All-iN Podcast - Ep. 38: How Aaron Hinde, Co-Founder of LIFEAID, Made It to Success
Transcribed AlliN Podcast from July 16, 2018 with host Jason Phillips
Jason Phillips: This is Jason Phillips and you're listening to the AlliN Podcast.
When you leave here, guys, go all in on yourself. Go all in on your passion. Add value. Do it every single day. Do it the way you want to do it, and fuck all the noise, fuck all the bullshit. Be you. It's literally that simple.
Jason Phillips: What's up, everybody? Welcome back to the All In podcast, as always, brought to you by our good friends at FitAid and Cure Nutrition. Speaking of FitAid, we've linked up them officially for a special deal for you guys. If you head over to lifeaidbevco.com ... That's lifeaidbevco.com ... and you use the discount code "ALLIN," you'll save $10 off the case of product of your choosing.
Jason Phillips: Oh, as Teddy just reminded me, that needs to be in all capital letters. Head over there. Show them some love. My favorite drink is the FitAid RX, which I think is an affiliate exclusive, but we got plenty of the FocusAid and the regular FitAid flowing at our house as well, so.
Jason Phillips: Speaking of them, and where we're at today ... our guest today is Mr. Aaron Hinde, one of the co-founders of LIFEAID Beverage Company. For those of you guys that don't know, Aaron was one of the first people I met when I really got into the commerce side of CrossFit. I had been a CrossFit fan for a while. I was doing some fundraising for the Phoenix Rise inside of the Grid League. I went to the CrossFit games, saw this company in the corner of Vendor Village ... really small tent. Walked up to them. At the time, I would talk to anybody. This really cool dude just starts chatting it up with me.
Jason Phillips: He's like, "Yeah, I'll give it a look and we'll talk". A week or two later, he sends me a ton of fucking product. A ton of gear. He's like, "Yeah, man, we really want stay connected. We'll support you. We're not asking for anything. We just want to support." Right then and there, I knew this guy is going to be successful. We stayed connected. You guys have seen just the meteoric rise of the company, the awareness, what they've done. In today's podcast, you're going to learn how it was done. You're going to learn the self-development tools that Aaron uses to keep himself sharp. You're going to learn the stories of how they almost when bankrupt 12 different times. More importantly, you're going to learn how culture is really one of the driving forces of their success.
Jason Phillips: To anyone out there looking to create success in any walk of life or in any walk of business, not just supplements, but even coaching, or any other business, listen to this podcast, listen to Aaron's words, emulate who he is as a person ... what he actively purses ... and I promise you will walk away with success. Enjoy, and we'll talk to you next week.
Jason Phillips: Dude, how is Hawaii right now?
Aaron Hinde: Oh, it's 80 degrees and sunny, like, every day.
Jason Phillips: Is it ever bad there? You're in Kauai, right?
Aaron Hinde: I'm in Kauai, and Kauai is a garden island. It rains a lot in Kauai. The north shore of Kauai gets more rain, I think, than anywhere else in the world. That's why it's so lush and beautiful.
Jason Phillips: No shit.
Aaron Hinde: I'm in Poipu, and they call it sunny Poipu. Poipu literally translates to, "hole in the sky." The whole island could be raining, and it sunny right where we're at in Poipu. Poipu is awesome. It's the southern most part of Kauai, and ... great community out here, and the people.
Jason Phillips: Dude, that's so dope. That's so dope.
Aaron Hinde: Yeah. It's awesome.
Jason Phillips: Did you ever, in your life, think, growing up, "There is a time when I am going to kick it for a summer in Hawaii, and just work from there, and still be able to run my huge business." Was that ever even a thought for you?
Aaron Hinde: I mean, it was a thought, because ... Not when I was younger, but in more recent history, you know within the last five years, it was something that I put ... You know, I do a lot of positive affirmations, and five-minute journal, and that kind of stuff. One practice that I have is ... my bathroom mirror. Every morning, when I get up, it's three things that I'm grateful for, and then three goals over the next 12 months, and then I refresh it. These are kind of more, like, permanent-type things. It's not changing every day like the five-minute journal is.
Aaron Hinde: One of them was to spend a month or more here in Hawaii, so it was pretty cool to manifest that, and then make it a reality. The only reason we can do that is because we've got a great team, and everyone's executing, and it makes my job a lot easier.
Jason Phillips: Well, dude, obviously you guys have got a great team that allows you to do that now, allows to create success. You fulfill the needs of a lot of people in the beverage space. Dude, let's go all the way back to day one, man. I don't even think I know the whole story. The story, as I know it, is you got into ... GolferAid was your first pursuit, correct? That was the first beverage, inside of LIFEAID?
