On DSN’s 20th anniversary, we asked industry leaders and legends to share how past evolutions and current opportunities are shaping the future of the industry.

In 2004, Stuart Johnson, now CEO of Direct Selling Partners, Direct Selling News (DSN) and NOW Tech, held a clear vision: to create a monthly publication that offered timely and useful information to direct selling executives. Today, that vision has expanded beyond a print publication to include podcasts, workshops, executive forums and informative in-person events featuring the biggest names in the industry. The format and appearance of the magazine has changed throughout the years, but the original foundation of Johnson’s vision remains unchanged.

As we celebrate 20 years of innovations and insights, we take a look back on a few of DSN’s most important milestones. But even before DSN’s debut in 2004, Founder and CEO Stuart Johnson had an illustrious career influencing the channel. He founded VideoDirect in 1987, which ultimately became VideoPlus and then SUCCESS Partners. He launched SUCCESS Partners University, an education conference for direct selling corporate executives in 2002.

DSN, now in its twentieth year of publication, continues to be the go-to resource for well-researched global industry news, expert insights and interviews with the founders and executive leaders behind the channel’s legacy companies and rising stars.

Deborah K. Heisz, now Neora Co-CEO, and John Fleming, a DSN Legend and former Avon executive, were two of the original staff members tasked with assembling the publication’s flagship print issues.

“At the time, there was no real periodical resource for legitimate news and information for people who were leading and operating direct selling companies,” Heisz said. “People were hungry for a trade journal they could rely on, and we received feedback from dozens—if not hundreds—of executives and owners across the industry letting us know we had truly filled a need.”

From a simple eight-page newsletter to the robust, global magazine it is today, DSN remains committed to supporting, informing, connecting and challenging direct selling executives across the US and around the world.

“I planned to stay for two to three years, but I remained Publisher and Editor in Chief for nine,” Fleming said. “We started by building something relevant and, in many ways, it has become far more relevant than we ever envisioned.”

Twenty Years of Industry-Changing Trends

The past two decades have been host to some of the most dramatic shifts in the channel, including the proliferation of the internet; the broad adoption of mobile devices; and pandemic-induced social distancing that forever changed the way shoppers buy products and interact with brands. With each paradigm shift, the direct selling industry learned to evolve and adapt.

We asked these executives: In the last 20 years, what changes have had the greatest impact on the industry?

“The vast majority of companies started in the industry by sharing products at home parties. Now, we’re sharing the opportunity virtually and across the globe without concern for physical barriers. Digital platforms forced all of us to adjust, while opening up a world of opportunity.”—Mark Pentecost / It Works! Founder and Chairman

“The operating landscape has permanently changed. Millennials want their own gig, but the average direct-to-consumer venture lacks the ability to scale up the way a direct selling company can with sales organizations.”—Rick Goings / DSN Legend, Chairman Emeritus and former CEO of Tupperware Brands

“Twenty years ago, signups and applications required a stack of paper. Today, it’s all done digitally. Technology has enabled much more efficient point-of-sale transactions and created the ability to connect and communicate with more people.”—John Addison / Addison Leadership Group; Board Member for Primerica, LegalShield; Senior Advisor to Utility Warehouse

“The digital revolution of the early 2000s felt, at the time, like a once-in-a-lifetime revolution, but it proved to be just the beginning of an avalanche of technology and business models that would profoundly change the world around us. Through all of these changes–the rise of social media, gig platforms and AI, and the challenges of the pandemic—we have demonstrated that, as a channel, we can adapt and evolve quickly.—John Parker / Amway Chief Sales Officer

“Technology has been the biggest gamechanger for us. I believe you have to have a robust strategy in both automation and face-to-face interactions for success in today’s marketplace. It is a delicate balance. Simplicity and speed can be the difference between success and failure.”—Kevin Guest / USANA Executive Chairman

The Next 20 Years

Lessons from the past 20 years have illustrated that change is not only inevitable; it is a critical part of healthy evolution. It was by welcoming social media, ecommerce and a digital-first footprint that the industry was prepared to not only survive but thrive during the pandemic. And as industry leaders look to the horizon, it will be that same bold approach and nimble, open mindset that will prepare the next generation of direct sellers for success.

We asked these executives: What actions should leaders be taking now to prepare for the future?

“We need to remember what got us here. We have always been an industry that focuses on building people, and then those people go on to build our business. We can ensure our future success by remembering that the most valuable asset any direct selling company has is our loyal, hardworking distributor field!—Rudy Revak / DSN Legend, Founder of Symmetry and Xyngular

“As technology continues to create opportunities and disruptions, I believe the future of direct selling will have to be centered around community and the social dynamic in our businesses. Great products, compelling income opportunities, competitive customer and representative experiences will continue to be basic requirements, but the community and social experiences we offer can be real differentiators.—John Parker / Amway Chief Sales Officer

“We empower women and others to work a meaningful business in pockets of their day. That’s the best part of direct selling. That’s how we win. We must continue to create and emphasize this opportunity—the side hustle is always in style.—Sarah Shadonix / Scout & Cellar Founder and CEO

“Leaders in the channel should plan for growth. Those who stay current by investing in the technologies of today and tomorrow—including new ways to purchase, improve speed to customer and product value—will thrive.—Joni Rogers-Kante / SeneGence Founder and CEO

“Direct selling will continue to thrive where the exchange of value is ongoing and supportive—like in following a nutrition or fitness plan—because of the importance of accountability to achieve success, but we need to acknowledge that affiliate marketing will replace network marketing where the relationship is purely transactional.—Carl Daikeler / BODi CEO

“Personalization and integration of AI in customer service are trends that we find exciting and that we are integrating into our strategy. Direct selling is also very unique; we never work solely online or offline. The future is hybrid, and we are relying on hybrid solutions in our strategy and development to be active pioneers in our industry.—Rolf Sorg / PM-International Founder and CEO

Creating a Lasting Impact

DSN has always strived to stay on the cutting edge of direct selling trends, news and thought leadership through its educational initiatives and events. We asked these executives: How has DSN’s coverage and perspective impacted your businesses over the past two decades?

