Angie and Matt Hamilton met in 1993 while working together at a scuba diving shop, where their shared love for adventure and the outdoors first began. Over the years, they each pursued successful careers that allowed them to develop leadership, strategy, and business experience, but they always felt drawn back to nature. That passion was reignited when a backyard bird feeder introduced them to the beauty and serenity of birdwatching. Subsequently, discovering Wild Birds Unlimited inspired them to combine their love for the outdoors, wildlife conservation, and community engagement into something meaningful for Pensacola. They opened their Wild Birds Unlimited in 2024 and currently have nine employees.
What made you decide to look into purchasing a franchise?
We wanted to create a business that reflected our personal passions while also making a positive impact in the community. Wild Birds Unlimited allowed us to combine our appreciation for nature, education, and conservation with a proven business model and strong franchise support system. The concept immediately resonated with us because it aligned with our vision of creating a welcoming place where people could connect with nature and discover the joy of bird feeding and wildlife conservation.
When researching franchises, what criteria mattered to you most? How did your franchise meet that criteria?
The most important factors for me were strong franchisor support, a positive company culture, a trusted brand reputation, and a business that aligned with my personal values. Wild Birds Unlimited checked all of those boxes. The franchise has an incredible support network, a welcoming community of franchisees, and a mission that genuinely helps people connect with nature.
Financing can be an obstacle and/or intimidating factor for aspiring entrepreneurs. How did you find financing options to purchase your franchise?
We researched several financing options before ultimately using a ROBS structure through Guidant Financial. The process allowed us to invest in ourselves and our future while avoiding early withdrawal penalties. It was important for us to fully understand the financial side of business ownership, so we took the time to carefully evaluate the available options.
Which of your prior skills and experiences do you use in operating your business today?
Customer service, communication, organization, and relationship-building are skills I use every day as a franchise owner.
During your research, did you use FBR’s website to compare franchise opportunities? What other resources did you use?
Yes, we used franchise research websites, franchisor materials, webinars, discovery calls, and franchise disclosure documents. One of the most valuable parts of the process was speaking directly with existing franchise owners to hear about their experiences firsthand.
When doing your research, which questions did you ask the franchisees?
I asked about their daily responsibilities, the support they received from the franchisor, staffing challenges, training, marketing, and what they enjoyed most about owning the business. I also wanted to understand how involved owners needed to be and what advice they would give someone just starting out.
Which questions did you ask the franchisor?
I asked about training programs, ongoing support, marketing assistance, startup timelines, operational expectations, and the overall franchise culture. I also wanted to understand which resources were available to help new franchisees succeed in their first year of ownership.
What were your first 90 days like as a franchisee?
The first 90 days were exciting and very busy. There was a lot to learn about daily operations, inventory, customer interactions, and understanding the seasonal side of the business. At the same time, it was incredibly rewarding to begin building relationships with customers and becoming part of the local community.
At what point did you feel like you “got the hang of it” and settled in as a business owner?
After several months, I started feeling more comfortable with the daily flow of the business and more confident in making decisions. I think business ownership is always a learning experience, but once routines and systems became more familiar, I was able to focus more on growth and customer relationships.
How does the franchisor support and encourage your success?
Wild Birds Unlimited provides exceptional support through training, operational guidance, marketing resources, and a collaborative franchisee network. The company’s mission of bringing people and nature together aligns perfectly with our own values and vision for the business. Their culture encourages education, conservation, and customer connection, which has helped us build a strong foundation while staying true to why we opened the store in the first place.
What are you most proud of and why?
We are most proud of bringing Pensacola’s first bird-centered nature store to the community and creating a place where people can slow down, reconnect with nature, and learn about wildlife conservation. Seeing families, children, and longtime bird enthusiasts become excited about backyard birding is incredibly rewarding. We also take pride in building a business that reflects our shared values of education, environmental stewardship, and the creation of meaningful experiences for others.
What advice would you give to potential franchise owners?
Choose a franchise that genuinely aligns with your passions, values, and long-term goals. Owning a business takes dedication and hard work, but it becomes far more rewarding when you truly believe in what you are building. Take time to research thoroughly, speak with franchisees, and understand the brand’s culture. For us, success is not just measured financially — it’s also about creating a meaningful experience for customers and contributing positively to the community and environment.
More about the Wild Birds Unlimited franchise opportunity:
Wild Birds Unlimited shows a strong commitment to the success of their franchisees because they have been surveyed with Franchise Business Review for 20 years! With the amazing data we have from surveying their franchisees, we’ve placed them on many of our lists, including:
- Top 200 Franchises
- Top Franchise for Culture
- Recession-Resistant Franchise
- Most Innovative Franchise
- Top Franchise for Women
