Born in a small town in Minnesota, Audrey Sommerfeld started her career at Proctor & Gamble, and then moved on to major pharmaceutical and retail players such as Johnson & Johnson, Oil of Olay, Neutrogena, Johnson’s Baby, Mylanta and Tylenol. She then joined Herbalife, learned direct selling and enjoyed interacting with the scores of customers who used the products that she helped develop.
Today, she is the creator ofJump to Health, a prominent health and wellness brand which operates on the principle of ‘Health Not Hype’ and is dedicated to incorporating clinically studied and patented ingredients into its products. With its four pillars being Health, Wealth, Living, and Giving, the company’s core mission is to provide economical means to improve health.
The nutritional products offered by the company help people reach their fitness goals faster by improving gut health, immune function, digestion and energy levels. Along with these supplements, the company also provides comprehensive nutrition education and meal plans to help one lead a healthier lifestyle. In an interview with Adam Chin of Business Frontier, Audrey Sommerfeld, Founder and CEO, Jump To Health, talks about leadership, the trends ruling the industry and more.
Q. Give us a comprehensive overview of the business landscape in your region. What unique opportunities and challenges does it present?
The business environment is challenging and has been so since the pandemic. Consumers are being squeezed by high prices across everything – rent, cars, food, etc. Companies are beginning to see the importance of word of mouth; influencer and affiliate marketing; and selling through retail outlets. We have adapted by offering more income at our entry levels, better affiliate pay, and better pricing than many brands. It continues to evolve and we continue to adapt to meet those changes.
Q. As a business leader, what are the core strategies you employ to keep your team motivated?
Transparency, recognition, and involving them in key decisions are critical not just for team motivation and trust, but also because they are the right things to do for a successful business. I have always been a firm believer that diversity in backgrounds, and viewpoints leads to better outcomes. The more brains, the better.
Q. What, according to you, are the emerging trends that will reshape your industry in the coming years?
More affiliate programs, low to no cost of entry to start an online business, no requirements to carry inventory or personally purchase a product – these are all shaping the direct-to-consumer landscape. Amazon has shown the world that affiliate marketing is here to stay. This puts pressure on every company to stand out with better products, better prices, better ingredients, and better marketing.
Q. How do you keep your strategies aligned with varying target industry’s requirements?
We listen to feedback from our customers, our affiliates and brand partners. Their feedback on promotions, products and training are critical to the company. It’s a partnership with all of us focused on the right thing for long-term growth, not just a short-term boost.
Q. What advice do you have for budding entrepreneurs? What kind of roles should future leaders of the industry play while accessing new opportunities?
The great Harriet Tubman once said – “Every great dream begins with a dreamer. Always remember, you have within you the strength, the patience, and the passion to reach for the stars, to change the world.”
I think now more than ever good leaders are those that listen to their teams (both internal and external), have empathy in being able to understand and relate to other’s feelings and perspectives, and have integrity in addition to being honest, reliable, and consistent with clear principles and beliefs. Having grown up in a small town in a modest family has taught me to always be humble, and that persistence and determination go a long way. Learn from mistakes, get a little better each day and never ever give up.
