DSN Makes Its Global 100 Celebration an Event to Remember

by DSN Staff


Click here to order the June 2017 issue in which this article appeared or click here to download it to your mobile device.


IN THIS ISSUE:

2017 DSN Global 100 List
2017 Profiles
DSN Makes its Global 100 Celebration an Event to Remember
Frequently Asked Questions about the Global 100 Ranking
By The Numbers

DSN BRAVO AWARDS:

Leadership: It Works! CEO Mark Pentecost: On the Road to Legendary
Leadership: Isagenix’s Jim & Kathy Coover: Agents of Change
Growth: Jeunesse: Forging an Uncharted Path to Billion-Dollar Growth


In appreciation of those companies that lead the way in offering an unparalleled opportunity for individuals to start their own businesses through shared connections, Direct Selling News honored the group during its eighth annual DSN Global 100 Celebration. The awards ceremony and dinner, held April 19 at the InterContinental in Dallas, served as the backdrop for the unveiling of our exclusive ranking of the top revenue-generating companies in direct selling.

DSN’s Lauren Lawley Head and John Fleming hosted nearly 400 executives from around the world. In fact, the Global 100 list represents companies based in 17 countries this year and is a collective effort to show the impact and potential of the $183.7 billion direct selling industry.

“Each year, the DSN Global 100 gives us an opportunity to recognize the leading companies in direct selling today,” said Lauren Lawley Head, Publisher and Editor in Chief of Direct Selling News. “The companies on the list represent a wide range of products and services, but they share a passion for developing a community of independent business owners who share those products and services with customers in their personal networks. It is a unique and powerful distribution channel.”

Fleming added, “The announcement and reveal of the top 100 Direct Selling Companies in the world is a most exciting moment in our year! Congratulations are always extended to those companies who are listed.”  He continued, “The DSN Global 100 is not a competition, it is a listing. The privately held companies who voluntarily submitted their certified revenue for the previous year contribute to the transparency needed to constantly inform a global audience of the impact direct selling companies are making on economies and individual lives around the world.”

For the fifth consecutive year, Ada, Michigan-based Amway claimed the top spot as the No. 1 direct seller in the world, with $8.8 billion in revenue in 2016. The company is truly a global giant, with a large portfolio of brands—including the best-selling nutritional brand in the world, Nutrilite, skincare brand Artistry, as well as the XL Energy Drink business. Amway does business in over 100 markets through more than 3 million independent Amway business owners.

In attendance and accepting the award on behalf of Amway was Jackie Nickel, Chief Marketing Officer of the Americas.

“We’re truly honored to be recognized as a leader in this great industry,” Nickel said. “We credit such a privilege to our millions of Amway Business Owners worldwide, who are at the heart of our business.”

Special Guests

DSN welcomed very special guests to the dinner, esteemed members of Direct Selling Association’s Hall of Fame and the Direct Selling Education Foundation’s Circle of Honor: Charlie Orr, CEO of Canada’s Immunotec; Brian Connolly, CEO of AdvoCare; Stan Fredrick, Chairman of the Board, Mannatech Inc.; and our own John Fleming.

Also in the audience was President of the Direct Sellers Association of Canada James Smith and Chairman of the Direct Selling Education Foundation Dave Wentz.

DSN Global 100

In all, the Global 100 companies achieved more than $82 billion in net sales in 2016, up a fraction from 2015.

The Top 10 companies achieved $40.53 billion in revenue, with the total number of salespeople at about 24 million. It is also a testimony to the power and strength of the direct selling channel that a number of companies reached milestones in 2016. Ten companies grew $100 million or more last year, and 22 companies each reported annual revenue of $1 billion or more.

TextJackie Nickel, Chief Marketing Officer of the Americas at Amway, accepts the night’s top prize for the company, which placed No. 1 on the Global 100.

By region, there were 46 companies from North America in the Global 100; five from South America; nine from Europe/Africa; and 40 from Asia/ Asia-Pacific. A total of 17 countries were represented on the list—Brazil, China, Colombia, Cyprus, France, Germany, India, Japan, Malaysia, Mexico, New Zealand, Peru, Russia, Singapore, Switzerland, the United Kingdom and the United States.

