Founded in 1993, PM-International today counts over 45 subsidiaries across six continents, with more growth on the way. CEO & Founder Rolf Sorg talks about the company’s journey—and why establishing headquarters in Luxembourg was integral to it.
You began PM-International in 1993 using your savings. How daunting was this at the time?
Investing all my savings into something new gave me some sleepless nights, for sure. I grew up in a family of entrepreneurs—my grandfather owned a cannery, my father a company constructing conveyor belts. There was always an expectation that I would follow in their footsteps.
While awaiting my [university] admissions, I trained as a car mechanic. I never stopped, even in the evening I repaired cars for family and friends to make some extra money. When I started to study industrial engineering, my lifestyle took a hit, and I needed extra income. That’s how I discovered direct sales.
Step by step, I worked my way up and became a full-time distributor. Then, when the company I worked with went out of business due to wrong management decisions of the owners, I had a choice to make.
In 1993, I founded PM-International. There was pressure—my family was used to traditional businesses, and here I was, going all in on an industry that was new to them. On top of that, in the ‘90s, nutritional supplements in the premium segment were practically unheard of in Germany. Yet I saw the potential: I knew nutrition could support a better life quality, even if the market wasn’t there yet.
My goal was clear: create a sustainable business, built on ethics and values, while giving others the opportunities that were given to me. Up until today, this keeps driving me forward.
“My family was used to traditional businesses, and here I was.”
Could you tell us more about the company’s reach today, in terms of sales and markets?
In 2024, our annual revenue in retail sales in the PM-International Group exceeded $3.25 billion, and we’re approaching the milestone of 1 billion FitLine products sold. With a clear vision and smart financial planning, we’ve achieved 31 years of consecutive growth, and our distribution partners and corporate team are super motivated to go further.
Expanding into new markets has played a major role in our success. Early on, we focused on international growth, strategically building our global network starting from Europe, followed by Asia-Pacific and then the Americas. Today, we have over 45 subsidiaries across six continents. Our next steps include further expansion in Europe with new offices in Kazakhstan and Romania, as well as entering markets like Colombia, Peru, Vietnam, and China.
Are there any particular challenges (e.g., regulatory environment) when it comes to operating in the health supplement and cosmetics space, especially across these various markets?
That’s an interesting question! Each country has its own set of rules and regulations, and especially in the supplement and cosmetics sector they can be extremely restrictive. It’s challenging, but we’ve learned to navigate it over time.
From the start, we’ve always believed in doing things right. Operating in the premium segment comes with a clear commitment to quality for our customers. The challenge is always to stay relevant and competitive. Innovation is key. Whether it’s developing new products, improving our exclusive Nutrient Transport Concept (NTC®), or embracing digital tools, we invest millions in R&D and digital infrastructure. We also collaborate with research institutions like the Luxembourg Institute of Science and Technology, University of Applied Sciences Upper Austria, and TU Vienna.
From day one, we focused on a market leader strategy: finding our niche and core competencies and then putting in more effort than anyone else. In our case, ‘How do we deliver nutrients to the cellular level?’ This is the foundation of our ongoing R&D and our goal to lead innovation in our field.
What made you decide to establish yourself in Luxembourg in 2015? And why specifically in Schengen?
There are not many places where you can see three countries from your office window. Schengen is a perfect base to steer an international business!
Jokes aside: I soon realised that for our global strategy, we need an international team. My family and I have lived in Luxembourg already since 1998 and also have taken on citizenship. In 2015, we made the strategic decision to open our international headquarters in Schengen. It was a clear commitment to our international positioning.
For me, Luxembourg was and always will be the perfect international hub in the centre of Europe, and the world. 650,000 people from more than 170 countries, or in our international headquarters, more than 140 employees of 35 nationalities—people from all over the world come here and create great opportunities together.
Also Luxembourg is highly socially and politically stable, a safe place to live with a low crime rate; [it has] modern infrastructure, a great healthcare and childcare system, [and] offers a high living standard and education opportunities. It really made the difference for me, both for my family and business plans.
