Rankings for this score were determined based on customer satisfaction surveys of more than 9,000 energy customers. UW scored highly for its customer service and quality of communications about energy costs. 

“We’re delighted to have secured the highest overall score for Which?’s latest annual energy firm rankings,” said Stuart Burnett, Utility Warehouse Co-CEO. “As many people continue to face cost-of-living pressures, we’re seeing increasing numbers of customers join Utility Warehouse to take advantage of our market leading services, including our fixed rate energy tariffs. It’s thanks to our multiservice business model, which enables customers to bundle services together, that we can deliver big savings for households on their monthly bills.” 

The post Utility Warehouse Given Highest Overall Score by Which?  first appeared on Direct Selling News.

On DSN’s 20th anniversary, we asked industry leaders and legends to share how past evolutions and current opportunities are shaping the future of the industry.

In 2004, Stuart Johnson, now CEO of Direct Selling Partners, Direct Selling News (DSN) and NOW Tech, held a clear vision: to create a monthly publication that offered timely and useful information to direct selling executives. Today, that vision has expanded beyond a print publication to include podcasts, workshops, executive forums and informative in-person events featuring the biggest names in the industry. The format and appearance of the magazine has changed throughout the years, but the original foundation of Johnson’s vision remains unchanged.

As we celebrate 20 years of innovations and insights, we take a look back on a few of DSN’s most important milestones. But even before DSN’s debut in 2004, Founder and CEO Stuart Johnson had an illustrious career influencing the channel. He founded VideoDirect in 1987, which ultimately became VideoPlus and then SUCCESS Partners. He launched SUCCESS Partners University, an education conference for direct selling corporate executives in 2002.

DSN, now in its twentieth year of publication, continues to be the go-to resource for well-researched global industry news, expert insights and interviews with the founders and executive leaders behind the channel’s legacy companies and rising stars.

Deborah K. Heisz, now Neora Co-CEO, and John Fleming, a DSN Legend and former Avon executive, were two of the original staff members tasked with assembling the publication’s flagship print issues.

“At the time, there was no real periodical resource for legitimate news and information for people who were leading and operating direct selling companies,” Heisz said. “People were hungry for a trade journal they could rely on, and we received feedback from dozens—if not hundreds—of executives and owners across the industry letting us know we had truly filled a need.”

From a simple eight-page newsletter to the robust, global magazine it is today, DSN remains committed to supporting, informing, connecting and challenging direct selling executives across the US and around the world.

“I planned to stay for two to three years, but I remained Publisher and Editor in Chief for nine,” Fleming said. “We started by building something relevant and, in many ways, it has become far more relevant than we ever envisioned.”

Twenty Years of Industry-Changing Trends

The past two decades have been host to some of the most dramatic shifts in the channel, including the proliferation of the internet; the broad adoption of mobile devices; and pandemic-induced social distancing that forever changed the way shoppers buy products and interact with brands. With each paradigm shift, the direct selling industry learned to evolve and adapt.

We asked these executives: In the last 20 years, what changes have had the greatest impact on the industry?

“The vast majority of companies started in the industry by sharing products at home parties. Now, we’re sharing the opportunity virtually and across the globe without concern for physical barriers. Digital platforms forced all of us to adjust, while opening up a world of opportunity.”—Mark Pentecost / It Works! Founder and Chairman

“The operating landscape has permanently changed. Millennials want their own gig, but the average direct-to-consumer venture lacks the ability to scale up the way a direct selling company can with sales organizations.”—Rick Goings / DSN Legend, Chairman Emeritus and former CEO of Tupperware Brands

“Twenty years ago, signups and applications required a stack of paper. Today, it’s all done digitally. Technology has enabled much more efficient point-of-sale transactions and created the ability to connect and communicate with more people.”—John Addison / Addison Leadership Group; Board Member for Primerica, LegalShield; Senior Advisor to Utility Warehouse

“The digital revolution of the early 2000s felt, at the time, like a once-in-a-lifetime revolution, but it proved to be just the beginning of an avalanche of technology and business models that would profoundly change the world around us. Through all of these changes–the rise of social media, gig platforms and AI, and the challenges of the pandemic—we have demonstrated that, as a channel, we can adapt and evolve quickly.—John Parker / Amway Chief Sales Officer

“Technology has been the biggest gamechanger for us. I believe you have to have a robust strategy in both automation and face-to-face interactions for success in today’s marketplace. It is a delicate balance. Simplicity and speed can be the difference between success and failure.”—Kevin Guest / USANA Executive Chairman

The Next 20 Years

Lessons from the past 20 years have illustrated that change is not only inevitable; it is a critical part of healthy evolution. It was by welcoming social media, ecommerce and a digital-first footprint that the industry was prepared to not only survive but thrive during the pandemic. And as industry leaders look to the horizon, it will be that same bold approach and nimble, open mindset that will prepare the next generation of direct sellers for success.

