When Ben Leblois returned to Atlanta after working in West and North Africa, he wasn’t entirely sure what his next chapter would look like. But he knew one thing for certain: he wanted to create something of his own. Something with purpose. Something that mattered.
His journey into entrepreneurship didn’t begin with a background in teaching or a passion for education. In fact, Ben is the first to admit he had no experience working with children. “I didn’t have kids. I was the youngest sibling in my family. I wasn’t the guy who was naturally drawn to kids,” Ben explains. What he was drawn to was the idea of building a business that combined private sector strength with community value.
After several years in energy consulting, much of it connected to oil and gas industries, Ben began feeling conflicted about the impact of his work. He returned to Atlanta searching for a venture that made a difference. While exploring franchise opportunities online, he stumbled across Bricks 4 Kidz on Entrepreneur.com. The company stood out to him, not just for its strong national ranking but because of its unique mission.
“I saw Legos, STEM education, and thought—this is cool. I can’t work for SpaceX or Tesla, but maybe I can help inspire the kids who one day will.”
Initially, it seemed like the opportunity had passed. The Atlanta territory was already owned. But instead of walking away, Ben contacted the current owners, a retired couple who invited him to observe one of their classes. What he saw was a room full of children, fully engaged, smiling, building, and learning. It didn’t take long for him to realize he wanted in. Over coffee, the couple told him they were planning to sell. Just like that, the opportunity was back on the table.
When Ben acquired the franchise, it served 18 schools and employed around 10 part-time teachers. After completing corporate training, he returned home and quickly realized he still didn’t fully understand how Bricks 4 Kidz operated in the real world. Rather than dive into aggressive expansion, he did something different. He spent two months shadowing his instructors, sitting in on classes, asking questions, and learning from the ground up.
That deep immersion laid the foundation for what came next. Once he grasped the heart of the program, Ben focused on growth. But he wasn’t just cold-calling schools. He created what he calls a “marketing overkill” strategy. He reached out to Parent-Teacher Associations, offered generous upfront donations, and hosted free events during school holidays. He launched localized Facebook ads that reached parents at just the right moment, like during afternoon carpool lines. He built brand visibility in every direction possible.
“It wasn’t about making a profit that first year,” he says. “It was about making an impression.”
And it worked. In just over a year, the Atlanta territory grew from 18 to over 50 schools. Eventually, that number would top 70. But with rapid growth came new challenges. Managing over two dozen instructors, each with different school schedules and administrative needs, quickly became overwhelming.
Ben responded by promoting one of his most experienced teachers to a quality-control role. Together, they developed an evaluation rubric and rolled out an internal coaching system to support teaching excellence across all locations.
He also built a small but efficient administrative team. One team member now handles logistics, scheduling, and software operations like Brightwheel, which helps parents receive real-time updates and photos from their child’s classroom. Another team member manages the company’s digital presence, from social media strategy to community partnerships.
Even as the business grew, Ben remained focused on the long-term. He recognized that relying solely on after-school programs could be risky. What if the district stopped allowing vendors? What if demand shifted?
That forward thinking led him to expand into new service lines. Today, Ben is investing in in-school workshops funded by Title I and STEM grants. He’s also launching Bricks 4 Biz, a corporate team-building experience built around LEGO Serious Play methodology. After receiving his official certification, Ben began testing the concept with local businesses, knowing that corporate budgets offered strong potential for growth.
Along the way, he’s learned valuable lessons. He encourages fellow franchisees to go after high-value schools, not just any school that will listen. “A school with 1,000 students and a STEM focus will always outperform a school half its size in both impact and revenue,” he explains. He also stresses the importance of delegation. “If you’re spending all your energy in the classroom, you won’t have any left for sales or strategy.”
Most of all, Ben believes in the emotional power of the brand. “When Bricks 4 Kidz is delivered well, everybody wins. The kids are happy. Parents are thrilled. Schools appreciate the value. That kind of universal positivity is rare in business.”
He recalls walking along the Atlanta BeltLine and seeing a child wearing a Bricks 4 Kidz T-shirt. “It’s a small thing, but those moments remind you that you’re part of something that matters. You’re not just building a business. You’re shaping futures.”
As he looks to the future, Ben hopes to streamline his after-school operations while growing his in-school and corporate offerings. His ultimate goal is to have a well-rounded organization supported by a strong team, allowing him to focus on vision, innovation, and lasting impact.
“I don’t want the brand to depend on me,” he says. “I want to build something that can thrive without me. Something bigger than me.”
And that’s exactly what he’s doing.
