profile

Industry Vet Mike Savage Discusses Comeback, Goals With Full Circle Distribution

Industry Vet Mike Savage Discusses Comeback, Goals With Full Circle Distribution

"We never know where life’s going to take us,” says Mike Savage.

He should know. The pleasure biz veteran, who describes himself as “a poor Irish kid from Philly,” first made his name in the adult retail biz over the course of a nearly 30-year career that saw him rise to become president of Fantasy Lingerie following decades as a key sales executive for East Coast News and IVD. Now, he has returned to the industry after stepping away for a decade.

There’s a nice feeling when you finally lay your head down on the pillow, knowing you put smiles on people’s faces around the world.

“I never thought I’d be back in adult retail,” Savage reflects. “It’s really been an amazing journey that has taken me back to where I started. That’s why I named my new company Full Circle.”

Based in South Florida, Full Circle Distribution functions in tandem with Miami Distro, the smoke shop distributor that Savage built over the last decade.

“Miami Distro is a smoke shop distributor,” Savage says. “I make my own CBD, delta, kratom and nicotine vape pens. We have our own nitrous oxide. We make a brand called Smoxy that offers lighters, torches, candles and room sprays.

“We just signed a licensing deal with the Grateful Dead!” he adds. “So we will be releasing a whole line of products under this license.”

Full Circle Distribution/Miami Distro aims to be the crossover supplier for both adult and smoke shop stores of all sizes. Full Circle has been set up to serve distributors and international sellers with cases of product inventory, Savage explains, while Miami Distro services smaller retail operations that only place orders by the unit.

Since inception, Full Circle has introduced three new brands: The Pleasure Company, Savage Me Toys and the Be Savage lingerie collection.

The Pleasure Company has released about 75 SKUs, all vibrators geared toward women. Savage says he isn’t trying to reinvent the vibrator category with new experimental designs; he just wants to make products that deliver what customers are looking for.

“We focus on power, comfort and the quietness of the motors,” Savage says. “It’s been going over well. I spent a year reviewing products, changing parts of them, upgrading elements and adding an extra motor here and there. For the past year, vibrators have taken over my house so that we could perfect this collection.”

Among the latest Pleasure Company releases: a collection of wearable vibrating necklaces, a ring and a makeup brush.

Meanwhile, Savage Me recently introduced its collection of life-size dolls.

“We now have a collection of 15 different dolls,” Savage says. “That’s the beginning of the Savage Me collection. We’ll also be releasing a full line of hand-held, midsize masturbators and large torsos in February.”

During his first go-round in adult retail, Savage specialized in lingerie, which he calls “one of my loves.” No surprise, then, that Full Circle’s Be Savage line offers a variety of styles, ranging from body stockings and club-wear dresses to two-piece sets featuring an assortment of strappy, sleeveless and long-sleeved tops and bralettes paired with skirts, panties and garters. There are also minidress styles, complete with accessories such as gloves.

Savage proudly touts a recent lifestyle photo shoot for the lingerie collection.

“We made sure we represented diversity with our models,” he says. “It’s a one-size-fits-all collection, but the next thing I want to do is come out with a plus-size line.”

What lured Savage back after so long? Savage says it was his friends and former colleagues in the industry, who continued calling on him for his sales know-how. In 2020, he decided to help a friend’s struggling sex enhancement brand by showcasing its supplements and honey at smoke industry trade shows. Then, adult companies began coming to Champs, the big smoke industry trade show, and he found himself working with some of his adult biz friends again.

“At the same time, in the smoke shop industry, a lot of the products I had been selling had started to get banned,” Savage recalls. “And the vape pens are constantly changing — it’s just madness. I started to long for the days when I could just make one beautiful vibrator with a nice box and sell it for 10 to 15 years.”

Ultimately, Savage says, the smoke shop industry became a rat race that drove him back to his home in adult.

“I’ve really been enjoying the professionalism of the adult industry compared to the smoke shop world,” he confides. “For example, at the smoke shop shows, every booth is playing music louder than the next booth, and it’s so difficult to sell. How am I supposed to build relationships in those types of atmospheres? When the wife and I showed up at Altitude this year, and nobody was playing music, so you could actually talk to the person in front of you, I was like, ‘This is nice. This is an enjoyable show.’”