“DSN has challenged the way I think about our business and the future of our channel. It helps me sift through the hype and understand the real innovations and opportunities that will shape our future. I am so grateful for the connections and insights that DSN has brought to me and our industry.”—John Parker / Amway Chief Sales Officer

“What DSN provides is something critical for the industry: a collegial way to share best practices with one another. One of the great things about the direct selling industry is people’s willingness to share both their successes and failures. DSN gives executives a way to learn and grow their businesses.—John Addison / Addison Leadership Group CEO; Board Member for Primerica, LegalShield; Senior Advisor to Utility Warehouse

“DSN is a powerful source of knowledge, allowing companies to learn from each other and grow. DSN has always offered great insights and innovative ideas. When there can be criticism of our industry, it’s important to have a platform like DSN to speak of the positive impact we’re having around the world.—Mark Pentecost / It Works! Founder and Chairman

“DSN is an important forum for keeping abreast to fast changing forces and how others are approaching and adapting to remain vital and resilient.—Rick Goings / DSN Legend, Chairman Emeritus and former CEO of Tupperware Brands

“The DSN articles and DSU events have been an amazing asset to the corporate leaders of this channel. They both create opportunities to gain valuable information, ideas and strategies, and they give guidance during changing and challenging times.—Rudy Revak / DSN Legend, Founder of Symmetry and Xyngular

“DSN continues to be an important voice and resource for steering the direction of this method of sales and marketing. It’s easy for institutions and regulators to lose sight of the individuals who legitimately use direct selling as their livelihood. DSN helps us all remember who is most important in this industry, and it’s not the company—it’s the distributors and customers.—Carl Daikeler / BODi CEO

“When DSN started, I remember thinking: ‘Finally! One place to get timely, reliable and insightful information on other direct sellers.’ Before DSN, people had to constantly scan multiple sources. It was very easy to miss company announcements and releases because so many direct sellers were private or just starting out.—David Holl / Mary Kay Chairman and former CEO

“DSN is my ‘go-to manual’ when I have questions; seek insight; look for surveys; or simply look for inspiration when I need it. I never throw away a publication, as I know I’ll need to refer to it one way or another. It helps me stay informed and current with what is going on in our channel.”—Joni Rogers-Kante / SeneGence Founder and CEO

“The community gains so much strength when we all work together, and DSN makes that happen. They are invaluable to the ongoing growth and professionalism of this industry, and I am so grateful for their work.”—Michele Gay / LimeLife by Alcone
Co-Founder & Chairwoman

“The coverage of the direct selling landscape in DSN is like no other, providing a clear and nuanced view into an industry that thrives on personal connections and innovative strategies. The articles are a testament to the precise research and commitment to detail that the team embodies, making Direct Selling News an invaluable resource for anyone involved in or interested in the dynamic world of direct sales. It’s journalism that not only informs but enriches and compliments the conversation around this unique sector of commerce.—Rolf Sorg / PM-International Founder & CEO

Building a Legacy Meant to Last

Reflecting on the past 20 years, the DSN team continues to build and plan for an even brighter future with more events, global coverage, expanding platforms and an unflinching grasp of Johnson’s original vision. The next 20 years will expand on that relevancy and commitment, providing more insights, developing broader resources and presenting more opportunities to support the executives working diligently to strengthen and scale the one-of-a-kind entrepreneurial possibilities found within the direct selling channel. 

From the January/February 2024 issue of Direct Selling News magazine.

The post Cheers to 20! first appeared on Direct Selling News.

“We at PM-International and FitLine have looked at the constructive criticism and feedback from our distributors to develop future-oriented solutions,” said PM-International General Manager Marketing Wojcech Foremnik and Chief Technological Officer Márton Fülöp together from the stage. “People will always meet, but again, the future is in the middle. For this reason, we are actively advancing in our development to shape the future of our industry ourselves.”  

The event also highlighted the company’s philanthropic initiatives, including its commitment to child sponsorships through World Vision, and pledged to support an addition 800 children through the program. 

“The success of PM-International is only possible due to all of you,” Sorg said. “It is your consistency, focus and hard work. It’s not magic, but your discipline and ambition made it happen. Thank you so much.” 

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THIS YEAR’S BRAVO LEADERSHIP AWARD was given to Rolf Sorg, Founder and CEO of PM-International in honor of the visionary leadership and strategic direction he has always displayed throughout the 30-year history of the company.

When asked to explain his thoughts on leadership, Rolf shared that he believes there are no born leaders. Becoming a leader requires overcoming obstacles; learning how to build relationships and teams; and developing behaviors that inspire others to grow.

“Whenever you face a challenge, it’s like resistance,” Rolf explained. “You have to work against resistance and learn from your mistakes. No pain; no gain.”

Rolf has had plenty of opportunities to grow through challenges. As a young man, he was in an apprenticeship to become a car mechanic, repairing cars in his spare time to earn extra money with the motto of “Twice as good at half the price.” Before long, he had a long list of loyal customers and a healthy income, but a severe injury during a repair that crushed his jaw sent him in a new direction.

Working as a car mechanic wasn’t his future, he decided, and he chose to devote himself to his studies in order to take over the family business from his father one day instead. But life was a far cry from his previously elevated standard of living. While his in-demand car repair side hustle had provided spending cash before university, he lived in cramped quarters in student housing and had little extra money as soon as he started his studies. This downsized lifestyle made him especially eager to find new income opportunities.

So, when he had a chance encounter with a tradesman who was driving his dream car, Rolf couldn’t help but ask him how he could afford such a luxury item on a meager paycheck. His answer: direct sales.

“I was a shy guy, but I had a burning desire to change something in my life. There’s nothing you’re willing to work harder for than a lifestyle you’ve already experienced.”

Plan A with No Plan B

Rolf describes the decision to become a distributor as an easy one. While he was excited for the opportunity, it didn’t change the fact that he struggled with self-confidence in the fledgling years of his career.

