{"id":51084,"date":"2026-08-04T20:04:00","date_gmt":"2026-08-04T18:04:00","guid":{"rendered":"http:\/\/stocks-future.com\/?guid=12f5615efda110466829d8d90631aadd"},"modified":"2026-08-04T20:04:00","modified_gmt":"2026-08-04T18:04:00","slug":"hteao-appoints-brian-wise-as-chief-executive-officer","status":"publish","type":"post","link":"https:\/\/stocks-future.com\/?p=51084","title":{"rendered":"HTeaO Appoints Brian Wise as Chief Executive Officer"},"content":{"rendered":"

\nVeteran Franchise Operator to Lead Next Phase of National Growth Following Additional Investment from Crux Capital and Trive Capital<\/i><\/p>

FORT WORTH, Texas--(BUSINESS WIRE)--HTeaO<\/b><\/a>, the nation\u2019s leading iced tea franchise, today announced the appointment of Brian Wise as Chief Executive Officer<\/b>. Wise, who most recently served as Chief Operating Officer of Freddy\u2019s Frozen Custard & Steakburgers, joins HTeaO as the Company enters its next phase of national expansion. His appointment follows an additional growth investment completed in April 2026 by Crux Capital<\/b> and Trive Capital<\/b>, the two Dallas-based private equity firms that first partnered with HTeaO in January 2023 and now hold a majority interest in the Company. HTeaO Co-Founder Justin Howe<\/b> will transition to the role of Executive Chairman of the Board. Howe will remain engaged in the Company\u2019s long-term strategy, brand vision and product innovation, working closely with Wise and the executive leadership team.<\/p><\/a><\/a><\/a><\/a>

\nThe CEO appointment and additional financial support come amid sustained momentum for HTeaO. The Company has grown to more than 180 locations across 11 states and was named to the 2026 Inc. 5000 list of America\u2019s fastest-growing private companies. Alongside its rapid expansion, HTeaO is making significant investments in the people, technology and infrastructure required to support a system many times its current size. Recent investments include several senior leadership additions, expanded supply chain capabilities, and enhanced franchisee support systems.<\/p>

\n\u201cBuilding HTeaO into the category leader it is today has been one of the greatest privileges of my life,\u201d said Justin Howe, Executive Chairman of HTeaO.<\/b> \u201cBrian is an exceptional leader who understands what makes this brand special, and I have complete confidence in where he\u2019ll lead HTeaO next.\u201d<\/p>

\nWise brings nearly two decades of experience inside one of the country\u2019s most successful fast-casual franchise systems. He joins HTeaO after more than seven years on the corporate leadership team of Freddy\u2019s Frozen Custard & Steakburgers, where he most recently served as Chief Operating Officer following roles as Senior Vice President of Operations and Director of Franchise Management. During his tenure on the leadership team, Freddy\u2019s expanded to nearly 600 restaurants across 37 states and into Canada while strengthening the training, technology and operational systems that supported that growth. Before joining the corporate team, Wise spent 15 years as a Partner of one of Freddy's largest franchisee groups, giving him firsthand experience as an operator and a deep understanding of what franchisees need to succeed.<\/p>

\n\u201cWhat immediately stood out to me about HTeaO was that it has all the right ingredients for sustained success,\u201d said Brian Wise, Chief Executive Officer of HTeaO. <\/b>\u201cThe quality of the product is unmatched, the guest experience is authentic, and there\u2019s an incredible culture built around franchisees, team members and our corporate support staff all working toward the same goal. I\u2019ve been in the franchisees\u2019 shoes, so I understand the importance of a leadership team that listens. My focus will be working hand-in-hand with our franchise partners to strengthen operations, refine our systems and build an even more scalable model \u2014 so HTeaO can keep growing for decades while staying true to what makes this brand special.\u201d<\/p>

