by OnePoll on behalf of LIFEAID Beverage Co., also found many active Americans are turning to at-home workouts.
Forty-two percent of those polled said they have a home gym set-up that they prefer over their membership gym.
Going back to gyms is currently a big unknown, but many safety measures will surely be implemented upon re-opening, including masks.
Wearing a mask during a pandemic is common sense for many, with only 26 percent saying they are anti-mask and won’t go to any gym that requires it.
Twenty-nine percent said they are anti-mask but would wear one if their gym required it, while 20 percent are for masks and will wear one at the gym reluctantly — and 26 percent are for masks and won’t go to any gym that does not require them.
All that being said, 62 percent of those polled said they believe wearing masks in gyms will help against the spread of COVID-19 and 83 percent agreed they’d feel much more comfortable in gyms if everybody was wearing a mask.
Masks aren’t the only safety concern for gym-goers, however.
Thirty-eight percent of those surveyed said they will be wiping down the equipment each time before they use it.
Over nine in 10 said they’d be more vigilant about others wiping down equipment properly and half (49 percent) said they’d call somebody out for not properly cleaning the equipment after they use it.
“We understand why some gym-goers may reject wearing a mask throughout their entire workout, but no one should drop the ball on cleanliness and disinfection of hands and equipment. It’s a courtesy and a personal responsibility as much as the responsibility of the gyms,” said Aaron Hinde, co-founder of LIFEAID Beverage Co.
“What gym devotees also need to understand is there is a price for higher standards of cleaning and safety at the gym. That requires more staff, more equipment, more cleaning supplies. So gym-goers should not be surprised or even indignant if they get hit with higher fees. And if the gym is critical to your balance and wellness, you should accept those fees.”
People are keen to exhibit caution when returning to public spaces to get back into their exercise routine.
The average respondent said that when their gym opens back up, they’ll still wait around four and half weeks before finally returning for a workout.
Many feel this can’t come soon enough, as 75 percent said they feel they need to put in some overtime in order to get back in shape after a lengthy quarantine.
But it hasn’t been all bad, as the survey showed Americans learned some self-love during the time in isolation.
Three in four said they are more accepting of their bodies now than they were pre-pandemic and the average respondent was found to have made four positive lifestyle changes since it started, too.
“If we experience lasting, positive change from the gym shut down, we hope it’s an embrace of some level of moderation. We can be fit, healthy and very strong without being obsessive,” said Hinde. “And smart moderation may also be better for our longer term physical health.”
Summer vacation may look a whole lot different for many of us this year—with beaches closing and tourist destinations no longer receiving visitors—but that doesn’t mean that we can’t still make the most of this season. Whether you’re redecorating your meditation room or paddleboarding out on the lake, check out these cool, unique products that’ll help heat up your summer!
Homemade Finds
While many of us are spending our quarantine time redecorating and decluttering our space, the purchasing of homemade products has made a huge resurgence lately. From websites such as Etsy, Uncommon Goods and UK-based website Folksy, to Bali-based co-ops, you’ll be sure to find some useful items you’ll love. Artisans post anything from shibori dyed beach towels to custom pet-themed plant pots for sale on these creative websites. Discover a unique conversation piece to add to your space!
Wangi Asri Balinese Women's Co-Op: Wangi meaning aroma and Asri meaning beautiful, the women of the Wangi Asri Co-Op in Bali are whipping up essential oil carry bags from vintage, batiked Balinese sarongs. Each one is unique! So next time you’re on the go, be sure to bring along your favorite essential oils in your one-of-a-kind patchwork bag! Not only are you helping these women earn an income but you’re also supporting the hearty artisan culture of Ubud, Bali. Check them out at @wangi_asri on Instagram.
Aya Textile Craftworks: Based out of Tel Aviv, Israel, Aya Textile is bringing creative shibori tote bags and blankets to the artisan fueled website, Etsy. Each one is a unique, indigo creation that will have your workspace or meditation room filled with good energy. Find them on Instagram at @ayeletiontef.
