The Alford & Hoff Blog

Living in the Moment – 2016



Happy New Year from all of us at Alford & Hoff! I hope you enjoyed time with your friends and family over Christmas. A new year is upon us and each day I look forward to exponential potential and opportunity.

2015 was a great year for us and as I look back, I see how much we accomplished. We expanded our brand, launching in Neiman Marcus and in Military Exchanges around the world. We also expanded our business in the U.K., launched products in the Caribbean, and shipped products to more international markets.

In addition to expanding our reach, we also expanded our product line! We launched our new fragrance, Alford & Hoff No. 2, along with a new line of leather goods. I am proud of the work our Alford & Hoff Team did this year. Thank you for your commitment and dedication.

Looking onward to 2016, we have a lot more exciting work ahead of us. We have new fragrances in development. We are expanding our distribution here in the United States. We are also launching into new international markets this year, and that means trips to Mexico, the U.K., and Canada to get the ball rolling. Nothing takes the place of a face-to-face meeting where we can solidify a great partnership over a great meal. So lots of travel and fun this coming Spring.

If there is one thing I have learned along the way, it is that you need to take time and “smell the roses.” I look back on past business trips and the opportunities I missed to explore a new city... and experience a new culture because I was determined to get on the next flight back home. This year, I plan to take more time… appreciate all these new experiences… and give myself an extra day or so to just live and be in the moment.

2016 is all about being happy, grateful, and present in all the great moments coming this year. Thanks for joining us on this incredible journey. We look forward to sharing our great news as it happens.

- Barry Alford, CEO of Alford & Hoff
Image courtesy of Alford & Hoff


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New Travel Sprays


We are excited to share that we are getting ready to rollout new travel sprays! They were popular in our holiday gift sets so we decided to offer them as individual products. We start shipping to stores in March, so keep an eye on our Facebook and Instagram pages for the latest updates. 






Think White


The launch of Alford & Hoff No. 2 is going really well!  Customers love our new fragrance and as a follow-up to this success, we have our newest fragrance in development. Think white.  This fragrance is very unique and has a combination of notes not currently seen in the market. I think this might be my favorite fragrance.  I look forward to seeing what our customers think.



Alford & Hoff launch Leather Goods Line at Neiman Marcus in Coral Gables Florida! 



On Saturday, December 12th, Alford & Hoff unveiled a new line of leather goods at Neiman Marcus in Coral Gables, Florida. It was a FUN event and it was awesome sharing our brand in person. Thanks to our customers who came to the event and being part of our excitement.



Leather goods are a new segment for us and we are thrilled with the results. So popular, we are currently out of stock on our leather dopp kit – but rest assured, we are working to get them back to stores and online. Stay tuned for updates!


More Product Images from Coral Gables



Throughout the years, I have always been a pretty healthy and active person. Health and fitness are part of my everyday life. Though I did realize this past year, I have less wiggle room then I used to.

As I age, I need to be more diligent and consistent with how I eat and how I train. Gone are the days of letting it all go for a weekend, then looking and feeling great on Monday. I can no longer get away with eating or drinking in excess. Now, an occasional cheat day is about all I can handle.

To everyone who is fit over 40, congrats. I know staying in shape takes work and effort – and guess what? The focus and discipline needed to remain this way only increases the older you get.

I want to live a long a healthy life and that means maintaining myself by eating properly and exercising. True, it is not easy… but I am constantly looking at what I eat, how I eat, and how I exercise. I am constantly pursuing new ways to improve on all fronts.

If you are having trouble staying fit, my tip is to focus on what you are doing and make changes where you can. That way you will be able to live a long and happy life!

Image courtesy of Alford & Hoff


January is always a sad time for me when it comes to sports. It is the end of the College Football season, which is something I look forward to every year. Of course, it isn’t all sad.

I am looking forward to the National Championship game, Alabama versus Clemson. Let’s see if everyone is cheering Roll Tide.

Image courtesy of


2015 was an AMAZING year for Alford & Hoff and we look forward to going even further in 2016. In all your perceived ups and downs, throughout all the expansion in your life this year, remember to remain present and strive harder to achieve your dreams.

On the field, in the boardroom, in all your endeavors – look back at 2015 and all that you accomplished. Use that energy to propel you even further this year.

Thanks for your continued support. We look forward to sharing more about our expanding journey throughout 2016.


Image courtesy of Alford & Hoff

Want to know more? Connect with Alford & Hoff on Facebook and see our products at Nordstrom, Neiman Marcus, and 24/7 in our online store:




This month we are kicking-off a new Blog feature called “Inspiring People Who Did Not Give Up,” inspired by articles we have read on Wikipedia and other sources named below.

Life changes day-to-day and it can sometimes be challenging. Everyone at one point or another is tempted to “cut their losses” and give up. But, we encourage you to keep going. Even some of the most successful and accomplished people in the world are pushed to the edge.

And just like you, they persevere… they learn from their mistakes… they refocus… and they keep going.


Bill Gates

Before building his empire, Bill Gates started a business called Traf-O-Data with Paul Allen and Paul Gilbert. It went nowhere. Mr. Gates also dropped out of Harvard but his passion for computers and his vision of the opportunities inspired him to start Microsoft. The rest is history.

Info and CC image courtesy of Wikipedia


Mark Cuban

Before making billions selling his company to Yahoo, Mark Cuban failed at a variety of jobs. He failed as a carpenter, as a cook, as a waiter (he could not open a bottle of wine). In an interview with Smart Business, he says of his failures, "I’ve learned that it doesn’t matter how many times you failed. You only have to be right once. I tried to sell powdered milk. I was an idiot lots of times, and I learned from them all.”

Source: Smart Business and CC image courtesy of Wikipedia 


Walt Disney

Walt Disney was fired from the Kanas City Star in 1919 because his editor said he “lacked imagination and had no original ideas." Disney’s first animation company, Laugh-O-Gram, went bankrupt. It is said he was turned down hundreds of times when he sought financing for Disney World, but he did not give up.

Today, the Walt Disney Company makes an estimated U.S. revenue of $30 billion annually. The lesson:  don’t ever give up.

Source: Business Insider and CC image courtesy of Wikipedia



Words to live by. Words to thrive by. Words we can all admire.


- Barry Alford




Alford & Hoff Holiday Gratitude

Here we are! The end of another amazing year and so much we are grateful for this Holiday Season.

This Fall we launched our newest fragrance, Alford & Hoff No. 2. This December we unveil our new line of A&H Leather Goods with a Trunk Show coming to Neiman Marcus in Coral Gables, Florida. And we just wrapped a fun special shopping event at Nordstrom Topanga Mall in Southern California

For all our friends and clients, we want to say thank you with some very special holiday deals. All month in December, get our new Alford & Hoff Gym Bag as a Free Gift with your Purchase. Plus, you can also get 25% off your entire shopping cart order from our Official Online Store starting December 7th! Special code “thanks” at check out.

These are just a few of the ways we are saying thank you for helping make 2015 an amazing year for all of us. And, while 2015 continues unfolding in great ways, I want to personally acknowledge everyone at Alford & Hoff who helped shape this year’s achievements. Jefferson Hoffman, Kecia Coby, Yeva Rintel, Frank Policastro, Brian Hack, and the entire A&H team – for your brilliance, your expertise, and your commitment to helping get our products into the lives of our amazing customers. I look at December as the culmination and results of the goals we set in 2014 and throughout 2015. Everyone worked really hard carrying our vision forward, and as a result all this excitement is leading us into another amazing year in 2016.

I love December. Reflecting and celebrating holidays, especially when Christmas arrives and everyone takes the time to be with the people who matter most in our lives: Family and friends.  At the end of the year I plan to spend some quality time with my family setting work down for a moment, turning off the phone, and being present in their lives. The stories, the laughs, and the traditions… all the things that make this journey memorable.

