The Eco-Friendly Franchise Focuses on Community Impact and Sustainable Business Practices
When Lifetime Green Coatings™ founder and CEO Michael Dzama transitioned from his career in chemistry to starting his own business, he had one non-negotiable criterion: it had to be eco-friendly. “I wanted to do something I would enjoy, and wanted to make a difference for the planet and the people on it,” he says.
After finding years of success using this eco-friendly business model in other endeavors, Dzama turned his focus to testing a surface coating developed to be non-toxic and indestructible. “I didn’t create the coating, but I saw tremendous value in it,” he says. After three years of intense trials, Dzama saw that it lived up to its promises. He and his business partner built a franchise model around the coating, and launched Lifetime Green Coatings (LGC) in 2015.
LGC is a service-based company specializing in applying eco-friendly and durable coatings for homes and businesses, including garage floors, patios, driveways, hair salons, sports stadiums, restaurants and other commercial/retail spaces. “The applications are endless,” says Dzama. The coatings are non-toxic, safe for people and the environment, and offer a durable alternative to traditional coatings. “There is nothing else like it. Other products are harmful to your health and emit unpleasant odors.”
Move to Franchising
Although Dzama always intended to franchise the business, he and his partner took their time to streamline the model and build astrong infrastructure. A key part of this was meeting franchising expert Bill Isenhart in 2019, who now serves as President and COO. The franchise officially launched in October 2022 and quickly gained momentum. In its first year, Lifetime Green Coatings awarded 100 territories. As the company approaches itssecond anniversary, the franchise operates in 29 states, with 150 territories awarded.
A Culture of Care
LGC prides itself on a people-first culture, investing back into its network and always prioritizing its franchise owners, affectionately called “Heroes,” because of their significant impact on communities and the environment.
Recruiting the right franchise partners is paramount to Dzama and Isenhart. They personally interview every candidate to ensure a good fit. “We don’t allow just anyone to join. We seek franchisees who believe in our products and align with our core values,” they say.
LGC’s core values are integral to everything it does. Represented by the acronym G.R.E.E.N., these principles guide the company mission and vision: setting and achieving ambitious (GOALS), balancing profitability with fairness and integrity (REASONABLE PROFIT), committing to eco-friendly practices (ENVIRONMENTAL), striving for excellence (EXTRAORDINARY), and fostering growth and support for its members and the communities they serve (NURTURING).
The company’s Hero Academy training ensures franchisees are prepared and aligned with LGC’s overall mission and goals. “Our franchisee is our client, and we want them to deliver the same level of care and service to their customers,” Isenhart notes. “Our strong value system ensures consistent, top-notch service across all locations.”
Giving Back
Community involvement is a cornerstone of Lifetime Green Coatings’ mission. The company organizes various initiatives, including tree-planting drives during Arbor Day, food drives, and support for first responders and wounded veterans. One standout project is Heroes Ranch, a 450-acre retreat for first responders and veterans, where the company contributes services. During Thanksgiving, the company focuses on feeding people in homeless shelters and providing coats, hats and scarves. “The return we get from these activities grounds us,” Dzama explains.
Constant Innovation
The team at Lifetime Green Coatings is always looking for new ways to improve and innovate. From the company’s stunning metallic-marble finish to waterproofing basements, they continually test and develop new coating applications. “We spend a lot of time on testing and always challenge ourselves to find new opportunities,” says Dzama.
For more information about the Lifetime Green Coatings franchise, visit https://lifetimegreencoatings.com/franchise-opportunities/.
