Awards

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Distinguished Service Award

The Distinguished Service Award recognizes people for their participation and leadership on the association's committees and/or Board of Directors.

2026 Recipient

Crystal Holtzendorff, Senior Vice President of Global Sales at PayQuicker - Crystal has been a champion of DSA Canada and our annual conference for many years.

She is a deserving winner of this award in 2026 and has bought PayQuicker along for the ride, as she discusses payment solutions with anyone who will listen. She understands that sales can be a long game and that by building meaningful relationships over time, win-win results are the outcome.

Crystal and PayQuicker are fully invested in DSA Canada, with Nathan, Nate, Paul and others being willing deputies. Crystal has made a meaningful difference to the Association through her distinguished service, and has made our jobs just a little better and more enjoyable.

(Image credit: John Narvali Photography)

John Bassindale, Partner at Millar Kreklewetz LLP - John is a person who works hard in background and rarely looks for recognition. He has quietly built a career in the direct selling space and beyond, by listening, sharing knowledge and lending a hand whenever it is required.

He is an expert in his field, having been brought to that level under the tutelage of a couple of outstanding mentors, who are themselves legends in Canadian direct sales. But beyond that he has forged a career and reputation that is very much his own.

John has been involved with DSA Canada for many years, but still looks like he has just graduated from law school. In an industry where all of our legal experts have good reason to be rivals who compete for clients, he is one of the core reasons why we have such a collegial collective of lawyers in our group. 

John is a trusted advisor to DSA Canada on tax and trade and much more. He helps to ensure that we remain the respected voice of direct selling in Canada with regulators, lawmakers, and those enforcing the sometimes seemingly undecipherable rules of Canadian business.
 

(Image credit: John Narvali  Photography)

Past Recipients