“No one likes to hear ‘no.’ Psychologically it takes a piece of your self-confidence. In the end, it’s about how big your vision, goals and desire are and your willingness to overcome the obstacles. Those can make you do something, even if you know in the first moments it will be painful.”

Through perseverance, Rolf became the top earner in his company, personally driving roughly half of the company’s revenue. This success built his confidence and the experience gave him new skill sets as a leader and entrepreneur. After a company he was working for went bankrupt, Rolf purchased their remaining stock and launched his own venture which ultimately became PM-International.

The decisions that followed would not be quite as simple. Launching PM-International required a sizable investment. And while he had socked away about $500,000, launching correctly would require his entire life savings, plus another $500,000 loan.

“I was willing to take the risk,” Rolf remembered. “If it didn’t work out, that would be it. I would be done. I started with Plan A with zero space for Plan B.”

Helping Others Learn from Your Mistakes

PM-International was taking shape, and the numbers looked incredibly profitable on paper. But in reality, the company had almost no liquidity. And Rolf was having to negotiate with banks to help stay afloat. It was a challenge he spent months trying to hash out in solitude, until he finally called his father, who determined the problem within four hours.

Rolf had a receivables issue. Bills that weren’t being paid were still showing up in the books, which meant that even though Rolf was not receiving money, he was paying taxes as though he had. “I learned a lesson and changed everything. Twelve months later we were debt free and that has never changed.”

PM-International quickly implemented a strict no-debt policy, and Rolf’s father was brought on as a mentor. Rolf also reorganized the structure of his workdays. Instead of focusing all his attention on what he calls the fun factor—sales and marketing tasks he loves to do, he splits his days in half, devoting 50 percent of his attention to the tedium of financial controlling, purchasing and logistics.

While these changes may have been prompted by errors in the past, Rolf views this learning process as an integral part of being an authentic and powerful leader. Perfection is never the goal, in his opinion, but rather a constant pursuit of doing his best.

“Sharing my own mistakes makes it easier for people to understand and draws them closer,” Rolf shared. “If I presented myself as a hero, that’s not reality, and it’s not true. Others would get nothing out of that.”

Taking the Bull by the Horns

Rolf’s big risk has paid off. PM-International is now ranked #8 on the DSN Global 100 list with $2.55 billion in 2022 revenue and a presence in 45 countries. Operating as subsidiaries in these markets, PM-International takes the steps to register their products with each country, making sure they operate legally and have a physical warehouse footprint. “That takes principles, values and ethics. We believe if you are trading products there, you should be present,” Rolf explained.

There would be less risk involved with keeping some distance from these new markets, but Rolf is, of course, not one to shy away from risk. Running towards challenges when necessary has become a theme of his leadership style. It’s an approach that was potentially best exemplified during a legal battle he took on against the digital goliath Google—and won.

“Success happens outside of our comfort zones, and I’m just a guy who takes the bull by the horns, never out of fear,” Rolf said. “My lawyers told me it was like the mouse and the elephant, but no one else was doing it. If I believed that what they were doing was not OK, and was not only hurting me but others all over the world, then I had to stand up for our rights. At the end of the day—if I’m serving, that’s why I’m earning.”

DSN congratulates Rolf on 30 years of visionary leadership and continuous growth.

From the June 2023 issue of Direct Selling News magazine.

The post Rolf Sorg / Leading with Integrity and Vision first appeared on Direct Selling News.

The Bravo International Growth Award is awarded to the international direct selling company with the highest revenue growth year-over-year. This year the award was given to both a product-focused company and a service-focused company. The product award was given to PM-International for the third consecutive year.

Over the course of three decades, the way people shop has radically evolved. More than that, in-person connections have been thwarted in the face of a shared global public health crisis. To not only survive but thrive, leaders have had to alter their strategies; focus on the evolving marketplace; and transform business as usual into an approach that meets customers where they are and where they want to go. Keeping up and getting ahead of these ever-changing trends means forward-thinking companies not only have to consider expanding their geographical footprints but their digital ones as well.

Investing in this level of innovation has been one of the keys to success for PM-International, a developer of premium products for health, fitness and beauty. Whether it’s developing its FitLine App, which offers independent distributors with a complete back office from their smartphone or its true virtual sales model across 45 countries and 35 subsidiaries, PM-International has illustrated how to capitalize on the present market conditions while investing in the future.

Based in Luxembourg, the company broke through the billion-dollar ceiling in 2019 and has yet to lose steam. This year marks the company’s 30th anniversary, and while that alone is an enviable milestone worth celebrating, PM-International now has an even more impressive feat to add to its reputation: 29 consecutive years of growth.

$2.5 Billion and Beyond

In 2022, PM-International saw seven percent growth in revenue year over year, reaching $2.55 billion in sales and ranking it as the eighth highest earning direct selling company in the world.

The last three years in particular have created a challenging growth environment, but PM- International continued to shine. In 2020, as the shared global health crisis unfurled, Rolf Sorg, PM- International Founder and CEO, rallied his team and emphasized the importance of consistency. As some markets basically shut down and others adopted unique legal regulations for shipping and travel, Sorg implemented a solution-oriented focus that led to quick, proactive decisions and minimal lag time.

That year, the company posted an 88 percent increase in sales within the Americas; a 54 percent boost in overall annual sales; and total revenue of $1.71 billion. In 2021, that number grew an additional 35 percent, reaching an annual revenue of $2.35 billion. In total, the company has sold more than 800 million products.

“My plan from the beginning was to build a company for generations, not just for years,” Sorg shared. “I’m proud of what we have accomplished, but I know that there is still much work to be done. As we look to the future, we will continue to invest in research and development to bring new and innovative products to the market and expand our global reach. But most importantly, we will remain strongly committed to our mission of making a positive impact on people’s lives around the world.”

