At 26 years old, Katie Gillberg left a toxic job in medical sales, took a massive risk, and opened the first Hydrate IV Bar in Denver. Ten years later, she’s the founder and CEO of one of the fastest-growing IV therapy franchises in the country — with 25 locations open, 25 more on the way, and a plan to hit 100 units.

In this episode, Katie shares how she built Hydrate IV Bar from a grassroots wellness concept into a scalable franchise system, why franchising wasn’t the plan early on, and what finally convinced her to make the leap. She opens up about partner breakups, surviving COVID, the real cost of launching a franchise brand, and why her top franchisees outperform even her corporate stores.

If you're thinking about buying or building a franchise — especially in wellness — this episode is a masterclass in founder transparency and real-world scaling.

In this episode, Alex sits down with Matt Jeffries, a former supply chain leader who spent more than a decade running large teams across Target, Nordstrom, and other major corporations before making the leap into business ownership. Originally from Ecuador and now based in Chicago, Matt shares the full story of how he went from climbing the corporate ladder to becoming a first time franchisee with 1 800 STRIPER.

Matt gives an honest look at what the transition really feels like. The excitement of starting something new. The fear of giving up a stable path. The challenge of wearing every hat. The moments where the business feels like it is taking off. The moments where you question everything. He also breaks down how he chose his brand, what surprised him most in the first few months, the importance of following the franchise playbook, and why sales ends up on the owner’s shoulders more than most people expect.

If you are exploring franchising or already in the early stages of ownership, Matt’s candor and perspective will give you a realistic and encouraging look at what this journey actually looks like.

Caleb Clayton has lived just about every role you can have in franchising — from working the counter at a Pelican’s Snoballs to becoming a franchisee at 25, to helping scale the brand from 10 units to more than 200 locations nationwide. He’s led franchise development across multiple national systems, trained new owners, worked with area developers, and seen firsthand what separates great operators and great franchisors from the rest.

Now he’s bringing that experience to Franzy.

In this episode, Caleb shares why he believes the franchise industry is overdue for real innovation, what buyers still get wrong about the discovery process, and why he joined Franzy to help build a more transparent, data-driven, and democratized path to business ownership.

We get into:

• Caleb’s unexpected entry into franchising and how it shaped his career

If you want a real, on-the-ground look at franchising from someone who’s been an operator, a developer, and now an advisor at Franzy, this episode is packed with insight.

Alex sits down with operator and investor Brian Beers to unpack how he scaled a family Midas business to 35 locations and roughly 50 million in annual revenue. Brian walks through buying vs building, the seller financed deal that changed everything, and his simple ladder from I do it to we do it to they do it. You will hear how local economies of scale create real leverage, why saying yes more often lifts revenue, and the one hire that freed him to build beyond automotive. We also cover the categories he likes for the next decade, what he treats with caution, and his best advice for anyone in the first year of ownership.

Rapid fire: favorite brand Wingstop, go to resources The Science of Scaling and 10X Is Easier Than 2X, one word for franchising is scale.

Connect with Brian on YouTube, LinkedIn, and X by searching “Brian Beers.”

Former Green Bay Packer Terrence Murphy joins Alex Smereczniak for a candid, high speed tour of his journey from the NFL to building a portfolio that spans real estate, construction, and franchising. Terrence explains why he doubled down on real estate after an early injury, how he grew a brokerage to 1.5B in sales, and why franchising became a core pillar alongside development and acquisitions. He breaks down his operator playbook as a multi unit, multi brand owner with Crumbl and F45, plus how he partners on the real estate side with brands like Starbucks and Buffalo Wild Wings.

You will hear Terrence’s checklist for choosing brands, the simple metric discipline he uses to evaluate deals, and his most valuable lesson for first time franchisees. He shares how EOS and a one page roadmap keep 100 plus ventures aligned, why competence creates confidence, and why immersion and reps beat hacks and shortcuts. The conversation closes with practical advice on spouse alignment, risk, and getting off the bench, along with an open call for Texas operators and sellers who want a serious buyer at the table.

Lean more about franchising at Franzy.com

Connect with Terrence Murphy here

Scaling from one location to many takes more than ambition — it takes smart financing. In this highlights episode, we dig into how successful operators structure funding for multi-unit franchise growth.

First, Crumbl franchisees Taylor Byington and Shideleler Bennett share how they raised friends-and-family money, the mistakes that left them cash-strapped, and the smarter financing structure they’d use if they could start over. Then, Kal Gullapalli — a multi-brand operator with over 100 units — breaks down how larger deals are financed, from equity splits and debt terms to lender relationships and fund structures.

If you’re planning to grow beyond a single unit, this episode shows how top franchisees finance the leap.

🎧 From How I Franchised This — powered by Franzy.

Sherman Walters grew up sleeping in an ice cream cone box at his family’s Dairy Queen—literally. What started as his father’s handwritten napkin deal in the 1970s turned into a 50-year family business that spanned generations.

In this episode, Sherman shares how his family built and eventually sold their Dairy Queen locations, the lessons he learned stepping away from the counter to become a restaurant broker, and why every franchisee—no matter their size—should start with an exit strategy.

We dive into:

The surprising origin story of one of Charlotte’s oldest Dairy Queen locations

How to emotionally detach from your business (and why it matters for valuation)

The realities of selling a franchise and structuring your lease right

Why franchising isn’t about control—it’s about knowing your strengths

Whether you’re running your first store or planning your next acquisition, this episode is packed with real-world insights from someone who’s lived both sides of the franchising table.

Josh Emison served as an infantry officer in the Marine Corps before becoming a franchise owner in Denver. Today, he and his wife operate three Tippi Toes territories, a mobile dance program for young children. Their journey started with a simple goal—to build something of their own—and grew into a thriving local business that blends structure, leadership, and community.

In this episode, Josh shares how his military background shaped his leadership style and why the systems and training culture of franchising felt like a natural fit. He talks about following the franchisor’s playbook, trusting good people, and learning that success often comes from doing the basics exceptionally well.

Josh also opens up about an earlier chapter in his career, when he launched a blockchain startup that collapsed during the FTX fallout. That experience pushed him toward franchising—where the focus is on steady, proven growth rather than hype or volatility.

We cover how he and his wife divided responsibilities, handled a major summer drop-off in customers, and built systems to reach their next growth milestone of 1,000 enrolled students. Josh closes with advice for aspiring owners, especially veterans: find the right fit, talk to franchisees directly, get real financial help, and never underestimate how capable you already are.

Patricia Rincón and Felipe Lastra share their journey into franchise ownership with LuminLash in Houston. After careers in oil and gas, they decided to invest in themselves and their family by acquiring an existing eyelash extension studio. In this episode, they discuss choosing franchising over starting from scratch, what they learned in the early months, and how they’re planning for future growth.

Ashley Clark never planned on franchising. Fresh out of Clemson and headed for law school, a single suggestion from her dad led to a Kilwins inquiry and, twelve years later, a six-store operation across four states with five more in the pipeline. In this episode, Ashley breaks down how she and her husband went all in, financed growth through SBA and conventional debt, built systems, and learned to lead at scale.

How Ashley bought her first store and went cash positive on day one

The leap from one to two units including selling their house to fund the deal

When SBA makes sense and when conventional lending opens up

Why franchising still feels entrepreneurial

The mindset shift from operator to multi-unit leader

Systems, people, and the biggest misconceptions about franchising