Wellness Force Radio - Episode 242: Mastering the Mind for Business & Life
Josh Trent - Wellness Force Radio | Nov. 2, 2018
On Wellness Force Radio episode 242, Co-Founder and President of LIFEAID Beverage Company, Aaron Hinde, shares the difference between having a time issue and an intention issue, business and life lessons he's learned from the growth of LIFEAID, and why saying "no problem" and "no worries" is actually taking away from improving your daily gratitude practice.
A scarcity mindset is one in which we put all of our time and energy into business and therefore the family must suffer. However, it doesn't have to be like that; time abundance at both work and home is possible when directed. A scarcity mindset isn't a time issue but an attention issue. —Aaron Hinde / @aaronhinde
Do you have a scarcity mindset that's keeping you from being productive at work and enjoying your family, friendships, and free time?
LISTEN to the full podcast here or READ the transcript below:
Josh Trent: In this Podcast, we're talking about mastering the mind, for both business and in life. Live from the Spartan Race, where I got to sit down with the co-founder of LIFEAID Beverage Company, Aaron Hinde, where he shared the difference between having a time issue and intention issue.
Josh Trent: Between business and life lessons he's learned from the growth of LIFEAID, and why saying, "No problem," and "No worries." You know those people, when they shake your hand after you missed an appointment, and you're late for something, says, "No worries." We talk about the power of language. How the power of language in these phrases, "No problem," "No worries," are actually taking away from improving your daily gratitude practice.
Josh Trent: We talk about a three-pillar formula that Aaron uses in business and life when it comes to mindset and getting things done, but also staying present in the moment. This ATM acronym. He talks about Alignment, Trajectory, Momentum. We will explore what these actually mean, how they apply to your life, why Aaron came from chiropractic to now launching this world-class, world-renowned beverage company.
Josh Trent: We explore some of the hurdles they've experienced as a company. And we talk about the real steps. The ground floor. To get on a positive trajectory and how to change the things you're actually experiencing if you're on a negative path right now.
Josh Trent: Make sure you go to wellnessforce.com/242. You can learn more about Aaron Hinde and LIFEAID, FocusAid, GolferAid. Many, many [blends] that they give people that supplement an active lifestyle.
Josh Trent: What I love most about this Podcast is Aaron is a no-BS kind of man. He also has a foot in spirituality. A connection to a higher power. And he talks about the nuances that he's explored inside himself to be able to create this massive company that serves so many people. Let's drop in, live and in person with Aaron Hinde at the VIP area at the Spartan Race World Championships in Lake Tahoe.
Josh Trent: Josh Trent with Wellness Force here with Aaron Hinde, President, CEO, creator, founder, voice, figurehead, and just overall badass of LIFEAID. How are you doing, man?
Aaron Hinde: I'm doing great. Thanks for having me on.
Josh Trent: We have been trying to do this Podcast for I feel like two or three events over the course of a year. Tell everybody what you do on a yearly basis. How many events are you personally at representing your company every year?
Aaron Hinde: Oh, man. It used to be crazy. So two years ago, I flew 52 flights in one year. Last year, I was like in the mid-40s. This year, I'm probably down to right around 30, 32. The team's great, so the team handles a lot of shit that I used to have to do.
Josh Trent: I see you everywhere, and I think the unique part about being a CEO and a President and a founder is that you wear a lot of hats. Now right now you're wearing a FitADE hat. But at these types of events, what is your presence here? Like we're here at Spartan it's the World Championships, what does this mean to you guys as a company?
Aaron Hinde: It's a great community. I mean we love everything Spartan stands for. I mean a lot of our core values as a company are very much in alignment with kind of the Spartan, The Heck-Up mentality. We're here, we've got athletes here, so here to support them, here to give back to the community. Get cold cans in every racer's hands when they cross that finish line, when they need it most.
Josh Trent: Right now we're doing LIFEAID. This is turmeric, magnesium, rosemary. But earlier today, before I recorded a couple interviews, I actually had a FocusADE. And I have to tell you man, that's like a really strong drink. How did that formulation come about? This FocusAID?
Aaron Hinde: It is strong, it is strong. I mean the nootropics in there, like they'll kick you. And I know Mike Bledsoe says he can only drink a half of one then he's gives it about an hour, and I-
Josh Trent: I drank about three-quarters of a can, and I was like, "I'm ready for the day. Thank you."
Aaron Hinde: Yeah. I know it'll snap you out of it, especially after a lunch time if you've had a big lunch you feel like taking a nap. That's where I go to focus in. But, yeah, we I mean we basically reverse engineer all the drinks. You know, it's like okay what nootropics are out there that can be water soluble, that have some efficacy behind them, that there's PubMed research, and it's just a process working with PhD food scientists and chemists. And just work it, work it, work it until we're all in agreement with what's going to go in there.
Josh Trent: And Aaron, to be able to launch a company, how many years has it been now, you guys have been doing this?
Aaron Hinde: 2011.
Josh Trent: So in the past seven, eight years you've seen it grow how much? Like 100, 200, 300, 400%?
