S1Ep238 Franchising a Better Future for Aging in Place with Sean Fitzgerald

Aging in place is quickly becoming one of the most pressing issues for families, healthcare providers, and communities across the country. As the population ages and more seniors choose to stay in their homes longer, the question isn’t just how to support them medically—but how to ensure their living environments are safe, functional, and consistently maintained. For forward-thinking entrepreneurs and franchise leaders, this shift presents a unique opportunity to serve a growing market with lasting impact.

Sean Fitzgerald, President of TruBlue Home Service Ally, brings over three decades of experience in franchising to one of the most timely and purpose-driven concepts in the space today. With a professional background that spans leading brands like BrightStar Senior Care, Wireless Zone, and FYZICAL Therapy & Balance Centers, Fitzgerald has consistently focused on scalable models that combine strong unit economics with meaningful community contributions. His leadership at TruBlue reflects that same commitment, channeling his expertise into a franchise system that addresses the overlooked but critical needs of the aging in place movement.

TruBlue offers a franchise opportunity that stands out in the home services category by bridging the gap between traditional handyman services and senior care. While many brands focus on medical support, TruBlue is solving the other half of the aging in place equation: the home itself. Through scheduled maintenance, home modifications, and an emphasis on fall prevention, the company supports seniors in remaining independent for longer—while also appealing to busy homeowners who need trusted, high-quality home care without the risks of hiring unvetted contractors.

What sets the model apart is its emphasis on proactive service. Rather than waiting for problems to arise, TruBlue franchisees provide ongoing maintenance solutions that prevent issues before they become costly or dangerous. The brand’s unique subscription-based service helps build lasting client relationships, reinforcing trust and reliability over time. This level of care not only supports aging in place goals, it positions the franchise as an essential partner for families navigating the challenges of senior living.

The franchise’s growth has not come without obstacles. Awareness remains a significant hurdle, with many people unaware that services like TruBlue’s even exist. Seniors, in particular, are unlikely to initiate service calls, often due to pride or lack of awareness, making referral networks essential to the brand’s success. Fitzgerald emphasizes that partnerships with local medical professionals, senior care providers, and community organizations are key to market penetration. When referral sources understand the value TruBlue offers, the response is almost always the same: “Where have you been?”

That resonance with referral partners is just one part of what’s fueling TruBlue’s expansion. The business has also tapped into the broader homeownership market, where busy professionals and growing families are seeking a trusted partner to help manage routine home maintenance. From gutter cleaning and lightbulb changes to seasonal repairs and safety assessments, TruBlue’s offerings simplify the homeowner experience. And with rising concerns over unlicensed contractors, customers are eager for a vetted, insured, and professional alternative.

Fitzgerald credits much of the brand’s momentum to the franchisees themselves, encouraging each owner to become a trusted authority in their local community. Visibility is critical—whether that’s through speaking at senior centers, building relationships with realtors, or appearing on local news segments during fall prevention awareness campaigns. The mission is clear: establish the brand as a reliable ally in home safety a