We have Sunny Beutler in this part of “Leadership Unplugged”. Sunny joined Sunrider in 2006, and she has been the company’s Chief Executive Officer since 2021.
Could you tell us about your education?
I earned a Bachelor of Arts in International Studies and a Juris Doctor from Brigham Young University. My studies gave me a strong foundation in analytical thinking, cross-cultural communication, and problem-solving, which have been essential in managing a global business.
Over the past 20 years, I’ve applied this education to oversee Sunrider’s international operations, including conventions, affiliate offices, manufacturing, retail, direct selling, and our global hotel division. Living and working abroad has further strengthened my global perspective, helping me navigate the complexities of leading a multinational company.
What was your childhood dream?
As a child, my dream was to become a mother and live abroad. I loved the idea of raising a family while exploring different cultures and seeing the world outside of the U.S. This dream has guided my personal and professional life, as I strive to balance family, travel, and career. Living in multiple cities like Taipei, Hong Kong, and Tokyo allowed me to experience diverse perspectives, which ultimately influenced how I approach leadership, team dynamics, and global business decisions.
What were your past experiences before your current role?
Before joining Sunrider full time, I trained as a lawyer and completed internships across NGOs, law firms, courthouses, and the District Attorney’s office. These experiences taught me critical thinking, problem-solving, and dispute resolution—skills I still rely on today. I joined Sunrider in 2006 and worked across global markets, including Asia and Europe, helping manage operations, marketing, and sales.
Over time, I gained a deep understanding of international business, logistics, and people management, which prepared me to take the helm as CEO while balancing complex global operations with the company’s mission and values.
What do you consider the main factor behind your career success?
The main factor has been the incredible team I work with. My C-Suite and management teams bring expertise, dedication, and creativity to every challenge. Their input allows me to make informed decisions, innovate, and lead confidently. Leadership is never a solo effort—success comes from empowering others, encouraging collaboration, and creating an environment where people feel supported and inspired.
Together, we ensure Sunrider continues to thrive globally, delivering high-quality wellness products, supporting Independent Business Owners (IBOs), and maintaining our reputation as the “Original Herbal Wellness & Beauty Experts” that combines ancient Eastern traditions with modern Western innovation.
What has been your most inspiring moment?
Every time I hear a story of how Sunrider has positively impacted someone’s life, I feel inspired. Whether it involves a customer enjoying the results of our products, an IBO excited about and thriving with their Sunrider business, or someone realizing their personal goals, these stories remind me why we do what we do.
Leading a company with a mission to help others live healthier, fuller lives motivates me daily. Seeing the results of our products and the growth of our IBOs around the world—from Asia and Europe to North America—continues to reinforce the value of what our team and I are building.
Your hobbies?
I enjoy cooking and baking, exploring new recipes, and sharing meals with family and friends. I’m also active in my church, mentoring and working with teens, which keeps me energized and connected to younger generations.
Traveling is another passion. I’ve lived in different countries around world, and I love exploring new cities and cultures. These experiences not only provide personal fulfillment but also inspire my work at Sunrider, giving me fresh perspectives on wellness, leadership, and global business operations.
How would you describe being a direct selling executive to an outsider?
Being a direct selling executive is dynamic and multifaceted. It combines decision making, problem-solving, creativity, and customer service, while inspiring others to reach their goals. It’s about leading a global organization, supporting our IBOs, and developing systems that make success possible for our team.
You need to balance strategy with hands-on engagement, understanding people and processes across different countries and cultures. Ultimately, it’s about helping others achieve health, wellness, and business growth while maintaining the company’s values, integrity, and mission in a highly competitive, ever-changing global marketplace.
What is your biggest achievement in your current position?
One of my proudest achievements has been modernizing and improving our technology and implementing best practices across IT, marketing, and sales systems, including the launch of the Sunrider Daily (formerly Sunrider Connect) mobile app. These improvements have strengthened our global operations, empowered our IBOs, and enhanced the customer experience.
Leading these initiatives has allowed us to adapt to changing market trends, embrace digital innovation, and maintain Sunrider’s position as the Original Herbal Wellness & Beauty Experts. Seeing the positive impact on both our teams and our customers worldwide is extremely gratifying.
And your biggest challenge in a direct selling company executive role?
The greatest challenge is balancing innovation and progress with maintaining the legacy of a 44-year-old company. Sunrider has built its reputation on trust, integrity, and high-quality herbal products, so any change must honor that foundation. At the same time, leading a global company requires adapting to new technologies, social media trends, and online engagement strategies.
Successfully navigating this balance demands careful planning, communication, and agility—ensuring that while we modernize and innovate, we remain true to our values and continue to support our IBOs and customers worldwide.
What would be your best advice to those who are thinking of joining a direct sales company in a corporate position?
Everything is about team work. No one works in a silo, and we need to be prepared to work outside our comfort zone to help others achieve their dreams. Every department, team, and individual contributes to the success of others. You need to be willing to collaborate and embrace challenges that may not be part of your traditional role.
Leadership here requires initiative, empathy, and adaptability. By supporting others in achieving their goals, you help create an environment where everyone can thrive, including yourself. This approach not only strengthens the company but also fosters personal growth, creativity, and lasting professional fulfillment.
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