- Flo Rida (Tramar Dillard) has become an equity stakeholder and franchise partner in Beyond Juicery + Eatery, a multimillion-dollar deal announced July 27, 2026.
- His role goes beyond opening restaurants; he'll help drive brand development, strategic partnerships, and consumer engagement as the chain expands nationally.
- Beyond Juicery + Eatery plans to use the partnership to break into South Florida markets, building on a footprint of 50+ locations across Michigan, Ohio, Florida and Georgia.
Flo Rida is trading the paid-ambassador playbook for real skin in the game. The Grammy-nominated rapper has joined Beyond Juicery + Eatery as an equity stakeholder and franchise partner, the fast-casual smoothie and juice chain announced July 27, 2026, in a deal described as multimillion-dollar and long-term.
Born Tramar Dillard, Flo Rida isn’t just lending his name. His involvement spans brand development, strategic partnerships, and consumer engagement as Beyond pushes into new markets, starting with South Florida, his home turf.
“I’ve always believed that success starts with taking care of yourself, and wellness has always been a core part of how I approach life and business,” he said in a statement, singling out the chain’s Blue Mood Rush smoothie and Turkey Dijon Wrap as personal favorites.
The move fits a broader 2026 pattern of musicians and athletes choosing ownership over one-off endorsements: Jon Bon Jovi’s move into an investor and strategic-partner role at Gorgie or the wave of stars like Shay Mitchell, Quavo and Aryna Sabalenka backing Oneoff as investors.
Beyond board member Niko Moschouris led the talks, with co-founder Mijo Alanis calling Flo Rida “exactly the kind of franchise partner we want representing Beyond”, someone who “immerses himself” in a brand rather than renting his name to it.
This is a notably different arrangement than Flo Rida’s last major brand relationship. From 2014 to 2018, he served as a paid brand ambassador for Celsius Holdings under a deal that promised him stock alongside cash.
When the energy-drink company allegedly withheld shares, he sued and won an $82.6 million breach-of-contract verdict in 2023 that the Florida Supreme Court left standing in late 2025.
That history may explain why this new arrangement is structured as direct equity from day one, rather than a bonus contingent on hitting targets.
Beyond Juicery + Eatery was founded in Birmingham, Michigan, in 2005 by Mijo Alanis and Pam Vivio. The chain, which has landed on Franchise Times’ Top 500 and Entrepreneur’s emerging-franchise lists, is betting his cultural reach can fuel a national growth push in ways traditional marketing hasn’t.
Takeaways
This deal signals a wider shift toward celebrities wanting ownership upside instead of appearance fees, a lesson Flo Rida’s own Celsius lawsuit likely taught.
Tapping a Miami-born star to lead expansion into South Florida makes a regional rollout feel authentic instead of manufactured.
Positioning a musician as a “wellness” partner only works if fans buy the authenticity; Flo Rida naming specific menu items suggests Beyond is betting that it will land as genuine.
Does celebrity equity ownership actually build more consumer trust than a standard endorsement, or does it just look like a fancier ad? Is this part of a genuine industry shift from spokesperson deals to real ownership stakes among musicians?
