Leanna Rizkalla

I attribute my success to two core things: resilience and a conscious decision to rewrite my own script.

First, resilience. I launched my Massage Envy franchises in Virginia right as the 2008 recession hit. People told me I was crazy to start a ‘nice-to-have’ wellness business when everyone was cutting back. But I saw an opportunity to frame it as a necessity—a way for people to manage stress during a difficult time. That experience taught me that success isn't about avoiding challenges; it's about your ability to adapt and find opportunity within them. It forced me to be creative, strategic, and incredibly focused.

The second, and perhaps more important, factor was self-awareness. I had to unlearn a lifetime of limiting beliefs about money and success. I grew up with the mindset that you should be thankful for just enough to get by. The idea of building wealth felt foreign, almost arrogant. I had to confront that internal script head-on and ask myself, ‘Why not me?’ I realized that if I was going to work as hard as I was in the corporate world, it had to be for my own vision.

That’s what led me to my guiding principle: creating a life by design, not by default. My success isn't just measured by the sale of my businesses or my early retirement. It's measured by the fact that I intentionally built a life that aligned with my personal and financial goals. Now, I get to help others do the same, and that, to me, is the ultimate measure of success."

"The best career advice I ever received was simple but profound: 'Work hard, but make sure you're working hard for the right reasons.' Early in my career, I was climbing the corporate ladder, putting in long hours and sacrificing so much, only to realize I was building someone else’s dream, not my own. That advice made me pause and reflect on what I truly wanted out of my career and life. It pushed me to take a leap into franchising, where I could channel that same work ethic into something that aligned with my personal goals and values. It taught me that hard work is important, but it’s even more important to ensure that effort is moving you toward a life you’ve intentionally designed, not one you’ve fallen into by default. That shift in perspective changed everything for me."

"The advice I would give to young women is this: Don’t let anyone else define your limits. Society, family, or even your own inner voice might try to tell you what you can or cannot achieve. Challenge those narratives. Take the time to understand what you truly want—not what others expect of you—and then pursue it unapologetically.

Also, don’t be afraid to take risks. Growth doesn’t happen in your comfort zone. Whether it’s starting a business, asking for a promotion, or stepping into a new role, trust that you are capable of figuring it out as you go. You don’t need to have all the answers before you start.

Finally, surround yourself with people who inspire and support you. Find mentors, allies, and friends who will lift you up and remind you of your worth when you forget. And remember, success isn’t just about achieving goals—it’s about designing a life that aligns with your values and brings you joy."

"One of the biggest challenges in franchising right now is the sheer volume of options available. The market is saturated with franchise opportunities, which can be overwhelming for prospective franchisees. It’s not just about finding a business model that works—it’s about finding one that aligns with your financial goals, lifestyle, and long-term vision. Many people feel paralyzed by the fear of making the wrong choice, and that fear can prevent them from taking the first step.

Another challenge is the misconception that franchising is a 'plug-and-play' solution. While franchising offers a proven system and support, it still requires hard work, dedication, and the right mindset to succeed. Helping people understand that balance—between leveraging the system and putting in the effort—is crucial.

Lastly, economic uncertainty and rising costs are making it harder for some people to take the leap into business ownership. From securing financing to managing operational expenses, navigating these challenges requires careful planning and a clear strategy. That’s why having a trusted guide or consultant can make all the difference in helping people overcome these hurdles and build a successful franchise."

"Both professionally and personally, the values that guide me are integrity, resilience, and intentionality.

Integrity is at the core of everything I do. Whether it’s working with clients, building relationships, or making decisions, I believe in being honest, transparent, and doing what’s right—even when it’s not the easiest path. Trust is the foundation of any meaningful connection, and integrity is what builds that trust.

Resilience is another value I hold dear. Life and business are full of challenges, and it’s not about avoiding them but about how you respond to them. I’ve learned that setbacks are often opportunities in disguise, and having the courage to adapt and persevere is what leads to growth and success.

Finally, intentionality is a value that shapes both my personal and professional life. I believe in designing a life with purpose—making choices that align with my goals, values, and vision. Whether it’s helping clients find the right franchise or spending time with my family, I strive to be deliberate and present in everything I do.

These values not only define who I am but also how I approach my work and relationships. They remind me to stay grounded, focused, and true to myself."