A Commitment to Sustainability is at the Heart of LGC’s Franchise Family
At Lifetime Green Coatings (LGC), everyone — from the corporate team to franchisees — feels a genuine sense of ownership because they truly believe in the brand\’s eco-friendly mission: to protect our planet and strive to leave the world better than when we came into it.
Founded by chemist Michael Dzama (above, left) in 2015, LGC sets itself apart as the world’s first and only provider of all-natural, non-toxic floor coatings for homes and businesses. Since franchising began in 2022, LGC has grown into a thriving operation led by a dedicated leadership team and passionate franchise owners, affectionately known as “heroes.”
Recruiting the right franchisees is a top priority at LGC. Dzama and Brand President and COO Bill Isenhart personally interview every candidate to ensure they align with the company’s core values. “We don’t allow just anyone to join,” Isenhart explains. “We seek candidates who believe in our products and services and share our commitment to sustainability.”
Isenhart credits LGC\’s success to its people-first culture. “Our franchisees are the face of LGC in their local markets,” he says. “It’s essential for our heroes to be deeply integrated in their communities, through local business connections and charitable support.”
LGC’s commitment to its franchisees extends beyond providing a business model. The company prioritizes transparency and ongoing support. “From day one, we provide our franchise heroes with extensive information and access,” explains Darla McKnight, VP of franchise support. “Communication is front and center and we provide this through our National Franchise Council, Mission Based Councils, regional and annual meetings.”
Continuous education and training have also been a big part of LGC\’s franchise success and satisfaction. “We offer interactive courses and guides on topics like new installation practices, innovative product launches, managing a sales team and growing a profitable business,” says Paul Polheber, VP of learning and development. “This comprehensive training ensures our franchisees can effectively apply their knowledge.”
While franchising is all about proven processes, Isenhart warns that sticking to old ways can lead to falling behind. “To remain relevant, franchisors and franchisees must learn, unlearn and learn again. Every franchisor and franchisee in today’s business world must continually reinvent themselves to stay relevant and stay on the cutting edge to what our customers’ needs are,” says Isenhart. “That’s truly owning it!”
Q&A: Greg Bateman, Multi-Unit Franchisee Since Oct. 2023
1. Why Lifetime Green Coatings?
After a long corporate career, I found myself at a crossroads in my early 50s, torn between retiring, continuing in the same field or trying something new. A franchise consultant reached out, and although I knew little about franchising, she educated me on the industry and eventually introduced me to Lifetime Green Coatings. The timing was perfect, as I was already considering upgrades to my home’s garage. I was drawn to LGC\’s patented technology, the early growth stage of the market and the low overhead. After reviewing the FDD and attending discovery day, I decided to pursue the opportunity.
2. What did you do before this?
I spent most of my career in software sales to the federal government, so this has been quite a change. Initially, I wasn\’t looking to franchise, but the more I learned about the model and LGC, the more I saw an opportunity. I was particularly excited about entering a growing market in my area with significant potential.
3. What do you love about the business?
As a tech enthusiast, I love the chance to disrupt a market. Our proprietary material works well beyond garages — on patios, driveways, walkways, pool decks and commercial settings, giving us a competitive edge. I’m also excited about the financial opportunity — building equity in my own business has more potential than just investing in the stock market.
4. How are you owning it?
In my 50s, I realized that if I didn’t pursue my dream of running my own business now, I might never do it. My goal is to build a strong business with a capable management team, giving me the freedom to live in Europe for a few years before I have grandkids.
For more information about the Lifetime Green Coatings franchise, visit https://lifetimegreencoatings.com/franchise-opportunities/.
