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Medifast Announces Strategic Shift to Metabolic Health

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Medifast, the parent company of direct selling organization OPTAVIA, announced a new focus on holistic metabolic health. This transformation will begin with its recently introduced Metabolic Synchronization, a system designed to reverse metabolic dysfunction with a “targeted reset” of the body’s metabolism.

This new strategic shift is aimed at serving the often misunderstood and overlooked crisis of metabolic health in the US.

“For decades, we’ve empowered millions of people to achieve significant weight loss and improve their health,” said Dan Chard, Medifast Chairman and CEO. “What we’ve discovered through our clinical research and breakthrough insights is that the same science driving our program’s weight loss outcomes can go even further—helping unlock a healthier metabolism and promoting overall wellbeing. This focus on metabolic health marks the next evolution in our mission: addressing a wider range of health challenges millions face, from weight loss to enhanced vitality and a longer health span.”

Medifast believes recent breakthrough research, combined with years of clinical evidence, will help it leverage this new approach to deliver quality weight loss for consumers that burns visceral fat, retains lean mass and protects and supports healthy muscle through an active metabolism.

“Metabolic health is the foundation of lifelong vitality,” said Dr. Satya Jonnalagadda, Medifast Vice President of Scientific & Clinical Affairs. “Metabolic Synchronization represents an innovative, evidence-based solution that enables people to take control of their health, not just by losing weight, but by improving how their bodies work at a fundamental level.”

Herbalife Opens Center of Excellence

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Herbalife Ltd. celebrated the opening of its new Center of Excellence–Quality Control and Research and Development Labs. Located in Torrance, California, the facility represents a $7 million investment that integrates research and development with sensory science and quality control.

The new center leverages advanced analytical technologies to thoroughly verify ingredient identity, purity and potency, contamination prevention and product integrity. Herbalife’s proprietary Seed to Feed quality management system, which ensures ingredient traceability, purity, potency and safety, is also integrated into the new center.

“At Herbalife, our rigorous, science-backed approach fuels innovation and guarantees that every product meets the highest standards of quality, safety and effectiveness,” said Troy Hicks, Herbalife Chief Operating Officer. “With this new Center of Excellence, we’re accelerating our ability to develop breakthrough health and wellness solutions that our independent distributors can confidently offer to customers worldwide.”

The Center of Excellence hosts scientists who will collaborate disciplines, like organic chemistry, food and nutrition science, microbiology and molecular biology to drive innovation, development and continued quality.

“For 45 years, Herbalife has been committed to advancing nutrition through science-driven innovation and rigorous quality standards,” the company wrote in a statement. “By integrating cutting-edge research, advanced technologies, and a global network of specialized labs, the company ensures its products deliver consistent safety, efficacy, and ingredient integrity. The Torrance center, recognized with the highest Green Level certification from My Green Lab, further reflects Herbalife’s commitment to sustainable and environmentally conscious laboratory practices. This unwavering dedication empowers Herbalife’s independent distributors to offer trusted nutrition solutions that improve the lives and well-being of their customers worldwide.”

eXp Realty Hosts Record-Breaking Event

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eXp Realty welcomed more than 4,500 attendees to its eXpcon Miami event. The annual conference offered three days of education, major announcements and empowerment.

“eXpcon Miami was a massive celebration of our culture and our growth mindset,” said Leo Pareja, eXp Realty CEO. “Seeing thousands of agents, leaders and partners come together confirmed what we already know: eXp is where the most ambitious professionals come to build a legacy. We’ve not only delivered the most agent-centric training in the industry, but we’ve also laid the groundwork for a generational leap forward with our new technologies and programs.”

In addition to debuting its new AI technology platform, Mira, the company also confirmed its newest international markets in the Netherlands, Luxembourg and Romania.

