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Finding Strength From Silver Linings And Coffee with Adam Von Rothfelder

We are talking to a former professional MMA fighter, who's also an entrepreneur that started the Strong Coffee Company. If you're getting to know Adam Von Rothfelder, former professional fighter, he appeared on NBC’s show Strong as one of America's top ten trainers.

When he's not training and running the Strong Coffee Company, he is coaching and mentoring some of America's top CEOs and corporate executives. We talk a little bit about what it takes to fight professionally, what that journey looks like. We talk a little bit about the MMA.

We also talk about the silver lining. Adam keeps it real and gets real down into it. He talks about finding that silver lining in life's tough moments.

We talked a lot about entrepreneurship, starting with the Strong Coffee Company. This one is very interesting because Strong is an acronym, Striving To Reach Our Natural Greatness. Adam is doing some very interesting things.

This is Adam Von Rothfelder, former professional MMA fighter and CEO of Strong Coffee. You’re in the Get WealthFit Show on the WealthFit podcast network.

Dustin
Adam, you're on a tear, it's 2006. You're living in Wisconsin. You won the Milwaukee Rumble, an amateur kickboxing competition followed by a second place finish at the Natural Bodybuilding Competition and another second at the Midwest NAGH Championship. The MMA is now calling your name and so is LA. Adam, what was that tipping point that had you move from where you were out to Hollywood, out to LA where everything was happening?
Adam
Rewind in 2006, we put it all together. It started with a sad moment in my life and losing my brother. That gave me an understanding and a relevance of how short life was. I always dreamt about being a professional fighter. I heard an ad on the radio the day that my brother passed away. After going to the site in which my brother was, I drove straight to this tournament and signed up to do this Milwaukee Rumble, which I won. I was then prompted with the idea that I could do this. It's one thing led to the next. I was living in Minnesota and at the time. This is fast forward a couple of years after losing my brother, fighting, training, not taking it too seriously yet, getting my aggression out and a lot of emotional therapy and camaraderie. As I lost my brother, I started to find brothers in the mat, sparring and exchanging of emotion, as all of us were generally there for a reason.
It takes a certain type of person to want to inflict pain or have pain willingly inflicted on them. We all had something that we are working out. It felt good working it out with a bunch of dudes. That calling became more real. I saw an opportunity. At the time, I wasn't being paid to fight, so I had to have a real job. I was a union electrician and going through the apprenticeship. I saw an opening in Minnesota for the Minnesota Twins Stadium and an opportunity to get a transfer. Up there was the best training facility almost in the country at the time, Minnesota Martial Arts Academy. I went up there and moved and train there. Through that, I was part of some great training camps. Got to work with some incredible fighters, exchanged punches with probably over 20 to 30 world champions over the course of the years and be ringside at some amazing fights.
The peak of my own career as a fighter, as I was gaining the acknowledgement nationally, my shoulder exploded in the middle of a practice. I quickly put my life in check and I was like, “Do I still want to do this? It's been years. Am I still as this angry young man who needs to continue to fight and prove something or am I ready to move on?” I felt moving to California would give me some clarity as Minnesota had a lot of distractions. I burned the boat. I left my apprenticeship with months left in a willing act of sacrificing, ever been able to go back to being an electrician, so that whatever move I took next it was only forward. I moved to California and kept training. I realized quickly that I didn't want to fight anymore. I fell back into being a trainer, as that's what I did between the ages of nineteen and 21 before starting my electrical apprenticeship.
I was a personal trainer at Bally Total Fitness. I started working at a celebrity gym, a celebrity training facility in LA, working with people on TV, CEOs and of movie houses. That led to me being on a commercial and getting in some incredible auditions with The Biggest Loser that ended up leading forward, seven years later, into something. You never know when the layup is coming. You'll do things because it seems a great opportunity or why would I pass on something like this. As an optimist, I don't pass on things because I’m always like, “It's totally possible. It's always possible.” When I was living in LA, I got a great modeling gig and within months of being there, I started having TV auditions. I got a call from my sister that my dad was diagnosed with leukemia. I literally shot a commercial and the next day I drove home. I drove 32 hours back home to Milwaukee. That is where my entrepreneurial career and fitness began, when I went back to a city that I felt needed somebody like me versus LA was full of people like me. There's nobody quite like me.
