From 2004 to 2005 Reno Rolle served as CEO for the the US arm of Shop America. The direct response television company was responsible for creating and managing marketing campaigns for Kevin Trudeau.

Trudeau’s book, “Natural Cures they Don’t Want You to Know About” was #1 on New York Times Best Seller list. The book held the spot for several weeks, thanks to a coordinated, large scale infomercial campaign and targeted multi-million dollar budget.

Reno advised Kevin to focus on the substance of natural medicine, moving away from Trudeau’s past controversial claims.

Despite the controversy, the book’s success led to more than 4 million copies sold. In 2005, Reno resigned as CEO due to concerns regarding Trudeaus over-zealous health claims.