By Shane Evans, Heights Wellness Retreat 

When I co-founded Massage Heights in 2004, I didn’t set out to become a “woman in franchising.”

I set out to build something meaningful, a business rooted in wellness and accessibility, where self-care could become a consistent part of people’s lives. But as the brand grew, and as I found myself navigating boardrooms, franchise conferences, and leadership circles often dominated by men, I began to understand how critical it was to not only build a strong brand, but also to champion the voice and visibility of women within this industry.

Now, 20 years later, as we evolve our brand into Heights Wellness Retreat, the mission is deeper than ever. We’re not just helping people feel better, we’re building a company culture that empowers others, especially women, to rise, lead, and thrive.

Networking: Make It Real

When people talk about networking, it often sounds transactional: collecting business cards or shaking hands at an event. But the kind of networking that truly shapes careers is rooted in authenticity and mutual growth.

Some of the most impactful connections I’ve made have started with a shared vulnerability or a simple “same!” moment. Whether it was bonding with another founder over the stress of raising capital or connecting with a young professional building confidence, those human moments create space for mentorship, collaboration, and community.

For women in franchising, especially those just entering the space, it’s not about being in the room, it’s about having someone who welcomes you to the table and says, “Your voice belongs here.”

Mentorship: More Than a Buzzword

Mentorship has been instrumental in my growth, and today, I try to be the kind of mentor I wish I had earlier in my journey. That means showing up honestly, being transparent about the challenges, and offering guidance without ego.

I believe mentorship should be accessible, not performative. It doesn’t have to be a formal program, sometimes it’s as simple as a phone call after a tough meeting or sending a note to acknowledge someone’s growth. These small acts create ripple effects.

Women in franchising need to see other women not just surviving, but leading with confidence, clarity, and compassion. We need to normalize ambition and offer each other the tools and support to sustain it.

Culture: Lead It, Don’t Just Say It

At Heights Wellness Retreat, we talk about culture as a practice, not a poster. That means creating policies and systems that actually support inclusivity, flexibility, and psychological safety.

It also means acknowledging that the world is changing. Employees and franchisees today care deeply about purpose and belonging. We can’t just say we care about wellness if we’re not caring for the people inside our business.

That’s why we’ve doubled down on mental health initiatives, community impact partnerships, and pathways for diverse leadership within our system.

The Next Generation of Women in Franchising

If I could offer one message to the next generation of women in franchising, it would be this: You don’t have to fit into a mold to succeed. You don’t have to know everything on day one. What you do need is a clear sense of purpose, a willingness to ask for help, and the courage to build something even if the path doesn’t look like everyone else’s.

And for those of us already in leadership? We need to keep the door open behind us. Say yes to the coffee chats. Invite someone to that strategy meeting. Recommend her name when the panel is being formed. Real inclusion is built in the small, consistent choices we make every day.

Foundations of Change

Change doesn’t happen in one big, bold move. It happens in the everyday. In the way we lead meetings. In the people we hire, promote, and support. In how we talk about success and how we model balance.

Franchising is a powerful model because it combines structure with the opportunity for personal growth and business ownership. And as more women step into this space, they’re bringing with them new ideas, new energy, and a deeply human-centered approach to leadership.

That’s the kind of change I want to be part of. That’s the kind of industry I want to help build. And if we do it right, together, we’ll create something truly unstoppable.

Shane Evans is the CEO and co-founder of Heights Wellness Retreat (formerly Massage Heights). For more information about IFA franchisor member Heights Wellness Retreat, please visit franchise.org/franchise-opportunities/heights-wellness-retreat/.