Paul Pilzer.

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A TALE
OF TWO
INDUSTRIES
TWO MAJOR FORCES HAVE
CONVERGED TO CREATE ONE OF

THE GREATEST ENTREPRENEURIAL

OPPORTUNITIES IN THE HISTORY

OF OUR NATION.

BY PAUL ZANE PILZER

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Paul Zane Pilzer

A
s we enter the second half of this decade, we are seeing a convergence of econom-
P ic forces leading to an enormous opportunity for those engaged in home-based
business. Moreover, this opportunity exists not only for mere thousands but for
literally millions of individual entrepreneurs. This economic opportunity is
represented by two emerging industries: wellness and network marketing.
The wellness industry, which only 15 years ago barely even existed, is on track to become
a trillion-dollar industry just five years from now. Network marketing, which is a prime ben-
eficiary of the robust home-based business boom, will be a major contributing force in the
creation of 10 million new millionaires over the next 10 years.
Either one of these two emerging industries on its own represents an extraordinary oppor-
tunity for entrepreneurs to create new wealth in the years ahead. Taken together, these two
major forces have converged to create one of the greatest entrepreneurial opportunities in
the history of our nation.
The early pioneers of both wellness and network marketing were motivated by the sense that it
was possible to create a better life than the conventional routes offered—better personal health and
better economic health, respectively. Now the “alternatives” of yesterday have become the econom-
ic powerhouses of today and tomorrow. Let’s explore how this happened, and what it means for your
economic future, first by taking a look at the genesis of the wellness industry.

The Overweight Epidemic

In the past, we have always associated poverty with being terribly thin, mostly due
to starvation. When I was young I wanted to grow up to be a “rich fat man.”
Today, the tables have turned; “poor” and “fat” have become synonymous, and
“rich fat man” has become an oxymoron! Centuries ago, the only corpulent people
were royalty and wealthy landowners. Today, the lower the income, the more we see
obesity, and the higher the income, the more we see men and women who are fit
and trim, defying their age.
Since 1980, we have more than doubled the percentage of overweight and obese
people in the United States. In 1980, 15 percent of the population was obese;
by the year 2000, that number had jumped to 27 percent—that’s 77 million clin-
ically obese people! Today, 61 percent of the U.S. population is overweight and
headed towards obesity—which has increased 10 percent to almost 30 percent of
the U.S. population. As a result, 18 million Americans have diabetes and another
41 million over age 40 have prediabetes. Most people with prediabetes develop
type 2 diabetes in 10 years. Sixty-five percent of people with diabetes die from
heart disease or stroke, and the medical costs alone to treat diabetes now exceeds
THIS ARTICLE IS ADAPTED
IN PART FROM PAUL ZANE $100 billion a year.
PILZER’S NEW BOOK, THE Moreover, overweight and obesity are also symptoms of poor nutrition. Typically someone
NEXT MILLIONAIRES, WHICH who is obese is also vitamin-deficient and suffers from fatigue and arthritis or other ailments
FOCUSES ON THE CENTRAL
ROLE OF DIRECT SELLING that all stem from poor nutrition. Our food industry, which represents about one trillion
IN THE YEARS AHEAD. dollars annually, exacerbates the problem by catering to the “lowest common denominator”
BY PAUL ZANE PILZER of poor nutrition.
What about our health care? The truth is, what we call “health care” is not really the health
business but the sickness business. Our medical industry today has very little to do with health.
The $2 trillion we spend on medical care, which represents one-sixth of the U.S. economy, is
concerned almost exclusively with treating the symptoms of illness. It has very little to do with
preventing illnesses or with making people feel stronger or healthier.
These two trillion-dollar industries—food and “health care”—feed one another in a fairly

