In this exclusive CanadianSME Small Business Magazine interview, Andrea Mackey, Co‑Founder, CEO and President of Wise Cracks, Anita Elliott, President and CEO of JDI Cleaning Services and SparkleTeam, and Erin Vaughan, Founder, President and CEO of Kinetic Auto Service, share how franchising can be a powerful pathway for women to lead in traditionally male‑dominated trades. Drawing on journeys that started in family cleaning businesses, concrete repair, and automotive service bays, they explain how proven systems, inclusive cultures, and supportive franchise networks help women owners build credible, scalable companies — and offer practical advice on choosing the right concept, finding mentors, and turning a strong “why” into a sustainable business that opens doors for the next generation.
You co‑founded Wise Cracks over 30 years ago and have grown it into a respected franchise network—what first drew you into franchising, and how has this model helped you create opportunities for other owners in a trade that’s often seen as “for men”?
Andrea Mackey – Franchising really appealed to us from the beginning because it’s about more than just growing a business—it’s about helping other people build something of their own with support behind them. When we started Wise Cracks 35 years ago, we saw a real opportunity not only in the trade itself, but also in raising the standard. At the time, there were a lot of “fly-by-night” companies, and we felt strongly that we could do better—by being professional, reliable, and truly standing behind our work.
The model has allowed us to open doors for people who might not have otherwise considered this kind of work—especially women. Trades like ours have traditionally been seen as male-dominated, but what we’ve found is that success in this business is about attention to detail, customer service, and strong systems—skills that aren’t tied to gender.
By franchising, we’ve been able to provide training, structure, and ongoing support that give owners the confidence to enter the industry and thrive. It’s been incredibly rewarding to watch franchisees—sometimes women—build successful businesses, support their families, and help shift perceptions about who belongs in the trades.
You went from cleaning buildings with your parents to leading one of North America’s fastest‑growing commercial cleaning franchise organizations—how did those early hands‑on experiences shape the way you now support and develop franchisees, especially women and newcomers to entrepreneurship?
Anita Elliott – My earliest experience in this business was very hands-on, I was cleaning buildings alongside my parents, often after school and on weekends. At the time, it didn’t feel like the foundation of a future career, but it gave me something incredibly valuable: a deep respect for the work and the people doing it.
What’s come full circle is that many of the franchisees we bring into our system today are doing that same thing for their own families. They’re building a business while their kids are in school, or working alongside them—just like I did with my parents. At the same time, we have franchisees who are scaling into large, multi-site operations and building significant businesses, as well as others stepping into entrepreneurship for the very first time.
Because of that, I lead with a lot of empathy and practicality. I understand what it actually takes in the field, and we continue to build our support systems around helping people succeed in real life, not just on paper.
For women especially, I’m very aware that confidence and access to opportunity can sometimes be barriers. So we focus on creating an environment where they feel supported, capable, and part of a community. Many of our most successful franchisees are women who started small and have grown into thriving entrepreneurs, which is incredibly rewarding to see.
Those early experiences keep me grounded. They remind me that our role isn’t just to grow a brand, it’s to create real opportunities for people to build something of their own, often for their families, just like my parents did.
You opened Kinetic Auto Service to create an inclusive, trustworthy shop for people who felt dismissed or taken advantage of elsewhere—how has that mission influenced your approach to growth, and what does it mean to build a franchise brand around psychological safety and respect in the automotive sector?
Erin Vaughan – Many of my clients have expressed how refreshing it is to feel heard while at an automotive repair facility. I have had clients move away and tell us that they wish there was a Kinetic in their new community. This convinced me that the need for transparent, educational automotive service is not unique to Regina; every community can benefit from the experience we provide. Providing our clients with a positive experience when servicing their vehicles is very important, however, the real motivation to grow into a franchise was to create opportunities for women, the LGBTQ2S+ community and anyone else who wants to provide excellent service in this industry. I have seen too many instances where someone who really wants to work in this industry leaves due to a lack of respect, support or even acceptance. What is required is a shift in shop culture, creating inclusive and supportive environments for both clients and staff. The benefits of building this culture are a happier workforce and a client base that trusts in the shop, which, ultimately, translates to a more profitable business for the owner.
Franchising can offer a playbook, brand, and community that many solo entrepreneurs don’t have—what do you see as the biggest ways franchising specifically helps women succeed in male‑dominated industries?
Andrea Mackey – Franchising really helps level the playing field, especially in industries that have traditionally been male-dominated. One of the biggest advantages is that it removes a lot of uncertainty. You’re not starting from scratch—you have a proven system, training, and ongoing support behind you, which builds confidence right from the start.
For many women, that structure and community can make a huge difference. You’re part of a network where you can ask questions, share experiences, and learn from others who’ve already been through it. That sense of support helps take away some of the isolation that can come with going into a non-traditional field.
