BrandONE

From W-2 to Winning Big: How One Franchisee Found Her Calling with TRUA

When Anna Winecoff said, “Alex, I’m not buying a franchise,” she meant it. Until she didn’t. Today, she owns three TRUA Senior Living Locators territories in South Carolina and just passed the one-year mark with a thriving business, a growing team, and a redefined life. In this BrandONE-on-ONE episode, Alexandria Warren sits down with her longtime friend and TRUA’s first franchisee to unpack the fear, grit, and strategy behind her shift from seasoned corporate executive to local business owner. If you’re a professional with industry expertise wondering whether franchising could work for you – this is the episode (and story) to pay attention to.

A Career Built in Senior Living

Anna spent over a decade in the senior living industry, climbing from entry-level roles to national leadership. Her passion? Helping families make the right decision for their aging loved ones. But the travel wore thin. So did the feeling that her time wasn’t fully her own. “You come to that point of feeling like you have to give up what you love for the people you love.” TRUA offered her a different path: keep serving seniors, but do it on her terms.

Why TRUA Was Different

Anna wasn’t looking to become a franchisee. But once she learned about TRUA’s mission, clinical approach, and founder Matt’s 20+ years of experience, something clicked.

She didn’t just buy a franchise. She became the first franchisee – a leap of faith made possible by:

  • Deep belief in TRUA’s model: A clinically guided, concierge-style placement process for seniors
  • Immediate alignment with the founder’s values
  • A chance to impact her community while supporting her family

“I didn’t realize this world existed. Most people don’t… until it’s their turn.”

From First Step to Full Time

Anna gave notice at her corporate job on a Friday and started with TRUA the following Monday. No safety net. No backup plan. Just commitment.

“We didn’t have a plan B. It had to work – and we were going to make it work.”

She went all in: boots on the ground, building referral relationships, educating families, and showing up in hospitals with wheelchairs when no one else could. Her relentless input led to immediate output: placements in month one and steady growth ever since.

Scaling Smart, Not Fast

Anna now manages a growing team, recently hiring her first employee beyond family. In less than two months, they’ve doubled revenue. Her secret?

  • Hiring from within the industry
  • Training based on real-life experience
  • Letting go of the belief that “no one else can do it like me”

“It’s scary, trusting someone else with your business. But if you don’t scale, you stall.”

Lessons for Future Franchisees

This episode is more than a success story—it’s a masterclass in mindset. Anna’s journey is proof that passion and process can build something powerful.

Key takeaways:

  • Hope is not a strategy
  • Relationship-building beats paid ads
  • You need to be the face of your brand (at least early on)
  • Grit matters more than background
  • TRUA is filling a massive, unmet need in the senior care space

Why TRUA, Why Now

TRUA isn’t your typical senior care franchise. It’s not home care, and it’s not community-based ownership. It’s a modern, clinically guided solution to one of the most overlooked problems in senior living: bad placements.

With the “silver tsunami” still building, families are desperate for guidance. TRUA franchisees are trained to deliver it – and own a business that genuinely changes lives.

“TRUA gave me the chance to serve my community, support my family, and build something that’s mine.”

Final Word: From Fear to Freedom

Owning a franchise isn’t easy. But it can be transformational, especially when you’re backed by a brand like TRUA and guided by a team like BrandONE.

As Alexandria puts it: “Franchise development isn’t about selling. It’s about showing people what’s possible. Anna just proved what’s possible.”

Ready to explore TRUA or another emerging brand built for real-world impact? Let’s Talk.

Explore TRUA Senior Placement Franchise Opportunities: Learn More About TRUA

BrandONE helps emerging and scaling franchises grow with clarity, strategy, and impact. Our brands are built to last and led by founders who care.

Founders Who Scale vs. Founders Who Stall: 5 Mindset Shifts That Matter

Why some franchise brands take off – and others burn out before they hit 10 units.

Every founder thinks they’re ready to scale. But not every founder is wired to actually do it. At BrandONE, we’ve worked with enough high-performing franchisors to know: the difference isn’t the product. It’s not the logo. It’s mindset. The way you think about growth before you start multiplying.

So, are you thinking like a founder who scales, or one who stalls? Here are 5 mindset shifts that separate the two.

1. From “I Can Do It All” → “What Can I Delegate Now?”

Scalers build teams. Stallers cling to control. If your instinct is to keep wearing every hat (sales, ops, training, legal), you’re already setting a ceiling. Scalable brands are built by leaders who offload early – so they can lead, not juggle.

