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

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

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

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

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

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

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

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

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

Media Contact:
Cari McHugh


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> > > Live well.

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

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

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

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

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

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

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

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

About BevNET Live

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

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

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.

SANTA CRUZ — Local beverage company meets consumer needs.

LIFEAID Beverage Co. was founded in 2011 in Santa Cruz, California, by two Santa Cruz natives. Co-founders Aaron Hinde and Orion Melehan met at a CrossFit gym in 2009 and bonded over their shared frustration with the limited healthy, functional food and drink options for exercise and recovery.

A statistic in Healthline Media states that, according to the American Heart Association, men should not consume more than 37.5 grams of sugar per day, and women should not consume more than 25 grams per day. For comparison's sake, a 12-ounce can of Red Bull has 39 grams of sugar while a 12-ounce can of LifeAid has only 9 grams and uses all natural ingredients.
According to Hinde, 70 percent of people now look at a label before they consume something (people care about what they put in their bodies now more than ever). When the company started, that simply wasn’t the norm.
“Instead of having a one-size-fits-all approach with 20 different flavor profiles, we did the exact opposite — we created just six unique blends to support different lifestyles, providing targeted nutrition within our market,” Hinde said.

If you're new to LIFEAID, the six different blends include:

While ImmunityAid is the company's newest blend, Melehan said he expects it to be their number two or three best-selling drink. Today, FitAid and FocusAid currently rank first and second, according to a company spokesperson.

Main product line up from an angle, arranged on a white countertop
LIFEAID Bevereage Co. offers six functional beverages with differing ingredients, flavors and use occasions: LifeAid, FitAid, FocusAid, ImmunityAid, PartyAid and GolferAid. (Photo by Elaine Ingalls)

A Santa Cruz staple, LIFEAID has 67 employees nationwide with more than 30 of those working locally at the Santa Cruz headquarters located on Mission Street. The company sells drinks in 22 different countries.

“We want to really stand true to what Santa Cruz is all about and create clean, functional products for active lifestyles ...With our clean, nutritional blends, we can really have a positive effect on people’s health.” —Aaron Hinde

The Future of LIFEAID

LIFAID is sold at gyms, CrossFit events, natural food & specialty stores, drug & grocery stores, and is branching out to convenience stores. The brand is on its way to selling in all Nob Hill Foods, 11 of 13 Safeway divisions nationwide and approximately 4,300 Walmarts with a grocery component. The co-founders want to expand headcount, dip their toes into convenience store sales and transition from wholesale distribution to direct-store distribution.

The company has a number of goals for 2019. In terms of revenue, the company is growing more than 50 percent per year, on average. Melehan expects an average of 2.5 million cans sold per month this year, up from last year’s 1.75 million sold per month. In the next five years, the company aspires to reach $200 million in sales. While LIFEAID sales were 100 percent e-commerce a few years ago, according to Hinde, 2019 will be the first year that brick-and-mortar exceeds online sales.

LIFEAID currently has seven warehouses nationwide to help handle this growth ...

> > > Above excerpts taken from original article published on Feb. 17, 2019 in the Santa Cruz Sentinel. You can read the full article by intern Elaine Ingalls at

For more information about LIFEAID Bevereage Co. and the healthy products they sell, please visit or call 888-558-1113.


Reporting a 169 percent increase in sales for 2018, LIFEAID Beverage Company announced last week it is aiming to triple its retail presence to at least 18,000 doors this year, including Walmart, Whole Foods, Kroger, and Sprouts stores.

The announcement comes as the company prepares to expand chainwide at Walmart with its FitAid, FocusAid, and ImmunityAid SKUs, as the retailer looks to grow its functional beverage set with national and regional brands.

LIFEAID VP of Sales Dan Leja told BevNET, "The company entered 429 stores Walmart last year and that the expansion marks a ten-fold increase."

The company has also expanded in Kroger; according to Leja, LIFEAID has experienced a “natural evolution” with the retailer, having first entered with a 40-store test in the Texas market in 2016 and slowly expanded over the past two years. The latest expansion brings the brand’s presence to 15 Kroger divisions, which Leja said is about 1,500 doors.

