Franchisor Development Editor
Dana Whitfield
Franchise development advisor focused on FDDs, fee design, and territory strategy.
Dana Whitfield edits WellnessFranchiseHQ's franchisor coverage, from registering a Franchise Disclosure Document to structuring royalties and carving territories that hold up as a brand scales.
Her guides translate the mechanics of franchising a wellness concept — Item 19 financial performance representations, development schedules, and franchisee support obligations — into decisions an emerging franchisor can actually make.
Editor for Franchising Your Wellness Business.
Guides by Dana Whitfield
Franchise Agreement Key Terms to Negotiate
A practical guide to franchise agreement terms for wellness brands: fees, territory, term, default, transfer, and covenants that shape the relationship.
Franchise Operations Manual: What to Include
A franchisor guide to building a wellness operations manual: structure, brand standards, reporting, and how to keep it current as the system scales.
Franchise Royalty Management Software: What to Look For
How wellness franchisors evaluate royalty management software: billing automation, P&L collection, audit trails, and integration with POS and accounting.
Franchise Royalty Structure: How to Design Fees That Scale
A franchisor guide to royalty models, marketing fund design, and margin-based alternatives for wellness franchise systems.
Franchise Territory Rights: Defining Markets
A franchisor guide to exclusive territories, overlap risk, site approval, and FDD Item 12 language for wellness franchise systems.
How to Franchise a Wellness Business: Step-by-Step
A practical roadmap for wellness operators who want to turn a gym, recovery studio, med-spa, or similar concept into a franchise system.
How to Recruit Franchisees for a Wellness Franchise
A franchisor playbook for franchisee recruitment: candidate profiles, lead channels, discovery process, and matching sales pace to ops capacity.
FDD Item 19: Financial Performance Representations
A franchisor guide to FDD Item 19: when you can disclose earnings data, structure representations, and keep updates accurate with clean P&L collection.
What Does a Franchisor Do? Roles and Responsibilities
A clear breakdown of franchisor duties: compliance, franchisee support, field operations, marketing, and finance for wellness franchise systems.
What Is a Franchise Disclosure Document (FDD)?
A franchisor-focused guide to the Franchise Disclosure Document: what it contains, how the FTC regulates it, and why every wellness franchise sale starts here.