The Multi-Unit Franchising Conference never disappoints, and MUFC2026 was no exception. As a proud sponsor of the conference, Hand & Stone was thrilled to be part of one of franchising’s premier events, and this year’s experience was one to remember.
For the Hand & Stone team, it was an opportunity to connect with multi-unit owners from across the country, share what makes our model work, and spend time with franchisees who are actively building and scaling within the brand.
Franchisee Leadership on Display
One of the most rewarding parts of the week was seeing Hand & Stone franchisees take the stage and contribute to some of the conference’s most important conversations.
- Sumit Bansal spoke on the Multi-Brand Best Practices panel, emphasizing the role of systemization in building businesses that can scale without losing their culture.
- Jeff Flannery led the Next-Gen Succession Planning Workshop, highlighting how the strongest operators think about long-term value and exit strategy from the very beginning.
- Nicholas Marco brought a practical, numbers-driven perspective to the High Impact Growth workshop, reinforcing that strong operators don’t just review performance, they understand it and lead from it.
Across each session, the message was consistent: growth at scale requires structure, clarity, and intentional leadership.
A Strong Franchisee Presence
This year, Hand & Stone was proud to have seven franchisees representing over 40 locations in attendance. That level of representation speaks directly to the strength of the brand’s multi-unit community and the operators behind it.
Time spent together, whether in sessions, at the booth, or over dinner, continues to be one of the most valuable parts of this event. These moments reinforce the collaborative nature of the system and the shared focus on long-term growth.
Connecting with Future Franchise Partners
Throughout the conference, Booth #2114 served as a hub for conversations with operators exploring their next investment.
From first-time conversations to deeper discussions with experienced multi-unit owners, the interest in wellness and membership-based models continues to grow. Many operators are actively looking for concepts that complement their existing portfolios while offering recurring revenue and long-term scalability.
To bring the brand experience to life, attendees also had the opportunity to relax and reset with a complimentary 10-minute massage at the booth, a small but meaningful way to step away from the pace of the conference and experience the Hand & Stone model firsthand.
A big part of that booth experience was made possible by our partners.
We want to extend a sincere thank you to Dermalogica and IMAGE Skincare for their support. As the #1 facial provider in the world on an aggregate basis, Hand & Stone continues to prioritize innovation in skincare and esthetics, and these partnerships play an important role in delivering high-quality, results-driven services across our system.
Attendees received product samples including:
- Dermalogica Pro-Collagen Banking Water Cream
- Vital C Hydrating AC&E Serum
- Ageless+ Retinol Pure Liquid Retinol 0.1%
- Daily Prevention Ultra Defense Moisturizer SPF 50
These products helped showcase the caliber of offerings that support Hand & Stone’s facial services and reinforce the brand’s commitment to ongoing innovation in skincare.
Proud Sponsor of MUFC 2026
Hand & Stone was also proud to be a luncheon sponsor of the Multi-Unit Franchising Conference this year.
Seeing our sponsorship featured on the main stage was a standout moment for the team, especially as it highlighted one of our own. The video featured Traci Nocito, an exceptional multi-unit franchise owner, and showcased the growth and leadership that define the Hand & Stone system.
A special thank you as well to the Franchise Update Media team for the opportunity to be part of this year’s event and for continuing to bring together some of the most impactful conversations in franchising.
Keynotes That Set the Tone
The keynote speakers this year brought a mix of inspiration and practical perspective that resonated across the room.
- Jon Dorenbos delivered a powerful message on resilience, mindset, and the ability to reshape your path regardless of circumstance.
- Jim Craig connected lessons from the 1980 “Miracle on Ice” to building high-performing teams and cultures in business.
- Brittany Hodak reinforced the importance of creating memorable customer experiences and turning clients into long-term advocates.
Each session tied back to a common theme: the brands and operators that win are the ones that lead with intention.
Hand & Stone Franchisee Steps Into MUFC Chairman Role
This year’s conference also marked an exciting milestone for Hand & Stone franchisee Nicholas Marco, as he recently announced he will serve as Chairman of MUFC next year.
Nicholas represents the next generation of leadership within the brand. As the son Hand & Stone’s original founder, he has grown within the system and now owns 11 locations in New Jersey and one in Ohio, while also serving as the Regional Developer of Ohio. His involvement as a member of the MUFC Advisory Board further reflects his commitment to advancing the broader franchising community.
We’re proud to see Nicholas step into this position, and next year’s conference is shaping up to be one you won’t want to miss.
Looking Ahead
Multi-Unit Franchising Conference continues to be one of the most valuable opportunities each year to step back, connect with the broader franchising community, and move forward with sharper focus.
As Q1 comes to a close, the conversations and momentum coming out of this year’s conference are already shaping what’s ahead. The Hand & Stone team is heading into Q2 with clear priorities, strong alignment, and continued confidence in the path forward. If you are interested in joining a franchise community that shows up like this, we would love to connect.