LIFEAID has also reformulated its nootropic-based FocusAid line to double its caffeine content to 100 mg per can. Leja said the SKU is projected to grow more than 500 percent in 2019 and will make up 40 percent of the company’s total placement.

Leja said the company is also seeking to increase brand awareness by working with “micro influencers” who can appeal to the company’s niche target demographics. LIFEAID will seek to grow its FitAid line within yoga studios, while the company is recruiting musicians and DJs to promote its PartyAid line.

“We really want to piggyback off of what we’ve done with FitAid and building the name within the Crossfit and functional fitness space,” Leja said. “It’s not gimmicky or anything like that. We’re truly passionate about the offerings that we have and we want to portray that in a professional manner.”

On the West Coast, LIFEAID is also building out its DSD network to service the convenience channel, working with distributors Hensley in Arizona, Golden Beverage in Utah, Bonanza in Nevada, and New Age in Colorado. The company is negotiating contracts currently to service the entirety of California and the Pacific Northwest.

“By building out this proof of concept we wanted a story we could take to distributors and not just sell them on hopes and dreams,” he said. “Most of our retail authorizations started in the west, so that’s why we’re building our DSD footprint there. We also have some high-level meetings coming up in the Northeast in the coming weeks to start carving out a DSD footprint there as well.”

Visit for more information about the brand, or to shop the entire lineup of their clean nutritional blends to fit your active lifestyle.

Source: on - Jan. 31, 2019 at 6:41 p.m.

SANTA CRUZ, Calif. – LIFEAID Beverage Company, the range of function-driven and nutrition-focused products popular with performance-conscious consumers, achieved significant business and brand-building milestones in 2018. LIFEAID enters 2019 in an exceptional position to become a recognized leader in the functional beverage category, health and wellness supplements and the emerging category of nootropics.

Increased 2019 Distribution at Walmart

LIFEAID started selling in approximately 400 Walmart stores in 2018, merchandised next to enhanced water brands. This year, the number of Walmart stores carrying LIFEAID will increase ten-fold, with the LIFEAID SKUs FitAid, FocusAid and the recently launched ImmunityAid selling in the retailer’s newly-planned ‘functional beverage’ section. According to LIFEAID co-founder and CEO Orion Melehan, “Consumers are actively looking for functional benefits in whatever they drink, and this is an excellent opportunity for brands like LIFEAID to connect with more performance-driven consumers across the U.S.”

Strategic Innovation: ImmunityAid and FocusAid

The range of LIFEAID products always emphasizes innovation – through thoughtful ingredient selection and formulation. In October 2018, the brand introduced ImmunityAid, a health and wellness-focused product created to help combat the negative effects of flu season. Upon launch, ImmunityAid became an instant success, and in 2019 will enjoy increased availability in approximately 8,500 retailers nationwide.

FocusAid, the LIFEAID brand’s ‘brain food’ nootropic product, has become increasingly popular as an alternative to coffee and energy drinks, is a top-selling SKU for LIFEAID and is becoming one of the best-selling nootropic products at retail, with sales of FocusAid up 162 percent in 2018.

Overall Retail Growth

LIFEAID launched in 2011 solely on e-commerce and did not enter retail doors until 2015, making its 169 percent retail growth in 2018 even more impressive. By the end of last year, the LIFEAID brand was available in approximately 8,000 retail doors including Kroger, Whole Foods Market, HEB, CVS, Sprouts and GNC.

In 2019, the brand will triple its total retail doors to over 18,000.

At Kroger, availability of LIFEAID beverages will increase from three divisions of the grocery chain to 15 divisions. Sales of LIFEAID at Kroger affiliate Safeway increased 350 percent vs. a year ago. In premium grocery chain Whole Foods, LIFEAID is the number three best-selling natural “energy drink.” Per SPINS, LIFEAID sales growth is up 169 percent for the full 2018 year.

Direct Store Distribution (DSD) Network

As part of the brand’s multichannel sales model, the LIFEAID senior leadership team is concentrating on increasing the brand’s DSD network along the West Coast, in Utah and in Southern Nevada. “We expect to have our West Coast DSD network fully in place by the end of 2019,” states CEO Melehan, “and will replicate a similar DSD architecture across the country starting in 2020.”

