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The Franchise Leaders Forum Podcast
Welcome to "The Franchise Leaders Forum," the ultimate podcast for entrepreneurs navigating the intricate world of franchising, brought to you by industry veterans Tracy Panase and Shannon Wilburn. This podcast is your go-to resource for franchise leadership insights, practical strategies to build and scale your franchise, and firsthand experiences from those who live and breathe franchising every day.
Leading the conversation is Tracy Panase, the dynamic force behind the Just Between Friends Franchise System. Tracy, who previously excelled as a top franchisee, took over the leadership reins in December 2022. Under her guidance, the brand is reaching new heights, emphasizing a strong culture, supporting franchisees, and ensuring families across the country can say “YES” to everything their kiddos need and want. Her fresh perspective and unwavering commitment to excellence make her a formidable voice in the franchising community.
By her side is Shannon Wilburn, the visionary co-founder of Just Between Friends. Starting from a simple idea in her living room in 1997, Shannon grew the company into a thriving network of over 150 locations. Her decision to pass the leadership to Tracy has infused the company with new energy and direction, and together, they bring a wealth of knowledge and passion to the podcast.
In "The Franchise Leaders Forum," Tracy and Shannon dive deep into the good, the bad, and sometimes the ugly aspects of franchising. Each episode features candid discussions, expert interviews, and real-life stories from successful franchise leaders who have faced and overcome challenges. Listeners will gain valuable insights into effective leadership, growth strategies, and the nuances of franchise operations.
Whether you're a franchisor, franchisee, or aspiring to enter the franchising world, this podcast addresses the pain points and challenges you face. From understanding franchise dynamics to learning how to support and grow your franchisees, Tracy and Shannon provide actionable advice and inspiration.
Tune in to learn from the experiences of others, gain new perspectives, and equip yourself with the tools to navigate your franchising journey with confidence.
Join us on "The Franchise Leaders Forum" and become part of a community dedicated to leadership, growth, and success in franchising.
This podcast will provide answers to questions and topics like:
- Tips for Franchisees, Franchisors and vendor partners
- How to scale a franchise business
- Why is leadership important in franchising?
- How do I grow my franchise business?
- What are the trends in franchising?
- What is the challenge of franchising?
- How do I get involved in a franchise business?
- Franchise success stories
- Franchise marketing strategies
The Franchise Leaders Forum Podcast
How the IFA is Shaping Franchising Today w/ Matt Haller
What’s really happening behind the scenes at the IFA and why does it matter more than ever right now?
In today’s episode, Matt Haller, President and CEO of the IFA, shares the growing role the IFA plays in protecting, enhancing, and promoting franchising. From Capitol Hill to convention halls, Matt explains how his team is helping franchise brands navigate policy, access education and build community.
Matt dives into how stepping into leadership during the pandemic pushed the IFA to evolve faster than ever, from launching virtual education and advocacy platforms to expanding member programs. He shares how the organization adapted to serve the franchising community when it mattered most.
We also explore the IFA’s 3 core pillars - protect, enhance and promote - and how they show up in practice. Matt talks about new supplier partnerships, specialized education tracks and initiatives like VetFran and the Franchise Ascension Initiative and why they matter to the future of franchising.
Matthew Haller is President & CEO of the International Franchise Association. Matt has been a key member of the IFA team for over 12 years, building extensive relationships with all three segments of the IFA membership: franchisors, franchisees, and suppliers. Before being named President and CEO in June of 2021, Matt held a number of roles across the IFA, including Communications Director, Vice President of Public Affairs, Chief of Staff to the CEO and Senior Vice President of Public Affairs, and Senior Vice President of Government Relations and Public Affairs.
If you’ve ever wondered whether IFA membership is worth it (or what it even includes), this episode is for you! Tune in to hear Matt share actionable ways franchisors and franchisees can engage with advocacy, education and support that’s built to scale with them at every stage.
Connect with Matt
Website https://www.franchise.org/
LinkedIn https://www.linkedin.com/in/matthewhaller/
Resources
IFA Advocacy Summit Sept 15- 17, 2025 - https://web.cvent.com/event/c8608e2c-1da1-4a9a-b675-fc061ac3954c/websitePage:a42a829c-7eda-4acd-967a-1521bb754e1c?i=UN1Ypicjz0OrKGqhQm4-Hw&rp=3e3bd460-a104-4dcf-b299-58c3a9d62409
Episode Highlights:
- Matt’s path to leading the IFA
- What is the IFA
- How IFA guided franchise brands during COVID
- The three pillars of the IFA: Protect, Enhance, Promote
- The truth about tariffs and political uncertainty
- IFA’s growth, brand refresh & new partnerships
- How to get involved in advocacy
- The Advocacy Summit
Connect with Tracy
Personal LinkedIn: https://www.linkedin.com/in/tracy-panase/
JBF LinkedIn - https://www.linkedin.com/company/jbfsale
JBF Franchise System - https://jbfsalefranchise.com/
Email: podcast@jbfsale.com
Connect with Shannon
Personal LinkedIn - https://www.linkedin.com/in/shannonwilburn/
JBF LinkedIn - https://www.linkedin.com/company/jbfsale
Website - https://shineexecutivecoaching.com/
Email - shannon@shineexecutivecoaching.com