AdvoCare
Encyclopedia
AdvoCare International, L.P. is a nutrition, weight-loss, energy and sports performance products company. The company was founded in 1993 by Charles Ragus and employs around 247 people in the United States. In a statement, AdvoCare claims net sales of USD under 100 million in 2009 and its corporate headquarters are in Plano, TX, USA.
The company distributes its products in the United States through a network of approximately 100,000 independent distributors, some of whom earn profit on product sales and additional commission from a multi-level marketing
(MLM) compensation structure. The company slogan is, "We Build Champions."
company that distributes health and wellness products. Ragus was a Herbalife
distributor from 1983 to 1989. Charles Ragus died on June 1, 2001 at the age 58.
In May 2007, Richard H. Wright joined AdvoCare as President and CEO.
In 2011 AdvoCare OmegaPlex was noted in "A Smart Guide to Buying Supplements" which was highighted on the Dr. Oz Show.
Olympic swimmer, Jessica Hardy
, was notified on July 23, 2008 that her blood tests tested positive for clenbuterol
. Although other athletes have been banned or suspended for using the breathing enhancer, clenbuterol, Hardy has claimed innocence and said she has never even heard of clenbuterol, attributing her positive drug result to either a tainted nutritional supplement or sabotage. Hardy was taking AdvoCare supplements at the time, and sued AdvoCare, claiming that the supplements were tainted. AdvoCare countersued Hardy for making false claims. An arbitration hearing reduced Hardy's suspension after acknowledging that Hardy met the burden of proof that the AdvoCare supplements were tainted. AdvoCare disputed the findings of the panel. Allison Levy (AdvoCare General Counsel) said the testimony offered by Hardy's scientific experts is "in direct conflict with testing conducted by two independent laboratories, both of which found no evidence that Clenbuterol was present in the AdvoCare supplements consumed by Ms. Hardy."
AdvoCare's product "KickStart Spark" formula was targeted to youth age 4-11 containing 60 mg of Caffeine
and came under scrutiny from pediatricians for the high dosage of this stimulant. AdvoCare no longer offers this product.
Regarding AdvoCare's weight loss program titled the 24-Day Challenge, Dr. Wendy Miller, a health expert at Beaumont Weight Control Center
, says AdvoCare's cleanse is probably safe for many users. However she questions if the same results couldn’t be achieved without the products. “I’m not sure though you wouldn’t get the same results though if you just followed the healthy food guidelines, increased exercise and drink lots of water,” Miller said.
company. In addition to profits from product sales, AdvoCare distributors can earn additional commissions from sales by their 'downline' distributors.
AdvoCare is an active member of the Direct Selling Association
(DSA). The company was a DSA Award recipient in 2002 for the DebtBuster® System in 2008 for the AdvoBus program, and was a participant in the 2010 DSA Code of Ethics Communication Initiative.
In June 2011, AdvoCare President and CEO Richard Wright was elected to serve on the DSA Board of Directors.
On March 30, 2010, New Orleans Saints
quarterback
Drew Brees
became the national spokesperson for AdvoCare.
The company distributes its products in the United States through a network of approximately 100,000 independent distributors, some of whom earn profit on product sales and additional commission from a multi-level marketing
Multi-level marketing
Multi-level marketing is a marketing strategy in which the sales force is compensated not only for sales they personally generate, but also for the sales of others they recruit, creating a downline of distributors and a hierarchy of multiple levels of compensation...
(MLM) compensation structure. The company slogan is, "We Build Champions."
History
In 1993, Charles Ragus founded AdvoCare as a multi-level marketingMulti-level marketing
Multi-level marketing is a marketing strategy in which the sales force is compensated not only for sales they personally generate, but also for the sales of others they recruit, creating a downline of distributors and a hierarchy of multiple levels of compensation...
company that distributes health and wellness products. Ragus was a Herbalife
Herbalife
Herbalife International is a global nutrition, weight-loss and skin-care company. The company was founded in 1980 and it employs around 4,000 people worldwide. Herbalife reported net sales of USD 2.7 billion in 2010...
distributor from 1983 to 1989. Charles Ragus died on June 1, 2001 at the age 58.
In May 2007, Richard H. Wright joined AdvoCare as President and CEO.
Products
The AdvoCare product categories include Trim, Active, Well, and Performance Elite. Several AdvoCare products are certified by the INFORMED-CHOICE Certification Program to be regularly tested for substances considered prohibited in sport and that the products have been manufactured to high quality standards. The Scientific & Medical Advisory Board is composed of individuals with backgrounds and experience in the fields of medicine, nutrition and science.In 2011 AdvoCare OmegaPlex was noted in "A Smart Guide to Buying Supplements" which was highighted on the Dr. Oz Show.
Olympic swimmer, Jessica Hardy
Jessica Hardy
Jessica Adele Hardy is an American swimmer who specializes in the breaststroke and freestyle stroke. She currently holds the world record in the 50 m breaststroke and the 100 m breaststroke ....
, was notified on July 23, 2008 that her blood tests tested positive for clenbuterol
Clenbuterol
Clenbuterol is a sympathomimetic amine used by sufferers of breathing disorders as a decongestant and bronchodilator. People with chronic breathing disorders such as asthma use this as a bronchodilator to make breathing easier...
