Helping 6,000 people lose weight

How it began

I had worked in IT since 1987. When the 2008 global recession, triggered by the collapse of Lehman Brothers, reached the Dubai market in 2009, I began working in parallel in digital marketing and direct marketing. I created the Champions Group, running systems and training for direct marketing, network marketing, affiliate marketing and digital marketing.

During that time I regularly attended the programmes of DSEI, the Direct Selling Educational Institute, which was brought to Dubai as a franchise from the United States and later renamed IDSEI. There we learned how to conduct direct and network marketing in Dubai legally and officially, following a code of ethics and conduct.

When the institute launched its certification programme, I scored 100% and was presented with my certificate on stage in Dubai's financial centre. Members of PM-International's cellRESET® team were in the audience during my speech, including Manfred and Katharina Schulz, the Switzerland-based heads responsible for expanding the cellRESET® programme into the Middle East. Impressed, they approached me. After meeting me, evaluating me and training me on PM-International's FitLine products and the cellRESET® programme, they appointed me International Weight Loss Coach for cellRESET®, bringing the programme to the UAE for the first time. After a formal meeting with Mr. Rudi, PM-International's Global Director, who assured the company's full support, I accepted the role on 7 July 2013.

cellRESET® focused only on PM-International's FitLine products. After I joined Trévo, we continued the programme using Trévo as the main product together with PM-International products, under a new name: the cellSupply® Diet Program. I continued it even after leaving Trévo in 2017, until 2020.

Where the concept came from

The programme was developed by Prof. Aage Stenseth of Norway, a professor of Traditional Chinese Medicine who was for 14 years head of the Norwegian institute of natural medicine, and who has worked in healthy nutrition for over 30 years.

In 2009 he refined an existing weight-reduction programme by adding principles of Traditional Chinese Medicine: a cleansing phase with minerals and an optimised herbal tea, and a vitamin B complex with essential amino acids to support energy and muscle. The aim was to balance metabolism, keep the weight off afterwards, and still let people enjoy family gatherings and social life. This became cellRESET®. Within two years it had around 10,000 users in Norway alone.

I brought the same concept to the Middle East, first as cellRESET® with PM-International and then as cellSupply® with Trévo.