Challenge the Pros: Sean Rentchler on brand standards and unit performance during ownership transitions and/or resales

How do you ensure continuity of brand standards and unit performance during ownership transitions and/or resales? Sean Rentchler Vice President of Growth & Development MassageLuXe Maintaining brand standards and unit performance during ownership transitions starts with recognizing that these moments are as much about people and process as they are about the transaction itself. A change in ownership can create uncertainty at the unit level, so the goal is always to bring clarity, consistency, and support early in the process.

Before a transition is complete, I like to get a clear, honest picture of how the business is actually operating. That means looking beyond headline financials and spending time on unit-level performance, compliance with brand standards, staffing stability, and any operational issues that may have been deferred. Understanding where the real pressure points are allows us to prioritize what needs attention immediately and what can be addressed over time.

After the change in ownership occurs, alignment becomes the focus. Even experienced franchisees benefit from reconnecting with the brand’s origins, so onboarding and communication are critical. We make sure incoming owners and their leadership teams clearly understand what “good” looks like, where there is flexibility, and where standards are nonnegotiable.

Setting those expectations upfront helps avoid confusion and builds trust on both sides. I’ve learned that most problems during transitions don’t come from bad intent; they come from assumptions. Clear communication early prevents a lot of avoidable issues later.

For a period after the transition, we tend to stay more closely engaged. That often means more frequent check-ins, additional field support, and closer review of key performance indicators. The intent isn’t to micromanage but to ensure issues are identified quickly and our operators know they are not on their own.

Equally important is maintaining stability within the stores. Ultimately, continuity comes from treating ownership changes as a shared responsibility rather than a handoff. By staying engaged, communicating clearly, and focusing on people as much as performance, transitions can be handled in a way that protects the brand while setting the new owner up for long-term success.