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.

The DSN Lifetime Achievement Award is not given out annually. It is reserved for the true legends of direct selling—those time-tested titans that have shaped the channel and inspired its leadership for decades. The third-ever recipient of this prestigious award is Rudy Revak, the craftsman behind multiple highly successful companies including Symmetry and Xyngular.

Rudy Revak’s launch into the direct selling industry began with a cold call from a total stranger.

A German refugee, Revak was raised on a chicken farm in New Jersey, where his parents, Hungarian and Romanian refugees themselves, fled after the war. Revak was attending school on the GI Bill after returning from Vietnam and working full-time in retail when he received a phone call inviting him to a business presentation that would ultimately change his life.

Revak drove 60 miles to attend that meeting and watched as the man in the front of the room wrote “$30,000” on the board. Revak remembers the man went on to draw circles and squares, explaining discounts and how to build a business, but it was all a blur.

“I didn’t understand any of it,” Revak shared. “I was just focused on the $30,000. If they could show me how to make that—I was in.”

While Revak was desperate for opportunity, this one came with a catch—and not a small one: buy-in would cost him $3,217. “I was 23. I had no money, and my family had no money, but I was excited.”

Revak’s enthusiasm was catching, and his father saw the potential. “They’re showing you how to work smart, not hard,” Revak remembered his father explaining. But $3,217 was out of the question. No one in his family had that amount of money lying around.

A few days later, Revak’s father handed him a check to cover the buy-in costs. He had gone to the bank without his son’s knowledge and leveraged his home and farm to borrow the money. “When he brought me that check, he told me, ‘I want you to have the chance that I never had.’”

The Courage to Try

Revak’s buy-in bought him a basement full of soap, which, he admits, did not make for instant success. But a combination of his German work ethic and mentorship by natural salesmen, like Marty Day, Bill Bailey and Jim Rohn, gave him the boost he needed.

Revak was promoted to area coordinator in Maryland, where he became one of the top five area coordinators in the country. Business was booming. Before his next promotion, the company’s leadership asked him if he would be willing to go to Germany as an assistant vice president—a leap over his scheduled promotion—where his team and overall revenues grew as well.

Revak quickly became the company’s go-to leader. After Germany, he helped grow markets in Sweden, Finland, Italy, Spain and Mexico. During a leadership stint in Canada, he was introduced to what would become the foundation for later ventures: nutritional supplementation.

In 1995, Rudy launched his own company, Symmetry, a health and wellness organization, then Xyngular in 2009, a company based on a single-line compensation plan and single product, which he eventually merged into one company. Revak then led the acquisition and rebranding of PUREhaven in 2016.

“I have always had the courage to try,” he shared. “I had to learn the business; how to communicate with people; and how to sell. I had to overcome the fear of talking to people. People joining today have the same fears.”

Four Pillars of Success

As he looks back over his career, Revak can point to four core beliefs and behaviors that have helped propel him to decades of success.

1 / Hard Work

Growing up on a chicken farm, Revak learned early on that hard work was essential. When the chicken feeder broke, he remembers his father telling him to go figure out how to fix it. Knowing how to work hard—even when you don’t feel up to the challenge—was his first key to success.

2 / Belief

There are plenty of opportunities for today’s direct sellers to feel down about themselves, and Revak has watched as the world has become accustomed to putting people down and telling them what they can’t accomplish.

“People have a hard time believing in themselves,” he explained. “They think it takes a special person to do uncommon things, but it doesn’t. It’s just ordinary people who do the most incredible, unique things in this world.”

3 / Attitude

People don’t buy your products; they buy you. This mantra has been integral for Revak as he has led and built teams across the world. When direct sellers are energized by their mission, the people they are talking to can’t help but join them. He believes people follow feelings over facts, so enthusiasm is essential.

4 / Persistence

This is where Revak believes the magic is found. Over breakfast early in his career, Revak recalls a mentor asking him why his sales were dismal. After rattling off excuses, his mentor handed him ten paper clips to keep in his left pocket. Every time he talked to a person, the mentor instructed him, he could move a paperclip to his right pocket. At the end of the day, he had better have moved all ten.

