Franchise Owners Bring Floor Refinishing Services to Texas and Ohio
Sometimes taking two different paths to ownership ends up with the same result.
Jennifer and Joe Worrel (above left, with family) are first-time franchise owners, who opened their ReCoat Revolution business in Southlake, Texas, in April. Jerod Martin (above, right) had already co-founded a business before opening his franchise in East Cincinnati, Ohio, in July.
The Worrels always considered entrepreneurship, but constant relocations for Jennifer’s career in the oil and gas industry made it difficult to plant roots in any one community. After landing in Southlake in 2023 with two middle schoolers, the couple went all in and started a business.
“We decided we didn’t want to move our kids again,” Joe Worrel says. “That commitment gave us the freedom to finally go all in on entrepreneurship.”
When Martin’s business was acquired, he took a role at another company, but found he missed the challenge of building something from the ground up.
“I realized it would be difficult for me to fully return to an employee mindset, so we decided to go all in, too. That’s when I was introduced to ReCoat Revolution.”
Lasting Value
ReCoat Revolution is an innovative home services brand that refinishes floors in one day, dust-free. Using proprietary products, the process is an eco-friendly alternative to traditional refinishing methods.
Since launching its franchise model in 2025, ReCoat Revolution has taken off, awarding 21 territories in just four months. “What drew me in was learning about the product and the redemptive process of restoring floors and bringing back their original beauty,” Martin says.
Early-Stage Challenges
Being early-stage franchisees presented challenges for both new owners, from skepticism about their product to lack of education about the process. “Unlike established brands where people come in with expectations, we’re starting from scratch, which means we can’t rely on brand recognition to drive business,” says Joe Worrel. “We’re essentially brand ambassadors.”
To get the word out, they focused on face-to-face opportunities, such as community and networking events, as well as through social media and targeted broadcast ads.
For Martin, the strength of the ReCoat Revolution network has been key. “There’s real value in having others who are just a few steps ahead who can share how they’ve navigated similar situations,” he says. “And having the founding Lauer family so actively involved that I can simply pick up the phone and call them. That kind of support is rare and incredibly meaningful.”
Both are bootstrapping in the early stages of ownership: Martin is “wearing all the hats,” from service calls to installations, and Joe Worrel is doing the same, running the day-to-day operations and overseeing a small staff. Jennifer takes the lead on strategy, finance and marketing. As their businesses mature, both plan to scale by adding people and vehicles.
“It reminds me of when I started my previous business where, at the beginning, you do it all,” Martin says, “But as the business grows, you start to delegate and build a team around you.”
What ‘All In’ Means
Along with providing top-notch service, the Worrels prioritize being good neighbors, active in their church and as volunteers.
“Our goal is for people to choose ReCoat Revolution because of the value of its services and because they know and respect us as people,” Joe says. “So, going ‘all in’ for us means building trust and value through genuine relationships in our community.”
For Martin, going all in means there’s no backup plan and still being genuinely excited by the future. “That mindset helps me stay optimistic through the ups and downs of the journey.”
Both agree that an early franchise opportunity can be a roller coaster. “Some days are filled with wins and other days bring tough news,” Martin says. On the tough days, what helps him is being part of a strong network of franchisees “who are walking through the same challenges and milestones you are.”
For the Worrels, a definite win is having a close collaborative relationship with the franchisor. “That combination of purpose, stability and partnership made our decision clear,” says Joe.
Learn more about the ReCoat Revolution franchise.
