After Serving in the Army, This Couple Found a New Mission—Restoring Homes With PuroClean in Wisconsin
When Jennifer and Jessie Wine explored business ownership, PuroClean wowed them with its veteran-friendly franchise model. The couple signed on, and since 2022 their PuroClean franchise has restored residential and commercial properties that sustained water, fire, smoke, mold and biohazard damage in the Burlington, Wis., area.
Jennifer, in the Army National Guard from 2001 to 2013, puts it this way: “What attracted me to PuroClean was the immediate sense of camaraderie and support I felt when meeting the team. It reminded me of the strong bond I had in the military, where a common goal united everyone.”
Jessie, who served from 2002-2010 and met Jennifer while they were both deployed in Bosnia, says, “What drew me to the brand was their unwavering commitment to veterans. The integrity and professionalism of the PuroClean leadership really resonated with my military background. I knew it was the right path after visiting their headquarters and seeing firsthand how aligned our values were.”
A Veteran-Friendly Franchise
The Wines say their military experiences give them a business edge. “The military taught me discipline, resilience and the importance of teamwork — all crucial in running a business,” Jennifer says. “Clear communication and strategic decision-making, which I developed as a combat medic, are skills I use daily as a business owner. Military service shaped my ability to thrive in high-pressure situations and lead my team effectively.”
Jessie says the military taught him preparation, adaptability and perseverance, which are “essential in the emergency restoration industry. The Army’s core values —loyalty, duty, respect, selfless service, honor, integrity and personal courage — continue to guide my approach to business ownership. Our mission is to restore properties with the highest level of service, meeting our community’s needs with empathy and professionalism.”
PuroClean headquarters helps with “unparalleled support, with a clear focus on servant leadership,” Jennifer says. “The culture of extreme ownership resonates with me. It aligns closely with my military background, where integrity and accountability are paramount. PuroClean’s leadership embodies these values by leading boldly in the community and fostering a culture of teamwork and collaboration. The entire leadership team is dedicated to ensuring our success as franchise owners.”
PuroClean’s Leadership
Jessie echoes that praise. “PuroClean’s leadership has exceeded all expectations. Training and ongoing support are exceptional. Their commitment to servant leadership, as well as fostering a culture of collaboration and ownership, mirrors the principles I learned in the military. The culture they’ve built is not just about running a business, but about showing up for customers in their time of need with compassion and professionalism. PuroClean’s leadership team made it clear that our success is their priority, and that sense of camaraderie has made a world of difference for us.”
In managing their staff of five, the Wines strive for the same camaraderie. “I focus on creating a strong team culture where everyone feels valued and motivated,” Jessie says. “I believe in leading by example.” His civilian jobs included a stint in the insurance and restoration field, “an experience that fueled my desire to open my own business and made PuroClean the perfect fit.”
He and Jennifer see franchise ownership as a rich opportunity for themselves and other veterans because they can tap their discipline, leadership and problem-solving abilities. The Wines have added finance and marketing to their skill sets to further power their success, and “it’s been incredibly rewarding to see the business grow,” Jennifer says.
The Wines say that choosing a veteran-friendly franchise like PuroClean has allowed them to apply their military values to a business that serves their community. “The training and ongoing support from corporate have made all the difference,” Jennifer says.
PuroClean encourages community involvement in the locales where its 450-plus units operate. Franchises are available in the United States and Canada, and military veterans are eligible for a discount.
The Restoration Industry
The restoration industry is thriving and recession-resistant, valued at approximately $7.1 billion. With the rising frequency and severity of natural disasters, demand for restoration services is expected to continue growing.
For more information about the PuroClean franchise, visit www.purocleanfranchise.com.
