The longtime head of sales and marketing at ViSalus, Blake Mallen, is stepping into an expanded role as President of the healthy lifestyle company.
Mallen founded the weight-loss shake and supplement seller in 2005 alongside company Chairman and CEO, Ryan Blair, and Global Ambassador, Nick Sarnicola. In 2008 the young executives struck a deal with Connecticut-based Blyth Inc., which acquired a 43.6 percent stake in ViSalus and brought crucial infrastructure and operational expertise to the business. The partnership lasted until late 2014, when the trio and a handful of other preferred stockholders bought back all the shares that Blyth owned, minus 10 percent.
In 11 years at the company, Mallen has spent time working in the field as a ViSalus Promoter, as well as building the business from the corporate side. As Chief Sales & Marketing Officer, he crafted a marketing strategy, centered on the Body by Vi 90 Day Challenge, that powered more than 600 percent sales growth in a single year. Mallen also has been instrumental in building a global infrastructure that has enabled ViSalus to expand recently into 12 European countries, building on its operations in the U.S., Canada and Jamaica.
“Blake has been a vital asset to the creation and evolution of ViSalus, and I’m honored to be handing off the presidential reins to my fellow co-founder and longtime right hand,” said Blair. “He possesses a rare blend of creative and innovative passion, with the ability to execute with precision. I look forward to partnering with him to bring even more Vi innovations to life so that we continue to provide our Promoters with the ultimate entrepreneurial vehicle for success.”
In the past 14 months, ViSalus has expanded its product portfolio with the launch of NEON Energy Drink, Nutra-Bar and Vi Bites healthy snack offerings, and the newly introduced Vi Shape Superfood Shake. The company reports that sales of NEON, launched in the U.S. in April 2015, have surpassed $5 million. According to a Wednesday announcement from ViSalus, the company commenced international distribution of the energy drink at its EU Leadership Launch, held last week in London.
“Over my career I’ve been honored to build ViSalus, a brand that has reinvented and redefined itself over the years to achieve tremendous growth,” said Mallen. “Since our inception, we have transformed millions of lives by helping people achieve their health and fitness goals. Today, our internal team is laser-focused on transforming many areas of our brand experience, to elevate our game and raise the bar in the market.”