IFA 2026 Day 2: Kat Cole and Industry Leaders Reveal Growth Strategies

Unlock growth strategies from IFA26 Day 2. Discover leadership secrets from Kat Cole, scaling tactics for franchisors, and community impact.

Day 2 of the International Franchise Association’s 2026 Convention delivered a full day of strategic insight, leadership development, recognition milestones, and meaningful connection among franchisors, franchisees, and industry partners. Building directly on the momentum of Day 1, the agenda blended education, celebration, and high impact keynote moments that underscored the evolving priorities of the global franchise community.

Morning Momentum: Education, Engagement, and Brand Pride

Attendees returned early to a busy Convention floor as registration opened and educational programming moved into full session. Across multiple learning tracks and the Main Street Theater, participants engaged in sessions designed to sharpen operational expertise and leadership capacity.

The Emerging Franchisor Bootcamp, sponsored by hibuUS, Lathrop GPM, and SMB Franchise Advisors, drew strong participation from growth focused teams seeking tactical guidance for scaling franchised systems. Education tracks and Main Street Theater presentations ran throughout the morning, reinforcing the Convention’s emphasis on practical, actionable learning.

Brand Day brought visible energy to Franchise Main Street. Teams arrived in full brand gear, displaying logos and coordinated apparel in a show of pride and cohesion. Standout teams were eligible for prizes, and official posts highlighted the strong visual presence across the floor.

The Franchise Means Local photo activation remained open throughout the day in the Shoreline and Oceanside Foyer, staffed from 12 to 2 PM. Featured statistics reinforced franchising’s local economic footprint: 85 percent of franchisees operate where they live, 82 percent own a single location, and 64 percent are first time owners. The installation became both a photo opportunity and a reminder of franchising’s community based impact.

General Session: Leadership, Loyalty, and Lessons from the Field

The General Session began at 10:30 AM PT and brought a sequence of leadership voices to the main stage.

Outgoing IFA Chair Mary Kennedy Thompson, CEO of BNI Global, opened the session by framing innovation as a mindset rather than a trend. She emphasized that progress requires listening, thoughtful evolution, and a willingness to adapt. Her message centered on the responsibility leaders carry in shaping the next phase of franchising.

In the sponsored segment titled You Built a Franchise, Now Build a FANchise!, Dave Mortensen and Chuck Runyon, co founders of Anytime Fitness and Purpose Brands, shifted the focus to loyalty and emotional connection. Their message encouraged franchisors to move beyond transactional relationships and cultivate lasting fan engagement rooted in community, optimism, gratitude, and adaptability. They highlighted grit and resilience as defining traits of successful entrepreneurs.

The keynote presentation Hustle and Heart: Lessons from Unexpected Places featured Kat Cole, CEO of AG1 and former President and COO of Focus Brands. Sponsored by Scorpion, the session was widely described as energetic and candid. Cole delivered practical strategies for driving innovation, strengthening profitability, and leading through uncertainty.

She urged franchisors to work closely with franchisees to surface frontline insights, make courageous decisions before the path forward is fully clear, and build leadership teams that learn quickly and pivot toward growth. Among her most resonant observations was that sometimes the strongest move for a brand is to stay the course, double down on its history, communicate more clearly what is already winning in the marketplace, and strengthen operational fundamentals.

Recognition on the Main Stage

Day 2 also spotlighted leadership and inclusion through formal award presentations.

The IFA Women’s Leadership Award was presented to Emma Dickison, CEO and President of Home Helpers Home Care, in recognition of her leadership and influence across the sector. The award was sponsored by MOC and Company.

The Ronald E. Harrison Diversity Award was awarded to Omar and Raynya Simmons of Exaltare Capital Management, sponsored by Paychex. The recognition underscored continued efforts to expand opportunity and representation within franchising.

Afternoon Engagement and Evening Celebration

Educational sessions and networking conversations continued throughout the afternoon. Franchise Main Street and the Exhibit Hall remained active hubs of discussion as operators, suppliers, and brand leaders connected around shared priorities.

Exhibitor posts reflected interest in modern store connectivity, stronger cybersecurity, and scalable digital signage, pointing to technology as an ongoing strategic focus for franchise systems.

While specific evening event details were not widely shared publicly, official wrap up posts referenced celebrations that closed the day on a high note, reinforcing the sense of community and shared purpose that has defined the Convention.

A Community Evolving Together

Late day recap posts and social content described Day 2 as a strong continuation of the Convention’s strategic momentum. The consistent narrative across platforms emphasized leadership depth, operational focus, and collaborative growth.

As the Convention progressed, the message from the main stage and across the floor remained clear. Franchising continues to evolve through intentional leadership, strengthened partnerships, and a renewed commitment to community based entrepreneurship.


Image credit - @franchising411