Aaron Hinde: Thousands of percent.
Josh Trent: Thousands of percent.
Aaron Hinde: Our first year we did like 250k. I mean this year we'll probably do over 30 million.
Josh Trent: And I saw you at Sprouts. I was telling you before we recorded, that's when I know things are mainstream, when I see them in my local store. Take us to the humble beginnings. Because I know in the beginning like of anything it's probably just you in a garage, right?
Aaron Hinde: It was humble.
Josh Trent: Yeah, tell us about the humility, man.
Aaron Hinde: Yeah I mean, Orion and I, my business partner, we met in across a CrossFit gym, CrossFit North, Santa Cruz, actually in Scotts Valley, California. He was writing for the paper at the time as a certified financial planner, just bagging on gold and silver in his articles, and I was a sports chiropractor, and I had pretty much bars of gold and silver my safe, in my stash. So, I'm like, "This guy doesn't know he's talking about."
Aaron Hinde: I was all pissed off. I can't wait to run into him in town. When we see each other's gym and start bullshitting, and we end up both having daughters in the same school, in the same class, who happened to be best friends. And, you know, long story short, we started working out together, we used to golf together once a week. Orion's a very accomplished house DJ. I love house music, my wife loves house music. So we just hit it off and became good friends.
Aaron Hinde: And we invited him and his wife up to a festival. Kind of a Burning Man type of festival, and I'm handing out 5-HTP, and milk thistle, and beet vitamins to everybody, because we're up for a few days in a row, and people are getting deplenished. And we had this concept of like, "Gosh instead of buying these full bottles, we should just put all of them, all the pertinent supplements, in like a little single-serve grab and go, and have it at convenience stores, and call it Party Pills." All right, so if you're gonna go out and have a good time, you just grab one of these packets.
Josh Trent: This is like 2010, 2011?
Aaron Hinde: 2010. And so we actually started a company around party pills, and that was the original concept. But as we started getting artwork going, and formulations, and talking to co-packers for the supplement company, we thought, "You know, if supplements in pill form were the way to go, NoDoz which I grew up on in the '90s — I didn't take it but it was around the '90s — would be a massive billion-dollar company, and Red Bull wouldn't be what it is." So we're like, "Maybe we should put these in a drink."
Aaron Hinde: So that was the first concept was a drink called RaverAID, which we've now toned down to the modern-day PartyAID, which some people know. And then on Orion's birthday in January, in 2011, we're like, "Well if we're gonna do PartyAid, like we could work out in the CrossFit gym every week, why don't we do FitAID? And we golf, let's do GolfAID. In over one weekend, we registered eighty domain names. We even got BonerAID.com for $12, believe it or not.
Josh Trent: Oh, man. I want to go back even further, though, because it sounds like you, for maybe a big part of your life, had an interest in the medicinal and healing properties of plants, supplements, nootropics. How did you even get into that, because that's kind of the underbelly of your company?
Aaron Hinde: Yeah my whole life. I mean I grew up in Santa Cruz, which is very hippie-dippie. Very ahead of the time as far as naturopathic-type medicine. So I grew up my parents, you know, I never was vaccinated.
Josh Trent: Was your mom a hippy? But like a very conscious one?
Aaron Hinde: She had all of us at home, you know, home births. If we got an ear infection, we used to get minced garlic and olive oil shoved in there. Literally, I didn't even know people took aspirin or Advil for headaches until I got to college. Like it wasn't even part of my reality. So I grew up a certain way, and in college I made money by selling supplements to all my friends. I set up wholesale accounts and sold supplements all my workout buddies. And I've always been a personal trainer since the very beginning.
Josh Trent: So you were a trainer, but then into chiropractic?
Aaron Hinde: Yup.
Josh Trent: Was your passion for the power of plants and supplements still as strong in chiropractic, or did that change afterwards?
Aaron Hinde: No. Absolutely. Yeah the whole time, I'm just big on nutrition, eating clean, healthy lifestyles. This is right when The Zone was getting big, and stuff like that. I always knew, and just from my own body's reaction, this sugar thing is an issue. It's causing chronic inflammation in so many people. And people got to get active and get off the sweets, get off the sugar.
Jason Trent: You got to this place, I'm sure in chiropractic, where you're like, "You know what, I don't want to do this anymore." What was that for you?
Aaron Hinde: Well, I'd been practicing 10 years, had a great practice, 30 new patients a month, all by referral. I only was putting 25 hours a week in the office, 350 grand gross. Never grossed under that in 10 years. So it was a great practice. It was about as good as it can get as a solopreneur in doing what I was doing. And doing good work. Like doing really good work.
Josh Trent: Helping people, changing their lives through their body.
Aaron Hinde: Yeah. I mean there's so much mediocrity, unfortunately in my profession, in my previous profession, as there is really in all professions. But I'm proud to say I was probably in top 1% just in my approach. Very collaborative, worked great with the medical community. It was awesome. It was a great practice. I still really miss certain aspects of it.