I am also embracing the spirit of giving. I love giving presents to my beautiful nieces and seeing their faces light up on Christmas morning, as well as giving to others who are less fortunate. There is a tremendous feeling of joy and satisfaction we can all have when we do special things for other people.  Remember, there are many ways to be charitable.  

Amidst all the things happening this season, one of the most important things to remember is to acknowledge yourself for all you have achieved this year as a direct result of your hard work and discipline. Right now everyone at Alford & Hoff congratulates you on a job well done.  Congrats to our weekend warriors who pushed their limits this year and thrived.  Congrats to our sports heroes who persevered and scored the epic point. Congrats to the executives in our lives who get up every day and close the next deal.  Congrats to our service members worldwide, who do so much to protect our freedoms.

We appreciated each and every one of you. Happy Holidays, and cheers to an amazing New Year. 


- Barry Alford, CEO of Alford & Hoff
Image courtesy of Alford & Hoff




Tis the Season for Alford & Hoff Holiday Joy!

Barry Alford & Kecia Coby Showcase Alford & Hoff at Nordstrom!

On Wednesday evening December 2nd, I had the opportunity to attend a special shopping event at Nordstrom in the Topanga Mall with our marketing expert Kecia Coby. It was so much fun to get to know all the shoppers who wanted to know more about our fragrances. Their stories were funny, their enthusiasm was contagious, and the smiles on their faces were delightful. Thank you to everyone at Nordstrom’s for a successful night!

Everyone had a great time and we shot a bunch of photos. Were you there?  Click over to Instagram and Facebook to see the collection of photos we posted – and be sure to tag yourself. This holiday season, stop by your nearest Nordstrom and remember, our Gift with Purchase promotion runs all through the month of December, so be sure to tell your Friends! 




Images courtesy of Alford & Hoff

A&H Trunk Show at Neiman Marcus in Coral Gables Florida!

On Saturday, December 12th, Alford & Hoff will be unveiling a new line of leather goods at Neiman Marcus in Coral Gables, Florida. Come for the fun! Get great A&H Christmas presents for family and friends and receive a FREE Gift with Purchase!  Be sure to RSVP!


A Holiday Story to Share


Everyone has holiday traditions. Mine is watching “A Christmas Story” with my brother Sean.  I think we have watched this together every year since 1983.  A few drinks and some good laughs. This is definitely a must-see holiday film, and it is important to have these annual traditions. They help strengthen the bond between you and those closest to you.

One of the things I like most about the movie is that after all the trials and tribulations Ralphie ultimately gets his Red Ryder. However, even though it is cool for Ralphie to get his wish, the central message to me is: As we grow, we eventually come to realize that Christmas is less about the tinsel and wrapping paper, and more about the memories we create. So Sean, get the drinks ready our holiday movie plans are on!

What are you Christmas traditions? Make sure to share them on our Facebook Wall and our Instagram.
Image courtesy of Warner Bros. Studios & Amazon

Holiday Fitness Advice


With the Holidays upon us and New Year’s Eve just around the corner, the number one thing people ask me is: how do I maintain a fitness program and stay in shape during this season?

I have been active my entire life. From being an athlete to working my fitness regimen into my busy and hectic professional life. I have also helped friends with their own fitness goals. Throughout it all I have learned a couple things, but this is the most important:

Every persons body is different.  What works for one person doesn’t necessarily work for another. This is especially important when you see the next fitness trend that is guaranteed to “melt off the pounds.” Here is my advice: pay attention to what your body and workouts are telling you.  With so many different workout routines and diets, it is sometimes difficult to pinpoint what works best for each individual.  So remember, when you find a routine that works, and when you find a meal plan that works, stick with it!  And above all else, remember to BE PRESENT during every workout. Your body will tell you what it needs.  Be sure to listen.

Do you need more toning? More cardio?  Is oatmeal right for you in the morning? Or do you need a protein shake? Ask yourselves questions like this and listen to your body.  Once you learn what your body needs, you will be able to fine tune your approach and produce amazing results!

Even though there are many different variations, I do know one thing that will keep you from reaching your fitness goals: If you eat badly and don’t move, don’t expect to be in shape.  If you want to lose weight, you need to eat less calories than you burn – and those calories need to come from clean, nutritious foods.  It’s that simple! 

The heart of the holiday season is upon us and so are the holiday parties.  Expect to find cookies, comfort food, and eggnog.  Enjoy, but consume these types of foods in very small quantities and be prepared to move more to burn off the excess calories.  These foods are tempting and there is often social pressure to partake, but remember… if you don't want to pack on the pounds, move and keep away from the bad foods as much as possible!  I know this is tough, but you can do it! Take it from me, it might be hard, but you will be happy you stuck to your fitness goals.

College Football Update

College football has come to an end with the playoffs and bowl season ahead of us.  Excited to see Stamford represent the PAC12 in the Rose Bowl, and we predict BAMA to win it all.

A disappointing season for our Devils, but on a positive note for 2016… the Sun Devils have landed some local 4 and 5 star recruits this year, which is inspiring as an alum because this was not the case in recent years.  I am excited to watch Coach Graham’s hard work come to fruition by building a GREAT foundation for the future of the program. 

Image courtesy of houseofsparky

Happy Holidays and Onward to 2016!

The holidays are great because they allow us an opportunity to rest and recharge.

It is also important to spend time with those close to you. Family. Friends.

From all of us at Alford & Hoff, have a wonderful holiday season and an amazing new year! And remember, we created Alford & Hoff for the athlete that lives in all of us.

Thanks for making this an amazing year!


Image: Alford & Hoff


Want to know more? Connect with Alford & Hoff on Facebook and see our products at Nordstrom, Neiman Marcus, and 24/7 in our online store:



Bonus Feature: 3 Questions with Richard Tillman!  

Bonus Feature: 3 Questions with Richard Tillman!  

This year we introduced our new Blog and we have thoroughly enjoyed sharing some of the amazing people we know. People who inspire us. People who remind us that being focused on the journey leads to amazing accomplishments. People who are our friends. People we admire.

This month I invited my good friend Richard Tillman to be part of our bonus feature.  Richard is the author of the children’s book series LUNA-TIKES, he is a great father and husband, and very close dear friend. Here's what he says.


Image: Alford & Hoff


3 Questions with Richard Tillman 

Question: Richard, how do you pray?

Answer:  I don't. I wishful-think, and hope. Which is basically the same concept, I just don't direct my hopes and wishful thinking to anyone in particular. 

Question: Richard, what inspires you?

Answer: My family inspires me. Aside from my Mom, Dad and brothers, who have easily been my biggest inspirations growing up. My wife Christina and our two sons, Gus and Jake, are my biggest inspirations now. My wife sets such a great example for our boys with her work ethic and just her all around awesomeness. She makes it very hard to slack off. And my kids inspire me to be a better person simply by being so damn cute. I just want to fill them up with goodness.


Question: Richard, how do you “pay it forward”?

Answer:  Unfortunately, with all the work I'm doing building LUNA-TIKES, it has left me with very little time to do much of that. That being said, once LUNA-TIKES is in a good place, we will be embarking on several philanthropic endeavors that benefit kids. From Operation Smile, which is an organization that goes around the world helping children that are born with a cleft lip or cleft palate, to many different children's hospitals, as well as various school and food programs. But as you know, you first have to get your business in a good position to do all these great things. But we are confident that LUNA-TIKES will soon be in a position to help children from all walks of life in a variety of areas. And that's a day we are very much looking forward to.

Words to live by. Words to thrive by. Words we can all admire.
Thanks for sharing with us, Richard – and thank you for all you do.  

Learn more about LUNA-TIKES, here.

