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ActiveForever Acquired By A Health Products Direct Marketer

For Immediate Release
July 29, 2014


ActiveForever gets acquired by an investment firm specializing in direct marketing of health products.

Scottsdale, AZ, July 29, 2014 – ActiveForever, the nation’s top resource for innovative medical, fitness and assistive technology equipment and devices, has been acquired by an east coastbased multi-channel merchant specializing in eCommerce, print publishing, direct mail and private label importing. The details of the transaction remain private.

Larry Fugleberg and Erika Feinberg purchased Independent Living Products, a 12 year old, Phoenix-based company back in 2003. They re-branded the company into ActiveForever, overhauled the growth strategy, and re-structured the I.T. infrastructure of the business. The results of their work grew the business over 200X, very quickly. ActiveForever is now, in total, a 23 year-old market leader in the healing, productivity and medical equipment space, and with the added capabilities of the investment firm, the company is now solidly poised for continued explosive growth.

Fugleberg and Feinberg decided to say yes to an introduction offered by an east coast investment banker who had been contacting them, on and off, for several years. “I’m not sure what made us say yes to this investment banker this time, but I am glad we did. 15 minutes into our first call with the investor, we suspected we had a match in heaven”, stated Erika Feinberg. The entire acquisition process moved at a very fast pace, and was closed within 2 months of the first call.

Feinberg spoke to the investor the Saturday morning before Mother’s Day. The two had such a powerful connection, the investor flew out from the east coast and spent Mother’s Day, yes Sunday, with family and all. “Talk about speed dating; our investor started his due diligence over our dining room table with my entire family, including my Mother. Then, our meetings progressed into our headquarters in Scottsdale, as well as our national distribution center in Peoria. The deal structure changed a handful of times over the following weeks, and we finally settled into a very appealing deal just before my husband and I left for a 2-week Alaskan cruise. Within hours of our returning back to Arizona, we successful closed the deal with great excitement”, explains Feinberg. The investor is leaving the current management team in place, including retaining Erika Feinberg as its CEO and Chief Outcomes Officer, and Larry Fugleberg as the director of ActiveForever’s programming and IT infrastructure.

One of ActiveForever’s employees, Tucker Frazier stated, “It’s fun to be part of a business going through this transition, and I’m excited for the growth ahead. I’m happy management will stay in place, and we’re folding in such solid backing and expertise. Basically, I’m just curious to see what’s coming down the line. This is such an exciting case study; like a living MBA. I honestly find this whole process completely captivating and almost surreal; the kind of stuff you read about in text books actually being put to use.”

ActiveForever will be looking to hire additional talent into its ecommerce, sales and marketing departments.

About ActiveForever:

ActiveForever offers the best choices in medical equipment, e-low vision devices/assistive technology, athletic performance and rehabilitation/healing devices, home-care equipment, productivity and safety products for the home, travel and workplace.

ActiveForever is a fully integrated sales, marketing, warehousing and fulfillment services agency; a multi-channel merchant with print product catalogs for staff and patient education, retail showrooms with medical education centers, a warehouse/distribution services center, and one of the nation's top ranked e-commerce websites. is available for quick, interactive product solution guidance.
More information can be found at

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