What happens when you combine the discipline of a CFO with the people-first reality of franchise operations?

You get a leadership style that uses data as a tool for clarity, alignment, and real profitability.

In this episode, host Susan Black-Beth sits down with Stellar Service Brands CEO Jessica Wescott to talk about what it really looks like to step into the visionary seat while staying grounded in strong unit economics.

Drawing from their history working together, they explore how to scale with intention, lead with clarity, and keep franchisees at the center of every decision.

Jessica shares insights from her journey through brands like Fuzzy’s Taco Shop and Mooyah Burgers, Fries & Shakes, and how those experiences shaped her approach to leadership, blending analytical thinking with real empathy for operators in the field.

Together, they break down how to build systems that support growth, create alignment across brands, and use data in a way that empowers people at every level.

Key Themes:

• Why understanding the “why” behind the numbers strengthens leadership
• How a focus on unit economics drives long-term, sustainable growth
• What it takes to maintain brand consistency while honoring each brand’s unique identity
• How transparency with data builds trust and confidence across a franchise system

For Operators (Franchisors & Franchisees):

• Know your numbers and use them to guide confident decisions
• Communicate the vision clearly and consistently so your team can move with you

For Investors (Private Equity, Family Offices, Independent Sponsors):

• Look for leaders who connect financial performance to real-world operations
• Support thoughtful, well-paced growth backed by strong infrastructure

GUEST BIO

Jessica Wescott is the Chief Executive Officer of Stellar Service Brands, where she leads the strategic growth and operational improvements of a multi-brand home services platform. She previously served as the company’s Chief Operating Officer and Chief Financial Officer. Prior to Stellar, Ms. Wescott built an extensive career in franchising, holding key leadership and finance roles at brands like Fuzzy's Taco Shop and Mooyah Burgers, Fries and Shakes.

Support Owl’s Edge Podcast:

Hit the subscribe button, follow the show, and leave a comment with your biggest takeaway!

If you know a franchise owner/operator or an investor who is seeking their business “Edge,” share this episode with them today.

Show Notes:

Follow Auspicious Owl Group on LinkedIn

https://www.linkedin.com/company/auspicious-owl-group/

Connect with Susan Black-Beth on LinkedIn

https://www.linkedin.com/in/susan-e-blackbeth/

Connect with Jessica Wescott

Jessica Wescott | LinkedIn

How can leaning into the human element of franchising actually lead to more disciplined growth and better investment returns?

Host Susan Black-Beth welcomes her pal Christina Russell, a leader who has navigated nearly every corner of the franchise world - from multi-unit franchisee to CEO of some of the industry's most influential service brands.

Christina shares how her journey through brands like Radiance Holdings, Pure Barre, and Camp Bow Wow taught her that while smart technology is helpful, it can never replace the high-touch, relational nature of service-based franchising.

Drawing from their collective decades of experience, Susan and Christina discuss the importance of risk mitigation - both in business and in life - and why the most successful leaders are those who stay grounded in their non-negotiables.

Key Themes Include:

• Why a brand’s mission doesn’t matter if the unit economics don't work.

• Why sitting in a room, breaking bread, and looking at KPI reports together creates a magical level of insight that Zoom calls and emails simply cannot replicate.

• Understanding why private equity firms often panic in the first year and why taking a beat to right the ship is better than rushing to install a new team.

• Worries, Wins, and Words: A simple, high-impact framework for executive listening that ensures leaders are hearing what is actually happening in the field.

Practical Insights:

For Operators (Franchisors & Franchisees)

• Identify Your Non-Negotiables: Be intentional about how your time is structured so your work doesn’t suck up the moments that matter most.

• Focus on Consistency: The health of a brand is found in its performance variance. Look for consistency in how units ramp up and perform across the entire system, not just the top 10%.

For Investors (Private Equity, Family Offices, Independent Sponsors)

• Ask About the Fails: When vetting a brand, ask what the biggest franchisee failure was. If the franchisor only blames the franchisee, it’s a red flag.

• Respect the Analog Process: Encourage your executive teams to get into the field. The most important decisions roll up from the people who are actually sitting in the offices and operating the units.

GUEST BIO

Christina Russell is a board director and former multi-brand franchise CEO with more than 20 years of experience scaling consumer services platforms and leading private-equity-backed growth strategies. She currently serves on the board of Scenthound and the board of the International Franchise Association Foundation.