Aaron Hinde: But at a certain point in time you reach your ceiling, and it's like okay, "Where else is there to go?" And that's where my passion really started to turn towards LIFEAID, because our vision of that future was so much greater and bigger than anything that I had, could visualize as a chiropractor.
Josh Trent: Has things changed with you and your co-founder, Orion, who's your co-founder? Has things changed and evolved with the two of you? Like what have you guys learned together in the past eight years? The market's changed so much in wellness and health.
Aaron Hinde: Well, I mean, just in our relationship, it's like being married for eight years.
Josh Trent: Business is kind of like a marriage.
Aaron Hinde: It's a marriage. I mean, in the early days we had huge blowouts and yelling matches. But it always came from a place like we want what's best for the company. But we've always had respect for each other, and we have a great working relationship, and we see the movement towards customized nutrition continuing. I think with what's available now with genetic testing, and all these different tests you could do, Microbiome, I think your nutritional approach is gonna get more and more personalized, more and more dialed in, and we want to stay on the forefront of that.
Josh Trent: So the delivery mechanism with liquid compared to solid food, let's talk about that. Because the rapid delivery system of specifically, let's say LIFEAID, talk to us about the recovery aspect, and how there's the delivery of these nutrients versus eating it in a bar, or something like that.
Aaron Hinde: From just looking at supplements, you know a lot of people are taking supplements. I think it's 70% of the US now take supplements. Supplements in pill, form, the absorption rate has been studied. It's very low. As low as 5%, as high as 30%, depending on what you look at. But liquid form you're like over 85, 90%. So the absorption rate is there. The fact that there's slight carbonation, there's been some studies that show that that aids absorption as well.
Josh Trent: Can we dig into that? I haven't heard that before. That's really fascinating.
Aaron Hinde: It really came around the alcohol stuff. Remember alcohol and Four Loko, and these companies getting demonized. Like, 10 years ago, getting yanked off the shelf.
Josh Trent: I have to be honest, I never drank a Four Loko. I don't know what that is. Is that like a party beer?
Aaron Hinde: Yeah. Exactly.
Josh Trent: Okay I'm out of the loop on that one, dude.
Aaron Hinde: What they were measuring that it was getting people jacked up way quicker-
Josh Trent: Oh ...
Aaron Hinde: Yeah. So anyways back to the healthy stuff, we try to put we put an efficacious dose of the supplements in there, so you know. LIFEAID, we've got tumeric in a decent dose, we've got, magnesium cayenne, ginger. All the natural anti-inflammatories, coming back to the sugar thing. Chronic inflammation leading pretty much every frickin disease that's out there now, so how can we get a Diet Coke out of someone's hands give them a LIFEAID instead, that's gonna help out with the inflammation. Yeah, so all of our products are catering to a different niche, need.
Josh Trent: It's interesting because in the food industry, we see like Kraft and General Mills and all these big companies hiring hundreds of thousands if not in the millions of money invested into food scientists. And so with your company, I'm sure to prove the efficacy and also for these athletes that come to you, and the people that want to consume your product, you probably had to do a lot of R&D when it comes to food scientists. What was that process like? Getting somebody from a scientific perspective to see this?
Aaron Hinde: Yeah we work with a few food scientists. We have one in our flavor house, we have one at our supplement manufacturer. We have a chemist that we work with as well. And so, just finding the right team, very sharp, smart people that understand what we're all about, what we're trying to do, and then getting feedback. So I'll usually kind of rough out a formulation, backing into whatever need we're trying to fill. Like FocusAID, natural caffeine with nootropics, basically. You know, PartyAID, 5-HTP, milk thistle, electrolytes.
Aaron Hinde: So we back into it, and then I'll send that out to them independently and say, "Hey what do you think of this? Here's a dosage, here's why. Here's the science to back up that dosage. Here's the reasoning for these different ingredients." And then everyone chimes in, and I'm getting all the feedback, looking at if there's consistent themes. And that gets put to the top of the list. They say, "Well maybe try this supplement versus this, we need to make sure that it's bioavailable, and that there's enough supply out there to scale it." And so it's a bit of a process, but we always come to consensus.
Josh Trent: What's been like the biggest hurdle? I can only imagine from a R&D perspective, though, what's one of the biggest hurdles you guys experienced? What was one of the hardships in that?
Aaron Hinde: We've had key supplements, I can't remember which ones, that just you couldn't get before. And so, if you can't get key supplements, remember we're printing 202,000 blank cans at a time, unfilled cans, so if you can't put the ingredients that's on the can, you can't fill the product. So it's really challenging to have everything come into perfect alignment with this, from the can manufacturer, the supplement manufacturers, to the co-packers, lining up with purchase orders. It's challenging to manage all of that from a cash flow perspective as well.
Josh Trent: And I could also think like, we've interviewed a lot of CEOs and business leaders and they're typically like very driven. Obviously, you consider yourself to be very driven. When you're driven, though, there are sacrifices that you have to make from a family perspective. You know, relationships, things like that. In creating your company, is there something that you really had to re-adjust? Like have you made any mistakes with relationships as you've grown the company?
