The Franchise Leaders Forum Podcast

Franchise Consultant and Franchise Coach - Tracy Panase and Shannon Wilburn
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Welcome to "The Franchise Leaders Forum," the ultimate podcast for entrepreneurs navigating the intricate world of franchising, brought to you by industry veterans Tracy Panase and Shannon Wilburn. This podcast is your go-to resource for franchise leadership insights, practical strategies to build and scale your franchise, and firsthand experiences from those who live and breathe franchising every day. Leading the conversation is Tracy Panase, the dynamic force behind the Just Between Friends Franchise System. Tracy, who previously excelled as a top franchisee, took over the leadership reins in December 2022. Under her guidance, the brand is reaching new heights, emphasizing a strong culture, supporting franchisees, and ensuring families across the country can say “YES” to everything their kiddos need and want. Her fresh perspective and unwavering commitment to excellence make her a formidable voice in the franchising community. By her side is Shannon Wilburn, the visionary co-founder of Just Between Friends. Starting from a simple idea in her living room in 1997, Shannon grew the company into a thriving network of over 150 locations. Her decision to pass the leadership to Tracy has infused the company with new energy and direction, and together, they bring a wealth of knowledge and passion to the podcast. In "The Franchise Leaders Forum," Tracy and Shannon dive deep into the good, the bad, and sometimes the ugly aspects of franchising. Each episode features candid discussions, expert interviews, and real-life stories from successful franchise leaders who have faced and overcome challenges. Listeners will gain valuable insights into effective leadership, growth strategies, and the nuances of franchise operations. Whether you're a franchisor, franchisee, or aspiring to enter the franchising world, this podcast addresses the pain points and challenges you face. From understanding franchise dynamics to learning how to support and grow your franchisees, Tracy and Shannon provide actionable advice and inspiration.  Tune in to learn from the experiences of others, gain new perspectives, and equip yourself with the tools to navigate your franchising journey with confidence. Join us on "The Franchise Leaders Forum" and become part of a community dedicated to leadership, growth, and success in franchising. This podcast will provide answers to questions and topics like:  Tips for Franchisees, Franchisors and vendor partnersHow to scale a franchise businessWhy is leadership important in franchising?How do I grow my franchise business?What are the trends in franchising?What is the challenge of franchising?How do I get involved in a franchise business?Franchise success storiesFranchise marketing strategies

  1. 2D AGO

    IFA Annual Conference: Insider Tips to Maximize Your Time

    The IFA Annual Conference isn’t just another event on your calendar. It’s one of the most important rooms franchise leaders will step into all year. In this special episode, Tracy and Shannon turn the microphones on each other ahead of the International Franchise Association’s Annual Conference in Las Vegas. Between Shannon’s nearly two decades of attendance and Tracy’s experience as a franchisor navigating the event with intention, they share the insider perspective most attendees don’t hear until their second or third year. From the gold that happens in the hallways to the intimidation that even seasoned leaders feel walking into a room of 4,000 professionals, this episode shares how to show up prepared, confident, and strategic. They break down common mistakes, how to approach roundtables like a pro, why vendor conversations matter more than you think, and how to involve your team in your conference plan, even if they’re not in the room. They also share a powerful mindset shift that can change your entire experience, walking into the room thinking “there you are” instead of “here I am.” So, whether you’re attending for the first time or returning with experience, this episode will help you walk into the IFA conference with clarity, purpose, and a plan to truly maximize your time. Resources: Mary Thompson Kennedy - https://www.buzzsprout.com/2369319/episodes/15380562-navigating-change-and-growth-in-franchising-with-mary-kennedy-thompson Episode Highlights: What the IFA Annual Conference really isWhy the hallway conversations matter mostWhere the real ROI happens at IFAOvercoming conference intimidationPlanning your schedule with intentionWinning the roundtable sessionsMaking vendor conversations countInvolving your team from afarBuilding lasting industry relationships Connect with Tracy Personal LinkedIn: https://www.linkedin.com/in/tracy-panase/ JBF LinkedIn - https://www.linkedin.com/company/jbfsale JBF Franchise System - https://jbfsalefranchise.com/ Email: podcast@jbfsale.com Connect with Shannon Personal LinkedIn - https://www.linkedin.com/in/shannonwilburn/ JBF LinkedIn - https://www.linkedin.com/company/jbfsale Website - https://shineexecutivecoaching.com/ Email - shannon@shineexecutivecoaching.com

