In a business environment defined by regulatory scrutiny, economic pressure, and rising stakeholder expectations, enduring strength is not accidental. It is designed.

In this keynote, Catherine Monson, CEO of Propelled Brands and former Chair of the International Franchise Association, draws on decades of experience leading and scaling multi brand, multi market franchise systems.

From governance and franchisee alignment to culture, accountability, and disciplined expansion, Catherine will examine the structural decisions that determine whether brands merely grow or truly endure. She will offer candid insight into the leadership discipline required to protect performance, steward the franchise model responsibly, and position systems for sustainable long term success.

This keynote challenges franchise leaders to look beyond short term metrics and consider how intentional design shapes resilience, credibility, and performance over time.
 

Learning Objectives

1. Recognize the structural and leadership disciplines that contribute to long term brand resilience in franchise systems.

2.Understand how governance, culture, and franchisee alignment influence sustainable performance at scale.

3. Reflect on the strategic choices that differentiate short term growth from enduring brand strength.

Join us while we explore the individual leader’s impact on company performance and growth. Drawing on personal experiences from her own career and insights gained from leaders she has worked alongside across the franchise industry, she will examine how everyday habits, behaviors, and blind spots can either fuel or limit business success. Incorporating themes from her book Thriving: The Journey to Success in the Business World, this session focuses on the practical, personal disciplines that shape stronger organizations and more intentional, sustainable growth.

1. Recognize how personal habits and leadership shortfalls directly affect business growth and organizational performance.

2. Identify the individual behaviors that support stronger, more consistent results across your company.

3. Apply practical, experience-based lessons to improve personal effectiveness and drive healthier, more sustainable growth.

Sharing leadership insights from building one of Canada’s most recognized franchise brands over the last 26 years. From guiding growth to over 470 stores and strengthening franchisee support to maintaining brand consistency while adapting to changing consumer expectations, Dale will reflect on what it takes to lead with purpose and deliver performance at scale. Attendees will leave with practical, real-world takeaways on franchisor leadership, system strength, and sustaining momentum in an evolving business environment.

Learning Objectives:

1. Identify franchisor leadership decisions that support sustainable growth while maintaining brand consistency and franchisee alignment.

2. Recognize common scaling challenges franchise systems face as markets and customer expectations evolve, and consider practical ways to respond.

3. Apply lessons from the Booster Juice journey to strengthen their own franchise system’s performance, culture, and long-term momentum