Ms. Russell was previously Co-Founder and Chief Executive Officer of Radiance Holdings, a private-equity-backed beauty and wellness platform built in partnership with PNC Riverarch and successfully sold to TSG Consumer Partners. She has also served as CEO of Sola Salon Studios and Pure Barre and as President of Camp Bow Wow.

Ms. Russell holds an MBA from the University of South Florida and is a Certified Franchise Executive.

Support Owl’s Edge Podcast:

Hit the subscribe button, follow the show, and leave a comment with your biggest takeaway!

If you know a franchise owner/operator or an investor who is seeking their business “Edge,” share this episode with them today. @AuspiciousOwlGroup

Show Notes:

Follow Auspicious Owl Group on LinkedIn

https://www.linkedin.com/company/auspicious-owl-group/

Connect with Susan Black-Beth on LinkedIn

https://www.linkedin.com/in/susan-e-blackbeth/

Connect with Christina Russell

https://www.linkedin.com/in/christinakayrussell/

Learn More About IFA Foundation’s Franchise Ascension Initiative:

https://pages.franchise.org/ifa-franchise-ascension-initiative/

How can a franchisee maintain the same level of quality and connection when scaling from a single location to being a multi-unit, multi-brand operator (MUMBO)?

In this episode of Owl’s Edge podcast, host Susan Black-Beth sits down with Mitch Cohen, a franchise veteran who has lived the journey from the inside for nearly forty years. From his start as a Baskin Robbins franchisee to scaling into multi-unit, multi-brand operations with brands like Dunkin’ and Jersey Mike’s, Mitch shares the hard-earned wisdom of what it takes to grow.

Susan and Mitch discuss the reality of operational excellence, why the guest doesn’t care how many stores you own, and why your biggest investment must always be in your people.

Key Themes Include:

• Why walking the floor is the most important data point for a multi-unit operator

• How to ensure the guest experience remains consistent whether you own one store or fifty

• Learn the 1% difference that separates a surviving system from a thriving one

• Why investment in people and training precede the desire for rapid expansion

Practical Insights for Success

For Operators (Franchisors & Franchisees)

• Focus on Local Store Marketing: The most successful operators are those who are deeply involved in their local communities and build relationships at the neighborhood level.

• Shift from Managing to Leading: You have to move from being the one doing the work to the one empowering and training others to do the work at a high level.

For Investors (Private Equity, Family Offices, Independent Sponsors)

• Look for Operator-Led Expertise: When evaluating a brand, seek out advisors who have lived it and understand the nuances of unit-level economics and franchisee relations.

• Assess the Health of the Support System: Ensure the franchisor is reinvesting in the tools and training necessary for multi-unit operators to succeed.

ABOUT MITCH COHEN:

Mitch Cohen is someone who has lived the franchise journey from the inside for nearly four decades. Mitch began as a Baskin-Robbins franchisee, eventually becoming one of the first operators to scale into a multi-unit, multi-brand Dunkin’ and Baskin-Robbins franchisee in New York. Today Mitch operates Jersey Mike’s locations on Long Island, is developing Sola Salon Suites, and is a founding partner at PerforMax Franchisee Advisors, where he and his business partners support brands and franchisees in building healthier systems. Mitch serves on the board of the International Franchise Association and is the Chairman of the 2026 Multi-Unit Franchise Conference.

Support Owl’s Edge Podcast:

Hit the subscribe button, follow the show, and leave a comment with your biggest takeaway!

If you know a franchise owner/operator or an investor who is seeking their business “Edge,” share this episode with them today. @AuspiciousOwlGroup

Show Notes:

Follow Auspicious Owl Group on LinkedIn

https://www.linkedin.com/company/auspicious-owl-group/

Connect with Susan Black-Beth on LinkedIn

https://www.linkedin.com/in/susan-e-blackbeth/

Connect with Mitch Cohen on LinkedIn

Mitch Cohen | LinkedIn

Do you want a practical competitive advantage for your franchise system? This is a mini masterclass from host Susan Black-Beth who shares actionable steps for anyone working in the franchise world to gain that edge.

After interviewing industry leaders Doc Cohen, Liberty Bernal, Greg Nathan, and Mike Isakson, Susan identified four recurring themes that transcend different backgrounds and roles.

Whether you are a private equity investor, a franchisor, or a multi-unit operator, Susan shares these insights as a compass for navigating the complexities of the franchise relationship.

