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Event Overview
Mark Your Calendar: DSU EU 2025 – Amsterdam
After the incredible success of our inaugural DSU EU event, we’re bringing even more momentum to Amsterdam in June 2025. Europe’s top direct selling leaders will gather once again to explore the latest insights, strengthen industry connections and discover new opportunities for growth.
Don’t miss this chance to participate in an event that promises to elevate your business and continue shaping the future of direct selling in Europe.
Save the date for a truly unforgettable experience!
DSU is free for all active corporate direct selling executives and event sponsors.
Speakers
Learn from the industry pioneers, seasoned executives and visionary leaders who are shaping direct selling. Our speakers are poised to ignite inspiration, spark meaningful dialogue and provide actionable insights to propel your business to new heights.
More speaker announcements coming soon!
STUART JOHNSON
Direct Selling Partners & Direct Selling News
CEO →
Stuart Johnson has served the direct selling industry for 36 years. His passion for the channel encompasses a broader commitment to build and connect the direct selling community through exclusive industry events such as Direct Selling University and the DSN Global Celebration.
Stuart is arguably the most connected person in direct selling, building and growing a network of executives, thought leaders, strategists and innovators. His advice and counsel are sought after by leaders throughout the channel.
CEO →
Stuart Johnson has served the direct selling industry for 36 years. His passion for the channel encompasses a broader commitment to build and connect the direct selling community through exclusive industry events such as Direct Selling University and the DSN Global Celebration.
Stuart is arguably the most connected person in direct selling, building and growing a network of executives, thought leaders, strategists and innovators. His advice and counsel are sought after by leaders throughout the channel.
SUSANNAH SCHOFIELD OBE
DSA UK
Director General →
Susannah Schofield OBE is the Director General of the Direct Selling Association UK, an industry which is worth over £1billion. Alongside her role as Director General, Susannah remains actively involved in two businesses which she founded: the CEO of Dice Matrix Consulting, an insight and research company, and as a Licensed Female Boxing Promoter representing Women Boxers under the Unified Promotions Ltd banner. Prior to her appointment as leader of the DSA, Susannah spent 18 years at Royal Mail, culminating in her holding the Board-level role of Commercial & Innovation Director, where she led a team of over 800 people.
A passionate advocate for women and young people in business, Susannah was awarded an OBE for her work in this area in the 2015 New years Honours List.
Director General →
Susannah Schofield OBE is the Director General of the Direct Selling Association UK, an industry which is worth over £1billion. Alongside her role as Director General, Susannah remains actively involved in two businesses which she founded: the CEO of Dice Matrix Consulting, an insight and research company, and as a Licensed Female Boxing Promoter representing Women Boxers under the Unified Promotions Ltd banner. Prior to her appointment as leader of the DSA, Susannah spent 18 years at Royal Mail, culminating in her holding the Board-level role of Commercial & Innovation Director, where she led a team of over 800 people.
A passionate advocate for women and young people in business, Susannah was awarded an OBE for her work in this area in the 2015 New years Honours List.
JOHN ADDISON
Addison Leadership Group
CEO →
Back in 1977, Primerica’s founders recognized the pressing need for their friends, family and community members to have access to financial education and the right financial solutions that could help them live better lives and prepare for the future. Now, nearly 50 years later Primerica is ranked #7 on the DSN Global 100 List with 2022 revenue of $2.72B. Primerica reported revenue for 2023 of $2.82B, growing $100M over 2022.
John is the former Co-CEO of Primerica and is now on the board of directors. He helped to shape Primerica’s culture as well as navigate a tedious break from Citigroup that skyrocketed profits and made National headlines in 2010. Now “rewired” after his tenure with Primerica, John is the CEO of Addison Leadership Group, INC. He travels the world as a keynote speaker and consultant, he is also a best-selling author.
