For six decades, Leonard Swartz, CFE, has been a pillar of the franchising world.
As a longtime member of the International Franchise Association (IFA), Swartz has witnessed the industry evolve into to a global force. In this exclusive interview, IFA’s marketing team sits down with Swartz to discuss his extensive career, the transformations in franchising, and his unwavering commitment to the IFA.
Q: Leonard, can you start by telling us a bit about your journey in franchising?
A: Absolutely. I’ve been involved with the IFA for 60 years, starting in 1964. My introduction to franchising came through my uncle, Bill Rosenberg, who founded Dunkin’ and the IFA. I started working at Dunkin’ when I was 13 or 14 years old. Later, I went to university in Boston, became a CPA, and joined Dunkin’ in 1964. My cousin Bob was president at the time, and I came on as a controller and financial officer. One of my first jobs was dealing with some financial challenges, and I remember calling IFA members asking for donations.
Q: After leaving Dunkin’ in 1970, where did your career take you?
A: For the next 40 years, I focused on turning around troubled franchise companies. I helped revive several businesses, including Pip Printing and a division of ITT Corporation. At Pip Printing, where I was Executive VP, they were having problems in England and Canada so I spent a year flying back and forth between the UK and Canada, as well as California where my youngest daughter was still in school. I became active in the British Franchise Association and the Canadian Franchise Association as well.
Another notable experience was working with ITT Corporation, which had a struggling employment agency. I convinced the board to sell it to OlstenTemporary Services, which helped ITT’s overall position. Later, I worked with Sheraton Hotels addressing franchisee concerns and was involved when they acquired the Luxury Collection. My work took me all over the world evaluating hotels for acquisition.
I was then asked to join the world’s largest consulting and accounting firm as worldwide manager of franchise services — again traveling the world while advising our offices and clients, and of course, always promoting the IFA. I was a member of the IFA Budget and Finance Committee, International Committee, and many other committees. During this time, for 10 years I was the only non-legal member of the North American Security Administrators Association (NASAA) Advisory group that oversaw franchising. I was an associate member of the American Bar Association (ABA) and put on seminars for the legal profession.
Q: You’ve attended IFA Conventions for 60 years. What was your first one like?
A: My first IFA convention was in 1964, and it was nothing like today’s events. It was much smaller — no cameras, no big productions. That year, I met Phil Zeidman, one of the smartest franchise lawyers I’ve ever known. Over the years, I attended many conventions, though my heavy travel schedule sometimes kept me away. Still, I always represented the IFA, even internationally, and helped promote its mission.
Q: What are some of your most memorable moments with the IFA?
A: One of my proudest moments was receiving the William Rosenberg Foundation Leadership Award. It was a great honor. Another big moment was being part of the initial Franchise Foundation Board, which for tax reasons at that time I left the board to help the new Certified Franchise Executive (CFE) programs as the first financial officer. The CFE program started with just a few participants and now seeing hundreds of graduates each year is incredible.
Q: How has the IFA changed over the years?
A: It has changed dramatically. In the beginning, franchisees weren’t allowed in, and suppliers weren’t involved either. Now, the IFA includes franchisors, franchisees, and suppliers, which makes it much stronger. The way franchising operates has also changed — there’s more transparency, education, and structure than ever before.
Q: What does franchising mean to you?
A: Franchising is in my heart, and I really believe in it. It’s a business model that, when done right, creates incredible opportunities. Franchisors need to be honest and have a solid business before franchising. Likewise, franchisees should do their homework, get good advisors, and fully understand what they’re committing to. If both sides are on the same page, franchising can be a tremendous success.
Q: With the IFA undergoing a rebrand this year, what are your thoughts on its direction?
A: Change is necessary, and I think the IFA is heading in the right direction. I’ve helped start franchise associations all over the world, from the Philippines to Singapore, China to South Africa, and I’ve seen how much franchising has grown globally. The IFA’s new direction will help it continue to evolve. If my uncle Bill could see it now, he’d be amazed.
Q: What advice would you give to new IFA members?
A: Get involved! Franchising is about relationships, and the IFA offers fantastic networking and learning opportunities. Go to events, connect with experienced members, and take advantage of programs like the CFE. The more you put into the IFA, the more you’ll get out of it. It’s a community that truly supports its members.
Q: Any final thoughts on your 60-year journey in franchising?
A: It’s been an incredible journey. Franchising has allowed me to travel the world, meet great people, and be part of something bigger than myself. The IFA has been a huge part of my life, and I’m grateful for everything it has given me. I’m excited to see where franchising goes next and how the next generation will continue to build on it.
Leonard Swartz’s career is a testament to the power of franchising. He is currently a senior advisor with iFranchise Group, working with Mark Siebert and Dave Hood for over 20 years, and continues to be involved in franchising all over the country. Swartz is still an associate member of the ABA. His dedication, experience, and insights have shaped the industry in profound ways, and his legacy continues to inspire franchise professionals worldwide.