Franchise Unfiltered

Hosted by Path 2 Freedom

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100

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Sep 2026

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About the show

How to Take Control of YOUR Life, and Create FREEDOM for Yourself, Through Business Ownership

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October 22, 202641 min

She Helped Build Club Pilates to 1,400 Locations. Why Start Again?

After helping grow Club Pilates from 28 to 1,400 locations, Sarah Luna could have stepped back. Instead, she’s building another Pilates brand. Sarah, CEO of Pilates Addiction, joins Wes Barefoot to explain why she’s starting again, what she’s doing differently, and why she believes there’s still room in a seemingly crowded Pilates market. They discuss the systems behind franchise growth, lessons from supporting first-time business owners, and why you don’t need to be a Pilates instructor to own a Pilates franchise. In this episode: • The playbook that helped Club Pilates scale • Why Sarah wanted to return to building a new brand • What Pilates Addiction is doing differently • How to evaluate franchise leadership and support • The trade-offs of joining an emerging franchise • Why business management matters more than Pilates experience Timestamps: 00:00 Why Build Another Pilates Brand? 00:42 Meet Sarah Luna, CEO of Pilates Addiction 01:40 What Makes Pilates Addiction Different? 05:56 From Pilates Instructor to Franchise Leader 14:18 Why Sarah Decided to Start Again 18:22 Lessons She’s Applying This Time 24:24 Is the Pilates Market Too Crowded? 29:37 The Support Behind a Growing Franchise 33:25 Who Makes a Good Pilates Franchise Owner? 37:34 The Goal: America’s Second-Largest Pilates Brand Subscribe to Franchise Unfiltered for candid conversations about franchising, entrepreneurship, and business ownership. #Franchising #Pilates #BusinessOwnership

September 10, 202657 min

How to Choose a Franchise That Actually Fits Your Life

Choosing the right franchise isn’t just about finding a great brand or a profitable concept. It’s about finding a business that actually fits your skills, goals, personality, and the life you want to build. In this episode, we break down what prospective franchise owners should really be looking for during the research process—from understanding the actual role of the owner to learning from both successful and struggling franchisees. We also dig into the tradeoffs between franchise ownership and building an independent business, why some owners accidentally buy themselves a job, and why the business that looks exciting on paper may not actually be the right fit for you. If you’re considering franchise ownership, this conversation will help you think differently about what “the right franchise” really means. KEY TAKEAWAYS -Choose a franchise based on fit, not simply the product or industry. -Be clear about what you want your life and finances to look like. -Talk to both successful and struggling franchisees during due diligence. -Your ability to hire, train, and delegate can determine whether you build a business or simply buy yourself a job. -Franchising gives you systems, processes, support, and a network—but that comes with tradeoffs in control. -Don't assume the business you're most passionate about is automatically the business you're best suited to own. Timestamps: 00:00 – Introduction 03:16 – Why Passion Isn’t the Best Way to Choose a Business 05:03 – What Makes Someone a Good Fit for Home Services? 16:33 – Finding the Right Seat in the Business 17:28 – The Mistake That Turns a Franchise Into a Job 19:06 – What to Look for Before Buying Any Franchise 28:38 – The Most Underused Advantage in Franchising 39:29 – Franchise vs. Independent Business: The Tradeoffs 42:01 – Are Franchise Fees Actually Worth It? 49:51 – Why the Business You Like May Not Fit Your Life 7 Steps to Owning a Franchise: https://path2frdm-1.hubspotpagebuilder.com/path-to-freedom-about-franchising 🔗 Want help finding the right franchise? Book a free strategy call with Wes: https://calendly.com/wes-barefoot/introcallwithwes Connect with Wes: Instagram: https://www.instagram.com/path2frdm/ Facebook: https://www.facebook.com/path2frdm LinkedIn: https://www.linkedin.com/in/wesleybarefoot/ #Franchising #BusinessOwnership #Entrepreneurship

