With International Women’s day [1]on 8th March 2026 and EWIB[2] featuring the EWiF awards on 20 May 2026, we thought this was a good time to drill down and get some ‘boots on the ground’ thoughts from women who have successfully bought a franchise or franchised their own businesses, about what franchising means to them.
Insight from our membership
This month we did a straw poll of members, asking them what they think motivates women to join a franchise: 62% said it’s the flexibility and work/life balance, 21% said it is the low risk route to business ownership, 10% said it’s the training and support, and 5% said it is the community support and peer networking.
But is that purely for franchisees? What about franchisors? One woman who has most definitely made it work for her is Claire O’Connor, franchisor founder and CEO of babyballet Ltd.
Halifax dream to international success
Bradford born Mum of four Claire had loved ballet as a child and wanted to create a fun activity for young children that would also increase their confidence. She began developing the format in 1999, launched the business in 2005 and franchised in 2007. She now has 110 franchised schools across the UK, Australia, New Zealand, Papua New Guinea and Dubai. A phenomenal success by anyone’s standards.
No business background
Despite her obvious success now, Claire admits it wasn’t all plain sailing: “One of the biggest challenges I had early on was turning my vision into a structured franchise model. I didn’t have a background in business or franchising so much of it felt daunting.”
Claire cites the support from the BFA and fellow franchisors as an integral part of her success: “Having a trusted circle of fellow franchisors to lean on and mutually support has made a huge difference, and the BFA has been an important source of support throughout my journey. Their guidance, training and community have helped me develop as a franchisor and their accreditation gives prospective franchisees confidence in joining us.”
Leading as a woman
Claire says being a woman shaped her leadership in very real and practical ways: “As a mum of four, family life was always my priority; women often carry many roles at once and I try to bring empathy and understanding to my role, so my network feels supported. Leading the brand has never been about perfection, it’s about staying true to our values.”
Flexibility and support
Franchisee Katie Webster, director and bespoke travel planner at The Holiday Franchise trading as Escapology Travel Ltd, says franchising offered her the flexibility she needed to be present for her two children whilst building a business she is proud of: “Franchising has proven to be the perfect solution for me. I can set my own work schedule without sacrificing family time, whilst also building a career that enables me to support my family financially; I’d recommend it to anyone returning to work after a career break. It’s been a game changer for me.”
Taking back control
Cathryn Hayes, franchise director at Revive! UK says it’s not just women that need that flexibility: “Both men and women tell us they are looking for flexibility; corporate life can be demanding if that’s their background and taking back control of their time is important to them.”
IKIGAI
Ikigai is the Japanese philosophy of finding the intersection between something you love, something the world needs, something you can get paid for and something you are good at.
Jane James, founder and CEO of Little Voices says it is important prospective franchisees find their Ikigai in life: “Women who have caring responsibilities often around young children or elderly parents need to find their Ikigai. Once they have identified this sweet spot, they can find their perfect franchise.”
Reality Check
Anne Viaene, CEO of The Little Gym Europe warns: “Work/life balance isn’t always a realistic expectation in the early years of building a business, yet many women are highly motivated to build a profitable legacy while also creating a meaningful community impact.” She also notes that “a strong, supportive network plays a critical role in making that possible.”
Advice to other women
21 years after launch, Claire has some words of wisdom for any woman thinking of entering the franchise arena: “Be kind to yourself as you grow. Surround yourself with the right people, trust your instincts and stay open to learning and remember to look after yourself because your wellbeing underpins everything else that you do.”
Tickets for EWIB (Empowering Women in Franchising) featuring the EWiF Awards are available from https://www.thebfa.org/empowering-women-in-business/
To find out more about franchising your business or buying a franchise visit: https://www.thebfa.org/what-is-franchising/