LIFEAID co-founder and president Aaron Hinde adds, “Our 2019 success will be based on adding a strategic mix of retail partners that increase our availability in key markets and also help build the LIFEAID brand through forward-thinking retail programming. While we remain dedicated to the consumer convenience of e-commerce and enjoy an increasing D2C online business, grocery and convenience stores represent extraordinary growth opportunities. Our innovation pipeline is robust, and LIFEAID is meeting existing, and identifying new, consumer need-states that inform the creation of our functional line. We’re excited about this upcoming year and what it means for our brand and the category of functional beverage.”


With a focus on great-tasting, wellness-enhancing and solutions-driven supplements that can be enjoyed as a drink, LIFEAID Beverage Co. has become a leading brand among health- and performance-conscious consumers. LIFEAID offers a range of beverages that meet popular consumer need-states including: FitAid, FocusAid, LifeAid, GolferAid, PartyAid and the newly launched ImmunityAid. Since founding LIFEAID Beverage Co. in 2011, Orion Melehan and Aaron Hinde have built the brand into a thriving consumer-focused business and wellness movement that is a standout on e-comm and social media, and one of the most dynamic brands at retail in the US and 20 other countries.

Visit for more information about the brand, or to shop the entire lineup of their clean nutritional blends to fit your active lifestyle.

Source: Press Release on - Jan. 25, 2019 at 2:30 pm

Top photo credit: Sharon McCutcheon

PRESS RELEASE: Beverage Biz Insights | Dec. 12, 2018

LIFEAID Beverage Co. has a full slate of activities on tap for 2019, including overt push into energy drink occasions via tweak to FocusAid!

The entry will dial up (natural) caffeine and buildout of DSD network in western part of the U.S.

Co-founded by Aaron Hinde and Orion Melehan in Santa Cruz, California, started with FitAid—entry that was keyed to then-burgeoning CrossFit channel, challenging incumbent brand Kill Cliff and successively adding range of other carefully targeted entries under monikers like FocusAid, TravelAid, PartyAid and even GolferAid, moving from natural/specialty into grocers and then mass/drug channels. Unusually, what might be viewed as its core brand, LifeAid, did not emerge until the company was making transition from specialty channels to general grocers and c-stores. By now, SPINS data indicates that LIFEAID various brands collectively rank #3 in natural energy/functional set, behind Hiball and Rockstar; in conventional grocery, they’re #23 with just 7% ACV. The company has been adept at moving product online, 2018 will mark the first year that brick & mortars outperform the still-growing online biz, which has been stepping up Amazon/Prime activities, Aaron said in discussion Mon.

But FitAid remains the horse, absorbing 90% of the company's marketing spend, followed by FocusAid (generating 80% of volume of FitAid), with PartyAid and LifeAid vying for #3. The company recently transitioned TravelAid, with highly polarizing ginger bite, to ImmunityAid, in time for winter flu season, and anticipates it will move into #3 sales slot. Revamped item has quickly won 5K retail authorizations, Aaron said, and sold more in 1 month than TravelAid had in 12 months.

As for FocusAid, that entry has performed well, ranked as #2-selling item, but LIFEAID thinks it can do better. In effort to exploit energy occasion, co next month will dial up caffeine content from 45 mg currently to 90-100 mg range, with enhanced caffeine punch flagged prominently on package. Caffeine sources will remain Yerba Mate and Green Tea Extract. That will allow FocusAid to go head to head vs. energy drinks, Hinde indicated.

By now, the LIFEAID brand is ready to make big DSD push, in part to do better in immediate-consumption channels, and it’s been recruiting western houses like Hensley in Arizona, New Age in Denver, Golden in Utah and Bonanza in Las Vegas, with California soon to be inked in. On retail front, a 400+ store test in CVS is being expanded to 1,500 stores, while a 440-store test in Walmart will expand to all 3,500 stores with new functional sets. Brand’s c-store presence remains slight, including Terrible’s chain in Las Vegas and some 7-Elevens in Hawaii, and boosting that will be priority for 2019.

