Pruvit is a nutritional supplement MLM company owned by Terry LaCore of LaCore Enterprises.

BehindMLM first reviewed Pruvit back in 2015. At the time LaCore was reeling from the collapse of Rippln.

Two Rippln principals migrated over to the launch of Pruvit; Brian Underwood and Michael Rutherford.

Today Brian Underwood remains Pruvit’s CEO. Michael Rutherford was Pruvit’s Master Distributor for years.

In 2023 the business relationship between Rutherford, Pruvit and Underwood broke down. This led to Rutherford filing suit against Pruvit, alleging Underwood was a bully.

At the core of Rutherford’s lawsuit was him wanting to cut Underwood off from a cut of his Master Distributor earnings.

In August 2023 Rutherford and Underwood came to a private arrangement. This ended litigation between the parties.

At least it did until April 2024, wherein Pruvit filed suit against Rutherford. Rutherford responded by filing his own lawsuit against Pruvit and Underwood in June 2024.

Rutherford is no longer at Pruvit and appears to be having financial troubles. The outcome of both lawsuits remains pending.

Of note is Rutherford claiming, in his original 2023 lawsuit, that his

overall commissions had dramatically decreased recently, so he did not have the financial ability to gift some commissions to Underwood.

As of September 2024, SimilarWeb was tracking ~53,000 monthly visits to Pruvit’s website. 98% of those visits are from the US.

Given it’s been almost ten years since BehindMLM reviewed Pruvit, today we’re revisiting the MLM company for an updated review.

The Company

As previously stated, Pruvit is owned by Terry LaCore of LaCore Enterprises. Heading up Pruvit is CEO Brian Underwood.

A full list of corporate executives is provided on Pruvit’s website.

For reasons that aren’t clear however, Pruvit being owned by Terry LaCore (right) isn’t disclosed on Pruvit’s website.

Both Pruvit and LaCore Enterprises are based out of Texas in the US.

Pruvit’s Products

Pruvit markets a range of weight loss themed supplements.

Supplement categories Pruvit markets are shaker bottles, “systems”, support products, ketones (flagship niche) and “VIP”.

  • Keto//OS Nat (various flavors) – “the ONLY exogenous ketone in the WORLD created through a process of natural fermentation”, retails at $133 for a pouch of 20 servings
  • Keto//OS Pro (various flavors) – “packed with MCT’s, which help to combat the aging process, boost energy, and imprüv digestion”, retails at $133 for 20 servings
  • Keto//OS Black Label (various flavors) – “more ketones, more caffeine, more benefits”, retails at $160 for 20 servings
  • Better//Broth (various flavors)- “fully-loaded with ketones, amino acids, protein, N8 Bioavailability Blend, C-Med 100 and vitamins B6 and B12”, retails at $92 for a pouch of 20 servings
  • I-Fast Transformation System – “an intermittent fasting system made better with Prüvit technology”, retails at $153
  • Keto//Chill (various flavors) – “clean fuel” that’s “geared for relaxation”, retails at $45 for 6 servings
  • Keto//Kreme (various flavors) – “specifically formulated to boost the body’s natural ability to convert fat into energy, quickly giving you a mental and physical boost”, retails at $85 for 20 servings
  • Keto//Up (various flavors) – “ready to drink can of Ketones”, retails at $35.50 for 6 cans
  • Keto Reboot System – “will assist you to reset your metabolism by reprogramming your genes to run on fat for fuel”, retails at $97
  • MCT//143 – virgin coconut enriched mct oil, retails at $52 for 16 servings or $82 for 33 servings
  • Mito//Plex (various flavors) – “offers unparalleled energy and performance, and sustained muscle mass”, retails at $52 for 30 servings
  • Signal//OS AM/PM – “SIGNAL//OS AM here is to get your day going and keep you fiercely focused, while SIGNAL//OS PM has your back when its time to wind down and optimize your sleep”, retails at $111 for 30 servings

Pruvit’s products are also available in various bundle packs.

Note that a large number of specific Pruvit flavor varieties are locked behind autoship. Ktone Mist is only available on autoship (retail customers can’t even see product details).

Although not disclosed on Pruvit’s website, it’s believed Pruvit’s products are manufactured in house at LaCore Labs.

Pruvit’s Compensation Plan

Pruvit’s compensation plan pays on sales to retail customers and recruited affiliates.

Pruvit distributors are paid residual commissions through a unilevel team, along with a matching and generational bonus.

Pruvit’s compensation plan also contains various “gamification” bonuses.

Pruvit Distributor Ranks

There are thirty-seven distributor ranks within Pruvit’s compensation plan.

