Operators share why they chose service brands

Service brands draw experienced operators who want more than transactional growth. Across education, wellness, fitness, and more, franchisees are choosing models built on recurring relationships, community presence, and people-first leadership rather than one-time sales.

In the following Q&As, multi-unit franchisees share why they chose service-based concepts, how they evaluate brands and sectors, and what it takes to scale while maintaining culture and consistency. Their answers highlight a common theme: Long-term success in service franchising depends as much on people and purpose as it does on systems and execution.

Ashima Gupta

Multi-Unit Franchisee
Code Ninjas

Why did you choose to franchise with a service brand? Service brands enable you to build something that extends far beyond a single transaction; it’s about delivering an experience and creating a lasting impact. I grew up immersed in entrepreneurship in India and previously owned retail businesses, but I was drawn to a model where customers return week after week, and relationships truly matter.

With service brand franchising, you’re investing in people, not just products. Whether in education, fitness, healthcare, or another service sector, you’re often influencing someone’s growth, confidence, or well-being over time. That deeper sense of purpose and connection is what made service franchising the right fit for me, both professionally and personally. With a brand like Code Ninjas, we’re not just offering a service; we’re helping prepare kids for the future, even the parts we can’t yet predict, by building skills such as critical thinking, problem-solving, creativity, and resilience. That sense of purpose made the decision deeply personal for me.

How did you choose the sector and brand you did? Education and coding felt like a natural fit. I worked in computer science for many years. I was often the only woman in the room, which deepened my passion for creating opportunities for all kids, especially girls, to feel empowered by technology.

With service brands, the strongest franchises are often those who address a real need and create meaningful outcomes. I was drawn to a model that values curiosity, creativity, and growth rather than focusing solely on performance or credentials. The education at Code Ninjas goes beyond basic coding and introduces kids to concepts like robotics and AI in an age-appropriate, hands-on way that builds confidence without intimidation. The brand’s overarching goal is to help kids develop an adaptable mindset to thrive in an ever-changing world, which is exactly where my professional experience and personal values intersect. Choosing a brand centered on that purpose has made it easier to lead authentically and remain committed for the long term.

What skill sets are required for franchising with a service brand? Service brands require a strong people-first mindset. Customer experience, client communication, and community involvement become part of your daily life. For Code Ninjas specifically, parents trust us with their child, so safety, empathy, and communication are critical.

Adaptability is also important. Service industries can evolve quickly, so having a team that is curious and open to change is a real advantage. While the franchisor often provides the core systems or programs, success at the local level depends on how well you tailor the experience to each customer’s needs. Operationally, training and trust are essential. They ensure your team is well trained, aligned with the brand’s mission, and capable of creating a safe, welcoming environment.

What are the advantages of choosing a service brand? Service brand franchises tend to become deeply rooted in their communities and build trust through relationships rather than one-time transactions. Growth often happens organically through partnerships, referrals, and word of mouth, creating a strong and sustainable foundation over time.

When executed well, service franchises offer more than financial returns. They provide a sense of personal fulfillment. You can clearly see the positive impact your business has on the individuals and families you serve. That combination of community connection, recurring engagement, and meaningful outcomes is what makes service brands especially rewarding to build and grow.

What are some keys to operating multiple units at the same time? You can’t do it alone. Building a strong, well-trained team is essential. I rely heavily on center directors to manage day-to-day operations and invest time to mentor them so they can lead with confidence and consistency.

Standardized systems and a shared culture across all locations are equally critical. When something works, it’s important to keep it consistent. I also block time intentionally for marketing, partnerships, training, and regular check-ins, ensuring communication remains strong and aligned across every center.

How do you market and promote your business? Community involvement is our strongest marketing tool. We partner with local schools, PTAs, libraries, and nonprofits, and we offer free demos, workshops, and sessions so that families can truly experience what Code Ninjas is about.

While I use social media to promote my businesses, nothing compares to showing parents in person how their children can go from consuming technology to creating with it. When parents see their children think critically, collaborate, and solve problems on their own, they understand that we are instilling skills in kids that go beyond digital literacy. Not every child will love coding and technology, and that’s okay, but giving families the chance to try it out builds trust and awareness in a very authentic way.