August 27, 20261 hr 7 min

The Franchise Marketing Paradox: Why the Old Playbook Is Dead

Franchise marketing has changed—and the old playbook of simply handing franchisees a standardized marketing plan and expecting it to work everywhere is no longer enough. In this episode of Franchise Unfiltered, Wes Barefoot sits down with Steve Buors, founder and CEO of Reshift Media, to unpack what Steve calls the “franchise marketing paradox”: franchising is built around consistency and scalability, but today’s consumers increasingly expect businesses to feel local and relevant. So where should the franchisor’s responsibility end and the franchisee’s begin? Steve explains why the best franchise marketing systems operate as a partnership. Franchisors need to provide the strategy, branding, data, tools, creative resources, and proven best practices—but franchisees also need the flexibility and support to make their marketing relevant to their individual markets. They also discuss why localized marketing can dramatically outperform generic national campaigns, what prospective franchise buyers should ask about a brand’s marketing system before investing, and why impressions and cheap leads don’t necessarily mean your marketing is working. The conversation then turns to one of the biggest changes facing local businesses today: AI search. Steve explains how AI is changing traditional search behavior, why website traffic may no longer be the metric it once was, and why your Google Business Profile, local content, reviews, and structured data are becoming increasingly important. If you own a franchise, are considering buying one, or are responsible for marketing a franchise system, this episode will help you understand what effective franchise marketing actually looks like in 2026. Timestamps: 00:00 – Why Franchise Marketing Is So Difficult 04:44 – The Franchise Marketing Paradox 07:13 – Why the Old Marketing Model No Longer Works 13:07 – Franchisor Control vs. Franchisee Freedom 17:21 – What the Franchisor Should Already Know 22:00 – Why Local Marketing Wins 24:15 – What Franchise Buyers Should Ask About Marketing 32:16 – Stop Measuring Vanity Metrics 39:01 – Why Marketing Attribution Is So Difficult 47:09 – AI Is Fundamentally Changing Search 7 Steps to Owning a Franchise: https://path2frdm-1.hubspotpagebuilder.com/path-to-freedom-about-franchising 🔗 Want help finding the right franchise? Book a free strategy call with Wes: https://calendly.com/wes-barefoot/introcallwithwes Connect with Wes: Instagram: https://www.instagram.com/path2frdm/ Facebook: https://www.facebook.com/path2frdm LinkedIn: https://www.linkedin.com/in/wesleybarefoot/ #FranchiseMarketing #FranchiseOwnership #DigitalMarketing

August 13, 202637 min

Dave Ramsey vs. Franchising: The Missing Piece

Dave Ramsey has some strong opinions about franchising—and some of his concerns are absolutely valid. But is he telling the whole story? In this episode of Franchise Unfiltered, we break down Dave Ramsey’s advice to a business owner considering franchising her company. We look at where Dave gets it right, where his argument misses some important context, and what both prospective franchisees and business owners considering franchising need to understand. We dig into the real relationship between franchisors and franchisees, why royalties can still make sense years after opening, the often-overlooked value of the franchisee network, and why having owners with real skin in the game can be very different from hiring managers to run corporate locations. We also unpack Dave’s concerns about franchise regulations and the Franchise Disclosure Document (FDD)—and explain why those regulations can actually be a major advantage for someone considering buying a franchise. Franchising isn't perfect, and it isn't right for everyone. But there's more to the equation than the horror stories. If you're considering buying a franchise, franchising your existing business, or simply trying to understand how the model actually works, this episode gives you an unfiltered look at both sides. Timestamps: 00:00 — Dave Ramsey’s Take on Franchising 03:40 — The Franchisee-Franchisor Love-Hate Relationship 05:40 — What Dave Ramsey Gets Right 08:50 — Why Franchise Royalties Can Still Be Worth It 11:52 — The Overlooked Power of the Franchisee Network 13:13 — The Real Cost of Franchising Your Business 16:26 — Franchising vs. Corporate-Owned Expansion 18:22 — Why Franchise Owners Have More Skin in the Game 23:14 — Is Franchise Regulation Actually a Bad Thing? 29:16 — What the FDD Tells Franchise Buyers 7 Steps to Owning a Franchise: https://path2frdm-1.hubspotpagebuilder.com/path-to-freedom-about-franchising 🔗 Want help finding the right franchise? Book a free strategy call with Wes: https://calendly.com/wes-barefoot/introcallwithwes Connect with Wes: Instagram: https://www.instagram.com/path2frdm/ Facebook: https://www.facebook.com/path2frdm LinkedIn: https://www.linkedin.com/in/wesleybarefoot/ #Franchising #DaveRamsey #BusinessOwnership

