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AdvoCare Announces Revision of Business Model

Advocare international today announced a revision of its business model from multi-level marketing to a direct-to-consumer and single-level marketing compensation plan..

AdvoCare has been in confidential talks with the Federal Trade Commission about the AdvoCare business model and how AdvoCare compensates its Distributors. The planned change will impact Distributors who have participated in the multi-level aspect of the business. Those who currently sell only to customers will not be impacted and there will be no impact on Preferred Customers or retail customers’ ability to purchase products.

“Over the years, we have made many changes to the AdvoCare policies as the regulatory environment has shifted. Based on recent discussions, it became clear that this change is the only viable option,” says Patrick Wright, AdvoCare’s chief executive officer. “Regardless of the model, we remain steadfastly committed to providing our high-quality nutritional products to our loyal customers who are seeking to live healthier lives. We stand behind the integrity and values of this company and will continue to work with our dedicated Distributors to provide the best customer service to ensure AdvoCare products are available for decades to come.”

The company gave notice to its more than 100,000 Distributors on May 17 that, effective July 17, 2019, AdvoCare will revise the business model to a single-level distribution model, paying compensation based solely on sales to direct customers. The Retail and Preferred Customer programs will remain intact with discounts ranging from 20–40 percent. This new business model will allow the company to explore new and innovative ways to bring their premium products to market.

“AdvoCare Distributors have been helping change lives since its founding in 1993, by providing premium wellness products to those looking to reach new health and fitness goals—and that will not change,” says AdvoCare’s former CEO and current Chairman of the Board Reid Ward. “We’re proud of the growth of our Preferred Customer program we launched in 2016, which has grown to almost 400,000 discount customers. We look forward to reaching even more customers with a new business model.”

For more details, visit facts.advocare.com

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Getting Healthy

AdvoCare and Astound fill a digital Rx for successful rebranding


Encompassing a market value of US$140.3 billion, the dietary supplement industry is red hot, climbing 12.1 percent in 2020. While part of the spike can be attributed to COVID-19 pandemic concerns, consumer interest in supplements runs deep, and ongoing expansion seems assured. A study by Grand View Research anticipates the supplement market will grow at a compound annual rate of 8.6 percent between 2021 and 2028.

That kind of activity attracts a great deal of commercial interest. AdvoCare, established in 1993 and headquartered in Plano, Texas, is one of the sector’s most competitive companies, selling a wide variety of supplements in the energy, sports performance, weight management, and wellness sectors. AdvoCare products are purchased in direct sales by distributors in the US and Canada; the company has 1,650 corporate employees and posted US$89 million in revenues in 2019. AdvoCare benefits from several celebrity endorsers, including legendary NFL quarterback and sports commentator Drew Brees.

AdvoCare contends with several top brands for dominance, including USANA, Vitamin Shoppe, Shaklee, and Neurobrands. In 2019, the Federal Trade Commission (FTC) determined that AdvoCare operated as a multilevel marketer, and the company quickly transformed into a single-level direct selling company with 100,000 distributors in the US and Canada.

Overcoming the negative associations of the FTC’s ruling was challenging for AdvoCare, but its new configuration allowed it to retain both customer loyalty and market share. Additionally, the COVID-19 pandemic spurred increased sales as consumers looked to optimize immunological strength and distributors searched for side businesses.

With its new focus, AdvoCare determined it needed to enhance its digital assets to maximize market opportunities. It enlisted Astound Commerce as a partner.

The digital teams deployed by the two companies discovered their talents and personalities fit closely, allowing for the development of solutions specific to AdvoCare’s needs and establishing a long-term and highly productive working relationship.

Team members ultimately determined that migrating AdvoCare’s existing site to Salesforce Commerce Cloud (SFCC) and Salesforce Order Management (Salesforce OMS) would accelerate successful rebranding, expand functionality, and provide distributors with the tools needed to run their businesses successfully. Additionally, it would provide flexibility, efficiency, and brand differentiation for AdvoCare’s evolving digital presence, all while leveraging the power of the Salesforce ecosystem.

The teams implemented SFCC, Salesforce OMS, and Salesforce Service Cloud. Training on Business Manager enabled distributors and direct customers to thrive, while AdvoCare was able to serve both audiences in an efficient and streamlined manner, effectively increasing revenue and presence.

