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DR Hall of Fame: Sands


Direct Response Hall of Fame: Class of 2017


Lenny Sands

Lenny Sands is chairman of Los Angeles-based Capital Brands and has been a direct-to-consumer marketer and brand builder since 1992, creating iconic brands and businesses. Sands started his career in DRTV in a joint venture with Guthy-Renker, eventually becoming a shareholder and the president of Guthy-Renker Fitness, overseeing some of the most successful fitness projects in DRTV history. Sands also was one of the founders, CEO, and chairman of Alchemy Worldwide, with programs in diet and fitness, skincare, and countertop appliances. During this period, two of the largest franchises were developed — the Magic Bullet and the Six Week Body Makeover — creating a global footprint that still exists today. Capital Brands was formed to harness and build the Bullet brand beyond television. With the advent of the NutriBullet extraction system and its line extensions, Capital Brands has evolved into a branded health and lifestyle company with sales in more 80 countries across several platforms.


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