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They are a growing sector of our Until recently, marketing to baby boomers has
economy who are eating and living been all about how to make them feel younger,
healthier than anyone ever before how to help them remember what it was like to
in history. be young. Now it’s gone a step further. Today,
Today, for example, this sector boomers are starting to buy things that actually
spends over $70 billion per year on make them younger!
vitamins and food supplements. And this industry has only just gotten started:
From vitamins and antioxidants to Most people don’t even know such products
weight-loss products to health clubs exist, and as more boomers learn about wellness,
and fitness coaches, all these expen- the more the sector will expand. In 2000, when I
ditures belong to what I have called first began to study this trend, I was stunned to
the “wellness” industry. I define discover that wellness in America was already a
“wellness” as money you spend to $200 billion industry. Today, only a handful of
make yourself feel healthier, even years later, it has already doubled to become a
when you’re not “sick” by any stan- $400 billion business! By the year 2010, just five
dard medical definition. years from now, it will have become the next tril-
Who are these people? Mostly baby lion-dollar industry.
insidious way, working together to support boomers: prosperous people from the ages of
that horrifying 61 percent overweight number. 40 to 60. Baby boomers are the first genera- Network Marketing:
tion in history that refuses to blindly accept Economic Wellness
The Wellness Revolution the aging process. They are also a powerful The real scope and impact of the wellness rev-
Looking at the numbers, one might think that economic force; they represent only 28 per- olution goes beyond sheer numbers. It is more
soon everyone in the United States will be over- cent of our population—yet this group repre- than a shift in our state of health and well-being:
weight or obese—but this is not the case. As sents 50 percent of our economy. It is a quantum shift in our fundamental expec-
grisly as this situation is, it has
also given rise to an entirely
bump into a wellness experience and start to find out that
new and very positive econom-
ic sector. The 39 percent of the Network Marketing: there is a whole wellness industry out there, with all sorts
U.S. population who are not
overweight include some 10 to the Ideal Wellness of new products and services.
Correct information about diet, nutrition, vitamins,
15 million Americans who are
actually growing stronger, Medium minerals: and supplements is almost all contrary to what
we’ve heard from our medical community; for many, it
ne reason wellness and network marketing are such
healthier and more fit as
they age.
These people represent a new
O natural sister industries is that wellness is rich in the
kinds of new technology that are best learned person to
runs counter to how we were brought up. There’s so
much inaccurate information out there, people have
become conditioned to it. When they first hear new, good
and growing economic sector. person. In fact, in many cases, there is no other way for
They are primarily wealthy information, naturally they’re going to be skeptical. The
people to learn about these new options.
people who, as their financial only way they will actually change their paradigm or start
If you go to a conventional weight-loss clinic, they
situation improves, start look- to learn new information is person to person—because
are focused on marketing their processed food products
ing for ways they can be they’re actively engaged in a conversation.
to you—they don’t give you lessons in wellness. The
healthier—and they’re doing This doesn’t happen overnight. It may take three, four,
information just isn’t out there; almost all of the research
it outside the medical estab- five, or six conversations with different people before you
lishment. They are going to in the medical business is on sickness. Where does the
actually change your mind. That’s why wellness, which is
fitness clubs, watching what consumer turn?
so clearly paradigm-changing information for so many
they eat, taking the proper The only way to learn about wellness is through
people, really works best in a one-to-one interactive
amounts of vitamins and min- someone close to you who has had a wellness experience.
environment—like network marketing.
erals, and investigating sup- You see your college roommate and go, “My God, John, you
plements and other products look great! You look so healthy—what did you do?” You
that support their wellness.