“The scale of eXpcon and the quality of the agent-to-agent education we saw on display is simply unmatched in the industry,” added Wendy Forsythe, eXp Realty Chief Marketing Officer. “When agents are empowered to teach each other, like the hundreds who took the stage, the entire ecosystem wins. We don’t just talk about innovation; we empower our agents to lead it, giving them the tools and the training to be the most technologically advanced and globally connected professionals in the business.”

RIMAN Launches in London

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K-Beauty brand RIMAN officially launched in London. The company made its European debut with a RIMAN UK Grand Opening event at the Novotel London West, showcasing its brand philosophy, core product lines and strategic roadmap for Europe.

The company’s House of RIMAN office opened in London earlier this month, welcoming more than 150 leaders from around the world to celebrate its first European business center, and a Momentum System Training delivered in-depth sessions on the company’s principles and growth vision.

“The UK launch marks a pivotal milestone in RIMAN’s European expansion and establishes a strategic base for our global growth,” said Youngsu Hwang, RIMAN Chief Sales Officer. “We remain committed to continuous innovation and collaboration, adapting to local cultures and market needs as we advance toward becoming the leading K-Beauty brand in the world.”

Bellame Unveils New Omni Marketing Opportunity

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Bellame Beauty debuted a new business model that it is calling the Omni Marketing Opportunity. This new structure will unite affiliate marketing, influencer reach and direct selling into one platform and eliminates the typical barriers to entry, like enrollment fees, monthly costs and required purchases.

Brand Partners receive a personalized digital boutique, free professional content, automated marketing systems and corporate support to streamline and enhance their business-building experience. The goal for this new Omni Marketing Opportunity model is to create what the brand is calling “a new era of digital entrepreneurship” by merging the accessibility of affiliate marketing with the rewards and community found in direct sales.

“Our mission has always been to blend luxury with opportunity,” said Melissa Thompson, Bellame CEO & Founder. “The Omni Marketing platform was created to meet people where they are, empowering them to grow at their own pace with zero risk. Whether you are a creator, beauty professional, or someone simply looking to build a supplemental income, Bellame makes it possible.”

BeFra Reports Q3 2025 Financial Results

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Betterware de Mexico, SAPI de CV, now known as BeFra, announced its financial results for the third quarter of 2025. The company stated that it significantly strengthened its third quarter profitability and operating cashflow. Revenue during the quarter improved 1.4% year-over-year, with a 22% increase in EBITDA and a 71% increase in EPS. A 32.6% increase in free cash flow enabled the company to further lower its net debt-to-EBITDA sequentially from 1.97 to 1.8x.

Betterware Mexico experienced a 5.3% decrease in revenue, which the company attributes to soft consumption trends in the home market. Sales increased by 7.9%, however, for its Jafra segment. Overall Betterware Mexico delivered an increase of 11.7% in EBITDA and Jafra Mexico reported a 31% increase in revenue.

Betterware Ecuador demonstrated a sustained compounded growth of approximately 20% month-over-month and the company believes its success there validates its potential for expansion in Andean markets. As a result, the brand expects to launch Betterware Colombia in Q1 2026.

The company’s challenging first quarter has been supported by stronger commercial and operational execution in Q2 and Q3, which has improved profitability across key business units. The first quarter’s impact is still affecting overall profitability, but the company stated that it “remains confident in the long-term value-creation capacity of its business model.”

“In closing, despite weaker-than-anticipated consumer trends in Mexico – our primary market today – and overall macro instability, we remain committed to our long-term ‘Great Brands, One Essence’ strategy, led by our popular Betterware and Jafra brands and person-to-person model,” said Andrés Campos Chevallier, BeFra Group President and CEO. “Our brands continue outperforming the home goods and beauty markets in Mexico and abroad, while we deliver strong profitability and cashflow, as well as maintain financial discipline. Although we have made meaningful progress in revenue and profitability relative to an even more challenging first quarter, we expect full-year growth in both metrics to remain in the low single-digit range. As we enter the final quarter of 2025, our focus remains on closing the year positively and regaining momentum going into 2026.”

eXp Realty Launches Sports & Entertainment Division

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eXp Realty announced a Sports & Entertainment division within eXp Luxury, designed to serve high-profile clientele through elevated real estate services. Certified agents will gain access to exclusive branding materials and a “discrete global network built for the demands of clients in professional sports and entertainment.”

