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Brand is the Ultimate Cheat Code in Business
(if you know how to use it):
Eric Hinman
February 15, 2025
read on: themovementmemo.com
read time: 5 minutes
Welcome to The Movement Memo, a bi-weekly newsletter where I share actionable tips to help you live your best day ever, every day.
Today's Programming
Movement: Hyrox Simulation
Quote: Allen on character
Lesson Learned: What to do when life kicks you in the teeth
Optimization: The new protein bar I am loving
Today's Movement
5 rounds for time
800m run
50m burpee broad jump
30 wall balls
60 cal echo bike
50m walking lunge (down and back)
100m farmers carry (down and back twice)
Saturday morning Hyrox Simulation.
Today's Quote
“Adversity does not build character, it reveals it.”
Adversity strips away the surface and shows who you truly are.
When pressure hits, you don’t rise to the occasion—you fall to the level of your character. The moments that test you the most are the ones that expose your values, discipline, and resilience. It’s easy to show up when things are smooth, but when the storm comes, your real nature is revealed.
Strength isn’t built in comfort—it’s uncovered in the struggle.
Today's Lesson Learned:
When life kicks you in the teeth, who’s left?
The first time I work out with a founder, I know within 20 minutes if I will invest in their company.
It isn't about their fitness level. It isn't about their speed, their strength, or their endurance. It’s about how they respond when things get hard.
We hit the halfway mark of a brutal session—some mix of deadlifts, sled pushes, and assault bike sprints. The kind of workout that tests you.
And I see it.
One person starts shaving off reps when they thought no one was looking.
Another one cuts their rest short and goes even harder.
One guy looks for excuses. Another looks for ways to push through.
That’s when I know.
Because how you do this is how you do everything.
Business will punch you in the mouth. It’s not if—it’s when.
And when that happens, you have two choices:
Cut corners, make excuses, tap out.
Show up, face it, push through.
The choice you make in a workout is the same one you’ll make when your company’s on the line.
That’s why I train with every founder I invest in. Because pressure exposes truth.
When the storm comes, who stays?
The biggest lie we tell ourselves?
That the people we celebrate with will be the same ones who help us when we’re struggling.
Winning is easy. It attracts the crowd. People love to be around success. They want proximity to it. But when things fall apart? That’s when you see who’s real.
I’ve been there. Maybe you have too.
The big loss.The personal heartbreak. The failed deal.
At first, the messages flood in. “Let me know if you need anything.”
Then, silence.
But a few people? They stick around. They don’t just ask, “How can I help?”—they help.
They send a handwritten note.
They check in not just once, but weeks and months later.
They show up without expecting anything in return.
If you’ve ever been through something brutal, you know the difference. The people who stay? They’re rare.
And if you want more of those people in your life, be that person first.
How to show up when someone needs yous most:
Most people don’t know how to help.
They say things like “Let me know if you need anything” because it feels safe. But here’s the truth: when someone’s down, they don’t have the energy to tell you what they need. Instead, just do something.
Here’s how:
1. Send a handwritten note.
I still have a letter someone wrote me years ago during a tough time. Digital messages get buried. A real note gets saved. It’s small, but it’s huge.
2. Follow up. Not once. Not twice. But over time.
The hardest part isn’t the immediate shock of loss—it’s the long road back. Set reminders:
2 weeks out
1 month out.
6 months out.
A year later.
When everyone else forgets, you remember. That matters.
3. Don’t try to “fix” it. Just show up.
A coffee. A workout. A text that says, “I’ve got you.”
Sometimes the best thing you can do is just be there.
Who will you show up for?
Here’s the challenge:
Think of one person in your life who might be struggling. Maybe it’s obvious. Maybe it’s not. But you can probably feel it.
Take action today.
Write them a note.
Give them a call.
Put a reminder in your calendar to follow up.
It doesn’t take much. But it means everything.
Because the next time you get knocked down, you’ll see who’s still standing beside you.
And the only way to have those people is to be that person first.
Today’s Event:
We have a few spots left for Founder’s Only X Austin:
Experience a high-impact, transformative schedule designed to inspire, challenge, and connect. Here’s what we’ve planned for you:
Thursday, March 13
Afternoon: Arrive mid-afternoon and head straight to the house.
Evening:
2-3 hours of contrast therapy
Dinner: The ultimate backyard Texas BBQ
Friday, March 14
8:00 AM: Hyrox Workout
10:00 AM: Community Building Workshop
11:00 AM: Sweetgreen Lunch
12:00 PM: 5 Mile Zone-2 Run around Lady Bird Lake
2:00 - 5:00 PM: Guest Speakers at the Radio Room:
Khalil Rafati: Founder of Sun Life Organics, on his path from addict to building one of the most recognized health brands in the country.
Zach Ranen: Co-founder of David Protein, on building a founding team and how they developed the highest protein bar on the market.
Alex Garcia: Founder of Marketing Examined, on building a complete content strategy and how to best leverage influencers in 2025.
Andy Schoonover: CEO and founder of CrowdHealth.
Michael Brandt: Founder of KetoneIQ.
Wyatt Ewing: Founder of Ice Barrel.
Eric Hinman: Brand builder and investor.
5:00 PM: Sauna + Ice at Hive
7:00 PM: Dinner
Saturday, March 15
8:00 AM: The Hardest Mile
11:00 AM: Sweetgreen Lunch
Afternoon: Depart
Bonuses
Swag Bag from participating brands
Founders Only Club merch
Supplements
Access to the Founders Only Club exclusive Slack Channel
Today’s Optimization
I used to think I was eating healthy in my 20s. Fast food on the weekends, grabbing whatever was convenient, never really paying attention to what fueled my body. Then I hired a personal trainer. Started training like an athlete. That’s when I realized—nutrition isn’t just about eating, it’s about performing.
Now, I don’t waste time on garbage ingredients. I need something clean, packed with protein, and built for real fuel. That’s why I am such a huge fan of David Protein Bars.
• No junk. No fillers. Just real, whole-food ingredients.
Whether I’m gearing up for a tough Hryox Workout, or hitting the trails for a long mountain bike ride, or just on the go—this is the the bar I am grabbing.
Know friends, training partners, or co-workers who would take value from weekly tips on a healthier lifestyle, enhanced accountability, and improved routines? Thanks for sharing!
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Publisher: Eric Hinman
Editor-in-chief: Bobby Ryan