Aaron Hinde: Yeah. I mean, actually, the concept was developed 4th of July, 2010. Orion and I were at a festival, a camp-out that I help organize. Every year ... This is actually the first year, because I'm in Hawaii, that I've missed it in 16 years. It's called 3 Degrees. You know, we were handing out supplements to everybody to take because it's a three-day festival. You're dancing late, and you get a little serotonin depleted. I was handing out some 5-HTP, and B complex, and magnesium, and things like that.
Aaron Hinde: We had this idea to kind of package those supplements up and put them in a pre-packaged kind of point-of-sale type of packet, instead of having to buy full bottles of all these different supplements. We had that concept. We called it Party Pills, and had this idea. It really evolved over time, and part of it was, you know, we both had small kids, and I was a sports chiropractor for 10 years, so I was constantly trying to get the kids off the high-sugar, high-caffeine, and artificially-laden, you know—quote, unquote—sports drinks. Energy drinks were pumping big at the time.
Aaron Hinde: We started thinking about the Party Pills concept. We said, "Well, shit, if supplements were the way to go, over drinks, then NoDoz would be huge today and Red Bull wouldn't exist." Those that are old enough remember NoDoz from the '90s. It was this supplement you would take to stay up and study, and that kind of thing was basically energy drink in a-
Jason Phillips: Yep. I vividly remember that stuff.
Aaron Hinde: Yeah. Yeah, exactly.
Aaron Hinde: We decided to pivot to drinks, and we had this first drink we were calling RaverAid. Then we toned it down to PartyAid. Then we thought, "Well, shoot, we also go to the CrossFit gym. There's nothing for CrossFit. What about FitAid? Golf once a week. GolferAid." In one night, we registered 80 domain names around the "AID." We even got boneraid.com for $12, believe it or not.
Jason Phillips: Are you guys ever going to release BonerAid?
Aaron Hinde: Not likely, but we still hold the domain, because I just think it's too funny.
Jason Phillips: I remember one of the products I was invested in early on ... Mike Bledsoe, actually ... called Max Boners. It was actually called Max Adrenal, but he called it Max Boners. That's a Bledsoe thing.
Aaron Hinde: I think I was looking at that product for awhile, too.
Jason Phillips: Yeah. Dude, it's still a great product. Mike still does a phenomenal job with that.
Jason Phillips: Dude, that's humble beginnings, man. I remember, when you and I first talked, you were at a very small corner booth. I remember ... I was out for Grid. Back then, it was NPGL, or whatever the hell it was. We were talking, and I just remember, dude, you were one of the first people just to give it a chance. You were like, "Hey, I'll look into it." We kind of created that connection. You obviously have gone from, literally, a corner booth, where you were collecting e-mails and passing out drinks to ... now you're one of the official sponsors of the games.
Jason Phillips: What's going through your mind back then, and ... what are the humble beginnings? What are the first couple of steps, dude?
Aaron Hinde: Yeah. You mentioned GolferAid. PartyAid was the first concept, but GolferAid was our first product to market. We just kind of were looking at the marketplace, and we were members of those three communities. We go to Burning Man, and festivals. We met at a CrossFit gym. We used golf when we had free time once a week. We were a part of those communities, and we looked at it, and there was nothing going on in the golf space for kind of clean, healthy, nutritional beverages. We decided to go with that first, and we got some great traction. We closed about 500 new golf courses in the first 12 months. We, way too quickly, launched FitAid in CrossFit, and PartyAid in the festival scene. All three had different websites, they had ... They still have different social media accounts. It was like running three different businesses. I'm talking about outfit changes, and different pitches in different communities. We kept them very isolated on purpose. We didn't want to cross-pollinate, because a golfer may not be a ... A Burner may not be a CrossFitter, and so on and so forth.
Aaron Hinde: It wasn't until we were running out of cash very quickly, and just didn't have the bandwidth. Some great advice a marketer gave us that basically said, "Choose a single target market." We looked at the landscape, and FitAid, even though it wasn't producing that much revenue at the time, the growth trajectory was the greatest. The acquisition cost to get a new gym on board was the lowest. The reordering frequency was higher than golf, so we decided to push all our chips, all in with FitAid. Around this time, we first started talking. I met Mike Bledsoe. I was always in CrossFit, but I was never in it in it. I really immersed myself in the who's who of CrossFit, and started slinging cans at competitions. Yeah.
Jason Phillips: Dude, you've always been about cans in hands, and it's almost unique, man. I remember, when I first got into the supplements space a long time ago, just as a fan ... I would go to the Arnold Classic and see ... You know, "Oh, I can't wait to go get my hands on all this free shit." Now I feel like it's a lost art, in terms of giving out free samples. I don't know if it's production costs going up, or what it is, but ... your cans in hands initiative, it seems to be working. How are you guys just not afraid to go there? From inventory ... I mean, what is it that you know, that no one else seems to be picking up on?