Companies appearing in the ranking for the first time included Quanjian from China (No. 8); Marketing Personal from Colombia (No. 81); Global Ventures Partners from the U.S. (No. 92); and Shinsei from China (No. 99). Companies returning to the list were JoyMain from China (No. 13); SUN HOPE from China (No. 23); LegalShield from the U.S. (No. 43); Faberlic from Russia (No. 48); Merro International from China (No. 56); KK Assuran from Japan (No. 64); New Image Group from New Zealand (No. 86); Vestige Marketing from India (No. 91); Immunotec Research from Canada (No. 96); Nefful from Singapore (No. 97); and Captain Tortue Group from France (No. 98).

The Bravo Awards

Each year, the DSN Global 100 celebration endeavors to recognize an industry executive who embodies exceptional leadership qualities that have propelled his or her company to extraordinary new heights. Whether it is inspirational vision that has built solid corporate cultures, innovation that has strengthened the company infrastructure, or creativity that has created new opportunities for independent business owners, our Bravo Leadership Award aims to acknowledge such achievements of a direct selling leader.

This year, one recipient for the Bravo Leadership Award was simply not enough, for there were two remarkable stories that unfolded. The first Bravo Leadership Award was presented to Jim and Kathy Coover, co-founders of Isagenix and a leadership team that has grown their business 247 percent over the past five years, propelling the company into the Top 30 of the DSN Global 100 with $924.3 million in annual revenue. The team recently celebrated their 15th year in business

“As leaders, I think we have an incredible opportunity to step up and demonstrate to the world what a powerful distribution channel we are, and more importantly, what a powerful agent of change we can be,” Jim said. “We have always tried to stay true to our motto of ‘if it isn’t right for our associates and customers, it isn’t right for the company.’ ”

The second recipient of this year’s Bravo Leadership Award was Mark Pentecost, Founder and CEO of It Works! His wellness company did not enter the Global 100 ranking until 2012, when it debuted at $200 million, but over the past four years, the team at this company has grown its revenue 274 percent, reaching No. 33 with $686 million.

TextDebbie Coffey, who accepted Avon Products’ award for its No. 2 ranking on the Global 100, reinforced the importance of companies helping people change their lives.

Leading It Works! to exponential growth during the past few years was reason enough to recognize Pentecost; however, the way in which this former math teacher and basketball coach has taught his team to “live on the offensive” is truly inspirational. As he shares with the audience his personal—and victorious—battle with cancer, he tells a very compelling story of the individual courage to face life’s toughest challenges head on, while doing so with an abundance of integrity and grace

“My team had big plans for 2016, having to deal with cancer wasn’t one of them,” he said. “We can’t plan for every obstacle that is thrown our way, but we can put the team in place and surround ourselves with the best people. When something is thrown your way, you have the support to handle it.”

Pentecost still has big plans for It Works! and for how he and his team can impact the world by being positive change makers. “Good is having a strong company. Great is increasing profits or opening new markets. But legendary is changing the lives of people who need it the most,” he said.

Youth enhancement brand Jeunesse received the Bravo Growth Award for its increase in annual sales by $1 billion over a two-year period—from approximately $400 million in 2014 to $1.4 billion in 2016. It debuted on the Global 100 in 2012 with $65 million in sales, breaking into the top 20 of the Direct Selling News Global 100 list in 2015 and advancing to the No. 14 spot this year with $1.41 billion in net sales. Based in Lake Mary, Florida, the company sells its anti-aging products and nutritional supplements in 140 global markets.

Chief Visionary Officer Scott Lewis accepted the award and commented, “We are pleased to have been chosen by Direct Selling News as their 2017 Bravo Growth Award recipient and appreciate this meaningful recognition. In addition, it is truly an honor to be listed among the top 15 companies in our industry, and we are grateful for the hard work and dedication of our Jeunesse family from across the globe, who we congratulate for making this accomplishment possible.”


Direct Selling News’ Lauren Lawley Head and John Fleming toast the Global 100 honorees.

