Kristi Wenaus, Canadian Master Franchisee for Stagecoach Performing Arts, is one of the many that have started as a franchise operator and made the leap to national leader. And she has done it in just five years.
With a foundation in hospitality and global brand management, Wenaus is now spearheading the growth of Stagecoach’s presence across Canada, and wants to ensure its transformative impact on children and communities alike reaches cross-country.
Her journey with Stagecoach began in September 2019 when she opened her first school in Halifax.
“My goal was simply to open a school that would provide the same enriching performing arts experience that I experienced as a child,” she says. Fast forward five years, and her role has evolved dramatically, culminating in her appointment as Master Franchisee at the start of 2024.
The transition from franchisee to franchisor was spurred by her appreciation for the value that Stagecoach brings to students, families, and communities.
“When Andy Knights, our CEO, approached me just after the pandemic and asked if I wanted to take on the role as Master Franchisor for the country, I immediately said yes,” Wenaus explains.
“I’m thrilled to now be in a position to support franchisees and their growth while also growing the business and bringing new franchisees into the network.”
Valuable experience
Wenaus’ prior experience in hospitality and business development with brands like Princess Cruises, Hilton, and Marriott provided a solid foundation for her current role.
“My exposure to iconic, internationally franchised brands at a senior level was invaluable,” she says. “It gave me a deep understanding of what a five-star franchise experience should entail.”
From comprehensive onboarding and professional development to a keen focus on customer experience, she is bringing her background and experience to bear on Stagecoach’s Canadian operations.
“It is my mission to ensure that the quality and integrity of the Stagecoach brand, developed and enhanced over the past 35 years in the UK, continues to be delivered here in Canada,” she says.
Breakout role
Wenaus’ passion for performing arts stems from her own childhood experiences.
“I was a theatre kid,” she says. “The performing arts was my safe space as a child and a teen. As I was reaching the peak of my professional career in international sales and marketing, I felt an overwhelming urge to break out and build a business of my own, one that would have a positive impact on my community.”
Stagecoach proved to be the perfect fit. “Taking on the role of Master Franchisor for Canada has only enhanced that,” Wenaus adds. “It allows me to help others turn their passion into a profession, giving back in their communities and changing the lives of children across the country.”
Rapid success
In just five years, Wenaus grew her Halifax school from an initial 25 students to over 500, using strategies that leaned heavily on her sales and marketing background.
“There’s an adage that says that sales is nothing more than problem-solving,” she says. “Post pandemic, families realize now, more than ever, that their children need solid communication skills and confidence to thrive. Through simple yet effective marketing, we’ve been able to help families solve this problem by showcasing the benefits that Stagecoach offers.”
Wenaus credits much of her success to the existing Stagecoach framework.
“It may be a bit of a cliché in franchising, but if you follow the model, you will be successful.”
Central to this success is hiring, coaching, and empowering a well-trained teaching and support team.
Expanding across Canada
As Master Franchisee, Wenaus’ initial focus has been on supporting existing franchisees and using their experiences to help inform the strategy.
“We immediately established a franchise advisory council, providing our current franchisees the opportunity to weigh in on key, strategic decisions that affect the network as a whole,” she explains.
Enhancing training and adapting the UK-based model for Canadian communities were also top priorities.
Her plan is to grow Stagecoach’s footprint through a flexible franchise model that is tailored to Canada’s diverse geography.
“We’ve created three tiers of franchise territory opportunities,” she says. Smaller communities like Charlottetown and Whitehorse can now host franchises, while premium opportunities cater to major urban centers like Ottawa and Vancouver. “Together, these will help us to continue to build our brand from coast to coast to coast,” she adds.
Overcoming challenges
One of the biggest hurdles Wenaus anticipates is building brand awareness. “Stagecoach is as well known in the UK as Tim Hortons is here in Canada,” she says. “It’s going to take us some time to build that brand awareness and equity across the country.”
Her experience in Halifax, where she started with zero brand presence, gives her confidence that she can make that a reality.
“Now I can comfortably say that Stagecoach is a well-respected and well-known brand here in Halifax.”
The firm’s appeal to customers lies in its dual focus on performing arts and life skills.
“While we are a performing arts school, we also teach valuable life lessons such as resilience, public speaking, and teamwork,” Wenaus explains. “We simply use singing, dancing, and acting as our tools to get there.”
She does, however, acknowledge that not every child will gravitate toward the performing arts.
“While I grew up in a performing arts environment, I ended up raising two children who are elite athletes. Our goal is to ensure that when families are looking to the arts to provide their children with the benefits and life skills that Stagecoach offers, they consider us first.”
Life lessons
And it continues to provide life lessons for her too. Launching her first franchise just months before the pandemic brought unexpected challenges, as it did for everyone, but it forced her to act quickly and decisively.
“We were actually the very first school in the global network to provide online classes,” Wenaus reveals.
“Without even knowing it, we were the prototype.”
Such adaptability and the ability to problem solve is a cornerstone of her leadership philosophy. “With the political uncertainty that we’re facing nationally and internationally, I think it’s incredibly important to stay nimble and inventive,” she says. “There’s always a solution to the unexpected problems that arise; sometimes you just have to be creative to find it.”
Wenaus’ stated ambition for Stagecoach in Canada is bold but simple.
“I want every family who wants and needs to bring creative courage into their lives through our performing arts training to have access to it, no matter where they live,” she says.
By engaging a community of passionate entrepreneurs and maintaining a focus on quality and sustainability, she aims to make that vision a reality.
“Their success will be our success,” she concludes.
