Herbal Magic
Encyclopedia
Herbal Magic is a Canadian weight loss and nutrition company based in Toronto
, Ontario
. Operating through a network of approximately 300 weight loss and nutrition centres across Canada
, Herbal Magic is Canada's largest commercial weight loss company. The program includes one-on-one personal coaching, natural health products (including vitamin support) and grocery store bought food.
. After growing the business to 228 centers nationwide (220 in Canada, and 8 under the name Nutri Magic in Michigan
), Decker sold the company in December 2003 to Trivest
, a Miami, Florida
based private investment firm. Trivest appointed Tom McNeely of Tim Hortons
as CEO, and the number of units grew by nearly 45%, to 300 stores. In the summer of 2006, Trivest hired CIBC World Markets
to launch an auction of Herbal Magic. According to one source, the company was sold earlier than normal because the investment had "already exceeded all of Trivest's expectations." In October 2006, Herbal Magic was sold to TorQuest Partners.
Then in 2009, Cameron Capital, a Toronto based firm whose investments include Hair Club for Men
and Beauty First, invested in the business. On February 18, 2009, the company announced a change in ownership with both TorQuest Partners and Cameron Capital making new investments in Herbal Magic Inc., including a personal investment from incoming Chairman Steve Hudson. The principles of Cameron Capital became managing partners of Herbal Magic, overseeing both strategic and daily operations.
mothers, and those with diagnosed heart conditions
. The programs are designed to help clients lose weight at an average rate of two pounds per week. There are three key phases to the program including:
's This Small Space. Spokespersons for the program have included former Deputy Prime Minister Sheila Copps
, former Toronto Maple Leafs
General Manager Gord Stellick
and Canadian figure skater Elizabeth Manley
who, since 2009, has waged a highly publicized battle with her weight. The Herbal Magic program brought Manley within 5 lbs of her Calgary ’88 Olympic
weight when she won the silver medal
.
co-sponsored a highly publicized Weight Loss Cup. Eight Canadian Football League alumni engaged in an amiable 20-week competition to lose weight and adopt a healthier lifestyle, using the Herbal Magic program. They included Gerry Dattilio
of the Calgary Stampeders
, Ralph Scholz of the Hamilton Tiger-Cats
, Chris Walby
of the Blue Bombers, Gerald Roper
of the B.C. Lions, Eric Upton
of the Edmonton Eskimos
, Andre Greene of the Saskatchewan Roughriders
, Doug Smith
of the Montreal Alouettes
, and Paul Markle of the Toronto Argonauts
. Fraser Clarke, CEO of Herbal Magic, quoted "The Herbal Magic Weight Loss Cup is a great way to encourage Canadians to strive towards a healthier lifestyle, and a healthy weight, and celebrate our alumni at the same time." Gerry Dattilio achieved the most points and was crowned the Weight Loss Cup Champion. Fans could vote online for their favorite player. Besides weekly prizes for voting, voters could win a grand prize of a trip for two to the Grey Cup
.
examined the health effects of Herbal Magic's optional supplement products. The program and its independent experts determined there was insufficient empirical evidence to convince them that the supplements facilitate weight loss. Accordingly, the documentary claimed it observed Herbal Magic salespeople using tactics that lead customers to overestimate the supplements' effectiveness. Marketplace also interpreted Herbal Magic's practice of only telling customers the cost of the program after a free consultation as disingenuous. Herbal Magic CEO Fraser Clarke defended their sales practices, quoting "We see over 40,000 clients on an annual basis and we have a 91% satisfaction rate."
Toronto
Toronto is the provincial capital of Ontario and the largest city in Canada. It is located in Southern Ontario on the northwestern shore of Lake Ontario. A relatively modern city, Toronto's history dates back to the late-18th century, when its land was first purchased by the British monarchy from...
, Ontario
Ontario
Ontario is a province of Canada, located in east-central Canada. It is Canada's most populous province and second largest in total area. It is home to the nation's most populous city, Toronto, and the nation's capital, Ottawa....
. Operating through a network of approximately 300 weight loss and nutrition centres across Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
, Herbal Magic is Canada's largest commercial weight loss company. The program includes one-on-one personal coaching, natural health products (including vitamin support) and grocery store bought food.
