Alzheimer's Association Illinois Chapter welcome Barbara Moran-Goodrich FY26 IWCA Chair and we're excited to have her lead our passionate group of women.

A Journey of Family, Business, and Alzheimer's Advocacy — Barbara Moran-Goodrich’s Story

In the world of business, Barbara Moran-Goodrich is a powerhouse. As CEO and Co-founder of Moran Family of Brands, she leads a franchise empire that includes Mr. Transmission, Multistate Transmission, Milex Complete Car Care, and Turbo Tint — over 135 franchises strong, spanning twenty-nine states and several international locations. She's been featured in major media outlets including The Wall Street Journal, Crain’s Business, TheStreet.com, Franchise Times, Huffington Post, and WomenEntrepreneur.com. But behind the accolades and achievements is a story of personal resilience, deep family roots, and a passionate commitment to advocacy.

Barbara’s journey with Alzheimer’s began not in a boardroom, but at home.

In 2008, her company began supporting the Alzheimer’s Association, and it was then that she first became truly aware of the devastating impact of the disease. What began as a corporate partnership quickly became deeply personal. By 2013, Barbara began noticing changes in her mother — small but undeniable signs that something wasn’t right. Her mother, with whom she had started Moran Family of Brands back in 1990, was suddenly struggling with tasks that had once been second nature. Two years later, in 2015, Barbara's mother was officially diagnosed with Alzheimer’s. “It was like a door we didn’t want to open,” Barbara recalls. “But we had to face it — and we had to figure out how to walk through it together.”

“For the first time, I felt like I wasn’t alone. IWCA gave me the information, tools, and emotional support I so desperately needed. They helped guide our family — and most importantly, helped us get my mom the care and support she needed.” Those final years were challenging, but because of the knowledge and support Barbara gained through IWCA, her family was able to be present and together with her mother in her final moments. Her mother passed away in June 2019. Today, Barbara remains actively involved with IWCA. “I stay connected because I want to help others the way IWCA helped me. No one should face Alzheimer’s alone.”

Navigating the complexities of the disease wasn’t easy. But in 2017, Barbara discovered

the Illinois Women Conquer Alz (IWCA), a community that would prove to be a lifeline.

Barbara's story is one of strength, compassion, and unwavering commitment — not just to her family or her business, but to the countless families walking the same path she once did. Through her work, her voice, and her heart, she continues to light the way for others.