time when questioned about his club’s name and its members, Gagan asked the manufacturer’s rep, “Are you a member at a club? I’m sure you take pride in your exclusivity.” After a prompt, “Yes,” Gagan replied, “Well, you keep your membership private and so do I.” The gentlemen nodded and an order was started.
Today, there are 173 Direct Buys in 32 states. The company has put 12,000 people to work, all of whom enjoy medical care and a stable income. They all live and breathe the Jim Gagan philosophy stated in his book, America’s Best Kept Secret, which he gave to every member of Direct Buy when it was published in 1991.
Jim asked for 12 catalogs and when the wholesaler stated they cost $60 each, Gagan said he would pay for them. The man said he could “memo bill them,” which Gagan found out later meant that as product was ordered and purchased a part of the purchase price would cover the cost of the catalogs. He also learned the term “pool car” meant that multiple retailers shared a railroad car or truck for shipping. These became his favorite terms.
The BIGHORN Dream As a BIGHORN investor in 1996, Jim was part of a unique group that sought to develop a utopian club reflective of a high-quality lifestyle which would surpass the expectations of its Members. Adding the Canyons course in 1999 and building a campus of amenities, which continues to grow, the group has seen its real estate investment soar. Gagan has nothing but praise and appreciation for the leadership of R.D. Hubbard, BIGHORN’s Chairman, and in turn Hubbard recognizes the support, ideas and energy provided by Gagan in the collaboration to make BIGHORN the respected and desired community it is today.
The first United Consumers Club started in an 1,800 sf house in Indiana filled with rented furniture on the main floor and an office in a basement. Photographs from catalogs were cut out and pasted on walls to show the variety of brands that could be purchased through the club. The first memberships cost $400 and were good for 10 years, and in the first month, 26 members joined. By the end of the year, 11 franchises sold! As the years progressed, so did the franchiser’s ideas, moving membership sales in the home to lifestyle tours on site. Infomercials were developed and the name “Direct Buy” took on a life of its own and eventually became the name of United Consumers Club. “Ideas are a dime a dozen, but the men and women who implement them are priceless,” states Gagan. With this philosophy in mind, Gagan would hold annual franchise meetings where he prompted and encouraged everyone to collaborate on selling techniques and ideas.
This success is shared philanthropically with contributions to worthwhile causes making a difference in the lives of others in the community. To date, the Gagan Family has given over $30 million in donations to hospitals, schools, family programs, etc. as well as supporting BIGHORN BAM and BIGHORN Golf Club Charities.
Over the years, many people offered him suggestions including pyramid schemes and marking up merchandise in addition to membership fees, but Gagan refused those questionable practices, saying he would never be able to sleep at night. Others tried to mimic his idea, but they could never get it off the ground because they were invested in greed and were not invested in the dream of giving value to the consumer.
The Gagans are big supporters of educational scholarships and wellness programs, committing to BIGHORN Golf Club Charities, Eisenhower Medical Center and BIGHORN BAM, a breast cancer focused non-profit. Right: Jim and his dog Jesse looking out over the majesty of BIGHORN.
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