“Working with the Luxembourg Institute of Science and Technology (LIST) is a game-changer for PM-International.”
How has Luxembourg played a role in the international success of PM-International?
On the business side, working with the Luxembourg Institute of Science and Technology (LIST) is a game-changer for PM-International. The research we’ve done together has been very promising, and I’m proud that Luxembourg plays a key role in improving the quality and innovation of our FitLine products worldwide.
On a personal level, I really appreciate the quality of life in Luxembourg. It’s not just the great food and wine, though I enjoy those too! As a father, I’m thankful for the country’s social and education system. I’ve watched my son grow up speaking four languages with ease, and I know that will help him a lot in life. In the end, seeing your kids do well is all a parent can ask for. I’m grateful for the opportunities Luxembourg has given me, and it feels great to keep investing into increasing our presence in the country and being able to create jobs here and give back to the community.
Your company was ranked sixth this year in the Direct Selling News Global 100 list. What aspects of the company culture do you think have helped contribute to this?
Being ranked sixth in the Direct Selling News Global 100 list, and being recognised as the fastest-growing international company in our industry four times in a row in the last years is something we’re really proud of.
One thing that’s always been important to me is that our company doesn’t just grow for its own benefit, but helps people improve their lifestyle. The relationship we have with our distribution partners is crucial to our success. Without them, there’s no PM-International. We’ve worked hard to create an environment of trust, respect, and support, and it’s paid off.
Ultimately, true leadership and the success of a company aren’t built in easy times—they’re shaped in times of crisis. That’s what we have all seen in the past years, and that’s where we stand out. I’m proud of our distribution partners and corporate teams for rolling up their sleeves and consistently finding solutions in an ever-evolving environment, no matter how big the challenge.
“I’m grateful for the opportunities Luxembourg has given me”
Your company provides generous perks to its employees. Could you share more about these benefits and your perspective on why workforce well-being is so important?
We really value the well-being of our team because we know it’s a huge part of our success. That’s why we offer an open and collaborative work atmosphere.
Our employees enjoy worldwide career opportunities and great benefits, including a pension and bonus plan, a car programme, and the chance to live our FitLine lifestyle with perks like free products, monthly meals cooked by our chef, a personal trainer, and a gym.
We’re also committed to increasing our employees’ work-life balance by reducing their commute time. At the same time, we’re aware of the tight housing market in Luxembourg.
For six years, we’ve been working to start building employee housing close to our offices to pull talents into our country, including navigating all the administrative bureaucracy that comes with a project like this. In the meantime, we’re financially supporting our employees living here—more than half of our staff is living in the Grand Duchy and are benefitting from this bonus.
How do you anticipate the current geopolitical climate impacting your company?
We are highly alerted and flexible like a chameleon. Our global presence means we need to stay aware of changing regulations, market shifts, and economic factors. It certainly brings some challenges, and it also presents opportunities. As a family-owned business, we can act flexibly and quickly, making decisions based on our values. We plan and decide with a long-term perspective, not just for the next quarterly report.
This mindset helped us navigate many tough situations before. Our commitment is to remain a stable partner for our customers and distributors, no matter what’s going on in the world.
Of course, this is not easy. Throughout my journey, I’ve learned that success lies outside the comfort zone. My father always told me, “Never make a decision out of fear.” That advice has stuck with me. When challenges arise, it’s an opportunity to grow.
“Never make a decision out of fear.”
If you had to name three of the most important attributes for an entrepreneur, what would they be?
Great question! For me, these three attributes are key for entrepreneurs:
- Vision: you need a clear goal that excites you, something that drives you to keep moving forward even when things get tough.
- Solution-oriented focus: those who think of a problem, will always have a problem. Those who look for solutions will find solutions. Challenges are normal, everyone has them. What matters is that we keep going and immediately start looking for solutions.
- Consistency: success is a marathon, not a sprint. Stay consistent and allow yourself the time that you need to reach your goal.
And honestly, the best advice I can give is: just go for it. Don’t wait for the perfect moment, just get started and the rest you learn along the way.
This article was published in the 5th edition of Forbes Luxembourg magazine.
