Growing a Franchise
Succession planning isn’t just about exit strategies. It’s about building a franchise system that can thrive for decades, no matter who’s at the helm.
Building a franchise brand requires more than just great systems and a strong marketing strategy. It also takes foresight and the ability to look beyond day-to-day operations and plan for the future. One of the most critical, and often overlooked, components of long-term franchise success is succession planning. At some point, every founder or key executive will step away. When that time comes, the systems in place, or lack thereof, will determine how smoothly the brand continues to operate and grow.
“I've thought extensively about where I'd love to see the brand go,” said Marina Mentzel, founder and CEO of urSwim. “I think for us, we envision a future that has really high-quality swim instruction and aquatics management services offered throughout the United States and possibly beyond. We're really committed to building a scalable, low-asset business model. So for me, it's definitely about thinking big picture.”
Franchisors need to ask a tough but essential question early: What happens to the business when I’m no longer in the driver’s seat? Without a plan in place, leadership transitions can create confusion, stall growth and damage franchisee confidence. A well-structured succession plan outlines who will step into leadership roles, how decisions will be handled during a transition, and what knowledge and responsibilities must be passed down. This isn’t just about protecting the brand; it’s about preserving the vision and values that built it.
Even the strongest franchise systems can falter during times of leadership change. That’s why future-proofing the brand is so important. When a franchisor proactively builds infrastructure designed to outlast individual leaders, it signals strength and stability to franchisees, employees and partners.
“I think any responsible franchise system should have plans if something were to happen — not only for my leadership position, but other people's leadership positions,” Mentzel said. “At urSwim, we're actively putting systems in place to make sure that there's a continuation documented from our SOPs, and leadership would not miss a beat.”
It starts with documenting more than just operations — things like core brand values, strategic decision-making frameworks and cultural touchpoints need to be shared across the organization. As the business grows, it’s important to give other leaders a voice in strategic planning. Developing a leadership team that understands and helps shape the brand’s direction ensures continuity when the founder eventually steps back. It’s also helpful to involve outside advisors who can bring objective insight into succession discussions.
“We're also very committed to creating an advisory board,” Mentzel said. “We have some advisors at the brand level, and it's something that we're pursuing at the franchise level to make sure that we are always following a north star, regardless of who is in what seats. We want to make sure that the system is prepared for the long haul.”
Succession planning isn’t just about the exit; it’s about identifying and empowering the people who will lead the brand forward. Investing in leadership development should be an ongoing effort, not a last-minute scramble. Strong franchise organizations look internally for talent, offering growth opportunities, cross-departmental exposure and coaching to team members who show leadership potential.
This process also includes looking beyond the corporate team. In some cases, franchisees themselves can grow into larger roles within the system. Franchise owners often bring firsthand insight and a deep commitment to the brand, making them valuable candidates for higher-level involvement. Whether the future leaders come from inside the company or outside hires, the key is intentional, long-term preparation.
“At the core, that's why I'm a franchisor — I think strong franchisors are committed to the success of their franchisees and creating true entrepreneurs,” Mentzel said. “So for me, as a very young system, I am actively learning what it takes — for my skill development and professional development — to make sure that I can train and continue to mentor our franchisees and create that support system that they need. I think whether that's through leadership programs or mentorship programs, we're committed to creating intentional spaces where the franchisees can grow and be successful.”
Waiting until a leader is ready to retire is a risky approach. Starting the conversation early allows franchisors to be thoughtful about who they’re developing and how they’re structuring future leadership roles. It also provides peace of mind to franchisees, who want reassurance that the brand will remain strong and consistent regardless of who’s at the helm.
“I think any great brand needs to outlive the founder,” Mentzel said. “When you're building a legacy, it is not about the founder. It is about what type of organization you're building, what roles of leadership you're building and making sure that you are in a place to give the organization what it needs.”
Early succession planning protects the brand’s equity, maintains operational stability and ensures that momentum doesn’t stall when change inevitably comes. It also gives the current leadership team time to train, mentor and support incoming leaders in a meaningful way.
“For me, it's about building a brand that could thrive with or without me,” Mentzel said. “What value am I adding? Where are my resources best put to use? And what else do I need to make this organization the best it can possibly be?”
Franchising is a long game. While it’s easy to focus on immediate wins like new signings and increased revenue, the most successful franchisors are thinking years down the road. Succession planning is one of the most strategic moves a brand can make to ensure that growth isn’t dependent on any one person. It’s a commitment to the future of the brand, the franchisees who depend on it and the legacy the founders have worked hard to build.
Franchising your business is a major step, and the right guidance makes all the difference. Learn how 1851 helps brands build strong foundations and grow with confidence at www.1851growthclub.com.
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