Later this week, LIFEAID will be launching its LIFEAID LIFT program.
Watch your inbox for additional details!

“Our gyms have been so supportive of our brand, making FITAID the #1 Workout Recovery Drink in America. Now we want to give back and provide monetary assistance to them during this time of turbulence and financial uncertainty. We’re all in this together.”
—Orion Melehan, LIFEAID CEO and co-founder


The Guest Show Podcast: Aaron Hinde Discusses How to Thrive During This Time of Uncertainty

On this episode of the Guest Show, co-founder and president of LIFEAID Beverage Company, Aaron Hinde comes on to talk about the uncertainty presented by the COVID-19 outbreak and how you can steer your business through it.

Aaron's life story takes him through all the ups and downs that entrepreneurs face and this episode presents his actionable advice that you can use now to get through this.

Listen to this episode here.


from Nutritional Coaching Institute

As part of the LIFEAID family, Nutritional Coaching Institute is giving you FREE access to one of their best-selling online courses (worth over $2,000). Also, be sure to check out their gut-health course. Get started today!

Learn more about the gut-health course here.

Learn more about the FREE NCI Level-1 course here.

"If we picture ourselves like magnets ... If everybody is throwing out the same polarity—and it's fear—then the people who throw out confidence, certainty and calm are going to be like the super-magnets, attracting everybody to them."
—Dr. Sean Pastuch

LIFEAID Employees Find Positivity in Social Distancing

During this dark time for many, the entire team at LIFEAID Beverage Co. is shedding a light on the brighter side of social distancing.

Read the blog here.

Debunking 4 Popular Immunity Myths

Dr. Nick, MD, talks all-things immunity and sets the record straight about a few commonly misbelieved notions.

Read the article here.


HindeSight  |  No. 33

Source: The Hustle | December 11, 2019

My First Million ft. LIFEAID Co-Founder Aaron Hinde

LIFEAID founder Aaron Hinde (@aaronhinde) stopped by "My First Million" to talk 'vitamins that you’ll enjoy drinking.' Hinde's new beverage brand (valued at over $100M) has something to boost every part of your life -- FITAID, FOCUSAID, PARTYAID, IMMUNITYAID, LIFEAID HEMP, GOLFERAID… and more. He talks about how LIFEAID competes with Red Bull and Monster, distribution strategy: think golf clubs & CrossFit gyms, what it’s like to live off the grid: chicken, solar & batteries, how to test physical product market fit using a Direct Mail strategy and why narrowing product focus can increase sales.


Here’s what you’ll learn in this episode of My First Million:
  • How LIFEAID competes with Red Bull and Monster
  • LIFEAID’s distribution strategy: think golf clubs & CrossFit© gyms
  • What it’s like to live off the grid: chicken, solar & batteries
  • How to test physical product market fit using a Direct Mail strategy
  • Why narrowing product focus can increase in sales

Follow Aaron Hinde on Instagram at: @aaronhinde
Learn more about LIFEAID products at

> > > Live well.

Wellness Force Radio - Ep. 303: Faith, Family, Fatherhood & FITAID

On Wellness Force Radio episode 303, co-founder and president of LIFEAID Beverage CompanyAaron Hinde joins us for a second interview to take a deep dive into how you can cultivate mental resilience and fortitude, how to expand your consciousness through new ways of being, and how to be a good role model for your children by adopting healthier habits for life. (78:00)

Listen to the full podcast episode here.



Why is CBD Everywhere?

Cannabidiol (CBD) is being touted as a magical elixir, a cure-all now available in bath bombs, dog treats and even pharmaceuticals. Is it worth all the hype?

Read the full New York Times article here.

Dear Pessimist, Optimist and Realist—
While you guys argued whether the glass is full or empty, I sold the glass.

Start With Why

Bestselling author Simon Sinek explains how leaders who've had the greatest influence in the world all think, act, and communicate the same way, and it all starts with why.

Check out his book here.


HindeSight  |  No. 24

There are few people in fitness — much less fitness entrepreneurs — who keep it honest and real like Aaron Hinde. He’s an open book, someone who’s just as eager to explain the bad as he is to celebrate the good. The Co-Founder and President of LIFEAID Beverage Company — makers of FITAID — Aaron is a constant presence at the CrossFit Games, where his company is one of the sport’s most visible sponsors. He counts top athletes and coaches among his friends. But that success didn’t come without major sacrifice and some serious “lean times” that left Aaron questioning whether his path was really correct.

In this episode of The BarBend Podcast, we talk about LIFEAID’s rise from scrappy startup to major fitness player. That includes guerilla marketing campaigns, bootstrapped operations, and trying to build a brand while living from one week to the next.

We also dive into how Aaron’s background as a clinical chiropractor impacts his perspective today, allowing him to spot trends in fitness before they even take off. Aaron also shares some of his craziest CrossFit Games stories, along with what you might not realize about the world’s top CrossFitters.

If you want to know what’s coming next in fitness, or simply need a dose of perspective when it comes to fitness entrepreneurship, tune in!

In this episode of The BarBend Podcast, guest Aaron Hinde and host David Thomas Tao discuss:


Aaron Hinde: If you have a shitty day at work, it’s going to affect you at home. If you have a fight with your spouse, it’s going to affect you at work. It’s just life. Knowing that it’s just life, when I’m on the road, 55, 60 flights a year like I was a few years back, I’m going to enjoy myself as much as I can because I’m grinding it out.

 David Tao: Welcome to the BarBend podcast where we talk to top athletes, coaches, influencers, and minds from around the world of strength sports, presented by

Today, on the BarBend, I’m talking to Aaron Hinde, the president and co-creator of LIFEAID Beverage Company. Probably best known as the makers of FITAID. You may recognize them from their sponsorship of the CrossFit Games, on the social media pages of some of the world’s top fitness athletes, or in coolers and fridges in thousands of gyms and stores worldwide

Long before he became a ready-to-drink beverage tycoon, Aaron was a practicing chiropractor. His outlook on, and approach to fitness changed after finding CrossFit around 2009, and in many ways, Aaron’s company is a reflection on the gaps he saw in the wellness and recovery space. These days FITAID is a household name in the CrossFit community, but it wasn’t always that way.

In this episode, Aaron shares some borderline hilarious stories about guerrilla marketing in the company’s early days, including sneaking backpacks of product into events. He also talks about the early sacrifices he, his business partners, and his family made to get LIFEAID off the ground, including some very lean times where the company’s future and Aaron’s very livelihood was shaky at best.

If you’re someone who’s interested in the business side of fitness, or simply learning how one of the most driven people in that community thinks and approaches life, I think you’ll really enjoy this recording. Just a quick reminder, if you’re enjoying the BarBend podcast, make sure to leave a rating and review in your podcast app of choice.

This helps us stay on track in bringing you the best content possible week after week. If there’s someone you’d absolutely love to hear on a future BarBend podcast episode, please let us know in your podcast review. I personally read each and every review so your suggestions will be seen.

All right, today on the BarBend podcast, I’m joined by Aaron Hinde:. He is the president and co-creator of LIFEAID BevCo. You might know them a little better for their drinks like FITAID, GOLFERAID, TRAVELAID. Aaron, thanks so much for joining us on the podcast. I know it’s been a little while since we talked, but it’s great to hear your voice as always.

Aaron Hinde: David, thanks for having me on.

David Tao: I was first introduced to you and your company years ago through the CrossFit space, but LIFEAID goes way back. It’s a little bit older and has had a longer history than a lot of people might know of. Tell us a little bit about the early days of the company, how you met you business partner, and what inspired you to start a company like this in the first place.

Aaron Hinde: We just came from a CrossFit Games couple weeks ago. I was almost getting choked up being in the middle of a stadium. Justin Bergh brought me out there and we had the big branding on Sunday. We were the presenting sponsor on Sunday.

We’ve come quite a way since 2011 when we were sneaking half a case of product into the CrossFit Games with our backpack, trying to get cans to some key individuals. Ryan and I met in a CrossFit gym here in Santa Cruz in 2009 and hit it off. We became buddies. We started the company in 2011 and been off to the races ever since.

David Tao: Did you start out building a product for the CrossFit community, or were you targeting a different athletic community? What was the target consumer back in 2011?

Aaron Hinde: You could say that party goers are athletic out on the dance floor, but really our first concept and idea was a product called RAVERAID because we were going to festivals and Burning Man. A lot of us take certain supplements like 5HDB and milk thistle, B vitamins. You’re out having a good time for a weekend and dancing all night. That was the first concept.