Aaron Hinde: Well, we're not focused on the short-term. We're focused on long-term, and lifetime value, and nurturing long-term relationships. Businesses, digital as it's gotten, and global as it's gotten, it's still a relationship game.
Jason Phillips: So true.
Aaron Hinde: That's the way we were able to combat, at the time, a much larger competitor in the space, by just forming relationships and treating people well, and not burning bridges. Probably we won't be here today if it wasn't for one employee at our competitors that pissed so many people off in the space, and was such a dickhead to so many people, that they, by default, came to us, because they wanted to support whoever that guy's competitor was. I'd say that's number one.
Aaron Hinde: Number two is knowing your numbers, and knowing marketing, and knowing lifetime value. Then you're not afraid to go negative. A wise marketer once told me, "He who goes negative the longest always wins."
Jason Phillips: That's good.
Aaron Hinde: Being able to have confidence in our follow-up, and the quality of our products, and customer service, and lifetime value ... That we're not afraid to give out cans, or do an offer where we go 15, 18, 20 dollars negative on the front end, because we know we'll make it up over the next several years, as we convert people off all the garbage that they're usually consuming and onto something that's much cleaner, a more functional alternative.
Jason Phillips: Dude. That's so good. I think, also, what a lot of people may miss in what you just said is ... You know, supreme belief in not only your product, but in yourselves. You talked about, inside of that, you just said, you know ... just being confident in your follow-up. Confident in the close. Confident in the reorder. You guys knew you had a good thing. You knew you were really good. It takes balls to go into the red. Especially, like you said, at one point you were really low on cash, before you even went all in, like, pot committed.
Aaron Hinde: We almost went BK at least 12 times. Most people don't understand the burden when you've left a lucrative profession, you literally push all in, you're heavily in debt. I was over a half million dollars in debt, between my student loans ... $230,000, and my property went into something ... I was taking zero income for a couple of years. Basically, running out of cash and not quite getting the traction you thought you would get, and having friends and family members that you hold very dear, that gave you money, and invested in you, and had a certain level of confidence in your vision. Having employees that have bills that they have to pay. Then looking at the bank account and going, "Oh, shit. Literally, we are not going to make payroll in the next few days unless something comes in."
Jason Phillips: What does that do? There are so many people listening to this, and ... A lot of the audience here is nutrition coaches, but ... we can learn from business owners that have been successful, like yourself, no matter what the realm. We're all going to have trying times. Everyone knows my story. I was literally overdrawn on my bank account when I feel like I finally found success, which is ironic. What is it that you learn about yourself in that time? What is it that enabled you to push through and not give up, not go bankrupt? What's going through your head at that point?
Aaron Hinde: Ultimately, I truly believe that there is a divine plan. That there's ... Everything is happening, in life, like Tony Robbins says ... it's happening for you, not to you. All the successes and failures of the past, all the trials and tribulations, are all leading up to this moment that we're living called the now.
Aaron Hinde: Every time, we would almost go under, and then something would come through. A new investment check would come through, or a new purchase order would come through, or we'd have a big e-comm day, or something, where we were able to handle that challenge, and that burden. Sorry, this alarm is going off.
Jason Phillips: No worries, dude.
Aaron Hinde: That gave me more and more confidence, and I think it really gave Orion confidence, because I was always ... I grew up with a religious family, and so I've always kind of had a faith-based outlook on things. With Orion, because he saw it happen over and over again ... I think he really started getting on board. Like, "Look, we are going to make it. It's just a matter of executing, and being accurate in our thinking. Let's create some traction. Let's create a sell story. Something that we can leverage. Something that we can scale." Just continually moving forward, moving forward, moving forward. Making your big mistakes off-Broadway so it doesn't sink the ship. Too many people want to go straight to Broadway, and then they spend everything they've got, and they push all in, but they were inaccurate about X, Y, and Z, and then they go belly-up. Make your mistakes small, so you can survive them, and learn from them, and move forward. As you continue to grow, you're just smarter about your decisions. I think that's the key to success.
Jason Phillips: Yeah. Dude, I completely agree. One of the things I'm fascinated about is ... You guys are ... I don't even know how big you guys have gotten, but I know it's huge. You think back to the days when it was you and Orion, and you were basically wearing all the hats. One of the really key things, I think, inside of growing an empire-sized business is understanding scale, understanding how to hire appropriately, understanding how to expand appropriately. I know you guys have utilized Raj, and lots of team-building type things, but ... what is it that's enabled you to create this culture that people seem to want to be a part of, but not even just that, people seem to want to work so hard for? Every event I've been to, if I meet somebody that's working for you guys, they're just a fucking great person. How have you guys built that?
Aaron Hinde: Yeah. Great question. It's a special, unique group of individuals that take extreme ownership for what they're doing and the brand. The brand is not the products. The brand is every interaction that you have with all of our staff. At events, from our shipping and receiving department, and accounting and finance, to our sales reps, to our field marketing people. That is the brand. The fact that you're having those types of experiences with our people helps support exactly the type of culture, and the type of people we're trying to bring on board.
