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DSA Advocacy Update: “Anti-Direct Selling” Bill Passes Delaware House

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The Delaware House passed HB 162 by a vote of 27-11. The legislation, which the DSA described as “an unprecedented threat to the direct selling business model,” has led to intense pushback from the direct selling community. The DSA, in particular, delivered what it called a “forceful, well-articulated argument against this dangerous and precedent-setting legislation.”

The bill proposes the following provisions:

  • Disclosure mandates not seen anywhere else in the US
  • A three-month right of rescission, which is a significant departure from the standard three-day rule
  • A no time limit 90% inventory buyback requirement
  • Application for all companies, regardless of size, structure or compliance history
  • A failure to recognize the industry’s existing self-regulation efforts and organization

In the wake of the bill’s approval, the DSA is now organizing a direct seller-led response in the state of Delaware so that entrepreneurs and distributors can share their firsthand stories with legislators.

“This legislation directly impacts their freedom to earn, their right to choose and their ability to build flexible, independent businesses,” the DSA wrote in a statement. “Their voices are powerful—and they are the ones lawmakers need to hear next.”

The DSA is now asking company leaders and independent distributors to lend their voices and stories to a movement to stop the bill from making further progress.

“The bill now, in a timeline that is unclear, will go to the Delaware state Senate,” said Dave Grimaldi, DSA CEO. “And DSA is going to be active–more active than ever.”

Partner.Co Video Team Wins at Telly Awards

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Partner.Co was honored with five Telly Awards for its excellence in video production.

The company received awards for its assets in the following categories:

  • Products & Services – Introducing AbVantage
  • Workplace Culture – Partner.Co 2024 Year in Review
  • Fitness, Health & Wellness – Introducing Sugar Stop
  • Corporate Image – The Partner.Co Founders
  • Live Events & Experiences – Highlights from PXP’24; The Partner.Co Experience World Tour

“If you’ve ever been to one of our events, you’ve seen our videographers in action—cameras rolling, capturing every powerful moment,” said Mark Patterson, Partner.Co Chief Marketing Officer. “Our video team is the unseen force behind the scenes, working relentlessly to showcase the magic for those who couldn’t be there in person. But the real magic happens after the lights go down. That’s when they dive into hours of footage, using their creativity and vision to craft videos that don’t just recap events—they relive them. Every shot, every angle, every edit is designed to make the experience unforgettable.”

DSA Canada Connect to Spotlight the Country’s $8.7 Billion Opportunity

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The Direct Sellers Association of Canada (DSA Canada) will host Connect 25 in Kelowna, British Columbia. The event, which will take place June 22-25, is expected to welcome national leaders, entrepreneurs and innovators to discuss and highlight the $8.7 billion direct selling industry, and how the expanding role of gig and independent work is shaping Canada’s economic future.

The city of Kelowna was selected for the event because of what the DSA called its “entrepreneurial energy” and thriving gig economy. WorkLife Wellness & Leadership Expert Trisha Miltimore will headline the event to cast vision for positive workplace cultures and empowered leaders who build sustainable success.

“This conference is a celebration of the power of people-led businesses,” said Peter Maddox, DSA Canada President. “We’re thrilled to bring this event to Kelowna, a city with a thriving small business community and a deep appreciation for innovation and independence.”

DSA Canada’s own Socio-Economic Impact data signals that direct selling is continuing to grow across demographics and provinces. Direct selling distributors now total 1.1 million Canadians, and generates $8.73 billion in total economic impact. Of these distributors, 84% are women and 51% live in rural or low-density areas.

Five Essential Numbers That Measure Success

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These key (often overlooked) metrics tell the true story of your business.

Listen to this story 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!

There’s no shortage of data in direct selling. Compensation reports, sales metrics, churn rates, retention figures—if you wanted to, you could spend every waking moment staring at spreadsheets.

But there is a shortage of data comprehension, or even data attention. The real question isn’t how much data you have. It’s which data points truly tell the story of your business.

