Franczyza Expo 2026 in Warsaw (January 27–29) demonstrated growing interest in franchising, as well as greater caution among those considering entering this business model. Increasingly, decisions are not made on impulse, but following careful analysis of data, conversations, and comparisons of multiple options. Against this backdrop, Xtreme Brands’ participation in the conference segment of the expo was significant – it offered an opportunity to discuss franchising from an operational perspective rather than as a sales pitch.
Franczyza Expo – The Event and Its Significance
The International Franchise Expo – Franczyza Expo was held in Warsaw for the ninth time. Alongside the exhibition floor, the conference programme plays an important role in structuring knowledge about the market and facilitating discussions about what running a franchise business looks like over the longer term.
This is important because as franchising grows in popularity, so does the need for scrutiny. Those interested in the model want specifics: what the preparation for launch involves, what obligations fall on the network and the partner, and what standards, support, and know-how actually mean in practice.
A Panel with Two Perspectives
On the second day of the expo, a key item on the agenda was a panel dedicated to entrepreneurs growing their businesses through franchising. What set it apart was that it brought together two perspectives: franchisors and franchisees.
The franchisor side was represented by Filip Puchalski from Xtreme Brands and Paweł Marynowski from the ZapieCKanki brand. On the franchisee side, Dariusz Szlachcikowski and Michał Wiśniewski – both of whom have chosen to grow their businesses within franchise networks – took part in the discussion. Dariusz Szlachcikowski is also a franchisee of Xtreme Fitness Gyms, which grounded the conversation in the lived experience of operating within a specific network.
This setup turned into a discussion about decision-making and its consequences. Rather than general statements, the conversation focused on real questions about risk, operational readiness, partner selection, and network-level standards.
Why Entrepreneurs Choose Franchising Over Starting from Scratch
A recurring theme in the discussion was that franchising in Poland has matured as a form of entrepreneurship. Until recently, it was associated primarily with food service; today it spans many sectors, from services and retail to education and fitness. Attitudes have also shifted. Franchising is increasingly seen not as an easier path to running a business, but as a model designed to reduce risk through established processes, support structures, and proven solutions.
For many, a long-term perspective also matters: franchising is sometimes viewed as a way to build a stable business, and in some cases, to build lasting wealth, when the model allows for scaling and opening additional locations. In this context, what counts is not just the numbers in the offer document, but whether the system works in practice and whether partners have the conditions to replicate results across multiple sites.
What Matters Most When Choosing a Franchise Network
The panel clearly showed that while the list of criteria for choosing a franchise is long, the most critical factors are those that affect the day-to-day operations and investment security.
Firstly: a transparent agreement and clear terms of cooperation. For investors, it is increasingly important that the conditions are straightforward and that the obligations of both parties are clearly defined, leaving no room for ambiguity.
Secondly: training, onboarding, and genuine operational support after opening. In practice, these determine whether a franchisee can implement standards, manage a team, maintain quality, and respond effectively to challenge.
Thirdly: support in selecting a location and preparing the investment. This is particularly important in sectors where footfall and location are decisive – such as fitness. The right location can have a greater impact on performance than any marketing activity.
Fourthly: brand strength and marketing, understood in practical terms. What matters is not brand recognition alone, but whether the brand actively supports customer acquisition and retention, and whether marketing efforts are consistent and adapted to local conditions.
Fifthly: For many entrepreneurs, a key consideration is whether the system supports growth through additional locations – in other words, whether the processes, standards, and support are built with a multi-site model in mind.
Underlying the discussion were also questions around territorial exclusivity, supply chain stability, and access to operational tools – but the overall conclusion was consistent: investors want to assess whether a network functions as a system, not merely as a set of promises.
The Xtreme Brands Perspective – Know-How and Responsibility for Partner Preparation
Filip Puchalski’s contributions to the panel placed particular emphasis on the franchisor’s role in preparing franchisees to run their businesses. This goes beyond the transfer of standards – it includes work across network development, real estate, operations, and ongoing partner support. The aim is to ensure that the know-how remains current and that the processes are specific enough to be implemented across different locations and conditions.
Xtreme Brands’ presence at Franczyza Expo 2026 was part of a long-term commitment to building a franchise market grounded in knowledge and accountability. Panels of this kind are valuable when they help prospective partners make more informed decisions and provide a clear picture of what running a business looks like after the contract is signed. A good franchise begins earlier than the operational launch date – at the stage of evaluating the model, the terms of cooperation, and the readiness of both parties to work together.