Savage’s wife Sara is in charge of graphic arts for Full Circle, including designing packaging and catalogs. His brother, daughter, son and daughter-in-law handle sales for the company. Savage fondly notes that they are all “Savages” — referring not just to their shared last name, but their drive.

“We started out as a core family business, which is something I’ve always wanted to do,” Savage says.

In January, 17-year industry vet and XBIZ Award-winning exec Briana Watkins joined the Full Circle Distribution/Miami Distro family, as VP of sales and marketing. Watkins says she was drawn by Savage’s passion, which reminded her of her own past mentors in the industry.

“We’re focusing on bringing back personal relationships,” she says. “Everything has felt so corporate lately; we want it to feel like working with family — like we’re having fun while making money and building strategic partnerships.”

In her new role, Watkins will spearhead strategic sales initiatives and marketing campaigns to support growth.

“My focus is on catering to retailers’ needs by thinking outside the box and offering tailored solutions that make doing business with us seamless and enjoyable,” Watkins shares. “We have a clean slate and the opportunity to build the business the way we want: aligned with our principles, focused on customer relationships and open to exploring untapped opportunities within and beyond our industry.”

Savage expresses utmost confidence in Watkins.

“We are confident her vision will drive growth, strengthen our partnerships and elevate our brands to new heights,” he says.

Savage also agrees with Watkins about the importance of nurturing relationships in the adult retail business.

“Like most companies, we feel that we put out really good products and packaging,” he says. “And of course, that’s always the goal — but it’s mainly about relationships. I appreciate everybody way more the second time around. I’m grateful for an opportunity to reintroduce myself to people because I’ve evolved and grown as a person and a professional.”

Full Circle Distribution is preparing to expand its retail footprint with new planograms and in-store marketing material that includes wall skins and floor decals to promote its brands. According to Savage, the planogram displays will be available in the company’s warehouse showroom. In terms of growth, Savage says he’s eyeing international markets like Australia, Germany and Mexico.

“I am super excited for 2025,” Savage says. “For the last three or four months, my wife and I have been working harder than we’ve ever worked in our lives. It’s a full-court press on new product development, plus the two major launches: Savage Me toys and the Grateful Dead collection. But there’s a nice feeling when you finally lay your head down on the pillow, knowing you put smiles on people’s faces around the world.”

Savage doesn’t expect to accomplish everything he’s aiming for right away, however.

“It’s not a 50-yard dash,” he says. “I don’t have any expectations for what we will achieve in a year. We’re just going to wake up every day, and we’re going to give it everything we’ve got. My vision is that I’m building something to last, something my kids can take and run with.”

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

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 ·
opinion

Celebrating the LGBTQ+ Community With Inclusive Packaging Design

Pride Month is a time of visibility, joy and self-expression. In the pleasure industry, projecting that energy can start with something as simple as a box. Market research shows that 72% of U.S. consumers say product packaging influences their purchasing decisions.

Matthew Spindler ·
profile

WIA Profile: Pettus Ashley

Pettus Ashley brings her A game to the world of authentic adult branding, flitting between airports as the American face of U.K. brand Bathmate. As a company brand ambassador, Ashley personifies Bathmate’s dedication to the retail world, showering staff with equal amounts of appreciation and sales education.

Women In Adult ·
profile

Good Relations Fosters Sex Wellness, Positivity for 40+ Years

Melinda Myers, the founder and owner of Good Relations in Eureka, California, was still in college when she got invited to attend her first pleasure products home party.

Quinton Bellamie ·
opinion

Why It's Time for Pleasure Brands to Stop Ignoring B2C Marketing

For many B2B adult brands, marketing to consumers feels like a waste of time. I’ve heard it so many times: “We sell to retailers, not consumers. Why should we invest in B2C marketing?”

Hail Groo ·
opinion

The Midlife Movement Is Exploding; Is the Pleasure Industry Ready?

In marketing, there tends to be an emphasis on the younger generation — the trendsetters. The assumption is that appealing to the younger market has a halo effect on older consumers, who look to younger folks for what is on trend.

Sarah Tomchesson ·
Show More