Taking Smart Risks

Building sustainable growth across three decades has required a strong commitment to the company’s core values and Sorg’s vision. Part of that vision is a pledge to be debt free. Without the pressures of debt and with a high EBITDA, the company has the flexibility to invest profits into new strategies that allow it to stay competitive without threatening the stability of necessary day-to-day operations and overhead costs.

When the company’s pickup locations called Direct Sales Centers (DSCs) had to close during the pandemic, Sorg and his team were able to quickly implement the hiring of thousands of couriers for direct delivery. This was an incredibly expensive task, but it was one that allowed the company to keep its promises to distributors and customers during an uncertain time. Having strong fiscal health gave the leaders the freedom to act quickly, which resulted in satisfied customers and a bolstered reputation.

“We, of course, always think about costs in such situations, but we act in the interest of our distribution partners and customers,” said Wolfgang Klaer, PM-International General Manager International Sales and Support. “They are accustomed to receiving their products on time and reliably. Their satisfaction has had and will in the future definitely have priority. As a family-owned company, it is precisely here that we can take advantage of our strengths.”

PM-International knows how to scale quickly, take smart risks and manage change effectively. With a customer-obsessed model and a shared culture that prioritizes service, the company’s strong record of growth is poised to continue gaining momentum.

DSN congratulates PM-International on three decades of continuous growth and its third consecutive Bravo International Growth Award.

From the June 2023 issue of Direct Selling News magazine.

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And—most importantly—companies across the industry continued to embrace and incorporate new methods of doing business to attract new people to the channel and to inspire current participants to expand their vision. There is much to celebrate.

And celebrate we did at the 14th DSN Global Celebration, a live hybrid event held on Tuesday, April 18, 2023 in Frisco, Texas. It was an exciting night hosted by DSN Chief Brand Officer Shelley Rojas and DSN Strategic Advisor Heather Chastain. Hundreds of people representing 53 companies from around the world attended in person. And thousands more watched the event via free livestream. Awards and honors were revealed in several categories, including a Lifetime Achievement Award, the Bravo Awards and the DSN Global 100 List.

Lifetime Achievement Award

For only the third time, DSN bestowed its Lifetime Achievement Award. This prestigious award was given to a true legend in direct selling, Rudy Revak.

Rudy is the craftsman behind multiple highly successful direct selling companies including Symmetry and Xyngular, which he founded in 1995 and 2009 respectively and was instrumental in the acquisition and rebranding of PUREhaven in 2016. He’s also the Chairman and Founder of Global Ventures Partners, an investment capital firm committed to creating opportunities for common people to achieve uncommon results.

Born in Germany and the son of a World War II refugee, he escaped to America when he was just five years old. He’s a living breathing example of the American Dream in its purest, most inspirational form.

When asked to reflect on his years in the industry and what it has meant to him, Rudy spoke eloquently of the impact direct selling has had on his life. “I’ve loved this industry for all these years. I’m still in it because I love it—not just for what it has done for me, but for what it continues to do for so many people. It provides the opportunity for people to reach their dreams. I would do it all over again, 100 percent.”

The two previous recipients, John Fleming and Stan Frederick, were on hand to warmly welcome Rudy into this illustrious club. To read more about Rudy’s enduring legacy, please see page 60.

The Bravo Awards

Each year the Bravo Awards panel recognizes companies for outstanding achievement and excellence in areas of leadership and the highest percentage of revenue growth. Specialty awards are also given to individuals and companies for their achievements in and service to the direct selling channel.

The Bravo Leadership Award is given to an individual, recognizing outstanding achievement and exceptional leadership of a direct selling executive. This year’s recipient was Rolf Sorg, Founder and CEO of PM-International in honor of his visionary leadership and strategic direction he has displayed throughout the 30-year history of the company. PM-International is now ranked #8 on the DSN Global 100 list with $2.55 billion in 2022 revenue and a presence in 45 countries.

The Bravo Global Good Award recognizes companies that take a proactive approach to environmental, philanthropic and social responsibility issues. This year the honor went to Arbonne. Arbonne is known for its passionate commitment to empowerment, transparency and sustainability. In 2022, Arbonne earned recertification for its B Corporation status. Among Arbonne’s recertification achievements are a reduction in water consumption globally by 60 percent; a 55 percent reduction in Scope I and II emissions since 2019; and a 42 percent decrease in electricity consumption since 2019.

DSN honored three companies with the Bravo Impact Award this year. The award recognizes the achievements of well-rounded companies that take a holistic, measured and incremental approach to growth, innovation and operational integrity and excellence. These companies positively impact their customers, distributors, staff, communities and the channel as a whole. They are helping to lead the way forward in shifting the public perception of direct selling.

The first award went to LegalShield. LegalShield has devoted the past 50 years to providing affordable assistance with everyday legal matters from wills and real estate to family law and consumer issues, as well as privacy management. LegalShield has served 4.5 million people and more than 140,000 businesses and taken over 50 million requests for legal services since its inception and has paid out over $1 billion in commissions over the past ten years.

The second Impact award honoree was Princess House. Celebrating their 60th anniversary this year, Princess House is marking this milestone with an unprecedented period of growth. They credit this success to creating a true partnership with the field. Their field, comprised mostly of Latina women, have embraced a new digital approach that has greatly expanded their reach. A streamlined product offering and a philosophy of training up has increased their overall order size by 40 percent.

The final recipient of the Impact Award was LimeLife by Alcone. Plunging ahead into the unexpected and refusing to fit in is part of this company’s DNA. Having started in 1952 selling stage makeup to Broadway performers, Alcone eventually grew into a nationwide leader in professional makeup for the television, film and theatrical industries. The company’s commitment to quality, DEI-focused strategies and passion for female entrepreneurship is nothing short of inspirational!

Two Bravo Growth Awards were bestowed on domestic direct selling companies. This prestigious award celebrates the direct selling company with the highest year-over-year revenue growth on the Global 100 List. One is given to a product-based company, and another is given to a service-based company.

This year’s product-based Bravo Growth Award was given to Princess House. This market leader in kitchenware and home goods grew 114 percent between 2019 and 2022.

