PM-International Shares Why It is Remaining Loyal to Direct Selling
Direct selling is going through a challenging transitional period. We are seeing an increasing amount of direct selling companies moving away from the industry. Recently, we had a unique opportunity to speak with Mr. Rolf Sorg, the CEO and Founder of PM-International. PM-International continues to write history in our channel. With 30 years of consistent growth, the company has produced results never seen before in direct selling. They have been awarded the Bravo Award for the fastest growing international direct selling company for four consecutive years—with retail sales in the PM-International Group increasing from $1 billion to over $3 billion in that time period. PM-International is #6 in the DSN Top 100 list. In addition, Mr. Sorg was awarded the Bravo Leadership Award in 2023. As a loyal and proven leader, Mr. Sorg responded to our request to hear his perspective regarding the current marketplace and the road ahead.
What are your thoughts about the challenging transitional period direct selling is facing today?
Rolf Sorg: Currently, there is considerable unrest in direct sales. Our situation at PM-International is different than what many other companies are experiencing in the marketplace today. To thrive in the market, two key elements are essential: maintaining innovation and continuously adapting to new circumstances. Recently, large online players have disrupted the business world. We continue to see companies moving away from direct selling and more will follow. That will not be PM-International’s story. We continue to practice the timeless fundamentals to drive success in direct selling. While the online world has become a bigger focus in the last eight years, we continue to focus on building relationships with our distributors and core customers. Direct sales thrive on recognition and offer personalized experiences like no other. It is unlike any other distribution channel or opportunity in the global marketplace.
What is your position on staying loyal to the distribution channel and business opportunity?
Rolf Sorg: For PM-International, direct sales is our past, present and future. We firmly believe in the direct sales business model. Direct selling changed my life and allowed me to build a family business. It allowed us to make a positive impact on the life quality of hundreds of thousands of customers, and the living standard of generations of Team Partners worldwide. However, success always happens outside the comfort zone, and we need to put in the work. I am convinced that, as an industry, we need to listen closely to our distribution partners and customers; understand their needs; and keep providing innovative solutions.
Do you believe in an omni-channel model for direct selling?
Rolf Sorg: Every company needs to determine what is the best strategy for their future. PM-International markets its products through our Team Partners: It has been this way for 30 years and it will be this way in the future. We do not compete with them. On the contrary, our focus remains on honoring our commitment to their success. We see this as critically important to drive engagement and growth. The field is a voluntary army so honoring your commitment to their success is critically important to drive engagement and growth. Too often, the field sees an omni-channel approach as the company competing against them. Over time, this seems to diminish both engagement and growth. I think omni-channel branding approach can be a great strategy to support the field. However, if your field sees you positioned to compete with them to drive sales, the company is creating an environment that is less than optimal for growth. Distribution partners are incredibly valuable; personal connection can provide high-quality advice.
Do you see an advantage to being a family-owned business?
Rolf Sorg: One of my primary goals when I started PM-International was to build a family owned, generational company. This allowed me to make key decisions to drive the success of the company. While we have a profitable and debt-free business, our loyalties remain to our customers, Team Partners, employees and others who serve our global community. While we have seen an increasing number of direct selling companies being owned or managed by equity companies, often their decisions are highly impacted by their shareholders. This can be a challenge for any direct selling company if the ultimate decision maker does not understand our business model. My goal was always plan long-term and to drive the values and standards that are foundational to the success of PM-International. I think being a family-owned business gives us the best opportunity to achieve that goal.
Do you feel it is more important to lead with the product or opportunity to attract people to PM-International?
Rolf Sorg: I think both are important and should work together. Clearly the products and services we offer must be competitive in the marketplace. The foundation of any long-term successful direct selling company requires a loyal and growing customer base. From day one, my focus was to create and market premium products. Our business opportunity is a safe and proven way for entrepreneurs to make a free-will decision for self-employment with no risk, freedom to choose your work time, and the ability to have a lot of fun creating instant extra income. It allows our distribution partners to focus on building relationships with their customers.
Your product brand, FitLine, is known all over the world. What makes your products unique?
Rolf Sorg: Our product brand, FitLine, is in its 30th year of existence. We are approaching 1 billion products sold globally. Our products are unique and supported by over 70 exclusive patents owned by PM-International. More than 1,000 top athletes from more than 85 disciplines and 40 nations trust FitLine. FitLine is the official supplier of more than 20 sports federations and national teams. Recently, FitLine has achieved a significant milestone by partnering with the ATP Tour, the top-tier men tennis tournament. This multi-year partnership, designates FitLine as the “Official Sports Nutrition Partner” of the ATP Tour. This partnership is powered by 30 years of research and the trust of top performance athletes around the globe. Its purpose is clear: to empower you and advance your daily business. Generally, partnering with the ATP Tour validates and underlines FitLine’s quality and effectiveness. It boosts product credibility, which helps our Team Partners to attract customers with the FitLine products. To put it simply: If world-class athletes on the highest level consume FitLine products, they must be good.
What challenges and opportunities do you see ahead for PM-International?
Rolf Sorg: I think the challenge is always to stay relevant and competitive in the marketplace. This requires a constant focus on innovation. We continue to innovate around our products, technology and the social and digital online world. With forward-thinking direct sales strategies that emphasize hybridization and digitalization, I believe our industry is well-positioned for the future. I think it is important to stay true to your core competencies and inspire the community to live our mission and vision with the highest possible standards. We have always embraced the concept of servant leadership. We seek to be the leader in the direct selling landscape, but our vision is so much bigger than what we have accomplished in our first 30 years. We know the biggest growth opportunity is ahead of us. For any company to be successful, they must realize the only path to long-term success is growth. As direct selling is experiencing change at a faster level than we have ever seen in the past, PM-International is proof that direct selling and our working methods are alive and well.
