podcast

Leadership Isn’t a Title. It’s a Team.

“Leadership is a glorified term for simply putting together a good team and working very hard.”
— Amit Kleinberger, CEO, Menchie’s Frozen Yogurt

Today, we’re proud to announce that Menchie’s Frozen Yogurt has officially partnered with BrandONE to lead its next phase of franchise growth.

This partnership marks a full-circle moment: BrandONE CEO Michael Mudd spent seven years helping grow Menchie’s from just 7 locations into a global brand — and now, nearly a decade later, we’re joining forces again. Why now? Because the foundation is stronger than ever — and the future demands a team that leads with purpose, clarity, and discipline.

In the latest episode of the BrandONE-On-ONE Podcast, Menchie’s CEO Amit Kleinberger offered a refreshingly honest take on what leadership really means inside a franchise system:

“There are always going to be challenges. It took us 20 years to get to where we are today. We certainly had great moments, challenging moments, happy moments, moments of learning… But at the end of the day, you have to make sure that the team is right.”

If you’ve been in franchising for more than five minutes, you know this to be true:

  • The wrong team can tank a great concept.
  • The right team can elevate a good one to greatness.

The Jim Collins Test Still Works

Amit nods to Jim Collins’ classic idea from Good to Great — get the right people in the right seats on the bus. But he doesn’t stop there. He reminds us what that actually takes:

“It sounds so easy. But behind that sentence is years and years of interviewing people… selecting the right people… sometimes ending relationships with the wrong folks.”

It’s not glamorous. It’s not fast. But it’s necessary — especially in franchising, where every person you bring into the system affects the brand.

Why This Matters Now

For emerging brands looking to scale, team integrity isn’t optional — it’s mission critical. That includes:

  • Your leadership team
  • Your first 10–20 franchisees
  • Your vendor network
  • And your franchisees’ teams on the ground

We’ve seen over and over again: a mediocre model with a strong team can win. But a strong model with a fractured team will stall.

The Optimist’s Edge

What stood out most in Amit’s leadership philosophy wasn’t just the operational wisdom — it was the mindset: “Try to see the positive in every person. Try to see life and people through a pink set of lenses.” That’s not fluff. That’s franchise-building optimism — the kind that builds loyalty, culture, and resilience.

So Why BrandONE x Menchie’s?

Because the next chapter of franchise growth requires more than energy. It requires alignment. Trust. Discipline. And leadership that knows how to navigate what’s next. At BrandONE, we don’t chase hype. We build franchise systems that last. And we couldn’t be more excited to help steward Menchie’s — a legacy brand that’s stayed true to its mission: We Make You Smile.

🎧 Want to hear more? Catch the exclusive conversation with Amit Kleinberger on the BrandONE-On-ONE Podcast:

From W-2 to Winning Big: How One Franchisee Found Her Calling with TRUA

When Anna Winecoff said, “Alex, I’m not buying a franchise,” she meant it. Until she didn’t. Today, she owns three TRUA Senior Living Locators territories in South Carolina and just passed the one-year mark with a thriving business, a growing team, and a redefined life. In this BrandONE-on-ONE episode, Alexandria Warren sits down with her longtime friend and TRUA’s first franchisee to unpack the fear, grit, and strategy behind her shift from seasoned corporate executive to local business owner. If you’re a professional with industry expertise wondering whether franchising could work for you – this is the episode (and story) to pay attention to.

A Career Built in Senior Living

Anna spent over a decade in the senior living industry, climbing from entry-level roles to national leadership. Her passion? Helping families make the right decision for their aging loved ones. But the travel wore thin. So did the feeling that her time wasn’t fully her own. “You come to that point of feeling like you have to give up what you love for the people you love.” TRUA offered her a different path: keep serving seniors, but do it on her terms.

Why TRUA Was Different

Anna wasn’t looking to become a franchisee. But once she learned about TRUA’s mission, clinical approach, and founder Matt’s 20+ years of experience, something clicked.

She didn’t just buy a franchise. She became the first franchisee – a leap of faith made possible by:

  • Deep belief in TRUA’s model: A clinically guided, concierge-style placement process for seniors
  • Immediate alignment with the founder’s values
  • A chance to impact her community while supporting her family

“I didn’t realize this world existed. Most people don’t… until it’s their turn.”

