Chief Executive Officer Brian Wise to Lead HTeaO’s Next Phase of Growth
HTeaO, one of the fastest-growing iced tea franchise brands in the United States, has entered a new phase of leadership and expansion with the appointment of Brian Wise as its new Chief Executive Officer. The leadership transition comes as the company continues to strengthen its position in the rapidly expanding drive-thru beverage market while preparing for significant national growth.
Wise succeeds HTeaO Co-Founder Justin Howe, who will move into the role of Executive Chairman of the Board. In his new position, Howe will continue to play a key role in shaping the company’s long-term vision, guiding brand strategy, driving product innovation, and working closely with Wise and the executive leadership team to support HTeaO’s continued success.
The executive appointment follows an additional strategic investment completed in April 2026 by Dallas-based private equity firms Crux Capital and Trive Capital. The firms initially partnered with HTeaO in January 2023 and, following the latest investment, now hold a majority ownership stake in the rapidly expanding beverage franchise.
Leadership Transition Supports Next Growth Phase
The appointment of Brian Wise reflects HTeaO’s commitment to building a leadership team capable of supporting its ambitious national expansion plans. As the company continues opening new locations across the country, executives believe Wise’s extensive franchise management and operational expertise make him the ideal leader to guide HTeaO through its next stage of development.
Justin Howe, who co-founded the company and helped establish HTeaO as a leading specialty beverage franchise, expressed confidence in the leadership transition.
According to Howe, building HTeaO into an industry-leading brand has been one of the greatest achievements of his career. He described Wise as an exceptional executive with a deep understanding of franchise operations and expressed confidence that the company’s future remains bright under his leadership.
Although stepping away from day-to-day executive responsibilities, Howe will remain actively involved in strategic decision-making and continue to influence the company’s brand identity and innovation efforts.
Rapid Expansion Continues Across the United States
The leadership announcement comes during a period of remarkable momentum for HTeaO.
The company has expanded to more than 180 locations across 11 states, making it one of the fastest-growing beverage franchise concepts in the country. Its growth has also earned national recognition, including a place on the 2026 Inc. 5000 list of America’s fastest-growing private companies.
Beyond opening new stores, HTeaO has invested heavily in strengthening the infrastructure required to support a significantly larger franchise system.
Recent initiatives include:
- Expanding its executive leadership team.
- Enhancing supply chain capabilities.
- Investing in improved technology platforms.
- Strengthening franchise support systems.
- Building scalable operational infrastructure.
- Increasing resources for franchise training and development.
These investments are designed to ensure the company can efficiently support several hundred additional locations in the coming years while maintaining operational excellence and customer satisfaction.
Brian Wise Brings Extensive Franchise Experience
Brian Wise joins HTeaO after an accomplished career with Freddy’s Frozen Custard & Steakburgers, where he spent more than seven years on the corporate leadership team.
Most recently serving as Chief Operating Officer, Wise previously held leadership positions including Senior Vice President of Operations and Director of Franchise Management.
During his tenure, Freddy’s experienced substantial growth, expanding to nearly 600 restaurants across 37 states and Canada. Wise played a central role in developing the operational systems, technology platforms, franchise support programs, and training initiatives that enabled the restaurant chain to scale successfully while maintaining operational consistency.
His experience extends beyond corporate leadership.
Before joining Freddy’s executive team, Wise spent approximately 15 years as a partner in one of the company’s largest franchise groups. This hands-on experience provided him with firsthand knowledge of franchise ownership and the daily operational challenges franchisees encounter.
That unique combination of corporate leadership and franchise ownership has equipped Wise with valuable insight into building successful franchise systems from both perspectives.
Focus on Franchise Success
Speaking about his appointment, Wise said HTeaO immediately stood out because of its strong brand foundation and long-term growth potential.
He highlighted several factors that attracted him to the company, including the quality of its products, the authentic customer experience, and the collaborative culture shared by franchisees, employees, and the corporate support team.
Wise emphasized that his own background as a franchise operator gives him a clear understanding of the importance of listening to franchise owners and providing them with the resources needed to succeed.
Looking ahead, he plans to work closely with franchise partners to improve operational processes, strengthen business systems, and build an even more scalable franchise model capable of supporting continued expansion while preserving the brand’s identity and culture.
His leadership priorities include enhancing operational efficiency, refining support systems, and ensuring HTeaO remains focused on delivering an exceptional guest experience as the business grows nationwide.
Investors Express Strong Confidence
The appointment of Wise has received strong backing from HTeaO’s investment partners, who see the leadership transition as an important milestone in the company’s long-term development.
Wayne Moore, Managing Partner of Crux Capital, praised Wise’s combination of operational expertise and franchise credibility.
According to Moore, Wise brings more than two decades of experience within one of the country’s most successful franchise organizations, first as a franchise operator and later as an executive responsible for helping scale the business to hundreds of locations.
He noted that executives with both operational discipline and genuine franchisee experience are uncommon and believes Wise possesses the leadership skills necessary to build the talent, infrastructure, and systems required for HTeaO’s continued expansion.
Moore also credited the existing leadership team for creating what he described as a category-defining beverage brand and expressed confidence that Wise can help transform the business into a much larger national franchise.
Additional Investment Signals Long-Term Growth
Trive Capital also reaffirmed its confidence in HTeaO by increasing its financial commitment to the company.
Partner Shravan Thadani said the firm’s decision to become majority shareholders reflects its strong belief in the company’s long-term potential.
He pointed to HTeaO’s loyal customer base, distinctive market positioning, and significant expansion opportunities within the drive-thru beverage sector as key reasons behind the increased investment.
Thadani explained that the additional capital will accelerate investments across multiple areas of the business, including leadership, technology, operational systems, and infrastructure. These enhancements are intended to support the development of several hundred additional franchise locations over the coming years.
He also expressed confidence that Wise’s leadership will help unlock the company’s next phase of growth and position HTeaO for even greater success in the future.
Positioned for Continued National Expansion
With strong financial backing, experienced leadership, and a rapidly growing franchise network, HTeaO is entering what company leaders believe will be one of the most significant chapters in its history.
The combination of Brian Wise’s extensive franchise expertise, Justin Howe’s continued strategic involvement, and renewed investment from Crux Capital and Trive Capital provides a solid foundation for sustained expansion.
As consumer demand for premium beverage concepts continues to rise, HTeaO aims to strengthen its position as a leader in the specialty iced tea segment while expanding into new markets across the United States. Through continued investments in people, technology, franchise support, and operational excellence, the company is positioning itself to scale far beyond its current footprint while preserving the customer experience and franchise culture that have fueled its rapid growth.
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