Impacting Lives for Better World

Debbie Coffey, Vice President, Corporate Communications, New Avon LLC, who accepted Avon Products’ award for its No. 2 ranking on the Global 100 with sales of $5.70 billion in 2016, reinforced the importance of companies helping people change their lives. She is also an Avon Foundation board member.

“Thank you Direct Selling News for this recognition of Avon Products, Inc. performance in 2016. We owe our success to our 6 million Avon Representatives around the world who are changing their lives and the lives of those around them through the Avon opportunity. They are our greatest motivation and inspiration,” said Coffey.

TextMarily Penttinen accepts Mary Kay’s award for placing No. 5 on the Global 100.

“2016 was an exciting year for us at Avon, It was our 130th anniversary, and, as an Avon Foundation Board Member, I am very proud to share that it was the year we reached $1 billion raised globally for women’s causes,” added Coffey, who is also an Avon Foundation board member. “We are so proud to give women living with breast cancer and domestic violence help for today and hope for tomorrow.”

Jackie Nickel, who accepted Amway’s award for No. 1 direct seller in the world, spoke too about purpose and the efforts the company takes to have a positive impact on people’s lives.

“This award is a testament to the work we do each and every day to help people live better lives, discover their potential and achieve their goals,” she said.

The following companies sponsored tables at the DSN Global 100 Celebration:

Platinum Table Sponsors – ACN, Amway, Isagenix, It Works!, Jeunesse, New Avon, Total Life Changes and World Global Network; Gold Table Sponsors – AdvoCare, Ambit Energy, Mannatech, Mary Kay, MONAT, Oriflame, Plexus Worldwide, SeneGence, Stream, WorldVentures, Young Living and Zurvita.

This year, six special suppliers also chose to support Direct Selling News in sponsorship of the banquet: SUCCESS Partners, Avalara, Exigo, Hyperwallet, InfoTrax and Multi Image Group.

DSN Celebrates the Global 100 Companies

by J.M. Emmert

Amway was recognized as this year’s new No. 1 direct selling company in the DSN Global 100 ranking.


IN THIS ISSUE:

• Cover Story • 10 Things to Know • The List
• Topping the Charts • Profiles • Celebration

BRAVO AWARDS: 
• Leadership • Growth • Momentum


DSN Global 100


Direct Selling News celebrated the DSN Global 100 ranking on April 3 at the Gaylord Texan Resort in Grapevine, Texas, with a dinner and awards ceremony. The event marked the fourth consecutive year that DSN has recognized the achievements of the global direct selling leaders.

The event was hosted by DSN Publisher and Editor in Chief John Fleming. Brian Connolly, Chairman of the Board of Miche Bag and former Executive Vice President of Avon Products Inc., served as master of ceremonies.

More than 300 direct selling executives attended the event, including Cindy Monroe, CEO of Thirty-One Gifts; Jim and Kathy Coover, Co-Founders of Isagenix; Wayne Coupland, Network Director of Telecom Plus; Jerry Brassfield, Executive Chairman of GNLD; John Addison, Co-CEO of Primerica; Rob Snyder, Chairman of Stream Energy (Ignite); Connie Tang, CEO of Princess House; Chris Chambliss, a Co-Founder of Ambit Energy; Dave Wentz, CEO of USANA; Robert Goergen Jr., President of PartyLite; Keith Harding, CEO of Sportron; Robert Sinnott, CEO of Mannatech; Ryan Blair, CEO of ViSalus; Jill Blashack Strahan, CEO of Tastefully Simple; Mike Azcue, CEO of WorldVentures; and Orville and Heidi Thompson, Co-Owners of Scentsy.

Special guests included Joseph Mariano, President of the U.S. Direct Selling Association; Charlie Orr, Executive Director of the Direct Selling Education Foundation (DSEF); and two DSEF Circle of Honor winners: J. Stanley Fredrick, Chairman of Mannatech; and Michael Lunceford, Senior Vice President of Mary Kay. Malou Caluza, Chief Marketing Officer of QNET, traveled from Hong Kong to attend the event.



The Bravo Awards

The evening began with the presentation of two DSN Bravo Awards for excellence.

Momentum Award

It Works! Global was honored with the Bravo Momentum Award, which was created for this year’s celebration to recognize a previously unranked company that had demonstrated not only significant growth in 2012, but also the most significant first-time ranking on the DSN Global 100 list.