Dustin
I want to rewind a little bit. I want to go back to your brother. It appears to me he's had a big impact and it seems like a North Star to you. Are you the type of guy that you think that there are signs out there or you believe in something better? It almost seems like the day that your brother passed, you hear this ad and that takes you in a direction. Do you have any inkling that your brother had something to do with that?
Adam
I believe that you're never gone. I believe that things are passed on we're showing the signs. I've thought of this many times and have maybe said it once or twice. Ultimately, what led to all of this was my brother's death. This is all in some way, everything that has ever come from it has been bittersweet. Without my brother in a way sacrificing his life to show me life, he gave me a gift that maybe otherwise I would be sitting in Wisconsin just being a union electrician. There's nothing wrong with that. However, as a kid I always felt and feel that I'm meant to do something beyond that.
Dustin
Adam, you've experienced some tragedy and I think about paying it forward and you seem to be that guy that likes to pay it forward, help people get in shape, be the best person that they can be in business and in life. What's your advice for somebody that may be experiencing a close family member maybe taken a little bit earlier than possible? Do you coach people on that or having anything to say about if that should occur?
Adam
I've done a lot for people because of something I see in them, that maybe reminds them of a situation that I was in or a situation that I saw my brother and wanting to help. As a gym owner, I had multiple clients that couldn't afford me that I didn't charge solely because of what I saw for them in the future if they kept going down a certain path. I believe that when something like this happens, I'm not so much religious. I'm not part of any denomination of any sort, but I believe that nothing put before us we cannot handle and wasn't meant to happen. We have to think this way because ultimately, the silver lining is so much better than this dark room that we can lock ourselves in and continue to relive this story. I have to tell this story because it's an impactful part of my story, being on TV and all these incredible things, people want to know, “How did it happen?” I get asked all the time silly questions like, “How did I get my blue check mark on my social media status?” I’m like, “You really want to hear the story?” It starts right here.
That is how you have to see it. When that moment happens to anyone and it's going to happen to everyone, you have to decide at that moment, how was that moment going to define you? I allowed it to accelerate and it helped me evolve. Even with my dad's death, years later I evolved. My dad passed away and less than a year later, I shut down a highly successful gym that I started in Milwaukee. It changed everything. I was like, “This isn't what I totally want to do.” I’m onto the next course and I thank to my dad for it, same with my brother. I thank him all the time for giving me the sign to change my direction. My brother died from drugs and I wasn't opposed to dabbling with the occasional party drugs. The minute that happened, it changed my mindset on life.
Dustin
It's pretty powerful and I appreciate your openness.
Adam
If we're not all being real, then we're not really going to help one another. I don't have this perfectly groomed story. I hear some of these CEOs, you can hear them practicing in a room and taking certain words out because there are negative or adding neuro-linguistic patterns into their conversations. I went through some stuff and we're all going through some stuff. Through it, we can become much stronger. It doesn't have to break us down. That's ultimately what I have always been about since the day I first picked up a weight set when I was twelve years old. It was always about being stronger. I truly believe that if it wasn't for my dedication, my physicality and the way I saw training, I wouldn't have understood how to take on death and life. Somebody who says, “It's heavy,” lift the weight. This is something that you may not have an option. This may not be an option one day. Life is heavy. I always felt that my ability to push through things always came back to this wanting to be stronger.
Dustin
In case folks don't know about you being seen as America's top ten trainers, you were on NBC’s Strong. I'm real curious, what did you learn by being on the show? What did you learn about yourself? What did you learn about the business of TV? What did you take away from that?
