Our CORE Values Matter

Like clockwork, we will always have U in mind; staying humble and motivated, in order to achieve greatness...
Alexy Goldstein, Founder

Alexy Goldstein, Founder

Recognized health and wellness

CEO of the pioneering California natural food stores that grew into an online category leader, Alexy Goldstein is a certified homeopath, herbalist, respected iridologist and a Nutritional Consultant (N.C.). Goldstein has also created many exclusive formulas including the one of a kind SOMADERM® Gel. In short, Alexy Goldstein is a force of nature—or should we say, a force for natural foods, nutraceuticals and performance supplements that help people lead their healthiest possible lifestyle. In his 25 years in business, Goldstein has helped thousands of grateful customers with his products and personal counsel, building four successful companies along the way.

From high school senior to natural foods retailer

Goldstein began his impressive career right out of high school. That’s not a typo. While preparing for his freshman year at Fresno State University, where he would receive a Bachelor’s Degree in Business, Goldstein learned his parents were leaving the family business for him to run or sell. What began as an obligation, and baptism by fire at the age of 18, became a mission. That passion would drive Goldstein to become a leading manufacturer of natural foods, vitamins, and performance supplements. It would later inspire the development of one of the most exciting anti-aging products now available, New U Life SOMADERM® Gel, a transdermal human growth hormone.

Read More About Alexy

From local retailer to national nutraceutical manufacturer

Store owner by day, college student by night, Goldstein mastered and expanded his retail business. Soon, he began researching the products he was selling and wondered if he could develop his own line to higher standards and answer particular customer needs. After he graduated, Goldstein “went back to school” and became a Certified Homeopath and Certified Herbalist. His new comprehensive knowledge of the human body, combined with insights gained from customer interactions, highlighted gaps in the marketplace. This led him to launch Natural Life Foods™, a line of natural, premium nutraceutical products the company retails online and in their California stores.

From retailer and nutraceutical manufacturer and wholesaler to performance products marketer.

Goldstein’s zeal for wellness pushed him to explore products that improve performance on and off the court. Backed by years of scientific research, he launched a few companies.

Natural Life Foods™, a complete line of vitamins, minerals, herbs, protein powders, fish oils, essential oils and many other speciality products, that sums up to over 600 products that covers everyone’s health, nutrition and performance needs. The beginning of what sprouted the rest of the phenomenal quality companies to follow. Strike First Nutrition™, a line of high-quality proteins, strength and recovery products, hormones and activators, and nootropics and sleep aids. In less than 15 years, Goldstein and his team have turned Strike First Nutrition into a supplement powerhouse in the San Francisco Bay Area, catering to athletes of every sport. Liviotics™, a complete line catered for gastrointestinal healing and support. Clinically tested products and proven results for decades. From cutting edge probiotics to complete concentrated meals, this impressive line has been designed to treat those suffering from such autoimmune disorders as IBS, diverticulitis, gastritis, dysbiosis, Crohn’s disease and many other gut-related issues. Earthly Benefits™, a young growing line consisting of quality, popular, and high in demand herbs and will soon release its line of natural cosmetics. XYGENYX™, a licensing company for FDA-registered products. The crown jewel of the line, the product that’s been generating a lot of buzz lately, is SOMADERM Gel.

Our Mission

We pioneer NEW products that unify body and mind and connect YOU to a transformation that enriches LIFE through opportunity.

Our Vision

To achieve whole body health through a balance of nature and science in products that INSPIRE, INNOVATE, and CONNECT.

Building a strong foundation

Building a strong foundation. There are four pillars that hold up our commitment to you.



We take pride in offering a pure, effective, and safe product to the world.



Our value proposition yields to a higher retention in both customer consumption and distribution.



We find new ways to create and add value.



We believe in continuous improvement; and that the right process will deliver the right results.

Get more from our Training & Events

Kick-off 2020 Pasadena, CA

Pasadena Kick-off 2020

January 17-18, 2020

Pasadena Civic Auditorium

Pasadena, California

Unlike past events, you will select your seat at check out. To get the best seats available, register now. Don’t delay — seating is limited!

Opportunity Webinars

Opportunity Webinar

Tuesday's | 6:00 PM PST / 9:00 PM EST


Call & Listen @ (669)900-6833 • Pin: 124 878 051#

Training Webinar

Monday's | 6:00 PM PST / 9:00 PM EST
Call (605)472-5353 PIN:90 03 19#

Our CORE Values Matter

Why? Because they are the foundation of everything that New U Life believes in. Since our company is rooted in making a positive difference, these values are what allows us to make the global impact possible. Like clockwork, we will always have U in mind; staying humble and motivated, in order to achieve greatness.

Contact New U Life
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(925) 274-5000

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Our Office

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New U Life Corporation

2623 Pleasant Hill Rd

Pleasant Hill, CA 94523