Julie Boyster
LifevantageAbout Julie Boyster
Julie Boyster, age 40, is Chief Marketing Officer (CMO) of LifeVantage (appointed January 2022). She holds a B.A. in Journalism and Mass Communication (Public Relations emphasis) from the Walter Cronkite School at Arizona State University . Company performance during her tenure includes FY2025 revenue of $228.53M (maxing PRSU revenue goals) and an improved three-year TSR, with $100 invested reaching $206.43 in 2025; FY2025 net income was $9.805M . FY2025 annual incentive paid out at 153.4% of target, reflecting strong performance on revenue, adjusted EBITDA, and strategic scorecard metrics .
Past Roles
| Organization | Role | Years | Strategic Impact |
|---|---|---|---|
| August United | VP of Social & Creative; Director of Influencer Marketing | 2020–2021 | Led brand/social/influencer programs for large DTC and retail brands |
| Integrated CBD | Head of Marketing | 2019–2020 | Led marketing at wholesale CBD supplier |
| Plexus Worldwide | Sr. Director, Marketing & Communications; Director/Sr. Manager Digital Marketing | 2016–2019 | Digital marketing leadership in direct selling wellness/weight management |
| Boyster Marketing Solutions | Marketing/branding consultancy | 2011–2016; 2019 | Managed product marketing and communications for national/international clients |
| Jackson White Law P.C. | Director of Marketing & Client Relations | 2007–2011 | Led firm marketing and client relations |
External Roles
None disclosed .
Fixed Compensation
| Metric | FY 2024 | FY 2025 |
|---|---|---|
| Base Salary ($) | 315,000 | 342,500 |
| All Other Compensation ($) | 31,489 | 32,408 |
Notes:
- FY2025 health insurance benefits of $25,958 and 401(k) match of $6,450 are included in “All Other Compensation” .
- Base salary was reviewed in Aug 2024, effective Oct 2024; Boyster adjusted from $320,000 to $350,000 (annual rate) .
Performance Compensation
Annual Incentive Plan (FY2025)
| Metric | Weight | Threshold | Target | Maximum | Actual/Achievement | Payout Contribution |
|---|---|---|---|---|---|---|
| Global Revenue | 40% | $200,164,000 | $206,175,000 | $212,185,000 | 200% achievement | 80% |
| Adjusted EBITDA | 40% | $16,900,000 | $20,600,000 | $24,300,000 | 141% achievement | 56% |
| Active Accounts | 3% | n/a | 97,444 | n/a | 100% | 3% |
| Monthly Enrollers | 4% | 2,788 | 3,684 | n/a | 100% | 4% |
| Retention | 3% | 46% | 52% | n/a | —% (not met) | —% |
| Evolve 360 rollout | 4% | n/a | Qual/Timeline by country | n/a | 100% | 4% |
| MindBody GLP-1 launch | 4% | n/a | Qual/Timeline by country | n/a | 100% | 4% |
| E-Commerce preparation | 2% | n/a | Specific activities/timelines | n/a | 100% | 2% |
| Boyster Bonus Terms | Value |
|---|---|
| Target Bonus (% of salary) | 40% |
| Actual Bonus Paid ($) | 214,200 |
Equity Awards and Vesting Mechanics
Grant Structure Changes:
- FY2025 annual equity shifted to 60% PRSUs (at target) / 40% RSUs for stronger performance alignment; continues in FY2026 .
RSUs (time-based):
| Grant | Units | Vesting Schedule |
|---|---|---|
| FY2025 RSUs (Aug 26, 2024) | 18,644 | 1/3 at first anniversary; remaining in 8 quarterly installments over next 2 years, continued service required |
| FY2024 RSUs (Aug 24, 2023) | 13,149 unvested at 6/30/25; market value $171,989 | 1/3 vested Aug 31, 2024; quarterly thereafter |
| FY2022 RSUs (Aug 18, 2022) | 2,754 unvested at 6/30/25; market value $36,022 | 1/3 at first anniversary; quarterly thereafter |
PRSUs (performance-based on revenue):
| Grant | Target Units | Max Units | Performance Split | Vesting (upon achievement) |
|---|---|---|---|---|
| FY2025 PRSUs (Aug 26, 2024) | 27,966 | 55,932 | 50% FY2025; 30% FY2026; 20% FY2027 | Eligible PRSUs vest on following Aug 31, subject to service |
| FY2024 PRSUs (Aug 24, 2023) | — | — | 50% FY2024; 30% FY2025; 20% FY2026 | Eligible PRSUs vest on following Aug 31, subject to service |
| FY2022 PRSUs (Aug 18, 2022) | — | — | FY2023 revenue and scorecard; achieved at 133.125% of target | 1/3 at first anniversary; quarterly thereafter, service required |
FY2025 Performance Outcomes (impacting vesting):
- FY2025 revenue: $228,530,000 → FY2024 and FY2025 PRSUs attributable to FY2025 performance vest at maximum (200% of target), eligible to vest Aug 31, 2026 with continued service .
