FLDC inspires franchise leaders to grow personally and professionally
Written by KERRY PIPES
The 2025 Franchise Leadership & Development Conference (FLDC) returned to Atlanta's InterContinental Buckhead in mid-October. This year, more than 530 attendees convened for three dynamic days of insight, connection, and collaboration. It was the first FLDC held since the official merger of Franchise Update Media and the International Franchise Association this past summer.
The theme, "Invest in You," set the tone for sessions that challenged attendees to rethink franchise sales and development leadership, adapt to shifting consumer expectations, and leverage emerging technologies, particularly artificial intelligence (AI) to navigate an evolving business landscape. The message was clear: Long-term franchise success begins with personal and professional growth.
Throughout the conference, packed sessions reflected the hunger for actionable ideas. CEOs, development executives, and industry experts shared strategies to improve franchisee profitability, build resilient systems, and drive smarter lead generation through data and technology. Keynotes and panel discussions explored everything from AI applications and unit economics to leadership development and advocacy efforts shaping the future of the franchise model.
Beyond the content, the FLDC once again lived up to its reputation as one of the franchise industry's premier networking events. The Exhibit Hall and Networking Lounge overflowed with energy as attendees met with peers, explored innovative products and services, and forged new partnerships. Conversations extended well beyond the meeting rooms, spilling into hallways and evening receptions that kept the buzz going late into the night.
More than 90 sponsors powered this year's event, underscoring the depth of support from across the franchise ecosystem. Unleashed Brands and AnswerConnect led as Platinum Sponsors, and Hot Dish Advertising, Leasecake, BoeFly, Franchise Ninja, and BizBuySell served as Gold Sponsors. ApplePie Capital and Ignite Visibility hosted the annual STAR Awards reception, celebrating excellence and innovation in franchise development.
This year's conference offered an expansive lineup of workshops, keynotes, and executive summits across multiple tracks: Franchisee Growth, Lead Generation, and Professional Development. Attendees engaged in sessions covering every stage of the franchise life cycle. Topics included mapping the franchisee journey, streamlining the opening process, developing leadership skills, optimizing lead generation with AI, and managing sales teams in challenging times. Workshops emphasized actionable strategies, real-world examples, and peer collaboration to drive growth and operational excellence.
High-level sessions, including the General Sessions, CEO Summit, and CDO Summit, brought together top franchise leaders to address profitability, legislative changes, and the strategic use of AI across franchise systems.
Keynote speakers Morris Morrison, an inspirational disruption expert, and Ben Whiting, a culture and communication strategist, delivered dynamic, motivational presentations focused on resilience, leadership, and creating limitless organizational cultures. Events such as the First-Time Attendee Meet & Greet and the STAR Awards dinner celebrated collaboration and achievement across the franchise community. The conference concluded with a reflective Professional Growth Planning Workshop that empowered attendees to turn insights into action.
This year's FLDC combined quality content, inspiration, and strategy to help equip franchise leaders to thrive in an evolving business landscape. The Franchise Update Media editorial team was on site for the conference and covered several sessions. Here's a look at a few of this year's FLDC sessions.
From Franchise Development to the Corner Office
Written by KERRY PIPES
Making the leap from franchise development to the C-suite was the focus of a session at the 2025 FLDC. Shawn Caric, vice president of franchise development for Smoothie King, moderated a session called “CEO Q&A: Growth Path Through Franchise Development.” It featured Sean Fitzgerald, president of TruBlue Home Service Ally, and Kristen Pechacek, president and CEO of MassageLuxe.
Both leaders shared personal insights on their journeys and what it takes to move from development to executive leadership. Fitzgerald, a veteran of BrightStar Care, Wireless Zone/Verizon Wireless, and Fyzical Therapy & Balance Centers, said the key is finding purpose over prestige. “Go where you can contribute,” he said. “I felt I could make a difference and have the license to make decisions” at TrueBlue Home Service Ally.
Pechacek emphasized courage and growth. “When you look at something [C-suite], it may seem overwhelming,” she said. “But don’t be afraid to go after it.” She added that cross-functional learning prepared her for leadership. “I was already doing some of the things when I was in frandev,” she said. “Learning other departments, like operations, helped me become well rounded.”
Fitzgerald agreed: “Be curious about how marketing works, how frandev works, what it takes to be a successful franchisee.” Both noted that relationships are at the heart of franchising. “A franchise development person already has relationships with the franchisees,” Pechacek said, “and that’s a great skill to have in the C-suite.”
Leadership also brings weight. “People’s financial lives are at stake,” Pechacek said. Fitzgerald admitted, “I still have imposter syndrome ... but my focus is on keeping the brand growing.”
Their closing advice:
- Pechacek: “Fake it until you make it. You will get there.”
- Fitzgerald: “Be curious and tenacious. Always grow, develop, and learn.”