“It just shows any company in here that if you really focus and persevere you can do this—you can be a 10-year overnight success.”
—Mark Pentecost, Founder and CEO, It Works! Global


Founder and CEO Mark Pentecost had attended last year’s event and decided then that he wanted It Works! to be a Global 100 company. He and his team put together a strategic and operational plan to achieve that goal. In 2011, It Works! had revenue of $45 million; in 2012, revenue jumped to $200 million, placing the company in the 56th position in the 2012 ranking.

“We started from the bottom, and now we’re here,” said Pentecost. “It just shows any company in here that if you really focus and persevere you can do this—you can be a 10-year overnight success.”

Growth Award

Nerium International won the Bravo Growth Award, which is presented to the company achieving the highest percentage of growth over the prior year.

Last year’s winner, ViSalus, won the award for its 600 percent growth, going from $34 million in 2010 to $231 million in 2011. Nerium achieved an astounding 3,900 percent growth, going from $2.5 million in revenue in 2011 to $100 million in 2012. The company, which was founded in the fall of 2011 with only one product in the anti-aging category, placed 86th in the ranking.

Nerium’s founders—CEO Jeff Olson, President Dennis Windsor, Corporate Liaison Renee Olson and Vice President of Marketing and Culture Amber Olson—accepted the award.

“It’s been a fun year,” said Jeff Olson. “We’ve really enjoyed the growth and look forward to a great year coming up.”

Leadership Award

The third award in this category, presented later in the evening, was the Bravo Leadership Award, which was given to Alessandro Carlucci, CEO of São Paolo, Brazil-based Natura and Chairman of the World Federation of Direct Selling Associations.

The Leadership Award is presented to an individual who personifies leadership, guiding those around him toward greater good, progress and achievement all while earning the respect and admiration of those he leads. Previous winners in this category include John Addison of Primerica (2009); Greg Provenzano, Robert Stevanovski, Mike Cupisz and Tony Cupisz of ACN (2010); and Doug DeVos of Amway (2011).

Carlucci was recognized for embodying those traits. He joined his company in 1989 as a member of the sales and marketing team. In 2005, he was named CEO, becoming the company’s first top executive from outside its controlling stockholders. Under his guidance, Natura has grown to be the largest cosmetics company in Brazil.

In October 2011, Carlucci assumed the Chair of the World Federation of Direct Selling Associations, where he now helps guide the industry on a global scale. He believes his responsibility as a leader is to “show to the world our transformation and entrepreneurship capacity,” which will increase business opportunities and the positive impact direct selling has on the lives of millions of people.

“I am very deeply honored to receive this,” said Carlucci upon receiving the Leadership Award. “I am happy to be here because every time I can be together with friends in direct selling, it makes me feel better about the decision I made many years ago to join this industry. It’s a moment to see good friends and the opportunity to make new good friends. This is one of the most important characteristics of our industry—we make friends for life. It is an amazing industry.”


Brian Connolly, Chairman of the Board of Miche Bag, served as master of ceremonies.Brian Connolly, Chairman of the Board of Miche Bag, served as master of ceremonies. Over 300 industry executives attended the Global 100 Celebration.Over 300 industry executives attended the Global 100 Celebration. Alessandro Carlucci, CEO of Natura and Chairman of the WFDSA, gave the keynote address.Alessandro Carlucci, CEO of Natura and Chairman of the WFDSA, gave the keynote address.

Keynote Address

Carlucci was also the keynote speaker for the evening. He spoke of the interconnectedness of direct selling companies, distributors and consumers, and the impact the industry has on the world at large.

“Relationships are the foundation of our company and our business. In the end, relationships move the world; relationships move the business; relationships move people,” he said.


“There is nothing more contemporary than direct selling, and the world is calling for us to help people, to be better leaders, to do the right thing, to transform lives, to generate economic health.”
—Alessandro Carlucci, CEO of Natura and Chairman of the WFDSA


“We see people trying to really produce positive impact,” Carlucci continued. “At the same time we see a huge change in consumer behavior. And when we see all these things together, and we look for the fundamentals of our industry, there is a call for us—a call for our industry because we transform people’s lives, we affect their social aspects, we can do good things for the environment and, economically, we can offer opportunities for people. There is nothing more contemporary than direct selling, and the world is calling for us to help people, to be better leaders, to do the right thing, to transform lives, to generate economic health.”

