Click here to order the September 2013 issue in which this article appeared.

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Company Profile

• Founded: 1993
• Headquarters: Plano, Texas
• Top Executive: President and CEO Richard Wright
• Products: General nutrition, weight-loss, energy and sports performance

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Companies that reach their 20th anniversary often celebrate great products and growth. AdvoCare can tout both of those, as well as one of the industry’s most loyal armies of distributors. But its celebration included one more unique highlight: giving.

For two decades, AdvoCare has taken care of people through its science-driven general nutrition, weight-loss, energy and sports performance products, so it made sense to executives to kick off its celebration by contributing $20,000 to food banks in each of 20 selected cities across the country. And at its semiannual Success School in February, AdvoCare challenged its distributors to commit to giving 20 hours of their time to a local charity by the August Success School.

Richard Wright

“What better way to honor our 20th anniversary and our success than to give back to the communities where our distributors are building their businesses,” says AdvoCare President and CEO Richard Wright. “It fits with the things we believe in: building stronger families, getting healthier and having a little extra money that can, we hope, be used to pay off debt. It was such an easy fit for us.”

The idea was received so enthusiastically by the entire AdvoCare family that its National Spokesman, New Orleans Saints quarterback Drew Brees, asked the company to add city No. 21 to the list: New Orleans. Through the Brees Dream Foundation he matched AdvoCare’s donation, increasing the gift to the New Orleans Food Bank to $40,000.

Caring Company

Philanthropic focus is an unusual way to mark a significant point in a company’s life, but it speaks volumes about AdvoCare’s culture.

AdvoCare’s Founder Charlie Ragus set the stage for that culture in 1993 when he drafted the company’s Guiding Principles. Ragus was passionate about building a company that had principles that it stuck to. They continue to direct company decisions today. Ragus was driven by a desire to help people improve their lives nutritionally and financially. He chose the name AdvoCare to communicate his commitment to be an advocate who cared.

“Charlie passed away in June 2001, and he was with the company for eight of its 20 years,” General Counsel Allison Levy recalls. “It was the way he poured himself into the company through his principles and the standards he helped set for the industry—he was so intentional about it that it has withstood his not being present and has led us to where we are today. It’s an unbelievable legacy.”

Ragus also personally set the standard for growth by recruiting the company’s first distributor, Norma G., who is still active today. According to company lore, when Ragus approached her about becoming a distributor she asked how many people were already using the products. Ragus’ classic, honest answer: “As soon as you start, there will be two of us.”

Norma G. did start, and for 20 years she has been the aspirational example for more than 300,000 distributors throughout the company, earning a lifetime income of almost $4 million. Loyalty like hers comes from financial success, of course, and also from the unique AdvoCare culture that Ragus created.

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“What better way to honor our 20th anniversary and our success than to give back to the communities where our distributors are building their businesses.”
—Richard Wright, President and CEO

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Carrying the torch of a well-loved leader and founder is no simple feat. But Wright, who joined AdvoCare in 2007, has managed to maintain Ragus’ values even as the company’s base of distributors has grown by five times and its revenues have reached more than $400 million. Perhaps that’s because he was close friends with Ragus for years and served on the equivalent of AdvoCare’s board of directors—or because he believes in leading through character, expecting the same from his employees and distributors. Under his leadership, AdvoCare continues its distributor focus even as it launches strategic initiatives and increases its brand recognition.

“Everything we do is about how it’s going to impact distributors,” Wright explains. “When we’re launching or discontinuing products, or when we choose endorsers, it’s the way we compensate them and the way we train them to be the best they can be that lends itself to loyalty. When you’re building up people, they want to stick with you.”

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AdvoCare’s 24-Day Challenge products.

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The AdvoCare Guiding Principles AdvoCare Founder Charlie Ragus developed the company’s 10 Guiding Principles even as he launched the company. He wanted to be sure that AdvoCare was a company that distributors could believe in. His values have stood the test of time. Honor God through faith, family and friends. Respect and strengthen the family. Believe in the dignity and the importance of the individual. Create a standard of excellence recognized as superior by the direct sales industry. Believe that honor, integrity and principles are the foundation of a great life and company. Commit to mutual loyalty and trust between AdvoCare and its distributors. Establish and continually improve the vehicle of opportunity and the pursuit of financial freedom for all AdvoCare distributors. Commit to ongoing personal growth and development through professional training and educational programs. Build self-esteem by promoting a sense of personal worth among all people. Continually expand our market by providing the most effective and highest-quality products and service available.