- Barry Alford



Being Present - The Alford & Hoff Blog - November 2015

Being present in a state of “100% focus" on what is happening in this now moment is a goal that I strive to attain. It is true:  being present is powerful. This state of mind allows all of us to connect with infinite possibilities. However, as I work on being 100% present, I find it is sometimes harder than it would seem. 

This may seem counterintuitive. We are always going about our day managing multiple things and that makes us present to our surroundings. But many times we revert to “auto-pilot” mode, going from task to task without much thought about the “why” and “how” we do what we do. Then add everyday distractions and worrisome thoughts that arise at any given moment… and we can see how easy it is to forget what being present really means.

With this in mind, I have committed to making a focused effort at keeping my attention tuned to every task at hand. No matter the action required, I am working to keep my mind centered in the present moment because… that is all we really have. This moment right now… for thriving, for rising above every perceived challenge, and for remaining connected to a field of gratitude for all the great things happening in my life, the lives of my friends and colleagues, and everyone at Alford & Hoff.

It's amazing how much of the “experience” we can miss when we are not 100% present.  Everything from how good your morning coffee tastes to the smiles on friends face during a funny conversation.  When your mind drifts from being present it is easy to worry about what's due during the week, or have anxiety about the future. These kinds of distractions remove us from the “now moment” and they prevent us from really enjoying the unique moment in time you are having right now

Just remember: you have the power to choose from moment to moment, how you experience things.  You are in control of your mind and your thoughts.  Life is a process and a constant unfolding that should be experienced fully. And I am working to enjoy every aspect of it. 

As we all get ready for the holiday season, I am thankful to recognize all the lessons learned, the unique friends and family in my life, and all the opportunities that come to me day after day. I am thankful that I see things differently – and for recognizing every opportunity that is happening now. I look forward to seeing everyone this coming Thanksgiving and being completely present in your journey.

- Barry Alford, CEO of Alford & Hoff 
Image courtesy of Alford & Hoff


A Busy Holiday Season for Alford & Hoff!

It is always gratifying to see the manifestation of 100% focused effort. We recently met with Neiman Marcus to discuss the launch of our Trunk Show, where we are premiering our upcoming line of leather goods. We have always dreamed of expanding into new categories and this is an exciting time for Alford & Hoff! 

So, let us be first to invite you to our next event happening December 12th at Neiman Marcus in Coral Cables. Be sure to stop by our Trunk Show and tell all your friends in the area to come say hello and join the excitement surrounding our new fragrances and new leather products.

I am also excited for our expanded fragrance launch in Military Exchanges nationwide. Alford & Hoff is grateful to our service members and all they do.  That is why I am particularly excited about sharing with our new fragrance, Alford & Hoff No. 2

By staying present in our goals we are able to recognize the opportunities that come every day. Alford & Hoff has accomplished so much this year, including our recent success at being sought by additional international distributors who are bringing the A&H brand to new markets. Yes, there are many things to be grateful for and it speaks directly to the power of being present. Plus, we have even more GREAT news coming so be sure to pay attention to our Facebook Wall and our Instagram for exiting holiday specials!

Image courtesy of Alford & Hoff

A New Trainer

With Chris Cormier spending more time in Palm Springs, I have hired a new trainer: IFBB pro Sherlyn Roy.  I am always excited to learn of new ways of getting the most out of my workout and Sherlyn is amazing.

My focus this time is building my core, while rebalancing and strengthening key muscle groups.  In order to accomplish this I have had to focus intently on being present in my new workout, making sure I am executing the exercises properly and focusing beyond the aches and flare-ups of old football injuries.

Sherlyn’s technique is building the body from the core out, while lengthening the body. Light weights with more attention paid to form and balance, while still maintaining Chris's expert techniques of time under tension. It is always great to keep what worked from the past and remain open to new ideas. I am excited to blend these two approaches together. 

You can learn more about Sherilyn’s approach here

Image courtesy of

The College Football Season

My favorite time of year is definitely Fall and football season. I love watching the games and watching young athletes compete. I am grateful for the opportunity to attend many college football games live – and I especially enjoy catching a game featuring my alma mater, ASU.

So far, I am fortunate to have attended two games this season and I have had a GREAT time!  



If you have yet to, or never had a chance to attend a live football game, I highly suggest making time to do so.  There is nothing like the energy of being at a game in-person, experiencing the passion of fans, enjoying the delicious “good but bad for you" food, and the overall thrill and anticipation of finding out who is going to win. 

It's been interesting season in the Pac12. Players hurt, coaches fired, teams starting in the top 10 who are now currently unranked.  I am really looking forward to attending more games throughout the season and seeing where the Sun Devils end up at the end of the season!

Image courtesy of Alford and Hoff

Enjoying All the Thrills Life Brings – Especially When We Are All Focused on Being Present

Yes, there are always distractions that can try to prevent us from being present. The ping from a cell phone, thoughts of what needs to be done later, endless pockets of chatter happening 360 degrees around us all. Everything and everyone competing for our attention sometimes challenges our focus, causing us to want to just “get through the day.”  And all these distractions can easily prevent us from experiencing what is truly happening around us at every moment.

Like, the warm sunshine. The sound of the wind. The laughter of children. And the creativity that goes into every action taken by the people we work with, who are part of our amazing journey. Being present can sometimes be challenging. But when we consciously take a moment and recognize that complex events always come together for our benefit, we can begin to realize that we are the source of being present in our own lives and the lives of everyone we care about.

Think back to the last time you had an “a-ha” moment. I bet you were being 100% present in the tasks you were working on and then… out of nowhere… BOOM! Inspiration came to you quickly and suddenly.  You had the solutions to your tasks at hand.  And what a feeling to be connected with your inner genius, a state of mind that allows us to realize new possibilities, inspirations, and new revelations.

This environment of being present is what we are all striving to maintain at Alford & Hoff. It is this source of inspiration that goes into the design of all our fragrances and products – and it is this same ability of being present that we hope you achieve in your life, too. Whether that includes choosing a new workout, choosing the right decision in the board room, and choosing the perfect family activity – we see you thriving and being successful in your life, while our products help you feel, look, and be your best. 


This holiday season, we invite you to share our Alford & Hoff Holiday Magic. Be sure to check out our online store and look for us at Neiman Marcus, Nordstrom, and Military Exchanges around the world. And stay tuned to our Facebook Wall and our Instagram for some GREAT special deals coming this month – like our Gift With Purchase Special on Black Friday AND our Cyber Monday Special Discount Promotion! 

We all have much to be grateful for this holiday season, so remember to be present with friends and family members who are close to you. They will appreciate your undivided time, attention, and focus.



Image courtesy of Alford & Hoff

Want to know more? Connect with Alford & Hoff on Facebook and Instagram -- and see our products at  Neiman Marcus, Nordstrom, Military Exchanges, and 24/7 in our online store:




Bonus Feature: Three Questions With Alford & Hoff’s Co-Founder, Jefferson Hoffman!  

I have known Jefferson Hoffman for over 20 years.  We played football at ASU, were roommates after college, and we started Alford & Hoff together.

Jefferson is the proud father of a young son and we are pleased to have him participate in our monthly bonus section:
3 Questions with Jefferson Hoffman.  




Question: Jefferson, how do you pray?

Answer: My praying has evolved into meditation, usually taking place in the evenings. The basics: giving thanks, clearing your mind, focusing on positive things and visualizing what you want to happen in the future.


Question: Jefferson, what inspires you?

Answer: People inspire me.  Stories about people who show great courage and perseverance to overcome their biggest challenges in life.  I usually hear, see, or read about one every day.  The underdog story gets me every time!


Question: Jefferson, how do you “pay it forward”?

