TrueStar Health began in 2001, operating from Ontario, Canada, as a subscription-based health information website. CEO Tim Mulcahy led the company, which claimed to support various health providers and hundreds of thousands of people globally.
Mulcahy credits himself with 25 years of direct marketing and motivation experience. Before TrueStar, he co-founded Ontario Energy Savings Corporation in 1997. He helped grow that company from a startup to a publicly listed entity on the TSX exchange.
In 2011, TrueStar changed its model. It switched to offering free information and introduced a vitamin product line. The company also launched a multi-level marketing opportunity, TrueStar Wealth, under the existing TrueStar Health brand.
The TrueStar Health product line consists primarily of multivitamins. These are marketed under the "TrueBasics" brand. TrueStar claims these products are "North America's #1 Rated Multivitamins," but does not cite a source for this claim.
TrueBasics multivitamins cost between $39.95 for a kids' version and $82.95 for TrueBasics AO, each providing a 30-day supply. The TrueStar Wealth website lists only the basic TrueBasics multivitamins. The TrueStar Health website, however, shows a broader selection of vitamin supplements.
The TrueStar Health compensation plan uses Personal Sales Volume (PV). This refers to the total sales volume of an individual member. For qualification, PV is measured over a five-week period, including the current week and the four preceding weeks.
Membership ranks determine certain compensation components. Sixteen ranks exist within the plan, each with specific requirements. Rank advancement is tied to the product volume generated by a member's team, with matrix and unilevel teams counted separately.