Two brands, two mates, one shared journey.
What started as a childhood friendship forged through a love of skateboarding has evolved into two founders cheering each other on through the ups and downs of life and business.
In this month’s blog, we sit down with Rob Mitchell (Mitchells Nutrition) and Aaron Styles (Just Another Fisherman) as they reflect on their roots, their purpose-led brands, and the values that have stuck with them from the beginning—community, staying active, good yarns, and and backing each other through it all.
Let's start with the story of how you both know each other?
Rob: Aaron and I first met at Otumoetai Intermediate, brought together by a shared love of skateboarding. We were pretty much joined at the hip all through high school — skating every moment we could. We were both sponsored by the local skate store, entering comps and travelling around the country to different parks. After high school, Aaron went to uni in Hamilton to study graphic design, and I got into snowboarding. We lost touch through our 20s but reconnected when Aaron was working as the men's designer at Huffer and I joined the Huffer snowboard team. We’ve stayed in touch over the years, and now, in our late 30s and 40s — with J.A.F 12 years deep and Mitchells 7 — that bond is still strong. We’re still skating and catching up regularly, whether it’s in person or over the phone. These days, Aaron’s son Scout joins us, and we struggle to keep up with him! It’s incredibly inspiring to see Aaron and his wife Penny being such great parents while building iconic brands.
Aaron: Rob nailed it. As he said, we met at Otumoetai Intermediate and found each other through our love of skateboarding. It’s the same thing I’m seeing with my son now, 30 years on — we didn’t really find our people until those years. If I remember correctly, we also met the Fox twins, Luke and Josh, and our good mate Carl Hetherington, who we still keep in touch with today. Skateboarding became a great focus for all of us — especially for me, as I struggled with school and wasn’t super academic. I’m sure Rob would agree, but what I’ve learned from skateboarding and other board sports is that they build a strong subculture and a sense of belonging. That sense of connection has followed me through my career, from working at Huffer to rediscovering my love for fishing — something I grew up doing with my dad from a young age — and now bringing those values into J.A.F, the community, and the anglers who are part of the family. Watching Rob build his business, I can see those same values in play — the determination and lessons that come from being a multi-board sport athlete. That shared foundation makes it so easy to reconnect. Thirty years on, we’re still hyping each other up at the skatepark, chatting about fishing (Rob’s new passion), or jumping in the ice bath together.
"I went from sponsored skater to sponsored fisherman. Somewhere in between I learned how to use Excel." - Aaron S.
What inspired the mission behind Mitchells Nutrition & Just Another Fisherman?
Rob: Mitchells Nutrition was born out of my own journey recovering from snowboard injuries. I wanted to fuel and repair my body in a more holistic way, so I could keep doing the things I love for as long as possible. That thinking kicked off the R&D, and it turns out I wasn’t alone — Mitchells has grown from there and continues to go from strength to strength.
Aaron: J.A.F has a similar story to Rob’s — it reflects my lifestyle and who I am. My wife, Penny Styles, and I started a clothing production company called Mr & Mrs Style Ltd. 13 years ago after spotting a gap in the NZ market for boutique clothing production. We worked with successful brands like Moochi and Huffer as design and production managers. As that business grew, so did my passion for fishing, which led to J.A.F starting out as a passion project. Over time, it naturally evolved into a key part of MMS. Drawing on what I’d learned from the skate industry and riding the wave of social media, we were able to build a strong community in NZ — some friends, some Instagram pen pals — all of whom helped shape and grow the brand. That community focus has driven our product range and growth across wholesale, online, and retail. Much like skating or fishing, there are always new opportunities and challenges — and J.A.F is a lifestyle we can live and share together.
Aaron, what lessons from life and business have shaped your perspective?
Aaron: I love this question. It’s everything. The journey really is the best part of both business and life. I’m a big believer in good juju. What you put in is what you get out. I try to enjoy the process rather than fixate on the result. These days, it’s easy to get caught up in the hustle, but it’s important to pause, take stock of what you’ve achieved, the people around you, and what you actually want from life and your surroundings. There’s a quote I keep at work: “Don’t judge your chapter five by someone else’s chapter thirty.” I think that’s an important reminder. Listen to those with experience — knowledge is power. If the years were chapters, the last two have been the most significant of my life. I’ve grown and learned so much — personally and in business — and I’m truly grateful for the process.
Both Mitchells and J.A.F are committed to a sustainable approach to business — what does this mean and look like in action for you both?
Rob: Sustainability is at the forefront of everything we do at Mitchells. It’s considered in every part of the business and is a core part of who we are — both as a team and as a brand.
Aaron: J.A.F is nothing without our community — the environment and our team are everything. We’re always striving to do better, to learn, and to move forward. Anglers Escape is a great example of this. It was born out of two cancelled trips to Australia — we didn’t want to let the community down, so AE came to life. And it’s ended up being something that gives back in a really meaningful way. Beautiful things can come out of hard times.
Who or what has been most supportive in helping you overcome hard times in life and business?
Aaron: I’d have to say my wife, Penny. We work together every day and have been through everything side by side. Over the last four years, we’ve faced many personal and business challenges — challenges that could break some relationships. But I’m incredibly proud of what we’ve achieved, both for our family and our business. I’m also fortunate to have a solid group of friends in business and the fishing industry who have been a great support. Much like my old skate mates, we’re all family. We call on each other for advice and share the ups and downs. Anglers Escape has only added a new layer to this tight-knit community, and I’m so proud to be part of it.
Aaron, what role does nutrition play in your mental wellbeing and overall health?
Aaron: Nutrition plays a big role. Over the last six months, I’ve been focusing more on my well-being. Thanks to my son, I’ve rediscovered my love for skateboarding, and I’ve noticed that being healthier has positively impacted my fishing and helped me remember to enjoy the process. Being more aware of my surroundings has also helped me be more present, both at home and at work. There’s still plenty of room for improvement, but I’m excited about the progress.
Rob, what role does staying active and getting outdoors play in your mental wellbeing and overall health?
Rob: Staying active and being outdoors is what life is all about to me. Work is simply a means to keep doing the things I love for as long as I can. The outdoors is soooo incredibly beneficial for mental health, and as I write this, I’ve just returned from a fun surf at my favourite island.
Rob, Mitchells Nutrition is getting behind J.A.F’s Anglers Escape. Why do you feel Mitchells was the right brand to support this event?
Rob: When I got the call-up to be part of the event as an angler, I was stoked. Aaron and I caught up for a skate while he was down from Auckland over the Christmas break, and we started talking about how Mitchells could get involved — contributing to the anglers’ goodie bag and including some educational material. It was a no-brainer. Community is one of our core brand pillars, and this was an awesome way to support an event raising funds for Gumboot Friday.
What are you most looking forward to about this year’s Angler’s Escape?
Rob: This will be my first Angler’s Escape—an event I’ve heard a lot about from local anglers. I’m looking forward to switching off for a few days, meeting great people from around the country, swapping adventure stories, and hopefully catching some fish.
Aaron: The people, the community, and building relationships. I’ll fish for the rest of my life, but seeing friends—and friends of friends—take time out, catch a feed, and raise money for a great cause means everything to me and to J.A.F. It’s one of those things... it can be hard to commit and step away from family, but those are often the most rewarding experiences. You come back better for it.
‘The more you practice, the luckier you get. In our case, the preparation and journey to get to our fishing spots is not just a means to an end, but an integral part of the experience.' - Aaron