Joe Rico.Twenty years connectingthe dots.
Built in the field, not from a deck.
Joe is a field operations consultant based in Los Angeles. Twenty years in leadership and operations in executive roles — Regional Director, District Manager and Franchise Field Consultant for Adidas, GameStop, iFLY Indoor Skydiving and SEI Inc. — connecting the dots across $50M+ field portfolios and 250+ operators in multi-unit retail, hospitality and franchise systems.
Since 2020 he has consulted to franchisees, regional leaders and franchisors on operational execution, labor and workforce optimization, audit and compliance, P&L coaching and succession. The work is hands-on, store-level, and measured in audit scores, ATV, opex and CSAT — not slideware.
LIV. Consulting Group is the practice. One engagement at a time. West Coast bench, US-wide reach, strong franchise field network.
Four roles. Twenty years.
What this work puts in the P&L.
Five engagements, five numbers that moved. Names withheld at client request — references available on a working call.
"We'd run the same playbook for years. Joe walked four stores in a week and named the leak by Friday. The fix paid for him before quarter-end.
"Our schedules looked clean on paper and bled on Saturdays. He rebuilt the cadence with my GMs in the room. Now they own it, not him.
"We'd been stuck in the low 90s for two years. The diagnosis was operational, not training. He fixed the operation. The score followed.
"Three line items, three calls, three fixes. No deck. The recovery was sitting in our P&L the whole time — we just couldn't see it.
"He wouldn't take the regional seat permanently. He built three of my GMs into people who could. That's the work I actually needed.