Alex Roberts, CFE

Alex Roberts is a seasoned franchise executive with extensive experience in franchise development. Since 2004, he has helped hundreds of candidates embark on the path of franchise ownership. His franchise development career has included executive-level positions with many of the premier brands in franchising, and his experience spans many industries, including home services, retail, food, and health & wellness.

For 10 years, Alex held leadership positions of increasing responsibility at a multi-brand home service franchisor. During this time his titles included Vice President of Franchise Development for four home service brands, and President of the world’s largest home improvement franchise concept. He also worked for other companies in roles including Senior Vice President of Franchising for the largest franchisor in the pet specialty industry, and Chief Development Officer for an international fitness franchise that became Inc. Magazine’s #1 Fastest-Growing Franchise.

Prior to his career in franchising, Alex’s work involved development and coaching in a different arena. For 11+ years he coached hockey, first at the professional level, and then recruiting and developing elite-level high school hockey players as a coach with the U.S. National Team. During this time on the ice, Alex learned the golden rule of recruiting: act with the player’s goals and interests in mind, not your own. He has continued to adhere to this rule in franchising, helping career-changing corporate executives and aspiring entrepreneurs achieve goals they never thought possible.

Alex’s career as a hockey coach built on his time playing NCAA and professional hockey. He was drafted by and signed with the Chicago Blackhawks after leading the University of Michigan hockey team as captain. His sports experience melds well with his career in business. Alex finds that winning teams and companies distinguish themselves by cultivating a “championship culture.” He is committed to helping clients sign on with franchise systems that embody this winning culture and position their franchisees for success.

Alex in the News

Check out this recent feature to learn how Alex skated into his career as a franchise consultant after his success playing and coaching hockey.