Adam
That was a trippy experience. I had mentioned I interviewed for The Biggest Loser when I lived in LA. Seven years later, over the course of the last seven years, The Biggest Loser probably reached out to me three to five out of the seven years to re-audition. We love your training style and your look. We hoped we’re going to pick a guy this year. Whatever they would say, it never really fit. In the course of two months, I was reached out to by Versace and by NBC. This is the year that changed everything. All those stepping stones turned into milestones. The NBC was an incredible experience. It wasn't my first experience with TV. I had filmed commercials for Bonton and for different workout equipment. Not many people know this, but I actually filmed a full feature action film with UFC stars, Dan Henderson and Tyron Woodley, where I'm literally a main character in it.
I had some interesting early experience with TV, but nothing to the magnitude of Strong all the way from the beginning to the end. Strong was about finding the ten best trainers in the world and putting together with ten women that are young and not old, but ranging from twenty to 41, 42 who was my contestant who was the oldest. All we're about anywhere from 40 to 65 pounds overweight, not ridiculous, not obese, like what you see in The Biggest Loser but your average woman, mom, that girl graduated college and is no longer active. She got on a corporate job, gained 40, 50, 60 pounds and she's lost all of her confidence. We were teamed up with these women and through the process of being brought on was incredible. The psychological exams, the sequestering us for literally eleven days in a hotel. Isolating us in a room prior to putting us on the show to see how we reacted.
It was all a test until the day we actually stepped on set. When we got there, there were twelve guys. They all take us to a movie the night before we go to the set. We're like, “One, two, three. There's only ten of us. Where are the other guys?” “You guys are the ones on the show,” We're like, “What?” Mind blown. The show was all completely real. I had to tell a funny story that I probably shouldn't have told. At the same time, all of our contracts are gone, so we're good. The reality is the show was real. We had great trainers, one of the world's best Pilates instructors to one of the world's best strength coaches that has coached on the Dallas Cowboys, top CrossFit competitors that are huge celebrity coaches in LA that coach also highly competitive CrossFit people. These ten women that were all incredible women, had unique strengths and weaknesses that they all needed to work on. They had bungalows on one side of the thing, one side of the resort. We had bungalows on the other.
Basically, everybody ran it differently. The premise of the show was every week you're going to compete to stay on the show and at the same time you have to keep losing weight. That's not a highly sustainable plan. Competing while you're trying to lose weight. We're going to get hypo-caloric situations, we're going to over-train and then you want us to perform at our best at around midnight or 1:00 AM because that is when the lighting is the best for shooting the show at nighttime because of the incredible stage that they had in the middle of the desert. We were all eating together, cooking together, training together, training on our own. Ultimately, our trainees took on our styles, our lifestyles and our cultures of how we do things. I always jokingly told CC, and I wasn't joking, that this isn't a democracy. It's an ad-democracy. I basically changed everything for her. I was told that her blood panel, she would have no success by the doctor who is a highly accredited doctor.
You've seen on TV all the time. I was told that she would have no success because of her hormones. She went through menopause when she was 33. We left the meeting, she's crying. I'm like, “Don't worry, you're going to do amazing.” We ended up being pretty much the show favorite. The first six episodes are all about me and CC rocking and rolling. We have a huge blowup during part of it because I am pushing her. I'm not allowing certain things. I'm not giving her what she wants. I don't let her train too hard. She also has fibromyalgia. I taught her a sustainable way and I said, “If we're going to win this competition, I'm in to train you to become the best you. In the meantime, we have to focus on being the best at these competitions and not overtraining. We're going to focus on your nutrition.” We got her nutrition so dialed in that she was losing weight as fast as every person with workouts that were maybe 30% the intensity and length.
I’m like, “You have a lot of inflammation. It's your menopause, it's your fibromyalgia.” I'm not only a Keto proponent, I'm a nutritionist. I look at what nutrition is going to be the best for you. I put her on the Keto diet with a higher amount of protein because of the amount of training we were doing. I got her on some natural hormone precursors that you can buy at any GMC and nothing that's steroidal. It's DHEA and pregnenolone. That got her hormones in line, two years later, she's in the best shape of any contestant that was on that show. She's older than all of them and she's competing in natural physique bikini shows, six pack and has lost a total of 72 pounds since the show. It has changed everything about her life. It was a pretty incredible show. It was pretty impactful. For me, it led to some big leaps and bounds in my career. It was inevitably what prompted me to move back to LA for the second time, this time with a wife and two children.
