QNET Strengthens Leadership Across Africa as It Targets Technology-Driven Growth

QNET, a global lifestyle and wellness company operating through a direct-selling model, has announced a strengthened global and regional leadership structure as it prepares for its next phase of growth, with Africa identified as a key market.

The company said the leadership changes are aimed at modernising its operations, expanding its product portfolio, improving customer and Independent Distributor experiences, and responding to advances in technology, artificial intelligence and changing consumer expectations.

The new global leadership team includes Mattias Mildenborn as Chief Executive Officer, Elena Khoo as Chief Marketing Officer, Peter Luk as Chief Financial Officer and Ben Bredenkamp as Group Chief Information Officer.

Bredenkamp, whose previous experience includes roles with Herbalife and Mercedes-Benz, will lead the company’s technology transformation and the integration of artificial intelligence across its operations.

According to Kuna Senathirajah, Group Managing Director of QI Group, QNET’s parent company, the new leadership team brings together experience in direct selling, consumer marketing, finance and technology.

“Our ambition is to create a QNET that understands the expectations of the next generation, delivers exceptional products and experiences, and equips our Independent Distributors with the knowledge, technology and support they need to build responsible and sustainable businesses,” he said.

Africa Gets Stronger Regional Leadership

As part of the restructuring, QNET has appointed two Regional General Managers to oversee its African operations.

Cherif Sarr will serve as Regional General Manager for Central and West Africa, while Jared Thwaits will oversee East and Southern Africa.

The company said the appointments are designed to bring senior decision-making closer to customers, Independent Distributors and other stakeholders across the continent.

Africa will be a major focus of QNET’s strategy, particularly in areas including customer experience, distributor education, compliance, consumer awareness, digital capabilities and the introduction of new wellness and personal-care products.

Sarr said Africa’s young and increasingly digitally connected population is changing how consumers interact with brands and explore entrepreneurship.

“Growth must be accompanied by better education, stronger compliance and a clearer understanding of how legitimate direct selling works,” he said.

He added that the company would focus on providing customers and distributors with products, tools, training and support, while improving engagement with regulators, media organisations, consumer groups and other stakeholders.

Focus on Technology and Artificial Intelligence

QNET said technology will play a central role in its transformation.

The company plans to improve its digital tools and services while using data and artificial intelligence to make its operations more responsive and efficient.

Other priorities include modernising distributor onboarding, strengthening compliance and education programmes, improving governance and transparency, and developing products that respond to changing consumer needs.

The company also wants to provide a new generation of independent entrepreneurs with stronger digital tools and business support.

Revamping Distributor Education

QNET’s transformation will also extend to the training of its Independent Distributors.

The V, QNET’s sister company responsible for network training and leadership development, has appointed Sharad Choudhary as Head of Training and Events.

Choudhary, who previously worked with Modicare and Amway, will oversee efforts to revamp distributor onboarding, product education, business training, compliance programmes and structured learning pathways.

In Africa, the training framework will place greater emphasis on product knowledge, ethical business practices, accurate representation of the QNET opportunity, consumer protection and compliance.

A Changing Direct-Selling Industry

QNET’s restructuring comes as the global direct-selling industry continues to evolve alongside changing consumer behaviour and advances in digital technology.

The World Federation of Direct Selling Associations reported that the global direct-selling industry recorded $163.9 billion in retail sales in 2024 and supported more than 100 million independent representatives worldwide.

QNET CEO Mattias Mildenborn said the company intends to build on its existing global presence while changing how it serves customers and supports its entrepreneurial community.

“The next generation of entrepreneurs expects intuitive technology, relevant products, authentic communication, high-quality education and a company whose values are reflected in how it operates,” he said.

The company said its next phase will be built around four broad priorities: product innovation, customer experience, distributor capability and technology-enabled growth.

For Africa, the focus will increasingly be on combining expansion with stronger education, compliance, consumer protection and digital transformation.