Ep. 017: Working 90 Hr Weeks to Build Fresh Fit Meals w/ Aaron Anderson
- Ryan Snaadt
- 5 hours ago
- 4 min read
From Wrestling Mats to Business Ownership: The 90-Hour Hustle of Aaron Anderson
In the world of Des Moines entrepreneurship, success isn’t just about having a great idea—it’s about the grit to see it through when the lights go out and the 14-hour workday ends. In a recent episode of the Rhymes with Odd podcast, host Ryan Snaadt sat down with Aaron Anderson, the co-owner and business manager of Fresh Fit Meals, to discuss what it actually takes to scale a local brand in the heart of Iowa.
From managing through the pandemic to the mental fortitude gained from collegiate wrestling, Aaron’s story is a masterclass in calculated risk and relentless work ethic.
The Fresh Fit Meals Concept: Solving the "Healthy & Fast" Dilemma
For many Des Moines business owners, time is the most expensive commodity. Aaron and his team at Fresh Fit Meals have built a business model that caters specifically to the high-performance professional. Unlike traditional meal prep services that require shipping or subscriptions, Fresh Fit operates on a brick-and-mortar model in Urbandale and Ankeny.
As Aaron explained to Ryan Snaadt, the shop offers 45 to 50 meal options that are fresh, never frozen, and ready in 90 seconds. By focusing on gluten-free, low-carb, and dairy-free options, they’ve tapped into a growing local market of health-conscious consumers who refuse to sacrifice quality for convenience.
Building Mental Fortitude: Lessons from the Wrestling Mat
Before Aaron was analyzing profit margins and inventory turnover, he was cutting weight as a wrestler for Central College in Pella. This background is more than just a hobby; it’s the foundation of his business philosophy.
"I feel I'm getting reminded of what I was mentally back in my wrestling days... mental fortitude, mental toughness. I feel unstoppable." — Aaron Anderson
For marketers and founders, this "wrestler’s mindset" is crucial. Business, much like wrestling, involves periods of extreme discomfort. Aaron shared with Ryan Snaadt that the discipline required to maintain a specific weight class taught him how to endure the "hell on earth" moments of a startup without folding under pressure.
The Pivot from Pre-Med to Business Finance
One of the most relatable parts of Aaron’s journey is his academic pivot. Initially pursuing biology and chemistry to become a doctor, he realized his heart—and his aptitude—lay elsewhere.
Many professionals in the Des Moines metro find themselves in careers dictated by family expectations. Aaron’s shift to Business Finance allowed him to find a field where things "clicked." This transition underscores a vital lesson for any professional: Play to your strengths. When Aaron stopped trying to force a medical career and leaned into his natural leadership and financial skills, his success became organic.
Lessons from the Retail Trenches: The Hy-Vee Era
Before taking the helm at Fresh Fit, Aaron cut his teeth as an assistant manager at Hy-Vee. In the Iowa grocery world, the "hustle" is constant.
Key Takeaways from Retail Management:
FIFO (First In, First Out): In the food industry, inventory is a ticking time bomb. Managing perishables taught Aaron the importance of flow and waste reduction.
Hands-On Learning: Aaron estimates that 95% of what he knows came from the floor, not the classroom.
Employee-First Leadership: Influenced by figures like Gary Vaynerchuk, Aaron advocates for a leadership style where the manager works for the employees, rather than acting as a "dictator."
Buying a Business During a Global Pandemic
The most harrowing part of the episode focuses on Aaron’s acquisition of Fresh Fit Meals in 2020. At the time, he was working at a local cidery, throwing tools in a basement and feeling unfulfilled. Despite the world shutting down due to COVID-19, Aaron saw an opportunity.
When the Texas-based owners of Fresh Fit decided to exit the Iowa market, Aaron and his partners stepped in. The acquisition process was a "trial by fire," involving:
Calculated Risk: Using business valuations based on revenue multiples.
Market Timing: Realizing the previous owners were ready to sell, leading to a purchase price significantly lower than anticipated.
The 90-Hour Week: To ensure the business survived its first winter, Aaron worked two jobs—pulling 90 hours a week for four months—without taking a salary.
Marketing and "Gorilla" Tactics in Des Moines
Ryan Snaadt and Aaron also touched on the power of Gorilla Marketing. Using the example of 1st Phorm (who handed out energy drinks from Jeep Gladiators during Ragbrai), they discussed how local brands can win by being present in the community.
For Des Moines marketers, the lesson is clear: authenticity and physical presence still matter. Whether it’s through local partnerships or high-energy community events, the goal is to be the brand people think of when they want to be "better."
Why Fresh Fit Meals is Winning the Iowa Market
Aaron’s success isn't just about hard work; it’s about a mission. By positioning Fresh Fit as a tool to "fight the disease of obesity," the company has moved beyond being a "food prep" place to being a health partner.
Why Des Moines Professionals Choose Fresh Fit:
Proximity: Locations in Urbandale and Ankeny make it accessible for commuters.
Transparency: You can walk in, see the food, and talk to a dietitian like Becca.
Reliability: The consistency of the product builds a level of trust that "delivery-only" services often lack.
Final Thoughts: The Road Ahead
Aaron Anderson’s story is a powerful reminder that the "overnight success" we see in the Des Moines business scene is usually backed by years of wrestling mats, retail shifts, and 90-hour work weeks.
As Ryan Snaadt wrapped up the episode, it was clear that Fresh Fit Meals is only getting started. With a focus on growth, community, and health, Aaron is proof that if you "figure it out" and keep your mental fortitude high, the results will follow.
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