Dustin
That's a big transition. Before we get to what you're doing in Strong Coffee because I am excited to talk about that journey and how that came to be, would you do anything different about the show? Would you go on it again? Would you do it again?
Adam
We didn't really talk about the learning process. One of the things, a deep secret and it's going to get let out on your show is I will direct movies one day. That is a thing that I've always wanted to do. A few years ago, filming that movie in Mississippi for 45 days with an incredible film crew and the modeling I did, I learned composition and understanding of things. Everything I see is visual. When I see a word search, I see pictures and words. I don't look for the letter and then look for to match the word. It’s the pictures of the words jump out and that's how I see everything.
When I looked at Strong, it was shot very well. The angles, everything. They were an incredible camera crew and production crew, the way that they pulled questions and stories out of us and set the story up. I wish that they would have listened to us more and created more of a social media activation campaign. We should have had online training available so people could train like us throughout the season. There's a lot of things that we could have done to support it. Ultimately, it was actually very successful and it got stuck in Hollywood. If you look at Titan Games with The Rock, it took our place. The show did so well that they’re like, “We just need another show to put there.” That's what's wild about it is that our viewing was high, it's on Netflix and it's crushing it in Netflix.     
I wish that Kobe Bryant wouldn't have retired that night. The night that we had the premiere, he chose to retire, which messed up the original debut day. I wouldn't change a thing. I'm glad I did it. It was hard for me if you watch the show. Everybody wanted to see me lose. That was hard. I had guys on the show telling me, “If I ever see this way or that way, it's because I'm trying to dub myself more as a motivational person.” To me, going to the show, a kid from the Midwest, I was excited to meet the nine other best trainers in the world and to do something incredible. I didn't realize that people have different motives other than winning and being a great trainer. I didn't realize that was a thing or that you would be anybody but yourself. When I showed up and I'm all me, sometimes me is a lot to handle. CC, my contestant says, “Adam in small doses.” She calls me small doses. This is because I have a lot of energy. The guys would be, “How do you know so much about this?” When you have the amount of energy I have, I've been reading stuff since I was twelve three to four hours a day on the Internet about performance and nutrition.
For instance, one of the contestants kept throwing up after she would have a smoothie. I was like, “What are you putting in this smoothie?” He was like, “It's all vegetables. I'm telling you it's a sugar detox.” She's detoxifying from sugar. I said, “I don't think so. The amount of oxalic acid in kale to people can cause them to throw up.” He had no idea what I was talking about. Everybody’s like, “Kale salads, this and that,” but a lot of people don't realize a simple thing. It's loaded with oxalic acid and if you don't cook kale, it's actually dangerous for the gut lining. It's not that I'm going into a nutritional tidbit. I thought I was coming there to meet the ten best trainers and I think that there were great trainers, but a lot of them were there in ways that were more Hollywood. I rubbed a lot of people the wrong way because they were like, “Why are you trying so hard?” I'm trying to win half a million dollars. What are we talking about here?
Dustin
Did you guys not get the same rules in the prize sheet?
Adam
A lot of these guys all had money or their wives made killer money. I was the guy making the money. My wife's taking care of my two kids and I'm stepping away from my gym for three months to do this. I'm here to win, let's go.
Dustin
Adam, I want to get into Strong Coffee. I love that you're a visual. You see words and I love the acronym: Striving To Reach Our Natural Greatness, for those that are just getting to know Strong Coffee. I love the idea of you waking up and what do you want? You want Strong Coffee to wake you up. Tell us how do you go from owning a gym, being on TV, being one of the top ten trainers in the country, to now starting a coffee company? How did this come to be?