“The Sports and Entertainment segment requires a unique level of confidence, discretion, and specialized knowledge,” said Leo Pareja, eXp Realty CEO. “This launch is a direct response to our agents’ desire to dominate lucrative niche markets. By embedding eXp Sports & Entertainment within our successful Luxury platform, we’re not just providing a credential, we’re providing the industry’s most powerful framework for agents to build credibility, connect with key advisors, and confidently serve the world’s most demanding clientele.”

The new Sports & Entertainment division includes what the company is calling a “high-profile client ecosystem” that includes a design suite with elevated, professional imagery and luxury-level trust; ready-to-use listing decks and social templates designed with professional athletes and celebrity influencers in mind; and twice monthly masterminds with elite agents, athlete advisors, entertainment insiders and general mangers to gain insight on client care and high-performance mindsets.

“eXp is once again raising the bar for specialization,” said Wendy Forsythe, eXp Realty Chief Marketing Officer. “For an agent focused on high-profile clients, having a certified, recognized brand, backed by a global network, is the ultimate competitive advantage.”

Plexus Founder Named Philanthropic CEO of the Year

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The Phoenix Business Journal, as part of its Corporate Philanthropy Awards, recognized Alec Clark as its 2025 Philanthropic CEO of the Year. As President and Founder of Plexus, Clark volunteers alongside his corporate staff and Brand Ambassadors at community events across the nation, promoting the mantra, “if you are blessed, be a blessing.”

Clark also oversees the philanthropic department at Plexus, which organizes vast monetary donations, global CSR programs, monthly giveback campaigns and food drives.

“This award reflects who we are as a company,” said Tarl Robinson, Plexus Worldwide CEO and Founder. “Philanthropy isn’t just part of our culture – people are at the heart of our business model and our mission. We’re honored to be recognized, but even more grateful for the opportunity to serve the communities in our backyard and beyond.”

Plexus’ philanthropic efforts include its Nourish One initiative, which partners with Feeding America and Mary’s Meals, its annual Pima Center Community Walk, which supports the Phoenix Children’s Center for Heart Care, and a number of other local and global efforts that further demonstrate its commitment to social responsibility.

USANA Reports Q3 2025 Financial Results

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USANA Health Sciences, Inc. announced its financial results for the third quarter of 2025. Net sales increased 7% year-over-year, reaching $214 million, up from $200 million. The company experienced a net loss, however, of $6.5 million, compared to net earnings of $10.6 million in Q3 2024. Adjusted EBITDA was $13.8 million, down from $24.6 million in the same period last year.

By region, Asia Pacific generated the most revenue, with $140 million in net sales, a 15% sequential decrease. The Americas and Europe showed a 12% sequential increase in net sales, totaling $43 million.

The company’s direct-to-consumer business, Hiya, delivered 26% year-to-date sales growth and made significant progress on several integration initiatives during the quarter. This included a transition to a new logistics partner, which the company believes will drive operational efficiency. Hiya is expected to generate double-digit sales growth for 2025, as well as anticipated long-term growth. Overall, Hiya net sales in Q3 were $31 million with 193,400 active subscribers.

“USANA provided third quarter results in line with the preliminary results we announced on October 9, 2025,” said Jim Brown, USANA President and Chief Executive Officer. “We rolled out our enhanced Brand Partner compensation plan during the third quarter. Since this launch, our commercial team has been actively training, educating and supporting Brand Partners across our global markets to help them leverage the new plan. We are encouraged by the pickup in sales activity and leader productivity in recent weeks. Our enhanced compensation plan represents a bold and strategic move to modernize our business and better position our Brand Partners, and the company, for long-term success in a competitive landscape.”

