Keeping the Keepers: The Secret To Zinzino’s Thriving Leadership Culture

A strong culture built on trust is the foundation of everything. Leadership must inspire trust in every interaction. Strategies, vision, and values all matter, but at the end of the day, it’s the culture that determines success, with true leaders showing the way.

At Zinzino, leadership is about collaboration, transparency, and unwavering trust in an empowering vision to inspire change in life for all. CEO Dag Bergheim Pettersen and Global President Ria Kamras reveal how their synergy between corporate and the field creates an environment of growth and excellence where leaders thrive, relationships flourish, and success becomes a shared journey to unlock everyone’s true potential.

Collaboration between corporate and the field:

Dag, one of Zinzino’s core values is close collaboration between corporate management and the leaders in the field. How does this work in practice? How do you engage with top network marketing leaders like Ria Kamras?

Dag Bergheim Pettersen:

Let me approach this from how we operate as a corporate company and management team. We have strategies, visions, ambitions, goals, and core values, but what truly matters is the culture we create. I have a saying: “Keep the keepers.” This means we prioritize recognizing and retaining those who embody our culture.

If you visit our headquarters in Gothenburg, Sweden, or observe how we operate, you’ll see this in action. The Zinzino culture is essential to us. We don’t focus on titles, gender, or skin color—it’s all about whether a person enriches our culture.

My criteria are clear: values come first, followed by adaptability and flexibility. Skills come third. We want people who contribute positively to our culture to stay, and those who don’t, to move on.

As for the field, I believe our culture was set by our founders, Hilde and Ørjan Sæle. Their leadership is the rock-solid foundation for everything we do. Our Leader Council, composed of the highest-level network leaders, meets every week, as do the Directors and Presidents. This consistent collaboration ensures our culture remains strong.

An unique support system:

Ria, you were once the CEO of a large network marketing company. You understand the challenges and successes of the field. What support do you receive from Zinzino’s leadership that sets it apart from other companies?

Ria Kamras:

“In my previous role, I often questioned whether I should prioritize the corporate side or the field. Understanding both perspectives is crucial. It allows me to bridge the gap, translating corporate challenges to the field and vice versa.”

When I first heard about Zinzino’s culture, I was skeptical. But then I met Ørjan at an event in Stockholm. I was honest with him—it sounded too good to be true. But as I observed how employees and support staff were recognized by both the CEO and its founders, I realized this company was different. I could call the support team and get answers immediately. Slowly but surely, I saw that Zinzino truly lived up to its values.

Fostering transparency and trust:

Dag, corporate leadership in some network marketing companies is distant from the field. You emphasize transparency and direct communication. How do you ensure leaders in the field follow suit?

Dag Bergheim Pettersen:

“Our weekly calls with the Leader Council ensure alignment. We share both good and bad news, and we make decisions together as a leadership team. This approach fosters less competition and more collaboration—because when everyone succeeds, you succeed.”

Decision-making and field integration:

How do you approach big decisions? Many companies claim to be “one big team,” but distributors often feel disconnected. How does Zinzino ensure the team mentality resonates in the field?

Ria Kamras:

“I remember a business trip to Montenegro in 2022 when Dag conducted a Profit and Loss (P&L) training. It was a wake-up call for many leaders. Dag went into detail—margins, stock, warehouses, fixed and variable costs.

Many leaders were expecting a motivational session, but this training deepened their business understanding. Now, when somebody in the Leader Council asks why Zinzino isn’t launching in a specific market or introducing a certain product, Dag can refer back to that shared understanding.”

Balancing technology with personal connection:

Dag, network marketing is dynamic, and AI is advancing rapidly. How does Zinzino adapt to this trend without losing the personal connection that defines direct selling?

Dag Bergheim Pettersen:

This is a people business and we aim to get the best of both worlds. In-person meetings reinforce our culture, while AI helps us scale faster. Ria and I have worked together for years. She knows I will always show up for her. We stay connected through the weekly Leader Council calls and at our trips across the world. AI enhances efficiency, but in-person interactions remain invaluable.

Ria Kamras:

The best approach is to leverage Zinzino’s high-tech sales and recruitment tools while maintaining strong personal relationships. I teach my team that one-on-one meetings make people feel valued, like VIPs. Technology helps us work smarter, but personal connections set us apart.

Dag Bergheim Pettersen:

We can’t become too reliant on digital tools. Meeting someone in person still matters. Every time I visit Ria and her team, I see how a handshake makes future communication easier.

Ria Kamras:

The same applies to our events. People travel long distances to attend, take photos, get one another to sign a book or a notepad, and get inspired, and motivated to carry on. These small moments make a big impact—something an online meeting can’t fully replicate.

Advice for New Leaders

If you could give one piece of advice to a new Zinzino Partner, what would it be? What should every new leader focus on?

Dag Bergheim Pettersen:

From a corporate perspective, I’d say follow the onboarding process and use the tools we’ve created. Everything needed for success is already in place.

Ria Kamras:

Speed is my advice. The first three to four months are critical. Grit, endurance, and sticking to the plan are key. If you build momentum quickly, results will follow. Speed, momentum, and duplication are the guiding principles for creating magic in this business.

About Zinzino

Zinzino is a global direct sales company from Scandinavia specializing in test-based, personalized nutrition and scientific skincare. It is a public limited company with its shares listed on Nasdaq First North Premier Growth Market. Their scientifically proven nutritional supplements are available on more than 100 markets across the world.

Zinzino owns the Swiss, biotech skincare brand HANZZ+HEIDII, as well as the Norwegian research and production units BioActive Foods AS and Faun Pharma AS. The company headquarters is in Gothenburg, Sweden with additional offices in Europe, Asia, the US and Australia.