March 17, 2026 // Scottsdale, Arizona — HB Protein Smoothies has signed its first franchise development agreement. Restaurant investor John Oswald has committed to opening five locations across South Florida, with the first planned for the Naples market.
Oswald brings decades of experience investing in and advising restaurant brands. A CPA, attorney and former investment banker, he has been involved with numerous hospitality companies, including Wolfgang Puck Company, PF Chang’s and Panera Bread. He is also an investor and active board member with the franchise development firm Fransmart.
“Protein is the next big thing in the restaurant industry,” said Oswald. “These are delicious, craveable shakes, and the numbers are better than any concept I’ve ever seen. Wait until you see the Item 19.”
Oswald discovered the concept while visiting Arizona and immediately saw an opportunity to bring the brand to his home market in Southwest Florida.
“I visited HB Protein Smoothies in Scottsdale and immediately wished we had one in Naples,” said Oswald. “Nothing like this concept. Delicious high protein nutritious shakes I found myself craving to the point where I wanted to bring these to Southwest Florida myself.”
Founded by father-and-son team Ethan and Daniel Boone, HB Protein Smoothies is designed to make high-protein nutrition part of everyday routines. Each smoothie contains 35–50 grams of protein with just 250–400 calories, offering customers a convenient option for nutritious meals and snacks.