| Name | Title | Contact Details |
|---|---|---|
Joshua Fogarty |
Associate Vice President, Assistant General Counsel, Privacy and Digital Legal | Profile |
Brian Newman |
Chief Financial Officer | Profile |
Rachel Caldwell |
Senior Vice President & Chief Counsel, Pharmacy and Consumer Wellness | Profile |
Gianna Vallante |
Senior Manager, Strategic Planning | Office of the CFO | Profile |
Robert Melstein |
Chief Marketing Officer | Profile |
As fate would have it, the founders of LifeAID first met in a Box in Santa Cruz, California in 2010. At that time, the Box was called CrossFit® North Santa Cruz which later changed to Maxim and today is, CrossFit® Scotts Valley. Orion was a Certified Financial Planner in town and Aaron was a Chiropractor who happened to work with many of the local athletes. From this meeting, a friendship evolved which later turned into a business partnership. After months of brainstorming and collaboration, the LifeAID vision was conceived. The two were convinced that there was a genuine need for products that weren`t being met by anything on the market at that time. The two approached Erik, a longtime friend of Orion to join the team as a Creative Director/Graphic designer. It helped that Erik was an avid athlete himself, participating in all the open events. From there, the team approached David, the owner of CrossFit® Maxim and one of the original CrossFit® Kids, about developing a performance and recovery supplement for the sport. David`s focus throughout the development process was the key functions of elite athletes – cardiovascular/respiratory endurance, stamina, strength, flexibility, power, speed, agility, balance, coordination and accuracy. Aaron`s background in nutrition and chiropractic care proved instrumental in helping develop the products, and along with a team of beverage scientists and a biochemist, he led the development of the products. FITAID was born in May of 2012.
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