When Rachel Southard first started working at a fitness franchise daycare at just 15 years old, she didn’t know that franchising would become her lifelong calling. But today—as CEO of ecomaids and Head of Brand Operations at Happinest Brands—she’s not only shaping the future of multi-brand platforms but redefining what it means to lead with empathy and authenticity.
Growing Up in Franchising
Rachel is one of the rare executives who truly “grew up” in franchising. Her first role was at Lady of America, a women’s fitness franchise, where she worked through college for a multi-unit owner. After graduating with a degree in kinesiology, Rachel found her second passion—technology—and joined a fitness software company that was later acquired by Anytime Fitness.
That acquisition marked her transition from franchisee support to the franchisor side, where she discovered her calling: coaching franchise owners to achieve measurable, sustainable success.
“It’s so rewarding to be part of those lightbulb moments,” Rachel shares. “When a franchisee learns how to track KPIs or finally hits their profit goals, you can see the confidence shift.”
Building Systems and Scaling Brands
Today, Rachel oversees multiple brands within the Happinest portfolio, including ecomaids, where she serves as CEO. Her approach centers on alignment, collaboration, and systemization across all brands while maintaining space for individuality.
“Our motto is everything the same, different for a reason,” she explains. “The goal is consistency where it matters—but flexibility when it makes sense.”
This philosophy echoes throughout her leadership style: find what works, replicate success, but leave room for innovation and context. For example, ecomaids differs from outdoor service brands in that it “crosses the threshold” into customers’ homes—a distinction that changes everything from marketing to staffing to customer care.
Empathy as a Leadership Superpower
Rachel attributes much of her leadership success to empathy—a skill she’s honed not just in business but at home.
“My husband is an empathy expert,” she laughs. “He’s taught me how to lead with curiosity instead of assumption.”
That mindset allows Rachel to build genuine connections with her teams, franchisees, and brand leaders.
“If you’re not leading with empathy, you’re not really leading,” she says. “Everyone comes from different experiences. The job of a leader is to understand how they got where they are.”
Her approach has also made her a pioneer in remote leadership—something she practiced long before the pandemic. Working from Texas while managing teams based in Minneapolis forced her to adopt digital tools like Slack and Teams early on, creating systems for communication and accountability that remain part of her leadership framework today.
Redefining Success and Overcoming Imposter Syndrome
As a woman in executive leadership, Rachel understands the quiet pressure many women feel to “have it all figured out.”
“There’s no silver bullet,” she insists. “No one has it figured out. We’re all learning and adapting every day.”
She believes comparison is the root of imposter syndrome—and the enemy of progress.
“You can’t compare a 40-unit franchise system to a 4,000-unit one. They’re just different journeys,” she says. “And that’s okay.”
Profitability Starts with People
For Rachel, relationships and results are inseparable.
“I don’t have profitability as a franchisor if my franchisees don’t,” she explains. “If I don’t focus on unit-level profitability first, there is no revenue for the platform.”
Her philosophy is simple: strong relationships fuel strong returns. Franchise business coaches at ecomaids work closely with owners to understand their P&Ls, set benchmarks, and tie every operational improvement back to the bottom line.
The Future of Franchising
Looking ahead, Rachel predicts continued private equity investment—but with necessary consolidation among platform companies.
“Those who focus on doing what’s best for franchisees will win,” she says. “Those chasing rapid growth without profitability will eventually crumble.”
Her advice for emerging franchisors is timeless: focus on relationships, lead with empathy, and never stop learning.
Final Thoughts
Rachel Southard’s journey from a teenage fitness employee to an award-winning CEO is proof that great leaders aren’t defined by how much they know—but by their willingness to keep growing. Her story is a call to every franchise professional to stay curious, stay adaptable, and stay connected.