Charles Funke – Special CEO Message, Summer 2015

by Charles Funke, ASEA CEO
As we cross the mid-year mark for 2015, we are happy to report that we are well ahead of where we were last year at this same time. We started the year with a wonderful celebration in Cancun, Mexico with our retiring founder Verdis Norton. Now we’re coming off of an inspirational international convention held in our hometown of Salt Lake City—our largest convention in history—and post-convention tours in Europe, Mexico, Australia, and the United States.

Convention and these tours included updates on a number of milestone accomplishments, including our new branding platform, new sales tools, an innovative new duplication platform, and some exciting announcements about research related to RENU 28 that further confirms the power and efficacy of our patented redox signaling technology.

Convention exemplified our five key strategies for 2015, which I shared with you at convention and in this same forum at the beginning of this year. Using those strategies as context, I’d like to give you an update on how we’re doing as a company so far this year.

1. Field Focus
Everything we do is to support you and your business which includes partnering with field leadership to create momentum and drive volume. We have introduced tools to make that easier for you. The ASEA Business Coach, or ABC, is a back-office tool that provides key information that is needed to build a successful business. It’s a step-by-step virtual coach that can benefit every associate, no matter how new or experienced they may be.

Another extremely positive initiative to support associates’ business-building potential was the decision to strengthen and enhance the ASEA compensation plan. We consulted with compensation plan experts and our Global Advisory Council to transition away from the AAA bonus and introduce new bonuses, including the Executive Momentum pool, which has already proven to be rewarding for Associates as they maximize these bonuses within their organization. Look for additional marketing material related to the compensation plan that will be coming soon.

2. Marketing and Messaging
Unifying and refining our brand messaging was a top priority for 2015 that serves as a foundation for virtually all of our other strategies for the year. As reported at convention, we commissioned our marketing and communications teams nearly a year ago to refine and simplify our brand messaging. After a rigorous six-month process that included internal and external focus groups, surveys, and challenging reviews, we introduced at convention a powerful new brand platform that will take us through our next phase of growth.

You are already seeing the consistency this has created in the new marketing materials we launched at convention: a new ASEA opportunity brochure and new product brochures for both ASEA Redox Supplement and RENU 28, as well as an accompanying video for each of those products.

These materials are all contained in the new associate welcome kit, which will facilitate your ability to build your business on an international scale because this tool is largely uniform across all markets. We are now localizing and translating these tools for our international markets and believe they will bring unity and clarity to our brand, which is the mark of any powerful global company.

At convention, we also talked about the need for differentiation between our company name and the name of our flagship product going forward. ASEA, the company, embodies products, opportunity, and culture. The products themselves are based in the broad category of cellular health that encompasses our flagship redox signaling technology. In order to underscore our broader category, in the U.S. market, ASEA the company now has a descriptor and is known as ASEA Cellular Health. The product formerly known as ASEA is now known as ASEA Redox Supplement. We will be doing the same with market-compliant descriptors worldwide in the near future.

We have also unified and upgraded our visual look and feel within all our new materials, product packaging, online presence, and even our office décor. All of this is a part of our long-term strategy to position our company for continuing global growth and expansion.

3. Culture
It’s a known trend, and we’ve seen it happen in other companies that as organizations grow, they lose the cultural identity that differentiated them in the beginning. ASEA’s growth continues. Changes are natural. At convention, our founder Verdis Norton retired. But our commitment to develop our employees and associates, both personally and professionally, did not. Founder Tyler Norton talked extensively about our ethos and cultural identity at that event. We adhere to these principles as an organization, and he will continue to create opportunities to share and instill our unique culture, including our Peak Performance events.

These events are predictable milestones as you build your ASEA business. With a successful convention early in the year, our focus is now on Envision Conferences, Base Camps, Ascent events, and the Diamond Summit. Each of these Peak Performance events builds on the last, and all are targeted at developing you as a leader as you grow your business.

Another key component of our culture is to believe, belong, and become. Giving back is an essential part of becoming better as an organization and as individuals. At ASEA’s five-year mark, we announced a charitable giving initiative focused on children and families, the ASEA Advancing Life Foundation. At convention, we announced our partnership with CHOICE Humanitarian, and within 36 hours, through your very generous contributions, nearly $30,000 was donated for the relief efforts in Nepal. We are also in the planning stages of our first humanitarian trip, which will take place this coming January in Mexico.

4. Expansion
An important part of our expansion is supporting new markets where we are open. One of the ways we’re doing this is by taking our new welcome kit global so that every associate has the tools they need to present ASEA in a way that not only builds their business, but the ASEA brand as well.


ASEA will continue to capitalize on international expansion opportunities, timing new markets and products for maximum success.


5. Execute with Excellence
At convention we celebrated our five-year anniversary, but perhaps the most compelling thing is that this year we were recognized as one of the direct selling industry’s top companies. In just five years, we’ve been named one of Direct Selling News’ top 100 global companies, and one of the top 50 in the United States.

With any new groundbreaking technology, questions and skepticism abound. So it has been with our revolutionary redox signaling technology. Uninformed critics have questioned the existence of these molecules in our products in the past, so we have answered them with credible, irrefutable proof that indeed redox signaling molecules exist in our product.

BioAgilytix, a leading bioanalytical testing laboratory that specializes in biomarker testing, conducted extensive testing on our products, from which they have validated the existence of redox signaling molecules in ASEA Redox Supplement and RENU 28. Evidence of this will soon appear on ever bottle and every tube that is shipped from our facility.

We are also pleased with our NSF certification. NSF International is a global public health and safety organization that provides food safety and quality assurance services across all food and dietary supplement supply chain sectors, and they have certified ASEA’s production facility as a GMP compliant facility, confirming it under the highest standards of safety, quality, and performance. This is the gold standard for companies in our industry and is another indication of how ASEA strives to excel in all aspects of our business.

We would like to express our sincerest appreciation to each of you for being such an essential part of our success to this point and for where we will go together. Great things are happening at ASEA, and that will continue throughout 2015 and for many years to come. Now is an exciting time, a time of opportunity. There has never been a better time to be a part of ASEA. Please accept our best wishes and congratulations for all you have accomplished, and we look forward to seeing you again soon.