Meet Our Founder,Alexy Goldstein
CEO and Master Formulator
In short, Alexy Goldstein is a force of nature—or should we say, a force for natural foods, nutraceuticals and performance supplements.
Alexy applied this extensive set of experience and skills to grow his chain of natural food stores, and natural supplement lines, into category leaders. In his 30 years in business, Goldstein has helped hundreds of thousands of grateful customers accomplishments, of course, is Alexy’s innovative SomaDerm® Gel – what was the first, and what remains the best-selling, transdermal homeopathic gel for increasing natural growth hormone.
Like many successful entrepreneurs, Alexy views his work as more of a calling and an obligation than an occupation. In Alexy’s case, the obligation was one borne of intense devotion to his family legacy.
Humble Beginnings
Goldstein began his impressive career right out of high school. That’s not a typo. While preparing for his freshman year at Fresno State University, where he was studying to receive a Bachelor’s Degree in Business, Goldstein learned his parents were leaving the family business for him to run or sell. What began as an obligation, and baptism by fire at the age of 18, became a mission. That passion would drive Goldstein to become a leading manufacturer of natural foods, vitamins, and performance supplements. It would later inspire the development of one of the most exciting anti-aging products now available, New U Life SomaDerm® Gel, a proprietary blend of key natural ingredients and powerful nutraceuticals that may stimulate natural growth hormone.
From Local Retailer to National Nutraceutical Formulator
Store owner by day, college student by night, Goldstein mastered and expanded his retail businesses. Soon, he began researching the products he was selling and began developing his own line to higher standards and NEVER compromised quality of ingredients for money, the answer to that was customers’ needs being met and results were achieved. Goldstein studied, researched, practiced, and lived the industry where he eventually received certificates in homeopathy, iridology, and herbal medicine. His new comprehensive knowledge of the human body, combined with insights gained from customer interactions, highlighted gaps in the marketplace. This led him to launch Natural Life Foods®, a line of natural, premium nutraceutical products the company retails online and in their California stores.
From Nutraceutical Formulator, Wholesaler and Retailer to a Successful Top Performance Marketer.
Goldstein’s zeal for wellness pushed him to explore products that improve performance on and off the court. Backed by years of industry research and more importantly personal hands-on experience, he launched a few companies. Natural Life Foods®, a complete line of vitamins, minerals, herbs, protein powders, fish oils, essential oils, and many other specialty products, that sums up to over 600 products that covers everyone’s health, nutrition, and performance needs. The beginning of what sprouted the rest of the phenomenal quality companies to follow. Strike First Nutrition®, a line of high-quality proteins, strength and recovery products, hormone activators, nootropics, and sleep aids. In less than 15 years, Goldstein and his team have turned Strike First Nutrition into a supplement powerhouse in the San Francisco Bay Area, catering to athletes of every sport. Liviotics®, a complete probiotic line catered for gastrointestinal healing and support. Clinically tested products and proven results for decades. From innovative probiotics to complete concentrated meals, this impressive line has been designed to aid people's bodies in recovering from damages our genetics, epigenetics, habits, and environment have caused. Recently released its natural cosmetics (Rose & Cole). XYGENYX®, a licensing and IP company for exclusive formulas backed by research and 3 decades of experience and most importantly results. The crown jewel of the line, the product that’s been generating a lot of buzz lately, is SomaDerm Gel.