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+ The Best Offense is a Good Defense: An interview with Paul Sparling from the Cincinnati Bengals

In The Greener Grasses continued effort to interview experts and connect people that are doing, and thinking interesting, progressive things we called upon a local authority in the health and wellness community, The Cincinnati Bengals’ Head Athletic Trainer, Paul Sparling.
For you health conscious people, Paul has timeless words of wisdom- and for you sports fans, it’s just cool to hear directly from a member of a professional club.


As you mention the title here is Bengals Athletic Trainer. It unfortunately is a misnomer, in the old days simply calling somebody an athletic trainer would suffice, but in this day an age the head athletic trainer for an NFL team does much more than just the standard injury care and prevention.


So to start, what made you go into Athletic Training?

I had an interest in going into athletic training back in high school when I was too small for football, too short for basketball, and too slow for track. So it kind of limited my options. I had a coach there who was great and he asked me if I would help him out as a manager, so I toted the clipboard and the stopwatches, but then at the end of the season he asked if I was interested in athletic training. I had no idea what athletic training was, or what it meant. He spent $10 and sent away for a home correspondence course from Cramer products, one of the original product manufacturers for athletic training supplies and I absolutely fell in love with it. With the concept of seeing injuries, trying to prevent them, treating them when they happen, everything from open wounds to sprained ankles to torn rotator cuffs and all the sort of thing and really enjoyed being involved in athletics without having to let any physical limitations get in the way of my participation. So I did that through high school, I was a nine-letter winner in high school all as an athletic trainer. And interestingly enough Don Brown who was a sports director up at one of the local television stations up in Dayton, Ohio where I went to High School, reminds me of this he was a junior when I was a senior in high school and he asked me what I was going to be when I grew up and I told him my goal was ultimately to become the head trainer for the Bengals. Little did I realize that I would end up putting my self on a path that would get me there.

Tell us about your educational background.
I worked as a student trainer and manager at Dayton Stebbins High School, where I went to school. Then I went to Wilmington College I received my undergraduate degree at Wilmington College of Ohio. It was a triple major of industrial education, health education, and athletic training, and then I ultimately received my master’s degree from The University of Cincinnati in health administration. The reason I chose Wilmington was two-fold. One because it was a smaller school, at that time you had to have a teaching degree in order to sit for the certification test, because essentially we are teachers, unfortunately I think the National Athletic Trainers Association has gotten away from that concept and quite honestly you can see a difference in students today than what you had 25 years ago because now they do not have to have that teaching degree. But the other reason I decided I wanted to go there is because I figured if there facilities were good enough for the Bengals to go there for training camp, it had to be good enough for me, and maybe I’d have a chance to meet the head athletic trainer, little did I realize that I would ultimately become the head trainer.



How did that happen?
It turned out the Bengals were looking for a laundry boy to do laundry during training camp and they in the past had always hired somebody from the student trainers. At the college there were three kids ahead of me by seniority that had the rights to be offered the position first, and they all turned it down and I jumped at the chance, and after about two weeks of doing it getting done 3 or 4 hours before the guys in the past used to, the equipment manager asked me to start helping him in the equipment room so I was fitting helmets and shoulder pads, changing cleats and that sort of thing and then Marv Pollins who was the long time trainer there with the team at the time said “When you’re done helping out in the equipment room, why don’t you come in here and help me out in the training room”, once he found out I was a student trainer. So the next thing I knew I was taping ankles and mixing Gatorade and cold whirlpools and making ice bags and stuff. They took me on a couple of road trips that year, I worked all the home games, and in the next year they let me hire a couple of high school kids to do the laundry, so I still oversaw that but was working as a student assistant trainer in the training room and just kinda fell into it, right place at the right time.

Has the Head Athletic Trainer role changed from when you first started out at Wilmington to where you are now?
It is a unique position. It’s changed it’s evolved a significant amount. Probably 25 years ago the head trainer would spend 70% of their time out in the training room actually administering treatments and such, and 30% of the time in the office. Unfortunately now it’s almost reverse. Now you spend 70% of your time in the office doing administrative duties, 30% of your time out in the training room actually treating, and fortunately we’ve got good assistants and student trainer interns that carry out the appropriate treatments. That’s the big change I’ve seen.

What is a typical week like for you during the season?

It’s 7-days a week, there is no such thing as a day off. You use the day after the game as the starting point, which is a Monday. You’re taking care of all the bumps and bruises that occurred from the day before, scheduling MRI’s or x-rays, or administering treatments, and whatever else needs to be done. Tuesday is a player off-day, but for players that are injured, they are required to come in and do treatments. And in addition to treating the athletes, we also give our best forecast for who’s going to be available during the week and who is likely gonna be not able to play on Sunday, because that obviously plays a great deal in the game planning. Wednesday is a full practice day; you’re here from 6:45 am until about 5: practice, treatments, and I’ve got doctor clinic here first thing in the morning to see if there is anything else that we missed earlier in the week. Thursday is the same way. Friday is a lightened, shortened version of that where you practice, but they are in shorts and helmets, there is no hitting on Fridays. Saturday is a walk-through and Sunday is the game, then you start the whole process over again.

What is a typical week like during the off-season?
During the off-season, years ago, about a week after the season was over you could turn off the lights and lock up the doors and then come back in March when the players started coming back. Nowadays there is no such thing as an off-season; we just call it the “non-playing season,” - affectionately. You’re taking care of all the guys that were injured during the year; you’re doing off-season surgeries and doing their re-habs. To prepare for free agency, injury evaluation physicals on the players you’re considering bringing in. You’ve got the NFL combine, which is held every February, where you are looking at the potential draft eligible players - doing physicals on them. And then you’ve got the draft, and then mini-camps and then you’ve got the OTA days, which are basically organized team activities – that’s a nice way of saying practices, and then you’re getting ready for training camp. So you don’t have that long lull, and it makes it a little bit more of a challenge. You do what you can to manage your own personal schedule.


Nowadays there is no such thing as an off-season; we just call it the “non-playing season,” - affectionately.


When did the off-season phase out like this?
This change occurred gradually, over about the last 10 years. The OTA’s changed, free agency became a big deal about 15 years ago, off-season conditioning has become more of a standard around the league, I mean years ago, when the players were not making the kind of money they are now, a lot of the teams had the philosophy, and Paul Brown certainly had it, that the players during their off-season need to be preparing for life after football. That football is considered a short-term occupation, and you better be preparing for that by doing internships and that sort of thing. Nowadays, with the minimum salaries being what they are, if you are fortunate enough to play for several years, you can really prepare yourself quite well financially, where you don’t have to do those kind of things during the off-season, and you can kind of pick and chose what you want to do. So that has definitely changed.

