Turning a Failing Franchise Around w/ PuroClean’s Steve White

What does it really take to lead a struggling franchise brand back to growth and keep it thriving for more than a decade?

Steve White, President and COO of PuroClean, shares the hard-earned lessons from his career turning underperforming organizations into award-winning, rapidly growing franchise systems. With a military background that shaped his servant leadership approach, Steve opens up about how putting franchisees first became the foundation for PuroClean’s transformation.

From his early days at Domino’s Pizza during its fastest growth years to taking on PuroClean when franchisees were leaving in droves, Steve walks us through the realities of stepping into a system in crisis and the mindset required to turn it around. He reveals why his first six months were focused on listening, rebuilding trust, and making franchisee profitability the #1 priority.

Steve explains the importance of measurable success metrics, like annual sales per employee and per truck, and how making franchisees more profitable fuels reinvestment and system-wide growth. He also shares how strategically-timed franchisee satisfaction surveys became a powerful roadmap for continuous improvement.

We also dive into how to build a franchisee-first culture, hire team members who align with your values, and navigate challenges like franchisees who want to “innovate” before mastering the system. Whether you’re leading a mature brand, launching a new concept, or looking for leadership inspiration, this episode is a masterclass in steady, values-driven growth.

Connect with Steve

Linkedin: https://www.linkedin.com/in/steve-white-b1a2661/

Email: [e-mail]

Website: https://www.puroclean.com/

Episode Highlights:

• Steve’s military background and how it shaped his leadership style
  
  
• Lessons from Domino’s Pizza during its fastest growth years
  
  
• Walking into PuroClean amid franchisee dissatisfaction and decline
  
  
• Six-month focus on listening, culture, and profitability
  
  
• Using key metrics to drive franchisee success and reinvestment
  
  
• Building a franchisee-first culture from the top down
  
  
• Hiring for cultural fit and servant leadership values
  
  
• Creating a giving and collaborative franchisee community
  
  
• Handling resistant franchisees and channeling innovation effectively
  
  

Connect with Tracy

Personal LinkedIn: https://www.linkedin.com/in/tracy-panase/

JBF LinkedIn - https://www.linkedin.com/company/jbfsale

JBF Franchise System - https://jbfsalefranchise.com/

Email: [e-mail]

Connect with Shannon

Personal LinkedIn - https://www.linkedin.com/in/shannonwilburn/

JBF LinkedIn - https://www.linkedin.com/company/jbfsale

Website - https://shineexecutivecoaching.com/

Email - [e-mail]