Our Leadership Team

Russ Reynolds
Russ has had a distinguished career of accomplishment and stability, and brings with him a wealth of franchising experience. He comes to PFB from franchisor Batteries Plus Bulbs (BPB) where he was CEO and President for 17 years. During this time, BPB grew from a small regional operator, to a national retail franchised chain with over 725 stores, 300 franchisees and over $625m in system sales. During his tenure, BPB nearly doubled average store sales and increased gross margin by over 20%. Russ’ experience in strategy, sales and marketing, supply chain management, and technology will benefit PFB greatly. Prior to joining Batteries Plus, Russ spent 14 years with GNB Technologies, a major global supplier of automotive and industrial power products. After progressing through several sales and marketing roles, he then led 3 different business units, ultimately becoming the VP-General Manager for the Global Automotive Division based in Atlanta.
MICHAEL BORRECA is the Vice President and CFO of Premium Franchise Brands. At PFB, Michael is responsible for creating a vision and strategic direction for the overall accounting and finance functions including forecasting, business planning, management reporting and business analytic activities. This also includes the development of key strategic business initiatives in order to closely align planning with financial results. Before joining PFB, Michael served as VP of Corporate Finance and Corporate Treasury for FOCUS Brands Inc., a franchisor of over 5,300 worldwide restaurant locations across 6 brands, where he had responsibility for the corporate finance, external reporting, corporate treasury and investor relations departments. Prior to that, Michael spent the bulk of his career working for KPMG, LLP management consulting practice where he focused on finance strategy and finance transformations including organizational design, due diligence, process development and improvements, accounting operations, and merger/acquisition integration.
TED ASBURY is the Vice President and Chief Marketing Officer of Premium Franchise Brands. As CMO, Ted is in charge of developing, executing, and overseeing the company’s strategic business development, marketing programs, and brand management. Since joining PFB, Ted has lead strategic initiatives to create marketing solutions that cultivate opportunities in new and existing markets and support the company’s overall growth strategy. Ted brings with him extensive marketing expertise with prior experience that includes serving as the VP of Marketing for The Honey Baked Ham Company, President of Think Big Brands, VP and Group Director of Ignite Communications, and the Senior Director of Creative Marketing for the Arby’s Franchise Association.
DENNIS THOMPSON serves as Executive Vice President for JAN-PRO Franchising International, Inc. Dennis first joined JAN-PRO in 2001 and has served in key leadership roles since that time. Dennis brings decades of franchising industry leadership and operational and sales knowledge to the company. His extensive experience in franchise commercial cleaning includes more than 20 years in senior management roles with Jani-King and Building Stars.
KATHRYN ROOKES is the Vice President and General Counsel of Premium Franchise Brands. Kathryn’s in-house experience includes representation of 15 different franchise brands and responsibility for all franchise regulatory matters, compliance with disclosure and registration laws, preparation of disclosure documents, franchise agreements, preparation of earnings claims, and international experience that includes negotiating development agreements in more than 35 countries. At Premium Franchise Brands, Kathryn develops and manages strategy and execution for legal functions, franchise regulatory matters, government relations activities, litigation, negotiations, and provides day-to-day legal counsel to our leadership team.
GREGG QUISITO is the Vice President of Franchise Development at Premium Franchise Brands. As the Development VP, Gregg runs the team responsible for recruiting new Master Franchisees and is in charge of the company’s strategic franchise development, domestic and international franchisee acquisition efforts, and franchise resale transfers. Since joining PFB, GREGG has lead strategic initiatives to cultivate organic opportunities in existing markets; and licensed new and undeveloped territories throughout the US and emerging Global markets. GREGG brings extensive business development and franchising expertise with prior experience that includes serving as the VP of Franchise Development for Money Mailer, Vice President of Franchise Training, and a very successful run as a former franchise owner, as well.

Premium Franchise Brands is owned by Incline Equity Partners


Our leadership team instills the same spirit of passion, collaboration and dedication into our work that management teams at our portfolio companies apply in their own businesses. This parallel philosophy immediately forges a partnership built on trust, uniquely positioning our investments for success – backed by real people, for real people, because of real people. Our leadership team values a mutually beneficial outcome, supported by transparency, creative problem solving and accountability.