The service-based award was given to eXp Realty for the third year in a row. The company has well over 85,000 independent agents worldwide and continues to grow at an exponential rate. In fact, this publicly traded company grew from $3.8 billion in 2021 to $4.6 billion in 2022. An $800 million-dollar increase representing 21 percent in year-over-year growth.

Two Bravo International Growth Awards were also announced. These were also given to one product-based company and one service-based company.

The product-based winner was no stranger to the Global Celebration stage. Based in Luxembourg, PM-International has enjoyed 29 years of continuous growth. They are on quite a run, growing from $1.7 billion in 2020 to $2.38 billion in 2021 and achieving $2.55 billion in 2022.

Utility Warehouse won in the service-based category. This UK-based company ranked #10 on the Global 100 this year.

DSN added two new awards to the Bravo line up this year. The first, the Bravo Innovator Award, recognizes direct selling companies that embrace and deploy the emerging technologies and future-focused strategies that propel the company forward and serve as an inspiration of what’s possible. The inaugural Bravo Innovator Award was given to FASTer Way To Fat Loss.

The final award of the evening was the Bravo Excellence Award, another new award this year. This recognition is reserved for executives with a long history of leadership, excellence and integrity. These individuals are champions of the channel and positive mentors to all who serve it. The award was given to John Parker, Chief Sales Officer and Regional President West of Amway.

For more in-depth information of our Bravo Award winners, please see our expanded coverage starting on page 66.

The Global 100 List

One of the most eagerly anticipated announcements each year at the Global Celebration is the unveiling of the Global 100 list. This list determines the top direct selling companies in the world for 2022. Inclusion on the Global 100 has become a point of much-deserved pride.

The List offers a unique perspective on the global impact of the industry by recognizing companies’ revenue achievements. Recognition for each of these companies is the culmination of months of research and the cooperation of many individuals around the world.

This year’s DSN Global 100 list acknowledges 53 companies achieving more than $100 million in revenue for 2022. Full coverage of the list as well as analysis on important and emerging trends can be found starting on page 114.

Oh, What a Night!

The DSN Global Celebration is the industry awards event of the year—a night designed to celebrate, inspire and motivate! If you missed the broadcast, you can catch it on replay at DSNG100.com for a limited time. Gathering together in person creates an incredibly positive sense of community and energy within the room—the magic of those moments is definitely must-see viewing for supporters of the channel.

From the 53 thriving companies on the Global 100 List to the 11 Bravo Award winners and our Lifetime Achievement Award winner, Rudy Revak, DSN recognized the best of the best of the channel we all love and believe in.

Congratulations to the winners and thank you to the hundreds in the room and thousands of viewers worldwide. And a sincere thank you to all our Supporter Companies and Supplier Sponsors for helping DSN provide this night of celebration, recognition and camaraderie. 

From the June 2023 issue of Direct Selling News magazine.

The post 2023 Global Celebration | Honoring the channel’s innovators, achievers & visionaries first appeared on Direct Selling News.

After a multi-year hiatus, Direct Selling University was back in-person at the Omni Hotel in Frisco, Texas, infused with more energy and excitement than ever before. The educational and networking opportunity, which has been held virtually during the pandemic, offered experience-based, high-impact insight into everything from improving communication and onboarding practices to the importance of sustainability and diversity.

“Being back in person for the first time in three years was incredibly energizing,” said Shelley Rojas, Publisher and Chief Brand Officer for Direct Selling News. “The human connectivity and interaction reuniting with our in-person attendees was inspiring and a lot of fun.”

Headlining the event was Jason Dorsey, author, speaker, researcher and President of The Center for Generational Kinetics, who shared an extensive data-backed look at the generational trends in consumer purchasing, recruitment, communication and engagement. His keynote address inspired an enthusiastic conversation among attendees about how companies can leverage their culture, technology, digital footprint, messaging tactics and customer service strategies to successfully reach even more people.

“It’s always important to have outside, expert perspectives to help everyone learn, grow, stretch and evolve individually and as a channel,” Rojas said. “Jason’s insights and research on generational trends are fascinating.”

Technology was by far the most discussed category among the generational divides, with Dorsey highlighting how each age group interacts with online platforms in unique ways. By honoring every generational segment within the industry, from Gen Z to Baby Boomers, and acknowledging their separate needs and preferences, Dorsey illustrated how the channel has the opportunity to become not only more relevant, but more effective as well.

“Direct selling has and will always be a people business,” Rojas said. “The more companies focus on how to understand and embrace people from every generation for their strengths and communication styles combined with diversity, equity and inclusion efforts in their decision making and culture building, we believe significant shifts and evolution can happen.”

Edify and Inform

This year’s lineup featured more than 30 speakers from top performing direct selling brands, rising stars within the industry, marketing experts and innovators, with thought leaders and top executives from companies around the world gathered to network, learn and share insights throughout the two-day event.

“At DSN, we strive to edify, inform and educate the channel and the executives that lead it,” said Stuart Johnson, Direct Selling News Founder and CEO. “Direct Selling University serves as a strong foundation for that goal by bringing together some of the channel’s most prominent executives, champions and thought leaders. We create an open, transparent environment that’s designed to foster the sharing of ideas and best practices for the betterment of direct selling as a whole.”

Carrying that mission beyond the event, Direct Selling News also shared its new opportunities for connection, through the DSN VIP Community, a fully customizable text messaging platform that sends news alerts based on user preferences, and the DSN Membership Program, which provides exclusive training and educational opportunities to keep corporate staff members one step ahead with the most important trends and breaking news.

“We’re in the midst of a strategic renaissance here at Direct Selling News and are eagerly looking for ways to share practical solutions to common challenges with the executives who are leading the future of this channel,” Rojas said.

Jason Dorsey, Author, Speaker and President of The Center for Generational Kinetics, brought decades’ worth of data to the stage, sharing the generational angles that no one is talking about and how paying attention to the differences in these segments can help companies future-proof their businesses.

