In this episode of The Franchised Podcast, Ed Purnell sits down with Imogen Clarke to talk candidly about franchising, franchise development, recruitment, and the culture that underpins successful franchise networks.

Drawing on her experience at Home Instead, Imogen shares why franchising is ultimately about people and relationships, how strong culture becomes a competitive advantage, and why trusting your instincts matters when recruiting franchisees.

The conversation explores common recruitment mistakes, the responsibility of protecting brand integrity, and why negativity and gossip harm the franchising industry as a whole.

Beyond the business, Imogen reflects on personal growth, balancing career and parenting, and how music plays a role in motivation, leadership, and mindset.

This episode is for franchisors, franchise developers, and anyone considering franchising who wants a realistic, thoughtful look at what it takes to build and grow a franchise the right way.

In this episode, we cover:

• Franchise development and recruitment best practice

• The role of culture in successful franchise networks

• Learning from mistakes in franchisee recruitment

• Collaboration vs competition in franchising

• Protecting brand integrity and industry reputation

• Personal growth, parenting, and leadership

• Music as motivation and inspiration

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Jim’s Group added 2,000 franchisees in 6 years, and their recruitment engine wasn’t built on ads…

It was built on content.More specifically:Podcasting.Storytelling.Human connection at scale.In this uncut interview, Joel explains:

• Why a content-first strategy transformed their recruitment
• How podcasting deepened trust with prospects long before a call
• The systems behind their consistent flow of highly aligned franchisees
• The mindset shift that other franchisors overlook
• The power of letting the network tell the story

If you want to understand how modern franchise recruitment actually works, this is essential watching.

In this episode, we’re joined by Phil Mowat, Senior Franchise Consultant at Ashtons - someone who’s spent years guiding brands through the messy, exciting, occasionally painful journey of turning a good business into a great franchise.

Phil’s known for his straight-talking style and his ability to balance the commercial realities of franchising with the human side of supporting real people. And it’s that mix that ends up shaping this conversation from the very first minute.

We start in an unexpected place - Phil’s experiences with colour-blindness - and explore how the things we don’t often talk about can influence the way we make decisions, lead teams and communicate. From there, we move into travel stories, music, personal growth and the quirks that make us who we are.

Then we dig into franchising: why it’s never “just the next step,” why mindset beats method, and what Phil wishes more founders understood before they announce they’re “launching a franchise on Monday.”

We explore the reality that franchising is a second business. One that demands commitment, patience and the willingness to build relationships with clients and franchisees that go deeper than the legal agreement.

It’s a candid, human conversation about the real work behind franchising success and the personal experiences that shape the way leaders show up.

“Franchising is a second business. And it’s bloody hard. You need to be all in on it.”

The Franchised Jukebox - https://open.spotify.com/playlist/6zh6C4lgZCsjgct3phuOfC?si=62c84a26fe1b4f9b