IS DIRECT SELLING UNIQUELY POSITIONED TO HELP?
PARALLEL PATHS / THE SYNERGY BETWEEN DIRECT SELLING & PERSONAL DEVELOPMENT
READY TO LEAD / THE NEXT GENERATION OF FEMALE LEADERSHIP
THREE INTERNATIONAL / PROACTIVE WELLNESS ON A GLOBAL STAGE
HUGH & GRACE / PERSONAL TRIALS TO PROFESSIONAL TRIUMPHS
Experience the Di erence
IRVING CONVENTION CENTER
500 W. LAS COLINAS BLVD., IRVING, TX
DSU Spring 2025 is coming this month, and it’s shaping up to be our biggest and best event ever to date. With 50+ executives and experts taking the stage, including three panels, as well as four bonus workshops, DSU Spring is where the direct selling industry comes together to learn, connect and grow.
TUESDAY, MARCH 25
CEO Forum (INVITE-ONLY)
8:30 AM - 1:00 PM (lunch provided)
Workshops
2:00 PM - 5:00 PM Choose from four di erent workshops for in-depth insights. See details on the following pages.
Cocktail Reception & Welcome
5:30 PM - 7:00 PM
DSN GLOBAL CELEBRATION*
7:00 PM - 10:00 PM
WEDNESDAY, MARCH 26
Supporter Breakfast with Orville Thompson (INVITE-ONLY)
7:30 AM - 8:30 AM 7:45 AM - 9:00 AM Check in, co ee & continental breakfast
General Session 1 9:00 AM - 12:30 PM
Lunch & Networking 12:30 PM - 1:30 PM (lunch provided)
General Session 2 1:30 PM - 5:00 PM
Networking Reception 5:00 PM - 7:00 PM
THURSDAY, MARCH 27
8:00 AM - 9:00 AM Co ee & continental breakfast
General Session 1 9:00 AM - 12:30 PM
Lunch & Networking 12:30 PM - 1:30 PM (lunch provided)
General Session 2 1:30 PM - 5:00 PM
*Additional registration required
REGISTER for the DSN Global Celebration Dinner Banquet $179.00
JOIN US Tuesday, March 25 for the prestigious DSN Global Celebration, the pinnacle event of the direct selling industry, where the highly anticipated DSN Global 100 List is revealed. This annual recognition highlights the top companies exceeding $100 million in annual revenue, o ering a unique perspective on the industry’s global impact.
Over the years, this extraordinary celebration has evolved into a worldwide phenomenon, bringing together industry leaders, innovators and visionaries from across the globe. More than just an event, the DSN Global Celebration serves as a platform for mutual learning and inspiration—not only for direct selling professionals but also for researchers, investors and those seeking opportunities within this dynamic industry.
Cocktail Reception Welcome 5:30 - 7:00 PM
Celebration Banquet 7:00 - 10:00 PM
An Exclusive Panel of Top Party Plan Executives at DSU Spring 2025.
DSU Panels are always a highlight of every event, as executives share real-world insights and ideas on what's working now in direct selling. This year, we go deep into three big topics facing our channel.
Hear how companies are incorporating AI into their daily workflows, from IT projects to forecasting to sales and marketing support.
Hear from some of the channel's top field leaders as they share what's truly resonating now and what the modern direct seller needs the most from the companies they partner with.
TUESDAY, MARCH 25, 2-5 PM
This year, we’re rolling out exclusive workshops designed to give you actionable strategies you can implement right away. Choose your workshop and join us before the Global Celebration event!
Back by popular demand, this session will help you navigate evolving regulations with confidence and understand best practices in managing compliance e ectively.
Always a crowd favorite, this workshop will feature Blake Mallen and other leaders from our channel and showcase how they're putting AI to use at their company and what's next.
On the heels of our successful DSU LATAM event in Miami in January, this workshop will highlight the strategies that are working and the leaders who are making it happen in this ever-important market.
AL BALA Mannatech Board Advisor
ALEX HOFFMANN Senior Global C-Level Executive
MIGUEL A. BEAS Zinzino Chief Sales O cer/ President of Sales
MARTINEZ Mary Kay Director of Sales, LATAM Region
HIROS Mary Kay Manager Education & CMS LATAM Region
Vida Divina Founder & CEO
A DSU First! Come learn from the best in direct selling on all things money in, money out. From payment processing to commission payout and so much more, you'll get up to speed on the trends and updates that modern direct selling companies are incorporating.
Thank you to these best-in class suppliers for helping make it possible for DSN to provide empowering events as FREE education and inspiration for direct selling executives.
Parallel Paths: Direct Selling & Personal Development BY BETH DOUGLASS SILCOX
Raised in Direct Selling & Ready to Lead BY LISA ROBERTSON
Better Together BY LISA ROBERTSON
Neora’s New Roadmap BY SARAH PAULK SPOTLIGHTS
Company Spotlight: THREE International Proactive Wellness on the Global Stage BY JENNY VETTER
Company Spotlight: Hugh & Grace How Personal Trials Became a Professional Triumph BY CHELSEA HUGHES
116 64 76 86 92 104 110
46 DEPARTMENTS
INSIGHTS FROM THE OUTSIDE / How to Avoid Unconscious Bias in Your Business BY SUSANNAH SCHOFIELD OBE
LEGAL BRIEFS / Beyond Compliance—Why Risk is Worth It BY CLAY BREWER
WORKING SMART / Earning on Demand BY CRYSTAL HOLTZENDORFF 50
FOR YOU / FOR YOUR FIELD / Your Essential Monthly Motivation BY CHELSEA HUGHES
Does Direct Selling Have a Unique Opportunity to Help?
BY BETH DOUGLASS SILCOX
Direct Selling News (ISSN 15546470) is published six times a year in January, March, May, July, September and November by Direct Selling Partners, 5717 Legacy Drive, Suite 250, Plano, TX 75024. Periodicals postage paid at Lake Dallas, TX and additional mailing offices.
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DIRECT SELLING NEWS
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DIRECT SELLING NEWS
USPS 23713 • ISSN 15546470
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ELEGATING time-intensive business functions to highly skilled suppliers provides the breathing room to focus on unique skill gaps, like training team members on best practices, getting up to speed with new technology or customer service response that many organizations overlook.
For your convenience, we have compiled a list of our display advertisers. When contacting these companies or those in our Supplier Directory (starting on page 122), please let all of our valued advertisers know that you saw them in DSN.
Partnering with DSN has helped QuickBox emerge into a vertical of great merchants and vendors alike. They have helped us grow and understand the industry and how we can better support the great companies in it.
—IRENE SCHARMACK / CEO, QuickBox Fulfillment
Exigo 214-367-9933 / EXIGO.COM INSIDE FRONT COVER
Nowsite 972-315-3505 / NOW.SITE
PAGE 1
Fluid 385-336-7404 / FLUID.APP PAGE 10
Strategic Choice Partners
504-252-4500 / STRATEGICCHOICEPARTNERS.COM PAGE 16
Association for Entrepreneurship
844-750-5927 / AFEUSA.ORG PAGE 18
Flight Commerce
813-277-0625 / FLIGHTCOMMERCE.COM PAGE 19
Thatcher Technology Group 630-696-4545 / THATCHERTECH.COM PAGE 23
LaCore Payments Technologies SALES@LPT.IO / LPT.IO
PAGE 25
LaCore Commerce INFO@LACORETECHNOLOGIES.COM / LACORECOMMERCE.COM
PAGE 29
Katapult 407-915-9060 / KATAPULTEVENTS.COM
PAGE 31
Nexio 877-551-5504 / NEX.IO
PAGE 34
i-payout
DISCOVER@I-PAYOUT.COM / I-PAYOUT.COM
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Bloo Kanoo
866-943-2869 / BLOOKANOO.COM
PAGE 41
Quickbox 720-990-5642 / QUICKBOX.COM PAGE 63
CP&Krell Group 817-697-4321 / CPKRELL.COM PAGE 73
E. A. Dion 800-445-1007 / EADION.COM PAGE 79
Teqtank 844-605-9624 / TEQTANK.COM PAGE 91
Direct Selling Association 202-452-8866 / DSA.ORG PAGE 120
InfoTrax 801-431-4900 / INFOTRAXSYS.COM BACK COVER
Our mission is to serve, educate and edify the channel with daily breaking global news, emerging trends and powerful stories, made possible through the generosity and support of our Premier Supplier Sponsors.
Thank you for your dedication to the direct selling channel!
For information on how to become a DSU Event Sponsor in 2025, email nratcli @directsellingnews.com.
THE YEAR IS OFF TO A BUSY and productive start as companies begin to lay the groundwork for their upcoming initiatives and goals. At DSN, we are going through the same process as we finalize our plans for DSU and the Global Celebration later this month. It’s not lost on me that one of the biggest benefits of DSU is the powerful networking opportunities—the building of connection and community between companies as we all navigate the changing tides of the channel. We really are all in this together!
It makes the timing of our cover story seem incredibly fitting. In this issue we seek to understand the epidemic of loneliness— how people across all demographics are experiencing a lack of connectedness as close relationships wain and opportunities for interaction shrink. We think direct selling could provide an outlet, and we talk about it this month.
Other features include a deep dive into the history of personal development and its synergistic relationship with direct selling. We profile three impactful female leaders, who all just happen to have grown up in the industry and have a unique perspective on it. And we shine a spotlight on two aspirational companies: Hugh & Grace and THREE International.
There’s really an abundance of information in this issue—interesting takes on AI, an update on the state lobbying coalitions forming around the country, a discussion on the perils of unconscious bias and a unique take on the future of the channel from Neora.
As I mentioned last issue, we have revised our print schedule to six issues a year—but our content won’t decrease at all. Exclusive digital content, multiple events and a relaunch of the iconic DSN Podcast are all on the horizon.
I can’t wait to see and speak with old friends and new at DSU and the Global Celebration happening March 25-27 in Irving, Texas. Our slate of speakers is astounding, and the BRAVO awards and Global 100 list will be revealed. It will be an inspiring and informative event. If you haven’t registered yet, you can do so for free at dsnevents.com
At DSN, we strive to be your daily resource for global news impacting the direct selling channel. Make sure to sign up for our free resources like our dashboard email and free text alerts. Hope to see you all at DSU!
All the best,
Patricia White | Publisher | pwhite@directsellingnews.com
The opportunities for direct selling companies are greater than they’ve ever been. So are the challenges. Never before has the market demanded a higher level of innovation, simplicity and boldness. As you blaze new trails and evolve in response to the ever-changing market, are you making the most strategic choice for whom you partner with?
Strategic Planning l Executive Management l Startup Launches
Compensation Plan Design l Marketing & Communications l Salesforce Development
Hispanic Marketing l International Development l Events & Show Production l IT Strategy
Digital Roadmapping l Promotions & Incentives l Customer Service
Video Production l Creative Services l Social Media Management
Financial Expertise l Keynote Presentations
SCP is made up of a team of direct selling experts, together representing more than 300 years of experience in direct selling. We surround every project with a customized team of Associates to provide the perfect approach for your project. From event support to global expansion, and everything in between, our team can deliver.
n Young Living Launches Wyld Notes
n Nu Skin’s Rhyz Sells Mavely in $250 Million Strategic Transaction
n USANA Announces Strategic Acquisition of Hiya Health
n LimeLife Announces Sale to L’OCCITANE Group, Names
Laurent Billion CEO
n Color Street Debuts New Comp Plan and Omnichannel Strategy
IN COLLABORATION with Cambodian Mine Action and Victim Assistance Authority, QNET sponsored the “March for a Mine-Free World” event in Siem Reap, Cambodia. The event gathered 3,000 participants, including landmine survivors, to further the de-mining efforts in Cambodia. The company estimates that four to six million landmines remain hidden across the country, but that Cambodia’s landmine clearance efforts have significantly reduced the number of annual fatalities in the country.
“Landmines represent a stark challenge to Cambodia’s sustainable growth and peacebuilding journey,” said Pushpalatha Balan, QNET Chief of Regional Operations. “At QNET, we are honored to stand alongside the Cambodian government and local communities in advocating for a safer future. Supporting the ‘March for a Mine-Free World’ is part of our enduring commitment to creating resilient and thriving societies.”
This initiative is part of a larger engagement by QNET in Cambodia, which began in 2005.
AT ITS LEADERSHIP EVENT 2024 in Berlin, Germany, PM-International welcomed more than 2,200 leaders from around the world. The event was the company’s largest Leadership Event to date and offered attendees a glimpse into the upcoming product innovation within the FitLine nutritional supplements line planned for 2025.
In a keynote, CEO Rolf Sorg highlighted the company’s continued and successful commitment to the direct sales model, stating: “Direct sales is not just part of our past at PM-International; it is our present and our future.” The event also celebrated the organization’s positive growth, including a record number of new distributor registrations in November and its highest-ever monthly retail sales in company history.
PM-INTERNATIONAL hosted a groundbreaking event at its new HQ Americas in Florida. The new facility is expected to serve as a hub for PM-International business in the Americas and is part of the company’s stated vision to exceed $1 billion in sales in the region and $5 billion in global revenue by 2027.
PM-International’s initial investment is expected to cost $22 million, including $9.5 million to secure construction grounds for the new headquarters and warehouse space, with a total investment of $50 million after the completion of the second and third phases.
“Our new facility in Florida is more than just an expansion; it is a statement of our dedication to our growth plans in the Americas and our belief in its potential,” said Rolf Sorg, PM-International Founder & CEO. “Today, we are starting the next chapter of PM-International’s journey in the Americas. This investment reflects our core mission of improving lives, both through our premium products and through the economic opportunities we create.”
EXP WORLD HOLDINGS, the holding company for eXp Realty, was invited to the Nasdaq MarketSite in Times Square to celebrate the company’s growth and innovation.
Glenn Sanford, eXp World Holdings Founder, Chairman and CEO, and Leo Pareja, eXp Realty CEO, rang the Opening Bell as part of the event.
During a livestream following the event in New York City, Pareja and Sanford emphasized the company’s unique model and opportunity.
“We invented this category,” Pareja said. “Our first priority is operational excellence, and we are here to empower agents to go faster, stronger, and better in serving families with their most important financial decisions.” DSN
For the full articles, visit directsellingnews.com/ insights
The proverbial midlife crisis is usually reserved for those nearing their fifties and sixties, but younger generations are now succumbing to the anxieties and pressures that come with early adulthood struggles. In a new study by Arta Finance, 38 percent of Gen Z and 36 percent of Millennials reported feeling that they are in crisis.
Today’s young adults are growing up in a radically different economic landscape than their parents and grandparents. The average cost of living has increased by 28.3 percent just in the past decade while wage inflation has remained stagnant, creating a domino effect of missed milestones. Early adulthood is typically a time for growing wealth and stability while accruing assets, an ideal that was statistically true for Baby Boomers, of which only 15 percent reported experiencing financial stress during early adulthood. But fewer Millennials are home owners, as compared to Baby Boomers during the same life stage, and the percentage of people aged 18-29 who have moved back in with their families is at an 80-year high.
This inflation-heavy market has created unmet expectations for younger generations who are seeing their dreams deferred. More than a quarter of both Gen Z (25 percent) and Millennials (27 percent) said their emotional and mental health had been impacted in a negative way as a result. Like the cliché convertible that was often tied to the midlife crises of Baby Boomers and Gen X, younger generations are turning to impulse buys fueled by social media trends to cope, when what experts say they need is financial planning, more income opportunities and long-term sustainability.