How has this change affected your role?
As the responsibilities have expanded, the administrative aspects of the head trainer’s position have expanded. It’s forced us to increase our staff, which has been good because it frees me up to do the other things I need to do.

How big is your staff?

In addition to myself I have two full time assistant trainers, and then I have a season-long full time fellow. It is a fellowship that we offer to a person who has already graduated, already has their license and is certified. They work with me during the season, and we try to help them at the end of the season get hooked on with another NFL team or into a college setting. We started that last year, and the guy that we had last year we got him a full time position with the Tennessee Titans. And then in addition to the fellow, I have four college student trainers from local colleges and they work with me during the season as well as during the off-season. And they are again full-time college students as well, so this is considered an internship for them. Many of them get college credit for it and it really gives them a head start in what their going to do and what they want to be when they grow up. I’ve got a list of student athletic trainer interns that have worked with me over the past 15 years and on that list there are physical therapists, there’s a physician, there are chiropractors, there are professional athletic trainers- you name it, we’ve seen our guys graduate and move onto other fields related to athletic training, and we’d like to think we’ve played a little role in where they’ve gone.

One of the things The Greener Grass looks at it is how to help consumers sort through all the information out there. How do you find out about methods and products that are relevant to your field and how can the average consumer learn from those methods to evaluate products and services for themselves?
The consumers that I have obviously are my athletes. And we do everything we can to provide up-to-date research on given techniques and given products. There tends to be a general perception that if the team is doing it there’s got to be a newer way to do it. There are gurus out there that get their hooks into these players and sell them on ideas that they’ve got a better mousetrap or they have this better supplement or they have this better exercise technique and what have you, and sometimes it can become a little overwhelming when you’re continually bombarded by it. We have found that most of the other stuff that’s out there isn’t tested, isn’t researched independently, doesn’t have a lot of scientific data to back-up their claims, it’s one fad after another. This year it will be this, next year it will be that and by and large, the things that are time tested, and have research behind them, are the things that are consistent, safe, and effective.

Supplements are a common product between professional athletes and average consumers, what are your thoughts?

If you’re looking for an answer in a bottle, you’re looking in the wrong place.


The problem with supplements is that they’re not regulated by the FDA. So as a result they do not have to adhere to the high standard of purity as well as demonstration of true effectiveness. And as a result you get a lot of guys bringing in supplements that say it’s going to do this or it’s going to do that and it only has this in it or it only has that in it. Often times those items have materials in them that are actually banned by the league, although they may not be listed on the list of ingredients, and that is the problem you run into. I call it the Wild Wild West – anybody can put anything in a bottle, and put on a label that it only has this in it, but it’ll do that for you, and there is absolutely no oversight, no restrictions, no regulation, so quite honestly our philosophy as a team, and mine as a parent is that there is no shortcut. If you’re looking for an answer in a bottle, you’re looking in the wrong place. The old standards of hard work and eating healthy still are the tried and true techniques that work. Nothing in a bottle is going to take somebody who is a marginal NFL player and turn them into a good NFL player, unless there is something illegal in it like steroids. There is just no shortcut to it.

How do you address this topic with your athletes?

Number one we provide educational opportunities to the athletes a couple times a year. I will meet with all the players in a team meeting and review the latest research on certain items and just kind of give them a general warning. The league has set-up a hotline so athletes can do it either themselves or bring it to me, a particular item that they are considering taking and the hotline people will go ahead and research what is listed in the ingredients and determine if there is anything banned on it. The unfortunate thing about it is they always throw the caveat (because these things are not regulated), it’s called “buyer beware” and the athlete is responsible for what they put in their body, and that’s the one disadvantage to it.

Tell us about your methodology when you rush onto the field to treat a player.

You try to get them as comfortable as you can, and then come up with a game plan on determining what approach you’re going to take to getting them off the field, are you going to send them in for x-ray? MRI? Do we have to use a stretcher? or can we walk them off? Do we use the cart? All of this has to be determined in a relatively short period of time. When you’ve been doing it for a couple of years like I have, it’s not that difficult.

You have to make sure somebody’s taking care of getting the crowd away from you, so you can make good decisions and sometimes you do have to ask players around what they saw, because more often then not somebody else saw it or heard it. A player may say “I felt like I got kicked” and somebody else will say, “no he didn’t get kicked he was out in the open”. The more information you have when you get there the better, and then it’s a step-by-step process.

#1 preventing them from hurting themselves anymore
#2 evaluating what you are dealing with
#3 putting together a game plan on how you’re going to address it.

And then get them off the field and keep the game going.

How is the relationship between the athletic trainers and officials?

The officials are great. They will never, ever pressure or push the medical people to move a player before they are ready. It’s a good understanding that we have. And we don’t tell them - well I take it back - sometimes we do tell them what to call when it comes to penalties if they’re missing them...but they don’t interfere with us so we are good with that.

Concussions are a common injury associated with football, how do you determine the severity of the athlete’s condition?
They’re not as common as you would think, it is fewer than a dozen a year per team.

It is a very specific examination that we do on the field. The old days it was how many fingers do I have up and who are we playing and what’s the score – there is a lot more to it now. We are looking for finite, cognitive function in terms of reaction, emotion, memory recall, things of that nature.

Before we allow them to return we utilize a local neuropsychologist who has provided baseline evaluations of each player, (which is basically a brain function test) and we don’t allow them to return to the field until that player has returned to their baseline. We routinely wait 48 hours after the player has suffered the injury before we do a retest to see if in fact they have returned to their normal brain function. If they haven’t, then we hold them in terms of any practice activities until we retest them and see that in fact they have returned to their normal function level. If they have any lingering symptoms such as a headache, dizziness, nausea, insomnia, then we will not only limit their practice, but actually limit their physical activity, restricting them from engaging in even cardiovascular workouts, because we want to keep the blood pressure down. Studies have shown that if they have lingering symptoms and they’re exercising, they actually pro-long those symptoms. So it is a well thought out approach. The league did a good job last year of reminding the coaches, trainers, and physicians of the importance of never allowing competitive decisions to affect medical care, and I’m proud to say that here that’s never been a problem.

