In this episode of the Modern Direct Seller Podcast, Becky and Jeremy Launder take us behind the scenes of DSA Canada 2025, sharing their biggest takeaways from the intimate, high-energy event in Kelowna, BC. From reconnecting with industry friends to fresh conversations about affiliate programs, AI, and innovative strategies for reaching younger demographics, this year’s conference was all about pivoting, creativity, and connection. You’ll hear direct from attendees and industry leaders who are testing new approaches, navigating change, and collaborating across company lines to strengthen the future of direct sales. Whether it’s leveraging AI tools with heart or rethinking recruitment, this episode is packed with inspiration and forward-thinking insights.

A huge thank you to our incredible guests for sharing their time, insights, and experiences: Donna Pinsonneault of She’s Got Leggz, Sherri Dickie of Vector Marketing Canada, Judie Barta of Real You Health Coach Collective, Jorge Huaman-Pinillos of Immunotec, Jackie McClements of Shaklee, Ben Robinson of Abby AI, and Peter Maddox, President of DSA Canada. We loved learning from each of you!

Time based notes:

Inside DSA Canada: Real Conversations, Big Ideas, and the Future of Direct Sales

After spending several days in beautiful Kelowna, British Columbia, we’re back from the DSA Canada conference feeling refreshed, inspired, and more connected than ever. This wasn’t just a conference—it was a tight-knit gathering of innovators, legacy brands, and newcomers all focused on the same goal: evolving and strengthening the future of direct selling.

In this recap, we’re highlighting the voices of several incredible leaders who shared what they’re seeing in the field, what’s working, and what’s next. Their insights captured both the challenges and the opportunities present in today’s direct sales landscape—and we’re excited to share them with you here.

Exploring the Role of AI in Direct Sales

One of the biggest themes this year? AI. The conversation wasn’t about replacing people—it was about equipping them. We heard from Ben Robinson, founder and CEO of Abby AI, who emphasized how AI tools can be used to optimize workflows, improve training, and free up time for sellers to focus on what matters most: connection.

Ben’s approach is rooted in personalization. Rather than generic solutions, his focus is on helping people apply what they learn to their unique business circumstances. That human-centered approach to technology set the tone for much of the conference.

Lessons from Industry Leadership

DSA Canada President Peter Maddox wrapped up the conference by reflecting on the collaborative energy that filled the room. He acknowledged the real challenges companies are facing, but also highlighted the spirit of sharing and momentum that’s driving the industry forward. His biggest takeaway? There’s power in working together—and the DSA community continues to show up with solutions, not just questions.

Connecting Across the Industry

We also sat down with several conference attendees to capture their perspectives.

Donna Pinsonneault, CEO of She’s Got Leggz, shared how meaningful the in-person connections were this year. Her company walked away with the “Making a Difference” Award from the Direct Selling Education Foundation, and she emphasized how foundational relationships are to everything they do. Reconnection—not just internally, but across the industry—was a central theme for her.

Sherri Dickie, National Recruiting Manager at Vector Marketing, discussed how her team is successfully reaching younger demographics through simple, low-barrier strategies. One standout example? Paying students $20 to “put up a post” and share about the opportunity within their networks. It’s creative, it’s effective, and it’s built on relationships.

Judie Barta, co-founder of Real You Health Coach Collective, is brand new to the DSA community. She showed up to the event without being a member—and left with a notebook full of ideas and a sense of belonging. As a health coach and longtime entrepreneur, she sees direct selling as a way to expand what’s possible in the wellness space. Judie is currently developing a new model she calls “Orbit Agency,” aimed at offering more tools and opportunities to those in health and healing professions.

Jorge Huaman-Pinillos, General Manager of Immunotec Canada, shared how his team has embraced innovation over the past year. From recruiting strategies to product promotion, they’ve stayed flexible and creative—and the results are showing. Jorge’s key message was clear: turbulent times demand smart, strategic pivots.

Jackie McClements, General Manager of Shaklee Canada, brought a legacy perspective to the conversation. She emphasized the power of coming together as peers, even among companies that might be viewed as competitors. Jackie also highlighted the scientific rigor behind Shaklee’s product innovation and noted their recognition with the DSA’s Industry Innovation Award for a long-term health study.

From Affiliate Models to Back-to-Basics

A noticeable shift from last year’s conversations was around affiliate marketing. In 2024, many companies were actively testing or adopting affiliate programs, often as a supplement to traditional models. This year, the tone was different. While affiliate approaches haven’t disappeared, there was a collective realization that connection and community-building—core elements of direct sales—can’t be sidelined.

Companies are experimenting, evaluating, and in some cases, returning to what’s always worked: relationship-first business strategies. The result? A stronger commitment to staying authentic, flexible, and future-focused.

Wrapping It All Up

DSA Canada 2025 was a reminder that while the tools may change, the heart of direct sales remains the same: people, relationships, and community. From thoughtful uses of AI to creative recruiting strategies, from brand-new startups to companies with decades of history, everyone brought something to the table—and walked away with more.

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