Based | 1992
Headquarters | Salt Lake Metropolis, UT
Prime Executives:
Kevin Visitor, Chairman and CEO
Jim Brown, President
Product Class | Well being and Wellness
For extra than 30 years, CEO Kevin Visitor has had a entrance row seat for USANA’s regular progress and dedication to innovation. As he and the corporate rejoice three many years in enterprise, the group is extra enthusiastic about what lies forward for USANA, the probabilities on the horizon and a rising international presence.
Self-discipline and Route
Exceedingly few corporations have the privilege of celebrating 30 years in enterprise, as common firm lifespans have been persistently shrinking. With attractive startups and expertise darlings dominating the headlines, it’s simple to neglect that consistency is commonly crucial issue within the success or failure of a enterprise. And it’s something however boring.
“I believe one of many hallmarks to our success for the previous 30 years is self-discipline,” Kevin Visitor, Chairman and CEO shared. “What I’m most enthusiastic about is that the bottom that we now have to leap off from for the subsequent 30 years is extraordinarily strong. We’ve a fantastic steadiness sheet. We’ve no debt. We’ve all of the issues in place together with a fantastic product providing.”
The corporate’s consistency additionally shines of their dedication to the identical core values for 3 many years.
“In our 30-year historical past, our core values have by no means modified,” stated President Jim Brown. “Excellence, group, well being and integrity have at all times been the guiding ideas for our firm. We’ve additionally seen our USANA household develop considerably world wide the previous 30 years, however the household really feel has at all times stayed the identical.”
USANA at present operates in 24 worldwide markets with over 900 company staff in the US and 1,952 staff overseas. The corporate serves over 560,000 lively prospects, comprised of USANA Associates and Most popular Prospects.
Transparency and Belief
As USANA rounds the nook on three many years within the trade, the corporate is targeted on three key areas: product innovation, strategic relationships and worldwide enlargement.
Whereas the corporate has launched effectively over 100 merchandise and product updates of their three many years in enterprise, USANA’s dedication to impeccably excessive requirements has by no means wavered. Dr. Myron Wentz, microbiologist and USANA’s founder, selected to set requirements he hoped the remainder of the direct gross sales trade would comply with when he laid the groundwork for the science firm.
“Due to Dr. Wentz’s background, he was used to creating merchandise that had been within the pharmaceutical realm and needed to be accepted by hospitals and medical doctors,” Kevin defined. “Thirty years in the past, he got down to ensure that our nutritional vitamins had been produced underneath the identical requirements, which again then was unprecedented. Even at present, it’s not extensively finished. We’re an FDA-registered facility, which we’re not required to be creating dietary dietary supplements. That has filtered its means via all three many years. We’ve actually, actually tried to carry our fame up like that as we undergo the years.”
Although no new merchandise are scheduled to launch within the speedy future, USANA’s Analysis and Improvement group is tough at work growing new methods to take care of well being via enhancements to the present product traces and new improvements exterior of conventional oral dietary supplements.
“My hope is that we’ll discover new methods to ship diet exterior of a capsule,” Kevin shared. “That’s one thing we’re speaking rather a lot about, one thing that we might like to work on. We’re seeing different improvements occur. We’ve but to see a unique supply system that may provide the identical quantity of dosage that we need to ship because it pertains to dietary dietary supplements. That’s simply the hope of mine that we’ll see coming sooner or later. The opposite factor that basically has our consideration are wearables to assist monitor our health exterior of what we’re consuming, so we will preserve observe and use expertise to assist us be more healthy by being extra conscious.”
Improvements exterior the corporate’s product choices are additionally in growth, together with new alternatives for USANA’s Associates within the area.
“The following few months to shut out 2022 will characteristic some huge adjustments however will even be a time of growth and getting issues prepared for 2023,” Jim shared.
“First off, we’re launching a brand new enterprise alternative later this yr that might be big for the corporate and can give Associates and prospects alike a brand new means of promoting.”
As USANA pursues new and revolutionary methods of sustaining wholesome lives and wholesome companies, the group is actively pursuing relationships that can assist the corporate obtain its long-term objectives.
“We’re going to proceed to pursue strategic relationships,” Kevin defined. “Whether or not that’s via enterprise acquisition or via relationships the place we could be half house owners in corporations that might assist us improve our core competencies; assist us enter a unique market; or assist us carry some innovation. These are in all probability the important thing areas that we’re in search of in a strategic relationship. However we’re aggressively transferring ahead in these areas in addition to the firm.”
Expectations and Growth
Whereas a lot has remained fixed all through USANA’s historical past, one necessary shift for the corporate has been to make the patron the start line for choices concerning Affiliate incentives and promotions. As in each direct gross sales firm, the success of USANA’s area group is paramount to the success of the corporate. However by specializing in the patron, understanding their expectations and the worth the product represents to them, USANA is extra powerfully equipping their Associates.
“Fascinated by the patron first and dealing backwards is a totally completely different strategy than we’ve finished in 30 years in our enterprise,” Kevin stated. “All of it comes all the way down to, what’s your worth proposition to the person who’s consuming your product? It’s important to meet their expectations, otherwise you lose them they usually’re not your buyer. If we may begin there, I believe it will increase the worth proposition, and we’re extra more likely to fulfill our product promise and beat their expectation from a worth proposition in order that they may proceed to reorder from us.”
As USANA works backwards from client motivations to Affiliate enterprise assist, incentives and promotions, the group has observed how otherwise these expectations are amongst the 24 international markets they serve. And so they’re planning to note much more variations as USANA enters new markets within the coming years. Following their tried-and-true, disciplined strategy to enlargement, Kevin and the group are assured of their subsequent steps overseas.
“You’ll see many corporations which are 30 years outdated which are in 4 instances the international locations that we’re in,” he defined. “We’ve determined that we’re going to maneuver to new international locations as we grow to be worthwhile within the international locations we’re in with out spreading our assets too skinny. Then we may give our all to the areas we’ve dedicated to. One thing you’ll see sooner or later is that we’re going to proceed to increase internationally and develop internationally. We haven’t opened a brand new market in fairly a while, however we consider as an organization we’re prepared to maneuver in that route. Worldwide enlargement might be one thing we will stay up for within the future.”
With as a lot to stay up for as they must rejoice, USANA is able to pursue the subsequent three many years with the identical self-discipline, integrity and innovation that has served them effectively all these years.
From the October 2022 situation of Direct Promoting Information journal.
