The British Franchise Association has appointed Ruth Brown, Chief Operating Officer of Home Instead, as Chair of its board following the organisation’s annual general meeting in December 2025. The appointment places an experienced operator with a strong track record at the head of the UK’s leading franchise body at a time of continued sector growth.

Ruth becomes only the second woman to lead the association since its founding in 1977. The previous female Chair was Pam Bader OBE, former CEO of Molly Maid UK, who held the position in 1996. Ruth succeeds Paul Thompson, founder of Water Babies, the children’s swimming franchise.

Her appointment comes as the UK franchise sector continues to expand, with increasing focus on operational resilience, governance and long-term sustainability. Ruth’s extensive experience running a large-scale franchise operation brings a practical perspective to the role, grounded in the realities of managing growth across diverse markets.

Building success in home care

Ruth’s leadership at Home Instead highlights her ability to scale a business while maintaining high standards of care. She has overseen significant growth across the network, including the development of multi-unit ownership models and the continued professionalisation of home care franchising.

Her approach blends commercial discipline with a clear understanding of franchise operations at ground level. Experience gained from supporting franchise owners across multiple territories has shaped a leadership style rooted in consistency, accountability and long-term value creation. This operational insight will inform the association’s strategic direction as franchising continues to evolve.

Extending the UK’s influence across Europe

Alongside Ruth’s appointment, Catharine Chalton, owner of Home Instead franchises covering Wirral North, Wirral South and Chester, has been reappointed as a franchisee board member. Chalton also continues her role representing both franchisors and franchisees on the European Franchise Federation board.

This ongoing representation strengthens the UK’s position within European franchise governance, maintaining close links between British operators and wider European developments. The arrangement ensures that operational insight from the UK market continues to inform cross-border policy and best practice discussions.

Setting the standard for ethical franchising

Ruth has outlined a clear view of the role franchising plays in the wider economy and the responsibility that comes with it.

“Franchising continues to demonstrate its resilience, adaptability and economic value, and I’m honoured to be appointed Chair of The BFA.”

Ruth Brown, Chief Operating Officer, Home Instead and Chair, The British Franchise Association

Her priorities include promoting ethical business practices and supporting sustainable growth across the sector. This focus reflects an understanding of franchising as a long-term partnership model, one that creates opportunity not only for business owners, but also for employees and the communities in which franchises operate.

Leading through change

Ruth assumes the chair as UK franchising navigates a period of change shaped by labour market pressures, regulatory developments and shifting consumer expectations. Her experience scaling operations while maintaining consistency across large, decentralised networks brings valuable perspective to these challenges.

Her emphasis on ethical franchising and sustainable business models aligns with broader industry moves towards transparency and accountability. The focus on community impact underlines a belief that successful franchises contribute positively to the areas they serve, as well as delivering commercial returns.

“It is great news that Ruth has been appointed as Chair of The BFA. The association will benefit enormously from her experience, insight and leadership, and I’m confident she will be a steady, guiding hand for the board during her tenure,”

Pip Wilkins QFP, Chief Executive, The British Franchise Association

Ruth’s appointment also brings increased visibility to women in senior franchise leadership. While progress continues, representation at board level remains an important focus for the sector. Her leadership highlights the contribution experienced female operators can make to industry governance and long-term growth.