Iona Company
| Company type | Private |
|---|---|
| Industry | Health devices, Wellness products |
| Founded | 1925 in Los Angeles, California, United States |
| Founder | Gaylord Wilshire |
| Defunct | 1927 |
| Fate | Ceased operations after founder's death; sales continued into 1940s |
| Headquarters | Los Angeles , United States |
Area served | United States, attempted expansion into Europe |
Key people | Gaylord Wilshire (founder), Philip Ilsey (manager) |
| Products | Ionaco electric belt |
Number of employees | 70 sales demonstrators (1927) |
The Ionaco (also presented as I-on-a-co or I-ON-A-CO) was an electric belt created by Gaylord Wilshire following his exit from politics. Promoted during the 1920s as a wellness device, it was widely regarded by medical professionals as quackery.
Background
Some historians propose that Wilshire invented the Ionaco as a response to his political defeats.[1] Additionally, his personal experience with intense headaches is cited as a driving force behind his foray into health-related inventions.[2]
At age 64, Wilshire transitioned from the real estate industry to ventures in public health, experimenting with radium-infused clothing, electric warming pads, and a health bread named "Ex-cell-o" prior to developing the electric belt.[1] The belt’s name was probably inspired by this bread product.[1] Wilshire first introduced his "radiation cure" concept in 1924, initially proposing a magnetic headband to alleviate headaches.[2]
History
Beginning in 1910, Wilshire spent 15 years refining the "Life Belt," which he personally tested in 1925 with reported positive results. Early adopters among his family and acquaintances also reported improvements.[2] Between 1925 and 1927, around 50,000 units were sold.[1]
He established the Iona Company based in Los Angeles, which expanded through agencies along the Pacific Coast and major urban centers across the United States.[2] Sales reached their peak in late 1926,[2] accompanied by efforts to penetrate European markets.[2] By 1927, the firm operated 23 regional branches and employed roughly 70 sales demonstrators.[1]
The Ionaco attracted investigation from groups such as the Public Health League of Washington, the Better Business Bureau of Seattle,[2] and the Rockefeller Institute of Medical Research.[3] On November 18, 1926, Wilshire issued a public challenge through a full-page Los Angeles Times advertisement urging California medical experts to assess his device.[3] Arthur J. Cramp of the American Medical Association responded with criticism, which contributed to a downturn in sales by mid-1927.[2] After Wilshire’s death in 1927, the Iona Company ceased operations, although sales continued into the 1930s and 1940s.[4]
Design
Wilshire’s electric belt was inspired by Otto Heinrich Warburg’s studies on iron content in blood and claimed to improve oxygen uptake while combating harmful diseases. Marketed as a remedy for conditions including cancer, diabetes, tuberculosis, arthritis, neuritis, and insomnia, the device incorporated a thick coil producing a mild magnetic field alongside a smaller coil fitted with an illuminated globe. Encased in leather, it measured about 15 to 18 cm in diameter, was designed to fit over an adult shoulder, and weighed close to 6.5 pounds.
Marketing
Promotion of the electric belt relied heavily on testimonials published in newspapers and broadcast via radio; however, many physician endorsements were later exposed as fraudulent by the AMA. Wilshire targeted market segments such as telephone subscribers and electricity consumers. Regional distributors conducted live demonstrations and door-to-door sales campaigns supported by salaried sales personnel who provided both paid and complimentary treatments. The manufacturing cost for each Ionaco belt was $3.50, with retail prices set at $65 or available on credit for $5 per month.
Legacy
In 1928, Philip Ilsey, who had previously managed the Iona Company, introduced a comparable device known as the Theronoid. Following this, several similar products such as the "Ionizer" and "Restoro" appeared and continued to be marketed even after the Ionaco was no longer promoted in the 1940s. Medical professionals consistently regarded these gadgets as fraudulent. In 1932, Dr. Morris Fishbein openly criticized Wilshire's commercial approach and pointed out that Wilshire passed away from kidney disease without experiencing any advantage from his own creation.
See also
Further reading
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