The 11th annual event was one for the ages.
Since the live event of the 11th annual DSN Global 100 Celebration in Dallas was canceled due to the COVID-19 pandemic, DSN presented a special video event on their website on the evening of April 1. It was co-hosted by DSN Publisher and Editor in Chief Todd Eliason, as well as John Fleming, who is a member of the DSA’s Hall of Fame and recipient of the DSN Lifetime Achievement Award.
As it does every year, the Global 100 celebrates the accomplishments of companies that continue to demonstrate extraordinary levels of success; those that have achieved tremendous year-over-year growth; and those that have broken through as newcomers to the ranking.
“What is obviously different in previous years is our delivery of the Global 100,” said Todd Eliason, DSN Publisher & Editor in Chief. “We canceled our live event in order to keep everyone safe, including the many direct selling executives that typically attend. However, we chose not to cancel the Global 100 Celebration because we believe it’s important and relevant to continue the tradition of highlighting the very best in direct selling. We are at a unique moment in time, one that will undoubtedly change the way we live and the way we do business in the future.”
We are at a unique moment in time, one that will undoubtedly change the way we live and the way we do business in the future.
—Todd Eliason, Publisher & Editor in Chief, DSN
The DSN Global 100 list offers a unique perspective on the global impact of the industry on economic and social realms. It provides a range of mutual learnings not only for industry members but also for researchers, investors and—most important—those seeking opportunities within the industry.
2020 Best Places to Work in Direct Selling Announced
During the first portion of the video presentation, Eliason announced the winners of its annual Best Places to Work in Direct Selling. This is the fifth year that DSN has offered this look at direct selling workplaces. This article was designed with four goals in mind:
- To spotlight the channel as a positive job-creating engine;
- To recognize and honor companies that have created positive work environments and become employers of choice;
- To identify and share best practices with the wider direct selling community; and
- To provide valuable feedback and data to participating companies that will assist them in measuring levels of employee satisfaction and engagement.
Since choosing the best places to work in our channel is by no means an easy task, DSN once again teamed with Quantum Workplace to measure, analyze, and select the best places to work. This year, 11 companies were honored:
- 5x Winners – Nu Skin, Team National
- 4x Winners – Jeunesse, LifeVantage and Xyngular
- 3x Winner – USANA
- 2x Winners – MONAT, Scentsy and Total Life Changes
- 1stx Winners – MODERE and SeneGence
Bravo Award Winners
Eliason tossed the hosting duties over to Fleming, who went on to announce the DSN Bravo Award winners for outstanding achievement and excellence in areas of leadership and revenue growth year-over-year.
The Bravo Growth Award winner went to Medifast subsidiary OPTAVIA. One of the fastest-growing health and wellness communities. This Baltimore, Maryland-based company saw sales increase from $301 million in 2017 to $501 million in 2018 to $713 million in 2019—$200 million growth in each of the past two years. It is the company behind one of the fastest-growing health and wellness communities. Based on nearly 40 years of experience.
Its community of thousands of independent coaches teaches clients to develop holistic, healthy habits through products and clinically proven plans, the Habits of Health Transformational System and comprehensive support from a community of likeminded people.
“This recognition is truly a reflection of our amazing coach community that tirelessly propels our mission—and in turn—our growth,” said Nick Johnson, President of OPTAVIA. “I’d be remiss if I didn’t thank them for their work as change agents and champions for clients throughout their transformation journeys. From the start, our coach community has always been the lifeblood of OPTAVIA. Now, 35,000 people strong, they’re the champions of our mission, and what differentiates us in a crowded market.”
DSN also presented two awards for leadership. The first Bravo Leadership Award winner went to Orville and Heidi Thompson, Co-Founders and Co-CEOs of Scentsy. This husband and wife team began their business out of a shipping container in 2004. In just seven years, their company grew to over half a billion dollars. Then they were broadsided by copycat retail products, and the company began consecutive years of decline.
Throughout it all, these two leaders stayed transparent, sharing the details of their struggles and how strategy tied to the company’s values set them on the road to recovery. They regained their brand and their confidence by taking slow, steady and deliberate actions to return to their cultural authenticity.
“We’d like to take this opportunity to thank Direct Selling News for this honor,” said the Thompsons. “At this time of unprecedented disruption, we are proud to be part of direct selling. Our industry proves that as our economy shuts down, direct sellers get to work. For years we have talked about how direct selling is the original social network. Now we can add we are the original work-from-home workforce. The whole world can learn from direct selling.”
The second BRAVO Leadership Award went to Carl Daikeler, CEO of Beachbody. In 1998 he cofounded the Santa Monica-based health and fitness company to support others with their fitness goals as well as to find a solution for the obesity epidemic. Since then, the company has redefined in-home exercise with its fitness and weight-loss solutions, on demand workouts and popular Coaching Network.
Daikeler’s goal to create the largest community of health and fitness-related peer support in the world continues to win over millions of satisfied customers. In the past few months, his company has created virtual workout groups for the entire family due to the coronavirus pandemic and has made available free workout classes for kids.
“Obviously, these are pretty interesting times to be a leader in, and to lead a company through,” said Daikeler. “We’re certainly working hard at Team Beachbody to help our field feel compelled to help people through these times. It’s going to be a time where having some financial independence and options are going to be key things for people, and I think that’s something the direct selling industry, in particular, is unique at providing.”
A New Twist on the List
The DSN Global 100 had previously listed 100 companies, ranging from $60 million to over $10 billion in revenue each year. This year the 2020 list took on a new look, acknowledging 50 companies achieving more than $100 million in revenue for 2019.
“Due to the many factors putting pressure on our channel over the past few years, we knew a reevaluation of the list was necessary,” Eliason says. “The purpose of the Global 100 list remains the same: to showcase the true impact of this channel on people’s lives as well as the economic impact direct selling companies make on the communities they serve.”
For the eighth consecutive year, Ada, Michigan-based Amway claimed the top spot as No. 1 direct seller in the world, with $8.4 billion in revenue in 2019. This 60-plus-year-old global giant maintains a large portfolio of some the world’s best-selling brands, including Nutralite vitamin, mineral and dietary supplements, Artistry skincare and color cosmetics, eSpring water treatment systems, and XS Sports Nutrition and Energy Drinks. More than 3 million Amway independent business owners offer 450 unique products in 100 markets and territories throughout the world.
Los Angeles-based Herbalife Nutrition moved up one spot to claim No. 2 on the list with $4.9 billion in revenue in 2019.
London-based Avon Products, Inc. took the No. 3 spot (down from No. 2 last year) on the DSN Global 100 list, with $4.76 billion in revenue in 2019.
DSN thanks all the companies that willingly participated in the Global 100 as well as the dedicated team of researchers who helped present the remarkable achievements of direct sellers around the globe. DSN
A Few Insights from This Year’s List
- 50 companies representing nearly $53 billion in revenue
- 48 percent of companies grew year-overyear from 2018 to 2019
- 2 of the top 10 companies reported increased revenue
- Six companies grew by $100 million from 2018 to 2019
- Companies ranking 11-25, seven reported increased revenue
- Companies ranking 25-50, 15 reported increased revenue