the hive IRL: Franchise Business Network Crawl Recap
Building the hive, one bee at a time.
The Hive had the Franchise Business Network (FBN) of Southeast Michigan buzzing.
After a brief summer pause in our Hive Experience series to highlight our incredible intern Ava (read about her journey here), we’re returning with a new hive element: The Hive IRL.
Just like beehives are thriving in the wild, we have brands in our community that are also thriving. They create an environment that supports, nurtures, and grows the community around them.
To kick things back off, we’re taking a look at a real-world example of The Hive Experience—or in other words different hives “IRL.”
A Hive in the Making: The Franchise Business Network of SE Michigan
REGROUP recently had the opportunity to support the relaunch of the Franchise Business Network (FBN) of Southeast Michigan, a local chapter of the International Franchise Association (IFA). Still small, the group is buzzing with energy as they work to build stronger connections and raise awareness for the franchise business model.
The FBN is a volunteer-driven community of franchise professionals—Zors (franchisors), Zees (franchisees), and suppliers—representing some of Michigan’s most successful franchise brands. REGROUP has proudly been part of this community for many years, and we were thrilled to see the group reignite its presence and purpose.
This summer, the FBN team launched a now-annual tradition: the Franchise Summer Crawl—a one-of-a-kind event where members travel from one franchise brand to another, learning what makes each business model unique while connecting with others in the industry. It’s a day of learning, networking, and fun. Together.
Here’s a quick recap of this year’s crawl:
Related hive blogs
Chapter 1: Introducing the Hive Experience
Chapter 2: Vision Rules the Hive
Stop #1: Goldfish Swim School – A Model of Consistency
We kicked things off at Goldfish Swim School, one of the most successful franchise brands in Michigan. With over 135 locations nationwide, Goldfish proudly holds the record of never having closed a school. Clearly they know what they’re doing. Unsurprisingly their brand experience is extremely admirable.
We toured the Ann Arbor location with Richard Simtob, a multi-unit franchisee and seasoned industry leader, who shared the origin story of the brand, his personal journey, and the values that make Goldfish thrive.
We walked away with a deeper understanding of what it takes to build a sustainable, high-performing franchise—and a swag bag filled with Goldfish goodies
Stop #2: Milkshake Factory – Emerging with Efficiency
Next, we stopped at the Milkshake Factory, a legacy brand from Pennsylvania now entering the franchise space. Ann Arbor was chosen as one of their flagship locations, and we were invited inside to learn more—and sample their amazing menu.
President Dan Reese walked us through their efficient production model, which starts every flavor from the same base ice cream. This allows them to serve long lines quickly and maintain consistent quality.
We were also impressed by their creative community partnerships. By working with local schools on fundraisers, they’ve built awareness and goodwill—proving that small gestures can yield big lifetime customer value. It’s a true win-win that blends smart
Stop #3: Women’s Franchise Network Happy Hour at REGROUP
To close the day, we hosted the Women’s Franchise Network Happy Hour at REGROUP HQ, featuring our very own Janet Muhleman.
Janet shared her incredible 50-year journey in franchising and advertising—from being the only woman on a board to navigating the decision to sell a business. Her story was honest, inspiring, and a reminder of how the franchise world can shape lives in profound ways.
We ended the evening with cake in celebration of the 34th anniversary of VetFran, an organization dedicated to helping veterans transition into franchise ownership. It was a sweet way to cap off the day and shine a light on another vital part of the franchise ecosystem.
Building the Hive, One Bee at a Time
This is how you build community. You provide value. You bring people together around a shared purpose. And you use the strength of the network to create something bigger than any single player.
The Franchise Business Network of SE Michigan is just getting started—but if this crawl is any indication, their trail of honey is sure to grow.
We’ll be back with more Hive Experience blogs soon. Until then, keep buzzing.
Are you ready to REGROUP?
REGROUP is a full-service, independent brand transformation agency. We help complex organizations gain alignment under one unified marketing strategy through our brand and performance solutions.
Andre Mello is the VP of Engagement and Growth at REGROUP. With over 25 years of marketing experience in the franchise and financial services sectors, Andre is passionate about creating thriving hives. Reach out to him directly.
Related hive blogs
Chapter 1: Introducing the Hive Experience
Chapter 2: Vision Rules the Hive
Chapter 3: Why Employees Are the Lifeblood of Brand Experience
Chapter 4: Worker Bees Continued — The Customer
Chapter 5: Scout and Forager Bees—Finders of Truth
