Michael has more than 24 years of experience as an executive in the direct selling industry, and has helped shape Beachbodys successful coach network since joining the Company in 2006. "When Beachbody on Demand came around," she says, "people were able to get a free trial and an all-access annual pass. Prior to that, she was a Partner at Heidrick & Struggles, where she served as Global Sector Leader of their Media, Entertainment and Digital practice and partner-in-charge of the Los Angeles office. Kit holds a Bachelor of Science in Engineering from the United States Air Force Academy, and an MBA from Chapman University. Unfortunately, the website GreatBody.com was already taken. He posts another quick video of himself drinking the brown sludge, his voice rising an octave as he tells viewers he's logging Day 289 of the 365-day challenge urging other Shakeology drinkers to stick to the regimen. The experiment worked, and they decided to run with it. Forget the gym--you'll never go. Daikeler's first fitness infomercial was for Lifeline Gym, essentially a gym in a bag. Kit is Chief Supply Chain Officer of The Beachbody Company, where he leads all aspects of internal and external supply chain functions to drive the companys growth strategies. He lives in the San Francisco Bay Area with his wife and three children. He has gulped down this vegan chocolate-flavored concoction--cocoa powder, chia, quinoa, rose hip and some 60 other ingredients--at the same time, every day, for the past decade. Additionally, Kathy serves as Chair of the Board of Trustees of DePauw University. We head into a dimly lit room with couches and a big-screen TV monitor to watch the lithe celebrity trainer Autumn Calabrese taping a choreographed workout. In 2016 the average Beachbody coach paycheck was for $3,233, with half of coaches making no money at all, according to an income disclosure statement. Please help update this article to reflect recent events or newly available information. In other words, join Beachbody to lose weight and get rich in the process. The Forbes Worlds Most Influential CMOs List: 2022, How Negativity Bias Leads To Mistakes In Portfolios, Transforming The Wealth Management Experience For Todays Client, MoneyStamps Of South America - As Investments, Theyre Different Part 1, Covid-19 Related Municipal Defaults Begin, The Dynamics Of Price Discovery In The Stamp Market, he was hardly the first to create a workout video. He is an active CPA in Canada.His passions outside of work are traveling the world, where he has visited over forty countries and speaks five languages. He serves on the St. Johns Health Center Foundations Board of Trustees, and is a founding Board Member of the Careyes Foundation, addressing youth education and community issues in the Costa Allegre region in Jalisco, Mexico. Since each coach's earnings depend on those below them on the pyramid, the pressure to expand your network's sales is intense, and struggling coaches speak of being dropped by their higher-ups if they fail to perform. "The customer has always sort of been our celebrity," Daikeler says. [17] According to the CEO, the company's board was hesitant to offer all of its workout DVDs for a single subscription rate. Thanks to Beachbody she's paid off the mortgage on her suburban Pittsburgh McMansion and takes dream vacations each year to places like Turks and Caicos and Bora-Bora. Hes also held various roles at London-based BAE Systems, one of the worlds leading global defense, security and aerospace companies. Daikeler's other work-around is encouraging his coaches to preach about their personal experiences drinking the shakes, which happens to be largely exempt from regulatory oversight. "There's no legal definition of superfoods," says Liz Applegate, a licensed nutritionist at UC Davis. (Photo credit: Ethan Pines for Forbes), PwC Cloud and Digital Transformation BrandVoice, 4 Steps To Help Your Kids Build Smart Money Habits, How To Earn Cash Rewards For Everyday Spending. Follow this author to improve your content experience. A couple more tries and he fires off several minutes of footage to his 130,000 Instagram followers. With over 25 years of legal experience, Blake has served as counsel in leadership roles across health and wellness, technology, e-commerce, entertainment and digital media companies, including extensive experience related to IPOs, M&A, IP and public affairs management, as well as serving as a strategic advisor to executive teams and boards of directors. "What I learned was that solving my own problem--that I don't like to work out and I eat like a second-grader--was a scalable opportunity," he says. Before engaging with Mickey, Irfan was the VP of Data & Analytics at Hulu where he was responsible for the full end-to-end data ecosystem that included big data infrastructure, platforms and services, data science, business intelligence, product management and analytics. He was selling self-esteem. Eventually, they turned to customers for success stories and packed their infomercials with as many before-and-after pictures as they could. But within four or five days I felt my energy levels impacted. So Daikeler