The whole strategy, in one place.
Evolve into new markets. Keep the network you have.
The whole proposal, said once, before the detail.
The strong base
Eqology has a 25-year direct-selling business in Europe and a product unusually well suited to word of mouth: the blood test gives every customer measurable proof it works.
The move
Use Luup Elevate to win the markets the European model never reached, as a separate, branded network on white-label infrastructure, while Europe carries on untouched.
Why now
The category is growing fastest in exactly these markets, and selling has shifted to trackable, creator-led commerce that pays on real sales. The European playbook could not travel. This model can.
Why low-risk
Sequenced over two stages, new markets proven first and Europe revisited later only if Eqology chooses. The decision in front of you is small and contained.
Three principles that hold it together.
Three principles hold the strategy together.
New geographies only. The old model could not go there, this one can. Two stages, sequenced to de-risk. Every section below builds from these three.
The single most important point in this proposal is what it leaves alone.
Same model. Same technology. Same business.
Luup Elevate does not touch the European operation or its geographies in any way. Same compensation, same back-office, same field. There is nothing to defend, because nothing is being taken away.
A separate, branded network in open territory.
In the GCC and the US, where Eqology has no current footprint, Luup Elevate stands up a fresh, branded network on new infrastructure. We handle network generation, seller recruitment, customer activation and campaign execution — so the market launches with momentum, not an empty app. Europe is never connected or disturbed.
Keeping the two separate is deliberate. The core business is never put at risk, which makes this an easy, low-risk decision. Expansion into open territory, not a change to the engine that already works.
A category growing fastest where Eqology is not yet present.
The United States anchors the global market. The GCC is smaller but faster and unusually on-target for the product. Two demand signals, vitamin D deficiency and preventive cardiology, point straight at Eqology's lines.123
Global omega-3 supplements by 2030, ~9% CAGR. North America the largest share at ~37%.
GCC supplements by 2030 from ~$1.7B in 2024, ~10.7% CAGR. UAE the fastest-growing.
Vitamin D insufficiency in Saudi Arabia. Direct fit for K2+D3 and Pure Arctic Oil with D3.
Share of US adults using dietary supplements. The DTC subscription channel is fastest-growing.
The market is moving Eqology's way.
- 01
From reach to revenue.
Across the Gulf, creator marketing is being judged on customer acquisition cost, average order value and return. Affiliate and sales-based reward models, virtual storefronts and shoppable content turn creators into direct-response sales agents.
- 02
One of the most concentrated social-commerce environments on earth.
UAE: ~99% smartphone penetration, social reach at or above 100%, ~7.2 hours of daily social use, ~38% of digital budgets to creators, influencer ROI near 5.8 to 1.
- 03
Saudi Arabia, formalising fast.
~99% internet penetration, 35M+ social users, a creator economy that grew ~32% in Q1 2025, influencer advertising near $96M and ~40% of the GCC total.
- 04
A category that creates its own proof.
Entering a market where consumers already buy through people they follow, and where the infrastructure rewards sales rather than impressions, is a tailwind. This is community commerce by another name, and it is what Luup Elevate runs.
The diagnosis matters, because it is what Luup Elevate is built to fix.
The model is restricted in parts of the GCC.
Saudi Arabia treats multi-level network marketing as impermissible, grounded in long-standing religious rulings. A European downline structure cannot simply be exported. What the Kingdom encourages, under Vision 2030 and the Mawthooq framework, is affiliate and social commerce that pays on real sales. A configured, sales-based model can go where the old one cannot.
Building from zero is a different job.
A mature European network runs itself through people who are already there. A new market has none of that, no field, no local word of mouth, no awareness. A field back-office administers an existing network; it has no mechanism to recruit and activate one from scratch. That is the likely reason previous attempts in markets like the US did not hold.
The US is an execution problem, not a regulatory one.
Direct selling is fully legal in the United States, FTC-regulated. The barrier has been entering a vast, crowded, attention-expensive market without a modern way to build and track a network. That is exactly the gap Luup Elevate closes.
The point where direct selling and marketing become one system.
