Chairman’s Message
Mark W. Davis, PuroClean Chairman & CEO
Dear PuroClean Franchise Owners and Stakeholders,
PuroClean is ON THE MOVE! As many of you know all too well, 2024 was a soft year for property insurance claims in the U.S. and Canada. Even though the North American market was down, PuroClean was, once again, able to grow revenue and market share in both the U.S. and Canada. Congratulations!
Over the past year, we have seen severe weather events cause tremendous damage across North America, displacing families and challenging communities. Our hearts go out to those affected. We are incredibly proud of the way our teams have stepped up. Many of our Franchise Owners and their crews have been busier than ever, reporting tremendous success, particularly in the commercial and large loss sectors. Signal Restoration continues to be a vital strategic partner, referring commercial jobs to qualified Franchise Owners from coast to coast. In addition, PuroClean referrals to Signal on large commercial jobs continues to grow, resulting in significant referral fees to PuroClean Franchise Owners.
We are also celebrating some major achievements within the PuroClean family. President’s Circle is one of the incredible opportunities for Frank and me to connect, reflect, and celebrate the outstanding accomplishments of our top-performing Franchise Owners. This year, as we gather in Los Cabos, Mexico, this exclusive event is a testament to what can be achieved by following our system and executing The PuroClean Way.
Looking ahead, our focus is now on Convention, which this year will take place just outside of Dallas, TX. This is the biggest event of the year—a time to learn, collaborate, network, and celebrate our collective success. If you haven’t already registered, we strongly encourage you to make plans to attend. You won’t want to miss out on this opportunity to connect with your fellow Franchise Owners, gain valuable insights, and be part of something truly special. Frank and I hope to see you at Convention!
PuroClean is ON THE MOVE!
At your service,
Mark W. Davis Chairman & CEO
President’s Letter
Steve White, PuroClean President & COO
Dear PuroClean family,
The New Year is off to a great start at PuroClean! We have big goals and plans to grow our company. All of these plans have their beginnings with you, our Franchise Owners. We gathered your input through our annual franchise satisfaction survey last fall. We then discussed it with our Network Leadership Council (NLC). The NLC always helps us interpret your comments and then distill them down to actionable plans. The product of all this work can be found in our NLC Action Log, which is always published for everyone to see. As of this writing, we have already had our first follow-up call with the NLC to ensure we stay on track in accomplishing everything.
One of the biggest priorities we have this year is increasing engagement. In the survey, we asked you to tell us your level of engagement in our system. While our overall level of engagement compares favorably to other franchise networks, it is not high enough for us. We want you to be fully engaged so you get the most value you can possibly attain. We desperately want to help you grow and operate a thriving and profitable business.
If you want to get more engaged, I encourage you to reach out. Reach out to your Regional Director, to your region’s NLC member, or to anyone on the Support Team, including me. Our highest and best is always reached when helping you grow and thrive; please let us do that for you!
One conclusion from our NLC meeting was that engagement begins for many people by attending Convention. So, if you have not attended, or perhaps have not attended in a while—we want you! Expect to see us go out of our way to convince you of the value of attending our Convention. The PuroClean family of Franchise Owners is more giving and supportive than any other I have had the honor to serve during my 39 years in franchising, and you see this happen at its best at Convention. This year it is at the Gaylord Texan in Grapevine (Dallas), Texas, from June 12th to the 14th. I really hope to see you all there.
Steve White President & COO
The PuroClean Company Magazine
Editor-in-Chief
• Alex Pericchi, Vice President of Marketing & Online Learning Creative Director
• Mark R. Camin, Graphic Designer Managing Editor
• Tanya N. Ragbeer, Marketing & Communications Manager Associate Editor
• Chrissy VanderWyde, Vice President of Franchise Relations Copy Editor
• Dara Rosen, Marketing Copywriter Company Officers:
• Alex Pericchi, Vice President of Marketing & Online Learning
• Bud Summers, Executive Vice President of Operations & Training
• Chrissy VanderWyde, Vice President of Franchise Relations
• Duane Marker, Chief Financial Offcer
• Frank Torre, Vice Chairman
• George Hernandez, Senior Vice President—Commercial Operations/ Signal Liaison
• Gordon Gamble, Chairman & CEO of PuroClean Canada
• Jason Reis, President & COO of PuroClean Canada
• Jean-Paul Nathaniel, Controller
• Margaret Chebat, MBA, Vice President of Account Management
• Mark W. Davis, Chairman & CEO
• Michael Brodarick, General Counsel
• Nick Hindle, Chief Information Officer
• Rob Drexler, Vice President of Operations—Commercial Storm
• Scott Sandel, Vice President of Sales
• Steve White, President & COO
• Tim Courtney, CFE, Vice President of Franchise Development Contributors & Writers:
• Alex Pericchi, Vice President of Marketing & Online Learning
• Chrissy VanderWyde, Vice President of Franchise Relations
• CJ Bailey, Director of Software Management
• Dara Rosen, Marketing Copywriter
• Darren Hudema, WLS, Director of Training & Technical Services
• George Hernandez, Senior Vice President—Commercial Operations/ Signal Liaison
• Josh King, Marketing & Client Support Manager, PuroClean Canada
• Lauren Daley, Marketing Assistant
• Margaret Chebat, MBA, Vice President of Account Management
• Mark R. Camin, Graphic Designer
• Mark W. Davis, Chairman & CEO
• Michael Brodarick, General Counsel
• Nick Hindle, Chief Information Officer
• Sherri Spohn, Director of Sales & Franchise Growth
• Steve White, President & COO
• Tanya N. Ragbeer, Marketing & Communications Manager
• Tim Courtney, CFE, Vice President of Franchise Development
Special Thanks to Our Franchise Owners:
• Adam Feldmann & Steven Feldmann, Cedar Rapids, IA
• Ana Ospina, Austin, TX
• Chris Nowak, Linwood, NC
• Chris Sanford, Warwick, RI
• Israel De La Vara & Dalila Vazquez, Austin, TX
• James Hoover, Broken Arrow, OK
• Kimberly & Gregory Arianoff, Hilo, HI
• Manuel Opazo & Victor Gutierrez, Zephyrhills, FL
• Nelson & Sujey Rivera, Livingston and Parsippany, NJ and Eugene, OR
• Phil & Cathy Peters, Chardon and Macedonia, OH
• Ricardo Herdan & David Shiffman, Aventura, Davie, Downtown Miami, and East Orlando, FL
• Sam Springer, Justin Lo Iacono, & Andrew Shumaker, East Cobb, GA
• Tyrone Thomas, Jr., San Diego and Spring Valley, CA
• Wayne Terry, Jacksonville, FL
FEATURES
The mission of the HEARTBEAT is:
• To provide important information about our company by creating great content to help improve effectiveness and ultimately success for our Franchise Owners and their businesses.
• To celebrate achievements because our Franchise Owners and their team members work hard and their efforts deserve recognition, and to make everyone else aware of each other’s success so they can copy best practices and make their businesses more successful too.
• To build community by publishing information and pictures to celebrate the notable events and information in our Franchise Owners’ lives, and to help them connect with each other on a more personal level.
ACTIVE COLLABORATION
ALEXPERICCHI
VPOFMARKETING &ONLINELEARNING
nfamily! how things happen when we work ur success isn’t about one person-it’s about in Active Collaboration.From our Franchise nd their awesome support teams to the ffice and our marketing partners;we’reall in
gether. marketing partners help share our storyfar and de. Franchise Elevator builds trustwith media coverage, while RocketBarn and LocalAct make sure customers nd you online. Bright Pink keeps our digitalpresence andsocialmediafreshand engaging! Your localstories are powerful!Share them andyou strengthen the entire PuroClean brand. It all adds up, creatingmore buzz and drivinggrowthforallofus. Thanksfor everything you do! Everysuccess is shared, and ourcollectivespirit drives the PuroClean brand forward.Together, we’re unstoppable!
HEARTBEAT is a quarterly publication of PuroSystems, LLC., 6001 Hiatus Road, Suite 13, Tamarac, FL. Telephone: 800-775-7876, Fax: 800-995-8527. There is no charge for the first copy of each issue to all PuroClean Franchise Owners. Additional subscriptions are $80 annually. The contents of this publication may not be reproduced in whole or in part without the consent of the publisher. We are not responsible for claims by advertisers or other third parties. 2025 All Rights Reserved.
For advertising opportunities, contact marketing@puroclean.com or call 800-775-7876.
Physical copies can be purchased by PuroClean Franchise Owners for $20, while supplies last. Free online version available on PuroDrive.
GET READY FOR THE EVENT OF THE YEAR!
CONVENTION 2 25
GAYLORD TEXAN RESORT & CONVENTION CENTER, GRAPEVINE, TX
JUNE 12TH - 14 TH , 2025
We are shaking things up for an electrifying experience filled with inspiring speakers, game-changing insights, unforgettable celebrations, and unparalleled networking opportunities! There will be more breakout sessions, more specific training, more networking opportunities, and much more fun—all designed to fuel your success and strengthen our thriving network. Clear your calendar now—big things are coming, and YOU are at the center of it all.