July 30, 202655 min

Matt Friedman Built Wing Zone in a Fraternity House...Here's What He Learned

Matt Friedman started Wing Zone in a fraternity house kitchen with just $500—and eventually grew it to 140 locations across six countries. In this episode, Matt shares the lessons from his 27-year journey: the mistakes, the realities of scaling, why franchise growth shouldn't be rushed, and what both franchisees and emerging franchisors need to understand before jumping in. If you're considering buying a franchise, franchising your own business, or simply want to learn from someone who's actually built and scaled a franchise brand, this conversation is packed with valuable insights. Timestamps: 0:00 – Meet Wing Zone Founder Matt Friedman 2:10 – The 27-Year Wing Zone Journey 2:49 – Starting With $500 in a Fraternity House 6:34 – Why Understanding Your Customer Comes First 13:30 – What Franchising Actually Gives You 18:31 – Emerging vs. Established Franchise Brands 23:03 – The Keys to Building a Successful Franchise 25:42 – Why Emerging Franchisors Need Enough Capital 32:33 – Matt's Biggest Hiring Mistake at Wing Zone 40:45 – Why Franchise Growth Shouldn't Be Rushed 7 Steps to Owning a Franchise: https://path2frdm-1.hubspotpagebuilder.com/path-to-freedom-about-franchising 🔗 Want help finding the right franchise? Book a free strategy call with Wes: https://calendly.com/wes-barefoot/introcallwithwes Connect with Wes: Instagram: https://www.instagram.com/path2frdm/ Facebook: https://www.facebook.com/path2frdm LinkedIn: https://www.linkedin.com/in/wesleybarefoot/ #Franchising #Entrepreneurship #Business

July 16, 202637 min

Why So Many People Get Franchising Wrong

Most people have strong opinions about franchising—but how many of those opinions are actually true? In this episode of Franchise Unfiltered, Wes Barefoot reacts to a podcast criticizing franchising and breaks down where they make valid points... and where they completely miss the mark. We cover: -The truth about franchise failure rates -Independent business vs. franchise ownership -Whether franchise fees are actually worth it -Why due diligence matters more than the brand name -The biggest mistakes franchise buyers make -How successful franchise owners really build wealth If you're considering buying a franchise, this episode could save you from making an expensive mistake. Timestamps: 00:00 Introduction 01:20 Why people misunderstand franchising 03:00 Franchise failure rates explained 08:00 Are franchise fees worth it? 12:00 What you're actually paying for 17:00 Royalties, profits & common misconceptions 21:00 Should new businesses franchise? 26:00 The truth about failing franchise locations 29:40 How to evaluate a franchise 33:20 Why franchisee validation matters 35:40 Final thoughts 7 Steps to Owning a Franchise: https://path2frdm-1.hubspotpagebuilder.com/path-to-freedom-about-franchising 🔗 Want help finding the right franchise? Book a free strategy call with Wes: https://calendly.com/wes-barefoot/introcallwithwes Connect with Wes: Instagram: https://www.instagram.com/path2frdm/ Facebook: https://www.facebook.com/path2frdm LinkedIn: https://www.linkedin.com/in/wesleybarefoot/ #Franchising #FranchiseBusiness #BusinessOwnership #Entrepreneur

