Why Mathnasium Learning Centers Are Targeting Illinois and Wisconsin for Franchise Growth

Mathnasium Learning Centers, a leading name in math tutoring with over 1,100 units globally, has identified Illinois and Wisconsin as key markets for franchise growth. The brand’s focus on personalized, engaging math education aligns perfectly with the educational needs and demographic trends in these Midwest regions, making it an exciting and enriching business opportunity for entrepreneurs.

Why Illinois is a Great Fit for Mathnasium

Jana Frank, the Illinois-based owner of three Mathnasium centers in Oak Park/River Forest, La Grange and Mount Prospect, began her journey with a background in education. She taught middle school math in the Chicago public school system and eventually earned her math endorsement at the University of Chicago. However, after years in the public school system, she became frustrated with the red tape.

“As much as I loved being a public school teacher, the politics made it difficult,” Frank said. “One night, I called my dad, and he mentioned hearing about this math franchise on NPR.” The more Frank looked into the Mathnasium franchise, the more she knew it was the perfect choice for her next endeavor, which aligned perfectly with her philosophy of education.

Frank opened her first center in 2013 and has since expanded to three locations. “The key to scaling is having good people around you and a well-trained staff that you can trust,” she said. “The franchisor provides strong support, and there's also a built-in network of over 40 franchisees in the Chicago area willing to share best practices.”

Frank is on the committee of the marketing co-op board in Illinois, which allows Mathnasium franchisees in the state to pool their marketing efforts. “By pooling our resources, we can execute larger campaigns, including radio buys, news segments, and TV placements,” said Frank. “That is a big advantage.”

Overall, Frank says Illinois is a market primed for Mathnasium’s engaging, personalized approach to math tutoring. “Many kids missed fundamental concepts during COVID, creating a significant need for what we do,” Frank said. “The impact of this business is incredible — the confidence we can give a child is amazing. It benefits the whole family. Parents no longer have to struggle with homework every night. I feel blessed to have found this franchise. Here, you don't have to choose between doing good and doing well — you can do both.”

Javier Steve Santacruz, owner of 11 Mathnasium centers, including eight in Illinois, shares a similar story of passion and dedication. After a successful career as a real estate attorney, Santacruz decided he wanted to do something more rewarding.

“My son was in seventh grade at the time and was really struggling with math,” said Santacruz. “While working with him as a tutor, I encountered some of the challenges in the standard teaching process. It raised concerns about what students were learning and their capabilities. A few months later, while driving home from work, I heard a radio commercial about Mathnasium. The clouds parted, and something about the message of making math make sense to kids really stuck with me that day.”

After extensive research, Santacruz opened his first Mathnasium center in 2010 and quickly saw success. Within five years, he had seven locations and is now up to a total of 11. “The Mathnasium model, which focuses on teaching students based on where they are in their journey, has proven to be very effective,” Santacruz said.

Santacruz also emphasizes the broader impact of Mathnasium in the community. “It's not just about changing students’ lives but also about inspiring our instruction team,” he said. “One of my sons went from student to instructor at one of our Mathnasiums. His math skills were so advanced by the time he got to college, he ended up getting a degree in financial analytics. Another one of our instructors became a high school math teacher after being inspired by his experience at Mathnasium.”

Why Wisconsin is a Great Fit for Mathnasium

Maria Norville, the owner of Mathnasium of Pleasant Prairie in Kenosha, Wisconsin, began her journey in Chicago, where she spent 10 years as a middle school math teacher before becoming an assistant principal for another 11 years.

“We lived in the heart of Chicago, and we loved it, but we got tired of living in the city,” said Norville. “We decided to make a move up to Wisconsin in 2021. I resigned from my position. It was a very hard decision, but it was the right time. I was tired of the day-to-day grind.”

After taking some time off to unwind and rediscover her passions, Norville found herself at a crossroads. “I considered getting back into education, but I realized I didn’t want to go back into the school system,” she said. “I was tired of the logistics, the politics, and the red tape. I wanted a different path.”

That's when she discovered Mathnasium, inspired by her niece’s positive experience with the brand. “She hated math, but it was a huge turnaround for her,” said Norville. “I started looking into the franchise. I am an educator first, business owner second. This was brand new for me, but I wanted that challenge. The more I researched the brand, the more I realized it was right up my alley — the happiest time of my life was when I was a math teacher.”

Norville officially opened the Mathnasium of Pleasant Prairie two years ago and has seen a steadily growing demand amongst families in the area. “There is definitely a need for this service — families will always want help for their kids,” said Norville. “A lot of people are moving North, trying to get away from the big city just like we did. And they aren’t just moving to areas like Milwaukee or Madison. Every time I drive to work, I see a whole new subdivision being built. There are a lot of big factories here as well, which is where a lot of the parents work. The number of families coming in is growing like crazy.”

As of March 2024, the U.S. Census Bureau estimated that Wisconsin's population was over 5.91 million, an increase of more than 17,200 residents since April 2020. Overall, the private tutoring market is expected to be worth $290.8 billion by the year 2030. Especially after COVID-related learning disruptions, parents are constantly on the hunt for the resource that will best support their child in reaching academic goals.

The Broader Impact and Future of Mathnasium in Illinois and Wisconsin

Mathnasium's engaging, personalized approach to math tutoring fits the needs of both Illinois and Wisconsin perfectly. The franchise’s focus on math and unique approach to making learning fun and customized for each student, rather than relying on rote memorization and repetition, differentiates the brand from other education-focused and subject-specific enrichment franchises.

For franchise owners, this presents an even stronger business model. In addition to breaking into a crucial and high-demand industry, Mathnasium owners are positioning themselves to become a community staple, secure a strong return on investment and continue to scale. 

Looking ahead, the Mathnasium team has identified room to add numerous locations throughout both states, targeting cities like Green Bay, Lacrosse and Madison in WI and the greater Chicagoland area in IL.

“Illinois and Wisconsin represent tremendous opportunities for Mathnasium to expand our mission of making math education engaging and effective for students,” said Tyler Sgro, CEO of Mathnasium. “With the strong demand for quality educational support in these regions and the rapid growth of communities all across both states, we are confident that our proven approach will resonate with more families.”

For more information on investing in a Mathnasium franchise, visit: https://1851franchise.com/mathnasium/