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The operating company that stands in for a U.S. headquarters you don't have.
Not a broker taking a commission, not a consultant delivering a report. The team that runs your American business while you run the brand.
Why clients trust us
Evidence behind the operating model.
20+ years of U.S. retail experience
Founder Brian Gould’s career in consumer product sales and retail distribution spans more than two decades. Meet Brian →
Buyer-program experience
Brian has represented supplier brands at ECRM programs since 2009.
Recent buyer access
37 scheduled meetings at the September 2026 ECRM program. Read the meeting report →
Domestic and international work
Leadership
“Building a brand first requires building a relationship.”
Brian GouldFounder & Chief Executive Officer
Brian has been in the health and wellness industry since 2006, and has represented supplier brands at ECRM buyer programs every year since 2009 — the meetings most brands spend years trying to get into.
He works on every engagement directly. Brands come to TruLife because they want the person who knows the buyers in the room, not a coordinator relaying messages to one.
- Fourth-generation industry leader
- ECRM participant since 2009
- Boca Raton, Florida
Industry experience
Experience Inside the Retail Ecosystem
16+ Years Working Within the ECRM Retail Ecosystem
TruLife’s experience is built through sustained industry participation, direct buyer interaction, market knowledge and hands-on retail-development work — not simply attendance at one event.
Buyer access is only the beginning. TruLife manages the preparation, commercial requirements and follow-through needed to move a retail conversation toward an actual business opportunity.
See How TruLife Develops U.S. Retail Accounts →Retailer names and photographs are shown to document TruLife Distribution’s participation in scheduled buyer meetings. Meetings do not imply retailer endorsement, purchase commitment or guaranteed placement.
Is Your Brand Ready to Meet U.S. Retail?
TruLife helps emerging and international brands prepare for, access and execute opportunities across the U.S. retail market.
What we believe
Three things we hold to.
Candour before commitment
If a product isn't ready for U.S. retail, we say so in the assessment rather than after the contract. A brand that launches too early damages itself and us.
Sequence over speed
Compliance, then infrastructure, then buyers. Skipping ahead is the most common reason a well-funded launch stalls in its first year.
Publish what we know
The barrier to U.S. retail is relationships and execution, not information. Teaching the market how entry works costs us nothing.
Industry participation
Where we are, every year.
ECRM buyer programs
Brian has represented supplier brands at ECRM every year since 2009 — scheduled, one-to-one meetings with category buyers from national and regional chains.
Headquarters
1200 N Federal Hwy, Suite 300. Client inventory is received, stored and fulfilled from a facility in Ontario, California.
The team
Eleven people, one office.
Small enough that your account has a name attached to it, and large enough to run compliance, logistics, sales, marketing and press without subcontracting the parts that matter.
U.S. Market Assessment — $3,500
Find out what America would actually take.
Send us your product and your numbers. We'll come back with a written assessment of what entering U.S. retail would require and what it would realistically return.