Aaron Hinde: Lots of mistakes. Yeah, my wife could get on and do a whole podcast on that, I'm sure. Great question. So yeah, back in 2011, 2012, 2013, you know really struggling to get traction. When I sold my practice, the guy that I sold to was the wrong guy. He basically tanked it in less than a year and stopped paying me. So we lived very, very thin for a long, long time. And so stress around finances, or lack thereof. Flying 50 plus flights a year, you're gone every single week. Having young kids at home that don't get to see you. Not doing all the little things that I used to do to make my wife feel nurtured, and what got her to fall in love with me in the first place.
Aaron Hinde: That has, I don't want to say it's fixed, or it has totally changed, but my attitude towards it ... Because that's a scarcity mindset, right? Like I have to put all my time and energy into the business, therefore the family must suffer. And you see that over and over again. It's unfortunately-
Josh Trent: That's a really common narrative. That's why I asked you about it.
Aaron Hinde: Now I don't look at it that way. I think you can have total abundance at work and total abundance at home as well, because it's not a time issue. It's an intention issue. And the problem is for most of us entrepreneurs, when we got our 10 minutes with our kids at home, our mind is thinking about, "Oh crap, I got that meeting tomorrow, I got to rescheduled this, I gotta get that email out," right? So it's not intentional time. It's short time that's unintentional. And that's where the divide is created.
Josh Trent: Which leaves them super hungry for you.
Aaron Hinde: Correct, correct. And it can create a lot of animosity over time because your spouse who's been very supportive of you going on this endeavor doesn't want to derail that, but at the same time it's taking small emotional withdrawals out of the bank account, and you can only do that so long until you get a negative balance, and then shit hits the fan.
Josh Trent: How did you shift that, man? Because it seems like the stress of that would be cumulative. A lot of leaders, they'll deal with things until absolutely have to. Was it a breaking point for you, or was there something you saw on the horizon, where you got to change your approach to family and work in balancing the two?
Aaron Hinde: I wish it was the latter. Yeah, I wish it was a letter. My wife had a couple serious talks with me, like hey, and I realized like okay, that she's serious, things need to change. And then I started looking at my motivations. Do I want to succeed as a husband? Do I want to succeed as a father? Do I want this to be a long-term meaningful thing? And the answer kept coming, "Yeah, I do." I don't want to be successful in this part of my life and completely fail over here, and then be miserable.
Aaron Hinde: So it's like reverse engineering. What's it take to succeed? Okay, I've already experienced success in my relationship. That's why we got married to begin with. So what do I need to start doing again? Being intentional with that time. Doing all the little things that we all used to do that we get away from.
Aaron Hinde: And this is the same thing with customers, employees, vendors, doesn't matter. It's the same approach. I call it, you know, we go to the ATM to get money out. Right? Go to ATM. Well I think there's the ATM of life. And if you follow ATM, you will always have abundance, regardless of whether it's relationships, business, anything.
Aaron Hinde: The A being alignment. Alignment starts with ourself. Being the person that you want to be, even when no one is looking, even when no one's holding you accountable. I think a lot of us don't have true authenticity with our own self. Then that authenticity, that alignment, comes with your significant other, with your business partner, with your team. Making sure you're in alignment is absolutely necessary, because just a little bit of unalignment over time creates catastrophic results. So keeping in alignment is extremely important in my mind.
Aaron Hinde: The T, meaning trajectory. Okay? We're all on a trajectory. Are we on a positive trajectory, or a negative trajectory? So many young people tend to focus on velocity. Like, "I want things to happen, I want it to happen now." But we've all seen friends that are on a negative trajectory, and then they get fueled, we'll say they come into some money, or whatever it is. What happens? you just crash and burn even faster. Right?
Aaron Hinde: So focusing on trajectory, making sure that trajectory is positive, that the fundamentals are in place. When you get private equity money, or you get quote-unquote "lucky," or you get a break from a buyer, or whatever it is, if the trajectory is right, the velocity will eventually come. So trajectory is important.
Aaron Hinde: Alignment, trajectory, and then the M, momentum. Yeah, momentum. Business owners can definitely attest to this, and I think if we start to look at our personal lives, we see this phenomenon happen as well. It is challenging to create momentum. It is much easier to maintain that momentum. And I think we get momentum, and then we stop doing all the things that created the momentum, the little things in life, and then we lose momentum. And then we're like, "Shit, we just lost momentum." It's very obvious when you lose momentum.
Aaron Hinde: Right, so keeping that momentum, keeping, doing all the little things in your relationships with your wife, your kids, your employees, your vendors, everybody. Keeping that momentum going is huge, and that fueled with the right trajectory and alignment towards a common goal, you're gonna crush it.
Josh Trent: Let's break down the ATM. I like the analogy, because literally, money's energy. And you figured this out, I'm sure. Has your viewpoint on money — we'll go back to the ATM in a second, but I'm just so curious about this, Aaron — how have you viewed money? Has that changed in your life? I mean without money, nothing really breathes. Right? Cash flow's oxygen.