Direct selling brings trust, ownership and compounding. Marketing brings reach, creativity and brand. The traditional versions of each fail at the other: a comp plan cannot run campaigns, and paid media cannot be owned or attributed to people. In a new market, where Eqology has to build awareness and a network at the same time, you need both.
Build the network
Active recruitment and outreach of sellers, ambassadors, affiliates and creators on the ground, so a new market launches with momentum and people, not an empty app.
Run the campaigns
A campaign engine that turns the product's proof (the blood test, the re-test, the Norwegian origin) into mechanics real people want to share.
Pay on real sales
Four-tier royalties, wallets and payouts. Every share, sale and re-test measured. Compliant by configuration in each market.
Luup Elevate is built by the team behind an affiliate network that tracked over £1B in sales for brands. Infrastructure proven at scale, purpose-built for organisations that grow through networks of sellers.
Everything a new-market network runs on.
Sellers live on their phones. Luup Elevate gives them a branded mobile app they actually want to open, and gives head office the engine and controls underneath.
Branded seller app
Eqology's name and design on native iOS and Android, with missions, storefronts, sharing tools and wallets built in. Your own branded network, not a generic third-party tool.
Network build from zero
Active recruitment of sellers, ambassadors, affiliates and creators on the ground, so the market launches with momentum instead of an empty app.
Four-tier royalty architecture
Royalty structures, milestones and rewards across four tiers, every payout tied to real sales, modelled with your team and calculated automatically.
Wallets and payouts at scale
Every seller sees pending, approved and paid in real time. Payout schedules follow Eqology's plan, not a spreadsheet.
Missions and activation
Clear weekly actions for every seller: share a result, post, refer, host a tasting or a test. Gamified, rewarded and measurable.
Reporting and control
Network, volume and earnings reporting for head office, with the data structure to support disclosure in each market.
Old-style field tooling ran a different era. Elevate runs what's next.
| Dimension | Old-style field tooling | Luup Elevate |
|---|---|---|
| Interface | Desktop back-office | Consumer-grade branded apps |
| Royalties | Hard-coded | Configured, four tiers, real sales |
| Payouts | Delayed, opaque | Real-time wallets, automated |
| Community | Bolted on | Missions and storefronts in the core |
| Markets | One size fits all | Multi-market rules, your structures |
For new markets only. Europe keeps its current stack.
Real campaigns, run through real people.
What a traditional back-office cannot do: build awareness and a network in a market from nothing. Each concept turns a feature of the Eqology product into a participation mechanic that gives sellers something to share that is not a sales pitch.
The Proof Drop
A customer who tests and improves unlocks a branded result card showing their index moving into range, with an invite friends can act on. The proof is the creative.
Tested Together
Customers test in pairs or small groups, a partner, a family, a training circle, and move through the journey as a cohort. Groups seed faster than individuals.
The Re-Test Rematch
The re-test reframed as a moment worth marking and sharing, turning the retention trigger into an advocacy trigger at the same time.
Every Result Is A Brief
Every result, not only an improved one, generates a personalised prompt inviting the customer to turn it into something shareable, at the point of highest emotional relevance.
The Norwegian Origin Series
A provenance-led content kit for ambassadors and creators: Made-in-Norway, single-origin Arctic cod, traceability to the vessel. How Eqology introduces itself, through real people.
Customers create proof. Ambassadors and creators create reach. Sellers create distribution. Luup Elevate makes all three measurable and pays each of them on real sales.
A product that manufactures its own proof.
Entering a market cold is hard because nobody knows the brand. Eqology has an unusual answer: the blood test gives every customer a personal result, the re-test confirms it, and the provenance, single-origin Arctic cod, MSC certified, Made in Norway, gives a new seller a story that is credible before they say a word.
Community commerce is the right way into a new market for Eqology specifically. A measurable, provable result travels through trust networks better than any advertisement, even where the brand is unknown. The re-test loop gives a brand-new network a built-in reason to re-engage every customer on a cycle, exactly the repeat behaviour a young market needs.