SNEAK PEEK OF THE AGENDA
Tuesday, June 10th
• Advanced Sales Training with Howie Wolf of HW3 Group
Wednesday, June 11th
• Cowboy’s Golf Club
Thursday, June 12th
• PuroWomen’s Growth Group
• NLC Meeting
• Marketing Training
• Reconstruction Training
• Expo Welcome Kick-Off Party
Friday, June 13th
• General Session
• Featured Speakers
• Sales Size-Based Training Tracks
• Networking Opportunities
• On the Move Awards Dinner
Saturday, June 14th
• PuroVet Forum
• Breakout Sessions on Storm Deployment & Program Work
• Farewell Celebration Party
Active Collaboration: A Shared Commitment
By Chrissy VanderWyde, Vice President of Franchise Relations
Active Collaboration is a cornerstone of success in today’s business environments, where diverse teams, rapid change, and complex challenges demand dynamic and effective teamwork. As one of PuroClean’s core values, Active Collaboration is more than just mere communication or task delegation—it’s a shared commitment to achieving common goals, leveraging individual strengths, and fostering an inclusive environment.
At the Home Office, Active Collaboration means working together with Franchise Owners, Support Team members, and partners to drive success across the network. It’s about open dialogue, problem-solving, and supporting one another to deliver the best possible service to our communities. By embracing this value, we strengthen the PuroClean family and empower each other to thrive.
At the heart of Active Collaboration are several key principles that drive our success:
Clear Goals and Shared Purpose: Effective collaboration begins with a clear understanding of the objectives and a shared commitment to achieving them. This alignment ensures that all team members are working in the same direction, minimizing conflicts and redundancies.
Open Communication: Transparent and consistent communication is essential. It involves listening actively, sharing ideas
freely, addressing concerns promptly, and fostering clarity and alignment to keep teams moving forward cohesively.
Trust: Trust is the foundation of collaboration. Team members need to feel confident that their contributions are valued and that they can voice their opinions without fear of judgment. Creating a psychologically safe environment encourages risk-taking and innovation.
Diversity and Inclusion: A diverse team brings a wide range of perspectives, ideas, and solutions. Inclusive practices ensure that every member feels empowered to contribute, enriching the collaborative process.
Accountability and Ownership: Collaboration thrives when individuals take responsibility for their tasks and hold themselves accountable. Clear roles, defined responsibilities, and regular progress updates help maintain momentum and ensure transparency.
Adaptability and Problem-Solving: In a fast-paced business environment, teams must adapt to changing circumstances and address challenges collaboratively. Flexibility and a willingness to experiment with new approaches are vital to building resilience and growth
The benefits of Active Collaboration are that it drives innovation by combining diverse ideas and expertise. It enhances
efficiency, as teams can pool resources and tackle problems more effectively. Moreover, it fosters employee engagement and satisfaction, creating a sense of community and shared accomplishment.
To cultivate Active Collaboration, businesses should invest in practices that build teamwork and communication skills. Leaders play a pivotal role in modeling collaborative behaviors and creating an environment where teamwork is prioritized. Regular team-building activities and feedback sessions help strengthen relationships and ensure alignment with organizational goals. Active Collaboration is not just a business strategy, it’s a cultural shift that prioritizes collective effort over individual achievement. By fostering an environment that values trust, communication, and inclusivity, businesses can unlock the full potential of their teams and achieve sustainable success in an increasingly interconnected world.
There are incredible examples of Active Collaboration at work throughout the PuroClean network. On any given day, Franchise Owners collaborate with one another, their teams, our strategic partners, and the Home Office Team, sharing jobs and resources and mentoring one another on best practices and operational excellence. It is this spirit of community that fosters Active Collaboration and strengthens and drives PuroClean to be a World-Class Brand.
NLC Engagement Helps Drive Momentum
By Chrissy VanderWyde, Vice President of Franchise Relations
Focusing on engagement and improving the PuroClean brand, the Network Leadership Council (NLC) works continuously with the Home Office Team to bring value to the network. This eight-member council, elected by their peers, brings passion, conviction, and outside of the box thinking to drive PuroClean’s ongoing evolution. Through the results of the annual franchise survey and their own due diligence, along with input from Home Office Leadership, we have compiled a list of actionable items to guide our focus for 2025.
Below is the list which remains posted on PuroDrive.com where you and your teams can follow the progress throughout the year.
OPERATIONS
• FBR Survey Participation: Allocate time at the end of each regional meeting to allow owners to take the survey.
• NLC to present at regional meetings on topics to help foster engagement.
• Create a clearly communicated plan to promote group equipment purchases, emphasizing the cost-saving benefits and logistical details.
• 3% Challenge: Model, establish, and implement training on ancillary services to drive revenue to the bottom line.
• Regional Directors to use the Bell Curve format to determine level of Franchise Owner engagement.
• Consistent Customer Experience: Establish a Customer Experience Audit Team.
- Form a dedicated two-person team tasked with evaluating the entire customer journey, from initial phone contact to the final goodbye.
- Create a structured framework to assess customer experience, including key touchpoints, scenarios, and metrics for evaluation.
- Compile and document best practices based on evaluations to provide a consistent standard for customer interactions.
- Establish a regular schedule for the audit team to conduct evaluations, ensuring consistency and thorough coverage.
- Develop a process to provide actionable feedback to staff based on audit findings and track improvements over time.
- Provide training to the audit team on how to objectively evaluate customer experiences and deliver constructive feedback.
- Set up a system for documenting, analyzing, and sharing findings from the audits with relevant teams and leadership.
- NLC and Leadership to design the criteria.
- Sub-Committee: Alex Pericchi, Darrel Depot, Keegan Trudgen, Dennis O'Brien, and Tomas Mejia
BUSINESS DEVELOPMENT
• SLA Reference Guides and Materials: Create cheat sheets and PPE video for technicians to use at a glance prior to the job.
• Establish a shared Google Doc that is continually updated with the latest information, policies, and procedures to serve as a central knowledge hub.
• Organize training sessions or workshops focused on improving (SLA) drafting and negotiation skills.
INFORMATION TECHNOLOGY SECURITY COMPLIANCE (ITSC)
• Improve proficiency with Microsoft tools (Office 365, Teams, SharePoint, etc.).
• Roll out specific Microsoft solutions tailored to organizational needs.
• Establish Microsoft as the core productivity ecosystem.
• Model cost effectiveness of Microsoft tools for the brand.
PUROVET PROGRAM
• Convention breakout for PuroVet.
• Symbol on nametag that shows they are veterans.
MARKETING
• NLC confirms to eliminate the Water Cooler feature on PuroDrive.com.
• Determine how to encourage Franchise Owner participation on social media:
- Host a workshop or webinar to educate owners on the value of using Instagram, TikTok, and other platforms to promote their businesses.
- Develop step-by-step guides or cheat sheets tailored to owners on how to effectively use Instagram, TikTok, etc., including posting, engagement, and content ideas.
• SEO Education and Training:
- Organize workshops or training sessions on SEO fundamentals.
- Establish "SEO Season" campaign, financial season, large loss season etc.
- Create an SEO Resource Hub: Compile SEO best practices, tools, and resources into a shared Google Doc or knowledge base for easy reference.
• Breakout the Marketing Fund in other ways to show investment vs. return on investment.
COMPLIANCE CONVENTION
• CPR Eligibility Requirements: Provide financials and come to Convention to qualify for CPR.
• Set goal to have 100% of new owners since 2024 Convention attend 2025 Convention.
• Change up the Convention template every two years to keep it fresh.
• Incorporate Convention fees into franchise fee for new owners.
• Open the Welcome Reception early for new owners and coordinate and NLC led welcome for them.
• Establish a mentorship initiative specifically for Convention.
• Organize light-hearted, interactive activities like cornhole, etc.
• Speed dating idea for opening night (Ice Breakers).
• Post-Awards event with a night club vibe to include a live band.
• Education and Planning for Taxes: Higher revenue producing owners.
• Peer Group Q&A Panel
• Storm Training or Deployment
• Commercial Sales Training
• Business KPI's Panel
• Revisit golf outing time slot. Should it be moved?
• Research keynote speaker who can present on AI.
• Later start to days: 9:00 AM - 4:00 PM
• Research Sanctum Sales Training: Ask Jason Reis
• Repair training
• Social breaks more frequent and less time.
• Financial incentive to attend Convention: Registration fee rebate or a percentage of sales rebate.
- Generate model to share with ownership for consideration.
FRANCHISE OF THE YEAR AWARD
• Proposal to Update Criteria:
- Score on a three year measurement for growth.
- Increase baseline mitigation to $2.5 million.
PRESIDENT'S CIRCLE INCENTIVE TRIP
• Explore consideration for Multi-Unit locations with multiple partner owners—allowing the partners to attend as well and to not have pay their fees.
ACADEMY TRAINING
• Incorporate more emphasis on business management vs. production and technology.
2024 HOME OFFICE AWARDS
By Tanya N. Ragbeer, Marketing & Communications Manager
This past January, our Support Team gathered in Tamarac, FL, for Kickoff Week. This event unites our teams at Home Office to align within departments, set ambitious goals for the year ahead, and celebrate the past year’s achievements.
Espousing our core value of Active Collaboration, we came together as
ONE TEAM, cross-collaborating for strategic planning and brainstorming to enhance processes, foster innovation, and better serve our brand and Franchise Owners.