“It got me into the activity of what I needed to do,” Revak remembered. “Suddenly, I didn’t care about ‘yes’ or ‘no.’ My goal was to move those paperclips. In this industry, if you can get people consistently working their business and sharing the message, sooner or later they’ll find others who will join them.”

Committed for Life

Revak is still highly engaged in the industry as a mentor and leader. In his spare time, he flies his small airplane, rides motorcycles and drives race cars. To Revak, age isn’t a good reason to stop doing what he enjoys.

He lives in the Houston area with his supportive wife, Pam. His son, Brandon and wife Michelle, live just 10 houses away. Revak feels fortunate to live so close to his three grandchildren who are the lights of 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. People will ask me when I’m going to retire, and I say, ‘From what? I love what I do.’ This industry has changed my whole life. I would do it all over again, 100 percent.”

DSN congratulates Lifetime Achievement Award Winner Rudy Revak. Thank you for over 50 years of excellence, integrity, leadership and vision.

From the June 2023 issue of Direct Selling News magazine.

The post Lifetime Achievement Award / Rudy Revak first appeared on Direct Selling News.

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.

Direct selling executives need insight and fresh ideas now more than ever before. In one of the most challenging years in direct selling history, leaders faced continued lockdowns in certain markets, changing consumer behaviors, a tense regulatory environment and lingering supply chain issues.

To provide practical solutions, Direct Selling University enlisted more than 25 of the industry’s leading executives to share unique perspectives and new approaches regarding some of the most complex issues facing the channel today.

We kicked off DSU with the CEO Forum, one of our highest rated events, and had 75 executives in the room representing $43 billion in revenue,” said Stuart Johnson, Chief Executive Officer of Direct Selling News, Direct Selling Partners and NOW Tech. “We talked about omnichannel strategies, fighting field fatigue (our industry’s version of quiet quitting), attracting the next generation, industry reputation and the rise of affiliate models in the marketplace.”

Johnson cast vision for attendees, calling them to move beyond customer-centric thinking to becoming customer-obsessed. Following his lead, speakers provided tangible ways to improve customer conversion rates, improve salesforce morale, upgrade training systems, drive revenue and create authentic connection with customers.

“DSU gives leaders the chance to open their minds to a bigger picture,” Johnson said. “This event exists to share knowledge, future trends and success stories that inspire, challenge beliefs and spark change. I’m confident that every executive left the event with at least one game-changing idea or initiative to take back to their teams.”

Addressing Amazon

Amazon. The eCommerce goliath has been the elephant in the room for years, and for the first time, Direct Selling University tackled the challenge head-on. Without shying away from the complexities of the issue, DSU offered multiple opportunities for participants to listen and learn from experts about how to alter their approach to what is arguably the industry’s biggest competitor.

Blake Mallen, Author, President of Prüvit, delivered the most talked about speech of the event, as well as a break-out workshop session that drew more than 150 attendees, discussing his proven Amazon strategy.

“A lot of customers buying on Amazon assume they are buying from the company directly, and when they receive a damaged or expired product, they’ll either blow up the support team with their complaints or—worse—blast Amazon with negative reviews,” Mallen said. “This stuff can cause serious potential long-term damage to our brands. When you share the message that anyone can start today with the same opportunity to change their life, but when there are different prices for different people, it can erode the very heart of what our channel stands for.”

Continuing the event’s conversation about how to become customer-obsessed, Mallen explained the importance of setting an intentional Amazon game plan, telling attendees that winning the Amazon game begins with controlling their brand’s footprint on Amazon.

“This is not the future—this is the present,” Mallen said. “Amazon is a key part of the customer journey today, which means this cannot be ignored. This is something we as a channel need to do not only for our companies—but for our communities—and make the shift our industry really needs.”

Rudy Revak, Founder and Chairman, Xyngular, reminded leaders of the importance of taking care of new distributors and helping the sales force stay persistent and positive.