The postlaunch support is underway, and Astound is working on a number of optimizations and upgrades for the new platform in 2022. To date, AppExchange apps/partners implemented for the project include Tinuiti (integration with Google Tag Manager), Cybersource (payment), Bazaarvoice (user-generated content), Kount (fraud), Akamai (security), Talkable (referral and loyalty), and Xceptance (performance testing).

AdvoCare now has a consolidated and resilient platform that meets the needs of distributors and customers, allowing the company to cater to both smoothly and efficiently while simultaneously expanding brand awareness and maximizing revenues.

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AdvoCare International is an American Multi-Level Marketing company that sells dietary supplements and markets its services. AdvoCare was established in 1993 by Charles E. Ragus and is headquartered in Texas, United States. AdvoCare is an associate of the Direct Selling Association (DSA) of the United States and participated DSA Code of Ethics Communication Initiative in 2010. AdvoCare switched its entire marketing technique from the traditional Person-to-Person (P2P) method to the Direct Selling in 2019. The company claimed that it owns a network of approximately 1,00,000 independent distributors for product sales and marketing purposes. AdvoCare offers to be a part of their ever-expanding and dynamic working environment, especially for people interested in business.


Multi-Level Marketing (MLM) is a marketing business model that involves selling products and marketing its services directly to consumers and recruiting additional representatives to do the same as a part of their marketing business. MLM Business is lawful in the United States and most other countries. Within the structure of a Multi-Level Marketing company, there is always a hierarchy of roles. This means that The company can ascend their members to different levels through the sales made b them. The members also get rewards and promotions for their performance in the business. This is why Multi-Level Marketing is also referred to as Network Marketing.

Related:  MLM Software for Network Marketing


The name AdvoCare is the short form for “Advocates Who Care”. Before establishing AdvoCare, they were working for Fidelity Union Insurance. AdvoCare also worked as a distributor wing for another MLM company called Herbalife Nutrition. After the demise of Charles Ragus in 2007, Richard H. Wright became the new CEO of AdvoCare. Richard spends much money supporting their members in pursuing their dreams and offering them the limitless earning opportunity. The company also rewarded their existing distributors with Recruitment Bonuses for enrolling more members into the business network.

In a statement, Richard Wright (CEO of AdvoCare) denied that the company is operating as a Pyramid Scheme. In 2012, the average compensation for active distributors was 1,781 USD per year. According to AdvoCare’s income statement in 2015, the average annual compensation for distributors rose to 1,586 US dollars per year, excluding their expenses. And by 2019, AdvoCare was determined as a legit Multi-Level Marketing company by Direct Selling Association (DSA).


AdvoCare members have a great way to stay in shape and make money from home. Since the change in policies in 2019, AdvoCare has become a completely legit way for people to earn money. Direct Selling Business: You get paid a commission for any sales you make. However, the best way to make these sales is by using online marketing because, through the internet, we can trade 24 hours of the day and from any part of the world.

This is why Multi-Level Marketing Business can be far more lucrative than traditional sales methods like Person-to-Person (P2P). The people who perform well in sales are typically the ones who find success in this business. Since we have discussed the company and how people make money from it, let’s look into AdvoCare’s popular products and services.


AdvoCare products are manufactured with strict guidelines and reflect the honest opinions expressed by AdvoCare’s customers and distributors. Products results can vary with individual body composition, eating patterns and exercise. Let me guide you with some popular products of AdvoCare.


AdvoCare Rehydrate provides the nutrients to help maintain metabolism, and it also delays the onset of fatigue and hydrates your body by re-establishing your electrolyte balance. The product has a 1:1 ratio of Sodium (Na) and Potassium (K), two of the essential electrolytes in our body that we loss while sweating. Rehydrate also includes antioxidants like Vitamins A&C, Carbohydrates and other nutrients that effectively promote optimal hydration. It fuels our body with energy production, sustained muscle endurance, and prevents muscle cramping.


BodyLean25 Shake Mix contains four types of protein concentrates Whey Protein, Milk Protein, and Calcium Caseinate (which digest at different rates), giving us a great tasting shake mix that can help our body refuel. This product effectively works after exercise, between meals or anytime we need a boost of extra protein to complement our diet. BodyLean25 also helps maximize the muscle-building potential, and it comes in mainly two flavours (Vanilla & Chocolate) on the market. The 25 grams of high-quality, easily digestible protein is the best solution for building a tight, toned, healthy body.