Closing our Kickoff Week team meeting, Steve White shared an inspiring outlook for 2025, followed by thoughtful insights from our Executive team. That
SERVANT LEADERSHIP AWARD:
Michael Brodarick
Voted PuroClean Canada’s ‘Most Favourite American’ in 2015, Michael "Mike" Brodarick was raised in Kentucky and attended the University of Kentucky, where he represented his college in varsity ice hockey. He later pursued a law degree at Nova Southeastern University in South Florida, a decision influenced by the “proximity to the beach.” His parents also own a condo in South Florida, which added to the ease of the decision.
After law school, Mike moved to Atlanta in 2008 but found there were better job opportunities in Florida. His first job, as a clerk at Florida’s 17th circuit court in Fort Lauderdale, focused on researching and writing for felony, criminal, and civil cases. He later transitioned to a law firm specializing in construction litigation, working on cases involving major insurance companies such as Citizens, Travelers, CNA, and Zurich.
Mike found the law firm environment unfulfilling and driven purely by billable hours. Looking for a change, Mike was intrigued by the PuroClean job posting online. Despite having no franchise experience, his background in construction law made him a strong candidate. He was hired in 2013 after interviews with executives, including then-CEO Lauren Reid, who informed Mike of his resignation prior to Mike's start date. Nonetheless, Mike started with PuroClean, working primarily with franchise mediations.
Now, as General Counsel, Mike oversees a range of legal matters, including partner agreements, franchise agreements, FDD updates, vendor contracts, and trademarks. In his early years at PuroClean, Franchise Owner disputes were a significant focus of his role, especially concerning non-compete violations and unpaid royalties. Over time, the company’s growth and leadership changes shifted his responsibilities. Since joining in 2013, he has witnessed PuroClean’s expansion from $65 million in systemwide sales to an expected $500 million.
Mike appreciates the variety in his role compared to traditional law firms. His job includes travel, which allows him to connect with colleagues and Franchise Owners in different settings. He values these relationships and enjoys the diverse challenges his role presents. He also appreciates the opportunity to travel to
evening, Mark W. Davis and Frank Torre joined us as we wrapped up the week with well-deserved recognitions and festivities at our annual team dinner and awards ceremony.
Congratulations to our three outstanding team members, honored for their exceptional contributions and unwavering dedication throughout 2024.
, General Counsel
company events such as President's Circle and Convention, where he can engage with Franchise Owners, team members, and industry partners in a more personal and collaborative setting.
Outside of work, Mike spends time with his wife, Jamie, and daughter, Gigi. He no longer plays ice hockey and now enjoys golf, swimming, and hot yoga to stay active. He and Gigi share a love for nature walks and swimming, creating special father-daughter moments outdoors. Running was once a deeply meaningful part of his life—he ran daily and even competed in a triathlon and a half marathon. However, an injury forced him to step away from the sport, leading him to explore new ways to stay active and maintain his well-being.
Mike was surprised and honored to receive the Servant Leadership Award. He expressed appreciation for his colleagues' recognition and noted his respect for past winners, including Jack Boyd, from whom he learned about the industry and franchise operations. He also expressed appreciation for Chrissy VanderWyde, having won the award ahead of him, and feels he is in good company.
His award reflects his years of dedication and contributions to PuroClean’s continued success. Mike remains committed to upholding the company’s values and fostering a culture of collaboration, mentorship, and service.
ONE TEAM AWARD: Javier Palma, Strategic Partner Relations/Large Loss Logistics
Javier “Javi” Palma’s journey is one of perseverance, resilience, and an unwavering commitment to helping others. Originally from Nicaragua, he arrived in the United States at the age of 14, seeking better opportunities. With his family’s support, he navigated the challenges of a new country and learned to balance a job and night school while overcoming language barriers—
experiences that shaped his character and work ethic. His career began in warehouse operations, shipping, and logistics, where he gained valuable expertise. When the COVID-19 pandemic shifted his path, Javi spent time exploring new opportunities before finding his place at PuroClean.
Javi has been a dedicated member of the Home Office team for three years, working closely with Chrissy VanderWyde and George Hernandez. His role—preparing trailers for dispatch, managing inventory, and maintaining equipment—goes beyond logistics. He plays a vital part in PuroClean’s disaster response program, ensuring our Franchise Owners have the resources they need in times of crisis.
Beyond that, Javi is always ready to lend a hand, whether assisting in the office, keeping the workplace running smoothly, or supporting his teammates. His cheery countenance makes
RD OF THE YEAR AWARD: Gabriel Lugo, Regional Director
For Gabriel Lugo, the path to the restoration industry was unexpected, but it became his true calling. Born in Hollywood, California, to Argentinian parents and growing up in the San Fernando Valley, Gabriel learned the value of hard work early, spending his summers helping his father run restaurants instead of attending summer camps. This work ethic would later define his career.
Gabriel began his career in 1985 working for a premiere franchisor in the printing industry, becoming a certified printing press trainer and helping their new franchise owners launch successful businesses. He excelled in franchising, working across multiple brands, taking on roles in operations, leadership, and franchise development before transitioning to restoration in 2005. His firsthand experience as a business owner—having owned and operated a textile cleaning franchise— gave him a well-rounded perspective. These experiences shaped his leadership style, which he has embraced as a Regional Director with PuroClean since 2019. His philosophy is simple but powerful: seek first to understand, build trust, and be a voice of reason.
Beyond his professional life, Gabriel is a devoted husband and father. Married to Michelle for 23 years, they recently embraced a mobile lifestyle, exploring new places, while he continues his leadership
its way through the office every day, bringing positivity and laughter to those around him. “What I love most is the opportunity to help others and be part of the solution,” Javi shares. “It’s fulfilling to see the impact of my work, especially during difficult times.”
Outside of work, Javi’s passions include traveling and football (soccer). He’s an avid fan of the sport, watching everything from the World Cup to league matches, and enjoys traveling to new places with his family. Married for 24 years to his wife, Jessy, Javi takes great pride in their son, Jeremy, a Marine Biology student at Florida International University, and finds fulfillment in giving him opportunities beyond those of his own humble beginnings.
Receiving the One Team award is an honor Javi doesn’t take lightly. “It means a lot to see my efforts recognized, but I don’t do it for recognition—I do it because that’s who I am."
at PuroClean. Their daughter, Gabriella, 19, is a source of great pride and joy. An avid outdoorsman, Gabriel enjoys biking, hiking, and fishing, fully embracing the freedom and balance he has cultivated. In quieter moments, he loves spending time with his family, enjoying a nice glass of wine, and sitting by a fire, reflecting on his life's journey.
Gabriel was the inaugural winner of the Regional Director of the Year award in 2019, and this year, Gabriel achieved another milestone by winning his second Regional Director of the Year award, a first in PuroClean history. Now, with a diamond added to his ring, he remains humbled by the honor. "I was so shocked that the words couldn’t come out," he admits. "It’s not about the title but the recognition of the work we do as a team. If anything, it brings me closer to my colleagues because I know I couldn’t have done it without them. But I won’t lie— it’s pretty cool to have two.”
Employee Updates
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LET'S WELCOME OUR NEW FRANCHISE OWNERS
Chris Haddadian & Lale Haddadian
Van Nuys, CA
Crosby "Chris" Haddadian and Lale Haddadian have called the San Fernando Valley their home for over 18 years. With diverse professional backgrounds and a shared commitment to excellence, they bring a wealth of experience and passion to their respective fields and communities, and are excited to be the co-owners of PuroClean of Van Nuys, California.
With more than 26 years in information technologies, sales, marketing, and project management and over 30 years in construction, welding, and heavy equipment, Chris prioritizes providing exceptional customer service. He firmly believes that “the customer signs our paycheck, which means we bring our customers the best service experience we can provide.” In his personal time, Chris enjoys golf, traveling, spending time with family, and supporting his local community, first responders, and military personnel.
Raised in the heart of Southern California and a proud resident of the San Fernando Valley, Lale brings over 17 years of business management experience in the retail sector and 10 years of experience as an Operations Director for a construction company. Her expertise in strategic oversight and operational excellence has led projects to success and driven customer satisfaction. An avid animal lover and community advocate, Lale champions initiatives that bridge the gap between businesses and communities, ensuring a positive and lasting impact. Together, as siblings, Chris and Lale are deeply committed to giving back to their community and supporting those in need. By leveraging their extensive backgrounds and shared values, they strive to elevate the standards and quality of their respective industries while fostering a thriving and compassionate environment for all.
Welcome to PuroClean, Chris and Lale.
Neil Baudouin & Jack Morisset
Pompano Beach, FL
Othneil "Neil" Baudouin and Jacques "Jack" Morisset, Jr. are the proud co-owners of PuroClean of Pompano Beach, Florida.
Neil brings extensive leadership experience in various industries, aligning business and technology strategies to transform his approach to disaster response services.
Before joining the PuroClean network, Neil cultivated a robust career in human capital management technology. Now, transitioning over to the restoration industry, he brings his analytical thinking skills and empathetic customer engagement to the PuroClean network.
Neil joined PuroClean to provide support and comfort during times of need, inspired by the brand’s dedication to reliability, empathy, and responsiveness.
Jack brings over three decades of engineering expertise to the restoration industry. Since 1994, he has built a distinguished career specializing in telecommunications. His journey into PuroClean was deeply personal, inspired by two of his best friends from grade school, who are now his business partners. For Jack, this venture is more than a business. A dedicated family man, Jack has been married for almost 15 years to his wife, who shares his passion for helping couples build strong relationships and has made them a guiding force in their community.
