Direct Selling University’s (DSU) Fall 2025 event was an electrifying blend of innovation, inspiration and industry connection, welcoming hundreds of leaders from across the channel to explore cutting-edge trends and come together to chart the future of the industry.
From AI integration to legal and regulatory compliance, the event was packed with a best-in-class lineup of speakers, workshops and invaluable networking. Attendees were equipped to advance direct selling in an unprecedented time of change and opportunity.
Three Impactful Days
The event started strong with an invite-only CEO Forum attended by dozens of C-Suite trailblazers. Transparent discussions on leadership, regulatory challenges, evolving affiliate strategies, AI integration and much more provided effective takeaways to push the industry forward.
The incredibly popular Artificial Intelligence Workshop rounded out Day One. Hosted by DSU Founder and CEO Stuart Johnson, the session remained a highlight, blending corporate and third-party perspectives on AI’s practical applications. Featured speakers included Peter Griscom (It Works!), Dan Debnam (Innovara), Patrick O’Neill (eXp Realty), Kathleen Ross (Kathleen Ross Creative), Yoav Shpringer (Apptor.AI) and Shellie Sullivan (NowSite).
Day Two offered a full slate of presentations from many of the channel’s most prominent thought leaders and executives.
Stuart Johnson, Founder and CEO of Direct Selling News, shared a data-driven update on the evolving channel, urging leaders to “ignore the noise.” Survey results from 80 major companies showed half grew in early 2024, with a quarter up more than 20 percent. Reframing the industry’s US value near $50 billion, Johnson spotlighted fast-growing brands and emphasized that customer focus, innovation and agility define today’s direct selling success.
Rory Vaden, New York Times bestselling author and co-founder of Brand Builders Group, reframed personal branding as purpose-driven focus, not endless promotion. Sharing research showing 63 percent of Americans buy from people, not companies, Vaden urged direct sellers to simplify, master one thing and serve the person they once were. “Diluted focus creates diluted results,” he said—reminding leaders that authenticity, clarity and service are the true engines of influence and wealth.
Heather Chastain, Founder & CEO of Bridgehead Collective, challenged leaders to rethink how they manage change in a transforming channel. Drawing on 30 years of experience, she outlined three major mistakes: ignoring company culture, rushing compensation changes and failing to balance present and future needs. Her message was clear—lead with data, honesty and respect. “Culture is everything,” she reminded the audience. “Clarity and belief will carry us forward.”
Buck McMurray, President of the Americas at Nu Skin, shared how AI and connected devices are reshaping wellness and accountability.Highlighting breakthroughs like the LumiSpa iO and the upcoming Prism iO scanner, McMurray emphasized data-backed proof of results as the next frontier in direct selling. His message was clear: technology only matters if it changes behavior—real transformation happens when customers can see, measure and believe in their progress.
Angela Loehr Chrysler, Chief Development Officer at ACN, shared how a 30-year-old legacy brand stays modern without losing its soul.Drawing from ACN’s culture of collaborative leadership and its “Why not?” philosophy, she outlined a refresh strategy grounded in balance—serving the field, company and customer equally. Her message: evolve boldly but stay rooted. “Bend, lean and shed what’s old,” she said. “Just don’t lose your core.”
Oliver Dibblee, President of Xyngular, delivered a high-energy call to action: match AI’s speed or risk irrelevance. In just nine months, Xyngular rebranded as “The Biohacking Company,” launched multiple products and rebuilt its digital ecosystem. Dibblee’s MOVE framework—Map, Own, Vaporize, Empower—urged companies to cut red tape and execute fast. “AI isn’t the problem,” he said. “Inertia is. The future belongs to those who move.”
Andrew Schmidt, Regional President, West Markets at Amway, delivered a rallying call for unity and advocacy across the channel. Highlighting recent DSA wins in Washington—including progress on independent contractor legislation—he underscored direct selling’s vital role in America’s “slasher economy.” Schmidt urged leaders to stay engaged in shaping policy and protecting opportunity. “If we’re not in the room,” he warned, “we’re not owning our narrative—or our future.”
