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your support network, read about the challenges other women have overcome, and unlock the your full potential.” Seek out strong female candidates So is the job done or, if not, what more does Lucy think the sector needs to do to promote diversity and inclusion? She says: “When you are living and breathing in the franchising world it is easy to forget that the general population isn’t always aware of the benefits of our sector. We know it has been on a really positive journey, that female leaders can absolutely have a seat at the boardroom table and that we embrace all minorities but I think we still need to share the story of how incredibly accepting franchising is, particularly to women currently working for large ‘non franchise’ organisations. Let’s get the message out to them, via strong case studies of women who’ve made big successes in the industry and encourage them to come and work with us because the people working at the heart of franchising we are the best of the best.” SOPHIE ATKINSON, CEO AUTOSMART INTERNATIONAL Unusually by today’s standards, CEO of Autosmart, Sophie Atkinson has spent her entire career with the vehicle cleaning solutions franchise, starting in 1988 as a graduate trainee in the marketing department, moving through finance, sales and business coaching in the field with franchisees, then franchisee recruiting, until leading a management buy out of the company 21 years ago in 2003. Sophie recalls her early days with Autosmart: “When I joined as a graduate trainee I was moving away from my first job in London with management consultancy Bain and Company, mainly because I didn’t like living in the city, and because I was moving away from something, I hadn’t fully appreciated the excitement of the franchising world I was moving to, until I arrived. I find the energy that comes from our franchisees as they invest in and grow their businesses amazing.” Successor qualities Is Sophie already looking for her successor and if so, what qualities will they need to succeed? “Franchising is an art not a science. We have had competitors try to turn themselves into a franchise from having a model of an employed salesforce and they have failed. To lead a franchise well you have to understand that franchisees are independent business owners, and you need to respect their drive, independence and profits. Balanced with this one must look out for the long term, read market trends, make sure the product range remains competitive, and have a framework of policies that help all parties to work together constructively, franchisees with fellow franchisees and franchisees with head office.”What would her final words for her successor and indeed any franchisor be? “Stay close to the market, never take franchisees for granted and recruit well.” CEO of the BFA, Pip Wilkins said: “These three exceptional women are a credit to the UK franchise industry and we know their presence gives other women the self-belief that they can achieve the same goals. We have worked hard to make the BFA and the franchising world a more inclusive place not just for women, but for everyone and we feel confident that the next group of future female CEOs are waiting in the wings, ready to grow the industry for over the next decade. We would encourage all franchise organisations to continue to employ a diverse workforce, where inclusivity and kindness run alongside growth and profits.” Sophie Atkinson, CEO at Autosmart International “I thinkwe still need to share the story of how incredibly accepting franchising is, particularly towomen currentlyworking for large ‘non-franchise’ organisations” BEHIND THE BRAND: PARTNER CONTENT 70 WHAT FRANCHISE | ISSUE 19.3