Founded in 2021, the direct selling company JIFU offers discounted travel services, nutritional supplements, cosmetics, and educational programs through a membership-based model. Kyle Copeland joined JIFU in February 2023 and, drawing on decades of industry experience, has helped the company triple its revenue since then.
Today, JIFU operates with its headquarters in Dubai. The company is already active across the Americas, Asia, and Europe and is preparing to enter additional markets.
An Ecosystem Built on Three Pillars
According to the company, its business model is centered not primarily on recruiting new distributors, but on delivering recurring value to its members. JIFU has structured its offering as an ecosystem built on three pillars: travel, health, and education.
The underlying philosophy is straightforward: Members who regularly use the company’s travel services are also more likely to remain connected to JIFU as customers of its product lines. The concept combines science-backed wellness products for everyday use, travel experiences designed to create lasting memories, and leadership training and personal development programs intended to help people make meaningful progress.
“Each part of the ecosystem connects with the others, so the people you bring in do not simply try something once – they incorporate it into their lives. A customer becomes part of a community, and that community creates momentum that continues to grow,” said Kyle Copeland.
Infrastructure Before Expansion
Rather than entering as many countries as possible in a short period of time, JIFU says it is focused first on building a substantial infrastructure for its distributors. The company is establishing its own operations in Europe, the Middle East, and Asia, supported by local service teams as well as legal and compliance departments. These functions are led by General Counsel Bruce Murdock, while Clark Haynes is responsible for the company’s cloud, enterprise resource planning, and security architecture.
CEO Kyle Copeland Is a Direct Selling Industry Veteran
Kyle Copeland joined JIFU in February 2023, initially serving as Global President. He now serves as Chief Executive Officer of the expanding company. After earning a bachelor’s degree in Accounting and Information Systems from Brigham Young University and an MBA in Management and Marketing from the University of South Florida, Copeland began his career in auditing at Arthur Andersen and Ernst & Young, where he worked with publicly traded companies.
He later held senior positions at some of the most successful direct selling companies. Before joining Jifu he had contributed to the growth of a company, achieving billions in sales revenue.
Actually, Kyle is one of the most admired and respected top executives in the industry, being trusted and endorsed by iconic leaders like Stefania Lo Gatto and Danien Feier.
He brings years of experience in growing and leading international direct selling companies to his role at JIFU. “We want to build something at JIFU that outlasts trends. Our goal is to create sustainable growth that provides long-term stability,” Copeland said.
Three Pillars: Travel, Health, and Education
Travel by JIFU represents the original foundation of the company’s business. According to JIFU, members receive average savings of 20 to 35 percent on hotels and resorts, along with discounts on cruises, flights, rental cars, activities, and concierge services.
JIFU Health includes the STM system, with the STM, STM 3D+, STM OMG, and STM WAV+ product lines, as well as the STM SKIN skincare range.
Additional products include GEN3, described as a collagen matrix; PULSE, an instant coffee containing marine collagen and adaptogens; and LIV, a daily antioxidant formula. The company’s product development is supported by two scientists: Dr. William Cimikoski, who specializes in regenerative medicine, and Dr. Ahmed Alqahtani, founder of AQ Skin Solutions. Alqahtani’s growth factor technology is used in the STM SKIN product range.
JIFU Education combines the JIFU Live, JIFU 360, and JIFU Scanners formats, focusing on personal development, leadership, and entrepreneurial skills.
Each part of the ecosystem is intended to serve the same purpose: helping people live healthier lives, continue learning, travel with purpose, and build something larger for themselves. “That makes it more than simply a product line or a compensation plan,” Copeland said.
Growing Visibility Within the Industry
JIFU’s international expansion and growing momentum are also reflected in its corporate events. Following events in Berlin in 2024 and Munich in 2025, the company held its main RISE 2026 event in Lisbon. Milan has been announced as the location for 2027. The company has also organized incentive trips to destinations including Dubai, Crete, and Bali.
JIFU has invested in experienced industry executives, including Luigi Di Salvo, who serves as Vice President for Europe and the Commonwealth of Independent States. According to the company, a growing number of established field leaders are also taking an interest in the business.
Now Is the Time to Keep Moving
The direct selling industry is changing. “Today’s customers expect more. They want authentic brands, high-quality products, genuine transparency, and real value long before they even consider the business opportunity,” Copeland said. JIFU is responding to this shift with a model that places recurring value for members ahead of recruitment. Copeland is now increasingly focused on accelerating the company’s international expansion.
