Bob Morris
More than two decades building franchise businesses, with Planet Fitness ownership dating back to 2004 and 7 Brew Coffee drive-throughs he developed in New York State.
Deal: He signed 6 units in Broward and Martin counties.
September 2026
HB Protein Smoothies · Multi-unit franchise opportunity
It tastes like a milkshake.It has 35 grams of protein.
A closer look at HB
HB calls it "fast food for smart people."
Operators from 7 Brew, Planet Fitness, Papa Murphy's and Crumbl tasted it and signed.
More than 10
Franchisees signed
250+
Locations in development
3
Stores open
You'd be early. We'll help you decide whether that's an opportunity or a risk for you.
Independent buyer-side analysis. No cost. No obligation.
35–50g
Protein per shake
250–400
Calories per shake
1–3
Employees on peak days
The Franchise Insiders · Franchise Owners Helping Future Franchise Owners
Market check
Is your market open?
Tell us where you'd build. We'll ask HB to confirm current availability and send you a private fit analysis.
The difference
They tasted it. Then they signed.
"They taste like ice cream."
"It tastes like milkshakes."
Before he signed for six stores, Bob Morris visited the Scottsdale store and saw professional athletes stopping in as regulars. Co-founder Daniel Boone says many customers come three to five times a week and use the smoothies as meal replacements.
Protein shakes usually taste like homework. HB built a menu of dozens of dessert flavors people order because they want them: Birthday Cake, Brownie Batter, Peanut Butter Cup, Blueberry Cheesecake.
Who's signing
People who pick concepts for a living are picking protein.
The Lovelace, Holmes and Phillips group
120+ locations across brands including Papa Murphy's and Crumbl Cookies. The Lovelaces are Papa Murphy's largest franchisee, and Chris Phillips's family has been in that system since 1981.
Deal: Multi-unit deal for Boise, Phoenix and Portland.
June 2026
John Oswald
Restaurant investor with a background in Wolfgang Puck, P.F. Chang’s and Panera Bread.
Deal: HB’s first development agreement: 5 units in Southwest Florida, starting in Naples.
March 2026
Two of our own signed, too.
Matt Zastrow, our client for seven years, is bringing HB to California. And Jay and Carolina Orosa, advisors on our team, signed a multi-unit deal for British Columbia. We don't ask people to do what we won't.
Jay and Carolina Orosa are Franchise Insiders advisors and HB franchisees.
Operator testimonials
In their own words.
Operator perspectives behind the signed deals.
“I like the simplicity of the operation, the limited scope of offerings, and the low-labor factor.”
Bob Morris, 6-unit HB franchisee, South Florida
“We've evaluated countless opportunities, and I feel like HB Protein Smoothies stood out because it combines what every great brand needs. That's a great product, a clear mission, and outstanding people behind it.”
Chris Phillips, multi-unit HB franchisee, Boise, Phoenix and Portland
Operator testimonials are individual perspectives, not forecasts. Development agreements do not represent open or operating stores.
More than 10 franchisees signed · 250+ locations in development
Deals from Florida to British Columbia
Houston 6-unit deal, July 2026
A signed deal isn't an open store. But when operators who've built Planet Fitness, 7 Brew and Papa Murphy's all land on the same concept, it's worth understanding why.
Source: HB Protein Smoothies franchise development announcements and Franchise Times, 2026. Development agreements do not represent open or operating stores.
The demand
Protein used to be a gym thing. Now it's everyone's thing.
Coffee became a business because people built it into their day. Protein is following the same path: breakfast, lunch, after the gym, the 3 p.m. slump. And the share of U.S. adults taking a GLP-1 medication for weight loss nearly quadrupled in two years, from 3% in 2024 to 11% in 2026. Those medications push people toward protein and fewer calories.¹
The question used to be "Do you work out?" Now it's "Did I get enough protein today?"
The store
Water. Ice. Protein. Blend.
"Water, ice, and protein packets." That's how Arizona franchisees summed up the simplicity. No hood. No oven. No kitchen. Blenders, a freezer, an ice machine and a refrigerator. 1–3 people on peak days in 900–1,200 square feet, in inline, end-cap, conversion or drive-thru formats, including second-generation spaces that don't need Class A real estate.
Father-and-son founders Daniel and Ethan Boone spent more than a decade perfecting it in Scottsdale before franchising.
The investment
What it takes to get in.
$198,900–$326,350
Estimated first-store startup
$300,000
Liquid capital
$500,000
Net worth, excluding primary residence
Franchise fee
$30,000 per unit*
Royalty
5% of gross sales*
Marketing
2% creative fund + 1% local
Development terms
See the current FDD
*Early founding-franchisee terms from current materials. Royalty may rise to 6%. Confirm all terms in the current FDD.
