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SPAIN – WHY HERBALIFE IS AN EVENT POWERHOUSE: THE EXAMPLE OF ITS NATIONAL CONVENTION FOR 4,000 DISTRIBUTORS
Herbalife has been organizing events for 45 years because they consider them a strategic tool for connection and motivation among their distributors. These distributors are not employees but independent entrepreneurs. Each year, their national convention embraces a large-scale format, featuring dynamic staging and high-energy content aimed at recharging attendees and deepening their connection with the brand — all in collaboration with the agency beon. Worldwide.”
In this instance, over 4,000 independent distributors attended training and motivational sessions at the Madrid Arena. We appreciate this example because it shows how they prioritize authenticity over perfection in their messaging: the speakers are successful Herbalife distributors sharing their personal stories.
A company like Herbalife wouldn’t be what it is without its events, as the business is built on personal relationships. Since their distributors are not on payroll, events play a key role in fostering community, a sense of belonging, recognition, motivation, and training.
The National Convention and a Stream of Smaller Events
The flagship of Herbalife’s event calendar is their national convention. As Carlos Mañoso explains, it’s where they showcase all the company’s new developments, present new products, invite top speakers, and train their independent distributors. The goal is to be transparent, provide continuous training, celebrate their distributors’ successes, and motivate them to achieve their goals.
At the same time, they continuously organize smaller events. Distributors themselves run local events all over the world, including “leadership weekends” in different cities. It’s interesting to see how their events are often shaped by local needs.
Training Rooted in Experience and Authenticity
Rather than striving for polished perfection, Herbalife aims for authenticity in its messaging. Convention speakers are successful distributors who share their stories firsthand.
At this year’s national convention, they featured Leon Waisbein, Herbalife’s #1 distributor worldwide, who shared his inspiring journey since joining the company in 1991 and how he built his business.
Also speaking was Julián Álvarez, a member of the Nutrition Advisory Board and a well-known doctor and nutritionist, who delivered a session on general nutrition. For Herbalife, it’s important to focus not just on their products but also on equipping distributors with solid knowledge of nutrition.
Gala Dinners for Herbalife’s Top Performers
Attending the national convention requires buying a ticket, which reflects how much value participants place on the experience and their eagerness to attend. The event is a powerful motivational tool for driving sales, as gala dinners are exclusively for the company’s top-performing distributors. This year, the dinners were held at El Gran Barril and the Hotel Villamagna.
Motivation and Emotion on Stage
The Herbalife national convention always kicks off with a show-stopping performance. They aim for spectacle and emotional impact. This year, working with beon., they staged a tailor-made opening show with dancers and used LED screen-heavy scenography. According to María Colao, National Events Director at beon., the challenge was to keep surprising attendees after three consecutive conventions at the Madrid Arena.
To close the event, they played a video summary that was produced over the three days. Attendees eagerly anticipated the video, as it’s always a moving moment. There was also an empty notebook where attendees wrote down their dreams and aspirations for their journey within the company.
Adrenaline and Energy
Throughout the convention, a DJ kept the energy high with music—essential for an event of such length. Additionally, 18 Herbalife distributors acted as rotating MCs, keeping the momentum and audience engagement alive from the stage.