Aaron Hinde: Part of it is, don't settle. When you're bringing on team members ... We have 72 employees right now. 72 team members. That means every single one of us is 1/72 of the brand. Take that very seriously, and make sure that ... I think, if I have to distill down to one concept, it's alignment. Henry Ford has got a quote that says, "If everyone is moving forward together, success will take care of itself." If everyone is moving forward together, success will take care of itself. To me, that is an alignment issue.
Jason Phillips: Agreed.
Aaron Hinde: Making sure we're all in alignment from a cultural perspective, first and foremost, to what we're trying to achieve on a quarterly and annual basis. You mentioned Raj. We try to gameify, and ... and hold people accountable for, you know, "What exactly are you going to get done? How does that contribute to the overall vision and goals of the company?" We just finished a quarter with an 86% completion rate on our quarterly goals, so we're going to do something fun for the entire time. We've got our big retreat, where we bring everybody out in September. We've rented five massive houseboats, and we're going to be out jet-skiing, and wakeboarding out on the lake, and having some great speakers come in to engage at the early part of the day, before we cut loose and have fun.
Aaron Hinde: Creating that company culture, I think, is the biggest thing. That leads to higher retention. That leads to more, you know, a fanatical type of following. That leads to the extreme ownership that you are experiencing at events.
Jason Phillips: It's really interesting, man. I think that the very first thing you said in that was so key. That every single employee is the brand.
Aaron Hinde: Yeah.
Jason Phillips: I look around, and ... Obviously, we're in the nutrition coaching space and in the education space, and I think so many people in the coaching space want to think that their coaching, their programming, or the macros, or whatever the fuck it is ... they want to think that that's the brand, when in reality, the brand is them. It's their interaction. It's their engagement. I actually would agree with you, man. The reason you guys have found so much success is because ... just like when I asked that question ... every single time I interact with you guys, whether it's coming off stage at FBS and having Kenny Santucci just, you know, give me a can of FitAid, and be like, "Bro, that was fire," Or whether it's seeing you, or whether it's, you know, fucking seeing whoever at a small throw-down ... It's always good people.
Jason Phillips: That's always indicative of the culture you guys have built, so ... I love that, and I think that anybody listening right now ... if they don't understand that they themselves are the brand, not the their product, not their service, not their fucking t-shirt, not their coaching ... They themselves have to be the brand. They have to live the brand. I think that's huge.
Jason Phillips: Dude, obviously, to create success you have to be a strong person. I don't know how many people realize ... You mentioned it earlier. You left a lucrative career. You were a chiropractor. It takes a strong person to walk away from a successful business there to go all in on a chance. Walk us through the thought process, dude. What even compelled that action, and then, when you're kind of hitting that, "Oh, shit," Panic type button, like, "Fuck. We're about to go bankrupt."
Aaron Hinde: Yeah.
Jason Phillips: What's the strength and the mindset? First, what is the decision? Second, how are you always strengthening your mindset? By the way, I'm so jealous that I keep hearing waves. I'm so jealous right now, bro. Yeah, dude. Tell me about that mindset piece.
Aaron Hinde: Well, yeah, to put things into perspective, I was a sports chiropractor for 10 years. I'm not trying to toot my own horn, I'm just ... I wasn't an average chiropractor, or a struggling chiropractor. From year one to year 10, I never brought in less than 350K. The reason I was able to generate that kind of income as a solopreneur is because I did really good work. I had a referral-only based practice. 31 new patients every month by referral.
Jason Phillips: Damn.
Aaron Hinde: I worked great with the medical community, physical therapists, pain management, orthopods, neurologists ... I had a great ... I just took a different approach to it. It was a very abundance ... Now that I look back on it, I didn't know what the term was at the time, but it was more of an abundance mindset to practicing, versus scarcity, which is ... a lot of practitioners out there are in a scarcity mindset. It affects their decisions, and how they're treating people, and so on and so forth.
Aaron Hinde: To leave that was a big challenge. I know I couldn't have done it if it wasn't with the support of my wife, and I think part of the decision is, when I'm practicing, on a busy day, maybe I see 40 people, 45 people, or something like that, and I'm swamped. That's the max I can do with the type of work that I was doing. That's cranking for eight, nine hours.
Jason Phillips: For sure. For sure.
Aaron Hinde: I always had something bigger in mind. I was always ... In my mind, ever since I was a little kid, was like ... I knew that I wanted to do something that made a major impact, right? I was making a major impact in my town, in Santa Cruz, but the impact is only so big. It's only to the tune of 3,000 people a year. After 10 years of practicing, and kind of perfecting my craft, I was like, "I'm kind of at the peak right now. I don't know how much better I can get at what I'm doing. I don't know how many more people I can see." Everything was kind of maxed out. For me, I've realized that I have, basically, a 10-year cycle in me, where I can go at something, I look to master it, but after 10 years, if I'm starting to hit a plateau, I need something different.