History
Herbal Magic was founded in 1996 by Dieter Decker, who opened his first weight loss and nutrition center in London, OntarioLondon, Ontario
London is a city in Southwestern Ontario, Canada, situated along the Quebec City – Windsor Corridor. The city has a population of 352,395, and the metropolitan area has a population of 457,720, according to the 2006 Canadian census; the metro population in 2009 was estimated at 489,274. The city...
. After growing the business to 228 centers nationwide (220 in Canada, and 8 under the name Nutri Magic in Michigan
Michigan
Michigan is a U.S. state located in the Great Lakes Region of the United States of America. The name Michigan is the French form of the Ojibwa word mishigamaa, meaning "large water" or "large lake"....
), Decker sold the company in December 2003 to Trivest
Trivest
Trivest Partners, L.P. is a private equity firm focusing on partnering with founder and family-owned businesses. Trivest is the oldest private equity firm in the Southeast U.S., founded in 1981, and is headquartered in Miami, Florida. The firm focuses specifically on investments in the niche...
, a Miami, Florida
Miami, Florida
Miami is a city located on the Atlantic coast in southeastern Florida and the county seat of Miami-Dade County, the most populous county in Florida and the eighth-most populous county in the United States with a population of 2,500,625...
based private investment firm. Trivest appointed Tom McNeely of Tim Hortons
Tim Hortons
Tim Hortons Inc. is a Canadian fast casual restaurant known for its coffee and doughnuts. It is also Canada's largest fast food service with over 3000 stores nationwide. It was founded in 1964 in Hamilton, Ontario, by Canadian hockey player Tim Horton and Jim Charade, after an initial venture in...
as CEO, and the number of units grew by nearly 45%, to 300 stores. In the summer of 2006, Trivest hired CIBC World Markets
CIBC World Markets
CIBC World Markets is the investment banking subsidiary of the Canadian Imperial Bank of Commerce. The firm operates as an investment bank both in the domestic and international equity and debt capital markets...
to launch an auction of Herbal Magic. According to one source, the company was sold earlier than normal because the investment had "already exceeded all of Trivest's expectations." In October 2006, Herbal Magic was sold to TorQuest Partners.
Then in 2009, Cameron Capital, a Toronto based firm whose investments include Hair Club for Men
Hair Club
Hair Club is one of the largest companies in the hair restoration and hair replacement industry, with more than 95 locations throughout the United States, Canada, and Puerto Rico...
and Beauty First, invested in the business. On February 18, 2009, the company announced a change in ownership with both TorQuest Partners and Cameron Capital making new investments in Herbal Magic Inc., including a personal investment from incoming Chairman Steve Hudson. The principles of Cameron Capital became managing partners of Herbal Magic, overseeing both strategic and daily operations.
Program
The Herbal Magic program offers a combination of private one-on-one personal coaching, real food bought at your grocery store, and natural health products. It has weight loss programs designed for women, men, diabetics (type I and II), youth, women who are planning to conceive, breastfeedingBreastfeeding
Breastfeeding is the feeding of an infant or young child with breast milk directly from female human breasts rather than from a baby bottle or other container. Babies have a sucking reflex that enables them to suck and swallow milk. It is recommended that mothers breastfeed for six months or...
mothers, and those with diagnosed heart conditions
Heart disease
Heart disease, cardiac disease or cardiopathy is an umbrella term for a variety of diseases affecting the heart. , it is the leading cause of death in the United States, England, Canada and Wales, accounting for 25.4% of the total deaths in the United States.-Types:-Coronary heart disease:Coronary...
. The programs are designed to help clients lose weight at an average rate of two pounds per week. There are three key phases to the program including:
- Phase 1: Weight Loss. During this phase, a personal health coach reviews the client’s medical history and food journal as well as recommends a meal plan with natural health products to optimize healthy weight loss. Once the goal weight is reached, the client enters Phase 2.
- Phase 2: Stabilization. In this phase, the client and personal health coach work together to increase the amount of food intake while maintaining the client’s goal weight.
- Phase 3: Maintenance. The length of the maintenance phase varies for clients based on the amount of weight lost during the weight loss phase. This is the phase intended to ensure the weight is kept off for good.