What would you recommend to anyone considering a service brand? Approach it as a relationship, not just a business. When you invest in a franchise, you’re not simply buying a name; you’re joining a brand, a community, and a long-term commitment. Success comes from fully embracing the franchise model, trusting your franchisor, and actively engaging with a network of fellow owners.

A service brand franchise can be deeply fulfilling, but it also requires consistency, respect for brand standards, and a genuine investment in people. If you’re willing to trust the process and build meaningful connections, a service brand can be an incredibly rewarding path.

Heidi Neville

Multi-Unit Franchisee Area Developer
Prime IV Hydration & Wellness

Why did you choose to franchise with a service brand? I chose a service brand because I have a passion for connecting with people in a meaningful way. When you work with a service brand, it gives you many opportunities to connect with others and help them with their goals. I find that very rewarding.

How did you choose the sector and brand you did? I was the first franchisee of Prime IV Hydration & Wellness. When I met CEO Amy Neary, she had just one location, but I immediately fell in love with her vision and the concept of IV therapy. Prime IV had everything I was looking for in a business: purpose, innovation, and scalability. From the start, I knew it would be a home run. I told Amy that if she ever decided to franchise, I’d be her first, and I kept that promise. Just six months later, on March 20, 2020, we opened our doors at the outset of the pandemic while most businesses were closing theirs.

What skill sets are required for franchising with a service brand? Franchising a service brand like Prime IV, a spa, requires a blend of entrepreneurial, leadership, operational, and people-oriented skills. Unlike product or retail franchises, service brands depend heavily on experience delivery, team performance, and relationship-driven marketing. It requires hiring A-players and creating an environment of accountability, connection, and service. I have developed three pillars that I teach my teams:

• Service, ensuring every client feels cared for and valued with a focus on personalized, world-class wellness experiences
• Connection, building authentic relationships with clients, teams, and the community to make people feel seen and supported
• Knowledge, empowering others with expertise and education so that clients and staff alike feel confident and informed in their wellness journeys

I also like to align my teams with my vision and help them develop the same vision by continually sharing it.

What are the advantages of choosing a service brand? Service brands can easily create predictable, repeatable income through recurring visits with memberships and packages. Service brands create transformational impact. You’re improving people’s health, confidence, and well-being, not just selling a product. It’s easier to personalize and create a “wow” factor in a service-based business rather than in retail. Service quality, culture, and consistency become your competitive edge.

What are some keys to operating multiple units at the same time? To run multiple locations successfully, you need to shift from managing to leading. Build clear systems and protocols so that each location operates consistently without you. Hire strong managers and give them accountability. Keep communication tight with weekly meetings with each head manager and share performance KPIs. Focus on brand consistency, culture, and data-driven decisions. I have found that developing leaders and refining systems are most important.

How do you market and promote your business? Some of the most effective ways I’ve marketed and promoted my businesses have been through community partnerships, social media campaigns, and local engagement. I collaborate with gyms and corporate offices to host wellness events and offer complimentary services that create lasting connections. Consistent, authentic content on Instagram and Facebook helps build brand trust and showcase real results. I also use local sponsorships, email, and SMS marketing to keep clients engaged and drive repeat visits. I partner with influencers and secure media features to expand visibility. It’s important to optimize Google listings and ensure we have people consistently review our business, which ensures that we rank high in local searches. Ultimately, blending community involvement with strong digital presence and consistent branding has been key to sustainable growth.

What would you recommend to anyone considering a service brand? If you’re considering a service brand, focus on people, process, and purpose. Success comes from delivering a consistent, high-quality experience through strong systems and well-trained teams. Choose a service you truly believe in, build clear procedures, and lead with authenticity. In a service brand, you’re not just selling a product; you’re creating an experience that builds trust, loyalty, and lasting growth.

Zhana Gali

Multi-Unit Franchisee
Jetset Pilates

Why did you choose to franchise with a service brand? I’d been a member at another Pilates studio for years with a more contemporary style. I enjoyed it, but the day I tried Jetset Pilates, I canceled my other membership. It’s as much for the mind as it is for the body, and I immediately knew this was a brand I wanted to be part of.

