The Livewell Collective - November 2019

NOVEMBER 2019

BOUNCING BACK FROM TURKEY DAY

I’m not going to lie. My family and I go hard on Thanksgiving. As a business owner, it’s the one holiday where I really let myself put work out of my mind and just be in the moment with the people I love — which means plenty of eating and drinking! Ironically, this has led to my own beverage becoming a very important part of my holiday tradition. Let me explain. Here in this newsletter, we tend to focus on the fitness function of O2. We’ve written plenty on how its oxygenated formula helps the body recover after a hard workout— but that’s only half the equation. The same oxygen-rich formula works to help the liver recover from the punishments of, well, overindulgence.

Thus, after the turkey and stuffing have been devoured and the glasses emptied, I always end the night with a can of our own product — and then another one in the morning. If you plan on waking up with more than just a tryptophan hangover, I highly recommend giving this tradition a shot. But, even if you don’t plan on needing any help getting up on morning after Thanksgiving this year, many of your members might need that extra boost. Many gym-goers are likely aware of O2’s workout recovery benefits, but highlighting this added little “bonus feature” could be a great way to keep them thinking about you over the holidays — and boost your retail sales. Have your coaches remind members that if they want to stay active after the big feast, this little life hack can make a big difference. Heck, I’ve seen affiliates build whole sales around this sort of thing. Much like grocery stores, leveraging holidays can be a perfect way to give members a little something extra while upping your earnings (more on this idea inside). Why not play into the whole theme of gratitude and give away some cans? It’s an easy way to say “thank you” to your members and keep their mind on fitness as we approach the holiday slowdown. Heck, they may even bring up your act of generosity at their feast! If I said it once, I’ve said it a hundred times: O2 was almost an act of selfishness. Growing up as a young CrossFitter who worked hard and played even harder, it was the drink I always wanted. In those days, I needed to bounce back from a workout or a night out in equal measure. I may not party as much as I used to, and work has cut into my gym attendance, but come this time of year, I’m always thankful for O2’s original vision.

O2’s co-founder, Dr. Dan, says it best: “Normally your liver is doing just fine on the blood that is supplied to it.” But he points out that there are certain situations where the liver can use

“some extra help.” According to the good doctor, a prime example of this is “when there is a large number of nutrients and/or toxins

being deposited through it at once (i.e., a mammoth meal — think Thanksgiving dinner, competitive

eating, a night of binge drinking, or ingestion of a bunch of supplements/ pharmaceuticals).”

Essentially, O2 helps the liver work through the extra punishment that comes with Thanksgiving or a night on the town.

Feast responsibly,

–Dave Colina Founder, O2

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3 TIPS FOR EVERY BUSINESS LEADER EXECUTE STRATEGY

“To me, ideas are worth nothing unless executed ... Execution is worth millions.”

–Steve Jobs

Anyone can take this advice to heart, whether you’re a stay-at-home parent or the CEO of a Fortune 500 company. Ideas are easy, but no one becomes successful because they had a great idea. Success comes from putting that idea into action. Being able to execute a plan is a skill every business leader needs. Here are three steps to help you improve your execution. 1. DITCH PERFECTION Have you ever watched a behind-the-scenes featurette of your favorite movie? Some of the most successful films were all but unrecognizable in their early phases. In fact, a lot of early concepts are terrible. Look up the original designs for Woody in “Toy Story” to see for yourself. Fortunately, rather than wait for the perfect script, creators executed their visions and make changes as needed. Putting off action in favor of creating the perfect plan or strategy leads to stagnant business. Successful people know that plans take many shapes before they reach

MORE THAN A SALE

BEYOND THE HOLIDAYS Even during months that don’t have as much to celebrate, you can still find something to tie a sale around (look at what mattress stores have been able to do with Columbus Day). Retail stores do this all the time with anniversary sales, back-to-school specials, summer savings, etc. There are endless ways you can spin “just a sale” into something members will want to participate in. Think about it. When’s the last time your local grocery store had a sale “just ‘cuz?” Chances are that sales are meticulously tied to a larger event or idea, no matter what time of year it is. As we head into 2020, now’s a great time to workshop ideas for your next big retail push!

If you’re a longtime reader of “The O2 Observer,” you’ll know we love grocery stores. While they may be a boring destination for errands, they’re also the perfect study of how to maximize your retail operation. With holiday decorations on display and end- of-year sale signs everywhere, now’s the time to break out your notebook and learn how to leverage these techniques like a master. SALES AND CELEBRATION We are emotional creatures — we want to feel like we’re a part of something bigger, even when we’re just grabbing an O2 for the road. This is why sales designed only to clear out inventory fall flat. Even if you do need to make room for more stock, you should always tie sales to events. This is particularly easy during the holiday season. THEMING IS EVERYTHING Dropping prices isn’t the only way to get people excited about a sale. Using thematic language and holiday-appropriate gimmicks, you can transform your members’ retail experience into something special. Show your gratitude to members with discounts this Thanksgiving or gift swag bags with major purchases for Christmas. Help members reach their New Year’s resolution with deals on dietary services. Want to play into the romance of Valentine’s Day? Time to think up some two-for-one specials. That added layer of celebration can work wonders.

