ASEA Max GXL and Protandim LifeVantage Review
I recently went through the decision-making process of evaluating 3 multi-level supplement companies, all specifically focused on antioxidants. Not being a network marketing expert added to my comparison to the “shopping” task, although as a chiropractor the science involved in the products was more familiar to me.
There were 4 areas of each network marketing company that I wanted to compare:
1) the PRODUCT
2) the PEOPLE involved
3) RESEARCH
4) the BUSINESS/INCOME structure
My research was by no means perfect and I have only personally tried 2 of the 3 products (ASEA and Protandim). However, in talking with other more experienced people who are knowledgeable about both the business and the technical aspects, I felt that my conclusions gave me a fair picture of comparing “apples to apples”.
THE PRODUCT – The 3 companies seek to increase antioxidant action in the body (quenching free radicals) although they use different means to achieve that goal. Both LifeVantage/Protandim and MAX GXL, for example, have been tested to increase glutathione (a powerful free radical scavenger) in relation to their respective products. ASEA had research that showed VO2 Max increase after taking their product.
ASEA’s product is a liquid (pool water taste, chlorine smell) in a 32-ounce bottle that costs about $40 and a consumer could use 1-4 bottles per month depending on the severity of the health problem. MAX GXL cost around $70 to $170 per month, again depending on the severity of the problem. LifeVantage Protandim (30 pills, 1 per day) cost about $48 per month, and that amount could double if a person was taxing the body through strenuous exercise and/or illness. All figures are approximate and serious investors should do their own due diligence.
The reason they differ in their monthly costs is that they have different mechanisms of action. MAX GXL has a proprietary delivery system for its antioxidants, while ASEA uses reactive oxygen species to boost antioxidants. LifeVantage/Protandim is the most cost-effective because it stimulates the body to increase its own production of antioxidant enzymes. These enzymes actually work many times more efficiently, quenching a million free radicals per enzyme every second.
The PEOPLE: The leading research scientist between ASEA, LifeVantage and MAX GXL is Dr. Joe McCord, Lifevantage’s Chief Scientist. Recipient of the Elliot Cresson Award (now known as the Benjamin Franklin Medal), Dr. McCord shares this distinction with Henry Ford and Alexander Graham Bell, as well as other notables. The Franklin Institute says,
“Among the highest honors in science, the Franklin Institute Awards identify individuals whose breakthrough innovation has benefited humanity, advanced science, opened up new fields of inquiry, and deepened our understanding of the universe.”
The business management of the 3 marketing companies appears to be carried out by strong, competent and experienced managers, although not much time was spent on researching this aspect but rather relying on the opinions of independent business advisers.
The RESEARCH – Rare among supplement companies are peer-reviewed research studies on a specific product. This type of research is the gold standard that doctors use, depending on this information (and product) to use and trust. Major pharmaceutical companies sponsor these studies to sell their products.
LifeVantage is the only company to have 9 peer-reviewed studies of the Protandim product, and these were independent research not paid for by the company. Many more independent university studies are underway for Protandim.
The BUSINESS – In this area of analysis I relied on more experienced people in Network Marketing and an independent business consultant. The IRS has in the past questioned the binary form of multi-level marketing as a pyramid scheme, more dedicated to selling distributions than actual products. This is an area where each person must do their own due diligence. ASEA has a binary structure; LifeVantage has a one level matrix and the MAX GXL structure is unknown to me. Although I didn’t find out about the percentage payouts for ASEA and MAX GXL, LifeVantage is just under 60%.
Finally, remember that all network marketers have their best foot forward, “romance” with their potential new distributors and customers. Temper your rush “down the aisle” with your own research, ask other more experienced ones for their opinion, and remember that, like any long-term relationship, it takes a lot of work. I think I picked the best candidate in LIfevantage, because their product is backed by research, high-level scientific expertise, credibility, and performance.