As Chairman of the World Federation, Carlucci re-emphasized the relevance and importance for direct selling companies to be examples of trust, transparency and good business—“Business that can really change the quality of life on this planet,” he said.

The DSN Global 100

The most anticipated segment of the evening was the announcement of the DSN Global 100.

Before announcing the list in reverse order, Emcee Connolly shared some statistics about the 2012 ranking. A total of 16 countries were represented—including Brazil, Canada, Germany, India, Luxembourg, Peru, Russia, South Korea and Switzerland—with 24 newcomers to the list, hailing from Japan, Malaysia, France, the United Kingdom, the United States, China and Cyprus.

By region, there were 57 companies from North America, four from South America, 14 from Europe/Africa and 24 from the Asia-Pacific arena.

In all, the DSN Global 100 companies achieved over $72 billion in net sales in 2012, up from $63 billion one year ago. The Top 10 companies, which collectively represented 625 years of direct selling business across the globe, achieved $44 billion in revenue.

Representatives from nine of the Top 10 companies were present at the event.


“We want to dedicate this distinction to our amazing independent beauty advisors because without their passion, their commitment and their hard work on a daily basis… this would never have been possible.”
—Mona Ameli, General Manager, Belcorp USA


Mona Ameli, General Manager of Belcorp USA, accepted for Peru-based Belcorp Ltd., which placed 10th. “This is a very special year for us as we celebrate our 45th anniversary. This acknowledgment reflects the extraordinary efforts of our 9,000 employees. We want to dedicate this distinction to our amazing independent beauty advisors because without their passion, their commitment and their hard work on a daily basis, from the outskirts of the Amazon to the streets of San Francisco, this would never have been possible.”

Oriflame Senior Vice President Michael Cervell accepted for the Luxembourg-based company, which placed 9th. “On behalf of Oriflame, we are very proud to be in this [ranking], but we are not satisfied. We want to be higher than we are now.”

Greg Darlington, Vice President of Nu Skin, accepted for his company, which placed 8th. “On behalf of our 900,000 distributors and our customers around the world, we thank you for the opportunity to receive this award.”

No. 6 Mary Kay was represented by Senior Vice President Nathan Moore. “Mary Kay always said that if you aim for the moon and you miss, you land amongst the stars. It’s an honor to be among all of you stars tonight.”

Keynote speaker and Bravo Leadership Award winner Carlucci accepted for No. 5, Natura. “On behalf of our 1.5 million consultants around Latin America, we would like to say ‘thank you.’ ”

Hans ter Pelle, Chief Financial Officer of JAFRA Cosmetics, accepted for Germany-based Vorwerk, the No. 4 direct seller. “On behalf of the owner family of Vorwerk and the managing partners, I will gladly take this award and pass it on to them. We aim for higher goals, and we aim for touching many more people on this globe, so let’s put in some healthy competition and see where we end up next year.”


“With leadership comes responsibility, and as such, we will continue to support the industry and its interests going forward.”
—Sandy Spielmaker, Vice President of Sales, Amway North America


The No. 3 direct seller in the world, Herbalife, was represented by Brian McKinley, Senior Director of Corporate Alliances. “Don’t believe everything you read,” McKinley said in reference to recent scrutiny of the company. “Our company is fantastic, our industry is amazing and the future is very bright.”

Angelo Rossi, Avon Group Vice President, accepted for the No. 2 direct seller. “We are honored to be here and accept on behalf of the over 30,000 associates and 6 million independent contractors around the world. I would also say we are honored and humbled tonight to recognize the new top direct selling company in the world.”

AmwayThe new No. 1 direct seller was Ada, Michigan-based Amway, which achieved $11.3 billion in revenue for 2012. Sandy Spielmaker, Vice President of Sales for Amway North America, accepted for the company. “It is really an honor to be a leader in an industry of such great, reputable companies. With leadership comes responsibility, and as such, we will continue to support the industry and its interests going forward,” said Spielmaker. “We also know that, as an industry, we are being attacked by outsiders, but we are not in this alone. We are in it together and we will continue to support each and every one of you and this entire industry.”

