Shannon Wilburn joined the SMB team in September 2024 and brings with her 20+ years of experience as a small business founder, franchisor, brand ambassador, and successfully exited CEO. She will be focused on supporting franchise founders as they build and systematize their brand after launching into the franchise industry.
Shannon is a serial entrepreneur, passionate about helping others succeed through mentorship and accountability coaching. She has been featured on national programs including CNN, The Today Show, The CBS Early Show, FoxNews, Good Morning America and Entrepreneur. She serves on the Membership Committee of the International Franchise Association and received the 2020 Bonnie LeVine Award in recognition for her leadership and contributions to franchising and society. Shannon earned her Certified Franchise Executive (CFE) from the IFA and continues to maintain credentials.
Prior to joining the SMB team, Shannon co-founded Just Between Friends (JBF) Franchise System in 2003, and grew it to over 150 units in 33 states before exiting in 2022. In January of 2023 Shannon founded Shine Executive Coaching to begin coaching those emerging founders, and remains a JBF Board Member and Brand Ambassador. Shannon considers her greatest accomplishments to be within her family. Married to Mitch Wilburn for over 30 years, she is a proud mother and grandmother. Her family is her anchor and inspiration, the source of her dedication and faith-driven leadership.
This award recognizes an IFA member whose charitable or community support program focuses on using creative, innovative ways to maximize the benefits and impact on their community with limited resources.
The International Franchise Association (IFA) Bonnie LeVine award recognizes women who are role models for all, but especially women, by their business and professional accomplishments within franchising and their contributions to our entire society.
Bonnie LeVine award winners lead by example, demonstrate purpose and focus on advancing women in franchising. This year’s winner (2021) has shown all of these traits and more, which is why IFA is proud to present Shannon Wilburn, CFE, CEO & co-founder, Just Between Friends, with the 2020 Bonny LeVine award during the IFA 2021 Virtual Annual Convention.
Each year, 1851 Franchise does a roundup of the most influential and successful women in the franchising industry. In this installment, we speak with Shannon Wilburn, co-founder of Just Between Friends Franchise System and founder of Shine Executive Coaching.
Just Between Friends’ (then) CEO Shannon Wilburn’s receipt of the 50 Women of Wonder award which highlights women who empower other women to succeed and to help others find success with their businesses. Award recipients fill a niche in the market that benefit families and other women, as well as inspire others to make change.
Designation signifies a high level of expertise and commitment to the franchising industry, demonstrating a professional's knowledge and experience through a structured certification process.
Forbes list of its top picks of franchises that are worth buying. Just Between Friends, a Tulsa-based organizer of children’s and maternity consignment sales, reached No. 5 on the list of small franchises. Just Between Friends made the list of franchises that cost less than $150,000 to buy into.
-FBR Franchise Satisfaction Awards 2010 - 2024
-Top Low-cost Franchise by Entrepreneur Magazine
-Top 500 Franchises by Entrepreneur Magazine
-Top 100 Franchises for Under $50,000 by Entrepreneur Magazine
-Gold Award for Innovation and Impact | Franchising Gives Back
-Top 10 Home-based Franchises for Stay-at-home Moms by Franchise Business Review
IFA Marketing Committee and Task Force Member - 2013 - present
LIME Painting | Advisory Board Member - 2025 - present
The Pearl House | Board Member - Jan 2024 - present
Just Between Friends | Advisory Board Member - Jan 2023 – present
Tulsa Chamber Small Business Connection Advisory Board Member
Oklahoma Christian University | Member, Board of Trustees
The Barre Code Board Member - Feb 2018 - Sept 2020
Emergency Infant Services Board Member - Jun 2009 - Jun 2012