    50 min

  2. FEB 4

    What Franchisees Wish Their Franchisors Understood w/ Tom Wood

    Franchise leadership lives or dies by the strength of the franchisor and franchisee relationship. In this episode, we’re joined by Tom Wood, President and CEO of Floor Coverings International, for a conversation about what effective franchise leadership actually looks like in practice. Having served as a franchisee, founding executive, growth leader, and CEO, Tom brings more than four decades of experience and a rare, balanced perspective on both sides of the franchise relationship. Tom shares how his time as a franchisee continues to inform the way he leads today, and why franchisors and franchisees must clearly understand and respect their distinct roles. We explore the tension that often exists in the franchisor and franchisee relationship, especially during periods of change, innovation, and growth, and why leadership missteps usually happen when that balance breaks down. We also dive into what drives sustainable franchising growth, from how high-performing franchise owners think differently to why investing in people, systems, and marketing is non-negotiable. Tom explains why strong mentorship, disciplined fundamentals, and a willingness to listen are essential for scaling a franchise system without losing trust along the way. So, whether you’re leading a mature brand or building an emerging brand, this episode offers a clear-eyed look at franchise leadership that prioritizes alignment, accountability, and long-term growth. Connect with Tom Floor Covering International - https://floorcoveringsinternational.com/ Email - Twood@FCIFloors.com LinkedIn - https://www.linkedin.com/in/tom-wood-cfe-8580727/ Episode Highlights: Franchise leadership through empathy and trustThe real role of the franchisor vs the franchiseeWhy strong franchisor and franchisee relationships matterLeadership mistakes that break trustWhat top-performing franchise owners do differentlyFranchising growth requires people and investmentMentorship as a leadership advantageWhy great leaders don’t believe their own press Connect with Tracy Personal LinkedIn: https://www.linkedin.com/in/tracy-panase/ JBF LinkedIn - https://www.linkedin.com/company/jbfsale JBF Franchise System - https://jbfsalefranchise.com/ Email: podcast@jbfsale.com Connect with Shannon Personal LinkedIn - https://www.linkedin.com/in/shannonwilburn/ JBF LinkedIn - https://www.linkedin.com/company/jbfsale Website - https://shineexecutivecoaching.com/ Email - shannon@shineexecutivecoaching.com

    45 min

  3. JAN 21

    Why PR Is a Long Game & Why Franchise Leaders Should Play It w/ Sherri Fishman

    PR isn’t a “nice to have” in franchising, it’s a credibility engine. Today we are chatting with Sherri Fishman, founder of Fishman Public Relations, for a conversation about how public relations has shaped franchise growth for more than three decades and why its impact is even more critical today. Sherri takes us back to 1991, when she launched her firm after years working in franchise public relations, a path that would go on to shape how franchise brands tell their stories. Since then, she’s worked alongside emerging concepts and some of the most recognized franchise brands in the country, served in multiple leadership roles within the International Franchise Association, and, in 2023, was honored with the prestigious Bonnie Levine Award for her mentorship, leadership, and lasting impact on franchising. Throughout our conversation, she shares hard-earned lessons on leadership, risk, earned media, and why empathy has always been central to her approach. We also dig into how PR has evolved from traditional media pitching to a more integrated mix of earned media, content, social visibility, and local storytelling. Sherri explains why franchisees are often a brand’s strongest ambassadors, how local PR programs like grand openings and community engagement fuel both unit-level success and franchise development, and why leaders who treat PR as a short-term tactic often miss its real value. So whether you’re launching a franchise, supporting franchisees in local markets, or rethinking how your brand builds trust at scale, this episode offers real insight into how PR actually works inside franchising. Sherri breaks down what to prioritize, what to pace, and why treating PR as a long-term strategy, not a one-time push, creates more durable growth. Connect with Sherri LinkedIn - https://www.linkedin.com/in/sherrifishman/ Email - sfish@fishmanpr.com Episode Highlights: Sherri Fishman’s path into franchising and entrepreneurship Why earned media still matters How PR has evolved in today’s digital landscape The role of franchisees in local brand visibility Why PR supports both unit growth and franchise development The long-term value of PR for franchise brands Connect with Tracy Personal LinkedIn: https://www.linkedin.com/in/tracy-panase/ JBF LinkedIn - https://www.linkedin.com/company/jbfsale JBF Franchise System - https://jbfsalefranchise.com/ Email: podcast@jbfsale.com Connect with Shannon Personal LinkedIn - https://www.linkedin.com/in/shannonwilburn/ JBF LinkedIn - https://www.linkedin.com/company/jbfsale Website - https://shineexecutivecoaching.com/ Email - shannon@shineexecutivecoaching.com