Shelley Rojas, Chief Brand Officer, Direct Selling News, and Heather Chastain, Founder and Chief Executive Officer, Bridgehead Collective and Direct Selling News Strategic Advisor, announced a new social community platform for DSN Supporters, as well as a new entry-level of Support, the Advocate, that will enhance the user experience and open up becoming a part of Direct Selling News to many more companies.

Magnus Brännström, President & Chief Executive Officer, Oriflame, focused on the ways the pandemic impacted work trends and how Oriflame reorganized its brand experience structure to improve the product, customer, digital, social selling and employee culture experiences.

Lynne Coté, President and Chief Executive Officer, Princess House, and Laura Beitler, Chief Global Sales Officer, Rodan + Fields, in a conversation with Heather Chastain, discussed the importance of transparency in creating alignment between the home office and the field in the midst of change and challenges.

Dan Macuga, Chief Communications and Marketing Officer, USANA, illustrated the power of their “Start Something” campaign and offered a how-to for companies wanting to create similar initiatives that drive customer engagement, loyalty and connection.

Amber Snow, Director of Diversity, Equity & Inclusion, Amway, shared how executives can make DE&I more than just a buzzword in their companies by facing the fact that people of color make up only 14 percent of direct selling representatives and persuaded leaders to make a commitment to listen, learn and act.

Amanda Tress, Founder and Chief Executive Officer, FASTer Way to Fat Loss, shared the simplicity of her company’s one-tier micro-influencer marketing model, and why she believes it could be a powerful strategy for companies fearing FTC scrutiny and enhanced regulations.

Glenn Sanford, Founder, eXp Realty, Chief Executive Officer, eXp World Holdings and SUCCESS, in an interview with Stuart Johnson, discussed the strategy behind eXp Realty’s hypergrowth and why a focus on agent experience has built a collaborative culture that drives value.

Wayne Moorehead, Marketing and Branding Expert and Host of the Direct Approach Podcast, in an interview with Stuart Johnson, reflected on the hot topics and trends discussed during interviews with leaders from 30 different companies who represent $30 billion in revenue.

Russ Moorehead, Chief Marketing Officer, Nu Skin, exposed five myths direct selling companies often fall prey to, and why the latest shopping trends give direct-to-consumer companies a significant advantage.

Patrick Wright, Chief Executive Officer, AdvoCare, gave a behind-the-scenes look at the company’s 2019 FTC settlement and described how seeing limitations as opportunities has allowed AdvoCare to increase its customer conversion rate by 10x while better serving their affiliates.

Jesse McKinney, Co-Founder and Chief Executive Officer, Red Aspen, shared a sneak peek into the company’s 2023 strategy, including four pillars—sustainability, technology initiatives, Tik Tok-style training videos and a new Gen Z-focused product category—all inspired by her experience at DSU Spring 2022.

Nick Martinez, Top Distributor, Prüvit, encouraged industry leaders to embrace distributors who are building influence instead of recruiting and why consistently creating social media content can be the key to unlocking top earner potential.

Noah Westerlund, Executive Vice President, NOW Tech, in a conversation with Wayne Moorehead, discussed the importance of Quick Commerce and long-form landing pages to increase conversion rates.

Michele Gay, Co-Founder & Chairwoman, LimeLife by Alcone, described the toll the pandemic took on women especially, and how the Three Laws of Performance helped her sales field and staff overcome the fixed mindsets and patterns of excuses that two years of living in a socially distanced world had created.

Ben Riley, President, Young Living, reminded participants of the importance of disruption and how direct selling leaders can leverage small-scale innovation and strategic change management to outsmart gig economy competitors.

Brandy Huyser, Director of XS Energy and Next Gen Strategy, Amway/XS, reflected on 20 years of adventure as the XS Energy brand built momentum by upending business-as-usual at Amway, staying focused on the field, controlling the supply chain through local manufacturing and creation and designing a youth-driven culture.

