There’s not much difference
between you and us.

You’re entrepreneurs, and so are we. The glories and the challenges are what we both thrive on. How far can we go?

How much impact can we make? How much impact can we make together?

Conscious Capital Growth bridges the gap
between funds you raised from friends and family and funds you think you need from big private equity firms.

You don’t have to sell out on your dream... ever. Let’s grow consciously, authentically and with purpose. Our experience enables that. We know the power of keeping the heart in your brand.

Getting down to

If your world feels chaotic right now, you're going to love our systematic growth platform. Any gaps you might have in your experience or team won’t be gaps anymore.

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Imagine a strategic team with deep capabilities who understand the importance of infrastructure and know how to invest in your future.

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Meet the team

Christo Demetriades - Managing Partner

Managing Partner - Finance, BI, Acquisitions

Christo is a proven entrepreneur, visionary and leader. He has successfully created, owned and sold businesses both in the U.S. and internationally. His understanding of international finance, law and business operations, underscored by his strong accounting background, make Christo the perfect resource when acquiring and analyzing high growth/high potential brands.


His three-decade tenure as a CEO, CFO and COO for franchising, restaurant, entertainment and self-care brands, means Christo knows how to build and nurture strong, loyal management teams that drive both culture and goal achievement. And by working with executive teams to solidify the financial and operational structure of companies, he sets them up to reach their full potential providing public and private investors viable opportunities and business owners the chance to achieve their dreams.


Heather Elrod - Managing Partner

Operations, Learning, Marketing

Heather’s career spans nearly three-decade in the franchise, beauty, and wellness industries. She has held executive positions in multi-billion dollar, as well as emerging companies, and partnered with private equity firms in the acquisition, growth, and sale of franchised businesses.  Heather is known for her ability to grow companies by finding the key performance indicators that matter and moving them dramatically forward. The result is significant business growth and value for all stakeholders. Before Conscious Capital Group,


Heather served as CEO of Amazing Lash Studio® Franchise. Under her leadership it was named the #5 top growth franchise and the #1 in category by Entrepreneur magazine.

She was named #4 on the 2019 Franchise Times Fast and Serious List and awarded the ”dealmaker” award for leading the sale of Amazing Lash Studio Franchise to KSL Capital and WellBiz Brands®. Heather also was an executive for Mail Boxes Etc.® (with over 4,500 locations worldwide) and participated in the sale of the company to UPS® thereafter transitioning the company to The UPS Store®.  She co-founded SkinPhD® Cosmeceuticals and worked as a consultant in the beauty category for Procter and Gamble®.  She has served on several corporate and charitable boards, and is a former IFA board member.


Alex Samios - Managing Partner


Alex grew up in the franchise industry and has been passionate about the model since early childhood.  His family was introduced to franchising in 1978, when his father became the first franchisee for Jiffy Lube.  After working for Papa John’s Pizza in corporate operations, Alex became a franchisee with the brand in 1996, building and operating 34 restaurants over 11 years.  He was nominated Franchisee of the Year for 3 consecutive years.  Alex was also the first franchisee and board member for a mobile dog grooming concept, launching the brands initial franchise development initiative.  That brand remains the category leader.

 Additionally, for 15 years, Alex was a partner in BrandAmerica, which expanded U.S. brands into Asia. In 2010, he pioneered Unique Wellness Studio and franchised it. That brand is now the category leader.  Alex is currently the development executive (and investor) in Dogtopia®, the leading and fastest growing franchise in the booming $120B+ pet industry. He is an active investor and strategic advisor to several emerging brands and is currently a Director/Partner in Zoom Room and Costa Oil, two high-growth franchises.


Kathy Heasley - Advisory Partner

Brand Development

Kathy DeGrandi Heasley is an accomplished senior executive, entrepreneur, advisor, and thought leader with decades of success in business development, communications, brand building, marketing, public relations, publishing, video, content development and more for companies and people spanning all industries.


Franchising, consumer products and services, financial services, online, hospitality, technology, manufacturing, real estate, healthcare, fitness and wellness, are just a few of the many industries in Kathy's experience arsenal. Brands she worked to develop include Cold Stone Creamery, Massage Envy, Premier Garage, Complete Nutrition, Amazing Lash Studio, Elements Massage and Fortune 100 brands including Coca-Cola, Exxon, and more.


Kathy’s diverse experience is a business asset because she readily identifies patterns and applies best practices from one industry to another. The result is unprecedented innovative thinking and creative execution by finding and applying emotional connection that move people to action.


Proven track record of achievement in franchising, in  start-up, emerging, and accelerated growth organizations.

Known for growing companies, enhancing key performance indicators and increasing value for all stakeholders.

Lifetime franchisee, franchisor, and entrepreneur who has deep experience growing and developing businesses.

Known for creating a brand-culture connection,
The Heart Effect™,
that is the rocket fuel for
business growth.

Meet the team

Brands through the years

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