Josh Trent: But I'm curious from Santa Cruz and your upbringing, especially with your mom being somewhat of a naturopath, did the family have a positive viewpoint on money? Because your ATM concept is interesting. Like what was it for you to have money around the house, and the conversations around money when you're a kid?
Aaron Hinde: We never grew up with a ton of money. We were fairly middle-class. I come from six brothers and sisters. There were seven of us.
Josh Trent: Wow.
Aaron Hinde: I don't care how much money you make want you're in California-
Josh Trent: That's a lot of Christmas presents.
Aaron Hinde: ... with that many kids, yeah, you're pretty much tapped all the time. But I did hear some of the typical scarcity stuff, like, "Money doesn't grow on trees," and that type of thing. And when I was a chiro, I was bringing in big money as a solopreneur, but I was pretty much in scarcity mindset, so I'd find myself high-income earner but broke at the end of the year. Which is interesting, because when we started LIFEAID, it was all about this grand vision, this plan, this abundance mentality.
Aaron Hinde: And even though we were totally broke, I now have a much greater net worth than I did ten years ago. So having that abundance mindset around money, and knowing that money is, it's a medium that people are giving you. Like you said, it's energy. I provide value out to the universe, it comes back in the form of thank-yous, in the form of money, in the form of a lot of things. But money is one of those tangible things that say you're doing a good job in the world.
Josh Trent: I want to go back to your ATM concept, because I love it, I've never heard it. And alignment, you know, we think of chiropractic as being aligned. If somebody has a subluxation they need to be realigned. What in your business have you realigned like a subluxation? What have you had to realign to make this thing actually grow? Because there's a lot of people that listen to the show that are health professionals. Maybe there's chiropractors that listen to the show that are like, "Huh, what did he actually do to transition as a business owner? What were the subluxations in this business?
Aaron Hinde: Yeah. The subluxation was me, you know. [crosstalk 00:23:31] Yeah, because when there's just two of you, and you're starting a company, you're doing everything. I'm in every investor pitch, I'm formulating, I'm in the art department, I'm the trash-taker-outer. I'm everything, right? And that is not scalable.
Aaron Hinde: When you start getting pulled things that you feel like it's your baby that you've always been involved in away from you, it's like, "Oh am I not good enough?" Or there's a lot of insecurity that happens around that. And so getting in alignment with my business partner and I, and saying, "Okay, that's the area of the business that you have ultimate authority over, these are the areas that I have ultimate authority, of course we collaborate on everything, but this is my area. This is my lane, and that's your lane."
Aaron Hinde: So from there that's step one, and then the second thing is the team. The team is the brand. Making sure you bring on A to your players, we made some significant hiring errors early on out of desperation and necessity, which is the worst thing you should do when you're hiring. Just, "Oh, the resume looks good, bring them on. They could do this role."
Aaron Hinde: But if they're not the right cultural fit, and don't believe in the core values, and are seeing that vision in alignment with that ATM mentality, then it's not gonna work. And it's gonna cost you a lot more in time and resources and headache to part ways than if you would have just really brought on the right players.
Josh Trent: I think of alignment too as a metaphor. Like if you're out of alignment, it's either due to something that's out of your control or it's a belief system, or a way of operating that's pulling you out of alignment. Was there ever a belief system that you could admit to us that you let go of to be back in more alignment?
Aaron Hinde: I really, I just love personal development in everything. So I mean there's probably lots of stuff that we've done that we no longer do. Certain use of the English language, for example. Like I do not tolerate "no problems," quote-unquote "no problem" at LIVEAID. If someone says, "thank you," you never say, "no problem." Emotional deposit, "no problem" is an emotional withdraw, immediately.
Josh Trent: Whoa, talk about that. I haven't explored that before. Why is the no problem such a spark for you?
Aaron Hinde: Part of it comes back to like Cialdini's research in The Psychology of Persuasion. When, you know, it's like, "Oh Aaron thank you so much, you came over to my house this weekend, helped me move. You're my only friend that showed up." "Oh, no problem. No problem, I would have done it for anybody." You've put me on an emotional pedestal, and all of a sudden I've chopped the legs off of it by saying, "no problem." Like no big deal. Right? And it's not even a conscious thing.
Aaron Hinde: There's so much that happens kind of in the subconscious as a result of the type of language that we're using. You know, a lot of people are problem-oriented, so you hear a lot of can'ts and don'ts, and negativity in their language. Well the problem, the challenge is, our thoughts become our words, our words become our actions, our actions over time become our trajectory. So if you're not controlling this shit, or conscious of it, that trajectory is going to be going negative, and crash and burn.
Josh Trent: Dude I want to let that land for people for a moment. I interviewed Mike Matthews a couple days ago, and he was like, "I don't have to be anywhere; I don't have to do anything. I get to. This replacement of "have" and "get," it's almost the same thing with you talking about, "Oh, no problem." Rather than, "Hey, you're welcome."