Jason Dorsey, President, Center for Generational Kinetics, Speaker and Researcher, offered a sneak peek at the first-ever generational research study conducted in direct selling that he will be leading for Direct Selling News to uncover how to quickly connect with, build trust and drive influence across generations.

Gina Ghura, Chief Marketing Officer, MONAT, offered advice for building consumer love through relationship building, personalized customer experiences, distinctive product offerings and a compensation plan that rewards customer acquisition and retention.

Rajneesh Chopra, Chief Commercial Officer, Immunotec, shared how the company invested in technology and opened new markets and manufacturing facilities during the pandemic, resulting in tremendous growth that is moving them forward in the midst of a cooling economy.

Garrett McGrath, President, ANMP, talked about the power of tiny gains and how improving by one percent every day in the areas of customer retention, community building and compensation strategies can build unstoppable momentum.

Dana Roefer, Author, Entrepreneur and Direct Selling Strategist, highlighted takeaways from her book Shopping Social and shared how education is crucial for helping consumers understand how social shopping can connect them with products that support their best life.

Darnell Self, Executive Vice President of Network and Business Development, PPLSI, shared his insights as both a field leader and industry executive, shining a light on the undervalued priorities of effective communication and a healthy team culture.

Gordon Hester, General Manager Sales, North America, PM-International AG, explained how culture is the biggest differentiator in business, and why focusing on revenue drivers and profitability can prevent feelings of entitlement and division within the field.

Must-See (In-Person) Events

The energy of this DSU—the first in-person fall version ever held—was inspiring, and the feedback received was overwhelmingly positive—making this Direct Selling University one of the most successful to date.

Planning for the next DSU event in April of 2023 in Frisco, Texas is underway, and the momentum and excitement is already building.

From the December 2022 issue of Direct Selling News magazine.

The post DSU Fall 2022: Lessons for an Evolving channel first appeared on Direct Selling News.

Each year, the Direct Selling News team works with companies around the world on the Global 100 Celebration, and it has become our signature research endeavor. The goal from the outset of the project 12 years ago was to foster a greater level of transparency within the direct selling community, in turn supporting its growth as a channel for distributing goods and services while simultaneously promoting entrepreneurship.

Our annual June issue is a collection of the truly inspirational stories and events that shaped the Global Celebration, the Global 100 List and the highlights of the game-changing week of the Direct Selling University. Read the full article highlighting the virtual events of DSU 2021. We are incredibly grateful to the many gracious sponsors who stepped up to make our 12th annual Global 100 Celebration and DSU event a huge success!

Historically, DSN Global 100 had listed 100 companies with annual revenue ranging from $60 million to more than $10 billion. Starting last year, the G100 list took on a new look and criteria, acknowledging 50 companies achieving more than $100 million in annual revenue. The purpose of the G100 list remains the same—to showcase the true impact of this channel on people’s lives as well as the economic impact direct selling companies make on the communities they serve. This year the G100 list grew to 65 companies, with more than $64 billion in revenue combined, an impressive $3 billion in growth.

Each year the Bravo Awards panel recognizes companies for outstanding achievement and excellence in areas of leadership and the highest percentage of revenue growth year-over-year. This year’s Global Celebration included more Bravo Awards than ever before—including some debut categories.

• There were 13 Honorees in the Best Places to Work in Direct Selling. 
• Kevin Guest, Chairman and CEO of USANA Health Sciences, received the Bravo Leadership Award, which is the only award that is presented to an individual.
• eXp Realty received the Bravo Growth Award, recognizing growth in a domestic company. eXp grew by $800 million from 2019 to 2020.
• The Bravo Award for percentage of Growth in a domestic company went to Color Street. Color Street achieved 171 percent year-over-year growth.
• This year, we introduced the Bravo International Growth Awards. Two companies were honored. Herbalife and PM-International were selected for each achieving a staggering $600 million in year-over-year growth.
• Debuting this year, we honored Nu Skin with our first Bravo Global Good Award. Nu Skin was selected for its humanitarian efforts in support of children around the globe, as well as its sustainability initiatives.
• We also recognized six industry LEGENDS—Jerry Brassfield, John Fleming, Stan Fredrick, Rick Goings, Rudy Revak and Larry Thompson!