The company ended the quarter with $145 million in cash and cash equivalents with no debt. Fiscal 2025 outlook now includes net sales between $920 million and $1 billion with net earnings expected between $29 million and $41 million.

Introducing Predictive AI: Shaping the Future of Direct Sales

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What Is AI, ML and Predictions?

AI is a term that has become ubiquitous. Before we dive in, let’s define the main notations. AI is a field of computer science dedicated to creating systems that perform tasks that would normally require human intelligence and beyond. Prediction is forecasting a future outcome based on historical data patterns. Machine Learning (ML) is a subset of AI that uses algorithms to analyze data, learn from it and make accurate predictions or decisions without being explicitly programmed. It is the part of AI that makes predictions possible. It’s important to note that some AI tools aren’t based on ML (for example, chatbots).

Machine Learning—How and Why?

Traditional analysis employs simple, rule-based logic such as “if X happens, then Y.” Machine learning, on the other hand, takes a holistic approach. The Predictive AI approach relies on identifying non-trivial relationships between data points, utilizing advanced statistical tools. It detects patterns beyond human intelligence. As a result, it generates more accurate predictions with useful insights. The predictions are derived from relation, context and space.

ML tools can generate more accurate answers to analytical and operational questions. When will the customer leave; when is the right time to approach; which item should we recommend, etc. At its core, machine learning works by learning from past data to predict future behavior; testing how accurate those predictions are; and then continuously improving as new information comes in. 

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This is a big step up from traditional CRM systems. A typical CRM blasts a generic “We miss you” email 90 days after a customer’s last order, which is too late to make the customer return. On the other hand, machine learning flips the dime earlier, letting you reach out with preventive communications before the customer even realizes they are about to leave.

The business impact is straightforward. Higher response rates, more sales and less wasted communication. Because the model is trained on your company’s actual customer data, it adapts to your market and can be fine tuned with business rules. And unlike static systems, ML models can be retrained automatically as new behaviours, trends and products emerge. 

That’s what makes predictive AI so powerful. It doesn’t just analyze the past—it helps you act smarter in the present.

Predictive AI in Ecommerce: The Story of Success 

While they operate through distinct frameworks, the ecommerce and direct selling industries have a lot in common. In both models, growth comes from understanding behaviour, predicting needs and delivering the right experience at the right time. 

Most ecommerce companies are already leveraging AI-driven personalization to drive growth. Predictive models are now standard in this space, powering product recommendations, churn prevention and upsell strategies. Leading brands have shown measurable results—from increased order value to stronger customer retention, proving the business impact of predictive AI when applied at scale. 

Sephora adopted an advanced AI recommendation engine, focusing on personalization and tailor-made customer experiences. The system led to a 25 percent increase in average order value and a 17 percent rise in repeat customers. Customers who interacted with personal recommendations were 3.2 times more likely to make a purchase. 
 
In addition, Sephora used an ML model to detect high-value shoppers, targeting them with personal offers and succeeded in increasing customer LTV by 10 percent.

The ability of these AI models to generate tangible impact is not limited to ecommerce and retail. The technology is broadly applicable across numerous sectors. Amazon developed a product recommendation engine that accounted for over 35 percent of total sales.  Last but not least, the Slack communication platform developed a churn model to identify accounts at risk, which led to a 30 percent decrease in churn rate. Accounts at risk were targeted proactively, in advance. 

In general, companies that use AI to improve customer journey see a 25 percent increase in customer retention rates.

Direct Sales in Focus 

How does direct selling benefit from integrating predictive models? There are five distinct benefits.

