LifeAide Maintains Gym Loyalty
Share
A story about how beverage company LifeAide supported their original gym partners during the COVID crisis while experiencing retail success.
"LifeAide is based in California - they're a beverage company that makes healthier alternative drinks for athletes who might otherwise grab a soda post-workout. They've been around since 2011 and they're doing fairly well during the crisis. Their distribution channels through Amazon, Walmart, and major retail partners have been blowing up.
The company originally grew by partnering with local gyms, and all those original partners have since closed due to the crisis. But LifeAide made the decision not to turn their back on those original partners. Instead, they're investing their unexpectedly high revenue from Walmart, Target, and Amazon to create partnership and affiliate programs with these gyms to help keep them open through the crisis.
The founders of LifeAide say they wouldn't have gotten to where they are today without those original smaller partners, so they feel a deep obligation to them during this difficult time. It's a cool story of both how business distribution works and which channels are rewarding right now, but also how a community can come together in moments like this and help each other out."
Conor Grant
Conor Grant is a former writer and managing editor for "The Hustle" and now a newsletter writer and editor for the Wall Street Journal. He enjoys to write about business, science, people, and the strange ties that bind them all together.