Products
Herbal Magic’s Scientific Advisory Team researches and designs all of the products and programs. Developed by a team of pharmacological manufacturing companies, naturopathic doctors, registered dietitians, and pharmacists, Herbal Magic natural health products are designed to support weight control and promote overall health and energy. The products consist of herbs, nutraceuticals, vitamins, and minerals. To date, Herbal Magic has filed applications for all 47 natural health products sold in their stores. As of June 2011, 34 have received Natural Product Numbers (NPN), and the remaining 13 have an Exemption Number (EN), which permits the product to be sold in Canada prior to receiving an NPN while the product is being reviewed.Advertising
In September 2008, Herbal Magic began its first national advertising campaign. The initiative, aimed primarily at women, consisted of television, print and online advertising. The advertisements encouraged women to rediscover a sense of self. The most recent campaign, launched in February 2010, focuses on real clients who have lost weight, and kept it off, including Susan Crenshaw. Crenshaw was the former TV host of HGTVHGTV
HGTV , is a cable-television network operating in the United States and Canada, broadcasting a variety of home and garden improvement, maintenance, renovation, craft and remodeling shows...
's This Small Space. Spokespersons for the program have included former Deputy Prime Minister Sheila Copps
Sheila Copps
Sheila Maureen Copps, PC is a former Canadian politician who also served as Deputy Prime Minister of Canada from November 4, 1993 to April 30, 1996 and June 19, 1996 to June 11, 1997....
, former Toronto Maple Leafs
Toronto Maple Leafs
The Toronto Maple Leafs are a professional ice hockey team based in Toronto, Ontario, Canada. They are members of the Northeast Division of the Eastern Conference of the National Hockey League...
General Manager Gord Stellick
Gord Stellick
Gord Stellick is a Canadian sports broadcaster and former NHL executive. Stellick formerly hosted The Fan 590 Morning Show with Don Landry, and also appears on Hockey Central on Rogers Sportsnet...
and Canadian figure skater Elizabeth Manley
Elizabeth Manley
Elizabeth Ann Manley, CM is a Canadian figure skater. She is the 1988 Olympic silver medalist, 1988 World silver medalist, and three-time Canadian champion.-Early life and training:...
who, since 2009, has waged a highly publicized battle with her weight. The Herbal Magic program brought Manley within 5 lbs of her Calgary ’88 Olympic
1988 Winter Olympics
The 1988 Winter Olympics, officially known as the XV Olympic Winter Games, were a winter multi-sport event celebrated in and around Calgary, Alberta, Canada from 13 to 28 February 1988. The host was selected in 1981 after having beat Falun, Sweden and Cortina d'Ampezzo, Italy...
weight when she won the silver medal
Silver medal
A silver medal is a medal awarded to the second place finisher of contests such as the Olympic Games, Commonwealth Games, and contests with similar formats....
.
2010 Weight Loss Cup
From July to October 2010 Herbal Magic and the Canadian Football LeagueCanadian Football League
The Canadian Football League or CFL is a professional sports league located in Canada. The CFL is the highest level of competition in Canadian football, a form of gridiron football closely related to American football....
co-sponsored a highly publicized Weight Loss Cup. Eight Canadian Football League alumni engaged in an amiable 20-week competition to lose weight and adopt a healthier lifestyle, using the Herbal Magic program. They included Gerry Dattilio
Gerry Dattilio
Gerry Dattilio is a former professional Canadian football quarterback in the Canadian Football League.- Early years :Dattilio played his high school football with the Chomedey Chiefs in the late 1960s and early 1970s, when he won a City Championship by beating St. Thomas High School of...
of the Calgary Stampeders
Calgary Stampeders
The Calgary Stampeders are a Canadian Football League team based in Calgary, Alberta and named in reference to the Calgary Stampede. The Stampeders play their home games at McMahon Stadium...
, Ralph Scholz of the Hamilton Tiger-Cats
Hamilton Tiger-Cats
The Hamilton Tiger-Cats are a Canadian Football League team based in Hamilton, Ontario, founded in 1950 with the merger of the Hamilton Tigers and the Hamilton Wildcats. The Tiger-Cats play their home games at Ivor Wynne Stadium...