\n\u201cBrian is exactly the leader HTeaO needs for its next chapter,\u201d said Wayne Moore, Managing Partner of Crux Capital<\/b>. \u201cHe has spent more than 20 years inside one of the best-run franchise systems in the country \u2014 first as an operator, and then as the executive who helped scale it to nearly 600 restaurants. That combination of operational discipline and genuine credibility with franchisees is rare. The team has built a category-defining brand, and Brian has the experience to institutionalize the talent, systems and infrastructure that will carry HTeaO to many times its current size.\u201d<\/p>

\n\u201cOur decision to increase our investment and become majority shareholders reflects our deep conviction in HTeaO,\u201d said Shravan Thadani, Partner at Trive Capital<\/b>. \u201cThe brand\u2019s passionate consumer following and nationwide whitespace are very compelling within the drive-thru beverage space. We are accelerating investments in the team, technology and infrastructure needed to support the next several hundred locations, and with Brian at the helm we believe HTeaO\u2019s best years are ahead of it.\u201d<\/p>

\nFor more information on HTeaO, visit www.HTeaO.com<\/a>.<\/p>

\nAbout HTeaO<\/b><\/p>

\nHTeaO is the leading iced tea franchise in the United States, pioneering a fast-growing category within the broader beverage industry. With a cost-effective and attractive business model, the brand operates its own supply chain, resulting in reduced costs of goods for franchisees. Offering a range of ultra-premium tea, water and coffee products, HTeaO provides convenient service to customers both in-store and through drive-thru. Each location boasts 20+ meticulously crafted flavors of sweetened and unsweetened tea utilizing its proprietary water filtration system. HTeaO now operates more than 180 locations and continues its rapid national expansion. HTeaO is fostering an atmosphere where all are welcome and takes pride in its commitment to giving back to its local communities. For more information on franchise opportunities, please visit https:\/\/hteaofranchise.com\/<\/a>.<\/p>

\nAbout Crux Capital<\/b><\/p>

\nCrux Capital is a Dallas-based private equity firm focused on the support and growth of founder-led or family-owned businesses in the consumer and services sectors across the Sunbelt. The Firm partners with a select number of high-quality businesses and works with management teams to build value over the long term. Crux Capital\u2019s team comprises seasoned professionals with deep operational and investment experience who implement strategies to unlock value in partnership with company management. For more information, visit www.crux-cap.com<\/a>.<\/p>

\nAbout Trive Capital<\/b><\/p>

\nTrive Capital is a Dallas, Texas based private equity firm with more than $8 billion of regulatory assets under management. Trive focuses on investing equity and debt in what it sees as strategically viable middle-market companies with the potential for transformational upside through operational improvement. The Trive team is comprised of seasoned investment professionals who have been involved in over 250 middle-market transactions representing in excess of $10 billion in revenue across Trive's targeted industry sectors and situations. For more information, visit www.trivecapital.com<\/a>.<\/p> Contacts<\/b>

\nFor media inquiries about HTeaO, please contact a Strauss PR team member:\nAllie Lesiuk - allie@strausspr.com<\/a> - 817-733-3766\nKristin Garcia - Kristin@strausspr.com<\/a> - 214-264-5962<\/p>","protected":false},"excerpt":{"rendered":"

Veteran Franchise Operator to Lead Next Phase of National Growth Following Additional Investment from Crux Capital and Trive CapitalFORT WORTH, Texas–(BUSINESS WIRE)–HTeaO, the nation\u2019s leading iced tea franchise, today announced the appointment of …<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-51084","post","type-post","status-publish","format-standard","hentry","category-infos-businesswire"],"_links":{"self":[{"href":"https:\/\/stocks-future.com\/index.php?rest_route=\/wp\/v2\/posts\/51084","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/stocks-future.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/stocks-future.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/stocks-future.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/stocks-future.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=51084"}],"version-history":[{"count":1,"href":"https:\/\/stocks-future.com\/index.php?rest_route=\/wp\/v2\/posts\/51084\/revisions"}],"predecessor-version":[{"id":51085,"href":"https:\/\/stocks-future.com\/index.php?rest_route=\/wp\/v2\/posts\/51084\/revisions\/51085"}],"wp:attachment":[{"href":"https:\/\/stocks-future.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=51084"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/stocks-future.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=51084"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/stocks-future.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=51084"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}