In an exclusive interview with CanadianSME Small Business Magazine, Scott English, Global Director at CEMG and the driving force behind Elite Franchise Canada, shares how his global experience, industry insight, and passion for storytelling are helping shape a stronger, more connected franchise ecosystem in Canada.
Interview By Maheen Bari
Scott is an award-winning entrepreneur, investor, and speaker with over 20 years of experience in the entrepreneurial media and franchise industries. He has founded and co-founded multiple national media companies, spanning both traditional and digital publishing, as well as large-scale conferences, awards programs, and exhibitions.
He has trained thousands of executives across various industries and continues to advise fast-growth start-ups through strategic consultancy. Scott currently serves as Global Director at CEMG, the publishing and events group behind Elite Business, Elite Business Live, and Elite Franchise. Under his leadership, the group is expanding its global presence, with Elite Franchise reaching new international markets.
In this role, he drives brand growth, content strategy, and digital marketing initiatives focused on empowering SMEs. A recognised and respected figure in entrepreneurial circles, Scott is also a host, keynote speaker, and contributor to leading industry platforms.
From the UK to Canada: What inspired you to launch Elite Franchise Canada, and how did your experience with Elite Business and the EF100 in the UK shape your approach to building a new platform for Canadian franchisors?
When I first came to Canada I saw a thriving franchise landscape. However, it was one that lacked a national platform truly celebrating both established and emerging brands. Having spent years building Elite Franchise and the EF100 in the UK, I’d seen firsthand how powerful it can be when franchisors are recognized for innovation, growth, and impact. Not just revenue.
With that in mind launching Elite Franchise Canada was about creating that same sense of community and prestige. My UK experience taught me the importance of consistency, credibility, and storytelling. Or, to put it another way, helping brands tell their journey rather than simply their numbers. Canada has an incredible spirit of entrepreneurship, and I wanted to build something that connected franchisors, inspired new founders, and ultimately elevated the standards of the entire industry.
Reflecting on the inaugural year of the EF100 Awards in Canada, what were some of the most significant challenges you faced, and can you share a breakthrough moment that defined your journey?
For me, the biggest challenge was awareness. Launching a new awards program in a new country, even with a proven concept, requires trust. Franchisors needed to know that EF100 Canada wasn’t just another awards event, but a long-term platform committed to transparency and excellence.
The breakthrough moment came when we started receiving feedback from franchisors saying how proud they were to be recognized on a national stage. Seeing respected brands (some with decades in business) standing alongside up-and-coming franchise systems reaffirmed that we were building something meaningful.
Yet it wasn’t just the awards night itself, it was also the stories that came out of it, such as founders feeling seen, franchisees being inspired, and the community coming together in a way that truly celebrated what franchising in Canada stands for.
You’ve mentioned the importance of community and connection in franchising. How did your first experiences in the Canadian franchise sector differ from your established network in the UK, and what lessons did you learn about building trust and relationships in a new market?
In the UK, we had years of relationships built through trust and collaboration, meaning people knew who we were and what we stood for. In Canada, I had to start from scratch. What struck me the most though was how welcoming and open the Canadian franchise community is and also how much value they place on authenticity.
Building trust here has meant showing up consistently, listening before speaking, supporting others’ initiatives, and focusing on how we can add real value rather than replicate what we have done in the UK. I quickly learned that franchising, no matter the country, is built on relationships. It’s about celebrating people, not just performance.
That experience has reinforced my belief that community must always come before competition. Once people understand your mission is to lift the industry as a whole, the partnerships, conversations, and trust naturally follow.
With the EF100 National Awards program expanding and new categories like ‘Highest New Entry of the Year’ and ‘Rising Star of the Year’ being introduced, what excites you most about the future of franchising in Canada, and how do you see EF100’s role evolving to support both legacy brands and emerging stars?
What excites me most is the pace of innovation and the sheer diversity of new brands entering the Canadian market. We’re seeing younger founders reimagining franchising, building people-first cultures, integrating sustainability, and leveraging technology to create more connected franchise networks.
With EF100 Canada, our goal is to evolve with the industry. Adding new categories allows us to recognize not only established brands but also those breaking new ground. It’s about balance and celebrating legacy, while spotlighting the next generation of leaders.
Ultimately, I see EF100 not only becoming the benchmark for franchise excellence in Canada, but also a hub for connection, mentorship, and learning. If we can inspire even a handful of franchisors each year to think bigger and elevate their standards, then we’ve done our job.
As a final thought, what advice would you offer to Canadian franchisors and founders who are looking to elevate their brand visibility and make a lasting impact in the national franchise landscape?
I’d say—start with your story. Too many brands focus on growth metrics, but what truly connects with people is purpose. Why did you start? What impact are you making on your franchisees, your customers, and your community?
Visibility comes when you align authenticity with consistency. Invest in your brand narrative, engage with the wider franchise community, and take part in initiatives that elevate the industry as a whole; not just your own success.
And most importantly, stay adaptable. Franchising is evolving faster than ever, and those who listen, learn, and lead with integrity will be the ones who build lasting legacies. Canada’s franchise landscape is still writing its story and every founder has the chance to shape the next chapter.
Disclaimer:
The views and opinions expressed in this interview are those of the guest and do not necessarily reflect the official policy or position of CanadianSME Small Business Magazine. This content is provided for informational purposes only and should not be considered business advice.
