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Review of ASEA Max GXL and Protandim LifeVantage
I recently experienced the decision-making process to evaluate 3 multi-level supplement companies – all specifically focused on antioxidants. Not an expert in foreign market networks added to me comparison “buying” task – even though as a chiropractor, the science involved in the products was more familiar to me.
There were 4 areas of each network marketing company that I wanted to compare:
2) PEOPLE involved
3) The RESEARCH
4) BUSINESS/REVENUE STRUCTURE
My research was not perfect by any means and I have only personally tried 2 of the 3 products (ASEA & Protandim). However, when I talk to other people with more experience and knowledge in both business and technical aspects, I felt that my conclusions gave me a fair picture by comparing “apples to apples”.
PRODUCTS – All 3 companies pursue increasing antioxidant action in the body (achieving free radicals) even if they use different means to achieve this goal. Both LifeVantage/Protandim and MAX GXL, for example, tested the increase in Glutathione (a powerful free radical scavenger) related to their respective products. ASEA has had research showing increased VO2 Max after taking their product.
ASEA’s product is a liquid (tastes like pool water, smells like chlorine) in a 32 ounce bottle that costs about $40 and a consumer can use 1-4 bottles per month depending on the severity of the health challenge. MAX GXL runs about $70 to $170 per month, again depending on the severity of the problem. LifeVantage’s Protandim (30 pills, 1/day) ran about $48 a month, and that amount could double if one taxed the body through heavy exercise and/or illness. All figures are approximate and serious investors should do their own due diligence.
The reason they differ in monthly expenses is that they have different mechanisms of action. MAX GXL has a patented delivery system for its antioxidants, while ASEA uses reactive oxygen species to increase antioxidants. LifeVantage/Protandim is more cost effective in that it stimulates the body to increase its own production of antioxidant enzymes. These enzymes actually work much more efficiently, scavenging a million free radicals per enzyme every second.
THE PEOPLE – The most popular research scientist among ASEA, LifeVantage, and MAX GXL is Dr. Joe McCord, Chief Scientist for Lifevantage. A winner of the Elliot Cresson Award (now known as the Benjamin Franklin Medal), Dr. McCord shares this distinction with Henry Ford, Alexander Graham Bell and other notables. The Franklin Institute says,
“Among science’s highest honors, the Franklin Institute Awards recognize individuals whose major innovations have benefited humanity, advanced science, launched new fields of research, and deepened our understanding of the universe.”
Business management in all 3 marketing companies seems to be equipped with strong, accomplished, and experienced managers, although not much time has been spent on researching this aspect as much as relying on the opinions of independent business advisors.
THE RESEARCH – Rare among supplement companies are peer-reviewed research studies on a specific product. This type of research is the gold standard used by medical doctors, depending on the information (and product) they use and trust. Big drug companies sponsor these studies to sell their wares.
LifeVantage is the only company that has 9 Peer Reviews studies on the Protandim product, and these were independent researches not paid for by the company. Many independent studies by universities are in process for Protandim.
THE BUSINESS – In this area of analysis I relied on people with more Network Marketing experience and an independent business consultant. The IRS has questioned in the past the binary form of multi-level marketing, as being a pyramid-like scheme, more devoted to selling distributors than real products. This is an area where everyone must do their own due diligence. ASEA has a binary structure; LifeVantage is a uni-level matrix, and the MAX GXL structure is unknown to me. Although I did not find information on the payment percentage of ASEA and MAX GXL, LifeVantage is just under 60%.
Finally, remember that all network marketers have their best foot forward, “romancing” potential new distributors and customers. Temper the rush “to the altar” with your own research, ask others with more experience for their opinions and remember like any long-term relationship – it takes a lot of work. I think I chose the best candidate in LIfevantage, because its products are supported by research, a high-level scientific experience, and credibility and performance.
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