Speaking of our website, I hope you are checking it often, as we release articles daily. We are adding more content, podcast and videos. We endeavor to be the news you need and the name you trust. At Direct Selling News, we endeavor to be a source, resource and thought leader for the entire direct selling channel. So, if you have a suggestion, a need or an inspiration to share, please reach out. We would love to hear from you.

All the best,
Patricia White

The post Global 100-A Story That Needs to Be Told and Celebrated! first appeared on Direct Selling News.

There is a depth of wisdom that comes only from lived experience, and for six industry legends, that wisdom feels infinite. In this exclusive Legends Interview Series, produced by Direct Selling News, Jerry Brassfield, John Fleming, Stan Fredrick, Rick Goings, Rudy Revak and Larry Thompson share candid anecdotes about what drew them to the business model and offer powerful wisdom-filled memories that can serve as inspiration for young entrepreneurs eager to match their historic ambition and achievements.

As the industry faces challenges today, it is powerful to remember that these problems, although unique, are not new. There have always been obstacles, and as these legends generously share their knowledge, we’re given a peek behind the curtain into what it was like to endure some of the most earth shaking tumults the industry has faced—from customer behavioral changes to the introduction of the internet. Through their personal retellings, it becomes clear that the innovations and triumphs of the past can also be a powerful guidebook for the future.

Within their stories is also a shepherding voice, reminding us that although we see their victory laps, there were also years filled with tenacity and grit as they learned the fundamentals of the business. Today, as leaders who ascended to the highest levels of power, charisma and success, the legends are honest about their foibles, rocky starts and the failures that made them stronger. That generous spirit and commitment to help others lives in the memories and words they share and offers authentic advice for those seeking to follow in their footsteps.

Register for the upcoming Direct Selling University to see the extensive roundtable discussions and thoughtful one-on-one conversations with each of these elite leaders. After the broadcast, the videos and a podcast of the series will be available at DirectSellingNews.com.

The post Direct Selling Legends: Lessons 50 Years in the Making first appeared on Direct Selling News.

As the Chairman and Founder of Global Ventures Partners, an investment capital firm committed to creating opportunities for common people to achieve uncommon results, Revak was instrumental in the acquisition and rebranding of PUREhaven in 2016. Born in Altusried, Germany and the son of World War II refugees, Revak is also the author of Iron String, the turbulent true story of a life affected by war.

What inspired you to get involved in a direct selling business?

It’s a pretty easy answer: opportunity. I was born in Germany as a refugee, and when I was five years old, we moved to America. I was raised on a chicken farm in New Jersey, so I didn’t have a lot of opportunity. After three years in the U.S. Army and 13 months in Vietnam, I used the GI Bill to go to college. I thought that would be the answer for me. One day, a stranger called and invited me to a business presentation. There were guys in nice suits at the front of the room, and the first thing they did was write $30,000 on a board, which had my attention instantly. It was quite an investment in those days to start—$3,117—and I came home excited to show my dad. Three weeks later, my dad came to me with a check for $3,117. They had no money, and he had put up his farm and his house for me. It still makes me emotional to this day.

When did you make the commitment that direct selling was the right choice for you?

For the first nine months, I was the most terrific failure in the company. Did I have some doubts? Boy, you bet I did. One of the benefits of that investment is that I could not let my parents down; I had to make it work. Jim Rohn was in the business with us in the beginning, and one of his basic statements was: “For things to change, you have to change—and for things to get better, you have to get better.” That stuck in my mind, and that same philosophy has done well for me over these last 50 years.

What are a few of your most memorable moments?

