HTeaO, the fastest-growing iced tea franchise in the United States, has announced two significant additions to its executive leadership team as the company accelerates its aggressive expansion strategy across the nation. The brand welcomes Corey Horsch as its new Chief Financial Officer (CFO) and Adam Smith as Vice President of Human Resources (VP of HR). Both executives bring a wealth of experience in scaling high-growth businesses and are poised to play critical roles in supporting HTeaO’s continued momentum.
As HTeaO continues to carve out its place as a beloved, community-driven beverage brand, the company recognizes the importance of building a strong foundation of leadership talent to support its ambitious growth goals. With more than 300 franchise locations now operating nationwide and plans to double that footprint over the next few years, the timing of these hires is key to ensuring sustainable success.
A Leadership Team Built for Growth and Excellence
Justin Howe, CEO and Co-Founder of HTeaO, emphasized the company’s focus on both culture and operational excellence in making these appointments. “As HTeaO expands across the country, we are committed to building a world-class leadership team that will help us scale with excellence,” Howe said. “Corey and Adam bring not only deep expertise in their respective fields but also a shared commitment to our culture and values, which we consider just as important as business acumen.”
Howe elaborated that Corey Horsch’s financial leadership background, gained from some of the most recognized names in the restaurant and hospitality industry, coupled with Adam Smith’s people-first approach to talent development, will be instrumental in strengthening HTeaO’s operational infrastructure. “Their complementary skills will support our franchisees, drive results, and prepare us for the exciting road ahead.”
Corey Horsch: Leading Financial Strategy in a Fast-Growing Franchise
Corey Horsch joins HTeaO with a proven track record of steering financial strategy in dynamic, high-growth foodservice companies. Prior to joining HTeaO, Corey served as CFO of Salad and Go, a rapidly expanding fast-casual brand specializing in healthy, grab-and-go meals. During his tenure, he was integral in scaling the company from 100 to 146 company-owned stores in just two years, managing capital allocation, financial reporting, and strategic growth initiatives that supported the brand’s impressive trajectory.
Before Salad and Go, Corey held senior financial leadership roles at Gordon Ramsay North America and Sonic Drive-In, where he developed expertise in balancing the financial needs of both franchised and company-owned business models. This diverse experience gives him a deep understanding of the complexities involved in growing a franchise-based business, from financial forecasting and budgeting to franchisee relations and system-wide performance management.
Based in Fort Worth, Texas, Corey will lead all financial functions for HTeaO, including budgeting, financial planning and analysis, accounting, and investor relations. His role will also involve close collaboration with franchise partners, ensuring financial systems and processes are optimized to support rapid expansion while maintaining profitability and operational efficiency.
Reflecting on his decision to join HTeaO, Corey said, “I was drawn to HTeaO’s community-minded culture and innovative approach to taking tea into the future. This is more than just a beverage brand; it’s a business built on purpose and connection. I’m excited to partner with the team and our franchisees to continue building a business that brews purpose and delivers great experiences to customers.”
Continuity in Financial Leadership: Blake Reid’s New Role
HTeaO also announced that Blake Reid, who has been serving as CFO during a critical period of growth, will remain with the company, transitioning into the role of Vice President of Financial Planning & Analysis (FP&A). Blake will report directly to Corey Horsch and continue to play a pivotal role in the company’s financial planning and performance management.
Blake’s contributions over the past years have been instrumental in laying the groundwork for HTeaO’s current expansion. His deep familiarity with the company’s financial operations and strategic objectives ensures a seamless leadership transition and continuity of expertise in managing the brand’s financial health.
Adam Smith: Championing Talent Development and People Strategy
Complementing the company’s financial leadership, Adam Smith steps into the role of Vice President of Human Resources, bringing over two decades of experience in human capital management. His background includes 14 years at Taco Bell, where he led HR for more than 500 corporate-owned restaurants generating over $1 billion in annual sales.
Adam’s extensive experience in recruitment, employee development, retention, and organizational culture aligns perfectly with HTeaO’s commitment to putting people first. At a time when talent acquisition and retention are critical for fast-growing franchise businesses, Adam’s leadership will be vital in building robust human resources strategies that support both corporate teams and franchise partners.
A native of the Dallas-Fort Worth area, Adam is passionate about community involvement and people development. Outside of work, he and his family are actively involved with the Zambia Mission Fund and Miracle League DFW, a baseball league for individuals with disabilities, highlighting his dedication to making a positive impact beyond the workplace.
At HTeaO, Adam plans to start by engaging with team members across the organization to gain a deeper understanding of their roles, challenges, and how HR can better support their success. “HTeaO’s culture of prioritizing its people was a huge draw for me,” said Smith. “I’m eager to help grow and support the teams that make this brand so special.”
On a lighter note, Adam shared his favorite HTeaO order: “Unsweet blueberry with a splash of sweet watermelon—refreshing and unique, much like the company itself.”
Looking Ahead: Building a Strong Foundation for National Growth
HTeaO’s latest executive hires underscore the company’s strategy of investing in top-tier leadership to build the infrastructure needed to sustain rapid growth. With new store openings planned across multiple states in the coming months, the company is preparing to meet increasing demand while maintaining the quality and community engagement that have become hallmarks of the brand.
These appointments come at a critical juncture as HTeaO continues to gain traction not only with customers but also with entrepreneurs eager to join the franchise network. By strengthening its financial and human resources leadership, HTeaO aims to enhance franchisee support, streamline operational systems, and foster a positive workplace culture that attracts and retains top talent.
As CEO Justin Howe concluded, “Corey and Adam’s expertise will be invaluable as we navigate the next phase of our journey. We’re excited about the future and confident that with this leadership team in place, HTeaO will continue to thrive as a beloved brand and a great place to work.”
For more information about HTeaO and its expanding franchise opportunities, visit [HTeaO’s website].
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