By Karen Garrett, Tierra Encantada

The International Franchise Association noted in the Franchising Economic Outlook that Child Services is one of the top-performing and fastest-growing sectors in franchising.

In a booming industry like childcare, many franchise brands measure growth by how many new locations they sell each year. For some companies, rapid expansion is the primary objective, with development teams focused on signing as many franchise agreements as possible.

At Tierra Encantada, however, the philosophy is different. The company does not sell franchises in the traditional sense. Instead, it awards them carefully, selectively, and ethically to individuals aligned with its mission, values, and culture. Ethical growth requires discipline and sometimes the willingness to say no.

This intentional approach to franchising is rooted in the company’s long-term vision. Leadership believes that sustainable growth comes from strong partnerships, not just signed agreements. Rather than focusing solely on unit count, Tierra Encantada prioritizes the quality of its franchise partners and the long-term success of each location.

Built From a Founder’s Vision

Tierra Encantada was founded on a simple but intentional idea. Childcare should offer children more than just supervision and educators should be treated as professionals.

When founder and CEO Kristen Denzer was searching for care for her own children, she encountered an industry built around a largely standardized approach to early learning, where most programs teach to the same core standards, often in the same way. Too often, that was paired with limited investment in educators and little meaningful differentiation for families. Rather than accept the status quo, she built the early education experience she wished existed, one that meets rigorous standards while immersing children in a second language during the most critical years of brain development.

Since opening its first center in 2013, Tierra Encantada has grown into a multi-state early education platform through consistent year-over-year double-digit growth. The brand delivers full Spanish immersion beginning in infancy, an elevated culinary program with fresh-cooked global meals prepared onsite, and a play-based STEAM curriculum designed to support whole child development.

What truly differentiates Tierra Encantada is its belief that quality outcomes begin with investing in people. In an industry challenged by turnover and burnout, the company has built a culture that prioritizes career pathways, comprehensive benefits, and long-term retention, recognizing educators as the foundation of a sustainable system.

The Tierra Encantada franchise process begins well before a candidate attends Discovery Day. Before prospective franchise partners are invited to move forward, Kristen Denzer has an executive call with them to share her vision and answer their questions. She also asks them questions to ensure alignment. Ethical growth requires discipline and sometimes the willingness to say no.

At Discovery Day, candidates meet every member of the executive team so that they get all of their questions answered prior to signing a franchise agreement.

Equally important is the company’s commitment to due diligence, not just on behalf of the franchisee, but also on its side. Responsible franchising is a two-way evaluation process. The company takes great care in connecting prospective franchisees with the right opportunity, not simply an available one. Tierra Encantada uses data when assisting owners in determining where the center should be located, including population growth, household income, school districts, and childcare demand. The company also listens to owners since they often know their market best regarding where they want to place their center.

Training, Support, and Financial Performance

Opening a childcare and education center is complex, which is why Tierra Encantada has built a structured training program designed to prepare franchise partners step by step. Training occurs in phases to ensure new owners are not overwhelmed with all of the information at once. The corporate team also visits each location before opening to assist with setup and further training.

The company is deeply committed to ensuring that each location has a strong foundation for financial performance. This includes thoughtful site selection, disciplined operational models, and ongoing performance monitoring. Each franchise partner has a coach who works with them on business planning and is available to answer questions as their business grows.

Support and onboarding continue every step of the way from franchise agreement signing to site selection, construction, hiring, training, opening day, and ongoing operations.

Awarding franchises instead of selling them allows Tierra Encantada to stay true to its values. It ensures that growth is intentional, relationships are prioritized, and every new location strengthens the brand.

The company focuses on disciplined franchise expansion by partnering with qualified operators who align with its standards, long-term vision, core values, and commitment to diversity and culture. This intentional growth strategy allows the company to maintain educational quality, operational consistency, and brand reputation as it expands into new markets.

Tierra Encantada also invests ahead of growth, building the systems, leadership, and infrastructure required before they are needed, not after. That allows the company to scale quickly without compromising quality. This approach is rooted in creating value for educators, families, franchise partners, and the communities they serve.

Transparency is another key part of the company’s franchise model. Tierra Encantada sets clear expectations around investment, timelines, and operational requirements from day one. This transparency helps franchise partners make informed decisions and reduces surprises later in the development process.

A Different Approach to Franchising

Ultimately, Tierra Encantada views franchising not as a sales process, but as a partnership built on shared values, long-term goals, and mutual accountability. By focusing on intentional growth, disciplined expansion, strong support systems, and mission aligned franchise partners, the company continues to grow while maintaining the quality, culture, and educational experience that defines its brand.

As the childcare and franchise industries continue to evolve, Tierra Encantada’s approach highlights a different way to scale, one that prioritizes people, partnerships, and long-term brand strength over rapid expansion. For the company, success is not measured simply by the number of locations open, but by the strength of each center, the success of each franchise partner, and the impact each location has on the families and communities it serves.

Karen Garrett is the director of franchise development at Tierra Encantada. For more information about IFA franchisor member Tierra Encantada, please visit franchise.org/franchise-opportunities/tierra-encantada/.