Simply AC-Handcrafted Skin & Mind Care: Specializing in handmade skincare goods with simple ingredients, Simply AC strives to create beautiful, natural bath salts, face masks and body scrubs to help you pamper yourself. Check out their Instagram worthy geode bath bombs to up your #selfcaresunday game. Head on over to @shopsimplyac for your next skincare haul.
Wearable Summer Trends
The days are getting longer and the temperature is rising which means it’s time to get outside! First, check your local CDC recommendations on whether you’re able to safely enjoy some fun outdoor time before you venture out. If you’re permitted some time outside, we’ve found some products that are able to handle kayaking down the river or getting in some surf. These trending summer products are down for the ride!
Freestyle Shark Leash Watches: This original watersports watch exudes some serious So-Cal vibes. With tons of different, bright colors, you’ll be sure to find one to match your swimsuit. Not only do they have analog watches but they also have clips for your Apple Watch if you’d prefer a more tech look. Loved by beach bums worldwide, you’ll definitely be ready for the waves! Find them at @freestylewatches on Instagram.
Faherty Brand: Eco-conscious and family owned, this brand creates cozy clothes with the beach in mind. From their go-anywhere, water resistant 'All-Day Hat' to their board shorts made of recycled bottles, you’ll be glad you picked up a Faherty original. Check them out at @fahertybrand on Instagram.
Wolfgang Man & Beast: Don’t think we forgot about your furry best friend! American-made leashes, collars and outdoor gear will have you and your four-legged pal ready for adventure. Wolfgang has loads of unique patterns to choose from. Check out the Huntington Sock as well as the foldable Field Dog Bowl and get ready for your next mountain trek! You can find them at @wolfgangmanandbeast.
Products to Splurge On
Sometimes it’s nice to purchase an investment piece to add to your lifetime collection. While expensive on the front end, these products should last for some time and save you from having to repurchase the same product over and over. So whether you’re sitting by your backyard pool or traversing some serious peaks, check out these timeless outdoors inspired products.
YETI Tundra Haul: Introducing some wheels and a welded handle into the equation, the YETI Tundra has been updated into a handy, easy to haul version. Coming in at $400 at it’s retail value, this cooler is truly an investment piece. You’ll not likely be replacing it anytime soon, so throw in some cans of FitAid and get going! Indulge yourself and head over to @yeti.
Pendleton Woolen Mills Spa Towel: Since 1863, this stalwart of woolen goods has found itself representing Portland, Oregon, with it’s National Parks themed patterns and nods to Native American designs and legends. Pick up the super-cozy Pendleton Spa Towel for your next trip to the lake and you’ll be glad you invested! Hop on over to @pendletonwm to find an array of beautiful wool products.
High Society Freerider Paddleboards: Based in Aspen, Colorado, High Society can help you gear up for your next paddleboarding adventure. These inflatable, easy to transport paddleboards boast the ability to hold coolers as well as your favorite pup! Coming in at just over $1,000, you may be able to snag their buy-one-get-one-free deal if you hurry over to @highsocietyfreeride.
C O N C L U S I O N
Getting creative with our summer plans is going to be a must this year, with many traditional modes of recreation canceled or postponed. Hopefully you’ll find something fun, creative and useful in our carefully curated product list to help jumpstart your summer adventures! Please stay safe and be kind out there, everyone.
All images are the property of respective brand, all rights reserved.
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.
The New York Times recently released their top recommendations to help gyms in the U.S. reopen successfully this summer. LIFEAID co-founder Aaron Hinde and his daughter Trinity share the FITAID FIVE with their community. Knowing how important fitness is to our mental and physical health and overall well-being, please stay safe and stay fit out there. We're in this together!
We’ve all seen the #SelfCareSunday hashtag on social media, but have you taken the time to do your own self-care Sunday? For the majority of us, it was difficult in the past to find the time to devote to taking care of our mind and body. Now that we’re spending a large portion of our days at home, why not take this time to explore different ways to indulge in a little self-care love, any day of the week!