Stuart Johnson, CEO, Direct Selling News, Direct Selling Partners & NOW Technologies, pointed out how the pandemic accelerated trends that were already in motion within the industry and how the channel can use sampling and referrals to capitalize on that customer-centric momentum.

Rolf Sorg, Founder & CEO, PM-International, illustrated how he used solution-oriented thinking to find opportunity within the challenges of the past year to exceed $2 billion in sales.

Sarah Shadonix, Founder & CEO, Scout & Cellar, shared some of her young company’s biggest mistakes and how learning from previous fumbles can help leaders build better businesses.

Brian Underwood, Co-Founder & CEO, Prüvit, and Terry Lacore, Founder & CEO, Lacore Enterprises, in a Q&A panel with Wayne Moorehead, Host of The Direct Approach Podcast, explained how their innovative partnership with Sunbasket is driving consumer engagement while building cost-effective and simple onramps for complicated products that develop loyal customers.

John Parker, West Region President and Chief Sales Officer, Amway; Mark Pentecost, Founder & Chairman, It Works!; and Tarl Robinson, Founder & CEO, Plexus Worldwide, participated in a panel led by Stuart Johnson, and shared why investing in growth amid incredible momentum is critical; offered an inside look at Amway’s approach to sustaining an entrepreneurial culture while leading one of the most well-known brands in America; and how to embrace every phase of a company’s growth.

Ami Perry and Noah Westerlund of NOW Technologies leveraged their data analytics to illustrate how to improve adoption of digital platforms and increase recruitment and retention numbers.

Russ Fletcher, Chief Executive Officer, Xyngular, taught a Personal Development 101 course on stage, sharing how to involve distributors through quick, digital engagements while monitoring perceived value.

Shelley Rojas, Publisher and Chief Brand Officer, Direct Selling News, shared the many free resources available to direct selling executives to connect with breaking news, inspiring stories and education to find answers to everyday leadership challenges through DSN’s VIP community and vast masterclass archives with the DSN Membership Program.

Mike Lohner, President and Chief Financial Officer, Direct Selling Acquisition Corporation, provided an update on the first special purpose acquisition company entirely focused on the direct selling channel and traded on the New York Stock Exchange, including its overwhelmingly positive reception on the market that resulted in raising $230 million.

Kelly Bellerose, Senior Vice President, 4Life, used data from recent studies to explain how vital imagery is for brand communications and why cohesion through consistency, familiarity and repetition can form a brand language that draws in customers in a way that text alone never could.

Debbie Bolton, Co-Founder, Norwex, told the story of how she switched her mindset from a perspective of building a dynasty to creating a legacy, and how leading with the future in mind has helped her company stay relevant.

Daniel Picou, Founder and CEO, Vasayo, discussed lessons learned during international expansion into China, and how to build a sustainable business through steady growth built on customer loyalty and a flexible leadership team.

Kindra Hall, Author, Speaker and Storytelling Expert, explained why the stories we tell ourselves can limit our success, and offered an action plan for transforming the lives of potential superstar leaders by teaching them how to change their own storytelling.

Jesse McKinney, Amanda Moore, Genie Reese, Co-Founders, Red Aspen, interviewed by Heather Chastain, Founder & CEO, Bridgehead Collective and new Strategic Advisor at DSN, shared how they drive engagement through constantly refreshing their product offerings and why sharing all of their marketing assets and training materials publicly has decreased skepticism.

Kevin Guest, Chairman & CEO, USANA, talked about how 30 years of successful business has illustrated the importance of focusing on active customer counts rather than revenue to maintain the overall growth and long-term sustainability of a company.

Sinan Tuna, CEO North America, Farmasi, shared his perspective as a Gen Z leader and how his company has crafted a winning expansion strategy by being nimble, responsive and fast moving.

Wayne Moorehead, Marketing, Brand Strategy & Direct-to-Consumer Industry Expert and Host of The Direct Approach podcast, discussed the changing competitive landscapes direct sellers operate in and how companies can deliver a timely, relevant message across a growing array of customer touchpoints.

Katy Holt-Larsen, President and CEO, Kyäni, talked about how to take the industry to the next level by fighting back against “business as usual” and casting a resilient vision.

Stuart MacMillan, President, MONAT, pointed out the uniqueness of the channel and how an unwavering commitment to acquiring and satisfying customers is the best engine for growth and an effective defense against an ever-changing regulatory environment.

Crayton Webb, Founder & CEO, Sunwest Communications, shared lessons from pop culture about crisis preparedness and how quick, clear communication can prevent damage to a brand’s reputation.

Kirsten Aguilar, Executive Vice President of Global Marketing and SeneCare, SeneGence, shared how they have leveraged a collaboration with distributors who have massive social media followings to promote products in a budget-friendly, viral way.

Paul Adams, Founder & CEO, Adams Resource Group, offered a blueprint for how to create, own and defend your company culture.

Deborah K. Heisz, Co-CEO, Neora, explained the importance of leading rather than reacting in a crisis and shared the key components of their success amid a lengthy battle with the FTC.

Heather Chastain, Founder & CEO, Bridgehead Collective, encouraged leaders to manage field expectations through realistic stories and thoughtful transparency to help them reach their goals.

Kindsey Pentecost, Chief Marketing Officer, It Works!, shared how authenticity, caring for their corporate team as well as the field, being willing to fail, and aligning their culture with their brand accelerated their growth and gave them a competitive advantage.

Don Thompson, President, LegalShield, discussed the challenges of being an established subscription-based service company with aging field leadership and their innovative solutions that honor these legacies while infusing energy into new recruits.

John Addison, Chief Executive Officer, Addison Leadership Group, called people to take charge of their thoughts and attitudes to cultivate a better life and become a person that people want to follow.

From the June 2022 issue of Direct Selling News magazine.

The post Direct Selling University 2022 first appeared on Direct Selling News.

“It took us 26 years to break the billion mark and two years later we exceeded the second billion,” said PM-International Founder and CEO Rolf Sorg. “This year, we are on course for the third billion. My goal is that we celebrate it together at our 30th anniversary in 2023.” 