Answer: Paying it forward is always a work in progress for me.  This topic revealed itself to me in a brand new way since the birth of my son.  Only now has it been brought into focus.  Before, paying it forward mainly consisted of being a better son, brother, friend, husband, and father.  Mix in a few random acts of kindness, being courteous, compassionate, etc...  That was my way of paying it forward, which rarely had a meaningful impact outside my inner circle.  I now understand how important it is for all of us to share our talents with the young and less fortunate, and better their lives as much as we do our own.



Words to live by. Words to thrive by. Words we can all admire.
Thanks for sharing with us, Jefferson – and thank you for all you do.  
- Barry Alford





The Higher Vision - The Alford & Hoff Blog - October 2015


Keeping your eye on the bigger picture to achieve goals is often referred to as "strategic thinking."  Capturing an idea, sharing the vision with others, taking practical steps – these are key building blocks of manifestation and productivity. Then comes the time when you must focus on ALL the details! Yes. We are talking about the how, the why, and the when

Looking up close at countless details can sometimes be daunting. Every iteration of possibility pulls at our attention. The need to pick the best possible route, examining all the choices… lots of thoughts that can seem overwhelming until we draw a line and say: this is the choice we are making – and once the decision is made, it is time to move forward. This is how we keep our minds focused on the “bigger picture” and aligned with our
Higher Vision.

This month, everyone at Alford & Hoff is excited to share the news: we have delivered on our commitment to our Higher Vision with the release of our newest fragrance, Alford & Hoff No. 2.  Crafted by world-class perfumer, Rodrigo Flores-Roux of Givaudan, Fragrance No. 2 is an assertively, refreshing, masculine composition with an interplay of unusual watery fruits and citrus tonalities. Just one spray and you’ll be turning heads on the field, in the boardroom, and at all your social functions. Strangers will think, “Wow! That guy smells great! And there is something more about him we just have to know about!” 

So, to celebrate our latest accomplishment, Alford & Hoff is having a special in-store visual at Nordstrom from October 29th through November 4th.  We are also excited to announce our fragrances are coming to new stores in Canada, the Caribbean, the Middle East, Mexico, Ireland; and more retailers in the U.K. You can also find us in Military Exchange stores just in time for pre-holiday shopping!  To find the nearest retailer near you, check out our website here!

I really want to thank everyone who made this possible. Our vendors, our contract manufacturer, our suppliers, and the entire Alford & Hoff Team who saw our Higher Vision and worked very hard to help us achieve an amazing goal with global reach. People are already talking about our newest fragrance because it is very unique and different from anything else, and we are excited to share it with you.

Be sure to stop by our in-store promotion and also follow us on Instagram because that’s where we post new, behind the scenes photos that show how our ideas begin and all the steps we take along the way to get them into your hands. Have you tried
Alford & Hoff No. 2, yet? You can order it here from our online store! 

Alford & Hoff designs fragrances and products for the Athlete in You. The Weekend Warrior. And for the man in your life who recognizes no boundaries or impediments to success.  Together, let us all thrive and achieve our Higher Vision!


- Barry Alford, CEO of Alford & Hoff

Image courtesy of Alford & Hoff


Words To Live By, From Clayton M. Christensen

Pursuing your own Higher Vision is often facilitated when you seek advice from others. Friends, acquaintances, and industry experts can often share information that can help you thrive in everyday life, and help you see things “out of the box” from a different perspective. There is always more than one way to achieve a goal and information is one of the best assets you can have.


I recently read the book, How Will You Measure Your Life? by Clayton M. Christensen. I found it both inspirational and thought-provoking. The whole book is filled with nuggets of wisdom that are useful to everyone. One chapter in particular is all about marginal thinking, and it really captured my attention. 

The premise is, marginal thinking both personally and professionally can lead you down a road to a destination you would have once considered unthinkable. Clayton opens the chapter with a quote from C.S. Lewis that reads, "The safest road to Hell is the gradual one – the gentle slope, soft underfoot, without sudden turnings, without milestones, without signposts.” Clayton also talks about how we all will face a series of small, everyday decisions that rarely seem like they have high stakes attached.  They may seem small but over time, they can play out far more dramatically. In other words, by allowing yourself to say "just this once…" you grant yourself permission to deviate from what you stand for, and how a seemingly infinitesimal transgression can ultimately backfire on you.  
To further illustrate his point, Clayton uses another quote from Henry Ford. "If you need a machine and you don't buy it, then you will ultimately find that you have paid for it and don't have it."  In other words, in order to succeed in business and life, you need to see the bigger picture… the end objective… and you need to be strategic on how you get there. The takeaway is, figure out what you stand for and stand for it 100% of the time, no excuses and no regrets! It isn't always easy, but living with the consequences when you don't is far more detrimental, and can ultimately be more painful.

Want to read the book, too? Here's a link to the book on Amazon!


Images courtesy of and


Health & Fitness: Making New Decisions

Every day I like to carve out some time and give thanks for all the great things happening in my life, whether they come unexpectedly or exactly as I have envisioned. Recently, I find myself thinking about how lucky I am. After years of football and heavy weights, I have felt some back pain these past couple of years but fortunately I have a good friend, Dr. Scott Leary, who is a neurosurgeon in San Diego. Thanks to Scott and his expert care, I have been able to prevent any type of surgery for the foreseeable future. I have, however, learned the importance of making modifications to my daily workout. I am doing fewer squats and heavy lifting these days, and at the same time I consider myself blessed that I can still exercise almost every day.  



To make up for my less-strenuous workouts, I have started focusing on what I eat. As I get older I find diet is essential to keeping my body in shape. I can't eat all the things I used to, so instead I focus on keeping my diet pretty healthy during the week. Of course I do give myself some freedom on Thursdays and Saturdays when college football is on.  :- )  I think it is important to reward yourself with moments of enjoying your favorite foods and for me, an occasional beer and burger with my football is always rewarding. 

One tip I can share is not to have consecutive bad meals! If you had a particularly decadent meal for lunch, keep dinner light and healthy. It gets you back on the right track for the next day, because thankfully… there is a next day!  Also, if you know you’re going to a BBQ on game night at a friend’s house, keep it clean during the week knowing you might indulge later. Plan ahead!

As we get further into our journey, it is always wise to re-evaluate your meals, your exercise habits, and recognize the importance of rewarding yourself for good behavior.  Our Higher Vision and goals may remain steadily the same, but the means of achieving our goals can evolve over time. Being in tune with our bodies and our environment can lead to necessary changes that maintain our focus, and the pursuit of our higher vision.

My Favorite Sport: Football

I was watching the first ASU game of this season and was a bit disappointed at the outcome. But after a while, I thought about last year when Ohio State lost to Virginia Tech, lost two quarterbacks to injuries, and still championed-on to win the National Title. If your team really wants it, it can happen.

I remember the energy and the feeling when I played for ASU, and the year we went to the Rose Bowl. From the first day of practice that summer I could feel the difference. This was a team that wanted it, knew they could get it, and all season fought for it. So this year, let's see if the Sun Devils have it in them. I certainly hope so.


My Thoughts About the USC vs. Arizona State Game

Disappointed is an understatement. I really thought with all the talk this summer, ASU was going to go further and possibly make it to the playoffs. In order for them to even finish the year with a great record, they would need to win every game from here on out – and I just don't know if they have it in them. The game against UCLA will ultimately put the nail in the coffin if they lose. But I am not giving up hope. Come on, Sun Devils. Keep your minds and bodies focused, train hard, commit, and thrive.  


Image courtesy of Alford & Hoff 


Our Higher Vision is Calling!

Keeping your eye focused on your personal, Higher Vision is a necessary habit that is mandatory to achieving goals. Filter out the unneeded information and fixate only on matters that are important. Maintaining Focus is not only useful in business, but in other life goals as well. When you think strategically, you can accomplish any goal. The formula for success includes making a plan, identifying real goals, and remain dedicated. Keep your mind and body tuned to your ultimate goals and before you know it, they become real and everyone gets to help you celebrate your success. 