Neil and Jack are excited to bring PuroClean’s industry-leading restoration solutions to Pompano Beach. They are committed to building a business that not only restores properties but also restores peace of mind to families in need.
Please join us in welcoming Neil and Jack to the PuroClean family!
Caryn Hackney & Denise Hackney
Jamesburg, NJ
Caryn Hackney and Denise Hackney, the mother-daughter duo behind PuroClean of Jamesburg, New Jersey, bring a wealth of experience in leadership, operations, and customer service to their restoration business. With backgrounds spanning healthcare, insurance, hospitality, and business management, they are dedicated to delivering expert restoration services with both efficiency and compassion. Caryn, the matriarch of the team, spent over 34 years directing the membership department of a regional health insurance carrier, where she led a team of 180 and managed nearly 2 million transactions annually. She oversaw enrollment, billing, and reconciliation for government programs like Medicare and Medicaid, demonstrating invaluable expertise in compliance, process management, and stakeholder collaboration—skills that will now serve her well in the restoration industry.
Following her mother’s footsteps of strong leadership and service, Denise has built a versatile career across multiple industries, including healthcare, retail sales, and restaurant management. Most recently, she managed a family-owned restaurant for 10 years. While she thrived in hospitality, one of her most fulfilling roles was as a flight attendant, where she traveled the country and connected with people from all walks of life. Now, she channels her passion for customer care into ensuring every PuroClean client receives personalized attention and support. For Caryn and Denise, restoration is more than fixing properties—it’s about helping their community recover from life’s unexpected challenges. Their dedication extends beyond work to their lively football rivalry, with Caryn cheering for the 49ers and Denise for the Cowboys.
Welcome to the PuroClean team, Caryn and Denise.
Rob Bowers, Jeremy Music & DJ McDaniel
Milan, IL
Rob Bowers, Donald "DJ" McDaniel, and Jeremy Music bring diverse expertise and deep local ties as the co-owners of PuroClean of Davenport, Illinois. With 40 years in the restaurant and hospitality industry, Rob brings exceptional skills in team building, customer service, and operations.
Previously a Vice President of Operations overseeing 25 franchise locations, Rob will now take on an administrative role, coordinating their team and focusing on the customer experience.
DJ has 30 years of experience in construction, bringing a hands-on approach and strong multitasking abilities that will assist him in his new role as PuroClean of Davenport’s operations leader, where he will be driving daily business operations.
Jeremy, a lifelong entrepreneur with an MBA from Northwestern, combines experience in real estate, franchising, and technology. He will focus on marketing efforts to help drive business growth.
Motivated by their shared passion for helping others, Rob, DJ, and Jeremy joined PuroClean to deliver reliable, compassionate, and transparent services during challenging times. As active members of their community and avid family men, they look forward to making a positive impact and establishing PuroClean of Davenport as a trusted restoration partner in the region.
Please welcome the PuroClean of Davenport team to the family!
Miguel & Mindy Rocha
Lakeville, MN
Miguel Rocha is the proud owner of PuroClean of Lakeville, Minnesota, bringing a passion for serving others, fostering trust, and delivering strategic value. Before joining PuroClean, Miguel gained extensive leadership experience in driving enterprisewide strategies that strengthened communities. Miguel also made an impact at Mortenson Construction, where he developed forward-thinking approaches to support communities that drove timely and effective solutions.
Miguel’s motivation behind joining PuroClean comes from his unwavering commitment to helping people in times of greatest need, as well as his passion for creating positive impacts within the communities he serves. Miguel and his team have a commitment to providing compassionate, reliable, and responsive service during times of crisis.
Miguel’s wife, Mindy Rocha, is an experienced and strategic enterprise leader with deep expertise in Human Resources. A trusted business partner and ethical advisor to executive and community leaders, she provides valuable guidance and fostering collaboration to achieve organizational goals. Currently the Vice President of Talent Strategies at Equality Health, she leads the People and Culture strategy for a multi-state healthcare organization. In her PuroClean franchise, Mindy will handle office administration, hiring, and HR.
In their free time, Mindy and Miguel are busy shuttling their golf-loving 6-year-old Sebastian between courses—where he’s recognized as the best golfer in the state— and spending winters at the rink as he plays AAA hockey.
Please join us in welcoming Miguel and Mindy to the PuroClean team!
Josh
Ayers & Robert Lassotovitch
Porterville, CA
Joshua "Josh" Ayers and Robert Lassotovitch, co-owners of PuroClean of Porterville, California, are excited to join the PuroClean family. Lifelong Central Valley residents, Josh and Robert saw opening a nearby PuroClean as a no-brainer.
With over 75 years of combined experience and deep roots in multi-generational contracting, Josh and Robert bring extensive expertise to PuroClean. Between them, the duo holds numerous certifications with the IICRC and has Master certifications in Water and Fire cleaning and restoration. After 14 years as independent contractors, they have joined PuroClean to stay ahead of industry trends and gain valuable resources.
Robert is a Marine Corps veteran and past American Legion Commander, who is active in his local Catholic church, and is a long-standing member of the Board of Directors of the County Builders Exchange.
Josh is an accomplished amateur race car driver with a career spanning 20 years. He has spent the last several years helping his kids and friends with their Future Farmers of America (FFA) projects. Turning it into a passion, he and his family now live on a farm with several types of animals, and having developed a relationship with the local animal shelter, Josh also fosters animals.
Beyond restoration, they actively support their community through the American Legion, their local Chamber of Commerce, and the County Builders Exchange. They have also volunteered with Habitat for Humanity and delivered yearly contributions to Toys for Tots and the Porterville Agri-Business men's luncheon.
Welcome to PuroClean, Josh and Robert.
Kelly & RJ Sudberry
Fort Worth, TX
Kelly and Reinaldo "RJ" Sudberry, coowners of PuroClean of West Fort Worth, Texas, are excited to join the PuroClean family. Kelly, who owns and operates a salon, and RJ, a U.S. Air Force veteran with a background in maintenance, are excited to embrace PuroClean’s Servant Leadership culture as it relates to assisting their community.
Kelly and RJ are Arizona natives and experienced business owners, who along with RJ’s parents, decided to move to Texas two years ago looking for more land to start a small farm on and be closer to other family members. After uprooting their lives and moving cross country, the family realized it would be a good time to embark on the journey of business ownership. RJ was attracted to PuroClean’s veteran-focused mentality and the overall theme of serving people during their greatest times of need.
The Sudberry family, who live and work on a farm together, all have a part to play in their new PuroClean business venture. RJ will act as the head technician, while Kelly will manage their marketing and scheduling. Kamren, their oldest daughter, will be part of the sales team and act as marketing assistant, while RJ’s parents will help with record-keeping.
As a team, the Sudberry family works to keep the farm going in their free time and enjoys their home-grown food. Kelly loves to craft and cook, while RJ enjoys coaching his children’s little league team and playing video games with them.
Welcome to the PuroClean team, Kelly and RJ!
2025 CONGRATULATIONS
NFT GRADUATES
January
Caryn Hackney & Denise Hackney
– Jamesburg, NJ
Lale Haddadian
– Van Nuys, CA
Josh Ayers
– Porterville, CA
Kelly & RJ Sudberry
– Fort Worth, TX
Miguel & Mindy Rocha
– Lakeville, MN
Neil Baudouin & Jack Morisset
– Pompano Beach, FL
Rob Bowers & DJ McDaniel
– Milan, IL
Top
Bottom row l-r: Miguel Rocha, Josh Ayers, Mark W. Davis, Jack Morisset, Lale Haddadian, Rob Bowers, Allen McMillan
row l-r: Darren Hudema, David Bermudez, Marlym Duenas, DJ McDaniel, Kelly Sudberry, RJ Sudberry, Neil Baudouin, Jordan McMillan, Caryn Hackney, Denise Hackney
Leading Through Engagement
Insights from the Network Leadership Council
By Dara Rosen, Marketing Copywriter
In an industry driven by resilience and service, Active Collaboration and engagement are essential to long-term success.
PuroClean’s Network Leadership Council (NLC) plays a pivotal role in strengthening the connection between the Franchise Owner community and the Home Office Team. Comprised of elected Franchise Owners from each region and one at-large member appointed by Home Office Leadership, the NLC serves as a bridge—ensuring open communication, shared knowledge, and collective growth.
These accomplished leaders not only run successful businesses but also support and mentor their fellow Franchise Owners, helping to elevate the entire network. In this feature, NLC members share their insights on the importance of collaboration, success strategies, and the transformative power of engagement—working together as ONE TEAM, we grow stronger and achieve more together.
Network collaboration helps Franchise Owners face challenges and achieve success.
“Greater collaboration within the PuroClean network ensures that Franchise Owners are not operating in isolation. Instead, they are part of a cohesive team that leverages shared knowledge, resources, and relationships to overcome challenges and deliver exceptional results. ”
— Tyrone Thomas, Jr.
“We are only as strong as our weakest franchise. So, we all need to be held accountable and work together to achieve a World-Class Brand.”
— Brett Dalrymple
“Leaning on others who have gone before you is an opportunity that can't be undervalued. Everyone has had to solve the problems of staffing, scaling, and getting rooted in the community you find yourself in to get consistent work. We've all had to overcome those challenges ourselves and have either leaned on others or gotten creative to find solutions. Don't underestimate the power of getting involved in the regional meetings, Convention, or reaching out to your neighboring franchises. You just might find someone else has already found the answer to your current problem.”