For the full articles, visit directsellingnews.com/ insights
New research by the Retail Technology Show (RTS) revealed that Millennials in the UK have become the fastest growing demographic for social commerce purchases. This is in sharp contrast to popular belief, which assumed tech-savvy Gen Z to be the leading social shoppers in the nation. UK Millennials who participated in the study showed an affinity for Facebook, Instagram and TikTok, while Gen Z shopped with more frequency on Roblox.
Social commerce in the UK is expected to more than double by 2028, according to a report released by TikTok in partnership with Retail Economics, growing from £7.4 billion to almost £16 billion. This guidance would equate to social commerce comprising 10% of the total online commerce market, a rate that is increasing at four times that of overall ecommerce sales.
This trend is also giving rise to the term “community commerce,” which leverages the power of engagement in online communal spaces to drive shopping. DSN
For the full articles, visit directsellingnews.com/ announcements
Le-Vel announced Sharif Sayed has been appointed Brand & Ecommerce Performance Director. In this new role, Sayed will design and implement scalable strategies and a cohesive digital ecosystem that leverages AI to boost customer retention and drive sales growth while creating innovative systems and streamlining processes for the corporate team and distributors alike.
ASEA announced the appointment of Jarom Webb to Chief Executive Officer. Webb is one of ASEA’s founding executives and previously served as President and Vice Chairman of the Board where he played an integral role in leading ASEA’s growth. Scott Aldred, who has served as CEO since 2023 and been a part of the company’s staff for 13 years, will now retire.
4Life announced Clayton Jones has been appointed Chief Legal Officer. Jones has more than 15 years of experience in the wellness and direct selling industries and previously served in executive leadership roles and as general counsel for both publicly traded and startup companies. In this new position, Jones will oversee legal matters for 4Life as well as affiliate compliance and product registration.
Ketch Su has been named General Manager of Taiwan. Already Asia Regional Sales Director for Partner.Co, this new title is in addition to his current responsibilities. Su anticipates establishing a robust sales strategy to drive increased market share in Asia by focusing heavily on collaboration to enable open communication and drive innovation.
Norwex has appointed Kelly Newcomer as Chief Sales Officer. Newcomer brings a significant background in the purpose-led Direct-to-Consumer category, including C-Suite level roles at leading direct selling organizations. Newcomer will now use social media and digital resources to support the company’s distributors while staying aligned with the company’s long-term vision and mission.
FASTer Way to Fat Loss announced Michael Neimand has been appointed President. Neimand brings more than two decades of leadership experience in the health and wellness industry, including executive roles at leading direct selling companies. He will now oversee the Professional Coach Certification Program at FASTer Way to Fat Loss.
The Direct Selling Association in the UK (DSA UK) announced Scott Yates has been named Vice Chair. Yates has served as a DSA UK board member for two years and is Managing Director of Essens UK and Ireland. Yates succeeds Sofia Radomska who will remain on the board.
The Direct Selling Association in the UK (DSA UK) announced Matthew Morris has been appointed to the board as a member. For the past four years, Morris has led government affairs for Herbalife in the UK, working with trade associations across policies and priorities and has also worked with the British Retail Consortium. He began his career working for an MP in Parliament.
The Direct Selling Association (DSA) announced Dave Grimaldi has been named Chief Executive Officer. Grimaldi previously held roles within the federal government, serving as Senior Counsel for the Office of Majority Whip Jim Clyburn and Chief of Staff to FCC Commissioner Mignon Clyburn, as well as executive positions where he led policy for the Interactive Advertising Bureau and government relations for the Blockchain Association. Grimaldi succeeds Joseph Mariano, who has retired after more than four decades of service.
From graphic design to advertising, lacore commerce handles every aspect of your brand’s online growth - on amazon and beyond.
LifeVantage Corporation announced Todd Thompson has been named Chief Information and Innovation Officer. Thompson has significant executive experience, including leadership roles within the transportation, hospitality and direct sales industries and brings expertise in scaling operations, improving back-end systems and customer-facing technologies and enhancing operational efficiency.
The BeFra Group, which encompasses Betterware de México, S.A.P.I. de C.V. and Jafra, has appointed Travis Miller to Head of Betterware US. Miller brings extensive executive experience in the direct selling channel and has expertise in operational efficiencies, market launches and growth strategies in both domestic and international markets.
New Image Group has appointed Scott Sherriff to Managing Director. Sherriff brings extensive experience in pharmaceutical and fast-moving consumer goods and has held senior leadership roles at major pharmaceutical companies both domestic and international. Sherriff will now lead the group’s day-to-day operations and will progressively take over key responsibilities from Executive Chairman and Founder Graeme Clegg.
USANA Health Sciences, Inc. announced Dr. Kathryn Armstrong, Ph.D. has been appointed Chief Scientific Officer. Dr. Armstrong brings 17 years of experience, including engineering roles at major retail brands, as well as executive roles within established direct selling companies. She will now lead the global research and development team.
AdvoCare welcomed Kathy Blosser as Vice President of Supply Chain and Operations. Blosser brings more than two decades of experience in finance and supply chain management, and specializes in change management during business system transformations and operational efficiencies across the industries of pharmaceutical, medical device and consumer goods. Blosser will now oversee AdvoCare’s supply chain strategy, operations and quality control. DSN
The Katapult team combines creative, design and operational expertise, having worked with some of the top Direct Sales companies to create exceptional events over the past 20 years.
our clients include:
& PROCESSING
Join us Tuesday, March 25 / 2:00-5:00 pm Irving Convention Center, Irving, Texas Register at dsnevents.com.
A CURATED RESOURCE TO HELP YOU FIND STRATEGIC BUSINESS PARTNERS SPECIALIZING IN DIRECT SELLING.
THE CHANNEL IS EVOLVING RAPIDLY—companies and executives must stay ahead of emerging trends and technologies to build for the future. But it can be time consuming and hard to find the right suppliers to partner with.
That’s why we’ve developed The DSN Guide. In each issue, The Guide includes curated lists by category of expertise and service. These suppliers currently serve the channel—they understand the unique challenges and opportunities that come with direct selling and can help you implement your intiatives.
2025 ISSUE CATEGORY
JANUARY / FEBRUARY D ESTINATIONS, TRAVEL SOLUTIONS, EVENT PRODUCTIONS & INCENTIVES
MARCH / APRIL C REDIT CARD & PAYMENT SOLUTIONS & COMMISSION PAYMENT SERVICES
MAY / JUNE S OFTWARE & TECHNOLOGY
JULY / AUGUST D ISTRIBUTION, FULFILLMENT & LOGISTICS
SEPTEMBER / OCTOBER BR ANDING & SOCIAL MEDIA SOLUTIONS
NOVEMBER / DECEMBER LE GAL, TAX, CONSULTING & EXECUTIVE SEARCH
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AI-powered voice assistants are transforming business and user experience.
BY DAVID LEE
VOICE TECHNOLOGY HAS RAPIDLY EVOLVED, becoming an integral part of daily life and operations for more businesses. Customers regularly interact with brands and platforms through voice technologies. Recent advancements have significantly enhanced the capabilities and applications of voice assistants.
Voice assistants are no longer confined to smart speakers. They are now integrated into various devices, including televisions, thermostats and refrigerators as well as wearable technology like advanced headphones and interactive hearing aids. This expansion allows for more seamless and ubiquitous user interactions across different environments.
Companies are increasingly creating custom voice personas to represent their brands, moving beyond generic assistants like Alexa or Siri. According to Deepgram, 82 percent of businesses are using voice technology. This strategy enhances brand identity and provides personalized user experiences, allowing brands to communicate directly with consumers in a distinctive voice.
Advancements in artificial intelligence (AI) enable voice assistants to recognize and respond to the emotional tone of users. This capability allows for more empathetic and contextually appropriate interactions, improving customer service and user satisfaction. Examples are upbeat when making a sale or concerned when addressing a complaint, notes a ReadSpeaker article.
To address privacy concerns, voice assistants are incorporating built-in security features such as speaker verification and identity confirmation. These measures help ensure that interactions are secure and that personal information is protected.
Voice assistant usage is growing across various age groups, with significant adoption among younger demographics. ReadSpeaker says approximately 62 percent of Americans aged 18 and older use a voice assistant. A Keywords Everywhere article says about 90 percent of people find voice search easier than typing out a search online.
The integration of AI into voice assistants has led to more natural and intuitive interactions. AIpowered assistants can perform complex tasks, understand context and provide personalized responses. This can help a salesforce hone in on more specific target demographics and identify weekly action steps.
The voice assistant market is experiencing substantial growth, with projections indicating that the number of users will continue to rise. About 8.4 billion voice assistants were expected to be in use worldwide by the end of 2024, according to Yaguara. And around 149.8 million people in the US were expected to have used voice assistants by the end of last year. DSN
ABOUT OF PEOPLE FIND VOICE SEARCH EASIER THAN TYPING OUT A SEARCH ONLINE. 90%
Sunrider’s AI platforms provide customization and efficiency.
BY DAVID LEE
SUNRIDER INTERNATIONAL, A NUTRITION COMPANY FOCUSED ON HERBAL SCIENCE, is employing a multifaceted artificial intelligence (AI) strategy empowering its field of Independent Business Owners (IBOs) and corporate employees. Leveraging various platforms is improving operational efficiency and creating a more personalized and effective experience. Gareth Hooper, Sunrider’s Chief Information Officer, recently shared insights into the company’s AI strategy and its impact with Direct Selling News
Sunrider’s suite of customized AI tools is tailored to meet the needs of its IBOs, focusing on simplifying processes, improving productivity and driving business growth. One of the standout innovations is the AI Shopping Assistant, a generative AI tool that provides personalized support to both distributors and customers. Designed to make the shopping experience intuitive, the assistant can
answer questions based on product recommendations and comparisons and in different languages. It is integrated into Sunrider’s website and mobile app to help customers customize their experience.
“We don’t want people just coming to the homepage and getting lost. We’re going to be doing a very specific customer-orientated website—a more proactive shopping assistant,” Hooper explained. “In some of our countries, we’ve got 400 products.”
SUNRIDER’S SUITE OF CUSTOMIZED AI T OOLS FOCUS ES ON SIMPLIFYING PROCESSES, IMPROVING PRODUCTIVITY AND DRIVING BUSINESS GROWTH.
Generative AI is helping our IT team work more efficiently. It allows us to focus on innovation and scalability without compromising quality or security.
GARETH HOOPER / CIO, Sunrider “
The AI Reporting Assistant streamlines access to critical business data. By enabling IBOs to generate complex reports through simple queries, this assistant eliminates the need for technical expertise in interpreting back office analytics. For example, an IBO can ask, “Who enrolled YTD, ordered skincare and lives within 50 miles of Dallas?” This feature is live for the US and Canada with plans to roll out to all other markets by the end of the year.
“We basically made it so you can create your own reports,” Hooper shared. “You’ve got 46 different data points. Some of our older IBOs still find the back office reports complicated to use. But with the AI Reporting Assistant, you can ask it any question, and it will look through your downline and provide the answer to you.”
AI IS NOT JUST TRANSFORMING THE EXPERIENCE FOR IBOS, IT’S ALSO OPTIMIZING CORPORATE OPERATIONS AT SUNRIDER.
Identifying specific action steps to trigger bonuses and earn income quickly is key. The Income Producing Activities (IPA) AI Coach uses personalized data to suggest actionable, prioritized tasks. This tool not only assists distributors in focusing on high-impact activities but also aids in onboarding new IBOs by providing step-by-step guidance. It can suggest action steps to help a new IBO whose bonus window is about to expire. “If someone’s going to qualify to rank up, or if someone’s within striking distance of a fast start bonus, then you definitely want to help that person achieve it,” Hooper added.
Customer retention is a critical metric for any direct selling company, and Sunrider’s Churn Predictor leverages machine learning to tackle this challenge head on. The tool predicts customer churn with about 80 percent accuracy within 60 days of a customer’s last order. Its predictions are integrated into the IPA AI Coach, prompting IBOs to take proactive measures to re-engage customers. The predictive analytics will suggest reaching out to a customer who most likely placed his last order, for example.
“Churn prediction is about giving our distributors the opportunity to act before it’s too late,” Hooper said. “It’s one of the ways we’re using AI to foster stronger, long-term relationships between IBOs and their customers.”
AI is not just transforming the experience for IBOs, it’s also optimizing corporate operations at Sunrider. The IT department has been an early adopter, with about 30 percent of the company’s code now generated by AI tools such as Claude 3. Sunrider’s developers adhere to strict protocols to ensure data security and compliance while leveraging AI to expedite software development.
“Generative AI is helping our IT team work more efficiently,” Hooper shared. “It allows us to focus on innovation and scalability without compromising quality or security.”
Sunrider’s IT team also has plans to lean heavily on AI for test automation, which will significantly increase the efficiency of quality assurance (QA) processes. Currently, test case coverage stands at 60 percent, with manual QA still playing a role for more complex requirements.
In other departments, tools like ChatGPT and Copilot are being utilized to generate marketing content, while platforms such as HeyGen are being explored for video translations. Additionally, Sunrider is preparing to launch an AI-powered Adhoc Reporting Assistant for employees in 2025. This tool aims to reduce the time spent on adhoc reporting tasks by 90 percent by leveraging the company’s data warehouse.
Sunrider’s investment in AI reflects a forwardthinking approach that aligns with the company’s mission to empower its distributors and employees. By leveraging AI, the company is creating a more dynamic and supportive environment for IBOs, while also enhancing operational efficiency across its corporate functions. DSN
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10 actionable strategies to help keep your assumptions in check.
BY SUSANNAH SCHOFIELD OBE
UNCONSCIOUS BIAS REFERS TO THE ATTITUDES OR STEREOTYPES that affect our understanding, actions and decisions. These biases are often automatic and unintentional, influencing how we perceive and interact with others based on characteristics such as race, gender or age. This can lead to inaccurate or unfair assumptions and judgments which could impact hiring practices, performance evaluations and social interactions. Recognizing and addressing unconscious bias involves increasing awareness and implementing strategies to mitigate this, such as training, reflection and promoting diversity and inclusion.
We live these daily without realizing it. The security guard is a man, reconfirming that men are strong; the receptionist is a woman, reconfirming that woman are kinder, gentler and able to assist you. These might not seem like important things, but even simple assumptions can lead us into judgments that negatively affect our businesses and opportunities.
Challenging yourself to look at opportunities with a fresh perspective can stimulate creativity and innovation. Here are some strategies to consider.
MINDFULNESS CAN HELP YOU CLEAR AWAY PRECONCEPTIONS AND VIEW OPPORTUNITIES MORE OPENLY.
Engage with people from different backgrounds, cultures and experiences. They can offer insights and viewpoints that you might not have considered. This is particularly useful when looking to work with younger generations.
Altering your physical workspace or visiting new places can help inspire fresh thinking, unlocking new ideas. When I am writing, I always put myself in a fresh situation to challenge myself and my perspective.
Take time to reflect and be present. Mindfulness can help you clear away preconceptions and view opportunities more openly.
Challenge the status quo by asking “what if” questions. For example, “What if I approached this problem differently?” or “What if resources were unlimited?”
Write down your assumptions about a specific opportunity. Then, critically evaluate each assumption and consider alternative viewpoints.
EMPATHY IS SO VITAL WHEN BUILDING AN EFFORT-BASED BUSINESS.
Step out of your comfort zone with new activities or hobbies. If you can do something that makes you feel a little uncomfortable every day, then you are opening yourself up to huge opportunities.
7 / Set a Time for Ideation
Allocate specific time for brainstorming without judgment. Write down all ideas—no matter how unconventional—and review them later. This is a great team exercise and one we do frequently at the UK Direct Selling Association.
