While everyone loves to talk about tech, our recent conference illustrates direct selling’s biggest differentiator is personal connections.
DSU Europe returned to London June 10–12 at the London Marriott Hotel Regents Park, bringing together executives, founders, association leaders and industry experts from across Europe and beyond for three days of education, strategy and collaboration.
The event, hosted by Direct Selling News (DSN) and emceed by Susannah Schofield OBE, explored the trends, challenges and opportunities shaping the future of direct selling across Europe.
Throughout the event, one message surfaced repeatedly: while technology continues to transform commerce, direct selling’s greatest strength remains its ability to create authentic human connections.
Kicking Things Off
The event started strong on Wednesday, June 10 with an invitation-only CEO Forum where top executives gathered for an open and honest exchange on industry challenges and opportunities designed to help propel the channel forward. Day 1 concluded with an Association Summit and Welcome Reception.
The Welcome Reception was very well attended and provided many opportunities for all attendees to network and engage with their peers. The Association Summit was open to DSA CEOs, Chairs, Vice Chairs and Board Members and focused on sharing best practices, challenges and future planning.
Content for the Continent
Susannah Schofield OBE, Director General DSA UK and Ireland, opened Day 2 by framing the industry’s unique opportunity in an increasingly automated world. As AI and digital technologies become more commonplace, Schofield argued that trust, empathy, confidence and community will become even more valuable. She believes the future will not be less human because of technology—it will become more human because of it.
DSN Founder and CEO Stuart Johnson provided an overview of the forces reshaping the channel. Johnson described a marketplace defined by social commerce, AI, increased competition, evolving customer expectations and rising pressure on traditional compensation economics. He urged leaders to adapt while staying grounded in the channel’s enduring strengths: differentiated products, realistic opportunity, community, culture and personal recommendation.
Sophie Crossley, Northern Europe Business Development Director for Juice Plus+, focused on modern leadership, emphasizing that today’s field leaders do not need perfection—they need belief, clarity and human connection. Crossley encouraged companies to lead people emotionally; communicate in ways that match modern behavior; and embrace platforms like TikTok without losing the relational foundation that makes direct selling powerful.
Amway’s ESAN Director of Strategic Communications and Special Events Bill Porter explored corporate social responsibility as a driver of trust and reputation. Porter emphasized that the industry’s greatest asset is its people, particularly distributors who are embedded in local communities. By connecting purpose, service and measurable impact, companies can strengthen public perception while giving distributors meaningful stories to share.
Amanda Sly, Director of Operations UK and EU, Aquasource, shared her unconventional journey into direct selling and highlighted the value of lived experience. Drawing from careers in hospitality, retail, sales and agriculture, Sly encouraged leaders to recognize the power of resilience, emotional intelligence and real-world leadership—especially among people entering the channel later in life.
Avon’s General Manager UK Alex Long examined the future of the representative experience, arguing that direct selling must better combine human connection with customer intelligence. Long described the opportunity to create a “super rep”—someone who brings local trust and personal warmth, supported by tools, data and product recommendations that help deliver a more personalized customer experience.
Wes Linden, National Network Leader and International Speaker, Utility Warehouse, addressed the importance of alignment between field and corporate teams. Drawing from Utility Warehouse’s growth in customers and revenue, Linden emphasized fairness, unified culture, personal touch and customer obsession. He reminded leaders that truthful, attainable messaging builds more durable trust than exaggerated promises or short-term hype.
Bridgehead Collective Founder and CEO Heather Chastain explored the importance of belief in direct selling, sharing research that highlighted rising levels of loneliness and social disconnection across many markets. Consumers increasingly seek more than products and transactions—they want purpose, belonging and meaningful relationships. Chastain argued that direct selling is uniquely positioned to meet those needs because community is built into the model itself.
Isabelle Laroque, Director of International Development, Greenway Global, discussed the complexities of international expansion, emphasizing the importance of balancing a consistent global vision with local adaptation. While consumers often share similar aspirations, the paths to success vary significantly from market to market. Companies that remain flexible while protecting their core identity, she said, are often best positioned for sustainable international growth.
Immunotec’s VP Europe Aurelio Fernández-Pacheco shared lessons from Immunotec’s rapid European growth. He stressed the importance of simplicity, focus and speed, explaining how streamlined systems and clearly defined early milestones can help distributors achieve success faster. Rather than adding complexity as organizations grow, he encouraged leaders to concentrate on the fundamentals that drive duplication and momentum.
