HTeaO Appoints Brian Wise as Chief Executive Officer
Veteran Franchise Operator to Lead Next Phase of National Growth Following Additional Investment from Crux Capital and
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HTeaO, the nation’s leading iced tea franchise, today announced the appointment of Brian Wise as Chief Executive Officer. Wise, who most recently served as Chief Operating Officer of Freddy’s Frozen Custard & Steakburgers, joins HTeaO as the Company enters its next phase of national expansion. His appointment follows an additional growth investment completed in April 2026 by Crux Capital and Trive Capital, the two Dallas-based private equity firms that first partnered with HTeaO in January 2023 and now hold a majority interest in the Company. HTeaO Co-Founder Justin Howe will transition to the role of Executive Chairman of the Board. Howe will remain engaged in the Company’s long-term strategy, brand vision and product innovation, working closely with Wise and the executive leadership team.
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Brian Wise has been appointed Chief Executive Officer of HTeaO, the nation’s leading iced tea franchise. (Photo courtesy of HTeaO)
The CEO appointment and additional financial support come amid sustained momentum for HTeaO. The Company has grown to more than 180 locations across 11 states and was named to the 2026 Inc. 5000 list of America’s fastest-growing private companies. Alongside its rapid expansion, HTeaO is making significant investments in the people, technology and infrastructure required to support a system many times its current size. Recent investments include several senior leadership additions, expanded supply chain capabilities, and enhanced franchisee support systems.
“Building HTeaO into the category leader it is today has been one of the greatest privileges of my life,” said Justin Howe, Executive Chairman of HTeaO. “Brian is an exceptional leader who understands what makes this brand special, and I have complete confidence in where he’ll lead HTeaO next.”
Wise brings nearly two decades of experience inside one of the country’s most successful fast-casual franchise systems. He joins HTeaO after more than seven years on the corporate leadership team of Freddy’s Frozen Custard & Steakburgers, where he most recently served as Chief Operating Officer following roles as Senior Vice President of Operations and Director of Franchise Management. During his tenure on the leadership team, Freddy’s expanded to nearly 600 restaurants across 37 states and into Canada while strengthening the training, technology and operational systems that supported that growth. Before joining the corporate team, Wise spent 15 years as a Partner of one of Freddy’s largest franchisee groups, giving him firsthand experience as an operator and a deep understanding of what franchisees need to succeed.
“What immediately stood out to me about HTeaO was that it has all the right ingredients for sustained success,” said Brian Wise, Chief Executive Officer of HTeaO. “The quality of the product is unmatched, the guest experience is authentic, and there’s an incredible culture built around franchisees, team members and our corporate support staff all working toward the same goal. I’ve been in the franchisees’ shoes, so I understand the importance of a leadership team that listens. My focus will be working hand-in-hand with our franchise partners to strengthen operations, refine our systems and build an even more scalable model — so HTeaO can keep growing for decades while staying true to what makes this brand special.”
“Brian is exactly the leader HTeaO needs for its next chapter,” said Wayne Moore, Managing Partner of Crux Capital. “He has spent more than 20 years inside one of the best-run franchise systems in the country — first as an operator, and then as the executive who helped scale it to nearly 600 restaurants. That combination of operational discipline and genuine credibility with franchisees is rare. The team has built a category-defining brand, and Brian has the experience to institutionalize the talent, systems and infrastructure that will carry HTeaO to many times its current size.”
“Our decision to increase our investment and become majority shareholders reflects our deep conviction in HTeaO,” said Shravan Thadani, Partner at Trive Capital. “The brand’s passionate consumer following and nationwide whitespace are very compelling within the drive-thru beverage space. We are accelerating investments in the team, technology and infrastructure needed to support the next several hundred locations, and with Brian at the helm we believe HTeaO’s best years are ahead of it.”
For more information on HTeaO, visit www.HTeaO.com.
About HTeaO
HTeaO is the leading iced tea franchise in the United States, pioneering a fast-growing category within the broader beverage industry. With a cost-effective and attractive business model, the brand operates its own supply chain, resulting in reduced costs of goods for franchisees. Offering a range of ultra-premium tea, water and coffee products, HTeaO provides convenient service to customers both in-store and through drive-thru. Each location boasts 20+ meticulously crafted flavors of sweetened and unsweetened tea utilizing its proprietary water filtration system. HTeaO now operates more than 180 locations and continues its rapid national expansion. HTeaO is fostering an atmosphere where all are welcome and takes pride in its commitment to giving back to its local communities. For more information on franchise opportunities, please visit https://hteaofranchise.com/.
About Crux Capital
Crux Capital is a Dallas-based private equity firm focused on the support and growth of founder-led or family-owned businesses in the consumer and services sectors across the Sunbelt. The Firm partners with a select number of high-quality businesses and works with management teams to build value over the long term. Crux Capital’s team comprises seasoned professionals with deep operational and investment experience who implement strategies to unlock value in partnership with company management. For more information, visit www.crux-cap.com.
About Trive Capital
Trive Capital is a Dallas, Texas based private equity firm with more than $8 billion of regulatory assets under management. Trive focuses on investing equity and debt in what it sees as strategically viable middle-market companies with the potential for transformational upside through operational improvement. The Trive team is comprised of seasoned investment professionals who have been involved in over 250 middle-market transactions representing in excess of $10 billion in revenue across Trive’s targeted industry sectors and situations. For more information, visit www.trivecapital.com.
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