Football players are big guys with famously big appetites. What efforts are made to support healthy weight gains and loss?

Yeah, we do have some big guys, they do have big appetites. We have a dietician who is on retainer who is a consultant but will work with our players, those who either request, or those that we direct to the dietician. We are able the ensure guys that are gaining weight or are losing weight are doing it in a healthy, and safe, and appropriate manner. We will also look at players’ family history, if they have family members that have suffered from coronary heart disease, heart attack, high blood pressure, high cholesterol; we assess that in when we are assessing the athlete. So in addition to not only treating football related injuries or illnesses we also treat and manage the non-football issues.

Fluid intake, to manage muscle cramps, is an age-old debate in fitness, what formula do you prescribe to your athletes? Strictly water, or sport drinks, or a combination of both?
We do an educational session at the start of training camp, talking about heat illnesses, and we include muscle cramps, heat exhaustion, and heat stroke. Most muscle cramps are related to dehydration although not all of them are. So sometimes it is a misnomer to tell people that all you need to do is to drink more fluids because that is not always correct, and also it’s not just a matter that you’re drinking it’s a matter of what you’re drinking.

The important thing is not just the fluid but what you have in it. Gatorade is the name brand that the league has endorsed and it’s endorsed for a number of reasons. One of which, their products are backed-up by science, it’s not just a beverage company that went into sports; it’s a sports company that went into beverages. Specifically designed for athletes and in our particular environment. We do know that in addition to fluids they also need sodium and potassium. I can remember when I was in high school, they were just at that time getting away from giving athletes salt tablets before they’d go out on the practice field, and the theory was that again it’d help prevent cramps, well actually they had part of it right, the sodium was true, they did need that, but they also discouraged water intake, which they needed as well. Gatorade corrected the concept, and we call it “it makes water work better”, yes it has a significant amount of water in it, but it also has potassium in it, and it also has sodium in it, and it also has sugars in it. If it’s not palatable, they won’t drink it. So we again, subscribe to using a significant amount of the sports beverage drinks, Gatorade in particular, water as well.

But again, there’s immediately an assumption if they guy’s cramping it’s because he’s not drinking enough. Often times there are other nutritional deficits that need to be addressed, or it can be a case where an athlete is taking a supplement that pre-disposes them to muscle cramping, and through education, we’re able to get them out of that cycle of putting themselves in a bad spot.

Throughout your initial injury evaluation and basic rehabilitation of athletes, and how your athletes follow your instructions, is there anything (a product or service) that would make it easier for everyone involved?
The easiest thing would be for people to get out of their head thinking that there’s a better mouse-trap, a better machine, or a better exercise, or a better drug, or a better whatever, to think that’s going to somehow shortcut biology – because it’s not there.

Everyone is looking for a short-cut or a magic elixir, or some super new machine that will cut your rehab time in half, accelerate your recovery – let me dispel all of that crap, because that’s what it is. The bottom line is, the body will heal if you let it. The most important thing that we do is to optimize the conditions for the body to heal itself. If we do that, the body will heal as fast as it is going to and no amount of medicine, exercise, different kind of electrical stimulation treatment, or other voodoo is going to change that. It’s not a glamorous thing to tell players, but it’s reality. Hopefully over time we’re able to educate these guys to understanding that there’s no magic, there’s no shortcut. It’s interesting to hear players say “Man, what are we doing using ice? Ice has been used for years, why do we still use it?” It’s real simple. It’s called, it works. The body hasn’t changed. The body’s reaction to hot, the body’s reaction to cold, it’s a physiological response that is consistent, it works, and that’s why we do it. And again, unfortunately it doesn’t have all the bells and whistles, it’s not glamorous, and it’s not fancy, and it’s not chic, if you will – but it’s effective.

The most important thing that we do is to optimize the conditions for the body to heal itself.


How do you address the fact that there is no shortcut to recovery?
The ideal thing is word of mouth. You get a couple of name athletes, veterans that have been around, that will take the younger guys under their wings. And that will help in some instances, but it’s a never-ending battle. There’s one manufacturer of a modality that actually called me and told me that what I needed to do was to get this machine, and put it on David Pollack’s neck while he was in a halo, and it would cut his rehab and recovery time in half. I mean it’s nonsense, the kid had a broken neck. Everybody’s looking for a quick fix, and part of it’s our environment we live in, look at what’s on television, look at what’s on the radio, look what’s in the magazines. It’s “take this pill, and you’ll lose all the weight you want, and you’ll look like this…Use this machine…Do this exercise…Take this supplement…and you can heal things in half the time.” That’s what they’re told, and ultimately that’s what they’re sold, and when you’ve got guys that have significant amounts of disposable income, I tell the players when they bring in some of the things that they bought I say you know what I’ll make you a deal, you give it back, and I’ll give you my machine for half the price, and it’ll be a shoe box wrapped up with foil with some wires coming out of it which will do just as much as what you bought. It’s a never-ending thing that we just continue to have to educate as best we can.

How does the NFL support the physical fitness and emotional wellness of players transitioning to life after professional football?
The league does not get enough credit for the programs that they offer for the athletes. Not only in terms of how to deal with life while they’re a professional athlete but also how to transition for when they are no longer a professional athlete, by encouraging them if they haven’t gotten their degree to get their degree, to provide internship opportunities during the off seasons- during the time they do have an off-season, to begin to think about what they want to be when they grow up – is kinda as I put it.

So it’s more of a league initiative than a team initiative?
Correct. Each team now has a player development coordinator, where one of their roles is to help the players deal with issues that come up, to help facilitate the managing of the educational opportunities, and they’re mandatory now – they didn’t use to be mandatory for the players to go through. We ourselves last season hired a psychological consultant to assist us as well. The idea is to have a well thought-out, well-rounded, multidisciplinary approach to help the athletes both on and off the field.
The idea is to have a well thought-out, well-rounded, multidisciplinary approach to help the athletes both on and off the field.


What can younger athletes (in all sports) do to make themselves more
 injury-free?
If you tell most coaches that the player needs rest – rest is a dirty four-letter word in some peoples’ minds. The way I see it, rest can also mean “Resume Exercise below the Soreness Threshold – r.e.s.t.”

