How a Marine Veteran Turned a Health Scare Into a Thriving Family Business With Fresh Coat

Before his 40-year career in automotive painting, Jeff Berry served in the Marine Corps, an experience that he says helped him to “grow up fast,” instilling discipline, resilience and a strong work ethic. These same traits defined his professional life after military retirement, pushing him to excel in his role as a painter at a body shop. However, after four decades, the work began to take a serious toll.

“I painted cars all my life, but I have asthma and allergies,” Berry said. “I would get checked quarterly for breathing problems because I was wheezing, and it was a little hard to breathe. At one of those checkups, they told me that I was breathing at around 90% [of what I should’ve been]. I knew that it was time that I did something.”

The Transition from Body Shop to Franchising

Around this time, his wife, Jenn, also found herself at a crossroads. After graduating with the education necessary to become a dental assistant, she found that specific job market was largely saturated already.

They needed a change, and one that offered more stability. For Jeff, the opportunity to buy a franchise provided this, and it also set the stage for them to build a rewarding future that he and his wife could enjoy together.

“I told my kids and family that I was going to buy a business,” he said. “Honestly, they looked at me like I was nuts. They didn’t believe me; they didn’t think I’d actually do it! It took me months to make a decision, but I sat in front of the computer looking at a bunch of franchises. I compared brands, but Fresh Coat* fit like a glove. I wanted it.”

A Family Partnership

While Jenn was unsure about the investment at first, she came around, confident in Jeff’s abilities, their potential as partners and a belief that Jeff would make the right decision to take care of the family.

For the Berrys, investing in a franchise offered a clear pathway to success in their own community.

“Starting something individually is a lot harder than being a part of a franchise,” Jeff said. “It wasn’t overly expensive, and the territory was where I live. I couldn’t ask for a better territory.”

As Jeff and Jenn began the franchise ownership journey, they focused on setting clear roles within the business that would allow each of them to draw on their individual strengths.

“We had an agreement: She focuses on the office work, and I take care of the employees,” Jeff said. “It’s taken her a while to realize that she’s not an employee anymore — she’s an owner. But now, she’s happy as ever being an owner.”

Building a Community Legacy

As they’ve grown together, the Berrys have been able to make real changes in their Maryville, Tennessee community. For example, Jeff shared that they completed a project with a local plant nursery that’s less than 10 minutes from their home, meaning they often drive by it when they are out and about. They also painted a downtown comic store, right by the courthouse and police station. Because it’s in a high-traffic spot on a main road, it’s highly visible, and Jeff is proud to know that his work played a role in beautifying the downtown area.

“Every time we’re out and about, we’re going to drive by it,” he said. “It’s cool to see it and know that we painted it. The accomplishment of doing those things together has been the highlight of us being in business together.”

The new venture has been fulfilling, professionally speaking, but it has also allowed the Berrys to grow as a couple.

“I worked seven days a week, 12-hour days when I was painting cars,” he said. “I could come home miserable and dirty. Jenn and I were often separated in different jobs with conflicting schedules. Now, I’m actually home with her. We do more together now than we have ever done before because we’re together in the business.”

For Jeff and Jenn, owning a Fresh Coat franchise is a fulfilling opportunity now and an asset that will position them well for retirement in the future. It has also allowed Jeff to fulfill his business ownership dreams — something he’s carried with him since boyhood.

After jumping right in after making the investment, Jeff and Jenn won Fresh Coat’s Rising Star award at the conclusion of their first (incredible) year.

“I feel as good about Fresh Coat, still, as I did the day that I bought it,” Jeff said. “I’m still happy that I made that decision. It has changed our life in this household.”