Beyond the Traditional Sale: Webinar Recap

At The Walker Group, we believe business can be a force for good—and that belief shaped both our own transition to a Perpetual Purpose Trust and the webinar conversation we recently hosted, Beyond the Traditional Sale: Real Owner Stories on Employee Ownership Trust (EOT) & Perpetual Purpose Trust (PPT).

The idea for the webinar began after members of this panel first connected at the inaugural Purpose Trust Ownership Network conference in Austin, Texas. What started as a conversation over lunch quickly turned into something bigger: a shared desire to spread the word, share real-world experiences, and advocate for succession models that protect purpose, people, and long-term independence.

That spirit of collaboration was at the heart of the event. By bringing together leaders from four companies in very different industries who have chosen Employee Ownership Trust or Perpetual Purpose Trust structures, we wanted to create a conversation that went beyond theory. Too often, business succession is framed as a choice between selling to a strategic buyer, private equity, or simply winding down. This webinar offered a different perspective—one grounded in stewardship, continuity, and the idea that ownership can be structured to serve a mission, not just a transaction.

One of the strongest themes throughout the discussion was that these transitions are about far more than legal documents or financial mechanics. They are deeply human decisions. They touch identity, legacy, leadership, and trust. Miren Oca, founder and CEO of Ocaquatics Swim School, captured that motivation when she explained, “The EOT for us was all about protecting our purpose, and I wanted to protect our mission and our legacy.” For The Walker Group, that idea is central to why this conversation matters: if a company has been built with purpose, care, and commitment, owners should know there are succession paths that can protect those things into the future.

The webinar also helped demystify the models themselves. Brad Herrmann, co-founder and co-CEO of Text-Em-All, emphasized that while the language around trusts, governance, and financing can sound intimidating, the structure does not have to be. “Please don’t get intimidated by fancy words or the mention of attorneys or consultants,” he said. “It’s really quite simple.” That kind of practical encouragement matters. These models are not just aspirational; they can be completely customized and designed in ways that fit the realities of small and midsize businesses while still supporting the transition and company long-term ownership.

That said, the panelists were clear that successful transitions require intentional communication. As Kevin Clegg of Clegg Auto shared, “The hardest part for us was helping employees understand what ownership actually means.” Jessica Rich of The Walker Group said: “Operating a small business without a traditional owner can be tricky at times... you’ve got to get really good at storytelling.” In other words, the future of these models depends not only on structure, but on leaders who can clearly articulate purpose, governance, and shared responsibility.

The panel also touched on why more owners should be paying attention to these emerging models now. Traditional exits can sometimes place culture, independence, local jobs, and long-term mission at risk. EOTs and PPTs offer another path—one that prioritizes stewardship over short-term extraction and asks a different question: not just How do I exit? but What do I want to preserve? For owners who care deeply about their employees, their community, and the values that shaped their company, that shift in thinking can be transformative. As Jessica Rich said plainly about the Perpetual Purpose Trust model, “A PPT cannot be undone. It’s in perpetuity. It’s forever.” For the right business owner, that permanence is not a limitation; it is the whole point.

For us at The Walker Group, hosting this conversation was about more than sharing our own story. It was about helping broaden the conversation around business succession and giving owners permission to look beyond the expected options. These are not fringe ideas. They are practical, values-aligned models that more leaders should be exploring—especially those who want their business to remain rooted in purpose, independence, and long-term community impact. If the future of business is going to be more sustainable, more human, and more accountable to the people it affects, then models like EOTs and PPTs deserve far more attention.

We were grateful to bring together this group of leaders, each with a different story but a shared belief that ownership can be designed differently. If there was one clear takeaway from the webinar, it was this: business owners have more options than they may realize—and some of the most promising models are the ones built to protect mission, people, and impact for the long term.

For those who are curious, questioning what comes next, or beginning to think about their own succession path, we encourage you to watch the full webinar recording below. And if the conversation sparks questions for you, we invite you to reach out. We would be glad to share what we have learned and help keep this important conversation moving forward.