{"id":82814,"date":"2025-12-03T17:27:22","date_gmt":"2025-12-03T17:27:22","guid":{"rendered":"https:\/\/homewellfranchising.com\/?p=80447"},"modified":"2025-12-03T17:27:22","modified_gmt":"2025-12-03T17:27:22","slug":"qa-with-ceo-crystal-franz-all-about-our-people-first-playbook","status":"publish","type":"post","link":"https:\/\/homewellcares.com\/franchise\/news\/qa-with-ceo-crystal-franz-all-about-our-people-first-playbook\/","title":{"rendered":"Q&A with CEO Crystal Franz: All About Our People-First Playbook"},"content":{"rendered":"\n
\"Crystal
Crystal Franz, CEO of HomeWell Franchising, Inc.<\/em><\/figcaption><\/figure>\n\n\n\n

By Helen Bond, Contributing Writer at Franchise Update Media.
Note: This is a republication. Article o<\/a>riginally published<\/a>\u00a0<\/a>by Franchising.com.<\/em><\/p>\n\n\n\n

HomeWell Care Services continues to solidify its standing as a top franchise\u2014posting a 30.8% jump in systemwide sales, adding 30 new territories, and earning a spot on the Franchise Times Top 400. But talk to the leadership behind the brand, and they\u2019ll tell you the real story isn\u2019t found in the numbers. They credit a culture powered by caregivers who consistently go the extra mile, owners who live the mission in their communities, and a corporate team committed to investing ahead of the curve.<\/p>\n\n\n\n

For Crystal Franz, CEO of HomeWell Franchising, the brand’s rapid growth is more than just numbers; it\u2019s validation that caring deeply for your neighbors can be a blueprint for a thriving business. In the conversation below, Franz opens up about the HomeWell playbook\u2014how the company supports franchisees, anticipates industry shifts, and ensures every client interaction is rooted in genuine trust.<\/p>\n\n\n\n

Q: HomeWell Care Services has a lot to celebrate. With projections nearing $180 million and 150 units in 2025, what\u2019s fueling this momentum?<\/h3>\n\n\n\n

Franz: <\/strong>There\u2019s no question that the numbers are exciting and encouraging, but they only tell part of the story. The rest is written by our owners and their staff, who are out there every day making life better for families in their communities. It\u2019s the caregiver who stays an extra hour because a client with dementia is confused and needs reassurance, or the owner who rearranges their afternoon to drive a team member to a shift when their car breaks down. That\u2019s the heart of HomeWell, and that\u2019s what fuels our momentum. We\u2019re a people-business first, and that mindset carries through every level of our organization, including how we think about growth and the investments we make in our system.<\/p>\n\n\n\n

Q: How do you sustain growth while staying true to HomeWell\u2019s mission?<\/h3>\n\n\n\n

Franz: <\/strong>We\u2019re very intentional about how we grow\u2014not just how fast. We\u2019re committed to investing ahead of our growth, which is why we\u2019ve built the infrastructure our franchisees need to thrive, from our Learning Lab LXP to one of the strongest Franchise Business Consultant ratios in the industry at approximately 30:1. We\u2019ve also built a marketing platform designed to scale with our owners, offering turnkey collateral, customizable campaigns, vetted vendor partnerships, and a best-in-class digital dashboard to manage listings, reviews, and social media from one place.<\/p>\n\n\n\n

With a presence across 37 states, we stay closely connected to the field through regular touchpoints and owner feedback channels. And we\u2019re fortunate to have a corporate team that listens, responds, and adapts right alongside them. When you combine the right people, the right support, and a culture built on shared purpose, sustainable growth naturally follows. That\u2019s exactly what we\u2019re experiencing today. At our corporate office, we believe in serving our owners with the same dedication they show their clients, and we\u2019re committed to giving them every advantage to build strong, impactful businesses.<\/p>\n\n\n\n

Q: You\u2019ve emphasized that culture is the backbone of HomeWell. How do you foster a sense of purpose and connection among franchise owners across the country?<\/h3>\n\n\n\n

Franz: <\/strong>Culture is something we\u2014our franchisees, their teams, and everyone who keeps the lights on both locally and at corporate\u2014build together. It\u2019s cultivated through the relationships we foster and the way we listen to each other.<\/p>\n\n\n\n

We reinforce that culture through a mix of virtual and in-person gatherings throughout the year. Our regional meetings are a perfect example. I travel to each one, and they are invaluable. They give owners the space to learn from one another and allow us to hear their experiences, challenges, and ideas directly. That kind of open dialogue and transparency strengthens the system and our culture just as much as any corporate-level initiative we launch.<\/p>\n\n\n\n

Collaboration is one of our core values at HomeWell. It’s something we emphasize from day one with high-touch onboarding, peer-to-peer support, and communication with other owners. All of these processes and steps ensure every owner feels connected and supported\u2014whether they’re new to our franchise network or have been part of it for years. In addition, the Franchise Advisory Council, comprised of elected franchise owners, has improved how we collaborate. Their input helps us respond to our owners’ needs.<\/p>\n\n\n\n

At the core of all of this is bringing the right people into the system. We intentionally recruit owners who are community-minded, service-driven, and aligned with our mission. Selecting the right owners protects the brand we\u2019ve built and keeps it intact as we grow.<\/p>\n\n\n\n

Q: What kind of partnership can HomeWell franchise owners expect once they join the system?<\/h3>\n\n\n\n