Along with their respective qualification criteria, they are as follows:

  1. R1 Pruver – generate and maintain 50 PV, 200 TV and 250 GV a month
  2. R1 Pruver 1 Star – maintain 50 PV a month and generate 250 TV and 350 GV a month
  3. R1 Pruver 2 Star – maintain 50 PV a month and generate 300 TV and 500 GV a month
  4. R1 Pruver 3 Star – maintain 50 PV a month and generate 350 TV and 1000 GV a month
  5. R2 Pruver – maintain 50 PV a month and generate 500 TV and 1500 GV a month
  6. R2 Pruver 1 Star – maintain 50 PV a month and generate 1000 TV and 2500 GV a month
  7. R2 Pruver 2 Star – maintain 50 PV a month and generate 1500 TV and 3500 GV a month
  8. R2 Pruver 3 Star – maintain 50 PV a month and generate 2000 TV and 4500 GV a month
  9. R3 Pruver – maintain 50 PV a month and generate 2500 TV and 5000 GV a month
  10. R3 Pruver 1 Star – maintain 50 PV a month and generate 3000 TV and 6000 GV a month
  11. R3 Pruver 2 Star – maintain 50 PV a month and generate 3500 TV and 7000 GV a month
  12. R4 Pruver – generate and maintain 100 PV, 5000 TV and 10,000 GV a month
  13. R4 Pruver 1 Star – maintain 100 PV a month and generate 5500 TV and 12,500 GV a month
  14. R4 Pruver 2 Star – maintain 100 PV a month and generate 6000 TV and 15,000 GV a month
  15. R4 Pruver 3 Star – maintain 100 PV a month and generate 6500 TV and 17,500 GV a month
  16. R5 Pruver – maintain 100 PV a month and generate 7500 TV and 20,000 GV a month
  17. R5 Pruver 1 Star – maintain 100 PV a month and generate 9000 TV and 22,500 GV a month
  18. R5 Pruver 2 Star – maintain 100 PV a month and generate 11,000 TV and 25,000 GV a month
  19. R5 Pruver 3 Star – maintain 100 PV a month and generate 13,000 TV and 27,500 GV a month
  20. R6 Champion – generate and maintain 200 PV, 15,000 TV and 30,000 GV a month
  21. R6 Champion 1 Star – maintain 200 PV a month and generate 17,500 TV and 45,000 GV a month
  22. R6 Champion 2 Star – maintain 200 PV a month and generate 20,000 TV and 60,000 GV a month
  23. R6 Champion 3 Star – maintain 200 PV a month and generate 25,000 TV and 75,000 GV a month
  24. R7 100K Champion – maintain 200 PV a month and generate 30,000 TV and 100,000 GV a month
  25. R7 100K Champion 1 Star – maintain 200 PV a month and generate 35,000 TV and 125,000 GV a month
  26. R7 100K Champion 2 Star – maintain 200 PV a month and generate 40,000 TV and 150,000 GV a month
  27. R7 100K Champion 3 Star – maintain 200 PV a month and generate 45,000 TV and 200,000 GV a month
  28. R8 250K Champion – maintain 200 PV a month and generate 50,000 TV and 250,000 GV a month
  29. R8 250K Champion 1 Star – maintain 200 PV a month and generate 60,000 TV and 350,000 GV a month
  30. R8 250K Champion 2 Star – maintain 200 PV a month and generate 70,000 TV and 450,000 GV a month
  31. R8 250K Champion 3 Star – maintain 200 PV a month and generate 85,000 TV and 600,000 GV a month
  32. R9 750K Champion – maintain 200 PV a month and generate 100,000 TV and 750,000 GV a month
  33. R9 750K Champion 1 Star – maintain 200 PV a month and generate 125,000 TV and 800,000 GV a month
  34. R9 750K Champion 2 Star – maintain 200 PV a month and generate 150,000 TV and 850,000 GV a month
  35. R9 750K Champion 3 Star – maintain 200 PV a month and generate 175,000 TV and 925,000 GV a month
  36. R10 1M Champion – maintain 200 PV a month and generate 250,000 TV and 1,000,000 GV a month
  37. Legend – maintain 200 PV a month, have one R10 1M Champion in your downline (anywhere across first three levels of recruitment), and generate 300,000 TV and 2,000,000 GV a month

PV stands for “Personal Volume”. PV is sales volume generated by retail customer orders and a Pruvit distributor’s own purchases.

TV stands for “Team Volume”. TV is PV generated by a Pruvit distributor and their downline capped down three levels of recruitment.

GV stands for “Group Volume”. GV is PV generated by a Pruvit distributor and their entire downline.

