How Do I Run a High-Performing Franchise Field Team?

Franchise field teams serve as a link between owners and franchisors, coaching franchisees and identifying ways to improve performance across the system. The teams often include business consultants, operations coaches or regional directors who work directly with franchisees. 

High-performing field teams understand how the business runs and know how to work with people. They spend time with franchisees, help them solve problems and keep them focused on what drives results. The role requires a balance of accountability and support so standards are met and performance improves.

“The field team is everything in franchising,” said Jordan Levine, chief operating officer at Stretch Zone. “They play the most critical role between franchisor and franchisee. It all starts with attracting the highest caliber people for this role. I always look for folks who are high-energy — folks who can lead a room and influence franchisees.”

Franchisors should also look for high achievers who demonstrate ambition and drive. Candidates should be comfortable working with KPIs, using data to make decisions and understanding a P&L. The role requires both experience and the right mindset, with a balance of analytical ability and leadership presence.

“After attracting the right team members, this team has to be deeply connected with the franchisee base. They have to earn the trust of the franchisee — which takes time,” Levine said. “Trust is everything. A high-performing team can use trust to gain consensus, provide coaching that moves the needle and holds people accountable for the work involved. But it all starts with having rapport and trust.”

How Franchisors Should Structure Field Support

Field team effectiveness depends on a structure that prioritizes franchisee operations over simple unit counts. By establishing manageable territories and reliable communication, franchisors ensure their support teams remain both focused and agile in meeting franchisee needs.

“I’ve always looked at structuring field support teams geographically and by franchise owner, and less about store count,” Levine said. “If a franchisee has several locations, that will always be easier to support than each franchisee having one location. If we are setting up coaching calls or meetings, a multi-unit franchisee requires one meeting versus several meetings for a single unit operator.”

Field support models also depend on how teams work together and share information across the system. Centralized teams tend to stay more aligned and keep communication consistent. Technology helps teams stay connected without relying only on in-person visits. The right structure keeps support clear, organized and easy for franchisees to navigate.

“I’ve had support team members scattered all over the country — living in the markets they support — and all team members based at headquarters,” Levine said. “The latter has always been better in my opinion. I’ve always valued collaboration and teamwork over being in market. Also, while in-person support is always the best, so much can be done virtually now.”

Metrics to Evaluate Field Team Performance

Field team performance should be measured based on results, not just activity. Franchisors should track how coaching impacts revenue, operations and franchisee engagement. It is also important to evaluate how well field teams identify issues early and help franchisees take action.

“At Stretch Zone, we’ve established a KPI scorecard for our franchisees,” Levine said. “This establishes a level playing field for the KPIs that matter for each of our locations. It also enables us to coach using the same sheet of music. We can also evaluate our field team using this same information. In our business, it’s everything from lead flow to lead-to-demo conversion to sales closing to member retention.”

Building a Field Team That Drives Systemwide Performance

A strong field team is one of the most important drivers of franchise performance. When teams are structured well and supported with clear metrics, they can improve results across the system. Over time, that consistency strengthens franchisee relationships, improves unit performance and supports long-term growth.

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