    47 min

  4. JAN 7

    Hiring for the Company You’re Becoming, Not the One You Are w/ Shelly Sun Berkowitz

    What if the biggest mistake franchise founders make isn’t moving too fast but hiring for the company they have today instead of the one they’re building? Shelly Sun Berkowitz knows what it takes to scale with intention. What started as a deeply personal response to her grandmother’s need for better home care grew into BrightStar Care, a national brand with more than 400 locations and $750 million in systemwide revenue. Along the way, Shelly made decisions that prioritized culture, leadership, and long-term vision, even when growth demanded uncomfortable change. In this episode, Shelly breaks down the disciplines required to scale a franchise the right way. From documenting every process and selecting franchisees with care to rebuilding leadership teams as the business evolves, she shares why growth without alignment eventually costs more than it creates. She also shares how franchisee selection, including what she watches for long before contracts are signed, plays a critical role in protecting culture at scale. As well as how EOS became a turning point for BrightStar, creating clarity, accountability, and shared language across the system. The conversation also goes beyond strategy into the realities founders don’t always talk about such as burnout, succession planning, and the emotional weight of stepping away from the company you built. Shelly shares candid lessons learned from transitioning out of the CEO role and what she wishes she had done differently and why she created Founder2Founder to support founders through growth, transition, and legacy decisions. So, if you’re building a franchise and want to scale without sacrificing culture, clarity, or control, this episode will challenge how you think about leadership and who you need on your team next. Connect with Shelly Founder2Founder: https://founder2founder.com/ LinkedIn: https://www.linkedin.com/in/shellysunberkowitz/ BrightStar Care: https://www.brightstarcare.com/ Grow Smart, Risk Less: https://www.amazon.com/Grow-Smart-Risk-Less-Low-Capital/dp/1608322025 Episode Highlights: The personal moment that inspired BrightStar Care Scaling a franchise without sacrificing culture Hiring leaders for where the business is headed Why the first 10 franchisees matter most The “no jerk rule” in franchise selection How EOS aligned leadership and growth Founder burnout and succession planning Lessons learned from stepping away as CEO Connect with Tracy Personal LinkedIn: https://www.linkedin.com/in/tracy-panase/ JBF LinkedIn - https://www.linkedin.com/company/jbfsale JBF Franchise System - https://jbfsalefranchise.com/ Email: podcast@jbfsale.com Connect with Shannon Personal LinkedIn - https://www.linkedin.com/in/shannonwilburn/ JBF LinkedIn - https://www.linkedin.com/company/jbfsale Website - https://shineexecutivecoaching.com/ Email - shannon@shineexecutivecoaching.com

