When Isaac Hamlin opened the first Better Blend smoothie shop in Florence in 2018, he worked nights at Amazon so he and his dad would have time to physically build out the store’s location by hand during the day.
Two years after the healthy smoothie shop made its debut, Hamlin decided to expand across the Ohio River, signing a lease for a storefront in the West Fourth Street Historic District downtown. That happened to be a couple months before Covid-19 shutdowns hit. He forged ahead anyway.
Today, Better Blend is three locations strong, adding its latest shop in Clifton Heights in April 2021. The company will balloon to 10 more spots in the region over the next year, spurred by Hamlin’s recent decision to franchise the concept.
He said the target is to grow it to a chain of 1,000 stores. Demand — and foot traffic — continues to increase as the brand gains more traction, especially over the last several months.
“I see less Taco Bells on corners in 10 years and more health food QSRs (quick-serve restaurants),” Hamlin told me. “We want to help lead that charge and make it easier for people to eat healthy, because people care more about how they look than they did 20 years ago. More importantly, they care about how they feel.”
The fact that Hamlin’s business sits at such a key inflection point made him an easy nomination for the statewide 2023 Kentucky Young Entrepreneur of the Year award, said Dave Knox, executive director at Blue North, a Covington-based entrepreneurship support group.
Blue North successfully submitted that bid to the Kentucky Small Business Development Center at the end of 2022, and Hamlin will receive his award next month in Frankfort.
It’s the first time Blue North submitted for the awards, which span multiple categories, including small businessperson of the year.
Knox said Hamlin could have just as easily fit in that class as well.
“Especially with young entrepreneur stories, too often these awards are based on their potential. It’s more, ‘Here’s what they might do,’” Knox said. “For Isaac, this is happening now. And he’s got all the potential to quickly grow (Better Blend) into a Kona Ice-type national brand.”
Better Blend smoothies mix protein, greens
Hamlin, 27, first came up with the idea for Better Blend during his time as a rugby player at the University of Kentucky. He had experienced success, but felt like something was missing from his game. He pinpointed it down to nutrition.
He started making different meal replacement smoothies — trying to find the right balance of protein, fat, carbs, vitamins and minerals.
“I wanted something to fuel me, not make me want to take a nap after,” Hamlin said.
It took plenty of trial and error. “The first smoothies tasted like concrete and grass clippings,” he said.
The Better Blend of today remains performance-based. Its signature “blends” are made with clean protein, greens, oat powder, flax seed and vitamins.
Bulk blends pack in extra calories, carbs, fat and protein, while barista blends include coffee, billed as an alternative to more sugar-laden frappes.
The stores also carry traditional fruit-filled smoothies (Better Blend’s Tropical Vibe includes mango, pineapple, banana, ginger and 100% orange juice), as well as superfood bowls, which can be topped with fruit, granola, coconut and more.
Better Blend uses stevia as a sweetener. No table sugar, syrups, frozen yogurts or concentrates are used, Hamlin said.
“We’re able to make flavors that taste like they’re bad for you – brownie batter and peanut butter pie – but it’s good for you,” he said. “We’ve created something that gives you everything you need in a meal – in a cup or a bowl – and it's healthy, it's fast, it's easy. And it’s a welcoming environment. A lot of people are starting their health and wellness journey for the first time. Some are trying to lose weight. Some are trying to gain muscle. If we can create an environment where they can truly be themselves and feel empowered, we can substantially change people’s lives.”
Hamlin declined to disclose overall company revenue but said each Better Blend location has consistently grown by at least 30% year-over-year.
The company employs around 48, a number that typically ticks up during the summertime.
Since quietly opening up franchising opportunities, Hamlin said he’s received more than 300 inquires.
Better Blend currently has five signed franchise groups, with 10 locations pending, including Fort Mitchell, Highland Heights, Independence, Union and Louisville in Kentucky; and Mason, Loveland, Oakley, Anderson and West Chester in Ohio.
Six stores have signed leases.
Fort Mitchell, Mason, Loveland and Louisville are slated to open first this summer.
“It’s just completely blown up,” Hamlin said. “I was always a little reluctant to franchise because our culture is a big thing. We said we can continue to grow at one or two locations a year for the next 20 years and have a really solid business. Or we can take the step up and really extend our family.”
Hamlin will receive his Young Entrepreneur of the Year award during the Celebrate Kentucky Small Business ceremony May 10 at the Capitol Rotunda in Frankfort.
He said the honor adds a level of legitimacy to the Better Blend concept.
In terms of growth, Hamlin said the goal is to open 10 new Better Blend locations a year for the next five years — that will allow the company to build out its infrastructure before doubling or tripling that number annually.
For now, he’s targeting markets across the Midwest and South.
“It shows that people outside our immediate communities are starting to take notice,” he said. “We’re making waves bigger than our ripples, and that's pretty cool. I want to do this across the country, and I think we can.”