That is what we are recognizing to be true this month. We are continuing to expand the number of stores carrying our fragrances, and people all over the world love our latest creation, Alford & Hoff No. 2. We invite you to come to our in-store visual at Nordstrom from October 29th to November 4th, and you can find your closest location on our website.

Now, this month… think of ways you can get aligned with the Higher Vision in your own life. What steps can you take to sharpen your focus? What strategic decisions can you make? Feel free to share this Blog with your friends and if you have a comment to share with us, drop us a note on Facebook.  We love hearing from you and we look forward to sharing your great accomplishments.



Image: Alford & Hoff

Want to know more? Connect with Alford & Hoff on Facebook and see our products at Nordstrom, Neiman Marcus, and 24/7 in our online store:



Bonus Feature: Three Questions With Alford & Hoff’s Chief Marketing Officer, Kecia Coby!  

Kecia has some really amazing qualities. She is driven by a compassionate desire to succeed. She motivates everyone at Alford & Hoff to remain focused on our goals, and she is able to do so many things well… all at the same time.  When our production line needs attention, she is the first on a plane to make things right. Kecia has a great eye for perfection and is key in keeping our organization growing. She is also a lot of fun to be with, she has an endearing and beautiful smile, and her positive outlook is having a positive effect on the world.  So, to share with you “more insight” about the woman of many talents, I am happy to present our monthly bonus section: Three Questions with Kecia Coby.




Question: Kecia, how do you pray?

Answer: The way I pray is a combination of traditional prayer. You know, "Dear God…" plus a lot of positive affirmations.  I go to sleep every night with good thoughts and wishes in my mind about the world and the people that I care about.  


Question: Kecia, what inspires you?

Answer: Lately, change is what inspires me. The change and evolution of the work that I do. The thought and excitement of changing where I live. Changes in my outlook on life and letting go of material attachments. The change of relationships, children growing up....changes in myself and everyone around me. Change is definitely
inspiring :- )


Question: Kecia, how do you “pay it forward”?

Answer: I am working and raising two children who are productive, good-souled adults who are kind and empowered to give back and help others.  I volunteer my time, I donate money, food, and clothing to those with needs. Lately, I feel like it is not enough and there is more that I can be doing. Though… recognizing the opportunity to grow and keep paying it forward excites me. And I get to channel all this energy into building a global brand that is respected and admired around the world.  Yes, that is exciting!



Words to live by. Words to thrive by. Words we can all admire.
Thanks for sharing with us, Kecia – and thank you for all you do.  
- Barry Alford




Achieving Milestones - The Alford & Hoff Blog - September 2015


Milestones are the resulting actions or events that mark a significant change or stage in development. They are realized by the alignment of energy, hard work, and determination that manifest out of thought-consciousness into physical reality. Every product, every man-made physical object, and every idea that comes to life… first began as Inspiration. Then, with the right team, the right choices, and the right follow-through (along with an exponential amount of persistence!)… Inspiration comes into existence as something extraordinary.
This month, all of us at Alford & Hoff are excited to announce the achievement of our latest milestone. This September, we are launching our newest fragrance, Alford & Hoff No. 2. 

Alford & Hoff No. 2 – A new fragrance for the athlete in you. An assertively, refreshing masculine fragrance with an interplay of watery fruits and citrus tones that sit within a woody base, spiked by marine and mineral notes. It is crafted by our development team alongside world-class perfumer, Rodrigo Flores-Roux of Givaudan here in the United States. We created Alford & Hoff No. 2 so we may inspire our clients with another fragrance that is masculine, rugged, classy, and sophisticated.

And here is the best part: Starting September 14th, you can purchase Fragrance No. 2 directly from our Alford & Hoff online store. You can also buy it from Nordstrom & Neiman Marcus at the end of September – and from October 15th through the 21st, look for our in-store visual at Nordstrom. And to make this milestone even greater, next month our fragrance is coming to 10 key military exchanges, two of which are international!

We love serving our military Friends and are happy to share Fragrance No. 2 with everyone who sacrifices so much for people all over the world. We also want to give a shout-out to everyone who helped us achieve our milestone by adding their contributions, working late, getting up early, and having a great attitude the whole way. Our milestone is the culmination of strength, focus, and being open to accepting every opportunity the universe brings. Thank you for being part of our Journey!

- Barry Alford, CEO of Alford & Hoff

Image courtesy of Alford & Hoff

Relaxation and Recharging in Sedona

Many times, a milestone is achieved by allowing your mind to relax and focus on the goal. A relaxed mind is an open mind; and in moments of serenity, new ideas and strategies emerge. With this mindset, I recently took a trip to Sedona, Arizona. Nestled amidst geological wonderland, Sedona is a special place for me. It holds many memories and the colors and landscape are visually stunning. A very special place indeed.

Sedona is surrounded by 1.8 million acres of national forest land so there is plenty to do outdoors. The area also has incredible resorts, spas, and vineyards nearby. If you have opportunity to visit Arizona, I highly recommend a visit to the Enchantment Resort. It is a luxury resort nestled in Sedona’s red rock landscape that provides a peaceful, relaxing backdrop to your visit. Grasshopper Point is another great place with awe inspiring views that are somewhat “hidden” and nestled along oak-creek canyon. Sedona is quiet… serene… and full of activities. Relax to the sound of flowing water, view the beautiful rock formations, go hiking, see wildlife, and bring some goodies for a picnic with Friends.

There is always sooooo much to do and I am already thinking about my next visit! And here’s my special indulgence: Sedona Fudge Company – which in my opinion, has some of the best fudge I have ever tasted.   :- )

CC Sedona photo courtesy of D Ramey Logan 

Training with Steve Lewis’ and Carrick DeHart’s Ooof Ball

Dedication to daily tasks is a GREAT way of stimulating focus and generating energy. I achieve this through physical fitness. Working out is a part of my daily life and I am always looking for ways to change things up a bit and use different muscles. With this in mind, I want to share a cool new product I discovered: the Ooof Ball.

The Ooof Ball is a wellness medicine ball that is about 6 lbs., made of polyurethane, and is latex-free. Its small, compact design makes it a great tool for core and cardio work – and, my great friend, 4-time Olympic Medalist, Steve Lewis, shared with me his “Cardio Core” workout. In fact, here is a YouTube where he describes his workout inspired by Carrick DeHart.


What did you think of Steve’s video? He’s a great guy and his bounding drill, lunges, and routine are a great way of working out in new ways, as part of your overall conditioning. Thanks for sharing your workouts with us on YouTube, Steve!

College Football Preview

We are very excited about the upcoming College Football season, and seeing our Arizona State Sun Devils and Coach Graham build on the success of the last two seasons. This year’s goal is to hit a new milestone and compete in the college football playoffs.

When I played football at ASU, our coach told us not to read the polls… not to worry about the rankings… and remain focused on the game ahead. We worked hard, beat the naysayers, and made our way to the Rose Bowl in 1997. Can that happen again this year? Yes it can and ESPN’s Kirk Herbstreit thinks so, check out his picks for the final four

In addition to Arizona State University, there are several other storylines that will keep us glued to the television. Both Oregon and Florida State are replacing their Heisman winning quarterbacks this season. It will be exciting to see how the new starters perform and also see how the teams move forward without their star quarterbacks!

USC may be a Pac-12 rival, but I am looking forward to seeing if USC can regain the glory they used to have and become a national powerhouse again. Some people are predicting they will make it to the playoff. They’re off to a sticky start, let’s see if their leadership can pull through and deliver.

