When people first explore franchising, their attention naturally focuses on the beginning. They want to understand the training, the launch process and the support they’ll receive during their first year in business. Those early foundations matter enormously. A confident start often sets the tone for everything that follows.
But a more revealing question is what happens after that first phase of growth.
In many franchise networks, the bulk of support is concentrated at the start. Once a franchisee becomes established and capable, attention often shifts towards onboarding the next group of recruits. Yet the most resilient franchise brands recognise that success is not a destination. It is the stage where deeper development begins.
As franchisees grow, the nature of their challenges evolves too. They may start thinking about expanding their client base, building a team or maintaining the culture that made their business successful in the first place. Balancing ambition with family life can also become a new consideration. Without ongoing guidance, even high-performing franchisees can find themselves unsure of how to take the next step.
At Basking Babies, these questions led to the creation of the Highflyers Club, a development group designed for franchisees who consistently demonstrate strong performance and a commitment to personal growth. Entry isn’t simply based on revenue targets. Instead, it focuses on mindset, values and a genuine willingness to keep learning.
The programme is facilitated by Tim Morris, founder of Pinnacle Franchise Growth Experts and co-founder of Franchise-HQ, who works closely with members to help them navigate the next stage of their journey.
“I aim to take fear of failure out of the franchisees’ minds,” he said. “Together, we figure out what great looks like for each group member and their business. Then we look at how they reach that goal one step at a time while keeping the flexibility they desire.”
The intention is not to add pressure, but to provide clarity and reassurance as franchisees scale their businesses.
For Gemma George, owner of Basking Babies Burnham, Hatfield Peverel and Maldon, joining the group was never part of a deliberate strategy. Her growth developed naturally through consistency and listening to the families she supports.
“I knew there was a Highflyers Club, I just didn’t think it was something I would be a part of – at least not for quite a while anyway,” she said. “I always aim to listen to what my mums want and try my hardest to make that a reality. Ultimately, they’re the people you’re doing this for.”
Carla May, who runs Basking Babies Braintree, Coggeshall and Halstead, was the first franchisee invited to join when the programme launched as a pilot. While she initially wondered how coaching from someone outside the baby class sector might translate into her business, she quickly saw the benefits.
“I’m incredibly grateful for Tim,” she said. “He’s a very honest, kind, compassionate and patient man. It’s a privilege to have his expertise, support and guidance – I’ve really valued it. The collaborative nature of the group has been amazing too, because we’re all learning from each other and celebrating one another’s progress along the way.”
For prospective franchisees, stories like these highlight an important consideration. Launch support may help someone open their doors, but long-term success often depends on what happens afterwards.
The strongest franchise networks continue investing in their people long after the initial excitement of launch has passed. When franchisees feel supported, challenged and valued, they develop the confidence to grow not only their businesses but also the communities they serve.
At Basking Babies, growth is never about numbers alone. It is about nurturing capable, confident leaders who create welcoming spaces for families during one of the most important stages of their lives. Because when a franchise continues to invest in people beyond year one, success becomes something shared across the entire network.