The same platform, configured to each market's rules.
United States
Direct selling fully legal, FTC-regulated. The four-tier model runs here. Obligations: income disclosure, product buy-back, honest claims, paid-relationship disclosure. A large category, a personalised-nutrition culture. The job is execution.
UAE
Lawful with DSA UAE and DED registration. The natural regional hub: best logistics, highest social penetration, a formalised creator-licensing regime. Obligations include licensing, VAT, AML and KYC, data handling and disclosure.
Saudi Arabia
Multi-tier MLM restricted, so the configuration is single-degree advocacy that pays on the seller's own sales, alongside retail and e-commerce. On the encouraged side of the line under Vision 2030. Mawthooq licensing, Maroof, ZATCA e-invoicing, VAT, SFDA registration.
Wider GCC
Qatar, Kuwait, Oman and Bahrain follow as a second wave on the single-degree configuration. Across all GCC markets, the product is registered under GSO 2530:2021 through SFDA or MOHAP, with halal certification and Arabic labelling. The test kit is positioned as a wellness self-screening tool.
The model, already proven at scale.
The same model, already proven at scale.
Zinzino runs a near-identical test-based omega-3 concept: BalanceOil+ paired with BalanceTest and a re-test loop. Listed on Nasdaq First North. Its 2025 growth came from new geographies, not from defending old ones. It is the proof the category and the model are real and fundable.4
Zinzino 2025 revenue growth, to ~SEK 3.3B
North America growth year on year
Recurring revenue share
Markets present
Zinzino still runs a classic, recruitment-styled partner model. Eqology can enter the same markets on a cleaner, modern, fully tracked, campaign-led footing, and lead on what Zinzino cannot claim: single-origin Arctic cod, traceability to the vessel, and Made in Norway. The job is to enter it better.
Two stages, sequenced to de-risk.
Two stages. No pressure on the core.
Launch. Recruit. Activate. Prove.
Launch the GCC, with the UAE as the hub, and the US as separate branded networks on Luup Elevate. Luup does the heavy lifting: network generation, seller and ambassador recruitment, customer activation and campaign execution. Eqology's job is to say yes to the markets and approve the plan. Europe untouched throughout. All risk contained to markets where Eqology currently earns nothing.
Then decide what to scale next.
Once the GCC and US are producing, Eqology can choose whether to expand further. Asia is the natural next horizon. Europe can be revisited too. No pressure, no timeline. If it ever happens, the migration is built to be safe: seller records and earnings reconciled before go-live, payouts running in parallel. Future decision, not a condition of this proposal.
From first call to a live network.
From first conversation to a live network in a new geography.
A linear path. No mystery boxes. A realistic timeline and number agreed on the first call.
- 01
Scope
A working session on the target market, the model and the requirements: market scan, regulatory check, requirements.
- 02
Design
The blueprint: four-tier royalty architecture, app and UX flows, integrations, mapped and agreed.
- 03
Build
Branding, custom development, integrations, app build and testing, with the Eqology team involved.
- 04
Launch
Staged rollout in the new market, with seller and ambassador recruitment, training and launch support.
- 05
Run
Ongoing technical support, or a full managed service across strategy, campaigns, recruitment and reporting.
Scoped to Eqology, not a price list.
Low cost, genuine partner. Skin in the game.
Configuration reflects that Eqology already has a website, which reduces the build. The real alignment is the performance fee: Luup earns most when the network generates revenue, not just when the hours are billed.
| Configuration | £30,000 | one-time |
| Platform fee | £7,500 | per month |
| Marketing and activation | £7,500 | per month |
| Performance fee | 4.5% | of revenue generated through the network |
| Monthly fixed total | £15,000 | per month, GBP |
Configuration covers white-label branding, the four-tier royalty and payout structure, technical integrations including the test result flow, and launch preparation. The platform fee covers running infrastructure: branded apps, wallets, payouts, reporting, support. Marketing and activation covers the engine that builds the network in a new market: seller, ambassador and creator recruitment, mission planning, creative direction and growth reporting. The performance fee is a 4.5% share of revenue generated through the network, so Luup is a genuine partner with skin in the game.
