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Matthias Lehner
Episode · #744

FRANŠIZNI KLUB Matthias Lehner

Guest Matthias LehnerHosted by Ljiljana KukecMay 3, 2026
About this episode
What you'll hear in this conversation

Matthias Lehner, the President of the European Franchise Federation and the founder of Bodystreet—a network of over 350 EMS fitness studios—inhabits the world of franchising from two distinct vantage points. He champions the industry on a continental scale while also navigating the daily realities of running a successful franchise brand. When asked if anyone wished him "Happy World Franchise Day" on its inaugural celebration, his candid reply was that it was "a morning like every morning." That moment hints at a larger challenge: how do you elevate an industry often seen as a mere business model into a global movement, one celebrated enough to warrant its own day? Lehner believes the world was "indeed too late" to recognize franchising's true impact. He argues that despite its proven success and ability to empower entrepreneurs, many still don't grasp its benefits for business owners, employees, and customers alike. This conversation offers a rare look at the European franchise landscape through the eyes of an operator who also sets policy. You'll leave understanding why authenticity is key to European brands' global appeal, and why the "people behind" a franchise matter more than any geographical hotspot.

Insights from the conversation
What to take from this episode
01
Asked if anyone wished him "Happy World Franchise Day" on its inaugural celebration, Matthias Lehner replied that it was "a morning like every morning." Formal recognition, even for an industry leader, doesn't automatically shift perception or daily operations; the real work of building recognition happens through consistent impact, not just designated dates.
02
Matthias Lehner explains franchising to a child by likening it to baking a cake: "you're the franchisee and mama tells you what to do and gives you the right ingredients, and the cake will be so delicious that grandmother will love it." If you can't explain your business concept as simply as baking a cake, it's likely too complicated to franchise effectively.
03
Lehner defines franchising as a combination of "great brand, a well-known brand and people. Brand and people or brand and passion or trust and passion." Beyond the operational manual, the core of a successful franchise is the intangible combination of an authentic brand and the people who embody its values.
04
Lehner argues that European franchising thrives on "deep rooted cultures" like Italian pizza or Bavarian pretzels, making them "authentic." When you export a European brand, you're not just selling a product; you're selling a piece of its origin story, and that authenticity is its global strength.
05
When asked to name the "new hot franchise territories," Lehner dismisses the idea of specific countries. He states that success "depends on the franchisors and the franchisees, their relationship, and how they work together." The quality of the people and their collaboration consistently outweighs the geographic location; the market isn't a map, it's a network of relationships.
06
Matthias Lehner's Bodystreet concept involves a "black suit with electrodes and the muscles get stimulated by some electrical signals." Even with a highly specific, technology-driven offering, the core challenge for a franchisor remains how to standardize a complex experience so it can be reliably repeated by diverse operators.
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