What Franchise Performance does

Franchise Performance Group (FPG), founded in 2002 by Joe Mathews, is a US-based franchise development consulting firm headquartered in Dayton, Ohio, with 11-50 employees. The company serves franchisor brands — enterprise and growth-stage — helping them recruit higher-quality franchisees through four integrated service lines: franchise lead generation, outsourced franchise sales and recruitment, franchise website design and development, and strategy consulting. FPG positions itself as a long-term strategic growth partner rather than a transactional vendor, embedding recruitment processes, recruiter training, and management metrics into client operating models.

The firm's underlying capability is a digital marketing and sales system purpose-built for franchise recruitment. It operates across paid media (Google Ads with display/retargeting/CPC, Bing, Meta, LinkedIn, YouTube, streaming channels like Hulu/Pluto/Tubi), programmatic display with geo-targeting/geo-fencing/geo-framing, SEO, and content production (email, SMS, video, copywriting). Supporting infrastructure includes a proprietary franchisee recruitment process framework, the FPG Academy educational platform, and a strategic data partnership with FRANdata for market intelligence on the US franchise buyer pool.

FPG's revenue model is professional services across all four streams — consulting retainers, lead generation, outsourced franchise sales staffing, and website design projects — with pricing not publicly disclosed and engagements tailored to each franchisor's needs. The go-to-market is sales-led, high-touch, and consultant-driven, targeting executive teams at franchisor brands including Subway, Marco's Pizza, Sport Clips, Great Clips, Arby's, BrightStar Care, College Hunks Hauling Junk, Christian Brothers Automotive, and i9 Sports. The firm has served 150+ brands over 22+ years, with half of clients having entered or remained in the Entrepreneur 500 ranking.

Name

Franchise Performance

Legal name

Franchise Performance Group

Website

https://franchiseperformancegroup.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Franchise Performance Group is a US-based franchise development consulting firm, founded in 2002, that helps franchisors recruit quality franchisees through digital lead generation, outsourced franchise sales, website design, and strategy consulting. It has served more than 150 brands across diverse verticals.

Ownership category

akta.pro rank

Product category

Franchise Consulting Services

NAICS

Advertising Agencies (54181), Advertising, Public Relations, and Related Services (5418), Other Services Related to Advertising (541890)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Affiliate & Partner Marketing (Performance Partnerships) (BPAFACAE)

Keywords

• Franchise lead generation
• Franchise sales consulting
• Franchise development services
• Franchise website design
• Franchise recruitment marketing

Headquarters

HQ city

Dayton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Franchise Consulting Services: Strategy and consulting services for franchisors including process design, sales force management, and organizational growth planning.
2. Lead Generation Services: Franchise digital marketing and lead generation including Google Ads, Meta advertising, LinkedIn advertising, SEO, and content marketing.
3. Outsourced Franchise Sales: Full outsourced franchise development solution providing recruiters, training, coaching, and support for franchisor franchisee recruitment efforts.
4. Website Design & Development: Franchise opportunity website design and development services built to convert leads into franchise buyers.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels10 records

Core offering

Franchise Performance Group provides franchisors with a full-service outsourced franchise development solution combining digital marketing and lead generation, outsourced franchise sales and recruitment, franchise opportunity website design, and strategic consulting. The firm runs targeted advertising campaigns across Google, Bing, Meta, LinkedIn, YouTube, and programmatic platforms to attract qualified franchise candidates and helps franchisors convert those leads into franchise buyers.

