About Us

Direct Selling Australia (DSA) has been the leading representative body for direct selling in Australian retail for more than 55 years. We represent and support organisations that manufacture and distribute their goods and services directly to consumers. Our members, currently more than 50 direct selling companies, are committed to our Code of Practice which promotes high standards of consumer protection, professionalism and ethics.

Our members include many well-known brands and engage over half a million Australians in marketing their products. Our members contribute to and benefit from our work, enhancing their own businesses and the broader industry.


Direct selling has been a feature of retailing since the days of the travelling salesman. Almost half a century ago, in 1967, five organisations formed the National Association of Direct Selling Organisations within the Victorian Chamber of Manufacturers. The organisation grew to also represent companies that brought party plan and network marketing business models to Australia and a separate and autonomous secretariat was established in 1973.

Today, DSA represents companies that are increasingly taking the relationship and experiential strengths in these traditional direct selling methods to an omni-channel retail presence.


DSA is a member of the World Federation of Direct Selling Associations. WFDSA is a non-governmental, voluntary organisation that represents and supports the direct selling industry globally. The Federation pursues high levels of ethical conduct in the global marketplace, fosters advocacy by partnering with government, consumer and academic leaders, and strengthens management in national and regional Direct Selling Associations.

WFDSA membership includes 59 national Direct Selling Associations and one regional federation – Federation of European Direct Selling Associations (SELDIA).

Our Team

  • Gill Stapleton
    Gill Stapleton

Chief Executive Officer

  • Adele Sutton
    Adele Sutton

Head of Legal & Policy

  • Paul Seitz
    Paul Seitz

Marketing & Membership Manager

  • Lachlan Smith
    Lachlan Smith

Digital Marketing Coordinator

  • Rebecca Smallcombe
    Rebecca Smallcombe

Administrative Assistant

Gill Stapleton

Gillian Stapleton was appointed Executive Director of Direct Selling Australia in July 2016. Gill is the first female appointed to this position in the Association’s 55 year history.

Gill started her career as a teacher in the UK but joined a home based direct selling business, so that she could be a full time mum to her two children. Rising to the top of that business and achieving every award and trip possible, Gill was offered a corporate role in Australia with that same organisation.

Since then, she has been the CEO of both a network marketing organisation, a party-plan business and a national Charity. Gill has also previously served as a member of the DSA Board.

Adele Sutton

Adele has a strong interest in all aspects of the regulatory cycle, including stakeholder advocacy in relation to proposed legislation and policy. She has significant experience in competition and consumer law matters including implementing compliance programs and systems as well as conducting internal investigations and defending companies and individuals in response to allegations brought by the ACCC and advising clients on appropriate strategic responses to regulatory action in terms of both penalties and brand reputation.

Paul Seitz

Paul has been involved in the direct selling industry since 1992 working in the US, New Zealand and Australia. Paul understands the direct selling industry having held roles at both Herbalife and USANA and has also contracted in event production for other members including Avon, Isagenix, Arbonne and Young Living. Paul has a strong understanding of technology, a wealth of event production expertise and a passion for our industry, people and building relationships. Paul joined the DSA team in 2016 as the Marketing and Communications Manager.

Lachlan Smith

Lachlan is a fresh face in the Direct Selling Industry. Having completed a Bachelor’s Degree in Communications & Media (MA: Marketing & Advertising) on 2019, Lachlan went on to spend a year interning in areas of digital marketing across various agency-level marketing firms to expand his skillset.

His love of the fashion industry landed him an opportunity to study Fashion Marketing at the European Institute of Design in Florence, Italy. Lachlan is enjoying his role as a Digital Marketing Coordinator, focusing on all things paid and organic social media, website development, PR and the distribution of communications. Lachlan joined the DSA team in January, 2021 and has seen significant community growth across all channels.

Rebecca Smallcombe

Rebecca previously worked as a the Marketing & Communications Assistant at a former direct selling organisation where she first met DSA’s CEO – Gillian Stapleton. In early 2017, Rebecca joined DSA as the Marketing & Communications Assistant before having her second child. Rebecca now has three children and is delighted to return to DSA in the role of Administrative Assistant.

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