We asked these executives: What actions should leaders be taking now to prepare for the future?

“We need to remember what got us here. We have always been an industry that focuses on building people, and then those people go on to build our business. We can ensure our future success by remembering that the most valuable asset any direct selling company has is our loyal, hardworking distributor field!—Rudy Revak / DSN Legend, Founder of Symmetry and Xyngular

“As technology continues to create opportunities and disruptions, I believe the future of direct selling will have to be centered around community and the social dynamic in our businesses. Great products, compelling income opportunities, competitive customer and representative experiences will continue to be basic requirements, but the community and social experiences we offer can be real differentiators.—John Parker / Amway Chief Sales Officer

“We empower women and others to work a meaningful business in pockets of their day. That’s the best part of direct selling. That’s how we win. We must continue to create and emphasize this opportunity—the side hustle is always in style.—Sarah Shadonix / Scout & Cellar Founder and CEO

“Leaders in the channel should plan for growth. Those who stay current by investing in the technologies of today and tomorrow—including new ways to purchase, improve speed to customer and product value—will thrive.—Joni Rogers-Kante / SeneGence Founder and CEO

“Direct selling will continue to thrive where the exchange of value is ongoing and supportive—like in following a nutrition or fitness plan—because of the importance of accountability to achieve success, but we need to acknowledge that affiliate marketing will replace network marketing where the relationship is purely transactional.—Carl Daikeler / BODi CEO

“Personalization and integration of AI in customer service are trends that we find exciting and that we are integrating into our strategy. Direct selling is also very unique; we never work solely online or offline. The future is hybrid, and we are relying on hybrid solutions in our strategy and development to be active pioneers in our industry.—Rolf Sorg / PM-International Founder and CEO

Creating a Lasting Impact

DSN has always strived to stay on the cutting edge of direct selling trends, news and thought leadership through its educational initiatives and events. We asked these executives: How has DSN’s coverage and perspective impacted your businesses over the past two decades?

“DSN has challenged the way I think about our business and the future of our channel. It helps me sift through the hype and understand the real innovations and opportunities that will shape our future. I am so grateful for the connections and insights that DSN has brought to me and our industry.”—John Parker / Amway Chief Sales Officer

“What DSN provides is something critical for the industry: a collegial way to share best practices with one another. One of the great things about the direct selling industry is people’s willingness to share both their successes and failures. DSN gives executives a way to learn and grow their businesses.—John Addison / Addison Leadership Group CEO; Board Member for Primerica, LegalShield; Senior Advisor to Utility Warehouse

“DSN is a powerful source of knowledge, allowing companies to learn from each other and grow. DSN has always offered great insights and innovative ideas. When there can be criticism of our industry, it’s important to have a platform like DSN to speak of the positive impact we’re having around the world.—Mark Pentecost / It Works! Founder and Chairman

“DSN is an important forum for keeping abreast to fast changing forces and how others are approaching and adapting to remain vital and resilient.—Rick Goings / DSN Legend, Chairman Emeritus and former CEO of Tupperware Brands

“The DSN articles and DSU events have been an amazing asset to the corporate leaders of this channel. They both create opportunities to gain valuable information, ideas and strategies, and they give guidance during changing and challenging times.—Rudy Revak / DSN Legend, Founder of Symmetry and Xyngular

“DSN continues to be an important voice and resource for steering the direction of this method of sales and marketing. It’s easy for institutions and regulators to lose sight of the individuals who legitimately use direct selling as their livelihood. DSN helps us all remember who is most important in this industry, and it’s not the company—it’s the distributors and customers.—Carl Daikeler / BODi CEO

“When DSN started, I remember thinking: ‘Finally! One place to get timely, reliable and insightful information on other direct sellers.’ Before DSN, people had to constantly scan multiple sources. It was very easy to miss company announcements and releases because so many direct sellers were private or just starting out.—David Holl / Mary Kay Chairman and former CEO

“DSN is my ‘go-to manual’ when I have questions; seek insight; look for surveys; or simply look for inspiration when I need it. I never throw away a publication, as I know I’ll need to refer to it one way or another. It helps me stay informed and current with what is going on in our channel.”—Joni Rogers-Kante / SeneGence Founder and CEO

“The community gains so much strength when we all work together, and DSN makes that happen. They are invaluable to the ongoing growth and professionalism of this industry, and I am so grateful for their work.”—Michele Gay / LimeLife by Alcone
Co-Founder & Chairwoman

“The coverage of the direct selling landscape in DSN is like no other, providing a clear and nuanced view into an industry that thrives on personal connections and innovative strategies. The articles are a testament to the precise research and commitment to detail that the team embodies, making Direct Selling News an invaluable resource for anyone involved in or interested in the dynamic world of direct sales. It’s journalism that not only informs but enriches and compliments the conversation around this unique sector of commerce.—Rolf Sorg / PM-International Founder & CEO

Building a Legacy Meant to Last

Reflecting on the past 20 years, the DSN team continues to build and plan for an even brighter future with more events, global coverage, expanding platforms and an unflinching grasp of Johnson’s original vision. The next 20 years will expand on that relevancy and commitment, providing more insights, developing broader resources and presenting more opportunities to support the executives working diligently to strengthen and scale the one-of-a-kind entrepreneurial possibilities found within the direct selling channel. 

