Founder & CEO of Pure Green

Meet Ross
Franklin.

From the fitness floor to the first Pure Green in New York City, Ross Franklin has focused on making better nutrition part of everyday life. Today, that work continues through a community of local owners.

Explore franchise ownership Read his story

Pure GreenFounded in New York City, 2014

The founder journey

From the
ground up.

The setting has changed. The purpose has stayed the same: make better nutrition accessible, and help others bring it to their communities.

Ross at a Pure Green juice bar.

“I believe better nutrition should be accessible everywhere.”
Ross Franklin

The fitness years

It started with people.

A certified personal trainer, Ross spent over a decade managing and scaling premium fitness clubs and boutique wellness brands across the East Coast. Working with clients shaped a conviction that would guide his next chapter: nutrition deserved more attention in everyday life.

He saw an opportunity for convenient food built around real ingredients. Running a wellness consulting firm and helping businesses through operational challenges taught him how to turn that idea into a business.
October 2014 · New York City

One shop. A clear purpose.

The first Pure Green opened with a focused menu of superfood smoothies, açaí bowls, and cold-pressed juice. Ross was behind the counter, learning the business at street level and building the experience one customer at a time.

The work extended beyond the menu: store design, operations, and the systems that would help the brand grow.
The mission today

A community of local owners.

The story is still being written, and franchisees write it. Pure Green owners become health advocates for their own communities, carrying forward the role Ross took on with the first store.

The franchise model brings together the brand, products, and operating playbook with people who want to build a business in their own community.
See how franchising works

Leadership in practice

The details
make the
difference.

Ross’s approach is grounded in the work: stay close to the product, invest in people, and build processes that owners can use. Here is where that philosophy meets the franchise experience.

Explore franchise support

Training & development

Prepare people to lead.

Pure Green University combines in-person and online instruction in recipes, hospitality, product knowledge, and store operations. Owners and their teams learn the work behind the guest experience.

Explore training & support

Operations & guidance

Build systems that support the work.

Operations manuals, ongoing coaching, and support with inventory, reporting, and marketing help owners put the brand into practice. The playbook matters as much as the idea.

See the owner support system

Menu & brand

Keep the product at the center.

Superfood smoothies, açaí bowls, and cold-pressed juice are the foundation of Pure Green. The menu brings Ross’s nutrition philosophy into an everyday experience.

Discover the Pure Green menu

In the conversation

Franchise Times September 10, 2026

Pure Green
‘Going All In’
on AI, CEO Says

Ross shares how Pure Green is using AI to improve training, support franchisees, and guide business decisions. A look at how the company is putting new tools to work across the business.

Read the article