How the IFA is Shaping Franchising Today w/ Matt Haller

What’s really happening behind the scenes at the IFA and why does it matter more than ever right now?

In today’s episode, Matt Haller, President and CEO of the IFA, shares the growing role the IFA plays in protecting, enhancing, and promoting franchising. From Capitol Hill to convention halls, Matt explains how his team is helping franchise brands navigate policy, access education and build community.

Matt dives into how stepping into leadership during the pandemic pushed the IFA to evolve faster than ever, from launching virtual education and advocacy platforms to expanding member programs. He shares how the organization adapted to serve the franchising community when it mattered most. 

We also explore the IFA’s 3 core pillars - protect, enhance and promote - and how they show up in practice. Matt talks about new supplier partnerships, specialized education tracks and initiatives like VetFran and the Franchise Ascension Initiative and why they matter to the future of franchising.

Matthew Haller is President & CEO of the International Franchise Association. Matt has been a key member of the IFA team for over 12 years, building extensive relationships with all three segments of the IFA membership: franchisors, franchisees, and suppliers. Before being named President and CEO in June of 2021, Matt held a number of roles across the IFA, including Communications Director, Vice President of Public Affairs, Chief of Staff to the CEO and Senior Vice President of Public Affairs, and Senior Vice President of Government Relations and Public Affairs.

If you’ve ever wondered whether IFA membership is worth it (or what it even includes), this episode is for you! Tune in to hear Matt share actionable ways franchisors and franchisees can engage with advocacy, education and support that’s built to scale with them at every stage.

Connect with Matt

Website https://www.franchise.org/

LinkedIn https://www.linkedin.com/in/matthewhaller/

Resources

IFA Advocacy Summit Sept 15- 17, 2025 - https://web.cvent.com/event/c8608e2c-1da1-4a9a-b675-fc061ac3954c/websitePage:a42a829c-7eda-4acd-967a-1521bb754e1c?i=UN1Ypicjz0OrKGqhQm4-Hw&rp=3e3bd460-a104-4dcf-b299-58c3a9d62409

Episode Highlights:

• Matt’s path to leading the IFA
• What is the IFA
• How IFA guided franchise brands during COVID
• The three pillars of the IFA: Protect, Enhance, Promote
• The truth about tariffs and political uncertainty
• IFA’s growth, brand refresh & new partnerships
• How to get involved in advocacy 
• The Advocacy Summit

Connect with Tracy

Personal LinkedIn: https://www.linkedin.com/in/tracy-panase/

JBF LinkedIn - https://www.linkedin.com/company/jbfsale

JBF Franchise System - https://jbfsalefranchise.com/

Email: [e-mail]

Connect with Shannon

Personal LinkedIn - https://www.linkedin.com/in/shannonwilburn/

JBF LinkedIn - https://www.linkedin.com/company/jbfsale

Website - https://shineexecutivecoaching.com/

Email - [e-mail]