US iced tea franchise HTeaO has appointed Brian Wise as chief executive officer as it enters its next phase of national expansion.

Wise succeeds co-founder Justin Howe, who will transition to executive chairman. In his new role, Howe will remain involved in HTeaO’s long-term strategy, brand development and product innovation, working alongside Wise and the wider leadership team.

Wise joins HTeaO from Freddy’s Frozen Custard & Steakburgers, where he most recently served as chief operating officer. He previously held roles including senior vice president of operations and director of franchise management during more than seven years on the company’s corporate leadership team.

During his tenure, Freddy’s expanded to nearly 600 restaurants across 37 US states and Canada, while developing the training, technology and operational systems needed to support its growth.

Wise also spent 15 years as a partner in one of Freddy’s largest franchisee groups, providing him with experience of managing a franchise operation.

In his new position, he will focus on strengthening HTeaO’s operations, refining its systems and building a more scalable franchise model.

“What immediately stood out to me about HTeaO was that it has all the right ingredients for sustained success,” Wise said. “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.”

The appointment follows an additional investment in HTeaO by private equity firms Crux Capital and Trive Capital in April 2026. The two firms, which first partnered with the company in January 2023, now hold a majority interest in the business.

HTeaO has grown to more than 180 locations across 11 states. It is also investing in its leadership, technology, supply chain and franchisee support infrastructure to prepare for further expansion.