trends

Distributors Discuss Benefits of Sexual Wellness Education

Distributors Discuss Benefits of Sexual Wellness Education

Distributors play an important role in the pleasure products sector, helping to get the products from manufacturers to retailers and ultimately, to consumers. Ideally, the path from manufacturers to distributors to retailers to consumers should be as smooth as possible — and when distributors do as much as they can to promote sexual wellness and sex education, it can be a win-win situation for all parties concerned.

Morgan Panzino, wholesale supervisor for SexToyDistributing.com, stressed that educated, knowledgeable retailers are more likely to gain the trust of consumers and therefore, increase sales.

An adult retailer can’t effectively merchandise, demonstrate and sell a product if they are not perceived as experts in their field.

“Staff who are properly trained in all facets of sex education, from anatomy to sexual orientation, can form stronger, more trusting relationships with their customers — which, in turn, promotes repeat purchases,” Panzino told XBIZ. “End users want to feel like the people helping them are knowledgeable and not just selling something to sell it. The more you know, the better — and you’ll be better able to sell a product while catering to shoppers’ various needs and interests. Customer loyalty is king. Sex education training also helps the brands that stores stock.”

Panzino continued, “I used to work in retail, and everyone I knew wanted to know more and more information. We would read XBIZ and any other information we could get our hands on. When manufacturers hosted classes for the staff to show us how to use and sell their products, we would have a great turnaround for their products. We liked knowing about the organic or rechargeable products, how they worked, and why they were better for our customers. At SexToyDistributing.com, we have a knowledgeable staff who are able to answer questions regarding new products as well as point customers toward trending items.”

Molly Romeo, senior account manager and product specialist for Holiday Products, asserted that the more distributors help to educate retailers, the better it is for consumers of pleasure products.

“Retail shoppers who take the time to stop in to the local romance boutique are often more comfortable speaking with a store employee than they are to a doctor about any intimate issues they may be having in the bedroom or with their bodies,” Romeo told XBIZ. “Knowing your stuff is always good for business, and that’s especially true in brick-and-mortar retail. If your customers feel they can trust you — and if you’re able to help them improve their lives in any way — you’ve gained a loyal patron who will not only visit your establishment again, but will tell their friends to as well.”

Romeo added, “Sex education is always lacking among consumers — not as much in the past, but there is still a ton of bad information floating around out there. The epidemic of people treating porn as a source of how-to and education is, sadly, still happening — and sex educators have to counteract.”

Catherine Korfel, representative for Eldorado Trading Company, cited the Elevate U program as an example of its efforts to educate retailers.

“Elevate U is Eldorado’s option for retailers for sexual wellness education,” Korfel told XBIZ. “Elevate U was created in partnership with the Center for Sexual Pleasure and Health and is a 16-lesson online certification series developed to equip stores with the sexual health information to better serve their customers when they’re buying pleasure-focused products.”

Korfel continued, “Since launching Elevate U in January of this year, the feedback and response we’ve received from customers has been overwhelmingly positive. So far, we have close to 800 learners enrolled in the program. Based on that, we can tell that retailers are very receptive to sexual health training since they have seen a trend of customers asking more and more sexual health-related questions. If customers come in with questions, they want to be able to accurately and confidently answer their questions and know that if they give them a great in-store experience, they can gain a repeat customer. What retailers are interested in are the topics that their customers frequently ask them, such as anal best practices or how to get started with BDSM.”

Williams Trading Co., another prominent distributor of pleasure products, has its own educational program for retailers: Williams Trading University (WTU). And Erin Viereck, the New Jersey-based company’s vendor and marketing liaison, asserted that interest in sexual wellness and sex education continues to grow.

“Williams Trading University is the adult industry’s award-winning resource available to every adult retail professional,” Viereck told XBIZ. “The more you know about adult products and how they benefit everyone, the more you know about sexual health and wellness. Online courses are available 24 hours/seven days per week, accessed with a simple login account.”

Viereck continued, “An adult retailer can’t effectively merchandise, demonstrate and sell a product if they are not perceived as experts in their field. An educated adult retailer answers their customers’ questions, qualms their fears, satisfies their curiosity and makes them feel empowered for taking charge of their sexuality and improving their overall happiness.”

