Knowledge, networking & the next big things—Fall DSU had it all!
Direct selling University’s Fall Event (DSU) was a landmark gathering for the direct selling industry. Hundreds of executives from over 120 different direct selling companies attended, and the event was a remarkable showcase of cutting-edge insights, invaluable networking opportunities and actionable strategies.
Attendees left energized and equipped with the tools and knowledge to elevate their businesses to new heights. With more content, more workshops and more speakers than ever before, DSU Fall 2024 delivered what direct selling executives need to know and grow in the future.
As Stuart Johnson, Founder and CEO of Direct Selling Partners and Direct Selling News (DSN) explained, “Founders and leaders must be willing to experiment, innovate and explore new things to stay relevant and ready for the future. My goal is for DSU to always deliver the topics and takeaways that will allow them to do just that.”
Starting Strong
The event kicked off with a private CEO Forum, offering an unparalleled opportunity for high level executives to engage in focused discussions on leadership, strategy and innovation. This invitation-only session set the stage for meaningful connections and strategic takeaways, all designed to help companies navigate the future of direct selling.
This year also marked the debut of the Legal and Compliance Workshop, moderated by Brett Duncan, Co-Founder and Managing Partner of Strategic Choice Partners, which tackled some of the most pressing regulatory issues facing the direct selling industry today.
Participants included in-house counsel from direct selling companies as well as attorneys from leading law firms specializing in direct selling including Erin Barta, Mannatech; Naisha Covurrabias, Mary Kay; Jennifer Grace, LaCore; Kevin McMurray, Young Living; Clay Brewer, Thompson Burton; Ed Burbach, Foley and Lardner; Katrina Eash, Winston & Strawn; and Brent Kugler, Scheef & Stone.
The workshop covered essential topics like Chevron deference, non-compete and non-solicitation agreements as well as emerging trends in class action suits. It also featured an engaging “gotchas” segment that covered everything from income disclosure statements to what might come next from the Federal Trade Commission (FTC).
Day 1 / A Masterclass of Insights and Innovation
Stuart Johnson, Founder and CEO of DSN, highlighted recent closures, pivots and bankruptcies within the industry. Despite these setbacks, he emphasized the importance of staying committed to the direct selling channel and focused on growth. He also shared insights into emerging trends, such as the rise of Hispanic and Latino markets and the continued growth of service-based companies in the direct selling industry.
David Schmidt, Founder and CEO of LifeWave, shared the company’s journey of growth, from struggling financially to becoming a nearly $600 million business in 2024. Schmidt shared how LifeWave has thrived through continuous innovation, advanced technology and a commitment to research and development.
A Private Equity Panel, moderated by Stuart Johnson, featured experienced professionals in private equity and direct selling, including Oran Arazi-Gamliel, Advisor to CEO and Board Members; Brick Bergeson, Chief Revenue Officer, Color Street; Brett A. Blake, CEO, Annuity.com; and Jacob McClain, Head of Sales and Growth, Fluz. This esteemed group discussed the impact and challenges of private equity investment in direct selling, acknowledging that private equity can be a blessing or a curse.
FASTer Way to Fat Loss
Amanda Tress, Founder and CEO of FASTer Way to Fat Loss, shared the growth and success of her digital nutrition and fitness platform, which started in 2016 with 11 clients and now serves nearly 500,000 people. Amanda introduced the concept of “micro commitment funnels,” where potential clients engage in low-cost trials before converting to the full program, which has shown high conversion rates.
Heather Chastain, Founder and CEO of Bridgehead Collective, discussed compensation plan changes, including the need to differentiate between front-end optimization and affiliate programs; the diminishing influence of traditional leadership structures; the importance of recognizing sellers alongside team builders; and the evolving expectations surrounding brand loyalty.
Miguel A. Beas, Chief Sales Officer/President of Sales of Zinzino, detailed how his company has experienced consistent growth, with a retention rate of 18 months in long-established markets. He discussed the company’s acquisition strategy, likening it to a marriage where alignment of cultures is crucial.
Brett Duncan, Co-Founder and Managing Partner of Strategic Choice Partners, discussed the current confusion and chaos many companies are experiencing. He emphasized that while chaos may feel uncomfortable, it often signals growth and opportunity.
Barb Pitcock, CEO of Frequense, highlighted the competitive nature of the direct selling industry, especially considering new challenges like the gig economy. She emphasized that while the industry can be a battlefield, it also provides incredible opportunities for those willing to follow their vision, stay authentic and focus on personal and team development.
Landen Fredrick, CEO of Mannatech, shared his thoughts on leadership, overcoming fear and the importance of building a lasting legacy, reflecting on how fear can paralyze or provide clarity. He also discussed his passion for the channel, stressing the industry should be unapologetic about the value it offers and take control of the narrative to highlight its positive impact on lives.
Daniel Chavez Saul, Founder and CEO of VIVRI, shared his company’s impressive journey. Founded with just $1 million, VIVRI has grown to serve over one million customers and operates in seven countries with over 100,000 distributors. Chavez emphasized that this growth was achieved without debt or outside funding, relying on organic expansion, innovation and flexibility.
Sunny Beutler, CEO of Sunrider International, discussed the importance of succession planning to ensure the long-term success and sustainability of family-owned businesses, particularly in the direct selling industry. Sunny shared how her family’s formal succession planning process allowed her and her siblings to seamlessly transition into leadership roles.
