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Immigrating as a Child Helped Ignite Susan Valverde’s Passion for Learning
When Susan Valverde immigrated to the U.S. with her family as a 12-year-old, she struggled to learn a new language and adapt to a new culture. But those challenges taught her the value of resilience and sparked a lifelong love of education that has guided her in her career,first as a Sylvan Learning franchisee and now as brand president of the children’s education franchise.
“This experience helped me relate to children who face struggles in their own lives,” Valverde says. “It also ignited a passion for learning because I had to rely on others and work together with people who supported me. It gave me a strong sense of empathy for people who need support and affirmed that collaboration and perseverance were key to overcoming obstacles and helping others succeed.”
Making a Positive Impact
Sylvan Learning, the leading provider of personal learning for students in kindergarten through 12th grade, is committed to delivering quality supplemental education and inspiring students to succeed. The education franchise’s focus resonated with Valverde when she was thinking of starting a business, and it fit with her desire to have a career centered on meaningful work. “I wanted to make a positive impact in my community and help kids unlock their potential,” she says, “and becoming a Sylvan franchisee was a way to do that.”
The Sylvan centers that she owned in Texas served some of the poorest counties in the U.S. but consistently ranked among the brand’s top-producing franchises. Valverde credits her team for much of her centers’ success. “We all believed in helping families and growing our communities together,” she says. “The key to our success was combining hard work and adaptability and never losing our passion for education. My team and I made sure we stayed focused on our mission, which truly helped us thrive.”
In 2016 she sold her franchises and joined Sylvan’s corporate team, eventually rising in the company to become brand president in 2024. “When the opportunity arose to join the corporate team, I seized it,” she says. “I was excited about the possibility of making an even bigger impact on the organization and continuing to help Sylvan succeed on a larger scale. I was motivated by the chance to contribute to the company’s growth and make sure Sylvan continues to lead in the education space.”
Student Success Through Innovation
Last year Sylvan became part of Unleashed Brands, the parent company of brands that focus on youth enrichment, including Urban Air, The Little Gym, Premier Martial Arts, Snapology, Class 101, XP League and Water Wings. “We now have access to shared resources we didn’t have before, which has been a huge advantage,” Valverde says of joining forces with Unleashed Brands.
A top initiative for the company in 2025 is updating its core educational products, she says, by leveraging the latest technology to customize tutoring for each student. “We’re focused on accessibility and ensuring that our brand standards remain top-quality, which will enhance both the learning experience and customer satisfaction,” she says. “Technology is central to everything we do. We’re constantly innovating to make the learning experience even more personalized and effective.” Technological advancements, however, don’t detract from the importance of personal relationships between teachers and students, she says, emphasizing that teachers are at the core of the company’s model.
Another priority is streamlining operations to drive the company’s growth, Valverde says. “Franchisees will start feeling these improvements more this year, with a focus on technological and operational advancements,” she says. With more than 500 franchised locations, the company is looking to expand internationally as well as within the U.S. and is positioned to capitalize on the expected growth in the global tutoring market. According to Zion Market Research, the global tutoring and exam preparation market is forecast to grow from $71.64 billion in 2023 to about $116.58 billion by 2032, with North America expected to dominate the market.
A Booming Global Tutoring Market
Because company growth relies on strong connections with franchise owners, Sylvan prioritizes open communication and collaboration with franchisees, Valverde says. In particular, an advisory council of franchisees elected by their peers ensures that they feel supported and that their ideas and concerns are heard, she says.
Sylvan has a proven business model and 46 years of experience, but rather than dwelling in the past, the education franchise is looking to the future. “The brand is continuously evolving to meet the needs of today’s education landscape, combining our legacy with cutting-edge tools and new support,” Valverde says. “We’re still driving progress and innovation, and it’s exciting to see the impact we’re having. It’s a testament to the amazing people at Sylvan who are committed to making a difference in the lives of students and families. It reaffirms that Sylvan attracts people who are passionate about creating positive change.”