Q&A with Code Ninjas Multi-Unit Franchisee Ashima Gupta

Name: Ashima Gupta

Title: Franchise owner

Brands: Code Ninjas

Units: 2

Years in franchising: 4

Why did you choose to franchise with a service brand?

Service brands enable you to build something that extends far beyond a single transaction; it’s about delivering an experience and creating a lasting impact. I grew up immersed in entrepreneurship in India and previously owned retail businesses, but I was drawn to a model where customers return week after week, and relationships truly matter.

With service brand franchising, you’re investing in people, not just products. Whether in education, fitness, healthcare, or another service sector, you’re often influencing someone’s growth, confidence, or well-being over time. That deeper sense of purpose and connection is what made service franchising the right fit for me, both professionally and personally. With a brand like Code Ninjas, we’re not just offering a service; we’re helping prepare kids for the future, even the parts we can’t yet predict, by building skills such as critical thinking, problem-solving, creativity, and resilience. That sense of purpose made the decision deeply personal for me.

How did you choose the sector and brand you did?

Education and coding felt like a natural fit. I worked in computer science for many years. I was often the only woman in the room, which deepened my passion for creating opportunities for all kids, especially girls, to feel empowered by technology.

With service brands, the strongest franchises are often those that address a real need and create meaningful outcomes. I was drawn to a model that values curiosity, creativity, and growth, rather than focusing solely on performance or credentials. The education at Code Ninjas goes beyond basic coding and introduces kids to concepts like robotics and AI in an age-appropriate, hands-on way that builds confidence without intimidation. The brand’s overarching goal is to help kids develop an adaptable mindset to thrive in an ever-changing world, which is exactly where my professional experience and personal values intersect. Choosing a brand centered on that purpose has made it easier to lead authentically and remain committed for the long term.

What different skill sets are required for franchising with a service brand?

Service brands require a strong people-first mindset. Customer experience, client communication, and community involvement become part of your daily life. For Code Ninjas specifically, parents trust us with their child, so safety, empathy, and communication are critical.

Adaptability is also critical. Service industries can evolve quickly, so having a team that is curious and open to change is a real advantage. While the franchisor often provides the core systems or programs, success at the local level depends on how well you tailor the experience to each customer’s needs. Operationally, training and trust are essential. Ensuring your team is well-trained, aligned with the brand’s mission, and capable of creating a safe, welcoming environment.

What are the advantages of choosing a service brand?

Service brand franchises tend to become deeply rooted in their communities and build trust through relationships rather than one-time transactions. Growth often happens organically through partnerships, referrals, and word-of-mouth, which creates a strong and sustainable foundation over time.

When executed well, service franchises offer more than financial returns. It provides a sense of personal fulfillment, as you can clearly see the positive impact your business has on the individuals and families you serve. That combination of community connection, recurring engagement, and meaningful outcomes is what makes service brands especially rewarding to build and grow.

What are some keys to being able to operate multiple franchises at the same time?

You can’t do it alone. Building a strong, well-trained team is essential. I rely heavily on center directors to manage day-to-day operations and invest time to mentor them so they can lead with confidence and consistency.

Standardized systems and a shared culture across all locations are equally critical. When something works, it’s important to keep it consistent. I also block time intentionally for marketing, partnerships, training, and regular check-ins, ensuring communication remains strong and aligned across every center.

What are some of the top ways in which you have been able to market and promote your business?

Community involvement is our strongest marketing tool. We partner with local schools, PTAs, libraries, and nonprofits, and we offer free demos, workshops, and sessions so families can truly experience what Code Ninjas is about.

While I use social media to promote my businesses, nothing compares to showing parents in person how their children can go from consuming technology to creating with it. When parents see their children think critically, collaborate, and problem-solve on their own, they understand that we are instilling skills in kids that go beyond digital literacy. Not every child will love coding and technology, and that’s okay, but giving families the chance to try it out builds trust and awareness in a very authentic way.

What would you recommend to anyone considering a service brand?

Approach it as a relationship, not just a business. When you invest in a franchise, you’re not simply buying a name; you’re joining a brand, a community, and a long-term commitment. Success comes from fully embracing the franchise model, trusting your franchisor, and actively engaging with a network of fellow owners.

A service brand franchise can be deeply fulfilling, but it also requires consistency, respect for brand standards, and a genuine investment in people. If you’re willing to trust the process and build meaningful connections, a service brand can be an incredibly rewarding path.