Understand that any time that you are involved in a physical activity there’s risk of injury. It happens. Obviously eating properly is a benefit, proper conditioning, proper warm-up, proper cool-down, all of those sorts of things are appropriate. I think in some ways we’ve almost gone from one extreme to the other, and I don’t say the club here, I say society in general, in that I think in many instances, whether people want to believe it or not, there’s the risk and there’s some evidence of episodes of over-conditioning / over-training, that are actually making players, or anybody, more pre-disposed to suffering injury. The body can only endure so much. When you’re off-season gets shorter and shorter and shorter, the physical demands get greater and greater and greater. I think there has to be an awareness that there has to be a proper balance of ensuring that athletes have the opportunity to fully recover from the rigors of a season, before they start training for the rigors of the coming season. And that’s something that we are continually looking at, the strength and conditioning coaches continually are reviewing what they did last year, what they did the year before, looking at injury patterns with us in the medical staff and seeing if there are things that we can and need to do to perhaps offset the mind-set of more is better. More is better to a point. But there is such thing as too much. If you tell most coaches that the player needs rest – rest is a dirty four-letter word in some peoples’ minds. The way I see it, rest can also mean “Resume Exercise below the Soreness Threshold – r.e.s.t.” Which means, rest doesn’t need to mean that they’re laying on a couch watching T.V. and playing video games, it can often times mean that you simply just back down contact, or you don’t have as much running, you don’t have as much pounding.

The body can only endure so much.


It’s hard because so many of them have the mind-set, “I need to do more, more, more – I need to work harder, harder, harder” – I disagree, I think you need to work smarter, smarter, smarter. There’s a balancing act that you have to take into account. As I see it now, the way things have evolved it used to be that training camp was to get players into shape to play, that’s not true anymore. If you don’t come into shape in training camp – you’re gone. I think there is a tendency to over-train, and when you get to training camp if you have over-trained; you’re going to struggle getting through training camp. Not because you didn’t do enough, but because you did too much.

More is better to a point. But there is such thing as too much.


And finally, on a lighter note, if you added up all the rolls of tape you have applied to athletes, how 
many times would it circle the earth?
We use on average an excess of 50 miles of tape a season –that includes training camp and mini-camps. That’s a lot.

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ Got Nature?

"Bone specialists say possibly millions of seemingly healthy children aren't building as much strong bone as they should _ a gap that may leave them more vulnerable to bone-cracking osteoporosis later in life than their grandparents are".
Evidence is mounting that considerably more children are breaking bones now than their counterparts were 40 years ago. What is the cause of all of this? Often the first thought is lack of Calcium. With so many products having "added Calcium", not to mention the Got Milk campaign it stands to reason that there is not a shortage of Calcium in our children's lives.

A more unfamiliar fact is that the body does not properly process the Calcium it has if there is a lack of Vitamin D.
"By some estimates, 30 percent of teens get too little".
Without diving too far into the chemistry, a primary source of Vitamin D is sunlight. It is generated by the skins exposure to UV light. Furthermore, the Vitamin D generated by the human body is more effective, and easier for the body to use than the supplemental counterpart. So, many experts are beginning to agree that the indoor sedimentary lifestyle has more than a psychological effect on developing children, it may be producing a whole generation of people with weaker bones.

To read more on this subject, click here and check it out. Or better yet, lets make sure that our kids actually get out and see the sun occasionally.

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ Honesty is the best policy: An Interview with Lucy Postins of Honest Kitchen

Last but certainly not least we bring you our final interview on pet wellness. This interview crosses into the energy realm but you'll just have to read it to find out more.

The Honest Kitchen is the most innovative pet food companies I know of. Their product offerings are unique to every major brand of pet food. The healthy, dehydrated raw food is fresh, mostly organic and is guaranteed 100% human grade (but as they state, “it is intended for your dog to eat, not you!”) Their success speaks for itself with the company growing an average of 100% each year since its inception. Lucy was kind enough to tell us more about it. Thanks Lucy!



TGG: Please give us the history of the Honest Kitchen.
We were founded in 2002. I originally worked as a nutritionist for another company for about five years. When I got my first dog I became interested in the raw food diet. I began making raw food for him. I started researching ways to try to make it more simple and convenient and less messy to prepare. The idea just spun off from that. It originally was going to be a little local cottage industry and it snowballed from there.

TGG: Tell me how a raw diet can benefit my pet.
A raw food diet is just a much more natural way to feed a pet. It is really the way nature intended them to eat. They weren’t designed to eat cooked and highly processed food. Modern pet food processing methods like canning and extrusion are really under high heat and pressure and it just obliterates a lot of the natural nutrition, things like vitamins and enzymes and phytonutrients (TGG adds: phytochemicals in fruits and vegetables can significantly reduce the risk of cancer, probably due to polyphenol antioxidant and anti-inflammatory effects) that are present in the raw foods. So, then a lot of synthetic vitamins and chemical compounds and flavoring then have to be added. It then ends up just being pretty far from what nature really set out with. The idea behind a more natural diet, something that is minimally processed, something that is frozen, raw, or fresh, or dehydrated, a lot of the natural nutrition remains intact. The animal can enjoy better health. It is all about being proactive about the nutrition rather than feeding bad food and then later having to spend money on vet bills later.

TGG: How does the dehydration process work? How do you maintain the nutritional benefits of the food?
It is a pretty slow, moderate temperature process, (TGG adds: just above 120 F for meats and about 104 F for fruits and veggies). It is basically like a gigantic sort of oven. It is under a very moderate, gentle process. Warm temperatures as opposed to extreme heat. It just removes only the water from the food and nothing else. It in order to feed our foods you have to add the water back before serving. So, it just basically turns it back into fresh food. (TGG adds: that also makes the foods easier to prepare and store and very light-weight to ship.)

TGG: What are some common food allergies for pets and what can we as owners do to ensure our pets aren’t suffering?
The most common food allergies are actually to grains. A lot of pet foods contain an overload of grain and those aren’t really natural for cats or dogs. Very often we see chronic GI upset, ear infections, and itchy skin, and chewing at the feet. Those are very common signs of a food allergy, most typically to grain. Occasionally animals will test positive for being allergic to certain meats, and other ingredients can show up. Typically though, grains seem to be the most common one. If you combine that will a diet that has a lot of chemical preservatives and artificial flavorings and colors which over time deplete their immune system. That can make them more pre-disposed or prone to food intolerances and allergies.

TGG: What is the difference between food allergies and food intolerances?
An allergy is an immediate, really severe reaction to something. It would be like a rash, or hives. A food intolerance is a more low grade reaction that crops up over time. Things like the GI upsets and the ear infections. Which might not happen instantaneously but if they eating something that they can’t really tolerate than the body does react eventually.