From the January/February 2024 issue of Direct Selling News magazine.

The post Cheers to 20! first appeared on Direct Selling News.

Customer numbers reached 949,180, a more than 62,000 person increase since March 2023. Total services supplied was just shy of 3 million, an increase from 2.7 million in March 2023. The company is now the seventh largest energy supplier in the UK. 

“We have consistently offered the lowest-priced energy tariffs in the UK for over 2 years,” said Stuart Burnett, Co-CEO. “Our unique multiservice model means we can continue to sustainably beat the competition, and is the primary driver of our continued rapid growth. We are fast approaching the 1 million customer milestone, and our current rate of growth places us firmly on track to double the size of the business by welcoming a further million customers to UW over the medium term.” 

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“We’re delighted that our commitment to deliver value for money for our customers has been recognized in the Uswitch 2023 Energy Awards,” said Stuart Burnett, Utility Warehouse Co-CEO. “As many people continue to face cost-of-living pressures, we’re seeing increasing numbers of customers join Utility Warehouse to take advantage of the cheapest fixed energy deal on the market and great prices on their other essential household services. It’s thanks to our multiservice business model, which enables customers to bundle services together, that we can deliver big savings on their monthly bills, and we look forward to helping many more households over the years ahead.” 

The post UW Wins Best Value for Money Supplier Award  first appeared on Direct Selling News.

The company announced record organic growth in its operations, including a 22% increase in customers. UW’s total customer base now number 886,579, compared to 728,680 in 2022. There was also a 24% increase in the number of services supplied, which now total 2.8 million, as opposed to 2.3 million in 2022. Partner numbers increased 25% to 60,000 and insurance business more than doubled to 100,000 policies. 

“This has been an outstanding year for the company: the fundamental strengths of our business model have reasserted themselves and delivered a strong outcome for all our stakeholders— particularly for our customers who benefitted from the lowest energy prices in the country throughout the year, saving over £30m on their bills,” said UW Co-CEOs Andrew Lindsay and Stuart Burnett in a joint statement. “However, we seek to go further than simply helping customers to save time and money on their household bills: through the UW Partner opportunity, thousands of people across the UK are earning a much-needed additional income every month. We expect the ongoing pressure on household budgets to continue to drive significant growth in the number of Partners recommending our market-leading services to their friends and family. This unique combination of offering consumers both meaningful savings and additional earnings in the current economic environment underpins our target of welcoming an additional million customers to UW over the medium term.” 

The post Utility Warehouse Sees Record Organic Growth in 2023  first appeared on Direct Selling News.

This charitable initiative was pledged as part of the company’s official opening of the new customer service hub within the town. UW selected the location for its customer service hub because of its concentration of people in the community with high levels of customer service experience in the energy industry. Forming this hub will allow UW to keep jobs locally within the area. 

“We’re committed to investing in Selkirk and creating local jobs and long-term career opportunities with our new hub which will provide the very best support for our prepayment customers,” said Andrew Lindsay, Utility Warehouse Co-CEO. “We’re also delighted to donate £18,000 to four fantastic local charities and help support the wider community.” 

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Utility Warehouse, which is owned by Telecom Plus (TEP), operates in the essential home services market in the United Kingdom. As the only multiservice utility provider in the country to offer customers energy, broadband, mobile and insurance, Utility Warehouse serves a growing customer base of more than 800,000 households.

This growth has resulted in Utility Warehouse being honored as a DSN Bravo International Growth Award winner for the service sector. This is awarded to the international direct selling company with the highest revenue growth year-over-year in both product and service categories.

Bundling services is Utility Warehouse’s key differentiator and allows customers to save time and money by collating many services into one single monthly bill, removing the hassle of multiple accounts, passwords and interactions with providers.

This wide-reaching impact is a sharp contrast from the company’s humble beginnings. Founded in 1996 as Telecom Plus, the company originally operated from a pub in Henley-on-Thames just outside London. In 1997, it launched its flagship product, the Smart Box, which plugged into phone sockets and routed calls to networks at a cheaper rate. In 2002, the company founded Utility Warehouse to also cover its energy, broadband and telephone services.