2. From “Let’s Grow Fast” → “Let’s Grow Right”

Scalers obsess over quality growth. Stallers chase unit count. More units doesn’t mean more value if the system isn’t tight. Strong franchisors invest in systems, documentation, onboarding, and support – before they sell 20 deals and realize they can’t deliver.

3. From “Selling Franchises” → “Recruiting the Right Owners”

Scalers think long-term. Stallers chase the check. The best brands know: a misfit franchisee today is a support headache tomorrow. Recruiting is about alignment, not just approval. If you’re not screening for cultural fit and operational mindset, you’re building a future problem.

4. From “Let’s Just Start” → “Let’s Get Structured”

Scalers build infrastructure. Stallers wing it. Great concepts fizzle when there’s no structure behind the scenes. Think: marketing and training systems, ops manuals, technology stacks, financial model clarity. If you’re trying to scale before these are dialed in, you’re skipping steps that cost more later.

5. From “I Hope This Works” → “I Know My Numbers”

Scalers run the math. Stallers run on gut. If you can’t clearly speak to your unit economics, ramp-up period, breakeven, and franchisee ROI – stop. Successful founders know their numbers and use them to drive decisions, set targets, and attract the right operators.

Ready to Scale Like a Pro?

If you’re making the shift from founder to franchisor – or from franchisor to real growth – we’re ready when you are. Let’s talk about what your brand needs to scale with structure, speed, and the right mindset. Let’s Talk →

How Bright Brothers Built a High‑Leverage Home Services Franchise

RECAP: Episode 9 – In the latest episode of the BrandONE‑On‑ONE Podcast, we sat down with Pat Clark of Bright Brothers. His story is a powerful example of taking what many write off as a “blue‑collar” local service and elevating it into a scalable, franchise‑worthy business with strong unit economics, repeat revenue streams and minimal seasonality. For investors, brokers and franchisors alike, the insights they shared are worth your attention.

1. Home services is more compelling than ever

Pat’s simple observation rings true: “Everybody lives in or works in a dirty building.” That means the work exists. Add to that: AI and software may be changing many parts of business, but you can’t walk on someone’s roof, clean it and hang holiday lights from a robot (yet). Home services offer tangible value, recurring need and a moat versus pure digital business models.

2. Eliminating seasonality is a game‑changer

One of Bright Brothers’ smart moves: they didn’t stop at pressure‑washing. They layered in gutter‑protection, holiday‑lighting and permanent lighting systems – all services that extend the revenue calendar and let the same teams stay busy year‑round. That solves one of the biggest headaches for many service business owners: what do you do in the “slow” months?

3. Systems + marketing infrastructure = scale

You may have the “cleansing tech” (pressure washer), but scaling a brand means the unseen stuff: training manuals, sales scripts, marketing funnels, tech platforms, culture tools, metrics systems. Pat shared how he built those in the early days (some hard lessons learned!). When you invest via a franchise, you’re buying that infrastructure – you’re not reinventing the wheel.

4. The right franchisee profile matters

Bright Brothers isn’t looking for someone who wants to ride in a truck all day. They’re looking for someone who can build a business: lead sales, build relationships, hire & train a team, lean into local brand building (HOAs, property‑managers). That distinction is critical. If you’re thinking “I’ll be the guy in the truck”, you may not be the right fit for this opportunity.

5. Growth at the brand level is real

JT shared that Bright Brothers already has 9 franchisees, 15 locations – with more markets open. That early momentum matters. It showcases that the model is working and there’s runway. For brokers and investors scanning for opportunities, that combination of traction + room to grow is highly appealing.

Bottom line: Franchising isn’t about buying a shiny truck and hoping for the best. It’s about aligning with a brand that’s built with smart systems, clear repeatable processes and a real growth path. Pat’s story with Bright Brothers shows that what might look like “just pressure‑washing” can actually be the foundation for a compelling franchise vehicle when built the right way. For any investor serious about ownership and scalability, this is worth your attention.

Listen on Spotify

3 Trends Shaping Franchise Growth in 2026

Don’t wait until Q2 to react. Here’s what’s coming & how to stay ahead of it.

Trend #1: Operational Efficiency Will Outperform Pure Scale

  • What’s Happening: Franchise systems with leaner, tech-enabled operations will outpace those chasing unit count alone. Investors and candidates are prioritizing brands that run smarter, not just bigger.
  • What To Do Now: Audit your systems. Is your franchise model built to support franchisees efficiently at scale? If not, now’s the time to tighten training, automate processes, and invest in backend readiness.

