Franchise-focused conventions play a critical role in the growth of franchise brands – and the International Franchise Association (IFA) Annual Convention remains the clearest example of why. Each year, IFA brings together franchisors, operators, investors, and advisors from across the industry, offering a concentrated look at where franchising is headed and how brands are positioning themselves for sustainable growth.
As anticipation ramps up for the 2026 IFA Annual Convention approaching, the BrandONE team is excited to watch the harmony of an entire community – franchisors, franchisees, suppliers, and investors – come together. It’s a moment for us to connect with newcomers, rekindle decades-old friendships, and explore what’s ahead for all aspects of the industry. And while events like IFA are sometimes viewed as overwhelming or expensive, the reality is this: When approached strategically, franchise conventions deliver meaningful ROI.
Using IFA as the benchmark, here are three key takeaways franchise leaders can expect from well-executed industry events, and how to make them count.
1- Market Perspective You Can’t Replicate Online
The most valuable benefit of franchise conventions like IFA isn’t the agenda — it’s the exposure. In a matter of days, leaders gain real-time insight into how the industry is evolving. You hear what’s working in franchise sales, where brands are feeling pressure, how capital is moving, and which growth strategies are holding up in practice.
This level of perspective is difficult to achieve through reports, webinars, or isolated conversations. It comes from being immersed in the broader ecosystem.
“IFA isn’t about chasing trends,” says Michael Mudd, Partner & CEO of BrandONE. “It’s about listening closely enough to understand where the industry is leaning, where it’s tightening up, and how your growth strategy needs to adjust over the next 12 to 24 months.” For franchise executives, that context often shapes decisions long after the event ends.
2- Relationship Capital That Extends Beyond Any Single Event
Franchise conventions remain one of the most effective environments for building meaningful industry relationships. Events like IFA create space for in-person conversations that go beyond surface-level introductions — discussions about development challenges, operational realities, and long-term goals. These connections often lead to partnerships, referrals, and strategic clarity that compound over time. The strongest ROI comes when conventions are treated as part of a broader growth strategy, not a standalone networking opportunity. Brands that maximize this benefit typically:
- Identify priority relationships in advance
- Focus on depth over volume
- Follow up quickly and intentionally
IFA simply accelerates what franchise growth already depends on — trust, alignment, and credibility.
3- Clearer Insight Into Where Your Brand Stands
There’s no faster way to pressure-test your franchise brand than putting it side by side with others in the same room. At conventions like IFA, leaders quickly gain clarity on:
- How well their brand story resonates
- Whether their development goals match their infrastructure
- Where operational, legal, or strategic gaps may exist
This perspective is especially valuable for brands preparing to scale or recalibrate their franchise development strategy.
“Events like IFA have a way of cutting through the noise,” Mudd adds. “You either leave confident in your direction or clear on what needs to change. Both outcomes are valuable if you’re serious about long-term growth.”
The Bottom Line: Franchise Conventions Reward Prepared Brands
IFA may be the flagship, but the takeaway applies to franchise-focused conventions across the board. These events aren’t about attending every session or collecting business cards. They reward brands that arrive with clear objectives, ask better questions, and view the experience as a long-term investment. The franchise leaders who consistently see ROI.
- Prepare with intention
- Engage strategically
- Translate insight into action once they’re home
As the BrandONE team heads to IFA 2026, we’re looking forward to the conversations and insights that continue shaping the future of franchising. If you’ll be there – or if you’re evaluating how to turn industry exposure into real franchise growth – we’re always up for a direct, strategic conversation.
