NewAge
Partner.Co is a privately held direct sales wellness company that sells nutritional supplements across Tahitian Noni, Nutrifii, and Slenderiiz brands through a global network of independent Brand Partners and e-commerce, operating in 30+ countries.
- Company typePrivate
- Founded2023
- HeadquartersMidvale, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What NewAge does
Partner.Co is a privately held direct sales and network marketing company headquartered in Draper, Utah, founded in 2023 by Darren Zobrist and John Wadsworth. The company sells wellness supplements and nutritional products through a global Brand Partner network and a direct-to-consumer e-commerce platform (partner.co/shop). Its product portfolio is organized under three core brands: Tahitian Noni (noni juice products including Original and MAX variants), Nutrifii (supplements including the patent-pending Renew formulation and Optimals and Elite product lines), and Slenderiiz (weight management products such as PureNourish, Giving Greens, Power Boost, and Beauty Boost). The company distributes in 30+ countries across North America, Europe, Asia Pacific, Oceania, and South America, with localized web properties and a blog available in 20+ languages.
The underlying technology centers on natural product science and clinical research, rather than software-led innovation. Partner.Co cites 25+ years of research on Tahitian Noni, including peer-reviewed clinical studies and patent-pending formulations. A Scientific Advisory Board — including a Chief Medical Officer (Dr. Ray D. Strand), credentialed nutritionists and pharmacologists, and R&D leadership with 23+ peer-reviewed publications and 8 patents — guides product development and quality assurance. Products carry multiple third-party certifications for quality and safety.
The business model combines subscription-based product sales with a multi-level Brand Partner compensation plan, supplementing revenue with corporate events (PXP), incentive trips, and educational programs (Wellness Academy). Brand Partners earn commissions on product referrals plus performance bonuses and tier-based recognition (President and Chairperson levels). The company has a complete executive leadership team spanning co-CEOs and functional chiefs (CMO, COO, CFO) plus regional Area Presidents for the Americas & APAC, EMEA, and Greater China. No institutional investors, funding rounds, or public ownership stake have been disclosed in the available source data.
NewAge firmographics
Firmographics- Name
- NewAge
- Legal name
- Partner.Co
- Website
- https://newage.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Partner.Co is a privately held direct sales wellness company that sells nutritional supplements across Tahitian Noni, Nutrifii, and Slenderiiz brands through a global network of independent Brand Partners and e-commerce, operating in 30+ countries.
- Ownership category
- akta.pro rank
NewAge industry classification
Industry- Product category
- Nutritional Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)
- akta.pro secondary industries
- Weight Management & Metabolic Supplements (CRADAGAG), Multivitamins & Daily Packs (CRADAGAC)
Keywords
Where NewAge is headquartered
LocationHeadquarters
- HQ city
- Midvale
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
NewAge business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations
Revenue model
- Product Sales: Partner.Co generates revenue through direct product sales of wellness supplements and nutrition products including Tahitian Noni, Nutrifii, and Slenderiiz brands. Products are sold through e-commerce platform and via Brand Partners.
- Network Marketing / Brand Partner Referrals: Brand Partners earn commission for every product referral. Additional bonuses and incentive trips are offered based on performance and team building achievements. The compensation plan includes various title advancements (President, Chairperson levels).
- Wellness Academy: An intensive program for doctors, nutritionists, and wellness experts to deepen product and science education, raising the standard of wellness learning across the global community.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels8 records
NewAge product offering
Product offeringCore offering
Partner.Co (formerly NewAge) sells nutritional supplements and wellness products — including Tahitian Noni noni juices, Nutrifii supplements, and Slenderiiz weight management products — direct-to-consumer via its e-commerce site and through a global network of independent Brand Partners who earn commissions, bonuses, and incentive travel rewards. The company pairs natural, farm-sourced ingredients with proprietary clinical research, third-party certifications, and a Scientific Advisory Board, and it supplements the retail offering with the Partner.Co Wellness Academy educational program and corporate PXP events.
