RJ’s journey in the world of franchising began humbly. Starting off sweeping floors at an automotive aftermarket company, he quickly found his niche in working with small business owners. This initial experience set the stage for a career spanning various industries, from commercial landscaping to franchising. It wasn’t until a pivotal conversation with his father-in-law, however, that RJ’s career path became clear. Faced with two job offers—one as a branch manager of a landscaping operation with all the perks and another in the franchising world—his father-in-law offered some sage advice: if RJ went into franchising, he would never know where he might end up. That unpredictability was precisely what appealed to RJ, and it was his best career move ever made.

RJ spent 14 years at Spring Green, where he wore many hats in the small company environment. The team had about 80 to 90 franchise owners and operated across various territories. During his time there, RJ was involved in everything from managing an LMS (Learning Management System) to running a call center, overseeing company-owned branches, and facilitating peer groups. The focus was always on making franchisees more profitable. With a data-driven approach, every decision, from marketing to operations, was based on insights gathered from the business’s performance metrics. This focus on data helped steer the company toward success.

To diversify, the company ventured into the pet industry with Pet Butler. The first year was tough, with significant marketing investments yielding just 56 new customers. However, by analyzing the data and tweaking their approach, they eventually found a marketing offer that resonated with customers in the Chicagoland area, growing their customer base by nearly 300 the following year. This persistence paid off, and by the time RJ left, Pet Butler was experiencing 30% growth annually, with system-wide revenue of around $6-7 million.

In October 2019, RJ was approached by Julie Cartwright, president of Pvolve, about a new opportunity in boutique fitness franchising. Despite his background in the service industry, RJ decided to take on the challenge. He joined Pvolve in April 2020 and immediately began building a team of director-level individuals who were scrappy and ready to tackle the challenges of a new franchising venture. Despite the difficulties presented by the COVID-19 pandemic, RJ led the company to sell its first franchise in June 2021 and grew to award 40 franchise units by the time he left.

Throughout his career, RJ emphasized the importance of building the right team. He sought individuals who were not only skilled but also fit the company’s culture and were willing to go above and beyond their job descriptions. This mentality helped him successfully navigate the complexities of franchising, including acquiring and integrating new brands like Row House and Neighborhood Barre under Extraordinary Brands.

When asked about the key to successful franchising, RJ stresses the importance of understanding key performance indicators (KPIs) and making data-driven decisions. For new franchisors, it’s not just about selling franchises but supporting franchisees and helping them meet their targets. This includes being transparent about the financial realities and guiding them through the initial stages until they reach profitability.

For RJ, franchising is not just about business; it’s about supporting individuals in building their livelihoods. He emphasizes balancing work and personal life, ensuring that business decisions align with one’s family dynamics and long-term goals. This holistic approach has been a cornerstone of RJ’s success in the franchising world as he continues to seek new opportunities and help others achieve their business aspirations.

If you want to learn more about RJ’s journey or the franchising opportunities he offers, visit Extraordinarybrands.com for updates on their current brands and upcoming acquisitions. You can also catch RJ on various podcasts, including an upcoming episode with Halo, where he’ll share more insights into the franchising industry.