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. Over 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

  • Geoff Mulham
    Geoff Mulham

Chief Executive Officer

  • Adele Sutton
    Adele Sutton

Head of Legal & Policy

  • Paul Seitz
    Paul Seitz

Marketing & Membership Manager

  • Fiona Bourke
    Fiona Bourke

Administration Co-Ordinator

Geoff Mulham

Geoff began his career in Advertising, then spent the next 15 years in the Direct Selling Industry in a variety of Sales and Marketing roles, first with Amway Corporation (with postings in Sydney, the USA, and the UK), and then with Nutrimetics International, based in Sydney.

Geoff then created several start-ups in the Audio-Visual space, most notably ‘Signal Media’, a full-service film and event production agency servicing the corporate market in Australia and the Pacific region.‘Signal’ then merged with ‘Veritas’, one of Australia’s leading Event Management companies. As a partner/board member at Veritas, Geoff worked closely at CEO level to develop and implement field communication and incentive strategies for companies including Merck-Serono, Cisco, Lenovo, McDonalds, Frito Lay, Vodaphone, and Visa.

In 2015 Geoff sold his interest in Veritas to return to the Direct Selling channel as Sales Director of Mannatech. In 2016, Geoff moved into the General Manager’s role.

Geoff then spent 6 years with USANA Health Sciences, based both in Europe and then as Vice President for Australia and New Zealand based in Sydney.

Geoff is a Husband/Dad/Grandfather living in Manly on Sydney’s Northern Beaches. His interests include tennis, surfing, travel, cooking, writing, photography, and filmmaking.

 “I am humbled and honoured to be the guardian and spokesperson for our amazing industry, and to protect and promote the wonderful opportunities it offers to people from all walks of life”.

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 channel 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 2017 as the Marketing and Communications Manager. In 2020, Paul’s title changed to Marketing and Membership Manager to correctly reflect the addition of operational responsibilities including accounts receivable and member relations. While communication has been dropped from his title, Paul maintains that solid and clear communication is required for every aspect of his role at DSA.

Fiona Bourke

Fiona has a strong and diverse administrative background.  She has held many varied roles across several industries, including working in legal services and the educational sector.  Fiona is enjoying being the Administration Co-ordinator for DSA, and welcomes any challenges that come her way. Personal time is spent living on the Northern Beaches enjoying the beach lifestyle.

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