Product overview
Partner.Co is a wellness company operating a direct sales/network marketing business model through Brand Partners. The product portfolio centers on nutritional supplements and wellness products, organized under two main brands: Tahitian Noni (noni juice products including Original and MAX variants) and Nutrifii (including Renew, Elite, and Optimals nutritional supplements). The Slenderiiz sub-brand offers weight management products including PureNourish, Giving Greens, Power Boost, and Beauty Boost. The company combines nature-sourced ingredients with scientific formulation, supported by clinical studies and a Scientific Advisory Board. Partner.Co also provides the Wellness Academy educational platform for Brand Partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Tahitian Noni Original Original noni juice derived from Tahitian noni fruit sourced exclusively from French Polynesia; contains iridoids and contributes to normal immune system function. Aimed at health-conscious consumers seeking foundational nutritional wellness.
- Tahitian Noni MAX Enhanced noni-based wellness product with demonstrated antioxidant potential, supported by clinical studies on its health benefits. For consumers seeking a higher-tier Tahitian Noni offering.
- Nutrifii Renew Patent-pending, technologically advanced food supplement supporting multiple body systems including cell division, psychological functions, energy metabolism, fertility, blood glucose levels, and skin/hair maintenance. Sold to health-conscious consumers via partner.co/shop.
- Nutrifii Optimals Bestseller nutritional supplement product line with studied health benefits and published clinical research. Sold to health-conscious consumers as part of the Nutrifii portfolio.
- Nutrifii Elite Superherb-based supplement supporting body and beauty from the inside out, featuring eight super herbs including Aloe, Ashwagandha, Astaxanthin, Evening Primrose, Holy Basil, Indian Gooseberry, L-Lysine, and Red Clover. Sold to consumers seeking internal beauty and wellness support.
- Slenderiiz PureNourish Meal replacement / nutritional supplement used in smoothie recipes, part of the Slenderiiz weight management program. Targets consumers pursuing weight management and nutrition shake routines.
- Slenderiiz Giving Greens Greens supplement featured in smoothie recipes, part of the Slenderiiz wellness program. For consumers pairing greens nutrition with weight-management smoothie routines.
- Slenderiiz Power Boost Protein and energy supplement used in combination with other Slenderiiz products in smoothie recipes. Targets consumers using the Slenderiiz system who need added protein and energy.
- Slenderiiz Beauty Boost Beauty supplement featured in dessert recipes, supports skin health when combined with vitamin C. Targets consumers in the Slenderiiz system seeking additional beauty-from-within support.
- Partner.Co Wellness Academy Educational program for Brand Partners featuring an intensive curriculum to deepen product and science education; includes Fellows (intensive program participants) and Alumni (graduated Fellows who educate others). For independent Brand Partners seeking to build product knowledge and credibility.
Quantifiable outcome
- Over 25 years of research and clinical studies on wellness ingredients
- +1 more outcomes
Companies that use NewAge
Customer profileSegments2 records
Ideal customer profiles2 records
NewAge technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
NewAge partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
NewAge competitors and assessment
Company assessmentDirect peers
- Young Living Essential Oils: Young Living sells essential oils and wellness products through a global MLM network of distributors, emphasizing natural and pure ingredients with Seed to Seal certification. Comparable to Partner.Co on MLM distribution, natural wellness positioning, multi-country operations, and Brand Partner event-driven culture (conventions, incentive trips).
- Herbalife Nutrition: Herbalife is the largest publicly-traded MLM nutrition company globally, selling meal replacement shakes, weight management products, and dietary supplements through independent distributors. Directly comparable to Partner.Co on MLM model, supplement category mix, global multi-market presence, and reliance on a Brand Partner/distributor network for revenue.
- LifeVantage: LifeVantage is a publicly-traded MLM company selling Protandim (Nrf2 activator) and other dietary supplements through independent distributors. Comparable to Partner.Co on MLM model, science-emphasizing positioning with patent-pending formulations, and direct-to-consumer supplement sales layered on top of distributor channels.