— Jeff Jensen
“The greatest value in being part of this franchise is that you can lean on your fellow Franchise Owners. They provide significant value to any organization.”
— Darrel Depot
It's essential that Franchise Owners get involved to make a greater impact.
“Take advantage of the regional meetings and Convention. Join a growth group. Reach out to your neighboring Franchise Owners. I have learned so much from all of the above and continue to learn. Once you get some wind behind you, you will naturally want to get involved in more.”
— Tyson Bostrom
“A rising tide raises all ships, including yours, so anything that you can do to build the PuroClean brand will benefit your business, even if others also benefit.”
— Keegan Trudgen
“Lean into the resources, follow the system, and engage with the community. One of the best ways to get more involved is by attending PuroClean’s regional meetings and annual Conventions. These events offer an incredible opportunity to network with fellow Franchise Owners, exchange ideas, and learn from industry leaders. The reason you chose to join PuroClean in the first place was likely because of the established system that’s proven to work. Don’t reinvent the wheel—use the system!”
— Tomas Mejia
“Don't quit, everything takes time. Keep showing up and lead by example. You'll find that others are willing to work hard for those who are willing to go first and get their hands dirty, and other Franchise Owners want to help those who are willing to help themselves.”
— Jeff Jensen
“Actively participating in franchise council meetings, regional gatherings, and national conferences allows Franchise Owners to stay informed, voice their perspectives, and contribute to system-wide improvements. Engaging in discussions and providing feedback ensures that their insights are heard and considered in decision-making processes.”
— Izzy El Kehal
It's important for Franchise Owners to be tuned in to all communications from the Home Office.
“Communications like The PULSE and A DOSE of Marketing & Sales provide critical updates on companywide initiatives, operational changes, and upcoming marketing campaigns. Keeping up with internal communications ensures that Franchise Owners and their teams are aligned with the broader corporate mission and vision. It promotes consistency in brand messaging, service delivery, and customer experience across the entire network.”
— Tyrone Thomas, Jr.
PUROCLEAN CARES
Good job to Wayne Terry from PuroClean in Jacksonville, FL, for his dedication to the Boots on the Ground charity. Each year, Wayne and his team care for 3,000 boots, honoring fallen military heroes at events with photos and stories of their service. Thank you for your commitment to this meaningful cause!
PUROCLEAN CARES
Amazing work, Israel De La Vara & Dalila Vazquez from PuroClean in Austin, TX, as well as their amazing team for supporting Wear Red Day and raising awareness of heart disease. They wore red in solidarity with the Home Office to show their support for this cause.
Phenomenal job to Charles Foley, BDR for Chris Sanford’s PuroClean in Warwick, RI, for hosting a successful Lunch & Learn with a local insurance associate! Excellent work engaging with the community and strengthening the PuroClean brand. Keep it up!
PUROCLEAN CARES
Great job to James Hoover of PuroClean in Broken Arrow, OK, for his involvement in the 2025 Tulsa Chili Bowl National Championship. James’s son, Emilio (not pictured), drove a Shriners Children’s Hospital-sponsored car, while James hosted Owen Mahan (not pictured), a former Shriners patient who survived severe burns as a child. Now a double amputee, Owen continues to inspire others with his strength and courage.
Congratulations are in order for Olga Lehua Arianoff on being crowned Miss Hawai'i Island's Teen 2025, a preliminary competition for Miss America! Olga is the Administrative Services Specialist and daughter of Kimberly & Gregory Arianoff at PuroClean of the Big Island in Hilo, HI. We’re so proud of her achievement!
Remarkable work to Ricardo Herdan & David Shiffman from PuroClean in Aventura, Davie, Downtown Miami, and East Orlando, FL, for becoming Premier Partners with the Southeast Florida Apartment Association! This partnership strengthens their support for property managers, builds valuable connections, and enhances community engagement.
Shoutout to Cheryl Cameron, BDR for Phil & Cathy Peters' PuroClean locations in Chardon & Macedonia, OH, for being recognized by the Nordonia Hills Chamber of Commerce for her 2024 contributions. Partnering with local groups is a great way to strengthen community ties.
Shoutout to Scott LaBeau, BDR for Tyrone Thomas, Jr.’s PuroClean locations in San Diego and Spring Valley, CA, for organizing a Lunch & Learn event, teaming up with a vital business partner, and connecting with a management company to teach them about PuroClean’s services. Keep up the great work, Scott!
Fantastic work by Chris Nowak of PuroClean in Linwood, NC, for hosting fellow PuroClean Impact Group members— Bridget Nowak, Sandra White, Michael Sobczak, Tim Walsh, Jeff Jensen, Aurelian "Rush" Calafeteanu, Mark Hayes, and Daniel Thompson— from across the region for their bi-annual in-person meetings! This is a fantastic example of meaningful Active Collaboration.
Congratulations, Ana Ospina, of PuroClean in Austin, TX, on a double milestone! Recently celebrating her 1-year anniversary as a PuroClean Franchise Owner, Ana also successfully delivered her first CE class—a 3-credit course on hoarding and how home contents can escalate water or fire damage restoration costs. Well done, Ana, on strengthening local partnerships and positioning your location as a property damage restoration expert.
A huge congratulations to Tanya N. Ragbeer, Marketing & Communications Manager, on receiving the Most Valuable Chamber Member Award from the Tamarac North Lauderdale Chamber of Commerce! Her dedication, expertise, and passion make her an invaluable part of our Home Office Team.
Kudos to Nelson & Sujey Rivera from PuroClean locations in Livingston & Parsippany, NJ and Eugene, OR, for receiving the Award of Excellence—Most Charitable, at the Garden State Awards by the New Jersey Apartment Association. This honor celebrates their generosity, commitment to the community, and PuroClean’s core value of Servant Leadership.
PUROCLEAN CARES
Stellar job to Charles Visalli, BDR for Manuel Opazo & Victor Gutierrez’s PuroClean in Zephyrhills, FL, for participating in an annual community BBQ event in support of their local wrestling team! They sold a variety of delicious barbeque to the community, raising money for a great cause!
Hats off to Sam Springer, Justin Lo Iacono (not pictured), & Andrew Shumaker (not pictured) of PuroClean of East Cobb, GA, for winning the Best Disaster Remediation category in My East Cobb magazine’s Best of 2025 Awards—two years in a row! This well-deserved recognition highlights their commitment to Relentless Customer Service and The PuroClean Way.
Outstanding work by Steve White, President & COO, for joining Stan Friedman on the Franchise Today podcast to discuss his journey from serving in the Army to leading PuroClean. The podcast was a great conversation and a reminder of the power of Servant Leadership and working toward a shared mission.
PUROCLEAN CARES
Wonderful work to Nathen Dlouhy, BDM for Adam Feldmann & Steven Feldmann’s PuroClean in Cedar Rapids, IA, for partnering with the Iowa Valley Habitat for Humanity to support a local resident. Their generous contribution of time and materials is a true reflection of their commitment to selfless service.
FRANCHISE OWNER SPOTLIGHT
Tyrone Thomas, Jr.
By Michael Brodarick, General Counsel
Since joining the ranks as a PuroClean Franchise Owner in 2021, Tyrone Thomas, Jr. has experienced rapid success. In his first full calendar year of operation, he exceeded $1.4 million in sales, setting a strong foundation for growth.
His commitment to excellence and customer service has fueled his rapid expansion, with three thriving locations in San Diego and Spring Valley, California.
A two-time President’s Circle honoree, Tyrone is an engaged and dedicated member of the PuroClean network. He actively participates in Conventions and Regional Meetings, always seeking ways to elevate his business and contribute to the brand's success. As a valued member of the Network Leadership Council (NLC), he plays a crucial role in fostering collaboration and innovation within the franchise community.
Tyrone and his team have embraced creative marketing strategies, maintaining a strong presence on social media with engaging content that showcases their expertise and company culture.
His passion for both restoration and community service is evident
in everything he does. In this spotlight, Tyrone shares his journey, the lessons he’s learned, and the strategies that have helped him build a successful and resilient business.
What attracted you to PuroClean?
When my partners Marife (our Office Manager), Sean (my brother and Production Manager), and I were looking for business opportunities, PuroClean immediately stood out.
The brand’s strong presence, bold colors, and reputation caught our attention, but it was the company’s culture and vision that sealed the deal for us.
PuroClean isn’t just another restoration company—it’s a brand that values its Franchise Owners, its employees, and most importantly, its customers. We wanted to be part of something bigger, something that aligned with our values of integrity, quality, and community service.
What first got you interested in the restoration industry?
It was completely unplanned. About 15 years ago, I was searching online for jobs related to environmental safety. I came across a posting for a production technician in the restoration industry, and something about it intrigued me. I decided to take a leap of faith and applied.
Once I got into the industry, I quickly realized how rewarding it was.
Every job was different, every day brought a new challenge, and most importantly, I was making a real difference in people’s lives. That’s what hooked me. This wasn’t just a job—it became my career and my passion.
My journey in restoration started with one of PuroClean’s competitors. Working in the field gave me a hands-on education in property restoration. That experience was invaluable, not just in understanding the technical aspects of the job but in learning how to handle customers during what can be one of the most stressful times of their lives.
