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Our Story
From helping Big Food to helping you—here’s how we got here
Hey there—I’m Lenny Gale, co-founder of Blending For Good.
Twelve years ago, I was sitting in another airport terminal, exhausted from another week working for another Big Food client. I was in consulting then, helping massive corporations maximize their profits. Good money, prestigious clients, all the markers of “success.”
But I was miserable. And more than that—I was complicit.
Needing Change
The wake-up call
Here I was, spending my days helping companies that fundamentally didn’t care about people’s health, while my own health was falling apart from the stress, travel, and terrible eating habits that came with the lifestyle.
The irony wasn’t lost on me: I was getting paid well to help corporations get better at selling products that made people sick, while I couldn’t even take care of myself.
That night in the airport, something clicked. I needed to make health and wellness my life’s work—not something I squeezed in around client demands, but the actual focus of what I did every day.
I started researching ways to eat better, and smoothies kept coming up as the easiest path to getting more nutrients. But I low-key loathed every blender I tried. Even the “good” ones couldn’t handle what I needed them to do.
Then I found Vitamix.
Discovering a Calling
The audacious promise
When I discovered their affiliate program, I was probably more excited than I should have been. But for the first time in years, I saw a path where I could help people instead of helping corporations extract value from people.
I called up the person running their affiliate program and told them something that probably sounded crazy: “I’m going to be your biggest affiliate.”
They probably got calls like that every day. But I meant it.
The big idea
Building something different
What started as an escape from corporate consulting became something much bigger. I realized the problem wasn’t just that I was helping the wrong companies—it was that the entire system was designed backwards.
Big corporations make health complicated because complexity creates dependency. They profit from confusion, decision paralysis, and products that barely work so you’ll keep buying more.
What if someone actually cared about your success instead of just your purchase?
That question became our mission. Every piece of content we created, every customer interaction, every decision we made was guided by one principle: help people succeed, not just sell them stuff.
leaping again
The evolution
For over a decade, we’ve been proving that business can be done differently. We wrote books, taught classes, created videos that millions of people watched—all focused on actually helping people transform their health.
With my partner Shalva, we’ve helped over 25,000 people get the right blender and, more importantly, actually use it to change their lives.
But people kept asking us: “Can I just buy from you directly?”
In 2025, we made it official. We became an authorized distributor so we could serve you even better—with the same caring approach we’ve always had, but now with the infrastructure to truly compete with the giants.
Doing the good work
Values in action
We’re a B-Corp certified company because we believe business should be a force for good. When you shop with us, you’re not just investing in your health—you’re supporting a model that prioritizes people and planet over pure profit.
Every blender purchase provides 100 meals to kids through our partnership with No Kid Hungry. Because when 1 in 5 kids in our country faces hunger, using our business to address that just makes sense.
Bringing it all home
The bigger picture
This story isn’t really about blenders. It’s about choosing to support businesses that actually care about your success over corporations that see you as a transaction.
It’s about proving that you don’t have to choose between convenience and values, between good service and good prices, between supporting small business and getting enterprise-level reliability.
Every purchase you make is a vote for the kind of world you want to live in. When you choose us over the giants, you’re voting for businesses that put people first.
Blending for good
What’s next
After 12 years of this work, I can honestly say we’re just getting started. Every day, we’re finding new ways to make healthy living easier and to prove that business can be both profitable and purposeful.
We’re grateful for the opportunity to serve this community and to keep raising the bar for what customer experience should look like.
Thanks for being here, for exploring our site, and for joining us in using the power of blending for good.
Questions? Stories? Just want to chat? I’m always reachable at Lenny@blendingforgood.com.
Happy blending!
Lenny Gale
Co-founder, CEO