Most companies focus on the obvious—total revenue, recruitment numbers, active distributors and customer orders. All of that is important, but if you want to really understand the trajectory of your business, you need to start paying closer attention to a few key numbers that too often get overlooked or maybe have never been considered at all.

Here are five metrics that I often help my clients track in more detail as we work together to create what I call a KPI culture. There are obviously more details and depth that could go into each one, but my hope is that these short descriptions spark some thought for you and your company.

1 / Compensation Plan Payout as a Percentage of Total Revenue

Every direct selling company tracks compensation payouts in some way, but the way you track it matters. Many companies track their compensation plan payout as a percent of total sales, but I’m often surprised how many blank looks I get when I ask for this number from clients.

Many companies look at payout percentages based on commissionable volume or some adjusted revenue number—and while that’s helpful, I’m a big believer in keeping it simple and straightforward. At the end of the day, we need to know how much of every dollar is going out in the compensation plan.

Why? Because commissionable volume is often an internal number that doesn’t reflect your business as a whole. Looking at total revenue (or total sales) gives you the clearest, most honest assessment of what you’re actually paying out relative to what’s coming in. It’s up to you how you account for shipping revenue here. It also allows you to benchmark against other companies and see how sustainable your plan really is over time.

2 / Paid-As Rankings of Leaders

My mentor Alan Luce used to say that if you could only track one number in direct selling, this should be it.

Most companies track the number of active leaders in their field. But what does “active” really mean? Are you looking at their title? Their engagement? Is it a recognition measure? Or are you tracking the number of leaders who actually qualify at a leadership level every month?

We all know there can be a wide gap between the “recognized as” level and the “paid as” level. That’s why tracking this is so telling.

The distinction is important. Just because someone has a leadership rank doesn’t mean they’re earning at that level. This metric tells you how many of your top leaders are actually maintaining the right behaviors each month. If that number is trending downward, it’s an early warning sign that your leadership pipeline is weakening. If it’s trending up, not only are things good now, but there’s probably even more coming.

3 / Purchasing Segments for Customers and Distributors

Most direct selling companies are laser-focused on customer acquisition—how many new people are buying from us each month? That’s important, but if you’re not paying just as much attention to customer repetition, you’re missing half the story.

What you need to understand is how often and how much your current Customers and Distributors purchase from you over the span of 12 months. This isn’t just about tracking “active customers” or “monthly volume.” It’s about segmenting your base so you can see clear behavioral patterns that shape everything from promotions to product launches to retention strategies.

Here’s how I like to break it down:

Assign all your Customers and Distributors (separately) into one of these five buckets based on how frequently they purchase within a 12-month period:

  1. One-Time Buyers: They made a single purchase in the year; that’s it.
  2. Occasional Buyers: They made 2-3 purchases in a year.
  3. Consistent Buyers: They purchase on a somewhat regular basis (e.g., quarterly).
  4. Loyal Buyers: They buy almost every month.
  5. Power Buyers: They purchase frequently and represent your best customers or distributors.

You’ll be shocked at the gap between your one-time buyers and the rest of your list. This data will spark all kinds of new ideas for customer engagement, promotions and more.

4 / Acquisition Segments for Customers and Distributors

When we talk about acquisition in direct selling, most companies immediately think of recruiting new Distributors. But acquisition isn’t just about recruitment—it’s about both Customer and Distributor acquisition. Segmenting your data properly will give you a much clearer picture of your business’s real health.

To do this, create two separate acquisition segments—one for Customers and one for Distributors.

Sort all Distributors into the following categories based on how many new Customers they’ve acquired in the last 12 months:

  • 0 Customers
  • 1 Customer
  • 2-3 Customers
  • 4-6 Customers
  • 7-10 Customers
  • 11-15 Customers
  • 15-20 Customers
  • 20+ Customers

Now, do the same for how many new Distributors each person has recruited in the last 12 months:

  • 0 Distributors
  • 1 Distributor
  • 2-3 Distributors
  • 4-6 Distributors
  • 7-10 Distributors
  • 11-15 Distributors
  • 15-20 Distributors
  • 20+ Distributors

Tracking these numbers over time reveals critical insights:

  • How many of your Distributors are actually bringing in Customers versus just recruiting?
  • How many are doing neither?
  • Are your best Customer-acquirers also your best recruiters—or are they entirely different groups?

