What is Direct Selling Australia?

Direct Selling Australia has been the leading representative body for direct selling in Australian retail for over 50 years. We represent and support organisations that manufacture and distribute their goods and services directly to consumers.

Our members, currently around 45 direct selling companies, are committed to our ‘Code of Practice’, which promotes high standards of consumer protection, professionalism, and ethics.

We are a member of the World Federation of Direct Selling Associations (WFDSA), which 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.

Meet our Team

Geoff Mulham
CEO
Adele Sutton
Head of Legal and Policy
Kelly Bolger
Business Growth Executive
Fiona Bourke
Administration Coordinator

Fiona Bourke

Administration Coordinator

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.

Kelly Bolger

Business Growth Executive

Kelly brings diverse range of skills to our team after fulfilling careers in Elite Sport, Direct Sales, and Business Coaching. She is known for building and managing large teams with a focus on goal achievement, skill development & team culture, which has led to the success of the individuals and organisations she has worked with. As a Coach in sport & business Kelly understands the importance of growth; both in ability & processes which in turn improve standards & results.

With over a decade working with Thermomix in Australia & the USA, Kelly has a passion for the Direct Sales Industry & what it offers individuals in ways of opportunity & development.

Living on the Northern Beaches of Sydney, Kelly spends her down time with husband David and adult daughters Jessica & Emily, and their adored four-legged friend Jackson Brown. Her interests include a love of cooking & reading, keeping fit and exploring the local breweries & gin bars.

Kelly is a perfect fit for our Direct Selling Australia Team.

Geoff Mulham

CEO

Geoff Mulham was appointed CEO of Direct Selling Australia in 2022, and leads the team responsible for representing and supporting the Direct Selling industry and it’s members in Australia. 

Geoff’s role sees him interacting with Direct Selling leaders to share best practises, as well as advocating on their behalf to regulatory and Government bodies in Australia. 

Geoff has over 30 years’ experience in senior roles within the Direct Selling industry with Mannatech, Amway, and Nutrimetics, working in Australia, the UK, and the USA. From 2017-2022, Geoff held the position of Vice President and General Manager of USANA Health Sciences Australia and New Zealand. 

Geoff also spent 20 years managing his own global film and event production agency, partnering with companies including Frito Lay, Qantas, Vodafone, Westpac, and Cisco. 

Adele Sutton

Head of Legal and Policy

Adele is a solicitor qualified in both New South Wales and England & Wales with 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. Adele has a strong interest in all aspects of the regulatory cycle, including stakeholder advocacy in relation to proposed legislation and policy and has been advocating for Direct Selling Australia and its members since 2018.  Adele is also a Board member of the Council of Small Business Organisations Australia (COSBOA).  Adele has ministerial appointments to the ATO’s Small Business Stewardship Group and the Therapeutic Goods Advertising  Consultative Committee representing Direct Selling Australia.