LifeScript Signs Veteran Internet Executive as CEO

Former eDiets and iVillage Executive Accepts Company's Top Post

Dec 15, 2004, 00:00 ET from LifeScript

    MISSION VIEJO, Calif., Dec. 15 /PRNewswire/ -- today
 announced that veteran Internet executive Ronald L. Caporale has joined the
 company as its new Chief Executive Officer and member of the company's board
 of directors.  Mr. Caporale succeeds Edward Geehr who will be stepping down
 from that post in December.  Geehr will continue to serve on the company's
 board of directors.
     Prior to joining LifeScript, Mr. Caporale held several senior level
 executive positions at well regarded Internet properties.  Mr. Caporale was
 part of the original management team of, the leading diet and
 fitness destination on the web, rising to the position of Executive Vice
 President of Business Development over his 5 year tenure. At eDiets, Mr.
 Caporale was responsible for advertising sales, ecommerce and major strategic
 partnerships with companies like Microsoft, Yahoo and AOL and was a key player
 in that company's growth.  Mr. Caporale also spent two years in senior level
 positions at, the number one women's destination on the internet,
 including Vice President, General Manager of Sales and Vice President of
 Business Affairs.  Most recently, Mr. Caporale served as a long term
 marketing/product development consultant to several companies including The and The
     "We are delighted to have found someone of Ron's caliber and depth of
 experience to lead our company," said James Hogan, LifeScript Chairman. "Ron's
 track record in building direct to consumer businesses on the internet and
 proven leadership abilities are tailor made to drive this company to the next
     "I am extremely pleased to join the LifeScript family," Mr. Caporale said.
 "LifeScript has a great product line and a sharp, dedicated management team in
 place that I am proud to lead.  I see nothing but opportunity ahead for the
 company and am confident that we can achieve significant growth in the coming
     About LifeScript
     LifeScript, based in Mission Viejo, California is an internet direct
 marketing company focused on health and wellness. The LifeScript product line
 includes LifeScript personalized vitamins and Revitalize soy meal replacement
     LifeScript personalized vitamins were created to help health conscious
 consumers make better decisions about the vitamins they take and in what
 amounts. Internet website visitors answer a few simple questions about health,
 lifestyle and medical concerns. Sophisticated algorithms created by the
 Scientific and Medical Advisory Board create a unique supplement program that
 is prescribed specifically for the individual.
     Revitalize soy meal replacement shakes are low carbohydrate, high calcium
 shakes that provide an easy meal replacement option for health conscious
     Led by a senior Board of Directors and veteran internet executive Ronald
 L. Caporale LifeScript has the right senior leadership in place to grow the
      Media Contact
      Brian Hogan
      (949) 454-0422

SOURCE LifeScript