8 / Engage in Continuous Learning
Read books, attend workshops or take courses in areas outside your expertise. Learning new things can often prompt fresh insights.
9 / Reflect on Past Experiences
Consider previous times when you may have approached opportunities differently and how that affected the outcomes. Applying those lessons can offer a new lens for future opportunities.
10 / Collaborate
Work with others on projects or ideas. Collaboration can lead to new concepts and solutions that you might not develop alone. By consciously applying these strategies, you can train yourself to approach opportunities with openness and creativity, viewing them from various angles. This in turn helps you grow as a leader.
It’s easy as a leader to understand your vision, but a good leader not only has a clear vision for the future but can articulate it in a way that motivates others to work towards it.
Understanding and valuing the perspectives and feelings of others fosters a supportive environment where team members feel heard and respected. Empathy is so vital when building an effort-based business.
Effective leaders communicate openly and transparently, ensuring that team members understand their roles, expectations and overall objectives. Here are a few universal traits that all visionary leaders exhibit.
n Integrity
Good leaders demonstrate honesty and ethical behavior, building trust within their teams and with stakeholders. I am a firm believer that if you live your life with honesty, loyalty and integrity as your core values then you can sleep well at night.
n Decisiveness
The ability to make informed decisions promptly— even in challenging situations—is crucial for maintaining momentum and direction. My father always said, “Procrastination is the thief of all time.” Focus, decide, act. It is better to fall forward and fail fast, then to wait until it’s too late to change.
n Adaptability
A strong leader is flexible and open to change, able to pivot strategies as necessary in response to new information or circumstances.
n Empowerment
Good leaders empower their teams by delegating responsibilities, encouraging autonomy and providing opportunities for growth and development. You will be truly astounded how individuals rise to the occasion when they feel empowered.
n Accountability
Leaders take responsibility for their actions and decisions, fostering a culture of accountability within the team.
n Vision
Effective leaders inspire others through their passion, commitment and enthusiasm, creating a positive and motivating work environment.
n Collaboration
Good leadership recognizes that diverse perspectives and skills contribute to better outcomes. Leaders seek advice, listen and learn, so that the team can always succeed—together. DSN
SUSANNAH SCHOFIELD OBE is the Director General of the Direct Selling Association UK, an industry which is worth over £1billion. Prior to her appointment as leader of the DSA, Susannah spent 18 years at Royal Mail, culminating in her holding the Board-level role of Commercial & Innovation Director, where she led a team of over 800 people. A passionate advocate for women and young people in business, Susannah was awarded an OBE for her work in this area in the 2015 New Year’s Honours List.
How to successfully navigate risk and innovation in direct selling.
BY CLAY BREWER
The direct selling industry is being invited to redefine what it means to take risks and build something that has lasting value. “
ESTÉE LAUDER WROTE IN HER AUTOBIOGRAPHY THAT “RISK TAKING IS THE CORNERSTONE OF EMPIRES.”
In my work as an attorney, I help clients navigate the technical aspects of business—corporate structuring, taxation and compliance. But my greater goal is to empower entrepreneurs to think beyond compliance and to instead cultivate creativity. Risk is inherent to entrepreneurship, and it’s not something we can afford to avoid. In fact, the true danger lies in letting fear of risk paralyze us.
Risk is not a binary concept; it’s a spectrum. Some entrepreneurs shy away from it, while others embrace it as part of their journey. In the direct selling industry, risk is inescapable. It is woven into the very fabric of entrepreneurship—what sets successful companies apart is not their ability to avoid risk, but their capacity to avoid ruin and navigate it with vision.
RISK, AT ITS CORE, IS NOT ABOUT AVOIDING CONTROVERSY BUT ABOUT STAYING TRUE TO A VISION DESPITE EXTERNAL PRE SSURES.
Today the direct selling industry is at an inflection point. Last year brought many changes to the industry. We witnessed the Federal Trade Commission issue guidance in 2024 that ignored case law and rescinded previous guidance, while numerous well-known brands exited the direct selling space for what some, but not all, called an outdated business model.
These changes are much more than logistical quirks; they present a deep philosophical moment for the industry. The direct selling industry is being invited to redefine what it means to take risks and build something that has lasting value as opposed to fleeting infatuation.
My plea for 2025 to all those within the direct selling space is to have the courage to be disliked.
True innovation requires the courage to walk a path others may not understand or approve of. “
THE MOST SUCCESSFUL ENTREPRENEURS WILL BE THOSE WHO SEE RISK NOT AS AN OBSTACLE, BUT AS AN INTEGRAL PART OF THEIR JOURNEY
One book that profoundly shaped my thinking on this subject is The Courage to Be Disliked by Fumitake Koga and Ichiro Kishimi. The book follows a dialogue between a youth and a philosopher. In one powerful exchange, the philosopher advises, “All you can do with regard to your own life is choose the best path that you believe in.”
This insight struck me deeply. It can easily be applied to companies. In direct sales, too often, decisions are made not based on what the entrepreneurs believe to be right, but on external pressures and expectations. Maybe that’s shareholders or maybe it’s the latest social media fad that’s taken off for whatever reason.
True innovation requires the courage to walk a path others may not understand or approve of. Long-term success is not achieved in the moment, it takes years to be an overnight success. Stop leaning into another’s dream.
The direct selling dream should be enriching lives, not buying Bugattis and Rolexes. Community, not the individual. Clean products, not cheap ones with high margins. There’s nothing wrong with making money, but the aim needs to be properly placed.
Direct selling companies seeking to compete directly with influencers, ecommerce and traditional retail is like a plane having lost its engines—it will hover for only so long before it hits the ground. There’s simply no power behind the movement.
Today, too many direct selling companies are driven by external noise—market trends, consumer demands or the opinions of critics and other detractors. The real challenge is not avoiding this noise but distinguishing between what is authentically right for your company and what is simply a reaction to the latest fad.
Risk, at its core, is not about avoiding controversy but about staying true to a vision despite external pressures. Yes, there’s risk in being disliked, but the greater risk is in seeking approval from every person, diluting your own voice and vision in the process.
As we look toward 2025, the direct selling industry faces an existential question: how will we choose to engage with risk? Will we continue to avoid
the discomfort of risk in favor of fleeting trends, or will we embrace it as a transformative force that drives innovation and long-term success?
The most successful entrepreneurs will be those who see risk not as an obstacle, but as an integral part of their journey—those who commit to their vision and find strength in the face of uncertainty. If we’re to build a future that is both resilient and sustainable, we must learn to navigate risk with clarity, purpose and an unwavering commitment to the industry.
There’s a clear path forward if we’re ready. The only question is whether we will take it. DSN
CLAY BREWER’S practice focuses on advising both established companies and startups on a wide range of matters such as business planning, capital raising, corporate structuring, regulatory risk and cross-border transactions. A prolific writer and thought leader, Clay provides strategic counsel to clients and has a strong interest in the evolving direct sales industry as well as digital assets and blockchain technologies.
DOES DIRECT SELLING HAVE A U NIQUE OPPORTUNITY TO HELP?
BY BETH DOUGLASS SILCOX
HUMAN BRAINS AREN’T HARDWIRED FOR A SOLITARY EXISTENCE. PEOPLE TURNING INWARD RUNS CONTRARY TO WHAT EVOLUTION DICTATES NECESSARY FOR US TO SURVIVE . PEOPLE NEED PEOPLE.
WHEN THE US SURGEON GENERAL ISSUED A REPORT IN 2023 DETAILING AMERICA’S STRUGGLE WITH LONELINESS AND ISOLATION, we were on the heels of a pandemic where varying degrees of social separation had been necessary to maintain individual and group health. So, perhaps, it came as little surprise to find out that this era deeply affected us.
Data collected in 2020, mid-COVID, showed people spent more and more time—nearly six hours each day—alone. That’s over 166 hours each month tucked away by themselves, and they engaged socially with friends a mere 10 hours a month.
The pandemic only accelerated trends that had been on the rise for decades. An American Time Use Survey indicates the rise in alone-time experienced in 2020 had not yet returned to typical levels by 2022, and more people chose to be alone more often even with family members in the house.
Human brains aren’t hardwired for a solitary existence. People turning inward runs contrary to what evolution dictates necessary for us to survive. People need people.
Back in 1990, 27 percent of respondents indicated they had fewer than three close friendships, yet almost half of Americans (49%) reported this in 2021. Overall, Americans’ social networks have been shrinking for decades and minimizing our chances to form the deep connections with other people that we so desperately need to thrive.
“Healthy relationships, where we feel seen and where we can be ourselves, can be a powerful source of joy and support and can be buffers to stress,” Vivek Murthy, US Surgeon General for the Biden Administration, wrote in My Parting Prescription for America in December 2024.
1 / LONELINESS AND ISOLATION ARE GROWING PROBLEMS
The percentage of people identifying as lonely is on the rise. This was true before the pandemic, but the isolation many felt during that time accelerated the trend.
2 / LONELINESS AND MENTAL HEALTH ARE LINKED
81% of adults who were lonely also said they suffered with anxiety or depression. In addition to the mental health effects, physical wellness can also be negatively impacted.
3 / DIRECT SELLING COULD HELP CHIP AWAY AT LONELINESS
By offering a sense of community and connectiveness, direct selling has the opportunity to offer a possible solution to this epidemic.
Social connection is as biologically fundamental as food, water and shelter. It is also dynamic and lives on a continuum in our lives. Illness, relocations, job transitions and life events like parenthood or caregiving, all impact social isolation.
It’s also influenced by the physical assets, programs and policies of the communities in which people grow up, live and interact, as well as social policies, cultural norms, the technological environment, the political environment and macroeconomic factors.
It cannot be understated that conditions such as cooperation, discrimination, inequality and the collective social connectedness or disconnectedness of a community also weigh heavy in individual social connectedness.
And while social isolation and loneliness are related, they are not the same. To be socially isolated does not necessarily equate to loneliness. Regardless, neither bodes well for long-term health, according to the Surgeon General’s report.
“Loneliness and social isolation increase the risk for premature death by 26 percent and 29 percent, respectively. More broadly, lacking social connection can increase the risk for premature death as much as smoking up to 15 cigarettes a day,” the report states. There’s also a substantial increase in risk for heart disease, stroke, anxiety, depression and dementia.
The ebb and flow of social connection throughout our lives can lead to transient loneliness, which comes and goes and may even motivate people to act to find new ways to connect. But chronic loneliness—with or without social isolation—is vastly different.
Too often people think someone is either lonely or they are not. But everyone is on a gradient, with more social connection leading to better outcomes. Just because a person reports an absence of loneliness, does not mean their social connections contribute to their overall resilience or enable them to thrive. Deep loneliness can still be felt in a crowded room because lack of high-quality, close relationships is equally as bad as lack of quantity.
Loneliness and isolation do not discriminate. Anyone can experience it. While gender, political affiliation and education level matter less, there are high risk groups including those in poor physical or mental health, with disabilities, lack of financial security, single parents and those who live alone, ethnic and racial minorities, LGBTQ+ individuals, rural residents and victims of domestic violence, among other marginalized peoples.
The Harvard Graduate School of Education’s Making Caring Common Project (MCCP), working with YouGov, dug deeper into the emotional, social and existential dimensions of loneliness, who or what Americans blame and the types of personal and community solutions they endorse, as well as the causes.
They drew on the views of a nationally representative pool of 1,500 adults surveyed in May 2024. Working with More in Common’s Americans in Conversation (AIC) panel in August last year, they also garnered responses from 193 adults to hone in on loneliness and the nature of adults’ social connections. The resulting publication, Loneliness in America: Just the Tip of the Iceberg? by Milena Batanova, Richard Weissbourd and Joseph McIntyre was published in October.
We tend to think of loneliness as an issue for the elderly, but the rate of loneliness among young adults is much higher than adults over 65, according to MCCP research.
18-29-year-olds 24%
30-44-year-olds 29%
45-64-year-olds 20%
65 and over 10%
The Surgeon General’s report indicates that the number of lonely young people grew every year between 1976 and 2019.
Income disparities are also a differentiator when it comes to loneliness.
Less than $30,000/year 29%
$30,000 - $49,000/year 21%
$50,000 - $100,000/year 19%
$100,000 and up/year 18%
But beyond these simple metrics lay complexities that, perhaps, Matthew Shaer of the New York Times, summarized best when he wrote, “When we talk about loneliness, what we’re actually talking about are all the issues that swirl perilously underneath it: alienation and isolation, distrust and disconnection and above all, a sense that many of the institutions and traditions that once held us together are less available to us or no longer of interest.”
THE RATE OF LONELINESS AMONG YOUNG ADULTS IS MUCH HIGHER THAN ADULTS OVER 65.
81% OF ADULTS WHO WERE LONELY ALSO SAID THEY SUFFERED WITH ANXIETY OR DEPRESSION.
A strong correlation exists between loneliness and mental health. Eighty-one percent of adults who were lonely also said they suffered with anxiety or depression; compared to 29 percent of those who were less lonely. Many people, it seems, get stuck in a loop of chicken-or-egg, not knowing which comes first—loneliness or anxiety/depression. Therefore, loneliness may not only be the cause, but also the result of wide-ranging feelings that interact in complex ways that induce and deepen feelings of meaninglessness.
MCCP reports social-emotional loneliness or not feeling part of meaningful groups or communities stood at 67 percent among lonely respondents, while 61 percent of lonely people exist without enough close friends or family and 50 percent lack a single person to rely on for deep emotional support.
Then comes reporting on existential loneliness, which culminates in feeling fundamentally disconnected from others or the world. Sixty-five percent report this; 63 percent do not feel their place in the world is important or relevant; and 40 percent (most often Democrats and Independents) don’t feel “part of this country.”
By any measure, these results are staggering and demand not only further examination for the health and well-being of all Americans, but also actions beyond that of the individuals who are suffering.
“Our data also reinforces the role that all of us have to play in reducing loneliness. There is only so much lonely people can do if the ones they feel close to are distracted by technology or so overworked or exhausted that they can’t devote quality time together—among the main sources of blame cited by our respondents. Encouragingly, the solution people endorsed most, including lonely adults, is available to almost all of us: ‘taking time each day to reach out to a friend or family member,’” Making Caring Common wrote.
IT’S BEEN 25 YEARS SINCE A LONESOME, 32-YEAR-OLD MOM FELT PRESSURES SO MANY PEOPLE FEEL TODAY— too little money and too little time to deeply connect with others. The obligations, responsibilities and restrictions that come with parenthood overran Nancy Bogart’s days. “I was so lonely. Because I was raising my kids, I was very isolated, trying to do the right things and trying to make some extra money,” the Founder and CEO of Jordan Essentials explained. In 1999, a landline phone and a few friends from MOPs—Mothers of
There’s an intimacy in knowing somebody in person or through a real relationship.
NANCY BOGART / Founder & CEO “
Preschoolers—launched her Lotion Bar and set Bogart on a personal journey to not only reconnect socially but also create a direct sales, multilevel, party plan company that has helped others do the same.
For that, Bogart is eternally grateful and remains firmly rooted in party plan—a business model based on the belly-to-belly, door-to-door legacy upon which direct selling was built and continues to gain strength due to the human desire to be seen, connect, learn from and rely on others.
“It was my network of people that really gave it life,” Bogart shared. Jordan Essentials thrives today because of the networks of thousands of people. They are setting all-time recruitment records and have grown for five consecutive years.
Bogart insists direct selling is not just a monetary equation. There’s intrinsic value in caring about other people and considering our impact on family and society. “There’s an intimacy in knowing somebody in person or through a real relationship.”
