The Franchise Scale Up Show with Guy Coffey

Guy Coffey
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Welcome to The Franchise Scale Up Show hosted by Guy Coffey. Guy is an entrepreneur, franchise veteran, and co-founder of a successful franchise brand. Join Guy as he dives into real-world stories, strategies, and insights from inspiring entrepreneurs, industry experts, and thought leaders. Discover actionable advice on launching, scaling, and sustaining a meaningful business while thriving in life. From solo episodes breaking down simple, effective strategies to candid interviews uncovering challenges, breakthroughs, and success secrets, this podcast is your go-to for honest, practical guidance. Whether you’re just starting out or scaling to the next level, The Franchise Scale Up Show will empower you to build a business, and life, you love.

  1. What to Do When a Franchisee Isn’t Performing: A Tactical Playbook

    1D AGO

    What to Do When a Franchisee Isn’t Performing: A Tactical Playbook

    If you’re dealing with underperformance in your system right now, don’t wait and hope it fixes itself. Book your free Franchise Growth Strategy Call at guycoffey.com. We’ll assess what’s really happening, build a support and accountability plan, and decide the smartest next move to protect your brand and your energy.  ---------------------------------------------------------------------------- Every franchisor will face this moment: a franchisee who isn’t performing. Sales stall. Morale drops. Other franchisees start watching closely to see what you’ll do next. In this solo, tactical episode, I walk through the exact 7-step playbook I use to diagnose underperformance, support franchisees the right way, and protect the brand when tough decisions need to be made. Underperformance is inevitable. What matters is how fast and how intentionally you respond. Key Takeaways Why every franchise system has a bottom 10–20% of performersHow ignoring underperformance can poison your entire brandThe 3 E’s framework: effort, execution, or economicsHow to structure a performance improvement plan that actually worksWhy expectations must be objective, time-bound, and documentedHow to balance empathy with brand standardsWhen exits, transfers, or closures are the healthiest option Time Stamps 00:00 Introduction: The Franchisee Performance Dilemma 00:36 Understanding Underperformance 00:53 The Franchise Scaleup Show: Your Guide to Success 01:24 Episode Overview: Tackling Underperformance 01:56 Reality Check: Accepting Underperformance 02:12 Diagnosis: Identifying the Root Cause 02:42 Support Plan: Building a Path to Improvement 03:28 Setting Clear Expectations 04:00 Accountability with Heart 04:31 Knowing When to Exit 04:54 Mindset Reset: Embracing Tough Decisions 05:11 Tactical Takeaways and Conclusion   Connect with Guy Coffey: LinkedIn: www.linkedin.com/in/guycoffey Website: www.guycoffey.com Instagram: @guycoffey YouTube: @guycoffey

    6 min
  2. The Franchisor Mindset: 5 Shifts That Help Emerging Brands Scale to 100 Units

    DEC 16

    The Franchisor Mindset: 5 Shifts That Help Emerging Brands Scale to 100 Units

    Franchising is a completely different business model — and if you don’t make the mental shift, you don’t scale. In this solo episode, I walk through the five mindset changes every emerging franchisor has to go through to stop drowning in day-to-day operations and start leading a franchise system that can grow to 100 units and beyond. The hard truth is this: if you’re still solving customer issues, running payroll, or living in the weeds, you don’t have a franchise system — you’ve just got an expensive FDD. This episode is about ripping that band-aid off and stepping into the real role of a franchisor. Key Takeaways Why franchising requires a different identity than operatingThe difference between operator thinking vs. owner thinkingHow to shift from being a doer into a builder of systemsWhy franchisees require mentorship, not managementHow culture replaces control when you scale nationwideThe long-term mindset behind royalties, scale, and exit readinessTime Stamps 00:00 Introduction to Franchising 00:31 Welcome to the Franchise Scaleup Show 01:03 Mindset Shifts for Emerging Franchisors 02:52 Owner Thinking vs. Operator Thinking 03:29 Building Systems for Franchise Success 04:09 Mentorship Over Management 06:37 Influencing Through Culture 07:56 Long-Term Vision and Solutions 09:10 Tactical Takeaways 09:48 Conclusion and Next Steps If you’re serious about franchising your concept, you have to stop being the bottleneck. These mindset shifts are the foundation for scaling without burning out or losing control. If you want help making that transition and building a franchise system that is actually scalable, book your free Franchise Growth Strategy Call at guycoffey.com. I only work with founders committed to scaling with integrity and control. If that’s you, let’s talk. Connect with Guy Coffey: LinkedIn: www.linkedin.com/in/guycoffey Website: www.guycoffey.com Instagram: @guycoffey YouTube: @guycoffey

