Sue Moore, director of UK Franchise Guide, and respected franchise advisor and mentor, has been named EWiF Ambassador of the Year 2026. Recognising her outstanding contribution to supporting women in franchising through mentoring, advocacy, and community leadership.
The award celebrates the individual who actively champions women in franchising and strengthens the EWiF mission of increasing female participation, visibility, and success across the sector.
For Sue, the recognition marks both a personal milestone and a continuation of work she describes as deeply meaningful. Reflecting on the moment her name was announced, Sue described a powerful emotional reaction:
“Winning the EWiF Ambassador of the Year Award took me from complete shock to genuine joy. It felt incredibly special to be recognised by a community I care deeply about.”
That sense of connection to the EWiF community is something that runs throughout Sue’s work as a mentor, coach, and advocate for women in franchising.
What helped Sue stand out to the judges
Sue believes her impact came from a combination of passion, consistency, and measurable results.
“I believe my passion for franchising, unwavering commitment to supporting and championing women in business, and the measurable results I’ve helped female founders achieve helped me stand out. I genuinely care about helping people build sustainable, ethical businesses and strengthening the franchise community through collaboration, knowledge sharing and practical support. Encouraging women to join and benefit from the EWiF community is a natural part of every conversation I have.”
Her work is rooted in both strategic support and personal encouragement, helping women not only explore franchising but also succeed once they take the leap.
What the award means for her business and mission
Rather than seeing the award as an endpoint, Sue views it as a platform to extend her impact further.
“This award brings added credibility and visibility to my work as a franchise advisor and mentor who delivers powerful business performance results, but most importantly it strengthens my mission to support more people through franchising and to ensure that every woman in franchising knows EWiF is her community. We are here to support, knowledge share, mentor and cheer!”
The recognition strengthens her voice within the sector and reinforces her commitment to building a more inclusive and supportive franchising landscape.
The impact behind the recognition
Sue’s award entry highlighted the breadth of her contribution over the past year, including:
- Active support of local EWiF communities and regional engagement
- Promotion of EWiF events and values on LinkedIn, helping raise awareness of franchising as a career path for women
- Delivery of an International Women’s Day session focused on women in franchising and leadership representation
- Approximately 20 hours of free mentoring for women in business
- Tangible outcomes from mentoring, including supporting one woman to invest in a franchise and another to secure a promotion
- Encouraging greater visibility and recognition for women across franchise networks
- Ongoing coaching to help franchisees and colleagues build confidence and grow their businesses
These contributions reflect a consistent focus on action. Turning encouragement into real-world results for women at different stages of their business journeys.
A ripple effect across the franchise community
Sue’s recognition as EWiF Ambassador of the Year 2026 highlights the growing importance of mentorship, visibility, and community support within franchising. Her work demonstrates how dedicated advocacy can create tangible change. Helping women not only enter franchising but thrive within it.
As she continues her work with UK Franchise Guide as a mentor and coach, Sue’s impact is clear: building confidence, opening doors, and ensuring that more women see franchising as a viable, supported, and empowering path forward through Encouraging Women into Franchising.
