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 is
• Why the hallway conversations matter most
• Where the real ROI happens at IFA
• Overcoming conference intimidation
• Planning your schedule with intention
• Winning the roundtable sessions
• Making vendor conversations count
• Involving your team from afar
• Building 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

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 trust
• The real role of the franchisor vs the franchisee
• Why strong franchisor and franchisee relationships matter
• Leadership mistakes that break trust
• What top-performing franchise owners do differently
• Franchising growth requires people and investment
• Mentorship as a leadership advantage
• Why 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

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