We were thinking, “Well, shit, if we’re going to do something for the festival community, why don’t we do something for CrossFit because we CrossFit, too.” That’s where FITAID came along. Well, we golf once a week back when we had free time so why not something for golf. That’s a unique sport. We registered about 75, 80 domain names over one evening over some drinks.

David Tao: It’s interesting, too, because the festival-goer crowd, you might go to one, maybe two festivals as an adult every year because you’re living your life. It’s a lot of time off but when you’re a CrossFitter, or you’re an athlete, if you can target that community with a product, they’re going to take it every day, maybe twice a day.

Aaron Hinde: Yeah. We didn’t get serious legs with this company until we went all in with CrossFit and FITAID. We launched three products almost, back to back to back. FITAID, GOLFERAID and PARTYAID.

We actually launched GOLFERAID first because we thought it was the lowest thing through those, you know, no competitions, new product for golfers. Shortly after that we launched FITAID and then PARTYAID and we were so distracted. There was three separate businesses. Basically, we had three separate websites, different social media.

We were doing events where you know, we’d be at a golf event with polo shirt and GOLFERAID hats playing golf, go down to San Francisco to a fire spinning festival slinging PARTYAID, and then do a CrossFit comp, with our Lulu gear on, Reeboks, spinning FITAID. It was challenging from both the human and financial capital perspective.

We got some sage advice from an advisor saying, “Look, you’ve got to really choose a single target market,” and even though FITAID and CrossFit wasn’t generating most of our capital. Our funding at the time was coming primarily from GOLFERAID, we decided to go all in with FITAID and the CrossFit channel.

David Tao: Let’s talk about those early years at the CrossFit Games. In 2019, you couldn’t go anywhere in Madison without seeing LIFEAID, without seeing FITAID. I mean, you guys are very integrated into that, but back in 2011, sneaking backpacks of the product in to try and get it to athletes. What was that like?

Tell us about kind of the logic there and how you made those very early inroads in the community when a lot of companies and a lot of people who had ideas really didn’t know how to enter that market?

Aaron Hinde: I’d like to say that we brought the fun to CrossFit. I mean, for years CrossFit was a very conservative community, it still is. Very, very strict in all ways, which there’s a lot of benefit from that.

I mean the training regimen is superior to anything else out there. We’re all about work hard, play hard and so we brought the party to CrossFit and and we aligned ourselves with some early influencers.

Bailey was one of the first games athletes so we got on on the team. Influencers like Jackie Perez and Christmas Abbott, very early to partner with us. Kenny Santucci…We maintain those friendships and relationships to this day.

People like that were instrumental in creating some legitimacy, and then also the cool factor that I think the brand carries through to today.

David Tao: One thing I definitely remember from years ago at the CrossFit Games, interacting with you, is the FITAID house. It was kind of famous. You know that’s where the party was, after it was going on, or after the games or after the events. A lot of that is just your and Orion’s personal connections.

It’s just like brute force, you meeting people, befriending people, taking them under your wing, bringing them into the circle. When did you start realizing that marketing in this community, it wasn’t all going to happen online, it wasn’t just all paid acquisition, you were going to have to get out there be a face, shake some hands and make some buddies?

Aaron Hinde: I think too often people separate work life and personal life or home life as if they’re two different things. I recognized early on, that’s total bullshit. If you have a shitty day at work, it’s going to affect you at home, if you have a fight with your spouse it’s going to affect your work, it’s just life.

So knowing that it’s just life, when I’m on the road, 55, 60 flights a year, like I was a few years back, I’m going to enjoy myself as much as I can because I’m grinding it out and I’m not going to be with my family.

I’m going to forge relationships, I’m going to surround myself with the people that I want to hang out with, and that are fun, and that are energy chargers and energy trainers, people that are making emotional deposits to everybody around people that are coming from an abundance mindset and not scarcity.

So really being selective about who we’re investing our time and energy into good people. Good people, we get other good people, and then we create that community.

David Tao: You’ve been in the CrossFit community or around it for a long time. Back in 2009, you were you were doing CrossFit. That kind of makes you an early adopter. A decades like a lifetime in CrossFit years. What surprised you most about how the community has grown and what impact has that had on you as a business person and on your business?

Aaron Hinde: Well, CrossFit basically gamified working out. I’ve been going to the gym and Globo Gym my entire life. I was a personal trainer. I was a sports chiropractor for 10 years, that’s how I got into CrossFit is HQ.

Some of the athletes, when I was in Scotts Valley for 10 years, were coming into my office and getting treated and they’d challenge me. “Well, why don’t you come work out with us?” I was going to, I think, World Gym at the time. I’m like, “Yeah, no problem.”

I’ve been in all sorts of different training modalities. I’ll never forget that first workout where I saw the other two guys in the class that looked like they were in the best shape. I’m like, “All right, that’s who I’m going to pace myself against.” I can’t remember what the workout was. I remember there was a lot of running and pull ups and burpees.

Round one, I’m right with the top guys and then round two, something just happened my body just shuts down. I [inaudible 10:39] . I didn’t puke because I absolutely hate puke. I only puke like once a decade, but I was there and I was so on the verge of puking. I’m like, “All right, there’s definitely a piece of my fitness missing here.”

I think it’s that community that CrossFit has. It’s the competitive nature that it has. It’s gamification, and that’s just that special…That secret sauce of utilizing multiple modalities. You can come from bodybuilding background, gymnastics, powerlifting, weightlifting, and it all works here in CrossFit.

David Tao: You were a sports chiropractor and that was a successful career of yours before LIFEAID even existed as a company, before it was a twinkle in your eye. How do you think that changed your perspective, getting in to CrossFit as an athlete, as opposed to someone like myself?

I had a sports background, I didn’t have that medical background, I didn’t have a decade or more of experience working with clients, working with patients. Did it create any hesitation for you to dive into CrossFit in a big way or did it maybe, you think, help the way you entered that community or approached that training methodology?

Aaron Hinde: Well, I really liked the functional move at CrossFit. A lot of people were, “Oh, you’re going to get injured.” I was treating bodybuilders and professional athletes for years and years. Bodybuilders have zero mobility to over-generalize.

The issues I was seeing treating CrossFitters it was usually due to lack of pre-hab or post-hab, that if you weren’t warming up properly, or you weren’t cooling down properly, then you’re going to get injured. Same type of issues that I was seeing with bodybuilders, a lot of rotator cuff injuries and low back injuries specifically. Those are the two areas that we can get jacked up.

Now, thanks to Kelly and MobilityWOD, ROMWOD, and things like that people are taking that more seriously and understand that you have to integrate that into your training.

David Tao: Yes, specialization can breed injury or it can breed weaknesses, as I’m sure you’ve seen.

Aaron Hinde:  Yes. 100 percent.

David Tao: When did when did you start realizing that LIFEAID could become the day job, so to speak? Was there a point where you were like, maybe I don’t want to be a chiropractor anymore full-time, maybe I want to do this or maybe I can. What was the moment where you thought that’s possible?

Aaron Hinde:  Probably way too early, when it wasn’t really possible. I do believe that to be successful in whatever you’re doing, you have to burn the ships to the shore and it’s impossible to serve two masters.

I knew that to make LIFEAID a household name, I had to sell my chiropractic practice and go all in. I think I did that like I said, way, way too early, and really put my family in some serious jeopardy.

We had some very lean times living in a 400-square-foot mobile home with two kids, off the grid, and living on basically no income, about 1000 bucks a month. California doesn’t get you much. Eating mac and cheese most days a week with a can of tuna. It was really lean.

I just thank God that things worked out and things fell into place because we could have gone out of business at least a dozen times. We had more bills than we had any revenue coming in. Those bills were due the next day.

Then miraculously, something would come through. A check would come through, an investor would come through, a purchase order would come through, something that just gave us a little bit more runway. We ran that game for multiple years until we finally started getting enough traction where we’re having more money coming in than was going out.

David Tao: I think a lot of people look at the big sponsors of the CrossFit Games. I’m not talking, the Reeboks of the world, I’m talking about the LIFEAIDs of the world, the ROMWODs of the world, these companies that are built around the CrossFit community and we see them with these big sponsorships now, these big tents putting on these awesome events.

There are very few companies that were built from the ground up in the CrossFit community that I think didn’t go through those lean times. A lot of those companies didn’t make it. A lot of the companies you saw at the Games in 2013, ’14, they didn’t make it.

Do you think that was the fact that you’re still here, that LIFEAID is a success? What percentage would you attribute that to luck or fortune, and what percentage would you attribute that to acumen that you had to build super quickly?

Aaron Hinde: I wouldn’t say we’ve built super quickly. We’ve been around for almost a decade now. It’s been a slow grind. You’re right, the majority, probably 90 percent of those companies aren’t around.

