Although USANA Health Sciences share price hasn’t change much during the past month, there has been a flurry of activity behind the scenes as the company moves aggressively to implement its strategic vision under its recently promoted CEO. On December 7^th he appointed a new President and CIO, and one week later he added three new V.P.s to the executive roster.

Those personnel changes come on the heels of a 2-for-1 stock split in November, making its shares more accessible for retail investors. Of course, it will take a while for the tangible results of these actions to show up in the performance numbers, but the company clearly isn’t wasting any time moving in the direction it wants to go.

The question is, how long will it take to get there? Somewhat perversely, the troubles of a recently closed SW position, GNC Holdings, may work to USNA’s advantage since they operate in much of the same product and geographic landscape. Both companies sell nutritional and dietary supplements, with operations in the U.S., Europe and Asia.

However, that is where the comparison ends. While GNC saw its most recent quarterly revenue decline by 29% (YOY), USNA grew its revenue by 17% at the same time. Also, USNA’s profit margin of 10.4% is 40% higher than GNC’s 7.4% profit margins. If there really is a buyer in China looking to acquire an American nutritional supplement company (as was rumored about GNC a few months ago), perhaps USNA now appears the more attractive candidate.