CEO →
Back in 1977, Primerica’s founders recognized the pressing need for their friends, family and community members to have access to financial education and the right financial solutions that could help them live better lives and prepare for the future. Now, nearly 50 years later Primerica is ranked #7 on the DSN Global 100 List with 2022 revenue of $2.72B. Primerica reported revenue for 2023 of $2.82B, growing $100M over 2022.
John is the former Co-CEO of Primerica and is now on the board of directors. He helped to shape Primerica’s culture as well as navigate a tedious break from Citigroup that skyrocketed profits and made National headlines in 2010. Now “rewired” after his tenure with Primerica, John is the CEO of Addison Leadership Group, INC. He travels the world as a keynote speaker and consultant, he is also a best-selling author.
FRÉDÉRIC BILLION
DSA France
Executive Director →
Frédéric Billon has been appointed Executive Director of the French Direct Selling Association in January 2023. In May 2023 he became SELDIA Vice President. He started his career as a project manager for the French Ministry of Foreign Affairs, in the Dominican Republic, until 2001. He then created two companies specializing in dematerialization and digitalization in Central America.
In 2007, he integrates the “Nature group” as e-commerce Development Director and create the online store of organic, healthcare and wellness
products “Naturalforme.fr". In 2009 he became Chief Operational Director of “Nature group."
Between 2018 and 2023, he has held the position of CEO of the Direct selling company “Just France."
Executive Director →
Frédéric Billon has been appointed Executive Director of the French Direct Selling Association in January 2023. In May 2023 he became SELDIA Vice President. He started his career as a project manager for the French Ministry of Foreign Affairs, in the Dominican Republic, until 2001. He then created two companies specializing in dematerialization and digitalization in Central America.
In 2007, he integrates the “Nature group” as e-commerce Development Director and create the online store of organic, healthcare and wellness
products “Naturalforme.fr". In 2009 he became Chief Operational Director of “Nature group."
Between 2018 and 2023, he has held the position of CEO of the Direct selling company “Just France."
HEATHER CHASTAIN
Bridgehead Collective
Founder & CEO →
With 20 years of cross-functional experience in direct selling, Heather brings a solid understanding of sales, marketing, technology, manufacturing, operations and C-Suite challenges as well as a strong collaborative and relational style of leadership to the table.
Heather has held executive roles as Shaklee, Arbonne International, Celebrating Home and BeautiControl. Heather is the Founder and CEO of Bridgehead Collective, a firm founded to help companies in the channel innovate, form and execute strategic plans in a dynamic digital environment.
Founder & CEO →
With 20 years of cross-functional experience in direct selling, Heather brings a solid understanding of sales, marketing, technology, manufacturing, operations and C-Suite challenges as well as a strong collaborative and relational style of leadership to the table.
Heather has held executive roles as Shaklee, Arbonne International, Celebrating Home and BeautiControl. Heather is the Founder and CEO of Bridgehead Collective, a firm founded to help companies in the channel innovate, form and execute strategic plans in a dynamic digital environment.
CHRIS FENNA
Meridian MMi
CEO & Owner →
Chris Fenna, Owner and CEO of Meridian MMi, brings over 40 years of unparalleled experience in the Direct Selling industry. A UK Direct Selling Association Hall of Fame inductee since 2013, Chris’s career spans leadership roles at the Vice President level within global Direct Selling companies and the successful management of her own Direct Selling business.
Chris’s expertise lies not only in her cutting-edge industry knowledge and extensive network of key contacts but also in her exceptional ability to understand and deliver on the unique needs of her clients. Her standout approach combines high-level recruitment and consultancy services with personalized mentoring and support, ensuring success for both organizations and candidates alike.
Under her leadership, Meridian MMi has become synonymous with excellence, offering solutions that are as strategic as they are people-focused.
CEO & Owner →
Chris Fenna, Owner and CEO of Meridian MMi, brings over 40 years of unparalleled experience in the Direct Selling industry. A UK Direct Selling Association Hall of Fame inductee since 2013, Chris’s career spans leadership roles at the Vice President level within global Direct Selling companies and the successful management of her own Direct Selling business.