TGG: Tell us more about the differences between human-grade food vs. pet grade food.
Those two words are technical terms that relate to the quality of the ingredients and of the finished product. We actually became embroiled earlier this year in a lawsuit with the Ohio Department of Agriculture because we have a statement on our packaging which labels our pet foods as human food grade We have approval from the FDA to say this. They reviewed our manufacturing processes and affidavit from every one of our suppliers and determined that we could legally state that our foods as human food grade. Which means fit for a human to eat. We do not market our pet foods for humans. It just simply relates to the quality of the raw ingredients. In contrast to that there is feed grade which is only fit for animals and could not be fed to a human being.
Ohio objected to our labels, they stated that pet food that is labeled as human grade would be confusing to consumers and they wouldn’t be able to figure out if the product is for humans or animals.
Not too long ago, the judge ruled and overruled that decision in our favor.
TGG: The thing is that I have been finding out through my research is that while it is called “food” or pet food that it really isn’t food at all but rather just lots of by-products, and really just junk. (I will also add that you don’t have to dig deep to find this out.)
Yes, there are some really horrendous things that they put into pet food in this country, a lot of by-products, something called 4-D meats which means dead, dying, disabled or diseased meat. It is like cattle who passed away in the field and didn’t make it to the slaughterhouse or animals that have died from cancer, road-kill or other disgusting things. There was an issue the FDA investigated a few years ago in which it was determined by veterinarians in the US that it was becoming more difficult to euthanize cats and dogs when it came time to end their lives. They were becoming somewhat resistant to the Pentobarbital which is used in the euthanasia process. The link was made between this problem and the existence of Pentobarbital in a lot of pet foods. It was suspected that pet food contained euthanized cats and dogs from pounds and stuff as a protein source. Since some pets were eating food with it they were actually creating a resistance to it.
Those types of things are really shocking for people to find out. The claims are really not to be believed. These companies have tremendous marketing dollars and campaigns to lead you to believe that they have your pets best interest in mind, when really they don’t.
TGG: We were talking about that the other day, that it is more common in other countries that your pet would eat your leftovers and that a lot of those pets are actually healthier.
Yes, even in this country people used to do that. I think A lot of these companies have really brainwashed people into thinking that you should never feed table scraps or homemade food to your animal because you’ll throw off the nutritional balance. It is really nonsense. There is no reason to assume that someone’s cat or dog is so primitive that they couldn’t tolerate a mix of different ingredients throughout the week. There is no reason why they should eat the equivalent of Cheerios everyday of their life. We really encourage people to mix in different things into their food. Things like plain yogurt or cottage cheese, canned fish, or other veggies and things they might eat themselves.
TGG: You know contrary to what we are taught about feeding our dogs, I have actually found that my own dog enjoys quite a lot of fruits and vegetables. I know there are certain ones to avoid like grapes, chocolate, etc.
Yeah, dogs do enjoy that, and people can incorporate certain foods like from their hope gardens. Pets can really benefit from things like parsley, and calendular. Then you can elimate the need for additivies.

You have made a commitment to be a more eco-friendly company. Please tell us more about that.
We have had a long-standing commitment to the environment to try to introduce organic ingredients wherever we can and use well crafted herbs and to buy local when possible. We also just made the upgrade to our product packaging, we have transitioned from a bag which was not easily recyclable in most areas to a 100% recycled post-consumer box which is completely recyclable and is printed with soy based inks. It is either recyclable or biodegradable after use. Inside is a food grade bag which is not printed and obviously it is needed to keep the food fresh and safe from contaminants. That is 100% recycling after us e also. It is an increased cost in terms of dollars that we are absorbing as a company and we are not passing it along to customers. We feel it is really important to put our money where our mouth is as far as the environment is concerned. It is really on the top of the list for a lot of people and they like to purchase products from companies that are really committed to the environment.
TGG: We have noticed that as well. The companies that have maintained their authenticity and transparency all along are now reaping the benefits.
Yes, we have always tried to be very open about what we are doing. We like to involve our customers in product development projects. We have a work/food program where we have people who are trainers, breeders, agility trainers, who have an active role in our product development. As we get our products in development we like to get our customers involved in home trails where we give samples away for customers to feed to their own cats and dogs, in the comfort of their own home. We can then eliminate laboratory tests that we do not agree with. I think people like to be involved in the decision making process.

TGG: What is next for Honest Kitchen?
We will be introducing another cookie just in time for the holiday. It will be a blueberry and buffalo flavored cookie. That will be available in the next couple of weeks. We will probably start work on a new cat food early on in 2008 and another canine diet will be hitting the selves next year.

This contains some great information, please check it out:
The Honest Kitchen blog

More links about nutrition:
Phytochemicals
Toxins in pet food
Do you know what you are feeding your pet?

Pet food recall

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ Vessel: Your Drink

The Greener Grass wouldn't be complete without some product concepts inspired by our collection of interviews with experts in the field of health and wellness. Check out our previous health and wellness concepts here - we'll post a new idea each day this week!

From speaking with people like WheyUP founder Erik Rothchild, VeeV co-founder Courtney Reum, and Amelia Bay's Jason Crandall, we realized that there's no such thing as the perfect drink for everyone. There's no mass market for beverages, but instead millions of individuals, each with their own unique functional needs, taste and consistency preferences- so we created Vessel.


Vessel is the ultimate in personalized beverages. It's Your Drink. It's exactly what the name implies: a system for you to create a drink that's yours and yours alone by combining flavors and ingredients. It frees you from the tyranny of lowest common denominator marketing that produces the same products year after year without ever really innovating.

Vessel has three components: Base, Flavor, and Agent.


Bases provide a combination of nutrients for your lifestyle that are at the foundation of the drink. The Active Woman Base might be heavy in iron, calcium, and protein, while the Mature Man base could focus on zinc, saw palmetto, and B-vitamins.

Flavors are responsibly-sourced, organic extracts of botanical and agricultural products that allow you to tailor the drink to your tastes- no matter how exotic they might be. Wheatgrass/mango/oatmeal? No problem. Cranberry/mocha/vanilla? Coming right up. Or just plain chocolate.

Agents are the active ingredients that deliver the functional benefits you need. Vessel has an enormous variety of Agents, from vitamins and minerals to protein to caffeine, taurine and ginseng, that can be assembled in a nearly limitless range of combinations.