OmegaPlex is a convenient supplement for getting Omega-3 fatty acids into our bodies that are missing in our daily diet. OmegaPlex contains 1,000 mg of omega-3 fatty acids, 600mg of EPA (Eicosapentaenoic Acid) & 400mg of DHA (Docosahexaenoic Acid). Because of OmegaPlex, transporting nutrients, sustaining healthy skin, boosting the immune system, weight management, and maintaining a healthy metabolism is easy. Furthermore, it aids in providing and storing energy for the body.


GO MEs Multi-vitamin Gummies are an excellent source of 11 essential vitamins and minerals. These gummies provide balanced nutrition with minerals, antioxidants and vitamins, including Vitamin A, C, and E. GO MEs are great tasting, fruit-flavoured, pectin-based easy to take supplements with just 15 calories per serving. They also include biotin, Vitamin B12, Zinc, and others ingredients like Glucose Syrup, Sugar, Water, Citric Acid, Pectin, Sodium Citrate, Natural Flavors, Coconut Oil and Carnauba Wax.


AdvoBar Meal provides balanced nutrition with 18 different vitamins & minerals and 16 grams of protein. This innovative and nutritious chocolate peanut-butter flavoured meal bar can keep your body healthy and gives us temporary relief from a hungry belly. The AdvoCare Meal is a delicious nutrition bar that can help your needs for a quick, nutritious meal by limiting calories for weight management and adding additional protein to support muscle growth and performance.


The non-profit services by AdvoCare MLM organization have been granted appreciation around the globe. Because it furthers a social cause and provides a public benefit, and AdvoCare does many charity works under its name. Let me point out some for you.


The AdvoCare Foundation is devoted to battling the childhood obesity epidemic by supporting organizations across the country whose work directly impacts the safety and health of children in need. With the supporters of the AdvoCare Foundation, they have been able to make a significant impact on this situation. The company granted 1 million US dollars by 2020 to support long-term solutions that help the next generation survive and thrive. Today, AdvoCare has taken that commitment to upgrade themselves to the next level of the AdvoCare Foundation and help provide the resources necessary for both national and targeted change.


LA’s BEST-Afterschool Enrichment Program plays a vital role in the lives of the talented elementary school students, who attended nearly 200 LA-USD schools in neighbourhoods because of the lowest resources but the greatest needs. Here, each LA’s BEST student receives a nutritious meal every day, help with their homework, and the opportunity to participate in many social and academic activities. LA’s BEST entertains children’s creativeness, feelings, and intelligence and physically empowers them to explore and discover the possibilities in their lives. The program inspires children to live life to the fullest.


North Texas Food Bank (NTFB) was established in 1982. The program was based on a pledge to fight against hunger by four women in Dallas, Texas. Jo Curtis, Kathryn Hall, Lorraine Griffin Kircher, and Liz Minyard are these visionary leaders. They began collecting and distributing food and grocery donations through a networking group of charitable organizations across North Texas. The NTFB distributed more than 400,000 pounds of food to the people facing hunger. Today, nearly 40 years later, the NTFB is still supported by a generous and compassionate community that cares deeply about helping North Texans achieve food security.


With AdvoCare RapidPay, the distributors will receive instant commissions by Friday for the purchases placed by customers through the AdvoCare website that occurred in the previous week. The AdvoCare RapidPay is an application that offers a rich mobile experience. We can quickly check our balance, transfer money, and review transaction history here. AdvoCare Rapid Card is designed for on-the-go access to the rapid service. With Rapid Card, we can gain secured and quick in-hand access to manage the AdvoCare Rapid account, all in real-time.

Many professional athletes use AdvoCare products; they have been the title sponsorship of many professional sporting events, conferences, podcasts, and more. Advocare business opportunities with their great earning potential and high-quality services that changed the lives of thousands of consumers.


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advocare business model

Another MLM Gone – AdvoCare Changes Business Model

Is advocare going out of business.