Success School: Continuing Education

One of the key ways AdvoCare builds up its distributors is through Success School, the company’s twice-yearly event. The August event was held in Cowboys Stadium in Arlington, Texas, for the first time, attracting some 30,000 distributors. The previous event had almost overwhelmed the Fort Worth Convention Center nearby, where the company held two simultaneous events just to accommodate the outpouring of enthusiastic distributors. While many distributors consider Success School a “can’t-miss” event, between 40 and 50 percent of attendees at each Success School are first-timers.

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One of the key ways AdvoCare builds up its distributors is through Success School, the company’s twice-yearly event.

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“We know it’s not easy to come to Success School, so we’re intentional about making it worth the time, effort and struggle to get there,” Levy notes. “We have lots of product training and field leader training on business basics. We always have inspirational speakers to talk about some of the intangibles of this business. Our distributors are always stretching to have a better life, so people do come back every time. They find it meaningful and impactful.”

At Success School in August, attendees heard motivational speaker and former NBA guard Walter Bond; artist, author and entrepreneur Erik Wahl; and contemporary worship singer/songwriter and AdvoCare endorser Michael W. Smith. The company’s philanthropic focus also played a role. AdvoCare hosted a diaper drive for Captain Hope’s Kids, an organization that dedicates its time and resources to meeting the needs of homeless children in Dallas. Distributors were asked to bring a small package of diapers, training pants or children’s underwear to donate. And, as a Success School tradition, the company introduced three new products.

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“We just plan to keep doing things the way we’re doing them now—the right way, with integrity in everything we do.”
—Richard Wright

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The new products joined a family of more than 70 wellness, weight-management, skincare and athletic performance products. Its flagship is the bundle of products included in its 24-Day Challenge™, AdvoCare’s comprehensive supplementation and nutrition program that encompasses six of its products. Users can customize the products based on their goals. The company provides a recommended food plan, and a workout DVD is also available.

Athlete Enthusiasts

AdvoCare’s marathon-like attitude is evident in its tagline, “We Build Champions.” As much as amateur athletes—whether they’re weekend warriors or fitness fanatics—appreciate AdvoCare’s products, a large number of elite competitors from virtually every sport actually stake their athletic careers on AdvoCare. More than 100 of them help fuel their performance with AdvoCare supplements. They consider the supplements so important to their success that they endorse the products. Some endorsers are million-dollar professional athletes who could buy any product at any price—but they choose AdvoCare.

In addition to Brees, endorsers include such well-known figures as Dallas Cowboys tight end Jason Witten, Atlanta Braves pitcher Jordan Walden and even NASCAR Hall of Famer Richard Petty, who has endorsed the company’s products since 1996.

“Our endorsers are compensated with products,” Levy says. “They use and endorse our products because they believe our products work.”

Those athletes also value the fact that AdvoCare has formed a strategic alliance with INFORMED-CHOICE to certify that its products do not include banned substances. The INFORMED-CHOICE program adheres to regulations put forth by the World Anti-Doping Agency, the National Collegiate Athletic Association (NCAA) and professional sports organizations including the NFL, MLB, the NBA, the NHL, Major League Soccer (MLS), the PGA and LPGA, the Association of Tennis Professionals, the Women’s Tennis Association and NASCAR.

Sports marketing has traditionally played a major role in AdvoCare’s awareness program, as well as its incentive programs. It has sponsored the NCAA-sanctioned AdvoCare V100™ Bowl for five consecutive years; it’s the title sponsor of NASCAR’s Sprint® Cup Series race at Atlanta Motor Speedway and the primary sponsor for Nationwide® Series driver Austin Dillon and the No. 3 Chevy. Last year, it became the first-ever jersey sponsor of the MLS team FC Dallas. The agreement places the AdvoCare name prominently on the front of the club’s jerseys. Team jerseys sold throughout the nation also feature the AdvoCare name.

“Sports sponsorships are important to our distributors,” Levy says. “When you are able to have a meeting at your house and watch the AdvoCare 500 NASCAR race, it’s a great opportunity to talk about the company’s legitimacy. Sports sponsorships help them leverage the opportunity when they can talk with pride about the company. It’s about softening the market—what is AdvoCare, and what do they do besides sponsor a bowl game? It leads to conversations about wanting to be healthier or how to lose weight, and those are all AdvoCare topics.”

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Last year, AdvoCare became the first-ever jersey sponsor of the Major League Soccer team FC Dallas.

AdvoCare is the primary sponsor for Nationwide® Series driver Austin Dillon and the No. 3 Chevy.