The company continued to expand in popularity and growth and was soon listed on the London Stock Exchange and became a constituent of the FTSE 250 Index.

Record Year of Growth

In the financial year 2023, customer numbers increased by 157,000 to 887,000 and service numbers by 533,000 to 2.8 million. This growth was achieved organically and is a noteworthy accomplishment in and of itself. But this advancement is all the more astonishing, considering this growth happened in only one country. Today, the company ranks 10th on the DSN Global 100 list.

Expanding Savings and Reducing Impact

The company’s philanthropic efforts are led by the UW Foundation, which plants a tree on behalf of every customer who signs up to take advantage of all the company’s service offerings. So far, the company has planted more than 117,500 trees, a feat the company describes in British terms as the equivalent area of 73 Wembley Stadium pitches and is an investment over time that has helped absorb more than 32,000 tons of carbon dioxide.

This philanthropic focus has also led the company to match all money raised for disadvantaged communities close to its offices in London, Bolton and Bournemouth, as well as offer a Warm Home Discount to vulnerable customers and sign language services for the hearing impaired.

Utility Warehouse has also expanded its savings opportunities for customers with the UW Cashback Card, which offers customers up to 10 percent cashback when they use the card through the program’s participating retailers and one percent on all other expenditures when they subscribe to all their services through UW. Cashback earned is then applied as credit to the customer’s UW bill. More than 300,000 cardholders have already signed up to save through this program.

“We live in a world where the nine-to-five job is no longer the norm and more people are looking for ways to top up their salary; find more flexible ways of working; and beat the cost-of-living crisis,” said Andrew Lindsay, Utility Warehouse Co-CEO. “Up and down the UK, more and more people are turning to side hustles and second jobs to make ends meet, learn new skills and pursue their passions. At Utility Warehouse, we have long believed in the power of entrepreneurship and helping people get on in life. More than 25 years ago, we launched our unique word-of-mouth partner model and since then, it has enabled tens of thousands of people to start their own business and earn a second income around their main job, other commitments or the school run.”

DSN congratulates Utility Warehouse on its phenomenal year and Bravo International Growth award.

From the June 2023 issue of Direct Selling News magazine.

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And—most importantly—companies across the industry continued to embrace and incorporate new methods of doing business to attract new people to the channel and to inspire current participants to expand their vision. There is much to celebrate.

And celebrate we did at the 14th DSN Global Celebration, a live hybrid event held on Tuesday, April 18, 2023 in Frisco, Texas. It was an exciting night hosted by DSN Chief Brand Officer Shelley Rojas and DSN Strategic Advisor Heather Chastain. Hundreds of people representing 53 companies from around the world attended in person. And thousands more watched the event via free livestream. Awards and honors were revealed in several categories, including a Lifetime Achievement Award, the Bravo Awards and the DSN Global 100 List.

Lifetime Achievement Award

For only the third time, DSN bestowed its Lifetime Achievement Award. This prestigious award was given to a true legend in direct selling, Rudy Revak.

Rudy is the craftsman behind multiple highly successful direct selling companies including Symmetry and Xyngular, which he founded in 1995 and 2009 respectively and was instrumental in the acquisition and rebranding of PUREhaven in 2016. He’s also the Chairman and Founder of Global Ventures Partners, an investment capital firm committed to creating opportunities for common people to achieve uncommon results.

Born in Germany and the son of a World War II refugee, he escaped to America when he was just five years old. He’s a living breathing example of the American Dream in its purest, most inspirational form.

When asked to reflect on his years in the industry and what it has meant to him, Rudy spoke eloquently of the impact direct selling has had on his life. “I’ve loved this industry for all these years. I’m still in it because I love it—not just for what it has done for me, but for what it continues to do for so many people. It provides the opportunity for people to reach their dreams. I would do it all over again, 100 percent.”

The two previous recipients, John Fleming and Stan Frederick, were on hand to warmly welcome Rudy into this illustrious club. To read more about Rudy’s enduring legacy, please see page 60.

The Bravo Awards

Each year the Bravo Awards panel recognizes companies for outstanding achievement and excellence in areas of leadership and the highest percentage of revenue growth. Specialty awards are also given to individuals and companies for their achievements in and service to the direct selling channel.

The Bravo Leadership Award is given to an individual, recognizing outstanding achievement and exceptional leadership of a direct selling executive. This year’s recipient was Rolf Sorg, Founder and CEO of PM-International in honor of his visionary leadership and strategic direction he has displayed throughout the 30-year history of the company. PM-International is now ranked #8 on the DSN Global 100 list with $2.55 billion in 2022 revenue and a presence in 45 countries.

