The business model helping women succeed

Are you ready for a positive statistic for a change? In 2005 just 20% of franchisees were women. Fast forward 19 years and that figure now stands at 40%, according to our 2024 National Franchise Survey sponsored by NIC Local. To get some facts behind the growth and with our own EWIB (Empowering Women in Business) event in May 2026, we asked our members what they thought motivated women to join franchising.  The results were: 

• 62% said ‘Flexibility and Work Life Balance’
• 21.6% said ‘Low Risk Route To Business Ownership’
• 10.8% said ‘Training and Ongoing Support’
• 5.4% said ‘Community Support and Peer Networking’

But what is behind these figures aside from the natural societal growth of women in the workplace?  What is it that appeals to women about franchising and what are women already in the industry doing to support this momentum?

Safer way into business

Helen McEvoy, who has received great support from her franchisor at The Holiday Franchise said: “Going it alone can be daunting. The support I get from my franchisor is unparalleled. They are brilliant and support me every step of the way. I get to run my own business and be independent but wrapped in a supportive and encouraging network of professionals; the perfect combination.”

Award-winning franchisor
Franchisor Ruth Brown is the MD of domiciliary homecare franchise Home Instead.  Both she and the brand are multi-award winners, including receiving the Queen’s Award for Enterprise for their ‘innovation to the care sector through their franchise model.’  She also has recently been made chair of the BFA (British Franchise Association), only the second woman to hold the position in the association’s 49 year history. Quite simply, Brown is one of the most experienced female franchisors, so who better to illuminate the subject of franchising from a female perspective and her journey through it?

Home Instead – growth
Brown’s journey with the brand began just five years after it was founded and franchised. When she joined in 2010 there were 35 franchisees; they now have 266, a growth of 660% in just 14 years. The Home Instead network is now almost fully sold out, with only resale sites available to buy, as early adopter franchisees are now at the stage of retiring and selling their businesses. 

Franchisor insight
Whilst Home Instead is unquestionably highly successful, Brown explains that it has taken discipline and focus to achieve that sustained, ethical growth. She explains: “Our biggest challenge was juggling growth at pace with maintaining quality whilst carving out a new market.  Private Pay Care was very much in its infancy when we started and we were seen as disruptors.”

Why homecare?
It was Brown’s own experiences that brought her into the homecare sector: “Like so many, I have first-hand experience of juggling work alongside caring responsibilities, whether that was for family members or more recently my Mum who is in the late stages of vascular dementia. Home Instead’s focus on changing the way care is provided in the UK was something I wanted to be part of.”

Empathetic leader
How have Brown’s experiences shaped her leadership style? “I’d like to think it has made me an empathetic leader who considers the whole person behind the franchisee or team member, not just numbers. I also put a lot of emphasis on trust because I know how isolating both leadership and caring can be if you don’t have the right support.”

Supporting women in franchising
Brown sets the example across the industry of lifting as she climbs: “We have a high percentage of women at Home Instead, both at national office and across the network and they demonstrate daily just how much they can accomplish when given the opportunity and the right support. I’m also very aware that if, like me, you’re one of the relatively few women in franchising in senior roles, you have a responsibility to hold the door open for others.”

Transforming lives
She continues: “I’ve always supported women to achieve their ambitions.  Around 50% of the franchisees I’ve brought into Home Instead are women; I know how transformational a franchise journey can be for women’s careers as well as their families. One of my greatest motivations is not only transforming care across the UK but also providing genuine opportunities to people’s lives every single day. When I see a franchisee who I recruited years ago reach a major milestone, celebrating maybe a decade of success or bringing in their next generation into the business it’s incredibly rewarding.” To find out more about franchising your business or buying a franchise, visit www.thebfa.org.

EWIB will be held on May 20th, 2026, at the Leicester Tigers Stadium. Tickets are available here.