Bogart seeks to break free from the anonymity of digital platforms and use tech to build a foundation of common ground that keeps people excited for the day they finally get to meet in person.
“I have people who I recruited from across the country and never met before, but we became the closest of friends. After two years, we finally met at a conference. There’s a depth in that genuine relationship.”
But it’s vital to meet someone where they are—to consider the shoes they are standing in. How can a company insist that a mother of triplets orchestrate a trip to attend training or a convention? Simply finding childcare would be daunting and that mom deserves better, according to Bogart.
“Our (virtual) attendance at events is still very high. The hybrid model allows people to stay connected. To say if you’re not there in person, you won’t get trained and you won’t get the value of connection. It’s like telling people ‘you stay lonely; you stay isolated.’ That’s something I won’t let happen. I want them to know ‘I see you. I know you.’” That’s the power of connection. DSN
This is where the direct selling industry may serve a meaningful role in chipping away at America’s epidemic of loneliness. Arguably, it may not be the responsibility of a company or an industry to solve their employees’ or sales organizations’ loneliness or mental health issues. However, it is in their best interests to have teams comprised of healthy and productive individuals.
By the broadest definition, direct selling companies are communities, possessing many of the attributes of a “small town.” While they may not share a geographic location, its “citizens” willingly come together sharing common interests and goals, creating and living within a common culture and often working for the benefit of a greater good. They befriend, educate and support one another in ways that are completely unique to the business model. And research shows that it is through just such community building and social connectedness that loneliness has its best chance of dissipating.
The social infrastructure of a community—the places, programs and philosophies—all create opportunities for individuals, lonely or not, to build social capital. These are the accessible resources and people that turn into social networks, which so many of the lonely lack. Social networks are comprised of individuals who bridge or connect people outside of a lonely person’s core group and those who link them to people of differing power status within the community.
Through the perceived or actual availability of emotional, informational or tangible social support delivered by the social network, a sense of solidarity, strong social connections and high social participation forms a social cohesion that is beneficial to both individuals and the community itself. Trust formed within that community can improve population health, social functioning and economic prosperity.
At its core, the direct selling industry is driven by social connectedness. The uplines and downlines of the most successful field organizations already reflect corrective strategies to the loneliness epidemic, so too does the industry’s focus on community-building through culture.
Sarah Shadonix, Founder and CEO of Scout & Cellar firmly believes direct selling can help combat loneliness, particularly in young adults. “Direct selling is all about people—building relationships, connection, adding value, mentorship and teamwork. For young adults, it offers a flexible fullor part-time career with a built-in support system. Whether it’s virtual meetups, events or simply working with like-minded individuals, it creates
Direct selling is all about people—building relationships, connection, adding value, mentorship and teamwork. For young adults, it offers a flexible full - or part - time career with a built-in support system.
SARAH SHADONIX / Scout & Cellar Founder & CEO
opportunities for connection, confidence and purpose, which are key to fighting loneliness.”
With supporting frameworks like these already in place, perhaps, it is not such a big leap to think that direct selling companies could help remedy the effects of social isolation and loneliness by lifting characteristics like caring, inclusion and belonging closer to the surface in their day-to-day operations, messaging, training, recruitment and management.
It’s exciting to think that direct selling can provide not only a financial lifeline, but a social one as well. As Shadonix explained, “Direct selling is more than just a career—it fosters genuine connections and a sense of purpose. It provides an opportunity to be part of a supportive community where success becomes a collective journey where everyone encourages and celebrates each other’s growth.” DSN
BY BETH DOUGLASS SILCOX
WHILE THE ODDS of rising to such status and prosperity were incalculably low, the Gilded Age prompted countless ordinary Americans to dream of more.
PANNING THE BENCH during the Philadelphia Eagles vs. Green Bay Packers wildcard game this January, the camera keyed in on the unique sight of Eagle’s wide receiver A.J. Brown reading a book on the sidelines. Turns out, it’s something Brown’s been doing for a while, trying to find peace in the midst of chaos
“This game is violent, and you need everything. I’m just trying to slow my brain down,” Brown told ESPN’s Sal Paolantonio about his mid-game read of Jim Murphy’s personal development book, Inner Excellence: Train Your Mind for Extraordinary Performance and the Best Possible Life.
Media and online questions came quick, but they didn’t deter Brown from continuing what he believes necessary to strengthen his game. He explained, “I’m proud of myself because I’m not changing who I am just because the world may say this is strange, it’s unorthodox. I’m…not afraid to push myself in areas or pick up a book because we’re playing this masculine football game…As men, we gotta be strong, tough guys. I don’t believe that. I can lift weights all day but that doesn’t do nothing for me if my mental is not correct.”
That quick-take footage went viral. It shot Inner Excellence to number one on Amazon’s bestseller list overnight. Criticism fell away, and Eagles fans posted thanks to Brown for opening their eyes to something new.
Today’s professional football has earmarks of rags-to-riches. Through hard work, determination and maybe a bit of luck, NFL players can achieve extraordinary success and often great wealth. It’s a fantastical picture of the American Dream manifesting for few but inspiring many—and an aspiration with origins in the Gilded Age.
Immigrants to America in the 1870s brought new ideas and mechanizations from Europe’s Industrial Revolution. Their contributions to our technical efficiency and productivity made the US the world leader in manufacturing by century’s end and ushered an era of opulence, excess and self-indulgence called the Gilded Age.
Palaces rose along Manhattan’s Fifth Avenue and housed society’s upper crust, the richest of self-made men like Andrew Carnegie, Cornelius Vanderbilt, J.P. Morgan and John D. Rockefeller. We still marvel at examples of ostentatious, Gilded Age architecture, like the Biltmore Estate near Asheville, North Carolina and The Breakers in Newport, Rhode Island.
While the odds of rising to such status and prosperity were incalculably low, the Gilded Age prompted countless ordinary Americans to dream of more. And when the financial Panic of 1893—caused in part by high tariffs and decreasing international trade—crashed the Gilded Age, it ignited progressive reform characterized by common men believing they could improve their life conditions.
Key to improvement was education, and accessing books had become easier for people decades before. Perhaps, the founding of Southwest Advantage Books in 1855 fostered an audience of readers for the New Thought Movement. But it is sure that Southwest established the oldest entrepreneurial and direct selling program for college and university students in the world in 1868. They helped college graduates build business and character skills for life-long careers and continue that mission today.
1 / PERSONAL DEVELOPMENT HAS HELPED BUILD A CENTURY OF LEADERS
Belief in oneself and one’s ability is an essential tool. Personal development has played a pivotal role in helping ordinary people do extraordinary things.
2 / PERSONAL DEVELOPMENT AND DIRECT SELLING GO HAND-IN-HAND
Both industries reflected the needs and beliefs of the eras they thrived in, creating opportunities for both selfbelief and financial security.
3 / BOTH INDUSTRIES ARE EVOLVING
Direct selling is adapting to the changing preferences of distributors and customers, while personal development has shifted to be more task oriented.
By 1886, traveling book salesman David H.
McConnell offered his female customers fragrance samples to boost book sales, inadvertently starting the California Perfume Company which later became Avon. Women loved the products, and he recruited ladies to sell door-to-door. Persis Foster Eames Albee became the first Avon Lady to come calling and the rest is direct selling history.
Educational access and women’s contributions outside the household are indicative of the reformative New Thought Philosophy, which helped people harness personal power through positive thinking, life skills and discipline. Boston University and Harvard graduate, Orison Swett Marden was a proponent of “right thinking.” Inspired by
Benjamin Franklin, Ralph Waldo Emerson, Oliver Wendell Holmes and others’ writings, Marden surmised potential was man’s greatest untapped resource. In 1894 his best-selling book, Pushing to the Front, told stories of everyday people achieving extraordinary things under extreme difficulties. By 1897, Marden created SUCCESS, the earliest personal development magazine, which showcased the achievements of men like Vanderbilt, Rockefeller, Alexander Graham Bell and Thomas Edison. Literary contributors included personal development founders like Napoleon Hill, Samuel Merwin and W. Clement Stone.
Prolific thinkers answered public demand for New Thought during the first 30 years of the 20th century. James Allen, As a Man Thinketh and The Epoch; Wallace Wattles, The Science of Getting Rich, on Audible today; George Clason, The Richest Man in Babylon; and Oswald Chambers, My Utmost for His Highest, in print since 1924.
The paths of personal development and direct selling crossed publicly for, perhaps, the first time with Elbert Hubbard’s widely distributed essay, A Message to Garcia. The Larkin Soap Company salesman established door-to-door consumer sales in 1881 and installed sales premiums that grew from souvenir postcards and handkerchiefs to Morris Chairs and Chautauqua Desks that are highly collectible today.
It’s little wonder that the industrious Hubbard wrote and widely distributed an essay like Garcia, which contrasts the main character’s self-driven effort against “the imbecility of the average man—the inability or unwillingness to concentrate on a thing and do it.” Garcia simultaneously commiserated with company owners, who thought employees lazy, and taught employees to think differently.
The Great Depression brought individual frailty in an industrialized nation into sharp focus and established a lasting, symbiotic relationship between direct selling and personal development.
Frank Stanley Beveridge traveled door-to-door for years with Fuller Brush and was its director of sales. He and wife, Catherine, founded Stanley Home Products and pioneered home party direct selling during the depths of the Great Depression. Stanley’s novel, demonstration-focused sales methods valued social networks and instilled confidence in salespeople. The by-product was resilience for folks whose lives had been upended.
The more resilient we can be, the better we can overcome adversity, then through that positivity in our lives we are able to create connections, relationships. But we have to be that kind of person that people want to be in a relationship with or secure enough to be able to go out and do our jobs, especially in direct sales, to meet people, to make friends out of strangers.
NANCY BOGART / Founder & CEO of Jordan Essentials
New thoughts about life, potential and individual place in the world simmered, then boiled over in post-Depression America. Napoleon Hill spent two decades rubbing elbows with Edison, Bell, Henry Ford, King Gillette, Theodore Roosevelt, etc. Law of Success compiled secrets of America’s greatest achievers and set the stage for Hill’s arguably greatest book, Think and Grow Rich, whose publication ran parallel to Stanley’s direct selling foothold.
“What the mind can conceive and believe, the mind can achieve.” Like Marden before him, Hill recognized the mind (desire) and body (result) connection, a motivational principle reaching across generations and eras. Personal achievement’s 13 steps stressed optimistic autosuggestion to train the subconscious mind, something French psychologist Emile Coué conceptualized in 1920’s, Self-Mastery Through Conscious Autosuggestion. It later influenced Norman Vincent Peale, Robert Shuler and W. Clement Stone, too.
EVERYTHING BEGINS with the thought process of seeing yourself succeed before it happens.
Visualization, not education, Hill reckoned, was key to success. Everything begins with the thought process of seeing yourself succeed before it happens.
On the heels of Hill’s publication came Dale Carnegie. No kin to the Gilded Age steel magnate, this Missouri farm boy turned self-improvement writer/lecturer spent nearly 25 years crafting public speaking and interpersonal skill courses in New York before he wrote How to Win Friends and Influence People. His timeless tips and strategies became an overnight sensation for those desperately needing guidance and empowerment post-Depression. Self-improvement was the goal; the formula focused on a person’s ability to change their thinking to better communicate and lead. Countless professionals attended his business performancebased Dale Carnegie Training, and the book still influences leaders of all kinds.
Personal development helps you recognize and break free from negative patterns, like self-doubt or fear of rejections, that can keep you stuck. It shifts your mindset toward growth and positivity, giving you the tools to build meaningful connections and a sense of belonging.
SARAH SHADONIX / Founder & CEO of Scout & Cellar
SELF-IMPROVEMENT WAS THE GOAL; the formula focused on a person’s ability to change their thinking to better communicate and lead.
Mary Kay Ash experienced the symbiotic relationship of direct selling and personal development during her career with Stanley Home Products.
People, pushed to the brink by World War II, craved belonging, community, purpose and understanding. In 1950 came Man’s Search for Meaning by Austrian neurologist, psychiatrist and Holocaust survivor, Viktor Frankl, who described daily struggles of Nazi concentration camp life and its impact on prisoners’ mental states. Central to a person’s motivation, he deduced, is the desire to find meaning in life. The book raised the collective consciousness of America just as the joyous, optimistic and exuberant post-war 1950s cruised into focus.
Protestant preacher and author Norman Vincent Peale deeply cared about the pain, difficulty and struggle of human existence but scuttled his final draft of The Power of Positive Thinking to the trash bin. His wife, Ruth, rescued it and, perhaps, its 1952 release validated individual suffering and readers finally felt seen. He’d built an audience with his weekly radio show, The Art of Life, and now Peale encouraged readers to use positive thinking to recognize and work toward their hopes and ambitions.
At 29, Earl Nightingale, the would-be WGN Chicago radio announcer and writer of The Strangest Secret in 1957, got his hands on Think and Grow Rich. Hill’s idea that you become what you think about coalesced with his own research and everything clicked. Thoughts and habits control outcome; people can learn new things; Nightingale would teach them.
He recorded The Strangest Secret, the classic salesmotivation tool for his own Franklin Life Insurance Agency and in short order it outpaced his fulfillment capabilities. The Strangest Secret became the first spoken-word certified gold record and solidified Nightingale’s personal development legacy.
We all have a greatness inside us. Sometimes, all we need is someone to help us find it, develop it and multiply it.
JEFF
OLSON / Co-Founder & Co-CEO of Neora & author of The Slight Edge
Post-war 1950 saw the rise of direct selling companies like Tupperware, Jafra and Home Interiors, where Brownie Wise, Jan Day and Mary Crowley introduced personal development en masse to female audiences. Fueled by sales efforts of women who were looking to establish new and expanded roles for themselves in society, these direct selling companies shifted personal development from primarily a man’s growth opportunity to one that included everybody. Wise, Day and Crowley shaped the business model and enabled women to not only build social capital and break the isolation associated with being housewives and mothers but also earn economic capital that put food on their families’ tables. And in 1959, Jay Van Andel and Richard DeVos, ambitious Michigan entrepreneurs who partnered a decade earlier, founded Amway, a company that would go on to revolutionize the direct selling industry and remains a global powerhouse.
The ’60s were marked by volatility, turmoil, struggle, protests and even assassinations, then in 1969 Apollo astronauts landed on the moon. A new iteration of SUCCESS magazine, relaunched by W. Clement Stone a decade earlier, bore witness to it all. He remained publisher into the 1970s and released The Success System That Never Fails. Partnering with the magazine’s editor and author of The Greatest Salesman in the World, Og Mandino, as well as Paul J. Meyer, founder of the SUCCESS Motivation Institute, SUCCESS became a modern torchbearer for personal development and shined its light on the direct selling industry.
“Our job is to build people in this industry. That’s been happening since DeVos started Amway, since Mary Kay was around,” DSN Legend Rudy Revak said.
Mary Kay Ash experienced the symbiotic relationship of direct selling and personal development during her career with Stanley Home Products. When she founded Mary Kay Cosmetics in 1963, she aimed higher than just selling make-up.
“What was her goal? To teach ladies how to build a business. Mary Kay didn’t sell cosmetics. She sold the concept that they could build a business and become successful. She focused on helping them to develop, and her messages were always on personal development,” Revak explained.
Joe and Eunice Dudley, who got their start with Fuller Brush back in the 1950s, launched Dudley Beauty Corp in 1967. The Dudleys also followed a holistic approach to business building by helping women discover what was on the inside and pulling it to the outside through personal development.