    11 min
  3. The 10-Step Franchise Evaluation Guide Every Emerging Founder Should Use

    DEC 9

    The 10-Step Franchise Evaluation Guide Every Emerging Founder Should Use

    In this solo episode, I walk you through a 10-point franchise evaluation checklist you can use whether you’re a prospective franchisee deciding what to buy, or an emerging franchisor trying to pressure-test your own system. Most brands don’t stall between 10 and 100 units because the concept is weak. They stall because the founder is drowning in chaos and the systems aren’t built yet. This checklist helps you cut through hype, get clarity fast, and make smarter decisions before time and money are on the line. Key Takeaways Why your personal motivation matters more than the concept itselfHow to assess whether a model scales through systems and people, not hustleWhat to look for in market demand, industry outlook, and competitive landscapeThe real way to evaluate franchisor leadership and whether they have skin in the gameHow to validate startup support, ongoing infrastructure, and franchisee satisfactionWhy transparency in discovery and FDD access is a non-negotiable trust signalHow emerging brand founders can use this same list to identify weaknesses early Time Stamps 00:00 Introduction: Defining Your Goals00:12 The Franchise Scaleup Show: What to Expect00:56 Franchise Evaluation Checklist01:20 Motivation and Business Model01:56 Market Demand and Company History03:09 Leadership and Support05:14 Franchise Fit and Validation06:37 Reputation and Feedback08:10 Advice for Emerging Brands10:05 Conclusion and Next StepsIf this checklist helped you, don’t keep it to yourself. Share this episode with one founder or franchise buyer who needs clarity. You might save them months of pain. And if you’re ready to go deeper — whether that’s building support infrastructure, accelerating territory sales, or preparing for private equity — book your free Franchise Growth Strategy Call at guycoffey.com. I only partner with founders who are committed to scaling without losing control. If that’s you, I’d love to connect. Connect with Guy Coffey: LinkedIn: www.linkedin.com/in/guycoffey Website: www.guycoffey.com Instagram: @guycoffey YouTube: @guycoffey

    11 min
  4. How Content Builds Franchise Trust Over Time with Joel Kleber of Jim’s Group

    DEC 2

    How Content Builds Franchise Trust Over Time with Joel Kleber of Jim’s Group

    In this episode, I sat down with Joel Kleber from Jim’s Group in Australia — the world’s largest lawn and garden care franchise system — and we dug into something every emerging franchisor needs to understand: Content is not a marketing expense. It’s a long-term asset that compounds trust and franchise sales. Joel’s team didn’t grow Jim’s Group by changing the model. They grew it by building a transparent, founder-led content engine — and the numbers speak for themselves. Key Takeaways Content compounds. A video you post today can still influence franchise buyers 3–6 years later. Long-form content builds trust faster than sales calls. Some buyers consume 20+ hours before discovery day. Transparency filters in better franchise candidates. The more honest you are, the higher-quality your leads become. Founder Q&A content wins. Organic, unscripted answers (even from a phone) outperform polished promos. AI is changing buyer behavior. Candidates now research through ChatGPT, Reddit, TikTok, and Facebook groups — content gives you control of the narrative.Time Stamps 00:00 Introduction to TikTok's Impact on Franchising 00:12 Welcome to The Franchise Scaleup Show 00:53 Special Guest: Joel Kleber from Jim's Group 02:33 Joel Kleber's Journey with Jim's Group 04:07 The Power of Video Content in Franchising 06:27 Transparency and Authenticity in Franchising 09:33 Challenges and Misconceptions in Franchising 14:39 The Importance of Long-Form Content 20:24 The Power of Organic TikTok Content 21:30 Impactful Day on the Road Videos 21:52 Long-Form Podcasts for Franchise Education 23:18 Leveraging Content for Franchise Sales 28:24 The Role of AI in Franchising 28:51 Creating a Digital Twin with AI 33:14 AI's Impact on Customer Interaction 34:50 The Future of AI in Business 38:00 Final Thoughts and Farewell If you’re in that 10–40 unit stage where growth feels exciting but chaotic, your content and systems have to start working for you — not the other way around. Book your free Franchise Growth Strategy Call at guycoffey.com. We’ll map your stage, your bottlenecks, and the content + franchise development system you need to scale without burning out or losing control.  Connect with Guy Coffey: LinkedIn: www.linkedin.com/in/guycoffey Website: www.guycoffey.com Instagram: @guycoffey YouTube: @guycoffey