What do you enjoy most about running your business?
The most fulfilling part is being able to help people when they need it most. Disasters don’t discriminate, they can happen to anyone, at any time. When a family’s home is flooded or a business suffers fire damage, they’re overwhelmed, stressed, and looking for answers.
Being the team that steps in to restore not just their property but their sense of security is incredibly rewarding.
Beyond that, I love that we get to give back to our community. Through organizations like Feeding San Diego and the Youth Assistance Coalition, we support local initiatives that help families in need. Sean and I both grew up in modest households, so we understand how important community support can be. Giving back isn’t just something we do—it’s part of who we are as a company.
What’s been your biggest business challenge, and how did you overcome it?
The biggest challenge came in 2024 when claims and job volume dropped by 29%. It was an eye-opener, forcing us to reassess our strategies and push through tough times.
We overcame it by staying focused on what we do best—providing quality service and maintaining strong relationships. Instead of cutting corners or panicking, we leaned into our work ethic, doubled down on marketing, and continued to show up for our customers. That resilience is what kept us moving forward.
How do you build a strong and loyal customer base?
It comes down to three core principles: exceptional service, communication, and genuine care.
This isn’t just a business transaction. People are relying on us to restore their homes and businesses. When they see that we truly care, they come back and refer others.
We don’t take shortcuts, we don’t rush jobs, and we don’t treat customers like just another number.
We focus on quality over quantity, and that has made all the difference.
What marketing strategies have been most successful for you?
Our approach to marketing is a mix of digital, in-person networking, and strategic partnerships.
We partner with RocketBarn for search engine optimization and RevLocal for local rankings, making sure we’re easily found when people need us. Our Business Development Representative, Scott, follows a structured daily route to connect with potential clients and referral partners, and Tyler, our Social Media
and Content Manager, manages this inhouse to keep our brand visible and engaged with our community.
Some of our strongest relationships have come from attending industry events and collaborating with vendors who share our values.
If you could go back and change one thing about your business journey, what would it be?
In the beginning, we scaled up quickly—hiring, buying equipment, expanding—because demand was high. Looking back, I would have been more strategic about growth, keeping a closer eye on overhead and financial sustainability. The 2024 slowdown taught me the importance of balancing expansion with financial stability.
What
advice would you give to a new PuroClean Franchise Owner?
Earn every job. Don’t rely on corporate leads—go out and build relationships.
Work harder than your competitors and be ready to put in the hours, especially in the early years. If you’re willing to put in the effort, this business can be incredibly rewarding.
What do you enjoy doing in your free time?
Sean and I love playing golf—it’s a great way to disconnect and reset. Occasionally, Marife joins us for putting practice. Marife also enjoys gardening and spending time with family and friends. Worklife balance is important, and having hobbies outside of business helps keep us grounded.
Tyrone Thomas, Jr. with his team, donating 1,059 lbs of food to support families in need at the 2023 Feeding San Diego event.
Tyrone Thomas, Jr. with Jason Reis, Mark W. Davis, and Frank Torre at a golf outing at the 2023 President's Circle event in Napa, CA.
Tyrone Thomas, Jr. with his BDR, Scott LaBeau, and Social Media and Content Manager, Tyler Mcilquham, from his PuroClean locations in San Diego and Spring Valley, CA.
PROPEL
PuroClean's Innovative Approach to Franchise Development in 2025
By Tim Courtney, CFE, Vice President of Franchise Development
PuroClean is launching an innovative franchise development initiative called PROPEL, designed to accelerate growth through targeted in-market events across key U.S. markets. This strategic program represents a departure from traditional franchise recruitment methods, offering a fresh approach to connecting with qualified candidates who can strengthen our network. These carefully curated gatherings provide a unique opportunity to gain an insider's perspective on the PuroClean franchise experience in an intimate, high-impact setting.
The PROPEL program, which launched in February 2025, will host a series of eight carefully orchestrated events across five major market areas: Las Vegas, NV, San Francisco/San Jose, CA, Minneapolis/St. Paul, MN, Queens/Brooklyn, NY, and Boston, MA. These locations were
selected based on their strong potential for PuroClean franchise expansion and strategic market opportunities.
"Our value proposition is embodied in the PROPEL name itself," explains Phil LeBlanc, Director of Strategic Growth. “Whether you are an entrepreneur looking at our industry for the first time or a seasoned restoration professional, the systems, expertise, and resources of PuroClean are designed to PROPEL your success in restoration. In short, PuroClean is the Force Multiplier.”
A significant advantage of the PROPEL program is its integration with major industry events. The Las Vegas meetings, for example, coincided with the NAHB International Builders' Show this past February, while the New York events will align with the International Franchise Expo this coming June. This synchronization maximizes efficiency and creates
additional networking opportunities for franchise candidates. At each event, the Franchise Development team will emphasize the importance of our differentiating culture and position as a force multiplier in the restoration industry.
The PROPEL program will highlight PuroClean's comprehensive support system, including our Relentless Customer Service, powerful partnerships, operational tools, and robust marketing support.
The PROPEL initiative demonstrates PuroClean's commitment to innovative growth strategies that maintain our high standards while expanding our presence in key markets.
Please contact your Regional Director for more information about participating in PROPEL events in your region or referring potential PuroClean Franchise Owners.
SOC 2 Compliance: What It Is and Why It Matters to Us
By CJ Bailey, Director of Software Management, and Nick Hindle, Chief Information Officer
In today's digital landscape, organizations handle vast amounts of sensitive data, making cyber securty and risk management top priorities. To build trust with customers and partners, companies must demonstrate their ability to safeguard data effectively. One of the most recognized frameworks for this is SOC 2 compliance. PuroSystems achieved SOC 2 Type II compliance on December 1st, 2024, thanks to cross-functional work spearheaded by Rigo Charfauros, IT Compliance Administrator.
What Is SOC 2?
SOC 2 (System and Organization Controls 2) is a framework developed by the American Institute of Certified Public Accountants (AICPA) to assess an organization’s controls over data security, availability, processing integrity, confidentiality, and privacy. It applies to technology service providers, SaaS companies, and any business handling customer data.
Unlike regulatory frameworks like ISO 27001 or HIPAA, which apply industry-wide, SOC 2 is tailored to a company's specific operations. The framework is based on five Trust Service Criteria (TSC).
SECURITY
Protecting data and systems from unauthorized access and cyber threats.
PRIVACY
PROCESSING INTEGRITY
Verifying that data processing is complete, valid, accurate, and timely.
SOC 2 Comes in Two Types
SOC 2 Type I – Evaluates the design of security controls at a specific point in time.
SOC 2 Type II – Assesses the effectiveness of controls over a defined period (typically 6-12 months).
A Type II report is more comprehensive, demonstrating that an organization consistently follows security best practices.
AVAILABILITY
SOC 2
Trust Service Criteria
Managing personal data in accordance with privacy policies and best practices.
How We Achieved SOC 2 Compliance
Ensuring systems remain operational and accessible as promised.
CONFIDENTIALITY
Securing sensitive business and customer information.
Earning SOC 2 certification requires time, effort, and strategic planning. Rigo led this initiative, working alongside Nick Hindle, CIO; Chrissy VanderWyde, VP of Franchise Relations; and Mike Brodarick, General Counsel, among others, to achieve this milestone in just under 11 months. Their dedication and hard work made this accomplishment possible.
As a company entrusted with sensitive customer data, investing in SOC 2 compliance allows us to participate in a competitive market. By adopting SOC 2 best practices, we have strengthened our cyber security posture, enhanced customer trust, and unlocked new business opportunities.
How SOC 2 Benefits PuroClean
Builds Customer Trust – With rising cyber threats, customers need assurance that their data is secure. SOC 2 certification demonstrates our commitment to security, builds credibility, and is a table-stakes for doing business. By proving we have stringent security measures in place, we enhance trust, reduce risk, and gain a strong competitive advantage in the market.
Helps Attract Potential Partners – Many partners require SOC 2 compliance before doing business. An available SOC 2 report removes security concerns upfront and streamlines the partnership process.
This reduces delays and makes it easier to establish relationships, allowing us to expand our network and attract new business opportunities efficiently.
Enhances Internal Security – SOC 2 compliance isn’t just about a certification; it reinforces stronger internal security policies, requiring regular system audits, security updates, and adherence to best practices, resulting in a resilient cyber security posture and a lower risk of data breaches.
Reduces Risk and Liability – Security incidents can lead to legal issues, financial losses, and reputational damage. SOC 2 compliance mitigates these risks through proactive monitoring, incident response plans, and regular audits.
ALEX PERICCHI
FROM THE DESK OF VP
Hey PuroClean family!
OF MARKETING & ONLINE LEARNING
It’s amazing how things happen when we work together! Our success isn’t about one person-it’s about One Team in Active Collaboration. From our Franchise Owners and their awesome support teams to the Home Office and our marketing partners; we’re all in this together. Our marketing partners help share our story far and wide. Franchise Elevator builds trust with media coverage, while RocketBarn and LocalAct make sure customers find you online. Bright Pink keeps our digital presence and social media fresh and engaging! Your local stories are powerful! Share them and you strengthen the entire PuroClean brand. It all adds up, creating more buzz and driving growth for all of us. Thanks for everything you do! Every success is shared, and our collective spirit drives the PuroClean brand forward. Together, we’re unstoppable!