No.  AdvoCare will still be around.  They are just going from a multi-level marketing business to a single-level marketing business, like most business models.  So if you like their products, you will still be able to buy them, either through a distributor or direct from AdvoCare.  I don't personally have any experience with AdvoCare products, but as an MLM, I can all but guarantee that whatever they were selling was overpriced.  I'll be interested to see what happens with the AdvoCare prices.

What Happens to AdvoCare Distributors?

AdvoCare distributors on the bottom of the pyramid, the ones who are only selling to customers and buying themselves, but not managing any distributors beneath them won't be impacted by this change.  Distributors can still make money by selling directly to customers or signing up people for preferred customer programs.

However, distributors who are making real money through AdvoCare, the ones with downlines, or distributors working beneath them, will be seeing a huge change.  They will no longer be making money on the sales of others.

Naturally, there are a ton of AdvoCare distributors very upset by this.  And why wouldn't they be?  Their paychecks will be significantly reduced.  And many of them have put a ton of work into building their downlines.  Many of them have already begun jumping ship to other MLMs, in order to get in and then rope in their former downlines so they can get that money coming in quickly.  To me, that says something about how those distributors truly felt about the products.

What does this mean for other MLMs?

This change doesn't have a direct effect on any other MLMs.  It's not a new law or a new ruling, just the end of an investigation and a required change to this one specific company.  However, it does show that the FTC is getting involved and forcing these companies to follow the rules.  Lawsuits have been filed against other MLMs, and I wouldn't be surprised to see some of those going the same direction.

Personally, I think this is another reason people should be wary of getting into an MLM business.  Though it's unlikely that someone joining an MLM will make money, clearly some people do.  But if you are one of those people who manages to build a huge downline, one required change from the FTC and suddenly your "business" can be wiped out and you've got nothing.

I would definitely be happy to see other MLMs make this sort of change.  I've heard rumors that people are seeing Beachbody making some behind-the-scenes changes that imply they may be doing something similar, and I wouldn't be surprised if other MLMs are on the same path.

FILED UNDER: Another MLM Gone – AdvoCare Changes Business Model

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Advocare Franchisee Business Model Canvas

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Resources On Advocare Franchisee

  • Financial Model
  • Business Plan
  • Value Proposition
  • One-Page Business Plan
  • SWOT Analysis
  • Description
  • 1. Key Partnerships
  • 2. Key Activities
  • 3. Key Resources
  • 4. Value Propositions
  • 5. Customer Relationships
  • 6. Channels
  • 7. Customer Segments
  • 8. Cost Structure
  • 9. Revenue Streams


Welcome to the world of Advocare franchisee! In this fast-paced and ever-evolving fitness industry, staying ahead of the game is crucial. With the growing awareness of health and wellness, people are actively seeking personalized training programs and top-notch equipment to achieve their fitness goals.

According to recent statistics, the fitness industry has been steadily booming, with a compound annual growth rate (CAGR) of 6.1% from 2016 to 2021. This growth trend is expected to continue, making it an opportune time to invest in an Advocare franchisee. By leveraging the brand's reputation for excellence and commitment to results-driven fitness solutions, you can create a high-end fitness studio that caters to the needs of health-conscious individuals.

In this business model canvas, we will outline the key aspects of establishing an Advocare franchisee, from personalized training programs to cutting-edge equipment and nutritional guidance. With a professional approach and a comprehensive understanding of the industry's growth potential, you will be well-equipped to embark on this rewarding entrepreneurial journey.

Key Partnerships

Building strong partnerships is an essential component of the Advocare Franchisee business model. These partnerships enable us to leverage expertise and resources from various industries, ensuring the success and growth of our business.

  • Collaboration with fitness trainers and nutritionists: We recognize the importance of expert guidance when it comes to fitness and nutrition. By partnering with experienced fitness trainers and nutritionists, we can offer personalized advice and support to our customers, helping them achieve their health and wellness goals.
  • Partnership with fitness equipment suppliers: To enhance the overall fitness experience of our customers, we establish partnerships with trusted fitness equipment suppliers. This collaboration ensures that our customers have access to high-quality equipment and tools that align with their fitness goals.
  • Partnerships with local health and wellness businesses: We believe in the power of collaboration within the local community. By partnering with local health and wellness businesses such as gyms, spas, and yoga studios, we create a network of support for our customers. These partnerships enable us to provide additional resources and services that enhance their overall wellness journey.

