USANA Reinstates Kevin Guest as CEO in Strategic Shake-Up

SALT LAKE CITY, UT – January 08, 2026 – USANA Health Sciences, Inc. (NYSE: USNA) has made a dramatic leadership change, announcing the immediate return of Kevin Guest to the role of Chief Executive Officer. The move sees the departure of Jim Brown, who has stepped down as CEO and President after a challenging three-year period at the helm.

This leadership shuffle places a familiar and proven figure back in charge of the global direct-selling giant. Mr. Guest, who will also continue as Chairman of the Board, is a company veteran with over three decades of experience at USANA, including a successful eight-year stint as CEO from 2015 to 2023, followed by three years as Executive Chairman. The board's decision appears to be a clear strategic pivot aimed at reinvigorating growth and restoring shareholder confidence after a period of lagging performance.

A Familiar Face Returns to the Helm

The board has expressed strong confidence in Guest's ability to steer the company back toward a growth trajectory. "Kevin has the full support of the Board and the Company’s senior leadership team," said Gilbert Fuller, lead independent director, in a statement. "He also has good relationships with the Company’s sales force and brings a combination of deep sales, organizational and strategic experience."

Guest's previous tenure as CEO is remembered as a period of significant achievement. Under his leadership from 2015 to 2023, USANA achieved what the company described as "record results," marked by meaningful global expansion and strengthened operational performance. During that time, the company's annual revenue peaked at over $1.1 billion, and it deepened its presence in key international markets. This track record is central to the board's belief that he is the right person to navigate the company's next chapter.

Returning to the top executive role, Guest expressed his enthusiasm for the task ahead. "I am truly energized to return to the Company and lead this exceptional organization once again," he stated. "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. I look forward to working closely with our team to drive the next chapter of sustainable growth."

A Challenging Chapter Closes

The decision to reinstate Guest comes after a difficult period for USANA under Jim Brown's leadership. While the company thanked Brown for his 19 years of service, the financial metrics from his three-year term as CEO paint a picture of mounting challenges.

Fiscal year 2024 saw net sales fall by 7% to $855 million from $921 million the prior year. More concerning was the sharp decline in profitability, with net earnings dropping to $42.0 million from $63.8 million in 2023. This downturn was reflected in the company's active customer base, a critical metric for a direct-selling business, which shrank from 483,000 to 454,000 during the same period.

The situation appeared to worsen through 2025. The company's third-quarter results for 2025 were particularly alarming, with USANA posting a net loss of $6.5 million and a diluted EPS of -$0.36, starkly contrasting with the $10.6 million in net earnings from the same quarter a year prior. These results significantly missed analyst forecasts and sent the stock tumbling. Over the past three years, shareholders have seen a significant loss in value, putting pressure on the board to act decisively.

Navigating a Shifting Market

Guest's immediate task will be to navigate both internal and external headwinds. The entire direct-selling industry has faced a complex post-pandemic environment, with shifting consumer behaviors and economic pressures impacting discretionary spending. USANA's success hinges on its ability to adapt and innovate within this competitive landscape.

Several key strategic initiatives launched under Brown's tenure now fall to Guest to execute and optimize. A major move was the late 2024 acquisition of a 78.8% controlling stake in Hiya Health Products, a children's wellness brand. This acquisition is projected to add between $145 million and $160 million in sales for 2025 and represents a significant push into a new demographic. Successfully integrating Hiya and leveraging its potential will be a critical priority.

Furthermore, the company's first new market entry in five years—the expansion into India in late 2023—is still in its early stages. Cultivating this massive market requires sustained focus and strategic investment. Guest's experience with global expansion will be heavily relied upon to ensure India becomes a significant contributor to long-term growth.

The View from the Field

Perhaps the most crucial and immediate challenge for Guest will be to re-energize USANA's global network of independent Brand Partners. The success of any direct-selling company is inextricably linked to the motivation and success of its sales force. The board's specific mention of Guest's "good relationships" with this group is telling.

Recent changes to the company's compensation plan, rolled out in 2025, were cited as a reason for softened sales and a decline in active customers. Such changes, while intended to modernize incentives, can create disruption and uncertainty among distributors. A key part of Guest's mandate will likely involve stabilizing the relationship between corporate leadership and its independent partners, restoring confidence, and ensuring that the compensation structure effectively drives recruitment and sales.

With his deep-rooted history in the company and established credibility with the sales network, Guest is uniquely positioned to mend any friction and rally the field. His return is not just a strategic financial decision but also a cultural one, aimed at bringing back a leader who is seen as intrinsically understanding the needs and motivations of the people who sell USANA's products every day.