If you were to rewind back to 2013. What is it? Some of it’s timing, some of it’s luck, some of it’s just the team that we surround ourselves with, and the tenacity. We grind, we don’t take no for an answer.

Like you said earlier, we really focus on relationships and relationship building. I think if you’re doing the right things over time, it puts you on a certain trajectory. It’s all about trajectory. Many people, especially young people focus on velocity, how quickly are things happening.

That’s the exact wrong approach because as you’ve probably seen in your life, and I know I’ve seen with multiple acquaintances and friends. If you’re on the wrong trajectory, if you’re on a negative trajectory, and that gets fueled with, a relative dies and left you a couple of hundred grand, what happens? They just crash and burn even faster.

You need to be focused on trajectory, not velocity. That’s what we were always focused on. Doing good things, creating great products, forging relationships, making emotional deposits, and just keeping on a positive trajectory over time, and over time, that started to build that momentum and that momentum is what carried us through to today.

David Tao: It’s like you hear about the worst thing…The old saying, “The worst thing you can do is win the lottery,” because if you’re not set up for that success, then you don’t have the infrastructure around it, you’re going to burn through the cash, you’re going to end up lower than when you started.

Aaron Hinde: Yes. We saw that in my era, 15, 20 years ago in professional athletics. How many of the superstars of my time are completely broke? Now, fortunately, that doesn’t happen too often anymore, because they align themselves with smart financial advisors and things that protect their assets and money.

Back in the day, man, it’s amazing a guy making millions of dollars a year, broke after a few years after retirement because they just don’t understand that the money eventually does run out, it does get lean, you have to be prepared for the ups and the downs.

You can’t build a life and a business model around things always executing at 100 percent. The money’s never going to get lean against. I think it was a blessing that I had to go through some really rough times in 2009, 10′, 11′, 12′, and lived in a very lean fashion.

Now that things have eased up a little bit for me, I have have way greater perspective and respect when it comes to finances. That was never a strong suite for me.

David Tao: In the back half of this podcast, I want to get into your perspective on recovery and how performance has evolved in CrossFit over the years. I’d be remiss if I didn’t ask you, at this point, what is your most memorable, or craziest CrossFit Games experience? I know that you spend a lot of time with a lot of very interesting people.

They like to get up to some good things, they like to get up some situations that can sometimes get a little dicey in LA and now Maddison. Is there a moment that sticks out to you from the CrossFit Games, you’re like, “Man, I’m never going to forget this.”

Aaron Hinde: I don’t know if I could call anyone out here, although I could. There’s probably some stories that wouldn’t be rated for this podcast.

I think one of my most memorable moments was, we were still in LA. We were throwing the official after-party. We had an ’80s band, and it was an ’80s theme. It was the first time we did a theme party. We were like, “How is this going to turn out?”

Like 75 percent of the people that showed up, showed up in the craziest ’80s outfit. The ’80s band was jamming. We have a couple of MTV stars, Johnny Bananas was there, and Kenny, and a bunch of games athletes.

I just remember everyone jumping up and down to the likes of ’80s songs. I’m like, “All right, we brought the fun.” It was a good time, but that’s probably the PG version of it.

David Tao: You look around and you look at some of the games athletes…because I remember that after-party. You look around and you think, “I don’t think any of these athletes…I don’t think many of them were alive in the ’80s at a certain point.”

Aaron Hinde:  Yeah, that’s right. They probably listened to it through their parents’ radios and car stereos.

David Tao: To transition the conversation a little bit, LIFEAID was born out of this idea that there are products that could help athletic recovery. You mentioned some other companies that are doing that…MobilityWOD, ROMWOD.

This ecosystem that’s been built up around not only helping athletes perform better, but recover better, the other 23 hours of the day, or 22 hours of the day they’re not in the gym. What do you think athletes, specifically in the CrossFit community, might still get wrong about recovery?

Aaron Hinde: I think, as an athlete, you can’t just take a one-size fits all approach and go, “OK, yeah. I’m going to do this X, Y and Z. You need to figure out what works for your body. Someone might go to a chiropractor and be, “Oh, that didn’t work for me.”

That’s like going to a dentist and saying, “That wasn’t the right fit,” so dentistry doesn’t work now. There’s a chiropractor out there that can help you and seriously help you in ways with your bio-mechanics and mobility. You’ve got to find the right person that’s doing the right techniques and the right orders specifically for you.

The more you can be in tune with your body and dial it in, whether it’s nutrition, whether it’s mobility, whether it’s pre-hab, post-hab, chiropractic, PT, pain management, whatever it is. Make it specific for you because every body is unique. Every movement pattern’s unique. Old injuries are unique to you. Genetics are unique.

You need to have a very specific regimen or protocol that works best for you and your body and not just say, “Rich does this or Matt does this and therefore I’m going to do it the same way they do.” No, no, they’re doing what’s best for their body. You need to do what’s best for you.

David Tao: They’ve also built that support system over time. One reason we see Rich Froning and it seems like he was getting better every year. Matt Fraser, Tia-Clair Toomey, it’s like they’re getting better and stronger every year.

They’re fine tuning, not only the techniques they have for recovery and training, but their support system. Their coaches are getting smarter about what those individual athletes need.

Aaron Hinde: I’ve become friends with Henshaw over the last couple of years. The conversations we have are amazing. The attention to detail that he is aware of and teaching his clients is amazing. It’s like next level stuff. I don’t know how.

As long as he’s not injured, anyone can catch up with Matt because I know some of his coaches and the detail that they’re putting into the training. I’m like, “This is some next level shit.” It’s phenomenal how the sport has evolved, and the coaches have evolved.

David Tao: When you have perspective on these athletes, it’s not surprising that success begets success. If you work your way to the top, the resources open up, coaches want to work with you. You have the income from winning these competitions, from the sponsorships that allows you to train full-time.

That gap seems like it’s almost growing for those very elite athletes who can build the living around this, and those who are trying to get to the top. They might not even have the resources to catch up right now, it seems.

Aaron Hinde: That’s a great perspective and a great point. You’re right. Jacob Heppner just quit his job. He was working full-time, top 10 games athletes. How many people in the top 10 are working full-time? Zero. If you have the resources and ability to do this full time and access to the best coaches, you’re going to continue to excel so it creates a bigger and bigger gap.

That’s why we continue to see the top guys without too many surprises continue to be the top guys and the top gals because that disparity exists and will continue to exist for those that can put their full time effort and not have to have to a “day job” and have the sponsorship dollars, coaching and nutrition all given to them.

David Tao: It’s not to take anything away, I don’t mean to take anything away from what those athlete…the work they’re putting in. It’s a full-time job and they’re putting in every hour, every minute of their day is optimized for performance or recovery.

The coaches aren’t going to do the work for you. In fact, they’re going to give you more work to do, they’re going to give you more to work on. It’s taxing and one thing I have the utmost respect for the Matts and the Tias of the world, to stay at the top you have to…I hope that you do enjoy that success, but you got to stay hungry and it doesn’t get any easier.

Aaron Hinde: Right, and that door wouldn’t even be open if they weren’t putting in the work. That’s assumed. Is like when people talk about, “Oh, so-and-so got popped for steroids and this for and that’s for…” I go, “They might be juicing, but they still put in the work.” You don’t hit the home run Barry Bonds did without putting in the work.

He might have had some help from the special sauce…That type of thing has been prevalent through all types of sports, Lance Armstrong, same thing. You look at any great athlete who has been caught cheating, they still put in the work. The steroids don’t do the work for you.

David Tao: You have access to, and spend a lot of time with these top athletes. For the average fan, our window in to them is one or two competitions a year and it’s social media. Not everything…you don’t see everything on camera, you don’t see everything even behind the scenes, when those documentaries come out and you definitely don’t see everything on social media as far as recovery and training.

What are some things, you don’t have to name names, you think these top athletes are doing to optimize their recovery, to optimize their training, that the average fan might not be aware of?

Aaron Hinde: First of all, an average fan out there, you’ve got to realize. Matt is just a dude, Rich is just a dude, Heppner is just a dude, Tia is just a chick. Sara is just a chick. They’re no different than us, they are just dudes and chicks just trying to do the best that they can. They’ve realized that they are really good at this thing called CrossFit.

The more you put people up on a pedestal, the more they can set up for disappointment. That being said, there’s some great quality people in this sport that really are genuinely awesome human beings.

The biggest differentiator is not only the detailed training, that’s a given and the hours they put in, a lot of them guys and girls are training about three, four, five hours a day, but it’s really the attention to nutrition.

