With sustained decline around traditional corporate paths and a surge in wellness-oriented entrepreneurship, Gen Z is reshaping franchise growth dynamics. Jordan Levine, COO of Stretch Zone—the largest practitioner-assisted stretching franchise—offers an inside look at how the brand is tapping into Gen Z’s values, and what this means for the future of franchising.
- Gen Z is increasingly turning away from corporate ladders in favor of franchise ownership. What do you think is fueling this shift?
- Gen Z grew up watching the corporate playbook change. They saw their parents and older peers work long hours, sacrifice personal time, and still face layoffs or career stalls that were out of their control. They’re not interested in spending decades proving themselves before they can have a real say in their careers. They want ownership and control from the start—and franchising offers that without forcing them to build everything from scratch.
- In our case, Stretch Zone provides a proven framework with the flexibility for them to run the business in a way that feels authentic to them. They can lean on our training, marketing, and operational systems but still shape their own schedule, culture, and community presence. That combination of independence and support is very appealing to this generation.
- What aspects of the Stretch Zone model particularly resonate with younger entrepreneurs?
- Three core elements stand out. First, our entry point is accessible—not just in terms of financial investment but also operational complexity. You don’t need 20 years of management experience to understand our model or run it successfully. Second, we’re rooted in health and wellness, which is a major priority for Gen Z, both personally and professionally. They want to make a living while making a difference, and helping people move and feel better is something they can get behind wholeheartedly.
- The third piece is our robust support system. From the moment a franchisee signs on, we guide them step-by-step—site selection, build-out, hiring, training, marketing campaigns, community outreach. That level of support means younger owners can focus their energy on growth and leadership rather than figuring out every operational detail on their own.
- The idea that Gen Z wants to “own the ladder,” not climb it—how is that manifesting among your franchisees?
- We have franchisees in their 20s and early 30s who skipped the traditional career ladder entirely. They didn’t spend years moving up from entry-level to management. Instead, they stepped directly into ownership. These owners are hiring and leading teams, building community relationships, and in some cases, planning multi-unit expansion within a few years of opening their first location.
- It’s a mindset shift. They’re not looking for incremental promotions—they’re looking for exponential impact. They take ownership of every aspect of their business because it’s theirs, and that sense of pride and responsibility shows up in their results.
- How has Stretch Zone adapted its recruitment, training, and operational systems to better support this new wave of franchisees?
- We’ve reimagined our onboarding to match the way Gen Z consumes information—short, interactive, and mobile-friendly. That means a lot more video-based learning, self-paced modules, and easy access to resources from anywhere. We’ve also built a mentorship component into our system, pairing new owners with experienced franchisees so they can get real-world advice and avoid common pitfalls.
- Another big change is fostering more peer-to-peer collaboration. Gen Z thrives in communities where ideas and experiences are shared openly. We’ve created more opportunities—both in-person and virtual—for franchisees to connect, share best practices, and learn from one another. This collaborative network has become a key driver of success for many of our younger owners.
- Is this pattern of younger franchise ownership a long-term trend in your view?
- The combination of the gig economy, remote work culture, and a values-driven approach to careers has created a perfect storm for younger entrepreneurs to see franchising as a viable—and attractive—option. They can have the stability of a proven system and the freedom to run their business on their own terms.
- I think we’ll continue to see Gen Z gravitating toward industries that align with their personal values—like wellness, fitness, and personal care—because they want their work to feel meaningful. That alignment is what turns ownership from just a job into a passion.
- What advice would you give fellow franchise brands looking to attract Gen Z operators?
- Be transparent and authentic in everything you do. Gen Z will research your leadership team, your culture, your mission, and your reputation before they ever sign on. They’re looking for more than financial potential—they want to believe in the brand they’re building.
- You also need to speak their language in terms of technology and accessibility. That means using modern communication tools, providing training in flexible formats, and creating ways for them to plug into a like-minded community. If they see that you’re invested in their success and share their values, they’ll bring incredible energy and dedication to your system.