July 2, 20261 hr 2 min

Young Entrepreneur Proves Age Doesn't Matter in Franchising

Most people think franchise ownership is something you do later in life after climbing the corporate ladder. Brian Garvey proves otherwise. In this episode, Brian shares how he went from walking on at the University of Tennessee, to Enterprise Rent-A-Car, to becoming a franchise owner at just 25 years old through Express Employment Professionals' Emerging Entrepreneur Program. We discuss mentorship, leadership, taking calculated risks, and why business ownership isn't just for experienced executives. If you've ever wondered whether you're too young to own a business, this conversation is for you. Timestamps: 00:00 Why Franchising Isn't Just for Older Professionals 02:00 Why Young Entrepreneurs Want Business Ownership 06:00 Fear of Failure vs. Fear of Regret 07:46 Lessons From Walking On at Tennessee Football 12:47 Enterprise Rent-A-Car Prepared Him for Business Ownership 16:27 How the Emerging Entrepreneur Program Works 28:20 Taking the Leap Into Franchise Ownership 32:36 Why You Don't Need to Know Everything Before Starting 39:35 Building Wealth Through Franchise Ownership 45:16 How Great Leaders Build Great Teams 7 Steps to Owning a Franchise: https://path2frdm-1.hubspotpagebuilder.com/path-to-freedom-about-franchising 🔗 Want help finding the right franchise? Book a free strategy call with Wes: https://calendly.com/wes-barefoot/introcallwithwes Connect with Wes: Instagram: https://www.instagram.com/path2frdm/ Facebook: https://www.facebook.com/path2frdm LinkedIn: https://www.linkedin.com/in/wesleybarefoot/ #Franchising #FranchiseBusiness #BusinessOwnership #Entrepreneur

June 18, 202649 min

The Land Investing Strategy Most People Overlook

Most people think real estate investing starts with houses. Brent Bowers built his business by focusing on something most investors completely ignore: land. In this episode of Franchise Unfiltered, Brent shares how he went from serving in the military to building a land investing business that generated enough income for him to leave the Army, create financial freedom, and help others do the same. We discuss land flipping, tax-delinquent properties, affordable housing, manufactured homes, creative financing, using other people's money, and why land may be one of the most misunderstood opportunities in real estate today. Whether you're interested in real estate investing, entrepreneurship, financial freedom, or finding an alternative path to business ownership, this conversation is packed with practical insights. In this episode: -How Brent got started buying tax-delinquent land -Building passive income through seller financing -Why affordable housing is creating new opportunities -The land-home package model explained -Using private money and creative financing -Why freedom matters more than wealth -Lessons from entrepreneurship and military service Timestamps: 00:02:23 — From Real Estate Failure to the Military 00:03:56 — The Tax-Delinquent Land Strategy That Changed Everything 00:04:41 — Replacing His Army Income With Land Investing 00:06:34 — Why So Many People Want to Own Land 00:08:31 — The Affordable Housing Opportunity Nobody Is Talking About 00:11:21 — How Land + Manufactured Home Packages Work 00:13:00 — How Much Money Do You Actually Need to Start? 00:15:34 — How Brent Raises Private Money for Deals 00:19:58 — The Real Secret to Higher Profits in Land Investing 00:28:54 — Why Freedom Matters More Than Money Connect with Brent here: Website: https://www.thelandsharks.com Youtube: https://www.youtube.com/@brentlbowers @brentlbowers 7 Steps to Owning a Franchise: https://path2frdm-1.hubspotpagebuilder.com/path-to-freedom-about-franchising 🔗 Want help finding the right franchise? Book a free strategy call with Wes: https://calendly.com/wes-barefoot/introcallwithwes Connect with Wes: Instagram: https://www.instagram.com/path2frdm/ Facebook: https://www.facebook.com/path2frdm LinkedIn: https://www.linkedin.com/in/wesleybarefoot/ #LandInvesting #FinancialFreedom #Entrepreneurship

June 4, 202655 min

Most People Think About Buying Businesses Backwards

Most people think buying an existing business is the safer path. After all, why start from zero when you can buy something that already has revenue, employees, customers, and cash flow? But here’s the part many people miss: when you buy a profitable business, you’re often buying high. You’re paying a premium for something someone else already built. And if your goal is to eventually sell, you have to ask a much bigger question: Where does the upside come from? In this episode of Franchise Unfiltered, Wes Barefoot breaks down the difference between buying an existing business, starting from scratch, and investing in a franchise. He explains why cash flow on day one can be appealing, but also why it can come with hidden risks like debt service, employee turnover, customer relationships, steep learning curves, and sellers trying to exit at the top. If you’re considering business ownership, buying a business, or exploring franchising, this episode will help you think through the decision with a clearer framework. Timestamps: 0:00 — Why Buying a Business Sounds So Appealing 0:29 — The Question Most Buyers Don’t Ask 3:32 — The Buy Low, Sell High Reframe 4:36 — Buying a Profitable Business Means Paying a Premium 7:33 — The Levers You Need Before You Buy 18:47 — Buying a Business Doesn’t Mean Skipping the Grind 22:15 — The Hardest Part of Business Ownership 27:32 — Customer Relationships May Not Transfer 34:05 — Why Is the Business Really for Sale? 50:43 — The Three Paths to Business Ownership 7 Steps to Owning a Franchise: https://path2frdm-1.hubspotpagebuilder.com/path-to-freedom-about-franchising 🔗 Want help finding the right franchise? Book a free strategy call with Wes: https://calendly.com/wes-barefoot/introcallwithwes Connect with Wes: Instagram: https://www.instagram.com/path2frdm/ Facebook: https://www.facebook.com/path2frdm LinkedIn: https://www.linkedin.com/in/wesleybarefoot/ #BusinessOwnership #Franchising #BuyingABusiness

