By Ali Kraus, CFE, Benetrends Financial and Chair of the Women’s Franchise Committee

This past year marked my second year serving as vice chair of the Women’s Franchise Committee (WFC), working alongside Larisa Walega.

Stepping into that role gave me a front-row seat to both the strength of what has already been built and the responsibility that comes with moving it forward. It was a year of listening, learning, and intentionally asking how we continue to evolve while staying rooted in the mission that has defined the WFC for decades.

Before looking ahead, it’s important to acknowledge the foundation that made this moment possible. Larisa’s impact on the WFC cannot be measured by a single term as Chair. She has been a committed member of this committee for more than ten years, and her leadership has shaped not just our programming, but our culture. She brought discipline, thoughtfulness, and long-term vision to a group that spans brands, roles, and experiences across franchising.

Under Larisa’s leadership, the WFC introduced meaningful initiatives that strengthened both our identity and our reach. From refreshing our brand and messaging to launching Take the Lead Tuesday webinars, she ensured the committee stayed relevant, visible, and grounded in purpose. Perhaps most importantly, she helped formalize how we listen. Strategic planning sessions, task forces, and satisfaction surveys became part of our rhythm, not just checkboxes, but tools to ensure we were serving the community effectively and thoughtfully.

That structure allowed us to ask bigger questions: Who are we creating space for? Who hasn’t been invited in yet? And how do we ensure leadership within franchising remains accessible, not reserved for a familiar few?

One of my personal priorities this year was bringing new faces and new voices into the franchise leadership conversation. For many women, mentorship and opportunity don’t always appear organically. We felt strongly that it’s not enough to encourage women to lead, we have to design pathways that make leadership attainable.

We worked closely with our local Women’s Franchise Network chapters to encourage succession planning and the thoughtful use of term limits. The goal wasn’t to replace experienced leaders, but to create intentional space for emerging ones. We wanted to see younger, less senior, high-energy women step into leadership roles while also ensuring mentorship existed both above and below them. Leadership grows strongest when it’s shared and supported.

At the committee level, we expanded representation by welcoming a franchisee voice and adding a Canadian member to the WFC, broadening our perspective and reinforcing that women in franchising don’t share a single story or path. We challenged our podcast team to look beyond familiar names and feature women who hadn’t yet been spotlighted, creating room for new stories and new perspectives to be heard.

We also made a conscious effort to highlight the leadership happening within our own community. Committee members and WFN leaders were celebrated for their work in local communities, industry publications, and panels across franchising. Through social media and shared platforms, we elevated those stories not for recognition alone, but to show what leadership looks like at every level.

All of this momentum has led us to an exciting evolution of the Annual Leadership Conference (ALC). This year’s ALC reflects the same intention we’ve applied throughout the committee, bringing fresh voices, new brands, and leaders who may be new to many in the room. The faces on stage will look different, and that’s by design. There is a unique energy that comes from discovery, from hearing perspectives you haven’t heard before, and from seeing yourself reflected in someone else’s story for the first time.

The excitement around this year’s ALC isn’t just about programming changes, it’s about what they represent. Growth. Renewal. And a commitment to ensuring the next generation of leaders feels welcomed, prepared, and supported.

One of the most meaningful moments this year will be honoring our 2025 Crystal Compass Award recipient, Dr. Kathleen Gosser, Ph.D. I first met Dr. Gosser in 2019 when she was my professor at the University of Louisville while I was earning my Certified Franchise Executive designation. Since then, I’ve watched her quietly and consistently champion women in franchising through education, mentorship, and unwavering support. Dr. Gosser has spent her career advancing leadership development, diversity, and academic excellence within franchising, and yet she never seeks the spotlight. For the past two years, she has supported our ALC case study work behind the scenes, contributing her time, insight, and energy simply because she believes in women and the power of this community. I consider her a friend, a mentor, and a force for women in franchising and beyond. I could not be more proud to see her recognized as this year’s Crystal Compass Award winner, an honor that perfectly reflects her impact and legacy.

Kathleen Gosser, Ph.D.
Yum! Brands Associate Professor of Franchise Management Practice
Director, Yum! Center for Global Franchise Excellence
Management & Entrepreneurship Department
College of Business, University of Louisville

As I look ahead, I do so with deep gratitude for Larisa’s leadership and confidence in what comes next. The WFC is not static, it’s a living, evolving community shaped by those willing to invest in it. When we honor the legacy that built this committee while intentionally opening doors for what’s next, we strengthen not just women in franchising, but the industry as a whole.

Leadership is not about holding space. It’s about making space. And that is the work we are proud to continue.

Ali Kraus, CFE, is the CMO at Benetrends Financial and Chair of the Women’s Franchise Committee. For more information about IFA supplier member Benetrends Financial, please visit franchise.org/suppliers/benetrends-financial/.

 

 

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