She breaks down why the most successful transitions in franchising require more than just financial capital—they require a deep understanding of human behavior, the fragility of culture, and the necessity of trust.

Key Themes:

• Why trust is the ultimate multiplier for speed and success in your franchise system

• Learn the value of being kind vs being nice as a business owner

• How to actually describe your business culture. Hint: It’s NOT what is written on a mission statement

• Why you can’t grow your franchise without appropriate support systems

Practical Insights for Success

• Why learning that behind every role in the franchise world is a human being and how they actually make you successful.

• The importance of having important industry discussions beyond the closed doors of a boardroom

• Learn why true franchise success is driven by the strength and trust in the partnership.

HOST BIO

Susan Black-Beth is the founder and managing partner of Auspicious Owl Group. With over 30 years of experience in the franchise industry, she has served as a franchisor, a franchisee, and a private equity operating partner. Susan is a past chair of the International Franchise Association (IFA) and is dedicated to solving the "translation problem" between capital and operations. Through The Owl’s Edge, she brings her unique perspective as a "translation bridge" to help franchise stakeholders influence better outcomes and build lasting legacy brands.

Support Owl’s Edge Podcast:

Hit the subscribe button, follow the show, and leave a comment with your biggest takeaway!

If you know a franchise owner/operator or an investor who is seeking their business “Edge,” share this episode with them today @AuspiciousOwlGroup

Show Notes:

Follow Auspicious Owl Group on LinkedIn

https://www.linkedin.com/company/auspicious-owl-group/

Connect with Susan Black-Beth on LinkedIn

https://www.linkedin.com/in/susan-e-blackbeth/

How can Private Equity investors move past the spreadsheet and better understand the real-life stakes of their franchise partners?

In this episode of Owl’s Edge Podcast, host Susan Black-Beth sits down with industry veteran Michael Isakson, the former President and COO of ServiceMaster Franchise Services Group.

Having led a system of 5,000 units across 34 countries, Mike explains why the most successful business transitions to private equity require more than just financial capital. They require relationship capital.

Drawing from Mike’s experience overseeing $2 Billion in revenue and Susan’s 30 years in the franchise industry, they explore how to keep the core values of a franchise brand alive when big checks and big decisions start moving from individuals to public boards to private equity groups.

Key Themes Include:

• Why recognizing that a franchisee’s investment represents real-life sacrifices, like selling a beloved motorcycle, is the foundation for mutual respect.

• How the focused environment of private equity can create immense wealth for families while requiring a heightened level of servant leadership.

• Why engagement - measured through conference attendance, awards, and participation - is a critical leading indicator of a franchise system’s long-term health.

Practical Insights for Success

For Operators (Franchisors & Franchisees)

• Success comes to those who engage. Don't just pay your fees; attend the conferences, win the awards, and involve yourself in the community to maximize your investment.

• Recognize that private equity ownership brings a specific discipline to data that can be used to improve unit-level profitability.

For Investors (Private Equity, Family Offices, Independent Sponsors)

• Understand that the capital provided by a franchisee often represents their life savings or a significant personal sacrifice.

• Don't just look at the spreadsheet. Start a discussion on how to weigh and measure franchisee engagement as a primary performance indicator.

Guest Bio: Michael Isakson is the former President and CEO of ServiceMaster Franchise Services Group, where he oversaw iconic brands including ServiceMaster Clean, Merry Maids, Furniture Medic, and Ameritech. During his tenure, he led a system of 5,000 franchisees generating $2 billion in annual revenue across 34 countries. A past Chairman of the International Franchise Association (IFA), Mike has served as a private equity operating partner, a board member, and an investor. He is a recipient of the IFA’s Hall of Fame Award and is widely regarded as a champion of servant leadership within the global franchise community.

Support Owl’s Edge Podcast:

Hit the subscribe button, follow the show, and leave a comment with your biggest takeaway! @AuspiciousOwlGroup

If you know a franchise owner/operator or an investor who is seeking their business “Edge,” share this episode with them today.

Show Notes:

Follow Auspicious Owl Group on LinkedIn

https://www.linkedin.com/company/auspicious-owl-group/

Connect with Susan Black-Beth on LinkedIn
https://www.linkedin.com/in/susan-e-blackbeth/

How can understanding human psychology transform your franchise into a high-growth, high-trust partnership?

