Michael Fox turns passion for fitness into growing business
New York native Michael Fox has always been interested in bodybuilding, and this passion led him to begin selling nutritional supplements. Fox soon struck out on his own and founded LiveLong, a Seneca-based company which distributes products worldwide.
How did you come to the Upstate?
Our family business is commercial window repair. In 1989, most of my family moved to the area from New York because of the high cost of doing business there – and we got sick of the winters. After looking at Columbia, Charleston and Jacksonville, Fla., we ended up visiting and fell in love with Greenville.
How did you transition from windows to nutritional supplements?
I was into bodybuilding and nutrition and began selling nutritional supplements. In 2005, I looked deeper into distribution and began to research creating my own brand. In 2007, we launched LiveLong on bodybuilding.com. We had a warehouse in Piedmont and outgrew it in three years. In 2013, we’ve seen the biggest jump in sales, 600 percent growth, and now have 30 products.
It seems that nutritional supplements is a competitive business. What sets LiveLong products apart?
It is difficult to market to those who may be taking a different supplement, but we want to be a one-stop shop where customers can purchase multiple products. We also create the products, so you know exactly what you’re getting, and the customers choose the dosage.
How does your manufacturing process work?
We work with a manufacturer to create a new product or ingredient. We will make it into a capsule or powder; they bottle it and put a label on it. They are produced in compliance with the FDA. We then receive it and distribute it to different customers and vendors.
What is the newest product?
We recently launched Greentrim, a non-stimulant fat burner, which is targeted for more mainstream use beyond the bodybuilding community, like for moms at home who want to work out and lose a few extra pounds. It’s a more-user friendly product. Herbal-based products are also big right now and we have those, too.
Is there a standout?
Our most popular is 4mula, a branch chain amino acid powder. People use it for recovery. You drink it during your workout and it helps with fatigue. It’s actually very popular in Mexico.
Where are LiveLong products distributed?
Online we distribute in the United States, United Kingdom, Mexico and Australia. Europa Sports in Charlotte, N.C., also distributes our products.
What’s coming over the next five to 10 years?
My goal is to expand distribution even further, and we are pursuing distribution in GNC and The Vitamin Shoppe. We want to create a one-stop brand where we have multiple products and people can pick and choose which items they want to stack together because each product is a single ingredient.
What is a typical day like for you?
I handle emails in the morning, contacting customers and vendors. Also I spend time contacting new clients. Then I see if there are any orders – we ship out of here, as well. At this point, I’m pretty much doing everything. We have a few people helping with accounting and online marketing.
How do you maintain work-life balance?
Well, it’s a struggle because you’re always trying to be ahead of the game. It’s really a juggling act. It’s taking time to put the phone down or schedule email during the day. Little things like that help.
What is one of the most important things you’ve learned?
I’ve learned about branding and marketing by actually having to do it. I’ve also learned about business through working in our family business. I was able to learn from the successes and failures, and we have each other’s backs. I’ve also learned that it’s not just about having the dream, but carrying out those dreams.
What advice can offer to other entrepreneurs?
You have to keep pushing along to make something happen that you believe can happen. If you believe in what’s actually going to happen, whether it’s building a brand or a product, you have to be persistent and don’t take anything personally. There’s always another day and another store you can go after.
