Helen Whait explains how turning her business into a franchise was an amazing growth opportunity, and encourages more female founders to consider the same.
Sometimes, one conversation in business can change everything. For me, that moment came when I spoke with Mel Maiello, founder of Essential Beauty – one of Australia’s most successful franchise stories.
Mel shared how franchising transformed her beauty therapy business into the thriving, nationwide network it is today. And I couldn’t help but think – if franchising worked for Mel, why couldn’t it work in occupational therapy?
That lightbulb moment led me to launch ActivOT in late 2011 – the world’s first occupational therapy franchise. Back then, many occupational therapists were burnt out, wanting more flexibility but unsure how to start their own businesses. That’s where ActivOT came in. I wanted to build a supportive network where occupational therapists could thrive – setting their own hours, running successful businesses, and practicing OT the way we were trained: with a client-first focus, ethical integrity, and the freedom to deliver meaningful interventions.
Things moved quickly. By 2020, I had 20 franchisees but was stretched thin – working full-time as an occupational therapist to pay the bills while building the franchise with whatever resources I had left. Something had to change. So, I backed myself. I hired staff, built stronger foundations, and focused on growth.
Today, we have 67 franchisees across five states, delivering services to over 10,000 clients. Before franchising, I could only support 250 clients on my own. Now, the impact is exponential.
Without that conversation with Mel, I might never have considered franchising. And I’m not alone. Too many female founders overlook franchising simply because it’s not on their radar – or they assume it’s only for big brands, retail chains, or industries far removed from their own. No wonder women own just 29 per cent of Australian franchise businesses.
But when done right, franchising can be a game-changer – an innovative, sustainable way to scale service-based businesses, especially for women seeking flexibility, financial independence, and greater impact. Unlike traditional funding models that rely on venture capital or bank loans, franchising allows businesses to grow through a network of independent owners invested in the brand’s success. It also provides franchisees with structured support, reducing the high failure rates that plague small businesses.
Along the way, I’ve learned a lot about what it really takes to build a successful franchise – here are a few hard-earned lessons:
Pick up the phone
Every innovative business idea starts with someone making a call and risking sounding silly. I asked my accountant and lawyer if franchising could work in allied health – despite it being unheard of in the industry. So, pick up the phone and ask the question.
Get the right advice and structure
Early on, I got the wrong advice on structuring my business. A major firm set me up as a trust—likely assuming I wouldn’t grow! Switching to a company later was costly and time-consuming. I also botched my intellectual property – trademarked but missed key classes and had no idea what a “wordmark” was. Fixing it was frustrating, expensive, and avoidable. Scaling through franchising needs strong foundations: the right entity structure (a smart accountant), solid legal frameworks (a great lawyer), and strong brand protections (a trademark attorney).
You have to back yourself. No, seriously.
The biggest shift came when I truly backed myself. Completing the LeadID leadership course with Tamsin Simounds helped me get out of my own way. Once I did, everything changed – I hired staff, built stronger systems, and committed to sustainable growth.
Become a leader
Being a franchisor means levelling up – from running a business to leading people. You go from doing it all yourself to building a network of successful operators
Build a scalable system
A great idea isn’t enough – you need a business that actually runs without you. Lock in your processes, build solid training systems, and make sure your model is easy to replicate
More female founders should consider franchising
If more women saw franchising as a growth strategy, we’d see a huge shift in how female-led businesses scale. This is why I’m hosting the upcoming Scaling Smarter Summit so that I can connect more women with the experts and strategies they need to scale successfully. Because if it worked for me, why not more female founders?
