.png)
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 a Franchise Collapse Built a Better Leader w/ Ciara Stockeland
What happens when the franchise you built, the one that looked wildly successful from the outside, starts quietly falling apart behind the scenes?
In this powerful conversation, entrepreneur and author Ciara Stockeland shares the unfiltered truth about the rise and unraveling of her retail franchise brand, including the moment she sensed something was wrong long before anyone else did. From early wins and national recognition to a full-blown franchise mutiny, lawsuits, overwhelming debt, and ultimately bankruptcy, Ciara takes us inside the emotional and financial reality that most founders never talk about. Her transparency about identity, pressure, intuition, and accountability is rare and deeply needed in franchising today.
Ciara also reveals the turning point that helped her rebuild a profitable business from day one, why paying yourself is non-negotiable, and how understanding your numbers will save you from the traps that take down so many emerging brands. Whether you’re franchising today or still deciding if you should, this episode is a masterclass in avoiding the biggest (and most expensive) mistakes founders make.
Ciara Stockland is a third-generation entrepreneur, profit strategist, speaker, and author of The Inventory Genius and Profit Genius. After franchising her first retail brand and later building and selling a first-to-market wholesale subscription box in just 18 months, she now coaches inventory-based business owners nationwide. Ciara works alongside her husband in their C-Suite consulting program, helping founders restructure operations, improve profitability, and regain control of their businesses.
Connect with Ciara:
Website - https://www.ciarastockeland.com/
Inventory Genius - https://www.ciarastockeland.com/bookstore
Profit Genius - https://www.ciarastockeland.com/bookstore
Episode Highlights:
- Ciara’s entrepreneurial roots and early businesses
- The transition from founder to franchisor and the blind spots that hurt her
- Early warning signs that something was wrong
- The franchise mutiny and the unraveling that followed
- Lawsuits, mounting debt, and losing her home
- Rebuilding from scratch (and what she did differently)
- Why profitability must come before growth
- How failing publicly reshaped her identity and purpose
- The importance of understanding numbers as a founder
- Paying yourself and breaking harmful small-business myths
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