In the bustling landscape of Malaysia’s direct selling industry, one name stands out for its commitment to health, fitness, and entrepreneurship: PM-International Malaysia (also known locally as Fitline (M) Sdn Bhd). Under the leadership of CEO Paul Yung, PM-International Malaysia has grown from a modest operation with just seven employees to a thriving enterprise with 40 staff members, achieving a remarkable 6.5-fold growth over the past seven years. This success story is not just about numbers; it’s about empowering Malaysians to lead healthier, more financially independent lives.
PM-International Malaysia, a subsidiary of PM-International—a global direct selling giant with a presence in 45 countries—has been operating in Malaysia since 2003. The company’s vision is clear: to be a worldwide market leader in the development and distribution of high-quality health, fitness, and beauty products. In Malaysia, this vision translates into a mission to empower one million Malaysians to achieve better health, fitness, and beauty.
Yung, who took over the reins eight years ago when his father retired, has been instrumental in driving this mission. As CEO, his role is to ensure the backend operations—logistics, finance, IT, and customer service—run seamlessly so that the company’s distributors can focus on what they do best: selling products and introducing them to friends and family. “I enable the people in the field to do sales. My job is to make sure commissions are paid, processes are streamlined, and our distributors have the support they need to succeed,” he said.
A Business Model Built on Trust and Training
PM-International Malaysia’s business model is unique in that it relies heavily on word-of-mouth marketing and personal relationships. Customers purchase products through members, who are also distributors. This approach not only fosters trust but also creates a sense of community. “When people first try our products, they are often unsure. But when they talk to others and see the results, they become believers. Many then transition from being consumers to members and distributors,” said Yung.
This shift, however, doesn’t happen overnight. It requires a combination of sales skills, business acumen, and leadership abilities. To support this, PM-International Malaysia invests heavily in training and education. Over the past seven years, the company has conducted more than 1,000 training sessions, reaching 310,000 people. These sessions cover everything from product knowledge to business-building skills, nurturing entrepreneurship among Malaysians from all walks of life.
“We help people to be more than what they thought they could be. That’s what inspiration is. We help people build a career with PM-International,” he said.
PM-International Malaysia’s products, all imported from Germany, are known for their premium quality and preservative-free formulations. The company has taken significant steps to reduce its environmental footprint. For instance, its product cans are now made from recycled paper instead of aluminium, and the scoops are crafted from starch-based materials instead of plastic.
“It was an expensive decision, but it is worth it. We are committed to sustainability while maintaining the highest standards for our products,” he said.
Recognition and Growth: The Golden Bull Award
PM-International Malaysia’s dedication to excellence was recently recognised with the prestigious Golden Bull Award in 2024, specifically the Super Golden Bull, a testament to the company’s growth and impact in Malaysia. “We never thought we would win. But after a strong two to three years, we qualified. This award has added legitimacy to our brand and motivated our team and distributors,” said Yung.
The company’s best-selling product, Activize, an energy-boosting powder available in limited-edition flavours like lemon and lime, has been a hit among Malaysians. With 50,000 people using PM-International products, the company has grown at an average rate of 32% annually—a remarkable achievement in a competitive industry.
Looking Ahead: Expansion and Innovation
PM-International Malaysia’s future is brimming with exciting plans. The company aims to expand its presence in Malaysia, with new branches in Johor Bahru and Kota Kinabalu, and potential ventures into Miri and Kuching. Additionally, PM-International Malaysia is exploring partnerships with global logistics companies like DHL to streamline its supply chain and enhance payment security for its distributors.
At the heart of PM-International Malaysia’s success is its unwavering focus on people. In an age dominated by AI, cryptocurrency, and the metaverse, Yung believes that the direct selling model remains relevant because it’s about empowering individuals. “Face-to-face interactions are irreplaceable. We are a people business, and that will never change,” he said
This philosophy extends to PM-International Malaysia’s employees as well. With a staff attrition rate of just 5%, the company prides itself on treating its team well, offering clear career paths, and fostering a supportive work environment. “Business is about people,” Yung emphasised. “Finding and retaining good talent is the hardest part, but it is also the most rewarding.”
For those considering entrepreneurship, Yung has a simple message: “Go for it.” Reflecting on his own journey, he acknowledges the challenges of having impostor syndrome, but he stresses the importance of putting yourself out there. “The recognition and validation you receive can be a powerful motivator. Entrepreneurship is a unique journey for everyone, but when you are recognised by the industry, it’s a nice pat on the back,” he said.
Find out more about PM-International Malaysia’s entrepreneurship journey as well as health and fitness products on their official website, Facebook and Instagram pages.
This series of Business Stories is in collaboration with Golden Bull Award.
The views expressed here are those of the author/contributor and do not necessarily represent the views of Malaysiakini.