  1. Retention
    Predictive AI models can analyze distributor and customer behavior to identify early signs of churn. These allow companies to proactively intervene with personal retention campaigns, leading to reduced attrition and higher customer lifetime value.  
  2. Personal Onboarding
    Accompanying the distributor at the beginning of the road is crucial. By implementing an onboarding model, we can predict the distributor’s chance to progress along the different onboarding milestones. By this, distributors who are predicted to churn can be spotted in advance and matched with the best next action. 
  3. Performance and Engagement Forecasting
    Predictive models help identify which distributors are most likely to become your next top performer (“rising stars”) and who might need extra support. This gives leaders a clear playbook: double down on future top performers while proactively coaching those at risk of slipping. Another important dimension of the direct selling ecosystem is field engagement being a strong indicator of success. Such a model can utilize the field’s productivity. 
  4. Product Recommendations
    The model can predict which items each customer is likely to buy or reorder and when. The derived business impact is increased order value, stronger cross-sell and upsell opportunities and higher reorder frequency. The model predictions can be launched via an ecommerce site or marketing campaigns.
  5. Preferred Customer Prediction
    One of the biggest growth opportunities is enhancing customer consumption via autoships or subscription paths. Using predictive AI, we can detect potential customers, matching them with the suitable products at the right frequency and the optimal quantity and schedule.  

Empowering the Field

Predictive AI is not about replacing human relationships in direct selling, it’s about empowering them by taking away the burden of manual follow-ups, guesswork and re-marketing that distributors were expected to do on their own.

Instead, the corporate side launches the tools, allowing the field to focus on building authentic connections and expanding their network. 

For the first time, direct selling companies can fully automate communications, offers and retention programs based on real-time behavioral data, not just static history. Delivering the right message at the right moment to prevent problems like churn before they arise.

The future of direct sellings belongs to companies that embrace predictive AI to act earlier, personalize at scale and enable their field to thrive with less effort and greater impact.

YOAV SHPRINGER, Founder and CEO of Apptor.AI, brings deep expertise in AI, business strategy and technology. Before founding Apptor.AI, Yoav led AI teams in ecommerce where he specialized in predictive modeling and customer engagement strategies. Drawing from his AI background and commercial experience, he co-founded Apptor.AI to revolutionize the direct selling industry with advanced AI-powered automation.

An Online Exclusive from Direct Selling News magazine.

dōTERRA Joins Union for Ethical BioTrade

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dōTERRA announced its membership in the Union for Ethical BioTrade (UEBT), a non-profit association committed to regenerating nature and the ethical sourcing of ingredients from biodiversity. To be approved, UEBT members must exhibit a dedication to responsible sourcing practices that contribute to a better future for all people. This vetting process includes a review of sourcing systems and evidence of a plan to gradually promote responsible sourcing practices in prioritized botanical supply chains.

dōTERRA’s Co-Impact Sourcing model empowers it to partner with local producers in more than 40 countries to create a meaningful impact throughout its supply chain.

“Our membership with UEBT perfectly reflects our values and deep commitment to Co-Impact Sourcing,” said Taylor MacKay, dōTERRA Vice President of Strategic Sourcing. “From the fields where our botanicals are grown to the communities who cultivate them, we strive to be a force for good—striving to create lasting, positive impact through our ongoing commitment to ethical business practices.”

Built to Last!

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Rob Sperry’s new book and podcast—produced in partnership with DSN—gives leading direct selling companies a powerful platform to share their stories and a modern blueprint for direct selling success.

Listen to this story starting at 26:30 on the new, revamped The DSN Podcast. Even when your day is packed, we make it easy to stay informed, engaged and one step ahead. Listen now or read below!

Direct Selling News (DSN) provides value to direct selling executives through reputable, trustworthy journalism. Our mission is to share positive stories of companies building the right way, offering a direct counterpoint to the negative noise the industry so often receives.

We all know direct selling gets a bad rap. But here at DSN, we see many companies in the channel achieving remarkable things, developing incredible products and embracing innovative technologies. That’s something to celebrate—and the kind of success stories we love to tell and the public needs to hear.

