Are you “aging gracefully”, casually letting time take its toll on your life and career? Hugo Mendez, the founder of Age Strong, has asked himself this and determined he’d rather channel his inner bison to charge into life after 40.
On this episode of the Career Adventurer Podcast, Hugo and I discuss eschewing life at Nestle for entrepreneurship. We discuss the challenge and reward of building a company and brand from scratch. We discuss recognizing and rejecting imposter syndrome. We discuss how Hugo found his way to becoming a personal trainer.
Hugo reflects on aligning his career with his values to help improve people’s lives.
Listen to the full episode. You’re sure to pick up a nugget or three for your own career adventures.
Core Themes
Take note of these themes for your own career adventures.
Building From Scratch
I had a mentor in the golf business who had the “dream job.” He was the Head Superintendent at a Top 100, US Open golf course. The course was magnificent, filled with history of great golfers who’d strolled its fairways. You felt something when you were on the grounds. Yet, one day he left to build a greener pasture.
He took a job that paid less and wasn’t as prestigious. It was the equivalent of a golf course startup. It was what you call a grow-in, a newly established golf course. He had always wanted to establish a golf course from scratch. This was his opportunity.
Hugo shares similar thinking. He talks about the challenge of and desire to create a brand from scratch. As a marketer, it is one career badge he always wanted to collect.
“Building a brand from scratch is hard. But it’s rewarding. Just putting yourself out, having courage to be like, yeah, this is me. At the beginning, people didn’t know who you are. Little by little they start recognizing the brand. Oh, Age Strong. They start wearing your t-shirts, they start talking about you.”
Don’t Give Up, Get Strong
I wish I had a dollar for everytime I’ve heard people say something to the effect of “Welp, this is where I am with my career. I’m just riding it out until retirement!” Remember, never give up. It’s never too late to try something new and to get career strong.
Hugo shared similar perspective regarding his company and improving your physical fitness. He doesn’t love the term, “Age Gracefully.” To him, it’s too passive and could run the risk of complacency. Instead, AGE STRONG! Get off the couch and build the muscles you need to be fit later in life.
“The logo that I use is a bison because one time I read something about the bison. When the bison is out there dealing with a strong snowstorm, they charge the storm before things get worse. So, you take action before things gets worse.”
Committed Based on Values
Doing something completely aligned with your values is hard. Normally, people just need to find a job, to provide for themselves or a family. Many people find a good, steady job that ideally has good enough benefits and a path up the pyramid. Yet, it’s common to realize that the “stable” path upward takes them further from their values.
Hugo talked about being on this path. He also talks about leaping into a good entrepreneurial idea as a potential solve. However, the idea he was working on didn’t align with his values. So, he went further.
“When I left corporate, I started a couple businesses. One business was a really good idea. It’s just that I was not really a hundred percent committed to it. Then I started one business with my wife that took off. It was in the craft beer category, which we ended up selling because we didn’t want beer to be part of our values.”
Improving People’s Lives
Sometimes, identifying your values is as simple as asking yourself if you’re improving people’s lives. We all want to have purpose and be valued. It’s easy to lose sight of the impact we are making on other’s livelihoods.
Hugo has sold a variety of product types, from baby care to pet food to beer, to name a few. Yet, he hasn’t always been able to connect what he is doing to improving other’s lives. Today, he does. He sees the results firsthand.
“The service I offer improves people’s lives. Knowing that what I sell to people helps them live longer lives, healthier lives, more proactive about the things that they do, live happier lives with their families, be better professionals…”
Where’s Your Courage Corner?
How do you develop courage? I’ve always tried to channel my inner bison and charge challenge head on. Also, I like to get counsel from people I trust, those who help pump me up. Fear is always there. You just need the right tools to channel the courage you need to overcome it.
Hugo talked about the ethos of strong kettlebell training. In that world, you need to create a courage space. Can’t the same be true for your career adventures?
“In the world of strong, they call it your courage corner. ‘cause you need is a small corner in your home and, to work out and the courage to show up and do the work.”
Hear More About Hugo’s Path
Hugo and I discussed the way he found entrepreneurship and how he continues to fuel his own personal journey.
We never fully overcome fear and imposter syndrome. We tackle challenges with strength and courage.
Go beyond these themes. Listen to the full episode.
Enjoy the episode! Thanks for you support!
Paul G. Fisher
