TruLife Distribution

Key Points

• Company Overview: TruLife Distribution is a Fort Lauderdale-based company specializing in health and wellness product distribution, aiding brands with FDA compliance, marketing, sales, and logistics in the U.S. market.

• Legal Issues: Faced a significant lawsuit in 2022 from National Promotions Inc. (NPI), alleging deceptive trade practices, misappropriation of case studies, and unfair competition, which was dismissed, possibly due to a settlement.

• Cyber Incident: Experienced a cyberattack involving impersonation emails demanding client endorsements, leading to reputational damage and negative feedback.

• Allegations: Accusations of civil racketeering, stolen intellectual property, and misleading business practices, though unproven in court.

• Risk Profile: Moderate-to-high risk due to legal history, alleged offshore ties, and transparency concerns, despite positive client feedback for service quality.

Overview

TruLife Distribution, founded in 2019 by Brian Gould, is a Fort Lauderdale, Florida-based company specializing in the distribution of health and wellness products. It offers services such as FDA compliance, marketing, sales, logistics, and warehousing to help international and domestic brands penetrate the U.S. market. The company claims a robust brick-and-mortar distribution network and partnerships with major retailers like Walmart and GNC through platforms like ECRM. With reported annual sales of approximately $397,830 and a team of 15 employees, TruLife positions itself as a strategic partner for health and wellness brands seeking expansion. Brian Gould, a fourth-generation distribution executive, leads the company, leveraging his experience from prior roles, including at NPI, founded by his brother Mitch Gould.

Allegations and Concerns

TruLife Distribution has faced several serious allegations and concerns:

• NPI Lawsuit (2022): NPI, led by Mitch Gould, accused TruLife of misappropriating confidential case studies, making false and misleading statements to deceive clients, and engaging in deceptive trade practices, including creating imitation email addresses to confuse clients. The lawsuit cited violations of Florida’s Deceptive and Unfair Trade Practices Act, the Lanham Act, and the Anti-Cybersquatting Consumer Protection Act. The case was dismissed, potentially due to a private settlement, but specifics remain undisclosed.

• Civil Racketeering Allegations (2020): A verified amended complaint alleged that Brian Gould, Rodica Lesan, and Adam Mortley engaged in civil racketeering by cloning NPI’s documents, contracts, and marketing materials to mislead clients about TruLife’s expertise. It claimed testimonials on TruLife’s website were fabricated or requested to be removed. These allegations remain unproven in court.

• Cyberattack (2021): TruLife reported a cyberattack where competitors impersonated the company, sending fraudulent emails to clients demanding actions like leaving 5-star reviews or liking social media pages. This led to negative feedback and reputational damage, though TruLife’s legal team took steps to mitigate the issue.

• Offshore Ties: Unconfirmed reports suggest potential offshore connections, raising anti-money laundering (AML) concerns, though no concrete evidence has been verified.

Customer Feedback

Customer feedback on TruLife Distribution is mixed, with positive reviews highlighting service quality and negative feedback tied to the cyberattack and legal disputes:

• Positive Feedback:

  • A client praised Brian Gould for placing their brand with major U.S. retailers like Walmart and GNC, stating, “Brian has successfully placed our brand in front of some of the largest retailers in the United States at a rapid pace.”

  • Another client noted, “The TruLife Team has successfully placed Native Remedies on Amazon.com and various other e-commerce platforms and generated 7 figure sales in a short period of time.”

  • Trustpilot reviews commend team members like Jimmie, Jarod, and Morrie for responsiveness, though their full identities are not publicly detailed.

• Negative Feedback:

  • The 2021 cyberattack led to negative feedback due to fraudulent emails demanding endorsements, with clients expressing frustration over unsolicited requests like “leaving a 5-star review on Google My Business or Trust Pilot.” TruLife acknowledged this caused “endless headaches” and reputational damage.

  • Allegations of fabricated testimonials surfaced, with claims that some quoted individuals did not provide the statements attributed to them.

Risk Considerations

TruLife Distribution faces several risks:

• Reputational Risk: The cyberattack and legal disputes have damaged TruLife’s reputation, with negative feedback from clients confused by fraudulent emails and allegations of deceptive practices. Ongoing skepticism from consumers and stakeholders could hinder trust.

• Legal Risk: The dismissed NPI lawsuit and unproven racketeering allegations suggest potential for future litigation, especially if new evidence emerges. The lack of transparency around the lawsuit’s dismissal fuels uncertainty.