It also shifts the focus from “fitting into the industry” to simply running a great business. When you have clear systems, branding, and processes in place, success comes down to how well you execute—customer service, organization, and consistency. Those are strengths many women bring naturally, and franchising gives them the framework to really leverage that.
Ultimately, it creates an environment where women can step in with confidence, build something of their own, and succeed based on their abilities—not outdated perceptions of who belongs in the trades.
Anita Elliott – Franchising removes a lot of the barriers that can hold women back from stepping into male-dominated industries. Instead of having to figure everything out alone, you’re stepping into a proven model with systems, support, and a community behind you, and that can significantly accelerate both confidence and success. One of the biggest advantages is that it shifts the focus from “Do I belong here?” to “How do I execute well?”
We also see firsthand that women don’t have to choose between building a business and growing a family. Many of our franchisees are doing both, creating flexible, scalable businesses while still being present for their families. That’s incredibly powerful, because it challenges the idea that entrepreneurship has to come at a personal cost.
The community aspect is just as important. Being part of a network, especially one where you can see other women succeeding, creates a sense of belonging and momentum. It’s powerful to learn from others who have faced similar challenges and to know you’re not navigating it alone. Similarly, being a member of the Canadian Franchise Association (CFA) means our brand is a part of a wider franchising community in Canada, and can benefit from and learn from a network of franchise professionals.
Ultimately, franchising creates a structured pathway into entrepreneurship, one where women can build something meaningful, scalable, and truly their own.
Erin Vaughan – Being one of few women in a male-dominated industry is lonely. There is a lack of diversity in the trades and an attitude of “this is how we’ve always done it.” This environment can be very challenging to navigate and often inspires women and people in the LGBTQ2S+ community to leave the industry instead of creating progressive businesses to fight those norms. Like anything, if you can find a community of like minded individuals, who are working towards a common goal, you will have the opportunity to grow and learn much quicker. Building a business is hard, regardless of the industry, but women in male-dominated industries face unique challenges. Having a guide to get through those challenges, a group of people to lean on and systems designed to promote a culture of inclusivity and support, provides a more straightforward path to success.
For women who are considering entrepreneurship and are curious about franchising but unsure where to start, what practical advice would you offer on choosing the right concept, building confidence in a male‑dominated field, and finding mentors or peers who will be in their corner for the long term?
Andrea Mackey – I would say: go for it. Many of the women I’ve worked with in business are incredibly strong, especially those in male-dominated industries. They often rise to the challenge and become great mentors to others. I’d also encourage women to explore banks, grants, and programs specifically designed to support women entrepreneurs—you never know what resources might be available to help you succeed.
If you’re interested in investing in a franchise and want to find opportunities in your chosen industry, there are lots of resources like LookforaFranchise.ca, Franchise Canada magazine, and the Franchise Canada show that can help you find the perfect business for you. Look for the CFA Member logo to find brands, like Wise Cracks, that have signed on to the CFA’s Code of Ethics and committed to ethical franchising.
Anita Elliott – Don’t let fear hold you back. Take calculated risks, trust your preparation, and seize opportunities when they present themselves. Growth rarely happens inside your comfort zone — but thoughtful, informed risk-taking is often what separates those who consider entrepreneurship from those who truly build something meaningful. You don’t have to have it all figured out to start—and the reality is, very few people actually do. Confidence comes from action. It’s built by taking the next step, asking questions, and learning as you go. In male-dominated industries, I’ve found that preparation and execution speak louder than anything else over time.
Equally important is who you surround yourself with. My mentors played a key role in my growth, they pushed me outside of my comfort zone. Joining local business organizations earlier in my journey and later national associations like the Canadian Franchise Association significantly strengthened my confidence as a leader.
Erin Vaughan – I believe that the starting point should always be knowing why you’re doing what you’re doing. Your “why” will get you through the hard times. Next, find an organization that shares that “why”—if you and the franchise organization don’t share the same vision, the relationship may not be able to withstand those differences. Once you’ve made your decision on the right concept for you, jump in with two feet and just DO IT! We need more female leaders, who can show young girls that women are capable of doing anything they set their minds to doing. I’ve been inspired by so many strong female leaders that lead with purpose and work hard to create a world that they WANT to be in. It’s not easy, but if building, growing, learning, and fixing systems that don’t work is something that a woman is interested in, she should get to work to make the changes she wants to see in the world!
Disclaimer: The views and opinions expressed in this interview are those of the interviewee and do not necessarily reflect the official policy or position of CanadianSME Small Business Magazine. Our platform is dedicated to fostering dialogue and sharing insights that inspire and empower small and medium-sized businesses across Canada.
