Alex Roberts
Alex Roberts
Ann Arbor, MI
(734) 812-4757
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Alex Roberts

Alex Roberts is a seasoned franchise executive with extensive experience in franchise development. Since 2004, he has helped hundreds of candidates embark on the path of franchise ownership. His franchise development career has included executive-level positions with many of the premier brands in franchising, and his experience spans many industries, including home services, retail, food, and health & wellness.

For 10 years, Alex held leadership positions of increasing responsibility at a multi-brand home service franchisor. During this time his titles included Vice President of Franchise Development for four home service brands, and President of the world’s largest home improvement franchise concept. He also worked for other companies in roles including Senior Vice President of Franchising for the largest franchisor in the pet specialty industry, and Chief Development Officer for an international fitness franchise that became Inc. Magazine’s #1 Fastest-Growing Franchise.

Coaching and mentoring has always been a big part of Alex’s life. Prior to his career in franchising, Alex’s work involved development and coaching in a different arena. For 11+ years he coached hockey, first at the professional level, and then recruiting and developing elite-level high school hockey players as a coach with the U.S. National Team. During this time on the ice, Alex learned the golden rule of recruiting: act with the player’s goals and interests in mind, not your own. He has continued to adhere to this rule in franchising, helping career-changing corporate executives and aspiring entrepreneurs achieve goals they never thought possible.

Alex’s career as a hockey coach built on his time playing NCAA and professional hockey. He was drafted by and signed with the Chicago Blackhawks after leading the University of Michigan hockey team as captain. At U-M, he set a menacing record — racking up the most penalty minutes in the university’s history. However, have no fear — you’ll find that off the ice he’s a very warm guy with a winning smile.

Alex’s sports experience melds well with his career in business. He’s found that winning teams and companies distinguish themselves by cultivating a “championship culture.” Everyone is pulling in the same direction. Everyone cares for each other. Everyone shares a common vision and set of goals, which are clearly communicated so that no guesswork is necessary. Alex is committed to helping others sign on with franchise systems that embody this winning culture. He’s built a thriving career by matching all types of people – whether athletes or business professionals – with opportunities that help them prosper.

Alex lives in Ann Arbor, MI, with his wife and two children and can be reached directly at 734-812-4757 or by email at

Who We Are

Founded in 2000 by Jeff Elgin, FranChoice is the premier franchise consulting company in the United States.  FranChoice matches would-be entrepreneurs with a franchise opportunity that best matches their needs, skills and interests.  Our Mission Statement is “Helping People Realize Their Dreams” and our consultants are the best in the industry at helping people find the perfect business for them.

What we do

FranChoice helps people realize their dreams of business ownership. People come to us who are interested in becoming a franchise owner but don’t know where to start.  Sometimes our candidates have tried to do their own research, and have become overwhelmed by it and are looking for expert guidance.  There are thousands of franchise companies in existence and trying to find the perfect fit can be confusing and frustrating.  That’s where our industry expert consultants come in.

How We Do It

We get to know our candidates and take them through a very thorough consultation process.  Our consultants gain an in-depth understanding of the candidate’s goals for business ownership, their desired role in the business and all kinds of details relating to the characteristics the business must have to meet their needs.

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