Why does the system use three different kinds of teas – Longevity, Power, and Down Time?
Paolo: We designed the Evolved Athlete system for two reasons: 1) Athletes generally have a system (as well as entrepreneurs, professionals, etc.) so this fits into their routine, and 2) there is no silver bullet... that one thing used to optimize performance and maximize health and wellness benefits. Therefore we offer three formulations that fit the flow of our customers’ lives throughout the day. For example, you take Longevity in the morning and during the day, it’s our daily drink. You’d take Power before, during and after a workout or event. A lot of clients use it when they feel they need a boost during the day as well. Then at night you’d take Down Time to help with sleep and recovery. I take the Longevity and Down Time hot and take the Power cold - it’s delicious.
Marco: The system is designed for long-term performance and to regenerate the long-term reserves of the athletes. The metaphor I often use with my clients is that when you use a stimulant, including coffee or tea, it is like using a credit card. It borrows a little bit from the future to pay for today. If you pay your balance off each month, it is a great tool to manage your finances and give you some extra capital when you need it. If you keep spending more than you can pay off, your financial future is suboptimal. This is similar with caffeine but it is your long-term reserves stored in your adrenals that get compromised. In Chinese Medicine, this storage is vital to your will and your ability to push through obstacles once things get really challenging.
The Longevity and Power blends have only a 1/10 the caffeine of a normal cup of tea but are strengthened with adaptogenic herbs that keep you going much longer than just the boost of caffeine would. Adaptogens are not borrowing energy or depleting your reserves but helping you adapt more quickly to the stressors that you face either in your training or just in the day to day challenges of life. The Down Time blend balances the long-term use of the other two formulas by helping you rest and restore at a deeper level than you normally would. It is amazing how often athletes overlook the power of good sleep and restoration in achieving peak performance!
What’s the market for Performance Tea? What kind of consumers are you targeting?
Paolo: Tea is the second most consumed beverage in the world and has been growing for over 20 years. There is also a big focus on natural products and health and wellness globally. We’re in the sweet spot where these mega trends intersect and selling into a captive market. I’d be lying if I told you how big it is, we simply don’t know at this stage. Our goal is to get established in this new category and take a leadership position. We see herbs and tea as a platform for a plethora of next generation products and we’ve got some cool stuff in the R&D pipeline.
In terms of positioning we’re not targeting the pedestrian or traditional tea drinker. You’ll immediately see it by visiting our site, seeing ads, packaging, and our messaging. We’re after the athlete or active consumer that drinks tea with a product and brand that fits their lifestyle. This demographic are generally early adopters and are willing to invest in new products that provide an edge. The pay off is not just performance gains but being able tell their friends. We’re also building a community for these like-minded individuals to share their experiences and stay connected. Again, this is not tea, it’s Performance Tea.
