IT WORKS!® Appoints Peter Griscom as President & COO to Lead AI-Driven Growth
IT WORKS!®, a global leader in lifestyle and wellness products, today announced the appointment of Peter Griscom as its new President and Chief Operating Officer. An award-winning executive renowned for transformative leadership in the direct selling industry, Griscom brings a proven track record of product innovation, business turnarounds, and field-centric growth strategies.
A two-time “Turnaround of the Year” award recipient, Griscom is widely recognized for his forward-thinking approach and unwavering commitment to field success. His leadership has consistently delivered category-leading products that resonate with modern consumers, earning him a place on the Direct Selling News’ “Forces Under 40” list twice (2017 and 2025).
With six SupplySide Editors’ Choice Awards—including multiple honors for “Weight Loss Product of the Year”—Griscom has built a reputation for developing breakthrough wellness solutions that redefine industry standards. His expertise in aligning people, product, and process has repeatedly transformed product launches into market phenomena.
Griscom’s appointment marks a pivotal chapter for IT WORKS! as the company sharpens its focus on product innovation, digital-first field engagement, and strategic global expansion.
“I’m honored to join a brand as iconic and vibrant as IT WORKS!,”
said Griscom.
“The opportunity to build on this legacy, empower our distributors, and deliver products that lead in every market is exactly the kind of challenge I thrive on. Together, we’re going to win the next era of wellness.”
IT WORKS! is poised to drive a new wave of momentum, re-engaging veteran distributors, attracting top-tier talent, accelerating product innovation, and creating new pathways to success for the next generation of IT WORKS! leaders.
About IT WORKS!
IT WORKS! is a global leader in lifestyle and wellness products, dedicated to helping people live their best lives through innovative solutions that support health, beauty, and personal growth. Founded in 2001, IT WORKS! has empowered hundreds of thousands of independent distributors across more than 20 countries with its award-winning product portfolio and proven business opportunity. With a mission to inspire confidence, promote well-being, and create community, IT WORKS! continues to redefine the direct selling experience for the modern entrepreneur. For more information, visit www.itworks.com.
Get more information, facts and figures about It Works! Global, click here for the It Works! Global overview.
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