This record-breaking feat was presented at the company’s Kick-OFF Europe event, along with the latest digital tools for distributors and an optimization of its own TV channel PM TV. The company also highlighted planned expansions for 2022, sharing that it anticipates opening nine new markets—including China, Indonesia, Hungary, Portugal and Colombia—as well as broadening its footprint on the African continent, and investing in its American infrastructure. 

“We have made 2021 the most successful financial year in our history,” said Patrick Bacher, PM-International’s Chief Sales Officer. “Now we have to implement our motivation and plans for 2022 in order to set the course for an even more successful financial year!” 

The post PM-International Reports Record Annual Revenue for 2021 first appeared on Direct Selling News.

PM-International CEO and Founder Rolf Sorg shared that the company’s turnover figures for the first nine months of the year are up 42% compared to 2020, and cast vision that the company is on a steady course to reach its second billion in sales. 

“For the Americas, we are talking about 4.3 million core customers with a turnover exceeding $9 billion,” Sorg said. “With more than 18 million potential core customers globally, we are looking at a turnover of roughly $42 billion. So, there is still a lot of potential for further growth!”            

Also highlighted were the company’s market expansions, including a new branch in the UK, market openings in Bolivia, Ecuador, Costa Rica, Belgium, Indonesia, China, and plans for launching operations on the African continent. The company has also heavily resourced Central and South America with new warehouses and administration buildings. 

“But that’s not all we invested in,” Sorg said. “We also hired three new General Managers for the Americas to strengthen our foundation and form closer bonds between our company, Team Partners, and customers. Thierry Sorhaïtz (GM Sales USA and Canada), Edgardo Erazo (GM Sales Latin America), and Dr. Andreas Boettcher (GM Science) are a great addition to our leadership team and their experience will help us to grow in the Americas!” 

The post PM-International Shares Market Potential at Americas Congress Event first appeared on Direct Selling News.

The one thing that has been predictable about 2021 is that it has proven itself to be just as unpredictable as 2020. Direct Selling University (DSU), one of the most anticipated industry events of the year, was originally scheduled to be an in-person gathering, where leaders from around the world could network, build relationships face-to-face and connect over their shared challenges and wins during this unusual pandemic season. But growing concerns around the Delta Variant and COVID-19, as well as the changing travel and meeting restrictions, led to the difficult decision to transform the event—once again—into a vibrant virtual experience that would protect the health and safety of attendees, presenters, sponsors and employees while providing groundbreaking insight from some of the industry’s most experienced and talented executives.

This year’s unpredictability, with its supply chain and logistical hurdles, a market that continues to shift at lightning speed, increased regulatory pressure and a hovering sense of disconnection between the field and corporate teams, meant that this year’s second Direct Selling University was even more crucial than ever before. The audience was eager for tangible action plans, straightforward strategies and new approaches—and the 30 speakers assembled for this year’s event delivered.

“Change continues to come at us fast and furious as market conditions, technology, consumer behavior and expectations continue to evolve,” said Stuart Johnson, Founder and Chief Executive Officer of Direct Selling News, NOW Technologies and Direct Selling Capital Advisors.

Amid these challenges, however, the channel experienced positive momentum, put in motion by 2020’s explosive growth. Last year, revenue within the industry reached $40 billion domestically and $180 billion globally, and there are many companies positioned to capitalize on this energy, like OPTAVIA, whose annual revenue is set to exceed $1.5 billion.

“Direct selling remains perfectly positioned to maintain and increase our growth and improve our reputations—just by continuing to do what we do best!” Johnson said.

Sharing Wisdom and Experience

Executives from more than 50 companies attended Direct Selling University for the first time, signaling a growing passion and need for shared wisdom and insight across the industry. From innovative strategies for cultivating an empowered and connected field to teaching data-backed masterclasses on the importance of diversity, inclusion and racial equity, presenters offered powerful, timeless messages that are particularly relevant and important in today’s landscape.

“At DSN, we strive to edify the channel and inform the executives that lead it,” said Shelley Rojas, Direct Selling News Publisher and Chief Brand Officer. “Direct Selling University is a big part of that goal.”

The Power of Proximity:

Kami Pentecost, Chief Networking Officer, It Works!, discussed the consequences of disconnection and offered tangible ways leaders could invest in their teams to increase performance, morale and longevity, even as in-person gatherings remain out of reach.

Living with a Longevity Mindset:

Nancy Bogart, Owner and Founder, Jordan Essentials, shared her company’s 21-year history of adjusting, adapting and overcoming the odds in order to protect the long-term vision.

Building a Legacy Brand:

Melissa Thompson, CEO and Founder, BELLAME, reflected on the company’s earliest days, and how their commitment to strategic SEO, customer research and developing their own tech platform provided momentum that has carried them through the pandemic.

The Bokeh Effect:

Mark Stastny, Chief Marketing Officer, Scentsy, encouraged leaders to sharpen their focus on what truly matters and to allow distractions to blur and fade into the background.

The Stories We Tell:

Kindra Hall, Author, Speaker and Chief Storytelling Officer, SUCCESS, illustrated how executive leaders can motivate their field from the inside out with four specific stories distributors can learn to tell themselves.

Permission to Play: Strategies to Accelerate Growth in a Digital World:

Jacob McLain, Senior Vice President and Chief Strategy Officer, MONAT Global, offered strategies that take advantage of the macrotrends presenting opportunities for the channel, and how companies can leverage and adapt to the new digital-first economy.

Connecting with Hispanic and Latino Markets:

Judith Sánchez, General Manager, JAFRA USA, explained how understanding the cultural nuances of the Hispanic and Latino markets is crucial to revenue growth and mastering the inclusive language, behavior and tone that attracts these growing populations.

Building a Social Media Brand:

Jessie Lee Ward, Coach & Rank 10 Prüvit Leader, taught corporate leaders how to leverage viral content, artificial intelligence and social media trends to ignite explosive sales growth.

