Franchise organizations are investing heavily in AI, automation and increasingly sophisticated marketing technology. But are those investments actually making their businesses better?

That's the question at the heart of this week's Franchise Today, featuring Gabriella Ferrara, Vice President of Strategy and Franchise at Scorpion.

Gabriella's unconventional journey began at PwC, working with blockchain and cryptocurrency before discovering an underserved segment of the franchise industry. Through networking, mentorship and relationship-building, she found her place in franchising and eventually joined Scorpion.

Her experience reinforced an important lesson: Technology may enable growth, but relationships remain essential.

Gabriella discusses why franchisors must decide whether they're human-led with technology supporting the experience, or technology-forward with people providing the essential human connection.

She also explores Scorpion's franchise marketing playbook, developed with the IFA, including consumer behavior, speed to lead and the importance of franchisors helping their franchisees generate more business and profit—not just sell more franchises.

The conversation examines the evolution from traditional SEO to search everywhere optimization, as AI changes how consumers discover, evaluate and engage with brands.

And perhaps most importantly, Gabriella explains why marketing, operations, sales and technology can no longer function in separate silos. Without shared information, clear accountability and coordinated execution, even the most advanced tools can fall short.

It's a conversation about using technology with purpose, strengthening relationships and creating smarter, more sustainable franchise growth.

Scorpion's Gabriella Ferrara, this week on Franchise Today.

Ricky Kalmon on Rescripting the Beliefs That Limit Success

What if some of the things holding you back aren't actually true? They're simply beliefs you've repeated so often that you've accepted them as facts.

That's the fascinating territory Ricky Kalmon explores as he returns to Franchise Today. Ricky's journey began at age ten, performing magic for paying audiences. Over the decades, his career evolved through entertainment, hypnosis and mindset coaching, eventually bringing him into the worlds of professional sports, corporate leadership and franchising.

His clients have included major hospitality brands such as Marriott, IHG and Choice Hotels. But Ricky isn't interested in delivering another motivational speech that leaves everyone feeling terrific until Monday morning.

He believes real transformation begins when people recognize the mental barriers they've created for themselves—and learn how to challenge them.

In this conversation with Stan Friedman, Ricky explains how visualization, guided imagery, breathing techniques and other practical tools can help individuals rethink limiting beliefs and develop more productive habits.

The discussion also explores why successful franchisees need more than standardized leadership programs, how mindset development has gained importance since COVID, and why even highly analytical executives and Type A's, can benefit from questioning their assumptions.

Ricky also shares how he's making his methods more accessible through books, a mobile app and AI-powered coaching.

And, perhaps his most practical observation? Meaningful personal development doesn't necessarily require hours of your day. As little as ten to fifteen minutes of consistent practice will make a difference.

Because sometimes the biggest obstacle between where you are and where you want to be is the story you've been telling yourself.

Ricky Kalmon returns to Franchise Today.

How Tim Vogel Created an Entirely New Franchise Category

What if an entire industry has been solving the wrong problem? That's the question Tim Vogel eventually asked after spending nearly a decade in the pet grooming business.

Traditional grooming helps dogs look better. Tim believed though, that there was an even greater opportunity to help them feel better and live longer, healthier lives.

That insight became Scenthound—a franchise built around routine canine hygiene and wellness, rather than cosmetic grooming alone.

Today, Scenthound has grown from five company-owned locations to more than 170 operating franchise locations, with approximately 200 more in development, and 70 additional locations scheduled to open in 2027.

This week on Franchise Today, Tim joins Stan Friedman to discuss the entrepreneurial journey that transformed one insight into an entirely new franchise category.

The conversation explores why undercapitalization remains one of franchising's greatest risks, why Tim intentionally invested in infrastructure years before he needed it, and why coachability consistently outweighs industry experience when selecting franchisees.

Tim also shares his vision for AI, not as a replacement for people, but as a tool that may help identify health issues earlier, improve outcomes for pets and create an even stronger customer experience.

This isn't simply a conversation about pet care. It's more about challenging assumptions, building systems that scale and discovering opportunities hiding in plain sight.

Tim Vogel, Co-Founder and CEO of Scenthound, this week on Franchise Today.