Aaron Hinde: Yes.
Josh Trent: There's an authenticity, there's an emotional connection when you say to someone, "Hey you're welcome." And I hear this phrase, "no worries." I've always hated, "no worries."
Aaron Hinde: I hate that too.
Josh Trent: What's up with this phrase, "no worries?" Why do people say this?
Aaron Hinde: I'm convinced that the US has the GDP we have, and Mexico is quite a bit behind us, because they say ... What do you say after someone says, "Gracias?"
Josh Trent: "Te nada." What's that mean? What does it mean?
Aaron Hinde: No problem.
Josh Trent: Oh, I thought it was "your welcome."
Aaron Hinde: No, it's totally fucked up. No problem. Like it screwed up the entire culture.
Josh Trent: All this time I thought I was saying, "you're welcome." Okay I'll adjust that when I'm getting tacos and-
Aaron Hinde: Yeah, I don't know how you actually say, "your welcome," in Spanish. Maybe one of our listeners can chime in here?
Josh Trent: They can they can definitely chime in. If you're listening right now, just please send us a message at Wellness Force. What's your handle on Instagram?
Aaron Hinde: Use my name Aaron Hinde, A-A-R-O-N H-I-N-D-E.
Josh Trent: Aaron Hinde? Watch somebody's gonna listen to this when it comes out, they're going to put the perfect phrase.
Aaron Hinde: Okay good.
Josh Trent: Let's go back to the T, because we talked about alignment, the trajectory, we've all heard the phrase, "if a plane is off one degree, it could end up in like Barbados, when it was supposed to go to Alaska." Just one degree off for the trajectory. How have you adjusted your own personal trajectory? Because I'm sure ... How many employees you have?
Aaron Hinde: 72.
Josh Trent: So with 72, 70 plus people, everybody has to be in the same trajectory as you. How do you make that happen?
Aaron Hinde: I don't look at trajectory like, "Okay I'm a degree off with the plane, I'm gonna miss," because I think our trajectory is constantly being varied a little bit. Like people would look at it like, "Oh here's a point in time, here's where I wanna be. Here's the future image of myself, or my company, or my family, or whatever it is. It's not a straight line, as we all know t go from those two points. It's a lot of zigzagging.
Aaron Hinde: But as long as it's going in the right direction. It's not that we don't F up, we don't stumble, we don't have the demon on our shoulder talking in our ear, "We're not good enough," or "You're a piece of shit," or all the negative programming we may have gotten from our five-year-old self, or 12-year-old self, or whatever it is.
Aaron Hinde: The key, I think, is keeping that in check. Saying, Ut-uh (negative). I'm not gonna let you take over my reality here and let this thought just circulate in my mind," and then what happens is, we end up obviously manifesting that negativity, right. I'm gonna put us into that. I'm gonna be totally present with what I'm doing right now, and I love being outside for this, because it's so easy to be present with nature with your conscious about it. With presence comes appreciation, if you notice that? Like being out here in Squaw Valley ...
Josh Trent: Mm-hmm (affirmative).
Aaron Hinde: You're like, "Wow, I'm so lucky."
Josh Trent: I've been feeling that a lot the past three days.
Aaron Hinde: And when you have appreciation, guess what? The demon goes away. So it's not we never get rid of the demons, I don't think, but there's tactics to really control the negative head talk. And when we control the negative head talk, we switch it to an appreciation mindset, then we become very abundant. And then in abundance we're able to see the possibilities. We start talking, communicating more confidently. Our chest is out, our shoulders back. We have an abundance mindset. People feel that, they're attracted to that.
Aaron Hinde: Then we start manifesting that through our words, through our actions. And what happened when we have positive actions over time? We hit the target. So that's what trajectory in my mind is all about. It starts really with the the what's going on between your ears, and then eventually to the action steps necessary to get to that future goal.
Josh Trent: I'm really enjoying this because on Wellness Force, we always talk about physical and emotional intelligence. This is the contrast of how to live life well. You know, these two things, right? And then of course once you explored the physical intelligence, you know for you, it was chiropractic. For a lot of people that listen it might be personal training, and massage therapy, or something like that.
Josh Trent: But then there's also this emotional intelligence part, that honestly man, I'm really excited and like I'm loving where this conversation has gone. I did not know about you, that you have this ATM model, that you lead your company in this way. Do you guys do events as a company, where you'll talk about the power of language? You'll take people on retreats for personal development? Is there a part of your company that does personal development as an ethos?
Aaron Hinde: Last weekend we were at Lake Don Pedro. We had 65 people there of our team. Six houseboats, seven speakers came in. Mark that has procabulary. All about controlling your verbiage, keeping that positive verbiage. Lauren came in, who's worked for Tony Robbins for 20 years and spoke on communication.
Aaron Hinde: The incredible thing about this company is we had three people internally give talks that I just went up to a few weeks back and said, "Hey, I want you to do a talk at the retreat." "What? On what?" "It doesn't matter, as long as you whatever you think brings the most value." And our people crushed it as good as the professional speakers, and it was a through-line that talked all about what is our purpose.
