Lonnie Helgerson, CFE
35+ years helping entrepreneurs evaluate, build, and grow franchise businesses — with straight talk, deep experience, and a track record that speaks for itself.
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The Background
Lonnie Helgerson didn’t just study franchising — he built it from the inside out. Over a career spanning more than three decades, he has founded six franchise systems, advised major brands, shaped national policy through the IFA, and helped hundreds of individuals find the right franchise fit.
He earned his Certified Franchise Executive (CFE) designation in 2002 and holds executive MBA credentials in Franchise Management. He is a past member of the IFA Board of Governors and served as a 2-time Chairman of the VetFran Committee — the IFA Education Foundation program dedicated to helping military veterans become franchise owners.
“I’ve spent over 35 years in franchising, and I’ll tell you straight — it’s the most powerful small business model ever created. I love it so much, I think everyone should own one.”
Today, Lonnie operates Helgerson Franchise Group out of Sarasota, Florida as an independent franchise consultant and broker. He works across all sides of the franchise relationship — helping individuals evaluate whether buying a franchise is the right fit for their goals, helping business owners determine whether franchising their concept makes sense, and helping established franchise brands identify and improve their systems.
He has served on boards and advisory councils including the IFA Franchisor Forum, IFA Convention Committee, the Franchisor Association of Florida, and franchise education programs at Nova Southeastern University and the University of St. Thomas.
A Career Built on Firsts
Some highlights from 35+ years in the industry.
Lonnie founded Computer Doctor® — the first computer repair franchise in the United States — long before tech service was a household concept. He then negotiated and launched a 100-store retail test with Walmart Supercenters®, establishing America’s first in-store computer service centers, and contracted with Sam’s Club® for national computer service agreements.
He also initiated the concept of strategic in-store service centers for Best Buy® — a model that would ultimately evolve into what the world knows today as the Geek Squad®.
For RaceTrac®/RaceWay® — a major convenience store chain with $19.72 billion in annual revenue — Lonnie redesigned the entire dealer recruiting process from the ground up, driving increased dealer growth. A re-branding initiative he led produced a dramatic improvement in franchisee relations, and a new product offering increased sales by more than 20% in the first year.
Across his career, Lonnie has built six franchise systems from start-up to full operation — achieving sales in excess of 100 new franchises per year, and commitments for over 300 franchises in a single year.
Credentials & Leadership
Certified Franchise Executive (CFE)
Awarded by the Institute of Certified Franchise Executives. Earned in 2002.
IFA Board of Governors
Past member of the International Franchise Association Board of Governors.
VetFran Chairman
2-time Past Chairman of the VetFran Committee — IFA’s veteran entrepreneurship program.
Franchisor Association of Florida
Board member and active participant in state-level franchise leadership.
Academic Advisory Boards
Nova Southeastern University and University of St. Thomas franchise programs.
Executive MBA — Franchise Management
Advanced credentials in franchise operations, development, and strategy.
The Books
Five Pennies
Ten rules to successfully build a franchise mega-brand and maximize system profits. The field manual for franchisors — emerging and established.
Buying a Franchise: Is it Right for Me?
A handbook for avoiding the top 10 mistakes people make when researching franchises. Includes a bonus veteran section.
Committed to Veteran Entrepreneurship
As a U.S. Army veteran and past Chairman of the IFA’s VetFran Committee, Lonnie has spent decades advocating for veteran franchise ownership. He founded VeteranOpportunity.com — a dedicated directory connecting veterans with franchise opportunities that match their skills, discipline, and leadership experience.
Let’s Talk
Whether you’re exploring a franchise purchase or thinking about franchising your own business — reach out. No pressure, just a straight conversation.