    39 min
  5. What I Learned Inside a Private Equity Office: Truths About Scale and Standards

    NOV 25

    What I Learned Inside a Private Equity Office: Truths About Scale and Standards

    I just walked out of my first in-person board meeting inside a private equity office, and I learned three things that completely reshaped how I view PE, reporting, and what “standards” really mean. If you’re an emerging franchise founder heading toward scale — or preparing for private equity someday — these lessons will help you walk into those rooms smarter, clearer, and more confident. Key Takeaways 1. Private equity isn’t ruthless or all-knowing — they’ve been burned before too.  Their tight reporting formats and detailed requests aren’t ego. They’re protection. 2. When you share bad news, specifics create credibility.  The more general your explanation, the weaker your leadership looks. 3. Surroundings matter more than people admit.  How your environment looks reflects your standards, your success, and the value you provide. Time Stamps 00:00 Introduction to the Franchise Scaleup Show 00:48 Insights from a Private Equity Board Meeting 02:45 The Importance of Specificity in Reporting 04:48 The Significance of Surroundings in Business 08:23 Conclusion and Final Thoughts If you’re scaling and want to be ready for rooms like this — whether that’s building your support infrastructure, tightening your reporting, or prepping for private equity — don’t guess your way forward. Book a free franchise growth strategy call at guycoffey.com. I’ll help you build a brand that scales without burning out, selling out, or losing control. Connect with Guy Coffey: LinkedIn: www.linkedin.com/in/guycoffey Website: www.guycoffey.com Instagram: @guycoffey YouTube: @guycoffey

    9 min
  6. How Anytime Fitness Built a Global Franchise: Leadership Lessons from Dave Mortensen

    NOV 18

    How Anytime Fitness Built a Global Franchise: Leadership Lessons from Dave Mortensen

    If you want to scale smarter, avoid expensive mistakes, and build a franchise system you're proud of—book the call now. Spots fill quickly. https://guycoffey.com -------- In this franchise leadership episode of The Franchise Scale Up Show, Guy Coffey interviews Dave Mortensen, Co-Founder of Anytime Fitness, to uncover how he scaled a fitness franchise into one of the most successful global brands. Time Stamps 00:00 – Introduction to Dave Mortensen and Anytime Fitness04:30 – How culture drives franchise performance09:30 – Leadership humility and accountability14:00 – Lessons learned from scaling globally22:00 – The role of AI and consumer behavior in fitness30:00 – Final leadership insights for franchisorsIf you’re looking for actionable insights on: franchise culture,leadership accountability,scaling franchise systems,AI and the future of fitness,you’ll get powerful strategies from a leader who has done it at scale. If you’re serious about scaling your franchise—or you want clarity on the systems, leadership, and culture you need to grow—don’t guess your way forward. Book your free Franchise Growth Strategy Call at https://guycoffey.com. This is the same strategic framework used by top franchisors who grew from a handful of units to category-leading brands. Connect with Guy Coffey: LinkedIn: www.linkedin.com/in/guycoffey Website: www.guycoffey.com Instagram: @guycoffey YouTube: @guycoffey

