About Cliff Nonnenmacher:

Cliff Nonnenmacher is a seasoned franchise consultant who helps corporate executives build generational wealth, diversify their portfolios, pivot careers, and launch family businesses through customized franchise strategies. With more than 20 years of hands-on experience as a franchise owner, operator, advisor, and investor, as well as serving in executive roles on the franchisor side, Cliff offers unmatched real-world insight into what it truly takes to succeed in the franchising world. His direct, honest approach has earned him features in The Wall Street Journal, The New York Times, and CBS MoneyWatch, and he is known for talking more clients out of franchising than into it, ensuring a perfect fit between franchisee and franchisor.

Cliff’s journey began in 1990 when he launched a pioneering food delivery business using landlines, pagers, and fax machines—years before the rise of apps like DoorDash and UberEats. Since then, he has started, scaled, and sold over a dozen businesses, with franchising standing out as the most powerful path to long-term success. Clients appreciate his deep listening, genuine care, and no-nonsense guidance. As one client put it, Cliff helped turn a career crossroads into a new chapter of life and business. His mission today is to help others unlock the same freedom, legacy, and wealth-building potential that franchising has brought to his own life.

In this episode, your hosts, Jason and Scott, together with Cliff Nonnenmacher, discuss:

• 4E 1P Principle for Franchise Success
• Franchising as a Wealth-Building Strategy
• Self-Directed Retirement Funds for Franchise Investment
• Non-Brick-and-Mortar Franchises Offer Best Opportunities
• Importance of Working ON Business, Not IN Business

Key Takeaways:

• Franchising isn't just about following a system; it's about bringing energy, edge, and passion to your business, and successful franchisees must be willing to execute and energize their team, breaking free from the traditional corporate mindset.
• Through strategies like ROBS, you can leverage your IRA to invest in a franchise with zero penalties and maintain tax-deferred status.
• Not all franchises are created equal, especially in the food industry. 
• Industry experience isn't a prerequisite for franchise ownership, but what matters most is your ability to learn, adapt, and apply the proven systems provided by the franchisor.
• Proper alignment requires understanding your investment objectives, local demographics, and personal strengths to find the right business opportunity.

"Franchising is the single greatest methodology ever created to create wealth, but more importantly, collapse time.” — Cliff Nonnenmacher

Connect with Cliff Nonnenmacher: 

Website: https://franocity.com/ 

LinkedIn: https://www.linkedin.com/in/cliffnonnenmacher/ 

Connect with Jason and Scott:

Website: https://henderxcapital.com/masteryourmillions

X (Twitter): @MasterYourMs https://twitter.com/MasterYourMs 

Facebook:  https://www.facebook.com/groups/realestateinvestorsofutah 

Instagram: @henderxcapital https://www.instagram.com/henderxcapital/

           @jasonihenderson https://www.instagram.com/jason.henderson/ 

Email: [email protected], [email protected]