Product overview

Franchise Performance Group (FPG) offers an integrated suite of franchise development services centered around four core pillars: franchise lead generation, franchise sales and recruitment, franchise website design, and strategic consulting. The company functions as a full-service outsourced franchise development solution, combining digital marketing agency capabilities with consulting expertise. Their toolkit includes digital advertising across Google, Bing, Facebook, LinkedIn, YouTube, and programmatic platforms; SEO; content marketing; video production; and copywriting. FPG provides both project-based consulting and fully outsourced franchise sales team solutions, with services ranging from process design and sales force management to recruiter training and coaching through their FPG Academy educational platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Franchise Lead Generation Solutions Digital marketing and lead generation services that help franchisors attract qualified franchise candidates through targeted advertising campaigns across Google Ads, Meta (Facebook/Instagram), LinkedIn, Bing, YouTube, and programmatic platforms.
• Franchise Sales and Recruitment Full outsourced franchise sales solutions including franchise sales system implementation, training, support, and recruiter staffing to help franchisors convert leads into franchise buyers.
• Franchise Website Design and Development Custom franchise opportunity website design and development services, creating content-rich websites optimized to convert visitors into franchise candidates.
• Strategy & Consulting Strategic advisory services to help franchisors overcome growth obstacles, improve franchisee-franchisor relationships, and achieve sustainable development.
• FPG Academy Educational content, training modules, and resources for franchisors covering franchise sales best practices, buyer behavior, and development strategies.

Quantifiable outcome

• Half of FPG clients entered or remain in Entrepreneur 500
• +4 more outcomes

Named customers18 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• FRANdatacoreStrategic or Co-development PartnerFRANdata is a franchise research firm providing market intelligence and data that FPG uses to inform franchise development strategies. FPG references FRANdata estimates that only 13,000-20,000 franchise candidates invest annually among approximately 3,800 franchise brands in the US. FRANdata research on franchise market trends and economic indicators is used by FPG in client engagements.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• HigherVisibility: HigherVisibility is a full-service digital marketing agency offering SEO, PPC, web design, and content services with a published franchise marketing practice. It competes with FPG on franchise lead generation at the SMB/mid-market franchisor tier.
• WebFX: WebFX is a large, established digital marketing agency offering SEO, paid media, and web design at scale. Its franchise vertical competes head-to-head with FPG on lead generation and website design for franchisors seeking an enterprise-tier vendor.
• Thrive Internet Marketing Agency: Thrive is a full-service digital marketing agency with a dedicated franchise marketing practice covering SEO, PPC, web design, and social. It overlaps FPG on the franchise development buyer and is a frequent competitor in franchisor RFPs.
• Big Leap Digital: Big Leap Digital is a performance marketing agency offering SEO, PPC, content, and web design. While broader than FPG, it competes for franchise brands' franchise-development marketing budgets and is a recognized performance-marketing competitor.

Direct peers

• Now Media Group: Now Media Group is a digital marketing agency that specializes exclusively in franchise marketing, offering lead generation, website development, and sales coaching to franchisors. Its franchise-only focus and service line map almost one-to-one to FPG's offerings.
• Scorpion: Scorpion is a leading marketing, advertising, and technology provider purpose-built for franchise and small-business brands. It directly overlaps FPG across digital lead generation, website design, and franchise sales/recruitment support, and competes for the same enterprise franchisor RFPs.
• Location3 Media: Location3 Media is a performance marketing agency with a dedicated franchise practice (FranchiseBASE), providing franchise development lead generation, programmatic media, and recruitment marketing. It targets the same buyer (franchisors) with overlapping digital capabilities.

Others

• FranNet: FranNet is a franchise consulting/brokerage firm whose CEO (Jania Bailey) is publicly cited as a client/reference of FPG. It sits in the adjacent franchise development ecosystem, representing franchise-seekers while FPG represents franchisor-side development.
• FranChoice: FranChoice is a franchise consulting and franchise broker network that helps prospective franchisees evaluate brands, while also advising emerging franchisors on development strategy. It is a tangential peer - operating on the franchise development ecosystem with adjacent consulting services to FPG's franchisor clients.

Emerging players

• Hivebrite (franchise marketing vertical): Hivebrite provides community-engagement and marketing software used by franchise systems to recruit and retain franchisees. While more tech-led than FPG, it increasingly competes for the franchise development marketing budget by combining CRM-like workflow with recruitment campaigns.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Franchise Performance