The Next Chapter of SFS
Franchise leadership continues to evolve.
Lead costs are rising. Technology is advancing faster than ever. Franchisees expect more — and the pace of change isn’t slowing down.
SFS 2026 brings together operators and decision-makers ready to shape the next phase of scalable, profitable franchise growth.
Lead costs are rising. Technology is advancing faster than ever. Franchisees expect more — and the pace of change isn’t slowing down.
SFS 2026 brings together operators and decision-makers ready to shape the next phase of scalable, profitable franchise growth.
It’s a focused environment for strategic work, collaboration, and execution.
What Happened at SFS 2025
In 2025, over 50 franchise leaders gathered in Midway, Utah, for three days of collaboration, brand challenges, and outdoor connection.
The summit featured real franchise case studies, mastermind sessions, and unique experiences that built lasting relationships and practical outcomes.
The summit featured real franchise case studies, mastermind sessions, and unique experiences that built lasting relationships and practical outcomes.
👉Keynotes and brand insights from industry leaders
👉Mastermind sessions on marketing, operations, and growth
👉Outdoor networking — from ATV rides to ziplining and guided hikes
👉Mastermind sessions on marketing, operations, and growth
👉Outdoor networking — from ATV rides to ziplining and guided hikes
Location
Sundance Resort, UT
Date & Time
June 24, 2026, 4:00 PM to
June 26, 2026, 4:00 PM
June 26, 2026, 4:00 PM
What to Expect in 2026
SFS 2026 builds on last year’s success with a deeper focus on:
SFS 2026 builds on last year’s success with a deeper focus on:
✅ Smarter franchise operations and team alignment
✅ Proven strategies for scalable marketing systems
✅ Real-world collaboration that accelerates results
✅ Proven strategies for scalable marketing systems
✅ Real-world collaboration that accelerates results
The full agenda and speaker lineup will be released in early 2026.
Pre-register now to receive early access when registration opens.
Who Attends
SFS attracts leaders responsible for building and scaling high-performing franchise systems:
➡️ CEOs and Founders guiding national growth
➡️ CMOs and Marketing Directors leading demand generation
➡️ COOs and Operations Executives optimizing field performance
➡️ Strategic partners supporting the service franchise ecosystem
This a community of forward-thinking leaders committed to results that compound.
Get Early Access to SFS 2026
Seats are limited. Join the list to receive updates and early access to registration.
Thank You to Our 2025 Partners
2026 partnership opportunities open in January.
Stay Connected
Questions or partnership inquiries? We’d love to connect.
What You’ll Walk Away With
1. Operator-Tested Strategies That Actually Work
Real franchisors. Real numbers. Real answers to questions like:
How do you lower CAC when marketing costs are exploding?
What’s actually driving franchisee success?
What tech is streamlining ops vs. slowing them down?
How do you improve low-performance owners’ attitudes and behaviors?
What’s actually driving franchisee success?
What tech is streamlining ops vs. slowing them down?
How do you improve low-performance owners’ attitudes and behaviors?
2. Time to Think (and Challenge Your Assumptions)
This isn’t about absorbing more content.
It’s about clearing space to ask sharper questions:
- Where are we overspending effort for underwhelming results?
- What outdated assumptions are slowing us down?
- Where’s the system friction, and what’s the cost?
You’ll tackle these questions through small groups, facilitated work, and intentional space to think clearly.
3. A 90-Day Plan You’ll Actually Use
You won’t leave with a notebook full of “someday” ideas.
You’ll leave with a focused roadmap for your next quarter, including:
- Tangible goals tied to your ops, marketing, and tech needs today
- Prioritized moves built from peer and expert insight
- A support network you’ll keep leaning on post-event
Why This Summit Matters Now
You’re operating in a high-pressure environment that’s rapidly evolving:
➤ Buyer behavior is shifting
➤ Franchisee expectations are rising
➤ The cost of slow or wrong moves is skyrocketing
This isn’t a pep talk.