During a conversation with Johnson, industry icon and former CEO of Oriflame Magnus Brännström reflected on nearly three decades in the industry and shared an optimistic outlook for the future. While technology and consumer behavior continue to evolve, Brännström argued that the fundamental principle of people recommending products to people remains as relevant as ever. Success, he said, will continue to depend on differentiated products, meaningful rewards and strong company cultures.
A panel of direct selling association leaders from around the world including Frédéric Billon (France), Lisa Garley-Evans (UK), Dave Grimaldi (US), Geoff Mulham (Australia) and Amanda Sly (Europe) discussed industry credibility, member value and the role of associations in shaping the channel’s future. The group emphasized the need for stronger collaboration, clearer communication, effective advocacy and a more unified response to public misconceptions about direct selling.
Frédéric Billon, Executive Director of DSA France (FSD), reinforced the importance of industry collaboration in an increasingly complex regulatory environment while providing an update on SELDIA (The European Direct Selling Association). As governments introduce new rules affecting sustainability, AI, digital platforms and consumer protection, Billon argued that associations provide essential support by monitoring developments, engaging policymakers and advocating on behalf of member organizations.
Zinzino’s VP UK, Ireland and South Africa Steve Morley shared insights from Zinzino’s growth journey, emphasizing the importance of putting customers at the center of every aspect of the business model. Morley explained how Zinzino’s test-based nutrition model, customer-centric compensation plan and simple, consistent presentations have helped drive long-term growth. Morley shared his belief that organizations built around customer value and retention create a stronger foundation for sustainable momentum.
A Payments and Processing Panel featuring Dreux Flaherty (LPT), Michael McClellan (Worldpay), Colt Passey (Gobi Insights) and Nate Snow-Cornelius (Payquicker) explored how evolving payment systems are shaping distributor and customer experiences around the world. Panelists discussed the continued importance of trust as payment methods become faster and more sophisticated, while highlighting trends including digital wallets, real-time payments, embedded finance, stablecoin, fraud prevention and localized payout solutions.
Oriflame’s CEO and President Anna Malmhake offered an outsider’s perspective on the industry’s strengths after spending much of her career with major consumer brands. She highlighted direct selling’s ability to create authentic relationships, foster true diversity and maintain direct connections with consumers. In a marketplace increasingly crowded with online noise, Malmhake argued that genuine human interaction remains a significant competitive advantage.
Dan Debnam, Inovara’s Founder and CEO, closed Day 2 with a practical challenge around AI adoption. Rather than adding more hype, Debnam urged leaders to take personal responsibility for using AI themselves. Drawing on research across direct selling companies, he said the organizations making the greatest progress are not necessarily the largest or best funded—they are the ones where leaders experiment, act quickly and solve real problems.
Regulatory Watch: The Policy Issues Shaping Direct Selling’s Future
Regulatory and compliance discussions were the sole focus of Day 3 with insights from Chris Abrehart (Avalara), Sam Arnold (Lifeplus), Frédéric Billon (DSA France), Michelangelo Costa (CSV Legal), Lisa Garley-Evans (DSA UK), Jonathan Gilliam (Fieldwatch), Emily Gooday (Genistar), Sam Jennings (CRN UK), Adriana Lao (Lifeplus), Livia Menichetti (EHPM), Mat Morris (Herbalife) and Minos van Joolingen (Banning).
While their areas of expertise varied—from public policy and food supplements to compliance training and international tax—their message was consistent: regulatory complexity is increasing, and organizations that proactively prepare will be best positioned for growth.
Across every discussion, one theme remained clear: compliance is no longer simply about avoiding risk. Increasingly, it is becoming a strategic capability that helps organizations scale responsibly, build trust and navigate an increasingly complex global marketplace.
Powerful Takeaways for an Evolving Channel
While the topics discussed at DSU Europe 2025 ranged from AI and payments to international expansion, leadership, regulation and customer experience, a common thread connected nearly every session.
As commerce becomes more digital, automated and fragmented, direct selling’s ability to foster trust, community and authentic human connection may become more valuable—not less. For an industry built on relationships, that message offered both encouragement and a roadmap for the future.
An Online Exclusive from Direct Selling News magazine.
