At the International Franchise Association Convention 2026 in Las Vegas, the theme was simple: Evolve.

But across the keynote presenters, that word took on far greater meaning. For the leaders gathered at franchising’s largest annual event, evolution was not framed as chasing the latest trend or technology. Instead, five keynote speakers — each from very different sectors of business — offered a shared message: the strongest brands are those led by people willing to keep learning, adapting, and strengthening the fundamentals that sustain long-term growth.

That idea surfaced repeatedly from the main stage. For some speakers, evolution meant slowing down long enough to build stronger unit economics and franchisee support systems. For others, it meant confronting uncomfortable truths about customers, operations, and market shifts. All acknowledged the need to move faster in a world shaped by artificial intelligence and accelerating disruption.

Taken together, the keynotes painted an inspiring picture of leadership grounded not in reinvention, but in disciplined progress — leaders who are willing to evolve while staying rooted in the principles that built their brands.

Sam Ballas — Grow Smarter by Focusing on Franchisee Success
CEO, East Coast Wings + Grill
Chair, International Franchise Association

Sam Ballas opened the keynote series by reflecting on a personal journey that mirrors the evolution of franchising itself — from investing in a single restaurant to leading a growing brand and now serving as incoming chair of the International Franchise Association.

Ballas told the audience that his entry into franchising began almost by accident, with an early internet search that led him to the IFA and eventually to the Convention itself. That single moment, he said, helped set the course for the career that followed. “That call set the trajectory of my journey,” Ballas recalled.

Over the years, building East Coast Wings + Grill taught him what he considers the most important lesson for emerging franchisors. “Unit-level economics matter more than anything,” he said.

For Ballas, one of the most common mistakes young brands make is growing too quickly. Instead, he urged leaders to build strong systems before accelerating expansion. “Be slow to grow and fast to learn,” he told the audience. “Allow the success of your franchise owners to be your gas pedal.”

That discipline — testing, refining, and strengthening operations — ultimately determines whether a system thrives for decades. But Ballas also emphasized that evolution in franchising happens through collaboration. Looking out at the thousands of attendees gathered in Las Vegas, he reminded them that the most valuable insights often come from conversations with peers.

“Somewhere in this building is a conversation that will help someone solve a problem, rethink a strategy, or evolve their brand — or maybe themselves,” he said. When those conversations happen across the system, Ballas added, “success truly does take care of itself.”

Kat Cole — Honor Your Brand’s Past, But Don’t Let It Define the Future
CEO, AG1
Former President and COO, Focus Brands

Kat Cole’s keynote explored one of the most difficult leadership balances: honoring a brand’s heritage while making the changes necessary to remain relevant.

Drawing on her experience leading brands such as Cinnabon and Jamba, Cole explained that evolution does not mean abandoning the past. In many cases, a brand’s history is its greatest strength. “The best path for your brand… is to stay the course, to double down on your history,” she said.

But leaders must also recognize when customer expectations and market conditions are shifting. In those moments, waiting too long to adapt can be just as risky as changing too quickly. “You are either early or you are late,” Cole told the audience. “You choose.”

Cole illustrated this tension with stories from her time at Cinnabon, where franchisees initially resisted introducing smaller portions even as consumer demand shifted toward lighter indulgences. The breakthrough came when leadership leaned into honest conversations and small-scale experimentation.

Her advice to franchisors was straightforward: confront reality and work with the operators willing to test change first. “Confront reality,” she said. “Find the coalition of the willing.”

By listening closely to franchisees and frontline employees, and by testing ideas before rolling them out systemwide, the brand was able to evolve while preserving what customers loved about it.

Cole’s message was clear: strong brands evolve best when they remain grounded in truth — truth about the customer, the product, and the market.

Codie Sanchez — Move Faster in an Era of Disruption
Founder, Contrarian Thinking |Founder, Contrarian Capital
Author, Main Street Millionaire

If Cole emphasized thoughtful change, Codie Sanchez brought urgency to the conversation. Her message to the franchise community was that technological and economic shifts are happening faster than many leaders realize — and the businesses that succeed will be those willing to move quickly.

“I think your bank account is a reflection of how fast you move,” Sanchez said.

Sanchez described franchising as one of the most powerful forms of entrepreneurship, enabling individuals to build wealth and opportunity within their communities. But she also reminded the audience how rare business ownership truly is.

“Only 10 percent of Americans own a business,” she noted, describing franchise operators as a uniquely small group of builders creating real economic impact.

