If you haven’t looked deeply into Herbalife Nutrition recently, it might give you the “new company who dis” vibes. Almost all businesses were forced to transform themselves to some level after the “COVID-19 Effect” severely interrupted normal business operations. For Herbalife Nutrition (and other MLM companies), it's business model was severely impacted because the MLM operational structure relies a great deal on a distribution strategy that brings value through frequent personal interactions with customers that are hyper-localized and predicated on results-orientated relationships. The “COVID-19 Effect” limited face-to-face interactions, physical shopping and health and fitness goal-orientated behaviors globally and replaced them with digital interactions, ecommerce, and high-stress sedentary behaviors. The astounding thing is that Herbalife Nutrition didn’t just survive this shock to its business, it thrived with consistent quarterly record sales results. Herbalife Nutrition will have revenues just shy of $6 billion in 2021 (up from $4.9 billion in 2019). While only 25 percent of its total sales comes from North America, United States has become an important growth engine for the company contributing to almost half of that total Herbalife Nutrition two-year stacked growth. So, what’s at the heart of this strategic transformation?
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