Will Ohio State keep their momentum and repeat? And who will be their starting quarterback? And of course you can never count out the SEC… and the Big 12 will have both Baylor and TCU lighting up the scoreboards with their prolific offenses.  

Can you tell we are excited about a great season of College Football – especially for our Sun Devils! The season personally kicks off for me with the first ASU game against Texas A&M on September 5th. #EmbraceTheGrind!

Image and Video courtesy of Sun Devil Athletics


Our Latest Alford & Hoff Milestone is Upon Us!

Thanks for stopping by today and reading and sharing our September Blog. Be sure to tell your Friends, Family, and Acquaintances about our newest Fragrance, Alford & Hoff No. 2available in our Online store the second week of September. You can also get it at Nordstrom and Neiman Marcus at the end of the month, and coming soon to a military Exchange near you. Our in-store Visual is happening October 15th through the 21st at Nordstrom so be sure to stop by and be part of our latest milestone.

In the spirit of our company achieving something extraordinary with the launch of Alford & Hoff No. 2, we invite you to share the milestones you are achieving in your life on our Facebook Wall.

Milestones are important because they are the evidence that shows how far you have come, and they provide Inspiration for you to climb higher. This month, we encourage you to focus on your day-to-day process, perfect the habits that inspire your thinking, and celebrate every moment. Your next success is already coming to fruition, you just need to keep moving!

- Barry Alford, CEO of Alford & Hoff

Image: Alford & Hoff


Want to know more? Connect with Alford & Hoff on Facebook and see our products at Nordstrom, Neiman Marcus, and 24/7 in our online store:

Bonus Feature: Catching Up With and 3 Questions with Marc Strohmaier

Marc Strohmaier is a dear friend of mine back from my early days at ASU. He played football in HS and had a promising career ahead of him with offers from many Division 1 football teams. When he was 16 years old, he was paralyzed from the chest down when a car crash ended his football career dreams. Or so some may have thought.

I met Marc when I came to play at ASU and his brother Keith Poole is a fellow Sun Devil. Since we met, Marc has always been a huge inspiration to me in many ways. He graduated college, got his Master’s Degree, and went on to successfully teach and coach high school football. It is rare to hear him complain about anything and I regard him as an inspiration in my life, and in the lives of everyone else who calls him Coach.

Since Marc has made such a positive impact on so many, I decided to invite him to be part of our Alford & Hoff Blog: 3 Questions Feature. Below is what Marc says.

Photo courtesy of Mark Henle, as featured in a USA Today article viewable here




Question: Marc, how do you pray?

Answer: Even though I don’t subscribe to any particular religion, it is proven that “prayer” is a powerful tool, so there’s obviously something beneficial to the act of praying. Personally, I try to incorporate some form of “prayer” every day… whether it is expressing gratitude to the universe for my blessings, or manifesting my goals through mental visualization, or simply admiring and surrounding myself in nature. On the days that I do one or more of such activities, I have noticed I feel more optimistic and self-confident afterward, and I am convinced “prayer” plays a big part in that.

Question: Marc, what inspires you?

Answer: Beauty, nature, art, fascinating people doing what they love. People who carve their own path and refuse to let any limitations get in the way of living a quality life. Someone uninfluenced by fads or trends, who wears, eats, drives, drinks, watches, and listens to what he/she chooses with complete and unshakeable confidence.

Question: Marc, how do you “pay it forward”?

Answer: To me, paying it forward is the same as leaving everywhere you go a little bit better than when you got there. Through a smile, a compliment, a random act of kindness, or something small that can make a positive impact on those around us. I have found that a good way to “pay it forward" is to compliment more and complain less. Simple as that. It’s easy, painless, and doesn’t cost a penny. At home, school, work, the store, or wherever – just give the cashier, the janitor, the receptionist, and even a total stranger a genuine compliment. Then watch and see immediately, see the subtle positive difference you can make in those around you.




Words to live by. Words to thrive by. Words we can all admire.

Thanks for sharing with us, Marc! Have a great day!

- Barry Alford


Inspirational Leaders - The Alford & Hoff Blog - August 2015

The other day during an Alford & Hoff staff meeting, we started talking about Inspirational Leaders. More than people who lead a church… or a follow a particular philosophy… we were recognizing amazing people who make a difference in the lives of others by being exceptional in their own actions. The words they speak, the actions they take, the wisdom they share. The way they bring a smile to a stranger’s face and make good friends laugh.

Inspirational leaders are everywhere. They are the people who remind us to pursue great things. You see them at the gym. They are at family reunions. They are telling stories at coffee shops and at gatherings, sharing the things they are doing to make the world a better place. And yes, here at Alford & Hoff, we are always talking about the inspirational leaders we encounter on our journey, too.

In our world, we create Alford & Hoff fragrances that complement the amazing existence you are having right now. We want to inspire you to achieve greatness. And we know that taking a stand, being daring, and not letting anything prevent you from achieving your dreams – are actions that create a “cause and effect” vibration that manifests success.

Look around you. Inspirational Leaders really are everywhere. And just like them, when we all keep our eyes and minds open, we have the opportunity to appear in someone’s life at the exact moment they need a boost… and when they need to be reminded they are important.

So today, let’s all take a moment and practice being amazing people who do amazing things. In this Blog, we are excited to share information about individuals and events we encountered these past few weeks that are real-world examples of people being inspirational for others. Next time you feel tired, drained, and in need of a “burst of energy” to get you through your next meeting… think about Dr. Ray, Clayton Frech, Ezra Frech, Steve Lewis, and remember: you have the same infinite potential to do great things, 365 days a year.


- Barry Alford, CEO of Alford & Hoff

Image courtesy of Alford & Hoff


Robert “Dr. Ray” Nettles, M.D. is a good friend who invited me to be part of his talk show in July. Visiting his website, you’ll see he is a “philosopher, physician, artist, a practicing medical doctor, and cosmetic surgeon by day” – who also hosts a radio show on UBN Radio/TV.

Dr. Ray takes a stand for building a beautiful world around him, by examining and understanding the WORDS we use to shape our lives. The radio show was a FUN experience. The live talk show format is a dynamic environment where just about anything can happen. Being asked unscripted questions is great because it challenges you to be present and reflect the way you exist in the world, while observing who you are being at that very moment.


I spoke about the philosophy of Alford & Hoff, the experience I had at Agape Revelation 2015, and the words of Panache Desai. (You may recall I spoke about these topics in our July 2015 Blog.) I have to say, it was very empowering to have a real conversation about the messages revealed from all types of inspirational leaders, who share a common theme of being a good example of the world you want to live in.  (Reference: Mahatma Gandhi)

Seems to me, the resounding message shared is: help create a better world free of greed – and through our action, we can free ourselves from self-imposed prisons and ideals that may not really be true.

That’s a great thing to think about the next time we start limiting our growth by hanging onto outdated perceptions we inherited from past environments. Perhaps we behaved in a particular way… once upon a time… because that’s what was needed then – but now is a different time… and fresh, bold, unique ideas are needed to drive humanity forward.

Image: Ray of Light Show



The Ray of Light radio program reaffirmed for me, how every person’s words can make a positive impact on someone else, and how one seed of inspiration can give birth to a movement. After all, it is true… through positivity and love, we can move minds – and inspired minds can move mountains. 

If you have not heard Dr. Ray before, check him out. The Ray of Light show discusses contemporary issues with a philosophical angle, while reinforcing positive messages and shared perspectives for the show’s listeners. Indeed, it was a great day to be called-on and share the way Alford & Hoff seeks to inspire the greatness in all our friends and customers.

We all have the ability to make a positive impact on everyone we encounter.  So think about that today… and when you get called to demonstrate your greatness, grab that opportunity and shine!

