Achieving a .Life of Nutrition Counseling and Worksite Wellness

Reading Time | 3 Minutes

It’s not often that you think of the words nutrition and wellness in conjunction with Rudy’s BBQ (no offense Rudy’s). 🙂

But as I made my way from the parking lot into Rudy’s for my bi-weekly early Saturday morning meeting, I jumpstarted my brain by perusing Rudy’s local business ad cork boards.

There are a number of business cards, post cards, posters, placards, and more that are posted on four 4 x 6 cork boards adhered to the external walls of Rudy’s just before entering the store.

Because I love domains so much, I take my time viewing each cork and reviewing the number of advertisements posted on each. This also gives my eyes and mind time to adjust, being it’s just after 6 in the morning.

Nevertheless, a particular ad caught my eye due to the email address it used.

Truth be told, I had to rub and blink my eyes a few times, because I thought both my mind and eyes were playing tricks on me when I saw “”.

At first, I assumed it was a mistake by the person posting the advertisement. But upon further inspection, I came to realize the advertisement was advertising a business website developed using a new gTLD extension: .Life.

Of course, it’s been nearly 5 years and counting since new gTLD extensions were released in the wild, rather to the general public.

And although written off as confusing and a horrific failure, new gTLD extensions have not stopped a growing number of budding businesses from launching their websites using them to represent their digital presence.

In the case of Balance52.Life, it’s a domain that was likely chosen to represent the company’s goal in achieving a balanced life of nutrition and wellness 52 weeks a year.

Balance52.Life does brand the company, yet it’s not the best brandable domain in my opinion due to it not passing all factors of the radio test.

That said, I did a bit of searching for equivalent or better alternative options, and found the following (* denotes domain names available for registration at the time of writing):

What’s interesting to me about this domain list is that is available for registration.

If you’re currently using a new gTLD extension for your personal or company brand, then I highly recommend that you defensively register the exact match .com domain name.

Why? Well, it’s common knowledge that users of the web have been long acclimated to typing and appending .com to domain names.

Knowing this, a person is very likely to inadvertently append .com without a second thought. So, if the matching .com is not registered and redirected, then traffic is likely lost when searchers attempt to visit non-registered matching .com domains.

And adding insult to injury, although a bit shady to do so, what if your competitor registered and redirected the matching .com domain to their website.

Regardless of your situation, it’s always best to own the matching .com domain name when you choose a domain using a new gTLD extension.

Balance52.Life was one of the more interesting domains I spotted, although I did stumble upon another domain worth noting as I exited the men’s bathroom:

And yes, is registered, yet it resolves to a parking page displaying ad links.

Well, that’s all for now! See you around.

Alvin Brown
Alvin is a serial entrepreneur and digital strategist with an avid love for domain name consulting. As the Publisher and Editor-in-Chief of, his assignment is to ensure business and personal brands don't suffer the consequences of common domain name pitfalls.

As a domain investor and business consultant, Alvin actively participates in daily domain auctions. Outside of auctions, he passionately shares his views, opinions, and vision for how businesses should and should not use domain names to generate greater customer growth and revenue.