It’s so easy in CrossFit because of the modality of CrossFit, all it focuses on, “Well, how much can you snatch? What’s your back squat PR?” That’s the big aspect. You’ve got to put time in the gym, but nutrition is where you can really fine tune and dial it in.

Matt even talks about this, “Thank god, I got second place, whatever year that was, because I was eating shitty and without that, that was a wake up call that I really needed to pay attention to my nutrition.” That’s a big differentiator, is hyper-focus on what they’re putting in their body and what they’re not putting in their body at the same time.

David Tao: CrossFit comes on the scene, gets popularized, CrossFit Games become this runaway phenomenon. Nutrition becomes something that athletes start paying attention to a little later on and it’s something that an ecosystem was built around that.

Food services, companies like yours providing supplementary nutritional products, things like that. Then you had the wave of mobility companies that are still providing a lot of this services for athletes, the elite athletes and the athletes at home like you and me just trying to move a little bit better.

What do you think is the next wave, be it recovery or performance services in products that you think the community is going to be embracing?

Aaron Hinde: Mental, brain. I look at…Noah did great this year. Noah’s head space, just from looking at him and knowing him for years, was better than it’s ever been. Sara didn’t make the cut. I know she can work on her head space.

I think working in between the years, these athletes are all within one degree of each other. You look at a gold medal at the Olympics versus no medal at all, we’re talking tenths of a second.

Athletically, any of them can compete at any given day depending on how their body’s feeling, and how they prepped up for it. The mental aspect, how mentally prepared for this competition are you? How mentally prepared are you for adversity or for things not quite going your way? How do you bounce back from that? That’s going to be the next way of CrossFit evolution.

David Tao: Got you. I want to get into some a little bit more rapid-fire. Take the time you want to answer them for folks to learn a little bit more about Aaron Hinde:. What’s your secret talent or something that you’re good at that people might not know about?

Aaron Hinde: I’m really good at looking at things that are very impressive in life, in different businesses, what is working well for them, and how can I take that and apply that to what we’re doing in completely unrelated fields?

David Tao: What’s your pet peeve or something that annoys you most? Could be in business, could be in life, could be in athletics…the things that just grind your gears.

Aaron Hinde: Two things. I absolutely hate it when people litter. No, I’m not an enviro, but just living in Santa Cruz, is a beautiful place, it just drives me insane. Then the second thing, more business-related or life-related, is that I do not allow anyone on my team to say, “No, problem.” Like, “Thank you so much. Thanks for all your help.” “Oh, no problem.”

The reason is, when you’re helping somebody, you’re making an emotional deposit and they’re putting you on a pedestal by saying, “Thank you, Aaron. You were the only one that helped show up to help me move this weekend.”

When I say, “No problem,” I’m cutting that down and I’m minimizing their gratitude that they’re expressing towards me. It’s immediately making an emotional withdrawal. I strike that from the vocabulary.

David Tao:  It’s really interesting. Are there any other, you think, verbal tics or colloquialisms, or things we just might do in our everyday lives that cut down that gratitude?

Aaron Hinde: It happens all the time. If you’re aware of it and you start paying attention to it, then you can pick up on those cues. Anything from how you shake someone’s hand, eye contact, actively listening versus just preparing to respond.

There’s so many things in nonverbal communication that you could be making…A real common one, being on your phone or looking at texts when you’re engaging in a conversation with somebody. It’s like, “This is more important than what I’m talking to you about.”

David Tao: Who is the person in the CrossFit community you’ve learned the most from?

Aaron Hinde: Who have I learned the most from?

David Tao: Or it could be just one person and something that really sticks out to you as like, “This person did this or said this and it just taught me something that just changed the way I approached that issue for the rest of time.”

Aaron Hinde: I mentioned Henshaw before for his insight to training. Greg Glassman for his “don’t give a fuck” attitude, and this is the way it’s going to be and how things tend to work out according to his vision. I look at Jackie Perez and Christmas for, “Hey, you don’t have to be a top-level Games athlete to make a living in this space.”

Someone like Nela who puts in the work and is just a kind individual and shows that hard work over time pays off and working on your weaknesses. I try to learn something from everybody in the space. I don’t think there’s one thing that particularly stands out though.

David Tao: Awesome. Aaron, where can folks keep up with you personally on social media? I do want to ask at the same time about the “HindeSight” newsletter. Where can folks find out more about that?

Aaron Hinde: HindeSight’s on our website, For me, personally, I’m most active on Instagram, @aaronhinde, A-A-RON, Hinde, H-I-N-D-E.

David Tao: Awesome. Aaron, I really appreciate your time. Thanks so much for joining us. I hope that we get to speak again in the near future.

Aaron Hinde: All right, brother. I appreciate it.

> > > Live well.


How can you be successful when it comes to marketing a niche product? Find out on this episode of The Thoughtful Entrepreneur, featuring Aaron Hinde, co-founder and president of LIFEAID Beverage Company.

CLICK HERE to listen to the full podcast episode on

“LIFEAID is a functional beverage company,” said Aaron Hinde. “Basically, we make vitamins you’ll actually enjoy drinking.”

Neither Hinde, a sports chiropractor, nor his partner, a financial planner, had any experience in the beverage industry.

“In 2011, it was just a twinkle in our eye,” said Hinde. “It was through ignorance and passion that we pushed all the chips in.”

Both Hinde and his partner emptied their savings in an effort to get LIFEAID off the ground. Now, the beverages are found in 20 countries. In the US, they can be found at gyms and major retailers across the country including Walmart, Kroeger and CVS.

“I think the key to our success is that we chose a single target market,” Hinde said.

To learn more about LIFEAID and how the company has become so successful, listen to this episode of The Thoughtful Entrepreneur (link above).

> > > Live well.

Make Pods Great Again — Ep. 3 with Aaron Hinde

Hot on the heels of controversial special guest Greg Glassman, LIFEAID co-founder and president Aaron Hinde sits down to share his perspectives on fitness, health, and obstacles facing the everyday athlete and entrepreneur in Episode 3 of MAKEPODSGREATAGAIN. (50:00)

Listen to the full podcast episode here.


Work on Your Weaknesses — Focus Work With Ben Bergeron 

Top coach Ben Bergeron shares his thoughts on how to methodically tackle your weaknesses.

Click here to read the full article. 


43 Easy Keto-Friendly Summer Meals

These healthy, Keto-Friendly summer recipes from Eating Well 101 will have your mouth watering — with everything from Avocado Chicken Salad to Kebabs and Cheesy Dips, plus Berry Cobbler for dessert!

Click here to read the full article.

"Fight like you're the third monkey trying to get on Noah's ark."


To Sell Is Human: The Surprising Truth About Moving Others

Whether we’re employees pitching colleagues on a new idea, entrepreneurs enticing funders to invest, or parents and teachers cajoling children to study, we spend our days trying to move others. Like it or not, we’re all in sales now. To Sell Is Human offers a fresh look at the art and science of selling.

Check out Daniel Pink's book here.


HindeSight  |  No. 14


The Terminator Disagrees With Having a "Backup Plan"

Arnold Schwarzenneger shares his thoughts on why having a backup plan (Plan B) is a bad idea.

Watch the video here.


Creating Value in Your Life & Business

Brute Strength sits down with Aaron Hinde to talk about risks, following your passion, and starting a successful business. (53:02)

Listen to the full podcast episode here.


10 Graphs That Show the Immense Power of Creatine

Let's get scientific about Creatine. While we all know about its many benefits for your body and brain, these graphs offer the science & data to back it!

Click here to read the full article.

"Expect the best. Prepare for the worst. Capitalize on what comes."

—Zig Zigler

Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones

This breakthrough book from James Clear is the most comprehensive guide on how to change your habits and get 1% better every day.

Check out his book here.


HindeSight  |  No. 9

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, 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, 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 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.


Interview by Tyler Johnson | Feb. 28, 2019

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

8) Definition of Success? 

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

> > > Live well.

Earlier this year, I had the privilege of attending a mastermind full of high-powered fitness entrepreneurs, and in attendance … Aaron Hinde.

Aaron Hinde is the Co-Founder & President of LIFEAID Beverage Company and he has a pretty incredible story.

He has been grinding since 2011 to make LIFEAID a leader in the industry. So much so that FITAID is the official recovery drink of the 2017 CrossFit Games and LIFEAID remains an independent brand run by its founders – not a subsidiary of a large beverage conglomerate.

But what I learned from Aaron during the mastermind about business and life is invaluable, and I wanted to take my best shot at bringing that same knowledge to the listeners of the podcast.

Listen to the podcast here:



Thanks for listening! —Jerred


Read the full podcast transcription below:

Speaker 1:   Faster than a speeding bullet.