Shellie Sullivan, Chief Growth Officer at NowSite, demystified AI with a people-first perspective. She urged leaders to focus on tools that solve real problems, are simple enough for daily use and can scale without chaos. “AI isn’t the story—people are,” she said. The winners won’t chase shiny tech but will choose AI that builds habits, drives sales and strengthens the human connection at the heart of direct selling.
Peter Griscom, President of It Works!, drew inspiration from Formula One to illustrate how AI can create “two-second pit stops” in direct selling. His message centered on lean efficiency—eliminating waste so the field can focus on relationships and sales. Griscom urged leaders to use AI to automate, personalize and reinvest savings back into the field. “Every dollar saved should strengthen your distributors,” he said. “That’s how we win the next decade.”
Meredith Berkich, President of LifeWave, delivered an inspiring call to lead with heart, vision and long-term commitment.Reaffirming LifeWave’s dedication to direct selling, she emphasized that AI can enhance—but never replace—the human touch. With innovation rooted in passion and purpose, Berkich spotlighted founder David Schmidt’s visionary leadership and reminded the audience that belief, authenticity and love for people remain the industry’s greatest competitive advantages.
Daniel Picou, Founder and CEO of THREE International, delivered a passionate reminder that culture—not perfection—creates staying power.Emphasizing servant leadership and authenticity, he urged leaders to “get them in, keep them in, move them along” by leading with vision and heart. Picou championed relationships over transactions, saying, “AI can’t replace love, belief or community.” His message: build people first, and the business will follow.
Stuart Johnson, Founder & CEO of DSN, returned to the stage to deliver a powerful reminder that innovation is the lifeblood of direct selling.Tracing 170 years of breakthroughs—from perfume samples and multivitamins to phototherapy patches and telehealth—he warned against complacency. Johnson urged companies to keep investing in R&D and intellectual property—even in tough times. “If you’re not different, you’re not defensible,” he shared. “Innovation isn’t optional—it’s survival.”
Jim Brown, CEO of USANA, delivered a candid look at transformation in action. Taking the helm at USANA amid declining revenue, he unified sales and marketing, redefined product ownership and reconnected the company to its founder’s science-driven roots. Brown led a bold compensation plan redesign to reward early success and boost retention, guided by field collaboration. His message: transparency, alignment and courage to change are what rebuild trust—and momentum.
Sol Flint, General Director of Latin America for Nature’s Sunshine, made a compelling case for Latin America as direct selling’s next great growth frontier. With 662 million people and booming digital adoption, she urged companies to invest deeply—not just translate websites. Flint emphasized trust, community leadership and omnichannel connection as the keys to success. “Latin America doesn’t respond to crumbs,” she explained. “It responds to commitment.”
Dan Debnam, Founder & CEO of Inovara, explored the future of AI through the lens of humanity—not technology. Warning that “seeing is no longer believing,” he urged leaders to protect the three currencies machines can’t replicate: trust, empathy and connection. Debnam’s message was clear—AI should enhance relationships, not replace them. “Use AI to make work easier,” he said, “but never automate the belonging that makes us human.”
The third day of DSU wrapped up the event with several dynamic presentations and a timely legal and compliance workshop.
Brett Duncan, Co-Founder & Managing Partner of Strategic Choice Partners, challenged companies to rethink how they manage change.Using vivid metaphors—turn signals, red zones and moving the box—he illustrated that success isn’t about creating change but guiding people through it. “Ideas without people are just wishes,” he said. True leadership, Duncan emphasized, is taking the next step—and helping others take theirs.
Rob Sperry, author, consultant, and host of DSN’s Built to Last podcast, revealed new data on why legacy leaders disengage—and how to win them back.Surveying 79 top earners, he found hype fatigue, lack of vision and exclusion from decision-making as key causes. His advice: involve them early, value their input and cast a bold five-year vision. “Great leaders don’t just have vision,” he explained. “They give vision.”
