WASHINGTON, D.C. The Direct Selling Association (DSA) has named Lee Lonsberry as Senior Director of Government Relations. In this role, he will help lead the association’s work with Congress, federal agencies, and state policymakers on issues that affect the direct selling industry.
Dave Grimaldi, Chief Executive Officer of the Direct Selling Association, highlighted the value Lonsberry brings.
“DSA’s advocacy is built on trusted relationships, credible engagement, and a clear understanding of how public policy is made,” Grimaldi said. “Lee Lonsberry adds to that foundation with firsthand experience leading on Capitol Hill, navigating complex public policy issues, and helping elected officials and regulators understand the consequences of policies to direct sellers. His perspective and relationships will bring immediate value to our members and the millions of independent entrepreneurs they support.”
Lonsberry shared his personal ties to the industry.
“Direct selling is part of my family history,” he said. “My grandmother sold Amway and Fuller Brush products, and an uncle was a direct seller too. Coming from Utah, the drive of the entrepreneur has always been clear and present. I want to draw on the storytelling skills I’ve developed and the relationships I’ve forged on the Hill to make sure that an individual’s right to build business on his or her own terms is protected, and I’m proud to do that work now as part of DSA.”
Before joining DSA, Lonsberry served as chief of staff to U.S. Representative Burgess Owens (UT-04). In that role, he managed the congressman’s office, helped pass some of Owens’ first pieces of legislation, and played a key part in positioning him for appointment as Vice Chair of the House Committee on Education and the Workforce.
Lonsberry’s career spans more than two decades. He held senior positions in both the U.S. House of Representatives and the U.S. Senate. He also spent years as a talk radio host in Utah.
The upcoming congressional cycle offers an important chance for continued engagement with lawmakers and regulators. As DSA prepares for the 2027 midterm elections and the policy priorities of the next Congress, Lonsberry’s leadership experience and existing ties including connections to the Utah Direct Selling Coalition will support ongoing advocacy efforts
Direct Selling Day on Capitol Hill, set for September 23, will be one of the first major events of Lonsberry’s tenure. The day will bring executives and independent distributors from across the country to Washington to meet with lawmakers on issues affecting the channel.
DSA’s advocacy continues year-round through its work with the bipartisan Congressional Direct Selling Caucus, collaboration with federal agencies, and efforts in state capitals. These activities help ensure policymakers understand the direct selling business model, the industry’s commitment to strong consumer protections, and the right of millions of Americans to build businesses on their own terms.
The Direct Selling Association serves as the collective voice of visionaries, entrepreneurs, trailblazing women, and innovators in one of the world’s most people-driven distribution channels. Its mission is to advance a policy and regulatory environment that supports innovation, protects consumers, and empowers entrepreneurs across America and around the globe to build businesses on their own terms.
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