GOLO LLC is a company that specializes in weight loss and wellness products. Their most well-known offering is the GOLO Diet, a weight loss program that focuses on improving metabolism through supplements and lifestyle changes. With hundreds of thousands of customers, GOLO has become one of the most popular diet programs in recent years. But who is the leader behind this growing company?
About GOLO LLC
GOLO LLC was founded in 2008 by entrepreneur Keith Ablow. Dr. Ablow is a New York Times bestselling author and former Fox News contributor who served as a psychiatry expert. He created GOLO to help people achieve sustainable weight loss through a holistic approach that targets imbalances in metabolism.
The company is based in Nashville, Tennessee and currently employs around 50 people. While GOLO started as strictly an online weight loss program, it has since expanded into selling supplements, shakes, bars and other health products nationwide. The GOLO Diet has been endorsed by celebrities like country singer Jennifer Nettles.
Leadership
Dr. Keith Ablow served as the CEO and founder of GOLO LLC for over a decade. He stepped down from the role in 2019.
The current CEO is Michael Fiorini. Fiorini joined GOLO in 2015 as Chief Operating Officer before taking over leadership of the company.
Michael Fiorini, CEO
As CEO, Michael Fiorini oversees all aspects of GOLO’s business operations and strategic growth. He brings over 25 years of experience in the e-commerce and direct marketing industries.
Prior to joining GOLO, Fiorini served as Senior Vice President at Getty Images, a leading visual content provider. He has held senior executive positions at several direct-to-consumer companies including Drugstore.com, Vision Direct, and 1800Contacts.com.
Fiorini’s extensive e-commerce expertise has been instrumental in expanding GOLO’s customer reach through optimized online marketing and partnerships. Under his leadership, GOLO has rapidly grown into one of the most recognized brands in the supplement and diet industry.
Education & Background
Michael Fiorini graduated magna cum laude from Duke University in 1990 with a bachelor’s degree in public policy studies. He also holds an MBA from Stanford University’s Graduate School of Business.
Early in his career, Fiorini worked for several large advertising agencies and pioneered some of the earliest forms of online marketing. In 1996, he joined Drugstore.com prior to its launch as Vice President of Marketing.
He quickly rose through the ranks to become Senior Vice President and Chief Marketing Officer. During his tenure, he led Drugstore.com to become one of the dominant players in online pharmacy retailing.
After Drugstore.com, Fiorini served as CMO at 1800Contacts.com and helped drive its explosive growth on the way to a $900 million acquisition. This track record of success with digital direct-to-consumer brands made him an ideal fit to lead GOLO.
GOLO Company Growth & Expansion
Under Fiorini’s leadership, GOLO has rapidly expanded its customer base and product line. When he joined GOLO in 2015, the company predominantly sold its supplements and diet plan online through its website.
In the past few years, GOLO has ventured into retail, securing distribution deals to get its products into major stores like Walmart, Costco, Walgreens, and Vitamin Shoppe. This retail expansion has allowed GOLO to reach millions of new customers.
GOLO’s product line has also grown more diverse, now spanning supplements, shakes, bars, teas, and customized meal plans. In 2019, the company released the GOLO for Men line which specifically targets weight loss challenges faced by men over 40.
The company’s annual revenues have reportedly grown over 500% since 2015. While GOLO does not disclose exact financials, analysts estimate it generates between $100-$200 million in sales per year currently.
Company Mission & Philosophy
As CEO, Michael Fiorini has maintained GOLO’s mission to provide affordable, holistic weight loss solutions tailored to address each individual’smetabolic imbalances and health needs.
GOLO’s philosophy is that no single diet or weight loss strategy works for everyone. Their products aim to give people the tools to understand their own body chemistry and take a customized approach.
In interviews, Fiorini has stated his commitment to upholding GOLO’s consumer-focused approach in the face of rapid growth. He has invested heavily in research & development to create more specialized supplements and meal plans. GOLO also offers unlimited one-on-one coaching to all of its diet plan customers.
Response to FTC Settlement
In 2022, GOLO faced some regulatory scrutiny when the Federal Trade Commission (FTC) fined the company $15 million for making misleading weight loss claims about its supplements.
As part of a settlement, GOLO agreed to refrain from claiming their products could lead to over 15 pounds of weight loss in 30 days without rigorous scientific evidence.
CEO Michael Fiorini responded by stating GOLO has always maintained a commitment to complete transparency about its products. He expressed that the company had already taken actions to ensure compliance with all FTC regulations around marketing claims.
Fiorini also reiterated that the FTC settlement did not question the safety or efficacy of GOLO’s supplements. He stated that thousands of customers have positively transformed their health and bodies using GOLO’s programs.
Moving forward, he said GOLO would cooperate fully with the FTC and continue its mission to help people improve their metabolism and well-being. The CEO expressed confidence GOLO would emerge stronger and better.
Leadership Style & Philosophy
As CEO, Michael Fiorini is known for his hands-on leadership style, strategic mindset and commitment to customers.
Former colleagues have described him as having a razor-sharp focus on execution anddetails. He digs deep into data to optimize every aspect of the business. Fiorini also has a reputation for mentorship and developing talent within his organization.
In interviews, he attributes much of his success to taking big swings and not being afraid of failure. Fiorini applies this entrepreneurial philosophy at GOLO, pushing the company into new directions like retail partnerships and product expansions.
He sets the tone for GOLO’s culture by prioritizing consumer needs and health outcomes over profits. Fiorini sees GOLO as a mission-driven business, not just a commercial weight loss enterprise. He aims for the company to empower healthier lifestyles.
Personal Life
While Michael Fiorini keeps a relatively low public profile, some details are known about his personal life. He is married with three kids and resides in the Nashville area, where GOLO is headquartered.
Fiorini is an avid tennis player and fan of the sport. He is also said to enjoy reading history and following the financial markets.
The CEO maintains an active, health-focused lifestyle to align with GOLO’s brand and practices intermittent fasting as part of his routine. Away from work, he enjoys spending time with his family and getting outdoors.
Future Direction Under Fiorini’s Leadership
Looking ahead, Michael Fiorini views substantial room for continued growth by expanding GOLO’s customer base and tailoring its offerings to new demographics and geographic markets.
He aims to have GOLO become the leading provider of customized and holistic weight loss solutions, supported by technology platforms and proprietary research.
Fiorini also sees major potential in bringing GOLO’s tools and programs into the workplace to improve employee health, productivity and healthcare costs.
With his extensive strategic experience scaling customer-focused health brands, Michael Fiorini appears well-positioned to guide GOLO into its next phase of innovation and impact. The company’s mission to transform individual lives and metabolic health is sure to remain his North Star.
Conclusion
Michael Fiorini’s leadership has enabled GOLO to rapidly grow into one of the most recognized and trusted brands in the diet and wellness marketplace. As CEO, he has expanded the company’s product line and retail distribution while maintaining its commitment to affordable, personalized weight loss solutions.
Fiorini’s three decades of e-commerce and direct marketing expertise have proven invaluable in spreading GOLO’s reach and optimizing its business model. His commitment to transparency and compliance has also helped steer GOLO through regulatory challenges.
Looking ahead, the CEO plans to leverage GOLO’s unique metabolic approach to expand into new markets and customize offerings to more demographics. With his continued guidance, GOLO appears primed for the next stage of its mission to help people achieve optimal health.