A former corporate executive and attorney, and current multi-unit franchise owner, Russ Merbeth serves as a FranChoice consultant to executives, professionals, and investors evaluating business ownership through franchising.

In addition to his advisory work, Russ is the owner and CEO of Black Rose Fitness, a multi-unit franchisee of Alloy Personal Training, one of the fastest-growing boutique personal training concepts in the United States. As an active franchise owner, Russ is directly responsible for unit economics, staffing, operations, growth strategy, and performance—experience that informs every recommendation he makes to candidates.

With more than 30 years of experience in the legal profession, as a corporate executive and advisor, Russ brings a disciplined, analytical approach to franchise selection and due diligence. He has built and led organizations, evaluated regulated business models, negotiated complex agreements, and guided companies through critical growth and restructuring decisions where accountability was non-negotiable.

Before expanding into franchise ownership and consulting, Russ founded and led a boutique advisory firm providing strategic counsel on legal, regulatory, and operational risk across the U.S. and Europe. He previously held senior executive roles—including Vice President, General Counsel, and Chief Policy Counsel—at national and global technology and telecommunications companies, where he evaluated business models, managed external affairs and advisors, and aligned strategy with long-term enterprise value.

As a FranChoice consultant, Russ applies the same rigor he uses in his own business ownership decisions. He focuses on fundamentals that matter, cutting through sales narratives and helping his candidates make confident, informed decisions they can stand behind.

Russ works with young, start-up entrepreneurs, veterans, displaced executives and professionals seeking control, clarity, and a sustainable path to ownership. A native San Antonian and a former New Yorker, he holds a Juris Doctor and a Bachelor of Science from The University of Texas at Austin and is based in Washington, DC.

Russ can be reached at rmerbeth@franchoice.com or (703) 599-0455.