Live Life 360 launched in early 2014, founded by Jesse Riddle as CEO, David Wood as President, Sam Robinson as Executive Vice-President of Operations, and Dr. Christina Beer as Executive Vice-President of Science and Research. Riddle brought over two decades of business management experience to the venture, including a decade in the industry.
Riddle, a lawyer, served as general counsel for Agel, a nutrients company. Around 2008, he became involved in several cross-recruiting lawsuits Agel filed against former affiliates and Randy Schroeder of Monavie. Agel sued Randy and Tara Schroeder, alleging violations of various state and federal laws.
During the Temporary Restraining Order (TRO) hearing, the Court found Agel had a substantial likelihood of success on its claims. The court ruled Randy Schroeder likely used email addresses and names protected by Agel's agreements. The Court also determined that Agel would suffer irreparable harm if Schroeder continued using this confidential information.
The TRO barred Schroeder from using any website containing "Agel." It also prohibited agreements with search engines like Yahoo or Google that would direct traffic to his sites when users typed "Agel." Agel filed numerous lawsuits against other former distributors that week, alleging improper use of confidential information related to cross-recruiting. Agel expected to file additional lawsuits in the following weeks, requesting Temporary Restraining Orders against each defendant.
Jesse L. Riddle, then Agel's General Counsel, stated publicly, "If a distributor violates their contract and cross-recruits, they will be sued." Riddle has also received unofficial credit for advising Go Fun Rewards to end its US operations. Go Fun Rewards was one of many reload scams appearing after the SEC busted the Zeek Rewards Ponzi scheme. Riddle's departure date from Agel is not clear, but Live Life 360 appears to be his first executive role since then.
Riddle founded Live Life 360 after learning in 2013 about his own susceptibility to cardiovascular problems. His subsequent search for heart-strengthening methods pointed to Vitamin K2. He discussed K2 with business partner David Wood. Unfamiliar with the vitamin, they reviewed available clinical studies and consulted Wood's physician-brother about K2.