Kristen Cunningham
LifevantageAbout Kristen Cunningham
Kristen Cunningham, 41, is Chief Sales Officer at LifeVantage (appointed June 2022) after serving as Interim CSO and other sales leadership roles since November 2020; she previously held sales leadership roles at Shaklee (2011–2020) and distributor support/sales roles at Nu Skin (2006–2011). She holds a B.A. in Communications and Media Studies from Brigham Young University . During her tenure, company performance indicators improved: revenue rose to $228,530,000 in FY2025 from $200,164,000 in FY2024, and the value of a $100 TSR investment increased to $206.43 by FY2025 (from $61.49 in FY2023); FY2025 net income was $9,805,000 .
Past Roles
| Organization | Role | Years | Strategic impact |
|---|---|---|---|
| Nu Skin Enterprises | Distributor Support and Sales (various roles) | 2006–2011 | Direct selling commercial operations and field support in beauty/wellness |
| Shaklee Corporation | Director of Business Development and sales leadership roles | Aug 2011–Oct 2020 | Business development and sales leadership in direct selling nutraceuticals/personal care |
| LifeVantage | Sales leadership; Interim CSO; appointed CSO | Nov 2020–present (CSO since Jun 2022) | Leads global field sales; executive officer oversight of sales execution |
Fixed Compensation
- Ms. Cunningham was not a named executive officer (NEO) in FY2025; her base salary and cash bonus details were not disclosed in the Summary Compensation Table (which included the CEO, CMO, and CIO) .
Performance Compensation
FY2025 Annual Incentive Plan Design (company-wide)
| Metric (weight) | Threshold | Target | Maximum |
|---|---|---|---|
| Global Revenue (40%) | $200,164,000 | $206,175,000 | $212,185,000 |
| Adjusted EBITDA (40%) | $16,900,000 | $20,600,000 | $24,300,000 |
| Scorecard (20%) | See below | See below | n/a |
Scorecard components and targets (no max):
- Active accounts (3% weighting): target 97,444
- Monthly enrollers (4%): target 3,684
- Retention (3%): target 52%
- Evolve 360 rollout (4%): on-time quality international launch
- MindBody GLP‑1 launch (4%): on-time quality international launch
- E‑commerce prep (2%): specific milestones
FY2025 payout outcome:
- Overall annual incentive achieved 153.4% of target for NEOs (company disclosed)
- Component payout mix (rounding in table): Revenue 200%, Adjusted EBITDA 141%, Scorecard items largely at 100%, total ~153%
Long‑Term Incentives (Equity) – design and 2025 performance resolution
- Equity mix for executives shifted to 60% PRSUs / 40% RSUs beginning FY2025 to strengthen performance alignment; PRSUs have 200% cap .
- FY2025 PRSUs vest based on revenue over FY2025–FY2027 with weighting 50%/30%/20% and August 31 vesting following each performance year if achieved .
- FY2025 PRSU revenue targets (company-wide): Target $206,175,000; Max $212,174,000; actual FY2025 revenue was $228,530,000, triggering maximum vesting for the FY2025 tranches where granted, with vesting scheduled August 31, 2026 subject to service .
Equity Ownership & Alignment
Reported holdings and grant schedules (Kristen Cunningham)
| As-of/Grant date | Instrument | Quantity | Vesting schedule / terms |
|---|---|---|---|
| 2022-07-15 (Form 3) | Common Stock (beneficial ownership) | 25,841 | Initial statement of beneficial ownership as CSO |
| 2021-08-12 | RSUs | — | 1/3 on 1st anniversary; remainder in equal installments on the first day of each of eight subsequent calendar quarters, subject to service |
| 2022-04-28 | RSUs | — | Vests in three equal annual installments on April 28, 2023, 2024, and 2025, subject to service |
Additional alignment and policies:
- Equity ownership policy requires: CEO 5x salary; officers above SVP 2x; SVP 1x; five-year compliance window; must hold “net shares” for at least one year post‑vesting; each currently employed NEO was in compliance as of June 30, 2025 .
- Hedging/pledging policy: prohibits hedging and short sales; margin accounts require approval; options/derivatives are prohibited .
- Recoupment (clawback) policy: Dodd‑Frank–compliant recovery of incentive compensation upon restatements; re‑approved Nov 2024 .
- Section 16 compliance note: one delinquent filing for Ms. Cunningham related to withholding of shares to cover tax liability (indicates net share settlement on vest) .
Trading watch-outs: Company PRSUs that met FY2025 revenue metrics are scheduled to vest August 31, 2026 (subject to service), which often leads to Form 4 tax withholding transactions around vest dates; monitor Section 16 filings around late August/early September 2026 .
Employment Terms
- Executive officers receive at‑will offer letters; severance specifics disclosed for select NEOs (CEO: 12 months base salary on qualifying termination; certain other NEOs: 6 months), but Ms. Cunningham’s individual severance terms were not disclosed .
- Change‑in‑Control (CIC) policy (applies to outstanding unvested awards company-wide): upon qualifying termination within 12 months post‑CIC, 100% vesting of service‑based awards and performance‑based awards vest at the greater of target or actual achievement measured at period end or termination/CIC date .
- Minimum vesting: generally at least one year for awards granted on/after July 1, 2018, with limited exceptions .
Company Performance Context
| Metric | FY2023 | FY2024 | FY2025 |
|---|---|---|---|
| TSR – Value of $100 investment | $61.49 | $159.73 | $206.43 |
| Net Income ($USD) | $2,540,000 | $2,937,000 | $9,805,000 |
| Metric | FY2024 | FY2025 |
|---|---|---|
| Revenue ($USD) | $200,164,000 (prior-year performance referenced in PRSU threshold) | $228,530,000 |
Additional strategic initiatives executed during her tenure include continued rollout of the Evolve compensation plan and the launch of the MindBody GLP‑1 System to support growth; both were FY2025 compensation plan scorecard priorities .
Compensation Committee and Say‑on‑Pay context
- Compensation committee emphasized performance alignment, increasing PRSU mix to 60% and adding adjusted EBITDA to long‑term metrics in FY2026 after investor feedback .
- FY2025 Say‑on‑Pay support exceeded 73% (improved from ~67% prior year) .
- Peer group used for FY2025 benchmarking included USANA, Medifast, Mannatech, PetMed Express, e.l.f. Beauty, Jamieson Wellness, The Beauty Health Company, Nature’s Sunshine, Natural Alternatives International, Lifeway Foods, Olaplex .
Investment Implications
- Pay-for-performance linkage is strong: annual incentives driven 80% by revenue and adjusted EBITDA, with PRSUs predominantly revenue‑based and capped at 200%—FY2025 outperformance produced maximum vesting for FY2025 PRSU tranches and a 153.4% annual bonus outcome for NEOs, underlining incentive sensitivity to top‑line execution .
- Vesting-related supply risk: FY2025 PRSU tranches vest August 31, 2026 (subject to service), which can create episodic insider net‑settlement activity; monitor Section 16 Forms 4 around vest dates for selling pressure signals (Ms. Cunningham previously had a tax-withholding‑related filing) .
- Alignment safeguards: ownership requirements, one‑year net‑share holding period post‑vest, and hedging/short‑sale prohibitions reduce misalignment and pledging risk .
- Data gap note: Ms. Cunningham’s individual salary/bonus and recent equity grant quantities were not disclosed as she was not an FY2025 NEO; rely on ongoing Section 16 filings for the most current ownership and transaction intelligence .