BFA CEO celebrates 10 years in post and receives two industry accolades

Pip Wilkins QFP is celebrating 10 years as the CEO at the BFA (British Franchise Association) and receiving two separate recognitions from across the business sector.

Her journey

Wilkins (46) first joined the trade association as a business services assistant in 1999, working her way up through every department until being made CEO in April 2016.

What is the BFA?

The BFA is the UK’s self-regulatory body for franchising. The association was formed in 1977, and Wilkins is the only female CEO to date. The BFA currently has over 350 franchisors, 100 advisor and supplier members and 2,000 franchisee members.

The BFA is a member of the European Franchise Federation and the World Franchise Council.

Her achievements

As CEO, Wilkins has overseen many advancements during the past 10 years; from modernising the association, introducing new membership categories and a complete rebrand, to launching the BFA Training Academy, the BFA magazine and numerous educational events for members. She also overhauled the structure of the board to make it more agile and in 2026, will launch the updated QFP (Qualified Franchise Professional) programme to reflect the evolution of franchising in its content.

Wilkins has made the BFA a more caring and inclusive place; taking it from the traditionally male dominated association it was, into a diverse, supportive place which prides itself on people showing up as their ‘true authentic selves.’

Two accolades

In further celebratory news, in March 2026 Wilkins appeared again on the WiTA - Women in Trade Association’s Power List, as she has done every year since its inception four years ago. The Power List is a collaboration between the TAF (Trade Association Forum), the FSB (Federation of Small Businesses) and the CBI (Confederation of British Industry), celebrating women in the sector. Last week she was also named for the second time in the top 20 of the Top 100 Global Franchise Influencers by SeoSamba.

Chair of the board comments

Ruth Brown, chair of the board of the British Franchise Association and managing director of Home Instead UK said: “Pip’s decade of leadership at the BFA has been nothing short of transformative. Her commitment to elevating standards across franchising is only matched by her passion for championing female leaders—creating space, opportunity, and visibility in a way that is reshaping our sector for the better. Her impact will be felt for many years to come.”

A franchisor reacts

Jonathan Sabater, managing director of CareYourWay, who won ‘Emerging Franchisor of the Year’ in November 2025 at the BFA HSBC UK British Franchise Awards, said in an email to Wilkins: “Over the weekend, we reflected on how much the BFA has shaped our journey. Without it, we wouldn’t have found the right consultants, advice, or the incredible community that’s become our franchising home. From everything I heard at the conference, it’s clear you’ve been instrumental in transforming the culture of the BFA, so I wanted to say a whopping thank you, not just for the event, but for everything you’ve done for franchising as a whole”.

The CEO comments

Wilkins said: “I am as honoured today, as I was 10 years ago, to hold the position of CEO of one of the most respected franchise associations in the world. Ethical, professional franchising is at the heart of everything we do, and, despite the turbulence of the world, franchising continues to go from strength to strength. Naturally I have not achieved this alone and would like to thank the Board of the BFA for their unstinting support over the past decade. They have trusted me, guided me and celebrated successes with me and for that I am truly grateful.  I must also of course thank my exceptionally hard working team, without whom none of this would have been possible. Their dedication and tenacity are the wheels that keep the association turning and although their work may not always be seen, they are every bit as responsible for the success as I am. For me, the future is about educating the next generation and highlighting the career opportunities franchising can offer them. We are working hard to build relationships with educational institutions to make that happen in 2026 and beyond.”