LIFEAID also will test international waters in markets like Australia, New Zealand and Europe,

particularly Nordic countries. Its main marketing/sampling vehicle has been Spartan Races, which allowed it to get its cans into nearly 1 mil consumers’ hands, between participants and spectators, this year.

For more information about LIFEAID Beverage Company and their full line of clean, nutritional blends to supplement your lifestyle, visit

Source: Beverage Biz Insights

I am on a Paleo diet and thus not a fan of sugar-loaded beverages, such as sports drinks. But I also exercise regularly, and during intense exercise, the body needs more than just water. That leads to the following questions: How healthy are sports drinks and how do they work? In this article, I will take a closer look at what happens in your body during exercise and the chemistry of sports drinks. I will also introduce you to Paleo-friendly alternatives from LIFEAID, a beverage company that’s popular in the CrossFit community.


Before we answer the question of how healthy sports drinks are, let’s take a look at what happens in your body during exercise.

Generally speaking, there are two categories of exercise: Aerobic and anaerobic, which indicate if oxygen is part of the chemical process or not. In non-scientific terms, aerobic means “with oxygen” and anaerobic means “without oxygen.”

Aerobic exercise

Aerobic exercise includes jogging, swimming, biking, etc. During such exercise, the human body uses glucose and oxygen to produce adenosine triphosphate (ATP), water and carbon dioxide. The chemical formula for that is:

C6H12O6 + 6O2 = ATP + 6H2O + 6CO2 or

Glucose + oxygen = ATP + water + carbon dioxide

ATP is an energy carrier, and it is a crucial component to getting the energy to where your body needs it. Glucose is nothing more than sugar, and your liver produces it by processing the sugar and carbohydrates you eat and drink. Your body stores glucose as glycogen in your muscles and liver.

Anaerobic exercise

An anaerobic exercise is usually a form of high-intensity exercise that leads to the production of lactic acid. That happens when your body cannot get oxygen to your cells fast enough to trigger the process mentioned above. In such cases, your body just uses glucose and breaks it up into ATP and lactic acid. The chemical formula for that is:

C6H12O6 = 2 C3H6O3 + 2 ATP or

Glucose = lactic acid + ATP


As you can see, for both aerobic and anaerobic exercise your body needs glucose (sugar) to produce energy. So it makes sense for sports drinks to contain sugar, doesn’t it?

Sweat and electrolytes

When your body heats up during exercise, it produces sweat to cool it back down. As part of that process, it excretes electrolytes (salts) in the form of sodium and potassium. That’s why your sweat tastes salty, and sports drinks contain those salts.


Many sports drinks, such as Gatorade or Powerade contain the following key ingredients:

Sugar (carbohydrates) in the form of glucose and sucrose
Electrolytes in the form of sodium and potassium
B-Vitamins that aid in energy metabolism
So the simple goal of sports drinks is to help your body, during intense exercise, maintain sufficient glucose and electrolyte levels. Now you understand why sugar-free sports drinks don’t make any sense.


As I have mentioned above, your liver produces glucose from the carbohydrates you eat. That’s a continuous process. As a result, and during light exercise, your body has access to enough glucose through its filled glycogen reserves.

However, high-intensity exercise can easily deplete those glycogen reserves, and you need to replenish them to maintain your performance.

Whether or not you need a sports drink during exercise depends on the type and intensity of the exercise. If you go for a low-intensity, 20-minute jog, you won’t deplete your glycogen and electrolyte reserves. So you don’t need the 21 grams of added sugar a traditional sports drink has. In such as case, water with a pinch of salt, if you prefer, does the trick.

Ketogenesis is the biochemical process by which organisms produce a group of substances collectively known as ketone bodies by the breakdown of fatty acids and ketogenic amino acids.
By the way, if your liver doesn’t have access to carbohydrates, it can produce energy from fat in the form of ketones. That process is called ketogenesis, and it is the base of the Keto diet.


Beyond the artificial colors and flavors of traditional sports drinks, their Achilles heel is their main ingredient: added sugar. There is nothing wrong with giving your body the glucose it requires to function during intense exercise. In other words, in cases when your body would deplete its glycogen reserves if you didn’t replenish them. But giving sugar to a body that doesn’t need it, due to full glycogen reserves, is like ingesting poison. The same is true with excess electrolytes, especially sodium.

