Most people think private equity “kills” franchise brands. But in this episode, Adam Lewin — CEO of Wonder, a holding company for franchisors and multi-site operators — explains why the truth is far more nuanced.

Adam breaks down:

If you care about franchising, small business, or private equity — this is a masterclass.

00:00 — What Wonder Actually Is

01:00 — Why Wonder Rejects the “Platform Play”

03:00 — How They Decide Which Brands to Buy

05:00 — Why Scaling Is Harder Than Founders Think

07:00 — The Hidden Challenges of Franchising

09:00 — The Founder Problem: Why Many Stagnate

11:00 — What “Differentiation” Actually Means in SMB

13:00 — Are Multi-Unit Franchisees a Risk?

15:00 — Wonder’s Long-Term Horizon (5–10 Year Holds)

17:00 — Are Hype Brands Like Dave’s/Seven Brew Overvalued?

20:00 — Why Unit Economics Matter More Than Hype

21:00 — Mistakes Every Emerging Franchisor Makes

23:00 — Why Hiring Franchisees Is Like Hiring Employees

25:00 — The Biggest Problem: Bad Early Franchisees

26:00 — Deep Dive: Why Wonder Bought Soccer Five

29:00 — How Soccer Five Actually Works

31:00 — Why Wonder Will Build Corporate Units for S5

33:00 — Why Franchising Is Attractive to PE

36:00 — What PE Gets Wrong About Franchising

39:00 — Growth at All Costs = System Failure

41:00 — How Rourke Pays Insane Multiples

43:00 — Why Rourke Can Hold Brands for 20+ Years

46:00 — Does Private Equity Ruin Franchises?

49:00 — Wonder vs. Traditional PE

51:00 — Where to Follow Wonder & Tucker’s Farm