Troy Squires knows North County St. Louis the way only a lifelong resident can. He’s called Florissant, Missouri, home for nearly 50 years. For the last two decades, he built a career in insurance, eventually running his own independent agency while building a reputation around integrity, trust and long-term customer relationships. But over time, Squires became more focused on building something lasting for his family and the community he’s called home for decades. As his wife worked to grow her interior design business, he began exploring what ownership with purpose could look like, something rooted locally that could create jobs, support skilled workers and eventually become a legacy for his children.
For Squires, the decision wasn’t simply about changing careers. It came after a long period of reflection, prayer and discernment about what kind of work he wanted to build for the next stage of his life. He eventually landed on Fresh Coat Painters. He was drawn to the stability of the trades, the opportunity to build something hands-on and the operational support that gave him confidence stepping into a completely new industry. Now, with an opening planned for early June, his focus is simple: serve the community he’s spent his life in, create meaningful opportunities locally and build a business his family can grow with for years to come.
Squires recently sat down with 1851 Franchise to discuss his transition from insurance into franchising and how he plans to build Fresh Coat Painters into a long-term family business. Here’s what he had to say:
1851 Franchise: Frame your personal story for us. What do you want us to know?
Troy Squires: I have lived in the North County area of St. Louis, specifically Florissant, for nearly 50 years. Professionally, I spent 20 years in the insurance industry. I was an independent agent and led sales teams, always focusing heavily on integrity and meeting customer expectations. I even operated an independent insurance agency right here in Florissant starting in 2006. As time went on, I started thinking more seriously about ownership, family legacy and building something meaningful in the community where I’ve spent most of my life. I wanted work that aligned with my values and allowed me to create opportunities not just for myself, but for other people locally as well.
1851: What did you do before franchising, and how did you decide franchising made sense for you?
Squires: Before this, it was all insurance. When I started looking at what came next, I evaluated several business opportunities. I knew I wanted to be in an industry that isn’t susceptible to being replaced by artificial intelligence, but more importantly, I wanted to build something lasting. My spouse has also been building her interior design business, so seeing her create something independently really influenced me. Franchising made sense because it offered the structure and support systems needed to build a business the right way while still allowing us to establish something of our own within the community.
1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?
Squires: Through my research, I learned that while national branding has advantages, it doesn’t automatically guarantee success. Franchise owners still have to be deeply involved in the community, proactive in networking and willing to put themselves out there locally. You have to build relationships and earn trust.
1851: What made you pick this brand? What excites you most about this company?
Squires: A primary reason I selected Fresh Coat was the operational support system they provide. I viewed it as an opportunity to plug into an established infrastructure while still building something personal and community-focused. It also naturally complements the interior design business my spouse is establishing.
1851: What do you hope to achieve with your business? What are your plans for growth?
Squires: We are targeting an opening date in early June, and I'm currently working with my onboarding coach to hire our painters. My long-term growth plan includes purchasing an additional territory within the next two years. Looking out ten years, I am focused on building this business as a legacy to pass on to my adult children, or alternatively, selling it to generate wealth for our family. Beyond standard business goals, I really want to use this business to create employment opportunities for skilled individuals who may not want, or be suited for, a traditional 9-to-5 corporate job.
1851: Is there anything else about your story you want us to know?
Squires: I am a big believer in the discernment process. The decision to move forward with this franchise wasn't made under pressure; it came through a process of discernment and prayer. That process gave me clarity regarding the path forward and really helped alleviate the anxiety and doubt I felt regarding the financial investment and changing careers.
1851: What advice do you have for other people thinking about becoming franchise owners?
Squires: First, you must fully understand the financial requirements, including all potential fees. Second, I strongly advise engaging a professional accountant or CPA to manage bookkeeping, expenses and tax compliance. Owners need to focus on revenue-generating activities rather than attempting to manage complex tax situations on their own. Finally, regarding personnel management, you have to hire carefully and have the discipline to let go of employees who aren't performing. Stick to the mantra of being "slow to hire and quick to fire".
