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TORONTO, June 17, 2025 (GLOBE NEWSWIRE) — Lifeist Wellness Inc. (“Lifeist” or the “Company”) (TSX.V: LFST; OTCQB: LFSWF; FRANKFURT: M5B0), a health-tech wellness company advancing the science of human performance, announces the launch of the Mind-First Movement through its performance-focused brand Mikra. This brand evolution positions mental performance as the essential foundation of high performance, both in sport and in life.
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The Mind-First Movement reflects a growing recognition in achieving high-performance: the mind drives how we train, perform, and recover. Through precision-formulated supplements and a multi-channel strategy focused on education and real-world experience, Mikra is creating practical, science-backed solutions for the often-overlooked mental dimensions of training, performance, and recovery.
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“Performance begins in the mind—with how clearly you can think, how long you can stay focused, and how well you recover,” said Andrea Judge, CEO of Lifeist Wellness. “With the Mind-First Movement, we’re bringing more attention—and intention—to the mental side of performance, with formulas designed to support focus, cognitive endurance, and full-spectrum mental recovery.”
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This strategic shift builds on recent operational investment, including product innovation, subscription optimization, and enhancements to Mikra’s direct-to-consumer platform. The result is a stronger, more focused foundation from which to expand customer reach and deepen engagement with high-performing individuals.
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A System for Mind-First Performance
The Mind-First Movement is built around a three-stage model designed to support mental preparedness, peak output, and recovery:
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- Prepare: Support for clarity, memory, and mental sharpness
- Perform: Support for focus and sustained cognitive function under pressure
- Recover: Support for stress regulation, nervous system function, and restoring the body back to a balanced, resilient state
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Multi-Channel Rollout to Bring the Movement to Life
To accelerate awareness and adoption of this new approach, Mikra is activating a cross-platform rollout centered around education, access, and community:
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- Athlete & Creator Storytelling: Real-life accounts of mental pressure, performance, and recovery from athletes and high performers
- Retail & Studio Pilots: Product trials in gyms, wellness spaces, and clinical environments
- Educational Collaborations: Podcasts, digital content, and partnerships to share the science and purpose of the Mind-First approach
- Sampling & Community Engagement:
- Targeted activations at events and races
- Digital sampling via affiliate partners and creators
- User-generated content campaigns showing real results
- Live Events: Wellness panels, athlete meetups, and pop-up experiences to foster connection and conversation around mental performance
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Mikra’s Mind-First Formulations
This strategic evolution builds on Mikra’s recent launches of three daily supplements aligned with the Prepare–Perform–Recover model:
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