Kevin Guest
CEO / USANA Health Sciences Inc.
In an exclusive interview with CEO North America, Kevin Guest, CEO of USANA Health Sciences, Inc., discusses why this science-backed nutrition company is at a pivotal point of transformation to become a leading omnichannel health and wellness platform.
Celebrating 30+ years of science-based nutrition, USANA Health Sciences, based in Salt Lake City, Utah, remains a global leader in a wellness market marked by shifting consumer priorities and rapid innovation. The company ranks among the largest publicly traded direct-selling firms in nutrition, personal health, and wellness, developing science-based products and distributing them worldwide.
USANA’s extensive product range, including nutritional supplements, skincare, and healthy living items, reaches 25 countries and is supported by over 1,500 employees and a global network of Brand Partners and customers. Its R&D team consists of more than 150 experts in nutrition, biochemistry, molecular and cellular biology, pharmacy, and sports science who collaborate to test, study, and continually enhance products.
The company’s foundation is built on four core values: health, excellence, integrity, and community. These principles guide every part of the organization, from research and development to manufacturing, community outreach, and customer service, ensuring consistent product quality and a trusted brand reputation.
A Leader Returns
At the heart of this significant new chapter for USANA is the return of Kevin Guest as CEO, a move that indicates both stability and change for the organization.
“Canada has played an essential role in USANA’s story. Canada was the first international market opened by USANA and our founder, Dr. Wentz, and for 30 years, our Canadian Brand Partners have embodied our mission by sharing science-based nutrition and building meaningful businesses.”
Guest’s history with USANA is a story of long-term commitment and steady leadership. He joined USANA in April 2003 as Executive Director of Media and Events before becoming EVP of Marketing in 2006, then Chief Marketing Officer in July 2008. In October 2012, he was named President of the Americas, Europe, and South Pacific, then Co-CEO until November 2015, when he became CEO.
In July 2023, Guest moved into the role of Executive Chairman of the Board and served until January 2026, when he was invited to resume the CEO position.
“Those three years gave me a chance to step back from the day-to-day,” Guest tells CEO North America. “When I was invited by the board to resume the CEO position, I only did so because I felt like I had a clearer perspective on how to move the company forward.”
This renewed perspective focuses on improving speed, accountability, and leveraging USANA’s existing assets to respond quickly in the market. Reflecting on the opportunities that brought him back, “I think speed is a competitive advantage in today’s marketplace. One of our priorities is to move at market speed, not internal speed,” Guest notes.
Another opportunity for USANA in its ongoing transformation is to leverage its assets more effectively by strategically targeting different markets based on their performance and future prospects in the health and nutritional supplement industry. By entering the market more quickly with innovative health products, USANA can capitalize on that advantage, “which we have done already this year, and we’re starting to see results in that space,” says its CEO.
Throughout its transformation, USANA remains focused on executing its five-pillar strategy for profitable growth: Active Customer Growth, Direct Selling Model, Product Quality & Innovation, New Market Expansion & M&A, and In-House Manufacturing.
“Clarity, I think, also enables execution and moving forward,” he says.
“I know firsthand the strength of our sales force and management team, the resilience of our culture, the differentiation of our science-based products, and the meaningful opportunities ahead.”
A Transforming Space
Another exciting opportunity for USANA is organic growth. “As I looked at the marketplace we’re in, which is health and wellness, there are several reports that show 5 to 8% cumulative growth over the next 5 years. And so, we as a company should be at least performing from a sustainable growth perspective at the marketplace rate.”
Looking ahead, Guest is optimistic about USANA’s position in the market, driven by a global shift in societal priorities. “For years the most valuable currency has been money. It’s moved into technology, then information, and I think the most relevant currency for the future in the next five years is wellness. And that’s what we provide, and that’s what we’re all about.”
He explains, “When you think about wellness, I don’t think people are asking, ‘How do I work more? Or ‘How do I make more money?’ It’s shifting to: ‘How do I live better?’ Health isn’t something you repair when it breaks; it’s something you build every single day. And that’s our message.”
USANA has also advanced its diversification strategy and omni-channel model. “We’ve acquired Hiya, a direct-to-consumer nutritional supplement brand, and Rise, a retail brand with some direct-to-consumer presence. Alongside our USANA direct sales brand, these moves expand our market reach across multiple channels.”
“That omnichannel strategy is starting to produce meaningful results,” Guest proudly explains, “We’re getting products into spaces where we hadn’t had them before. For instance, we’re in Costco stores all over the United States. We’re in Walmart, we’re in Target. Where in years past, we relied solely on a direct sales, direct-to-consumer model.”
Wellness in Numbers
USANA’s successful transformation is also reflected in its performance. In 2025, USANA’s net sales increased by 8%, reaching $925.26 million, driven by the contribution from recently acquired Hiya Health and continued positive momentum from Rise Wellness.
In the next 3-5 years, “We’re going to continue to grow in markets around the world,” Guest says. “We are currently in 25 global markets, which means there is a great opportunity for expansion as we continue to grow globally driven by a consumer growth engine that we’re going to be feeding regularly, leveraging new product innovation and development.”
