Customer Demand for Mold Services Created a Natural Opportunity for Franchise Expansion
No matter where you live or what style or size of house you own, homeownership is an exercise in upkeep. Things go. Paint colors fade. Roofs leak. Kitchen appliances fail. And those common ailments are a best-case scenario. If a home suffers from a mold invasion, it can affect not only the structure of the house, but the indoor air quality — and worse, the health of the people living there.
The Environmental Protection Agency says mold can begin growing when wet materials are not dried within 24 to 48 hours, making leaks, flooding and excess humidity urgent concerns for homeowners. The Centers for Disease Control and Prevention also reports that people in damp buildings may experience respiratory symptoms and infections, as well as developing or worsening asthma. With homes constantly vulnerable to moisture, many homeowners need professional help to find the source, remove the mold and keep it from returning.
Mold is a serious issue — one David Potts, the CEO of several USA Insulation franchises in the Midwest, encountered frequently. Yet he was at a loss. When home-insulation customers learned they had issues with mold, he didn’t have anywhere to steer them. So, he decided to solve his own problem by broadening his franchise empire. In 2024, he acquired Mold Medics in Toledo, Ohio, then in 2025, he expanded into Southeast Michigan.
“Mold kept showing up in the course of our work at USA Insulation, and we didn’t have a solution for our customers,” says Potts. “The companies we could refer to were bigger outfits that weren’t always focused on communication, simplicity or a smooth homeowner experience.”
Sharing Synergies
Mold Medics allowed Potts to bring his customer-centric approach to a much-needed space. “Mold Medics attracted me because we could bring that service in-house and help homeowners understand what’s happening, what needs to happen, and we can guide them through the process with less friction and more confidence.”
The move made sense. USA Insulation and Mold Medics share many synergies, including their parent company, Threshold Brands. “Insulation and moisture control are closely related. In some situations, a lack of insulation or poor air sealing can contribute to conditions that allow moisture to build up, which can increase mold risk,” notes Potts. Insulation problems and mold tends to happen in the same areas of the home: attics, crawl spaces, basements and ventilation/HVAC-adjacent spaces.
“In these cases, the homeowner is usually trying to solve a bigger ‘home performance’ problem — comfort, air quality, humidity or recurring issues they can’t quite pinpoint.”
Moving Forward
Running multiple businesses is challenging, and Potts’ days are a mix of planned tasks and reactive problem-solving. He thrives on building teams and systems and delivering an excellent customer experience. “Some days it’s smooth, some days it’s putting out fires, but as long as we’re protecting the customer experience and keeping the team aligned, we’re moving in the right direction,” he says.
His leaders help him accomplish this — and he leans on them heavily to see what’s happening in the field. His goal isn’t perfection, but more to keep things moving. He has daily check-ins, where he solves problems to “unblock the team.” He oversees the process and regularly monitors performance to see what’s working, what’s stuck and where his attention is needed most. “I want to tighten up systems, so we’re not relying on heroics or tribal knowledge to get results.”
Potts’ Mold Medics experience has been an exciting business move. “It’s still a growing brand, so there’s a lot of building happening — systems, standards, team development — all while serving the customer at a high level.” Potts appreciates the company’s impact. “Mold issues create uncertainty fast, and people want answers. Being able to step in, simplify the situation, and solve the problem is what makes it worth it.”
Customer Focused
Growth is important, but it’s not the goal — nor is it Potts’ immediate priority. “I’m not chasing a bigger map right now,” he says. “I’ve got the footprint I want. My goal is to get the fundamentals rock solid: playbook, customer experience and a team that delivers consistent results.”
Sure, there’s always a next move, but for now, he says, “I want the foundation right first.” A good lesson for all franchisees — and homeowners, too.
Learn more about the Mold Medics franchise opportunity.
