Amway: Founders Council
2025
Amway
Amway
Locations
Vienna, Austria — Palmenhaus, Musikverein, Hofburg Palace
RECOGNITION EVENT, REIMAGINED
Discover: Reimagining Founders Council for the Modern Era
Amway’s goal was to elevate their annual Founders Council experience for a global audience of top Amway Business Owner (ABO) leaders. The challenge? Marry Old-World venues with innovative new strategies focused on health and wellbeing—all while honoring a diverse, multilingual audience and adapting to new business priorities.
Design: Igniting Purpose Through Place, People, and Progress
Building on the previous year’s theme, Bloom, 2025’s theme was Ignite: aimed at driving the health and wellbeing opportunity throughout ABO teams and support their communities by providing new ways to teach, train and scale health and wellbeing solutions and approaches, and get inspired by other ABO success stories.
Each moment was designed to reflect one phase of this journey, guiding leaders through a curated journey across three iconic Vienna venues:
- Palmenhaus: A vibrant greenhouse for interactive activations
- Musikverein (Brahms Hall): A cultural landmark for the business meeting
- Hofburg Palace: An exclusive and regal backdrop for the Gala Celebration
The experience centered around igniting personal purpose, scaling Amway’s health and wellbeing solutions, and lighting the way for the next generation of Amway leaders.
Develop: Bridging Innovation with Intention
The Wilson Dow team navigated multiple historic venues, across different languages and restrictions—without sacrificing impact. Content came to life through:
Production Elements:
This included cinematic LED builds, projection mapping on historic ceilings, and theater in-the-round experiences in historic locations to preserve venue integrity while engaging and inspiring audiences.
Multiple language translations to fully engage and immerse audiences.
Tech-powered activations that aligned with Amway business goals:
Environmental Health Touchscreens
Custom touchscreen application that delivered and health and product information in an interactive exploration of the body in regions around the world. Attendees learned about various environmental health factors such as air quality, nutrition, and climate, and had the opportunity to visually explore how those elements impact various body systems. The experience facilitated sales training conversations to help attendees more deeply understand the holistic health benefits of their products. The experience was available in 7 translations, offering every attendee frictionless learning in their native language.
Healthy Aging AI App
This imaginative AI activation invited attendees to dream big about what it looks like to age well, creating mesmerizing images of activities and locations that represent “adding life to your years.” By remixing various ideas in our custom app (that offered each attendee their own language), every attendee had the opportunity to create never-before-seen scenes. They could then save their images as an event souvenir, and step in front of our large display screen to insert themselves into the scene and snap a selfie. The activation drew the audience into discussions of cellular health, and products that keep people living well longer.
Motion-Tracking Fitness Games: Unleash Your Full Potential:
Attendees got moving with four interactive fitness-related video games, sparking sales-focused discussion of products that support fitness performance and recovery. Games such as tennis and playing goalkeeper used a motion tracking camera as players saw themselves on an oversized screen and competed to get on the leaderboard!
Gut Health Learning Wall: Fuel Your Gut
A 20-foot wall told the story of how to keep your gut healthy with everyday choices, and offered attendees interactive touchpoints to scan and explore more information in their native language. The touchpoints led to a custom microsite that helped the audience deepen their skills at understanding and selling products that support healthy digestion.
Deliver: A Three-Day Journey Through Legacy and Innovation
At Palmenhaus, guests explored wellness in motion with four immersive activations on gut health, aging, fitness, and environment.
At Musikverein, high-level strategy met high design with a fully customized business meeting featuring hip-hop dance openers and all-internal speakers.
At Hofburg Palace, recognition became spectacle. With The Dutch Tenors, Ambassade Orchestra Vienna, and ballroom dancers, the celebration fused elegance and energy: topped off by ceiling projection mapping and an inspiring rendition of Rise Up.
Thought leadership came from the world’s best:
• Tennis legends Andre Agassi & Steffi Graf on wellness and mindset
• Dr. Robynne Chutkan on the gut-brain connection
• Dr. David Furman on immunity and healthy aging
• Dr. Jean Krutmann specializing in the interrelation of environment, nutrition and skin health for healthy aging.
Event Highlights
Debrief: A Historic Event That Set a New Standard
Founders Council 2025 exceeded expectations by blending legacy with innovation and setting a new benchmark for future Amway events. Audience feedback was overwhelmingly positive, especially around the new digital elements and elevated recognition format.