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Sports Build Businesses

Sports sponsorships offer unique opportunities for the company to help distributors build their businesses.

Sponsorships offer other unique opportunities for the company to help distributors build their businesses. As a NASCAR race sponsor, AdvoCare has 500 tickets available to field leaders who want to run incentives for their teams. Its soccer sponsorship with FC Dallas includes tickets to every home and away game, which they share with distributors.

“Soccer is the longest sports season, and that provides lots of opportunities for brand recognition,” Levy explains. “Our distributors go to the games and wear their FC Dallas jerseys at games around the country.”

AdvoCare showed its proficiency at combining products, promotions and marketing expertise as it entered its 20th anniversary year. With distributor excitement running high as the year-end AdvoCare V100™ Bowl approached, the company announced that it would produce its first-ever fitness DVD, a two-disc set that features AdvoCare distributors who have successfully met fitness goals using the company’s products. The DVD product was launched New Year’s Day 2013, the day when many people embark on New Year’s fitness resolutions.

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“Our distributors are always stretching to have a better life, so people do come back [to our Success School] every time. They find it meaningful and impactful.”
—Allison Levy, General Counsel

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To build momentum and fuel overall sales, AdvoCare bundled the program with its 24-Day Challenge products, calling the DVDs and the bundle Can You 24?. The company carried the theme through to the DVD set, which includes seven 24-minute, equipment-free workouts and is billed as the “perfect companion to the 24-Day Challenge.” AdvoCare created a promotion around the limited-quantity bundle, entering distributors who purchased it into a drawing for a chance to attend the company’s upcoming incentive trip to Hawaii. They discounted the bundle during the first two weeks of 2013 to help create urgency. AdvoCare also launched the Transformation Challenge, a 72-day contest among distributors to use the Challenge products with the Can You 24? DVD and share their results.

The results were record-breaking. On New Year’s Day alone—a holiday for most people—AdvoCare independent distributors sold a whopping $8.2 million in products, exceeding its previous one-day sales results by some $5 million. In addition, they recruited a record number of new distributors on the same day, and the highest number of distributorships to qualify for leadership in one day was reached. The company anticipated the promotion’s success, and its IT, customer service and distribution centers worked for weeks to prepare, even working on New Year’s Day to process orders. Wright was so impressed with the results that he changed the rules of the promotion. Instead of drawing the name of one distributor from among those who qualified, he drew two.

Results like those show why AdvoCare is growing consistently on every front. Its 2012 net sales were $255 million, placing it at No. 47 on the Direct Selling News Global 100 list. Compare that to 2011 when it ranked a still-impressive No. 62 with $138 million in sales. One of Wright’s stated goals is for AdvoCare to become a household name and to be a billion-dollar company by 2015 in the United States, currently its only market. The strategy: Keep on doing the right stuff.

“We just plan to keep doing things the way we’re doing them now—the right way, with integrity in everything we do,” Wright says. “We’ll continue to have products, sponsorships, leaders and distributors that uphold our integrity. Those things will take us into the future.”

Click here to order the September 2013 issue in which this article appeared.

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Company Profile

• Founded: 1970
• Headquarters: Las Vegas, Nevada
• Executives: H. Allen Rice, CEO and Founder, Alvin Rice, COO and Founder, Zachary Rice, President, Jennifer Rice, Executive Vice President; Regina M. Noriega, Vice President of Network Marketing; Kenton Jones, Assistant Vice President of Marketing
• Products: High-quality drinking water systems

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When some people think about water, the first image that comes to their minds is a tall glass of crystal-clear liquid. For others, it is waves lapping against a beach or maybe the sun shining down on a sparkling pool.

Not so for brothers H. Allen and Alvin Rice, the founders of Multipure. For them, the purest image of water is anchored in a block of solid carbon.

The First Drop: Company Origins

After seeing how dirty the tap water was at his Southern California home, H. Allen Rice began using bottled water in 1970. He quickly found it to be expensive and inconvenient, yet there were few alternatives. The water filter market was virtually undeveloped, and he immediately saw this problem as a business opportunity.

H. Allen went to his younger brother, Alvin, who had worked for him in his previous business. Together, they created a company to market in-home drinking water filters under the name “Multi-Pure.”

Initially, the brothers selected the best filter available in the market. The company that was making the product had been in business since 1948 and was using a carbon-impregnated filter-pad technology superior to the loose granular carbon filters used by competitors. Unfortunately, when the originator retired, he closed the company.