Personal development empowered vast audiences in the 1970s when Stone and SUCCESS launched Positive Mental Attitude rallies. Legacy gurus like Peale, Nightingale and Mandino shared the stage with newer voices: Denis Waitley, Art Linkletter, Paul Harvey, Zig Ziglar and rising star Jim Rohn.
Rohn started out as a human resources manager for Sears and in 1955 became a direct selling distributor. He built successful sales organizations and ran an expansion into Canada, but in the 1960s turned his sights to public lecturing and launched a new era of broadscale legitimacy for personal development.
For 45 years, Rohn asked four million people in 6,000 audiences, “What’s got you turned on? What’s got you up early? What’s got you eager to face the day? What’s got you inspired to learn the extra skill, put in the extra time, go the extra mile, learn how to work with people, guarantee your future?”
There were directives like: Work harder on yourself than you do on your job. Don’t wish for less problems, wish for more skills. And then there were the books and audios, over 25 of them, like The Power of Ambition, Take Charge of Your Life and The Day That Turns Your Life Around.
Over a decade after his death, Rohn’s speeches are free to watch on YouTube, Spotify and Instagram, offering new generations glimpses of a personal development legacy, whose disarming presentations distilled complex, personal characteristics and situations to drive home his points.
Rohn’s effectiveness, reach and influence are undeniable and can’t be underestimated. Names like Stephen Covey, Brian Tracy, Harvey Mackay and Les Brown, all authors whose books consistently appear on best-selling lists, came up under his tutelage.
“I first saw Jim speak when I was 17,” Tony Robbins wrote about his original teacher and mentor, Rohn. “He introduced me to a new way of thinking. He taught me that if you want anything to change, you must change. If you want things to get better, you’ve got to get better…Jim taught me that as soon as I
committed myself to excellence, I would really have something to give others. And that’s a big part of what makes life meaningful for me.”
John C. Maxwell absorbed Rohn’s philosophy and for 40 years has connected people to the actionable steps they need to improve their lives through more than 100 books and his corporate lectures.
Every person has a longing to be significant; to make a contribution; to be a part of something noble and purposeful.
JOHN C. MAXWELL / #1 leadership expert & best-selling author
When eXp Realty CEO Glenn Sanford acquired SUCCESS Enterprises, it ensured the venerable brand would maintain its relevance as a trusted, curated space with high-quality, impactful content, including innovative coaching techniques that break through today’s digital noise and help people act purposefully in their own lives.
“From inception, eXp has valued personal development as a key underpinning of the success of real estate professionals,” Sanford explained.
“SUCCESS stands out through its timeless philosophy of holistic success—nurturing mind, body and spirit. Our brand’s authenticity, coupled with a unique blend of inspirational stories and practical advice, creates a distinctive content delivery style that resonates with diverse audiences from the new entrepreneur to the experienced business executive,” SUCCESS CEO Amy Somerville said.
Neora Founder Jeff Olson and Co-CEO Deborah Heisz created Live Happy in 2013 to bring positive psychology research into the light. Their print magazine, website and lifestyle store presented that science in engaging, consumer-friendly ways. The Live Happy Now podcast launched in 2015 and expanded in 2023.
It is now Live Happy’s primary messaging source, and offers two new podcasts, Happiness Unleashed and On a Positive Note. When loneliness emerged as a leading health issue, Live Happy offered perspective and solutions to tackle the problem, including a month-long happiness celebration in March.
Before Live Happy, however, Olson was a top, direct selling field distributor before founding The People’s Network and Neora with 13 years of top field leadership at PPLSI sandwiched in between. He is a driving force behind the belief that tools, systems and personal development is foundational to every sales organization. The Slight Edge lays out Olson’s philosophy that seemingly insignificant, daily decisions impact overall effectiveness and success in immeasurable ways.
If history has taught us anything, it’s that direct selling’s path runs parallel to personal development.
“Mentoring is a lot like playing tennis,” Olson shared. “You can’t play unless there’s another good player on the other side of the net. When you find someone who’s receptive to learning, it’s exciting. You can’t teach all the answers, but you can teach them about mindset and philosophy. And that can help them navigate, solve problems and shorten their learning curve.”
I think one of the highest-value, under-promoted parts of what we do in this channel is give people access to mentors, to a peer group of positivity. It taught me the value and the impact of a mind shift, and how a single shift at the right time from the right person, in the right moment can radically change everything.
BLAKE MALLEN / billion dollar brand builder & SHIFT podcast host
Direct selling continues to facilitate the disruptive shifts necessary for individual change and serves it up through thought-provoking teaching and opportunities like Patrick Bet-David offered in 2009, when he founded PHP Agency to empower families, build thriving communities and cultivate entrepreneurs to uphold capitalism and free enterprise.
Ed Mylett spent years in executive roles building direct selling company, World Financial Group and is now a fast-growing, social media business personality, who combines spirituality, faith and the inner workings of the mind as well as tactical thought and actions to help elite achievers max out their performance. As a top-ranked podcast host, two-time best-selling author, TV host and global speaker, Mylett believes where you are in life is the sum of the decisions you’ve made. “The instant you accept responsibility for everything in your life is the moment you acquire the power to change it,” Mylett said.
John Addison likes to say, “You’re either green and growing or ripe and rotten.” It’s that kind of attitude over 35 years that lifted him through Primerica’s ranks to Co-CEO, and later established him as a modern-day personal development lecture guru through speaking engagements and best-selling author. His new book, Turn Your Fear into Fuel, is hot off the presses.
“Being the kind of person others look up to and are glad to be around, the kind of person others will follow, isn’t something that happens to you. It’s something you decide, something you work on. It’s not a gift. It’s an ongoing project. And it’s more than worth the effort,” Addison shared. Because people don’t follow a leader’s words, “They follow your integrity, your spirit.”
If history has taught us anything, it’s that direct selling’s path runs parallel to personal development. Tactics, messaging and delivery evolve. Technology increases accessibility. Methodology, like gamified and virtual programming, modernizes. Messaging keys to new themes like emotional intelligence and mindfulness, but retrieves original edicts like resilience, purpose, connection and earning, too. And people change. Today, there’s high demand for proactive, relatable, goal-oriented, actionable and intentional personal development. If people don’t see how it applies to them, they are quick to move on.
Heisz explained this perfectly. “The reality is that a big part of personal development is not simply consuming and digesting the information, it is putting it into action. People still need to take that next step, whether it is reading ten pages of a good book a day, as suggested by Jeff Olson in The Slight Edge, or journaling about the good things that happened that day for three minutes a night to focus on building a more optimistic outlook. So, in that sense, personal development is still very much the same. No one can do it for you.” DSN
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BY LISA ROBERTSON
THERE IS AN EMERGING GENERATION OF POWERFUL, INFLUENTIAL AND TRAILBLAZING FEMALE EXECUTIVES who were lit erally raised in the industry by their iconic parents.
How are these second‑generation leaders staying the course and where they are charting a n ew path f orward?
THERE IS A NEW GENERATION OF FEMALE EXECUTIVES TAKING THE LEAD, WOMEN WHO HAVE BEEN A PART OF DIRECT SELLING THEIR ENTIRE LIVES.
AT DIRECT SELLING NEWS WE STRIVE TO RECOGNIZE AND HONOR THE INVALUABLE AND UNIQUE ROLE DIRECT SELLING PLAYS IN THE CAREERS OF WOMEN —WHETHER IN THE FIELD OR AT CORPORATE HEADQUARTERS.
From the beginning, direct selling has offered a viable, powerful and flexible opportunity to millions of women around the world. It’s also an industry where women have founded and fostered amazing companies.
From legendary icons like Brownie Wise, Mary Kay Ash, Mary Crowley and Jan Day to their present-day counterparts Joni Rogers-Kante, Melissa Thompson, Mindy Lin and Nancy Bogart (to name just a few), the C-Suites of direct selling companies are filled with powerful, innovative, thoughtful and dynamic women. It’s one of our favorite things to celebrate and champion about direct selling.
But when we looked at what story we wanted to tell this year in honor of International Women’s Month, we quickly realized a shift in leadership has been happening at several powerhouse companies in the channel—a shift worth noting and exploring. There is a new generation of female executives taking the lead, women who have been a part of direct selling their entire lives.
Conventional wisdom holds that when you first become a part of a direct selling company, it takes about six months to really understand what is going on. The lingo, business model, methods and cultures are unlike any other channel of distribution.
But the women profiled on the following pages were literally born to be a part of direct selling. They have been in and around the channel their entire
lives. Hanging out at the corporate office. Playing with distributors’ kids at incentive events. Taking the stage at mammoth conferences under the mentorship of their parents.
These women have done and seen it all—and they are now taking center stage, leading the companies their parents founded, building on the strong foundations they’ve seen firsthand.
SUNRIDER / CHIEF EXECUTIVE OFFICER
WORDS TO LEAD BY / I WASN’T SURE GROWING UP IF I WAS GOING TO BE INVOLVED IN THE BUSINESS. BUT AFTER COMPLETING LAW SCHOOL, I DECIDED THAT I COULD HELP MORE PEOPLE IN DIRECT SALES THAN IN THE COURT ROOM.
/ YOU HAVE BEEN IN DIRECT SELLING MOST OF YOUR LIFE. WHAT HAS THAT EXPERIENCE BEEN LIKE?
A / ALL OF OUR FAMILY VACATIONS WERE SURROUNDED by IBOs and their families. Every summer, we would go to the office and stuff envelopes, arrange starter kits or registration bags, deliver mail and answer phones. My parents were very passionate about the business, so we were involved from a young age.
Q / WHAT IS IT ABOUT DIRECT SELLING THAT ATTRACTED YOUR FAMILY?
A / MY PARENTS WERE IMMIGRANTS FROM TAIWAN AND HONG KONG. They didn’t speak English when they came to the US, so they struggled culturally and in the workplace, even though they were educated. My father always wanted to start a business, and he would show people the products that he made. That’s how he got started. The barrier to entry for direct selling is so much lower and easier to start.
Q / WHAT ARE THE BIGGEST LESSONS YOU LEARNED FROM YOUR PARENTS ABOUT DIRECT SELLING?
A / MY PARENTS TREATED SUNRIDER AS THEIR BABY CHILD, and they still do. They’re on the board of directors and still giving me advice and calling my attention to areas where they feel there’s a need for improvement. They have passion, and I learned that you need to really have a passion for this business.
Q / HOW IMPORTANT IS IT TO YOU TO MAINTAIN YOUR FAMILY’S LEGACY?
A / WE ARE CONTINUING TO SOLIDIFY OUR FOUNDATION so that we can pass this business to our children. It is a living legacy—a generational business—and over the last few years we have pushed this concept to the field and trained them on how to keep it in their families and pass on a thriving business. I see more people bringing their next generation into the business; achieving leadership ranks; and sharing it with their next generation.
“
My parents were very passionate about the business, so we were involved from a young age.
Q / HOW IS YOUR LEADERSHIP STYLE SIMILAR TO YOUR PARENTS? HOW IS IT DIFFERENT?
A / MY PARENTS AS FOUNDERS WERE HANDS ON WITH EVERYTHING and driving all aspects from the ground up. Now that our company is more mature, I still have a hands-on approach, but I want to make sure that I hire great team members. One of my first goals as CEO was to build a C-Suite that would fill in my knowledge gaps and make the company better.
NEORA / CO-FOUNDER & PRESIDENT
WORDS TO LEAD BY / THE LEGACY THAT I WANT TO CONTINUE IS BEING A CHANGE MAKER—HELPING PEOPLE IMPROVE THEIR LIVES, BECOME BETTER PARENTS AND LEADERS. I WANT TO HELP OTHERS CREATE GENERATIONAL CHANGE FOR THEIR FAMILIES.
Q/ DO YOU HAVE ANY SPECIAL MEMORIES OF VISITING YOUR PARENTS AT THE OFFICE OR IN BEING INVOLVED IN THE BUSINESS AT AN EARLY AGE?
A / MY PARENTS ALWAYS DID A REALLY GOOD JOB INVOLVING ME in the business. Early on in their first company, I got to be the official spokesperson for their charity. I made a speech and helped lead a fundraising effort at their national conference to help support this effort. The speech was in front of thousands and thousands of people and was my very first public speech. I didn’t know at the time that my future would be filled with many, many more speeches on stages at conferences very similar to that one!
Q / WHAT ARE THE BIGGEST LESSONS YOU LEARNED FROM YOUR PARENTS ABOUT DIRECT SELLING?
A / ONE OF THE BIGGEST LESSONS THAT I’VE LEARNED FROM MY PARENTS is to always make decisions based on integrity and your core values. I have watched them walk through very hard decisions, and they’ve never wavered from their values. They always took the path that aligned with those even when it was the hardest path.
I’ve fully stepped into my own voice and feel empowered and ready to lead this next chapter. “
Q / ARE THERE ANY PARTICULAR CHALLENGES YOU FACE AS A GENERATIONAL LEADER IN DIRECT SELLING?
A / STARTING OUT I HAD REALLY BIG SHOES TO FILL. Jeff Olson, my father, is a very well-known and respected leader in direct sales. For a long time, I was worried I couldn’t live up to the reputation. But as I have grown and developed as a leader, I have created my own vision for the future of Neora. I’ve fully stepped into my own voice and feel empowered and ready to lead this next chapter.
Q / WHAT ARE YOU MOST EXCITED ABOUT FOR THE FUTURE OF DIRECT SELLING AND FOR YOUR COMPANY?
A / I THINK WE’LL CONTINUE TO SEE A LOT OF CHANGE OVER THE NEXT DECADE in this space. I think for the companies that are set up for the future and aren’t scared to evolve there is massive opportunity unlike we’ve seen in a really long time.
OMNILIFE-SEYTÚ / GLOBAL MARKETING DIRECTOR (CMO) AND BOARD MEMBER
WORDS TO LEAD BY / I HAVE THE SAME VISION, BUT I TRY TO ADAPT AND EVOLVE WITH NEW STRATEGIES.
Q/ YOU HAVE BEEN IN DIRECT SELLING MOST OF YOUR LIFE. WHAT HAS THAT EXPERIENCE BEEN LIKE?
A
/ FOR ME, IT WAS THE MOST NORMAL THING IN THE WORLD. I feel very fortunate to have experienced from a very young age what it means to really change someone’s life. Since then, I saw the world with eyes of opportunity and gratitude. We traveled around the world with all the members of OMNILIFE, so I basically grew up with them.
Q / WHAT IS IT ABOUT DIRECT SELLING THAT ATTRACTED YOUR FAMILY? DID YOU ALWAYS INTEND TO STAY IN THE BUSINESS?
A
/ I THINK MY PARENTS WANTED TO DO BETTER AND HAVE BETTER OPPORTUNITIES for their family. They also had a passion to help their families and the people around them. And most importantly, my father, above all, wanted to live better, to lead a healthy lifestyle, to be around us more, and—of course—help other people to have the same.
My parents never pressured us to go back to the company, I am a fashion designer so if you look at my career, it was not my field, but I think it was an obvious decision. While I was out of the company, I understood what OMNILIFE represented in my life.
Q / WHAT ARE THE MOST IMPORTANT LESSONS YOU LEARNED FROM YOUR PARENTS ABOUT DIRECT SELLING? HOW DID THEIR LEADERSHIP STYLE INFLUENCE YOURS?
A / I NEVER HEARD CONVERSATIONS ABOUT MONEY. It was always about living better and helping people live better. I think that when you grow up with the same values at home it is impossible not to carry them in your DNA.