    54 min

  5. 12/24/2025

    Why Most Franchise Leaders Fail & How to Lead Differently w/ Adam Contos

    What if the real differentiator between thriving franchise brands and struggling ones comes down to two simple traits: humility and hunger? In this episode, Adam Contos, a high-performance leadership expert, former CEO of RE/MAX, and a leading voice in the franchise industry joins us for a conversation that cuts through the noise and gets to the heart of what truly drives franchise success. From his early days in the Marine Corps reserves and law enforcement to leading one of the most recognized franchise brands in the world, Adam brings the kind of clarity leaders desperately need right now. Adam breaks down why risk-taking is non-negotiable, how leaders unknowingly sabotage progress, and why decision-making, not perfection, is the real engine of growth. He also shares what most franchisors get wrong when communicating with their networks, how to build A-player teams, and why visibility isn’t optional if you want your franchisees to trust you. This is leadership without fluff: direct, grounded, and immediately applicable. Whether you're scaling an emerging brand, rebuilding systems, or trying to develop stronger leaders inside your organization, this episode gives you a clear look at the habits, decisions, and mindset shifts that actually move a franchise system forward. You’ll walk away with a sharper mindset, clearer priorities, and a better understanding of what leadership actually requires. Connect with Adam: Website: https://www.adamcontos.com/ Franchise Membership Community: https://yourfranchisegroup.com/ Episode Highlights: Why risk tolerance separates winning brands from stagnant ones The biggest leadership blind spots founders don’t see coming Adam’s simple 3–2–1 decision-making framework What “founder syndrome” looks like inside a franchise system How visibility builds trust at scale Why tech adoption is always a challenge and what to do about it The real job of a franchisor (according to Adam) When and how to upgrade talent without guilt Why humility accelerates leadership growth How to develop leaders who can replace you Connect with Tracy Personal LinkedIn: https://www.linkedin.com/in/tracy-panase/ JBF LinkedIn - https://www.linkedin.com/company/jbfsale JBF Franchise System - https://jbfsalefranchise.com/ Email: podcast@jbfsale.com Connect with Shannon Personal LinkedIn - https://www.linkedin.com/in/shannonwilburn/ JBF LinkedIn - https://www.linkedin.com/company/jbfsale Website - https://shineexecutivecoaching.com/ Email - shannon@shineexecutivecoaching.com

    48 min

  6. 12/10/2025

    How a Franchise Collapse Built a Better Leader w/ Ciara Stockeland

    What happens when the franchise you built, the one that looked wildly successful from the outside, starts quietly falling apart behind the scenes? In this powerful conversation, entrepreneur and author Ciara Stockeland shares the unfiltered truth about the rise and unraveling of her retail franchise brand, including the moment she sensed something was wrong long before anyone else did. From early wins and national recognition to a full-blown franchise mutiny, lawsuits, overwhelming debt, and ultimately bankruptcy, Ciara takes us inside the emotional and financial reality that most founders never talk about. Her transparency about identity, pressure, intuition, and accountability is rare and deeply needed in franchising today. Ciara also reveals the turning point that helped her rebuild a profitable business from day one, why paying yourself is non-negotiable, and how understanding your numbers will save you from the traps that take down so many emerging brands. Whether you’re franchising today or still deciding if you should, this episode is a masterclass in avoiding the biggest (and most expensive) mistakes founders make. Ciara Stockland is a third-generation entrepreneur, profit strategist, speaker, and author of The Inventory Genius and Profit Genius. After franchising her first retail brand and later building and selling a first-to-market wholesale subscription box in just 18 months, she now coaches inventory-based business owners nationwide. Ciara works alongside her husband in their C-Suite consulting program, helping founders restructure operations, improve profitability, and regain control of their businesses. Connect with Ciara: Website - https://www.ciarastockeland.com/ Inventory Genius - https://www.ciarastockeland.com/bookstore Profit Genius - https://www.ciarastockeland.com/bookstore Episode Highlights: Ciara’s entrepreneurial roots and early businesses The transition from founder to franchisor and the blind spots that hurt her Early warning signs that something was wrong The franchise mutiny and the unraveling that followed Lawsuits, mounting debt, and losing her home Rebuilding from scratch (and what she did differently) Why profitability must come before growth How failing publicly reshaped her identity and purpose The importance of understanding numbers as a founder Paying yourself and breaking harmful small-business myths Connect with Tracy Personal LinkedIn: https://www.linkedin.com/in/tracy-panase/ JBF LinkedIn - https://www.linkedin.com/company/jbfsale JBF Franchise System - https://jbfsalefranchise.com/ Email: podcast@jbfsale.com Connect with Shannon Personal LinkedIn - https://www.linkedin.com/in/shannonwilburn/ JBF LinkedIn - https://www.linkedin.com/company/jbfsale Website - https://shineexecutivecoaching.com/ Email - shannon@shineexecutivecoaching.com

