When people think of franchising, they often picture mega-systems with thousands of locations – global icons like McDonald’s, Subway, or Starbucks. But in reality, the soul of our industry lies in the tens of thousands of small and mid-sized franchise systems. Brands with 30, 300, or 700 units. Brands built not just on capital, but on passion, grit, and the power of local entrepreneurship.
As President of the European Franchise Federation and founder of Bodystreet, I’ve spent years at the heart of the franchise industry. Bodystreet isn’t just another fitness franchise – it’s the original pioneer of EMS boutique studios. What started in Germany has grown into a global benchmark, with nearly 300 studios and a concept that reshaped the way people think about time-efficient fitness. I’ve seen up close how bold and driven new franchise brands can be. I understand their ambitions, their struggles – and why Europe should be their first serious step in going international.
Let me be clear: I have deep respect for the big American franchise giants. Their success, vision, and global reach are nothing short of inspiring. But this message isn’t for them. It’s for the thousands of European brands with big dreams and smart concepts – the ones ready to grow with purpose. And for those brands, the journey doesn’t start on another continent. It starts right here, at home in Europe.
The soul of our industry lies in the tens of thousands of small and mid-sized franchise systems.
The power of know-how over containers
Franchise systems that manufacture or trade goods may worry about customs, duties, or logistics. And yes – for them, crossing oceans brings complexity. But most franchise systems don’t export physical products. They export know-how. Systems. Jobs. Brand identity. Opportunities.
And in that case, Europe makes total sense. Despite our rich variety of cultures and languages, we share similar economic standards, harmonized legal frameworks, and – within franchising – the European Code of Ethics, championed and coordinated across countries by the European Franchise Federation (EFF).
Why European franchisors should look next door first
When Bodystreet expanded beyond the German-speaking world, we didn’t go straight to Singapore or the U.S. (though we’ve since made that leap). We went to the UK, Italy, and Luxembourg – and now, we’re preparing for France.
Some might say that destinations like Tanzania or Florida sound far more exotic – and yes, we proudly expanded there too. But when it came to strategic growth, the smartest moves happened much closer to home, because:
- Short flights, no jetlag
- Shared business hours and legal standards
- Local teams we could train and support quickly
- And, crucially: cultural nuance within a familiar frame
This is what I recommend to all emerging European brands. Expand regionally. Learn regionally. Then, when you’re ready, cross the oceans with experience – not just ambition.
In variety there is strength – and in cooperation, success.
For global giants: don’t miss out on Europe
Of course, we also speak to the global brands – the mega-systems who’ve conquered America, Australia, Asia, and maybe Africa. To them I say: If you’re already in Europe, commit to it fully and make it count. It’s not a stepping stone. It’s a continent rich with opportunity, with a unique variety of markets and customer behavior. Yes, our national markets differ – in language, in style, in regional preferences. But that’s not a hurdle. It’s a competitive advantage.
Thanks to the coordinated work of the individual franchise associations across Europe – each representing its country’s unique market dynamics – systems benefit from ethical standards that span across borders. These national associations work together under the European Franchise Federation (EFF), making cross-border growth more accessible and sustainable. Europe offers you a franchising ecosystem like no other.
United in variety – and in opportunity
At the European Franchise Federation, our mission is to empower Europe’s franchise sector – from small national heroes to global players. We promote ethical franchising, strong collaboration among national associations, and smart cross-border growth.
Europe is more than a marketplace. It’s a shared opportunity, built on common values, strong governance, and regional authenticity.
And for those who truly understand this region… it’s a smart first step in going global.