The trends you uncover here will shine a bright light on the real drivers of your business and help you make smarter decisions about training, incentives and marketing strategies.

5 / Fast Start Production for New Distributors

Most direct sales companies have a Fast Start Program. And most try to accomplish way too much with it.

Fast Start should do two things:

  1. Help every new Distributor get early wins.
  2. Identify potential up-and-comers.

But instead of just tracking Fast Start completions, take it a step further. Break down how many new Distributors hit each tier of your Fast Start Program. If you have a 90-day program with three tiers, track:

  • How many hit Tier 1?
  • How many hit Tier 2?
  • How many hit Tier 3?
  • How many hit none at all?

Then, ask the most important question: What do these achievers go on to do after Fast Start ends?

Look at their performance over the next 12 months:

  • How much volume do they generate?
  • How many Customers do they acquire?
  • How many Distributors do they sponsor?

This data does two things:

  • Helps you refine Fast Start. If few Distributors hit Tier 2 or 3, your expectations may be too high. If Tier 1 achievers aren’t progressing long term, you may not be equipping them properly.
  • Helps you set better expectations. Instead of guessing, you’ll know exactly what each Fast Start segment is likely to produce long term. And you may be willing to invest more in it with that understanding.

Fast Start shouldn’t be about cramming everything into 90 days. It should be about setting up new Distributors for real success—both now and later.

Final Thought: Data Is Only as Good as What You Do with It

None of these metrics exist in a vacuum. They’re all connected.

A drop in fast start production will eventually affect leadership ranks. A weak second order rate will hurt your customer retention. If only a small percentage of your field is recruiting, your growth will stall.

But here’s the good news: when you track the right data, you can actually do something about it before it’s too late.

Are you tracking these metrics? And more importantly, are you making decisions based on what they tell you? Because in the end, the best companies aren’t just the ones who have the data. They’re the ones who actually use it.

Brett Duncan specializes in helping direct selling companies evolve into modern social selling models while still maintaining the culture and essence of who they are and what makes them different. He is Co-Founder and Managing Partner of Strategic Choice Partners, a business development firm that helps direct selling companies take their next steps. From marketing services to compensation plan design to operations and distribution support, Strategic Choice Partners is a frequently sought-out partner within direct selling.

From the May/June 2025 issue of Direct Selling News magazine.

eXp Realty Honored by National Association of Hispanic Real Estate Professionals

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Sixty-one eXp Realty agents and teams have earned placements across the 2025 National Association of Hispanic Real Estate Professionals (NAHREP) Top 250 Latino Agents and Teams List. Three of eXp Realty’s teams are among the 2025 Top 10 Latino Teams as well. This exclusive awards list highlights the nation’s top-performing Latino real estate agents and mortgage originators, selected through broker-verified self-nominations and confirmed through MLS and franchise data.

With this many agents and teams earning a placement on the list, more than 10% of the Top 100 Latino Teams list and individual honoree lists are officially comprised of eXp agents.

“We are incredibly proud to see so many eXp agents and teams honored on the NAHREP Top 250 list,” said Leo Pareja, eXp Realty CEO. “This recognition reflects our commitment to fostering an inclusive platform where high-performing Latino professionals can thrive and grow their businesses without limits. This is personal for me–as the first Hispanic CEO of a major brokerage, I know how vital representation is. Our agents continue to set the standard for excellence across the industry.”

Vorwerk Announces Strategy 2030

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Following a successful launch of its newest Thermomix TM7 appliance, Vorwerk announced its goals for the future, including “Strategy 2030,” a new vision that builds upon the previous Strategy 2025 to focus on sustainable growth and strong international markets, and shared its 2024 performance data.