Trend #2: Flexible-Ownership Concepts Will Dominate the Pipeline

  • What’s Happening: Busy professionals want income-generating assets, not second jobs. The most in-demand opportunities in 2026 will offer operational support, passive or semi-passive ownership, and a clear ROI story.
  • What To Do Now: Clarify your value prop to the investor class. Brand messaging should highlight low-touch operations, unit economics, and how your model reduces day-to-day friction.

Trend #3: Values-Driven Franchising Will Shape Buyer Decisions

  • What’s Happening: Franchise buyers care more than ever about who they’re partnering with. Brands with clear purpose, inclusive cultures, and long-term vision will win hearts and deals.
  • What To Do Now: Double down on brand storytelling. Highlight your leadership, mission, and franchisee success stories. Buyers aren’t just investing in a model – they’re investing in your culture.

Bottom Line: 2026 isn’t the year to play catch-up. It’s the year to lead. At BrandONE, we help franchisors build for what’s next – not just react to what’s now. Let’s talk about how to future-proof your growth strategy before Q1 ends.

Growth BluePrint: JT Thiessen on Scaling Service Brands & Franchise‑Driven Growth

RECAP: Episode 8 – In this episode, we sit down with franchise veteran JT Thiessen, now a partner at BrandONE. His unparalleled reputation for achieving scalable, sustainable growth and managing high-performing systems make him the perfect fit to continue our legacy of delivering accelerated growth for our brand partners.

Here are the clear, actionable takeaways for franchisors, franchisees, and growth‑minded owners:

1. “Scale” Starts with the Right Operating Model

JT emphasizes that growth isn’t just about faster expansion—it’s about repeatable systems and an operating model that holds up under pressure. Without that, scale becomes chaos.

2. From Brand Strategy to Franchisee Selection

Selecting the right franchisees is non‑negotiable. JT outlines how a brand’s future is shaped by the people you bring in—candidates aligned with your culture, vision and regional strategy. Mis‑matches here cost time, money and reputation.

3. Service Brands Have Unique Growth Levers

In service‑based franchises (his specialty), JT explains that success hinges on strong unit economics, high quality delivery, and flow‑through systems. It’s less about one big location and more about replicating performance.

4. The Role of M&A and Portfolio Thinking

With his background in brands and acquisitions, JT discusses how growing via portfolio strategy (adding complementary brands, buying footprint, building multi‑unit operators) can accelerate scale—provided you keep system integrity intact.

5. Culture, Coaching & Continuous Improvement

JT points out the engines behind long‑term growth are culture and coaching—not just training and manuals. A strong culture drives retention, promotes excellence in delivery, and builds the “system advantage” that separates leading brands.

6. Why He Joined BrandONE—and What That Tells You

His move to BrandONE signals a shift: leveraging deep experience to help brands build with precision rather than just speed. The takeaway? Growth is smarter when you pair experience + strategy + selectivity.

Bottom line: If you’re a franchisor ready to scale (or a savvy investor looking at service brands), this episode with JT Thiessen is a blueprint for disciplined, sustainable growth. It’s packed with insights for building the right model, scaling with integrity, and choosing franchisees who will make your system stronger— not slower.


Listen on Spotify

Golf Without Limits: Inside Another Nine’s 24/7 Franchise Model

When it comes to franchises that break the mold, Another Nine stands out. This concept delivers a premium indoor golf simulator experience — private suites, 24/7 access, and no full‑time on‑site staff. That’s not just innovation; it’s scaling with ingenuity.

In this episode, we dive with the leadership team of Another Nine (via their partnership with BrandONE) into how they’re building a franchise system designed for growth, owner flexibility, and strong operational leverage.

Here are the key take‑aways:

1. Designing for Owner Flexibility

Traditional brick‑and‑mortar models often demand full day staffing and heavy operations oversight. Another Nine flips that: self‑service suites, high‑tech delivery, and a model where franchisees can manage more remotely. It’s about giving owners options and reducing the operational drag.

2. Leveraging the “Premium” With Practical Scalability

A luxury feel doesn’t have to mean luxury cost. By combining top‑tier simulators and private suites with smart access (24/7) and minimal staffing, Another Nine hits a sweet spot: an elevated guest experience, but a scalable business model. That makes growth more attainable for quality franchisees.

3. The Role of Systems & Support in Franchising

As with any franchise, the difference between success and struggle often comes down to the strength of the system behind the brand. In this episode, we hear about how they’re establishing the training, technology and processes so that each new unit doesn’t invent operations from scratch — they plug into what works.

