It’s one thing to run a business. It’s another thing to own and lead it with authenticity, while simultaneously raising a family and training for American Ninja Warrior. But that’s exactly what Liz Haberberger does every day in Missouri, where she leads one of the top-performing Dale Carnegie franchises in the world.
In this article, we share the real story of how Liz navigated ownership, motherhood, and personal growth. Her insights are strikingly honest, inspiring, and relevant for prospective franchisees wondering, “Is this right for me?”
From Part-Time to Full Ownership: “There Was No Grand Plan”
Liz didn’t set out to own a franchise. In fact, she almost turned it down.
“I started part-time in operations,” Liz said. “I was doing accounts receivable, and setting up classes. But pretty quickly I realized I wanted to be in the training room, then in sales, and eventually leading the business.”
By 2018, just three years after joining Dale Carnegie, Liz bought a 10% stake in the St. Louis-based franchise and took over day-to-day operations. But when her mentor and business partner suggested she buy the entire operation the following year, her gut response wasn’t excitement—it was trepidation.
I didn’t think I had the right background to run a business,” she said. “I doubted myself. But then it hit me—I would rather try this on my own and fail than let someone else come in and dictate how I work.”
That mindset shift became critical. In 2020, Liz became the full owner.
“There was no grand plan,” she added. “It grew organically. I just kept doing what I thought made sense.”
Building a Business in Missouri: Modest Market, World-Class Impact
Missouri isn’t usually the first place that comes to mind when you imagine one of Dale Carnegie’s top-performing franchises globally. So how did Liz and her team make that happen?
“Step one was just building awareness. We went to every event we could find—chambers of commerce, HR groups, networking breakfasts—and just introduced ourselves,” she said.
“When we finally got a meeting with a prospect, we didn’t lead with a pitch. We asked questions. We listened. Every engagement was tailored to the client. That’s part of what made us successful—and what still drives the way we work.”
In time, that approach paid off. Missouri now ranks as one of the franchise system’s top territories, driven by creative, highly customized client solutions.
“There’s this belief that you have to be in a major market to grow big,” Liz said. “But Missouri has been an amazing place to build from—because we took the time to know the people here.”
Boss by Day, Ninja by Night
Outside of meeting rooms and client strategy sessions, you’ll find Liz on obstacle courses. She’s been training for American Ninja Warrior for six years—something that’s had a surprising impact on her leadership philosophy.
“Every time I try a course, I come face-to-face with failure,” she said. “You fall. You adapt. You try again. That mindset of continuous learning and problem-solving absolutely makes me better at running my business."
The connection goes deeper. Liz sees Ninja Warrior not as a hobby, but as mental conditioning.
“When I’m at the gym supporting someone through an obstacle—or they’re supporting me—it’s just like coaching a client or building a team,” she said. “You get the reps. You build that muscle every time.”
For those wondering whether franchise ownership means sacrificing their passions, Liz’s story offers something refreshing: a business that’s allowed her to live more fully, not less.
Freedom to Choose: How Liz Designs Life on Her Terms
Ask her what she’s most proud of, and you won’t hear about awards or revenue growth. You’ll hear about her 11- and 9-year-old kids—and how they’re growing up surrounded by conversations about leadership, courage, and Carnegie principles.
“My kids have sat in on Zoom calls,” Liz said, “and when they ask me what I do, they say, ‘Mom helps people work better together.’ That’s how they see it.”
That’s no coincidence. Liz’s husband works in the business with her, and they’ve structured life in a way that empowers both entrepreneurship and parenthood.
“We’ve designed it around our family,” she said. “We can choose when to travel, when to be home. Last year, I took my son and daughter to Texas with me for a speaking engagement—just so they could see what it looks like to do meaningful work.”
And this year? Liz is taking all of November off.
“I just need a reset," she said. "That’s a choice I get to make.”
Adapt, Align, Grow, Achieve
For Liz, success in this business doesn’t come from rigid strategy—it comes from alignment. She attributes much of her growth to three key traits: adaptability, authenticity, and love for the work itself.
“You can’t fake enthusiasm in a business like this,” she said. “You have to love the principles and live them. Otherwise, it doesn’t work.”
Unlike businesses that rely on products, Dale Carnegie is about people. That makes hiring and developing talent especially critical.
“We aren’t selling pens or phones—we are the product,” Liz explains. “Finding people who can consult and train at a high level is always the biggest challenge. But it’s also the most rewarding.”
Who’s a Good Fit?
If you’re considering a Dale Carnegie franchise, Liz offers this advice:
“Get to know the other franchisees. There are smart, generous people in this network—and so much information is available if you just ask.”
And perhaps most importantly: trust your instincts.
“Pay attention to what feels right. There’s a playbook, sure, but your gut and creativity matter. You can make it your own.”
She pauses.
“Also...live the principles. We teach them for a reason. They work.”
The Best Advice? Ask and Listen
If there’s one theme throughout Liz’s story, it’s ownership—not just of a business, but of her life.
She didn’t follow a straight path. She didn’t wait until she knew everything. She asked questions, adapted, and found her way.
Now, whether she’s training in the gym, working with clients, or helping her kids with school projects, it’s clear: this isn’t just a franchise—it’s how she’s chosen to live.