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Alan Luce

Alan Luce is Senior Managing Principal of Strategic Choice Partners, LLC, (formerly Luce and Associates and Luce, Murphy Fong & Associates, LLC) a consulting firm dedicated to providing services to direct sellers and specializing in guidance for established and start-up organizations alike. As such he has provided compensation plan design, sales force management and strategic advice to more than 40 start-up and dozens of existing direct selling companies including Avon, Princess House, PartyLite Gifts, Inc Rodan + Fields, Wine Shop at Home, Usana, Essen Aluminio, SwissJust, L’BRI, Arbonne and Team National.

During his career, Mr. Luce has served as Senior Vice President of Sales & Marketing for PartyLite Gifts, Inc. and as the Founder & CEO of DK Family Learning, which he took from start-up to more than $30 million in sales in four years in the US and over $80 million in sales worldwide. Prior to that Luce served at Tupperware Home Parties where he spent 16 years rising to the position of Vice President of Administration and General Counsel.  He began his career in direct selling as Associate General Counsel for the Direct Selling Association.  In addition to his work with direct selling companies, Mr. Luce has long been active in the DSA and the Direct Selling Education Foundation, having served on the boards and as Chairman of both organizations.  In 2002 he was recognized for his vision and leadership in DSEF when he was selected to receive the Circle of Honor award and during the 2005 DSA Annual Meeting, based upon his career of industry leadership and service, he was inducted into the Direct Selling Hall of Fame.  He is a frequent industry spokesman and expert lecturer at college and university business schools on behalf of the Direct Selling Education Foundation.

Mr. Luce holds a BA from Westminster College, a JD from Vanderbilt University School of Law and an MBA from the Crummer School of Business at Rollins College.  He has been active in numerous organizations supporting the arts including chairing United Arts in Orlando, Florida and serving on the Mayor’s Task Force on the Arts in that same city.