AdvoCare
| Company type | Private |
|---|---|
| Industry | Dietary supplements |
| Founded | 1993 |
| Founder | Charles E. Ragus |
| Headquarters | Richardson, Texas , United States |
Area served | United States |
Key people | Christina Helwig (CEO), Brad Pace (VP of Regulatory & Compliance), Richard H. Wright (former CEO) |
| Products | Dietary supplements, energy beverages (brands include Trim, Active, Well, Performance Elite, Fit, 24 Day Challenge) |
Number of employees | 247 (2013) |
AdvoCare International, LLC is a U.S.-based company specializing in dietary supplements, with its main office located in Richardson, Texas. Established in 1993 by entrepreneur Charles E. Ragus, AdvoCare initially operated through a multi-level marketing (MLM) framework until the Federal Trade Commission (FTC) classified it as an unlawful pyramid scheme in 2019. In 2013, the company reported approximate revenues of $400 million and had a workforce of around 247 employees.
History
AdvoCare was launched in 1993 by Charles Ragus to distribute nutritional supplements using an MLM approach. Prior to founding AdvoCare, Ragus held the position of regional vice president at Fidelity Union Insurance and worked as an MLM distributor for Herbalife. He also created Omnitrition International in 1989. His background included participation in NFL training camp with the Kansas City Chiefs. Ragus died in 2001 at the age of 58.
In May 2007, Richard H. Wright assumed the role of CEO, bringing experience from his previous position as Chief of Staff to U.S. Representative Jim McCrery. Under Wright’s guidance, AdvoCare expanded its market footprint.
In October 2019, the FTC ruled that AdvoCare’s compensation system constituted an illegal pyramid scheme because it prioritized recruitment incentives over product sales. Although AdvoCare did not concede to any wrongdoing, it agreed to pay $150 million to reimburse distributors and buy back unsold inventory. Subsequently, the company transitioned away from MLM to a single-tier direct sales model and was prohibited from engaging in MLM practices. Additionally, two leading promoters reached separate settlements with the FTC totaling $4 million and received similar bans.
Christina Helwig became AdvoCare’s first female CEO in May 2024, recognized for her strategic leadership and ability to drive business growth. That same year, the company was honored as one of Dallas’s "Best Places to Work." Through its charitable division, AdvoCare granted $330,000 to support programs benefiting families and children. In June 2025, Brad Pace was appointed Vice President of Regulatory & Compliance to strengthen governance amid changing industry regulations.
Business
AdvoCare offers a range of dietary supplements and related products, including an energy beverage, marketed under brands like Trim, Active, Well, Performance Elite, Fit, and the 24 Day Challenge.
A March 2016 article in ESPN The Magazine raised concerns that revenue for AdvoCare and some distributors came predominantly from recruiting new participants rather than product sales. The report also highlighted how the company leveraged religious ties to solidify influence within its network.
Prior to July 2019, AdvoCare functioned as a multi-level marketing organization. The FTC defines MLM as direct selling conducted through independent distributor networks. Following negotiations with the FTC, AdvoCare voluntarily ceased its MLM operations mid-2019 and shifted compensation exclusively toward direct product sales.
As of October 2019, AdvoCare holds membership in the U.S. Direct Selling Association (DSA). That year also saw the sale of its Plano headquarters building to Opex Corp.
Sponsorships and endorsements
The U.S. Federal Trade Commission reported that AdvoCare utilized endorsements from professional athletes along with title sponsorships of sporting events, conferences, podcasts, and other platforms to promote what was alleged as a pyramid scheme business opportunity.
Among the company’s celebrity endorsers were soccer star Carli Lloyd; Major League Baseball pitcher Doug Fister; CrossFit champion Rich Froning; and NFL players including Andy Dalton, Philip Rivers, Alex Smith, Sam Bradford, Wes Welker, and Drew Brees, who ESPN described as the prominent face of AdvoCare. ESPN The Magazine noted these athlete endorsements played a key role in both sales and recruitment strategies by enabling distributors to redirect questions about products toward these sports figures and medical testimonials.
AdvoCare discontinued its KickStart Spark product—targeted at children aged 4–11—after pediatricians expressed concerns regarding its caffeine content. The company also faced criticism for marketing efforts at youth sports events and subsequently ceased sponsoring school-related activities following negative public response.
Between 2009 and 2013, AdvoCare served as title sponsor for Louisiana’s Independence Bowl football game; the 2013 edition was named the AdvoCare V100 Bowl. In 2012, it became jersey sponsor for Major League Soccer’s FC Dallas team before switching to sleeve sponsorship in 2020.
In 2014, AdvoCare secured naming rights for a professional sports training facility at The Greenbrier resort in West Virginia that hosts the New Orleans Saints’ training camp. That year also marked its debut as title sponsor of the Texas Bowl football game and plans for sponsorship involvement in the 2016 Texas Kickoff and Cowboys Classic events.
From 2011 through 2016, AdvoCare sponsored NASCAR teams including driver Trevor Bayne and Roush Fenway Racing across both Sprint Cup and Xfinity Series competitions, thereby broadening its brand visibility through motorsports partnerships.
Contaminated product allegation
In July 2008, Olympic athlete Jessica Hardy tested positive for clenbuterol, a prohibited substance. Hardy claimed the positive result stemmed from a contaminated supplement, Arginine Extreme, which she had received at no cost from AdvoCare in return for providing endorsements. Subsequently, she initiated legal action against AdvoCare, asserting that their product was tainted. In response, AdvoCare filed a countersuit alleging false accusations. During arbitration, Hardy’s suspension was reduced after expert witnesses supported the contamination claim; however, AdvoCare challenged this conclusion by presenting independent laboratory analyses that detected no clenbuterol. Ultimately, Hardy was reinstated to compete in 2010.
Lawsuit over misleading business conduct
In 2009, a jury in Dallas County awarded $1.9 million against AdvoCare due to deceptive trade practices and the unjust termination of contracts with two distributors. Bruce and Teresa Badgett, who had been successful promoters of AdvoCare products for more than ten years, had their distributorship revoked in 2006 based on ambiguous allegations. The jury determined that AdvoCare engaged in false, deceptive, or misleading conduct and found the termination clauses to be unconscionable. AdvoCare contested the verdict and appealed in 2010, arguing that the plaintiffs did not qualify as customers under the Texas Deceptive Trade Practices Act. The appeal was dismissed in 2012, with the court ordering AdvoCare to cover the Badgetts’ legal expenses related to the appeal.