Entrepreneurship isn’t something David Coba stumbled into—it’s embedded in his DNA. A serial entrepreneur with more than 30 years of experience building consumer brands, he was raised in North Miami Beach and managing his father’s salon while still in high school, handling payroll, billing, vendor relations, and customer service while keeping up with classes. At the same time, he launched a custom woodworking business, which he successfully ran for several years. “Those early experiences taught me the value of hard work, creative problem-solving, and creating systems that help people and businesses thrive,” he says. “They laid the foundation for everything I’ve done since.”
By the time most of his peers were preparing for college, Coba was managing two very different enterprises and learning to prioritize, streamline, and think strategically. That discipline—and the ability to create scalable systems—would become the hallmark of his career.
In 1999, he closed the woodworking business and returned to the industry that had first shaped his work ethic. He opened a salon of his own and immediately focused on operational efficiency and the guest experience. “I led a full overhaul of our systems and introduced an experience-driven philosophy that helped grow the business from 500 client visits per week to over 500 per day, all through word-of-mouth,” he recalls.
A breakthrough came in 2003, when Coba launched a membership program for waxing services, generating $100,000 in just six weeks. That innovation revealed the scalable potential of wax-only centers and set the stage for his next venture. “That experience eventually led to the founding of European Wax Center in 2004,” he says.
The first location opened in January, the second by November, and within a few years the concept had grown to five centers. By 2011, European Wax Center had been named Inc. Magazine’s No. 1 Franchise in the Country. Over the next decade, it scaled from a single South Florida location into a national franchising leader with more than 750 centers, without a single closure. “That recognition validated our approach of building from the inside out—growing talent from within and focusing on values rather than shortcuts,” he says.
The company’s success was more than scale; it pioneered a membership-based model that redefined the waxing industry by making beauty services more accessible, consistent, and experience-driven. It also became a recognized innovator in franchising and lifestyle beauty branding, supported by world-class operations and a talent management structure that set new industry standards.
Scaling at that pace brought challenges. Early on, the leadership team faced a decision between investing in senior executives or investing in brand systems. “We chose the brand,” Coba explains. “We believed that if we could find people who truly shared our values, we could teach them how to run the business. That’s exactly what we did.” For him, every decision—good or bad—was part of the growth process. “A true mistake is only when you fail to learn and end up repeating the same lesson twice. Every decision, whether it’s a win or a loss, teaches you something new. That’s how you grow.”
Over time, European Wax Center transitioned from a founder-led startup to a public company, with investments from private equity in 2013, a strategic partnership with General Atlantic in 2018, and ultimately a 2021 IPO that raised $180 million at a valuation of roughly $1.2 billion. While certain shareholders sold stock during the IPO, public filings don’t disclose a complete founder exit or a personal sale price for Coba.
After retiring from European Wax Center, he redirected his entrepreneurial energy toward hospitality. In 2023, he acquired Myapapaya, a Fort Lauderdale café known for scratch-made smoothies, cold-pressed juices, and whole natural cuisine. There, he led a full-scale reinvention, refining the brand’s voice, operations, culture, and design. That experience sparked the vision for Worthwyld, a full-service, all-day café built around what he calls Food Uncompromised™.
“Food Uncompromised™ is about doing things the right way—real ingredients, sourced with intention, prepared with care, and served with soul,” he says. “No shortcuts. No pretending. Just food the way it should be.”
The flagship Worthwyld opened in early October on Las Olas, in the space formerly home to the Royal Pig. The location was chosen for its visibility and central role in Fort Lauderdale’s dining scene. Having already seen strong demand for wellness-driven dining through Myapapaya, Coba knew the audience existed. “Las Olas was an obvious choice,” he says. “It’s the heart of the community.”
Coba credits his ability to scale across industries to a consistent framework. “The foundation of any successful business is consistency,” he says. “At the same time, innovation is inevitable. To balance the two, I rely on five key pillars: systems, structure, organization, education, and technology. These elements create a stable environment that supports consistency while also making room for innovation.”
His leadership style, he adds, has evolved with time. “In the beginning, I believed I could figure things out. Now I lead from experience—I’ve done it, I’ve seen what works, and I’ve learned from what didn’t. At European Wax Center, it took more than a decade to build the foundation. With Worthwyld, I applied those lessons from day one. That’s why Worthwyld looks and operates like a brand with 50 locations, even though we’re just getting started.”
Company culture, he emphasizes, is the key ingredient. “When the team genuinely loves where they work and what the brand stands for, that energy is felt by our guests,” he says.
South Florida remains central to his entrepreneurial identity. “Growing up in North Miami Beach, I’ve been exposed to diversity, resilience, and a sense of community. That environment shaped my outlook and continues to influence how I approach every venture, including Worthwyld.”
For him, success today is measured differently than it was in his early career. “At this stage, success is measured by impact, legacy, and the joy of building something that truly matters,” he says. “It’s about creating meaningful experiences, strengthening communities, and leaving behind something that lasts.” Outside of business, he prioritizes family. Married with two daughters, he enjoys traveling with them, skiing, and playing pickleball. “It’s all about balance, staying energized, and being present—in both work and life.”
From scaling European Wax Center into a global franchising leader to creating Worthwyld on Las Olas, David Coba has consistently applied the same fundamentals: strong systems, disciplined strategy, and values-driven leadership. His career reflects a broader lesson for executives across industries: growth is only sustainable when it is built on a foundation of consistency, culture, and accountability.