From First Step to Full Time

Anna gave notice at her corporate job on a Friday and started with TRUA the following Monday. No safety net. No backup plan. Just commitment.

“We didn’t have a plan B. It had to work – and we were going to make it work.”

She went all in: boots on the ground, building referral relationships, educating families, and showing up in hospitals with wheelchairs when no one else could. Her relentless input led to immediate output: placements in month one and steady growth ever since.

Scaling Smart, Not Fast

Anna now manages a growing team, recently hiring her first employee beyond family. In less than two months, they’ve doubled revenue. Her secret?

  • Hiring from within the industry
  • Training based on real-life experience
  • Letting go of the belief that “no one else can do it like me”

“It’s scary, trusting someone else with your business. But if you don’t scale, you stall.”

Lessons for Future Franchisees

This episode is more than a success story—it’s a masterclass in mindset. Anna’s journey is proof that passion and process can build something powerful.

Key takeaways:

  • Hope is not a strategy
  • Relationship-building beats paid ads
  • You need to be the face of your brand (at least early on)
  • Grit matters more than background
  • TRUA is filling a massive, unmet need in the senior care space

Why TRUA, Why Now

TRUA isn’t your typical senior care franchise. It’s not home care, and it’s not community-based ownership. It’s a modern, clinically guided solution to one of the most overlooked problems in senior living: bad placements.

With the “silver tsunami” still building, families are desperate for guidance. TRUA franchisees are trained to deliver it – and own a business that genuinely changes lives.

“TRUA gave me the chance to serve my community, support my family, and build something that’s mine.”

Final Word: From Fear to Freedom

Owning a franchise isn’t easy. But it can be transformational, especially when you’re backed by a brand like TRUA and guided by a team like BrandONE.

As Alexandria puts it: “Franchise development isn’t about selling. It’s about showing people what’s possible. Anna just proved what’s possible.”

Ready to explore TRUA or another emerging brand built for real-world impact? Let’s Talk.

Explore TRUA Senior Placement Franchise Opportunities: Learn More About TRUA

BrandONE helps emerging and scaling franchises grow with clarity, strategy, and impact. Our brands are built to last and led by founders who care.

How Bright Brothers Built a High‑Leverage Home Services Franchise

RECAP: Episode 9 – In the latest episode of the BrandONE‑On‑ONE Podcast, we sat down with Pat Clark of Bright Brothers. His story is a powerful example of taking what many write off as a “blue‑collar” local service and elevating it into a scalable, franchise‑worthy business with strong unit economics, repeat revenue streams and minimal seasonality. For investors, brokers and franchisors alike, the insights they shared are worth your attention.

1. Home services is more compelling than ever

Pat’s simple observation rings true: “Everybody lives in or works in a dirty building.” That means the work exists. Add to that: AI and software may be changing many parts of business, but you can’t walk on someone’s roof, clean it and hang holiday lights from a robot (yet). Home services offer tangible value, recurring need and a moat versus pure digital business models.

2. Eliminating seasonality is a game‑changer

One of Bright Brothers’ smart moves: they didn’t stop at pressure‑washing. They layered in gutter‑protection, holiday‑lighting and permanent lighting systems – all services that extend the revenue calendar and let the same teams stay busy year‑round. That solves one of the biggest headaches for many service business owners: what do you do in the “slow” months?

3. Systems + marketing infrastructure = scale

You may have the “cleansing tech” (pressure washer), but scaling a brand means the unseen stuff: training manuals, sales scripts, marketing funnels, tech platforms, culture tools, metrics systems. Pat shared how he built those in the early days (some hard lessons learned!). When you invest via a franchise, you’re buying that infrastructure – you’re not reinventing the wheel.

4. The right franchisee profile matters

Bright Brothers isn’t looking for someone who wants to ride in a truck all day. They’re looking for someone who can build a business: lead sales, build relationships, hire & train a team, lean into local brand building (HOAs, property‑managers). That distinction is critical. If you’re thinking “I’ll be the guy in the truck”, you may not be the right fit for this opportunity.

5. Growth at the brand level is real

JT shared that Bright Brothers already has 9 franchisees, 15 locations – with more markets open. That early momentum matters. It showcases that the model is working and there’s runway. For brokers and investors scanning for opportunities, that combination of traction + room to grow is highly appealing.