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their final form. Don’t jump into something without a clear plan, but don’t be afraid to define your strategy as you go. There’s a reason audiences won’t be flocking to theaters to watch the latest galactic adventures of Luke Starkiller this December. 2. BE METHODICAL While you shouldn’t wait for the perfect plan, you shouldn’t be flying in blind, either. You can be too energetic about execution. Make sure everyone involved in a plan knows their responsibilities. Confusion will torpedo any strategy faster than you can say, “Who was in charge of this?” The Harvard Business Review states, “Having the discipline to organize people, assemble resources, and then generate a plan that others can commit to will collectively improve execution.” 3. EVALUATE, EVALUATE, EVALUATE We’re not saying you should micromanage your team, but you do need to be checking in on a regular basis to evaluate progress on your plan. Schedule monthly or quarterly meetings to go over the strategy. This is where you look for any changes that need to be made and refine the strategy. A smart strategy feels reassuring, but learning to execute a plan is the only way to make progress. The best business plan in the world is worthless if you never follow through. ND KILL STAGNANCY

A PART OF SOMETHING DEEP RIVER FIT’S PHILOSOPHY

You’re browsing the menu at your local upscale restaurant when a cocktail catches your eye. Printed on this list of drinks is a bourbon concoction named after your gym. Sound too good to be true? Well, if you’re ever eating at the Hu Hotel in Memphis, order yourself a “Deep River.” When James Lancaster opened Deep River Fit earlier this year, he knew it had to be something special. “I’ll be honest. When you open a gym, you have to take a stance,” he says, reflecting on opening his CrossFit box earlier this year. “I wanted a certain atmosphere that was competitive but welcoming,” James explains, adding, “I want our members to represent the city of Memphis.” This idea of representation has been a huge part of Deep River Fit’s success. They’ve partnered with local businesses, like Dr. Beans Coffee Roasters and High Cotton Brewing, to give their members incredible perks — but according to James, the strategy goes beyond discounts. “People want to be a part of something bigger than themselves,” he says. “They want something more than power cleaning on black mats … Cool perks and discounts in town make them feel represented.”

SWEET POTATO PANCAKES

This philosophy is the product of nearly a lifetime spent at gyms. An avid athlete his whole life, James was a linebacker for the University of Central Arkansas Bears until a knee injury landed him on the surgeon’s table. After rehab, he still felt like he wasn’t finished with his athletic

INGREDIENTS

• 1 medium sweet potato, roasted and cooled • 2 large eggs, beaten • A dash of cinnamon (optional) • A dash of allspice (optional) • Cooking spray

For the Topping • 1/2 cup 2% Greek yogurt • 1 tsp maple syrup • A dash of cinnamon

DIRECTIONS

career. He worked in gyms, speed and agility centers, and ended up going to CrossFit regionals along the way. Many of the athletes he trains begged him to open his own gym, and on June 3 of this year, James finally caved. With over a decade of experience, James has a lot of wisdom despite how young his box is. On the subject of retail, his advice was on-point. He told us, “Man, just have your products available. Keep the fridge full!” Members were more excited to buy products when they were well-stocked. He insists, “You need to have options — almost like it’s a shopping experience … It goes back to people wanting to be a part of something. A good gym is more than just barbells. Create an atmosphere however you can.”

1. Place sweet potato in a medium bowl; remove peel and mash. Whisk in eggs and spices (if using). 2. Heat a griddle pan over medium-high heat. Coat it with cooking spray (or use oil or butter if you prefer), spoon out 1/4 cup of batter onto the griddle, and let cook 5–7 minutes. 3. This is the tricky part! These pancakes do not bubble like typical pancakes, so you have to really rely on the timer. It helps to use two spatulas to flip so they stay together. Once you’ve flipped, cook for another 3–5 minutes, remove, and serve. 4. For the topping, mix yogurt with cinnamon and maple syrup. Spoon over pancakes.

NUTRITIONAL INFO

Yield: 1 pancake | Calories 350 | Fat 13g | Protein 26g | Carbs 34g | Fiber 4g | Sugar 17g | Sodium 230mg

Thanks, James!

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Page 1 O2 at the Thanksgiving Table? Yes. Page 2 Execution Is Greater Than Strategy Why Sales Fall Flat Page 3 2-Ingredient (More or Less) Sweet Potato Pancakes Have a Cocktail With Deep River Fit Page 4 Is Going Green Good Business?

‘BUSINESS LESSONS FROM A RADICAL INDUSTRIALIST’

HOW TO GET RICH WITHOUT HURTING THE PLANET

As awareness about the global impact of climate change rises, consumers have started to vote with their dollars for companies that offer greener, more sustainable products and practices. Slowly, that groundswell has caused businesses to shift their priorities and take steps to track and reduce their environmental impact. But long before the green movement began in earnest, there was Ray Anderson — one man who decided to flip the script.

In 2009, Interface created and sold over 83 million square yards of carpet without negatively impacting the planet or losing revenue. Anderson chronicles his journey from point A to point B in his book, “Business Lessons from a Radical Industrialist.” According to Inc. magazine, Anderson, who passed away in 2011, was considered “the greenest CEO in America.” His company mastered sustainable innovation, and its patents, products, and processes are revealed in his book, which is as much a guide for entrepreneurs of the future as it is for those of the present. One reader on Amazon reviewed the book as “Inspiring,” writing, “If only the world had more Ray Andersons. The fact that he turned a company reliant on the use of petrochemicals for the production of its core product into [a company] with sustainability as its core ideology and was able to improve his profits is outstanding. Any and every company can learn something from this book.” If you’re trying to lessen your business’s impact on the planet and tap into a market of environmentally conscious consumers, “Business Lessons from a Radical Industrialist” is the place to start.

In 1994, Anderson was 60 years old, the CEO of the modular

carpet company Interface, Inc., and no more environmentally aware than his contemporaries. But when his customers started asking about the environmental impact of his carpets, he dropped into the rabbit hole of environmental research and emerged a changed man. He had a new goal for his $1 billion company: It would take nothing from the earth that the planet couldn’t replace.

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