Susannah Schofield OBE, Director General of the Direct Selling Association (DSA) for the UK and Ireland, discussed the evolving role of the direct selling industry and the regulatory changes being embraced to future-proof the sector. She shared that brands must navigate today’s fast-paced, information-saturated environment, where attention spans have dropped from 30 seconds in 2020 to just 13 seconds in 2024.
Dan Debnam, Founder and CEO of Contourae, delivered an insightful presentation on the transformative power of artificial intelligence (AI). He began with a demonstration of how generative AI is revolutionizing content creation, showing how video presentations can now be generated with AI.
Blake Mallen, Billion Dollar Brand Builder, hosted a workshop where he discussed the game-changing role of AI in direct selling, emphasizing its rapid evolution and potential to reshape how businesses operate. During the workshop, Mallen demonstrated various AI applications, highlighting how easy it has become to create videos, avatars and other marketing content.
Day 2 / Unleashing New Opportunities and Strategic Growth
Susannah Schofield OBE returned to the stage to discuss how habits and learned behaviors influence individuals and organizations. Schofield highlighted the importance of breaking free from learned constraints and empowering teams to think creatively and act boldly.
Wayne Moorehead, Senior Vice President Global Marketing and Communications of LifeWave, focused on how direct selling must evolve in response to changing consumer behaviors and new sales channels. He highlighted the increasing flexibility required in branding, noting that companies can no longer control their brand identity, as distributors now play a significant role in co-creating brands.
A Startup Panel, moderated by Wayne Moorehead, featured founders and executives from emerging companies in the direct selling industry including Steve Perkins, Founder and CEO, Healthy Home; Ryan Scott, Vice President and Chief Strategy Officer, Neumi; and Jenna Lang Warford, Head of Sales, Bella Grace. They discussed the unique challenges and opportunities of building a direct selling business from the ground up, focusing on flexibility, adaptability and the importance of building relationships with the field.
Stephen Whitwell, Vice President of Field Development for North America and Europe of NeoLife, described how they have focused on increasing sponsoring efforts. The company aligned both the corporate and field teams around this priority by implementing clear, measurable actions.
Chris McDermott, CEO of The 1:1 Diet by Cambridge Weight Plan explained the company’s 40-year journey, centered around the strong emotional connection between consultants, customers and the brand. McDermott also discussed the company’s unique structure as an employee-owned business.
Senior Vice President
Global Marketing & Communications, LifeWave
Alex Hoffmann, Senior Global C-Level Executive, shared insights on how to successfully expand direct selling businesses into Latin America, emphasizing the importance of understanding the culture—not just the language—when entering Latin American markets. A central theme of the presentation was the need for companies to adapt their pricing and business models to local economies.
Evan Brengman, Director of Global Supply Chain, Total Life Changes, focused on attracting and engaging Gen Z talent. Brengman noted that Gen Z values authenticity, personal growth and a workplace culture that aligns with their values.
Blake Mallen led a panel discussion on the challenges facing the network marketing industry and the need for a significant “shift” to navigate these changes. The panel, consisting of field leaders including Donna Johnson, Sarah Robbins and Thomas Tidlund addressed issues such as negative perceptions; regulatory hurdles; and the rise of competing models like the gig economy and affiliate marketing.
The Services Panel, led by Stuart Johnson, focused on growth and opportunities within the direct selling services industry, particularly in real estate and financial services. The discussion highlighted the significant expansion of services companies, with real estate and financial services making up 90 percent of the $30 billion in the direct selling services channel. The panel, including John Addison, Founder and CEO, Addison Leadership Group, Patrick O’Neill, COO, eXp Realty, Eric Reisdorf, Chief Development Officer, Ambit Energy; and Robert Stevanovski, Co-Founder and Chairman, ACN, emphasized how these sectors continue to thrive in the US market.
John Addison in a Q and A session with Stuart Johnson emphasized that companies that last in the direct selling space are those with a clear mission and competitive edge. He spoke about the importance of visionary leadership, especially in navigating challenges such as private equity involvement and regulatory changes.
Sam Taggart, Founder and CEO of D2D Experts, shared his insights on recruiting and motivating sales teams in the direct selling industry. Taggart stressed that recruitment is more than just adding bodies to a team—it involves sourcing the right candidates; providing solid onboarding; and creating a structured training program to ensure long-term success.
Mike Hutchison, Regional Field Manager at InGroup, shared the story of his company’s challenges and triumphs in the travel industry. He emphasized that despite having no experience in travel or direct selling, he and his father founded the company with the mission of making travel more affordable and accessible.
Jonathan Budd shared his personal journey as Founder and CEO of Powur, a solar energy company that combines innovative business models with a strong mission-driven purpose. He focused on product innovation and how staying true to a purpose can drive the next generation of products in direct selling.
DSU concluded with a Startup Services Panel, moderated by Stuart Johnson, featuring a diverse group of entrepreneurs and business leaders from various industries, including real estate, energy and financial services. The panelists, including Phil Santinoceto, SVP Marketing and Customer Success, Energywell; Eddie Garcia, CEO, Realty of America; and Brett A. Blake, CEO, Annuity.com shared their journey, challenges and vision for their respective companies as they navigate the direct selling space with innovative approaches and services.
From the November 2024 issue of Direct Selling News magazine.
