Kevin Guest has been reinstated as Chief Executive Officer of USANA Health Sciences, Inc., effective immediately, and will also continue to serve as Chairman of the Board. Guest’s return follows the resignation of former CEO Jim Brown, who stepped down as CEO and President but will remain with the company in an advisory capacity.
Guest’s first tenure as CEO, from 2015 to 2023, saw USANA grow its direct‑selling network and expand its new‑business platforms. During the last three years he served as Executive Chairman, guiding the company through a period of revenue decline and margin pressure. The decision to bring him back is framed as a strategic move to accelerate growth initiatives and strengthen the company’s core direct‑selling model, which has been under pressure from declining net sales and earnings in fiscal 2024 and a negative adjusted EPS of $0.15 in the third quarter of 2025.
USANA’s recent financial performance has been mixed. Net sales fell in fiscal 2024 compared with 2023, and the company reported a decline in net earnings. The third‑quarter 2025 earnings release showed a negative adjusted EPS, missing revenue estimates and highlighting ongoing headwinds in the direct‑selling segment. The CEO transition is therefore positioned as a corrective measure to restore momentum and address the competitive pressures that have eroded profitability.
Management has emphasized that Guest’s return will bring back the execution discipline and growth mindset that drove the company’s record performance during his earlier tenure. The company’s leadership believes that a renewed focus on cost control, pricing power in high‑margin segments, and strategic investments in new‑business platforms will help reverse the recent decline in earnings and support a more robust growth trajectory.
Analysts have maintained a “Hold” consensus on USANA, with a median price target that suggests potential upside, but the stock has declined by nearly 47% over the past year. The CEO change is viewed as a signal of confidence in the company’s long‑term strategy, even as investors remain cautious about the current valuation and the need for sustained earnings improvement.
The appointment of Kevin Guest is expected to bring a renewed focus on operational efficiency and a clearer growth strategy. By leveraging his prior experience and the lessons learned during the recent downturn, the company aims to strengthen its direct‑selling network, improve margin performance, and position itself for a rebound in revenue and earnings in the coming quarters.
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