S1Ep251 Franchisees First with PuroClean's President & COO, Steve White

Franchisees first is more than a leadership philosophy—it's a measurable strategy that has driven real results across one of North America's leading franchise systems. For Steve White, President and COO of PuroClean, this approach has become the foundation for building a high-performance brand with strong franchisee alignment and sustainable growth.

With over 35 years of experience in the franchise sector, White has held senior leadership roles at brands like Domino's Pizza and Allegra Network. Since taking the helm at PuroClean in 2013, he has led the company through a period of extraordinary growth. PuroClean has more than doubled its number of franchise locations and achieved significant increases in system-wide sales and profitability. The common thread across all of this progress is a consistent focus on putting franchisees first.

This mindset is embedded into the way the organization operates. Franchisees are treated as strategic partners, not just operators. Their input is actively sought out and turned into actionable change. From onboarding and training to marketing support and technology implementation, the goal is to equip every owner with the tools and support they need to succeed in their local markets.

Listening is a key component of this approach. Through structured feedback channels like system-wide surveys and franchise advisory councils, leadership is able to understand what's working, identify pain points, and make data-driven decisions that benefit the network as a whole. This level of responsiveness helps strengthen trust and contributes to higher franchisee satisfaction and retention.

While many brands talk about culture, PuroClean has built its growth strategy around it. The franchisees first model reinforces accountability, improves communication, and increases performance across the system. That alignment between leadership and operators helps drive efficiency, consistency, and customer satisfaction.

Technology also plays a role. With documentation and compliance being critical in the property restoration space, PuroClean is investing in AI and operational tools to reduce manual workloads and improve accuracy. These innovations are implemented with franchisees in mind, allowing them to focus more on service delivery and customer relationships.

What makes this approach particularly impactful is that it scales. Whether supporting a brand-new franchisee or a multi-unit operator, the same principles apply. The company provides individualized guidance to help each location grow based on its unique goals and local conditions. That flexibility has helped PuroClean build a network that performs consistently across regions and continues to expand in both new and established markets.

Steve White's background as a U.S. Army Captain and his leadership within the International Franchise Association further reinforce the values behind the franchisees first model. His involvement in veteran initiatives, industry advocacy, and franchise education speaks to a broader commitment to service, ethics, and impact. That credibility has helped position PuroClean not just as a successful brand, but as a respected voice in the franchise community.

PuroClean's national presence, rooted in South Florida and operating in over 500 locations across North America, demonstrates the geographic scalability of this model. Franchisees are thriving in large metro areas and regional markets alike, supported by systems that are both adaptable and proven.

Franchisees first is not a slogan—it's a strategic operating model that produces results. By aligning leadership, field support, and individual owner goals, PuroClean has built a franchise system that delivers consistent growth while staying grounded in purpose. For other franchise brands looking to improve performance and network engagement, this case illustrates the power of putting people at the center of the business.

As the industry continues to evolve, models that prioritize franchisee success will be best positioned to grow, innovate, and lead.

Watch the full episode on YouTube.

About Steve White
Steve White is the President and Chief Operating Officer of PuroClean, a leading property restoration franchise with over 500 locations across North America. With more than 35 years of experience in the franchise industry, Steve has held executive leadership roles at Domino's Pizza, Allegra Network, and Signs Now. Since joining PuroClean in 2013, he has led the brand through significant growth in both scale and profitability by fo