Leigh Feldman on Builders: Rethinking Growth, Franchising, and Confidence in the Kitchen

When Leigh Feldman, CEO of Youth Franchise Brands, joined the Builders podcast, the conversation stretched far beyond recipes and revenue. Feldman traced his path from the high-velocity world of marketing agencies to the measured discipline of private equity—and unpacked the human frameworks that continue to shape how he leads, builds, and teaches through brands like Young Chefs Academy.

From Agency to Equity: Lessons That Last

Feldman’s early career in agency life taught him the art of problem-solving for clients who often couldn’t articulate what they truly needed. Over time, he distilled those lessons into leadership habits that anchor his work today. “The message sent isn’t always the message received,” he explained. That awareness now guides how he supports franchise owners, mentors his team, and develops youth-focused brands under the Youth Franchise Brands umbrella.

Three Deep, Three Wide, Three High

In agencies and franchises alike, relationships drive everything. Feldman shared a simple but powerful framework: Three Deep, Three Wide, Three High.

• Three Deep: Build genuine ties with junior team members who execute the work—they’re tomorrow’s decision-makers.
  
• Three Wide: Form alliances with peers at the same level as your client; learn where you can solve parallel problems.
  
• Three High: Understand what motivates the people your client reports to—their metrics, their pressure, their version of “yes.”
  

Applied to franchising, the method builds ecosystems of trust—between franchisors, franchisees, and the local teams that bring each studio to life.

The STOP Method for Instant Alignment

Feldman also introduced another leadership shortcut: STOP—Situation, Target, Opportunity, Proposal. When projects stall or communication breaks down, STOP pauses the noise and re-centers teams. Define the situation, agree on the target, identify the opportunity, then propose a clear solution. “If we can align on the S, everything else flows naturally,” Feldman said. The method works as well in boardrooms as it does in brand trainings.

Franchising: Empowerment, Not Illusion

Too often, Feldman noted, franchising gets reduced to “selling the dream.” But a sustainable system is built on empowering owners, not overselling opportunity. That means giving each franchisee the tools, vendor connections, and mentorship to focus on three things: experience, reputation, and relationships. When those three thrive, revenue follows.

He’s candid about what kills new franchises: under-capitalization. Owners spend on grand openings and décor before securing the runway they need to reach stability. “You might be doing the right thing,” he warned, “just not doing it long enough.”

Teaching Kids Like Martial Artists

At Young Chefs Academy, Feldman applies the same structured philosophy to culinary education. Students start in white chef coats and advance through patches and stripes, earning certifications such as Sharp Chef™ Knife Skills, Proteins I–III, and Science of Sauces.

The system mirrors martial arts: repetition, discipline, and mastery. “When a child finally passes knife certification—sometimes on the fifth attempt—it’s like earning a black belt,” Feldman said. “They’ve earned confidence that no one can take away.”

Rejecting One-Size-Fits-All Support

Feldman challenges a common franchisor mistake: assuming what works in one city works everywhere. A campaign that succeeds in Phoenix may flop in Minneapolis. True support means understanding local realities—seasonality, demographics, and community culture—and tailoring guidance accordingly. “It has to make sense in your market,” he said. “That’s where impact lives.”

The North Star Question

Every strategy conversation, he added, should start with a simple test: Is it important because it’s measured, or measured because it’s important? It’s a challenge to both data obsession and complacency. Metrics matter, but they’re not meaning. Clarity about the north star—why something exists—keeps growth grounded in purpose.

Reputation Over Reach

Feldman believes franchise success depends less on ad spend and more on community reputation. “Think like you’re running for mayor,” he advises new owners. “Where do you want to campaign? Who will endorse you? What outlets and events put you in front of people?” Trust, visibility, and word-of-mouth will outperform any digital campaign when rooted in authentic local engagement.

Success on His Terms

When host Alex Snider asked Feldman how he defines success, he answered with characteristic humor: as a father of four, he’s currently willing to “ignore family life a bit more for the sake of growth.” But then he reversed the question—a “reverse UNO” moment—asking Snyder if she considered herself successful.

That turn revealed Feldman’s deeper point: success must be defined individually. For him, it’s building something lasting—brands that empower families, entrepreneurs, and kids to grow with confidence. For Snyder, it’s freedom, impact, and health. For both, it’s alignment between purpose and daily work—the real north star.