March 06, 2014
The Most Influential Women in Direct Selling
by Beth Douglass Silcox
Co-Founder, Isagenix International
Getting the fluff out of the way and prioritizing things that produce results for the company and the field—that’s the kind of breakthrough Kathy Coover works toward every day. Mapping out the most and eliminating the least productive things keep Coover moving forward, both personally and professionally.
“I learned a lot about time management and balancing priorities from being in the field—balancing huge organizations and a child and a spouse,” she says.
She travels the world as the face of Isagenix and deems herself its “custodian of culture.” When Coover alights in the company’s Chandler, Ariz., headquarters, she tends to play Mom. “I’m always in there, asking questions and making sure that they really understand the things they are doing, because if it’s not right for the field, it’s not right for the company,” Coover says.
Sales and marketing are her innate strengths. “It’s kind of something that was natural to me. I was gifted at that,” she says. “But when we started the company, I did wear a lot of hats. We did everything.” Now with the rapid growth of 2013 and a goal to grow by 40 percent this year, Coover is enthusiastic about the future. “It’s a very exciting time. We are in momentum, so we want to keep building our field and our leadership in the field. I personally am building my infrastructure in the office to take on a lot of responsibility.”
Clear communication with the people both inside the corporate offices and outside in the field assures Coover that the Isagenix collaborative culture will remain intact. “Our values are very important, and as we expand and grow internationally it is important that we keep those values as we go into the new countries,” she says. Making that so takes consistent messaging and collaboration. “We need to look at our staff to make sure that message gets to the person answering the phone—the direct contact with the field. The communication we portray to our field is so important as we get larger and larger.”
Virtually anyone in the world within Isagenix’s open international markets can join, learn from home and run a business thanks to what Coover calls the company’s “window to the world.” She says, “We have everything online, even our recruiting system.” Fine-tuning that already successful system is an ongoing priority in 2014. “We have our business development system for our field, and we know if we keep perfecting that and working with our field, they’ll keep growing.”
Isagenix also has an entire department dedicated to developing both the consultant field and the corporate team. “We were really early adopters of personal development with the field and in our office. Mentorship is very important,” she says. Even Coover has an in-house coach that mentors her, sometimes long-distance over the phone. She adds, “Also my husband, Jim, is one of my strongest mentors. We’ve been married 30 years, and if it weren’t for his belief in me, his mentorship, I would not be where I am today.”
Kathy Coover on personal development…
“I read a lot. I take classes. I listen to audios, and I go to other network marketing events to see what other people are doing. It really keeps me in touch, and it also validates what we’re doing.”
Kathy Coover on keys to growth…
“Keeping it really, really simple. That’s been one of the reasons for our growth—simplicity of our messaging, simplicity of training, and simplicity of really understanding what we have.”
Isagenix offers health and wellness products for weight loss, energy and performance, and healthy aging in 10 markets around the globe. Founded in 2002 by John Anderson and Jim and Kathy Coover, Isagenix sells high-quality, natural, no-compromise products, engineered for safety, purity and potency through more than 250,000 active associates. Associates have experienced weight loss, increased health and improved athletic performance. The company’s products are not only for health, but wealth creation, too.
Located in Chandler, Ariz., Isagenix is a fast-growing direct selling company. Domestic growth was up 30 percent in 2013 and overall worldwide growth was 34 percent. International expansion continued in 2013 with Singapore, Malaysia and Colombia opening, as well as Chinese retail operations. Next in line are Vietnam, Indonesia, Thailand and the Philippines.
Company revenues of $334 million for 2012 ranked Isagenix 36th on the Direct Selling News Global 100 list of top direct selling companies in 2013.
Cover Story | Women’s History | Sheryl Adkins-Green | Claire Bancino | Meredith Berkich | Lori Bush | Dr. Oi-Lin Chen | Doris Christopher | Angela Loehr Chrysler | Kathy Coover | Shelli Gardner | Jessica Herrin | Wendy Lewis | Candace Matthews | Sheri McCoy | Cindy Monroe | Kay Napier | Joani Nielson | Meg Sheetz | Pam Sowder | Jill Blashack Strahan | Connie Tang | Heidi Thompson