Innovation And Leadership Define Lauer’s Path in a Male-Dominated Industry
ReCoat Revolution founder Angie Lauer says that being underestimated is her secret weapon. “I’ve experienced this quite a bit, but rather than let it slow me down, I’ve used it to my advantage. Being a woman in a male-dominated space allows me to fly under the radar. People didn’t see me coming. While they were busy dismissing me, I was busy building something better.
“I’ve turned the challenges into fuel. We’ve out worked the competition, out-served our customers and brought a cutting-edge approach to an industry that needed it. The wood flooring industry is very traditional. It hasn’t seen a lot of innovation or meaningful service improvements in decades. So when I came in with a fresh perspective, especially from the customer’s point of view, it disrupted the status quo.”
ReCoat Revolution spruces up hard-surface floors —concrete, vinyl tiles and linoleum in addition to wood —in just one day. The franchise’s quick, dustless process allows people to resume using their homes and businesses without needing to head for a hotel or temporarily shut down operations.
How It Started
The inspiration for ReCoat Revolution began at Lauer’s own home, she says. “I walked in after my husband Steve (pictured together below) completed what I now call the Clean ReCoat Process on our floors. He developed the process. We had a dinner party planned for that night, and I was a little nervous about how the floors would look. But our scratched, dull floors had been transformed in just a few hours. They looked beautiful.
“I wanted other homeowners to experience that same wow moment without the mess, stress or disruption that usually comes with refinishing floors. People deserve to know there’s a faster, cleaner way to bring floors back to life. Our mission has always been rooted in providing a service that solves an age-old issue in a simple, effective and affordable way. My passion has grown from there to include supporting our franchise partners as they build their businesses. It’s incredibly fulfilling to see our solution making a difference not only for clients but also for entrepreneurs across the country.”
Empowering Other Women
Lauer is a cheerleader for female entrepreneurs as well as for her brand. “Women at any stage of life, from any background, can start a business. I didn’t start ReCoat Revolution until I was 50, when the youngest of our four kids was about to graduate high school. Just by continuing to grow, lead and serve others well, I hope I’m showing other women what’s possible. Sometimes the most empowering thing we can do is simply keep going — and keep showing up — so others can see a path forward for themselves.”
When women explore business opportunities, she advises them to learn everything they can and to challenge anything they don’t understand. “Know your strengths and weaknesses. Then surround yourself with people who balance you out. Work with trusted people who share your values.”
ReCoat Revolution’s values are “caring deeply about our customers, their homes and the experience they have with us. That same level of care extends to our franchise partners. I take the trust our franchisees place in me very seriously. Helping them succeed is a responsibility I’m honored to carry and one I don’t take lightly.”
Why Choose ReCoat Revolution?
Founder Angie Lauer praises ReCoat Revolution for its:
- Flexible model. Owners can be hands-on or manage a team. “We meet you where you are in terms of time and resources.”
- Proven system. “I’ve been growing my business in St. Louis year after year while also building the franchise. I tell our franchise partners, ‘If I can do this while growing the brand, imagine what you can do with your full attention on your market.’”
- Proprietary products. Exclusive, high-quality products give franchisees a huge advantage.
- Home-based, quick-to-start model. “You don’t need a storefront or a big team to get going.”
- Excellent franchisee support. “Our support team tackles challenges right alongside our owners.”
For more information, visit ReCoat Revolution’s franchise website.