Others might have seen the loss of a major supplier as a significant challenge; for the Rice brothers, it presented just another business opportunity.

The Next Wave: Differentiation by Design

They set out to develop their own filter, one that would capitalize on the public’s emerging awareness of water pollution. This led to the development of the solid carbon block filter, a new technology that achieved superior performance over any other filter on the market. The effort gained much public attention, and in 1974 Multipure began selling the world’s first carbon-based system that could remove lead from water.

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In 1974 Multipure began selling the world’s first carbon-based system that could remove lead from water.

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However, despite this breakthrough, the company struggled due to the lack of public understanding of home water filtration. But then Alvin, COO, suggested they more directly compete with the bottled water companies by offering a drinking water service.

“In essence, offering an in-home free trial of the filter system and then offering a monthly rental,” says H. Allen, CEO. “This concept gave the customer more water, more conveniently, in greater quantity and at greater quality. This was the start of a real change in the company.”

Jennifer Rice

Growth was slow in the late ’70s, since the industry was unregulated and it was a case of “buyer beware.” But once consumer protection services began to build strength in the 1980s, this all changed.

California was the first state to require performance verification and certification for water filters that made claims to remove contaminants of health concern. An independent organization, NSF International, developed standards and a testing protocol that companies could use to certify performance claims. This drove out the companies that were using fraudulent marketing practices and making undocumented performance claims, eliminating much of Multipure’s competition. Today, Multipure maintains extensive certifications through both NSF International and the Water Quality Association.

“In today’s market, with consumers wary of being hoodwinked, these certifications are an invaluable tool,” says Jennifer Rice, Executive Vice President. “I believe our Lifetime Warranty, coupled with our extensive certifications, gives us a distinct edge in the field.”

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Multipure Aquadome

Multipure Aquaversa

Multipure wriggle™

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Multipure’s Philanthropy To solidify the company’s commitment to philanthropy, Multipure’s Executive Vice President Jennifer Rice established the Pure Foundation in 2012. Its mission is to “identify and assist organizations and groups that strive to provide the basic necessities and work to promote healthier lives for less-fortunate children.” In addition to financial support, the foundation seeks to educate people on the importance of clean drinking water and to promote environmental consciousness. The Pure Foundation initially focused on local initiatives in Multipure’s home state of Nevada, including trips to educate schoolchildren on drinking water issues and water filtration technology. However, Jennifer recently led efforts to expand the Foundation’s impact outside of Nevada. “It is not an easy task for our fledgling foundation to provide direct aid away from our home, but my father taught me that the things that you work hardest for in life are the things you are often most proud of.” This resulted in the Pure Foundation installing drinking water systems throughout the 40-acre MeadowLand Ranch of Roy Maas Youth Alternatives, a foster and recovery center for abused and neglected children in San Antonio, Texas. Multipure’s Pure Foundation has also provided aid to St. Jude’s Ranch for Children and is a contributor to the Wishing Well International Foundation.

The Swelling Sea: Multipure Adopts Direct Selling Model

Multipure’s ship really began to make headway in 1982, when the company launched its first direct selling program under the moniker “Stream of Success.”

“Network marketing provides the best method of spreading the word about a superior product,” says H. Allen. “When somebody has a product they’re happy with, they’re not hesitant to talk to others about that product. Then the power of multiplication kicks in!”

Regina M. Noriega

Multipure’s long history is one of its strongest assets, says Regina M. Noriega, Vice President of Network Marketing for Multipure: “Being in the business for over 31 years with third-party endorsements, we’ve been able to attract a truly special individual who recognizes that integrity is our foremost priority.”

Regina describes Multipure’s consultants as “a very educated and multicultural group with people who come from all kinds of professional backgrounds. One characteristic all of our distributors share is that they are very knowledgeable about water and are willing to put in the time and effort to be educated about the science behind our product.”

Jennifer believes that Multipure is a particularly strong fit for the industry because “direct selling offers consumers a more personalized buying and service experience when selecting a product, which I ultimately think results in a more bonded relationship with our company. You have the chance to become a ‘trusted partner’ in their life versus just a convenience.”

With prior work experience in Fortune 500 companies and a Big Four accounting firm, Jennifer appreciates that Multipure’s business is “about so much more than just the bottom line. When we make a decision, we consider human capital, our distributors’ feelings, our social responsibility, and most importantly, whether it’s in line with our vision and values.”

