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How to Build Wealth Through Non-Food Franchising

The Richer Geek

Release Date: 11/19/2025

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Today’s episode is different. This marks the final episode of The Richer Geek Podcast. After seven incredible years, Mike is signing off to focus fully on his growing business and new hotel investments in Spain. Thank you for listening, supporting, and being part of the journey. Mike remains active on LinkedIn and looks forward to staying connected there.   Resources from Mike and Nichole  | |

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Welcome back to another episode of The Richer Geek Podcast. Today we are joined by Jon Ostenson, one of the top 1% Franchise Consultants in the U.S., respected author, investor, and leading voice in the world of non-food franchising. Jon breaks down how everyday professionals, corporate leaders, and real estate investors can use franchising to build wealth, diversify income, and create long-term stability even without quitting their day job. In this episode, we chat about… Jon’s career path from corporate leadership to franchise president and top franchise consultant Why non-food...

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Welcome back to another episode of The Richer Geek Podcast. Today we are joined by Jon Ostenson, one of the top 1% Franchise Consultants in the U.S., respected author, investor, and leading voice in the world of non-food franchising.

Jon breaks down how everyday professionals, corporate leaders, and real estate investors can use franchising to build wealth, diversify income, and create long-term stability even without quitting their day job.

In this episode, we chat about…

  • Jon’s career path from corporate leadership to franchise president and top franchise consultant

  • Why non-food franchising offers lower risk, better margins, and more stability than trendy food brands

  • How Jon helps clients filter through 600+ franchise options to find the best fit for their market and goals

  • The truth about “semi-passive” franchise ownership and what it actually requires

  • Why real estate investors and professionals looking for diversification are a natural fit for franchising

Key Takeaways:

  1. Avoid Chasing Trends: Focus on non-trendy, understandable, cash-flowing service-based businesses like insulation, dumpsters, senior care, or pet grooming , as people will continue to spend on these regardless of the economy.

  2. Franchising is a "One-Stop Shop" Discovery Process: Working with a franchise broker like Jon is entirely free , and they help filter through the "noise" by identifying top opportunities based on the strength of the franchise leadership, financial models, and competitive advantages.

  3. Protect Your Area: Franchise brands protect owners, either through a protected radius for customer-facing retail or a defined territory (e.g., 250,000 population) for service-based businesses.

  4. Starting a Franchise vs. Buying an Existing One: It's generally easier to start a new franchise because the most successful existing units often sell internally to other franchisees , and buying an existing non-franchise business comes with the risk of key staff/customers leaving after the sale.

  5. Be Clear on Your Role: Understand the commitment level required. While many non-food franchises allow for an executive/semi-absentee model , Jon advises that "passive" is a misnomer, and you must be prepared to lean in if the manager isn't great.

 

Resources from Jon

LinkedIn  | FranBridge Consulting | Download your FREE book: 'Non-Food Franchising'

Resources from Mike and Nichole

Check out our latest project here: Barcelona Hotel Fund

LinkedIn  | Gateway Private Equity Group | Nic's guide