Case Study: From Overwhelmed to Empowered - Building a Team for Franchise Success

Introduction

When Garrett Ahlberg, founder of Rise Modern Wellness, began franchising, he and his wife were managing every aspect of the business themselves. Having successfully sold 33 locations to 12 franchisees, Garrett quickly found himself overwhelmed by the immense workload of supporting his franchisees and ensuring their success. That’s when he sought executive coaching to help him shift from doing it all himself to building a team capable of scaling the brand.

The Challenge

Garrett’s vision was clear: he wanted to scale Rise Modern Wellness into a thriving franchise system. However, he identified a major barrier to his growth—his self proclaimed "ignorance" in the franchising space. He had theories about what needed to be done but lacked confidence that they were the right steps. This uncertainty, combined with the overwhelming workload of opening and supporting 12 franchise locations, led to frustration and burnout. At times, he found the process unenjoyable because he hadn’t hired ahead and was trying to do too much on his own.

Adding to the challenge, Garrett and his wife faced personal obstacles in Oregon, where limited childcare options made balancing family and work life difficult. This eventually influenced their decision to relocate and lead the remote team from Hawaii, where childcare availability and a balanced lifestyle aligned better with their priorities.

The Coaching Process and Results

Step 1: Assessing Needs and Prioritizing Team Growth Through coaching, Garrett realized the importance of hiring ahead of his needs. We evaluated his immediate and future challenges, identifying roles that would alleviate his operational burdens and improve franchisee support. Using tools like the EOS People Analyzer, Accountability Chart, and Core Values, we created a framework for making strategic hiring decisions.

Step 2: Building the Right Team Garrett prioritized getting people on his team, growing from just him and his wife to a team of six in just a few months. He embraced the philosophy that he needed to "shrink on the activity and let others shine," allowing his team to take ownership of key responsibilities. For example, one team member now manages his inbox, freeing him to focus on higher-value activities.

Step 3: Overcoming Overwhelm Coaching sessions focused on helping Garrett delegate effectively and reduce his workload. He acknowledged, "I dug the hole, and now I know how to get out of it," highlighting his proactive approach to addressing challenges. By building the right team, Garrett could shift his focus from day-to-day operations to strategic growth.

Step 4: Focusing on an Operational Dashboard With the time freed up by hiring a capable team, Garrett dedicated himself to developing a Business Intelligence (BI) tool—a cutting-edge operational dashboard for franchisees. The goal of this dashboard was to provide franchisees with clarity and actionable insights into their business. In just three minutes, franchisees can identify constraints, benchmark their performance against other locations, and understand what "good" looks like in metrics such as lifetime value, customer acquisition, and retention rates. This tool empowers franchisees to make data-driven decisions and accelerates their path to success.

Step 5: Learning from Industry Leaders As part of his coaching journey, Garrett attended the Emerging Franchisor Conference 2024. This experience proved transformative, as Garrett reflected, "I think we wiped off 5-6 years of pain that we would have endured by going to that conference. The biggest lessons were the unknown unknowns and validating our approach." By networking with industry leaders and gaining new perspectives, Garrett strengthened his ability to lead his franchise system effectively.

Step 6: Creating a Flexible Work-Life Model Recognizing the importance of family and personal well-being, Garrett made the bold decision to relocate his family and lead the remote team of Rise Modern Wellness from Oahu, Hawaii. The move was driven by the availability of childcare and the opportunity to balance his professional responsibilities with quality family time. This relocation also allowed him to lead his brand from a place that aligned with his personal and professional values.

Step 7: Leadership and Value Creation Garrett also started a podcast to share his journey and insights with others, adding value to the business world by providing free resources and lessons learned. This initiative further cemented his role as a leader in the franchising space and allowed him to connect with a broader audience. Additionally, introductions to key industry contacts helped expand Garrett’s network and deepen his understanding of franchising.

Conclusion

Through strategic coaching, Garrett transformed from an overwhelmed operator into a confident franchisor with a strong, capable team. The journey wasn’t without its challenges, but by focusing on team growth, leveraging cutting-edge tools, and embracing the long game of franchising, Garrett set his brand up for future success. This case study represents just a few months of work, but the impact will shape the trajectory of Rise Modern Wellness for years to come. Franchising takes time, effort, and consistency—and Garrett is ready for the challenge.

Are you ready to scale your franchise brand and build a team that supports your vision? Partner with an experienced Executive Franchisor Coach to help you prioritize, delegate, and grow with confidence. Let’s work together to transform your journey.