Now headquartered in Las Vegas, Multipure’s team of over 200 employees includes some who have been with the company for over 30 years. Together with a nationwide network of distributors, they are committed to being an eco-friendly company that provides the people of the world with the best quality drinking water at an affordable price.

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“When we make a decision, we consider human capital, our distributors’ feelings, our social responsibility, and most importantly, whether it’s in line with our vision and values.”
—Jennifer Rice, Executive Vice President

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Change at the Helm

Zachary Rice

“Multipure was founded as a family business, and in 2012 after 40 years that trend continued as my son, Zachary, was appointed President,” says Alvin. “Zachary grew up in Multipure, working in both manufacturing and sales. Zachary has the same passion that my brother and I have for offering a product with superior quality and performance.”

Zachary shares that he grew up watching his father and uncle “inspire and encourage people to be successful.” Experiencing such a nurturing environment at a very young age, it was only natural that he would step into a leadership role one day. But in the beginning, his role was somewhat more… “superficial.”

“My first involvement with the company was modeling for the cover of a company brochure at the age of 4,” he says with a laugh. “But I was quickly replaced and my modeling career ended.”

Thankfully, though, his relationship with the company endured. He recently graduated from the University of Southern California with a master’s degree in international business and is applying his life experiences and education to leading Multipure through the “dynamic and constantly changing” industry in which it operates.

“I try to be a leader who guides in a way that everyone can benefit and gain value. Fortunately, my father and uncle [Multipure founders] have been very supportive of my growth in the company.” —Zachary Rice, President

“I try to be a leader who guides in such a way that everyone can benefit and gain value. Fortunately, my father and uncle have been very supportive of my growth in the company—growth which transpired very gradually and naturally over a long period of time. This prevented any shock or stress for the organization. What was most critical was the continual support I received, not only from my family, but from Multipure’s employees and distributors as well. Over the years, the company’s owners, employees and distributors have all invested in me as a leader by providing me with broad experiences and responsibilities in all facets of the organization.”

Making Waves

One of Zachary’s early initiatives was adding a new marketing team and rebranding the company for a new era. As he states, “Our new generation of leaders is building upon the solid foundation established over 40 years ago by our founders. They are providing a burst of ideas and energy to take this company to the next level and beyond.”

As the one guiding the rebranding, Regina Noriega is particularly grateful for the support she receives, starting from the top of the company. “The founders were very committed to changing with the times and really understood the importance of revitalizing the brand.”

Regina has led development of a strategy that focuses new distributors on three things: “product, opportunity and personal development… or POP! These foundational principles are now evident throughout all our regional events, weekly conference calls and even our opportunity meetings.

“It was important that we develop new tools that would be actionable and duplicable,” Regina continues. “It’s one thing to create a brochure that explains how the compensation works, but the real treat is hearing it live. That is why we offer one-on-one and group training by conference call, allowing distributors to invite new recruits and prospects to get trained directly by corporate staff.”

Training is accessible through both live and recorded conference calls with field leaders and corporate staff offering recruiting strategies, leadership advice and product training. When asked about the recruiting efforts, Zachary simply states: “If you agree that water is essential to life, and you care about the health of yourself and your family, then Multipure could be a good fit for you.”

In fact, Regina states that a “water presentation,” done either in the home or at the office, is the most powerful selling and recruiting tool the company has. Once customers and prospects see the difference between what’s in their water and what’s removed after filtering, it’s easy to get them talking! “It’s only natural,” says Regina, “to tell everyone when something instantly changes your life for the better.”

Navigating New Waters

Zachary’s leadership has injected new energy into a company that has seen continued success for decades. His goal is to “reclaim our energy and ambition.”

One strong example of this spirit has been the development of the Multipure wriggle™, a portable filtered water bottle. Mutlipure has positioned the wriggle as the “next generation reusable water bottle.” It provides many of the benefits of Multipure’s industry-leading water filter, in a sleek, portable container that can use water from any municipal water source. To help with the product’s launch among environmentally conscious consumers who care about their health, the wriggle was featured as a gift at the 2012 Academy Awards, the 2012 MTV Movie Awards and the 2012 Teen Choice Awards.

The company has also recently debuted other new products, including the Multipure Aquasource and Aquamini drinking water systems. Zachary feels that these new products “fulfill the need for better water for the entire home and better water away from home.”

Regina is particularly proud of how the company has significantly enhanced its online presence in recent years, including a robust section of the Multipure.com website called Purelysocial. As Regina describes, “Purelysocial is a place where the new history of Multipure is being written and recorded. It is a social media entertainment hub where you can access the big four social media sites, corporate press releases, leader video testimonials, videos, blogs and our event calendar. Distributors are now sharing our short videos instead of relying on direct mail and brochures. This makes their recruiting process easier because it’s more immediate.”

