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or Ross Franklin, founder of Pure Green, working in the health and wellness industry has been his passion for over two decades. The little boy who ate Fruity Pebbles and Cherry Blintzes became captain of his high school wrestling team and took up cross-
country running. His first job as a fitness manager and personal trainer in New York – surrounded by 50 personal trainers, two exercise physiologists, a nutritionist and wellness educators – built his foundation in the industry. After working in the top fitness centers in the US, he branched out and opened his private consulting company setting up gyms and fitness concepts. This expanded to taking on juice-bar clients and other beverage companies. Franklin is ranked one of the top-five wellness entrepreneurs in the US by Thrive Global. He is also a best-selling author and a sought- after speaker in the health and wellness space. In 2014, Franklin started Pure Green with one single retail location in New York.
Social media success Franklin’s goal is to make Pure Green the preeminent brand in health and wellness space. “One of the biggest things Franklin noticed is that fitness is obviously a large part of anyone’s lifestyle, but nutrition is the majority of anyone’s healthy lifestyle,” says Michael Cecchini, vice president of franchise operations at Pure Green. “He wanted to make an impact on the world by connecting people with superfoods around the globe. That was why he started Pure Green back in 2014.” When Franklin realized that proper nutrition accounts for 80% of optimal wellbeing and fitness only accounts for 20%, he made a decision to focus on nutrition. Today, there are Pure Green stores in New York, Colorado, Wisconsin, Michigan, Illinois, Georgia, Indiana, Florida, and New Jersey.
Cecchini explains the multi-pronged approach of the company, “Pure Green uses an omni-channel approach with a
strong wholesale business supplying cold- pressed juices to different supermarkets, organizations and professional sports teams, catering for events serving cold- pressed juices, acai bowls and smoothies, and the fast-growing franchise model.”
Ease of operation What sets Pure Green apart from others operating in the same space? “First, the sourcing of our products. We seek the highest quality ingredients possible for our superfoods. That pertains to all the supplementation we use, all the frozen fruits and so forth,” says Cecchini. “Second, our cold-pressed juice is produced by us and then served to our franchisees, our corporate stores, and wholesale accounts. “From the franchisee’s perspective,
what sets us apart is low start-up costs and smaller footprint required. We require anywhere from 500-1,500sq ft (46-140sq m). The cold-pressed juices are produced
Clockwise from above; Michael Cecchini; Pure green’s healthy, nutritious fare; Pure Green juice bar in Chicago
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