Speaker 2:  I ran until my muscles burned and my veins pumped battery acid.

Speaker 1:   More powerful than a locomotive.

Speaker 3:  An idea is like a virus presumed highly contagious.

Speaker 1:  ... with a single bound.

Jerred Moon:  What's up everyone, Jerred Moon here from End of Three Fitness and welcome to the Betterhumanology Podcast. And more importantly, welcome to Season Three. I'm super pumped everyone is joining us for our third season. Now, every season, we like to change things up just a little bit. So, season one we were just getting the grasp and the feel for podcasting, what we were going to do, how we were going to do it. And then Season Two, we got a little more structured in our interviews and then started bringing a little more conceptual stuff and getting better. Now in Season Three, the biggest feedback we got was kind of keeping the interviews the same because everyone likes the challenges from our guests and everyone likes finding out what these high level human beings have to say about their advice on becoming better. So, those things are going to stay the same, don't worry about it. But what you can expect is more awesomeness in becoming a better human being.

Jerred Moon:  So, we're going to do two episodes per week. You're going to get another episode later this week. I'm not going to give any teasers or reveal what it's about, but every one will be about making you better, whether that's physically, mentally, emotionally, whatever we need to tackle, we're going to do it. And I'm super pumped to release Episode Two this week. So, be ready for that. And also something we're kind of doing in conjunction, sometimes the audio from our YouTube videos that we just recently started making are going to make their way into that second episode of the week. And if you're interested in following us on YouTube and what we're doing there, you can go to One more time, that's, and that'll take you straight to our YouTube channel where you can subscribe and be a part of what we're doing there because every single video we make is not going to be 100% suitable for audio because there are the things that you need to see since it is video, but the ones that will work we'll throw in here periodically. But that's enough of me rambling on.

Jerred Moon:  The very first interview of Season Three is Aaron Hinde. He is the co-founder and president of LIFEAID Beverage Company. Now, you may know FITAID. FITAID is probably their most popular beverage that they have. I am a huge fan of FITAID personally, and so we're having him on the show. But we're not having him on the show because FITAID is an awesome beverage. While it is an awesome beverage, the reason I really wanted to have Aaron on the podcast was because a few months ago I was down in Vegas for a mastermind, a business mastermind with AJ Roberts, and he had Aaron Hinde come speak to this small group of fitness entrepreneurs and I never really interacted with Aaron before. I knew who he was, but I'd never really spoken to him in any capacity. And he just did this talk.

Jerred Moon:  He was there pretty much the whole time, but one of the talks he gave was kind of like these 10 lessons learned for being an entrepreneur and things that he thought we could kind of take to the bank in all the years of him being an entrepreneur. And some of them, some of those rules are not going to be applicable to everything we discuss, but I bring up a few of the rules with Aaron today in our discussion because some of them really, really hit home with me and I have them all written down and I review them quite often. And I really wanted to get him on the show specifically to discuss some of these and discuss his story because it's very interesting. But man, some of the things that he was saying knocked me right on my ass, and so I want to see if I can bring some of that to you and kick of Season Three the right way. So, without any further ado, here's Aaron Hinde.

Jerred Moon:  All right Aaron, welcome to the Betterhumanology Podcast, man. Super pumped to have you on today.

Aaron Hinde:  Appreciate it. Stoked to be here, Jerred.

Jerred Moon:  All right. So, every guest knows that we start the podcast off with challenging them, giving them some challenges for your week, and I'm going to give that to you today. So, could you hook us up with a fitness challenge this week?

Aaron Hinde:  I've got a dirty one for you.

Jerred Moon:  All right.

Aaron Hinde:  Just put 65 pounds, so just two 10s on a barbell. We're going to do five burpee buy-in every single minute and until we hit 100 thrusters.

Jerred Moon:  Man, that does sound dirty.

Aaron Hinde:  So, every minute that goes by, you've got to re-buy-in with five burpees.

Jerred Moon:  Awesome. All right dude, and how about a mental toughness challenge?

Aaron Hinde:  If you haven't done Wim Hof breathing yet, check it out. Anyone can message me afterwards. I've taken two classes on it to get the correct technique because there's a lot of bad technique out there, but Wim Hof breathing every morning followed by a cold plunge in the shower. It'll rethink the way you start your day. It's better than coffee.

Jerred Moon:  Awesome. Have you been doing that lately?

Aaron Hinde:  For the last two years.

Jerred Moon:  Okay, awesome. And now, just out of curiosity, where were the correct courses? Was it from his site?

Aaron Hinde:  Yeah, I mean, that's a great resource or you can pay for his course. I actually learned from Mackenzie who had taken class direct one on one with him. And then another one of his friends, I'm trying to think of the guy's name that I met at a mastermind who's good friends with him who's actually hiked Everest with him. And both of them when I went through it with them, I got the exact same training from both of them. So, I know that that's the right way to do it. When I YouTubed it, it was like, "Man, so many people are doing it wrong." So, yeah.

Jerred Moon:  That's awesome. And how about a book recommendation for everyone listening?

Aaron Hinde:  Just finished yesterday The Power of Habit by Charles Duhigg. Really good stuff in breaking down our habits, other people's habits, changing habits, kind of why we do what we do. Really good stuff. And if you have anybody that is trying to improve on bad habits, this would be a must read.

Jerred Moon:  All right, perfect, man. Well, I really appreciate you giving us the challenges for this week. Now, if we could just do a minute, maybe give us your background, kind of introduce who you are. A lot of people, I'm sure, already know, but you have a pretty interesting story and I'd love to share it with everyone listening today.

Aaron Hinde:  Yeah, I'm Aaron Hinde. I am co-founder and president here at LIFEAID Beverage Company. A lot of people in the fitness space know us for our recovery drink, FITAID. And been hammering away at that since 2011 when we started the company. And before that, I was a sports chiropractor, and that's kind of how I got introduced to the CrossFit and functional fitness space. I was always a personal trainer since my youngest, youngest days. And that led me to chiropractic, and I started working on some of the HQ people and some of the athletes when they were coming into town, my office was in Scotts Valley where CrossFit HQ's located. And that got me my first foot in the CrossFit gym. And the rest is history.

Jerred Moon:  That's awesome, man. And then you took on the challenge of opening a beverage company. Can you tell me ... the reason I want to talk about is because when we were in that mastermind together, you brought up ... I forget the percentage, but something crazy high like 80 or 90% of them fail within five years. Is that the correct metric?

Aaron Hinde:  Yeah. Yeah, it's actually within 12 months, it's 95% failure don't make it to 12 months. And then in five years, it's 99% failure rate.

Jerred Moon:  Goodness. And so, how did you take that plunge right there? Because I'm not a huge risk taker, it's something I'm working on in all honesty to be able to tolerate more risk. And I think entrepreneurship is forcing me to do that, which is awesome. But I would like to know, man, did you know those stats going in? Or is it something you learned later?

Aaron Hinde:  Hell no. Hell no.

Jerred Moon:  All right.

Aaron Hinde:  No, ignorance is bliss, brother.

Jerred Moon:  All right, perfect.

Aaron Hinde:  Yeah, no. It was total ignorance. I mean, the risks taken at probably way too early of a stage was just like, thank god it worked out. I mean, that's how I have complete confidence and really faith, you know? Just looking at all the challenges over the last six years and knowing how many times we almost completely went out of business and knowing the risks that I put my family through and walking away from a very successful practice. It just led me to believe in that grand plan that certain things just are meant to be.

Jerred Moon:  Yeah, man. Certainly and that's incredible. Obviously it's all working out now. And if you were to run into someone how is maybe a little more risk averse, someone like me, you know? I said it's something that I'm working on, or maybe someone listening, what advice would you give to them if they're staring at a mountain?

Aaron Hinde:  Yeah, good question, you know? If something seems overwhelming for you, or you're having difficulty taking the plunge, start with small risks. So, for somebody like myself, I was always, for whatever reason, just scared of heights. Like, they scare the heck out of me. So, as soon as I realized like, "Hey, this is an actual issue for me. It's affecting my life at certain points in time." I went and signed up for a bungee jumping class and did bungee jumping. And then after that, I jumped out of an airplane just to be like, okay, not that that's something I want to do all the time, but I know that I'm going to overcome that fear and do it. So, I would say look at small challenges, start with those, and those will lead to you taking bigger ... and risk is a broad word. I think sometimes it's overused. I mean, you shouldn't be taking stupid risks. I'm not jumping out of an airplane with no parachute on. So, make sure you're taking very calculated risks, but start small and work your way up.

