“Building Success from the Ground Up.”
Peter Carlson is a visionary leader and entrepreneurial powerhouse with more than four decades of experience transforming ideas into thriving enterprises. With an exceptional track record in franchising, new business development, strategic planning, and cultural leadership, Peter’s career is a testament to the power of foresight, grit, and a people-first mindset. His enduring motto, “Building Success from the Ground Up,” isn’t just a personal philosophy—it’s the roadmap that has guided his journey from startup strategist to franchise pioneer.
Currently serving as Equity Partner and President of Pet Evolution Franchising LLC, Peter has spent the past several years turning a bold concept into a rapidly expanding national pet brand. Operating within the booming $300B+ pet industry, he has architected the growth strategy, directed franchise development, and built a dynamic network of operators and regional developers across the country. Under his leadership, the brand has sold 23 regional development territories and awarded 35 franchise licenses—23 of which are already open and operating, a rare feat for a brand launched just four years ago.
Peter’s journey into franchising began long before Pet Evolution. In 2005, he became a Regional Developer and Equity Partner for Massage Envy in Chicago, where he built the brand’s largest and most successful region in the United States. Over the course of 14 years, Peter developed 47 franchise locations and managed a regional advertising budget exceeding $1 million. He fostered influential marketing partnerships—including with the Chicago Cubs and Broadway Chicago—and led regional PR efforts that helped Massage Envy achieve record-breaking brand awareness. Under his direction, Chicago-area clinics reached average unit volumes nearing $1.4 million, setting a national benchmark for performance.
Between his roles at Massage Envy and Pet Evolution, Peter also made a significant mark in the beauty industry through Jacob Dawn LLC. As a partner, he drove national expansion for a women’s beauty franchise focused on the $6 billion U.S. manicure and pedicure market. Within two and a half years, he sold 24 Regional Development Franchise Licenses, achieving a coast-to-coast presence for the brand.
Peter’s expertise lies not only in building and scaling businesses but in empowering people and nurturing strong organizational cultures. Whether guiding franchisees through startup challenges or negotiating complex franchise disclosure agreements, he is known for his integrity, mentorship, and ability to turn complexity into clear action. His work consistently blends financial acumen with a deep respect for human connection—hallmarks of a leader who sees both the numbers and the people behind them.
He is particularly passionate about strategic planning, marketing innovation, and team building. Having worked across multiple sectors, Peter brings a uniquely holistic view of business growth. His aptitude for advertising and relationship management has helped him create high-impact brand campaigns that resonate deeply with customers and stakeholders alike. In addition, his disciplined approach to sales management has resulted in enduring partnerships with franchise consultants and investors who share his vision.
Education has also played a pivotal role in Peter’s professional ethos. He holds a Bachelor of Arts in Business Marketing from Augsburg University and a Master of Arts in Psychology from St. Mary’s University. These credentials reflect the thoughtful integration of business strategy with behavioral insight—another distinctive hallmark of his leadership style.
Today, Peter is exploring opportunities to serve on advisory boards where he can leverage his decades of experience to help other entrepreneurs and emerging businesses succeed. His motivation is driven by a desire to give back—to help others build sustainable ventures, develop vibrant cultures, and navigate the evolving franchising landscape with confidence and clarity. Whether advising early-stage founders or established brands seeking to scale, Peter’s depth of knowledge and his passion for collaboration make him a valued mentor and strategic thinker.
Outside the boardroom, Peter enjoys a well-rounded life with hobbies that keep him connected to nature and grounded in perspective. He’s an avid golfer, enthusiastic fisherman, and devoted dog dad to Leo and Hazel. These personal passions serve as a daily reminder of the balance he brings to his professional and personal life—an equilibrium that reinforces his belief that success should be fulfilling, not just profitable.
Character:
Peter Carlson embodies integrity and humility in every endeavor, earning the trust of partners, franchisees, and stakeholders through decades of honest leadership. His commitment to helping others succeed, both professionally and personally, reflects his deep-rooted belief in service and mentorship.
Knowledge:
With over 40 years of experience, Peter brings a rare combination of business savvy and behavioral insight to the table. His expertise spans franchising, marketing, sales, and organizational development, making him an invaluable resource for any growth-minded organization.
Strategic:
Peter’s career has been defined by his ability to foresee opportunity and execute with precision. From market positioning to multi-territory expansion, his strategic vision has consistently translated into scalable growth and national brand recognition.
Communication:
Known for his approachable demeanor and transparent leadership style, Peter is a master at building relationships and aligning teams. Whether guiding franchisees or presenting at industry events, he communicates with clarity, authenticity, and impact.