The company ended 2024 with strong momentum. The Thermomix/Bimby business segment revenues were just shy of $2 billion, and its TM 6 sales matched the record sales shown in 2023, even with the looming launch of the company’s next generation TM 7 device. The company’s digital recipe platform Cookidoo reached more than 5.5 million subscribers by end of year and now exceeds 6 million people.

The Kobold/Folletto business segment, however, saw challenging market conditions and revenues fell to $894 million. The company stated that this “highlights the central importance of continuously expanding the advisor community for business development.”

The akf bank unit saw a 12.9% increase year-over-year to $740 million in revenue – its best performance in company history.

Pre-orders for the company’s new Thermomix TM 7 began early, signaling widespread enthusiasm among the company’s customer base, and exceeded expectations. Sales have now reached more than 300,000 units worldwide, leading the company to expect revenues for the Thermomix segment alone to surpass $2.3 billion.

The new Strategy 2030 will now set a “clear course for the future” that blends the company’s direct sales model with product innovations that create meaningful customer experiences – what the company describes as it’s “sweet spot.”

“Our goal for 2030 is as ambitious as it is clear: we want to become the most attractive direct sales company in the world,” said Dr. Thomas Stoffmehl, Speaker of the Executive Board of Vorwerk Group. “And we are confident that, with the right strategic direction and our strong Vorwerk community, we are perfectly positioned to achieve it.”

Arbonne Launches Hair Care Collection

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Arbonne unveiled its comprehensive Hair Care Collection, designed to promote scalp health and hair vitality. The company debuted the five-product line at its Global Training Conference in Las Vegas, which includes: Restorative Shampoo, Replenishing Conditioner, Scalp Elixir, Nourishing Hair Oil and Bond Building Mask.

The products are formulated with Green Coffee Oil, Pea Peptide, Snow Mushroom, Argan, Avocado and Squalane to support scalp and hair health and are vegan and cruelty-free.

“This collection reflects a forward-thinking approach to hair wellness,” said Lori Burgher, Arbonne Chief Marketing Officer. “By focusing on the health of the scalp, supported by carefully selected botanical and science-based ingredients, we’re helping people achieve stronger, more resilient hair over time.”

The company pointed to its Scalp Elixir as the “forefront of the collection,” and cited scientific study results that showed participants experienced a 58% visible reduction in scalp buildup. Of participants, 96% reported improvement in scalp buildup and 85% observed visible results within four weeks.

“This performance data underscores Arbonne’s investment in formulas that are rigorously tested, intentionally developed, and designed to support overall scalp wellness and healthier-looking hair,” the company wrote in a statement.

4Life Named “Most Innovative Company of the Year”

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At the Globee Awards, 4Life was named “Most Innovative Company of the Year.” This 2025 Gold Globee award was bestowed for the company’s plant-based transfer factor protein discovery, research, patent application and publication.

4Life’s team spent five years researching transfer factors, leading to multiple scientific publications that prove that plants pass immune information to seeds using analogous immune proteins. Previously, it was believed that only mammals and avians possessed this ability.

This finding highlighted “Brassica napus as a promising plant-based alternative to animal-based transfer factors.” The discovery was announced live on local television and also earned 4Life the World Plant-Based Protein Innovation Award.

PM-International World Congress Welcomes 5,000 Leaders

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PM-International hosted its World Management Congress 2025 in Frankfurt am Main, Germany. More than 5,000 leaders from more than 50 countries attended the event that highlighted the company’s momentum and international reach, and unveiled the company’s new all-in-one eShop. This new platform is part of the company’s broader “digital transformation journey” and is expected to make it easier for customers to order and return PM-International products.

eShop leverages an AI-powered CRM system to provide personalization and smarter recommendations and features an optimized design for easier access to product information and testimonials. Customers and distributors will also enjoy a newly integrated lifestyle section that features health-focused recipes and nutrition tips.

The company also announced an upgrade to its FitLine App, which features easier navigation, interactivity and Alexa integration to sync reminders and routines with smart devices.

