Isagenix International

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Isagenix International
Industry Nutrition, food and beverage
Founded April 2002
Headquarters Gilbert, Arizona, USA
Area served
United States, Canada, Mexico, Australia, New Zealand, Hong Kong, Taiwan, Puerto Rico, Singapore, Malaysia, Colombia, Indonesia
Key people
Jim Coover, founder
Kathy Coover, founder
John Anderson, founder

Isagenix International LLC is a multi-level marketing company that markets dietary supplements and personal care products. The company, based in Gilbert, Arizona, was founded in 2002 by John Anderson, Jim Coover, and Kathy Coover.[1][2] As of 2013 the company reported having over 200,000 active sales associates. In 2012, the company reported revenues of approximately $335 million.[3] The majority of Isagenix's sales come from the United States.[4]


Isagenix was founded by John Anderson and Jim and Kathy Coover in 2002.[3][4] Anderson had previously worked in the nutritional supplement industry and Jim and Kathy Coover had experience in the multi-level marketing industry.[4] Jim Coover is chief executive officer, company president, and chairman. Kathy Coover is the company's executive vice president.[5]

Jim and Kathy Coover acquired majority ownership in the company from Anderson in 2005.[3] Anderson was retained as the company's "master formulator."[3] Isagenix later expanded into Canada, Australia, Hong Kong, Taiwan and New Zealand.[6]

In February 2009, Isagenix was part of a nationwide recall on peanuts thought to be contaminated with Salmonella, which were used by Isagenix in their Chocolate Dipped Honey Peanut Bar.[7][8] The recall was voluntarily issued by the company, on FDA recommendations. No cases of illness were reported.[9]

In 2010, Isagenix began funding research by biologist William H. Andrews' company Sierra Sciences on telomerase activity in natural compounds. A year later, based on the assay's results, Isagenix launched Product B, a telomere-supporting nutraceutical.[10][not in citation given]

Products and business model[edit]

Isagenix uses a multi-level marketing model.[11][12]

Isagenix sells nutritional products such as protein shakes, weight loss supplements, diet snacks and meals, and other dietary supplements. The company also sells cosmetics and "Wealth Creation" product bundles which are paired with the multi-level marketing sales model of the company.[13]

Harriet A. Hall of Science-Based Medicine published a lengthy critique of Isagenix products, noting that claims made about the products are false and misleading, and that the amount of vitamin A in some of the products is dangerous and goes against the recommendations of The Medical Letter.[14]

According to a report by Australian consumer organization CHOICE, the company's "nutritional cleansing" product makes claims which are not supported by science. Additionally, other Isagenix weight-loss products are similar in content to much cheaper store-bought alternatives. The report also describes instances of unqualified associates providing medical advice about the products, which is prohibited by the company.[12]

A study funded by Isagenix in 2012 by the University of Illinois at Chicago examined the effect of intermittent fasting in combination with a liquid diet consisting of Isagenix Isalean Shakes or a food-based (National Cholesterol Education Program Therapeutic Lifestyle Changes) diet.[15][16] Intermittent fasting in combination with Isalean led to a reduction in fat mass 9% more to that of intermittent fasting in combination with a food-based diet, as well greater reductions in total and LDL cholesterol and several other factors associated with coronary heart disease risk and loss of visceral fat.


  1. ^ "Isagenix International", IncBizNet profile 
  2. ^
  3. ^ a b c d Kassandra Hayes (April 2013), "Focus on Isagenix International: For Family by Family", Direct Selling News 
  4. ^ a b c "Hoover's Company Records - In-depth Records: Isagenix International, LLC". Hoover's. May 23, 2014. 
  5. ^ "Isagenix Founders". Retrieved 12 May 2015. 
  6. ^ "MLMs Use New Markets,Fresh Products to Offset Slowing Domestic Sales". Nutrition Business Journal. 1 April 2010. 
  7. ^ Archived from the original on August 25, 2011. Retrieved August 23, 2011.  Missing or empty |title= (help)
  8. ^ "More Tests For Salmonella In Peanuts Urged". CBS 11 February 2009. 
  9. ^
  10. ^ "The Man Who Would Stop Time". Popular Science Magazine. 11 August 2011. 
  11. ^ Carstensen, Melinda (January 20, 2016). "Facebook users recruit friends for diet, supplement programs — but is it legit?". Fox News. Retrieved 24 June 2016. 
  12. ^ a b Browne, Kate (29 January 2015). "Isagenix under the microscope". Choice magazine. Retrieved 29 January 2015. 
  13. ^ "Isagenix Product Catalog (U.S.)". Isagenix International. Retrieved 24 May 2014. 
  14. ^ Harriet Hall, "Defending Isagenix: A Case Study in Flawed Thinking", Skeptical Inquirer, 35 
  15. ^ Klempel, M; Kroeger, C; Bhutani, S; Trepanowski, J; Varady, K (1 November 2012). "Intermittent fasting combined with calorie restriction is effective for weight loss and cardio-protection in obese women" (PDF). Nutrition Journal. doi:10.1186/1475-2891-11-98. Retrieved 25 January 2016. 
  16. ^ Klempel, M; Kroeger, C; Bhutani, S; Trepanowski, J; Varady, K (31 October 2012). "Improvement in coronary heart disease risk factors during an intermittent fasting/calorie restriction regimen: Relationship to adipokine modulations". Nutrition & Metabolism. doi:10.1186/1743-7075-9-98. Retrieved 21 January 2016. 

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