AALEX PERICCHI
Hey PuroClean family!
FROM THE DESK OF & ONLINE LEARNING
t PuroClean, our purpose extends beyond property restoration. Through PuroClean Cares®, we unite as ONE TEAM to uplift communities. Whether providing classroom supplies, honoring heroes, or spreading holiday cheer, our initiatives reflect a shared spirit of generosity.
In 2024, 14 franchise offices joined the PuroClean Cares®: Season of Giving campaign, bringing hope through food drives, gift donations, and acts of kindness.
We’re deeply grateful to our Franchise Owners, BDRs, and team members whose servant hearts amplify our impact nationwide. With resources like playbooks and media templates, we empower every office to create change locally.
Let’s keep the momentum going—serving communities, one act of kindness at a time.
It’s amazing how things happen when we work together! Our success isn’t about one person-it’s about
Scan this QR code to read more!
One Team in Active Collaboration. From ou anchise Owners and their awesome support teams to the
Manuel Opazo and Victor Gutierrez’s PuroClean in Zephyrhills, FL
Darrel Depot and Monica Chapman’s PuroClean in Williston, VT
Alexandra Fajardo and David Acosta’s PuroClean in Mineola, NY
Adam and Steven Feldmann’s PuroClean in Cedar Rapids, IA
Rankel, Beever, and McDermott’s PuroClean in Kingston, NY
Francis Fiolek’s PuroClean in Fairfield, CT
Trey and Janice Bell’s PuroClean in Elyria, OH
Wayne Terry’s PuroClean in Jacksonville, FL
Chris Sanford's PuroClean in Warwick, RI
Building an Ecosystem of Collaborative Success
By Margaret Chebat, MBA, Vice President of Account Management
In today’s fast-paced and ever-evolving business landscape, partnerships are not optional—they are essential. At PuroClean, we understand that the foundation of success lies in Active Collaboration with our clients.
This means going beyond transactional relationships to foster an ecosystem where mutual growth and shared achievements are not just goals but everyday realities.
The Art of Active Collaboration
Collaboration is more than a buzzword; it’s the heartbeat of how we operate. By actively communicating, engaging with, and providing excellent customer service to our partners, and their clients, we create an environment where trust flourishes and ideas flow freely. This is the cornerstone of our approach— but what truly sets us apart? It’s our
At the core of our success is a natural culture of encouragement and an unwavering focus on customer service. Every decision we make and every interaction we have is guided by our intention to provide exceptional service.
ingenuity, willingness to take bold risks, and commitment to celebrating achievements and identifying areas for improvement.
These qualities, combined with a culture rooted in positivity and unwavering support, enable us to stand out in the crowded marketplace.
Innovating Together for Growth
One of the most remarkable aspects of our partnerships is the co-creation of solutions. We don’t just work for our clients; we work with them. When challenges arise, we dive in together, taking a meticulous look at what isn’t working.
But we don’t stop there. We deconstruct the problem, reimagine the possibilities, and rebuild stronger and smarter. This process is not easy—it requires vulnerability, trust, and a shared commitment
to improvement. But it’s through this willingness to tackle difficulties head-on that we cultivate relationships defined by resilience and mutual respect. More importantly, this iterative process leads to exponential business growth—not just for us, but for our clients and partners as well. By identifying opportunities for innovation and streamlining operations, we help our partners achieve their business goals while simultaneously driving our shared success.
A Culture of Support, Positivity, and Service
At the core of our success is a natural culture of encouragement and an unwavering focus on customer service. Every decision we make and every interaction we have is guided by our intention to provide exceptional service. Our team members approach every challenge with a mindset of support and uplifting positivity. However, setbacks and failures don’t define us—our response does. By coupling emotional intelligence with a relentless pur-
suit of excellence, we turn missteps into stepping stones. This dual focus—delivering exceptional customer service while driving exponential business growth—is what enables us to not only meet our goals but consistently surpass them.
The Blissful Delusion of Perfection
Our pursuit of perfection might sound like a daydream—a blissful and intentional delusion, but this mindset is exactly what propels us beyond our goals. By believing in the seemingly impossible and striving for it with unwavering focus, we consistently achieve results that surpass expectations. This isn’t just optimism; it’s a strategic advantage. Our ability to envision success, even in the face of uncertainty, inspires our clients and empowers our teams. Together, we chart a course toward accomplishments that once seemed out of reach.
The Road Ahead
As we look to the future, our mission remains clear: to partner with our clients
CODY O’HARA | VICE PRESIDENT
in building an ecosystem of collaborative success. By continuously refining our processes, embracing innovation, and fostering a culture of support, we’ll not only meet our goals but redefine what’s possible.
Our overall intention is twofold: to provide excellent customer service and to promote exponential business growth. These objectives are not mutually exclusive—they are intrinsically linked.
When we elevate the service we deliver, we create new opportunities for growth and success, both for our partners and for ourselves.
We invite you—our clients, partners, and colleagues—to join us on this journey. Together, we can achieve extraordinary things.
Because when we collaborate actively, communicate openly, and innovate boldly, success is not just a possibility— it’s inevitable. Let’s keep building, creating, and thriving—together.
PuroClean & Signal Restoration
Focusing on Continuous Active Collaboration
By George Hernandez, Senior Vice President—Commercial Operations/Signal Liaison
PuroClean and Signal Restoration remain steadfast in demonstrating Active Collaboration, continuously leveraging their partnership to achieve greater success in the property restoration industry. By leveraging their combined expertise in Water Mitigation, Fire Restoration, Mold Remediation, and Biohazard Cleanup, they provide a comprehensive approach to disaster recovery. This partnership enhances our ability to respond quickly and efficiently to property damage services and provide our customers with Relentless Customer Service.
Both companies are well-known in the restoration sector. Signal Restoration specializes in large-scale commercial and catastrophic loss recovery, and PuroClean has a national franchise footprint for residential and commercial restoration services. The collaboration between both
companies focuses on sharing resources, expertise, and capabilities to expand their reach and improve service delivery.
We are two brands working together to achieve one objective— providing Relentless Customer Services to our clients in some of their most challenging times.
One of the ways that the companies collaborate is through multiple programs that
allow them to work together efficiently on property damage projects. The Signal OnCall program allows Signal Restoration to send assignments to approved PuroClean franchise locations where PuroClean acts as the first responder, participating partner, or full subcontractor. The Referral Incentive Plan allows for seamless referral of projects between both companies, enabling PuroClean to expand its capabilities while affording Signal a national footprint of quality restoration businesses.
Working together and collaborating on projects allows both companies to continually keep our customers at the highest priority and provide them with the services needed to restore their properties in the most efficient and concise timeframe. We are two brands working together to achieve one objective—providing Relentless Customer Service to our clients in some of their most challenging times.
The Power of Fostering Engagement to Drive Organic Growth
By Sherri Spohn, Director of Sales & Franchise Growth
Building connections between Business Development Representatives (BDRs), Franchise Owners, and the Home Office is essential for driving organic growth and creating a thriving network. Too often, BDRs feel isolated, working on an island without the confidence or resources they need to succeed. When we bridge the gap with Active Collaboration and engagement, the results speak for themselves.
One of the most impactful ways to support BDRs is by fostering opportunities for engagement. When Franchise Owners actively engage with their BDRs, they build confidence and create a sense of shared purpose.
This involvement fosters trust and provides the reassurance that BDRs are not navigating challenges alone. Franchise Owners who participate in their BDRs’ journeys help lay the foundation for long-term success by demonstrating commitment and offering hands-on support.
Collaboration within the broader network is another powerful way to drive
growth. Connecting with other BDRs to share wins, best practices, and lessons learned creates a community where everyone can grow together. Learning from peers and celebrating each other’s successes builds a culture of shared growth and achievement. By fostering this sense of community, BDRs can sharpen their skills and stay motivated to deliver results.
Engagement doesn’t stop at personal connections—it extends to utilizing the tools and resources available. Programs like our Marketing & Sales Town Halls have shown the incredible power of network-wide collaboration.
These calls bring together BDRs, Franchise Owners, and key members of the Home Office Marketing and Sales Teams to share insights and learn from each other’s experiences. This collective engagement not only strengthens relationships but also introduces fresh perspectives to help everyone elevate their game.
Another standout example of engagement are our Commercial Sales Classes.
These events provide opportunities for BDRs and Franchise Owners to connect, learn, and grow together.
By engaging in hands-on activities and discussions, participants leave with actionable strategies to drive organic growth in their territories. These classes reinforce the importance of Active Collaboration and the value of the tools and support provided by the Home Office.
When we focus on engagement, whether through Franchise Owner involvement, network-wide collaboration, or utilizing available resources—we set ourselves up for success. By coming together as a network, sharing knowledge, and providing the right tools and support, we all benefit and grow stronger as a community.
As we look ahead to the rest of the year, let’s commit to raising the bar through engagement and collaboration. Together, we can drive meaningful growth, build confidence, and create a thriving network that supports every member’s success.
By Josh King, Marketing & Client Support Manager
ACollaboration at the Heart of PuroClean Canada
t PuroClean Canada, collaboration is the foundation of our success. Whether it’s Franchise Owners working together, partnerships with industry leaders, or the unwavering support from our Home Office Team, collaboration and engagement are the key to overcoming challenges, improving customer satisfaction, and strengthening our national presence. As we close out another successful year, we reflect on the power of teamwork and celebrate the milestones that highlight our commitment to unity and excellence.
giveaways, and a dance floor that stayed busy all night long!