These key partnerships allow us to provide exceptional value to our customers and differentiate ourselves in the highly competitive health and wellness industry. By combining our expertise with that of our partners, we create a holistic approach to health and wellness that leaves a lasting impact on our customers' lives. Together, we strive to inspire positive change and empower individuals to live their healthiest and happiest lives.

Key Activities

The Advocare Franchisee business model canvas involves several key activities to ensure the success of the fitness studio. These activities include:

  • Developing personalized training programs: The franchisee is responsible for creating customized training programs tailored to meet the individual needs and goals of each client. This involves assessing their fitness level, setting goals, and designing workout plans accordingly.
  • Providing nutritional guidance and meal planning: Along with exercise, nutrition plays a vital role in achieving fitness goals. The franchisee offers nutritional guidance, educates clients on healthy eating habits, and creates personalized meal plans to support their overall well-being.
  • Offering cutting-edge equipment and workout technology: To provide a top-notch fitness experience, the franchisee ensures the studio is equipped with state-of-the-art exercise equipment and utilizes innovative workout technology to enhance the effectiveness of training programs.
  • Managing client bookings and schedules: Efficient management of client bookings and schedules is crucial for maintaining a smooth operation. The franchisee handles the organization and coordination of client appointments, ensuring effective time management and a seamless experience for all clients.
  • Marketing and promoting the fitness studio: To attract new clients and increase brand awareness, the franchisee focuses on marketing and promoting the fitness studio. This includes developing marketing strategies, implementing advertising campaigns, and engaging in community outreach activities to attract target customers and build a strong client base.

Key Resources

In order to successfully operate an Advocare franchisee business, several key resources are essential:

These key resources collectively contribute to the successful operation of an Advocare franchisee business, enabling the provision of top-notch fitness services and an exceptional client experience.

Value Propositions

  • Personalized training programs tailored to individual goals

At Advocare Franchisee, we understand that each individual has unique fitness goals and needs. That's why we offer personalized training programs that are specifically tailored to help our clients achieve their desired results. Our experienced trainers will work closely with each client to assess their current fitness level, understand their goals, and create a customized workout plan that suits their needs. With our personalized training programs, clients can maximize their potential and see noticeable improvements in their fitness journey.

  • Access to cutting-edge equipment and technology

Advocare Franchisee is committed to providing our clients with the best fitness experience possible. That's why we invest in state-of-the-art equipment and technology that is designed to enhance performance, track progress, and ensure safety. From advanced cardio machines and strength training equipment to innovative tracking devices and fitness apps, our clients have access to the latest tools and resources that will optimize their workouts and help them achieve their goals more effectively.

  • Expert guidance and support from qualified trainers and nutritionists

Our team of highly qualified trainers and nutritionists are dedicated to helping our clients succeed on their fitness journey. With their extensive knowledge and expertise, they provide expert guidance and support throughout the entire process. Whether it's designing personalized meal plans, offering nutritional advice, or providing motivation and encouragement during workouts, our trainers and nutritionists are committed to ensuring that our clients have the necessary tools and support to reach their health and wellness goals.

  • Complete health and wellness solutions

At Advocare Franchisee, we believe that true wellness goes beyond just physical fitness. That's why we offer complete health and wellness solutions that encompass various aspects of well-being, including mental and emotional health. In addition to our fitness programs, we provide resources and support for stress management, mindfulness, and overall holistic wellness. By taking a comprehensive and integrated approach to wellness, we aim to help our clients achieve optimal health in all areas of their lives.

  • High-end and exclusive fitness studio environment

When clients step into our fitness studio, they are greeted with a high-end and exclusive environment that promotes a positive and inspiring atmosphere. Our studio is designed to evoke a sense of luxury and sophistication, creating a space where clients can feel motivated and energized. With state-of-the-art facilities and a welcoming ambiance, Advocare Franchisee offers a premium fitness experience that sets us apart from other conventional gyms.

Customer Relationships

In order to foster strong and lasting relationships with customers, Advocare Franchisees prioritize personalized and friendly interactions. Each customer is treated as an individual, with their needs and goals taken into careful consideration. By providing a warm and welcoming environment, franchisees aim to create a positive experience for their clients.