. Although other athletes have been banned or suspended for using the breathing enhancer, clenbuterol, Hardy has claimed innocence and said she has never even heard of clenbuterol, attributing her positive drug result to either a tainted nutritional supplement or sabotage. Hardy was taking AdvoCare supplements at the time, and sued AdvoCare, claiming that the supplements were tainted. AdvoCare countersued Hardy for making false claims. An arbitration hearing reduced Hardy's suspension after acknowledging that Hardy met the burden of proof that the AdvoCare supplements were tainted. AdvoCare disputed the findings of the panel. Allison Levy (AdvoCare General Counsel) said the testimony offered by Hardy's scientific experts is "in direct conflict with testing conducted by two independent laboratories, both of which found no evidence that Clenbuterol was present in the AdvoCare supplements consumed by Ms. Hardy."
AdvoCare's product "KickStart Spark" formula was targeted to youth age 4-11 containing 60 mg of Caffeine
Caffeine
Caffeine is a bitter, white crystalline xanthine alkaloid that acts as a stimulant drug. Caffeine is found in varying quantities in the seeds, leaves, and fruit of some plants, where it acts as a natural pesticide that paralyzes and kills certain insects feeding on the plants...
and came under scrutiny from pediatricians for the high dosage of this stimulant. AdvoCare no longer offers this product.
Regarding AdvoCare's weight loss program titled the 24-Day Challenge, Dr. Wendy Miller, a health expert at Beaumont Weight Control Center
William Beaumont Hospital
Beaumont Hospital is a regional medical system in the greater Detroit, Michigan area. It first opened with a 238 bed hospital in Royal Oak, Michigan in 1955...
, says AdvoCare's cleanse is probably safe for many users. However she questions if the same results couldn’t be achieved without the products. “I’m not sure though you wouldn’t get the same results though if you just followed the healthy food guidelines, increased exercise and drink lots of water,” Miller said.
Business
AdvoCare is a multi-level marketingMulti-level marketing
Multi-level marketing is a marketing strategy in which the sales force is compensated not only for sales they personally generate, but also for the sales of others they recruit, creating a downline of distributors and a hierarchy of multiple levels of compensation...
company. In addition to profits from product sales, AdvoCare distributors can earn additional commissions from sales by their 'downline' distributors.
AdvoCare is an active member of the Direct Selling Association
Direct Selling Association
The Direct Selling Association is the name of several similar trade associations in the United States, United Kingdom, Australia, Malaysia, Singapore, and New Zealand that represent direct selling companies, including those that use multi-level marketing compensation plans or party plan product...
(DSA). The company was a DSA Award recipient in 2002 for the DebtBuster® System in 2008 for the AdvoBus program, and was a participant in the 2010 DSA Code of Ethics Communication Initiative.
In June 2011, AdvoCare President and CEO Richard Wright was elected to serve on the DSA Board of Directors.
Sports endorsement
AdvoCare has a number of professional athletes, coaches, and entertainers that endorse the use of at least one of AdvoCare's products. The AdvoCare Sports Advisory Council is composed of strength and conditioning coaches and athletic trainers from across the United States.On March 30, 2010, New Orleans Saints
New Orleans Saints
The New Orleans Saints are a professional American football team based in New Orleans, Louisiana. They are members of the South Division of the National Football Conference of the National Football League ....
quarterback
Quarterback
Quarterback is a position in American and Canadian football. Quarterbacks are members of the offensive team and line up directly behind the offensive line...
Drew Brees
Drew Brees
Drew Christopher Brees is a quarterback for the New Orleans Saints of the National Football League. He was drafted by the San Diego Chargers in the second round of the 2001 NFL Draft. He played college football at Purdue....
became the national spokesperson for AdvoCare.
Sponsorships
- On May 21, 2009, AdvoCare became the title sponsor of the NCAA college football Independence BowlIndependence BowlThe Independence Bowl is a post-season NCAA-sanctioned Division I college football bowl game that is played annually at Independence Stadium in Shreveport, Louisiana, so named because it was inaugurated in the United States bicentennial year, 1976....
, renaming it to the AdvoCare V100 Independence Bowl. AdvoCare has extended its title sponsorship of the Independence Bowl through 2011.
- AdvoCare pledged $250,000 in 2010 and 2011 to support U.S. troops and their families through Operation HomefrontOperation HomefrontOperation Homefront is a nonprofit 501 organization that provides emergency assistance for military troops, the families they leave behind, and wounded warriors when they return home. The organization raises funds to provide emergency, financial, and morale assistance to families while troops are...
, a military support nonprofit. AdvoCare donated $100,000 during their Success School national conference in February 2011 and pledged a total of $250,000 in support.
- AdvoCare provided the founding grant to help establish the College Football Assistance Fund (CFAF) in 2010. The College Football Assistance Fund (CFAF) is a non-profit tax exempt organization dedicated to the support of football players who have sustained serious injuries through college football.
- In 2011, AdvoCare became the title sponsor of the Atlanta Motor SpeedwayAtlanta Motor SpeedwayAtlanta Motor Speedway is a track just outside Hampton, Georgia, twenty miles south of Atlanta. It is a quad-oval track with a seating capacity of over 125,000. It opened in 1960 as a standard oval. In 1994, 46 condominiums were built over the northeastern side of the track...
's NASCAR Sprint Cup Series race. The innaugural AdvoCare 500 was completed on Sept. 6, 2011.
- In 2012 Advocare announced a sponsorship deal of Nascar Driver Austin DillonAustin DillonAustin Dillon is an American stock car racing driver. He is the son of former driver and RCR general manager Mike Dillon and grandson of Richard Childress....
.