Chris’s expertise lies not only in her cutting-edge industry knowledge and extensive network of key contacts but also in her exceptional ability to understand and deliver on the unique needs of her clients. Her standout approach combines high-level recruitment and consultancy services with personalized mentoring and support, ensuring success for both organizations and candidates alike.
Under her leadership, Meridian MMi has become synonymous with excellence, offering solutions that are as strategic as they are people-focused.
WES LINDEN
Utility Warehouse
National Network Leader, Author and Speaker →
Wes Linden is a top-ranked National Network Leader at Utility Warehouse, a record-breaking bestselling author for over seven years and an international speaker who has inspired audiences in over 20 countries. Since 1997, Wes has empowered thousands to build successful side-gigs from the comfort of home, earning him recognition as a trusted leader in the direct selling industry including his induction into the Direct Selling Hall of Fame.
Beyond his achievements in business, Wes brings a unique background as an ex-professional football referee, officiating matches up to the Championship level. He is also the voice behind The Resilience Project podcast where he shares stories of grit, growth and success.
Whether through his writing, mentoring or speaking, Wes continues to champion resilience, success and a life filled with purpose.
National Network Leader, Author and Speaker →
Wes Linden is a top-ranked National Network Leader at Utility Warehouse, a record-breaking bestselling author for over seven years and an international speaker who has inspired audiences in over 20 countries. Since 1997, Wes has empowered thousands to build successful side-gigs from the comfort of home, earning him recognition as a trusted leader in the direct selling industry including his induction into the Direct Selling Hall of Fame.
Beyond his achievements in business, Wes brings a unique background as an ex-professional football referee, officiating matches up to the Championship level. He is also the voice behind The Resilience Project podcast where he shares stories of grit, growth and success.
Whether through his writing, mentoring or speaking, Wes continues to champion resilience, success and a life filled with purpose.
WAYNE MOOREHEAD
LifeWave
Global SVP Marketing →
As LifeWave’s newly appointed Global Senior Vice President of Marketing, Wayne brings more than two decades of experience leading marketing, strategy and branding for large organizations in both traditional retail and the direct selling industry. Wayne is also the host of Direct Approach, a bi-weekly podcast that features candid conversations with leading corporate executives about marketing, brand strategy and the evolving direct sales channel.
In his new role, Wayne will lead LifeWave’s global marketing, digital and communication teams, focusing on innovative approaches to the user experience and technological advancements.
Global SVP Marketing →
As LifeWave’s newly appointed Global Senior Vice President of Marketing, Wayne brings more than two decades of experience leading marketing, strategy and branding for large organizations in both traditional retail and the direct selling industry. Wayne is also the host of Direct Approach, a bi-weekly podcast that features candid conversations with leading corporate executives about marketing, brand strategy and the evolving direct sales channel.
In his new role, Wayne will lead LifeWave’s global marketing, digital and communication teams, focusing on innovative approaches to the user experience and technological advancements.
GEOFF MULHAM
DSA Australia
Chief Executive Officer
Geoff Mulham brings a wealth of global expertise to his role as CEO of Direct Selling Australia (DSA). With a distinguished career spanning General Management, Start-Ups, Marketing and Sales and Event Marketing, Geoff is a seasoned leader dedicated to driving innovation and growth in the direct selling industry.
A natural communicator and educator, Geoff is an accomplished trainer, presenter and published author of Time Balancement (2015), a guide to achieving equilibrium in today’s fast-paced world. He is also a prolific writer and blogger sharing insights that inspire and empower others.
Geoff's creative talents extend to filmmaking where he directed and produced the feature documentary Living the Dream (2005), showcasing his ability to connect with audiences on a profound level.
Under Geoff's leadership DSA continues to champion excellence and sustainability in direct selling fostering collaboration among members and advancing the industry's standing across Australia and beyond.