4. Why This Model Attracts “New‑Era” Franchisees

More entrepreneurs today want ownership freedom, less micro‑management. Another Nine gives owners the chance to benefit from a high‑end brand and experience, but with a model built for streamlined oversight. That’s especially appealing to multi‑unit operators or those with other business interests.

5. Growing With Intent, Not Just Speed

Rather than flooding the market, the team behind Another Nine is selective—looking for franchisees who fit the model, the vision, and the culture. In the podcast, they discuss how alignment of values, brand integrity, and operational readiness matter more than simply rapid foot‑printing.

Bottom line: If you’re an emerging franchisor exploring how to build a concept with both “wow‑factor” and operational efficiency, or an investor looking for a franchise model with upside and structure, this episode is full of strategic insights. The concept of “experience + systems + selectivity” offers a powerful formula.

🎧 Listen to the full conversation on Spotify

Jeff Sturgis on Sales Mastery, Culture-Driven Teams & Scaling to $20M+

Not everyone has time to hit play—but the lessons from Episode 6 of BrandONE-on-One are too valuable to miss. We sat down with Jeff Sturgis, the franchise executive behind RestoPros and ReCoat Revolution, to unpack how he’s building two fast-growing brands and helping franchisees scale with confidence. Below is a breakdown of the key insights from our conversation.

1. Sales is a Skill — And Anyone Can Learn It

Jeff didn’t start as a natural closer. As an introvert, he had to build his sales muscle through repetition, structure, and consistency. His takeaway: Sales isn’t about charisma—it’s about confidence through preparation.

2. Signing the Franchise Agreement is Emotional

Jeff reminds us that becoming a franchise owner is a major life moment. It’s exciting—but it’s also scary. As a franchisor, your job is to meet that moment with empathy, clarity, and support. “They’re trusting you with their future,” he says. Treat it accordingly.

3. Culture Eats Strategy — Every Time

Retention, team performance, and franchisee satisfaction all tie back to culture. Jeff invests in a culture of transparency, accountability, and shared wins. The result? Franchisees stay longer, grow faster, and build stronger local teams.

4. Franchising Accelerates Learning

New franchisees avoid the costly mistakes of trial-and-error by plugging into Jeff’s proven systems. From marketing to operations, they get a tested roadmap—and the runway to scale.

5. Why He Launched a Second Brand

Jeff’s success with RestoPros gave him the confidence to go again—with ReCoat Revolution. His motivation: the opportunity to apply what he’s learned, move faster, and help more entrepreneurs build equity through ownership.

If you’re building a brand, supporting franchisees, or exploring your next business move, Jeff’s story is proof that the right systems—and the right mindset—can change everything.

🎧 Listen to the full conversation on Spotify

BrandONE Expands Portfolio with Three Purpose‑Driven Franchise Partners

Live 2 B Healthy, Scoop Brothers & Another Nine join forces with BrandONE to scale meaningful, high‑potential franchise systems

Growth isn’t about scaling fast, it’s about scaling smart. That’s why when BrandONE says “we’re selective,” we mean it. Today, we’re thrilled to welcome three new brand partners who embody the kind of mission, innovation, and strategic thinking we expect in our portfolio: Live 2 B Healthy, Scoop Brothers, and Another Nine. These aren’t just new names – they’re new opportunities to redefine what success in franchising looks like.

Why These Brands Matter

Each of these additions brings something unique but all share BrandONE’s core criteria: founded with purpose, built for scale, and led by founders who want to grow responsibly.

Live 2 B Healthy

Mission: Elevate senior wellness through on-site group fitness programs in senior living communities
Advantage: Low overhead, high social impact
Founder’s view: “BrandONE’s genuine care for both franchisor and franchisee felt like a breath of fresh air.”

Scoop Brothers

Business: Pet waste removal using route‑optimization technology and a versatile ownership model
Differentiator: Operational efficiency meets a service people actually need in neighborhoods
Perspective: “Tech gives our franchisees their freedom. Support gives them their backbone.”

Another Nine

Concept: 24/7 indoor golf simulator suites that run semi-passively
Appeal: A premium leisure experience with minimal hands‑on management
Approach: “We debated building the team ourselves – BrandONE’s alignment sealed the deal.”

What This Means for BrandONE

Michael Mudd, Partner & CEO at BrandONE, summed it up best: “Each brand reflects a different kind of opportunity – essential services, emerging consumer trends, and innovative business models. But the common thread is leadership that’s intentional about growth and values‑driven in their approach.”

