Omar and Raynya Simmons Awarded IFA's Prestigious Diversity Recognition

Omar and Raynya Simmons, prominent figures in the world of franchising and co-founders of Exaltare Capital Management, have recently been honored with the esteemed 2025 Ronald E. Harrison Diversity Award. This recognition from the International Franchise Association (IFA) underscores their unwavering commitment to promoting diversity and enhancing access to franchise opportunities.

A Legacy of Advocacy

The Simmons couple is known not just for their impressive business achievements but also for their passionate advocacy for franchise ownership among traditionally underrepresented communities. Omar, who serves as the Founder and President of Exaltare Capital Management, boasts a robust background in the franchise industry. His endeavors include being the largest franchisee of The Good Feet Store and a leading brand partner for Urban Air Adventure Park. Additionally, he previously held the roles of founder, CEO, and Executive Chairman at ECP-PF, which evolved into one of North America’s largest Planet Fitness franchise operations.

Raynya, equally influential, is celebrated as a marketing and public relations expert. Her journey encompasses significant contributions to the growth of the Planet Fitness franchise and staunch support for Exaltare Capital’s marketing strategies. In her earlier career, she worked with the City of Boston under Mayor Menino and accrued substantial experience in advertising at notable agencies like Leo Burnett and Burrell Communications Group in Chicago. Their collaborative efforts and shared vision contribute meaningfully to their community and the franchise world.

Commitment to Diversity in Franchising

The essence of their message resonates clearly in their shared statement upon receiving the award: “Franchising is one of the most effective vehicles for wealth creation, community impact, and employment growth.” They emphasize that diversity in franchising isn't merely a trend; it is vital for fostering innovation and ensuring the industry’s long-term success. Their goal is to promote economic mobility by expanding access to franchise ownership for aspiring entrepreneurs from various backgrounds.

Launching the Franchise Ascension Initiative

Rooted in their personal experiences and fueled by a desire to give back, the Simmons established the Franchise Ascension Initiative (FAI) under the IFA Foundation in 2024. FAI is designed to bridge the wealth gap by promoting diversity within franchise ownership. The initiative provides mentorship, education, and financial support to individuals from underrepresented communities aiming to become franchise owners.

The Simmons have made significant personal investments in this initiative and spearheaded fundraising efforts, successfully gathering over $2 million to support aspiring franchisees. They actively engage as mentors, guiding a diverse group of graduates and candidates navigating the franchise ownership path.

Looking Ahead

As part of their ongoing commitment to fostering diverse entrepreneurship, applications for the next FAI class are now open, inviting potential candidates to apply and learn more about the program’s offerings.

Matt Haller, the IFA President and CEO, underscored the Simmons’ impact, stating, “There are few people more dedicated to uplifting underrepresented communities through franchising than Omar and Raynya Simmons.” His words highlight how the couple's proactive approach has transformed many lives and pushed the boundaries of the franchise community towards inclusivity.

About Exaltare Capital Management

Founded in 2012, Exaltare Capital Management is a private investment firm located in Boston, led by Omar Simmons. The firm primarily focuses on consumer-oriented, multi-unit franchise investments. With an impressive portfolio that includes several active multi-unit and franchise businesses, Exaltare Capital has consistently demonstrated its commitment to growth and innovation, representing over 200 locations and nearly $900 million in investment since its inception. For more information, the firm’s services can be explored at Exaltare Capital Website.