Bottom line: Franchising isn’t about buying a shiny truck and hoping for the best. It’s about aligning with a brand that’s built with smart systems, clear repeatable processes and a real growth path. Pat’s story with Bright Brothers shows that what might look like “just pressure‑washing” can actually be the foundation for a compelling franchise vehicle when built the right way. For any investor serious about ownership and scalability, this is worth your attention.

Listen on Spotify

Growth BluePrint: JT Thiessen on Scaling Service Brands & Franchise‑Driven Growth

RECAP: Episode 8 – In this episode, we sit down with franchise veteran JT Thiessen, now a partner at BrandONE. His unparalleled reputation for achieving scalable, sustainable growth and managing high-performing systems make him the perfect fit to continue our legacy of delivering accelerated growth for our brand partners.

Here are the clear, actionable takeaways for franchisors, franchisees, and growth‑minded owners:

1. “Scale” Starts with the Right Operating Model

JT emphasizes that growth isn’t just about faster expansion—it’s about repeatable systems and an operating model that holds up under pressure. Without that, scale becomes chaos.

2. From Brand Strategy to Franchisee Selection

Selecting the right franchisees is non‑negotiable. JT outlines how a brand’s future is shaped by the people you bring in—candidates aligned with your culture, vision and regional strategy. Mis‑matches here cost time, money and reputation.

3. Service Brands Have Unique Growth Levers

In service‑based franchises (his specialty), JT explains that success hinges on strong unit economics, high quality delivery, and flow‑through systems. It’s less about one big location and more about replicating performance.

4. The Role of M&A and Portfolio Thinking

With his background in brands and acquisitions, JT discusses how growing via portfolio strategy (adding complementary brands, buying footprint, building multi‑unit operators) can accelerate scale—provided you keep system integrity intact.

5. Culture, Coaching & Continuous Improvement

JT points out the engines behind long‑term growth are culture and coaching—not just training and manuals. A strong culture drives retention, promotes excellence in delivery, and builds the “system advantage” that separates leading brands.

6. Why He Joined BrandONE—and What That Tells You

His move to BrandONE signals a shift: leveraging deep experience to help brands build with precision rather than just speed. The takeaway? Growth is smarter when you pair experience + strategy + selectivity.

Bottom line: If you’re a franchisor ready to scale (or a savvy investor looking at service brands), this episode with JT Thiessen is a blueprint for disciplined, sustainable growth. It’s packed with insights for building the right model, scaling with integrity, and choosing franchisees who will make your system stronger— not slower.


Listen on Spotify

Golf Without Limits: Inside Another Nine’s 24/7 Franchise Model

When it comes to franchises that break the mold, Another Nine stands out. This concept delivers a premium indoor golf simulator experience — private suites, 24/7 access, and no full‑time on‑site staff. That’s not just innovation; it’s scaling with ingenuity.

In this episode, we dive with the leadership team of Another Nine (via their partnership with BrandONE) into how they’re building a franchise system designed for growth, owner flexibility, and strong operational leverage.

Here are the key take‑aways:

1. Designing for Owner Flexibility

Traditional brick‑and‑mortar models often demand full day staffing and heavy operations oversight. Another Nine flips that: self‑service suites, high‑tech delivery, and a model where franchisees can manage more remotely. It’s about giving owners options and reducing the operational drag.

2. Leveraging the “Premium” With Practical Scalability

A luxury feel doesn’t have to mean luxury cost. By combining top‑tier simulators and private suites with smart access (24/7) and minimal staffing, Another Nine hits a sweet spot: an elevated guest experience, but a scalable business model. That makes growth more attainable for quality franchisees.

3. The Role of Systems & Support in Franchising

As with any franchise, the difference between success and struggle often comes down to the strength of the system behind the brand. In this episode, we hear about how they’re establishing the training, technology and processes so that each new unit doesn’t invent operations from scratch — they plug into what works.

4. Why This Model Attracts “New‑Era” Franchisees

More entrepreneurs today want ownership freedom, less micro‑management. Another Nine gives owners the chance to benefit from a high‑end brand and experience, but with a model built for streamlined oversight. That’s especially appealing to multi‑unit operators or those with other business interests.

5. Growing With Intent, Not Just Speed

Rather than flooding the market, the team behind Another Nine is selective—looking for franchisees who fit the model, the vision, and the culture. In the podcast, they discuss how alignment of values, brand integrity, and operational readiness matter more than simply rapid foot‑printing.

