Growing a Franchise
Karen Garrett spoke with 1851 Franchise to discuss her experience in franchise development, which started with a career in teaching and culminated in working with a brand she loves.
Karen Garrett transitioned into franchising after a successful 17-year career as a teacher, leveraging her skills in relationship-building and guidance to excel in franchise sales. She quickly climbed to become a top franchise development executive with Woodhouse Spas, becoming an integral part of the brand's growth. Under her leadership, Woodhouse has expanded to 87 locations, with plans for continued expansion.
1851 Franchise spoke with Garrett to learn more about her story, as well as to learn about some common mistakes she sees franchisors making in today’s industry.
1851 Franchise: Tell us about your brand.
Karen Garrett: Woodhouse is a luxury spa in the neighborhood, offering resort-style luxury right in the community. It’s actually been my favorite brand to work with because it’s centered around wellness and self-care. The guests who come here are happy and relaxed. It truly is the most phenomenal brand I’ve ever worked for. We offer specialized treatments for each of our guests, including massages, facials and body treatments. Some of our locations feature a salt room and an infrared sauna.
We currently have 87 spas open, with many more set to open by the end of the year. It’s a really good business to own because the average gross revenue is high, at around $2.4 million. The brand has been around for 20 years, so it’s well established with great brand recognition.
1851: How did you get into franchising?
Garrett: I was actually a teacher for 17 years and was looking to change careers. I interviewed for a franchise sales job without any experience, and I was hired because they didn’t want a typical “salesy” person. They were looking for someone who could build relationships, guide people through the application process and connect with them authentically, which I did well. I got into franchise sales without any prior experience but with a lot of skills in building relationships and guiding people, much like teaching.
1851: Are there any keys to consistent franchise growth?
Garrett: I think the keys to consistent franchise growth are listening to what the candidate wants. Being a good listener is important in franchise sales; it’s more about listening than talking. You need to hear what they want and then help them achieve that with the Woodhouse brand. However, sometimes you realize that it’s not a good fit for them. Growing units and spas requires being an attentive listener.
Additionally, company growth requires people who can build relationships so that candidates who become owners feel supported by the franchisor and want to grow within the Woodhouse system. For outside prospects who don’t already own a spa, being able to sell to them or grow with them requires a lot of nurturing, guidance and listening. Once they’re in the system, they need to feel supported by the franchisor, which also requires listening.
1851: What are the biggest hurdles to successful franchise growth right now?
Garrett: Some of the significant hurdles are out of our control, particularly interest rates for lending and people’s perceptions about them. Even though rates are coming down, the perception is that they’re still higher than they’ve been, which presents a challenge right now.
1851: Are there any common mistakes you see franchisors making when trying to grow?
Garrett: Growing too fast is a huge mistake. Some people focus on selling, selling, selling, and sometimes those units don’t even open, which is even worse because it holds up a territory. You also don’t want to put the wrong people in your franchise system; you want strong operators who will follow the model.
1851: What is your number one goal at the moment?
Garrett: My personal goal is to continue working with candidates and help them achieve their business goals of purchasing a Woodhouse. I believe strongly in our model, and my goal is to bring luxury, resort-style experiences to every neighborhood. I love this model so much that I want it to be in all the neighborhoods that support it. It is a beautiful space. Right now, my goal is to continue helping owners achieve their business aspirations within the Woodhouse framework by guiding them through the process.
To find out more information on costs to buy this franchise, please visit https://1851franchise.com/woodhouse-spas.
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