The Bravo Global Good Award recognizes companies that take a proactive approach to environmental, philanthropic and social responsibility issues. This year the honor went to Arbonne. Arbonne is known for its passionate commitment to empowerment, transparency and sustainability. In 2022, Arbonne earned recertification for its B Corporation status. Among Arbonne’s recertification achievements are a reduction in water consumption globally by 60 percent; a 55 percent reduction in Scope I and II emissions since 2019; and a 42 percent decrease in electricity consumption since 2019.

DSN honored three companies with the Bravo Impact Award this year. The award recognizes the achievements of well-rounded companies that take a holistic, measured and incremental approach to growth, innovation and operational integrity and excellence. These companies positively impact their customers, distributors, staff, communities and the channel as a whole. They are helping to lead the way forward in shifting the public perception of direct selling.

The first award went to LegalShield. LegalShield has devoted the past 50 years to providing affordable assistance with everyday legal matters from wills and real estate to family law and consumer issues, as well as privacy management. LegalShield has served 4.5 million people and more than 140,000 businesses and taken over 50 million requests for legal services since its inception and has paid out over $1 billion in commissions over the past ten years.

The second Impact award honoree was Princess House. Celebrating their 60th anniversary this year, Princess House is marking this milestone with an unprecedented period of growth. They credit this success to creating a true partnership with the field. Their field, comprised mostly of Latina women, have embraced a new digital approach that has greatly expanded their reach. A streamlined product offering and a philosophy of training up has increased their overall order size by 40 percent.

The final recipient of the Impact Award was LimeLife by Alcone. Plunging ahead into the unexpected and refusing to fit in is part of this company’s DNA. Having started in 1952 selling stage makeup to Broadway performers, Alcone eventually grew into a nationwide leader in professional makeup for the television, film and theatrical industries. The company’s commitment to quality, DEI-focused strategies and passion for female entrepreneurship is nothing short of inspirational!

Two Bravo Growth Awards were bestowed on domestic direct selling companies. This prestigious award celebrates the direct selling company with the highest year-over-year revenue growth on the Global 100 List. One is given to a product-based company, and another is given to a service-based company.

This year’s product-based Bravo Growth Award was given to Princess House. This market leader in kitchenware and home goods grew 114 percent between 2019 and 2022.

The service-based award was given to eXp Realty for the third year in a row. The company has well over 85,000 independent agents worldwide and continues to grow at an exponential rate. In fact, this publicly traded company grew from $3.8 billion in 2021 to $4.6 billion in 2022. An $800 million-dollar increase representing 21 percent in year-over-year growth.

Two Bravo International Growth Awards were also announced. These were also given to one product-based company and one service-based company.

The product-based winner was no stranger to the Global Celebration stage. Based in Luxembourg, PM-International has enjoyed 29 years of continuous growth. They are on quite a run, growing from $1.7 billion in 2020 to $2.38 billion in 2021 and achieving $2.55 billion in 2022.

Utility Warehouse won in the service-based category. This UK-based company ranked #10 on the Global 100 this year.

DSN added two new awards to the Bravo line up this year. The first, the Bravo Innovator Award, recognizes direct selling companies that embrace and deploy the emerging technologies and future-focused strategies that propel the company forward and serve as an inspiration of what’s possible. The inaugural Bravo Innovator Award was given to FASTer Way To Fat Loss.

The final award of the evening was the Bravo Excellence Award, another new award this year. This recognition is reserved for executives with a long history of leadership, excellence and integrity. These individuals are champions of the channel and positive mentors to all who serve it. The award was given to John Parker, Chief Sales Officer and Regional President West of Amway.

For more in-depth information of our Bravo Award winners, please see our expanded coverage starting on page 66.

The Global 100 List

One of the most eagerly anticipated announcements each year at the Global Celebration is the unveiling of the Global 100 list. This list determines the top direct selling companies in the world for 2022. Inclusion on the Global 100 has become a point of much-deserved pride.

The List offers a unique perspective on the global impact of the industry by recognizing companies’ revenue achievements. Recognition for each of these companies is the culmination of months of research and the cooperation of many individuals around the world.

This year’s DSN Global 100 list acknowledges 53 companies achieving more than $100 million in revenue for 2022. Full coverage of the list as well as analysis on important and emerging trends can be found starting on page 114.

Oh, What a Night!

The DSN Global Celebration is the industry awards event of the year—a night designed to celebrate, inspire and motivate! If you missed the broadcast, you can catch it on replay at DSNG100.com for a limited time. Gathering together in person creates an incredibly positive sense of community and energy within the room—the magic of those moments is definitely must-see viewing for supporters of the channel.

From the 53 thriving companies on the Global 100 List to the 11 Bravo Award winners and our Lifetime Achievement Award winner, Rudy Revak, DSN recognized the best of the best of the channel we all love and believe in.