Ongoing communication plays a vital role in maintaining a strong relationship with customers. Advocare Franchisees are dedicated to providing continuous support through progress tracking. Regular check-ins enable franchisees to assess their clients' progress and make any necessary adjustments to their training programs, ensuring that customer goals are met and exceeded.

By focusing on personalized interactions, ongoing communication, and regular adjustments, Advocare Franchisees establish and maintain strong customer relationships, fostering trust and satisfaction among their client base.

The Advocare franchisee business model relies on multiple channels to reach and engage with customers. These channels include:

  • A physical fitness studio location, which serves as a central hub for customers to attend fitness classes, receive personal training, and participate in wellness programs.
  • An online platform for booking and scheduling, providing convenience for customers to reserve class spots, schedule personal training sessions, and manage their memberships.
  • Social media channels for marketing and promotion, leveraging platforms such as Facebook, Instagram, and Twitter to showcase the studio's offerings, share success stories, and engage with the fitness community.

By utilizing these channels, Advocare franchisees can effectively serve and engage with their target audience, driving awareness and building a strong customer base.

Customer Segments

The Advocare Franchisee business model canvas identifies three key customer segments:

  • Individuals looking for personalized training programs: This segment includes individuals who prefer personalized training programs tailored to their specific needs and goals. They seek expert guidance and support to achieve their desired fitness outcomes.
  • Health-conscious individuals seeking holistic wellness solutions: This segment comprises health-conscious individuals who prioritize overall wellness. They are interested in holistic wellness solutions, including nutrition plans, exercise routines, and supplements that support their health and well-being.
  • People aiming to achieve specific fitness goals: This segment consists of individuals who have specific fitness goals, such as weight loss, muscle gain, or improved athletic performance. They are motivated to find solutions and products that can help them reach their objectives.

Cost Structure

The cost structure of an Advocare Franchisee business includes:

  • Rent and maintenance of the fitness studio space, which provides a suitable environment for clients to engage in various fitness activities.
  • Salaries for qualified and experienced fitness trainers and nutritionists, who play a crucial role in guiding and supporting clients with their fitness and nutrition goals.
  • Purchase and maintenance of cutting-edge equipment, ensuring that clients have access to state-of-the-art tools and machinery to optimize their workouts.
  • Marketing and advertising expenses to promote the Advocare Franchisee and attract potential clients through various channels such as social media, print media, and digital advertising.
  • Administrative and operational costs such as utilities, insurance, software subscriptions, and other necessary expenses to ensure the smooth functioning of the business.

By understanding and effectively managing these cost components, an Advocare Franchisee can create a sustainable and successful business model that delivers high-quality fitness and nutrition services to its valued clients.

Revenue Streams

The revenue streams for the Advocare Franchisee business model can be categorized into four main sources:

  • Membership fees for access to the fitness studio
  • Packages for personalized training programs and nutritional guidance
  • Sales of fitness equipment and supplements
  • Additional revenue from workshops and events

Firstly, membership fees provide a consistent and recurring revenue stream for the business. Members gain access to the fitness studio's facilities and amenities, including workout equipment, group classes, and personal training sessions. These fees contribute to the overall financial health of the franchisee.

Secondly, the franchisee generates revenue through packages that offer personalized training programs and nutritional guidance. Clients seeking a more individualized fitness experience can purchase these packages, which may include one-on-one training sessions, customized meal plans, and ongoing support from fitness experts. These tailored programs enable the franchisee to cater to different customer needs and preferences, while also increasing their revenue streams.

Thirdly, the sale of fitness equipment and supplements provides an additional source of revenue. The franchisee may choose to offer high-quality fitness equipment for purchase, providing customers with the opportunity to continue their fitness journey at home. Additionally, they may stock and sell a range of supplements, such as protein shakes and vitamins, further enhancing the revenue potential of the business.

Lastly, the franchisee can generate extra revenue by hosting workshops and events. These may include fitness workshops, nutritional seminars, and wellness programs, which are open to both members and non-members. Charging a fee for participation in these events not only promotes the brand and strengthens customer relationships but also adds to the franchisee's revenue streams.

By diversifying their revenue sources, the Advocare Franchisee business model aims to ensure profitability and sustainability while providing valuable fitness services to its customers.

