The Direct Sales Congress Germany 2025 was all about practical relevance, exchange, and the strong desire to advance the industry together. Right at the start, the BDD welcomed three new members to its ranks: ANIfit, Health Notion, and Stadtwerke Duisburg are now enriching the German Direct Selling Association.
Practical insights were provided under the topic of “Let’s talk about” by:
* Markus Hölle (Ha-Ra): “From initial contact to initial success: onboarding as a key”
* Aida Rizvo (JEMAKO): “Successful integration of sales partners into decision-making processes”
* Daniel Fink (RINGANA): “More than a journey – experience as a training approach”
* Axel Koß (LR Health & Beauty): “Strategy Insight @LR Health & Beauty”
Another highlight of the first day of the congress was the presentation of the BDD company awards. Congratulations go to:
Category Large Companies:
1st place: HYLA
2nd place: RINGANA
3rd place: PM-International
Category Medium-Sized Companies:
1st place: LichtBlick
2nd place: lekker
3rd place: Telecolumbus/PΫUR
Category Small Companies:
1st place: BSH Hausgeräte
2nd place: badenova
3rd place: EWE Direkt
The second day of the congress focused on the BDD Awards. For the first time, the winners were chosen by live voting directly at the congress.
The BDD Innovation Award 2025 went to Mary Kay for the AI project “Foundation Matching Tool – AI meets beauty.”
The BDD Sustainability Award 2025 went to RINGANA for its “Charge & Change” mobility concept.
Astrid Schulte and Dirk Schiffner also gave a presentation entitled “The Power of Vision,” in which they also shared practical insights with the audience.
Another scientific highlight was the presentation of the German direct selling market study “Situation of the Direct Selling Industry in Germany 2025” by Prof. Dr. Florian Kraus (University of Mannheim). In addition, Daniel Heinsen (Pampered Chef) contributed the perspective of artificial intelligence in everyday business life, while Manuela Kunz (Reico) shared her experiences on the topic of onboarding – two topics that were also highlighted in the study in terms of figures and trends.
The BDD committees also introduced themselves on stage. They stand for practical, trusting exchange within the association.
The congress concluded with a keynote speech by sales analyst Winfried Küppers on “The new normal in sales,” which impressively summed up the changes in sales.
The 2026 Direct Sales Congress will take place on October 5 and 6, 2026, in Potsdam.
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