used the franchise model,”
Saxton says. “They had to rely on
the franchisees for knowledge
about, for example, what
neighborhood to put the
McDonald’s in.”
In this respect, the genera-
tion of aging Americans the
franchise industry is hastening
to serve, and the franchise
industry itself, may share
something in common: The
world they once knew is
changing at a stunning pace.
BACK AT THE Goldfish Swim
School, there are no sugges-
tions of such a looming menace.
The loudest noise is the happy
splash of kids in a pool, against
the backdrop of a colorful
mural of sea life. Several of the
moms here are using the
opportunity to telecommute
on their laptops while their
kids are in class.
Julie Steinkrauss isn’t on a
laptop. She’s here with her
3-year-old, Jackie, who wears a
giant backpack and Mickey
Mouse swim clogs. These
weekday morning lessons free
up Steinkrauss to spend time
with her daughter, since she is
so busy the rest of her days
chauffeuring her three older
kids to dance, SAT tutoring,
and basketball.
“I like that it’s so flexible,” she
says. “I can come in the morning
and be available for the other
kids in the afternoon—and for
parents who work, it’s open on
the weekends, too.”
At that, Steinkrauss pauses, a
little ambivalent about how the
world has changed. Her life, she
says, is “definitely more hectic
than our parents’ lives were.”
Jon Marcus is a Boston-based
journalist who writes for The
Atlantic, The Washington Post,
The New York Times, The
Boston Globe, and others.
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