Rich Higbee, General Manager of the Americas, is a seasoned leader with nearly 30 years of experience in the direct selling industry. Rich's pivotal role in the growth and success of Amare is a testament to his strategic insights and leadership. His influence has been felt from the launch of Amare to the shaping of its brand positioning as the Mental Wellness Company®.   

In his new role, Rich will spearhead a best-in-class strategy that advances commercial operations to drive consumer acquisition, retention, and growth in North America while leading education, sales programming, and customer and field sales communications.   

Rich's initial contributions to Amare created a lasting positive impact. From developing the compensation plan, multiple incentives, and the Subscribe & Save Rewards program, he has fostered strong relationships and attracted many initial leaders to Amare. His continued passion is evident in his unwavering commitment to champion sustainable change in the financial, emotional, and physical well-being of the mission-focused Amare community.   

He holds a BS in Psychology from Brigham Young University and resides in Highland, Utah. Outside his professional life he is a family man at heart, and enjoys spending time with his wife, their four daughters, their son-in-law, and their beloved golden doodle, Fin.