Alex and Myriam Guerrero didn't plan on becoming franchise owners — Alex stumbled into it at a USO transition event when a franchise broker showed up and offered a presentation. Four years later, they're running a Tint World location in El Paso, scaling to three stores, and building the kind of franchisee-franchisor trust that most brands spend years trying to manufacture. This conversation gets into what it really takes to build a business with your spouse, what the franchising industry is still getting wrong with veterans, and why legacy franchisees don't need another broadcast — they need a direct conversation.
In this episode:
- What Alex learned about veterans and the franchising knowledge gap — and what he's doing about it
- How he and Myriam built a grow-from-within culture they can protect as they scale
- Why their relationship with their franchisor works — and what it would take to replicate that across a network
Guest: Alex and Myriam Guerrero, Franchisees, Tint World Host: Katherine LeBlanc, Fractional CMO | Apollo CMO
Are you a franchise brand leader working on a growth challenge? Katherine works with franchise brands as a Fractional CMO. Learn more at
apollocmo.comWhat is Franchise Spotlight with Katherine LeBlanc?
Conversations with the leaders who are actually building franchising - from the executive suite to the field. Each season explores what success looks like right now, what franchise leaders should be paying attention to, and how the best brands are delivering real returns for their franchisees. Because at the end of the day, franchisee profitability isn't just a metric; it's the whole point.
Your host, Katherine LeBlanc, brings 13 years inside franchise systems, having led marketing across six brands spanning food, wellness, beauty, and experience. She's been in the room where these decisions get made. These conversations reflect that: direct, practitioner-level, and built for franchise leaders who don't have time for surface-level takes.