Chief Executive Officer
Geoff Mulham brings a wealth of global expertise to his role as CEO of Direct Selling Australia (DSA). With a distinguished career spanning General Management, Start-Ups, Marketing and Sales and Event Marketing, Geoff is a seasoned leader dedicated to driving innovation and growth in the direct selling industry.
A natural communicator and educator, Geoff is an accomplished trainer, presenter and published author of Time Balancement (2015), a guide to achieving equilibrium in today’s fast-paced world. He is also a prolific writer and blogger sharing insights that inspire and empower others.
Geoff's creative talents extend to filmmaking where he directed and produced the feature documentary Living the Dream (2005), showcasing his ability to connect with audiences on a profound level.
Under Geoff's leadership DSA continues to champion excellence and sustainability in direct selling fostering collaboration among members and advancing the industry's standing across Australia and beyond.
BOB PARKER
Meridian MMi
Joint Managing Director →
Bob Parker, Joint Managing Director of Meridian MMi, is a network marketing and direct sales specialist with over 35 years of experience as a business owner, trainer and leader. As the former Country Manager for global wellness brand Forever Living Products in the UK, Ireland and Iceland, Bob led the territories to No.1 in the world for two consecutive years, achieving remarkable 60% year-on-year growth.
A natural entrepreneur from an early age, Bob's commercial acumen emerged while still at school, where he successfully ran a mobile DJ business and market stalls. Over the years his passion for sales, leadership and mentoring has defined his career. In 2009 Bob was recognized as the youngest inductee into the Direct Selling Association's Hall of Fame cementing his status as a leader in the industry.
As an inspirational speaker and mentor, Bob is dedicated to helping individuals and teams achieve peak performance. With a focus on goal setting, mindset development and leadership growth, he combines warmth, practical insights and an empathetic approach to help others unlock their potential and drive sustainable success.
Joint Managing Director →
Bob Parker, Joint Managing Director of Meridian MMi, is a network marketing and direct sales specialist with over 35 years of experience as a business owner, trainer and leader. As the former Country Manager for global wellness brand Forever Living Products in the UK, Ireland and Iceland, Bob led the territories to No.1 in the world for two consecutive years, achieving remarkable 60% year-on-year growth.
A natural entrepreneur from an early age, Bob's commercial acumen emerged while still at school, where he successfully ran a mobile DJ business and market stalls. Over the years his passion for sales, leadership and mentoring has defined his career. In 2009 Bob was recognized as the youngest inductee into the Direct Selling Association's Hall of Fame cementing his status as a leader in the industry.
As an inspirational speaker and mentor, Bob is dedicated to helping individuals and teams achieve peak performance. With a focus on goal setting, mindset development and leadership growth, he combines warmth, practical insights and an empathetic approach to help others unlock their potential and drive sustainable success.
IMELDA VITAL
SELDIA
Executive Director/AD Interim →
Imelda has 30 years in the direct selling industry working on public policy in Europe and wider. Amongst these, 25 years in Amway responsible for European Government affairs but also involved in corporate communication, CSR activities and PR. Industry relations has always been an important part of her work and she has always been active and on the board of many DSAs and other trade associations. Her first encounter of the direct selling industry was with Seldia which she is currently leading. She is passionate about the industry and very proud to advocate on its behalf.
Executive Director/AD Interim →
Imelda has 30 years in the direct selling industry working on public policy in Europe and wider. Amongst these, 25 years in Amway responsible for European Government affairs but also involved in corporate communication, CSR activities and PR. Industry relations has always been an important part of her work and she has always been active and on the board of many DSAs and other trade associations. Her first encounter of the direct selling industry was with Seldia which she is currently leading. She is passionate about the industry and very proud to advocate on its behalf.
HOTEL
Hilton Amsterdam Airport Schiphol
Schiphol Boulevard 701
Schiphol, 1118 BN
Netherlands
The hotel group rate is $269.04/night, including VAT and Buffet Breakfast, excluding 6.29% city tax.
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