It’s the reset your strategy needs to stay competitive.
And the traction your team needs in the next 90 days.
➤ Buyer behavior is shifting
➤ Franchisee expectations are rising
➤ The cost of slow or wrong moves is skyrocketing
This isn’t a pep talk.
It’s the reset your strategy needs to stay competitive.
And the traction your team needs in the next 90 days.
What It Looked Look in 2026!
Every session, every setting, every moment is designed for traction.
Day 1
(Wed, June 24):
Arrival + Kickoff
8:00 AM – 2:00 PM – Optional Golf (RSVP Required)
12:00 – 2:00 PM – Charter Pickup from SLC Airport
5:30 PM – Welcome Dinner + Cocktail Hour (Upper Pool Deck)
7:30 PM – Crater Party (Homestead Crater)
Day 2
(Thurs,
June 25):
Strategy + Connection
8:00 AM - Breakfast (Timpanogos)
8:30 AM - Kickoff + Keynote + Real Brand Wins & Fails
Kickoff: Trevor & Dave
Keynote: Danessa Itaya
9:15 AM - Brand Challenge Presentation
Speakers: Lindsay Simpson & Kelli Schroeder
9:45 AM - Break
10:00 AM - Mastermind Groups
12:30 PM - Lunch + Brand Challenge Presentation
Presenter: Ken Doty
1:30 PM - Outdoor Group Activity: ATV Ride (Midway)
6:30 PM - Dinner (Upper Pool Deck)
7:30 PM - Casino Night (Timpanogos Room)
8:30 AM - Kickoff + Keynote + Real Brand Wins & Fails
Kickoff: Trevor & Dave
Keynote: Danessa Itaya
9:15 AM - Brand Challenge Presentation
Speakers: Lindsay Simpson & Kelli Schroeder
9:45 AM - Break
10:00 AM - Mastermind Groups
12:30 PM - Lunch + Brand Challenge Presentation
Presenter: Ken Doty
1:30 PM - Outdoor Group Activity: ATV Ride (Midway)
6:30 PM - Dinner (Upper Pool Deck)
7:30 PM - Casino Night (Timpanogos Room)
Day 3
(Fri, June 26):
Deep Dive & Strategy
7:30 - 9:00 AM - Breakfast (Timpanogos Room)
8:00 AM - Group 1 – Fly Fishing (Provo River)
9:30 AM - Group 2 – Ziplining (Sundance Resort)
12:30 PM - Lunch + Brand Challenge Presentations (Part 2)
Presenter: Angelique McMillan
1:30 PM - Mastermind Strategy Sessions
4:00 PM - Outdoor Group Activity: Guided Hike (Stewart Falls)
7:00 PM - Closing Dinner (Rodizio Grill)
9:00 PM - Dinner / Bar Crawl (Main Street, Park City)
8:00 AM - Group 1 – Fly Fishing (Provo River)
9:30 AM - Group 2 – Ziplining (Sundance Resort)
12:30 PM - Lunch + Brand Challenge Presentations (Part 2)
Presenter: Angelique McMillan
1:30 PM - Mastermind Strategy Sessions
4:00 PM - Outdoor Group Activity: Guided Hike (Stewart Falls)
7:00 PM - Closing Dinner (Rodizio Grill)
9:00 PM - Dinner / Bar Crawl (Main Street, Park City)
Day 4 (Sat,
June 14):
Return Home
7:00 AM - Charter to SLC Airport
Speakers & Facilitators
We’re bringing in people who’ve been where you are—and figured out what works.
Expect franchise senior executives and growth leaders from:
- Iconic service brands
- Fast-growing challengers
- And peer systems facing the same problems you are
Expect franchise senior executives and growth leaders from:
- Iconic service brands
- Fast-growing challengers
- And peer systems facing the same problems you are
This isn’t for everyone.
It’s for leaders ready to stop playing defense and start building SMARTER, FASTER.
