Meet Us

Troy Custer VP Marketing & Technology

Born when Joy to the World was topping the charts and Jim Morrison was making life’s grand exit in a Paris hotel, Troy Custer was a product of the ’70s, a passionate Italian mother, a private investigator father, nuns posing as teachers and a mix of California and Idaho living. Troy sought diversity and a fresh perspective by way of The Art Institute of Seattle and found his way back to his Boise – wide-eyed and poor – to start a graphic design career. In just shy of two decades, this award-winning film director collected business cards from a newspaper, a paper company, a television station, four sports teams, a couple of ad agencies and a network marketing company. Under his own agency, Troy has created websites, music videos, movie scripts and of course, business cards. As LunchboxWax’s creative director, Troy is putting Ms. Box in places she’s always wanted to go, helping her to garner national attention along the way. In short, she’s never looked so good.

Christo Demetriades Chief Operating Officer

Christo Demetriades is a highly successful entrepreneur who has demonstrated exceptional executive leadership spanning a spectrum of international commerce. Through visionary executive leadership, he has created, owned and sold successful businesses in the global arena, utilizing his formidable understanding of international finance, law and business protocol. Underscored by a strong accounting background, Demetriades advances company profitability by analyzing and reducing costs, maximizing revenues or restructuring, when appropriate, to optimize profitability. Over the past 30 years Demetriades has led several franchise companies in the service, restaurant and health & fitness sectors around the world. Joining LunchboxWax Franchise in 2018, Demetriades oversees company operations, fiscal activities and business strategies to meet goals and projections. Specifically, Christo rolls up his sleeves to oversee distribution, construction, real estate, finance and franchise sales teams to make LunchboxWax a leader in the personal services industry.

Natalie Dobbs Executive Assistant to CEO

Independent and curious to the core, Natalie’s fondest childhood memories are of roaming her Idaho neighborhood with her six siblings. Her strong work ethic and her strong organizational and management skills came into play early when, as a swim teacher in her teens, she was coordinating class schedules, creating curriculum and learning to work with different personalities. Fast forward a few decades and after college, Natalie found herself working for law firms in California and Texas, assisting in various areas of law, including real estate, probate, estate planning and corporate law, and also co-owned and managed a real estate appraisal business. Natalie eventually found her way back to Boise, and most recently worked as a project manager for digital agency. The stars aligned, and now LunchboxWax Founder + CEO Debi Lane has the honor and pleasure of having Natalie by her side to assist in the daunting-but-exciting schedule befitting the leader of a thriving, young franchise.

Brian Evancic Media Designer

After growing up on the East Coast, Brian relocated to the Treasure Valley and quickly found the finer things in life — camping, hiking, grilling and almost any other fresh-air adventure. He’s a self-proclaimed family man, foodie, fly-fisherman and fantasy-footballer (in that order). Brian picked up a BFA from Boise State University, and for the better part of a decade, he’s been honing his design, photography and filmmaking skills in the marketing and advertising world. As an award-winning cinematographer, he’s had films submitted to the Sun Valley Film Festival and has worked on shooting documentaries for CBS. Creative innovation, storytelling and visual voodoo make him smile, and we consider ourselves damn fortunate to see his pearly whites every day at LunchboxWax. Brian leverages his considerable visual experience at LunchboxWax to design advertising and marketing collateral, generate original art through photography for LunchboxWax websites and social media channels, and provide video production support for both internal and consumer-facing multimedia projects.

Lumi Fenesan Executive Salon Director

A native Romanian whose independent and curious nature took her to Sun Valley from Bucharest in 2003 shortly after graduating law school, Lumi Fenesan has been with LunchboxWax since its inception. Lumi started in 2007 as a salon manager in LunchboxWax CEO Debi Lane’s Ketchum/Sun Valley-based day spa before transitioning to salon director for LunchboxWax in 2010. In her current role as executive salon director and lead esthetician, she works to increase the effectiveness and efficiency of salon services and to foster guest relationships.

Rick Howard, CFE Franchise Development
& Real Estate Director

Rick Howard has more than 27 years of franchising experience, working on both the franchisee and franchisor side for fledgling franchise brands as well as mature, national brands. Howard possesses extensive knowledge in franchise development, real estate, operations, training and systems. Joining LunchboxWax in 2018, Howard oversees franchise development and real estate to drive the strategic growth of the business.

Cheryl Knobel Distribution Manager

Cheryl grew up in Idaho’s Treasure Valley where she developed a love for the outdoors. She spent her early career working for the Forest Service as a fire prevention officer and the U.S. National Park Service as an emergency dispatcher. These experiences helped her create a tremendous sense of accountability and integrity as well as a foundation for logistical knowhow and customer support. After stints in Idaho’s wilderness and in Portland, Oregon, Cheryl moved back to Boise in 2008 where she began working in distribution and inventory management for several companies. Her reputation in the field made her a hand-picked candidate; she was recruited by LunchboxWax in June 2015. She brings with her a strong background and desire to see LunchboxWax grow by building and developing long-lasting relationships with vendors and franchisees. In this role and with seven years of prior logistics experience, Cheryl evaluates suppliers and manages stock levels, delivery times and transport costs. Her acute eye for detail and natural inclination for efficiency helps her to assess data to evaluate performance and quality and to continually improve processes and business performance, making her a key contributor to LunchboxWax operations during early and rapid growth.

