Collaboration between government, funders, skills bodies, business organisations, franchisors and entrepreneurs has been identified as a critical driver of job creation and economic growth in South Africa. This message emerged strongly during the Franchise Association of South Africa (FASA) National Conference & Expo 2026, held at the Birchwood Hotel & OR Tambo Conference Centre in the City of Ekurhuleni on Thursday, 19 February.
Hosted under the theme “Building the South African Economy Through Franchising,” the conference brought together franchisors, franchisees, policymakers, SETAs, financial institutions, SMMEs, aspiring business owners and industry service providers to explore how franchising can expand economic participation and support sustainable enterprise development.
The accompanying FASA Franchise Expo showcased a range of franchise brands and support services, providing prospective investors and entrepreneurs with direct access to business opportunities and practical information about franchise ownership. Exhibitors engaged throughout the day with attendees interested in entering the franchising sector, sharing insights into operational models, funding options and market requirements.
FASA CEO Freddy Makgatho said franchising continues to offer a proven pathway for growing sustainable businesses and widening participation in the economy. He emphasised that coordinated partnerships between stakeholders remain essential to unlocking the sector’s full potential.
According to Makgatho, collaboration between government, financial institutions, SETAs and industry bodies can help ensure that more entrepreneurs — particularly youth, women and township businesses — gain access to franchising opportunities and succeed within the sector.
Delivering the keynote address, City of Ekurhuleni Executive Mayor Alderman Nkosindiphile Xhakaza highlighted the importance of strong public-private partnerships in driving local economic development. He said municipalities play a key role in creating an enabling environment through efficient regulatory systems, infrastructure investment and business support initiatives aimed at helping enterprises grow.
A panel discussion focusing on ecosystem support examined how institutions are working together to strengthen franchising and SMME development. Representatives from the City of Ekurhuleni, SEDFA, Absa Business Banking, Services SETA and FASA discussed funding pathways, skills development programmes and coordinated support mechanisms needed to help entrepreneurs enter and thrive in franchising.
Inclusive growth was another major theme of the conference, with discussions centred on empowering under-represented entrepreneurs through structured franchise opportunities. Panellists highlighted challenges facing new entrants, including access to finance and mentorship, while emphasising the importance of training and partnerships to expand opportunities in township and community-based economies.
The afternoon sessions focused on innovation and future readiness within the franchising sector. Franchise founders shared success stories and growth strategies, while industry experts explored the role of digital transformation and artificial intelligence in improving operational efficiency and competitiveness. Economic insights were also presented to assist businesses in aligning expansion plans with broader market conditions.
FASA acknowledged the support of its sponsors — including the City of Ekurhuleni, Absa, Nedbank, SEDFA, the Wholesale and Retail SETA, and Services SETA — noting that cross-sector cooperation remains central to