Retail Commissions

Pruvit distributors earn commissions on personally referred retail customer orders and those of their personally recruited distributors:

  • 50% is paid on new personally referred retail customer orders and then 25% on subsequent orders
  • 10% is paid on new first-level referred retail customer orders and then 5% on subsequent orders

Residual Commissions

Pruvit pays residual commissions via a unilevel compensation structure.

A unilevel compensation structure places a distributor at the top of a unilevel team, with every personally recruited distributor placed directly under them (level 1):

If any level 1 distributors recruit new distributors, they are placed on level 2 of the original distributor’s unilevel team.

If any level 2 distributors recruit new distributors, they are placed on level 3 and so on and so forth down a theoretical infinite number of levels.

Pruvit caps payable unilevel team levels at eleven.

Residual commissions are paid as a percentage of sales volume generated across these eleven levels based on rank:

  • R1 Pruver through R1 Pruver 3 Star earns 5% on level 1 (personally recruited distributors) and 1% on levels 2 and 3
  • R2 Pruver through R2 Pruver 3 Star earns 5% on levels 1 and 2 and 1% on levels 3 and 4
  • R3 Pruver through R3 Pruver 3 Star earns 5% on levels 1 to 3 and 1% on levels 4 and 5
  • R4 Pruver through R4 Pruver 3 Star earns 5% on levels 1 to 4 and 1% on levels 5 and 6
  • R5 Pruver through R5 Pruver 3 Star earns 5% on levels 1 to 5 and 1% on levels 6 and 7
  • R6 Champion through R6 Champion 3 Star earns 5% on levels 1 to 6 and 1% on levels 7 and 8
  • R7 100K Champion and higher ranked distributors earn 5% on levels 1 to 7 and 1% on levels 8 to 11

Matching Bonus

Pruvit pays a Matching Bonus on residual commissions earned down three levels of recruitment:

  • R1 Pruver through R1 Pruver 3 Star earns a 10% match on level 1
  • R2 Pruver through R2 Pruver 3 Star earns a 10% match on levels 1 and 2
  • R3 Pruver and higher earns a 10% match on levels 1 to 3

Note that if a R5 Pruver or higher maintains 800 monthly PTV, the Matching Bonus rate is increased to 20%.

PTV stands for “Personal Team Volume”. PTV is sales volume generated by orders by personally referred retail customers and recruited distributors.

Generational Bonus

Pruvit pays a Generational Bonus on up to five generations of R1 Pruver through R5 Pruver 3 Star distributors in each unilevel team leg.

Pruvit defines a generation in a unilevel team leg when an R6 Champion or higher is found in the leg.

The first R6 Champion or higher in a unilevel team leg caps off the first generation for that leg. The second generation of that leg begins immediately thereafter.

If a second R6 Champion or higher exists deeper in the leg, they cap off the second generation with the third beginning thereafter.

Using this generational structure, R6 Champion and higher ranked Pruvit distributors can earn on up to five generations per unilevel team leg.

  • R6 Champion through R6 Champion 3 Stars earn 2% on the first generation and 1% on the second to fifth generations
  • R7 100K Champion through R7 100K 3 Stars earn 2% on the first and second generations and 1% on the third to fifth generations
  • R8 250K Champion through R8 250K Champion 3 Stars earn 2% on the first and second generations, 3% on the third and 1% on the fourth and fifth generations
  • R9 750K Champion through R9 750K Champion 3 Stars earn 2% on the first generation, 3% on the second to fourth and 1% on the fifth generation
  • R10 1M Champion and higher earns 2% on the first generation, 3% on the second, 4% on the third, 5% on the fourth and 1% on the fifth generation

Certified Coach Retailer Bonus

The Certified Coach Retailer Bonus is generated on every retail customer and recruited distributor order.

To qualify for the Certified Coach Retailer Bonus a Pruvit distributor must pay $997 and completing an “associated training module”.

The first component of the Certified Coach Retailer is paid to the first Certified Coach. This is either the referrer/recruiter, or the first upline Certified Coach.

10% is then paid to additional upline Certified Coaches, based on rank:

  • up to 2% is paid on new orders generated by the first upline R6 Champion through R6 Champion 3 Star, up to 1% is paid on subsequent orders
  • up to 4% is paid on new orders generated by the first upline R7 100K Champion through R7 100K Champion 3 Star, up to 2% is paid on subsequent orders
  • up to 6% is paid on new orders generated by the first upline R8 250K Champion through R8 250K Champion 3 Star, up to 3% is paid on subsequent orders
  • up to 8% is paid on new orders generated by the first upline R9 750K Champion through R9 750K Champion 3 Star, up to 4% is paid on subsequent orders
  • up to 10% is paid on new orders generated by the first upline R10 1M Champion or Legend, up to 5% is paid on subsequent orders

Note that the “up to” nature of the upline Certified Coach Retailer Bonus allows higher ranked distributors to earn higher percentages if they are the first upline Certified Coach.

