In 2011, LIFE founders Orrin Woodward, Chris Brady, George Guzzardo, Bill Lewis, Claude Hamilton, Tim Marks and Dan Hawkins launched a company that would change the face of leadership, personal development and life coaching. The LIFE products are an ongoing system of information that are specifically designed to help people in the categories in which we live; what is referred to as the 8 Fs: Faith, Family, Finances, Fitness, Following, Freedom, Friends and Fun . This information can be purchased in the form of subscriptions, individual books, audios and packs.