What really drew me in beyond the workout is how much Jetset puts people at the center of everything. The instructors and the staff are the heart of every studio, what makes each location tick, and what creates a community. How the brand elevates each person in the studio to become the best version of themselves was important for me. How to lead and develop people, build strong teams, solve complex problems, and manage risk while thinking strategically about systems were a core of all I have been doing for over a decade. Doing it all now, having learned from the experience, and being aligned with the brand were super important for me when I was looking at different franchise opportunities.

Entrepreneurship had always been on my mind, especially during my MBA at Emory University, but I wasn’t sure exactly what that would look like. Trying Jetset gave me clarity: This was a method I truly believed in and wanted to share. I started as a client and then became a three-unit developer. Now, I’m building the largest franchise platform with 10 studios soon to open and close to 150 people on the team.

What skill sets are required for franchising with a service brand? When I first started opening Jetset studios, I quickly realized that this business is really about people rather than processes, systems, or numbers. Every studio is driven by the team you build. Finding the right instructors, managers, and studio leads has a direct impact on the client experience. I mentor team members and create a culture where they feel supported and inspired. I’ve seen many times that when your team is energized and confident, the studio hums, clients feel it, and loyalty grows naturally. Emotional intelligence, leadership, and communication aren’t just “nice-to-haves”; they are what keep the heart of the business beating.

At the same time, running multiple studios taught me that operations can’t be an afterthought. Although each location has its own timeline, market, and challenges, certain systems, scheduling, training, inventory, financials, and performance tracking need to be in place from day one. I learned that you can’t just copy and paste your approach from one studio to another; you must understand the nuances, roll up your sleeves, and tailor solutions to each community.

I love it when the art of people and culture combine with the science of operations. When you get both right, every studio runs smoothly, clients thrive, and the brand grows authentically. It’s hard work, but it’s also incredibly rewarding to see the impact in every class, every week, across multiple communities.

What are the advantages of choosing a service brand? Jetset is built around real connections and real impact. At its core, it’s a service brand that becomes part of people’s lives, not just their schedules. Clients come for the workout, but they stay for how it makes them feel, both physically and mentally. That sense of belonging and transformation creates deep loyalty and a community that grows naturally and sustainably.

From a business standpoint, Jetset offers the rare combination of inspiration and structure. The brand is aspirational, modern, and culturally relevant yet supported by thoughtful systems and strong leadership that allow owners to scale with confidence. It’s a model that encourages consistency without sacrificing individuality, which is essential when serving different communities and markets.

What are some keys to operating multiple units at the same time? It really comes down to planning, people, and staying connected. Having strong leaders in each studio is essential but so is making sure you have the right corporate resources and a skilled team in place before moving forward. I’m very intentional about assessing staffing, leadership depth, and support needs for each location because growth only works when the team is set up to succeed.

I also believe in regular touchpoints and staying close to the process. I make it a point to understand every step of development for each studio, from build-out to opening, because even though the milestones may look the same, the timelines and challenges are often very different. Every market has its own dynamics, and every studio serves a unique community, so you can’t treat it as a copy-and-paste model. The systems provide the foundation, but it’s the people and the thoughtful, location-specific decisions that allow each studio to thrive while still delivering the true Jetset experience.

How do you market and promote your business? For me, being present in the community is everything. Yes, digital marketing and social media matter a lot, and I’m very active there, but the real growth comes from showing up locally. Getting to know the neighborhood, talking to people in nearby buildings, and forming real relationships with local businesses make a huge difference.

I’ve found that organic growth happens when you focus on collaboration rather than hard selling. Cross-promoting complementary businesses, hosting community events, and building personal relationships allow people to discover us in a natural, authentic way. When clients feel a true connection to the studio and the people behind it, they don’t just join, but they stay and bring others with them.

What would you recommend to anyone considering a service brand? My advice is to go all in. Do your due diligence, trust the systems, and commit fully to the brand and its standards. Success comes from investing in people, culture, and consistency. For those willing to lead, stay engaged, and think long term, Jetset offers an exceptional opportunity to build a scalable business with real impact.