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FitLine and the New Routine Economy: Why a European Wellness Brand Is Finding a Home in the U.S.

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FitLine is the flagship nutrition line of PM-International, a company founded in 1993 that now operates in close to 100 countries. While many American consumers are just beginning to encounter the brand, it has spent decades building a strong presence internationally through a direct selling model. Today, PM-International ranks among the top global direct selling companies by revenue, with billions in annual retail sales.