Bottom line: If you’re an emerging franchisor exploring how to build a concept with both “wow‑factor” and operational efficiency, or an investor looking for a franchise model with upside and structure, this episode is full of strategic insights. The concept of “experience + systems + selectivity” offers a powerful formula.

🎧 Listen to the full conversation on Spotify

Jeff Sturgis on Sales Mastery, Culture-Driven Teams & Scaling to $20M+

Not everyone has time to hit play—but the lessons from Episode 6 of BrandONE-on-One are too valuable to miss. We sat down with Jeff Sturgis, the franchise executive behind RestoPros and ReCoat Revolution, to unpack how he’s building two fast-growing brands and helping franchisees scale with confidence. Below is a breakdown of the key insights from our conversation.

1. Sales is a Skill — And Anyone Can Learn It

Jeff didn’t start as a natural closer. As an introvert, he had to build his sales muscle through repetition, structure, and consistency. His takeaway: Sales isn’t about charisma—it’s about confidence through preparation.

2. Signing the Franchise Agreement is Emotional

Jeff reminds us that becoming a franchise owner is a major life moment. It’s exciting—but it’s also scary. As a franchisor, your job is to meet that moment with empathy, clarity, and support. “They’re trusting you with their future,” he says. Treat it accordingly.

3. Culture Eats Strategy — Every Time

Retention, team performance, and franchisee satisfaction all tie back to culture. Jeff invests in a culture of transparency, accountability, and shared wins. The result? Franchisees stay longer, grow faster, and build stronger local teams.

4. Franchising Accelerates Learning

New franchisees avoid the costly mistakes of trial-and-error by plugging into Jeff’s proven systems. From marketing to operations, they get a tested roadmap—and the runway to scale.

5. Why He Launched a Second Brand

Jeff’s success with RestoPros gave him the confidence to go again—with ReCoat Revolution. His motivation: the opportunity to apply what he’s learned, move faster, and help more entrepreneurs build equity through ownership.

If you’re building a brand, supporting franchisees, or exploring your next business move, Jeff’s story is proof that the right systems—and the right mindset—can change everything.

🎧 Listen to the full conversation on Spotify

Flexibility, Not Freedom — Lessons for Emerging Franchisors with Shannon Roderick

In episode 5 of BrandONE-on-One, we sat down with Shannon Roderick to dig into the realities of building a successful franchise system. For emerging franchisors, Shannon’s perspective is invaluable – she’s lived both sides of the equation as a multi-unit owner and now as a franchisor leading brands through growth. Here are some of the most impactful takeaways from our conversation:

1. Business Ownership Isn’t About Freedom – it’s About Flexibility

Shannon flips the script on one of the biggest misconceptions. Too often, candidates say they want to own a business for “freedom.” In reality, business ownership comes with responsibility, accountability, and long hours. What it truly offers is flexibility: the ability to build a schedule that works for you and your family, even if that means catching up after hours.

2. Listening Is Non-Negotiable

Shannon stressed the importance of listening to franchisees from day one. As a franchisor, your owners are your “internal customers.” Ignoring their feedback or dictating every move risks creating resentment and disconnect. Successful franchisors build trust by making decisions with franchisee impact in mind and communicating the “why” behind changes.

3. Remember the Weight of First-Time Ownership

Many franchisees are stepping into business ownership for the very first time. They may not know how to read a P&L, manage payroll, or grasp how small decisions affect profitability. The best franchisors don’t assume knowledge — they take time to educate and support owners, meeting them where they are.

4. Your Responsibility Gets Heavier, Not Lighter

Shannon’s reminder to new franchisors: adding franchisees doesn’t lessen your burden, it multiplies it. Every owner will have unique needs and challenges, and serving them well is the foundation of sustainable growth.

5. Build Brands with Staying Power

Her advice when selecting and growing concepts? Focus on brands that meet needs, not just wants. Pandemic-proof businesses, or those that fill enduring gaps in the market, are far better positioned for long-term franchise success.

The Bottom Line:

For emerging franchisors, success isn’t about moving fast — it’s about moving intentionally. Listen to your franchisees, educate them, and never forget that ownership is about flexibility, not freedom.

🎧 Listen to the full conversation on Spotify