And we also see some companies in the channel struggling with relevancy. Direct selling offers a modern, flexible opportunity—but many companies need to revisit and repackage some of their fundamentals to create sustainable success that attracts today’s modern entrepreneurs.

With that in mind, we are excited to announce the newest addition to our family of podcasts, Built to Last, hosted by Rob Sperry.

Right Content. Right Timing.

Rob Sperry has spent two decades in the direct selling profession—coaching, consulting and building alongside the top one percent of earners and executives. He’s personally trained over 1,700 verified six and seven-figure earners. Through his high-level consulting and training platforms, Sperry bridges the gap between corporate strategy and field execution. His credibility, knowledge, enthusiasm and charisma set the perfect tone for this engaging—and belief-building—podcast.

The podcast launches with 16 initial episodes where Sperry recaps his latest book, Built to Last. It’s a leadership playbook for owners and executives who are tired of patchwork solutions.

Sperry believes direct selling doesn’t have a recruiting problem—it has a retention problem. And, in Built to Last, he examines the retention challenges facing direct selling and offers some actionable, straightforward solutions. All of Sperry’s insights are grounded in field experience, backed by consulting for some of the most well-known direct selling brands and sharpened by conversations with leading distributors.

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Shared Success Stories

But Built to Last offers so much more than advice. After the initial episodes drop, the podcast will begin actively engaging directly with the channel’s leading companies and inviting them to share their stories on the pod.

It’s a unique opportunity for companies to engage with a credible third-party podcast that highlights the direct selling companies creating real impact through their vision, innovation and staying power.

The journalistic approach offers prospective distributors and customers a trusted, in-depth look at what makes featured companies stand out. Designed to be shared by corporate and field associates as a belief-building resource, each episode positions a featured company as trustworthy, future-focused and backed by the authority, reputation and objectivity of DSN.

Why It Works

Built to Last is a fresh, modern re-imagining of old-school third-party magazines like SUCCESS from Home. It allows companies to share their origin story fast, free and globally via an innovative podcast that resonates with today’s distributor or prospect. It’s easy to share and consume—they can listen to it on their commute, at the gym or in any spare pockets of time.

Podcasts are EVERYWHERE with 584 million listeners worldwide in 2025. And the average listener spends roughly seven hours per week tuning in. Mobile devices are the preferred platform with 86 percent of listeners using them. It makes sense to craft a credibility-building podcast from a trusted news source like DSN to give your opportunity maximum exposure where today’s consumers live and learn—their phone.

Companies featured on Built to Last enjoy:

  • Third-party validation
  • Field-usable content
  • High-production storytelling
  • Brand credibility
  • Emotional and strategic appeal

A Powerful Platform

Making Built to Last a part of the DSN media family of podcasts, print and digital publications and research initiatives provides a valuable resource to the global executives that already trust the brand. It also offers third-party validation to distributors whether they are just getting started or veterans looking for a fresh start or reset.

As DSN Founder and CEO Stuart Johnson explained, “We’re very excited about what Built to Last represents and the opportunity it offers direct selling companies. It perfectly captures the pulse of the channel—which in times of evolution is so critical to success.”

Johnson is particularly excited to shine DSN’s spotlight on the companies that have demonstrated the philosophies, cultures and strategies that are creating sustainable growth. “We are letting you tell us and your prospects what works and why—in your words, backed by our reputation. Talk about a win-win!”

It’s a sentiment shared by Sperry. “We’re going to talk about the systems, the strategies, the retention models and the field-first innovation happening inside today’s most respected companies. These aren’t companies chasing quarters. These are companies building for decades to come.”

Every episode is structured to deliver value, give clarity and help decision makers across the industry think deeper and lead better. “This podcast isn’t about hype,” Sperry explained. “It’s about creating something the field can trust and something the top companies can use to sharpen their edge.”

From the September/October 2025 issue of Direct Selling News magazine.