Fair Winds and Following Seas

Having merged a strong legacy with this newfound energy and rebranding, Zachary is optimistic about the future for his company.

“It is important to have a great product and marketing program, but the real strength comes from the passion and deep commitment that our distributors have toward the health benefits provided by quality drinking water. We are a global brand with distribution in 42 countries and websites in six languages. We hope to see continued growth globally, but I feel we are still underrepresented at home in the USA.”

“In a time when people are inundated with the proliferation of information on the Internet… and sick of feeling like a number in an automated system, belly-to-belly sales are unique and attractive.” —Zachary Rice, President

He also sees continued opportunity for direct selling as a whole: “I think today’s marketplace represents a wonderful opportunity for the direct selling industry. In a time when people are inundated with the proliferation of information on the Internet, overwhelmed with advertisements and sick of feeling like a number in an automated system, belly-to-belly sales are unique and attractive.”

Multipure’s leadership remains heavily focused on continuing to modernize, furthering its brand enhancements and bringing new products to market. When asked for further details, Zachary laughs. “To tell you more about those initiatives, you would have to marry into the family.”

The direct selling distribution channel delivers an increasingly wide spectrum of products and services. Whether offering mobile service, lipstick, life insurance, energy drinks or home security, companies have found success in the person-to-person model. In parts of Africa, the direct selling channel is flexing its marketing muscle in another form—as a means to bring economic empowerment and essential, life-changing products to remote areas.

At Fast Company, Co.Exist contributor Michael J. Coren shares how a growing number of organizations are bringing products and services to often off-the-grid locations through a salesforce he calls the “Avon ladies of Africa.”

Barefoot Power, VisionSpring, Solar Sister and similar organizations are providing solar technology, affordable phone-charging products, stoves, eyeglasses and other products specifically targeted to improve quality of life among low-income populations. At the same time, these companies bring economic opportunity to the individuals that take their products the proverbial last mile—or in this case, many miles—to the homes of their consumers.

Coren highlights The Paradigm Project, which has topped $3.5 million in sales over the last 18 months through a team of about 25 sellers in Kenya, Ethiopia, and Rwanda as well as a U.S.-based corporate staff. Paradigm and its fellow pioneers are working to refine the distribution model for greater profitability, building upon one of direct selling’s greatest strengths—plenty of room for innovation.

Read the full story from Co.Exist.

Health and wellness company USANA was recently recognized in the NutriSearch Comparative Guide to Nutritional Supplements, 5th Edition. For the third consecutive time, the company earned the guide’s “Editor’s Choice” designation, as well as the NutriSearch Gold Medal of Achievement.

NutriSearch seeks to provide scientifically based information about dietary supplements—particularly multiple vitamin and mineral supplements—to guide consumers in the selection process. NutriSearch examines the nutrients included in a supplement, the balance of those ingredients, manufacturing practices and other quality-control concerns.

“USANA is an FDA-registered facility and works tirelessly to adhere to FDA guidelines to manufacture the purest nutritional supplements for its consumers,” said Dan Macuga, USANA Chief Communications Officer. “Because we produce more than 90 percent of our supplements in-house, as a way to maintain control of the ingredients and manufacturing process, receiving this esteemed distinction of honor, for a third time, is a testament that we take the safety and quality of our products seriously and that we really do practice what we preach.”

To attain Gold Medal status, USANA participated in a third-party analysis of its products to demonstrate their superior contents and quality. USANA has obtained quality certification from leading independent test provider ConsumerLab.com.

Read the full press release from USANA.

As China clears the way for direct sellers to operate, an increasing number of companies are tapping into the market’s vast potential, particularly in the category of anti-aging products. Amway, the No. 1 direct selling company in the world, generated revenues of $11.3 billion in 2012. Over a third of that revenue came from Amway China.

The Chinese government enacted a sweeping ban on direct selling in 1998, forcing companies like Amway to adapt in accordance with the country’s evolving regulations. The Harvard Business Review recently featured an article by Amway President and Co-CEO Doug DeVos on how Amway reinvented its business in China.

To support its growth, Amway has built a second distribution center and an R&D center in the region. Currently, the company is developing an Asia Beauty Innovation Center in Seoul, South Korea, to guide product development and refine R&D and marketing efforts in China and Southeast Asia.