Higher ranked Certified Coaches can also earn passed up percentages from lower downline ranked Certified Coaches.

Nothing is ever passed up from R10 1M Champion ranked distributors. They always receive the full 10% or outstanding percentage yet to be paid out.

Go MVP Bonus

The Go MVP Bonus pays $500 upon satisfaction of the following criteria:

  1. generate 2000 NPQV
  2. refer three or more retail customers or ds who each place an order generating at least 80 PV/GV

NPQV stands for “New Personal Qualifying Volume”. NPQV is sales volume generated by referred retail customer and recruited distributor order volume within their first thirty-days.

Pruvit has an affiliate signup option that only pays out on personally referred sales volume activity. This is not the same as signing up as a Pruvit distributor.

The qualification period for the Go MVP Bonus begins when a new Pruvit distributor either refers a retail customer or recruits an distributor who places a product order – within fifteen days of signing up.

Note that if a Pruvit distributor fails to start the Go MVP Bonus within their first fifteen days, the Go MPV Bonus period begins at the end of their fifteenth day.

Once started, the Go MVP Bonus can be earned up to three times across three “cycle” periods.

A cycle period is thirty days, beginning from the day the Go MVP Bonus is activated.

MVP Multiplier

The MVP Multiplier kicks in after three Go MVP Bonus cycles have passed (90 days).

To qualify for the MVP Multiplier, a Pruvit distributor must:

  1. generate 2000 NPQV and
  2. recruit and/or refer three new retail customers or distributors who each place orders generating at least 80 PV/GV

The MVP Multiplier pays $250 per qualification for up to three consecutive months, following expiry of the Go MVP Bonus.

Go All-Star Bonus

The Go All-Star Bonus pays $1000 if a Pruvit distributor recruits four “MVP” distributors within 120 days of the Go MVP Bonus starting for them.

An “MVP” is a Pruvit distributor who has qualified for a Go MVP Bonus or MVP Multiplier payout.

An additional one-time $1000 is paid out if a Pruvit distributor meets the following criteria:

  1. sign up as a Pruvit distributor with a 1000 PV package or purchase 1000 PV worth of products within your first thirty days; or
  2. generate 2000 PV within your first thirty days as a Pruvit distributor

VIP Bonus

The VIP Bonus rewards Pruvit distributors for referring preferred customers (retail customers on monthly autoship).

  • generate and maintain ten preferred customers and receive $150 and then $50 a month
  • generate and maintain twenty-five preferred customers and receive $250 and then $100 a month
  • generate and maintain fifty preferred customers and receive $500 and then $200 a month
  • generate and maintain seventy-five preferred customers and receive $1000 and then $300 a month
  • generate and maintain one hundred preferred customers and receive $2000 and then $400 a month plus 0.5 CLT points

CLT appears to be an internal points tracking system used by Pruvit. Distributors are purportedly able to convert CLT to cash through Pruvit’s Car Bonus.

Note that an additional $1000 is one-time paid out if a Pruvit distributor qualifies for the VIP Bonus for three consecutive months during their initial Go MVP Bonus period.

3 For Free Program

Pruvit’s 3 For Free Program rewards distributors for referring preferred customers (retail customers on monthly autoship).

If a Pruvit distributor has referred three or more preferred customers, they receive a free monthly autoship order equal to the average order of their top three preferred customers (ranked by autoship order volume).

Note that the 3 For Free Program is awarded in “3FF points” and is capped at $350 per order. Unused 3FF points expire after 90 days.

Champion Car Bonus

R6 Champion and higher ranked distributors who have held rank for two consecutive months qualify for the Champion Car Bonus.

The Champion Car Bonus pays “up to $800 towards the monthly lease or purchase of a luxury car”.

Certified Coach Acquisition Bonus

The Certified Coach Acquisition Bonus rewards Pruvit distributors when a personally recruited distributor pays the $997 Certified Coach fee.

  • if the recruiting distributor is not Coach Certified, they receive $100 and $200 is paid upline to the first Certified Coach
  • if the recruiting distributor is Coach Certified they receive $300
  • if the recruiting distributor is Coach Certified and R6 Champion through R6 Champion 3 Star, they receive $350
  • if the recruiting distributor is Coach Certified and R7 100K Champion through R7 100K Champion 3 Star they receive $390
  • if the recruiting distributor is Coach Certified and R8 250K Champion through R8 250K Champion 3 Star they receive $420
  • if the recruiting distributor is Coach Certified and R9 750K Champion through R9 750 K Champion 3 Star they receive $440
  • if the recruiting distributor is Coach Certified and R10 1M Champion or Legend, they receive $450

The Certified Coach Acquisition Bonus pays an additional $50 to $120 to the first upline R6 Champion and higher ranked Coach Certified distributor.

