What Made This HomeWell Franchise Grow So Fast? The Winning Strategy Inside
By HomeWell Franchising
By Helen Bond, Contributing Writer at Franchise Update Media.
Note: This is a republication. Article originally published by Franchising.com.
When John and Eli Collier opened their first HomeWell Care Services territory in Middle Tennessee in late 2019, they had no idea how quickly their new venture would be tested. Within months, a global pandemic would upend the world—putting unprecedented pressure on home-based care providers.
But for the Colliers, the experience quickly confirmed they had aligned with the right franchise brand.
“We know we survived that time as a young business because of the incredible support of the HomeWell franchise,” says John. “They worked around the clock to make sure everyone had a strategy for navigating the changes. They provided us with the necessary tools and connected us with other owners who were performing well, fostering communication about the best ways to move forward in a rapidly changing world.”
Today, the husband-and-wife team oversees a five-territory, multi-unit operation across the Nashville area. Their path to ownership began with a career transition and a deliberate search for a brand that offered structure, scalability, and purpose.
They found it in HomeWell, one of the nation’s leading non-medical in-home care providers.
A Partnership Forged in Experience
Before joining HomeWell, Eli spent 17 years in operations at a test preparation company, while John built a 25-year career in the business side of healthcare. When Eli was laid off, she began exploring franchise opportunities. It didn’t take long for the pair to realize they wanted a business they could build together, and home care quickly rose to the top.
“HomeWell was so different on so many levels,” Eli says. “There was a level of professionalism and incredible responsiveness we didn’t see in other opportunities. There was also a clear management structure from the top down, focused on taking care of employees.”
The training—one the Colliers say continues to evolve as the brand grows—reinforced their confidence in the HomeWell franchise system.
“The initial training thoroughly prepared us for opening and beyond,” John adds. “We knew we would be well-supported and equipped with the tools to be successful from day one.”
The couple’s professional backgrounds naturally shaped leadership roles. John focuses on strategy and community relationships, while Eli leads operations and oversees day-to-day management.
“Together, our skill sets complement each other perfectly,” Eli says. “We understand how to hire the right people to fill any gaps in our collective expertise.”
Built for Ownership and Collaboration
As their business has expanded, the Colliers appreciate another differentiator: flexibility within a structured system. Franchisees are encouraged to bring their own leadership style and care philosophy to how they serve their communities.
“HomeWell supports us in making that dynamic work by encouraging collaboration between owners, allowing us to leverage one another’s strengths to fill any gaps,” Eli says. “We enjoy a significant amount of autonomy in how we build and operate our businesses; there is no single mandated way to run a HomeWell.”
That balance—independence paired with shared best practices and franchisor support—has been central to their success. Owners regularly connect to exchange ideas and corporate leadership remains accessible.
“Every individual at the corporate level has been willing to spend the time with us whenever we need help, resources, or have questions, including a dedicated business coach, who we can always talk to,” John adds.
Growing with Purpose
In the early days, the Colliers were immersed in operations—building systems, hiring caregivers, and shaping culture.
“At the beginning, new owners have to manage the day-to-day and create the culture,” Eli says. “Now, our role is to make sure those elements stay on track while we focus on long-term vision.”
With a strong leadership team in place, their focus has shifted toward high-level planning, refining operations, and new business opportunities.
“Scaling requires balancing day-to-day management with the big picture,” John explains. “We maintain both short-term and long-term visions that are constantly adjusted to ensure we stay aligned with our overall goals and maintain quality as we expand.”
At the center of growth are relationships—with referral partners, caregivers, and client families.
“There’s nothing more gratifying than hearing a family say, ‘Thank you for allowing me to just be a son or daughter again instead of a caregiver,’” John says.