Skincare and nutrition company Nu Skin is also investing heavily in the area with the upcoming launch of its regional headquarters in Shanghai. Nu Skin recently obtained clearance from China’s Ministry of Commerce to expand its direct selling business into an additional five provinces and 30 districts. Global nutrition company Herbalife recently received its 25th direct-selling license, clearing the company to conduct business in China’s Yunnan province.

Analysts predict that mainland China’s beauty industry will grow 15 percent annually, reaching $125 billion in 2015. Look for a detailed report on China and other billion-dollar direct selling markets in our upcoming issue of Direct Selling News.

Read more on the expansion of direct selling brands in China.

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Several U.S. direct selling companies have earned a spot on Inc. magazine’s annual 500/5000 ranking. The Inc. 5000 is a list of America’s fastest-growing private companies, with the Inc. 500 representing a special ranking of companies in the top 10 percent.

Direct sellers among this year’s Inc. 5000 include It Works! Global (No. 436); Zija International (No. 504); J.Hilburn (No. 605);  Initials, Inc. (No. 762); YOR Health (No. 1052); Ambit Energy (No. 1996); 5LINX (No. 3009);  STEMTech International (No. 3986) and Isagenix International (No. 4556).

Introduced in 1982, the Inc. 5000 ranks companies according to percentage revenue growth over a four-year period. To qualify for the 2013 ranking, each company had to be U.S.-based with a privately held, independent status as of Dec. 31, 2012.

The Inc. 500 | 5000 Conference and Awards Ceremony celebrating the 2013 honorees will take place Oct. 10-12 in Washington, D.C. Click through to read more on Inc.’s methodology and view the full list.

Salt Lake City-based Vivint has added high-speed Internet to its security, home automation and energy offerings. Following the acquisition of wireless technology provider Smartrove, Vivint is currently testing a new 50 Mbps upstream/downstream wireless broadband service in Utah.

Blackstone Capital acquired Vivint for about $1.86 billion last year, and the company announced just this month that it has secured a $200 million investment to finance solar power systems on residential rooftops. Vivint Solar has experienced rapid growth, becoming the second-largest U.S. residential solar installer in the first quarter of 2013, according to GTM Research’s U.S. PV Leaderboard. The company began offering home energy management in 2011, and 54 percent of its 700,000-plus customers have signed up for the service.

The addition of high-speed Internet puts Vivint—founded in 1999 as a security firm—one step closer to becoming a leading multi-service provider. “We want to be the supplier for everything that has recurring engagement,” says Tim Lott, Vivint’s Director of Energy. The company hopes to position its offerings, including a potential future TV service, “in such a way as to become a household brand, like Apple,” says Lott. “We create experiences that make life easier.”

Vivint’s thousands of well-trained salespeople market its offerings door-to-door, collecting feedback which gives the company a unique competitive edge. The Vivint Wireless division will build its business person-to-person, in the same vein as its security and home automation services.

To showcase its complete line-up of services, Vivint has teamed up with Garbett Homes to build a first-of-its-kind affordable “net-zero climate 5 smart home,” which is green-speak for a self-sufficient, solar-powered home that generates as much power as it consumes. The Zero Home prototype is located in Herriman, Utah.

Read more on Vivint’s latest offerings and the company’s Zero Home collaboration.

At U.S. Army Fort Benning in Georgia, some families have found a small business enterprise uniquely suited to their lifestyle in direct selling. The fort’s publication shares how spouses are building community and earning additional income, due in part to the relatively low startup costs, work-at-home flexibility and training afforded direct selling entrepreneurs.

In the August issue of DSN, the Direct Selling Association’s Alyssa Wolice addresses the many ways our industry’s entrepreneurs represent “A Driving Force for Innovation” in this country. “By offering both men and women equal opportunities to launch independent businesses in any field of their choosing, the direct selling industry has empowered millions, including many who have felt discriminated against because of their lack of access to higher education or expensive job training, or their inability to adhere to a fixed employment schedule due to family or personal obligations,” Wolice explains.

Residents of Fort Benning represent a segment of the population with considerable “family or personal obligations.” Opportunities for spouses to earn an alternative income are appealing, but limited to the constraints of a military lifestyle—which denotes frequent, and sometimes unpredictable, moves from one station to the next.

“Owning your own business means you can take your job anywhere you go,” said Cari Morgan, a military spouse and Independent Senior Director with Thirty-One Gifts. “It gives you the opportunity to put family first and work on your own schedule, and it helps you meet people in your new environment as you introduce your business to the community.”

