For international & domestic wellness brands
We become your brand’s U.S. commercialization team.
We help international and domestic wellness brands successfully enter and grow in the U.S. market through one accountable partner covering compliance, retail strategy, buyer introductions, distribution, logistics, and marketing.
Trusted by wellness brands from the United States and across the world.
Brands we’ve helped build in U.S. retail
Founder & CEO
Twenty years in health and wellness, and at ECRM buyer programs every year since 2009. Brian left the family business to build the company he watched international brands need: one team accountable for the whole U.S. outcome.
He works on every engagement directly — brands come to TruLife for the person who knows the buyers in the room, not a coordinator relaying messages to one.
Watch · Why I started TruLife
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The team behind every engagement
Meet the team →
Brian GouldFounder & CEO
Jimmie CarmeciDirector of Operations
Matthew BoyceDirector of Sales
Ray PappalardoWest Coast Sales Manager
Danielle KrauseMarketing Director
Kyle BennettChief Financial Officer
Rodica LesanHR Director
Jaron PakContent Creator
Leah FernandezBusiness Development
Pinky GomezBusiness Development
Jerald GaluraBusiness Development
Why brands fail in America
Most brands discover the requirements in the wrong order and lose a year to it. Four gaps, and every one has to be closed before a buyer conversation is worth having.
FDA requirements, claims review, and label changes get discovered after production instead of before it.
Customs, freight, warehousing, and product liability coverage aren't in place, so product either can't land or can't be sold to a chain.
Category buyers at national chains don't take cold meetings, and they evaluate on criteria consumers never see.
A team eight time zones away can't service an account, fix a shipment, or work a reset when it matters.
We address the critical barriers before introducing your brand to retail buyers — which is the entire reason the meetings go anywhere.
Start here
Learn exactly what it takes to successfully launch and grow a wellness brand in American retail.
1 — The ultimate guide · 2 — The launch calculator · 3 — The buyer glossary · 4 — The readiness checklist · 5 — Your market assessment
Begin step one →Exceptional brands don’t fail in America because of poor products — they fail because no one owns the entire commercialization process. TruLife was built to change that.
What you get
Compliance, sales, e-commerce, and marketing run under one team for one brand — one point of accountability for the whole outcome.
Labels, claims, and import paperwork reviewed and corrected before production — not after a container is already sitting at the port.
Category buyers at national and regional chains, in scheduled meetings, with a presentation built to their criteria rather than yours.
Marketplace performance built deliberately, because the first question in a buyer meeting is how the product already sells.
Placement is the beginning. Visibility, promotion, and sell-through are what stop a line from being cut at the next reset.
How we work
First call to buyer introductions in about ninety days, then the ongoing work that keeps the shelf. Skipping ahead is the most common reason a well-funded launch stalls.
Category fit, pricing and margin structure, compliance gaps, and a realistic door target.
Labels, claims and import paperwork reviewed and corrected before production.
Door targets, channel plan, and a buyer presentation built to the buyer's criteria.
Stock landed and shelved in our 94,000 sq. ft. FDA-registered facility near the ports.
Scheduled meetings with category buyers at national and regional chains, including ECRM.
Purchase orders fulfilled, distributors and brokers managed, reorders kept moving.
PR, digital and marketplace work that builds the velocity data buyers ask for.
Resets, promotions and new-door expansion — the shelf you won, defended and grown.
Timelines depend on the state your brand arrives in — the assessment gives you the honest version before you commit. See the full engagement model →
In their words
“They are constantly exceeding my own in-house team of sales individuals that have been with us for years.”George DorseyCEO, Gen-X Muscle
Watch · George Dorsey
“They professionally handled FDA Compliance and assisted us with entering the USA Marketplace with ease.”Niall HartyCEO, All Real Nutrition · Ireland
Watch · Niall Harty
Documented client work
Eleven named endorsements — including a retail buyer and the operator of the ECRM buyer programmes · 15 published client case studies
Before you talk to anyone
Twenty questions across product, regulatory status, markets, supply capacity and commercial readiness. You get a score and your three biggest gaps, on screen — no email required.
| Product, regulatory & markets | 12 questions |
|---|---|
| Supply & commercial readiness | 8 questions |
| Time to complete | ~5 min |
U.S. distribution
Inventory is received, stored and shipped from a 94,000 square foot FDA-registered facility in Ontario, California — 60 miles from the Ports of Los Angeles and Long Beach. Retail purchase orders and direct-to-consumer orders run from the same stock.
Questions
Next step
Send us your product and your numbers. We come back with a written assessment of what U.S. retail would require and what it would realistically return.
