The Franchise Scale Up Show with Guy Coffey

For most of its existence, DevHub wasn’t a brand.

It was the engine behind other brands.

For over 16 years, Mark Michael and his team powered websites for agencies and marketing platforms—completely behind the scenes.

No visibility. No recognition. Just infrastructure.

Then everything changed.

In this episode, Mark shares the story behind DevHub’s bold decision to stop operating as a white-label provider and go direct to franchise brand...

Most founders think:

👉 “If I grow revenue, everything else will work itself out.”

That’s not how it works.

In this episode, I sat down with Holli Moeini (CFO & M&A advisor) to break down what actually drives enterprise value—and why chasing revenue alone can leave you stuck, stressed, and cash poor.

If you’re scaling right now, this is a conversation you need to hear.

Revenue vs. Value
Revenue looks good.
But it’s not w...

Hiring is one of the biggest bottlenecks in franchise growth — yet most founders approach it reactively instead of strategically.

In this episode, Guy Coffey and Andrea Hoffer unpack the truth about recruitment in franchising and why the focus should shift from volume to quality.

Andrea shares her proven frameworks for attracting better-fit candidates, improving hiring processes, and building systems that scale with your business.

What if the fastest way to scale your franchise… is actually to slow down?

In this episode, I sit down with Jessica and Damien, founders of Oakwell Beer Spa—a globally inspired wellness and hospitality concept that’s redefining the franchise model.

Instead of chasing rapid expansion, they made a bold decision:

👉 Go slow at the beginning to build something that actually scales.

We break down how they built their concept, why they delay...

If you’re a founder, partner, or leader, there’s one uncomfortable question you need to ask:

Are you actually helping your business grow… or are you holding it back?

In this episode, I break down a real situation I worked through with a client—where we had to make the difficult decision to separate from a business partner who wasn’t growing with the company.

This isn’t about blame. It’s about alignment.

Because if you want to scale, yo...

Franchising is one of the most collaborative industries in business.

Competitors share insights. Vendors offer advice. Leaders mentor the next generation.

That spirit of collaboration is exactly why Sally Facinelli has become one of the most respected leaders in franchising.

In this episode of The Franchise Scale Up Show, Guy Coffey sits down with Sally to talk about leadership, mentorship, and what it really takes to build a franchis...

Every founder loves a rocket ship story.

The brand that sells 100 units in its first year becomes the darling of franchise expos and headlines.

But what you rarely hear about are the brands that grow too fast — and collapse under the weight of their own growth.

In this solo episode, Guy Coffey breaks down the hidden dangers of rapid franchise expansion and why speed without structure can destroy even the most promising brands.

You’ll l...

What happens when a young finance graduate walks into a struggling 38-year-old flower shop… and sees opportunity where everyone else sees decline?

In this episode, Guy Coffey sits down with Michael Jacobson, founder of The French Florist, to unpack how he:

• Took over a $300K legacy flower shop
• Scaled it to nearly $10 million at one location
• Built proprietary tech and supply chain advantages
• Created a franchise system that can double ...

After nearly 20 years in franchising — across fitness, beauty, and building and selling our own brand — I get asked one question more than almost anything else:

“If you were going to buy a franchise today, which one would you choose?”

The real answer?

It depends on who you are.

In this episode, I walk through how my wife Stephanie and I chose our first franchise in 2006, why we joined Anytime Fitness when it only had about 100 units, w...

If you’re building an emerging franchise brand, your business proposal is not a formality.

It’s your foundation.

In this episode of The Franchise Scale Up Show, I break down why a strong business proposal is one of the most overlooked growth tools in franchising. Most founders assume the proposal is just a document used to raise money or sell franchise territories.

But the truth is this:
If you can’t clearly explain your business ...

In this episode of The Franchise Scale Up Show, I sit down with Alex Miranda, founder of VIRTRIFY, an outsourcing company that helps franchisors build specialized virtual teams using talent from Latin America.

We talk about why so many emerging franchisors stall between 10 and 100 units, not because their concept is weak, but because they simply can’t afford to build the support infrastructure they need fast enough.

Alex breaks down ...

Most franchise founders believe their journey is totally unique.

I’m here to tell you — it’s not.

After building our own franchise system and working with many emerging brands, I’ve seen the same roadblocks show up again and again: the same mistakes, the same breakthroughs, the same growth patterns.

In this episode, I share five universal lessons that apply to every founder trying to go from early traction to scalable franchise moment...

In this episode, I sit down with Brian O’Rourke — a longtime operator, investor, and futurist with deep experience across franchising, fitness, and consumer brands.

We dig into a topic most founders underestimate: clarity. Not more tools. Not more dashboards. Not more noise. Real clarity. Brian breaks down why many companies don’t actually have strategy, how data gets misused without context, and why founders can get pressured into ...

Most founders franchise too soon. They get excited, sell a few territories, and think the momentum means they’re ready. But then the first franchisees open… and within months everyone’s frustrated.

Why? Because they franchised a business instead of franchising a system.

In this episode, I break down the number one mistake founders make before franchising—trying to franchise hustle instead of systems—and I walk you through the 3-part ...

Most founders believe the hard part of franchising is selling the first few units. In reality, that’s when the real work begins.

In this solo episode, I walk through what actually happens after your first three franchise units open, why it feels like chaos, and how to treat those early locations as stress tests for your system, not failures. I also share the mindset shifts, warning signs, and infrastructure investments that allow br...

Licensing often looks easier than franchising — less regulation, lower cost, faster upfront cash. But easier doesn’t always mean safer.

In this solo episode, I break down the real differences between licensing and franchising, why those differences matter, and how choosing the wrong model can quietly cost you control, brand consistency, and long-term value. I explain the three critical factors every founder must evaluate — control, ...

If you’re on the fence about franchising, clarity matters more than speed.

If you want an objective opinion from someone who’s been in the trenches — as a franchisee, franchisor, investor, and advisor — book a Filter the Noise Call at guycoffey.com.

I’ll help you determine whether you’re ready now or give you a clear roadmap to get there without costly mistakes.

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 If you’re dealing with underperformance in your system right now, don’t wait and hope it fixes itself.

Book your free Franchise Growth Strategy Call at guycoffey.com.

We’ll assess what’s really happening, build a support and accountability plan, and decide the smartest next move to protect your brand and your energy. 

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Every franchisor will face this...

Franchising is a completely different business model — and if you don’t make the mental shift, you don’t scale. In this solo episode, I walk through the five mindset changes every emerging franchisor has to go through to stop drowning in day-to-day operations and start leading a franchise system that can grow to 100 units and beyond.

The hard truth is this: if you’re still solving customer issues, running payroll, or living in the w...