I feel very fortunate to have experienced from a very young age what it means to really change someone’s life. “
Q / ARE THERE ANY PARTICULAR CHALLENGES YOU FACE AS A GENERATIONAL LEADER IN DIRECT SELLING?
A / THE CHALLENGES ARE WITH MYSELF. I am constantly looking for ways to be better, to challenge myself and create a better version of myself. However, I try not to compare and I’m always looking to acquire new skills to be better in my life in general. DSN
Following Utah’s lead, direct selling companies in several states are forming powerful coalitions.
BY LISA ROBERTSON
INDUSTRY IS A MYSTERY TO MANY PEOPLE, especially lawmakers who often equate it with negative stereotypes of the past rather than recognizing the positive impact it has on state and local economies We’ve long had a reputation problem—and it’s one that we can (and must) play a part in rectifying with our elected officials at local, state and national levels.
Who better to explain all the positive attributes of direct selling than the companies themselves? And there are in fact many good stories to tell. The industry’s economic impact. The opportunities direct selling provides to millions of families for supplemental income. The innovative, quality products exclusively sold by direct sellers. Just to name a few.
Utah’s direct selling industry accounts for over 38,000 jobs across our state and $6.3 billion in annual exports .
GRANT BASKERVILLE / Chair of the UDSC “
the channel’s considerable power and influence? As Direct Selling News (DSN) reported last year, the strongest messenger for these messages could be organized lobbying coalitions formed in states with strong contingents of direct selling companies.
DSN shared the story of the pioneers of this movement in Utah in a cover story last year, and since then, the impact and reach of these coalitions have only grown. Here’s an update on where things stand.
The Beehive State is the best and biggest example of what a coalition can hope to achieve. It is the gold standard when it comes to organization, mobilization and success. The Utah Direct Selling Coalition (UDSC) is comprised of leading Utah-based companies including 4Life, ASEA, doTERRA, LifeVantage, LifeWave, Nature’s Sunshine, New U Life, Nu Skin, USANA, Xyngular, Young Living, Younique and Zyia Active.
The organization formed several years ago as direct selling companies realized the collective power their voices could have. The primary directive of the coalition is to help defend the industry by cultivating legislative champions. But they’ve also worked at the state level to adopt laws to make cosmetics manufacturing and international sales easier and explored ways to strengthen the industry’s position that direct selling distributors are independent contractors.
The benefits for companies working together toward common goals and with shared resources are clear. As Calvin Jolley, Member of the Coalition Board as VP of Corporate Communications for 4Life, explained, “The UDSC offers members an opportunity to participate in government affairs on a level that most companies simply can’t afford. Our board includes lawyers, government relations specialists, direct selling executives, marketers and professional communicators. Together, we develop positive relationships with policy makers and respond to regulatory overreach.”
It has also confirmed what many in the direct selling industry have known for years: the channel plays a vital role in the economic health of cities and states. As Grant Baskerville, Chair of the UDSC shared, “Utah’s direct selling industry accounts for over 38,000 jobs across our state and $6.3 billion in annual exports. This vital industry plays a key role in supporting economic prosperity in Utah and across our nation.”
The work in Utah has only just begun. Their agenda for 2025 is to further raise awareness of all the good work direct selling companies do both at home and throughout the world. It focuses on three key objectives all focused on protecting and promoting the future viability of the channel.
“During the course of 2025, the UDSC will work with its members to promote the direct selling business model; protect the ability of our members to share and sell products; and secure the status of distributors as independent contractors and business owners,” explained Baskerville. “We will advance these three priorities by working with fellow trade associations, state legislatures, members of Congress and federal agencies.”
The Lone Star state has a thriving direct selling community and is home to many iconic brands. It was only natural that Texas would be the next state to organize a coalition. Nathan Moore, who recently retired from his role as President of Global Sales and Marketing at Mary Kay, will serve as chairman of the newly formed Texas Direct Selling Coalition (TDSC). The official kickoff for the new entity will be held during Direct Selling University in Irving, Texas March 25-27.
Like the UDSC, the TDSC will provide education, information and networking for participants focused on building relationships and creating a collective impact of influence and engagement with lawmakers across all levels of government. The first order of business will be to welcome new members and create a board of directors for the organization.
“We know direct selling has a huge business impact in Texas. More than one million Texans are involved in direct selling and close to 30 direct selling companies have a presence in the state,” Moore explained. “It’s an exciting time for direct selling companies in Texas. Building relationships and sharing data with lawmakers and regulators will be impactful as the market grows and changes. I look forward to inviting all Texas-based direct selling companies to join us in this collaborative effort to grow and protect the direct selling channel in Texas and beyond.”
More than one million Texans are involved in direct selling and close to 30 direct selling companies have a presence in the state.
NATHAN MOORE / Chair of the TDSC “
The Sunshine State is also home to multiple direct selling companies—many of whom have begun preliminary efforts to organize and mobilize. While in its infancy, there is considerable momentum and enthusiasm with direct selling companies headquartered in Florida as they see the positive results emerging in other states.
Long-time direct selling executive and consultant Gordon Hester is spearheading the movement as several companies coalesce around their shared goals and vision for the future.
As Hester explained, “The Florida Direct Selling Coalition (FDSC) is great way for those in our channel to work together with legislators, regulators and other stakeholders to protect the future of our distribution channel and business opportunity. I’m excited to take a lead in getting the FDSC set up so that Florida can help lead our channel to be competitive and relevant. Florida is one of the top three direct selling markets in the US, and our efforts will have an impact on our channel, other states and at the federal level. Together and united we can take direct selling to new heights.”
Aspen Emry, Founder and CEO of Bravenly Global is one of many true believers and early adaptors of the Florida mobilization. “We are looking forward to participating in the Florida coalition and working with like-minded companies who want to educate our representatives—both on a local and national level—about our industry and protect the future of our company and all the families involved with Bravenly. We believe strongly in this channel and want to play a part in preserving all that this industry means.”
TO BECOME part of these coalitions or for additional information, contact :
UTAH
Grant Baskerville gbaskerville@doterra.com
Troy Keller keller.troy@dorsey.com
TEXAS (LAUNCHING IN MARCH)
Nathan Moore Chairman
Crayton Webb CEO, Sunwest Communications TDSC@sunwestpr.com
(STILL FORMING)
Gordon Hester / Chairman gordon@gordonhester.com
The results from Utah and the burgeoning efforts in Texas and Florida are strong indicators of the power of creating an organized, synergistic coalition to protect, preserve and promote the direct selling opportunity at local, state and federal levels. Troy Keller, partner with Dorsey & Whitney, practices law in Salt Lake City and spearheaded the founding of the UDSC several years ago. He is encouraged by the forward progress taking shape. “We are thrilled that the success of the Utah coalition has inspired efforts to create coalitions in other states. Direct selling needs all the advocacy it can get. The industry is lucky to have the DSA, certainly, but it needs more companies to be active directly in Washington D.C. and at the state levels. State-focused coalitions are a powerful and effective way to do this.”
Together and united we can take direct selling to new heights.
GORDON HESTER / Chair of the FDSC “
The consensus is that continued expansion of coalition efforts in other states with multiple direct selling companies could do much of the heavy lifting in communicating all the good work direct selling does—not just for distributors but local economies as well.
There really is no reason for companies in these states—and others—to not get involved, get active
and get mobilized while both the legislative and executive branches are aligned and receptive to direct selling.
As Jolley shared, “There exist numerous states that stand to benefit from direct selling coalitions. Texas, Florida, California. Show me a half dozen direct selling companies in your state and there’s your coalition.” DSN
BY SARAH PAULK
HAD TO QUICKLY
A global pandemic, skyrocketing inflation and a work-from-home movement have created disruption in the economy. Factor in the recent exits of brands like Beachbody, Seint, Color Street, Rodan + Fields and Beautycounter, and it would be natural to assume that the industry is experiencing unprecedented pressure. But viewing the history of the channel through a broader lens tells a story of resilience that dates back over a century.
“The direct selling industry has literally withstood wars, massive recessions and changes in technology,” said Amber Olson Rourke, Neora Co-Founder and President. “At the end of the day, it’s built on people loving a product and sharing that recommendation on a platform of mentorship. That is never going out of style.”
OLSON ROURKE / Neora Co - F ounder & President
ROURKE, a second-generation direct selling success story, witnessed her father, Jeff Olson, launch successful ventures that span both the analog era of the fax machine and the introduction of social media and the digital revolution. Through it all, she says, he held onto a deep commitment to the direct selling model and his theory of The Slight Edge, a best-selling book he authored about how tiny efforts compound over time into tremendous impact, both of which he leaned into as he built Neora’s culture.
Through the years and countless changes, she has seen how a deep commitment to the model can withstand almost any disruption.
“The internet didn’t make direct selling go extinct; it became a tool for finding direct selling products,” she said. “Social media didn’t make direct selling any less relevant. It only made it more relevant.”
Resilience and a willingness to adapt have always been critical, but as the industry enters into a unique and new phase of disruption, there are key essentials for driving success in the future.
For direct selling to thrive, relationships have to be front and center, Rourke says. Distributors must feel supported and customers need to feel valued and heard. What’s more, they need to know they can trust the companies and products they represent and share. For that reason, if a company makes a commitment that sales and residual incomes are something that can be built and then passed on to the next generation, they need to be prepared to follow through.
“If you break your core promise about supporting your people, what do you have left?” Rourke shared. “That is the core promise of the direct selling space that you can represent a product and brand and be rewarded, not just for that singular sale, but for the lifetime of that customer. And not just your sales, but the people you develop and their sales, too.”
This is not an easy promise to keep, as many companies who have recently elected to abandon the multi-tier direct sales model for a single-tier affiliate-only model have discovered. There are a number of significant factors that have led to the rising number of well-known brands exiting the channel, not the least of which is regulatory pressure from the federal government. But there are budgetary restraints as well for both companies and customers.
I believe the best days are ahead for the companies, teams and distributors who are committed to doing it the right way, and doing it for the long haul.
AMBER OLSON
ROURKE / Neora Co-Founder & President
“Here’s what I believe,” Rourke said. “Pressure breaks what was weak to begin with and strengthens and fortifies what is strong. I think that’s what we’re seeing now. We’re seeing that the pressure is breaking the executive teams and leadership that were never really that committed to their field and the model. And it has strengthened and fortified those of us who are truly committed to being the leaders and future of this space.”
Customers have more options now than ever. For this reason, direct selling brands need to build product portfolios that are full of unique and in-demand offerings that aren’t readily available via retail.
“It’s all about the products,” Rourke said. “They can’t be ‘me-too’ products where your company drives the demand and then customers can purchase something similar at Sephora or GNC, because customers will purchase where it’s most convenient.”
Today’s ecommerce world demands niche products with differentiation and patented ingredients that have been heavily researched and are presented in a first-class manner from the minute they are added to the cart to the day they arrive on the doorstep.
Shipping should be fast and predictable. Product websites should rival big box retailers with personalization. And the customer service experience should be top notch. On the distributor side, representatives should be allowed to earn commission on their sales regardless of whether they build a team.
For Neora, products have always been the central driver for their overall revenue. Co-Founder and CEO Jeff Olson shared, “We became the fastest growing company in direct sales based on one product—our night cream. We have spent 14 years looking for the next breakthrough, and we are about to launch it at our upcoming conference. I believe what we will achieve together with our field in this next run will be historical.”
More than 80 percent of Neora’s sales come from customers who have never sold or represented the product in any way, which not only protected the company during its lengthy battle with the FTC but also provided financial security for future growth.
Adhering to this template led to Neora being recognized with the 2024 DSN BRAVO Impact Award and Olson receiving the BRAVO Leadership Award as well. It also serves as the roadmap for a future that Rourke believes will catapult the company into its next level of growth. On all fronts, Neora is working to fortify its future.
“People want supplemental income, but they want it in a flexible way,” Rourke explained. “That’s an advantage for direct selling. I believe the best days are ahead for the companies, teams and distributors who are committed to doing it the right way and doing it for the long haul.”
Neora and its Founders have enjoyed one of the most successful track records in the industry, thanks to Olson’s consistent ability to select and lead profitable new ventures as both distributor and company owner. Today, Neora, and the companies who share their same commitment and passion, will be uniquely positioned for a future of success. DSN
JUNE 3-5
AMSTERDAM HILTON
AIRPORT HOTEL, THE NETHERLANDS
After the incredible success of our inaugural DSU EU event, we’re bringing even more momentum to Amsterdam in June 2025. Europe’s top direct selling leaders will gather once again to explore the latest insights, strengthen industry connections and discover new opportunities for growth. Don’t miss this chance to participate in an event that promises to elevate your business and continue shaping the future of direct selling in Europe.
A free two-day in-person event, open to active corporate direct selling executives.
TUESDAY, JUNE 3
9:00 AM - 1:00 PM CEO Forum (Invite Only)
1:00 PM - 5:00 PM Association Summit (Open to DSA CEOs, Chairs and Board members)
5:00 PM - 7:00 PM Welcome Reception
June 3-5 2025
WEDNESDAY, JUNE 4
7:45 AM - 9:00 AM Welcome Break
9:00 AM - 12:00 PM General Session 1
12:00 PM - 1:00 PM Lunch
1:00 PM - 5:00 PM General Session 2
5:00 PM - 6:30 PM Cocktail Reception
More speaker announcements are coming soon. Keep checking dsnevents.com for the latest, and to register.
DSU is the channel’s largest gathering of direct selling corporate executives, laser-focused on the entire community’s growth, wellbeing and future. It’s an educational masterclassstyle event with a TED-style show flow held bi-annually in the US and attended by 500+ corporate direct selling executives representing more than 150 companies.
Amsterdam Hilton Airport Hotel, The Netherlands
THURSDAY, JUNE 5
7:45 AM - 9:00 AM Welcome Break
9:00 AM - 12:00 PM General Session 3
12:00 PM - 1:00 PM Lunch Boxed to Go
All times are local.
Visit dsnevents.com to register today.
DSU is free for all active direct selling corporate executives and event supplier sponsors.
EVERYTHING we think you (and your field) should be reading, listening to and utilizing in order to stay engaged, informed and one step ahead.
BY CHELSEA HUGHES
BY MEL ROBBINS
Often, your feelings of frustration stem from the power you give to other people. Bestselling author Mel Robbins solves these issues with two simple words: Let Them. In her enormously popular new book, Robbins frees you from the need to control or manage everything around you. Using science-backed strategies, she reveals the best methods to stop wasting time and energy on what you can’t change and start focusing on what you can: you.
If your brand is seeking to align with social media influencers, Favikon will ensure you get the biggest bang for your buck. As the first AI-powered influencer marketing platform, Favikon analyzes its database of over 10 million creators across all the top social media platforms to find the best fit for your business. It’s an AI-driven matchmaking tool that pairs your brand with the best influencer partners.
an AI Anyway?
BY MUSTAFA SULEYMAN
In this intriguing TED Talk, DeepMind Co-Founder and Microsoft AI CEO Mustafa Suleyman explores what we are actually creating with artificial intelligence. As an architect of many AI models used today, Suleyman proposes a new way to think about AI: a new digital species with the capacity to transform industries and solve problems beyond human capability. He also addresses ethical concerns, transparency, safety and accountability in the development of this new species.
“
If you find yourself thinking that life is too short for something, you should try to eliminate it if you can. —PAUL GRAHAM
BY JIM MURPHY
As a Chicago Cub, Jim Murphy’s sense of worth revolved around being a successful baseball player, but he struggled with fear of failure. After becoming a mental skills coach to other professional athletes, he developed a program of techniques to counter this anxiety. Murphy’s book, Inner Excellence, walks the reader through that program, which trains minds for success and helps develop self-mastery. This book helps create a life of purpose and fulfillment by mastering your mindset.