Canada Employee Updates
GTA Franchise Collaboration: A Night to Remember
In the fourth quarter of 2024, our Ontario GTA offices demonstrated the power of collaboration by hosting a customer appreciation event that brought together six Franchise Owners and over 130 brokers, adjusters, and industry partners.
The night was a resounding success, filled with great food, exciting prize
More than just an evening of celebration, the event reinforced the value of strong relationships within the industry and showcased PuroClean’s dedication to providing Relentless Customer Service. The overwhelmingly positive feedback has sparked inspiration across Canada, with multiple locations already planning similar events for 2025. This initiative underscores how teamwork enhances brand visibility and customer engagement on a national scale.
Strengthening Our Operations Team: Welcome Roz Blackwell
PuroClean Canada is proud to welcome Roz Blackwell as our new National Compliance & Support Administrator. Joining our team in November 2024, Roz brings a wealth of experience in restoration and operations management. Her journey began in 2020 with OnSide as an Operations Manager in Ontario before transitioning to Nova Scotia, where she led CAT operations during major disasters such as Hurricane Fiona. Most recently, she played a pivotal role in restructuring First OnSite’s Atlantic content division. With over 20 years of expertise in business management and operations, Roz is an invaluable asset in bolstering PuroClean Canada’s operational excellence.
Canada Franchise Owner Community Updates
Honoring Scott Hopkins: A Legacy of Dedication
After 14 years of outstanding service, we celebrate the well-earned retirement of Scott Hopkins, Franchise Owner of PuroClean Restoration Hamilton. Since joining the PuroClean family in 2010, Scott has been a cornerstone of our network, contributing to its evolution from a small group of passionate entrepreneurs to a powerhouse in the restoration industry. From countless tradeshows with the iconic "army of white shirts" to the unforgettable moments shared at Canadian Conferences, Scott has left a lasting impact. His leadership, camaraderie, and unwavering dedication will be greatly missed. As he embarks on this new chapter, we extend our heartfelt gratitude and best wishes to Scott and his family.
Canada New Franchise Owners
Josh & Steve McEvoy, PuroClean Restoration Truro
Josh McEvoy was raised in Truro, Nova Scotia, on Canada’s eastern coast, and launched his first business in the transportation industry at the age of 21. After successfully running it for several years, he sold the company to pursue his true passions in construction and real estate. In January 2020, Josh founded Eprius, where he serves as President. Eprius, now a thriving team of 16, is a full-time developer and general contractor based in the Truro area. Josh works closely with his team and subcontractors, specializing in both single-family and multi-family developments. Over the past five years, Eprius has completed over $25 million in projects within the Truro market. When not at work, Josh enjoys outdoor activities with his wife of 13 years, Brittany, and their two children, Lily (7) and Charlie (3).
Steve McEvoy holds a Doctorate in Leadership and Organizational Development from the Wagner Leadership Institute, specializing in Leadership Development. With extensive expertise in finance and legal operations, Steve plays a pivotal role in the success of his son’s company, Eprius. Steve’s wife, April, is a vital part of the family’s entrepreneurial endeavors as well, and together, they bring a strong foundation of support, collaboration, and a shared vision for growth to PuroClean Canada.
When the McEvoys discovered PuroClean and recognized it as an exceptional opportunity due to its robust training, support, and networking benefits, they could not help but want to move forward. While Eprius continues to thrive, PuroClean will operate alongside it, leveraging the resources and expertise of the family to ensure its development and success.
Paul Chana, PuroClean Toronto North
Paul Chana is a skilled entrepreneur with a background in contracting and construction. Following Mike Perry’s transition into retirement, Paul became one of the proud new owners of PuroClean Toronto North.
Alongside his partners, Paul brings a wealth of experience, innovation, and a shared commitment to building on the strong foundation Mike established. Together, they are dedicated to driving growth, delivering outstanding service, and embracing new opportunities to enhance the business's impact.
Rick Benn, PuroClean Restoration Durham
Rick Benn has a passion for growth and excellence in business. Through his friendship with Frank De Lio, Franchise Owner of PuroClean Restoration Niagara, Rick has gained valuable perspectives and is eager to embark on this exciting new venture.
Rick holds a Bachelor of Arts in Economics from Carleton University and has a strong background in finance, having worked as an advisor at RBC. His expertise in finance, combined with a natural talent for marketing and sharp business acumen, positions him well for success. Rick’s philosophy centers on continuous improvement—always striving for excellence. This venture is a family affair, with Rick joined by his wife, Sonya, and their two sons, Ryan and Andrew, who share his enthusiasm for the industry.
A Warm Welcome to Wade Luke Noble!
We are thrilled to announce that Jenny Noble, Vice President of Operations, and her family have welcomed their newest member, Wade Luke Noble! Arriving three weeks early at 6lbs 7oz, Wade surprised everyone with his early debut. His big brother Eli and big sister Briar are overjoyed with the newest addition to their family. As Jenny steps away from her corporate role to focus on her growing family, we will miss her presence but eagerly await her return later this year. Congratulations to Jenny, Christian, and the entire Noble family— and welcome to the PuroClean family, Wade!
ONE TEAM: PuroClean’s Path to Collaboration and Growth
By Darren Hudema, WLS, Director of Training & Technical Services
In the restoration industry, growth and success are fueled by a unified vision and collaborative effort. At PuroClean, the synergy between the Home Office Support Team and our Franchise Owners exemplifies the power of working as ONE TEAM. Through shared goals, strategic initiatives, and active industry engagement, PuroClean’s collaborative approach fosters growth and establishes a strong foundation for sustained success.
Central to this collaboration is PuroClean’s dedication to supporting Franchise Owners in their pursuit of excellence. This involves aligning corporate resources with franchise needs, providing top-tier training, cutting-edge technology, and ongoing operational support through Regional Directors and training at the PuroClean Academy. PuroClean’s commitment to equipping its franchises with the tools and knowledge necessary to thrive sets it apart in the competitive restoration landscape.
A shining example of this collaborative spirit is PuroClean’s involvement with the Restoration Industry Association (RIA). As a recognized leader in the industry, the RIA provides invaluable resources, networking opportunities, and educational programs that benefit restoration professionals, including franchisees. By being active members of the RIA, PuroClean Franchise Owners gain access to a wealth of industry insights and best practices, enabling them to stay ahead of emerging trends and challenges.
The benefits of RIA membership are multifaceted. Membership connects Franchise Owners to a network of likeminded professionals, fostering Active Collaboration and the exchange of ideas across the industry. This sense of community encourages franchisees to share experiences, learn from one another, and collectively elevate the standard of service they provide.
Additionally, the RIA’s training programs and certifications ensure that PuroClean
professionals remain at the forefront of industry expertise, reinforcing the brand’s reputation for excellence.
Moreover, RIA membership supports advocacy efforts that benefit the entire restoration sector. Mark W. Davis, our Chairman & CEO and member of the RIA Board of Directors plays a vital role in leading change and staying abreast of industry advancements. His leadership ensures that PuroClean and its Franchise Owners are well-positioned to adapt to and benefit from evolving industry standards, creating a competitive edge for the organization.
PuroClean’s ONE TEAM philosophy is evident in its approach to growth. By fostering Active Collaboration between the Home Office and Franchise Owners while leveraging the resources and opportunities provided by organizations like the RIA, PuroClean is empowered to excel.
This alignment ensures that every franchise delivers exceptional service while
contributing to the brand’s mission of restoring hope and rebuilding lives.
Take advantage of PuroClean’s Enterprise membership and join the RIA for an annual fee of $250. Being a member myself for over 35 years, I’ve found the return on investment to be immeasurable in business growth, career development, and the value I bring as a trainer.
Let’s show the industry that PuroClean is a collaborative leader through all our franchises being RIA members!
To join or renew your membership today, scan this QR code.
Check out the RIA! Join us at the upcoming convention, April 28 – 30, 2025, in sunny West Palm Beach FL.
To register for the RIA convention, scan this QR code.
2025 PUROCLEAN ACADEMY COURSE SCHEDULE
OCTOBER 20th – 24th AMRT Training NOVEMBER
3rd – 7th CLLPM
4th – 21st NFT 10th – 14th
We are here for all your printing and signage needs. Our easy-to-use PuroClean Website can be found at https://puroclean.allegraftl.com or by scanning the QR code above - If there is something you are looking for that is not on the website, you can reach out to Debby or Denis at 954-974-9511. They are happy to help. We ship directly to you at no extra cost via FedEx Ground to anywhere in the continental United States.
$10,000 YOU’LL EVER MAKE! THE EASIEST
Y ou play an important role in bringing new PuroClean Franchise Owners to the network, by sharing your enthusiasm for our brand, and encouraging those interested in seeking franchise opportunities.
As an added thank you, we want to remind you of the PuroClean franchise referral program. For qualified candidate leads who enter into a NEW PuroClean franchise agreement in any one of our available markets in the U.S., you will receive $10,000.*
If you know someone interested in becoming a PuroClean Franchise Owner send an email to sales@PuroClean.com with the details and contact information for your referral. It’s that easy!
Thank you for your contribution to the building and strengthening of the PuroClean Network.