The franchise industry is experiencing a dynamic transformation, and women are at the forefront of that evolution. As owners, leaders, and marketers, women are redefining what success looks like in franchising. With over two decades of experience in franchise marketing and now serving as Chief Marketing Officer at GarageExperts, I’ve witnessed firsthand the remarkable impact women are making across the industry. Today, more than ever, women in franchise marketing are not just participating-they are leading, innovating, and inspiring the next generation of entrepreneurs.
The Rise of Women in Franchising
Over the past decade, the number of women entering the franchise industry has surged, with women now owning or co-owning approximately 31% of all franchises in the United States. This growth is not just a statistic; it signals a fundamental shift in the industry’s culture and values. Franchising’s structured yet flexible model, built-in support networks, and potential for both financial independence and work-life balance make it particularly appealing. In fact, 88% of female franchise owners enjoy running their businesses, and 87% value being part of their franchise organization. These high satisfaction rates underscore how well franchising aligns with the goals and values of many women entrepreneurs.
Why Women Excel in Franchise Marketing
Women bring unique strengths to franchise marketing, most notably collaboration, empathy, and a customer-centric mindset. These qualities are essential in today’s competitive landscape, where authentic brand storytelling and community engagement are more important than ever. Women leaders are increasingly steering brand strategy, influencing company policies, and improving operational efficiencies.
Brands are taking notice, actively seeking more women in leadership and ownership roles. It’s not just about representation, it’s about results. Women are elevating performance and reshaping company cultures to be more inclusive and dynamic.
The Power of Community and Support
One of franchising’s greatest assets is its emphasis on community. For women, this supportive environment is both a launching pad and a safety net. According to recent data, 82% of female franchisees find valuable support from fellow franchisees, and 83% express strong respect for their franchisor’s leadership. These connections are invaluable, offering mentorship, shared experiences, and practical advice that help women navigate challenges and seize opportunities.
Organizations like the International Franchise Association (IFA) and dedicated Women’s Franchise Committees offer resources, conferences, and mentorship programs tailored to women in franchising. These initiatives are not only fostering professional growth but also creating a culture where women lift each other up, share knowledge, and celebrate each other’s successes.
Diversity and Innovation: A Competitive Advantage
The rise of women in franchising is also driving greater diversity in ownership and leadership. Women of color now account for 50% of all women-owned businesses in the U.S., bringing fresh thinking and creative solutions that are moving the industry forward. This diversity is not just a moral imperative, it is a business advantage. Diverse teams are more innovative, resilient, and effective problem-solvers, which directly impacts bottom-line success.
At GarageExperts, we see this every day. Our diverse leadership team, in collaboration with our franchise network, are constantly experimenting with new strategies, testing bold ideas, and finding creative ways to connect with customers. This culture of innovation is fueled by the range of the varied experiences and viewpoints that women bring to the table.
Marketing Strategies for the Next Generation
As women continue to shape the future of franchise marketing, these are the strategies being implemented that are proving especially effective:
Breaking Barriers, Building Legacies
While progress is real, challenges remain. Gender parity has yet to be achieved. Many women in franchising still face hurdles in accessing capital, breaking into male-dominated industries, or balancing family with growing a business. However, the resilience and determination of women in this field are undeniable.
The data is encouraging: female franchise ownership grew by 83% between 2011 and 2017, far outpacing the 13% increase in male ownership over the same period. Women-owned businesses now account for 39.1% of all U.S. businesses, employing 12.2 million workers and generating $2.7 trillion in revenue. These numbers are not just milestones, they are a testament to the power of women’s leadership in franchising.
Looking Ahead: A More Inclusive, Prosperous Industry
The future of franchising is inclusive, innovative, and female-led. As more women rise into leadership, take ownership, and drive marketing innovation, the industry becomes stronger and more dynamic. At GarageExperts, we are proud to champion a culture where every voice is heard and every leader, regardless of gender, has the opportunity to thrive.
To women considering a career in franchising, now is the time. The industry offers unparalleled opportunities for growth, fulfillment, and impact. By continuing to support each other, embrace innovation, and own our unique strengths, women will keep driving the future of franchising forward.