Jerred Moon:  Okay, great, man. I love that. And in FITAID, what was kind of the ... and we all have our fears as an entrepreneur, right? But what point did you get to where you're like, "Okay. I think we're going to be okay." How long did that take? Because I'm sure it was a lot of scariness in the beginning.

Aaron Hinde:  Oh man, we've had scary moments up to like 12 months ago, quite transparently. But I would say where I could actually sleep at night again, it took a good two years, two and a half years.

Jerred Moon:  Wow, man. And I really just like to paint that picture. And to be honest, when I talked with you when we were in Vegas, I think just hearing you talk about kind of the mindset of all that craziness, the demons on your shoulder or in your head, that are that negative self-talk, all of those things. And you have a company that much larger than mine in size, and I was like, "Man, this guy is struggling with the same stuff that I'm still struggling with," you know? It might be to different degrees, but I think that made me chill out almost a little bit.

Aaron Hinde:  Yeah, good.

Jerred Moon:  I'm like, "Okay, dude, we all deal with this." And I know a lot of people listening, they ... because if you follow everyone's Instagram and social media, you think everyone's life is perfect, right? You don't ever think about what we're really challenging. What have you found or practices have you put in place to kind of get you out of a negative spot?

Aaron Hinde:  Yeah, I mean, first of all, you can't believe everything you see on social media. So, nobody wants to post, "I'm having such a shitty day and the sky is falling, woe is me," because nobody gives a shit, you know? Number one. But I think you made a keen observation. I mean, look, the demons are there and they never really go away. And I think I look at entrepreneurs that I look up to and that I've spent time with. I know that they have them too and they have different demons than I have, but they've still got demons that are jacked up and the question is, what do you do with those thoughts?

Aaron Hinde:  Do you dwell on them? Do you let them paralyze you? Do you let them overwhelm you? Or do you understand that you as a human being actually are in control of your thoughts and you are in control of ... so, I'm not saying you can all of a sudden will the negativity out of your consciousness. I don't think that that's quite possible. I mean, maybe it is with a lot, a lot of practice, but what you do after those thoughts enter your head? What do you do and how do you react to that? Do you dwell on it or do you go, "Oh, I see you. Screw you. I'm not going to let you take over me. I'm not going to let you paralyze me. I'm not going to let you ruin my day or my week or my month or my year. I am going to take control of the situation." And in how we react in those moments, I think is what separates people that will eventually see success and those that just are content with a life of misery.

Jerred Moon:  And do you think the smaller things like your morning routine, and I don't know if you have an evening routine, do you think that those things help you in that process?

Aaron Hinde:  100%. 100%. My morning routine has been a game changer for me, and it's something that's consistent for me that I can count on, that I know sets my day up a certain way for success. There is someone I met at, I think it was a barbell shrug mastermind, his name's Jesse Elder, you can check him out online, But he said something profound to me last year, he said, "We all are going to experience pain, but we have a choice whether we're going to suffer," okay? So, there's no avoiding pain in life. I mean, we fall down, we scrape our knee, you know, shit doesn't go our way. Who knows? I mean, the bigger you get in business, the more pain there really is, you know? You're on their radar, you get a lawsuit, you get an employee issue. You get all this stuff, you know?

Aaron Hinde:  Like, most recently, we have a private Facebook page for all of our gym owners, and someone saw someone violating mat pricing on Amazon, which I have no control over. And they can put it sold by whatever name they want. And they put life space aid. So it looks like it's coming from us. Of course, we take steps immediately to shut those people down when they're violating that, but people were attacking me personally, multiple people. And then it starts snowballing and it's like, "God," you know? I just started suffering. I started suffering, and I was like, "All I want is for what's in the best interests here of our gym owners and I'm getting personally attacked by these people." And then I had to take a breath and realize, hey, I'm choosing to suffer here. That's on me.

Aaron Hinde:  So, instead of moping and being really upset about it and firing back defensive negativity, I just instant messaged each person and explained, "Hey, here's what's going on. If you've met me or not, I'm a transparent guy. I am all about legacy and treating people well. And our whole community, our whole ethos here is around doing the right thing in every aspect of our lives. So, I'm not perfect, but this is where we're at, and this is the situation what happened, and here's what we're doing to correct it." And every single one of them like, "Hey, I really appreciate it." And it just flipped the whole scenario. But I had a choice to make there and I started going down one direction and was able to catch myself and turn it around into a positive thing. So, these kind of, I guess, are really opportunities happen all the time in our lives and how we choose to seize those opportunities is the differentiator. And things like morning routines and mentors and a great support network and a great team and good communication with your spouse or significant other, they all play a big part in it.

Jerred Moon:  And what role would you say mentors have played in your career over the last decade?

Aaron Hinde:  I mean, changed the whole playing field, you know?

Jerred Moon:  So you-

Aaron Hinde:  I just talked with one of them two minutes ago.

Jerred Moon:  Awesome.

Aaron Hinde:  Like, these guys, whether I've met them or not, I've been fortunate enough that everyone I consider a mentor I've actually got to spend some personal time with. And the most recent that I have been following and kind of viewing as a mentor was Gary Vaynerchuk and finally got to meet him in New York at his office a few weeks back. So, it's all about ... mentors allow you to leapfrog. I think mentors provide exactly what you need at that stage of your life.

Aaron Hinde:  So, what happens is, you may outgrow mentors over time. You'll find new mentors. It's a consistently evolving process, but there's no quicker way to leapfrog in any aspect of your life than hooking up with a mentor. And that doesn't mean like, "Hey," emailing them, "Will you be my mentor?" That's the worst way to do it, right? That means first subscribing to their email list or their podcast and figuring out how can I provide value? Most of these mentors that I'm with now, I ended up just writing a check to them, you know? I wrote them a check and bought their dog food, whatever they were selling and engage with them that way and created reciprocity. I know the power of reciprocity. So, I gave you money, you're going to have to give me something in return and then develop a personal relationship with them beyond just a business transaction. But if someone took everything from me today and said, "You need to go and be successful," and they picked any field, I don't care what it was. I would immediately find out who's the biggest player there who's making things happen, who's doing things in alignment with how I see things. And I would find a way to engage them and provide value to them and then have them take me under their wing.

Jerred Moon:  That's awesome, man. All right. Now, I wanted to hit on one thing because when we were at that ... one thing that you said just really knocked me on my ass, and that doesn't happen very often to be honest, because I'm in a lot of self development circles. I have a lot of mentors, still have a mentor, you know, things like that. But one thing you said is you are exactly where you need to be right now. And I think that one hit me on such a deep level because we all want to be somewhere else typically. We're all trying to push forward, you know? It's not a matter of like, "Are you present?" I'm not talking about just having goals and whatnot. But that one resonated with me so much because just this podcast in general is we're all trying to become better, working on ourselves one day at a time. But you are exactly where you need to be. I was wondering if you could just elaborate your thoughts on that statement a little bit more?

Aaron Hinde:  Yeah. I think the biggest point of confusion that I'll clear up and differentiate and you said them both is people being where they want to be versus where they need to be. And where we need to be and where we want to be are definitely two different things. And that gap, that delta can create stress in our lives, can create motivation, can create all kinds of stuff. But there's a delta there, right? And hopefully over time as we get more mature and are moving the ship forward, that delta shrinks and becomes one with where we need to be and where we want to be become one and the same, but I think the thought process behind that is kind of coming back to what we were just talking about with how are we reacting to life? Like, shit happens. We have pain points in life. And so often we get myopic when we're stuck in the moment that we're feeling overwhelmed or we just don't understand. We don't have an understanding of why is this happening to me? You know, we get very victimized, we become the victim.

Aaron Hinde:  And the easiest example I have for this is like if you think of a high school sweetheart or something that you might have been head over heels for and it didn't work out and was so devastating during the breakup period. But then you fast forward 10 or 20 years and you look back and that and you're like, "Oh my god, thank god that didn't work out. That would have been a disaster," right? But it wasn't until time passed and you were able to have some perspective that that actually made sense, you know? All these things that are happening, like Tony Robbins said, "Life isn't happening to us. Life is happening for us." And I think that this thinking is very congruent with Tony's statement there that these are all little pieces of a mosaic that come together and once we step back and we look at that, it's a beautiful thing, but all these little glass shards and such may not make much sense when we're stuck in that moment.

Jerred Moon:  Yeah, and that's probably the most difficult part is trying to piece them together, you know? Trying to see each thing that happens as maybe a stepping stone or something to drive you forward as opposed to looking at it in a negative way.

Aaron Hinde:  Yeah.

Jerred Moon:  All right, man. So, let's hop back in your career a little bit. So, you were a chiropractor, correct?

Aaron Hinde:  Correct.

