Episode 104: The Truth About Buying a Franchise (Before You Invest) | Adam Goldman

Adam Goldman joins Bo for a practical conversation on franchising, business ownership, and how entrepreneurs can use proven systems to build a business without starting completely from scratch. With 18 years in the franchise industry and experience as a former franchisee himself, Adam now works as a franchise coach and consultant, matching entrepreneurs with opportunities across 75 different industries. 

In this episode, Adam breaks down what prospective franchise owners should actually look for before investing, from culture and unit economics to financing, territory, and exit potential. He shares why health and wellness and senior-focused businesses are attracting attention, how his franchise matchmaking and due-diligence process works, the advantages of buying into established systems, and how entrepreneurs can potentially use retirement funds to finance a business. Adam also explains the E-2 Franchise Visa and how eligible international entrepreneurs can use business ownership as a path to building a life and business in the United States. 

Guest Resources

Website: franchisecoach.net
Instagram: franchisecoach_adam
Book: The E-2 Franchise Visa

Value Bombs

Buy a System, Not Just a Brand: The real value of a franchise is the proven processes and systems that help owners avoid expensive mistakes.

Culture Comes Before the Logo: Adam focuses on matching entrepreneurs with franchises that fit their personality, goals, and working style—not simply recognizable brands.

Do the Due Diligence: Talk with existing franchisees, study unit economics, evaluate the systems, and meet the team before making a decision.

Know Your Capital Requirements: Franchise investments vary dramatically, from service businesses around the $125,000 range to brick-and-mortar concepts costing significantly more. 

Work On the Business: Many franchise models are designed for owners to manage and grow the company rather than perform the service themselves.

Plan Your Exit: A successful franchise is an asset that can potentially be sold to another franchisee, employee, or outside buyer.

Timing Matters: Industries and consumer preferences change. A great franchise opportunity today may look completely different five or ten years from now.

Referrals Build Trust: Adam says his strongest source of new clients is referrals—including people who went through his process even if they ultimately didn’t buy a franchise. 

Sponsors

Grit Fitness
Elevate your fitness with cutting-edge training and expert coaching.

D3 Capital
Unlock sophisticated investment strategies designed to protect and grow your wealth.

Show Notes

00:00 – Adam Goldman explains his role as a franchise coach and his 18 years in the industry
02:00 – Why health, wellness, fitness, and senior-focused franchises are attracting attention
05:00 – Adam’s franchise matchmaking process and how he identifies the right opportunities
06:00 – Franchise startup costs, SBA loans, portfolio loans, and other financing options
09:00 – Why proven franchise systems can save entrepreneurs from expensive mistakes
11:00 – Franchise agreements, due diligence, and what happens when an owner wants out
13:00 – Exit strategies, multi-unit ownership, and selling a successful franchise
17:00 – How changing consumer behavior is reshaping fitness franchises
23:00 – Using retirement funds through a ROBS structure to invest in a business
25:00 – The E-2 Franchise Visa and how international entrepreneurs can build businesses in the U.S. 

Killer Resources

The E-2 Franchise Visa: Adam Goldman’s book covering the E-2 visa opportunity for entrepreneurs interested in owning a U.S. business.

D3 Capital eBook: Master tax reduction and long-term wealth strategies.

Grit Fitness Blog: Training, recovery, and performance insights from elite coaches.

Performance & Wellness Picks

Systematic Thinking: Proven processes reduce unnecessary mistakes and give entrepreneurs a clearer path to execution.

Play the Long Game: Evaluate a business based on where the market is heading, not simply what’s popular today.

Find the Right Fit: The best opportunity isn’t necessarily the biggest brand—it’s the business that matches your goals, skills, capital, and lifestyle.

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