I was doing well as an area coordinator in Baltimore and attended a conference by the leader of the Bestline company. Chuck Simmons, the International Vice President at that time, went to the front of the room and said, “If any of you in this room want to go international, let me know.” My buddy leaned over and, as a joke, said, “Hey, Rudy speaks German. Send his butt to Germany.” When I got back to Baltimore, my phone was ringing off the hook—this guy says he can’t find me fast enough to try to convince me to go to Europe. I became the sales leader and eventually the head of the German company for Bestline. From there, they sent me to Canada to build a Bestline business there and then Italy to do the same thing. Those were challenging days, but golly were they good days.

What is your outlook for the business model?

I remember when the internet became popular, and people said there wasn’t going to be any more direct sales. The internet was nothing but a tool that people used to share the opportunity and products, and I see that same thing today with social media. Yes, these tools make communication easier, but this business, in my opinion, never changes. It’s still a people business.

What advice would you like to share with our audience?

Have a dream and be willing to go to work. If your vision is big enough and it’s worth it, you’ll be willing to do the work.

The post Direct Selling Legend: Rudy Revak first appeared on Direct Selling News.

Russ Fletcher

But the numbers are adding up for the nine-year-old direct selling business in Lehi, Utah. In the last three years, its revenue has tripled to $100 million, landing it at No. 99 on the 2018 Direct Selling News Global 100 list. It has been recognized by this magazine and by Inc. 500 for its strong company culture, and CEO Russ Fletcher was an Entrepreneur of the Year finalist this year. In the crowded health and wellness network marketing segment, Xyngular is distinguishing itself by positioning weight loss as the way to gain a sense of higher purpose and by focusing on the value of generating moderate extra income.

“You’re always in the act of becoming. Weight loss is just the front door to that story.”

— Russ Fletcher, Xyngular CEO

Fletcher says the company’s message is that Xyngular products and opportunities are not just about becoming wealthier or healthier or fitter. “They’re about finding more meaning in your life,” he says. “You’re always in the act of becoming. Weight loss is just the front door to that story.”

Origin Story

Xyngular’s tale began when founders Rudy Revak and Marc Walker came together in 2009 after decades as executives at other companies in the direct selling industry. They wanted Xyngular to be a values-rich organization that gave customers and distributors a chance to start changing their lives on day one.

Xyngular is distinguishing itself by positioning weight loss as the way to gain a sense of higher purpose and by focusing on the value of generating moderate extra income.

Their ideas took hold quickly, and growth in the early days was rapid. Revenue reached $39 million by year five. Sales did take a hit in 2013 after some key executive changes, but company leadership reset and in 2014 Fletcher transitioned from board member to CEO, a position that has allowed him to build on the founders’ vision and create a strategy for continued growth. Since then the company has attracted over 15,000 distributors and close to 300,000 customers and has generated year over year sales increases.

While managing high-percentage growth can be challenging, Jeff Wasden says Xyngular is comfortable with it because it’s coming from so many meaningful transformations. “We’re okay growing this quickly because of the stories we hear,” says Xyngular’s Senior Vice President of Marketing. “I met a customer a few months ago who lost 227 pounds in 14 months. She had a very active two-year-old son but was confined to a chair. After loosing the weight, she was able to be the mom she always wanted to be. When you see those types of things you think, ‘How can we scale the business up to reach more people?’”

Success Within Reach

Wasden has been in the supplements business for almost 20 years and says he’s never seen a weight loss system like Xyngular’s. Bodies hold on to pounds for many reasons, but most diet products and plans target only a few of them, he says. In contrast, Xyngular’s Ultimate System combats 15 common diet derailers—from slow metabolism to high stress to poor sleep. It also provides tools to build a mental and emotional support network that customers need to achieve and maintain a healthy weight.

Strengths & Challenges

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It’s that maintenance that can be the hardest part for many people, Fletcher says. So Xyngular helps people change their mindset about weight. “Your health is a journey, not an event,” he says. “And everyone’s journey is different.” Xyngular’s products allow a customer to design an ongoing nutritional support plan tailored to his or her body’s unique needs.

