Building Franchise Systems That Scale Culture, Not Just Operations

When brands expand to tens or even hundreds of locations, operational excellence and consistency are seen as the key to success. But can a brand really succeed on operational excellence alone? According to Mark Watson, Vice President of Franchise Development at Extraordinary Brands, it won’t. 

He argues that a brand won’t survive without belief, and culture is what drives it. From leadership roles at The Joint Chiropractic to his current position overseeing powerhouse wellness brands like Rumble Boxing, Row House, CycleBar, and Neighborhood Barre, Watson has spent his career bridging those two worlds. He’s learned that scaling a franchise network is as much about nurturing shared values as it is about replicating systems. 

Culture Is the System

Many franchisors start with operational frameworks like training manuals, Standard Operating Procedures (SOPs), and compliance checklists. But Watson believes that culture should be designed into the system from the start, not sprinkled on later.

“A lot of our franchisees have started out being a member, either at The Joint [Chiropractic], or even for the four different brands with Extraordinary Brands, and they fall in love with it,” he says. “They live and breathe it, whether it's chiropractic or fitness, and that's how a culture is built within a brand, because it's proven that people are using it.”

The operational details keep the business moving, but the shared feeling keeps customers coming back, and franchisees motivated to deliver it.

Training That Embodies Brand Values

Watson sees training as a powerful lever for scaling culture. The onboarding process, he says, should go beyond “how to run the store” and teach franchisees how to represent the brand in their community.

“This is not a side hustle. You gotta get your hands dirty and get very involved,” Watson explains. “There are major franchise brands out there, but those stores are not just running [themselves]. There's somebody there putting their hard work behind it.”

That means designing playbooks that bake in brand behaviors just as much as business steps. Instead of just covering how to handle transactions, training includes how to engage with the community, host events, connect with local businesses, and create social media moments that capture the brand’s voice and spread awareness.

Scaling Trust Through Communication

As networks expand, maintaining culture requires one critical skill: communication. 

“Internally and externally, it's all about the communication behind it,” Watson states. “That's with everything, from expansion to marketing to operational tactics.”

According to Watson, it’s not only about bringing in the franchise members, but the community as well. Operators should be asking, “What is going to make them continue to come back and see us? What is going to make them believe in the brand, what we do, and trust us?” 

This approach creates a loop: trust fuels openness, openness fuels improvement, and improvement reinforces belief in the system. For Watson, this isn’t just leadership philosophy; it’s a practical framework for scaling sustainably.

The Human Side of Systems

Even with all the right frameworks in place, Watson emphasizes that franchising is still a people business. The best systems, he says, are built to develop people, not just enforce processes.

“We’re going to go at it together,” he says. “Partnership and trust are what help us both grow.”

He encourages leaders to create spaces where franchisees can share wins, challenges, and new ideas freely. This culture of shared growth ensures that while each brand evolves, it stays rooted in its original values: community, connection, and purpose.

And when setbacks happen? “Don’t be afraid to fail,” Watson says. “Failure comes with growth. Empower yourself to keep moving forward.”

It’s a leadership style that’s equal parts pragmatic and human. One that recognizes that scaling culture is an ongoing relationship, not a finished product.

Building Culture Into Every Brand Touchpoint

In the franchise space, every touchpoint–from Discovery Day to local launch–is an opportunity to reinforce what makes each brand meaningful. Watson encourages leaders to look for ways to bring culture to life in small but intentional ways:

1. Lead locally. Franchise owners should be visible in their communities, attending events, connecting with partners, and letting customers see the human side of the brand.

2. Make training emotional. Integrate stories and rituals that remind franchisees why the brand exists, not just how it operates.

3. Celebrate the believers. Highlight success stories from passionate franchisees who embody the brand. They’re your best recruiters and cultural carriers.

4. Keep communication two-way. Create consistent touchpoints where feedback flows in both directions. This keeps innovation alive and culture authentic.

The Future of Scalable Culture

As franchise organizations evolve and expand across multiple brands, Watson believes the future belongs to those who embrace integrity, honesty, and openness. 

It’s a reminder that operational excellence can open doors, but culture is what keeps them open. And for Watson, scaling culture isn’t about preserving the past–it’s about empowering every new franchisee to carry the mission forward in their own authentic way.

Leading Forward

If Watson could offer advice to his younger self, it would be simple: don’t look back.

“Everything that happened got you here,” he says. “Keep moving forward.”

That perspective fuels how he leads today with confidence in the lessons learned and a focus on what’s next. Growth, he believes, only happens when you keep your eyes forward and your voice strong.

“Get involved,” he adds. “Don’t be quiet. Be loud. Make sure your voice is heard.”

For Watson, progress in leadership–and in life–comes from that balance: trusting where you’ve been, speaking up for what you believe in, and creating space for others to do the same. It’s the mindset that drives culture. One built on belief, boldness, and the courage to keep moving.