If that’s you? Don’t wait.
If that’s you? Don’t wait.
Sponsors
Lights, Camera, Action!
Need video content? We've got you covered!
Enhance your thought leadership and tell your unique story with FranchiseFilming.
Fly in a day early on Tuesday and spend just 60 minutes filming with us.
You'll receive 30+ high-quality short form videos, showcasing your expertise, story, - even a new headshot. Perfect for boosting your brand visibility and credibility.
*Rates TBD (not included in conference ticket)
“95% of people said their mood improved after spending time in nature and it helps curb burnout by 72%.” (Forbes)
FAQs
1. Where is Sundance?
Sundance Resort sits in the Wasatch Mountains of Utah, about an hour from Salt Lake City (SLC) and 25 minutes from Provo. It’s known for incredible scenery, outdoor activities, and a setting that inspires focus and connection.
Sundance Resort sits in the Wasatch Mountains of Utah, about an hour from Salt Lake City (SLC) and 25 minutes from Provo. It’s known for incredible scenery, outdoor activities, and a setting that inspires focus and connection.
2. What airport do I fly into?
You’ll fly into Salt Lake City International Airport (SLC).
Ground transportation options will be shared closer to the event for those joining group transfers.
3. What activities will we be doing?
SFS blends work and adventure. Expect a mix of learning, collaboration, and outdoor experiences such as:
👉 Zip-lining, hiking, and fly fishing in the mountains
👉 Optional golf or mountain biking for early arrivals
👉 Evenings that feature dinner conversations, networking, and relaxed group experiences
4. Who should attend?
SFS is designed for franchise executives and operators responsible for growth, performance, and team alignment — including:
✅CEOs and Founders shaping system-wide direction
✅CMOs and Marketing Leaders driving brand visibility
✅COOs and Operations Executives managing scale and service delivery
5. Who is this event not for?
This summit focuses on operational and marketing strategy. It’s not designed for franchise sales teams or supplier sales outreach.
6. Is food and drink included?
Yes. All meals, coffee breaks, and evening events are covered, so you can stay fully engaged throughout the summit.
7. Are we really doing outdoor activities every day?
Yes — that’s part of the SFS rhythm.
Morning sessions focus on strategy and collaboration.
Afternoons move outdoors for group adventures that build stronger relationships and perspective.
Both are part of the experience.
8. Is there a dress code?
Keep it comfortable and practical.
◾Mornings: business casual
◾Afternoons: outdoor-friendly (layers, sneakers or hiking shoes)
Utah weather shifts quickly, so pack for cool mornings and warm afternoons.
9. What’s included once registration opens?
✔️ Access to all sessions and mastermind discussions
✔️ Group adventures and networking activities
✔️ All meals and non-alcoholic beverages
✔️ Curated peer groups and facilitated working sessions
✔️ Access to post-event takeaways and recorded highlights
10. What’s not included?
❌ Airfare and hotel accommodations
❌ Personal expenses or optional early-arrival activities
Room block information at Sundance Resort will be shared when registration opens.
11. Can I bring my team?
Yes — though space is limited. Each brand typically brings one to two senior leaders to keep sessions balanced and collaborative.
12. Can I transfer my registration if I can’t attend?
Yes. If your schedule changes, your seat can be transferred to another senior leader from your company at no cost up to two weeks before the event.
13. What’s the ROI of attending?
SFS was built by operators for operators. Attendees leave with:
🚀 A 90-day action plan for their team or department
🚀 New peer relationships that continue beyond the summit
🚀 Tested frameworks from real franchisors facing the same challenges
🚀 Fresh perspective from stepping away to think, build, and plan
14. When does registration officially open?
Pre-registration is open now. Official registration opens in early 2026. Joining the waitlist ensures first access to seats, early agenda previews, and accommodation details.
15. Who can I contact with questions?
Email [email protected] or connect through our LinkedIn Page for updates and announcements.