Jerred Moon:  And so, tell me about your practice. How long you were doing that? I kind of want to dive into that a little bit more to really paint the picture of you coming full circle to LIFEAID.

Aaron Hinde:  Yeah, I mean, I was in the chiropractic business as a solopreneur at least for 10 years. I had a great practice. I averaged every month for 10 years 31.5 new patients a month by referral, 95% by referral. So, when you're doing good work and you're treating people how they should be treated, that is always reflected in probably the most important stat that there is in business, which is referrals. So, it was a healthy business, you know, I brought in a lot of money, but I was young and stupid. I spent a lot of money. I had a lot of unnecessary expenses every month. I had a big challenge in 2009. So, here's a practice I don't think I know that in 10 years it never grossed under $350,000, which is a good chunk of money. I had all this money going out the door. I was spending it on $6,000 a month on ridiculous insurances and this and that.

Aaron Hinde:  And then come 2008, being late to the game, I saw everybody that was making so much money in real estate that I hopped into that game right before the big crash. And in 2009, I basically lost everything. I had to go bankrupt and that was a big challenge for me. But fortunately, I had my practice, so that didn't skip a beat. I was able to, the very next day, come in and nothing changed from that perspective, but it really gave me like a smack across the face when I had months I was bringing in $50,000 in revenue, but I had 70 going out the door because I was inaccurate in my thinking that, "Oh, I'm a good chiropractor, therefore I'm going to be a good real estate investor." No, that's not the way it goes.

Jerred Moon:  I see that a lot in just people in general who get good at almost anything is that they start thinking that there's some sort of superhero principle or something, you know? Like, "I'm good at this, so I'll be good at that." Is that something that you take caution to these days? Like, are you very aware of that fact when you're hopping into new opportunities and whatnot and being like, "Look, I'm not an expert here, but I'll learn as much as I can," or-

Aaron Hinde:  100% yes. So, thank god for that little life lesson because it has taught me that very thing, you know? I know what I'm good at. What is it? It's like landmark forum stuff. It's, I know what I know. I know what I don't know, but what I don't know that I don't know, that's the big scary area, right? So, I'm very aware of what I don't know, I don't know. And don't even pretend to try to become an expert or position myself as an expert on something I don't know anything about. So, fortunately like here at LIFEAID, we've got a great team. I've got a great business partner and we have a very different and complimentary skillset. And our team's been able to pick up the slack for areas that I'm extremely deficient in.

Jerred Moon:  And I'd like to now ... like, I mentioned at the beginning, but that was more on the risk side of things. But what was the deciding factor? Because 50 grand a month in revenue is pretty comfortable. I know you had a lot going out the door, you said, but that could have been a comfortable lifestyle. So, why go all in on LIFEAID? What was the big motivation there?

Aaron Hinde:  You know, ever since I was a kid, I always felt like I'm going to do something big, you know? And in my mind the playing field that I was at, even though it was great and I was almost a local celebrity here in Santa Cruz. I was twice elected the County Wide office during that time, and kind of like friends where everybody knows your name type of thing. You just ... I had kind of tapped out that playing field and then I always had a drive for something bigger and I wasn't quite sure what that was. And I always had a foot in the kind of entrepreneurial world with a few other projects that didn't quite pan out as well as I would have liked. And I don't know, I guess for lack of a better term, it was kind of that fire in the belly. And when this opportunity presented and we started to see a little bit of traction, and we always had faith in the overall vision, we just decided to push the chips all in and go for it.

Jerred Moon:  You do have an awesome product. I'm sitting next to a fridge fully loaded with FITAID right now.

Aaron Hinde:  Appreciate that.

Jerred Moon:  So, I am a user. And so, over the last ... how many years have you guys been open?

Aaron Hinde:  Since 2011.

Jerred Moon:  2011. So, what would you say your biggest ... I mean, you can go with either one, mistake or challenge. So, challenge overcome or mistake you've made, and I'll let you pick, in the last six years running LIFEAID?

Aaron Hinde:  Man, there's been a lot of them.

Jerred Moon:  Yeah, I know. It's a tough question.

Aaron Hinde:  Probably I think one thing that especially entrepreneurs that are scaling and are in a growth phase need to be very conscious of is who they bring onto their team and who they allow as part of their culture and a representative of their brand. So often when things are going a million miles a minute, and for a long time I was the head of marketing and sales and had a food in accounting and fundraising and trash picker upper. We were so desperate to hire people, it was like, "I'm going to put out a Craigslist ad and the first qualified looking person on paper gets hired. And bringing on the wrong people can cost multiples on their actual salary when it doesn't work out. So, I think that's one thing that we're very conscious of now. We have a lot of hoops set up. We're very guarded about who we're bringing on our team, and not from a skillset perspective. We can teach anyone any type of skillset, but from a human being perspective. And that's been probably the biggest lesson that I would always caution young entrepreneurs, just be careful who you bring on as part of that team because you want to maintain that team and grow it in perpetuity. You don't want a revolving door that just creates a lot of stress and headache.

Jerred Moon:  All right, man. I'm going to shift gears on you here for a second. This is what we call The Book Question. So, say there's a nationwide curriculum implemented, the President calls you up, and he's like, "Aaron, you're going to be responsible for a chapter in this book. It's going out nation wide, every single child in America is going to have to read your chapter and be tested on it and pass it before they're allowed to graduate high school and go any further." What would your chapter be about?

Aaron Hinde:  Man. I need a couple of chapters at least. But I'd say the first chapter needs to be on, in the school system we're always asking what do you want to be when you "grow up?" And the question we should be asking is, "Who do you want to be when you grow up? What type of person? What type of human being do you want to be?" Not what do you want to be? You can be anything you want. So, I think the whole framework needs to change around that and we need to be teaching people to be good citizens, to be moral citizens, to have a set of ethics to treat people ethically, treat the environment ethically as they would want to be treated. So, I think that's the framework. And then, number two, people need to learn sales marketing psychology. Like, that would be my chapter of kind of my expertise as why do we do the things that we do? Why do other people act the way that they're acting? The more we're able to understand that and break that down, I think we can be more and more effective communicators, business leaders, etc.

Jerred Moon:  And where do you think you picked up most of that sales marketing background? Is it from having owned your own businesses for so long? Or is it pushing forward on educating yourself through different resources? Or what's been the biggest impact for you learning that stuff?

Aaron Hinde:  Both. Both. Being a chiropractor, it's interesting than a lot of other professions kind of in the medical community because if I was an MD, say I could graduate and typically I would plug in to a group practice or a hospital setting or something like that, where I'm very kind of protected. I don't need to create patient flow. I don't need to worry about billing and all that kind of stuff. So, having my own practice and it's dependent upon me and the systems I set up really taught me a lot about systems and internal marketing, referral marketing, so on and so forth. But also, there's just great resources out there. I mean, there's never been more of an abundance of information available through podcasts, through YouTube, through all kinds of free resources. And if you want to actually spend a little money, spend $12 on Amazon and you can get someone's whole life's worth of wealth of knowledge in a book.

Aaron Hinde:  And so, I was never a big reader in high school or college, but afterwards, I really took it on and I don't know how many books I've read now, but I go from one to the other to the other non stop either physical or audible, and that's been the biggest education source. And I think the key there when you're educating yourself with podcasts or with books or whatever it is, make sure, from what I've been reading recently, make sure you're consuming content that's relevant to your evolution. Like, what are you looking to do next, right? Don't read something that's abstract or something that you can't apply today or something that's not relevant to you or may be relevant two years from now. You won't retain anything. So, always be consuming information that is relevant to your next step in your journey.

Jerred Moon:  Where do you think that drive comes from, wanting to ... you say you go from book to book to book learning information. Where does that come from?

Aaron Hinde:  Probably my dad, you know? He's a hard worker. He works, he's almost 70, he's still out. He'll outwork anybody out in the yard and on the tractor and digging ditches. Like, he just works. And I never like to ... who likes to really work that hard growing up as a kid, you know? "Get out in the yard, come help me out, do this and that." And I was like ... but, it just stuck on me. And so, I've been working and since I was a little kid, you know? Anybody I could make a buck and bagging groceries, whatever it was, mowing lawns and just working and I'm not afraid to work. You can't be afraid to work. I know Gary V is big on that right now, like put in the freaking work and it's just never been an issue for me. I love the volume of work. I realize I get very restless if I don't have something challenging me, some drive to keep me going. And yeah, so I'd give most of that drive to my old man.

Jerred Moon:  That's awesome, man. All right. I wanted to bring up one more of the 10 lessons learned that you gave. Another one that kind of stuck with me was how you do anything is how you do everything, because that one can be applied in a lot of different ways, but I want to just start with getting your thoughts on that one.

