2024’s Top Women in Franchising: Cynthia May

The Franchise Leader: Cynthia May

The Company: beem® Light Sauna

1851 Franchise talked with May, Co-Founder, Chief Operating Officer and President of beem® Light Sauna, about her journey in franchising, her accomplishments in the industry, and the strategies she suggests for franchisors looking to empower and support female franchisees this year.

1851 Franchise: Can you share your journey to becoming a leader in franchising?

May: I grew up a military brat and youngest of four children. I always wanted to be a nurse, but I faced challenges. I wasn’t applying myself at school. I started to make bad choices in my life, and by the time I was a teenager, my dream of becoming a nurse was derailed. At 16, I was pregnant, and in a moment, my life flipped upside down. All the things we associate with failure were right there staring me in the face, and I was afraid my daughter would forever pay the price of being born to a teenage single mom. I had to pivot my thinking from where I was going to college to how I would provide for my daughter. That journey led me to a 17-year career in the beauty space. In the last five of those years, I co-founded a high-end hair salon and grew my business to seven figures a year in top-line revenue. Towards the end, I reached a crossroads in my career where I felt stuck, and I didn’t want to look back on my life and wish I would have taken a leap and didn’t. 

I still had such a passion for health and wellness, and saw a gap in service offerings around preventive and recovery therapies. Around that same time, our oldest daughter, Mya, was diagnosed with Lyme disease. Just a few months before her Lyme’s diagnosis, Mya was a happy, healthy, vibrant 13-year-old who quickly became chronically ill. After the traditional route of treating Lyme didn't work, our daughter’s doctor recommended Infrared light therapy to help Mya boost her immune system and reduce pain and inflammation caused by the disease. During that journey, the vision for my next brand was born, and I saw an opportunity to help my daughter, as well as others, and bring something new to communities across the country. 

First, I had to show proof of concept at a single location. We opened our doors at the end of May 2020, just a few months after the COVID-19 pandemic hit, and even during uncertain times, our community showed us so much love and spread the word about our small business. We were growing month after month, and I knew it was time to grow beyond our one location. I partnered with Roger Martin and Jeff Dudan, who had extensive experience scaling a franchise brand. We hit the ground running, with each of us bringing our unique strengths and aligned values and vision. 

1851 Franchise: What are the unique challenges and opportunities for women in franchising?

May: I understand the challenges that women face in the workplace. It can be discouraging to hear comments like “You’re only here because you rode the coattails of men,” or to be ignored, interrupted and told to suppress emotions because they’re perceived as a weakness. However, I believe these challenges can be converted into opportunities to bring about positive change. We initiate this change by creating a corporate culture that values the unique abilities and talents of individuals and encourages team members to seek input from those who possess strengths different from their own. Every individual deserves the opportunity to exceed their job title by delivering exceptional results.

1851 Franchise: How do you define success in your role?

May: To me, success in my role means I remain focused on the vision and purpose of the company, creating an environment where we live that purpose daily. I take a holistic approach that considers franchisee success, customer satisfaction, innovation, team development, and the positive impact we make on people’s lives. Our goal is to lead beem® Light Sauna to achieve these objectives while setting new standards for a successful wellness company.

1851 Franchise: What advice would you give to franchisors looking to support and empower female franchisees?

May: I can speak from my experience growing a brand with over 67% of our franchisees being women! Supporting and empowering female franchisees is not just a progressive move, but a strategic one that can significantly enrich your franchise network. As a female founder and franchisor, understanding and nurturing the unique strengths and challenges women face in business can foster a more inclusive, diverse and successful franchise model.

One way to start facilitating a supportive environment for female franchisees is by creating platforms where they can connect, share experiences, and learn from each other. Whether through online forums, regular meet-ups or annual conferences, fostering community among women franchisees encourages mutual support and exchange of ideas.

1851 Franchise: What advice do you have for any women aiming to enter the franchise industry?

May: Entering the franchise industry as a woman can be a great way to become a business owner and inspire other women to pursue their dreams of entrepreneurship. The franchise model offers the advantage of starting a business with a support system and framework already in place. Connect with other female franchisees and franchisors to gain valuable insights and experiences. Join franchise networking groups specifically for women to provide mentorship and support. A strong support system can significantly influence your success as a franchisor. Business ownership is challenging, and franchising is no exception. Resilience and a supportive network are key to navigating the ups and downs you will face.

1851 Franchise: Is there anything else you think our audience should know?

May: As a woman co-founder and once teen mother, I am passionate about empowering and encouraging women to pursue their entrepreneurial dreams while breaking gender stereotypes and creating cultures that celebrate and seek input from those who possess strengths different from their own. I also have a very special place in my heart for teen moms and helping provide them with the tools, support, encouragement and resources to achieve success despite the challenges of raising a child alone at a young age.