BY BILL CASKEY & BRYAN NEALE
As the longest-running sales podcast in history, Advanced Selling Podcast has been going strong for 16 years, with over 850 episodes and 14 million downloads. Co-hosts Bill Caskey and Bryan Neale are experienced speakers, trainers, coaches and authors who are passionate about creating well-rounded sales superstars. Podcast episodes range from mindset to prospecting, to leadership to presentation skills—but all are focused on helping salespeople succeed.
Colby Kultgen is on a journey to improve 1% each day and share what he learns along the way. Through his growing social media presence, Kultgen has carved a distinct niche for himself in the personal development world. His reach spans multiple platforms, including LinkedIn, Instagram and X, as well as a free weekly newsletter called “1% Better,” which offers actionable productivity tips and practical life advice to over 50,000 subscribers. DSN
SINCE LAUNCHING in June 2021, the Direct Approach podcast has been providing direct selling executives an in-depth look at the biggest challenges facing the channel—and unique solutions for tackling them.
Wayne and the rest of the DSN family would like to thank our growing audience and the 90+ executives and guests for their candor and participation.
MEET THE HOST Wayne Moorehead has deep experience in marketing and brand strategy. He has applied his expertise and passion to help companies (from startups to Fortune 100) define, communicate and activate their brands. Wayne’s rare blend of experience and success has shaped his philosophy on effective growth strategies, and he believes the future of the channel will blend the best of direct selling with the best of direct-to-consumer.
[ EPISODE 95 ]
Evolving Direct Selling with Steven Fife / President & CEO LifeVantage
WE WOULD LAUNCH a product or app or incentive and feel like it would transform the company, but that wasn’t sustainable. Now, we look at things very holistically.
[ EPISODE 97 ]
Uniting Direct Selling for Maximum Impact with Susannah Schofield OBE / Director General of the DSA UK & Ireland
NOTHING CUTS the noise on social media more than someone handing you a product and saying try this. Direct selling does that so well.
[ EPISODE 96 ]
Building a Resilient Direct Selling Empire with Daniel Chavez Saul / Founder & CEO VIVRI
IN THE BEGINNING, you must balance a sense of urgency with a lot of patience. You want things to happen quickly—but forget about a timeline.
[ EPISODE 98 ]
The Field Development Playbook with Stephen Whitwell / Vice President of Field Development NeoLife
EVERY PERSON you hear speaking on our conference stage is in the game and having success currently. They are getting it done right now.
NEVER MISS AN EPISODE—2025 will certainly be another year of insights, tips, takeaways and action items from some of the most notable names in the channel. If it’s impacting direct selling, Wayne and his guests will be talking about it on the Direct Approach. New episodes drop every other Thursday—make sure to subscribe!
Subscribe to the Direct Approach Today.
Billion Dollar Brand Builder & Community Marketing Strategist / SHIFT Podcast Host
The SHIFT podcast, hosted by Blake Mallen, sets a bold new standard for excellence in direct selling. It’s a community and platform from a trusted source where top performing distributors can share their stories to motivate and inspire micro‑entrepreneurs across the globe.
The SHIFT not only helps your existing distributors grow as people, it can help you grow in numbers! We talk about what’s working today, empowering your field with the right tools and the right mindset to finally make The SHIFT!
2025 will bring even more SHIFTS— packed with new momentum, new ideas and new perspectives! We’re giving you the power to shine a spotlight on today’s trailblazers and power players by using the QR code to nominate your top performing field leaders.
TOP 100 in US*
TOP 50 in Canada* 57K+ unique downloads
*IN ENTREPRENEURSHIP PODCASTS
5-STAR REVIEWS!
“A *MUST* podcast for any entrepreneur looking to level up in business.”
“All the gas you need to set fire to your business!”
“Modern twists on traditional selling dynamics!”
“Golden nuggets of tips, strategy and encouragement!”
NOMINATE YOUR TOP PERFORMERS TODAY!
Listen on your favorite platform and visit ShiftPodcast.com to share with your community.
Scan the QR code to nominate a field leader for the SHIFT podcast.
BY JENNY VETTER
LAUNCHING A NEW COMPANY THAT STANDS OUT FROM THE CROWD in today’s wellness world is no easy task. But for THREE International, standing out comes down to delivery— because Daniel Picou and his team believe that, when it comes to nutrition, it’s not what you eat, but what you absorb.
FOUNDED: 2023
HEADQUARTERS: Lehi, Utah
TOP EXECUTIVES: Daniel Picou / CEO
PRODUCT CATEGORY: Health & Nutrition
The thing that we always put first and foremost is that we’re here to work for the field .
DANIEL PICOU / CEO
allow customers to take control of their health and wellness today and be proactive, not reactive about their longevity. Even though the company was in full startup mode, Daniel and his team refused to cut corners regarding ingredient sourcing and quality, rigorous testing and validated results.
In the spring of 2023, Daniel Picou and a group of industry veterans and established clinicians launched THREE International, building the new brand around three core pillars: platform, purpose and people.
“We call THREE’s model the ‘platform,’ because people can improve their lives through science‑based products and a platform to share,” explained Daniel. “The second pillar is helping people find their purpose. And the third is making sure the decisions we make are based around people and led by people and for people. The driving force behind everything we do is building a platform that keeps us up to speed with today and ensures that we help people find their purpose while putting people first.”
Guided by Chief Scientific Officer Dr. Dan Gubler, Ph.D., THREE International debuted with a product line of advanced wellness formulations boasting 11 different delivery methods to maximize absorption of key nutrients. Focusing on what they’ve dubbed “proactive wellness,” THREE offers products that
“We didn’t want to be a ‘me too’ company and have what everybody else has,” Daniel shared. “When we were sitting down creating our product line, we looked at what can we do and what sets us apart is the delivery. We wanted to make sure that everything we released was of the highest quality possible.”
THREE’s product line targets anti aging from the outside and the inside.
Skincare: The Visage Collection, an innovative, three step skincare regimen that includes Pure Cleanse, Radiant Toner and Super Serum.
Encapsulated Supplements: Revíve for renewal and recovery; Purifí for detoxification; and Imúne to enhance the body’s natural immune response.
Liquid Supplements: Collagène for skin, hair and nails; Éternel for cellular protection; and Vitalité for essential nutrients.
Shared by a global field of Brand Ambassadors, THREE products are available in 14 markets across North America and Asia
Daniel brings years of experience in direct sales to his role as CEO at THREE International, so he’s seen it all when it comes to the unique dynamic between the corporate and field teams. He wanted this relationship to feel more like a partnership, so every member of the THREE family feels like they’re working towards a common goal.
“The thing that we always put first and foremost is that we’re here to work for our Ambassadors,” he said. “What we’ve tried to do is create a partnership where we listen to our field leadership, those that are working the hardest, have the loudest voice and have our ear.
THREE INTERNATIONAL DEBUTED with a product line of advanced wellness formulations boasting 11 different delivery methods to maximize absorption of key nutrients.
We want to make sure we’re wise with expansion because not enough growth can kill you, but too much too quickly can, too.
DANIEL PICOU / CEO
Whether it’s the corporate team working hard every day or whether it’s corporate mixed with field, we believe in massive goals, but we also believe in having fun and celebrating when we hit an achievement that we’ve all been working towards.”
Since launching in 2023, THREE has grown to serve Brand Ambassadors across the world, with a team of corporate employees working to support them. Daniel and his leaders are serving a rapidly growing global family of THREE team members and have created a cohesive culture that transcends geography.
While some companies might be unintentionally segregated by region, the THREE team believes “if you’re in THREE, you’re in THREE,” and works to bring different cultures, languages and work styles together to achieve big goals. An international company from the beginning, THREE operates in 14 markets today, but has eyes on new markets in the coming years.
“We want to expand into additional markets at the right time,” Daniel explained. “We want to make sure we’re wise with expansion because not enough growth can kill you, but too much too quickly can, too. We’re dedicated to expanding and taking our mission all over the world, but we also want to do it in a strategic way where we’re laying the right foundation in each market that we go into.”
For Daniel, 2025 is all about people—getting face to face with as many people as possible, hearing and sharing more stories of improved health, personal growth and dreams achieved and celebrating together. After the remarkable growth experienced in 2023 and 2024, the THREE team is thrilled to witness the results of their dedication, investment and energy come to life.
The company’s upcoming 2025 conventions in Hong Kong and Salt Lake City will be the largest events THREE has hosted to date. These events will celebrate and empower THREE’s Brand Ambassadors to better share the company’s products and opportunity—one that Daniel believes stands out as an incredible platform to launch new entrepreneurs.
“What makes us different is a group of leaders that is committed to your success and a group of leaders that work tirelessly to give you the best chance to succeed,” he shared.
Armed with vision for new markets and new products, Daniel and his team are the most excited to see what they’ve built grow and impact more people in more places around the world. As the industry evolves and businesses adapt to the changing landscape of direct selling today, Daniel sees the changes and challenges as a positive—for the industry and for THREE
The agility that THREE’s startup season required hasn’t left the building—it’s here to stay. Just as the team worked to adapt to today’s ingredient aware consumer and develop a platform that could stand apart in the never‑slowing gig economy, Daniel is optimistic about the changes the industry is facing.
“We’re a jet ski, we can turn quickly,” he said. “We can take our existing model and add and subtract. So, I personally think the changes are a great thing. I think we’re in for some amazing things ahead.” DSN
HUGH & GRACE /
BY CHELSEA HUGHES
DECIDED TO START THEIR FAMILY, they could never have predicted the tumultuous path ahead. The young couple struggled for 14 years with unexplained infertility. Even with the support of world renowned specialists across various medical fields and numerous IVF rounds, nothing ever worked.
FOUNDED: 2021
HEADQUARTERS: Los Angeles, California
TOP EXECUTIVES:
Ben & Sara Jensen / Co Founders & Co CEOs
PRODUCT CATEGORY: Health & Wellness
prescribed a hormone cream for Sara. After rubbing a small amount on her skin, her hormones would spike. We realized that if a small amount of cream could affect Sara’s hormones in such a significant way, then other products could as well—it was an enormous wakeup call. We spent countless hours researching and meeting with experts learning about how hormones impacted our health.”
We offer a lifestyle solution that helps promote hormone health with products, education and community.
BEN JENSEN / Co Founder & Co CEO
Desperate to get pregnant, the Jensens tried everything. Sara, a passionate ultramarathoner, stopped running. She hated needles but did acupuncture multiple times per week. During their sixth round of IVF, the Jensens asked their doctor whether they might be missing something— anything—that could increase their chances of conceiving.
“Our doctor asked which skincare, homecare and wellness products we were using, sharing that those products contained chemicals that could disrupt our hormones,” Ben recalled. “We had seen this happen firsthand during IVF. The doctors had
“Incredibly, our sisters volunteered to be our surrogates,” Sara shared. “Ben’s sister gave birth to our son, Hugh, and my sister gave birth to our daughter, Grace. After having Grace, I couldn’t sleep—we felt incredibly fortunate to have our children, and we knew that what we had learned about hormone disruption and hormone health could benefit everyone. I felt a deep responsibility to share what we had learned and wanted to pay forward the generosity we had received. With a newborn and a two‑year‑old, we resigned from our careers and founded Hugh & Grace.”
Their 14 year battle with infertility would lead the Jensens to their favorite roles: parents of Hugh and Grace and launching a business named in their honor. Hugh & Grace has become a groundbreaking brand on a mission to create high‑performance, hormone supportive products for everyone that help reduce exposure to hormone‑disrupting chemicals
Before founding Hugh & Grace, Ben was managing a multibillion dollar family office in Beverly Hills, and Sara was working in philanthropy at the University of Southern California.
The couple had built a fantastic network of world‑renowned doctors, top hormone health experts and thought leaders from across the country. “We loved our careers and never planned on starting a company,” Ben said. “But once we realized the universal need for improved hormone health, we knew it was something too important for us not to do.”
Many everyday products contain endocrine disrupting chemicals (EDCs). These chemicals disrupt hormones and can lead to infertility, anxiety, cancers and other diseases. Shockingly, men apply over 80 chemicals daily; women over 160. We’re exposed to hundreds more in our daily environment.
The Jensens consulted their medical advisors to determine the best way to solve it. As Ben explained, “We keep our messaging very clear— what goes on, in and around our bodies impacts our hormones—positively or negatively. We offer a lifestyle solution that helps promote hormone health with products, education and community.”
The Jensens work with a team of award winning formulators and manufacturers and conduct third‑party testing on their products. The couple take quality, performance and safety seriously, constantly looking at market trends and innovation when formulating the products.
With current product lines focused on skin, health and home care, Hugh & Grace provides customers with a baseline for detoxing their lives.
“We’ve learned that simplicity is key. While we love launching new products, The Routine is the key to our success. It’s three simple steps every morning—supplements, our hydrate + detox drink and collagen. Ben and I never miss a day. It’s helped with our energy and focus and helped us stay healthy even with long work hours and a crazy travel schedule,” explained Sara.
SARA JENSEN / Co Founder & Co CEO “
This isn’t about us. It’s about creating an elevated platform where we can help people live their dreams.
They have created a movement. “We knew if we were going to create a holistic solution to an issue most people don’t realize they have, we needed to create awareness, education and community,” Ben explained.
Hugh & Grace’s innovative Affiliate Plus model blends the best elements of affiliate marketing, retail partnerships and direct sales into a multichannel business model. “We saw the challenges and misconceptions surrounding direct sales and knew we had to build something different,” Ben explained. “Consumers today demand authenticity, purpose and performance. Our model delivers on all fronts and provides an opportunity for our Advocates to create meaningful impact.”
Hugh & Grace’s model focuses on education, community and trust. Advocates are empowered to share their knowledge of hormone health through masterclasses, podcasts and live events.
Hormone health is a topic that is trending, and the company is scaling rapidly. In Q4 2024 alone, Hugh & Grace achieved 215 percent growth with 2025 looking to top 300 percent of sustainable growth.
Beyond the numbers, Hugh & Grace is gaining traction among health professionals. Many top medical professionals, including oncologists, OB‑GYNs and hormone specialists, are partnering with the brand, recommending its products and business model to their communities. Partnering with respected doctors’ offices including the Southern California Reproductive Center and Rodeo Drive Women’s Health Center put hormone health forefront of conversations in both healthcare and wellness.
The Jensens also believe in philanthropy. “Hormones impact your physical, mental and sexual health. This is a broad topic, and we collaborate with several incredible charitable organizations doing great work in the world,” Sara explained. These collaborations reflect the heart of the brand while giving back to their community. The company is now preparing for international expansion. They recently pre launched in Canada and returned from presenting in Saudi Arabia and Dubai.
And their success hasn’t gone unnoticed. Hugh & Grace was recently honored as 2025’s Most Transformative Company and Fastest Growing Impact Company by Real Leaders. Their book Hormone Health Simplified: Simple Swaps to Improve Your Physical, Mental and Sexual Health is scheduled to launch in April.