“Our first quarter 2026 results reflect USANA’s continued evolution from a single-channel direct sales business to a diversified, omnichannel health and wellness enterprise,” Guest told investors in May. “The investments we are making today in product innovation, brand building, channel expansion, and technology modernization reinforce confidence in our strategic direction. These investments position us to compete effectively across the full spectrum of health-conscious consumer shopping preferences.”
“Our goal at USANA is to create a workplace where every employee feels they belong, regardless of our differences. We don’t just acknowledge those differences— we bring awareness to them and celebrate them. They’re exactly what make USANA the great company we are.”
Sheena Blauvelt / Executive Director of Human Resources
Driving Improvement
Another key focus for Guest’s team is customer retention and satisfaction. “We have hundreds of thousands of active customers that are day after day, month after month consuming our products.”
“If you look at the tens of thousands of active customers we have in the United States, the average tenure of them being customers at USANA is almost nine years. I believe that comes from strong product offerings that offer a value proposition that’s keeping people around for years and years.”
Regarding operations, Guest remains firm that there’s always room for improvement. “I think simplicity is a strategy. And as we’re a 30-plus year old company, we have complexities within our business and within our product offering that have just piled on over the decades. It’s time to revisit those things to bring simplicity to what can be a very complex message.”
Looking ahead 12-18 Months
Guest tells CEO North America that, looking ahead 12 to 18 months, digital transformation is essential. “I think the leverage of AI and technology, which we’re implementing in all areas of our business, will help us in the next 3 to 5 years really move into not only new products, a new product development, but new ways of doing business, new ways to simplify and new ways to continue to expand internationally.”
USANA’s CEO is dedicated to leveraging technology in a meaningful way to enhance operational efficiency. “It’s an interesting dynamic blending human capital and capacity with technology, and how we implement technology in our manufacturing to maintain our competitive advantage without losing the human touch and the strength of our scientific team.”
Another important aspect that USANA is focusing on is seeking strategic partners and relationships to help leverage from a buying perspective. An example in the market right now, Guest says, is the high demand for protein due to issues surrounding weight loss.
“Operationally, how do we create strategic relationships or partnerships where we even source various raw materials and how we can work together with others in our industry to bring the highest quality products to our end customers?” He explains, “I think that will require strategic relationships just based on demand because the supply is very scarce in some things, protein being an example.”
What sets USANA apart
For USANA, quality starts at the ingredient level, with a “very robust scientific group,” according to its CEO. Every raw material is sampled, inspected, and analytically tested to ensure it’s the correct ingredient, in the right form, at the proper concentration. This identity work is combined with extensive purity testing guarantees that concentrated ingredients provide concentrated benefits.
“Our key differentiator is our manufacturing process,” Guest notes. “We manufacture to FDA standards and to other agency standards around the world when in the supplement world, that is not a requirement.”
“USANA is a company built on the success of its people. We strive to always put people first and the caring environment we have fostered over the past 30-plus years has truly made USANA one of the best places to work in the world. I am so proud of all the amazing talent we have and I appreciate the many wonderful, impactful things our employees do to make us better every day.”
Paul Jones / chief people officer at USANA
USANA also applies stringent testing, “We want to make sure of what’s on the labels and the product. And so I think our manufacturing process is a definite competitive advantage and differentiator for us.”
“In-house science and formulation are key differentiators, and our ability to quickly adapt to market demands enables us to be innovative in ways others might not be able to, because we control the manufacturing process.”
He proudly explains, “From concept to formulation, to production, to the end customer, it’s all done in-house here at USANA, so that’s a big competitive advantage for us as a company.”
USANA’s Key Business Message
As USANA continues to innovate, expand, and strengthen its legacy, the company remains anchored by its mission: to empower healthier lives and deliver lasting value for communities worldwide.
The company’s four core values sustainably guide its efforts to create a thriving workplace culture, which is central to USANA’s enduring success. In 2026, USANA earned a place on the USA TODAY Top Workplaces list. Beyond the workplace, the USANA Foundation’s World Service Week and other philanthropic initiatives have provided millions of meals and critical nutrition to families across more than 45 countries.
“As a leader, I am focused on how we deliver value in unique ways to different communities and needs globally. This will remain a central challenge and priority for us over the next five years.”
Kevin Guest’s return to the CEO role signifies a commitment to transform the company with purpose. His global team is investing in technology modernization and AI, reimagining digital marketing, e-commerce, and customer experience. “We are completely re-looking at and investing in our digital marketing strategy and our digital commerce and e-commerce approach and just our technology overall and that consumer experience,” he emphasizes.
“Our focus is on deploying the most effective technologies and partnering with industry-leading providers to create real value for customers and a durable advantage for our business.”
Moving forward, Guest notes, “A big part of what will differentiate us in the future is the experience customers have with our brand. I’ve challenged the groups globally to make our brand a brand that is impossible to not love.”
He concludes, “In today’s world, value proposition is king. Our challenge is to deliver the greatest value in a noisy, highly competitive marketplace. And I believe that people don’t just want products, I think they want guidance.”
Moving forward, USANA’s team is well-positioned and strategically prepared to meet market and societal demands. “People aren’t wanting to simply survive; people are expecting to thrive. And we’re providing that for them in a very unique way.”