- Nu Skin Enterprises: Nu Skin sells anti-aging skincare, nutritional supplements (Pharmanex), and personal care products through a global MLM distributor network. Comparable to Partner.Co on MLM distribution, nutritional supplement portfolio, science-backed positioning, and large international footprint spanning Asia, Americas, and Europe.
- Jeunesse Global: Jeunesse Global is an MLM company selling anti-aging skincare, wellness supplements (Reserve, AM PM Essentials), and youth-focused products through a global distributor network. Comparable to Partner.Co on MLM model, multi-category wellness portfolio (nutrition + beauty), and global distributor event culture with incentive trips.
- Shaklee Corporation: Shaklee is a long-established MLM wellness company selling nutritional supplements, vitamins, and natural cleaning products through independent distributors. Comparable to Partner.Co on direct sales model, nutritional supplement category focus, science-backed formulation claims, and multi-decade brand heritage in the wellness MLM space.
- Plexus Worldwide: Plexus sells weight management (Slim), gut health (Bio Cleanse), and nutritional supplements through an MLM Ambassador network. Comparable to Partner.Co on MLM distribution model, weight management category overlap with Slenderiiz, social-media-driven Brand Partner recruitment, and incentive trip rewards structure.
- USANA Health Sciences: USANA manufactures and sells nutritional supplements, vitamins, and personal care products through a network of independent distributors (MLM). Directly comparable to Partner.Co on MLM model, premium nutritional supplement positioning, science-based product claims, and tiered distributor compensation structure with incentive trips.
- Amway: Amway operates a global MLM business anchored by the Nutrilite nutrition brand and Artistry personal care, selling vitamins, supplements, and wellness products through independent distributors. Comparable to Partner.Co on direct sales model, nutritional supplement focus, multi-brand portfolio, and global geographic footprint across similar markets.
- doTERRA International: doTERRA is a leading MLM wellness company selling essential oils and wellness products sourced from natural ingredients through Wellness Advocates. Comparable to Partner.Co on MLM distribution model, nature-meets-science positioning, third-party sourcing certifications (CPTG), and strong global brand partner community with corporate events.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
NewAge social profiles
Digital presenceNewAge financial estimates
Financial estimateRevenue estimate
Valuation estimate
NewAge leadership team
Management profileNumber of profiles
Profiles21 records
NewAge funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NewAge M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NewAge
What does NewAge do?
Partner.Co (formerly NewAge) sells nutritional supplements and wellness products — including Tahitian Noni noni juices, Nutrifii supplements, and Slenderiiz weight management products — direct-to-consumer via its e-commerce site and through a global network of independent Brand Partners who earn commissions, bonuses, and incentive travel rewards. The company pairs natural, farm-sourced ingredients with proprietary clinical research, third-party certifications, and a Scientific Advisory Board, and it supplements the retail offering with the Partner.Co Wellness Academy educational program and corporate PXP events.
Is NewAge a public or private company?
NewAge is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was NewAge founded?
NewAge was founded in 2023. It employs 1,001 to 5,000 people.
Where is NewAge based?
NewAge is headquartered in Midvale, United States, in the North America region.
How does NewAge make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are network Marketing / Brand Partner Referrals and wellness Academy.
Who are NewAge's main competitors?
Direct peers on record are Young Living Essential Oils, Herbalife Nutrition, LifeVantage, Nu Skin Enterprises, Jeunesse Global, Shaklee Corporation, Plexus Worldwide, USANA Health Sciences, Amway and doTERRA International.
Does NewAge have an API?
No public API is recorded for NewAge.
What industry is NewAge in?
NewAge's product category is Nutritional Supplements. Its primary akta.pro industry code is CRADAGAE, Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity), with a secondary code of CRADAGAG, Weight Management & Metabolic Supplements. Its NAICS code is 456191 and its SIC code is 2090.