For BrandONE, this is more than expansion. It’s doubling down on the kinds of franchise partnerships that deliver long-term, sustainable results. We commit 100% to operational readiness, recruiting the right franchisees, and supporting brands in building frameworks that last.

Read the full article: https://www.prnewswire.com/news-releases/brandone-welcomes-three-new-brand-partners-to-its-portfolio-302579973.html

Flexibility, Not Freedom — Lessons for Emerging Franchisors with Shannon Roderick

In episode 5 of BrandONE-on-One, we sat down with Shannon Roderick to dig into the realities of building a successful franchise system. For emerging franchisors, Shannon’s perspective is invaluable – she’s lived both sides of the equation as a multi-unit owner and now as a franchisor leading brands through growth. Here are some of the most impactful takeaways from our conversation:

1. Business Ownership Isn’t About Freedom – it’s About Flexibility

Shannon flips the script on one of the biggest misconceptions. Too often, candidates say they want to own a business for “freedom.” In reality, business ownership comes with responsibility, accountability, and long hours. What it truly offers is flexibility: the ability to build a schedule that works for you and your family, even if that means catching up after hours.

2. Listening Is Non-Negotiable

Shannon stressed the importance of listening to franchisees from day one. As a franchisor, your owners are your “internal customers.” Ignoring their feedback or dictating every move risks creating resentment and disconnect. Successful franchisors build trust by making decisions with franchisee impact in mind and communicating the “why” behind changes.

3. Remember the Weight of First-Time Ownership

Many franchisees are stepping into business ownership for the very first time. They may not know how to read a P&L, manage payroll, or grasp how small decisions affect profitability. The best franchisors don’t assume knowledge — they take time to educate and support owners, meeting them where they are.

4. Your Responsibility Gets Heavier, Not Lighter

Shannon’s reminder to new franchisors: adding franchisees doesn’t lessen your burden, it multiplies it. Every owner will have unique needs and challenges, and serving them well is the foundation of sustainable growth.

5. Build Brands with Staying Power

Her advice when selecting and growing concepts? Focus on brands that meet needs, not just wants. Pandemic-proof businesses, or those that fill enduring gaps in the market, are far better positioned for long-term franchise success.

The Bottom Line:

For emerging franchisors, success isn’t about moving fast — it’s about moving intentionally. Listen to your franchisees, educate them, and never forget that ownership is about flexibility, not freedom.

🎧 Listen to the full conversation on Spotify

Welcoming JT Thiessen as our New BrandONE Partner to Accelerate Service Brand Growth

As a leading franchise development consultancy, known for delivering strategic growth and franchise recruitment results, we’re proud to announce the appointment of Jonathan (JT) Thiessen as our newest Partner. This strategic move strengthens BrandONE’s commitment to scaling franchise systems – particularly within the fast-growing home service verticals.

“We’re absolutely thrilled to welcome JT Thiessen as our newest Partner at BrandONE. JT’s unparalleled reputation, extensive experience, and deep knowledge of franchise systems will be invaluable as we continue to expand and refine our growth platform, particularly for service brands,” shared Michael Mudd, our CEO & Partner at BrandONE.

He continued: “As part of a key strategic initiative, BrandONE is focused on bolstering our systems and processes to better serve the home service verticals. JT’s experience as Chief Development Officer at Home Franchise Concepts and more recently with Rolling Suds makes him the perfect fit to lead this effort. His expertise in managing a diverse portfolio of 16 service brands has resulted in game-changing recruitment outcomes and an unwavering commitment to sustainable, unit-level growth.

“JT’s ability to drive results across such a large scale of brands, coupled with his impeccable reputation for quality growth, will be instrumental in advancing our strategic goals. We’re excited to have him join BrandONE and continue our legacy of delivering exceptional results for our franchise brand partners.”

JT brings over two decades of franchise leadership experience to BrandONE, with a track record of building high-performing franchise systems and delivering scalable, sustainable growth across diverse industries.

“I’ve long admired the team at BrandONE and have deep respect for both their mission and the client-first professionalism with which they pursue it. I’m honored to have been given the opportunity to join this powerhouse as a partner and look forward to bringing my passion for building first-in-class franchise brands to the table as we continue to grow,” added JT.

You’ll be able to hear more from JT and the rest of our team on upcoming episodes of our podcast BrandONE-on-One – follow our Instagram for the latest releases: https://www.instagram.com/brandonefd/