- Eligible FY2025 vesting quantities for Boyster: FY2024 PRSUs 18,934; FY2025 PRSUs 27,966 .
Outstanding awards at FY2025 year-end (6/30/25):
| Award Type | Unvested Units | Unearned PRSUs | Market/Payout Values |
|---|---|---|---|
| RSU/Restricted Stock (various 2022–2024 grants) | 3,667; 2,754; 13,149; 27,966; 18,644 | — | $47,964; $36,022; $171,989; $365,795; $243,864 (at $13.08/sh) |
| PRSUs (FY2024; FY2025 grants) | — | 12,624; 27,966 | $165,122; $365,795 (at $13.08/sh) |
Equity Ownership & Alignment
| Item | Detail |
|---|---|
| Total Beneficial Ownership | 120,056 shares; <1% of outstanding |
| Options (exercisable/unexercisable) | None for Boyster |
| Shares pledged | No pledging disclosed; policy prohibits margin accounts without approval and hedging/derivatives; short sales prohibited |
| Stock Ownership Guidelines | Officers above SVP must hold ≥2x base salary; compliance required within 5 years; as of 6/30/25, all current NEOs in compliance |
| Retention Requirements | Must retain “net shares” for ≥1 year post vest/exercise; retain all net shares until guideline met |
| Clawback (Recoupment) | Dodd-Frank–compliant clawback re-approved Nov 2024; recovery of excess incentive comp upon material restatement |
Employment Terms
| Term | Boyster |
|---|---|
| Employment start date | January 2022 (appointed CMO) |
| At-will status | Yes (offer letter basis) |
| Severance (without cause) | 6 months of then annualized base salary, subject to release/covenants |
| Change-in-Control | Double-trigger: if terminated without cause within 12 months post-CIC, 100% acceleration of service-based awards; performance-based deemed at greater of target or actual achievement |
| Hedging/Margin/Short Sales | Hedging and short sales prohibited; margin accounts require approval |
| Section 16 compliance | One delinquent report for tax withholding transaction noted (FY2025) |
Compensation Summary (Multi-Year)
| Metric | FY 2024 | FY 2025 |
|---|---|---|
| Salary ($) | 315,000 | 342,500 |
| Stock Awards ($) | 308,637 | 412,032 |
| Non-Equity Plan Compensation ($) | 54,541 | 214,760 |
| All Other Compensation ($) | 31,489 | 32,408 |
| Total ($) | 709,667 | 1,001,700 |
Compensation Peer Group (FY2025)
Companies used for benchmarking included e.l.f. Beauty, Nature’s Sunshine, Jamieson Wellness, Olaplex, Lifeway Foods, PetMed Express, Mannatech, The Beauty Health Company, Medifast, USANA Health Sciences, and Natural Alternatives International; peer selection considered industry, revenue scale, market cap, and region . The committee aims for a competitive range around peer median and increased PRSU weighting to enhance performance alignment .
Performance & Track Record
- Pay-versus-performance data shows CAP and TSR both increased from FY2024 to FY2025, supported by stock price gains and above-target revenue performance on PRSUs .
- FY2025 revenue achievement exceeded maximum target, advancing PRSU vesting eligibility; net income improved to $9.805M .
- Strategic initiatives include global launch preparations for the MindBody GLP-1 System and continued Evolve compensation plan rollout—both tied to scorecard metrics in annual incentives .
Investment Implications
- Pay-for-performance alignment strengthened (60% PRSU weighting; rigorous revenue/EBITDA targets), with clawback and ownership/retention policies mitigating misalignment risk .
- Upcoming vesting events (Aug 31, 2026) for FY2024 and FY2025 PRSUs at maximum levels may create incremental selling pressure; ownership and net-share retention rules partially temper this .
- Retention risk appears moderate: severance equals six months base salary (no guaranteed bonus), but equity with multi-year performance periods incentivizes continuity; double-trigger CIC terms protect against abrupt change scenarios .
- Governance signals: 73% say-on-pay approval (improving YoY) and hedging/margin prohibitions reduce red-flag risk; no pledging disclosed .