Debi Lane Founder & CEO

LunchboxWax CEO Debi Lane showed her entrepreneurial mettle as early as 19, when she opened up her own travel agency. Since that time, she has worked in international sales and marketing and has owned and operated a variety of successful businesses in travel and tourism, recruiting and for the past decade, in the day spa and waxing industry. Now, thanks to Debi’s vision, persistence and resilience, waxing is no longer an after-thought or an add-on at salons and spas. Instead, this self-made entrepreneur channeled her acute business sense and perfected her unique speed-waxing technique to create a chic salon concept devoted singly to the art of waxing. Debi opened her first LunchboxWax in Boise, Idaho, in 2010, quickly followed by two other Idaho salons in Ketchum/Sun Valley and Eagle. With a head-turning brand and industry-revolutionizing vision in tow, she launched the LunchboxWax franchise concept in 2013 to offer an empowering business model for other like-minded entrepreneurs who want the freedom of owning a business with the support of proven knowledge and resources.

Jinell Lanier Leadership & Development Director

New places, new people. That’s Jinell’s thing, thanks to her family’s perpetual (and contagious) travel bug she caught at an early age. Couple that with Jinell’s eclectic work background that proves her belief of life-long education, and she’s built to help build LunchboxWax educational programs, materials and support for waxologists. Jinell’s diverse vita includes training and orientation, strategic planning for a national non-profit youth leadership program, managing a project to fully automate a library collection and helping oversee education and sales training for another franchise. She’s even co-published a small weekly newspaper. Through it all, this tenet remains true: Jinell believes learning should be fun, and she believes it still as she empowers LunchboxWax waxologists to grow their own “business within the business.”

Lily McNeil Waxologist Development Manager

Since the early days of giving makeovers to classmates in grade school, Lily has had a passion for transformation and beauty. She started her career as a waxologist at LunchboxWax’s flagship location in 2015. Her natural leadership skills, ability to coach our unique waxing technique, and passion to drive business in the beauty industry has quickly propelled Lily forward into her role as waxologist development manager. Through her depth and compassion, Lily has an incredible capacity to communicate and relate to waxologists to help them succeed. Along the way, she continues to embrace new projects and contribute to our existing programs.

Carrie Morgan VP Culture & Training

Carrie Morgan is an executive coach, business consultant and speaker who assists individuals to leverage personal brilliance, develops teams to leverage powerful collaboration and teaches leaders to leverage intentional leadership for personal fulfillment and organizational success. In addition to editing and co-authoring transformational and self-help books, Carrie has created successful business consulting and executive coaching firms in Seattle and Boise. From these experiences have come several nationally recognized programs and methods for clients such as a restaurant chain with 195 stores in four states, an agency dedicated to reorienting convicted inmates to become productive citizens, and an International Women’s Leadership Project. Carrie is constructing and overseeing leadership development programs for the executive team and LunchboxWax franchisees to emphasize the importance of self-awareness, intention, energy and accountability as key leadership strategies.

Ben Morrison Controller

Born in Texas and raised in New Mexico, Ben relocated to the great state of Idaho to follow the girl who would later become his wife. Having spent more years than he’d care to admit working for both large and small organizations, he’s learned the value of having strong systems and procedures in place. He’s an operations-minded accountant who loves getting involved in the day-to-day challenges and opportunities of LunchboxWax as much as he enjoys contributing to it long-term growth and financial strength. When he’s not grinding away in his office, you’ll find him coaching soccer, reading or road tripping. He’s got an obnoxious puppy, a wily cat, two beautiful daughters and a wonderful wife that make everything worthwhile.

Justin Pratte Operations & Construction Director

Justin Pratte lends 15+ years of construction business experience to lead and optimize all buildout processes of franchise locations, including minimizing delays, waste and cost and ramping systems to permit for rapid growth nationwide. After Pratte graduated with an economics degree in 2002, he jumped head first in the homebuilding business with Pulte Building Systems, the largest homebuilder in the country, where he refined his skills in construction estimating, operations and distribution. During that time, he facilitated the production of nearly 15,000 homes start to finish before transitioning into ownership of his own commercial facilities and eventually joining a startup multifamily housing acquisition firm as principal and partner which eventually owned 3,000 units of multi-family apartment homes. Pratte enthusiastically leverages his partnerships, operations, and construction prowess to contribute to LunchboxWax’s as a powerhouse in the personal services industry.

Amber Wendel Corporate Trainer

Born and raised near the banks of Plum Creek (yes, like Laura Ingalls Wilder), Amber enjoyed small-town life from elementary school through college where she got her bachelor’s in psychology. With that degree, she enjoyed three fun, fast-paced years as a preschool teacher where she loved forming meaningful relationships, not only with the children, but the parents who trusted her to enrich their childrens’ lives. Amber has always had a passion for learning and instilling a love of learning in others. Her strengths in the areas of parent rapport and peer mentoring fit well into making new LunchboxWax guests feel comfortable and training new waxologists to do the same.