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Paul Zane Pilzer

tations. We don’t just expect to live more years— into an era of unprecedented
we expect to live better years. growth and opportunity, with
P
This same shift in expectations is a strong con- seemingly impossibly low inter-
tributing factor in network marketing as well. In est rates and low inflation, and
the new economy, the sheer quantity of compen- that those who embraced this
sation is no longer enough. People today also stood to profit enormously.
demand a better quality of compensation. We Many in the financial and
don’t simply want money, we want lifestyle. business community gave the
Today’s workers understand that it doesn’t matter book little credence—that is,
how much money you earn if you never get to see until the years ticked by and the
your spouse or children, or if you sacrifice your forecasts began proving accu-
health for your work. rate. But there were those who
This is a demand that didn’t exist in the past. were quick to grasp its signifi-
During the Industrial Age, the question “Are you people worldwide involved, it is today a $100 bil- cance, including the late Sam Walton and, inter-
truly happy with your life?” would have been lion global industry. estingly, members of the network marketing
greeted by most as self-indulgent nonsense. Yet as impressive as this is, it’s not hard to see community, who got the message loud and clear
“Happy?! What a question! I’m making money.” that the real growth has barely begun. and responded immediately.
Today we want more. Our economy and living Today less than 1 percent of the population is From 1991 to 2001, the world economy dou-
standards have grown to the point where we not involved in network marketing, yet 175,000 bled in size, enjoying the highest growth rates
only expect to make a living, but also expect to new people are pouring into the profession ever recorded with the lowest interest rates and
have the best possible experience living that life. each week in the United States alone. low inflation.
We don’t want to have to sacrifice family for work, According to Neil Offen, president of the In the United States, household wealth tripled,
or vice versa. Direct Selling Association, at the current rate growing from $13 trillion in 1991 to more than
Just as baby boomers want to be younger and of increase, some 200 million people will enter $40 trillion in 2001. Over the same 10 years, the
healthier, they also want to have the economic this industry over the next ten years, effective- number of U.S. millionaires doubled, jumping
freedom to enjoy their continuing state of health. ly quadrupling its current population. from 3.6 million in 1991 to 7.2 million in 2001.
We don’t just want more dollars; we want better In other words, network marketing is already a After the economic crash of 2001, many people
dollars. And there is one emerging form of eco- force to be reckoned with—but there is an even felt they missed their chance to be part of the
nomic enterprise that perfectly fits this descrip- bigger explosion ahead. boom of the 90s. Yet in the few short years since
tion: network marketing. the catastrophic events of 9/11, U.S. household
The typical network marketer’s benefit state- The Big Picture wealth has increased $8 trillion to $48 trillion—
ment—“You work when you want, how you want, Let’s put these two trends, wellness and net- an additional 20 percent!
and with whom you want”—combined with the work marketing, into perspective in the context Today, the U.S. and the world economy look
very real value of a business based on helping oth- of the overall economy. almost identical to how they looked in 1991,
ers succeed, creates a uniquely attractive package In 1989, at the beginning of the worst period of except that there are more opportunities for
to the 21st century businessperson. And I see a economic decline since the Great Depression of entrepreneurs due to recent changes in taxation
more seamless weaving together of work and fam- the 1930s, most experts were predicting decades and technology. Based on this history and on cur-
ily in network marketing than in any other sector of economic gloom. The most popular book in rent conditions, I project that household wealth
of the economy. the United States was titled The Great Depression will roughly double again in the next 10 years,
It’s no wonder that network marketing has of 1990. reaching the $100 trillion mark by 2016.
grown steadily over the last 20 years, increasing That year, at the lowest point of the recession, I This is actually a fairly conservative projection;
more than 91 percent in just the last ten. With wrote a book titled Unlimited Wealth that pre- after all, this is only a doubling of the U.S. house-
more than 13 million Americans and 53 million dicted exactly the opposite: that we were headed hold wealth over the next decade, a figure which
more than tripled during the 1990s. What is
more startling than that sheer growth is the
I SEE A MORE SEAMLESS WEAVING TOGETHER OF WORK nature of that growth—because in the course of
AND FAMILY IN NETWORK MARKETING THAN IN ANY adding another $52 trillion in household wealth
we will also see the creation of more than ten mil-
OTHER SECTOR OF THE ECONOMY. lion new millionaires!