• Financial Risk: With modest annual sales of $397,830, TruLife’s financial stability could be strained by legal costs or loss of client trust. Alleged offshore ties, if confirmed, may increase AML scrutiny, potentially leading to fines or restrictions.

• Operational Risk: Familial disputes between Brian and Mitch Gould signal internal instability, which could disrupt operations or decision-making. Limited transparency about key personnel beyond Gould adds to operational opacity.

Business Relations and Associations

• Key Personnel:

  • Brian Gould: Founder and CEO, with over 20 years of experience in distribution, previously worked at NPI. His familial rift with brother Mitch Gould, NPI’s founder, is central to legal disputes.

  • Mitch Gould: Brian’s brother and NPI founder, a key figure in the 2022 lawsuit against TruLife.

  • Rodica Lesan and Adam Mortley: Named in the 2020 racketeering complaint, though their roles are not fully detailed in public records.

  • Other Staff: Team members like Jimmie, Jarod, and Morrie are mentioned in reviews, but their identities lack public clarity, raising transparency concerns.

• Business Partnerships:

  • ECRM: TruLife collaborates with ECRM, a retail networking platform, to facilitate brand placements with retailers like Walmart and GNC.

  • VemoHerb and Aaron Reed: TruLife represents brands like VemoHerb (launched on Vitamin Shoppe’s e-commerce store) and Aaron Reed’s fitness brand.

• Competitors: NPI, led by Mitch Gould, is a direct competitor, with tensions exacerbated by the 2022 lawsuit. Other competitors include Esha and six others in the health and wellness distribution sector.

Legal and Financial Concerns

• NPI Lawsuit (2022): NPI accused TruLife of misappropriating case studies, making false statements, and engaging in deceptive practices. The lawsuit was dismissed, possibly due to a settlement, but no public details confirm the resolution. NPI sought monetary damages and injunctive relief.

• Civil Racketeering Complaint (2020): Allegations claimed TruLife, Brian Gould, Rodica Lesan, and Adam Mortley stole NPI’s documents and misrepresented expertise. The complaint cited fraudulent testimonials and redirected business to competing entities. No court ruling has substantiated these claims.

• Cyberattack (2021): TruLife’s legal team is addressing ongoing issues from the cyberattack, with efforts to mitigate reputational and financial damage. No specific financial losses were disclosed.

• Financial Profile: Dun & Bradstreet reports annual sales of $397,830 with 15 employees, indicating a small but strategic operation. No bankruptcy records or unpaid debts were noted in available sources.

• AML Concerns: Unconfirmed allegations of offshore ties raise potential AML risks, but no regulatory actions or sanctions have been reported.

Risk Assessment Table

Expert Opinion

TruLife Distribution operates in a competitive health and wellness distribution market, leveraging Brian Gould’s industry experience and partnerships with platforms like ECRM to secure placements with major retailers. Its ability to generate seven-figure sales for clients like Native Remedies and positive reviews for responsiveness are notable strengths. However, the company’s history is marred by significant concerns, including the 2022 NPI lawsuit, unproven racketeering allegations, and a 2021 cyberattack that damaged its reputation. The familial feud between Brian and Mitch Gould adds a layer of operational instability, while unconfirmed offshore ties raise AML risks. The lack of transparency around key personnel and the lawsuit’s dismissal fuels skepticism about TruLife’s practices.

Pros:

• Strong industry connections with retailers like Walmart and GNC.

• Proven track record with clients like Native Remedies and VemoHerb.

• Experienced leadership under Brian Gould with a focus on FDA compliance and logistics.

Cons:

• Reputational damage from cyberattack and negative feedback.

• Legal history, including dismissed lawsuit and unproven racketeering claims.

• Limited financial transparency and modest revenue scale.

• Potential AML risks from alleged offshore ties.

Cautionary Advice: Stakeholders should approach TruLife with caution, demanding transparency on its operations, personnel, and legal resolutions. Clients should verify the authenticity of communications to avoid cyberattack-related scams. Regulators may scrutinize the company if offshore allegations are substantiated, so monitoring for compliance updates is advisable. While TruLife offers valuable services, its risk profile suggests careful due diligence before engagement.

Key Citations

• CyberCriminal.com Report: https://cybercriminal.com/investigation/trulife-distribution

• TruLife Distribution Website: https://trulifedist.com

• NPI vs. TruLife Lawsuit Details: Temple Duniya, The Tiger News

• Cyberattack Details: TruLife Distribution Blog

• Racketeering Complaint: iCrowdDE

• Business and Financial Profile: CB Insights, Dun & Bradstreet

• PR Newswire on Industry Trends: https://www.prnewswire.com