Emily Brown: Franchise Development, Limitless Franchise Growth

Emily Brown entered the franchising industry somewhat by chance, drawn by her background in a family of small business entrepreneurs and the limited job options available upon her 2008 graduation. Her work included partnering with over 15 emerging franchises. At Xponential Fitness, Brown focused on process-driven growth strategies to support franchise development. Now transitioning to her new role as president of Limitless Franchise Growth (LFG), she aims to apply her expertise to help emerging franchisors scale nationally.

Emily Brown: Like many in the industry, I fell into franchising by accident. I was raised by a family of small business entrepreneurs and knew I didn't want to work for a large corporation, but graduating in 2008 didn't leave me with many options. I was fortunate to spend over 12 years with one of the first and leading franchise sales organizations (FSO) before moving in-house at Xponential Fitness.

The FSO was very much a start-up at the time and I spent over a decade developing key operational processes specifically targeted for franchise sales growth. During my tenure there I worked with over 15 emerging franchises, including Club Pilates, the first brand under the Xponential Fitness umbrella.

Brown: In my experience, process is paramount. If you want to drive consistent growth, it starts at the very beginning of the awarding process. Ensuring that each candidate is going through the same education process, hitting key milestones and acknowledging their responsibilities during the validation process.

Working with a publicly traded company, tracking and forecasting is now something I do in my sleep! Having insights into your pipeline is key to address any issues with lead flow, fallout at key stages, etc. before they start to impact growth goals.

And I can't forget the importance of the franchisor itself. A franchisor needs to have solid infrastructure in place to offer top-notch support. Great support helps you tackle challenges and adapt quickly as growth ramps.

Brown: Quality lead flow is always top of mind. With the increased amount of brands and brokers, staying relevant is key. Any lead that you receive should be treated like gold. Brokers will appreciate timely replies, a quality and consistent process, and the ability to hold their candidate accountable throughout the process. Whether you get the award or not, that candidate should have a great experience with your team. Developing and keeping that reputation will pay dividends down the road.

Brown: Forgetting about the big picture. I see a lot of emerging franchisors doing big unit deals with inexperienced partners. They see the large franchise fees up front but forget about the downstream royalties. In my experience, I'd much rather award three units each to three different partners than a 10 unit deal to one group. Those three owners have a much higher likelihood of actually getting open in a reasonable amount of time and helping spread brand awareness at a faster rate.

Brown: My top goal right now is transitioning from vice president of development at Xponential to president of Limitless Franchise Growth. LFG is focused on partnering with emerging franchisors who are ready to scale nationally; that would benefit from the robust processes we have established to grow quickly, yet responsibly. We’re seeking exceptional brands led by inspiring people who have built a fantastic culture. Great Brands. Great People. Great Culture.