Adam
Strong Coffee is not so much that it's a coffee company as it is. We're having a conversation about how to optimize your morning routine and how to help you get out of the house and while you're traveling and be ultimately great. Not just because of your own efforts but because of the nutrition and everything that you're taking in. As a trainer, I have trained house moms for $65 an hour and I have trained billionaires for $220 an hour. I've climbed the ladder. I then just get a lucky break. I just kept working. I was in the Midwest and not living in LA, hoping to get a celebrity. It was very different for me versus a lot of people that get these opportunities. When I've looked at the opportunity I had when I was training the founder of TOMS, the founder of Upworthy, the founder of M13 Marketing. I'm working with incredible people like Leslie Schofield, who is this incredible community builder for the Summit Group. For a lot of people that don't know, the Summit Group is an entrepreneurial group of some of the most incredible people, like Richard Branson's a member. They put on events all over the place for entrepreneurial-ism and development.
I had all these great people. I had this idea for Strong Coffee years ago. Actually, I did it years ago. I was the first person to ever create a product anything like this. At the time, it was revolutionary but I didn't have the time or the infrastructure to operate in, with my dad passing away and with me getting an opportunity to be on this show and it just was too much. I had to shut it down. Ultimately, we went bankrupt because I just couldn't do it. I'm training these great guys and they all have the same problem as the $65 housewife, the $220 an hour billionaire has the same problem. Ultimately, they're spending the same on their morning routine. They're each grabbing a Starbucks and a bar or whatever their choice is, a buttered coffee and then they’re fasting or a mushroom coffee. Whatever their choice is, they're all spending a similar amount and ultimately, they still weren't getting all the nutrients they need. Fat is part of the picture. Protein is part of the picture. Hydration is an important factor.
What I wanted to do is I wanted to create a product that hit every demographic that I've ever worked with. I wanted to create something that helped the most common problems in today's society, which is dehydration, anxiety and inflammation. 80% of us drink coffee and the average person is drinking two and a half to three cups a day. It's acidic. It can create inflammation. It causes dehydration. It does these things. It can cause anxiety by triggering different breathing responses. Switching from sympathetic to parasympathetic and back and forth, which is belly breathing versus chest breathing. Once you start chest breathing because of rapid heart rate, that's where anxiety forms. Through anxiety, it's related to tension and tension is related to restless leg syndrome. All these things that people are talking about that are working out of an office, that are trying to make a dollar who are supporting a family, who are whether or not you're trying to even be healthy, Strong Coffee is an incredible product.
All those problems, the inflammation, we put things in Strong Coffee to take care of that. We put coconut water and hyaluronic acid in the coffee. It doesn't taste anything like coconut water. We just take the extract out. We get the potassium and the magnesium and the electrolytes. We put sodium in there, mineral salts, so you can get extra minerals from that. We have collagen and protein. You're getting proteins, not only proteins that are good for you nutritionally, but proteins that literally help tendon and gut health and connective tissue, even your skin and your hair. Healthy fats, things that your brain needs, your skin needs good fats. The low-fat diet and the calorie counting promotes low fat because carbohydrate foods are lower in calories but greater and mass. You can eat more food. These are problems that exist in the narration of what is healthy and what is not healthy?
If we could create one product that would satisfy people with 80% problem, potential of anxiety, inflammation, dehydration and these things, that would be coffee because it's one of the things that could be causing it and it's one of the things that we’re drinking every day. You can take one serving of Strong Coffee and put it in hot water or cold and have an instant, delicious, creamy coffee that tastes like you put Coffee Mate in it. We have an unsweetened one that tastes like you put half-and-half in it. It has a rich, bold cacao taste but it's lactose-free and it's high in proteins, high in fats, high in all these positive nutrients. That's why it's strong. It's not because it's tasting strong, it's strong because it's making you strong because it's helping you strive to reach your natural greatness. That's how it all happen. Everybody had the same problem. Ultimately, I tested it on my clients, guys who could afford anything. They’re like, “This is amazing.” Those guys became my investors. I went from Hollywood celebrity and CEO trainer to the guy that got a startup going and has created a product that is really getting a lot of great review and attention and peer support.
