TruBlue Total House Care Wants To Be a Household Name

Name: Sean Fitzgerald

Title: President

Company: TruBlue Total House Care

Units: 50-plus

Age: 50

Years in franchising: 25

Years in current position: 1.5

Sean Fitzgerald had been on the job only a short time when Covid-19 struck last year. The seasoned franchise executive had just been hired as president of TruBlue Total House Care, which provides home care services both inside and outside the home for seniors and busy families.

“Joining an organization during such a difficult time was challenging. However, it drove unity and helped us improve processes and create efficiencies,” says Fitzgerald. One process that changed immediately was a shift in his leadership focus from long-term to short-term goals and objectives. “I went from leading with a telescope to leading with a microscope, concentrating on the present and what I could control.” The result was a team that pulled together to increase revenue by 94%.

Agile management was not new to him. For the past 25 years he has worked with franchise brands large and small, emerging to legacy, bringing his insights and expertise to leadership roles to develop, operate, and grow successful franchise businesses. His background includes leading the growth of brands including BrightStar Senior Care, Wireless Zone, and Fyzical Therapy & Balance Centers. 

Today, more than a year into his role as TruBlue president, he has continued to employ his “team coach” leadership style. “I approach leading a business the same way I coached football,” he says. “You must figure out what motivates each individual, identify their strengths, and bring that all together to achieve your goals.” 

Fitzgerald says he’s on a mission to make TruBlue a widely recognized name in the industry. “We are the only national franchise provider that specializes in total house care for seniors and busy families,” he says. The brand, already operating in 50 markets, has set a goal of more than 200 franchisees in the next 5 years. 

LEADERSHIP

What is your role as president? I was appointed president in January 2020, just before the Covid-19 pandemic began. Joining an organization during such a difficult time was challenging. However, it drove unity and helped us improve processes and create efficiencies. Since I joined the TruBlue team, we have relaunched the brand’s mission to become a nationally recognized full-service house care company dedicated to helping seniors age in place safely. I am responsible for the brand’s strategic vision, organizational excellence, and franchise development. 

How has Covid-19 affected the way you have led your brand? Pre-pandemic, I led with a telescope. I focused on setting long-term goals and objectives for the organization. When the Covid-19 pandemic started two months after started, I quickly realized that I needed to switch my lens to a microscope and concentrate on the present and what we could control. It was my responsibility to stay positive, provide solutions, and support our franchisees. By shifting my attention to the short term and focusing on what was right in front of us, we were able to create an incredible synergy throughout the entire system. Everyone was working together to overcome the challenges of 2020, and because of the incredible teamwork we increased our revenue 94%. 

Describe your leadership style. I have always been heavily focused on developing a team culture that is positive and results-driven. I would describe my leadership style as more of a team coach than a manager. I provide my team with a clear vision and goals so everyone is on the same page, and then I lead by motivating, challenging, guiding, and supporting my team to reach their individual goals, which ultimately contributes to the success of the entire franchise organization. I coached football for many years and that is where I first developed my leadership skills. When people really feel they are part of a team and understand they are being counted on to contribute to the success of something much larger, they will give so much more and exceed expectations. They do not want to let the team down. When this happens, teams will accomplish amazing things.

What has inspired your leadership style? It was inspired by several outstanding coaches, teachers, and professors I encountered during high school and college. The coaches and teachers who affected me most were able to identify my strengths and nurture them. Great teachers and coaches motivate and inspire their students and athletes by leading with compassion and enthusiasm. This always encouraged me to do my best and work even harder. I have applied the same principles to my own leadership style, which learned from my mentors over the years.

What is your biggest leadership challenge? Managing difficult or unmotivated people. Not everyone is going to be as passionate as I am about growing the business or reaching specific goals. It is my role as a leader to determine what drives and motivates different individuals and set clear expectations. If I am able to identify what inspires them, I can determine a solution.

How do you transmit your culture from your office to front-line employees? Our culture at TruBlue is amazing. The desire to help people is in our DNA and we make sure we are supporting everyone in the organization. From day one, whether someone is in the home office or a thousand miles away at one of our franchise locations, we begin educating them about our mission, who we are, what we do, and why we do it. Communication is the key to transmitting our culture down the ladder. We currently host virtual meetings and send email correspondence to share system updates, best practices, and other information on a regular basis. We make sure our front-line employees know the value they bring to the seniors whose homes they are improving, and ultimately the value they bring to our organization’s mission of helping people. 

Where is the best place to prepare for leadership: an MBA school or OTJ? I think on-the-job training is the best place to prepare for leadership. While there is great value in an MBA or business program, you cannot learn leadership skills through books or in a classroom. Some of the greatest leadership lessons I have learned were on the job, and I was able to immediately apply my learning to relevant situations. Leadership is inherently in you, and as your career evolves so do your leadership skills. 

Are tough decisions best taken by one person? How do you make tough decisions? I always seek counsel for really tough decisions. TruBlue is part of Strategic Franchising Systems, which is composed of five unique franchise brands. Because of the organizational structure I am able to seek counsel and expertise from the other brand presidents and leaders within the organization.

Do you want to be liked or respected? Certainly, you wish you could have both. But if I had to choose, I prefer to be respected. Effective leaders have to make tough decisions for the business, and not everyone always agrees with those decisions. If you have earned the trust and respect of your team, they will know that you had the best intentions for the organization.

Advice to CEO wannabes: As a CEO, you always need to look at the bigger picture. Know that the decisions you make will have a profound impact on the entire system. Do not forget to delegate. You cannot do everything yourself, so make sure you have a solid team you can rely on. Also, you cannot do enough communicating. Communicate regularly and openly to keep everyone going in the same direction. It is essential that everyone knows they are critical to the plan.

Next time: Part 2, Management, Operations, Personal, and Bottom Line