The shortlist, written plainly.
The shortlist, written plainly.
- 01
A way into the markets Eqology has tried and not entered: the GCC and the US, on infrastructure built for exactly that.
- 02
The European business left completely untouched and entirely unaffected.
- 03
A separate, branded network in each new market, on consumer-grade apps sellers want to open.
- 04
A marketing and recruitment engine that builds a network from zero, not just a comp plan.
- 05
Every seller, share, sale and re-test measured, so a new market is intelligible from day one.
- 06
A low-risk, two-stage path, with Europe revisited later only if the new markets prove it.
Every objection has a structural answer.
Every objection has a structural answer.
Fear of disrupting the core business.
Handled structurally: new geographies only, separate network, Europe untouched, nothing migrated in stage one.
Saudi restriction on multi-tier selling.
Handled by configuration: single-degree advocacy plus retail and e-commerce, the compliant route, with creator licensing built into setup.
Entering markets cold.
Handled by the build capability: active recruitment and outreach of sellers, ambassadors and creators, plus the campaign engine, rather than an empty app.
A strong incumbent in Zinzino.
Handled by differentiation: a modern, tracked, campaign-led model and a provenance story Zinzino cannot match.
Single-origin supply concentration.
Flagged: confirm Arctic cod supply can scale to two new regions, with the vegan algae line as a secondary lever, especially for the US.
Test-kit regulation.
Handled by sequencing: a per-market and per-state pathway mapped before launch, with the kit positioned as wellness self-screening.
The whole proposal, said once.
Eqology has a product the world wants and a network model that has not travelled beyond Europe. Luup Elevate is the branded, modern, fully tracked way to win the markets it has not cracked, in the GCC and the United States, while the European business carries on completely untouched. Luup does the heavy lifting — network generation, customer activation and campaigns — so Eqology scales without risk to the core. Two stages to prove it, then Asia and beyond. Low risk, real partnership, your call on what comes next.
Let's scope your first market.
A working session on the first target market, the model and the requirements. No deck, no pressure, a real conversation about what an Eqology-branded network in a new geography would take — with Luup handling the heavy lifting from network generation to customer activation — and a realistic timeline and number to go with it.
Direct with the founding team
A working session, not a presentation
GCC, US — then Asia and beyond
Sources, named in full.
Figures are paraphrased from the named public sources and should be confirmed against the latest reports. Regulatory points should be validated with in-market counsel before commitment.
- 01
Grand View Research — Global Omega-3 Supplements Market
~USD 7.7B in 2024, projected ~USD 12.9B by 2030 at ~9% CAGR. North America ~37% share. Fish oil ~60% of category; algae fastest-growing source.
- 02
Grand View Research — GCC Dietary Supplements Market
~USD 1.7B in 2024, projected ~USD 3.2B by 2030 at ~10.7% CAGR. UAE the fastest-growing; Saudi Arabia ~37% of GCC nutraceutical value (IMARC).
- 03
Saudi Ministry of Health & Market Data Forecast
Vitamin D insufficiency above 60% of the Saudi population; omega-3 the fastest-growing MEA nutraceutical segment at ~10% CAGR.
- 04
Zinzino Year-End Report 2025 · Direct Selling News
Revenue ~SEK 3.3B, up ~51%. North America +170–180% YoY. ~80% recurring revenue. Listed on Nasdaq First North.
- 05
Influencer Marketing Hub · digitalfarm · P&S Intelligence
Global creator economy ~USD 33B in 2025 (+36% YoY). UAE ~99% smartphone, ~7.2h daily social, ~38% of digital budgets to creators. GCC influencer market ~USD 316M in 2025.
- 06
CDC
~58% of US adults use dietary supplements. DTC and subscription the fastest-growing channel.
- 07
Luup Elevate product materials
Dedicated, white-label version of the Luup platform: branded native apps, royalty architecture, wallets, payouts, missions, storefronts, tracking and reporting. Built by the team behind an affiliate network that tracked over £1B in sales.