Prompted by Family Member’s Illness, Co-Founders of the Health and Wellness Franchise Focus Totally on Nutrition.

Movita Juice Bar’s name says it all, a merger of “more” with “vita,” the Latin word for life. Co-founders Raul Rodriguez and Jorge Campos developed the health and wellness franchise concept after Campos’ daughter was diagnosed with cancer several years back. During the successful treatment, a doctor advised her to permanently forgo processed and canned foods while eating raw fruits and vegetables as much as possible. The doctor said he consistently advises patients to follow this diet, but that people don’t listen until illness strikes.

By contrast, the Movita Juice Bar franchise takes a proactive approach. “We do everything very healthfully and true to our name,” Rodriguez says. “We never intended to become a franchise. It was almost by demand. People were approaching us and asking, ‘Can I open a store?’”

Consumer and industry trends support the investment as Americans increasingly prioritize consumption of healthful ingredients, according to food analytics specialist Tastewise. Business research firm IBISWorld reports the juice and smoothie bar industry expanded 1.9% annually from 2019 through 2024 (including the pandemic years), and Grand View Research predicts the global smoothie market will grow 9.2% annually from now through 2030.