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Management Team

Steve Fife
Chief Executive Officer and Chief Financial Officer
image of Steve Fife

Steve Fife likes to exceed expectations. And that might be putting it mildly. Because when it comes to his career and success, he definitely exceeds ours. Steve brings over three decades and a lot of financial leadership experience to LifeVantage where he uses big-picture strategic thinking and an in-the-weeds work ethic to create a healthy financial organization by focusing on delivering our growth strategy while creating value for customers, shareholders, and employees.

Steve is passionate about bringing affordable, science-based products to market as well as seeing companies reach their potential. Before joining LifeVantage, he served as Chief Financial Officer and Chief Operating Officer at Evidera, Inc., a private equity sponsored professional services firm that provides outcomes research, market access, data analytics and epidemiology services to pharmaceutical companies. Prior to that, he worked as Chief Financial Officer for several publicly traded companies, including Active Power, Inc. and LECG. In addition, he served in several senior financial roles for Gilead Sciences, Amkor Technologies and JDS Uniphase. In other words, he’s really good at what he does. Steve is a Certified Public Accountant (inactive) in the State of California and holds a Bachelor of Science degree in Accounting from Brigham Young University.

Matthew Cooley
Chief Operating Officer
Matt Cooley
Matthew Cooley was appointed as our Chief Operating Officer in May 2021. Prior to joining our company, Mr. Cooley served as the Chief Operating Officer from October 2019 to May 2021 for LashLiner, an innovative beauty brand. Prior to joining LashLiner, from August 2015 to November 2017, Mr. Cooley was President of Younique Products, a cosmetic and skin care company. Mr. Cooley was the Chief Information Officer for Scentsy, Inc., a fragrance company. From 1999 to 2009, Mr. Cooley served as a software developer for Hewlett-Packard. Mr. Cooley graduated from The Boise State University with a Bachelor of Science degree in Computer Science and a Minor in Spanish.
Justin Rose
Chief Sale & Marketing Officer
image or Justin Rose

Justin Rose made his debut at the young age of 12 in the Little League World Series. From the little league field to the sales field, Justin has carved a career building some of the most successful sales and marketing programs in the direct selling industry. From sales development to field training and support, he’s driven by helping distributors reach their potential—a philosophy that usually involves one-on-one support and spending time in the field creating the type of incentives and promotions that drive growth. In short, he’s the exact leader sales teams want on their side. Justin received a B.A. in International Relations, Business Management from Brigham Young University.

Alissa Neufeld
General Counsel and Corporate Secretary
Alissa Neufeld
Alissa Neufeld was appointed as our General Counsel and Corporate Secretary in March 2021. Prior to joining LifeVantage, Ms. Neufeld served from January 2017 to March 2021 as the Chief Compliance Officer, Deputy General Counsel, and Assistant Corporate Secretary for Nature’s Sunshine Products, Inc., a natural health and wellness company in more than 40 countries. Prior to joining Nature’s Sunshine Products, Inc., Ms. Neufeld served from April 2014 to January 2016 as Associate General Counsel to 1-800 Contacts, Inc., an online contact lens retailer. Prior to her internal legal positions, Ms. Neufeld worked as a Business and Finance Associate for Ballard Spahr LLP from September 2010 to April 2014, where she focused her practice on mergers and acquisitions, securities law, corporate governance and capital market transactions. Prior to her time with Ballard Spahr, LLP, Ms. Neufeld clerked for the Honorable Johnnie B. Rawlinson with the United States Court of Appeals for the Ninth Circuit. Ms. Neufeld received a Doctor of Jurisprudence from The University of Nevada Las Vegas, where she received a full academic scholarship, and a Bachelor of Arts degree in International Affairs with an international economics concentration and a Minor in Spanish from The George Washington University, where she received a Presidential Merit Scholarship.