Aaron Hinde: That longing was there, and it was really ... it was ignorance and stupidity, more than anything. It just chokes me up every time I think about what I did, and what I put on the line, and what I sacrificed. What we both sacrificed, with families, and debt, and all that we had. That's why it's so much easier to be an entrepreneur and push when you're 18, 19, 20, 21, 25, whatever. Before you're married. Before you have kids. Before have debt, and have kind of gone down that path. If you strike out, you miss, big deal. Right?
Jason Phillips: Sure.
Aaron Hinde: You've got nothing to lose anyway, and you can start over.
Aaron Hinde: I think another part of it was ... I had already had some pretty big challenges in my life, and I bounced back from them, so I knew that, look, if I did take a major hit, I'm resilient, and I can come back. It was a combination of just ignorance, and I guess ballsiness, and then really just faith that this is the calling, and it's going to work out.
Jason Phillips: Dude, that's amazing. I think just hearing that vulnerability ... people need to resonate with it, because I don't ... It's taken me 15 years to create any appreciable amount of success. I'm sure you had your years as well. I'm sure you could count them up. I think that a lot of people look to somebody like yourself and they're like, "Oh, this FitAid thing, it just happened out of nowhere." Little do they know ... I mean, I didn't even know, dude. You guys had almost gone bankrupt, like, 10, 12 times.
Jason Phillips: People don't ever see that side of things. Like I said earlier, there's a lot of entrepreneurs that listen to this. Probably inside of the coaching space, but either way, I think that you've got really solid advice to a lot of entrepreneurs. If there's someone that's listening right now, and they're like ... they have an idea. What would your advice be today? They're like, "Aaron, I'll pay 100 grand for a one-time consult." What's the advice?
Aaron Hinde: Yeah. Well, the number one thing, if I had to distill down one piece of advice that I could give to the audience, that I think hits lots of different categories, is ... you have to be accurate in your thinking. I mentioned it early. Accurate thinking comes into play when you're dealing with your product or service. The development of it. The packaging of it. The marketing of it. The timing of it. How many products have been brilliant ideas, and they were just too early to the market, and they completely failed. Only four or five years later, another company pops up and hits it out of the park. Timing is important.
Jason Phillips: Well, dude, I remember Gary Vee saying Uber hit it at the right time.
Aaron Hinde: Yeah. Absolutely.
Jason Phillips: Uber was, like ... had they been ... Five years earlier, there was some other cab company that completely shit the bed.
Aaron Hinde: Yeah.
Jason Phillips: Literally, same thing. Then Travis comes out with Uber, and they're, what, a couple-billion-dollar company. I completely agree on the timing.
Aaron Hinde: Yeah. 53 billion I believe, now. Something ridiculous.
Jason Phillips: Yeah. Just a couple, dude. No big deal.
Aaron Hinde: Yeah. Just a few.
Aaron Hinde: Yeah, accurate about the pricing structure. Accurate about your margins. Accurate about how many people will be purchasing your product, or the turn. Accurate about who you're partnering with in business, if you're partnering with somebody. Accurate about the financial needs that are going to be required to execute.
Aaron Hinde: You've got to look at everything objectively. Any time I'm meeting with entrepreneurs, which is pretty frequently these days, and they're showing me their numbers and stuff, and it's like, I can almost immediately go to where I think the inaccuracies are. I say, "Well, why are you making that assumption? Your numbers are showing this, but you're assuming this. There's some inaccuracy there." I try to identify for them the ship sinkers. The things that I think, if you're inaccurate and remain inaccurate here, it's going to put you out of business. You take a lot of little minor hits, and you're going to take a lot of bumps and bruises, but what you want to avoid is the things that sink the ship.
Jason Phillips: How does a former chiropractor learn that? I don't know if you went to business school. I guess I've never asked you. I would argue your real-life experience is probably more pertinent anyway. At what point were you like, "Yeah, I know the human body. Yeah, I can adjust you. I can make you better at sports," But you're like, "I have this fucking skill where I can identify the shit that's going to tank my own business, and move my business forward." Where did that come from?
Aaron Hinde: One thing I've realized over the last eight years is I'm actually a good salesman. I never considered myself a salesman before, but I've obviously developed that skill over time. That's been very helpful. I think that's why, when you look at the Uber entrepreneurs, from like, an Elon Musk ... Not only is he a brilliant engineer and visionary, but the guy is a brilliant salesman. That's where the, I think, ultra-success will come on, is where you combine that salesmanship with whatever your core competency is.