Aaron Hinde: We are getting people off of the high-sugar, high-caffeine, artificially-laden, quote-unquote "sports and energy drinks." Off this crap that literally will crash and burn their trajectory through diabetes or cancer. Who knows what. And getting them onto a clean, healthy alternative. And in that, in doing that, and part of that mission, we get to go out on houseboat trips, and we get to have all this fun time together, and live life. Because there is no work life and personal life. it's just life.
Josh Trent: It's the same thing.
Aaron Hinde: It's life, right? And so the more we can develop our team as human beings, the more they're gonna be optimal performers at work and crush. And I couldn't be more proud of the 72 people we have working for us. I mean they are all firing on all cylinders 110%, and really putting it out there, and that's being seen in in the growth of the company that we're experiencing.
Josh Trent: I did not know about your retreat. I'm glad I asked because I felt that from you, and this last part of your model is the M this is the momentum. It's like, "Okay, we've aligned ourselves. We know that as a unit, whether it's like a family ... By the way, a family's the same way, a business is the same way, a chiropractic practice, a personal training practice, everything has to have alignment and trajectory.
Josh Trent: But then the momentum, I think, is where Aaron, a lot of people they get hit up and they get kind of shooken. Because creating momentum in the beginning of any endeavor can be challenging, even if you are aligned and you're on the right trajectory. How did you create momentum in a market that had a lot of drinks, and it still does, but yet I'm seeing you guys at Sprouts. You're here at Spartan. How did you create the momentum?
Aaron Hinde: Yeah, well it's like the coefficient of friction, right? Like pushing a heavy object is much more difficult getting it going than keeping it going.
Josh Trent: Totally.
Aaron Hinde: So for us it was choosing a single target market created our momentum. You know, when we first launched, we try to do it every beverage company does, and get our product placement at your local grocery store. The problem is when someone's going in to a 7-Eleven, they're in there for like 72 seconds. They know exactly what they're in there for, exactly what kind of drink they want, they go to that section, grab it, and they're out. It is not a great place for discovery of new products.
Aaron Hinde: So we were spending a lot of money getting no traction whatsoever. Zero momentum. And it wasn't until I was over a Genius Network, and I think it was Dean Jackson told me, "You gotta choose a single target market. You guys have three companies." We had our FitParty and GolfRaid at that time. Three different websites, three different target audiences, three different social media accounts. We're doing outfit changes. I mean, we were just spread too thin.
Aaron Hinde: And he said, "Choose a single target market." We looked at the business, and even though GolfRaid a was bringing in the majority of revenue at the time, we saw the trajectory of FitAid, and what it was doing specifically in the CrossFit channel, and we went all-in on that. All in. Pushed all the chips, and said we're gonna crush this in the CrossFit Channel.
Aaron Hinde: And then we, through direct marketing, we had a month where we open up 30 new gyms, record month. We're ringing the bell every day. The new gym opens. Then the next month, we open up 100, then we open up 200. For a while we're at 250 a month. We had to stop the whole bell thing, it was too disruptive. But that's when I was like, "All right, we got something now."
Josh Trent: Yeah. What do you think looking back, though, intuitively, like how did you make that happen? Was it just by going all in to CrossFit? And then how did you even form those relationships? Because I don't think that's an easy world to just get into. Like you have to have a unique way in which you offer value.
Aaron Hinde: Right, so we basically followed the Red Bull model. I mean, you go to any bar in America, they're not giving you a monster vodka, right?
Josh Trent: That's true, yeah.
Aaron Hinde: It's like vodka Red Bull. It's still vodka, Red Bull. Why a vodka Red Bull? Because Red Bull put their refrigerator in every bar in America back in the early '90s. Okay? So we offered a free refrigerator to CrossFit gyms. And at the time they were only selling water they got from Costco, there was no other products or drinks in there. So by putting a branded FitAid refrigerator in those gyms and stocking it, we got a lot of discovery going.
Aaron Hinde: And then we aligned with some of the influencers in the space. And I started flying out. I met Mike Bledsoe from Barbell Shrugged, Christmas Abbott, Jacquie Perez, Kenny Santucci. People that I'm still really good friends with to this day. And we connected as human beings, and had a good time hanging out. And the product and the business was secondary. It was like, "Well you're cool, and we really like it, and we like what you guys are doing, and the products are good, so yeah let's get behind it."
Aaron Hinde: And we got that initial kind of legitimacy from a lot of those influencers, and continued to work on making the product as good as possible. And then started taking off with this free fridge model and CrossFit.
Josh Trent: Something that I felt from you and your voice kind of picks up when you talk about it, is sugar and soda. I can remember when I was a kid, I was raised on welfare we were not a very positive vocabulary family about money. But was always in the fridge with soda. And I think that's what led me to looking back ... And by the way, I love my parents. I love my dad and my mom. I love you guys. You did the best you could, and so did your parents. We're all are doing the best we can yet. Yet, when I look back there was always two to three two liters of soda in the fridge. And I think about when I didn't want to feel an emotion, or when I was lazy, or when I just wanted to kind of like occupy my thoughts, my monkey mind, when I was a kid, I would go drink the soda.
