On this episode of the Playbook, I have Aaron Kay, chairman of the Alkaline Water Company,

and we're going to talk about the big man, how Shaquille O'Neill has impacted the company,

and the partnership, and the spirit of excellence. Join me for all this and more on the Playbook.

This is Entrepreneurs the Playbook. For each week, I bring you some of the greatest athletes,

celebrities, and entrepreneurs to talk about their personal and professional playbook to success,

and what made them champions on the field and in the boardroom. I'm your host, David Meltzer.

This is Dave Meltzer with the playbook here at BlueWire Studios at the win. I am so excited because

I have an old friend, virtually, who's now a new friend in person. The amazing Aaron Kay,

he is the chairman of Alkaline Water Company. I don't know which is growing faster, and my 11-year-old

son or Alkaline Water Company, you guys are just blowing up. What do you contribute the growth?

I mean, during COVID, especially your water company, how have you seen such extraordinary growth

over the last 18 months? A team first. You and I have talked about this in the past,

and one of the most enjoyable weeks I've had was last week. I met basically every single

employee in the company, and as a chair, I'm not management, but getting to sit down with the

entire sales team, the management team, and a bunch of the new employees that we brought in

has really elevated the brand. Then obviously, we signed a significant deal five, six months ago with

Shaquille, which externally, I don't think the world's really started to see yet because we haven't

pushed commercials, but internally we're really feeling it. Brokers, retailers, and what's happening

internally with sales is pretty significant. You know, so interesting is I have worked my entire

career with what I call the bug light approach or strategy. To me, because of the way that we've

merged this virtual world with real traditional media, so you have a whole traditional media campaign,

but it's amplified with digital content. When you have one of the most recognizable people

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