Gaining a cash infusion from experienced, resourceful investors who believe in your mission, and partnering with like-minded franchisees, can be an unbeatable combination to take your brand to the next franchising level.

 

By Ben Davis

 

Being a franchisor means having the opportunity to empower others to pursue their dream of business ownership. You create a unique concept with a clear vision and strong values, then launch it into the world and train others to carry it forth, impacting their communities and leading their own teams to business success.

 

But before franchisors can empower other small-business owners through franchising, they must be able to expand their concept. Solid, smart growth takes capital, and franchisors often require investments to realize the full potential of this dream. When a franchisor is fortunate to find like-minded entrepreneurs who believe in the concept and invest in their mission, it’s a green light to realizing those goals.

 

The Gents Place was able to drive growth by bringing on entrepreneur and NFL Hall of Fame football player Emmitt Smith as a co-owner in 2016, and receiving an investment from Elevated Brands, a brand management and development company established by the principals of franchise concept Massage Heights. At the end of 2017, the company received a significant investment from Blue Star Innovation Partners, an investment venture for growth-stage companies founded by Dallas Cowboys owner Jerry Jones, the Jones family, and entrepreneur Rob Wechsler, chairman of Blue Star Sports.

 

What attracts two NFL powerhouses like Emmitt Smith and Jerry Jones to invest in a franchise brand? How is the franchising business model luring private equity and large investors into the game?

 

First down: the unique brand proposition

 

The Gents Place guests enjoy a high-quality hair service and shave, while also taking advantage of the luxuries of a modern spa. More than a modern barbershop or a unique concept in men’s grooming, the company exists to “help men look and feel their most confident best.”

 

The company’s vision, values, and training program were developed to attract franchisees with a passion for empowering others. This brand was developed with meaning and purpose behind it. Much like Starbucks has moved from coffee brand to cultural icon, known for its commitment to communities and the environment, The Gents Place is on a mission to serve others and inspire personal and professional growth.

 

“[Blue Star] very much believes in the franchising model and are multi-unit franchisees ourselves within the Papa John’s system.” – Dallas Cowboys owner Jerry Jones

 

Emmitt Smith, a client of our franchise in Dallas before investing, saw the connection between helping men become more confident versions of themselves that, in turn, would help them succeed in their lives. “You perform your best when you look and feel your best,” Smith says. “I realized this early on in my football career and started dressing the part when I went to meetings. Wearing a suit and looking sharp made me feel sharp and helped me identify and grow my personal brand. When I was introduced to The Gents Place, I immediately felt that shared belief system and knew I wanted to invest in this brand’s mission.”

 

Skin in the game

 

The Gents Place has been fortunate to partner with Smith and other investors who embody its values and have the means to help build a world-class brand. The infusion of capital means more resources available to identify franchisees in new and emerging markets. For a franchisor, aligning with a high-profile, world-famous individual such as Jerry Jones means your press releases get more attention and drive more leads. And when acquisition costs in new markets are lower, there’s more money to re-invest in growth in additional markets.

 

With the Dallas Cowboys, Jones has built the world’s most valuable sports brand. He formed Blue Star Innovation Partners in 2016 to invest in highly innovative lower-middle market businesses that have $3 million to $50 million in annual revenue and the potential for global reach. By providing fast-acting, direct funding and a unique formula of mentorship, Blue Star helps steer highly creative entrepreneurs and operators toward success. Jones saw an opportunity with our franchise to invest in a leading men’s grooming brand – a $5-billion industry that is growing each year.

 

“We very much believe in the franchising model and are multi-unit franchisees ourselves within the Papa John’s system,” Jones says. “We have seen the opportunities and growth afforded by this business model. This is our first investment in a franchisor. We weren’t specifically looking at the men’s grooming industry but searched for a best-in-class concept that has a strong purpose. The Gents Place shone brightly in all of those categories and shares a target market with football fans, which was an added value.” 

 

Blue Star focuses on opportunities within the fields of sports, health and wellness, entertainment, and technology, and operates from the Dallas Cowboys World Headquarters in Frisco, Texas, the city where The Gents Place started in 2008.

 

“Franchising is a way to get people off the sidelines and into the game.”

 

The franchising difference

 

Moving into the franchise business model itself can bring about a big shift in growth momentum. The Gents Place did not start franchising until 2016, eight years after it was founded. Just as the brand garners attention more quickly in a new market with Jones’ name attached, the company now benefits from the local market knowledge that franchisees bring to the game. Their expertise is invaluable to growing faster and entering new markets. 

 

Franchising is a means to inspire small-business entrepreneurs to start and grow their own businesses. It’s a way to get people off the sidelines and into the game. There are some franchisees who may not be excited by the notion of a quick-service food franchise, but they completely click with the idea of empowering others to look and feel their best. Franchises that align their values and purpose attract high-quality franchisees into the system.

 

A cash infusion from experienced, resourceful investors who believe in your mission can be a game-changer that takes your brand to that next franchising level. Partnering with like-minded franchisees means growth and connections in new markets. Together, they are an unbeatable combination for your franchise playbook.  

 

Ben Davis is Founder and President of The Gents Place. He started the company in 2008, and it has grown to include lifestyle clubs throughout Texas, Kansas and Chicago, Ill., with additional locations in development nationwide. Find out more about franchising opportunities at www.franchise.org/the-gents-place-franchise.

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