We came to Elite Franchise Live’s “Franchise Her Future” event expecting inspiration, but what we heard was nothing short of a masterclass in authenticity, empowerment, and evolution. Held in partnership with Stagecoach and Drama Kids, and hosted by the ever-energised Jody Marsh, the event brought together a powerful panel of female leaders and rising stars in the franchise world.
Feeling like we were peering behind the curtain of the UK’s most dynamic female-led franchise stories. This wasn’t about corporate gloss. It was a candid, unapologetically real conversation about ambition, balancing business and family, smashing imposter syndrome, and rewriting what leadership in franchising can look like.
The numbers tell a story, but so do the women
Pip Wilkins, CEO of the British Franchise Association (BFA), kicked things off with a welcome dose of stats, the kind that both reassure and rally. Women now make up 40% of all franchisees in the UK. That’s a 20% increase since 2005, and a clear sign that franchising is becoming more inclusive. But the real shift, Pip noted, lies not just in numbers, but in mindset: “It was never just about access to finance. It was about confidence, accessibility and seeing yourself in the story.”
And that was the golden thread of the event: visibility. When women see other women doing it, they believe they can too. “You can’t be what you can’t see,” Pip said. It stuck with me.
Behind every brand is a story worth telling
Susie McCafferty, CEO of Platinum Wave Franchising, spoke with warmth and wisdom about how far the industry has come. “26 years ago, I was the only woman on the 6am flight to visit franchisees. Now? The plane’s packed with women building businesses.”
Her point was clear: franchising no longer asks women to choose between family and growth. In fact, it encourages a blending of both. And it’s not about women “fitting in” to an existing mould, it’s about changing the mould entirely.
Lisa Stead, COO of Trafalgar Education (the umbrella behind Stagecoach and Drama Kids), delivered one of the most powerful soundbites of the night: “You’re not being arrogant when you celebrate success. You’re being truthful, and you’re giving others permission to do the same.”
With 85% of their franchisees being women, Lisa’s team doesn’t just talk about empowerment, they operationalise it. From maternity planning sections in their operations manuals to celebrating stories of women running businesses alongside young families, Trafalgar is walking the walk.
The everyday extraordinary
Then came the voices that truly grounded the session: franchisees Gill Dawson (Molly Maid) and Sam Taker (Turtle Tots). Their stories felt like a collective breath of fresh air, relatable, raw and incredibly real.
Gill bought her franchise with a three-year-old and a six-month-old in tow. Now, she and her husband run a thriving business with several supervisors on the team, chasing record-breaking growth. “I wanted a business where I could pick up my kids from school and build something with real value, franchising gave me both,” she said.
Sam shared how she returned to the UK as a single mum, unsure of her next move. Two years later, she’s expanding into a second swimming pool. “I didn’t know business. I just knew I wanted to create something that gave me flexibility and purpose. The franchise support meant I never felt alone, and I still don’t.”
The leadership we want to see
The conversation turned to leadership and what traits women uniquely bring to the table. Empathy. Multitasking. Listening. Collaboration. These weren’t token answers; they were framed as essential to sustainable franchise success.
Susie reminded us that franchise leadership is only effective when it’s rooted in “win-win” thinking. “If your franchisees aren’t making money, you’re not a successful franchisor, no matter how many territories you sell.”
Lisa echoed that sentiment, speaking to the power of humility in leadership: “Sometimes we get it wrong. But we own it, we listen, and we pivot. That’s what real leadership looks like, especially in franchising.”
Supporting the next generation
What about women under 30? The panel was clear, they’re the future, and the work to engage them needs to start now. Pip shared how the BFA is partnering with universities and rolling out campaigns using language and platforms that resonate with younger women. “We need to stop talking at them and start speaking their language. Think: ‘Solo hustle, squad support.’”
And for those wondering about maternity cover, the panel didn’t shy away from the realities. While franchisees aren’t employees, creative solutions, from peer-led coverage to planning support, are emerging. As Lisa said, “It’s not about doing it for them. It’s about helping them plan for it, on their terms.”
Confidence is contagious
Perhaps the most touching moment came when Gill reflected on her journey. She admitted to once feeling undeserving of her own success. “At first, I thought, am I just lucky? But then I realised I was doing everything they said to do, and it worked. I tell my daughters now: go for it, even when it feels scary. That’s where the growth happens.”
As the session drew to a close, we all found ourselves scribbling down one final quote from Pip: “Franchising is not just accessible. It’s family. You just have to find your tribe.”
After spending an evening listening to these powerhouse women, we have found ours!