Image: Ray of Light Show




A few weeks ago in Los Angeles, I was fortunate to have dinner with my good friend, Clayton Frech and his family. Clayton is named in UCLA Anderson School of Management’s “100 Inspirational Alumni” and received Anderson's first Alumni Outstanding Service Award, in 2004. While sharing a great meal and talking all night, Clayton told me about an event called the “Angel City Games,” which was taking place right down the street from our offices in Los Angeles at UCLA. 

Clayton told me the event was inspired by his son, Ezra, who was born missing his left knee and left fibula, and missing three fingers on his left hand. When he was only two-and-a-half years old, Ezra underwent extensive surgery to amputate his foot on the shorter leg and use one of his toes to create a second finger on his left hand. Now, Ezra uses a prosthetic leg to not just walk around, but to compete in sports – including basketball, football, karate, and track & field.

Inspired by his son's experiences participating in adaptive sports events, Clayton and Ezra decided to create an event in Southern California… and thus The Angel City Games came into existence.

See the power we all have!

Image: Angel City Games

I decided to add my support and bring my good friend, Steve Lewis, to the event. Steve is an Olympic Gold Medalist in track & field, and also an alumni of UCLA. This day turned out to be another great whirlwind of inspiration.

When we first arrived, we saw so many kids and adults facing everyday challenges that are difficult to comprehend. I observed how seemingly ordinary life-tasks were much more challenging. But these amazing kids and adults refused to let any perceived disability keep them from achieving their goals. In fact, they demonstrated such enthusiasm for life and all it has to offer, they were actually being inspirational leaders just by figuring out new ways of being and excelling in the world!   

Watching the amazing kids AND adults compete in sporting events they love was indeed a life changing experience. The Angel City Games were more than a demonstration of courage and strength of mind. This was a FUN day of cheering-on, and supporting some very great athletes.

I have played football most of my life and watching the Games gave me a greater appreciation for all athletes. I am very grateful for the opportunity Clayton gave me. Steve was also impressed by the focus, dedication, and drive everyone put into their competition. And of course… everyone was excited to hang with, and meet a real Gold Medal Olympian. :- )

Thanks again, Steve. Thanks again, Clayton and Ezra. You and the Angel City Games helped me gain a broader perspective and appreciation for everyone who struggles with tasks, big and small.  And congratulations to all event participants for showing us how to not let a physical disability (or any disabling mental thoughts, for that matter) prevent anyone from doing and being their best.


Congratulations to all the track & field athletes who participated. Thank you for all being inspirational leaders!

Image: Alford & Hoff 



Every one of us at Alford & Hoff encourages and challenges you to be a leader – and to inspire everyone in your life.  Sometimes, that can happen by just listening to a good friend who needs to express their feelings. Other times, you may find an opportunity to encourage a colleague who resists fulfilling their lifelong dreams, and who may… as a result of your friendship… do something great that changes the world.

Inspiration comes through big ideas and small moments that create momentum towards a great accomplishment. Inspiration also comes from overcoming an obstacle you might be facing, or by observing and/or helping someone else overcome their own struggle.

For all of us at Alford & Hoff, inspiration comes from making products that add-to our customer’s powerful experience and their own pursuit of excellence. In the next few months we will continue sharing with you *our* amazing journey: the things we see, the things we do.  We are also excited to talk about our new fragrances and lifestyle products coming your way that we will share with you first.

Thanks to you, our business is growing and in this field of gratitude, we want to always inspire YOU to achieve your wildest dreams.


For now, thanks for reading and sharing our August 2015 Blog. We also invite you to share your own stories on our Facebook Wall, so we can keep our unified, positive vibration growing.  :- )

Have a blessed month and remember: Do not miss the opportunity to experience the positive effect you can have on someone else’s life. You just might inspire them to be, and do, something amazing – and you’ll feel great being part of it.  :- )


- Barry Alford, CEO of Alford & Hoff

Image: Alford & Hoff


Want to know more? Connect with Alford & Hoff on Facebook and Instagram – and see our products at Nordstrom, Neiman Marcus, and 24/7 at our new online store:




Bonus Feature: Catching Up, and 3 Questions with Steve Lewis



On a sunny, Saturday morning in Los Angles, I met-up with Steve Lewis at the 2015 Angel City Games, held at UCLA. This event is the only multi-sport event for Youth, Adults, and Military with physical disabilities in Los Angeles. In support of this great event, I invited Steve who is a UCLA alum – and also a track and field runner who won three gold medals in the 1988 and 1992 Summer Olympics.

On this particular day, the Angel City Games schedule included Throwing Events, Jumping Events, a Toddler Run, a 20-meter run, and various track and field events. Being there, watching the participants, and talking with Steve was a very moving experience. Yes, we spoke about his career… but we also marveled at feeling the confidence and empowerment the participants projected, and how it felt being inspired by everyone doing their best, despite any perceived limitations.

That got me thinking.

After the event, I asked Steve to share with us, his thoughts and feelings of “what” he does to remain inspired and connected with his family. Today I am sharing that conversation as an added Feature in our Alford & Hoff Blog: 3 Questions with Steve Lewis.

Image: Steve Lewis Facebook



Question: Steve, how do you pray?

Answer: I pray throughout the day as I'm driving from one appointment to the next and during my workouts; and when I take breaks between sets. I also pray when I'm with my 2 daughters. When I pray, I ask God for the strength and courage to accomplish my goals - and for the health and well-being to endure to the very end. Finally, I pray and ask that He protects my family and watches over my daughters when I'm not with them.


Question: Steve, what inspires you?

Answer: I'm inspired by selfless acts of generosity. I'm inspired by watching the underdog overcome incredible odds to be victorious. I'm also inspired by my daughters. I take great pride in watching them accomplish small and large goals.

Question: Steve, how do you “pay it forward”?

Answer: My number 1 priority in life is to build a strong legacy. I don't believe I can accomplish that goal unless I give back and share personal experiences that may help others. I continue to pay it forward when I partner with organizations that are doing work to positively affect the community.



Words to live by. Words to thrive by. Words we can all admire.


Thanks for sharing with us, Steve! Have a great day!


- Barry Alford




In Pursuit of Excellence - The Alford & Hoff Blog - July 2015

In Pursuit of Excellence



Every day, everyone at Alford & Hoff is inspired by the pursuit of excellence we see in others, and that which we magnify daily. This constant stream of inspiration can come from anyone, anywhere. From a day at the gym watching people perfect their workouts, a day of accomplishments and product planning in the A&H boardroom, and at home… helping family members thrive in daily activities: homework, family time, and being present in each other’s lives

Creating an environment where we support others at “being their best and thriving” has a resonant effect, in that… it creates a larger field of possibility. It is true: Excellence is found in grand, global activities – and this same field of excellence exists in everyday moments when the right amount of intent is applied with deliberate focus and action.

From global leaders making the world a better place – to fathers, mothers, brothers and sisters working hard with their families. When we take a moment and recognize how one person’s contributions magnify the power of intention, for the benefit of others, we can all summon this power and achieve the same excellence for ourselves.

Welcome to the world of Alford & Hoff.

This being our first new Blog on our brand new Alford & Hoff website, we decided to share some of the excellence we have experienced and amplified in recent months. We know that hard work brings results – and being the cause and effect of excellence is the philosophy that inspires our very own signature A&H products.

We believe that by inspiring you to be more, think greater, and pursue excellence in your own life – we can all benefit from the difference we make for each other – and the world around us.

That is our mission. Thanks for joining us on our journey.


- Barry Alford, CEO of Alford & Hoff

Image courtesy of Alford & Hoff


Further Future – May 2015

How does a world free of anxieties sound? Inspirational, right? Through the connective properties of music and art, Further Future attracted some really amazing people to the Nevada desert for a 3-day music and art festival reminiscent of Burning Man and a smaller version of Coachella.

