Football school: franchise vs. own brand.

Do you have this dilemma? I did too when I faced the decision: should I join an existing system or build something of my own from scratch?

On one hand, a franchise – like a well-placed corner kick: you get a blueprint, someone to guide you, and theoretically, the ball should go in the net. On the other hand – your own brand, meaning you play by your own rules from the start. More work, but also more satisfaction.

This post isn’t textbook theory. It’s a practical comparison based on my experience and the experiences of other academy owners I’ve spoken to over the years. I break down the pros and cons of both options—no fluff, no marketing slogans. You decide which path is right for you.

How to Start a Football School

Before embarking on your football mission, you must choose your “team.” Here comes the first key choice: football franchise or your own brand??

In reality, there are only two scenarios. You either join a bigger system and operate under someone else’s banner, or you build your own academy from scratch. There’s a third option—taking over an existing academy—but even then, you must decide: continue it as a franchise or transform it into your own brand.

Each option has its pros and cons. One gives you ready-made tools and essentially a pre-built business plan; the other offers independence and the chance to create something unique. Before deciding, it’s worth examining what each entails.

Below, I break down both paths. Read carefully and ask yourself: which team do you want to play for?

Football School Franchise:

Pros:

Brand recognition: Choosing a franchise gives you initial client trust, making recruitment easier. Though I’ve noticed more people are becoming skeptical of “corporate” projects.

Operational support: Franchisors provide help with management, marketing, staff training, and operations. You get a ready-made football school business plan.

Proven methods: You benefit from established, tested methods, but remember—they don’t guarantee success.

Lower risk: Thanks to the franchisor’s support and know-how, the risk of business failure is lower.

Centralized marketing: Franchisors often run nationwide marketing campaigns, increasing your academy’s visibility.

Comprehensive offering: As a franchise, you can immediately offer clients a full range of services: camps, day programs, club store, birthday parties, etc.

Cons:

Franchise fees: You must pay regular licensing fees or a percentage of revenue, reducing profits.

Additional fees: Hidden costs for mandatory products and services (sports equipment, insurance, admin support, graphics, camps, etc.). Franchisors often generate revenue from multiple streams, which can burden franchisees.

Limited independence: Franchisor standards and procedures may restrict your freedom.

Investment requirements: High initial costs for equipment and meeting standards.

Lack of uniqueness: Your academy may be one of many, making it harder to stand out.

Perception as a commercial project: Lack of local identity may hinder cooperation with authorities or obtaining facilities/grants.

Dependence on headquarters: Project failure can occur regardless of your efforts; central decisions can undermine years of work.

Football School – Own Brand:

Pros:

Full control: You have complete freedom in decisions regarding management, marketing, and training methods.

No licensing fees: No franchise fees mean you keep more of the profits.

Multiple revenue streams: You can generate income from various sources without restrictions.

Uniqueness: You can create a unique brand and offer, attracting clients seeking something different.

Flexibility: Adjust your offer to local needs and market changes.

Continuous motivation: Building your own brand and passion for football keeps your motivation high.

Cons:

Higher risk: Lack of support and tested methods increases the risk of mistakes and business failure.

Higher initial costs: You must cover marketing, staff training, and facility setup yourself.

No brand recognition: Building a brand from scratch takes time and effort, potentially delaying profits and growth.

No operational support: You can’t rely on external help, which can be challenging, especially at the start.

If I were starting again, would I join a football franchise?

Absolutely not. I now have years of experience running football schools, reviewing hundreds in Poland and abroad, and knowledge from other educational and tech businesses. This mix gives me the expertise to operate independently and opens the door to many exciting opportunities. Motivation never fades if you love football and are building your own brand.

Advice for you: A hybrid approach. If you lack experience but have ambition, find a mentor with experience. This way, you gain practical know-how, can develop your own brand without restrictions, and save time and money by avoiding mistakes. This is the most promising approach and far more cost-effective across the entire project. Most, if not all, downsides of owning your own organization disappear.

See also: 10 Things I Wish I Had Known Before Starting a Football Academy – Part 3/10