In-store events, Viereck noted, are one way for brick-and-mortar retailers to educate their customers.

“If a retailer is interested in hosting an in-store event with a sexual health and wellness theme, products made for men concerned about prostate health and erectile dysfunction are in high demand,” Viereck explained. “For women, products offering reproductive illness support, pelvic health and overall body care items are often inquired about.”

Viereck added, “Adult sex education and the adult industry have begun to merge into mainstream. Retailers used to cater to a very targeted group of fetish and fantasy customers; now, we see doctors, therapists, and other medical groups utilizing the adult boutiques in their area to help with their patients. If a retailer is able to embrace this merger, they can reach a larger demographic. Retailers have a huge opportunity to help educate their customers when they integrate adult sex education in their selling. Manufacturing adult products is a 15 billion-dollar industry and growing, with an average of 22,000 products circulating on adult store shelves. In recent years, terms like ‘health and wellness’ and ‘all-natural ingredients’ have been used more and more in connection with sex toys. Sexual wellness is increasingly recognized as an important part of a person’s overall health — and that is absolutely reflected in the sex toy market.”

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

Top Product Launch Tactics to Boost Q4 Sales

According to recent industry insights, over 70% of sexual wellness brands finalize their Q4 lineups between July and early September. This is a high-stakes window for launching new products.

Matthew Spindler ·
opinion

Why People-First Product Training Still Matters in a Digital World

In a market where convenience often trumps connection, you might wonder if there’s still space for human-led product training. As someone who has spent years delivering such training sessions, I can assure you that there absolutely is. In fact, they are more vital than ever as we continue to see a shift toward a future featuring fewer human interactions and more digital learning.

Kelly Gordon ·
opinion

Scroll-Stopping Social Media Strategies to Capture Short Attention Spans

Attention spans are shrinking across all types of media. No matter how innovative a concept may be, if it doesn’t stop the scroll, it’s quickly forgotten. That’s why Netflix has intentionally been simplifying its content, with executives directing writers to create scripts that are less complex and nuanced, and more second-screen-friendly.

Naima Karp ·
opinion

The Hidden Cost of Letting Retail Define Pleasure Brands

Not long ago, spotting vibrators and lubricants at a national chain like Target or CVS might have raised eyebrows. Now, it’s almost expected.

Rin Musick ·
profile

WIA Profile: Kelsey Harris

At sister distribution brands Nalpac and Entrenue, one woman is in charge of leading customers in the right direction: Director of Sales Kelsey Harris. Since Michigan-based Nalpac took the reins of Arizona’s Entrenue, Harris has led both sales teams from her home base in Oakland County, Michigan.

Women in Adult ·
opinion

Rebranding Sexual Wellness Through a Self-Care Approach

As most of us in the industry already know, sexual wellness remains the black sheep of self-care. Discussions about wellness glorify meditation apps, skincare routines and workout regimens — but mention masturbation or using a sex toy, and most people shy away from the topic.

Hail Groo ·
opinion

Why Sex Toy Innovation Isn't What Shoppers Want Right Now

During my first year in the industry, the luxury vibrator on shelves was LELO’s Gigi, priced at $109. It was made with high-quality silicone, boasted an ergonomic design, a travel lock and a warranty. Soon after, Je Joue released its first product, SaSi, which employed “rolling ball” movements to simulate oral sex.

Sarah Tomchesson ·
opinion

How Adult Retailers Can Enhance Sales With Supplements

The supplement industry is big business. In 2024, Future Market Insights estimated it to be valued at $74.3 billion, and other market research firms anticipate that number will grow to upwards of $170 billion in just 10 years.

Rick Magana ·
opinion

Why It's Time the Pleasure Industry Got Serious About IPX Waterproof Ratings

As someone who regularly communicates with manufacturers, retailers and consumers, I’ve seen how this ambiguity can do a disservice to both the customers who use these products and the businesses that sell them.

Alicia Sinclair Rosen ·
opinion

Tips for Sexual Wellness Brands to Win Over Gen Z This Summer

As summer rolls around, the excitement in the air is palpable, especially for one particular demographic: Gen Z. College and university classes are over, vacations are booked and it’s time to let loose.

Naima Karp ·
Show More