Al Bala, Mannatech Board Advisor and author of The Motivation Equation, delivered an emotional testament to the power of belief and renewal.Sharing his journey from factory worker to global leader, Bala framed motivation as Dreams × Beliefs = Action. He urged leaders to help people believe again—both in themselves and the industry. “We’re in a season of transformation,” he shared. “Renew your vision, rebuild belief and write your legacy.”
Ali Hollander, Global Product Marketing Strategist, and Kevin Chang, In-house Legal Counsel at Sunrider, shared how the 43-year-old company is reinventing itself through innovation and collaboration. From redefining audiences to deploying AI in compliance and launching the Sunrider Daily app, they showcased how legacy brands can modernize without losing their roots. “Innovation works best,” Hollander said, “when every department—especially legal—is part of the creative process.”
Blake Mallen, Chief Strategy Officer of Herbalife, delivered a powerful message about growth through the “messy middle.” Sharing his personal loss in the Palisades wildfires, Mallen reframed resilience as “bouncing forward, not back.” He outlined three tools for transformation—embracing seasons, reframing setbacks, and aligning teams. “Reinvention isn’t a season,” he shared. “It’s a function. The messy middle isn’t where we get stuck—it’s where we create what’s next.”
Ayo Olaseinde, Chairman of Saladmaster, delivered an uplifting message on leadership and seasons. Using the metaphor of spring, summer, autumn and winter, he urged leaders to recognize their season—and make decisions before winter comes. Sharing Saladmaster’s pivot to virtual demos during COVID, he reminded everyone that “the field always figures it out.” His closing challenge: lead with love, because “when you invite love, success and wealth always follow.”
Heather Chastain moderated a candid affiliate panel with Brick Bergeson (Color Street) and Rick Redford (LivePURE), who shared lessons from bold pivots to sales- and affiliate-focused models. Both companies faced crisis—declining revenue and aging fields—and chose reinvention over retreat. Bergeson described a painful but necessary reset that reignited engagement by rewarding active sellers. Redford detailed how LivePURE built a frictionless customer journey to attract influencers without abandoning the network model.
Both agreed: the future lies in merging relationship-based selling with seamless ecommerce. As Bergeson emphasized, “We’re not competing with each other. We’re competing with Amazon.” Their message was clear—honor the field, modernize the experience and never forget the customer.
Dave Grimaldi, CEO of the Direct Selling Association, delivered a powerful update on advocacy.He detailed recent legislative wins, including HR 3495’s advancement but warned of escalating federal scrutiny from the FTC and key lawmakers. Grimaldi urged unified, data-driven engagement, citing success in defeating harmful bills like Delaware’s HB 162. “Anecdotes are butter knives,” he said. “Data and action are our weapons.” His call: engage, collaborate and protect the channel—together.
The informative Legal, Regulatory & Compliance Workshop, hosted by Katrina Eash, Partner at Winston & Strawn, returned, offering direct selling professionals a deep dive into navigating the industry’s evolving regulatory landscape. The impressive lineup of experts included KC Barrow (Young Living), Erin Barta (Mannatech), Grant Baskerville (Utah Direct Selling Coalition), Mark Bennett (IDLife), Dayna Boozer (Mary Kay), Clay Brewer (Thompson Burton), Ed Burbach (Foley & Lardner), Naisha Covarrubias (Mary Kay), Sandra Davis (Neora), Jane Fergason (Foley & Lardner), Kevin Chang (Sunrider), Jonathan Gilliam (FieldWatch), Dave Grimaldi (DSA), Gordon Hester (Florida Direct Selling Coalition), Julie Hunter (LifeWave), Rane Jensen (MAKE Wellness), Brent Kugler (Scheef & Stone), Nathan Moore (Texas Direct Selling Coalition) and Brad Pace (AdvoCare).
DSU always brings interesting, innovative and essential content to the stage. It is the premier event for direct selling executives to stay informed, engaged and always one step ahead. Register now for our spring event—including the Global Celebration—happening April 14-16, 2026 in Dallas, Texas.