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The Next Millionaires are more people getting rich: The number of mil- network marketers who represent a wellness line
Who will those new millionaires be? Many of lionaires is increasing. of products or services.
them will be network marketers. In the past, you never had a chance. Because the The great religions of the world became great
Small businesses today account for more big corporation ruled, someone else made that partly by addressing the secular needs of their
than one-half our nation’s economic output money… the Astors, the Vanderbilts, the adherents. Indeed, the founding documents of
and employ more than half our private-sector Rockefellers. But during the 1990s, 3.6 mil- most religions demonstrate that God wants us to
work force—and more than half of these are lion people stepped forward and claimed their be well—Deuteronomy contains expansive por-
home-based businesses. own fortunes. tions on diet, and gluttony was one of the original
In the past, it was riskier to go into business Now let’s go back to that forecast of $100 tril- seven deadly sins. Yet today, the crying secular
for yourself than to work for someone else. Not lion in household wealth by 2016. (And need of learning to live a wellness lifestyle of diet
anymore. Recent changes in tax law have leveled remember, that’s a conservative forecast.) and exercise is ignored by most religions and reli-
the playing field—if anything, actually tilting it Where will that new $52 trillion come from? gious organizations.
toward the individual entrepreneur! Congress Of course, the majority of it will go to make But they are not ignored by the network mar-
has responded to a shift in values: People today those people who are already wealthy still keting community—indeed, recognizing and
want to work from home. Now they can. wealthier. But at least 20 percent of it—$10 serving this global need is at the very heart of the
The large corporation is giving way to the trillion or more—will represent new entrepre- network marketing model.
independent contractor and the self-employed neurs coming to the table. That $10 trillion Make no mistake: There is a crisis, a trend of
entrepreneur. In effect, we’re breaking down represents ten million new millionaires. One epidemic proportions opposite to wellness—a cri-
those huge corporations into their component of the greatest thrills I have as a writer is to sis of overweight, obesity and the so-called
“lifestyle diseases.” Right now,
consider running as a normal, everyday activity would
The Next have been seen as lunacy.
network marketing is the
only force I see that has the

Trillion-Dollar Industry To this $24 billion you can add another $12 billion paid
to personal trainers. Personal trainers?! Twenty years ago,
potential to effect the huge
change that’s so badly needed.
And when you go out into the
T en or 15 years ago, it would have been tough to go into
the wellness industry. Why? Because there was no such
thing as the wellness industry. What happened?
nobody would have believed it. A top-paid athlete, sure,
but everyday people actually paying someone to show world to help improve peo-
ple’s personal and economic
them how to step on and off a machine, just to stay fit?
Aging has always been a part of life; it’s not as if there wellness, you are adding
Who would pay for such a thing?
were a sudden spontaneous “need” for a wellness industry. value to society and con-
We would: $12 billion worth.
The wellness business appeared in the last decade because tributing to the betterment of
of new technology. As my theory of economic alchemy And this is only the beginning. Most people still either the world. That, to me, is
explains, an advance in technology often creates new don’t even know that wellness products exist, or don’t serving God: doing the best
demand, by creating new opportunities and options that believe such products actually work—until they or job you can at serving more of
didn’t previously exist. Wellness is a perfect case in point. someone close to them has their first wellness experience. God’s children.
Today we spend $24 billion annually in fitness club Then they become voracious consumers and new adapters Given the confluence of
memberships. A generation ago, who ever heard of joining of wellness products and services. At the rate it’s going, these two trends, wellness
a fitness club? In 1975, jogging was regarded as a “craze,” I project that by the end of this decade, just as the PC and network marketing, I
a fringe thing, like the hula hoop, that would go away quietly industry did 10 years ago, the wellness industry will exceed cannot think of any other
$1 trillion. time in history when the
if we just gave it time. The idea that an entire nation would
opportunity to serve this
greater cause has been
parts, namely, the individual entrepreneurs— know that a good number of those next mil- more abundantly available, not only to a few,
and as a result, more and more of those entre- lionaires are reading this article right now. but to millions.
preneurs are becoming millionaires. In the
past, where we’d see a single company creat- A Holy Mission Professor Paul Zane Pilzer is a world-renowned econo-
ing wealth of $1 billion for a few shareholders, Since I first began closely studying the wellness mist, multimillionaire entrepreneur, college professor
today we’ll more likely see 1,000 individuals industry, I’ve grown quite passionate about it. It and author of five best-selling books. To learn more
each going to $1 million. has become something of a mission for me—and about Paul Zane Pilzer, please visit his Web site at
Instead of the rich getting richer, it means there I’ve observed that it is a powerful mission for most www.PaulZanePilzer.com.

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