“This innovation is not just a digital upgrade, it is a strategic and future-proof tool to empower our global distributor teams in their daily work,” said Márton Fülöp, PM-International Chief Technology Officer.

The company emphasized its commitment to organic growth in 2025, and announced the expansion of its headquarters, along with six planned market openings over the next two years.

“We aim at improving the quality of life of millions around the world, and we’re ready for further growth: We see our global market potential of $49.3 billion and 23.5 million core customers,” said Rolf Sorg, PM-International CEO and Founder. “Our vision, and the consistency and burning desire of our distributors drive our company forward as we continue to innovate and expand worldwide.”

LifeWave Launched Cellergize Morning Supplement in the U.S. 

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LifeWave has launched Cellergize Morning, its first-ever daily supplement innovatively designed to support stem cell activity and enhance the performance of LifeWave patches. Now available in the United States, this powdered drink supplement stands apart from typical energy products by targeting wellness at the cellular level with nutrients that support sustained energy, repair and immune function. 

“Not only does this formula provide every nutrient you need to get the most out of all the LifeWave patches,” says David Schmidt, Founder and Chairman of LifeWave, “but in addition, it provides an immediate boost in energy all without the use of any harmful stimulants.” 

Cellergize enters the supplement market with a formula aimed at addressing what many products overlook: the root-level cellular processes that influence energy, detoxification and immune function. While most energy supplements rely on caffeine, stimulants or sugar substitutes to create short-term effects, Cellergize is formulated to work with the body’s natural systems, delivering longer-term benefits without overstimulation or crash cycles. 

DSA Issues Advocacy Alert on Anti-Direct Selling Bill

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The Direct Selling Association (DSA) issued an advocacy alert on the Delaware House Bill 162. This legislation, which the DSA describes as “an unprecedented threat to the direct selling business model” will go to the House floor for a vote on Tuesday, June 17.

The DSA has been advocating against the bill since its proposal earlier this year and successfully removed its “most egregious threads,” but the DSA emphasizes that companies need to mobilize quickly against remaining provisions that it sees as a threat to the model, including:

  • Disclosure mandates not seen anywhere else in the US
  • A three-month right of rescission, which is a significant departure from the standard three-day rule
  • A no time limit 90% inventory buyback requirement
  • Application for all companies, regardless of size, structure or compliance history
  • A failure to recognize the industry’s existing self-regulation efforts and organization

“This bill is not a targeted strike on “bad actors”—it is a blanket regulation that would punish legitimate businesses and entrepreneurs across the state,” the DSA wrote in a statement.

The DSA is now asking companies to take the following actions:

  • Ask Delaware-based independent distributors to send a message to their legislative leaders opposing the bill.
  • Assist in coordinating salesforce members in Delaware who are willing to give in-person testimony at the Capitol.

“Let’s be clear: This legislation threatens the livelihood of thousands of ethical entrepreneurs—especially women and working families—who rely on direct selling to earn supplemental income on their terms,” the DSA wrote in the advocacy alert. “We must act swiftly and decisively. Contact your field. Coordinate in-person testimony. Protect the future of our channel.”

The DSA has made it simple and EASY:

Use their tool to send 3 quick, pre-written messages directly to the Delaware House and Senate.

Click here to take action

If You LIVE in Delaware:

  1. Submit all 3 messages using the DSA form between now and Monday noon.
  2. Share this BFH alert and the DSA Advocacy Alert with anyone who lives in Delaware who’s supportive of you and your home-based business — your family, customers, friends, pastor, neighbors, etc.
  3. Alert all Delaware-based team members and industry peers (any company) to take action.

 If You DON’T Live in Delaware:

  1. Preview the DSA form to understand what it says.
  2. Share this article now and/or the DSA Advocacy Alert with:
    • Your team members in Delaware
    • Your entire organization and leadership
    • Your company executives and fellow field leaders
    • Friends in other direct sales companies
  3. Explain the urgency! If HB162 passes, other states may follow.