Congratulations to the winners and thank you to the hundreds in the room and thousands of viewers worldwide. And a sincere thank you to all our Supporter Companies and Supplier Sponsors for helping DSN provide this night of celebration, recognition and camaraderie. 

From the June 2023 issue of Direct Selling News magazine.

The post 2023 Global Celebration | Honoring the channel’s innovators, achievers & visionaries first appeared on Direct Selling News.

Business as usual was forever changed in 2020. The pandemic, with its supply chain nightmares, quiet quitting epidemic and what felt like endless uncertainties, shifted many workplace paradigms seemingly overnight. In the three years since, it has been common for even the most well-known brands to flounder amid the challenging economic environment.

But these circumstances have also revealed rising stars and leaders within the direct selling industry. These top brands proved through their pioneering and strategic responses how to build and maintain momentum in the midst of circumstances that no executive had ever faced before, and their examples will now play an influential role in the decisions that shape the industry moving forward.

DSN looked at the approaches, behaviors and trajectories of 17 companies (including four publicly traded ones) within the channel who experienced three consecutive years of revenue increases—from 2020 to 2022—through the pandemic and beyond, to discover what the industry can learn from these trailblazers.

Pandemic Puppies and Other Unique Growth Opportunities

The pandemic was a boon for some industries, like suppliers of hand sanitizers and disinfectants but a dramatic bust for others, like hospitality providers. For direct selling companies who built momentum during this time, discovering the unique needs created by living life in a pandemic, and then wielding the pre-existing advantages of the direct selling model, was a major force for maintaining stability and capitalizing on untapped revenue potential.

“For many businesses, the effects of COVID were headwinds that shut them out of business,” said Roger Morgan, pawTree Chief Executive Officer. “For pawTree, the effects of COVID were tailwinds. There were definitely a lot of people who got new puppies, but people were also home more, spending time with their pets and being more attentive to the issues that our products could address. On top of that, we had already moved away from in-person events as our predominant way of sharing and selling, so our field had the tools and habits they needed in place. And one of our greatest tailwinds was that we are an online-sales-only company. That was a well-established trend before COVID, so when people shied away from retail and buying off of physical shelves, we weren’t negatively impacted by that weakened distribution channel.”

Building Trust through Transparency

Uncertainty was the predominant theme in the early months of the pandemic. Where to source materials to maintain inventory; how to navigate international COVID regulations; and when it would be wise to come back to the office were all questions without clear answers in the beginning. Distributors and customers alike needed to be presented with a clear vision for what life could be like on the other side of these extraordinary obstacles, while also receiving assurance that their company had their best interests at heart.

For Amare Global, leaning into compassion and kindness was the first step to creating a safe environment for its team members and has also played a key role in integrating Kyäni, which it acquired in September 2022, into its legacy of bringing mental wellness to the world.

“Our company name and primary core value is love,” said Jared Turner, Amare Global Chief Executive Officer. “At Amare, we want our corporate employees and field organizations to feel loved, inspired and valued. We are focused on operationalizing love throughout our organization to create a community and culture of belonging and support.”

Without a lengthy shared history to fall back on, reassuring the field and customers was even more challenging for young companies, but BELLAME saw it as an opportunity and a way to build transparency and trust from the ground up.

“When COVID hit, we were only 19 months old, so we were still new to our industry, our vendors and our field,” said Melissa Thompson, BELLAME Founder and Chief Executive Officer. “The biggest corporations were closing their doors all around us, so we had a lot to prove. The challenge of uncertainty, however, became an optimal opportunity to build trust within all facets of our business. Transparency became the antidote to it all. From transportation delays to global supply chain issues, we were completely open at every turn. Doing so allowed us to build trust, which has brought amazing opportunities our way.”

Transparency and a continual feedback cycle have been essential components of inGroup’s phenomenal growth. As Chief Operating Officer Anthony Varvaro explained, “Our year-over-year growth is due to a subscription model that has a high perceived and real value to our Members. Our existing Members continue their memberships and new Members continually join. We continually refine the membership and partnership opportunities and incorporate feedback that we take in from our Members and Partners to give more value and more earning opportunities, resulting both top-line and bottom-line growth.”

Building trust with customers has helped Utility Warehouse experience exponential revenue increases, the company ranked #10 on the DSN Global 100 list this year.

“Our partners are growing more and more confident in what we are offering and they are recommending UW to their friends and families in increasing numbers,” said Stuart Burnett, Utility Warehouse Co-CEO. “By doing so, they are earning meaningful additional incomes that are helping them meet the growing pressures on their personal finances.”

Learning to Love Remote Work Culture

Remote work seemed like a fantasy for employees and a nightmare for employers pre-2020. Today, office culture has shifted. Forced closures and social distancing measures gave executives a crash course in remote management, but those who rose to the top learned to not only accept, but also embrace and expand upon this new reality.

