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Recently, Direct Selling News had the opportunity to speak with Mauricio Domenzain, CEO at Immunotec. We explored his start with Immunotec, their momentum, thriving culture and what’s on the horizon.
You were just 38 when you took ownership of Immunotec in 2017, a turning point that sparked its largest wave of global growth. How did you first come across the company, and what ultimately convinced you to step in and lead it?
I had nearly 20 years in sales and a strong career in the industry prior. When I had the opportunity to step into Immunotec, what I saw was extraordinary: the most clinically validated product in wellness, backed by decades of research, extraordinary leadership. But this was a company that had been too cautious—too risk-averse—to fully realize its potential.
It was clear we needed to modernize, take thoughtful risks and make big investments to give our Consultants the tools and infrastructure they deserved. I believed Immunotec could—and should—be the best.
When you look back, what moments convinced you that Immunotec was a once-in-a-lifetime opportunity?
Products come and go in this industry, but very few stand the test of science. For me, the turning point was realizing that Immunocal isn’t just another supplement—it was the only product of its kind, backed by decades of clinical research and protected by patents around the world. When I saw Immunocal featured in the Physicians’ Desk Reference and the Compendium of Pharmaceuticals—a milestone very few natural products ever achieve. I knew this company had something extraordinary. But what truly moved me was witnessing the difference it makes in people’s lives. The countless stories of individuals who regained their strength; parents who felt hope again for their families’ health; and people who were able to live fuller, happier lives because of it.
It’s why I take it every day, and why my children do too—because I believe in giving the body exactly what it needs, nothing more and nothing less.
When you see something this pure, this powerful and this life-changing, you realize you’re not just building a business—you’re building a legacy that touches hearts and transforms lives. That’s when I knew Immunotec was a once-in-a-lifetime opportunity.
Immunotec just returned from its La Vida Global Incentive Trip—a cruise that brought together thousands of Consultants from across the world. What was that experience like, and what does it say about where Immunotec is today?
It was one of the most extraordinary moments in our company’s history. More than 2,000 Immunotec Consultants from around the world boarded a private cruise ship reserved entirely for our community.
Everywhere you looked, there was energy and joy. We had talent competitions, trivia games, product masterclasses, pickleball tournaments and team-building icebreakers—all designed to celebrate and connect with our people. It was electric.
For me, La Vida perfectly captured who we are as a company. We’re a community powered by happiness. We don’t just reward success, we celebrate life.
And that’s what makes Immunotec so unique: the connection, the belief, the sense of belonging that our Consultants feel when they’re part of something bigger than themselves.
That sense of connection also seems reflected in your recent leadership moves, including the appointment of Mike Potillo as President. What does this mean for Immunotec’s next chapter?
Mike’s appointment is an exciting milestone. He brings decades of experience in the channel and a deep understanding of field dynamics. As President, he’ll play a key role in strengthening partnerships with our leaders and helping us build an even stronger infrastructure for our next chapter of expansion.
Together, we’re focusing on science, purpose and people in equal measure—making sure our momentum is sustainable worldwide.
Immunotec also recently announced the appointment of two Heads of Business Development for North America. Why did you choose this dual-leadership model?
This was a very intentional decision. The US is a cornerstone of our growth strategy, and we knew accelerating here required innovation not just in products but in leadership to help us scale faster, strengthen field support and connect with the next generation of entrepreneurs.
What makes this leadership move significant for the US market specifically?
North America holds a significant share of the direct selling market, accounting for 32 percent of the market share last year alone. To succeed here, you can’t rely on the status quo. You need bold leadership, innovative systems and a relentless focus on consultant and consumer trends. This new model along with our $30+ million investments into manufacturing and tech shows our commitment—we’re here to invest in our people and expand our reach.
You’ve often spoken about trust being central to leadership. How does that influence decisions like this one?
In this business, the most important thing people give us is their trust. Consultants are not just joining a company; they’re joining the leader who invited them. Our job as a company is to protect that trust—by removing barriers, being transparent and equipping people with the very best tools, products and culture to grow their teams and businesses.
Immunotec is known for powerful events— from global conventions to a full private cruise for thousands of Consultants. Why are these moments so important?
Our commitment goes beyond products. We’ve built a company that supports happiness and growth for everyone, one life at a time. It’s that approach that has helped Immunotec thrive, growing by 38 percent in new recruits and 89 percent in customer growth in 2024 alone. Events are where connection and fun are built. You can’t replicate the energy of being in a room—or even on a ship sailing across four countries—with thousands of people who share the same vision. It shows Consultants they’re part of something much bigger than themselves. These moments create lifelong belief in the brand, the community and what’s possible.
You’ve also launched the ImmunoKids Foundation. What does that legacy mean to you?
It’s a reminder that success isn’t only measured in sales—it’s measured in impact. With ImmunoKids, we support immunocompromised children and their families. For me, that’s the kind of legacy that lasts, and it reflects our purpose-driven approach. We’re here to improve lives in every sense.
You’ve spoken often about happiness as part of your mission. Why happiness?
Happiness is a choice, and it’s the foundation of everything we do. When people are happy, they’re more creative, more resilient, more engaged.
Our products help people feel better physically, but our culture helps them feel fulfilled. For me, success is when Consultants and customers say: I feel healthier, and I’m happier. That’s what Immunotec is about!
From the November/December 2025 issue of Direct Selling News magazine.
