Basically the losses come from: - No meaningful revenues - High expenses, including lavish compensation for Iehab and his family/friends.
This company has never really had a business model. They did some manufacturing, didn't make any profit to speak of (if any -- I don't think they've ever turned a profit but years and years ago they may have). They are out of that business now. Then they partnered with a guy and were doing infomercials. If any of them aired I never saw them, and they never generated anything of note with it. They were selling a knockoff of the George Foreman grill (Evander Holyfield, I think), and some hair product, and a bunch of other crap. It never materialized, then they had a falling out with the partner.
Then they somehow got hooked up with this energy drink.
But the only constant was: 1. Hype 2. No substance 3. Iehab getting rich.