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A legacy with over 80 years of experience

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Our parent company has its roots in 1924 as Electrolux, USA, a company known for excellence in its technology, unmatched service, and endless accomplishments with products honored in the Smithsonian and over 50 million satisfied customers. The dedication to creating endless opportunities for people and innovating healthy living solutions of Electrolux helped inspire the creation of Vollara.

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Joseph P. Urso, Chairman & Chief Executive Officer

Joseph P. Urso, Founder, Chairman & Chief Executive Officer

Joseph P. Urso is the Chairman & CEO of Aerus Holdings LLC. Aerus Holdings LLC has invested capital and expertise in a variety of companies where it has complete or significant operating control. A primary investment of Aerus Holdings is Aerus LLC, which was known as Electrolux from 1924-2003. Aerus has been a leader in floorcare and home health products for over 85 years and has served more than 50 million homes in North America.

Mr. Urso has led Aerus Holdings to success using the Four Corners of Every Successful Business™ model, which he created. He planned the entry of Aerus Holdings into network marketing for over ten years. He believes in the explosive power of this industry to change lives in a positive way and dedicates his full-time efforts to company business.

Mr. Urso is very involved in the Direct Selling Association and serves on its Board of Directors.

Bill Coyle, President & Chief Sales Officer

Bill Coyle, Executive Vice President, Sales

Bill Coyle joined Aerus Canada, Inc. in 1972 as a sales rep in their college program, and held various managerial and executive positions in Sales, Finance, Marketing and Administration until January 2003. At that time, his employment was transferred to our U.S. affiliate Aerus LLC, where he served from March 2009 until April 1st, 2014 as the Vice President of Training and Education. Mr. Coyle currently serves as President & CSO of Vollara LLC. Bill graduated from Dawson College in Montreal, Quebec with a Business Administration degree, and has completed additional course work at Concordia (Montreal) and York (Toronto) Universities in marketing and accounting. Bill is fluent in English and French and speaks some Italian, Japanese and Mandarin as well.

Leadership Team

Troy A. Sanford, Senior Vice President of Sales & Health Sciences

Troy A. Sanford, Senior Vice President of Sales & Health Sciences

Troy Sanford joined Vollara the month of its inception, January of 2010. Since then he has lead Vollara’s Health Sciences initiatives and contributed to the leadership and direction of Vollara in collaboration with Vollara’s President and Chairman. Dr. Sanford’s wellness expertise stems from two decades working in and directing health science- focused companies.

His education began with an undergraduate degree from the University of South Florida, after which he became a licensed Certified Nutritionist designation. He then received a Master’s degree in Natural Health, and finally a doctoral degree in Naturopathy. Troy’s experience and education have empowered him to consult with Olympic champions, professional athletes and their coaches from Major League Baseball, National Basketball Association, National Football League and ESPN X Games.

The world’s most storied teams have come to rely on Dr. Sanford and the wellness tools he and Vollara have brought to market. Dr. Sanford came to Vollara with 20 years’ experience in sales and sales leadership. His sales career began when he was 18 years of age as a salesman for the Southwestern Company, America’s oldest direct sales company.

Troy then rose through the ranks of Goldshield plc under the mentorship of Direct Selling Hall of Fame Member Harry Hersey. Dr. Sanford’s passion for wellness and empowerment of people to achieve their dreams is unprecedented. He lives in Prosper, Texas with his wife Sandi and their four boys.

Dr. Omar L. Hamada, Chief Medical Advisor

Dr. Omar L. Hamada, Chief Medical Advisor

Omar L. Hamada, MD, MBA, MATS is the newest member of Vollara’s Leadership Team. LTC Hamada served 15 years in the United States Army, 10 of which were with the U.S. Army Special Forces as a Flight Surgeon and Diving Medical Officer. Dr. Hamada has a Doctorate of Medicine from the University of Tennessee College of Medicine, an MBA from Vanderbilt University’s Owen School, a Master’s degree in Theology from Columbia International University, and is an ordained minister.

Dr. Hamada is Board Certified in both Family Medicine and in Obstetrics & Gynecology, and was grandfathered into Sports Medicine for his work with the Special Forces where he also received Army and Naval certifications in Flight & Aerospace Medicine and in Deep Sea & Hyperbarics.

Currently, Dr. Hamada practices Emergency Medicine. His mission is influencing others by changing hearts and minds. Dr. Hamada lives in Brentwood, Tennessee with his wife Dr. Tara N. Hamada and their four children. Tara Hamada, MD is also a physician and is Board Certified in Internal Medicine and Pediatrics. Together, they have started a Concierge Medicine practice focused on optimizing health and human performance.

The Hamada’s rich family and spiritual life provide a strong foundation from which they serve God and their community. In his spare time, Dr. Hamada sings as a classically trained spinto tenor, and plays classical and jazz trumpet.

Bret Holland, Chief Financial Officer

Bret Holland, Chief Financial Office

Bret Holland is the CFO of Aerus Holdings LLC. Mr. Holland joined the Aerus team in November of 1998. Since that time he has held the positions of Director of Finance and VP Finance, as well as his current position of Chief Financial Officer. Prior to his tenure with Aerus, Mr. Holland held the position of Controller for Interceramic, Inc., a Dallas, Texas based manufacturer of ceramic floor tile. Prior to that, he worked in public accounting for the national firm Coopers & Lybrand. Mr. Holland has maintained a CPA license since 1992. He is a graduate of Texas A&M University with a degree in Business Administration. Mr. Holland lives in Garland, Texas with his wife Melissa and two sons, Evan and James.

Carl C. Christoff, President & Chief Legal Officer

Carl C. Christoff, President & Chief Legal Officer

Carl C. Christoff joined the Aerus Holdings family in 2001 and is currently Aerus Holdings' President and Chief Legal Officer. He is also the Chief Legal Officer and Executive Vice President of Aerus LLC (formerly Electrolux LLC), DBG Group Investments, LLC and Vollara LLC, and is the Managing Director of Vollara Co., Ltd. (Vollara Thailand). For several years, Mr. Christoff served as In-House Counsel and Vice President of Engles Urso Follmer Capital Corporation, a Dallas-based investment firm, which among other things, spearheaded the acquisition of the Electrolux business. Prior to joining the Aerus family, Mr. Christoff was an attorney with Stutzman & Bromberg in Dallas, Texas, where he served on the firm's management committee. Mr. Christoff obtained his undergraduate degree from Mount Union College and a law degree from Tulane University. He is a member of the State Bar of Texas.

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