Prior to November 2022, what position did Steele Smiley hold at Crisp & Green?
Crisp_Green Franchise · 2024 FDDAnswer from 2024 FDD Document
Steele Smiley, Executive Chairman of the Board & Founder. Steele Smiley developed the CRISP & GREEN® concept and has been our Executive Chairman of the Board since November 2022. He has also served as the Executive Chairman of the Board for our Parent since March 2017, for PURALIMA LLC since May 2021, and for Stalk & Spade LLC from December 2020 to November 2023. Mr. Smiley has also been the Executive Chairman of the Board for PURALIMA Cantina and SBM since November 2022, and for Stalk & Spade from November 2022 to November 2023. Previously, Mr. Smiley served as the Chief Executive Officer for our Parent from March 2017 to November 2022, for us from February 2018 to November 2022, for Stalk & Spade LLC from December 2020 to November 2022, for Stalk & Spade from February 2021 to November 2022, for PURALIMA Cantina and PURALIMA LLC from September 2021 to November 2022, and for SBM from January 2022 to November 2022. From September 2013 until he became employed as the Chief Executive Officer of our Parent in March 2017, Mr. Smiley held the roles of Chief Development Officer and Chief Marketing Officer with Lift Brands, Inc., one of the nation's largest international wellness franchise organizations, where he was responsible for leading all brand facing initiatives, new concepts (from design to sale), global marketing, partnerships and franchise development globally for the entire portfolio of wellness companies which spanned nearly 3,000 locations either built or under development in 22 countries. Mr. Smiley serves in his present capacities in the Minneapolis, Minnesota area.
Source: Item 2 — BUSINESS EXPERIENCE (FDD pages 13–14)
What This Means (2024 FDD)
According to Crisp & Green's 2024 Franchise Disclosure Document, Steele Smiley held the position of Chief Executive Officer for Crisp & Green prior to November 2022. Specifically, he served in this role from February 2018 to November 2022. Before becoming the CEO of Crisp & Green's Parent company in March 2017, Smiley was the Chief Development Officer and Chief Marketing Officer with Lift Brands, Inc. from September 2013.
This indicates that Smiley has been deeply involved with Crisp & Green since its early stages, having developed the concept and served as CEO before transitioning to Executive Chairman of the Board. His prior experience with Lift Brands, a large international wellness franchise organization, likely provided him with valuable insights into franchising and brand development, which he then applied to Crisp & Green.
For a prospective franchisee, this information suggests that the leadership at Crisp & Green has a strong background in both franchising and brand management. Smiley's extensive experience in various executive roles, including his time at Lift Brands, could be seen as a positive factor, indicating a well-informed and strategic approach to growing the Crisp & Green brand. Franchisees may find reassurance in knowing that the company's founder and current Executive Chairman has a long history in the franchise industry.