Aaron Hinde: A lot of it was curiosity. I just started reading. The interesting thing ... A lot of things ... People assume that my chiropractic background didn't carry over into LIFEAID from a business perspective, but actually, so many things that make a small business successful will make a growing, medium-sized, large business successful. Basic stuff.
Jason Phillips: I completely agree with that.
Aaron Hinde: Treating people the way you would want to be treated. The golden rule. The most basic thing. Being open and transparent. Delivering a great quality product or service. They're relevant in both worlds. Basic marketing, and business savvy ... so many things that I learned during that 10-year period really did help carry over and translate. The things I was very deficient in, Orion happened to be very good at. It was a good balance.
Jason Phillips: Dude, you and I, any time we talk, we always get back to the self-development kind of scene. I feel like you and I align a lot in that. You've mentioned Tony Robbins a few times. Where do you feel like your self-development came into play in the beginning, and obviously, as you guys continue to evolve, I have to assume self-development is a big piece. Speak to that, man. Where do you think everybody listening should be, with inside of that?
Aaron Hinde: Yeah. Where I got mine, personally, was, now a very good friend of mine and advisor, Ben Altadonna, who is one of the biggest practice coaches in the chiropractic space. Him and I had became friends. I went to a couple of his seminars, where I was exposed to Dan Kennedys of the world, Robert Chaldine, several others. I think I may have saw Tony at his even first. But it's where I'm like, "Holy crap. These guys are really resonating. This is exactly where I want to go." Regardless of where you're at in your personal development, if you're looking at, you know, what are your three-month objectives for yourself? What's your one-year objective for yourself, for your own development? Look at who's out there, that has credibility, that's kind of in alignment with what your next step needs to be.
Aaron Hinde: When I went out ... and I know you met with Gary Vee as well. Gary is a great guy, and a phenom, and he's created this [inaudible 00:31:51] atmosphere around himself. What I realized, once I went out there and met him, and I met with his team ... he is really attractive, and really appealing for beginning entrepreneurs. For where I was at, and everything, it just kind of reinforced all the stuff that we're doing, but I didn't get any real a-ha moments out of it.
Aaron Hinde: Aligning with people that are where you want to be next ... and that's okay that that's going to change over time. You might be a Gary Vee for multiple years, and then you start resonating with someone else. You're continually up-leveling and evolving who are your personal mentors are, based on ... what are the next steps you need in your own personal growth and career?
Jason Phillips: Dude, it's funny. Everyone listening right now that knows me, knows that you just described me to a tee, bro. I was Gary Vee through, and through, and through. I still love Gary, but I think I just said recently, on a podcast, "I can't even tell you the last Gary video I watched," Because, like you said, it's very beginning ... I actually had a call with a client today ... The hustle and grind mentality ... You remember the hustle and grind days, but I think that ... You guys have achieved a very high level of success, and to get to the next level of success, you'd probably agree, it's more of a structured hustle and grind today than it was 10, 12 years ago.
Jason Phillips: I remember the fucking sleepless nights. I remember being gone 37 weekends in a year. I also know that if you asked me to do that next year, I probably wouldn't be willing to do it again. If I was back to square one, of course, I would scrap, but ... now I would tell you that me going back to being gone 37 weekends is actually going to detract from my business, not add to it.
Jason Phillips: I like that. I like that constant evolving of finding mentors that evolve with your needs, man. I don't think I'm going to be the right coach for everyone their whole career, but I think I can coach a lot of people at specific times in their career and make them really successful.
Jason Phillips: That's beautiful, dude.
Aaron Hinde: Yeah. It really even ties back to what we were just talking about. When I was a chiro, knowing when to hand a patient off to pain management, or PT, or god forbid, they needed to get surgery ... Knowing when to keep them, and continuing the progress. Just having that awareness about yourself, and your skill set, and what you need, or what you can deliver and give, and not, you know, over-promise and under-deliver. Always continually be evolving and looking to up-level yourself. It starts to come naturally.
Aaron Hinde: When you're aware of certain things, your brain ... energy into existence, like, "I want to become a better marketer." All of a sudden, the marketers that are resonating with you will start becoming more apparent. You'll see them on Instagram. You'll see them on Facebook. You'll start getting snail mail from them. All of a sudden, it's like, "Oh, okay. This is where my path needs to go."
Aaron Hinde: I think being in tune, kind of opening up our minds and being very in tune with, you know ... where is our path leading us right now? Being open to that, and really pushing our energy towards that, and continually evolving and developing.
Jason Phillips: Dude, I love it. I love it. Bro, that's an amazing insight as to where we're at today. My question is this. You've built and created a lot of success. In my opinion, I look at FitAid and I'm like, "Fuck. You guys are probably just scratching the surface." What does the future have in store for us, man? Where does LIFEAID go? Where does FitAid go? Inside of that, where does Aaron go? Where does Aaron the entrepreneur, Aaron the father, Aaron the husband ... How does all that continue to evolve?
