IT WORKS!®, a global lifestyle and wellness brand, is undergoing a major transformation. With the recent appointment of Forrest Smith as Chief Strategy Officer (CSO) in September 2025, the company has signaled its commitment to innovation, technology, and growth. Known for its viral product “That Crazy Wrap Thing”, IT WORKS! is now aligning itself with AI-driven tools, automation, and modern business strategies to stay competitive in the digital economy.
Forrest Smith is often described as a serial entrepreneur, with a proven track record of scaling startups and successfully exiting by selling businesses to Fortune 500 companies. His entrepreneurial background gives him a unique edge: the ability to blend innovation and speed with corporate-level execution.
Before joining IT WORKS!, Forrest Smith served as the Executive Director of Global Operations at a publicly traded network marketing company. There, he championed the use of artificial intelligence, automation, and data analytics, establishing himself as a leader who embraces the future of business.
The decision to bring Forrest Smith onboard is more than a simple executive hire it represents a strategic shift. IT WORKS! is moving away from solely relying on its legacy multi-level marketing (MLM) model and embracing a tech-driven hybrid approach that integrates e-commerce and digital platforms.
As CSO, Forrest Smith’s mission includes:
Founded in 2001 by Mark Pentecost, IT WORKS! grew from a small business into a global brand with a presence in 20+ countries. Known for its direct-selling model, the company built a community of over 100,000 independent distributors, famously referred to as Wrapreneurs.
IT WORKS! focuses on three key verticals:
Unlike traditional retail, IT WORKS! thrives on social selling. Its distributors leverage platforms like Instagram, TikTok, and Facebook to engage customers worldwide, making it one of the most digitally-driven MLM companies in its category.
Forrest Smith’s appointment signals a technology-first strategy. By incorporating AI-driven insights, IT WORKS! aims to optimize distributor performance, streamline supply chains, and personalize customer experiences.
Smith believes in agility and scalability, meaning the company can adapt quickly to new markets while sustaining global operations. His approach blends startup energy with corporate discipline.
At the heart of his vision lies the field force. By empowering distributors with tech-driven dashboards, data analytics, and automated marketing tools, Forrest Smith ensures that IT WORKS! remains competitive in the fast-changing wellness industry.
Like many MLM companies, IT WORKS! has faced criticism over its business model, particularly regarding income distribution among distributors.
The FTC (Federal Trade Commission) and FDA (Food & Drug Administration) have previously issued warnings to similar companies for exaggerated income and product claims. IT WORKS! must tread carefully to ensure compliance while maintaining its distributor-driven growth.
Under Smith’s leadership, IT WORKS! may evolve into a direct-to-consumer e-commerce hybrid, reducing reliance on MLM and expanding into mainstream digital sales.
As consumer behavior shifts toward online convenience and transparency, IT WORKS! has the opportunity to reinvent itself and remain a market leader in lifestyle wellness.
The appointment of Forrest Smith as Chief Strategy Officer at IT WORKS! marks the beginning of a new strategic era. With his unique blend of entrepreneurial vision and corporate execution, IT WORKS! is set to embrace AI, automation, and modern digital strategies. While challenges remain, particularly with the MLM model, Smith’s leadership positions the company to evolve, innovate, and thrive in the global wellness market.
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