“Although our corporate team works remotely from across the globe, I feel more connected with them than I did when I had teams report to an office daily,” Thompson said. “It is amazing how efficient and productive our workflow has become.”

Surprisingly, distance has drawn the leaders of these growing companies closer. Morgan says the efficacy and happiness of his pawTree team can’t be attributed to one specific action, but rather a wide range of efforts to make sure they are appreciated and well-equipped. They’ve been innovative and thoughtful in their approach including inviting the management team to participate in incentive trips; giving raises to make sure team members are appropriately compensated; and ensuring a good awareness of the division of responsibilities across departments.

Digital-First Is Key

It can be easy to forget what it was like in 2020, before a pandemic-induced virtual world took over the sales and marketing approach for most companies. The brands who stood out among their peers were those that were already leaning heavily into creating a digital experience for their customers and distributors.

“Our brand was born through an audience of online followers long before anyone knew we were creating a single product,” Thompson said. “When the pandemic locked us all into a purely digital world in 2020, it was a space that we were quite comfortable inside. Having custom built our own digital platform, commission engine and back office, we were able to put our energy and resources into creating sophisticated marketing tools that made sharing our brand easy.”

Consumers and distributors have accepted the use of digital tools and an online-only business model at a rapidly accelerated pace since 2020. The companies that saw revenue momentum used this opportunity to not only double down on their existing digital infrastructure, but also scale new innovations, like PM-International, who implemented PM DirectCash, which pays online sales income immediately to distributors; and FASTer Way to Fat Loss and eXp Realty, both of whom tapped into powerful lead generators.

“eXp Realty is building on the momentum of the past several years by ensuring we always remain on the cutting-edge of technology so we can continue to deliver on our agent value proposition,” said Michael Valdes, eXp Realty Chief Growth Officer. “We have a robust set of resources that help drive agent success at each step of the real estate journey while simplifying their business with our future-focused technology. Today, eXp continues to be an attractive model for leading teams and independent brokerages because we solve for their pain points. And we offer better compensation options, including our competitive split, cap and equity opportunities.”

The Rise of the Enhanced Affiliate Model

Looking to the future, many of these leading companies are deciding how they can prepare now for the next big wave of change that waits on the horizon. For pawTree, that means taking a fresh look at its own mode of operation and considering ways it can outsmart competitors from outside of the industry that are eager to encroach on its market share.

“Complacency is the kiss of death,” Morgan said. “You’re always tweaking and turning dials, continuing to stay in a state of hunger for learning and understanding the consumer and the seller. All of that has pointed us to an affiliate sales program, which we’ll be launching in the next year.”

Switching to an affiliate-based model has become a pattern that many industry powerhouses have already begun to adopt. For them, it’s a way to give field leaders the marketing campaigns and tools that provide the financial benefits of a network marketing opportunity without sacrificing the community of support that the channel is known for.

“This affiliate model movement sparked with the onset of the pandemic. However, it has continued to evolve and gain momentum over the past three years,” Thompson said. “Pioneering a new business model is an ever-evolving movement—one that we believe will not only maintain our momentum in the years to come, but that of our entire industry.”

And at FASTer Way to Fat Loss, Founder and CEO Amanda Tress credits the affiliate model with her company’s continued success. And that success is impressive. Q1 2023 was the company’s best since launching in January of 2016, and March was their biggest month ever—they paid 46 percent more in commissions to affiliates in March than they did in the previous month of February.

FASTer Way offers two tracks in their affiliate program: Certified Coaches and Ambassadors. The Ambassadors are primarily bloggers and social media influencers who simply refer the program to their followers and receive a one-time commission for their efforts. Certified Coaches go through an in-depth FASTer Way certification course that equips them to run their own FASTer Way businesses, accompanying their clients throughout their journey. They therefore have multiple opportunities to earn on each client.

Whatever path an affiliate chooses, Tress recognizes the importance of nurturing the relationship. “Right after launch I was so focused on the products and the client experience, I realized I had been neglecting our Ambassadors and Certified Coaches. The strength of that relationship is key. We are always looking into ideas for incentives and trips and retreats because they are such an important component of our mutual continued success.”

Preparing for the Next Big Thing

The last three years have been a lesson in flexibility. The companies that have continued to succeed have proven how to stay true to the industry’s DNA, while being willing to explore new and innovative ways to serve their customers and distributors. No matter the compensation plan or sales model, this blending of the old with the new has served as a way for brands to stay nimble and relevant as well as served as guardrails for those at the helm who have masterfully led their companies to growth during a season of aggressive change.

