Prime Hydration: Being Old and Out of Touch is Fiiiiine

I’ve noticed a few things as I’ve gotten older:

• Turns out, I can sit and watch darts on TV for hours.

• ‘Do you want your eyebrows and ears doing?’ is the expected end to a haircut.

• And yes… you can throw your back out on the toilet.

But one definite positive of getting older, is that I’m far less susceptible to fads and crazes. A healthy scepticism has been fostered over the years, meaning I’m much harder to sell to.

And you know what… Being out of touch isn’t necessarily a bad thing.

Take Prime Hydration for example.

For those of you that are unaware, this is a sports drink that ‘influencers’ KSI and Logan Paul have created. To be fair to them, it’s not a bad product. But people have absolutely lost their minds over it. It usually retails at £24.99 for 12 bottles. £2.08 per serving. Slightly on the expensive side for a bulk order, but not excessively so. But… At the moment, demand is so high that people are spending upwards of £12 per 500ml bottle. Now that is insane. And if you ask people what they’re paying for, they genuinely have no idea. They just know that they need it. Or… more likely… their kids have kicked up a fuss and insisted that they need it. Either way, there’s a huge demand. To break it down, it contains:

• BCAA (Branch Chain Amino Acids) which can help your muscles recover post-workout. (A whey protein drink would be superior.)

• Electrolytes which are vital in regulating nerve and muscle function. (These need to be replaced post-workout if you’ve sweated excessively.)

• Antioxidants. Long story short; on a molecular level, antioxidants (good) stop free-radicals (bad) from building up to damaging illness-inducing levels within the body. (Primary sources for these are fruits and veg.)

• B Vitamins. These impact energy levels, brain function and cell metabolism.

Like I’ve said, it’s not a terrible product. But it’s nothing ground-breaking. Definitely doesn't warrant a £12 price tag. I mean, if you bought: - BCAA powder (31p per serving) - Tesco multivitamin (5p per serving) - Electrolyte tablets (19p per serving) - Coconut water (13p per serving) You’re getting the same benefits for 68p per serving. Who gives a shiny shite about what bottle it’s in? I’m not saying never try new things. But fads come and go. There will always be something competing for your attention and cash. The smart move is to ride out the craze. Save your money. You’re not missing out. And if you are? So what. If it's that good, it’ll be around long enough to prove you wrong. Changing your mind is absolutely fine. (underlined for super-duper emphasis) Think about it, which makes more sense: Getting major FOMO and jumping from one fad to another in the hope of finding a magic bullet. Or Sit back, stick with what you know. Let everybody else do the trial and error. Then make a conscious decision to adjust when enough evidence has presented itself. People are always concerned about missing the boat. But if the boats going in the wrong direction... don't get onboard.

P.S. Who knows, this might be me in 6 months time...