Lane believes that business ownership is not just about buying a business — it is about creating a more intentional life. He has dreamed, planned, executed, and achieved. He’s passionate about helping you do the same!

That belief became clear during a pivotal season aboard his sailing catamaran, Reflection, where Lane and his wife spent a year living and sailing in the Virgin Islands. During that time, Lane coined the phrase “Make Your Dreams Intentional!” What began as a personal reflection on life, purpose, and freedom became a guiding principle for his next chapter. The experience aboard Reflection played a meaningful role in Lane’s decision to invest in another franchise and, ultimately, to pursue franchise consulting.

Lane’s journey with FranChoice began as a candidate himself. After working with a FranChoice consultant, while still living aboard Reflection, he invested in a Five Star Bath Solutions franchise. He went on to scale the business to $4 million in revenue in under 24 months, earning Top 5 new franchisee recognition, Platinum Dealer status, and the 2024 “REAL” Franchisee Award.

With more than 30 years of experience in entrepreneurship, franchising, banking, real estate, agriculture, mortgage lending, and small business consulting, Lane brings a practical, real-world perspective to the franchise exploration process. He has built, acquired, grown, and sold businesses across multiple industries, giving him firsthand insight into both the opportunities and challenges of business ownership.

A graduate of The University of Texas at Austin, Lane also holds a Texas Real Estate Broker License and a United States Coast Guard Merchant Mariner’s License.

Today, Lane helps aspiring business owners evaluate franchise opportunities with clarity, confidence, and purpose. Guided by faith, family, friendships, and his own entrepreneurial journey, Lane is passionate about helping others find their true north and take intentional steps toward the life and business they want to build.

Outside of business, Lane and his wife have raised a daughter and now enjoy sailing, golf, traveling, and spending meaningful time with family and friends.

Are you ready to find your perfect fit and Make Your Dreams Intentional!? Start a conversation with Lane today by calling him directly at (512) 910-5930 or emailing him at: llauritsen@franchoice.com