Letter from John Fleming, May 2013

John Fleming

The DSN ranking of companies for 2012 is now complete and posted on our website. On April 3 of this past month we had the honor of once again hosting over 300 guests at the 2012 DSN Global 100 Banquet. We always look forward to rolling out the red carpet, bringing in the lights and a bit of glitz, and enjoying an evening of celebration inclusive of the DSN Global 100 recognition. We identify 100 companies, but the evening is always about honoring all who compose and make the direct selling industry possible.

Brian Connolly, Chairman of Miche and former Executive Vice President of Avon, graciously served as the Master of Ceremonies for the entire evening, making the first toast to all of the independent contractors who truly represent the essence of the industry, which is the opportunity to engage in an entrepreneurial-based channel of distribution. Brian then presented the Bravo Momentum Award to It Works! Global and the Bravo Growth Award to Nerium. Both of these companies delivered outstanding, record-breaking performance that served and inspired both consumers and independent business owners during 2012.

Alessando Carlucci, CEO of Natura and Chairman of the World Federation of Direct Selling Associations, received the DSN Bravo Leadership Award and delivered the keynote address. Brazil-based Natura, which sells cosmetics, fragrances and personal-care products, is known for prizing social impact and sustainability as highly as its return to shareholders, even describing the company’s results on them equally in its annual report. Under Carlucci’s leadership, Natura has developed a salesforce of 1.5 million people in Latin America. He brings those same societal and entrepreneurial values into his WFDSA role. Complete coverage of the event and the DSN Global 100 will be published in our June issue.

As we now move through the month of May and look toward this year’s Direct Selling Association Annual Meeting (www.dsa.org), there is much optimism regarding the outlook for direct selling. Recruiting remains strong across the industry from this perspective, and the media attention to job creation should also continue to support increasing interest in direct selling companies. Some of the negative publicity and activities that challenged the industry during the latter part of 2012 may very well have ignited a positive wave of communication supported by the enormous engagement of direct sellers in social media.

Recently, USA Today’s Maria Bartiromo interviewed International Monetary Fund (IMF) Managing Director Christine Lagarde to discuss jobs, growth and the global economy prior to IMF meetings in Washington, D.C. One of Maria’s questions related to the 200 million people around the world who are out of work. Lagarde mentioned in her explanation of solutions the importance of unleashing creative potential and the enterprise spirit that exists pretty much everywhere. As I read this article, it was just another reminder of how important our industry’s story is and what it could mean to so many who still simply do not know what they don’t know. Direct selling companies are of the few who maintain open doors of opportunity to people from all walks of life who are seeking a way to chart their own destiny. Approximately 100 million people (WFDSA data) have already chosen a direct selling opportunity; the companies can certainly serve and support more.

Our cover story this month focuses on that most important period in the life of the new consultant/distributor—the first 90 days! It is referred to by basically every direct selling company as the most critical period in the development process, beginning with how the new person gets engaged. All who say yes to a direct selling opportunity do so because there is a belief that the opportunity can be life-changing. The term “life-changing” may have many different definitions; however, what is actually experienced in the first 90 days usually determines the outcome of the time, money and effort invested. We appreciate very much the open sharing and contributions from the companies who participated in the content of this article.

Good news! We are embracing digital! Beginning in the month of June, our monthly magazine will expand to digital format, enabling access through the Apple Newsstand and Google Play Store. It will be available for iPads and iPhones, as well as Android tablets and smart phones. Expanding to a digital format enlarges the resources of Direct Selling News. Our global friends have found it very difficult to be subscribers due to the postage requirements and the long and often damaging delays in shipment.

Recent data reveals that the use of tablets is expected to exceed 190 million by the end of this year and reach 350 million by the end of 2017. Our new app will allow for links and other information to be shared easily. We are excited about this expansion and the increased exposure it will provide to those who advertise with DSN.

Until next month… enjoy the issue!

John Fleming
Publisher and Editor in Chief