Unclaimed brand
Helping midlifers reconnect to their identity and extend healthspan through one-of-a-kind storytelling, tools, and a community of support.
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Grinta for Life (G4L) is a midlife wellbeing program and community created to help people reconnect with their identity and support a longer, healthier life. Developed by Adjacent Lab Media, it addresses midlife identity loss through a blend of science, lived experience, storytelling, and peer support. The program draws on behavior-change principles and Self-Determination Theory, and guides participants through reflective prompts designed to help them explore who they are and what they want to reclaim.
Members can track their progress with an Identity Distance Score, use an AI companion that remembers their story, and connect with peers to share challenges, advice, and successes. G4L was shaped by founder Jay Crain’s personal recovery and by the public-health expertise of co-founder Dr. Greg Welk.
Its roots also include GRINTA!, a film project inspired by grit and determination that has grown into a book, an app, and a wider social-impact movement. The initiative promotes screenings, research, and a community dedicated to helping midlifers make meaningful comebacks
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Health
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