In that regard, sports drinks are not much healthier than fruit juices or sodas. I say “not much,” because sports drinks often have a little less sugar than sodas and fruit juices.


Sports drinks and Paleo usually don’t go together because the Paleo diet doesn’t include sugar-loaded drinks. Unless, they are made using Paleo-compatible sweeteners, such as stevia extract or blue agave nectar.

At LIFEAID, we fuel your passion with our clean & refreshing nutritional blends. Can you say the same about those other one-dimensional products whose “blend” is a bunch of additives, sugar, & added caffeine? Our products are tailored for your active lifestyle – without all the junk. Join us as we show the world there is a better way.
Stevia, for example, has zero calories and a Glycemic Index (GI) of 0. That means it does not raise your blood sugar level. Agave nectar has a GI of 30 and thus increases your blood sugar level slower than glucose (GI 100) and sucrose (GI 65).

LIFEAID to the rescue

My friend and workout buddy Felipe recently introduced me to the LIFEAID Beverage Company during an intensive rowing session, which ended with me lying exhausted on the floor in his basement. When he saw the misery I was in, he gave me a choice between a spoon of honey or a can of FITAID, LIFEAID’s recovery drink. I tried the latter and quickly felt better – thanks to the 9 grams of sugar and other ingredients that helped raise my evidently low blood sugar levels.

After I had recovered, I took a closer look at the ingredients of LIFEAID, which included:

Nine grams of sugar from stevia extract and blue agave nectar.
A proprietary blend of BCAAs, Glutamine, CoQ10, Glucosamine, Quercetin, Turmeric, B Complex, Green Tea and Vitamins (C, D, E), Calcium, Magnesium, and Potassium.
No artificial colors, flavors or sweeteners.

LIFEAID is not a traditional sports drink

As we have learned above, your body needs glucose during intense exercise. LIFEAID doesn’t offer any drinks that contain more than 9 grams of sugar. That’s less than half the amount of sugar in traditional sports drinks. As a result, LIFEAID doesn’t market its products like sports drinks. Instead, LIFEAID offers drinks to supplement your lifestyle in a natural, and Paleo-friendly way through the following products:


LIFEAID beverages
FITAID: Recovery blend after intense activity or exercise
FOCUSAID: To help you focus
LIFEAID: A healthy soda alternative
PARTYAID: Helps you recover after a long night out
TRAVELAID: Natural blend to help boost your immune system
GOLFERAID: Performance blend for low- to medium-intensity exercise

I recently reached out to LIFEAID and asked them to send me some of their products for review. Thankfully, they did! During a recent 5k run, I tried their FITAID fuel protein blend and GOLFERAID before the race and FITAID right after, to recover. My goal was to finish the race in 27 minutes or less, and I came in at 24:31. So I have no complaints.


Me enjoying GOLFERAID before a 5K race


Sugar is poison, and I try to stay as far away from it as possible. Sugar in liquid form is even worse because it raises your blood sugar level even quicker than other carbohydrates in solid form. However, during intensive exercise or activity, your body needs quick access to glucose (sugar). So sports drinks certainly have their place. But I am not a professional athlete, and I don’t earn a living based on my performance when I push the jogging stroller around the neighborhood. There are times when I empty the glycogen reserves of my body, but that doesn’t happen every time I exercise.

The American Heart Association (AHA) recommends not to have more than 36 grams of added sugar per day for men and 25 grams for women. In reality, you don’t need and shouldn’t eat any added sugar. But I guess the AHA had to come up with a limit that was realistic for the poor diet of the average American.

Gatorade has 21 grams of added sugar, which is 58% of the maximum the AHA recommends for men and a whopping 84% for women. If I had a bottle of Gatorade every time I exercised, I would most likely ingest more added sugar than necessary. That, in turn, would have severe consequences on my health in the long run.

That is why I prefer to err on the side of caution and stick with LIFEAID products for exercise. Each drink has only 9 grams of sugar and no artificial ingredients. Beyond exercising, my liquid diet consists of water, coffee, and a glass of wine for dinner. Recently, I started experimenting with Kombucha and Kefir, and I enjoy the occasional Mojito or Margarita. But I am extremely careful not to introduce liquid sugar into my daily routine, and I recommend you do the same.


