June 16, 2026
Finding Your First Franchisees at In-person Events
Navigating the franchise development landscape can be confusing. Where – and how much money – you should invest is the ongoing debate for leaders in the industry. Here, we are highlighting several events where you can find new franchisees in person – meeting them face-to-face can allow you to take them from lead to candidate to award more quickly. Franchise brands need to continue to build upon the trust you have established, and this works by sharing great stories about your brand.
When deciding which events to choose to attend, first consider your specific goals, interests, and the stage of your franchising journey:
- Showcase vs. Networking: If you’re focused on showcasing your franchise to potential franchisees and exploring new partnerships, check out MFV Franchise Expos, National Event Management and the International Franchise Association (IFA). All host franchise expos and shows that offer unparalleled opportunities.
- Education and Development: Most franchise events offer educational sessions, but the focus may differ. Determine which event aligns best with your learning objectives, whether it’s sales development, operational, legal, or strategic. Each of the show companies listed above host seminars, workshops, and webinars for this exact purpose.
- Fit for Emerging or Established Franchise Brands: Consider the stage of your franchise business. Whether you are a franchisor looking to refine your strategies, or seeking to expand your reach, the intended audience of the event matters. Curate your event schedule and venues to match your current needs and aspirations. In an effort to make the most use of your limited time, you can also host informational webinars. This allows systems of all sizes to maximize their team’s time and reach many candidates at once. Use monthly webinars to reconnect, continue to educate, and stay engaged with potential franchisees.
Franchise Expo Offerings
The International Franchise Association (IFA), MFV Exposition, and National Event Management offer opportunities throughout the year for learning, networking, and business development. In the busy world of franchising, staying informed and connected is vital to success.
SMB believes in meeting candidates in real life and supports the brands who choose to invest in exhibiting their brand at an expo. Take some time to learn about all of the options – we have only listed a few. You will need to choose where and when you will showcase your brand.
Most show companies take a hiatus for the summer months, so spring and fall are important to plan out in advance. Book in advance to be included in the SMB Pavilions (where available) and take advantage of the pre-planning support we provide. If you missed the spring shows, get the fall events on your calendar now.
IFA Events
The International Franchise Association (IFA) allows franchise professionals to stay current on hot topics and forge connections across diverse industries. While most of the IFA’s annual events are for franchisors, existing franchisees, and suppliers to stay informed and network, aspiring franchisees also attend. These candidates will be at the fall showcase in Florida at the IFA World Show. As one of the newest expos, this one is in Ft Lauderdale and brings brands from a wide variety of industries to share their opportunity.
Of course – like with all of the in-person events, there are educational sessions with featured seminars, workshops, and training presentations by industry leaders, including Steve Beagelman. Attendees gain valuable insights into current trends, market dynamics, and best practices for franchise success, empowering them to make informed decisions and drive business growth. Plus, even at events that are not strictly for franchise lead generation, the ability to meet candidates exists because multi-unit and multi-brand owners attend.
MFV Expositions
In terms of franchise development and franchisee education, the MFV Expositions expos offer a valuable experience for industry professionals. Their events give the opportunity for franchisors to showcase their brands to potential franchisees. Each spring, the IFE in NYC is an exciting venue where exhibitors present their business models, investment requirements, and support structures to attract prospective owners. People can walk the floor, attend educational seminars and workshops to gain insights on how to choose a franchise brand. Attendees learn more about the franchising industry, including tips and tricks, with an option for existing business owners to learn how to franchise their business. This is a place to meet ang get to know the franchisors who are offering their brands and may be exploring partnership opportunities.
MFV has nation-wide events for franchisors to attend, in addition to the International Franchise Expo (IFE) in New York City each year, their expos happen around the country:
As a part of the SMB Franchise Family, founders leverage the SMB Pavilion to be surrounded by a supportive ecosystem of new, emerging, and established brands, along with the SMB team.
National Event Management
Throughout the year, SMB is also with our brand founders at National Event Management shows including NY/NJ (Meadowlands), Greater Philadelphia, Tampa, Orlando, Washington DC/Baltimore, and Detroit, among others. Each year, our team collaborates with clients exhibiting and support emerging brands who are ready to meet and speak live with candidates. There truly is nothing better than meeting people who are interested in owning their own franchised business with your brand.
At these shows, our sales and marketing team also offers insights into how to franchise your business – a popular topic in each of these cities and across the country. Each season, new areas of the country are featured – where people are actively seeking to be in their own business. Meeting them where they are is a bonus, as candidates know that a brand is focused on their region when they exhibit in the local market.
SMB Events
Remember, if you seek learning, networking, and making industry-wide connections with experienced franchisors, the annual SMB Summit is a must attend. Unlike the other events, ours is an invite only, no fee to attend, one-day intense Summit. With a diverse attendee base, many can be on the schedule to attend each year.
Sometimes, like in our SMB Franchise Family history, founders may even become one of your franchisees. Like-minded people coming together has the potential to inspire ownership in another brand. This is a reminder to plan to attend our annual SMB Summit at the end of the year – you literally never know where and when you will meet one of your future franchisees.
This year, the SMB Summit will take place in a new venue in Bucks County, PA on December 3rd, 2026.
In conclusion, whether you choose to attend events for comprehensive industry insights or to showcase your franchise, these help you gain valuable market exposure. MFV, National Event Management, and the IFA shows offer invaluable opportunities for growth and success in the dynamic world of franchising. Evaluate your priorities, weigh the offerings of each event, and chart a course that aligns with your franchise goals and ambitions. With the right approach, all of these events can serve as catalysts for your franchising journey, propelling you towards achieving your goals and building a strong brand with franchisees you have hand-picked to grow and succeed.
Author: Danae Diaz, Development Associate
Expert Review: Joanne Hoyer, Chief Development Officer and Dawn Abbamondi, Chief Marketing Officer
