Columbia, SC-based business owner recognized by world’s oldest and largest franchising association during Annual Convention in Las Vegas; Recognized for excellence in business, giving back, and providing opportunities to those around them
PALM BEACH GARDENS, Fla. (February 20, 2025) – Midas, recognized as the number one franchise brand in the automotive repair and maintenance services category, today announced that multi-unit franchise owner Gus Herlong has been named a 2024 Franchisee of the Year by The International Franchise Association (IFA). Herlong serves as president & chief operations officer of Palmetto Garage Works, LLC, which owns and operates more than 30 Midas franchise shops, with locations across Florida, South Carolina and Washington, D.C.
Herlong was honored at the 65th IFA Annual Convention in Las Vegas, Nevada, for being an outstanding franchise establishment owner-operator. The IFA Franchisee of the Year awards are given to the top franchisees from IFA member brands across industries from around the country and the world.
“Gus exemplifies the best of Midas franchisees—combining operational excellence, customer-first innovation, and a deep commitment to community service—making him truly deserving of this prestigious IFA honor as Franchisee of the Year,” said Lenny Valentino, Jr., president & chief operating officer for Midas. “It’s incredibly rewarding to see one of our dedicated franchise owners recognized among his peers for his relentless dedication and impact on the franchise industry.”
With more than 16 years in the auto service franchise industry, Herlong has grown his family-owned business, Palmetto Garage Works, from five Midas locations to more than 30. His commitment to customer service and operational excellence is evident through innovative initiatives like Digital Vehicle Inspections, courtesy transportation, and upgraded facilities for both customers and employees at his franchise shops. A dedicated industry leader and community advocate, Gus has served in key advisory roles, spearheaded initiatives supporting franchisees, and contributed to charitable efforts that have provided meals, vehicles, and essential services to those in need.
“Franchisees of the Year represent the very best of franchising,” said Matt Haller, President and CEO of the International Franchise Association. “They embody the American Dream, create economic opportunity, serve their communities and show what it means to go into business for yourself, but not by yourself. We are proud to recognize Gus Herlong with the highest honor IFA awards to individual franchisees, and we salute his tireless efforts to lift up all those he serves.”
The Franchisee of the Year awards recognize leading franchise owners from IFA member brands whose outstanding performance and contributions help protect, enhance, and promote the franchise business model. Nominated by their parent company, individuals are selected for their service to their communities, fostering a strong and vibrant workforce, opening the doors for career growth and entrepreneurship, and supporting their fellow franchisees.
There are approximately 830,000 franchised businesses across the U.S., providing nearly 9 million direct jobs and generating over $896 billion in economic output. According to Oxford Economics, franchising on average provides higher wages and better benefits than non-franchised businesses, as well as greater entrepreneurial opportunities to minorities, women, veterans, and other underrepresented communities.
About Midas
Midas, a subsidiary of TBC Corporation, is an award-winning franchise brand and leading provider of automotive repair and maintenance services at nearly 2,100 franchised and licensed Midas locations in 20 countries, with approximately 1,200 across the United States and Canada. Midas is known for its industry-leading guarantee. Midas ranked number one in the Automotive Repair and Maintenance Services category in Entrepreneur’s 46th annual Franchise 500® ranking. To find a location near you, visit midas.com.
About the International Franchise Association
Celebrating over 60 years of excellence, education, and advocacy, the International Franchise Association (IFA) is the world’s oldest and largest organization representing franchising worldwide. IFA works through its government relations and public policy, media relations, and educational programs to protect, enhance and promote franchising and the approximately 830,000 franchise establishments that support nearly 8.8 million direct jobs, $896.9 billion of economic output for the U.S. economy, and almost 3 percent of the Gross Domestic Product (GDP). IFA members include franchise companies in over 300 different business format categories, individual franchisees, and companies that support the industry in marketing, law, technology, and business development.