LifeAID Beverage Company makes a variety of supplements that provide targeted health benefits. The company recently launched a “2 Free Cans” offer online. Find out what the catch is today in our review.

What is LifeAID Beverage Company?

LifeAID Beverage Company can be found online at The company currently offers 7 different beverages, each of which targets specific health benefits.

LifeAID offers a FitAID fuel pouch supplement, for example, that comes packed with protein and BCAAs. There’s also a TravelAID supplement to boost your immune system or a FocusAID supplement to boost your focus at work.

The company describes itself as “the leading manufacturer of premium, healthy, and convenient nutritional products for active lifestyles.”

LifeAID recently made the list of Inc. 500’s fastest growing companies. They’re based in Santa Cruz, California and launched in 2011.

What is the 2 Free Cans Offer?

You’re probably hearing about LifeAID today because you’ve seen the “2 Free Cans” offer advertised online.

When you visit the official LifeAID website today, you’ll see a pop-up directing you to buy 2 Free Cans today. All you need to do is pay shipping, and the cans will be delivered to your address.

Shipping prices vary depending on your offer. When you first click the offer, you’ll be asked to pay $5.70 in shipping for two cans. However, if you wait for the timer on the sales page to count down to 0, that shipping cost gets reduced all the way to $0.99.

You can choose any two LifeAID products for the free offer (except for LifeAID, which isn’t listed). You pick your cans, go to the sales page, enter your credit card information, and wait for the two cans to show up at your door.

Obviously, if you’ve been on the internet for more than a week, then you’re probably wondering: what’s the catch?

Here’s the weird thing: as far as we can tell, there is no catch. We went through the entire ordering form. The secure ordering form accepts payment with credit card, PayPal, or Amazon. Your payment method is charged $0.99 (or $5.70, depending your offer), and the cans are on their way to your address.

We even read through the terms and conditions to see if there was some hidden charges or fees. There weren’t.

Unlike other “free” offers you see online, LifeAID doesn’t force you to sign up to an autoship program. It doesn’t charge your credit card hidden fees, or start shipping you 24 packs of LifeAID products just because you ordered 2 free cans.

It ships you two free cans of LifeAID in the hopes that you’ll become a long-term customer. That’s it.

LifeAID Beverages

LifeAID currently offers seven different beverages, including all of the following:

-FitAID Fuel:

This fuel pouch is designed to be used at the gym or for on-the-go nutrition. The flavor is described as “tangy apple sweet potato”. All ingredients are paleo-friendly. Each serving contains 12g of grass-fed whey, 2,000mg of BCAAs, and 16g of organic carbs.


FitAID describes itself as “the premier recovery supplement for your active lifestyle”. To help you recover, it contains ingredients like glutamine, glucosamine, turmeric, quercetin, potassium, magnesium, and B vitamins. Most of these ingredients are delivered at a dose that’s equal to, or above, 100% of your recommended daily value. In other words, taking one can delivers most of the ingredients your body needs on a daily basis.


FocusAID claims to boost your focus and mental clarity using ingredients like alpha GPC, Rhodiola rosea, acetyl-l-carnitine, ginseng, yerba matte, green tea, vitamins C, and D, and B vitamins. As you can see, FocusAID contains a variety of trendy nootropics. Just like with other LifeAID supplements, these ingredients are delivered at a surprisingly strong dose. All of the vitamins and nutrients (except for magnesium and vitamin C) are delivered at 100% of your recommended daily value (the vitamin C dose is 421% of your DV, while the magnesium dose is 63% DV).


LifeAID is the company’s signature drink. It’s designed to be taken daily to support your health and fill in the gaps in your poor diet. Key ingredients include healthy herbs like rosemary, turmeric, ginger, oregano, and cayenne, all of which help balance your body’s natural inflammation response. There’s also B vitamins, vitamin C, and magnesium to support your overall health and nutrient balance.


PartyAID is designed to get your weekend going – and keep it going. The formula incudes ingredients that “help you feel good when you are out having a great time”, then help you recover the next day. Key ingredients include 5-HTP to replenish your serotonin levels and milk thistle to support your liver health. Again, there’s a strong dose of most ingredients, including more than 100% of your daily value of most vitamins and nutrients.