At the same time, Sanchez warned that industries rarely change in a smooth, predictable way. Instead, they often evolve gradually at first before accelerating suddenly. “Everything will change,” she said, pointing to artificial intelligence, automation, and new digital tools as forces reshaping how businesses operate.

For franchise leaders, the challenge is not simply adopting technology but using it to uncover hidden opportunities — improving decision-making, increasing efficiency, and removing bottlenecks before competitors do.

Her closing message was both caution and encouragement: the future will belong to leaders willing to act decisively rather than wait for certainty.

Chuck Runyon & Dave Mortensen — Build a Franchise With Soul
Co-Founders, Anytime Fitness
Leaders, Purpose Brands

Chuck Runyon and Dave Mortensen approached the Convention’s theme from a different angle, arguing that the next evolution of franchising will be defined less by systems and scale and more by culture and purpose.

Reflecting on their 24-year journey building Anytime Fitness into one of the world’s largest wellness franchise networks, the pair described a defining moment in 2008 when they were offered what they called “life-changing money” to sell the company.

They could have walked away. Instead, they chose to keep building.

At that crossroads, they asked themselves a simple question: “If we were in competition for the best franchise, what would we do to win?”

Their answer centered on listening to franchisees and building a culture rooted in collaboration. Too often, Runyon said, franchise relationships become defined primarily by contracts and financial agreements. “Too often an average franchise is anchored in a relationship based on a legal and financial transaction,” he explained.

But the strongest systems operate differently. They are “anchored in empathy… passion… collaboration… love and respect and a soul-fulfilling purpose.”

That philosophy also shapes how the founders define success. While founders and franchisees often receive recognition, Mortensen said the real heroes of their story are the people the business serves.

“The heroes of our story are our members and our clients around the world,” he said.

When a brand focuses on those people first, Runyon added, something powerful happens inside the system itself. “Fill your brand with soul and purpose,” he said. “In turn, you will get higher performance, higher engagement, and higher loyalty.”

Daymond John — The Fundamentals of Entrepreneurship Never Change
Founder and CEO, FUBU | Founder, The Shark Group
Emmy Award–Winning Investor, Shark Tank

Daymond John closed the keynote lineup by reminding the audience that even in an era of rapid technological change, the fundamentals of entrepreneurship remain remarkably consistent.

“It’s never changed. It never will change,” he said.

For John, business success ultimately comes down to three principles: “set your goals,” “do your homework,” and remember that “you’re the brand.”

Drawing from his own journey building FUBU from his mother’s home in Queens into a global fashion brand, John shared stories about selling handmade hats on street corners, persuading LL Cool J to wear his clothing, and navigating repeated setbacks along the way.

Those experiences reinforced a lesson he believes every entrepreneur must remember: growth is a lifelong process. “You never arrive,” John said.

Even today, John continues to study emerging technologies such as artificial intelligence so he can understand how they will shape the next generation of business. Tools may evolve, he said, but the mindset required to use them effectively does not.

His closing insight resonated strongly with the franchise leaders in the room. In an age defined by digital visibility and constant communication, leadership itself has become more transparent than ever.

“You personally are the brand,” John said. “A CEO or a president that is invisible is replaceable.”

The Discipline of Evolution

Across the keynote stage, the most striking takeaway was how consistently speakers framed evolution not as reinvention, but as disciplined progress.

Sam Ballas emphasized patience and strong fundamentals. Kat Cole highlighted the importance of confronting reality while honoring a brand’s heritage. Codie Sanchez challenged leaders to move faster in an era of accelerating change. Chuck Runyon and Dave Mortensen argued that enduring brands must build purpose and emotional connection into their systems. And Daymond John reminded the room that even in a world of new technologies, the timeless principles of entrepreneurship still apply.

For the franchise community, the message was clear: the brands best positioned for the future will not be those that cling most tightly to what worked before. They will be the ones willing to listen, test, collaborate, and adapt — while staying grounded in purpose, people, and performance.

In that sense, the Convention theme of Evolve was more than a slogan. It was a challenge to every leader in the room: keep evolving to avoid being left behind.

Recommended for You

Interactive Session Highlights: Creating Superfans in…
Apr 10, 2026
The “Slow Elevator” Checklist: Turning Friction…
Apr 09, 2026
Creating Superfans (Chapters 1-4): Turning Customers…
Apr 09, 2026

Search