Signing for multiple units? Plan for the full development schedule, not just store one.
Item 19 · One company-operated store
One store. Real numbers.
$503,681*
2025 gross sales, one company-operated store
32.49%*
Published adjusted unit-level margin, same store
It's one corporate store over one year, not a franchised store and not a forecast. The founders are candid that their Scottsdale store breaks nearly every rule of good real estate. Its traffic, they say, is all destination: friends telling friends, and Google. It's a strong starting point for your diligence, and we'll help you read it.
*Historical operating results of one company-operated outlet (not a franchised outlet) for Jan.–Dec. 2025, as stated in Item 19 of HB Wellness' FDD dated April 27, 2026. Individual results vary; no assurance is made that you will achieve similar results. An offer can only be made through delivery of the current FDD and in compliance with applicable franchise laws. Review the complete FDD and obtain independent legal, financial and franchise advice. Educational screening only; not legal, financial or investment advice.
Smart questions
Six questions we'd answer before you sign.
01
How many stores are open?
As of late September 2026, HB reported two corporate stores and one franchise store open, with 250+ in development. Ask for the opening schedule in your market. HB recently hired a director of real estate and openings to speed that up.
02
What's in the margin adjustment?
The published adjustment subtracts 6 points of sales, while royalty, creative fund and local marketing add up to 8. There may be a good reason. We'll ask with you.
03
Does the margin include a manager?
Ask whether the company store's results reflect paying a market-rate general manager.
04
What does your trade area look like?
Which smoothie, coffee and nutrition concepts are already near your target site?
05
What's the full development cost?
If you sign for multiple units, budget for the schedule, not just the first store.
06
Why were 2025 sales lower than 2024?
HB's earlier disclosure reported $569,681 in 2024 gross sales for its company store. The current one reports $503,681 for 2025. It may be a different store, a change in reporting, or a real decline. We'll ask with you.
Have another question? .
Is it you?
Who HB fits.
Likely a fit if
- You believe protein is becoming a daily habit
- You want a simple beverage model, not a restaurant
- You’re comfortable being early in a young system
- You want to build multiple units over time
Probably not if
- You need years of franchisee operating data
- You’d be stretching to fund it
- You want truly passive ownership
- You’re treating one company store as your forecast
Who we are
HB can tell you why to buy. We'll help you decide whether you should.
Jack and Jill Johnson founded The Franchise Insiders in 2016, after Jack helped scale TheKey Home Care's franchise system from 30 to 250+ locations. We've helped 870+ people become franchise owners.
We're paid by the franchisor. We work for you. Same terms as going direct, and if HB isn't the right fit, we'll tell you.
As featured in: The Wall Street Journal · Bloomberg · Fox News · Entrepreneur · MSNBC
Co-hosts of the We Bought a Franchise podcast
Tasted it yet? Start with your market.
Tell us where you'd build. We'll ask HB to confirm availability and send you a private fit analysis.
South Florida is moving fast. If you want to build in Palm Beach, Broward or the Treasure Coast, ask about availability now. Territory availability is subject to current franchisor confirmation.
*Historical operating results of one company-operated outlet (not a franchised outlet) for Jan.–Dec. 2025, as stated in Item 19 of HB Wellness' FDD dated April 27, 2026. Individual results vary; no assurance is made that you will achieve similar results. An offer can only be made through delivery of the current FDD and in compliance with applicable franchise laws. Review the complete FDD and obtain independent legal, financial and franchise advice. Educational screening only; not legal, financial or investment advice.
Disclosures
Development agreements do not represent open or operating stores.
Jay and Carolina Orosa are Franchise Insiders advisors and HB franchisees. Matt Zastrow is a Franchise Insiders client.
The Franchise Insiders receives commissions on franchise purchases made through our referrals. Our consulting services are provided at no charge to prospective buyers.
Sources
- ¹ Gallup National Health and Well-Being Index, survey of 5,065 U.S. adults, May–June 2026.
- Quotes from HB Protein Smoothies franchise announcements and Franchise Times, 2026.
Editorial review
Reviewed by experienced franchise owners
This profile was prepared by The Franchise Insiders and reviewed by Jack and Jill Johnson. We compare the brand’s disclosed investment requirements, operating model, ownership expectations, and available financial representations. Figures can change and should be verified against the current Franchise Disclosure Document and directly with the franchisor.
Last reviewed October 16, 2026
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