L’BRI | Consistency. Integrity. Innovation.

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Listen to this story starting at 25:49 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!

With 27 years in business and revenue growth for nearly all of them, L’BRI and the consistency its founders have demonstrated are worthy of headlines. But there’s so much more that Linda and Brian Kaminski bring to their business that deserves recognition. L’BRI isn’t just consistent in its growth but in the integrity of its leadership and continued innovation.

DSN is pleased to honor L’BRI with our Bravo Impact Award, which honors the achievements of companies that take a holistic, measured and incremental approach to growth, innovation and operational integrity and excellence.

A Strong Foundation

Founded in 1998, L’BRI unites Linda and Brian’s names, but—more importantly—brings their decades of hard-earned experience and success in the direct sales industry to life. The couple spent over 20 years building vibrant direct selling businesses with companies that either closed their doors or floundered financially. While the couple believed in the promise of direct selling, prior experiences in the field left them feeling disillusioned.

By the 1990s, Linda and Brian had reinvented themselves in the industry one too many times and chose to walk away, but they could never quite shake the possibilities they’d seen. The dreams they’d built with other companies were too beautiful to abandon—they simply deserved a better, custom built home.

Armed with the wisdom gained from two decades of success and setbacks, the couple knew they had the experience and vision to create something entirely new. Risking it all, Linda and Brian leveraged everything they had to launch a company that represented what they knew consultants deserved.

They launched a company grounded in the power of aloe vera barbadensis miller—an ingredient known to help strengthen cellular integrity, increase collagen production and nourish the whole body with antioxidant benefits.

Today, L’BRI is home to a thriving nationwide network of consultants who share this aloe-inspired product portfolio that has grown to include a well-rounded assortment of skincare, hair and body care, anti-aging, sun protection, baby and wellness products.

Stability and Steadfastness

Rooted in the transparency and stability that Linda and Brian believed was possible for a direct selling company, L’BRI has steadily grown in both revenue and field numbers nearly every year since the company was born. L’BRI’s healthy, purpose-driven growth, steady leadership, powerful persistence and unprecedented resilience continue to attract consultants and customers that truly believe in the efficacy of the products and the mission of the company.

“We never aimed to be the biggest,” Brian shared. “We just wanted healthy, manageable, relatively low-stress growth and stability—for our customers who love the products, for the consultants and our leaders and our home office coworkers. It’s a big responsibility to take care of all of that, and we take it really seriously.”

Linda and Brian still understand what consultants are looking for, evolving and adapting the business to meet the changing needs of their field. They’ve invested millions to modernize their consultant systems and supercharge field success through training, resources and tools. Their product portfolio and warehousing system have seen significant investment as well, resulting in high reorder rates with less than a one percent return rate. Simply put, consultants and customers couldn’t be happier with L’BRI.

Built to Last and Room to Grow

The couple remain determined to stay one step ahead when it comes to servicing their growing field. The next chapter promises steadfast leadership combined with a modernized approach to selling.

With innovative platforms like Shopping LIVE, L’BRI consultants continue to benefit from the company’s field-first mindset. The platform offers a shoppable catalog and customer try-on tools, providing an enhanced, updated user experience that expands their customer base beyond their established party plan model. Additionally, the L’BRI Connect app offers marketing tools that maximize social selling opportunities and makes it easier than ever for consultants to follow up with prospects and customers alike.

Their consistent communication and steady direction have earned Linda and Brian the confidence, trust and buy-in of their consultants, which informs so much of how they lead. The vision they had all those years ago of a company where consultants felt valued has truly become a reality for them and a blessing to their field.

“You can’t lose the trust of the people,” Brian explained. “We’ve never done that. We’ve never lost the trust. They all believe in us and support us. They always support our decisions and the things we do. We define impact by applying integrity and excellence in the way we serve our consultants and our customers.”

Congratulations to Brian, Linda and the entire L’BRI team on their well-deserved Bravo Impact Award!

From the May/June 2025 issue of Direct Selling News magazine.