Elevating the Franchise Experience: Behind the Scenes with CMO Lori Abou Habib and the Align Confere

To explore how Lori and other top franchise brands are approaching their annual events, read her full interview beginning on page 18 of the virtual issue of the Spring 2025 digital edition of Franchise Update Magazine.

Franchise conferences have long been viewed as an opportunity to mix business with pleasure. But for the marketing and leadership teams at The Joint Chiropractic, these events are far more than just a reason to get together. They’re a strategic touchpoint. A carefully designed platform to align priorities, deliver actionable insights, and foster connection across one of the fastest-growing franchise systems in healthcare.

That philosophy, and the team that brings it to life, was recently featured in Franchise Update Magazine, the only industry publication 100 percent dedicated to franchisors. In its Spring 2025 issue, the magazine explores how leading brands approach franchise events with precision and purpose in a piece titled, “All Together Now – Franchise Conferences Mix Business with Pleasure.” Among the featured voices is Lori Abou Habib, Chief Marketing Officer of The Joint Chiropractic.

Lori’s inclusion in the article underscores the leadership role The Joint plays in the broader franchise space. With more than 950 locations and growing, the brand has redefined access to chiropractic care while setting a standard for franchise engagement. And according to Lori, much of that success is rooted in how the brand approaches its signature event: the Align Conference.

Aligning purpose with planning

For Lori, who oversees all brand, marketing, and patient engagement initiatives across The Joint’s national footprint, the Align Conference is more than an annual gathering. It is a strategic lever that reflects and reinforces the company’s commitment to clinic success.

“Everything we do at Align is intentional,” Lori explains in the article. “From the structure of the sessions to the mix of inspiration, recognition, and education, it is all designed to help franchisees leave more confident and better equipped to lead their clinics.”

Planning for Align begins almost a year in advance. The agenda is shaped by franchisee feedback, clinic performance insights, brand priorities, and evolving trends in both healthcare and franchising. The result is an experience that not only energizes attendees but also equips them with practical tools they can implement right away.

At its core, Align is built to reflect the values that define The Joint: simplicity, consistency, and results-driven care. That focus extends to every detail, from speaker selection and breakout topics to the social events that encourage relationship-building among franchise owners, field support teams, and executive leadership.

A platform for education and recognition

In her interview, Lori emphasized that Align is built on three key pillars: connection, celebration, and clarity. Each element is purposefully designed to meet franchisees where they are and help them move forward.

Connection is fostered through networking sessions, roundtables, and open access to The Joint’s executive team. Whether attendees are seasoned owners with multiple clinics or first-year franchisees, the conference environment encourages honest conversation and shared learning.

Celebration comes to life through awards ceremonies and storytelling moments that shine a light on individual and collective accomplishments. “Recognizing what’s working is one of the most powerful things we can do to reinforce the right behaviors and motivate performance,” Lori shared.

Clarity is delivered through workshops and sessions focused on business growth, operational efficiency, patient retention, and team development. Speakers include internal experts, external thought leaders, and high-performing franchisees who offer real-world strategies.

This three-part framework ensures that every moment at Align adds value, and that value extends well beyond the conference itself.

More than a moment: The role of alignment in franchise success

As The Joint continues its rapid growth, the role of Align has only become more important. With a network spanning nearly every state and hundreds of independently owned and operated clinics, ensuring consistent execution of the brand promise requires ongoing investment in alignment. This includes not just marketing alignment, but also strategic, operational, and cultural alignment.

“Franchisees are at the center of everything we do,” Lori said. “Align is our opportunity to say, ‘Here’s where we’re going. Here’s how we’ll get there. And here’s how we’ll support you every step of the way.’”

It is a message that resonates. Attendance at Align has increased year over year, with post-event surveys consistently ranking it as one of the most valuable touchpoints in the franchisee experience. In fact, many owners credit Align with helping them reignite their commitment, sharpen their strategies, and make meaningful connections that extend far beyond the event.

And for Lori and the Brand team, that is the measure of success.

Leading by example in the franchise industry

Lori’s feature in Franchise Update Magazine highlights The Joint’s internal leadership while reflecting its growing reputation as a thought leader in the franchise space.

The Joint has long been recognized for its consumer-focused innovations, including its retail model, transparent pricing, walk-in convenience, and wellness-centric messaging. But behind the scenes, the brand is also a case study in how franchisors can engage and empower their networks through intentional communication and strategic events.

That includes a wide range of resources, from marketing automation and social media playbooks to multi-channel campaign support and, of course, events like Align that bring the brand to life.

“We view every franchisee interaction as an opportunity to build trust, share insight, and drive value,” Lori explained. “That mindset extends to our conference strategy, and we are honored that our work was recognized alongside other leaders in the industry.”

Whether you're a current franchisee, a prospective owner, or a franchising professional interested in learning from best-in-class brands, Lori’s insights offer a clear example of what it means to lead with purpose and plan with impact.