The Biggest Challenges Facing Franchising in 2026

In this episode of The Franchise Marketing Show, Steph Gutmann from Coconut Marketing sits down with Pip Wilkins, CEO of the British Franchise Association, for an open and insightful conversation about the future of franchising in the UK.Pip shares her personal journey in franchising, the lessons she’s learned along the way, and how the sector has evolved during her time at the BFA. Together, they explore where franchising is heading next, the challenges and opportunities facing franchisors, and what businesses need to be thinking about now to build sustainable, ethical franchise networks.The conversation also looks at women in franchising, including the impact of initiatives such as Encouraging Women into Franchising (EWIB) and Encouraging Women into Franchising (EWIF), and why diversity, representation, and support networks matter more than ever in the franchise world.Whether you’re a franchisor, franchisee, or considering franchising as a growth strategy, this episode offers a valuable perspective from one of the most influential voices in the industry.