The team that runs your U.S. commercial program.

Founder & Chief Executive Officer

Brian Gould

Fourth-Generation Retail Distribution Professional | 20 Years of Industry Experience

Brian Gould is a fourth-generation retail distribution professional with 20 years of experience in the nutrition, health, and wellness industries.

Building upon a family legacy spanning four generations in retail distribution and commerce, Brian has developed extensive expertise in U.S. retail market entry, national retail development, international brand commercialization, and strategic business development.

Throughout his career, Brian has worked with domestic and international manufacturers, emerging consumer brands, and established retail organizations, helping them navigate the complexities of introducing and expanding consumer products throughout the United States.

His professional experience includes national retail buyer engagement, category presentations, product positioning, commercial negotiations, and the development of retail expansion strategies across specialty nutrition, pharmacy, natural grocery, wellness, and other consumer product channels.

Brian has also developed significant experience in California's retail marketplace, including independent natural grocery, specialty nutrition, regional retail, and wellness-focused channels.

Through extensive involvement in ECRM retail buying programs since 2009 and national retail initiatives, he has developed a strong understanding of retailer purchasing processes, category reviews, and commercial execution.

As Founder and CEO of TruLife Distribution, Brian leads the company's strategic vision, international business development, retail commercialization initiatives, and long-term growth.

Experience described before the founding of TruLife reflects Brian's personal professional career, not TruLife corporate results.

Director of Operations

Jimmie Carmeci

Product Development, Operations & Commercialization

Jimmie Carmeci brings extensive experience in the health, wellness, dietary supplement, and consumer products industries, with a professional background that includes The Vitamin Shoppe's corporate organization, Nutrabolt, and Ultimate Nutrition.

Throughout his career, Jimmie has gained valuable experience working within established organizations involved in consumer products, retail operations, product development, and commercialization.

His professional background includes product development, formulation coordination, manufacturing processes, operational planning, product launches, and the various requirements involved in bringing nutritional and wellness products to market.

His experience with The Vitamin Shoppe's corporate organization has given him insight into the operational and commercial expectations of established U.S. retail organizations.

His background with Nutrabolt and Ultimate Nutrition further contributes to his understanding of product development, brand operations, and the processes necessary to support products in competitive retail environments.

As Director of Operations at TruLife Distribution, Jimmie oversees client onboarding, product coordination, operational execution, account management, and ongoing client support.

He works closely with TruLife's leadership, sales, and marketing teams to ensure that brands are properly prepared for market entry and have the infrastructure needed to support their continued growth.

Jimmie's experience with recognized industry organizations provides TruLife's clients with valuable operational knowledge and practical guidance throughout the commercialization process.

Experience with The Vitamin Shoppe, Nutrabolt and Ultimate Nutrition reflects Jimmie's personal career background, not retailer endorsement of TruLife.

Director of Sales

Matthew Boyce

25+ Years of Retail Sales, National Account & Distribution Experience

Matthew Boyce brings more than 25 years of experience in retail sales, national account development, distribution, and business development across the health, wellness, nutritional products, and consumer goods industries.

Throughout his career, Matthew has worked with recognized organizations and brands, including Optimum Nutrition, Twinlab, and Amway.

His professional accomplishments include more than $500 million in booked orders associated with his sales work at Optimum Nutrition, reflecting his extensive experience with major retail sales opportunities.

Matthew's background includes national account management, sales strategy, wholesale distribution, retail buyer relationships, and helping established consumer brands expand their presence across the United States.

His experience extends beyond any single product category and includes an understanding of the commercial requirements involved in bringing consumer products into competitive U.S. retail environments.

As Director of Sales at TruLife Distribution, Matthew applies his knowledge and relationships to help domestic and international manufacturers identify retail opportunities, establish buyer relationships, expand distribution, and develop sustainable long-term sales.

Experience with Optimum Nutrition, Twinlab and Amway reflects Matthew's personal career before TruLife, not TruLife corporate results.