, Chris Walby
Chris Walby
Chris Walby is a retired Canadian Football League player who played the offensive tackle position almost exclusively with the Winnipeg Blue Bombers...
of the Blue Bombers, Gerald Roper
Gerald Roper
Gerald Roper is a former professional Canadian football offensive lineman who played eleven seasons in the Canadian Football League for two different teams. He was a part of the BC Lions Grey Cup victory in 1985.-External links:...
of the B.C. Lions, Eric Upton
Eric Upton
Eric Upton is a former professional Canadian football player with the Canadian Football League's Edmonton Eskimos. After playing college football at the University of Ottawa, Upton spent his entire 10 year CFL career as an offensive lineman...
of the Edmonton Eskimos
Edmonton Eskimos
The Edmonton Eskimos are a Canadian football team based in Edmonton, Alberta. They currently play in the West Division of the Canadian Football League . Edmonton is currently the third-youngest franchise in the CFL, although there were clubs with the name Edmonton Eskimos as early as 1895...
, Andre Greene of the Saskatchewan Roughriders
Saskatchewan Roughriders
The Saskatchewan Roughriders are a Canadian Football League team based in Regina, Saskatchewan. They were founded in 1910. They play their home games at 2940 10th Avenue in Regina, which has been the team's home base for its entire history, even prior to the construction of Mosaic Stadium at Taylor...
, Doug Smith
Doug Smith (Canadian football)
Doug Smith is a former professional Canadian football offensive lineman who played 11 seasons in the Canadian Football League for two different teams. He was a part of a Grey Cup championship team with the Montreal Alouettes in 1974...
of the Montreal Alouettes
Montreal Alouettes
The Montreal Alouettes are a Canadian Football League team based in Montreal, Quebec.The current franchise named the Alouettes moved to Montreal from Baltimore, Maryland, in 1996 where they had been known as the Baltimore Stallions...
, and Paul Markle of the Toronto Argonauts
Toronto Argonauts
The Toronto Argonauts are a professional Canadian football team competing in the East Division of the Canadian Football League. The Toronto, Ontario based team was founded in 1873 and is one of the oldest existing professional sports teams in North America, after the Chicago Cubs and the Atlanta...
. Fraser Clarke, CEO of Herbal Magic, quoted "The Herbal Magic Weight Loss Cup is a great way to encourage Canadians to strive towards a healthier lifestyle, and a healthy weight, and celebrate our alumni at the same time." Gerry Dattilio achieved the most points and was crowned the Weight Loss Cup Champion. Fans could vote online for their favorite player. Besides weekly prizes for voting, voters could win a grand prize of a trip for two to the Grey Cup
Grey Cup
The Grey Cup is both the name of the championship of the Canadian Football League and the name of the trophy awarded to the victorious team. It is Canada's largest annual sports and television event, regularly drawing a Canadian viewing audience of about 3 to 4 million individuals...
.
Management
- Fraser Clarke - Chief Executive Officer
- Steve Hudson - Chairman
- Craig Thompson – Chief Financial Officer
- Caroline Kolompar - Chief Marketing Officer
- Daniel Eisen - VP of Corporate Development
- Dr. Regan Tessis – VP of Scientific Affairs
Criticism
The February 5, 2010 episode of the investigative news program CBC MarketplaceMarketplace (TV series)
Marketplace is a Canadian television series, broadcast on CBC Television. Launched in 1972, the series is a consumer advocacy newsmagazine, which shows investigative reports on issues such as product testing, health and safety, fraudulent business practices and other news issues of interest to...
examined the health effects of Herbal Magic's optional supplement products. The program and its independent experts determined there was insufficient empirical evidence to convince them that the supplements facilitate weight loss. Accordingly, the documentary claimed it observed Herbal Magic salespeople using tactics that lead customers to overestimate the supplements' effectiveness. Marketplace also interpreted Herbal Magic's practice of only telling customers the cost of the program after a free consultation as disingenuous. Herbal Magic CEO Fraser Clarke defended their sales practices, quoting "We see over 40,000 clients on an annual basis and we have a 91% satisfaction rate."