As Wolice notes, over half of Americans own or participate in a small business enterprise. Direct selling extends that opportunity beyond the reach of brick-and-mortar businesses, and it does so in a way that does not limit entrepreneurs to a specific product or service. The industry encompasses a range of companies, with opportunities suited to diverse interests and expertise.

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Amway is working to further the appeal of its leading ARTISTRY™ beauty brand with the development of an Asia Beauty Innovation Center in Seoul, South Korea. The new center will represent an extension of Amway’s ongoing Growth Through Innovation strategy, which has driven other unique initiatives such as the Amway Business Center at New York’s Citi Field.

Based in Amway Korea Ltd.’s headquarters, the Beauty Innovation Center’s team of cross-functional experts will glean insights from the region to ultimately guide Amway in new product development. The team’s expertise will range from technical and clinical research to product packaging, affording the company a holistic perspective on market trends.

In last month’s issue of DSN, Sandy Spielmaker, Vice President of Sales for Amway U.S., shared how the company is Using Analytics to Improve the Business. Amway is bringing that philosophy to bear across international markets with its increased investment in R&D and marketing in China and Southeast Asia.

“The R&D and marketing teams are united in our efforts to better understand and communicate Asian trends—from innovative technology and packaging down to the subtleties of ingredient fragrances and textures,” said Catherine Ehrenberger, Vice President of Amway R&D. “We understand how critical it is to our success and look forward to gathering data that will inspire fresh, new thinking.”

Read the full press release from Amway.

Startup direct seller Keaton Row is delivering personal styling services to homes across the country with its unique approach to e-commerce. Fashion site StyleCaster recently spotlighted the company’s unique business model in its “A Site to See” retail website feature.

Keaton Row connects shoppers to one of its vetted personal stylists, who provide customized looks at a range of price points through the company’s e-commerce boutique. Shoppers take a style quiz to determine the sizes, cuts, colors and brands best-suited to them. A Keaton Row stylist then compiles an online boutique featuring several customized looks. In addition to providing head-to-toe options, stylists help clients find particular pieces to round out a wardrobe.

All services up to that point come at no cost to the shopper. Clients can create a profile and receive their customized lookbook free of charge. Stylist commissions come out of Keaton Row’s partnership with retailers such as Piperlime and Shopbop, who pay Keaton Row as an outsourced salesforce.

The boutique reflects retailer pricing, including sale prices, meaning customers do not have to worry about an upcharge. Keaton Row clients shopping items at a higher price point can opt for the company’s “elite” service, which connects clients to a range of high-profile stylists.

View the full StyleCaster profile.

Initials Inc. President and Co-Founder Britney Vickery recently spoke to Bloomberg about how her company and the industry are appealing to a new generation of women.

Following several years of triple-digit percentage growth year-over-year, Initials Inc. is on pace to be a $400 million-plus company in a few years. Vickery attributes the company’s success to the philosophy behind its personalized products: “There’s only one you.” Empowering individuals to realize their unique talents and abilities has helped Initials Inc. attract new customers and support its Creative Partners.

As Vickery says in this month’s DSN cover story, knowing who you are as a company enables you to attract the right people. “The better you can hone in to find who you are, the better your ability to go out and grab people who are attracted to that,” Vickery said. “Look at who you are, what you are trying to accomplish in the company. What is that vision you want to grow?”

Click through to see the full video of the Bloomberg interview.

Discover Your Optimal Health, a new book by Take Shape for Life Co-Founder Dr. Wayne Scott Andersen, has made its way onto the New York Times Best Sellers list. Following its July release, the diet and weight-loss manual reached the No. 4 spot in the “Advice and How To” category.

The book offers insight into making daily adjustments to reach and maintain a healthy weight. Discover Your Optimal Health is a guide to achieving long-term health, as indicated by the subtitle: “To live better, happier, and healthier into your 80s, 90s, and beyond.”

Dr. Andersen serves as Medical Director of Take Shape for Life and Executive Director of the Health Institute, a training and certification organization in the emerging field of health coaching. According to Dr. Andersen, “Discover Your Optimal Health was written as a tool to inspire people as they begin their health journey, and I’m glad to see so many people respond positively to the book in such a short time.”

The Take Shape for Life co-founder joins other direct selling leaders whose tomes have appeared on the New York Times list, including Nothing to Lose, Everything to Gain by Ryan Blair, CEO of ViSalus, and The Healthy Home by USANA Founder Dr. Myron Wentz and his son, CEO Dave Wentz.

Read the full press release from Take Shape for Life.