4Life President and Chief Executive Officer Danny Lee has been named Chairman of the Direct Selling Association (DSA) by unanimous vote. Lee will now represent the interests of the more than 125 member companies and their direct sellers and customers throughout the U.S. and Puerto Rico. 

Lee was also one of the first industry executives to prioritize funding for the development of the Direct Selling Self-Regulatory Council (DSSRC), an entity administered by the BBB National Programs that ensures fair practices and accountability among direct sellers. 

 “Danny’s assignment as DSA Chairman is a great honor and great responsibility,” said David Lisonbee, 4Life Founder. “4Life is proud to accept this leadership role in support of a channel that offers world-class products and opportunities to people here and around the world.”