TravelAID is an immune-boosting supplement you can take while traveling – or just if you need to boost your body’s defenses during cold season. TravelAID helps you boost your immune system and calm your nerves using ingredients like zinc, vitamins A, C, and D, chamomile, ginger root, and Echinacea.


GolferAID is a supplement aimed at improving your golf game. The supplement includes BCAAs, glucosamine, turmeric, and MSM to keep your joints feeling good throughout the game. There’s also Siberian Ginseng and CoQ10 to improve your focus, while the B vitamins help keep your energy levels up. LifeAID describes it as “the educated golfers [sic] supplement product of choice”. They recommend drinking it 15 minutes before you tee off.

One thing we really appreciate with LifeAID is their transparency with their ingredients and research. The company has published its full list of ingredients online. They also list the accompanying research that supports their various health claims. This may seem straightforward, but it’s a step that a lot of supplement manufacturers ignore.

The company also makes a big deal out of the fact that it uses no artificial sweeteners. Like many other companies that make this promise, LifeAID uses stevia as a sweetener (along with some sugar; a typical can contains 45 calories in total)

LifeAID Pricing

LifeAID supplements are available online through the official website at, where you can only buy them in packs of 24 (unless you sign up for the 2 free cans offer listed above). You can also purchase a 12 pack through Amazon. Here’s how pricing breaks down:

FitAID Fuel 24 Pack: $69.99 ($2.91 per pouch)
FitAID 24 Pack: $59.76 ($2.49 per can)
FocusAID 24 Pack: $59.76 ($2.49 per can)
LifeAID 24 Pack: $59.90 ($2.50 per can)
PartyAID 24 Pack: $59.76 ($2.49 per can)
TravelAID 24 Pack: $59.76 ($2.49 per can)
GolferAID 24 Pack: $59.76 ($2.49 per can)
LifeAID is not currently listed for sale online through the official website. However, it is available for sale through Amazon. It’s the company’s original beverage.

When you purchase 2 x 24 packs at a time, you get free shipping when ordered through the official website. Amazon also has a variety of bundle offers and deals you can enjoy.

Some reviewers online also indicate that their gym sells LifeAID beverages.

What Do Customers Have to Say About LifeAID?

LifeAID beverages are generally well-reviewed. On Amazon, the beverages have a current rating of 4.5 stars out of 5, with a total of 136 reviews posted at the time of writing. The vast majority of those reviews (81%) were 5 stars. Here are some of the pros and cons reviewers mentioned:


Great for pre and post-workouts
Gives me the right amount of energy without being overwhelming
Shipping is free when ordering two cases at a time
Excellent focus
Crisp, clean, and refreshing taste
Natural ingredients with no artificial sweeteners (stevia is used for sweetening)

Not all reviewers like the taste. One reviewer said he has to “chug it just to be able to finish a can”
Overall, LifeAID supplements are very well-reviewed online, with most customers reporting that they enjoyed the taste, appreciated the natural ingredients, and enjoyed the targeted effects – whether they were focus-boosting, energy-boosting, or recovery-boosting effects.

About LifeAID

LifeAID Beverage Company is a health supplement manufacturer listed on the Inc. 500 list of the fastest growing companies. The company’s products, according to their LinkedIn page, “represent a far superior alternative to sodas, energy drinks, sports drinks, and even traditional health drinks.”

The company is based in Santa Cruz, California and was founded in 2011. The two co-founders, Aaron Hinde and Orion Melehan, first met each other at a CrossFit studio in Santa Cruz. Orion was a Certified Financial Planner while Aaron was a chiropractor who worked with local athletes. The friendship turned into a business partnership, and the rest is history.

LifeAID Review Summary

LifeAID is a well-reviewed beverage company that offers a wide range of supplements for athletes, golfers, office workers, students, and partiers. Each can of LifeAID contains 45 calories and has no artificial sweeteners. The beverages also contain surprisingly strong dosages of their active ingredients – which is something we don’t always see with other beverage companies.

Overall, LifeAID is one beverage company that can help you enjoy targeted health benefits in many different ways.