The coaches and the fitness people and the health people in the industry loves Strong Coffee. A lot of people drink coffee. It became even more popular in the last few years with all the studies on brain health and how it can help your brain and how it can help your liver. There is a product that we put in our Strong Coffee. You can't taste it. It tastes like a delicious, creamy, rich latte or a Matcha. We put this extract from Cascara fruit. Cascara fruit is actually where the coffee bean comes from. When you take something from the mother, just like the seed, you don't get the whole picture, you don't get what's called the entourage effect. When you add the Cascara fruit extract in with the coffee, we're able to increase those positive nutrients that people want for their brain by 120% greater than any other cup of coffee. This particular product is actually neuroscience backed. It has incredible studies that actually have shown to anxiety, depression, mental fatigue, fog, all these types of things because the amount of nutrients your brain is getting from polyphenols and other positive nutrients that the brain needs, but it's otherwise not getting. It's really what coffee should be. That's about it. It’s what coffee should be.
Dustin
Having a gym, that's one business model. Being a trainer is another business model. I'm curious about starting Strong. What has surprised you in turning this product essentially into a full-on business with investors? What surprised you along the way that you didn't know when you embarked on this?
Adam
That's all the same. You put your energy into it and things will come out. When I built a gym, it was $100,000. I'm building Strong Coffee and it's way higher. Its valuation is doubled in a year. I am a first time CEO, but I am not a first time human. Businesses are built on relationships and hard work. I have a saying called, “Earn the day.” It is something that I've said for a long time before social media even existed beyond Facebook and everything else. I have it tattooed on my finger. It is something that I've always said. It's a blue-collar approach to a white-collar life. If I just work hard and I'm honest and I'm authentic and I put my energy into it, it's going to do great. A lot of people try to shortcut their startups. A lot of people try to do certain things that build from the top down. Ultimately, my hand is on everything of Strong Coffee from the beginning, just like it was with the gym.
As I see that I need to bring someone else on for a specific area which will then accelerate the business, I do that. That's no different than having a gym. I taught all the classes. Once class demand reached a certain level and classes filled to a certain amount, all of a sudden I started hiring trainers to train some of those classes to allow me to unload, in which then I could focus on continuing to scale. My biggest surprise is that although it's different, it's a lot of the same behaviors. Martha Beck said, “The way we do anything is the way we do everything.” If you're always going to do your best and ultimately be your best, I think things are going to really turn out. Maybe not the first time, maybe not the second time, but that's ultimately what life is anyways.
If I had to give you an answer that maybe would give somebody some actual takeaway, I would say that the hardest thing about starting a business is finding the right people to be in it. No matter how passionate you are about something, you can never anticipate nor expect someone to ever be as passionate. Don't build up a bubble, don't anticipate people just doing things for you. Just like opening a gym, getting back to the fact that it's all the same. Your friends, most of them will be the first ones to not buy whatever you're selling. It was like that with the gym. I have friends that, over the course of seven years of owning that gym, never took one class and they lived in the city. I was just blown away. That expectation, looking back at it, is a lack of energy in which you put forth towards it. Don't anticipate nor expect anything. Just do, be honest and keep going.
Dustin
I love your attitude and your approach that it's just the same stuff. You just need to get after it. It's the grind. It's problem solving. It says something about you because you're a doer, you're an achiever. We could plunk you in any business anywhere in the world and you're going to figure it out. Coming with that mindset, every day is mission critical as an entrepreneur.
Adam
I have communicated with incredible guys way smarter than I, in the sense of college degrees on degrees. They have a profitable product but are struggling to raise what I've been able to raise. Ultimately that shows too it's leadership and the person that's behind it and my mindset in the fact that we're going to do everything and anything to make this happen. That's a big deal. A lot of people are like, “We can't find the right people.” I’m like, “You're a nice guy, but I also know if I can trust that you're actually going to put everything into it.” What do you have to lose? My investors see me with wife and kids and they're like, “This guy's going to do it, just like he's done everything.” That gives me a lot of faith. Make sure you're that person before you start a business.
