How Storytelling and Authenticity Drive Franchise Growth

Franchising has long been associated with aggressive sales tactics and high lead volume, but industry leaders are proving that a different approach is driving real results. In the latest podcast ahead of FranCamp Dallas, franchise experts Ty McBride, Daniel Feltman and Michelle Holliman joined host Charles Internicola to discuss how focusing on storytelling, culture and relationship-building is helping brands scale in a sustainable way.

"What helped me was focusing on storytelling — sharing our journey, our values, and why we built this brand," said McBride, founder of Preservan. "Once we stopped trying to look like a big corporate brand and instead focused on our authentic story, things started to change."

For Feltman, co-founder of The Garage Floor Company, shifting from a transactional sales mindset to one rooted in connection was a game-changer. His brand initially focused on selling a product but realized success came when they started sharing who they were and why they existed. Meanwhile, Holliman emphasized that sustainable growth isn’t just about expansion — it’s about maintaining culture and ensuring franchisees align with the company’s core values.

Franchise growth strategies

"We’re approaching 100 units, so we have to think about scaling — adding not just franchisees but also corporate support, all while staying financially sustainable," said Holliman, vice president of franchise development at Pigtails & Crewcuts. "Innovation and culture are critical to ensuring we support the next phase of growth."

With FranCamp Dallas set to dive deeper into franchise acceleration, recruitment and overcoming growth challenges, the conversation highlighted a central theme: the future of franchising belongs to brands that build meaningful connections, not just those that chase sales.

Internicola: Each camp adds new tools and strategies for franchise operations, recruitment and sales. Dan, as we head into Dallas, what are your goals?

Daniel Feltman: Our biggest focus is implementing what we’ve learned. Many people absorb information but struggle to execute. At FranCamp, we’re learning how to slow things down, build on what works and refine our approach. We want to take what we’ve built and improve upon it, ensuring we’re consistently growing.

Internicola: Michelle, Pigtails & Crewcuts has seen significant growth. What’s your approach to FranCamp, and what’s your focus for the brand?

Michelle Holliman: This is my second FranCamp, and we signed up for the rest of the year because of the value it provides. Even after 20 years in business, it’s been incredible to collaborate with emerging brands and get fresh perspectives. The roundtable discussions are intimate and engaging. Unlike large conferences where smaller brands can get overlooked, FranCamp provides direct feedback and meaningful networking. It’s helped us rethink lead generation, budgeting and marketing strategies while staying connected to our core values.

McBride: Absolutely, especially early on. When you enter franchising, you’re bombarded with vendors making big promises and it’s hard to know what to do next. What helped me was focusing on storytelling — sharing our journey, our values and why we built this brand. Once we stopped trying to look like a big corporate brand and instead focused on our authentic story, things started to change.

Scaling and culture

Internicola: That hands-on, founder-driven approach seems key. Michelle, how do you ensure continued growth while maintaining your company’s culture?

Holliman: It’s easy to get caught up in growth and forget your core values. Listening to emerging brands reminds me of where we started and helps us stay grounded. You constantly evaluate how to support franchisees better, create a strong culture and reinforce your mission. It’s an ongoing process of learning and refining.

McBride: I don’t sell anything. I focus on sharing our vision and ensuring candidates understand what they’re getting into. We don’t aim for high lead volume — we want qualified, serious candidates. It’s more about readiness conversations than sales.

Holliman: I’m not a fan of third-party qualifiers unless they deeply understand the brand. It’s crucial for whoever represents your brand to be knowledgeable and passionate. Having an internal team that truly believes in the brand makes a big difference.

Holliman: Culture is everything, especially in child services. It has to resonate from the corporate team down to franchisees, employees and customers. We reinforce this during training and remind franchisees why they chose this business. It’s not always easy — there are tough days with budgeting and hiring — but having the right people makes a difference.

Feltman: We underestimated the power of storytelling. Initially, we focused on selling a product, but we’ve learned that what really matters is selling who we are and why we exist. Once we shifted that perspective, things changed.

Internicola: As we head into FranCamp Dallas, we’ll have panels on acceleration, franchise sales and overcoming obstacles. I appreciate all of you sharing your insights — this continues to be a learning experience for all of us.