Being at this event with a large group of “forward thinkers” was electric. The energy in the room was palpable. This group was devoted to making a brighter future happen – and being there was both emotional and thrilling.

A Further Future event is a gathering of people with the common goal of spending time together celebrating the infinite possibilities of the future, without necessarily being shackled to the dictates of the past or the cycles of present-day society. Attendees are immersed in music and art, within an environment where they are encouraged to shed their anxieties and fears, and embrace a natural state of happiness. The event fosters a culture of open thought and inquiry, where the A&H team shared ideas and aspirations with leading minds in art, business, science, technology and thought.

Watching the presentation by Zappos CEO Tony Hsieh was particularly inspiring. You may recall… the online shoe store grew from a “paper and mail order catalogue business” into a company that had over $1B in sales by 2009. During Tony’s presentation, he spoke about the “community” he is working to cultivate in Las Vegas, where he is using his personal money to make a better, more-connected world. Ironically not through technology… but by building a community where you can walk to anything you need.

Hearing his vision in an environment surrounded by ideas from other visionary leaders reminded us about our Alford & Hoff culture, and the role we play in the lives of our customers around the world. We strive to be real about the goals we set, and we thrive on taking a stand for those who cannot do so on their own.

It was a great feeling, being immersed in this open culture because it gave us a chance to look at ourselves in the metaphorical mirror. We exist to add joy and inspiration in our customers lives – so we may all have a life of integrity that connects people to their higher purpose.

It was a really cool event and long after we left, we still Enjoy talking about the way it made us feel.

Images courtesy of Further Future and CC Contributor FlickreviewR (Wikipedia)


I Had A Revelation – at Agape’s 2015 Revelation Conference

Our month of inspiration continued at the Agape International Spiritual Center’s annual conference: Revelation. The theme for 2015 was “An indoor celebration with an out of the box perspective!” – with Michael Beckwith, Rickie Byars Beckwith, the Agape Community; and featured speakers Dr. Joe Dispenza, Panache Desai and Dr. Sue Morter.


Being in a room full of people devoted to manifesting a powerful, positive vibration, was a one-of-kind, unique experience. This same spirit of excellence was felt by Saturday’s keynote speaker, Panache Desai, and his message included a call to realign our focus and let go of material concerns.  


Panache compared the universe to Las Vegas, where we have collectively developed a world that is focused on things that limit the human experience. Money, Greed, Abundance, and Self-Serving motivation. His session challenged the audience to realign our focus so we can become more, achieve more, and make the world a better place.

If we all took-on the challenge to participate in creating a world where no one goes hungry, where people are kind to each other, and happiness permeates – we could all grow into a generation that gives back to a world that continuously gives us so much. Yes, it was powerful.

Panache and everyone at Agape Revelation inspired us to maintain a global outlook of responsibility, while we all embraced the “excellence within.” A very relatable moment was when Panache encouraged us all to run towards your fears and break free of our self-imposed prisons! He challenged the crowd to look within and locate their inner spark. When this inner spark is discovered and realigned for excellence, the opportunities in life are limitless! 


Images courtesy of Agape International Spiritual Center and Alford & Hoff



Training with Chris Cormier at the Iconic Gold’s Gym


Living from the vibration where our minds are focused on intention, it was time to channel this energy into exercise. For all our weekend warriors and workout-driven customers, we recognize the importance of being open to learning new techniques – particularly from athletes who have proven that perseverance yields results.

Chris Cormier was so genuine with his invitation for a workout coaching session at Gold’s Gym. You may know that Chris is a member of the International Federation of Bodybuilders, and that he participated in some very prestigious events including Mr. Olympia, Arnold Classic, the Ironman Pro Invitational, Night of Champions (now called the New York Pro); and he is also seen in many fitness and bodybuilding magazines, including Muscular Development magazine.

So on this day, it was exciting to learn some new techniques I could apply to my workout. This day was all about TUT (time under tension) training, to gain new results. TUT is the amount of time a muscle is held under tension, during one set of an exercise. Men’s Fitness Magazine posted an article about TUT that says “By focusing on timed sets rather than hitting a specific number of reps, you can directly influence the intensity of the set and spur huge gains in size and strength.”

Chris’ shared technique had a resounding influence in this particular workout. Yes, we all have patterns we fall into. A “way” of doing things that we know yields results. Yet is also true… being open to new ideas can vastly improve the way we accomplish things in life. Chris’ influence reminded me, by embracing change… we continue to grow and develop strength. This lesson is not exclusive to physical fitness and can be applied to every facet of life: work, play, and the improvement of relationships with others.

Thanks again, Chris!

Image courtesy of’s Pro Profiles. Learn more here.


In Pursuit of Excellence


Every day, we all do things that make a difference in the world. Channeling inspiration into action is Alford & Hoff’s everyday commitment to our customers around the world, who… in their own unique way… make our world a better place.

Through sport, through mentoring, through helping others look and feel their best. Thank you for inspiring us to write about some of the events that drive our pursuit of excellence. It was Fun sharing our experiences with you on our new website and we look forward to sharing more in our upcoming Blogs.

Alford & Hoff has a lot of great new products you’ll hear about soon, and one thing that will always remain consistent is our drive to make products that do not define the customer – but add-to our customer’s powerful experience in their own pursuit of excellence.


Want to know more? Connect with Alford & Hoff on Facebook and Instagram – and see our products at Nordstrom, Neiman Marcus, and 24/7 at our new online store:




Bonus Feature: 3 Questions with Alford & Hoff CEO, Barry Alford

Thanks again for reading our first Blog. In this “bonus” section we are adding “3 Question With…” – where we ask special Spotlight Guests to share their thoughts and feelings about: how do you pray, what inspires you, and how do you pay it forward.

Each Spotlight Guest has a different way of looking at the world – and the theme in their responses is always enlightening. For Alford & Hoff, we recognize there are some really amazing people on this planet doing great things – and we want you to know who they are. :- )

So in this first Blog for June 2015, Alford & Hoff asked its own CEO, Barry Alford, these same 3 questions. Barry’s answers reveal greater “insight” about our company’s philosophy – and the person leading Alford & Hoff’s unique and forward-looking identity. Here’s what Barry says:




3 Questions with Barry Alford 


Question: Barry, how do you pray?

Answer: I find myself praying during those select silent moments that surprise me during the day. Sometimes I pray in the morning after I wake up before my feet touch the ground. Sometimes I pray when the dark surrounds me in the middle of the night and I cannot sleep, as countless thoughts run through my mind. I always pray when I come across someone who seems to me… to be struggling – and I remind myself how fortunate I am while thinking … what can I do to help? I have learned to pray during the highs and lows of life. You often hear how people find God during a low time and seek help. I trust that no matter what I am experiencing, good and bad, God is always there. He is always listening.


Question: Barry, what inspires you?

Answer: I am inspired by the hope that God created all of us to be and do something special, and with time and patience… more and more people will wake up and come to this realization.


Question: Barry, How do you “pay it forward”?

Answer: I like to think I pay it forward in a variety of ways, including donating my time and money to organizations working to help others – and in my day-to-day interactions with people I meet along my journey of becoming a more enlightened person. By sharing the wisdom and knowledge I have gained, I like inspiring others. When the time comes that I leave this place, I hope people will remember me for the positive impact I have had in their lives and not for any superficial attributes I may have had, or business endeavors I pursued. What I would like people to take away is… there is nothing more valuable than time, and with time and patience you create a powerful tool for change. I am working every day to polish my delivery so I can help others, while I continue improving myself. I feel I have a gift for seeing people, and it's a purpose I have given myself to dedicate my time to helping others see the significance in themselves.



Words to live by. Words to thrive by. Words we can all admire.


Have a great day!


- Barry Alford