Josh Trent: And I think the majority of our country is still dealing with that thing like I dealt with in the '80s and '90s as a kid. How does your company, how does FitAID, LIFEAID address specifically getting the soda, getting the sugar out of kids hands, out of parents hands, and putting in more of a natural beverage?
Aaron Hinde: You know, we're doing really well in middle America. Like this isn't just a Coast thing anymore. People are waking up. Kids are getting Type 2 diabetes earlier the than ever. They're getting adult-onset diabetes now, at 11, 12 years old. The options are get on medications that probably won't help you that much and could make a lot of things worse, or change your lifestyle.
Aaron Hinde: And so I'm proud to say that carbonated soft drink sales in this country have been declining for several years now and continue to decline. Consumers are expecting more. You know, I mean, we got 70% of consumers now read labels before they purchase something, so greater transparency, less sugar. This demonization of fat has kind of gone away. Now there's healthy fats, and there's value there.
Aaron Hinde: And so just the general education around basic nutrition, I think, has really improved now that some of the big food companies have been found out about this marketing campaign they did on anti-fat pro-sugar is not the way to go.
Josh Trent: Yeah, there was a bunch of records that were found in a basement when the Ancel Keys, the hypothesis around fat being the culprit and sugar is this healthy thing, well it was paid for by the Sugar Board. The Sugar Advisory. And that's legitimate science.
Aaron Hinde: No conflict of interest there.
Josh Trent: Yeah no conflict of interest at all. So dude, this has been so fun. I've really enjoyed getting to know you. I knew you had some depth, but I didn't know that your personal development depth went that deep as a company. Where can people actually consume the product? And are you doing anything special at the Spartan Race?
Aaron Hinde: Yeah at the Spartan, we're getting an ice-cold can of our FITAID SKU in everyone's hand right when they cross the finish line, so it's always great when they need it most. We're also sampling our other stuff. But always the best spot is to go the website, lifeaid A-I-D, lifeaidbevco.com, or check us out on social. All of our different blends have their own social handles, but FITAID is our biggest at Fit Aid on Instagram.
Josh Trent: Cool. Now can people actually message you? Do you have enough time and resources if somebody wants to ask you questions?
Aaron Hinde: I try to respond to everybody's question via email text, and I do take phone calls with young entrepreneurs, because I wouldn't be here if it wasn't for mentors.
Josh Trent: Aaron, this has been wonderful man. Last question for you, and it's this intersection that I already mentioned. This emotional intelligence, your basic background, huge background actually, in chiropractic, and then also emotional intelligence, the things you do for your company. In the center of that, there's wellness. How would you define wellness? How does Aaron define wellness in his life? What does that mean to you to be well?
Aaron Hinde: I think wellness, we look at it from multi dimensions: physical, spiritual, emotional, relationships. And so we kind of rate ourselves on a zero to 10 scale in each of those categories. And anywhere we're falling short, what resources, tactics, attention can we deploy to get back in alignment so all of those areas are firing on a 10. And it's not easy to do. I think we're always somewhere. You know, I'd like to try to be on a wavelength that's 8, 9s, and 10s, but sometimes I'll drop to a 5 in a certain area. And then, okay, I get reminded of it usually by someone or something. And it's like, "Oh, time to put some resources towards that."
Josh Trent: It's almost as if you're doing like a wellness inventory of those categories you mentioned, like which one's full, which ones empty. How often do you do that inventory for you?
Aaron Hinde: Fairly regularly it's part of my morning routine, when I get in kind of a meditative state. My biggest thing right now is, and I'll just say it out there in case any of these two people are that ... I do not give enough appreciation to the two most important influences in my life right now, my wife and my business partner. I feel like I take those relationships a little too much for granted.
Aaron Hinde: And even though I have deep appreciation and respect in my heart, I was such an emotional kid very emotional. Any conflict, any authority figure really shook me up. I would start crying really easy. And so as an adult and through college I had to battle that. And I know I bottle my emotions up too much, and I don't let it out, and that's detrimental to some of the relationships that mean the most to me. So that's my big focus right now, is I need to be more appreciative to especially those two people.
Josh Trent: So honest and thank you for sharing, because how many people deal with that exact same thing? So thanks so much for saying that out there in the public, man. Really, really appreciate you and your company. Obviously the website is lifeaidbevco.com You can reach out to Erin on social.
Josh Trent: Guys we're talking about this more in the Wellness Force Group. It's wellnessforce.com/group. Maybe we'll get Aaron in there.
Aaron Hinde: Love to.
Josh Trent: We'll get you in there talking about how we can actually have natural things we drink instead of sugar. But nobody drinks sugar, right, in America? We'll talk to you guys soon.
Aaron Hinde: Later.
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