    53 min

  7. 11/26/2025

    Why Emerging Brands Fail (And How to Fix it) w/ Ron Feldman

    What if the biggest threat to your franchise system isn’t sales, development, or operations but the financial foundation you’re quietly ignoring? In this episode, we sit down with the franchise finance authority, Ron Feldman, a 30-year veteran who has advised, funded, and evaluated many franchise brands through ApplePie Capital, FRANdata, and Franchise America Finance. Ron pulls back the curtain on the one thing that separates healthy, scalable brands from the ones that stall out: franchisee profitability and why ignoring it is the fastest path to failure. From the early days of the Goddard School to building lending platforms that have deployed more than $3 billion to franchisees, Ron shares what lenders really look for, why item 19s often fall short, and how emerging franchisors accidentally sabotage their own growth. He breaks down why unit-level economics matter more than any development goal, how to avoid becoming a “churn and burn” brand, and what it takes to become an exceptional franchise system in the eyes of lenders, franchisees, and buyers. Whether you’re a founder trying to grow responsibly, a franchisor preparing for scale, or a leader committed to better financial discipline across your system, this episode is a masterclass in doing franchising the right way with clarity, transparency, and profitability at the core. Connect with Ron: LinkedIn - https://www.linkedin.com/in/ronaldafeldman/ Email - Ron@franchisestrategysolutions.com ApplePie Capital Contact - Jamie@applepiecapitall.com Episode Highlights: Ron’s early days as a Goddard School franchisee The mentor who shaped his entire franchising philosophy Why franchisee profitability is the #1 indicator of system health The biggest mistakes emerging franchisors make How lenders actually evaluate an FDD Why item 19 rarely shows the full story What makes a brand “exceptional” in the eyes of lenders Why founders need more capital than they think The dangers of undercapitalization (for franchisors + franchisees) The responsible franchising movement and why it matters The power of benchmarking, data, and the right tech stack Accelerating time from signed to open and why most brands struggle When franchisors should buy back locations to protect validation Connect with Tracy Personal LinkedIn: https://www.linkedin.com/in/tracy-panase/ JBF LinkedIn - https://www.linkedin.com/company/jbfsale JBF Franchise System - https://jbfsalefranchise.com/ Email: podcast@jbfsale.com Connect with Shannon Personal LinkedIn - https://www.linkedin.com/in/shannonwilburn/ JBF LinkedIn - https://www.linkedin.com/company/jbfsale Website - https://shineexecutivecoaching.com/ Email - shannon@shineexecutivecoaching.com

