According to Josh DuBois, there’s a running joke in franchising that you either grow up in the industry or fall into it. With more than 20 years living franchising from both the franchisee and franchisor side, he proudly reports the former. By Jessica Petrucelli
Using Years of Experience to Coach Others
According to Josh DuBois, there’s a running joke in franchising that you either grow up in the industry or fall into it. With more than 20 years living franchising from both the franchisee and franchisor side, he proudly reports the former.
“My family came from owning independent restaurants both in and out of hotels that translated to sub franchise agreements,” he noted, also detailing the additional ownership of several franchised dry-cleaning locations which allowed his father to gain the franchisor perspective, helping build a 2,400+ unit system that he still operates and grows today.
“Franchising completely changed my family’s life by giving us ownership and control,” DuBois continued. “Becoming a franchise consultant allows me to help other families create the same opportunities – guiding them toward the kind of financial and lifestyle freedom that my family has been so grateful for through franchising.”
Before becoming a coach in 2023, DuBois said he spent several years in corporate America working alongside high-level executives earning impressive salaries, yet still lacking real control over their futures.
“No matter how hard you worked, the uncertainty never went away, and all your effort ultimately went toward someone else’s vision,” he said.
During that time, he built a marketing agency, helping business owners and franchisors develop their social media and content. Through that journey – combined with his family’s experience – he realized that business ownership, especially through franchising, is the greatest pathway to financial freedom, lifestyle freedom, and creating meaningful impact.
“Becoming a franchise consultant gave me the opportunity to help others achieve the same by sharing my family’s experiences and helping people avoid costly mistakes along the way,” he said.
DuBois said that franchising aligns directly with his “why” – helping others create financial freedom, lifestyle freedom, and the ability to impact others.
“I truly believe franchising is the best way to achieve all three,” he said. “Business ownership is fundamentally about taking control of your future, and every day I get to work with people who are ready to believe in themselves and make that leap.”
As owner of JDStrategic, DuBois said his process begins with a simple, conversational first call where he walks potential franchisees through the discovery journey, answers questions, and determines whether the timing is now or perhaps six to 12 months down the line.
“We discuss background, financials, goals, and the types of business models that might fit,” he said. “From there, my team researches the candidate’s market and identifies brands worth an initial conversation. Candidates then meet the brands to understand the model and industry, review the Franchise Disclosure Document, speak with existing franchisees to hear real experiences, and eventually meet the leadership team. By the time we reach the decision point, candidates have a complete, well-guided understanding of whether a brand is the right fit. Throughout the entire process, I’m coaching and advising at every step.”
It’s a unique approach that is grounded entirely in real experience.
“I’ve lived franchising from every angle – franchisee, franchisor, and now consultant – and I coach from the perspective of someone who has been through the journey personally. My goal is to help others accomplish what my family did while avoiding the mistakes we learned along the way.”
Jessica Petrucelli