The details
The components come together in a resuable, Lexan container, sold separately from the Base, Flavor and Agent. The container features details that are the product of detailed ethnographic research on athletes and other performance enthusiasts.

For example, we saw that one of the shortcomings with a lot of powdered drinks is that they don't mix very well, leaving unmixed gunk in the bottom of the glass. The small perturbation on the bottom of the Vessel container serves as an agitator that helps mix the contents when shaking- no more gunk at the bottom.

The hook on the underside of the lid addresses another common complaint. Screw tops are no good, because they get lost easily. Drinking bottle usually feature a tethered cap that doesn't get lost, but it's always in the way. Pull-top valve enclosures used on many sports drinks are a hassle. Vessel's lid is easy to open, but hard to lose.

What's Your Drink?
What would your perfect Vessel mix be? Post your idea in the comments!

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ Peanut Knows!

Food allergies can be dangerous. Constant vigilance and scrutiny of diet demands an awareness of ingredients and close attention to package labeling. This can be challenging and frustrating, particularly for parents and caregivers of young children. According to the Mayo Clinic, peanut allergy affects approximately 1.5 million people in the United States. As the most common cause of life-threatening allergic reactions (anaphylaxis), peanut allergies account for 80 percent of fatal or near-fatal allergic reactions each year.

Nothing can replace the knowledge and devotion of parents and caregivers, but perhaps some additional assistance that supports this vigilance could help. Peanut Knows might just may be that helper!


The Peanut Knows is a friendly little fellow that can detect the presence of peanut and peanut trace in food products. The electronic nose sniffs out the culprit and alerts the user, helping to prevent allergic reactions.

The concept is from a form metaphor of the elephant's affinity for peanuts. This is an elephant pendant that, when placed on the side of your dish (bottom button is depressed), 'sniffs' for peanuts. If peanut content is detected the 'mouth' lights up.


Small, cordless, simple, easy to use and cute. Peanut Knows serves as reminder to take care when serving food to small children that may have food allergies.

Similar detection devices exist today, such as FQSI's SensorfreshQ Freshness meter that measures bacteriological activity on uncooked meat and poultry.

Concept by Mark Mock
Design by Ramsey Ford

Relevant links:
http://www.fqsinternational.com/products.htm

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ Life at the office in 2017

The Greener Grass wouldn't be complete without some product concepts inspired by our collection of interviews with experts in the field of health and wellness. Today's idea looks at what a day at the office might be like in the year 2017, reflecting the current interest in corporate wellness programs. Check out our previous health and wellness concepts here - we'll post a new idea each day this week!

Life at the office in 2017

Life at my company sure has changed in the last 10 years! I am the healthiest I have ever been since the company subscribed and promoted the Meal Master wellness plan. Ever since, everyone who has signed onto the plan is feeling great, being more productive, and I can’t even remember the last time I had a sick day! Haven’t heard of the Meal Master system? Let me tell you how it works…

When you sign on, you’ll begin meeting with a nutritionist quarterly who will help you to establish a set of realistic goals you’d like to accomplish through your diet. (For me it was losing weight early on, and then later maintaining my ideal weight.) They’ll help you set your individual goals, and that information goes into the Meal Master software program guide. It’s great! Just download it to your phone and laptop, and you’ll have your nutrition information at your fingertips as you go throughout your day. And since you’ll take your phone wherever you go, like the grocery store, you’ll have a guide right there in your hand.


Our company also bought a Smart Vendor for our floor. This was such a lifesaver! For those who sign onto the program the Smart Vendor displays on screen only the choices it has available that fit into your diet according to your goals (thanks to Blue Tooth!). Oh sure, I’ve seen all the choices that Adam has when he steps up and gets a snack, but I’m perfectly happy without the temptation. Believe me, ignorance is bliss!

Exercise offers a whole other range of options for subscribers. Feel like you never have time to exercise? As part of the wellness plan the company has bought several new ExerChairs. These chairs allow you to comfortably pedal while you work, right at your desk! Again, Blue Tooth signals to your laptop how many miles you have pedaled each day, and adjusts your diet allowance accordingly.


And if that weren’t enough, our company has mandatory daily exercise breaks. It’s like recess all over again - each day there is a different group activity in our fitness room. Yoga, Pilates, aerobics and spinning classes are just to name a few. Our company also installed a new 30 minute work out circuit with free weights and nautilus equipment. I feel so energized afterwards, even if I don’t break a sweat.

Overall, our company has saved money by incorporating the wellness plan and reduced health care plan costs (which have risen 20+% each year nationally). It’s a win-win for everyone; I feel great, am more productive while working, and have likely added years to my life - all while saving my company money on insurance premiums. Thanks Meal Master!

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ Solve the Rehydrate Debate with the FluidReplenish Patch

The Greener Grass wouldn't be complete without some product concepts inspired by our collection of interviews with experts in the field of health and wellness. Today's idea is our solution to settle the debate between water and sports drinks for athletes. Check out our previous health and wellness concept here - we'll post a new idea each day this week!



Water, or sport drink, or both? Consumer confusion is a trend in health and wellness (read more here) so we propose a solution. The FluidReplenish Patch tells you the best formula to rehydrate after a workout. Wear it on a core arm muscle during your exercise and watch it track the nutrients lost through your sweat. Water, sugar, and sodium are core components to rehydrating the body, but athletes don't know which to use or when to use them.



Each fluid has its advantages - water for rehydrating and sports drinks (sugar and sodium) for re-energizing and retaining fluids longer - just read the three bars after the workout and reach for that combination in your fridge. For example, this runner needs a combination of the two drinks based on the bar readings: the 'sodium' and 'sugar' show he needs a sports drink to refuel, and the almost full 'water' bar tells him to finish that water bottle he already has and to fill it up again. A full bar on the patch reads 24 oz. of fluid.

To use FluidReplenish, wear one patch for each workout in your routine (i.e.: cardio, weight-lifting, Pilates, etc...) to learn the fluid formula that fits you. Then, write down how your body needs to be replenished after your workouts and make rehydrating properly a part of your everyday routine. As your fitness improves, track your changes in hydration with the FluidReplenish Patch.

To learn more about the differences between water and sports drinks, check out this chart from the Gatorade Sports Science Institute, and for more on the fluid replacement debate all together, we suggest this paper from the American College of Sports Medicine.

