The MSA Worldwide Team truly enjoyed participating in the International Franchise Association 2025 Annual Convention last week in Las Vegas. As a team we were awarded the Global Franchise Award for Best Franchise Consultancy for the third time in the last four years. In addition, I was humbled to receive the Global Franchise Hall of Fame Award. These honors reflect our tireless efforts in support of our clients and in the support of the franchise community, which we are very proud to be a part of.

The Convention itself was another major success, and a wonderful opportunity to celebrate the franchise business model. Matthew Haller and Jennifer Brandeen’s impressive team of association professionals created high takehome value and ease of attendance. With several decades of IFA convention experience behind me, this year’s programming and flow was one of the best I have ever experienced. As always I enjoyed catching up with friends I don’t see often enough and meeting new clients – even if it had to be in Vegas. I attended committee meetings, the IFA Board meeting, and did the usual stuff we all do to contribute to the Association.

I spoke at the prayer breakfast again this year. Attending the prayer breakfast is always a positive experience, even if it starts before dawn. If you’ve never attended an IFA prayer breakfast, you should plan on coming next year. Besides the camaraderie, it’s the best networking event at any IFA convention. You might also be surprised that everyone who attends receives a dollar! (You’ll have to attend to learn why.)

Marla Rosner, MSA’s Senior Learning and Development Consultant and the head of our manuals and training practice, facilitated two Thought Leadership Roundtables on Building Consistent Culture in Franchise Systems.

I led a panel on franchise system culture, creating a positive franchise relationship, and avoiding litigation. Don Fox, the ex-CEO of Firehouse Subs and the person who led them to a $1B offering – with zero litigation – provided his guidance on communication and leadership. Brett Lowell, a Partner at DLA Piper, discussed the purpose of the franchise agreement, its limitations as a management tool, and his perspective on avoiding litigation. As the moderator I guided the discussion through the five essentials of franchising – Consistent, Sustainable, Replication, Communication and Culture℠ – and provided examples from brands people recognize and that we work with.

The IFA also trusted me as a Board Member to sherpa about forty members at the Dine Around. Great dinner with some very nice folks, and learned quite a bit.

We are looking forward to next year’s IFA convention – again in Vegas!

Michael Seid
Managing Director, MSA Worldwide