Prioritize Meaningful Over Measurable:

Shama Hyder, Chief Executive Officer, Zen Media, explained why ROI is a terrible metric, and how owning the conversation and embracing dark social is crucial for success in a digital ecosystem.

Direct Selling’s Highest Potential:

Stuart Johnson, Founder and Chief Executive Officer, Direct Selling News, NOW Technologies, Direct Selling Capital Advisors, cast vision for the future of the channel and offered unique opportunities that can enhance the lives of the industry’s 120 million micro-influencers and provide enormous value to customers.

The Sales and Marketing Trojan Horse:

Jim Caldwell, Chief Marketing Officer, LifeWave, illustrated how captivating storytelling can decrease skepticism, and why word-of-mouth marketing is a sure-fire way to create unstoppable momentum.

Using Change to Propel Growth:

Chris Cicchinelli, President and Chief Executive Officer, Pure Romance, explained how the company pivoted early in the pandemic and helped employees and distributors find success in the face of fear and uncertainty.

Purpose First:

Tyler Whitehead, Chief Executive Officer, Arbonne, challenged leaders to elevate their brands by balancing people and profits, offering value without requesting a monetary exchange, and to never lose sight of their purpose.

The Business Case for Diversity, Equity and Inclusion:

Simon T. Bailey, Speaker, Author, Life Coach and Entrepreneur, delivered a masterclass on why executives should implement racial equity initiatives and hiring practices—not just because it’s the right thing to do, but because it’s a crucial business strategy for developing longevity and profitability.

Groundbreaking News, In-depth Research:

Shelley Rojas, Publisher and Chief Brand Officer, Direct Selling News, shared DSN’s mission to serve, educate and edify the channel as the go-to resource for breaking global news, emerging trends and powerful stories, and announced exciting new offerings, like the text-based DSN VIP Community, the DSN Membership Program and the DSU On-Demand Library.

The Ups and Downs of Hyper Growth:

In a special excerpt from the Direct Approach with Wayne Moorehead podcast, Jesse McKinney, Co-Founder & CEO, Red Aspen, got candid about the realities of hyper growth, technology, social selling, product rationalization and more.

Shifting Focus to the Customer:

Laura Brandt, Chief Experience Officer, IDLife, shared how transforming the company’s compensation plan, communication and ecommerce solutions to become customer-centric, increased their customer acquisition by 28 percent.

The Entrepreneurial Mindset:

In highlights from the Direct Approach with Wayne Moorehead podcast, Glenn Sanford, Founder, eXp Realty and CEO eXp World Holdings, discussed the inherent benefits and opportunities of entrepreneurship and how the conventional wisdom surrounding risk vs. reward is counterintuitive.

Experience the Future:

Joe Cannon, President, Young Living, explained how the future of business is experiential, and why showcasing the scientists and farms behind their essential oils have validated the authenticity of their products.

Stick to Your Strategy:

Heather Chastain, Founder & CEO, Bridgehead Collective, commissioned leaders to commit to their strategic plans and rally their teams around them in order to develop a consistent stream of actions that will ultimately create success.

Adapting Incentives for the New Normal:

Rolf Sorg, Chief Executive Officer & Founder, PM-International AG, shared his company’s strategies for motivating people and developing a team mindset in the face of continued pandemic lockdowns and challenges.

Putting Technology to Work:

Wayne Moorehead, Marketing, Branding, Direct-to-Consumer Industry Expert & Podcast Host, took attendees on a deep dive into all things digital, sharing the ways technology is accelerating growth in the channel and how to leverage them.

The CEO Roundtable:

In highlights from the DSN podcast, four CEOs, Joni Rogers-Kante, SeneGence; Sarah Shadonix, Scout & Cellar; Amelia Warren, Epicure; and Michele Gay, LimeLife by Alcone, engaged in a lively discussion about the importance of providing aspiring entrepreneurs a viable opportunity through direct selling.

Finding New Success:

Al Bala, President & CEO of Mannatech, shared how Mannatech has implemented a disciplined focus on business basics over the last 18 months. The result? Mannatech has become a “new” success story after nearly 30 years in business.

The Social Strategy for NOW:

Ami Perry, VP of Business Development at NOW Technologies, spoke with Rallio’s Co-Founder and CEO Chuck Goestchel and VP of Business Development, Ryan Hicks to discuss the impact of social selling on businesses and how the new NOW Social platform helps systematize, streamline and enhance social media strategies.

The Power of the Pivot:

In a special excerpt from the Direct Approach with Wayne Moorehead podcast, Dan Macuga, Chief Marketing and Communications Officer, USANA, shared insights into the “do”s and “don’t”s in building relationships with brand ambassadors, influencers and athletes.

Doubling Down on Digital:

Chris Postler, COO at Pure Romance shared the company’s approach to technology and how it plays a vital role in all aspects of their business from communication strategies to analytics with Noah Westerlund, EVP at NOW Technologies.

Competing with Online Retailers:

In a special excerpt from the Direct Approach with Wayne Moorehead episode, Danny Lee, President & CEO, 4Life, shared 4Life’s retail pricing strategy and how it turned the Amazon challenge from being the elephant in the room into a positive piece of the business that benefits everyone. DSN

The audience was eager for tangible action plans, straightforward strategies and new approaches—and the 30 speakers assembled for this year’s event delivered.

From the November 2021 issue of Direct Selling News magazine.

The post DSU: Connect & Empower first appeared on Direct Selling News.

“Receiving this award is a big honor and recognition of our innovation strategy,” Sorg said. “As a direct sales company, our success is created by the innovation, leadership and dedication of all our distribution partners. This award goes out to all of them.”

The Le Fonti judges, which include a scientific committee as well as a team of legal, economic and financial journalists from over 120 countries, pointed to PM-International’s continued growth and strong leadership, as well its commitment to quality and innovation as factors in their selection.

The post PM-International CEO Wins Le Fonti Award for CEO of the Year first appeared on Direct Selling News.