Based on the information available, there seems to be some ambiguity regarding the exact founding date and the "why" behind "LiveGood," potentially because different entities use this or a similar name. Here's a breakdown of what the search results suggest:

 * LiveGood (Membership-Based Health and Wellness Company):

   * When Founded: 2022

   * Why Founded: According to reports and statements from CEO Ben Glinsky, this LiveGood was founded out of frustration with the traditional direct sales model in the health and wellness industry. The key issues were:

     * Low Earnings for Most: Only a small percentage of people in traditional MLM were making significant income.

     * Overpriced Products: Customers weren't staying on products long enough to see benefits due to high costs.

     * Shift in Consumer Trends: Consumers were increasingly seeking value and affordability over expensive, overpriced products.

   The vision behind this LiveGood was to create a "Costco model" for network marketing, offering high-quality products at a few dollars above cost with a membership fee, making health and wellness affordable for more people. The focus shifted from high retail markups and heavy emphasis on recruitment to providing genuine value to end consumers.

In summary:

 * LiveGood (founded around 2022) was created to disrupt the traditional health and wellness MLM model by offering affordable, high-quality products through a membership program, addressing issues of low earning potential for distributors and overpriced products for consumers.