In this episode of Owl’s Edge Podcast, host Susan Black-Beth sits down with world-renowned business psychologist and author Greg Nathan to pull back the curtain on the human side of the franchise business model.

Drawing from Greg’s decades of research and Susan’s 30 years of lived experience, they discuss why the most successful systems aren't built on spreadsheets alone, but on the strength of the relationship between the franchise operators and the franchise owners and private equity investors.

The conversation centers on Greg’s three pillars for a successful partnership: Respect, Trust, and Connection and how to create those within your business.

Key Themes Include:

• Why recognizing the emotional and financial investment of every operator is the foundation for system-wide alignment.

• How consistent integrity and visibility turn "smart" corporate strategy into "wise" operational success.

• Why the traditional "command and control" leadership model fails in franchising and how leading by influence creates a culture of transparency and trust.

Practical Insights for Success:

For Operators (Franchisors & Franchisees)

• How to use conflict as a catalyst to move from "me" back to "we."

• Why it’s valuable to invest time building personal connections with your partners before you’re in a crisis.

For Investors (Private Equity, Family Offices, Independent Sponsors)

• Ditch the corporate directives. In a system of independent owners, your greatest influence comes from empowering those with the relationship capital.

• There is no substitute for face-to-face connection. High-trust partnerships are built on the ground, not in the boardroom.

Guest Bio: The Franchise Relationships Institute (FRI) was founded 35 years ago by renowned business psychologist, Greg Nathan, also author of “Profitable Partnerships”, the world’s most popular book on how to create healthy franchise relations. FRI’s mission is to foster profitable partnerships between franchisors and franchisees, and its educational programs and proprietary models, such as The Franchise E-Factor, are based on extensive research and practical experience with over 550 franchise brands. Greg Nathan’s global contribution to responsible franchising has also been significant. He is a recipient of the IFA Crystal Compass Award for franchisor leadership and an inductee into the Australian and New Zealand Franchise Halls of Fame. Greg’s training sessions for franchisor executives, field consultants and franchisees are renowned for their practical value and high engagement and consistently achieve satisfaction ratings of over 95%.

Support Owl’s Edge Podcast:

Hit the subscribe button, follow the show, and leave a comment with your biggest takeaway!

If you know a franchise owner/operator or an investor who is seeking their business “Edge,” share this episode with them today. @AuspiciousOwlGroup

Show Notes:

Follow Auspicious Owl Group on LinkedIn

https://www.linkedin.com/company/auspicious-owl-group/

Connect with Susan Black-Beth on LinkedIn

https://www.linkedin.com/in/susan-e-blackbeth/

Connect with Greg Nathan

https://www.linkedin.com/in/gregnathan/

Buy Greg’s Book “Profitable Partnerships”

https://www.amazon.com/Profitable-Partnerships-Improve-Franchise-Relationships/dp/0646402714

In this episode, host Susan Black-Beth sits down with franchise executive and operator Liberty Bernal to examine what happens when private equity ownership intersects with franchise culture. Drawing from Liberty’s experience selling her brand to PE, they unpack the emotional, operational, and leadership consequences of rapid change inside franchise systems.

Key themes include:

• The human cost behind franchise decisions and why franchisees must be treated as stakeholders

• The difference between being nice and being kind in franchise development and leadership

• Why leadership by influence—not command and control—is essential in franchising

• How trust is built through listening, visibility, and follow-through

  Liberty also shares a cautionary contrast between two PE-appointed CEOs - one who didn’t prioritize franchisees and damaged the system, and another who rebuilt trust through servant leadership and field engagement.

• For Operators (Franchisors & Franchisees)

  • Set expectations early: Transparent conversations about risks, change, and performance standards build long-term credibility.
  • Be visible in the field: Face-to-face engagement can accelerate trust recovery in distressed systems.
  • Qualify harder in development: It is better to decline a candidate than onboard a misaligned operator.

  For Investors (Private Equity, Family Offices, Independent Sponsors)

  • Field engagement is a strategic activity: Board expectations should explicitly support executive time in market.
  • Pace discipline: Slowing development to stabilize operations can increase long-term return through improved royalty durability and reduced churn.
  • Support infrastructure ROI: Investment in training, onboarding, and coaching lowers failure rates and protects brand equity.