Relevant Links:
Breaking through the myths: An interview with fitness and nutrition expert Alan Aragon
Interview with WheyUP! founder Erik Rothchild

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ The Smart Shopper - A Better Way to Buy Groceries

The Greener Grass wouldn't be complete without some tangible artifacts inspired by our collection of interviews with experts in the field of health and wellness. As product developers, we've combined our skills in strategy, design, and engineering to bring you concept solutions that we think can improve our society. Check back to the site throughout the week as we continue to share our ideas.
The Smart Shopper is a grocery carrier that helps shoppers make better food decisions and promotes well-balanced nutrition. The core user is an urban female professional, most likely an Average Achiever or Progressive Professional, who leads a busy life and needs an efficient way to shop. She wants to add more variety to her diet but doesn't know where to start.
As we learned from our interview with Produce for Better Health, people have a hard time getting enough fruits and vegetables in their diets. To help solve this problem, the inside of the Smart Shopper is divided into 6 sections to help one buy a variety of foods and maintain good balance with their diets.
We also learned from the PBH and Kellogg's that consumers can make nutritious choices by staying well informed. To support this, the Smart Shopper features a grocery list that doubles as a reference guide, with tips and information about a variety of foods. Educated on how to choose, prepare, and eat these foods, shoppers will feel empowered to buy healthy options knowing how they can fit into their lives.

Design by Celina Castaneda

Relevant links:
Cereal Box Makeover
Eat Your (Fruits and) Vegetables

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ Cereal Box Makeover - A conversation with Kellogg's Kris Charles

A few weeks ago, we posted about a new Kellogg's program called Nutrition at a Glance. We were lucky enough to speak with Kris Charles, spokesperson for Kellogg's, who told us more about the program and how the brand continues to stay focused on health and wellness.

What inspired Kellogg’s to initiate the Nutrition at a Glance program? What problems were your consumers having that led to this new labeling solution?

Kellogg was founded on the principles of health and wellness more than 100 years ago. We have a long history of putting helpful information on pack, and this is a natural step as we continue to build on that foundation. Research showed that time-pressed consumers want quicker, easier ways to make informed nutrition choices. The Nutrition at a Glance panel empowers consumers to make individual choices by showing them how a food fits into their daily diets.



Kellogg’s pioneered a similar labeling program in Europe. What did you learn there that helped you implement this program in the US?

Although it’s a seemingly obvious takeaway, we learned that awareness drives the acceptance of this type of program. We surveyed 500 adults in Europe a year after launching the program there, and we learned that consumers have high recognition and understanding of the Nutrition at a Glance program. In fact, 80 percent of European consumers said that they are aware of the labeling; 84 percent find them easy to understand and 82 percent would like to see it on even more product packaging.

Because health and wellness is so trendy right now, a lot of “healthy” products are just gimmicks, leading to skepticism among consumers. How do you ensure that shoppers take this innovation seriously?

The Nutrition at a Glance program is an education tool for consumers, not a marketing campaign or “gimmick” as you say. With so much confusion about nutrition in the marketplace, it is appropriate for manufacturers like Kellogg to provide the facts to help consumers make more informed choices about the foods they eat. Since we are sincerely trying to help educate them rather than tell them what to do, we expect that consumers will take this effort seriously.

You’re encouraging others in your industry to join in your efforts. What progress have you made there? How will this system be carried over consistently to other brands?

While we’re not able to speak for the whole industry, industry-wide progress has certainly been made. We’ve discussed this approach with other companies at ongoing industry forums, shared learnings from other markets where we’ve launched the Nutrition at a Glance program, and are encouraging their use as a standardized labeling method. In fact, General Mills announced that they would adopt the same front-of-pack labeling approach this past July.

We’ve seen that in the U.K., where currently more than 50 companies have adopted the Nutrition at a Glance tool. And top retailer Tesco is now using them on all of its packaging. Hopefully, we’ll see similar levels of adoption in the U.S. We will continue to work with others in the industry to bring forth information to help consumers make better informed choices about what they eat.

Since we are sincerely trying to help educate them rather than tell them what to do, we expect that consumers will take this effort seriously.

The Nutrition at a Glance program is a step in the right direction to giving consumers key information about their diets. What are Kellogg’s long term goals in terms of nutrition?


The Kellogg Company was founded more than 100 years ago with a foundation in health and nutrition. In fact, our founder, W.K. Kellogg said “We are a company of dedicated people making quality products for a healthier world.”

To that end, in June 2007, we announced that Kellogg is changing the products we market to children under 12 and how we market those products. We established an internal Global Nutrient Criteria standard (Nutrient Criteria) based on a broad review of scientific reports. Kellogg will apply the Nutrient Criteria to all products marketed to children around the world. Those products that don’t meet the criteria will either be reformulated to meet the Nutrient Criteria or they will not be marketed to children under 12 by the end of 2008. (Kellogg currently does not advertise to children under 6.)

The Kellogg Global Nutrient Criteria will also guide targeted future innovation and product development. Over time, the company will work toward providing consumers even more product choices with enhanced nutritional value.

As a company, we believe the notion of balance _ or “calories in, calories out” _ must remain the central tenet of any long-term solution to global obesity and weight management. We have a long-standing commitment to helping consumers successfully manage both sides of that equation.

To learn more, visit the Nutrition at a Glance website.

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ Children adjust to increasing food allergies

Our palette of food choices is broader than ever, but the unfortunate reality for millions of children is that the options are more narrow. Why? Whether it's peanuts, milk, fish, or any number of other foods, more children than ever face the challenge of food allergies.

Read more from the Mankato Free Press:
According to a 2006 survey by the International Study of Asthma and Allergies in Childhood that looked at more than 700,000 children in 56 countries since 1991, allergies are on the rise all over the world. A 2003 Mount Sinai School of Medicine study reported peanut allergies in kids younger than 5 have doubled. And the Food Allergy and Anaphylaxis Network says one out of every 17 kids younger than 3 years old has a food allergy.
Read the full article here

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ The Future of Health & Wellness: 4 Scenarios

Asking yourself “What If?” can be a powerful tool for looking into the future. We’ve created a few scenarios that paint a picture of the future of health and wellness along a variety of very different paths. Some of them might seem farfetched, but use them as stimulus for disruptive, innovative thinking. No matter what you come up with, stranger things have happened. Ask yourself how your organization, friends, or family would respond. Create your own scenarios.