Aaron Hinde: Yeah. With LIFEAID, we're going to keep pushing forward. We continue to build out a great team. Our stated goal, even before we even had a product, was to get our kids' generation off the high-sugar, high-caffeine, artificially-laden sports and energy drinks, and by doing that, I think we can become the next billion-dollar beverage brand. We're not stopping until we hit that. Eye on the prize.
Aaron Hinde: We want to change the landscape, change the expectations, and hold these companies accountable that have literally been poisoning our kids for years. You give a kid a Big Gulp with 70 grams of sugar ... that's the exact same amount of sugar that, if you go in and get a diabetes test, a glucose tolerance test, that they're going to give you to drink and watch your blood sugar spike.
Jason Phillips: Yeah.
Aaron Hinde: We literally have been poisoning our generations, right? We need to get away from poisoning and back to accountability, and sensibility, and eating clean, and eating healthful, and that kind of thing. That's the LIFEAID vision.
Aaron Hinde: Where does LIFEAID evolve to, with technology and stuff? I think the future is ... I'm going to get a little out there for a second ... We will have sensors, with the internet of things, in our body, that will be relaying information, in real-time, to a 3D printer at home, that will have nutritional components that will basically be printing whatever supplementation our body needs on a day-to-day basis. I would love to see LIFEAID, over time, evolve to be a leader in that space.
Jason Phillips: Dude, that's some R and D right there.
Aaron Hinde: Yeah.
Jason Phillips: That's rad. What about personal growth, man? Personal evolution. Again, I attribute the success to you and Orion being visionaries, but also just fully committed. Dude, I remember seeing you guys in Vegas at 1:30 in the morning, or maybe it was ... I think it was like fucking five in the morning, and you guys were supposed to be going to a Spartan Race, and you were like ... you were just hustling it. You're like, "I was out late last night, and ... "
Aaron Hinde: We did make it to the race, and we were out slapping cans in hands with no sleep. Now, I do not do that anymore. I make sure I get to bed, and I don't really drink much on the road. When you're first going, life on the road is so exotic, and ...
Jason Phillips: It's nuts, dude.
Aaron Hinde: ... quasi-fun, and then that gets old really, really, really quick.
Jason Phillips: Fuck yeah, it does.
Aaron Hinde: I'm sorry. What was the question?
Jason Phillips: The question is, where do you see yourself-
Aaron Hinde: Oh. Personal development.
Jason Phillips: Yeah.
Aaron Hinde: Yeah.
Jason Phillips: I think you guys are so ... You guys are the reason the brand has been built and has evolved to where it is, but ... I think if you want that LIFEAID vision to extend to 3D printers with supplements at home, clearly there's some evolution inside of you. Where do you feel like you need to evolve or want to evolve?
Aaron Hinde: Yeah. Look, I'm going to continue to work on my skills as an entrepreneur, and as a manager, and really work to help develop the people around me. I really look at my role, now, as a facilitator. What tools do I need to provide to the team to have them be successful in what they're doing?
Aaron Hinde: I'm constantly looking, as Stephen Covey says, to sharpen the saw. I used to just consume basically everything that was put my way, from books, to podcasts, to ... Now I'm a little bit more selective on what I'm consuming. I'll even go through periods, now, where I'm not really consuming much at all, but I'm kind of reflecting, and writing in my iPhone, or writing in my notebook, and putting thoughts on paper around ... what is my personal programming? I don't want to call it negative programming or positive programming. It's just programming, based on my experiences and my childhood, around money and wealth. What are my personal ego hangups? How can I be a better father or a better husband? Because things suffer.
Jason Phillips: For sure, dude.
Aaron Hinde: Anybody that's got their business out there, they know that as you're building, and you're so focused on one thing, other areas of your life definitely suffer. That's another mindset shift that I'm trying to make. I've taken these abundance principles in business, but why am I not taking abundance principles in my own personal life? Meaning, just because there's 24 hours in a day does not mean that you cannot be successful in every aspect of your life. Yes, there's always time limitations. Everyone is bound by those. At the same time, if I can put focused, concentrated effort, even for five or ten minutes a day, towards something, towards connecting with my son or daughter, or putting 25 minutes in at the gym and getting in a CrossFit workout, or whatever it is ... Time is not an excuse. It's really concentrated effort.
Aaron Hinde: I'm trying to make that mindset shift to be abundant in all aspects of my life, professionally and personally, and then really observing when my ego comes into play. I don't want to get reactive about things based on my ego getting hurt versus what is best for our people, or the business, or wherever I'm being challenged.
Jason Phillips: Dude, I love that. I think that the fact that you can extend that abundance mindset into every facet of life is why you're so successful, dude. I know that since we've met, I've looked up to you just as a friend, as a mentor, as ... Dude, you've been there for me when I was fucking flat broke. I remember talking to you about things. As I've continued to succeed, you've always been a guiding voice for me as well. That abundance mentality definitely carries over into your life, and it's evident why you've created what you've created.