decided to sell his position in the company and plot his next move while testing new product ideas at Guthy-Renker, an infomercial powerhouse in El Segundo, California. When Daikeler was roundly rejected by every college he applied to, he drove up to Ithaca College in upstate New York with a buddy and talked a dean of admissions into meeting with him later that day. If coaches are confronted with a medical or family emergency, and need to put Beachbody aside, they run the risk of losing their status and having to restart their entire business from scratch. He has advised over 150 deals with value exceeding $250 Billion. He lives in Palos Verdes Estates, California with his family, and he enjoys camping trips in his VW van and hiking, including successfully climbing the summit of Mount Kilimanjaro, Tanzania (19,341). Prior to joining Beachbody, Irfan held the title of Vice President, Global Marketing & Sales Analytics at The Walt Disney Company where he helped the organization efficiently invest billions of marketing dollars to further grow the exposure and monetize Disneys unique assets. Marc brings a deep background in running and transforming all aspects of Finance Function across his 25+ year career. ", "The money behind Herbalife, Mary Kay and others", "Statement of Independent Coach Earnings December 29, 2016 December 27, 2017 1", "Who is Darin Olien? The Beachbody Company is a publicly traded American fitness and media company based in Santa Monica, California. Carl Daikeler is Co-Founder, Chairman and Chief Executive Officer of The Beachbody Company, a leader in digital at-home fitness and nutrition with a 20+ year record of creating innovative content and powerful brands. Beachbody's first rule of thumb is to be a product of the product: Do the daily workouts, drink the shakes and brag about your results. Irfan obtained his MBA from Duke Universitys Fuqua School of Business and his Bachelors degree in Computer Science from the Georgia Institute of Technology. In this role, Irfan transformed the way data was leveraged at the organization by utilizing AI/ML to personalize the in-game experience and deliver a new, highly profitable digital revenue stream of micro-transactions. Blake Bilstad is the Chief Legal Officer and Corporate Secretary of The Beachbody Company, where he oversees all legal matters and serves as a key member of the companys leadership team. The natural place to start was in health and fitness. Chief Legal Officer and Corporate Secretary. Blake previously shepherded the highly publicized initial public offering of MP3.com (previously Nasdaq:MPPP) and its subsequent acquisition by Vivendi Universal, where he consolidated 39 companies and closed numerous mergers and acquisitions transactions. Daikeler tapped celebrity trainer Tony Horton (clients: Bruce Springsteen, Shirley MacLaine, Billy Idol) for a series of eight-minute workouts dubbed "Great Body Guaranteed." She signed up as a coach right away to help other new moms. (Photo credit: Ethan Pines for Forbes), As the air-conditioning hums in a squat, windowless warehouse on a desolate side street in Van Nuys, California, Carl Daikeler strolls onto the set of a workout-video shoot and informs the spandex-clad cast that it's time for his social media ritual. [10], A three-way merger between Forest Road Acquisition Corp, Myx Fitness Holdings and Beachbody was entered into in February 2021, which valued the new business combination at $2.9 billion. But that too is under pressure: In 2017, following an investigation by the city attorney in Santa Monica, the company reached a $3.6 million settlement in which it agreed to stop making bold health claims about Shakeology, its core product. He is, after all, in the motivation business. The story makes sense when you consider his mission is to sell to a nation of coach potatoes. But entertainment for entertainment's sake wasn't rewarding enough for him, so in 1987 he decided to get into infomercials, where success is measured solely in dollars. If the workout videos got people in the door and the coaches acted as the glue that held it all together, the real moneymaker was Beachbody's shakes. social-media-fueled pyramid seller of health shakes. Instead, shed those pounds in the comfort of your own living room, then become a cheerleader for others--all while making a percentage of sales to regular customers, plus a slice of any new coach's sales that you bring on. [3], The company was founded in 1998 by Carl Daikeler and Jon Congdon in Santa Monica, California. Earlier in her career, Kathy held various marketing, sales and finance positions with ConAgra, The Pillsbury Company, Quaker Oats, and Eli Lilly and Company. This is all in service of the second rule of thumb: Gain a following and invite people to join Beachbody. Blake previously held legal roles at media, entertainment and technology companies. All rights reserved. These customers-turned-salespeople register online as a "coach" and sell fitness packages using Beachbody products and programs including workout DVDs, food supplements and meal plans and in turn earning up to 25% commission[12] for each sale. From inception Carl was focused