Dustin
I'm very curious as to what's next. What do you got your eye on over at Strong? Is it a new product? Is it a new marketplace distribution? What are you most excited about these days?
Adam
We launched two new flavors. We revised packaging, rebuilt the website in a beautiful way. It was a highly attractive brand. One of the things that we get all the time from people is how much they love the branding. That's something that I lean against really hard as I've put a lot of effort into making the brand look that way. It's all very consciously thought out. I love continuing to dive deeper and deeper into the brand and how to commercialize it in a way that is very beautiful and streamlined and gives you the right content and the right information you're always looking for and that we're really consistent. That's what we're working on right now. We launched two new flavors, which was the unsweetened cafe latte and the Matcha latte. We have in June a really incredible flavor that is going to celebrate the LGBTQ community. It is a pride latte called the Salty Bitch and it is a caramel salted latte. I'm really excited about that coming. We're going to be launching our first full scale, traditional marketing campaign called Mix it, Sip it, Live it.
We have started this initiation with a company called My FloWater, in which if you're in California or Phoenix or Denver or Austin and you're interested, we have the first functional coffee kiosk machine and it is the best water quality that comes from this machine. It's a super highly filtered water that replenishes the electrolytes and minerals in it. This company is incredible. Raz is the CEO. They're doing amazing things with water. This machine is insane. I can't say enough good things about it. It even changes the oxygen absorption rate, which is called the ORP value, which a lot of people don't realize that they're not absorbing the goodies in the water based on the fact that the water is sitting and is not vortexing and water needs to move just the water in a river for your body to be able to absorb the goodness of what is hydrating you. This machine vortex the water. We have put these machines in four gyms, two in Southern California, one in Nor Cal and one in New York City and we're going to be putting about six more.
With this machine, you can make Strong Coffee, hot or cold with it. It's our way to reduce water bottles and Keurig machines being used at gyms and CrossFit, Chiropractic, any type of boutique studio or wellness facility and even corporate wellness. We have a company that's putting one at their headquarters so their employees can make Strong Coffee as opposed to grabbing Starbucks, which is an act of corporate wellness. For them, they can even write it off. Our goal is to drive awareness and get this in people's hands. I'm really excited with this coffee kiosk unit. It's beautiful. It's all branded. I was just in California and I made a Strong Coffee at each location that just got the unit. It was awesome to see it come to life. Strong Coffee has only been around for nine months. If I would give anybody unsolicited advice at this exact moment, it would be that it's hard as the entrepreneur because sometimes you feel you're standing still. It's really important to stand up and turn around and be like, “I did some good things.” Not all of us have somebody around us to tell us that. It's like being on an island sometimes, owning a business.
Dustin
It’s being out nine months, that's just telling of who you are. You just get after it. I'm amazed that you've already partnered with another company and you're providing these kiosks as a way for distribution. I'm really excited to keep tabs on what's going on with you in the world because you're an achiever. For the rest of the folks reading and they feel the same way, maybe some folks are interested to get a couple of samples of
Adam
Instagram. I know that's so Millennial or whatever, but definitely Instagram. It seems to be where I spend any social time, if I spend any at all. If I drink too much coffee and do cardio, you may find me on Twitter with random thoughts for about an hour stream, which can be funny because I don't know where these thoughts come from, but I just blurt them out there. You can check me out @VonRothfelder. You can also check out Strong Coffee, @StrongCoffeeCompany. StrongCoffeeCompany.com is our URL. We can totally do a WealthFit code. We can give everybody a 20% off with the code of WealthFit20.
Dustin
Thank you, Adam. I really appreciate that. I'm going to be placing my order here. I want to give this a try, especially because I do a great deal of traveling. I like that it's on the go. I appreciate what you're up to in the world. I appreciate you sharing stories. Sometimes they're difficult to share, but I know that being inspirational can help so many people. I'm excited to track your success and your progress with what you're doing. Thanks for being on the show.
Adam
Thank you very much. I appreciate it. I look forward to doing this again a couple of years from now when we're talking about killing it.

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