  Your Host

  Susan Black-Beth, is the Founder and Managing Partner of Auspicious Owl Group and a lifelong Franchise Activist. She’s sat in every seat from the tailgate of a pick-up truck at her car wash franchise to the boardrooms where the most difficult questions are being asked.

  Guest Bio

  Liberty Bernal is a franchise executive, advisor, and speaker with more than 30 years of experience across franchise development, operations, marketing, and leadership. She has worked with both emerging and established brands, helping founders and leadership teams build scalable systems, strengthen culture, and grow with intention. Currently serving as President and COO of Sweet Influencers, Liberty works at the intersection of franchising, technology, and brand growth, helping franchise brands modernize how they attract and support franchisees. She also advises founders and leadership teams on structure, strategy, and sustainable expansion. Known for combining operational expertise with emotional intelligence, Liberty brings a human-centered perspective to franchising. Her work focuses not just on building businesses, but on helping people build lives that align with who they actually are. Outside of work, Liberty is a wife and mom who prioritizes family, health, and living a life that feels as good personally as it looks professionally.

  
  

  Support Owl’s Edge Podcast:

  Hit the subscribe button, follow the show, and leave a comment with your biggest takeaway!

  If you know a franchise owner/operator or an investor who is seeking their business “Edge,” share this episode with them today.

  Show Notes:

  Follow Auspicious Owl Group on LinkedIn

  https://www.linkedin.com/company/auspicious-owl-group/

  Connect with Susan Black-Beth on LinkedIn

  https://www.linkedin.com/in/susan-e-blackbeth/

  Connect with Liberty Bernal on LinkedIn:

  https://www.linkedin.com/in/libertybernal

  Challenged Athletes Foundation:

  https://www.challengedathletes.org/
  

How do you build a franchise system that stands the test of time? It starts with strong and active communication. In this premiere episode, we sit down with the legend who opened the very first Great American Cookies franchise, Doc Cohen, to uncover the secret to creating a thriving franchise system.

This podcast will help you bridge the gap between being smart and being wise.

Doc shares a truth that every private equity investor and franchise owner needs to hear: "Franchising is a leadership-by-influence business... if you think you can just give orders because you own the brand, you've already lost."

Your host, Susan Black-Beth, is the Founder and Managing Partner of Auspicious Owl Group and a lifelong Franchise Activist. She’s sat in every seat from the tailgate of a pick-up truck at her car wash franchise to the boardrooms where the most difficult questions are being asked.

What You’ll Learn: Looking to the Past to Inform Your Future

For Franchise Operators:

• The Secret to Influence: How to get your ideas to be heard and for your boots-on-the-ground experience to be valued.

• Legacy Protection: Practical ways to protect your business value

• The Profit Secret: Why supporting the system is of benefit to you.

For the Private Equity Investor:

• The ROI of Trust: Why franchisee profitability is the crucial KPI

• Partnership vs. Payroll: Why the traditional corporate "Command and Control" playbook fails in franchising and how to shift to a high-growth partnership model.

• Translating the Vision: How to turn your EBITDA and IRR goals into a vision franchisees want to be champions of.

Guest Bio:

Lawrence “Doc” Cohen, is a foundational legend of the industry. He opened the very first door for Great American Cookies in Lafayette, Louisiana, in the late 1970s. Doc has seen every cycle of the franchise system and came out on top, eventually serving as the Chairman of the International Franchise Association (IFA) and becoming the first-ever franchisee inducted into the International Franchise Association’s Hall of Fame. Doc is a trusted source for anyone trying to navigate the relationship known as franchising.

Stop assuming. Start knowing. Get the Edge.

Subscribe & Follow:

Don't miss the premiere of the show that bridges the translation gap between franchise operators and private equity investors.

Hit the subscribe button, follow the show, and leave a comment with your biggest takeaway!

If you know a franchise owner/operator or an investor who is seeking their business “Edge,” share this episode with them today.

Show Notes:

Follow Auspicious Owl Group on LinkedIn

https://www.linkedin.com/company/auspicious-owl-group/

Connect with Susan Black-Beth on LinkedIn

https://www.linkedin.com/in/susan-e-blackbeth/

Connect with Doc Cohen on LinkedIn

https://www.linkedin.com/in/doccohen/

Support the Fight Against Blood Cancers

https://bloodcancerunited.org/

The Bridge Builder Poem

https://www.poetryfoundation.org/poems/52702/the-bridge-builder