    43 min

  8. 11/12/2025

    How Purpose-Driven Leadership Builds Thriving Franchise Brands w/ Emma Dickison

    What if the secret to sustainable franchise growth isn’t speed but steadfast values? In this episode, Emma Dickison, CEO and President of Home Helpers Home Care, shares her journey from teaching to leading one of the nation’s most trusted senior care brands. With roots at Blockbuster during its explosive rise and nearly two decades at the helm of Home Helpers, Emma offers a masterclass in purpose-driven leadership. She opens up about the defining lessons that shaped her from single motherhood and mentorship to leading through a global pandemic, and how those experiences strengthened her belief that “doing the right thing” always comes before doing things right. Emma also reveals the origin of Home Helpers’ BOLD values and how these principles guide every franchise decision, from who joins the system to how they show up in their communities. You’ll also hear how Emma and her team foster innovation through their Innovation Council, collaborate with franchisees to develop new programs like Cared-4, and lead industry-wide advocacy efforts through the Home Care Association of America and International Franchise Association (IFA). This episode is equal parts inspiration and strategy, a reminder that lasting growth begins with integrity, collaboration, and listening as you lead. So, if you’re building a franchise rooted in purpose, this episode is your reminder that real growth comes from doing the right thing, every time. Resources -  The Beginnings of the McDonalds Filet o Fish sandwich in Cheviot, OH - https://www.wcpo.com/money/local-business-news/mcdonalds-filet-o-fish-invented-by-cincinnati-franchise-owner-who-was-losing-business-during-lent Connect with Emma: LinkedIn - https://www.linkedin.com/in/emmadickison/ Home Helpers - https://homehelpershomecare.com/ Home Helpers Franchise - https://www.homehelpersfranchise.com/ Episode Highlights: Emma’s early career at Blockbuster and what she learned about leadership and cultureHow single motherhood shaped her resilience and servant-leadership styleThe founding principles behind Home Helpers’ BOLD valuesBuilding trust and credibility in a crowded senior care marketLeading through the pandemic and the importance of advocacyHow innovation councils keep franchise systems agile and collaborativeThe story behind Home Helpers’ Cared4 program and its impactLessons in collaboration, mentorship, and listening as a leaderThe importance of IFA involvement for emerging franchisorsThe growing presence and impact of women in franchising Connect with Tracy Personal LinkedIn: https://www.linkedin.com/in/tracy-panase/ JBF LinkedIn - https://www.linkedin.com/company/jbfsale JBF Franchise System - https://jbfsalefranchise.com/ Email: podcast@jbfsale.com Connect with Shannon Personal LinkedIn - https://www.linkedin.com/in/shannonwilburn/ JBF LinkedIn - https://www.linkedin.com/company/jbfsale Website - https://shineexecutivecoaching.com/ Email - shannon@shineexecutivecoaching.com

    45 min
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About

Welcome to "The Franchise Leaders Forum," the ultimate podcast for entrepreneurs navigating the intricate world of franchising, brought to you by industry veterans Tracy Panase and Shannon Wilburn. This podcast is your go-to resource for franchise leadership insights, practical strategies to build and scale your franchise, and firsthand experiences from those who live and breathe franchising every day. Leading the conversation is Tracy Panase, the dynamic force behind the Just Between Friends Franchise System. Tracy, who previously excelled as a top franchisee, took over the leadership reins in December 2022. Under her guidance, the brand is reaching new heights, emphasizing a strong culture, supporting franchisees, and ensuring families across the country can say “YES” to everything their kiddos need and want. Her fresh perspective and unwavering commitment to excellence make her a formidable voice in the franchising community. By her side is Shannon Wilburn, the visionary co-founder of Just Between Friends. Starting from a simple idea in her living room in 1997, Shannon grew the company into a thriving network of over 150 locations. Her decision to pass the leadership to Tracy has infused the company with new energy and direction, and together, they bring a wealth of knowledge and passion to the podcast. In "The Franchise Leaders Forum," Tracy and Shannon dive deep into the good, the bad, and sometimes the ugly aspects of franchising. Each episode features candid discussions, expert interviews, and real-life stories from successful franchise leaders who have faced and overcome challenges. Listeners will gain valuable insights into effective leadership, growth strategies, and the nuances of franchise operations. Whether you're a franchisor, franchisee, or aspiring to enter the franchising world, this podcast addresses the pain points and challenges you face. From understanding franchise dynamics to learning how to support and grow your franchisees, Tracy and Shannon provide actionable advice and inspiration.  Tune in to learn from the experiences of others, gain new perspectives, and equip yourself with the tools to navigate your franchising journey with confidence. Join us on "The Franchise Leaders Forum" and become part of a community dedicated to leadership, growth, and success in franchising. This podcast will provide answers to questions and topics like:  Tips for Franchisees, Franchisors and vendor partnersHow to scale a franchise businessWhy is leadership important in franchising?How do I grow my franchise business?What are the trends in franchising?What is the challenge of franchising?How do I get involved in a franchise business?Franchise success storiesFranchise marketing strategies

Information

  • Creator
    Franchise Consultant and Franchise Coach - Tracy Panase and Shannon Wilburn
  • Years Active
    2024 - 2026
  • Episodes
    48
  • Rating
    Clean
  • Copyright
    © 2026 The Franchise Leaders Forum Podcast
  • Show Website
    The Franchise Leaders Forum Podcast