Scaling Smart: Private Equity, Profit & Purpose

Guest: John Brooks, CEO of Warehouse on Wheels
Host: Marcia Riner, Profit Booster® | PROFIT With A Plan Podcast
Episode Runtime: 33 mins
Tags: private equity, business growth strategy, business exit, scaling operations, stakeholder ROI, team ownership, trailer rentals

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🚀 Episode Overview

What does it take to grow from 4,000 to over 37,000 assets, expand across North America, and create private equity returns as high as 9x?

In this powerful episode, Marcia is joined by John Brooks, the CEO of Warehouse on Wheels (WOW) — a seasoned financial and operational executive with deep experience in building PE-backed businesses for profitable exits. Since 2018, John has led WOW from a modest startup to one of North America’s fastest-growing trailer rental companies with 35+ offices and 37,000+ trailers.

You’ll hear what it really takes to scale sustainably, work with investors (not for them), and create legacy wealth — not just for founders, but entire teams.

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⏱️ Key Takeaways & Timestamps

[00:03:00] How John Got Into Private Equity
John shares his 7 “tours of duty” in PE-backed roles and the aha moment that led him to build WOW by acquiring a competitor.

[00:05:35] Vetting Your Private Equity Partner
Not all capital is created equal. John explains why business owners must interview PE firms, check cultural fit, and align expectations up front.

[00:07:00] Why PE is Rocket Fuel for Growth
"You’ve built the rocket and mapped the flight path — now you need fuel." Private equity accelerates momentum if you’ve got a clear vision.

[00:09:45] Structuring Smart Partnerships
Avoid getting pushed aside: run your business like a business, not a lifestyle. Clean books, defined roles, and early clarity on ownership percentages are key.

[00:12:00] Staying In the Business After a Deal
Exiting isn’t required. Many firms want leaders to stay and reinvest. WOW itself has transitioned from one PE sponsor to another — with John and his team intact.

[00:14:00] Sharing Wealth with Your Team
WOW’s employee reward model gives every team member a financial stake in the next sale — creating loyalty and life-changing impact.

[00:16:00] PE as a Culture and Leadership Amplifier
PE isn’t just financial capital — it can bring senior leadership support, L&D investments, and help build organizations that scale.

[00:18:00] What to Expect in the Exit Process
Selling to PE? Expect 6–12 months of due diligence, data rooms, advisors, and distraction. Prep early with experienced legal and banking support.

[00:21:00] Why PE Relationships Fail
Surprises kill trust. Misalignment, lack of transparency, and poor communication are the fastest paths to breakdowns with investors.

[00:23:00] Shifting from Entrepreneur to Executive
Owners must decide: stay and adapt to accountability, or exit and let others carry the vision. Either way, clarity from Day 1 matters.

[00:26:00] Alternative Capital Options
You don’t always need to give up equity. John shares insights into permanent non-control equity, private debt capital, and creative funding vehicles.

[00:28:00] 100% of $100 vs. 49% of $1M
Sometimes less is more. Giving up a slice of ownership can dramatically grow what you actually keep — if it comes with the right partners.

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📚 Resources & Mentions

• Warehouse on Wheels: www.wowtrailers.com
  “Ritz-Carlton service at Hampton Inn prices.”

• John Brooks on LinkedIn: Connect with John
  For behind-the-scenes lessons from a PE-fluent CEO

• Free 30-Day Trial – Profit Booster® Marketing Hub
  Smarter automations, better leads, more sales — no tech headaches.

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💡 Final Thoughts

Private equity isn’t the villain it’s often made out to be. In fact, it may be the very thing that takes your business from where it is to where it could be — with capital, leadership support, and culture-enhancing investments that build lasting value.

As John puts it, the key isn’t if you raise capital — it’s who you raise it from and how prepared you are when the time comes.

 

💰This episode is sponsored by Profit Booster® Podcast Monetization Hub. 

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