The Jensens feel fortunate to have such an incredible team. “Amanda Lorenz, EVP of Operations and Chief of Staff, has been an integral part of our growth. Craig Colyar, SVP of Sales, drives revenue growth with strategic expertise, and Kelli McVay, VP of Field Development, brings heart and passion. They create a fun work environment and equip our Advocates with the resources they need to thrive,” Sara explained. “This isn’t about us. It’s about creating an elevated platform where we can help people live their dreams. Hugh & Grace provides solutions and a platform to help live simpler, healthier, happier lives. And we’re just getting started.” DSN
BY CRYSTAL HOLTZENDORFF, SENIOR VICE PRESIDENT OF GLOBAL SALES / PAYQUICKER
BIG WINS IN 2025, and fortunately, there hasn’t been a better time to focus on amplifying revenues. With a swift transformation in the direct selling landscape, the payments space is rapidly innovating to keep up with industry trends. The impact of this financial technology revolution is clear; traditional payment solutions significantly lack the agility needed to meet ambitious customer reach or sales goals. With the walls of international payments breaking down and the global retail industry adding pressure, the race to attract the right distributors is well underway. These alone are convincing reasons for direct selling companies
to revisit payment strategies to future-proof their revenue, alongside building distributor engagement. However, let’s not forget that the key drivers of modern-day business success also include consumer behaviors, AI and technological advancements, to name a few.
The good news is unlocking powerful growth for direct selling companies doesn’t have to be complicated—it all starts with instant payments
1 / Improve loyalty with seller-centric perks
It has long been a challenge for direct selling companies to build seller-centric appeal that attracts top representatives and distributors. Providing a tried-and-tested solution, instant payments empower them with the right leverage to deliver an enriching experience and drive seamless sales growth. This may sound too simple, but a motivated workforce helps cut through the industry noise and reduces inefficiencies, in turn generating the right business activity required to expand market share.
In today’s fast-paced world, seller-centric perks like real-time payments and digital wallets provide much needed flexibility and financial autonomy to engage top sales talent. With the ability to issue payouts as frequently as your distributors desire: daily, weekly, monthly or perhaps even hourly, their performance is directly tied to how quickly they feel rewarded for their hard work
Nature’s Sunshine, a leading natural health and wellness company ranking in the top 40 of US direct selling companies, pays out every one to two minutes. Meanwhile, Younique, a top 50 US direct selling company, issues payouts every three hours.
A reputation for speedy payments also means the direct selling business gains positioning as a stronger brand that more workers would want to partner with. The outcome? Loyalty, increased retention and incentivized representatives working hard to support revenue targets.
A REPUTATION FOR SPEEDY PAYMENTS means the direct selling business gains positioning as a stronger brand that more workers would want to partner with.
PARTNERING WITH the right instant payouts partner not only facilitates global market growth but secures a crucial competitive edge.
Traditionally, direct selling companies rely on higher commission structures that reward representatives to build teams and earn up to 50 percent in commission. Today, 35 percent of existing direct selling companies and 84 percent of new direct selling companies, are looking to incorporate affiliate programs that offer lower incentives, but more freedom to share and refer, rather than team build. Affiliates today are not looking for long-term growth and investment, but rather quick, guaranteed ROI for their time. With multiple income streams becoming the norm, getting their money faster is more important than ever before.
The success of this aggressive growth strategy is linked to faster commission payouts that instant payments seamlessly deliver. This means affiliates get immediate access to their funds, while the direct selling businesses strengthen their credibility to attract and retain more representatives. As a result, product sales growth and new partner signups become easier to achieve as brands and affiliates collaborate in seamless alignment.
Localization is pivotal to driving sales, but in today’s interconnected global markets, direct selling companies have the added advantage of pursuing international customers. Partnering with the right instant payouts partner not only facilitates global market growth but secures a crucial competitive edge
Swiftly converting hard work into financial reward, modern payment platforms allow affiliate commission payouts to be immediately available to spend in local currency via options such as company-branded prepaid debit cards. Taking the ease of cross-border payments a step further, they manage regulatory compliance to mitigate risks traditionally associated with legacy payment systems.
Innovative payout platforms offer valuable features such as enhanced security, including two-step verification; if a card is lost or stolen, the balance remains safe in distributor-owned accounts. The chip debit cards, both physical and virtual, are equipped with additional fraud protections enabling hassle-free escalations and dispute assistance for absolute peace of mind. All customers have FDIC-insured accounts with the compliance team diligently working to expand safeguards and rapid response to suspicious activity.
Direct selling companies want satisfied distributors and affiliates who feel seen and heard by the business. This is why switching to instant payments away from slow and outdated systems should not be a choice but a priority. As spending preferences evolve, payment flexibility must keep up, so money and operations continue moving fast.
While some distributors may still prefer bank transfers and paper checks, offering diverse payment methods including branded debit cards and instant virtual cards shows a serious commitment to workforce satisfaction. Current payment trends such as the ability to load virtual and plastic cards onto smartphone mobile wallets such as Apple and Google further indicate that generic payment methods don’t work for everyone. Instant payments, powered by secure innovation, ensure that your tech-savvy distributors can control their finances in a way optimized for their personal needs.
Gaining traction in the direct selling industry can be made easier with the right payments strategy that doubles down on your workforce’s happiness. From working with tech-savvy representatives and affiliates to more traditional distributors, a customizable platform like PayQuicker ensures your business attracts the best talent, both local and international. Empowering direct selling businesses with flexible payment methods, we have the expertise to work with all types of workforce structures, regardless of size, to ensure easy adaptability to changes in customer needs and industry demands. DSN
CRYSTAL HOLTZENDORFF is SVP of Global Sales at PayQuicker, an innovative financial technology leader in the global payouts market. With over 20 years of industry experience, she is a masterful sales professional with a background in technology, healthcare and marketing. Prior to PayQuicker, Crystal served as a Sales Operations Manager for Global Access and a Sales Manager for Elsevier.
Renew by March 15, 2025 and Be a Part of Expanding the Channel’s Influence in 2025
AS I STEP INTO MY ROLE AT DSA , I deeply admire this industry’s ability to empower individuals and foster entrepreneurship. Direct selling democratizes wealth creation, offering a unique path to economic opportunity. Despite challenges, including recent FTC actions, I firmly believe in its potential to thrive in today’s evolving marketplace.
My experience helping the cryptocurrency industry navigate regulatory challenges has prepared me for this moment. Leading through events such as the FTX collapse in 2022 taught me valuable lessons about resilience and trust—principles that directly apply to direct selling. Both industries remove traditional barriers and create opportunities for individuals to shape their own futures.
Direct selling embodies a legacy of resilience and innovation. From Civil War veterans selling bibles door-to-door to overcoming the Great Depression and World War II, this channel has continually adapted and thrived. These experiences laid the foundation for today’s modern direct selling companies, proving their strength in changing environments.
Today’s direct selling industry faces renewed challenges and a complex regulatory landscape. DSA remains steadfast in its mission to protect and promote this industry by focusing on several critical priorities:
• Fighting for direct selling’s rightful place in Washington D.C. and state capitols across
DAVE GRIMALDI
of the US Direct Selling Association
the nation to ensure its voice is heard.
• Safeguarding independent contractor status to preserve entrepreneurial freedom.
• Enhancing understanding and trust in direct selling among policymakers and key stakeholders.
• Reducing unnecessary regulatory burdens that stifle innovation and growth.
• Providing consumers and independent sellers with confidence in our member companies’ integrity.
• Advocating for fair tax policies that support direct sellers and their businesses.
• Strengthening our self-regulatory framework to address marketplace challenges proactively.
• Shaping emerging gig economy policies to ensure direct selling remains a viable and thriving model.
As we work to elevate our industry’s influence in Washington D.C. and state houses nationwide, DSA will continue to fight for the direct selling model, advocating for all social sellers, network marketing distributors, party plan consultants, door-to-door entrepreneurs and sales professionals committed to the highest ethical standards.
By embracing this legacy and sharing the stories of how direct selling has enabled millions to build businesses on their own terms, we can inspire confidence and demonstrate its enduring power as a driver of innovation, opportunity and economic empowerment. DSN
1329 South 800 East Orem, UT 84097 801-515-0977 squire.com
For nearly 50 years, Squire & Company has provided financial excellence and NetSuite expertise for clients in the Direct Selling industry. We offer personal service, responsiveness, and expertise in all areas.
400 Linden Oaks, Suite 320 Rochester, NY 14625 844-258-3006 payquicker.com
PayQuicker is the leading global payout provider to direct selling organizations. Instantly make secure and compliant payouts to your field in local currency across the globe with our award-winning solution that provides the largest selection of flexible and modern spend options.
11905 Sara Road Laredo, TX 78045 956-712-8842 minergroup.net
Miner Group LLC offers solutions for the Mexican Market! For over 30 years, we have helped companies expand to or optimize their operations in Mexico. We offer product and ingredient evaluations, customs clearance, regulatory compliance, label translations, and logistic services for the Mexican market.
540 NE 4th Street Fort Lauderdale, FL 33301 discover@i-payout.com 866-218-4668 i-payout.com
Since 2007 i-payout has been the leading payment choice for pay out and pay in solutions. We pride ourselves on exceptional service paired with integrated and customized solutions.
901 Sam Rayburn Hwy Melissa, TX 75454 sales@lpt.io lpt.io
LPT is a payment platform designed to support direct selling companies globally. Our services include: Global connectivity to 150 countries in 50 currencies, including direct connectivity to most alternative payment types, secure tokenization, customized fraud solutions, including our proprietary Fraudhawk™, advanced reporting tools, and online dispute management.
8500 Governors Hill Drive Cincinnati, OH 45249 866-622-2390 worldpay.com
Worldpay powers businesses of all sizes to make, take, and manage payments. Whether online, in store or mobile, you’ll find Worldpay at the heart of great commerce experiences globally.
1160 N. Town Center Drive, Suite 100 Las Vegas, NV 89144 info@metricsglobal.com 702-757-9600 metricsglobal.com
We are the industry’s leading payments partner, long-established advocate, and problem-solver. Our unified commerce & payments platform will connect you to a global marketplace, enable your international expansion strategy, and fuel your exponential growth plans. Let us show you how.
2201 Long Prairie Road, Suite. 107-316 Flower Mound, TX 75022 407-891-9265 strategicchoicepartners.com
SCP offers the most holistic consulting services specific to direct selling companies today. We’ve worked with more than 70 companies over the last three years alone, and served more than 250 years collectively in the industry.
727 N 1550 E, 3rd Floor Orem, UT 84097 877-551-5504 nex.io
Nexio simplifies and accelerates payment processing in the Direct Sales Industry. Nexio offers swift deployment to distributors, streamlined payment operations and seamless integration with software solutions allowing you to navigate payment complexities with ease and confidence.
900 Wilmeth Road McKinney, TX 75069 214-817-4802 lacorelogistics.com
LaCore Logistics provides distribution and order fulfillment services. Our highly automated distribution center provides both domestic and international direct-to-consumer shipping solutions. We offer omni-channel fulfillment solutions ranging from marketplace fulfillment for leading marketplaces to businessto-business fulfillment for leading retailers.
5840 Red Bug Lake Road, Suite 140 Winter Springs, FL 32708 407-915-9060 katapultevents.com
Fresh. Exciting. Bold. Your field deserves the best and we help you deliver. Out-of-the-box creative production with experienced show management. We execute on budget and make you look AMAZING!
11551 E 45th Ave. Unit C. Denver, CO 80239 720-990-5642 quickbox.com
“Whether your products are headed direct to your end customers’ doorstep, to a big box retailer, or to an Amazon warehouse, QuickBox will help you deliver a seamless experience that keeps your customers coming back for more!”
6380 Silver Sage Dr. Park City, UT 84098 dianna@adimeetings.com 321-423-7229 adimeetings.com
ADI meetings is a women owned global corporate incentive travel, meetings, and event management company. We curate once-in-a-lifetime experiences for your attendees, connecting top achievers to your brand while understanding and meeting the needs of your industry.
844-344-7177 hannashea.com
Since 2007, Hanna Shea Executive Search has been the go-to search firm in support of the direct selling industry. Hanna Shea finds top talent for companies in need of building or improving an executive leadership team for organizational success.
1701 Clint Moore Road Boca Raton, FL 33487 800-523-2682 mig.cc
Founded in 1979, Multi Image Group (MIG) is a women-owned, family-run creative event production company fueled by innovators, strategists, and technologists who craft custom live, hybrid & virtual experiences for some of the world’s biggest brands.
33 Franklin McKay Road Attleboro, MA 02703 800-445-1007 eadion.com
Dion’s jewelry solutions are perfect for career path, sales & recruiting, corporate anniversaries and incentive travel recognition awards.
8305 Via Vittoria Way Orlando, FL 32819 craig@directsalesexperts.com 407-489-3351 directsalesexperts.com
Direct Sales Experts is a highly confidential Global Executive Search Firm with over 50,000 top direct sales executives on file. Let us help you find A Players to grow your business.
1080 Caribbean Way Miami, FL 33132
Royal Caribbean International’s Corporate Sales Team 800-345-7225 (SELECT 2, THEN 1) royalcaribbeanincentives.com
ICONIC SHIPS. EPIC ADVENTURES. ULTIMATE EVENTS.
Royal Caribbean® transforms events into the ultimate productivity paradise. Impress your attendees with epic venues, vibrant restaurants, onboard thrills and beautiful destinations.
4801 Spicewood Springs Rd,Suite 250 Austin, TX 78759 512-690-2134 momofactor.com
Momentum Factor is a leading digital risk management firm specializing in online compliance monitoring and global online reputation management services for the direct selling industry. Our passion and mission are to protect companies from the brand and regulatory risks associated with online and social media technologies.
Yitzhak Sade 37 Tel Aviv, Israel +972-5467-06315 apptor-ai.com
Apptor.AI powers AI-driven messaging and automation for direct selling companies and distributors, seamlessly integrating into your existing CRM and back-office systems. Our platform helps distributors engage customers, predict behavior, personalize communication, and drive sales through intelligent, automated actions that boost retention and revenue.
139 Hunters Grove Lane, Suite 207 Lehi, UT 84043 385-336-7404 fluid.app
The front end for Direct Selling. AI-Powered E-commerce, Mobile App, Website Builders, and Social Selling.
9503 Princess Palm Avenue Tampa, FL 33619 sales@bydesign.com 813-253-2235 bydesign.com
Award-winning social commerce software for affiliate, influencer, MLM, party plan, and social retail companies. Our turnkey back-office solutions include Wayroo, delivering advanced commerce, comment selling, and payment solutions.
1600 Viceroy Drive, Suite 125 Dallas, TX 75235 214-367-9933 exigo.com
The leader in commissions, back office and eCommerce software and services. The global leader in cloud-based Platform-as-aService (PaaS) for direct selling companies. An open framework for billion-dollar giants to startup companies. Exigo supports MLM, Party Plan and Affiliate models, operating in single global markets.
1208 E. Kennedy Blvd., Suite 222 Tampa, FL 33602
813-277-0625 flightcommerce.com
Global Operations Management Software. Advanced Comp Plan Programming. Sales Force Backoffice & Automation. Web Site Design & Replication.
1875 S. State Street, Suite 3000 Orem, UT 84097 801-431-4900
infotraxsys.com
Software & SaaS solutions for startup, emerging, and global direct selling companies. See our ad on the back cover.
201 NE Park Plaza Dr., Ste. 220 Vancouver, WA 98684 360-256-4400
jenkon.com
Constant innovation and software stability are the reason world leaders rely on Jenkon. Tailoring software partnerships, unique to each customer, empower our five decades of leadership. Jenkon customers control their own destiny, while leveraging our latest innovations. Contact Jenkon today!
55 Shuman Blvd., Suite 350 Naperville, IL 60563
866-698-3848
thatchertech.com
Thatcher Technology Group provides Sales Force, Compensation and Incentive Management Software for the Direct Selling Industry.