This is the third of three parts of our Health & Wellness analysis. Be sure to take a look at the first two parts:

5 Health & Wellness Consumer Archetypes
5 Trends Driving Health & Wellness



Young until I die
Spearheaded by the latest advancements in life science, anti-aging treatments become affordable to nearly everybody in Western economies. The effects are startling.

With the aid of anti-aging treatments, consumers are effectively frozen in time. Baby Boomers always say they don’t feel a day over 30, and now they don’t look a day over 30 either. The treatments are safe, easily administered at anti-aging clinics that are similar to the ones of today, and affordable to anybody with a middle-class income.

Markets quickly change shape in response. Traditional age-based segmentations collapse into three segments: children, adults, and the very elderly. Social dynamics are transformed equally rapidly, changing the playing field dramatically for dating, athletic competition, and other institutions. Even family is affected: parents look the same age as their adult children.



Locals only
In the wake of countless food safety scares, European middle class consumers reject anything not locally sourced, with Americans following closely behind. Only low-income consumers are forced to buy products sourced from abroad, leaving producers scrambling to retool their infrastructure in response. When the dust settles, few of the old guard companies are left in positions of dominance; the majority of marketshare is captured by once-small companies that were able to scale up their operations to meet demand.

Prices rise substantially as a result of rising raw materials costs, but profits stay about the same for manufacturers and distributors. The balance of power shifts in favor of local producers of raw materials and other inputs, who control the resources that consumers demand.



Wellness check
With insurance costs spiraling out of control, and absenteeism and other health-related issues dragging productivity down, employers take action. Employers have run credit checks on prospective employees for years, employers are taking it once step further by running comprehensive wellness checks on candidates.

Unwilling to take the chance of hiring someone that will be sidelined by wellness issues- whether mental, physical, or emotional- employers are demanding access to detailed, private information about your wellness. If they’ll be billing you at an hourly rate, they want to know how many hors you’ll be missing next year from that bad back of yours. They want to know how well you’ve handled stress in the past, if you’ve seen a mental health professional (and why), and how that will affect their bottom line in the future. The net result is that younger, but less experienced candidates sometimes make the cut over a more experienced applicant with potential wellness issues.



The bad old days
Faced with too many products, treatments, services, and fads that promise everything and deliver nothing, consumers reject health and wellness across the board. We look back on today as the peak of health and wellness adoption: from here, consumers slide back into their old habits. They know fast food isn’t great for them, but at least they understand it. They know they should be exercising, but without any idea of where to start, they just give up and do nothing.

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ 5 Health & Wellness consumer archetypes

These archetypes represent some of the many segments of health and wellness consumers. Please don’t mistake this for a comprehensive overview of the category, because it isn’t. Instead, use it as a starting point for your own initiatives. This is only a snapshot. Take what we have and build on it- and if you can share the results with us, please get in touch and let us know if it helped. This is the second part of our Health & Wellness analysis. Our 5 Health & Wellness Themes & Trends were the first part, and the third part will be a series of scenarios that outline some possible directions for the future of Health & Wellness, so be sure to check out everything if you enjoy this.



The Champ
A subscriber to magazines like Men’s Health and avid consumer of energy drinks, The Champ represents health & wellness as fitness and nutrition. To The Champ, the body is a machine, and getting optimum performance from that machine depends on giving it the best inputs. The Champ sets the bar high for him/herself, looking to pro athletes for fitness routines. These consumers are like mechanics on a NASCAR team, constantly evaluating new products and activities, looking for something to give them an edge. They hold manufacturers to the highest standards regarding sourcing, ingredients, and performance, but they’re more than willing to pay a premium for it.

There aren’t very many Champs, but they’re very influential tastemakers and gatekeepers. They’re always doing research, reading labels, comparing results with their peers, and they serve as sources of information among their not-so-hardcore friends. The Champ is a leading driver of adoption and opinion among mainstream consumers.

Relevant Links
Breaking through the myths: An interview with fitness and nutrition expert Alan Aragon
Interview with WheyUP! founder Erik Rothchild



The Explorer
The Explorer is a xenophile, always looking for new, different experiences. Explorers look at health & wellness as a journey, not a destination. They love trying new products, services, and ideas, especially those from other cultures. For The Explorer, health & wellness is most definitely as much spiritual, emotional and mental as it is physical. In comparison to The Champ, The Explorers expectations are relatively modest, because they evaluate health & wellness offerings as a holistic experience, not simply on the results.

The key to engaging The Explorer is to create rich, multi-sensory experiences that take them to another place. Use sound, scent, and tactile elements in conjunction with visual components to bring something new and different for The Explorer.

Relevant links:
Everybody Eats! An interview with Earth Source Produce
Vertically integrated beverage innovation: An interview with Amelia Bay
Be The Change: An interview with One Planet, One Solution



The Retrofit
Health & wellness is part of nearly every demographic segment, not just the young. The Retrofit represents the face of health & wellness among the older members of the population. Their motto is “Living stronger, longer,” and they’re dedicated to making the most of their older years. Retrofits show us that health & wellness is for everybody, that it’s empowering, not intimidating.

For Retrofits, wellness isn’t just taking vitamins and exercising, it’s about a positive outlook that’s the foundation of their entire lifestyle. Retrofits recognize that although they’re older, it doesn’t mean they have to sit in rocking chairs doing crosswords and knitting for the rest of their lives like their parents did.

Retrofits keep an open mind. They’re always learning: about new products, new activities, new sources of information (and how to use them), and about how to keep their minds, bodies, and spirits well.

Relevant links:
Kate Beckstrom: The future of elderly care
Retirement centers and healthy living: An interview with Lodge Retirement Community
Designing for the elderly: An interview with Modern Plastics Editor Matthew Defosse


The Progressive Professional
The health & wellness lifestyle isn’t a sacrifice for The Progressive Professional, it’s a lavish indulgence. They work hard, and look to health & wellness solutions to temper the stress of their intense work environment. They represent the new, luxurious face of health & wellness that doesn’t ask consumers to make tradeoffs to be well.

The Progressive Professional will spare no expense in spoiling him/herself and his or her pet. Just as she wants to balance her life, she wants her pet’s life balanced as well so she shops at retailers like WestPaw for products that mean something. They’re happy to spend significant amounts on the latest supplements, personal care products, spa/gym memberships, massage and relaxation therapy, or anything else that balances out their life and takes the edge off the stress of their professional life.

Relevant links: