A Name You Should Know
If you were in network marketing in the early 2000s, you remember XanGo.
The mangosteen juice. The distinctive glass bottle. The buzz that spread through the profession like nothing I’d seen before. XanGo became a cultural phenomenon in direct selling, fueled by early internet adoption, social sharing, and a product so genuinely disruptive that it found its way into pop culture, music, and kitchens worldwide.
By the time the dust settled, XanGo had accumulated over $2 billion in cumulative revenues across more than 40 countries and built one of the most passionate distributor communities in the history of the profession.
And now the team behind that run is back.
Meet Oliabo
On February 4, 2026, a new company officially announced its launch: Oliabo. The name comes from the Italian word for olive, and the company is built entirely around the olive tree as a wellness platform.
The founding team includes Gordon Morton and Joe Morton, the brothers who co-founded XanGo, along with Kent Wood, who also played a significant leadership role in XanGo’s growth. They’ve brought in new partners as well, including Ashley Brown, a certified organic skincare formulator, and Brent Baum as Chief Strategy Officer, who brings three decades of senior executive experience including being part of DreamWorks’ original founding team.
The Morton brothers have deep roots in this industry. Their mother was an herbalist who built her life around botanicals. Their father managed Nature’s Sunshine, one of the founding companies of the Utah wellness and direct selling ecosystem. This is genuinely the family business, going back two generations.
The company’s founders described their vision simply: “We love bringing a vision of a better life to people. Success should be accessible to everyone. If we can serve the world by delivering exceptional wellness products while creating possibility through community, then that’s exactly what we’ll continue to do.”
Why the Olive Tree
The product angle is interesting and worth understanding before you form an opinion.
Oliabo isn’t selling olive oil. They’re building what they call a new category of wellness, based on bioactive compounds found throughout the entire olive tree, not just the fruit. The science behind polyphenols, hydroxytyrosol, and other olive-derived compounds has been advancing steadily, and the Mediterranean diet’s connection to longevity in Blue Zone populations gives the story a credible foundation.
Their flagship product, Prima, is described as a daily olive-tree-derived wellness system combining high-phenolic extra virgin olive oil, olive leaf extract, olive pulp extract, grape seed extract, and lycopene.
One of their more compelling market positioning points: Italians consume 14 liters of high-quality olive oil annually, while Americans consume just 1 liter. Oliabo frames this not just as a consumption gap but as a health gap, positioning their products as the bridge between Mediterranean longevity science and modern American wellness habits.
The story origin is personal. According to the company, Oliabo’s story begins in Treviso, Italy, where Gordon and Joe’s mother, a gifted herbalist, saw the olive tree as more than an everyday essential. It was central to her botanical culture and daily ritual, rooted in balance, care, and respect for nature. That legacy guides Oliabo today.
That’s a product story with genuine roots. Not manufactured. Not committee-designed. Actually personal.
What Distributors Are Saying
Early responses from the field have been enthusiastic, particularly from people with existing relationships with the Morton brothers and the XanGo era.
Matt Hopkins, an independent Oliabo representative, shared his perspective openly: “Five years later, I heard Gordon and Joe Morton — the visionaries behind Xango — had something new. I was all ears. When I learned it was olive-based, I couldn’t believe it. The very thing I’d been passionate about years ago was now being developed by two of the people I trust most in this industry. The same team that changed my Nana’s life. The same leaders who built Xango into a global phenomenon.”
He added: “I signed up as an Oliabo representative the moment I could, because I believe we’re about to light a rocket ship that hasn’t been seen in years. This isn’t just another supplement. This is the renaissance of wellness — rooted in 5,000 years of Mediterranean wisdom, powered by cutting-edge science, and led by proven visionaries.”
On the product side, early user Donna Farrell wrote on Trustpilot: “It has been only 77 days consuming Prima on a daily basis and this full body healing formulation is the best experience my body has received in years. To live with better night’s sleep, more focus and energy throughout the day, improved eyesight, better digestion and fewer cravings. Inflammation is leaving my body as well as unwanted pounds and I haven’t changed anything else in my diet.”
Another early representative, Chas Emmenecker, put it plainly on Trustpilot: “The Owners and Founders at Oliabo are the best of the best to work with. They are true experts in the areas of product development, branding, creating exclusive products to market with a comp plan that pays the best and fairest in Network Marketing. We call it ‘Rare Air.'”
The Compensation Structure
One thing that stands out about Oliabo’s early positioning is the compensation model. Unlike most network marketing companies, Oliabo charges $0 to enroll and requires $0 in purchases to earn Level 1 commissions of 25%, which is genuinely unusual in the industry.
They describe their compensation as a dual system combining baseline residual income with fast-start sprint bonuses, plus horizontal compression. It’s early days and the details will matter more once the company is fully operational, but the zero-barrier-to-entry enrollment is a deliberate signal about the kind of company they want to build.
The XanGo Legacy: The Full Picture
It would be dishonest to write about the XanGo founders returning without acknowledging the complete XanGo story.
XanGo achieved extraordinary commercial success. Over $2 billion in cumulative revenue. More than two million distributors. Operations across 40-plus countries in just over a decade.
It also had a complicated history. The company faced an FDA warning letter in 2006 for making over 20 unapproved health claims. Italy’s antitrust authority temporarily suspended operations in 2011 over misleading advertising. An investor lawsuit involving allegations of mismanagement and financial misconduct among the founders was eventually settled out of court. XanGo was ultimately acquired by Zija International in 2017.
That’s the honest record. The Morton brothers were part of that entire arc, the extraordinary highs and the difficult complications.
What it means for Oliabo depends on what lessons the founding team has drawn from that experience. The zero-enrollment-fee model, the emphasis on product integrity, and the more measured launch language all suggest a deliberate effort to do things differently this time.
What I’m Watching
It’s early. Oliabo announced in February 2026 and is still in a soft launch phase as of this writing. There is no revenue to analyze, no distributor income disclosure statement to review, and no track record yet to evaluate.
What I can say is this: the founding team knows how to build momentum in this profession. Joe Morton co-founded both XanGo and Altra Running, two genuinely successful ventures that started from nothing. The product category, olive tree bioactives and Mediterranean longevity science, is legitimate and growing. The origin story is personal and compelling.
The question every serious network marketer should be asking isn’t “is this exciting?” It’s “is this built to last?” The team has the experience to do it right. The proof will come in the execution.
This one is worth keeping an eye on.
Talk soon,
Ty Tribble
Download Ty Tribble’s free book, The Online Downline, and discover the step-by-step system to grow your network marketing business online the right way.”