  • if the first Coach Certified upline distributor is an R6 Champion through R6 Champion 3 Star, they receive $50
  • if the first Coach Certified upline distributor is an R7 100K Champion through R7 100K Champion 3 Star, they receive $90
  • if the first Coach Certified upline distributor is an R8 250K Champion or higher, they receive $120

Note to qualify for the upline component of the Certified Coach Acquisition Bonus, Certified Coach qualified Pruvit distributors must also have referred ten new retail customers who have placed an order over the last thirty days.

Joining Pruvit

A Pruvit distributor membership is $49 annually.

Pruvit Conclusion

BehindMLM’s original Pruvit review focused on their launch.

There was one product, Keto-OS, and Pruvit’s compensation plan was much simpler.

Today Keto-OS has been rebranded as Keto//OS Nat and Pruvit has added additional supplementary products.

Ketosis, or “keto”, is still obviously the core focus of Pruvit but I’m glad they’ve dropped the “pee on a stick” marketing.

This is where the company’s name originally came from – pee on a stick and “prove” you’re in ketosis.

It was gross in 2015 and remains so.

Marketing aside, the term “keto” was pretty novel back in 2015. That said, you might know the keto diet by another name, e.g. The Atkins Diet.  The keto diet Pruvit pushes has been around in one form or another since at least the 1920s.

That was back in 2015 though and now keto supplements are everywhere. Credit where credit is due though; as far as MLM goes, I believe Pruvit was the first to explicitly include keto in its marketing.

It should be noted that Pruvit maintains exclusive licensing for keto supplements containing Beta-Hydroxybutyrate (“BHB”).

It’s a patent Pruvit and patent holder has sued multiple companies over in the past – the latest of which is Vital Health.

What that means to you as a consumer when weighing up your keto diet options is a question I can’t answer.

On the price side of things though, 20 servings of Keto-OS Nat will set you back $133. Other keto supplement varieties cost more.

One marketing decision I can’t understand is Pruvit locking certain flavors and the mist product behind autoship.

If I’m a retail customer and like the sound of a particular flavor but it’s autoship locked… I guess I’m not buying anything? Don’t really know what the angle is there.

Moving onto Pruvit’s compensation plan; the first thing that struck me was the gamification nonsense.

As above, a good chunk of Pruvit’s compensation plan is tied to “gameplay rewards”. Gamification is a marketing tactic to make something typically boring feel like a game.

In Pruvit there is no game, only a complicated mess of bonuses that took me a while to sift through and get my head around.

The whole Go MVP Bonus, MVP Multiplier and Go All-Star Bonus is basically an extended Fast Start Bonus. The three bonuses do play into each other but it took far too long for me to dissect.

Thirty-seven Pruvit distributor ranks… c’mon guys, those can easily be consolidated into a number more manageable. The ranks don’t even individually correspond to any commissions or bonuses.

Next is the Certified Coach scheme. In a nutshell; pay $997 and earn more.

Along with earning an additional $1000 through the Go-All Star Bonus for signing up with a 1000 PV package, this is blatant pay-to-play.

Pay-to-play in an MLM compensation is a red flag owing to it being the foundation of a pyramid scheme.

Supporting this we have Certified Coach Acquisition Bonus, wherein Pruvit distributors are literally paid to recruit new Certified Coaches.

It’s also worth noting $870 of the $997 paid for Certified Coach status is paid out in commissions and bonuses. This puts a big question mark on any value defense regarding the attached training module.

All in all it’s entirely possible to sign up with Pruvit, recruit distributors and earn commissions.

The only retail customer specific bonuses are tied to autoship. That’s not a bad thing but is clearly not the focus when every other commission/bonus includes recruited affiliate purchase volume.

All things considered I suspect the majority of Pruvit’s company-wide sales volume originates from its distributors. At least as far as the compensation plan goes, I’m certainly not seeing anything to suggest otherwise.

The good news is as a prospective Pruvit distributor you can evaluate this yourself. Ask your potential upline how much of their monthly PV is retail volume (retail customers on autoship counts).

If it’s anything less than 50% of their own spend, that distributor is running their Pruvit business as a pyramid scheme.

Unfortunately Pruvit’s compensation plan doesn’t have any provisions to prevent this. Approach with caution.