“Digitization will bring many simplifications and savings in handling day-to-day business and will make it possible to reach masses of people and work without limits,” said Wolfgang Klaer, PM-International General Manager International Sales and Support. “But virtual customer assistance can never and will never take the place of a direct customer contact. Direct sales is a person-to-person business. This will always remain the case, and it should.”

The Secret Sauce

Eleven industry thought leaders share their go-to revenue growth strategies.

“We’ve placed a substantial focus on driving stability in customer retention rates, and with customer satisfaction metrics at all-time highs, we’ve seen retention return to and hold at normal levels. We continue to take steps to mitigate cost pressures, drive efficiency and build financial resilience into our model. We’re already seeing some of the impact of that work begin to play out, and while it will take some time to work through our business cadence, we remain highly confident in both the long-term efficacy of our model and our prospects for stable and sustainable growth.” —Dan Chard, Medifast Chairman & Chief Executive Officer

“I think this comes down to investment and innovation—in product development and how we connect with people; the quality and surety in our supply chain; and great analytics to support decision making. A key part of our success is our commitment to and involvement with up-to-date health and nutrition research. This provides a solid foundation for our new product development and ensures that we are producing the highest quality health and nutritional products available in the world today.
—Graeme Clegg / New Image Chairman & Founder

“It was precisely in the pandemic that the strength of PM-International was revealed. While other companies suffered major setbacks or even had to close their doors, PM-International quickly adapted and played to its own strengths: the ability to make quick decisions as a family-owned company; enough financial cushion to easily buy up necessary raw materials; and an innovative nature which helped us adapt our communication tools at lightning speed.” —Wolfgang Klaer, PM-International General Manager International Sales and Support

“One of the questions we ask ourselves is ‘If you were going to launch a company to compete with your own brand, knowing what you know, what would you do?’ If you’re not willing to act on that answer and make exciting changes that might rock the boat, someone else will.” —Roger Morgan, pawTree Chief Executive Officer

“Our growth didn’t come without challenges. We were able to prosper virtually when we were talking about our products and services, but we struggled to build relationships virtually. For us, returning to live events has brought a lot of energy and enthusiasm to the field and has been key to our continued growth.” —Don Thompson, Legal Shield President, Network Division

“Our innovative products and incredible earnings opportunity are beyond valuable, however, the key to our continued growth is rooted in the behavior of servant leadership. Even in our highly digital world, we are focused on serving our Brand Partners and building relationships. I personally host a Skype Chat, 7 days a week, with my top 65 leaders and sellers. Unscripted, regular live zooms for constant communication, transparency and collaboration. Without a doubt this is what fuels our growth.” —Melissa Thompson, BELLAME Beauty Inc. Chief Executive Officer and Founder

“The key drivers for our momentum since 2020 have been to prioritize and focus on as many interpersonal touchpoints as possible. We encouraged small gatherings and culture building events just to get people together. We rolled out our first in-person ACTIVZ Academies and ACTIVZ schools throughout our largest market, Mexico, which had a remarkable spill-over affect into our secondary markets. Focusing on building strong relationships throughout the field and especially with mid-level leaders on up, we’ve greatly benefitted from the unity that’s been created which is now taking our company into momentum.” —Ryan Thompson, Activz President and Co-Founder

“Amare is a true pioneer of the mental wellness movement, and we have an excellent team that is committed to providing clinically researched products that encourage a baseline of both physical and mental wellness and resilience. We are seeing the marketplace respond by rewarding the company with triple-digit growth. We operate in 50 countries worldwide, and believe people everywhere are seeking the solutions we offer. We have a goal of reaching one million homes within the next five years and are well on our way to achieving this milestone.” —Jared Turner, Amare Global Chief Executive Officer

“Our secret sauce is really our agent-centric model, which was designed to withstand varying market conditions. This uniquely positions us to continue investing in our future and iterating on our industry-leading agent value proposition. From the beginning, we have always believed that when you put the agent first, the rest will follow. And in our case, it truly has. It is why we continue to thrive when many of our competitors are not.” — Michael Valdes, eXp Realty Chief Growth Officer

“I would have to say our business model is our secret sauce. The model is continually adjusting itself to market conditions and provides the perfect balance of recurring and new revenue to guide it through all market conditions. It’s the business model that ensured inGroup made it through the COVID years with constant sales and has allowed it to leverage the recovery at a phenomenal rate. —Anthony Varvaro / InGroup Chief Operating Officer

“Our success in 2022 reflected the value of guidance that our sales force brings to middle-income families and the important role they play in encouraging clients to take action. For three consecutive years, Primerica has issued more than $100 billion in term life insurance face amount. And while inflation and market volatility created headwinds, our representatives successfully helped their clients invest $10 Billion in 2022 toward their future financial goals.” — Glenn Williams, Primerica Chief Executive Officer

Content updated from the July/August 2023 issue of Direct Selling News magazine.

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