Advocare Franchisee presents a compelling business opportunity for entrepreneurs looking to enter the health and wellness industry. Our analysis of the Business Model Canvas highlights the various key elements required for success in this venture. By focusing on building a strong customer base, leveraging effective marketing strategies, and providing high-quality products and services, Advocare Franchisee aims to achieve profitability and long-term sustainability.

  • Through a thorough understanding of our target market's needs and preferences, we will tailor our product offerings to meet their expectations, offering a wide range of health and wellness solutions.
  • Our marketing and advertising efforts will focus on creating brand awareness, building customer loyalty, and attracting new customers through multiple channels such as social media, online platforms, and community partnerships.
  • By forming strategic alliances with reputable suppliers and distributors, we will ensure a reliable supply chain and maintain consistent product quality.
  • Investing in staff training and development will enable us to provide exceptional customer service and build lasting relationships with our customers.

Ultimately, Advocare Franchisee aims to become a trusted name in the health and wellness industry, offering remarkable value to our customers and generating sustainable revenue for our franchisees. With a robust foundation built on the Business Model Canvas, we are confident in our ability to thrive and make a positive impact on the health and wellbeing of our community.

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AdvoCare fined $150 million as FTC calls it a pyramid scheme

By Kate Gibson

Updated on: October 2, 2019 / 5:50 PM EDT / MoneyWatch

AdvoCare International, a multi-level marketing company known for endorsements by professional athletes and other celebrities, will pay $150 million to settle government claims it's an illegal pyramid scheme where most of those selling its products earned nothing or lost money. 

The Plano, Texas-based provider of diet supplements and energy drinks offered consumers the chance to "earn unlimited income, attain financial freedom, and quit their regular job," according to the Federal Trade Commission. But the agency contends AdvoCare pressured sellers to bring in new distributors to purchase large amounts of the supplement products.

Those new recruits were charged $59 to become AdvoCare distributors, at which point they could potentially earn more if they became "advisers" by spending $1,200 to $2,400 on its products, the FTC said. But an adviser's income depended on how many recruits purchased AdvoCare products.

Legitimate businesses make money by selling products and services, but it's an illegal pyramid when it "depends on recruitments to pay out" and involves overblown income claims, Andrew Smith, the FTC's consumer protection bureau director, said in a news conference. 

"The defendants promoted AdvoCare as a life-saving opportunity, yet more than 90% of its distributors in the U.S. earned less than $250 a year," he said. 

AdvoCare denies it is a pyramid scheme. 

"We strongly disagree with the FTC allegations, but we are committed to abiding by this agreement and moving forward. The strength of AdvoCare is and always has been our highly-valued health and wellness products, which remain in great demand by our hundreds of thousands of loyal customers," AdvoCare CEO Patrick Wright said in a statement. "We will continue to stand behind our distributors, employees and customers and to uphold our values of integrity and transparency, as we have for over 25 years." 

AdvoCare is known for its dozens of pro sports  endorsers . They include New Orleans Saints quarterback Drew Brees, the company's national spokesperson; Kansas City Chiefs quarterback Patrick Mahomes; and Becky Sauerbrunn, a defender on the U.S. women's national soccer team. 

Under a settlement with the FTC, AdvoCare is permanently banned from multi-level marketing. The agency also said the company would return some money to distributors. In addition to AdvoCare, the FTC complaint names former CEO Brian Connolly and four individual distributors.

The FTC order does not put AdvoCare out of business, said Smith, who noted that the company can continue to sell its products to one level of distributors, who then would sell to consumers.

The company in May said it would change its operating model following "confidential talks" with the agency. AdvoCare said it had informed its more than 100,000 distributors that it was shelving the multi-level marketing model and would start paying based on actual sales.

The settlement contains echoes of one reached by the FTC three years ago with Herbalife, which paid $200 million to settle claims it misled buyers and sellers of its nutritional supplements. In that agreement, the FTC stopped short of calling the business a pyramid scheme.

Smith urged consumers considering a multi-level marketing pitch to look for signs of an illegal pyramid scheme, including: 

  • Would your compensation depend on your recruitment of others?
  • Are you required to purchase specific amounts of product to stay eligible for compensation?
  • Beware of unbelievable earnings or lifestyle claims.
  • Federal Trade Commission

Kate Gibson is a reporter for CBS MoneyWatch in New York.

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