Check out these tips and tricks to help jumpstart your self-care journey:
Dedicate A Day Just For You
Starting off by choosing a day to dedicate to your own wellness creates the foundation for a good, self-care Sunday. Oftentimes, especially now, we feel that it’s important to check in on others and to provide stability and comfort to our friends and family and, subsequently, putting ourselves on the backburner. However, it’s very important to remember to take care of your own emotional wellness—not only for yourself but also for those around you, so you can continue to fill yourself up in order to be someone others can turn to in return to get filled up.
Put Your Phone on Airplane Mode
We can start off with really good self-care intentions, when—suddenly—we’re on a social media spiral, checking our notifications and scrolling for hours. In a blink, our dedicated ‘me’ time is gone. It’s so easy to get distracted, with so many of our friends sending video chat requests and myriad notifications pinging our phones throughout the day. Do yourself a favor and set your phone to ‘airplane mode’ so that you can get the most distraction-free time out of your self-care Sunday (or whatever day you choose).
Read A Good Book
Reading an interesting book is the age-old self-care tradition that can easily fall by the wayside when life gets busy. Try keeping up with a series that you enjoy or join a virtual book club so you’ll be more likely to devote some time to reading and relaxing. You’ll be glad you spent a few hours curled up on the couch with a good book and a comfy blanket.
Declutter Your Space
Creating a clean space can automatically release endorphins, the feel good hormone, making you more at ease and happy. It might seem counterintuitive to do some work during a self-care day but your future self will thank you. Being in a cozy, organized and clean environment makes you feel more at peace and will create the perfect spot for future self-care moments.
Get to Gardening
Soaking up some much needed vitamin D in the sunshine can help to boost your mood and make you feel more energized. If you live in a smaller space without a yard, try potting some houseplants or even making a little herb garden for your balcony. Planting and taking care of something can help make you feel productive and happy while also providing the benefit of having your own fresh herbs on hand for making healthy, yummy meals.
Stretch, Exercise, Meditate
Devoting time to taking care of your body is not only good for your physical health but it’s beneficial for your mental and emotional health, as well. Take some time to meditate, work out or stretch your body during your next self-care session. Endorphins that are released during and after your workout will have you feeling happy, relaxed and ready for your next self-care activity.
Discover a Hobby
Many of us have found a new hobby (or a few!) to keep us busy during quarantine. From bread making to quilting, a lot of us have turned to learning “old world” skills as we’ve been in lockdown. Try to use one of your self-care days to devote time to learning and experimenting with that hobby. Learning something new keeps your mind sharp and allows you to understand how to overcome challenges. Picking up a new hobby can also help to alleviate stress as you immerse yourself into learning a new language or how to preserve foods.
Practice Saying “No”
It might seem strange at first, but stress can begin to seep into our lives by the simple act of over-committing ourselves. Keep telling yourself that you’re worth the self-care time and don’t allow others to take that devoted time away from you. Protect yourself and your self-care sacred space by saying, “No!”
C O N C L U S I O N
Times are stressful for everyone right now and, for many of us, our first instinct is to take care of the people we love. While that is important, commit to setting aside some time to take care of yourself today. Start off with something small like a face mask or taking a bath, if the idea of a full day of self-care is a big leap for you. Remember, you have to make sure your own cup is full before you can pour into others. Enjoy your unique self-care journey!
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.
In this episode of Thrive On Life, Aaron Hinde teaches us key mindset lessons he learned on his journey from bankruptcy to scaling a multi-million dollar company. Plus, we'll uncover some practical tips on how to better communicate with your partner, attract the right people for your brand, and how to pivot your business during this new norm.
"If everything is hunky-dory in life, if everything's just totally easy and kosher and smooth sailing, you never change your behavior. Why would you? So there's no growth. But when you have obstacles that force you to grow and force you to deal with challenging situations, you should get excited. Because I guarantee those are going to be opportunities for growth in your life." —Aaron Hinde
Having trouble sticking to your nutrition goals during this crazy time? Here are some great tips on how to rewire your brain and create successful habits in and out of the kitchen.
Good Housekeeping polled six mental health professionals and asked them to share some must-read recommendations for those struggling with breaking the cycle of anxiety in their life.
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.
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.