on ensuring that Beachbody offered the total solution to healthy weight loss and fitness by incorporating meal planning, appropriate supplementation, and community. Yet coach compensation has suffered as the company's product focus shifted from selling DVDs to selling shakes. This is why we say invite, invite, invite," said Daikeler at 2016's coach summit in Nashville. The article also quotes Marion Nestle PhD, a professor of nutrition and food studies at New York University, as saying "It never ceases to amaze me that anyone would fall for anything like this. In 1994 he cofounded TelAmerica Media with Lance Funston and came up with the idea for the ":08 Min Abs" workout video. From her spacious home office, filled with flowers, photos and scented candles, Mitro, blonde and blue-eyed with Stepford-wife good looks, spends her days tending to her blog, her podcast ("Women Inspiring Women") and other social media platforms in an effort to motivate her team. But you can CREATE it!"). After enjoying a three-beer lunch with his friend, he managed to persuade the dean to change his rejection into an acceptance. He stops and grimaces at a reporter after a few failed takes: "I'd be cursing right now if you weren't here.". He considers himself customer No. "Ninety-nine percent of my business is social media," says Mitro, 35. Blake also was elected to the dosist board of directors and currently serves as a member. The founders received $500,000 in angel investing, developed a series of workout videos and bought the website Beachbody.com. Twenty years hawking products on late-night TV has taught him that the market for thinner thighs and transformational elixirs is lucrative and potentially limitless--especially when social media can help you attract legions of new coaches committed to the Sisyphean task. [20], The Beachbody Company acquired MYXfitness, an exercise bike manufacturer, upon going public in June 2021. The way Daikeler sees it, he's hit on a scalable solution to the fat epidemic afflicting approximately 175 million overweight and obese adults in the United States. "It's brilliant. Over the years, Irfan has leveraged his strategic foresight, analytic prowess, and technical skillsets to help organizations unleash the power of data to drive critical business decisions and grow their overall revenue and profitability streams. Kuiper, the coach from Minnesota, boasts: "At one point all I wanted to do was take naps when my kids napped. Subscribe, Carl Daikeler struck gold by transforming his Beachbody exercise-DVD business into a [+] social-media-fueled pyramid seller of health shakes. In her spare time, Kathy enjoys traveling with her two children and friends. As an advocate of community services and volunteer for youth education, Marc sits on the Board of the Silicon Valley Education Foundation and leads its Innovation Committee. Daikeler himself is now worth an estimated $660 million, based on his majority ownership of the privately held company, which has attracted 28 million dieters since its 1998 inception and had revenue of $1 billion in 2017. And Spanish speakers! The Beachbody model integrates supplements such as theShakeologyline of superfood protein supplements and a peer-support system of over 400,000 Team Beachbody Coaches. The playbook goes something like this: Lose weight with Beachbody by doing the at-home workouts and drinking the shakes. When Melanie Mitro joined Beachbody in 2011, she had just given birth to two boys in two years and was trying to lose some baby weight. "I liked the name, and we were able to get Beachbody.com," he says. [8] The FTC has stated that 99.6% of all MLM participants will lose money, after factoring in the costs to join. [9], In 2017, Beachbody agreed to pay $3.6 million to settle a lawsuit from the city of Santa Monica over automatic credit card renewals. It's about making money. Repeat. Under his leadership, Beachbody was the first to forecast a future where the home would become the dominant and legitimate fitness and nutrition hub. Use your story to sell products and recruit new customers and coaches. So, in 2007, he turned to Avon and Amway for inspiration and put customers in charge of selling workout DVDs, which had the added benefit of keeping them exercising, since no one buys a workout video from a fat person. After all, Beachbody coaches aren't just selling exercise and frosty drinks; they're selling a healthier lifestyle and self-confidence. Daikeler, who seems physically unable to stop selling, dismisses Beachbody's new challenges. Later, in high school, he sometimes slept in the school's TV studio after working late into the night, to the detriment of his grades and SAT scores. He started his career as a Controller in a food manufacturing plant, and then spent several years in public accounting. [7][verification needed] In 2007, customers began selling workout DVDs. After she posted on Facebook about subsisting largely on celery, a friend reached out to her and invited her to join Beachbody. It consists of a training program that uses cross-training and periodization, combined with a nutrition and dietary supplement plan. He went on to graduate with a bachelor's degree in corporate organizational media in 1986 and landed a job producing the halftime shows for nationally televised football games. She received her MBA from the Indiana University Kelley School of Business with concentrations in marketing and finance. Kit resides in Orange County with his family and enjoys the ocean, hiking, and golf. [4] Daikeler was previously in informercials for Lifeline Gym and :08 Min Abs in the 1990s. The terms of the deal were not disclosed, James and Schwarzenegger remained minority stakeholders.