Roy Assad leads NLX with a relationship-first approach to business networking. Under his direction, NLX moves beyond traditional meet-and-greet events to foster genuine, trust-based connections that help members elevate one another’s success and strengthen the broader community.

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Roy’s vision is to position NLX as the premier global networking group that delivers meaningful value to members and their communities. He sets strategy, leads franchise expansion and chapter development, and oversees brand, partnerships, culture, and governance to scale NLX sustainably.

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A professional advisor, motivational speaker, and executive coach, Roy co-founded The Human Capital Group in 2003. He coaches leaders and teams to identify obstacles and trigger points, then implement solution-based strategies that unlock potential and maximize both personal and professional performance.

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An entrepreneur at heart, Roy has led and invested in ventures across hospitality, insurance, media, retail, and professional services—bringing a practical operator’s perspective to every engagement and to NLX’s franchise network.

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Roy has also served as chairman of several distinguished organizations, including the Palm Beach Chamber of Commerce, the Downtown Development Authority, and the Visit Florida Group.

 

Sal is the Chief Business Development Officer at Network Lead Exchange (NLX), where he leads franchise development and national expansion. He oversees the full franchise sales pipeline—from lead generation and broker/channel partnerships to candidate qualification, discovery, FDD education, and franchise awards—while coordinating a clean handoff to NLX’s onboarding teams. His mandate is simple: sell more franchises and grow NLX’s footprint with high-quality owners.

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A Certified Exit Planning Advisor (CEPA) and seasoned Business Broker & M&A Advisor, Sal brings 25+ years of experience across entrepreneurship, real estate, banking, and private investments. He began his career in investment banking and later served as a wealth manager for a private family office in Switzerland. He went on to manage a real-estate investment fund in Spain—overseeing acquisitions, operations, and a successful exit—and held strategy and sales roles with K&A, a global engineering consultancy based in Singapore.

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As a senior executive with Horizon Development, he contributed to the sale of more than two million square feet of mixed-use real estate, and earlier worked as an investment specialist with Cushman & Wakefield. Sal has led the sale of multiple large-scale enterprises, including a five-star hotel valued at over $100 million.

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As an entrepreneur, he has owned and successfully exited businesses in fashion retail and food & beverage. He also co-founded Transworld Business Advisors in Quebec, scaled the franchise, exited successfully, and returned to Florida.

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Sal holds an MBA in Finance from the University of Florida.

Johanna von Wulffen brings more than two decades of experience leading transformation across marketing, operations, and technology. As both a strategist and operator, she is known for translating ambitious brand vision into measurable results—uniting data, systems, and storytelling to scale performance and impact.

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As founder of JVW Consulting and architect of engag-r CRM, Johanna has designed and implemented SaaS and CRM infrastructures for high-growth ventures and established brands alike, including Câllas Milano, IntentWave, Natalia Rose Cleansing. Her work spans strategic positioning, marketing automation, and operational execution—ensuring growth is both efficient and sustainable.

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Johanna’s hybrid background as CMO and COO allows her to bridge creative direction with structural precision. She has built PMO frameworks, consolidated complex tech stacks, and guided omni-channel transformations that improved customer engagement and operational efficiency across multiple industry sectors for brands including: Frederic Fekkai, Enro Laszlo, Hippocrates Wellness and Gensis Motors. 

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At NLX, Johanna applies this dual-discipline expertise to strengthen the organization’s marketing, technology, and franchise systems—driving cohesive brand growth while maintaining the operational foundation necessary for scale.

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An operator at heart and innovator by design, Johanna remains focused on creating systems that empower teams, elevate brand presence, and deliver lasting value across the NLX network.