Sustaining a healthy weight shouldn’t be the end goal. “The real goal is what you can do with your health,” Fletcher continues. “Carrying around even 20 pounds of extra weight can keep you from doing whatever that is for you, whether that’s getting on the floor and playing with grandkids or a mom getting home at the end of the day and having the energy to do things with her family.”

Another differentiator for Xyngular, executives say, is its compensation philosophy, which is about helping distributors quickly start to make “life-changing money”—and they’re not talking about lottery-sized money. They’re talking about $500 a month. “It’s not the big paycheck,” Fletcher says. “It’s money to pay a bill this month that you couldn’t pay last month.”

“Just because you’re the CEO doesn’t mean you can trump somebody if your idea isn’t better.”

— Jeff Wasden, Xyngular Senior Vice President of Marketing

A distributor can reach that level of income with sales of about five Ultimate Systems a month, Curtis Call, Xyngular Chief Sales Officer says, and the volume requirement to be eligible for a share of the global sales bonus pools is not much higher. “A lot of companies will have bonus pools at only top ranks,” he says. “We have them starting at the first rank.”

New distributors also get to rub elbows with higher-rank distributors during their initial training period, giving them the advantage of learning from Xyngular’s most successful. While sponsors and upline leaders bring beginners up to speed, the company supports those efforts with online training tools and regional training events throughout the United States and Canada. All distributors have access to other tech-based training throughout the year. “We leverage multiple social media channels for training in sales and compliance,” Call says. “As the shift toward on-demand content accelerates, we are pivoting to identify the best ways of engaging our customers and distributors on their schedule. We try to meet them where they are.”

Like many direct selling companies, Xyngular also has a mobile app that allows distributors to access business reports, place orders and enroll new members, the majority of whom (75 or 80 percent) don’t make the choice to become distributors, Call says.

Xyngular does not disclose how much of its budget it allocates for operational segments such as technology, but both Fletcher and Call say the company has “invested heavily” in business intelligence to help it develop data-driven strategies. For example, Fletcher says, the company might combine demographic, product and distributor data to help determine what domestic region to target next and then use that region as a point of comparison when looking at expansion to a certain international market.

Can’t Help Falling in Love

Xyngular executives say they love what this company does for distributors and customers who want to change their health to change their lives. They also just plain love the company, saying that the values and walk-the-talk culture drew them here and keep them here.

“I’ve been in companies where they have values they hang on the wall but they never live by them,” Wasden says. “Here, I hear a value referred to almost on a daily basis. ‘No ego-ness’ is one of those values. Just because you’re the CEO doesn’t mean you can trump somebody if your idea isn’t better.”

Call says he was attracted to Xyngular for the same reasons. “I grew up in a family where we were encouraged to serve others. The mission and purpose and values of this company spoke to me. They put family values and a supportive community and culture in place to help people improve their lives.”

Xyngular’s values are rooted in the founders’ intention to build a company that is “ethical, valuable and successful,” Fletcher says. Company leaders measure every decision and action against those standards. “We say all the time, ‘What’s the right thing to do? Not, ‘What’s the most cost-effective or the thing that looks the best?’”

“If we looked back 50 years from now on what the company’s value has been to the world, we would want it to be a company that improved lives in every community that it touched.”

— Russ Fletcher, Xyngular CEO

Pick up your print copy of the September 2018 issue in which this article appeared.

As Xyngular expands to more regions in North America, it has had the opportunity to do the right thing in many of the communities where its distributors live. The company doesn’t have an official philanthropic program, but it has contributed to several natural disaster relief efforts in the last few years in communities where it has distributors—including after last year’s hurricane in Puerto Rico as well as floods in West Virginia, and wildfires in Oklahoma and Kansas.

“If we looked back 50 years from now on what the company’s value has been to the world,” Fletcher says, “we would want it to be a company that improved lives in every community that it touched.”

The post Ethical, Valuable & Successful – It’s the Values and Walk-the-Talk Culture That Draws Employees and Distributors To Xyngular first appeared on Direct Selling News.