Aaron Hinde: I appreciate that. It's a constant struggle, though, bro. It's a constant struggle.
Jason Phillips: It always is, though, you know?
Aaron Hinde: What I've realized is ... I was just talking to an athlete last night who is a coach at CrossFit Kauai, and friends with Jerome, who is the original CrossFit gym owner in Kauai ... who's staying at my place right now. She's talking about when Sarah Sigmon's daughter came to the island, and this and that, and I was talking to somebody the other day about ... Gosh, who was it? Somebody quasi-famous. Maybe it was Gary Vee, actually. What I said to both of them was, like, "They're just a dude." Or, "She's just a chick." Meaning, we're all just dudes and chicks cruising around, trying to do the best we can. The more we put people on pedestals and think that they're godlike, the more we're going to set up for disappointment.
Jason Phillips: So true.
Aaron Hinde: That doesn't mean we can't look up to people, and people aren't crushing in different areas, but it is a constant struggle for 100% of the people. I will guarantee you that. It takes work and effort. Nobody has it completely figured out. Including myself, first and foremost.
Jason Phillips: Yeah. I think that that understanding is necessary. Obviously, the humility and remaining humble is necessary where we are. You look at guys like Andy, you look at guys like Gary ... I think Gary is the first one to point out all of his flaws, and that's why he continues to succeed. He also ... I think it's also important to understand those flaws, too. I think that you probably tend to operate inside of your scope of genius, and you outsource the rest of your shit. That's something I've really learned to do as well. There's a lot of shit that I suck at, man. I just try not to do those things. I let other people do them for me. I also know there's one or two things that I'm really good at, and I try to stay inside of those.
Aaron Hinde: We could have a whole podcast just on that subject.
Jason Phillips: Dude, we probably could. Man, you're in Hawaii. I don't want to take up more of your time. Before I ask you the last question, where can people find you? Where do you want people to check you guys and the brand out?
Aaron Hinde: Yeah. Appreciate it. The website is always a great resource. lifeaidbevco.com. Our Instagram handles, our most popular social ... Each of our products has their own Instagram handle. Our biggest is FitAid. @fitaid. Me, personally, is just my name, on all platform. Aaron Hinde. Double-A.
Jason Phillips: Awesome, brother. Awesome. Dude. This is the All In podcast, and I believe that to create success, as you have done a couple times in your life, you have to go all in on something. Everybody listening to this right now, from the words of Aaron Hinde, what do they need to go all in on?
Aaron Hinde: Go all in on yourself. It's the one variable you can always control.
Jason Phillips: I love that. I love that. Dude, when this podcast finishes, and we have thousands of episodes, I think I'm going to have a sound bite of all thousand-plus guests literally saying, "Go all in on yourself." I'm just going to, like, fucking sync them up together. It's really fascinating. We tend to have successful people on here, and everyone has realized the key to unlocking your fucking power is going all in on yourself. But then, everybody has their own unique reason for it, which has become really ... It's not what I meant, but it's become really cool.
Aaron Hinde: Right on.
Jason Phillips: Dude. I love it. Bro, go enjoy Hawaii. I appreciate every minute of your time. I appreciate everything you have always done for me, and just being there as a friend and mentor. It means the world to me. I'm super stoked to publicly acknowledge it. I'm stoked to tell the story of what you guys have built. More importantly, I think ... FitAid is a phenomenal product, but I think as people get to hear what lives behind the product right now ... hopefully people become even more invested in that brand. I look at you guys ... Every time I consume a drink, I'm not just consuming a FitAid, I'm consuming and becoming part of a movement, and a lifestyle, and that excites me even more than just proper hydration and recovery. I really hope that people can appreciate-
Aaron Hinde: Oh, man. I appreciate that. That's awesome. Thank you, brother.
Jason Phillips: Yeah, dude. Just hearing the story of wanting to end that childhood sugar craze ... that's a movement that people can get behind, man. It's something near and dear to me, as well. Bro, I appreciate you. I hope you have the best day, and I'm sure a lot of people definitely will echo my sentiments in that appreciation.
Aaron Hinde: All right, brother. I appreciate you, as well. Take care. Have a good one. Thank you.
Jason Phillips: All right, my man.
Jason Phillips: Hey guys. Jason here. I just want to take a minute and thank you for taking the time to listen to this podcast. It truly means the world to me that you take time out of your day to spend it with us. It would mean the world to me if you would actually subscribe to us here on iTunes, and also head over to our YouTube channel and subscribe to us there. Obviously, that allows us to bring in sponsors. It allows us to keep growing, spreading the word, creating impact like you know we're about. Other than that, guys, please feel free to send me a message @in3nutrition on any of the social media platforms. I can't wait to connect with you.
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