[24]. Daikeler, at a trim 5-foot-8, is leading by example. His areas of focus include organizational collaboration to drive efficiency and impact as well as M&A strategy to unlock growth potential. Fitness-phobes! This story appears in the April 29, 2018 issue of Forbes. His army of coach evangelists is shrinking. She borrowed an "Insanity" workout DVD from a neighbor, lost 30 pounds in six months and was hooked. [14], An article by Michelle Ruiz for Cosmopolitan's website in 2015 reports that the "pyramid setup" garners criticism from some who call Team BeachBody a "scheme" and that anyone can register online as a coach. I could actually get the dishes done.". MYX remained in Greenwich, Connecticut and released an updated indoor cycle that July. "The fact that there still hasn't been a solution to obesity is a stunning opportunity," says Daikeler, dismissing competitors like Weight Watchers and Nutrisystem. Daikeler told one woman who complained about the price of Shakeology to take a look at her spending and assess her priorities. The idea was to test five products and see which stuck. Daikeler needed motivation as much as anyone else. He enjoys spending time with family and friends, cooking, sporadically reading multiple books at once, and falling asleep with the TV on. For the next two years he worked on a telephone-based dating service and a Lasik referral service, and then in 1998 he left to start Beachbody with Guthy-Renker coworker Jon Congdon, armed with $500,000 from angel investors. The real riches, however, come from bringing on new coaches, because coaches earn a piece of every product their network sells. It operates the brands Beachbody On Demand, Team Beachbody, MYXfitness and Openfit. A former ranked beach volleyball player and functional fitness and yoga practitioner, Jon has long been an advocate for health and well-being, with a balanced approach to fitness, wellness and nutrition. He's about empowering other people," says Amber Kuiper, a top-tier "nine-star diamond" coach from Woodbury, Minnesota. Leveraging his extensive product marketing and direct response experience, Carl has led the creation of the most comprehensive catalogs of compelling fitness and nutrition content in the industry, with over 1,400 unique streaming videos from world-renowned experts. Michael Neimand is Division President of Network Marketing at The Beachbody Company, where he leads the companys direct selling channel, Team Beachbody, and the divisions international expansion activity while overseeing the Coach Development, Marketing, Communications, Events and Recognition and Network Analytics teams. Kit is responsible for the development of enterprise Supply Chain strategy and its execution, including innovation and deployment, planning, sourcing, manufacturing and distribution. Driven by his background in theater, in his spare time Carl is an active producer of multiple Broadway productions, winning two Tony Awards for Hadestown and the revival of Once On This Island. The low-calorie liquid is marketed as "a daily dose of dense nutrition" that is packed with "superfoods" from around the world. Most recently, Marc was a partner at PricewaterhouseCoopers (PwC) where he led the Global Tech, Media and Telecom M&A practice, and prior to that, he led the PwC Silicon Valley Consulting practice.

Coaches post words of encouragement--then urge others to become coaches themselves. During his time in the gaming sector, Irfan led the Consumer Technology, CRM and Analytics teams at Activision. While turnover in any multilevel-marketing organization is not unusual, this decision prompted a mass exodus because it undermined a critical driver in Beachbody's successful formula: Keep the new commission-generating products coming. Of course, for this vision to work, coaches need to expand their networks rapidly. It also gave Beachbody headquarters a direct communication channel to its millions of customers. Beachbody is now essentially limited to saying its shakes curb appetite and improve energy. Everyone who signs up with Beachbody is invited to join an accountability group, where participants follow a workout plan and log their exercise and Shakeology intake into an app. He owned all aspects of the supply chain including quality, real estate, planning, and distribution.

"The blame game is inherent in the program: If you do what we tell you, you'll be rich. He spent the majority of his career with Space Command, launching satellites from delivery vehicles that included the space shuttle, Titan IV rocket, and the Delta rocket.

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