Emmet O’Brien is an entrepreneur, strategist, and brand builder with over 17 years of international experience across franchising, retail, digital transformation, artificial intelligence, and motorsport. As Managing Director of FMS Europe, he helps businesses clarify their strategy, position their brand, and build scalable systems to prepare for national and international expansion.
Before his business career, Emmet competed in professional motorsport at the highest levels. He raced for BMW under the Coca-Cola brand, and competed in the FIA World Touring Car and European Touring Car Championships with both BMW and the Volkswagen Group, alongside stints with Alfa Romeo and Ferrari. These experiences instilled discipline, resilience, and precision under pressure—qualities that now define his approach to business growth and consultancy.
In 2007, Emmet founded No-H2O, where he served as CEO until 2023. Over 17 years, he grew the company from concept into a globally recognized brand, expanding operations across Europe, the Middle East, the United States, and Australia. He lived in the U.S. for six years to lead its rollout, and built a franchise services network that became operational in 48 cities across the country. Under his leadership, No-H2O’s product sales division secured major retail partnerships including rollout into 2,200 Walmart stores across all U.S. states, 5,500 AutoZone stores in the U.S., 450 Supercheap Auto stores in Australia, as well as Circle K and Woodies in Ireland, and ENOC in the Middle East. Emmet’s pitch of the No-H2O brand at Walmart’s headquarters in Arkansas won the Golden Ticket contest through Walmart’s Open Call / brand pitch interview event, giving No-H2O visibility and access to retail distribution channels.
During his tenure with No-H2O, Emmet secured long-term, high-profile corporate services contracts that became one of his unique strengths. He won multi-year agreements with Apple in California and negotiated rollouts at major airports—Dublin Airport, Gainesville Regional Airport, and Austin-Bergstrom International Airport—as well as contracts with Broward Health in Florida and Simon Malls. These wins required a blend of positioning, negotiation, and operational delivery at the highest level. Today, Emmet brings that same corporate contracting playbook to FMS Europe’s clients, showing them how to identify, pitch, and secure transformative agreements with blue-chip organizations and institutions.
He also raised multi-million-dollar investment rounds, and spearheaded the development of the industry’s first on-demand carwash app. The company was awarded Business Franchise of the Year by the Irish Franchise Association.
Always ahead of the curve, Emmet has consistently founded and developed visionary, first-to-market concepts. He was an early adopter of AI, integrating it into operations well before the trend became mainstream. Recognising an underserved but deeply critical market—people navigating litigation without legal support—he founded LegalGuideHero, a legal-technology venture designed to democratize access to justice. At its core is Hero AI, a proprietary system built to help individuals generate legal documents, manage filings, and navigate court procedures with guidance once only available to lawyers. His work in this space also led to the authorship of two books: “Winning Without a Lawyer”, a practical handbook for self-representation, and “AI Law Mastery”, which explores how AI is reshaping the legal and business landscape.
In addition, Emmet has helped other businesses achieve breakthrough growth. At SK Clinic, a leading aesthetics and longevity clinic in Slovakia, he oversaw its digital transformation, brand repositioning, and integration of advanced technologies. Under his guidance, the clinic achieved over six-fold revenue growth in just 18 months, becoming one of the top-performing clinics in the country.
At FMS Europe, Emmet’s consultancy is built on three core pillars:
- Strategy: Helping businesses define their vision, prepare for franchising, and execute clear growth roadmaps.
- Branding: Creating and repositioning brands so they resonate powerfully with customers and investors.
- Coaching & Execution: Working closely with entrepreneurs and leadership teams to sharpen presentations, strengthen negotiation skills, and ensure systems are in place for sustainable scaling.
What makes Emmet unique is not just his track record of building successful ventures, but his ability to coach and guide others through the same process. Every company he has founded or helped scale has been visionary—often ahead of its time—and brought from blank-sheet concepts to international growth stories.
Emmet’s philosophy is simple: long-term success comes from clarity of strategy, strength of brand, and relentless execution. From the racetrack to the boardroom, his career reflects a consistent ability to see around corners, build systems that last, and deliver performance when it matters most.
