About Us

To motivate current leaders so they can motivate future leaders is Why Leadership’s “WHY.” Their leadership development and performance coaching programmes have been specifically designed to meet the high standards of the franchise industry. This includes having the ability to apply their in-depth knowledge of the special relationship between franchisors and franchisees and, more importantly, how to develop coaching materials that are in line with the requirements of both parties, resulting in a fruitful collaboration.

Whether you need private coaching or group coaching for your franchise network, Why Leadership’s coaching, mentoring, and consultancy services are totally confidential and tailored to your needs. Graeme McKinnon, the coach for Why Leadership, combines real-life experience with the most modern coaching tools and methodologies available. He is a highly experienced business leader, former franchisor, and current franchise owner.

Graeme McKinnon, CEO and founder of Why Leadership, is qualified to offer franchisors and franchisees a variety of tailored franchise consultancy services because he has more than 16 years of franchising experience, acquired at board level within three well-known franchise businesses.

Why Leadership can be useful whether you are thinking about making your first foray into the franchise industry or are a seasoned franchisor or franchisee looking to advance. This includes giving you guidance on every aspect of your project, from concept to implementation, as well as impartial advice on hiring, business planning, funding, and the necessary legal backing to enable you to make wise decisions.

Everything we do is intended to hasten growth. Our experience working on the front lines pays off whether it’s strategic planning, coaching the CEO or senior leadership team, or other important roles.

Not only must a coaching culture be established across the entire franchise network, but coaching with compassion also produces unmatched results. Franchisees participate in regular growth clubs as a result of mindset mastery programmes that help both franchisors and franchisees develop a growth mindset.

Services for board development and non-executive director support make boards more effective for the benefit of all parties involved in the franchise brand.

Our extensive knowledge of franchisee-led and private equity-backed management buyouts helps franchise teams feel confident about their options for exiting the company.


“Graeme was engaged by Auditel to help us bring our sales process into line with our new marketing messaging after a significant brand refresh. Graeme has blown us away with what he has achieved. The impact has been revolutionary and has given us a step change in our sales approach, meaning we are now focused totally on clients’ needs and delivering on our clients’ key strategic objectives. Working with the marketing team, our proposals have come to life and he is helping us win more business. The feedback from our consultants has been very positive and due to Graeme’s excellent training, he has made the day-to-day application of these approaches very straightforward. I would have no hesitation in recommending Graeme to any company who is looking to drive growth in their business.” Chris Aston, MD – Auditel

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