LifeVantage Celebrates 10th Anniversary


LifeVantage, the Sandy, Utah-based direct selling company, recently celebrated its tenth anniversary.

At the company’s recent bi-annual event in Kansas City, Missouri, LifeVantage CEO Darren Jensen took attendees on a trip down memory lane and also painted a picture of the coming decade.

“We began in a lab with a single, powerful scientific discovery—a discovery that proved we, as humans, have more capacity, potential and ability within us than we had been led to believe,” Jensen said. “As rich and exciting as our history is as a company, I am even more excited about our future. I am as convinced as I ever have been that our best days are ahead of us.”

As part of that future, LifeVantage has announced its intent to expand its nutrigenomic product line. The new product will be the company’s first addition to its flagship Protandim® line since the launch of Protandim® NRF1 Synergizer in 2016.

The new product is slated to launch at the company’s Elite Academy in Long Beach, Calif., in October.

Jensen lauded the company’s activity rate of new enrollees and overall retention rate, which is among the best in the industry, but challenged attendees to escalate their efforts on bringing new customers and distributors into the business with a goal of increasing active members with a monthly product subscription to 300,000.

To this end, Jensen announced a number of new initiatives coming in 2020, including free shipping; a new cadence for corporate events that will introduce regional Elite Academies and an event known as Destination EA that will be one-part training and one-part experience; and the integration of a daily pay model into its commission structure.

The company also formally introduced its new senior vice president of research & development, Dr. Brian Dixon, who joined the company this month. Dixon has worked in the nutritional industry for more than 10 years in a variety of executive health and science education and product innovation capacities. He holds a Ph.D. in molecular and cellular biology from Oregon State University in affiliation with the Linus Pauling Institute, where his research focused on the underlying biochemical and cellular mechanisms of aging.