A Conference Rebrand: Franchise Growth & Marketing Conference Focuses on Metrics that Matter

The 2026 Franchise Growth & Marketing Conference (FGMC) arrived in Atlanta with a mission to help franchisors turn marketing strategy into profitable unit-level growth.

Formerly the Franchise Customer Experience Conference, FGMC has evolved to focus on the intersection of marketing, technology, customer experience, and franchisee profitability. Franchise CMOs, brand leaders, marketing executives, and supplier partners gathered at the InterContinental Buckhead in early June for three days of learning and collaboration. Sessions explored local store marketing, loyalty programs, AI-powered marketing, data governance, organizational design, and unit-level economics.

Speakers challenged attendees to move beyond the metrics and focus on the measures that matter most to franchisees: customer acquisition, retention, profitability, and same-store sales growth. As AI and marketing technology continue to reshape the industry, many sessions focused on how brands can use those tools to improve decision- making without overwhelming franchisees or field teams.

Networking in the hallways was a key part of the event, and suppliers and vendors were on hand to talk with attendees in the networking area.

This year’s event featured two keynote speakers. First up, Michael Koch, co-founder and CEO of HubKonnect, challenged attendees to get granular with their data. See page 32. On the second day, Jamie Siminoff, creator of the Ring video doorbell, shared lessons from his entrepreneurial journey. See page 30.

The conference also featured the announcement of the 2026 Franchise Innovation Awards, which recognize the most forward-thinking initiatives in franchising. See page 36.

This year’s conference chair was Shana Krisan, CMO at Goldfish Swim School. She addressed the crowd each day with fresh ideas on rethinking and enhancing the role of franchise marketing. “Growth doesn’t happen in a silo. It happens when all departments come together with franchisees,” she said.

Marketing’s role has expanded beyond building brand awareness. Today’s franchise marketing leaders are expected to drive measurable business results and help franchisees succeed while leveraging technology to create sustainable growth. The conference provided a road map for doing exactly that.

What follows is our team’s coverage of the event and highlights of some of the key moments.

2026 FGMC By the Numbers

• 360 Total Attendees
• 182 Franchisors
• 180 Franchise brands
• 153 Suppliers

Profile

• 20% CEOs, Presidents, Founders
• 35% CMOs, VPs of Marketing
• 20% Marketing Directors
• 8% COOs & Operations Directors
• 2% Development Directors
• 13% Marketing Managers
• 2% Other

Number of Franchise Locations

• 23% 1–50
• 13% 51–100
• 18% 101–200
• 46% 200+