April 23, 20261 hr 1 min

Miserable at Her 'Dream Job' at 23 — Now She Owns 3 Franchise Brands

She was 23, miserable in her "dream job," and had never run a business in her life. Today, Anna Dey is a multi-brand, multi-unit franchisee who has owned six different franchise systems — and retired her parents in their 50s along the way. In this episode of Franchise Unfiltered, Anna breaks down exactly how she got started using her dad's ROBS (Rollover for Business Startups) funds, how she went from sweaty owner-operator grinding 7 days a week to building a team that runs her businesses without her, and why she'll never buy an existing business when she can build one from scratch. We cover: → How to use ROBS to fund your first franchise with zero outside investors → Why passion alignment works for some franchisees — and destroys others → The phantom equity structure Anna uses to keep her best leaders loyal → Why she cut her portfolio in half and what triggered that decision → The "sweat equity vs. financial equity" rule every aspiring owner needs to hear → Why franchise resales that never sold inside the network are a red flag → The difference between being an owner-operator and a true portfolio owner Whether you're thinking about your first franchise or your fifth, Anna's story is one of the most honest, real-world looks at what multi-unit franchise ownership actually takes. ───────────────────────────── CHAPTERS ───────────────────────────── 0:00 Intro — Meet Anna Dey, multi-brand franchise owner 2:02 Anna's current portfolio: Clean Eats, Smoothie King & Go Glow 4:12 Miserable in her "dream job" at 23 — the origin story 6:18 Using ROBS (401k rollover) to fund her first franchise 8:10 Being an all-in owner-operator: 7 days a week, top 5% nationally 9:59 The Cinderella exit: selling after 9.5 years & retiring her parents 12:10 How to start with a partner using a shifting equity structure 14:29 "You have to be the sweat equity OR the financial equity." 16:50 The #1 key to success across all 6 systems: people 19:39 Phantom equity explained — how to make great people stay 24:31 How Anna finds leaders: personal referrals over job postings 28:30 Her honest confession: going wide across brands vs. deep in one 35:15 Why brand diversification saved her during COVID 39:15 Why she will never buy an existing business 45:18 The red flag in franchise resales 50:30 Where to start if you're overwhelmed by franchising options 57:56 "Your passion stops being your passion the second it's your livelihood" 59:39 Where to connect with Anna Dey ───────────────────────────── CONNECT WITH ANNA DEY ───────────────────────────── LinkedIn: Anna Dey (D-E-Y) Website: TheFranSpot.com ───────────────────────────── WORK WITH WES ──────────────────────────── 7 Steps to Owning a Franchise: https://path2frdm-1.hubspotpagebuilder.com/path-to-freedom-about-franchising 🔗 Want help finding the right franchise? Book a free strategy call with Wes: https://calendly.com/wes-barefoot/introcallwithwes Connect with Wes: Instagram: https://www.instagram.com/path2frdm/ Facebook: https://www.facebook.com/path2frdm LinkedIn: https://www.linkedin.com/in/wesleybarefoot/ ───────────────────────────── #FranchiseOwnership #FranchiseUnfiltered #Franchising #BusinessOwnership #SmallBusiness #MultiUnitFranchise #EntrepreneurMindset #FranchiseConsulting #ROBS #PhantomEquity #BusinessFreedom #WealthBuilding #FranchiseTips #PassiveIncome #FinancialFreedom