Franz: <\/strong>We empower our owners through a true, proven model\u2014one that combines industry-leading care programs, strong operational systems, and hands-on support from day one. Our focus is always on outcomes, not just services. Programs like LEAP, SureStep\u2122, and GoHomeWell\u2122 address social isolation, fall risk, and post-medical recovery in a meaningful way. Our Personal Care Manager model elevates the entire care experience and creates consistency families can trust.<\/p>\n\n\n\n

We\u2019ve also built tools designed for modern home care success. Our Marketing Hub makes brand execution easy, while partnerships like PocketRN give our franchisees differentiators that increase credibility and improve client outcomes.<\/p>\n\n\n\n

Owners are supported by dedicated FBCs, LaunchWell onboarding, and ongoing coaching that reduce complexity and strengthen profitability. And the results speak for themselves\u2014we\u2019ve been recognized consistently as a National Endorsed Provider by Activated Insights, with 47 of our agencies winning Best of Home Care awards this year alone.<\/p>\n\n\n\n

Q: You\u2019ve led through times of both challenge and opportunity \u2014 what leadership lessons have been most essential for you in guiding a franchise system like HomeWell?<\/h3>\n\n\n\n

Franz: <\/strong>Leading a franchise system requires a balance of clarity, humility, and resilience. Over the years, one of the most important lessons I\u2019ve learned is that strong leadership starts with listening. Our franchise owners are on the front lines. They see firsthand what families need, where opportunities exist, and where challenges arise. Staying closely connected to those insights through honest conversation, transparency, and trust is essential in making decisions that truly benefit the system.<\/p>\n\n\n\n

Another lesson has been the power of focus. In franchising, it can be tempting to chase every new idea or market shift, but sustainable growth requires discipline. I\u2019ve learned the value of anchoring decisions in our mission, our data, and the long-term health of the brand. When you stay grounded in purpose, it becomes much easier to prioritize what matters, avoid distractions, and build momentum in a way that strengthens the entire network.<\/p>\n\n\n\n

I\u2019ve also learned that leadership is not about having all the answers \u2013 it’s about empowering the right people. HomeWell\u2019s corporate team is made up of deeply talented, mission-driven professionals, and allowing them to lead with their expertise helps the whole network thrive.<\/p>\n\n\n\n

Q: What excites you most about HomeWell’s future \u2014 and why is now a great time for someone to join the brand?<\/h3>\n\n\n\n

Franz: <\/strong>We\u2019re entering a new era of home care where personalization, measurable outcomes, and technology come together\u2014and HomeWell is uniquely positioned to help lead that movement.<\/p>\n\n\n\n

Every day, 10,000 Americans turn 65, dementia diagnoses are rising, and families overwhelmingly prefer home-based support. Combine that market demand with our infrastructure\u2014Signature Programs, partnerships with PocketRN and virtual care monitoring providers, and tools like the Learning Lab and Marketing Hub\u2014and it’s clear we’re opening doors to possibilities that didn’t exist even a few years ago.<\/p>\n\n\n\n

For those looking to make the leap to business ownership, this is an incredible opportunity. We have territories available throughout the country, a growing national reputation, and record-breaking signing months that reflect real market confidence. With flexible financial paths to ownership, including our Zero Initial Franchise Fee, and a powerful peer network, it\u2019s an ideal environment for leaders who want to make a meaningful impact and get the expert guidance they need from a team dedicated to helping them reach their goals.<\/p>\n\n\n\n

I\u2019d say that if you want to build a business that genuinely improves people\u2019s lives, there’s never been a better time to join HomeWell.<\/p>\n\n\n\n

About HomeWell:<\/strong>
HomeWell Care Services\u00ae, franchised by HomeWell Franchising Inc., provides personal care, companionship, and homemaker services for seniors and other homebound individuals so they can remain safely in the comfort of wherever they call home. HomeWell is committed to helping people live life more fully and offers special programs for fall prevention, post-medical care, and life enrichment.<\/p>\n\n\n\n

HomeWell Franchising Inc. is a premier franchisor with over 70 locations representing more than 100 territories across the United States. The company has a strong pipeline of new agencies set to open. HomeWell has been recognized as a Franchise Business Review Top 100 low-investment franchise, an Inc. 5000 company, The\u00a0Franchise Times Top 400\u00ae company, and consecutively ranked among the nation\u2019s top franchises in Entrepreneur magazine\u2019s Franchise 500\u00ae. For more information on HomeWell or to explore franchise opportunities, visit\u00a0HomeWell Care Services<\/a>\u00a0or\u00a0HomeWell Care Services Franchising<\/a>.<\/p>\n\n\n\n

For press inquiries, please contact:<\/strong>
Andrew Hurst, Communications Manager
817.203.8313, media@homewellcares.com<\/a><\/p>\n\n\n\n

For franchising opportunities, please contact:<\/strong>
Mike Condon, Vice President of Franchise Development
817-623-4794, franchising@homewellcares.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Franchising.com sits down with our CEO Crystal Franz to discuss how HomeWell has quickly become one of the nation’s leaders in nonmedical home care. <\/p>\n","protected":false},"author":5,"featured_media":82815,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[11],"tags":[],"class_list":["post-82814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"\nQ&A with CEO Crystal Franz: All About Our People-First Playbook | HomeWell Franchising | Open Your Home Care Franchise<\/title>\n<meta name=\"description\" content=\"Franchising.com sits down with CEO Crystal Franz to discuss how HomeWell has become one of America's fastest-growing home care franchises.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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