Aaron Hinde:  Yeah, you know, it's something that I drill home to my kids, and especially my son when I take him to school every morning. If you take on that attitude with life. Let me back up a little bit. I used to come from more of a scarcity mindset, I think, that in order to excel in one area of life, you really needed to suffer in others. And that was my reality for a long, long time, unfortunately. And it really took its toll, especially on my relationships and even with my kids not being there. I mean, I flew 52 flights last year, you know? I mean, I was gone so, so much and I'm constantly gone. And I'm just like, "Oh, well that's what it takes to succeed. That's what it takes to grow in business." And that may be true, maybe that is what it takes, but the fallacy, the issue with my mindset was that to excel over here, this other place has to suffer. I may have still had to put in the work and the time to make this successful, but that doesn't mean I couldn't still put in the same work and time ... work, and not time necessarily, but work and effort and presence in all aspects of my life.

Aaron Hinde:  So, when I'm looking at things, it's like, how's my physical shape? Am I putting in the work there? How's my spiritual shape? Am I putting in the work there? How are my relationships? How's my car? I don't want to have a nasty looking dirty filthy car because I know that reflects poorly on me. How do I look? How do I dress? I dress comfortably, but I don't want to look like a complete bum. So, how you do anything is how you do everything. How you approach life is reflective on how you're going to be successful in all aspects of your life. Take this from a spiritual perspective for instance. Like, right now I'm a convert to Greek Orthodoxy, which is kind of an Eastern Christian very traditional Christian tradition. If you look at ... and they do a lot of fasts, not that I do all the fasts. I probably should do more. But they do a lot of fasting. And all traditions in religion utilize fasting quite a bit. And you think about and you go, "Well, why is that?" Well, not all monks and nuns and so on and so forth are obese and therefore they have to fast. Why do they fast? Because they know if they can ... if you have the ability to tame the demon of gluttony, the demon of the stomach, then you can tame any aspect of your life, right?

Aaron Hinde:  So, if you're a gambler or you're an alcoholic, you have a sexual addiction, whatever it is, if you can tame that most basic instinct of, "No, stomach. I'm not going to give you whatever you want just because you're hungry." If you can get control of that very basic primal human instinct, then you can control ... it has a domino effect. You can control all kinds of aspects of your life. So, I'm probably on a total tangent. I don't even remember what the original question is, but-

Jerred Moon:  We were talking about how you do anything is how you do everything.

Aaron Hinde:  Yeah. Yes, so that's kind of, I think, where a lot of that comes from and that attitude comes from as I realize that these small wins lead to bigger wins and small defeats can lead to really big defeats if you let them. So, just being conscious and controlling my thoughts, controlling my actions as much as I can and keeping all aspects of my life in abundance and keeping them tight. Yeah.

Jerred Moon:  Yeah, and you're talking about to excel in one area of your life, others have to suffer, you just had that mindset, having had that for a long time. That's why, in all honesty, my favorite type of guest to have on the show is an entrepreneur because ... especially an entrepreneur at your level because they've had to figure a lot of shit out in all areas of their life, you know? And you're working in so many different areas trying to become better and well-rounded in every single aspect of your life. But I like to then transition that because I know you have kids. I have young boys, you're learning a ton right now, and I would say more than most people focus on. And I don't know if that's just a trait that is forced through entrepreneurship or if it's just a different gene in people who are more entrepreneurial, but how do you plan, or how are you kind of taking what you're learning and giving that to your kids? Because assuming you want them to leapfrog you in their generation, their time. So, how are you getting this information to them?

Aaron Hinde:  Yeah. I've thought a lot about this, and we have open discussions around things. I think the biggest transfer of information comes in just observation and them seeing how I operate and the good, the bad, and the ugly too. I mean, they went through early times when I was not present. I got very frustrated easily. I was just not ... I was in scarcity mode. I was letting the demons really control my thought process and hopefully they've seen that kind of change and evolve. And we have open discussions about sales, marketing, politics, psychology. Like, they're very, very ... kids are ... you know, they're so smart. And they can really operate on a much deeper level, I think, than we give them credit for. And ultimately, do I want them to be some successful entrepreneur? Well, yeah. I mean, that would be awesome. Of course that would be great. Like, yeah, they surpassed dad. But at the same time, if they were first world class musicians, they may be providing as much or more value to the world.

Aaron Hinde:  I think we as parents are wanting to drive to become successful so our kids can have it better than us, it's kind of just human nature, right? It's happened since the beginning of time, and definitely in this country that's the attitude. Why are we all, sons and daughters and grandsons and granddaughters of immigrants? Because those people, our great grandparents had it in their mindset that we are going to go to this land of opportunity and create something better for our kids. So, it's ingrained in our DNA. But ultimately, what is that interpretation of something better? For them, it was freedom, maybe freedom from persecution. It was financial. Most of them were driven by financial wellbeing. But I think at a certain point in time, would I be disappointed if my kids never took on any debt load, didn't buy into this whole consumerism bullshit and became a world class guitar player or pianist or something? No. That would be awesome.

Aaron Hinde:  So, I'm not trying to push them one way or another. I'm just trying to make sure that they understand that they have the ability to make choices and decisions. And those decisions will have impact on themselves and other people. And really focus on who they want to be as a human being, not what they want to be.

Jerred Moon:  I love that, man. Who you want to be as opposed to what you want to be. I think that's really great. I think I'm going to start posing that question to my own kids as I move forward in fathering. But I want to move onto the quickfire questions of the show. So, I'll give you a quick question and quick answer. Are you ready for that?

Aaron Hinde:  Sure.

Jerred Moon:  All right, man. What's the hardest workout you've ever done?

Aaron Hinde:  I don't even remember what it was, but it was my very first CrossFit workout. I visited the bushes like three times. Everyone was laughing at me.

Jerred Moon:  You know, I get a lot of that. It's like, "I don't remember what it was, but it was my first CrossFit workout."

Aaron Hinde:  Yeah, absolutely. I came so strong to the whole round. It was a three rounder, I remember that. And a couple of my patients, I was working out with them. And I physically looked like I was in better shape than them. And so, round one, I'm like, "All right, I'll pace myself with these guys and then I'll pass them at the end." And I was going right with them, and then we got about halfway into round two and I was like, "Oh, something's not right." I'm like, "Oh." I went to the bush and just sucked air for about five minutes until everyone passed me up.

Jerred Moon:  That's awesome. All right, man. In your opinion, what's the best activity for building mental toughness?

Aaron Hinde:  Best activity for mental toughness? Put yourself in mentally difficult situations, you know? Constantly challenge yourself. Whatever's in that uncomfortable zone, force yourself into it.

Jerred Moon:  All right. If you could have one piece of equipment to train with for the rest of your life, what would it be?

Aaron Hinde:  I've thought about this before. I mean, as much as I hate the prowler, I mean, that thing could just keep your in shape no matter what, pushing that around.

Jerred Moon:  Yeah, strap it to your body, walk around. All sorts of things.

Aaron Hinde:  Exactly, yeah.

Jerred Moon:  All right, man. Now, here is the question of the show. Every guest gets it. And it is, what is your best advice for becoming a better human? And it's 100% open ended. And you can take your time here.

Aaron Hinde:  You know, we are all either making emotional deposits or withdraws to other individual's bank accounts around us. And if we're conscious of that and we go throughout our day always wanting to make deposits and not withdrawals, then when we do have a slip up, when we aren't on our A-game and we have that little withdraw, it's okay because you have such a fun balance of emotional deposits that it's not that big of a deal. I think when we are negative in our emotional balance of when we kind of float around zero too often, it really is destructive to relationships and to progressing as a human being. So, I would say be very conscious of all your interactions. It goes one way or the other. There are no neutral exchanges. And be conscious to make emotional deposits on a daily basis to the people that you care about.

Jerred Moon:  I love that. All right, man. So where can people learn more about you? Where do you want them to head and check out to learn more about LIFEAID and all that good stuff?

Aaron Hinde:  Yeah. For me personally, all my handles are just my name, Aaron Hinde, H-I-N-D-E. And is our website, if you haven't checked it out there's some cool kind of marketing stuff on there as far as lead gen and funnels and that kind of thing. And then all of our individual skews have their own social handles. We're biggest on Instagram. FITAID's our biggest account there. Just add FITAID on IG.

Jerred Moon:  All right. Perfect, man. Well I really appreciate your time today, Aaron. Thank you so much for being on the show.

Aaron Hinde:  Appreciate it. It was fun.

Speaker 6: Your best. Losers always whine about their best.

> > > Live well!