Goodlife USA, a Florida-based travel multi-level marketing company, charges an annual fee of $918 for access to discounted travel. The company's founders, Mark Seyforth and Edward Dovner, bring distinct, and in Dovner's case, legally challenged, backgrounds to the venture.

Mark Seyforth's involvement in multi-level marketing began in 1975 with Seyforth Laboratories, a diet shake company. By 1980, Seyforth partnered with Herbalife, where he developed the company's compensation plan and managed its product line through Seyforth Manufacturing. His later ventures, One24 and Day 1, both operated as recruitment-focused opportunities. One24 utilized an autoship and queue-based system for affiliate sign-ups, while Day 1, launched in 2013, also centered its compensation plan on recruiting new members rather than genuine retail sales. Neither One24 nor Day 1 remain in operation today.

Edward Dovner's corporate biography for Goodlife USA lists him as a "Founder, Inventor and CEO." His entrepreneurial career reportedly started at age 21 with Metropolitan Life Insurance Company. He later established a niche gourmet coffee business, which he sold for a significant profit. In 1993, Dovner founded First Choice Armor & Equipment, growing the company to over $90 million in sales before selling it in 2010. The extent to which these business ventures relate to multi-level marketing remains unclear.

A significant legal issue arose in 2009 when the U.S. Department of Justice filed a False Claims Act lawsuit against First Choice Armor & Equipment and Edward Dovner. The lawsuit alleged that the company submitted false claims for bullet-proof vests containing Zylon fiber, sold to law enforcement agencies between 2000 and 2005. The government contended that First Choice and Dovner were aware of critical degradation problems with the Zylon fiber, rendering the vests unsafe for ballistic use. Testing by the National Institute of Justice in 2005 revealed that all eight tested First Choice vests failed. The Department of Justice also pursued a fraudulent conveyance lawsuit against Dovner and his wife, Karen Herman, concerning the transfer of property.