    43 min
  7. Five Lessons from the Emerging Brand Founders Mastermind

    NOV 11

    Five Lessons from the Emerging Brand Founders Mastermind

    In this solo episode, I unpack what I learned at the Emerging Brand Founders Mastermind, hosted by REMAX founder Dave Liniger and Adam Contos, former CEO of REMAX. Spending time in that room with nine emerging brand founders reminded me of five essential leadership truths that every entrepreneur—especially those scaling through franchising—needs to remember. From learning how kindness drives culture, to mastering division of labor, to recognizing the power of hiring social, thoughtful people, this episode is packed with insights that apply to every stage of your franchise journey. Key Takeaways: Lesson 1: Be tough in business but kind with people.Lesson 2: Kindness and standards start at the top.Lesson 3: Master the division of labor—focus on your zone of genius.Lesson 4: Delegate faster—having support makes things move.Lesson 5: Hire smart, social people—conversation drives opportunity.Time Stamps: 00:00 Introduction: The Importance of Division of Labor 00:15 Welcome to the Franchise Scaleup Show 00:46 Recent Events and Learnings 01:32 Insights from the Emerging Brand Founders Mastermind 02:14 Key Lessons from Industry Leaders 03:43 The Power of Kindness in Leadership 05:45 Division of Labor: A Crucial Strategy 07:30 The Value of Executive Assistants 09:20 Hiring Social and Kind People 12:21 Recap of Key Takeaways 13:52 Conclusion and Call to Action Leadership isn’t about doing it all—it’s about knowing what matters most and surrounding yourself with people who amplify your mission. If you’re ready to scale your franchise with clarity, culture, and systems that work, visit guycoffey.com to book a free franchise growth strategy call. Let’s turn lessons into action. Connect with Guy Coffey: LinkedIn: www.linkedin.com/in/guycoffey Website: www.guycoffey.com Instagram: @guycoffey YouTube: @guycoffey

    15 min
  8. The Hiring Playbook That Saves You Time, Money, and Stress with Justin Lund

    NOV 4

    The Hiring Playbook That Saves You Time, Money, and Stress with Justin Lund

    In this episode, I sit down with Justin Lund, a business coach and hiring strategist who’s helped hundreds of companies simplify growth by mastering their hiring systems. We talk about why so many founders struggle to build great teams, how “unicorn hunting” kills momentum, and the proven process that makes hiring faster, smarter, and less emotional. Justin shares his step-by-step framework for building confidence in your hiring decisions, testing candidates effectively, and hiring in the right order—starting with admin roles and growing from there. Key Takeaways: Why most founders hire emotionally—and how to stopThe “Delegation Priority Pyramid” for hiring in the right orderHow to attract quality candidates without endless recruitingThe power of “test projects” to evaluate fit before hiringWhy systems, delegation, and mindset create true freedom Time Stamps: 00:00 Publishing the Job Ad 00:26 Introduction to the Franchise Scaleup Show 00:57 Meet Justin Lund: Business Coach Extraordinaire 01:37 The Challenges of Hiring 02:08 Justin's Journey into Coaching 04:01 The Importance of Hiring Right 06:09 Framework for Effective Hiring 09:41 Building a Hiring System 10:56 Creating a Talent Bench 13:36 Refining the Hiring Process 19:18 Hiring Challenges and Emotional Decisions 19:51 Implementing Test Projects in Hiring 20:09 Real-Life Examples of Test Projects 21:05 The Importance of Following a Hiring Process 22:49 Testing for Viability in Different Industries 26:33 The Three-Step Framework for Business Owners 27:07 The Importance of Systems, Delegation, and Mindset 30:30 Real-Life Impact of Implementing Systems 33:19 Conclusion and Final Thoughts If hiring feels like chaos, it’s time to build a process that works for you—not against you. Justin’s playbook takes the guesswork out of growing your team. Visit guycoffey.com to book your free franchise growth strategy call. Let’s build the systems that give you time, clarity, and control. Visit Justin Lund online: Website: https://propelyour.com/ LinkedIn: https://www.linkedin.com/in/justin-lund-propel/ Instagram: https://www.instagram.com/itsjustinlund Youtube: https://www.youtube.com/@itsJustinLund Connect with Guy Coffey: LinkedIn: www.linkedin.com/in/guycoffey Website: www.guycoffey.com Instagram: @guycoffey YouTube: @guycoffey

    34 min
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About

Welcome to The Franchise Scale Up Show hosted by Guy Coffey. Guy is an entrepreneur, franchise veteran, and co-founder of a successful franchise brand. Join Guy as he dives into real-world stories, strategies, and insights from inspiring entrepreneurs, industry experts, and thought leaders. Discover actionable advice on launching, scaling, and sustaining a meaningful business while thriving in life. From solo episodes breaking down simple, effective strategies to candid interviews uncovering challenges, breakthroughs, and success secrets, this podcast is your go-to for honest, practical guidance. Whether you’re just starting out or scaling to the next level, The Franchise Scale Up Show will empower you to build a business, and life, you love.

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