Florida Direct Sellers & Consumers Coalition (FLDSCC) Launches at Florida Capitol: A New Model for Advocacy
The Florida Direct Sellers & Consumers Coalition (FLDSCC) officially launched last week with a two-day kickoff event at the Florida Capitol in Tallahassee, bringing together Florida lawmakers, industry leaders, company partners, and advocacy organizations for a coordinated effort focused on protecting consumers and preserving opportunity within the direct selling channel.
Founded and led by Gordon Hester and Rep. Ryan Chamberlin (R) FL, the Coalition was formed to create a proactive, educational bridge between policymakers and the direct selling profession — one rooted in transparency, ethical standards, and an accurate understanding of how modern direct selling operates.
Direct Engagement With State Executive and Legislative Leaders
Throughout the event, Coalition leadership and participating members held in-depth discussions with Florida’s executive branch and legislative leaders, emphasizing fair regulation, consumer protection, and policies that preserve entrepreneurial opportunity without undermining legitimate business models.
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Legislators and VIPs in attendance included:
- James Uthmeier, Florida Attorney General
- Jay Collins, Florida Lieutenant Governor
- Blaise Ingoglia, Florida Chief Financial Officer
- Sam Garrison, Speaker of the House Designate (2026–2028)
- Mike Redondo, Speaker of the House Designate (2030–2032)
- Rep. Fiona McFarland, Chair, Information Technology and Budget & Policy Subcommittee (Sarasota)
- Rep. Danny Alvarez, Chair, Criminal Justice Subcommittee (Hillsborough)
- Rep. Will Robinson, Chair, State Affairs Committee (Manatee)
- Rep. Traci Koster, Chair, Civil Justice & Claims Subcommittee (Hillsborough)
- Rep. JJ Grow (Citrus County)
- Frank Walker, Executive Vice President of Government & Political Relations
- Brett Doster, Political Consultant, Frontline Agency
Rep. Chamberlin and Gordon Hester introduced attendees to the legislators and VIPs in attendance throughout the two-day event, each of whom shared their perspectives and invited attendees to participate in question-and-answer sessions throughout.
Coalition representatives noted that many lawmakers expressed appreciation for the opportunity to better understand the direct selling model — particularly its positive impact on Florida’s economy, its distinction from fraudulent schemes, and the importance of precision in regulatory language.
Economic Significance and the Case for Proactive Advocacy
According to Coalition data, from 2018 through 2024 direct selling generated $15.47 billion in cumulative sales in Florida, supported more than one million independent distributors statewide, and contributes an estimated $6.4 billion in annual economic impact.
Coalition leadership emphasized that these figures represent real small businesses, supplemental incomes, family-run enterprises, and long-term entrepreneurial careers across Florida.
“This kickoff event represents the beginning of a sustained, collaborative effort to ensure Florida remains a strong and fair environment for direct sellers and the consumers they serve,”
said FLDSCC Founder & Executive Chairman Gordon Hester.
“Our goal is practical, forward-thinking solutions that protect opportunity while strengthening accountability across the industry.”
Coalition Co-Founder Rep. Ryan Chamberlin (R) FL added:
“Great direct selling companies have positively impacted Florida’s residents for decades. Through this coalition, we now have a clear path to help educate lawmakers, business leaders, and the public on how to protect this free-enterprise model — not just in Florida, but as an example for the rest of the country.”
Tech Panel Highlights Infrastructure Supporting Direct Selling
A dedicated Technology Panel, moderated by Gordon Hester, examined the modern infrastructure supporting compliance, payments, data security, and operational transparency across the channel.
Panelists included:
- Connor Hester, ShapeTech Solutions
- Brian Juhl, CEO and Founder, AiCE
- Scott Maher, CEO and Cofounder, ByDesign
- Shaylee Beatty-Morehouse, PayQuicker
The discussion underscored how technology and infrastructure play a critical role in consumer protection, distributor support, and regulatory clarity.
Company Members and Resource Partners in Attendance
The kickoff event was supported by and attended by Company Members and Resource Partners including:
Amway, Bravenly Global, Join 47 Inc, Monat, PM-International, Shapetech Solutions, AiCE, PayQuicker, OTB Tax, By Design, the Direct Selling Association, Direct Selling News and Direct Selling University, and the ANMP.
Coalition leadership noted that the breadth of participation reflected a shared commitment to ethical practices, consumer trust, and long-term sustainability of the channel.
What This Means for Independent Distributors
Why this matters to field leaders
For independent distributors and field leaders, the Florida Direct Sellers & Consumers Coalition represents a meaningful shift in how advocacy is conducted:
- Policy conversations are happening before problems arise, not after
- Lawmakers are being educated by those who truly understand the model, not just in theory, but in practice
- Consumer protection and distributor opportunity are being addressed together
- State-level advocacy is becoming organized, structured, and replicable
While the kickoff event was intentionally focused on policy, infrastructure, and education, it also included direct field representation. Garrett McGrath, President of the ANMP (the nonprofit 501(c)(6) association representing distributors, as well as company executives, owners, industry suppliers and advocates), attended to provide a field-level perspective. As an active field leader with a dual role as special advisor, McGrath helped ensure that distributor realities were accurately represented and clearly articulated throughout the discussions.
Looking Ahead
The Florida Direct Sellers & Consumers Coalition plans to continue its work through ongoing legislative engagement, stakeholder education, and responsible advocacy aimed at strengthening consumer confidence while preserving opportunity for independent entrepreneurs.
Industry observers noted that Florida’s approach may serve as a model for future state coalitions, nationwide, to increase ongoing communication and understanding — and help dispel misconceptions and address challenges concerning governmental, legislative and industry stakeholders in the direct selling community.
To learn more, visit: fldscc.org
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