ABOUT FRESH COAT PAINTERS
Fresh Coat Painters, the residential and commercial painting franchise under the Strategic Franchising Systems umbrella, offers a low-cost, high-margin business model that gives entrepreneurs from all walks of life the chance to become successful business owners in the communities they serve. Since starting in 2004, Fresh Coat has expanded to more than 190 franchise locations nationwide. Thanks to its unparalleled professionalism and affordable business model, it has become one of the leading concepts in the booming residential and commercial painting segment. With continued year-over-year growth, Fresh Coat is well on its way to achieving its overall goal of becoming a truly iconic painting brand.
Fresh Coat
After 20 years in the insurance industry, Troy Squires is building a business rooted in faith, family and opportunity for the community that has shaped him over the span of nearly 50 years.
Troy Squires knows North County St. Louis the way only a lifelong resident can. He’s called Florissant, Missouri, home for nearly 50 years. For the last two decades, he built a career in insurance, eventually running his own independent agency while building a reputation around integrity, trust and long-term customer relationships. But over time, Squires became more focused on building something lasting for his family and the community he’s called home for decades. As his wife worked to grow her interior design business, he began exploring what ownership with purpose could look like, something rooted locally that could create jobs, support skilled workers and eventually become a legacy for his children.
For Squires, the decision wasn’t simply about changing careers. It came after a long period of reflection, prayer and discernment about what kind of work he wanted to build for the next stage of his life. He eventually landed on Fresh Coat Painters. He was drawn to the stability of the trades, the opportunity to build something hands-on and the operational support that gave him confidence stepping into a completely new industry. Now, with an opening planned for early June, his focus is simple: serve the community he’s spent his life in, create meaningful opportunities locally and build a business his family can grow with for years to come.
Squires recently sat down with 1851 Franchise to discuss his transition from insurance into franchising and how he plans to build Fresh Coat Painters into a long-term family business. Here’s what he had to say:
1851 Franchise: Frame your personal story for us. What do you want us to know?
Troy Squires: I have lived in the North County area of St. Louis, specifically Florissant, for nearly 50 years. Professionally, I spent 20 years in the insurance industry. I was an independent agent and led sales teams, always focusing heavily on integrity and meeting customer expectations. I even operated an independent insurance agency right here in Florissant starting in 2006. As time went on, I started thinking more seriously about ownership, family legacy and building something meaningful in the community where I’ve spent most of my life. I wanted work that aligned with my values and allowed me to create opportunities not just for myself, but for other people locally as well.
1851: What did you do before franchising, and how did you decide franchising made sense for you?
Squires: Before this, it was all insurance. When I started looking at what came next, I evaluated several business opportunities. I knew I wanted to be in an industry that isn’t susceptible to being replaced by artificial intelligence, but more importantly, I wanted to build something lasting. My spouse has also been building her interior design business, so seeing her create something independently really influenced me. Franchising made sense because it offered the structure and support systems needed to build a business the right way while still allowing us to establish something of our own within the community.
1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?
Squires: Through my research, I learned that while national branding has advantages, it doesn’t automatically guarantee success. Franchise owners still have to be deeply involved in the community, proactive in networking and willing to put themselves out there locally. You have to build relationships and earn trust.
1851: What made you pick this brand? What excites you most about this company?
Squires: A primary reason I selected Fresh Coat was the operational support system they provide. I viewed it as an opportunity to plug into an established infrastructure while still building something personal and community-focused. It also naturally complements the interior design business my spouse is establishing.
1851: What do you hope to achieve with your business? What are your plans for growth?
Squires: We are targeting an opening date in early June, and I'm currently working with my onboarding coach to hire our painters. My long-term growth plan includes purchasing an additional territory within the next two years. Looking out ten years, I am focused on building this business as a legacy to pass on to my adult children, or alternatively, selling it to generate wealth for our family. Beyond standard business goals, I really want to use this business to create employment opportunities for skilled individuals who may not want, or be suited for, a traditional 9-to-5 corporate job.
1851: Is there anything else about your story you want us to know?
Squires: I am a big believer in the discernment process. The decision to move forward with this franchise wasn't made under pressure; it came through a process of discernment and prayer. That process gave me clarity regarding the path forward and really helped alleviate the anxiety and doubt I felt regarding the financial investment and changing careers.
1851: What advice do you have for other people thinking about becoming franchise owners?
Squires: First, you must fully understand the financial requirements, including all potential fees. Second, I strongly advise engaging a professional accountant or CPA to manage bookkeeping, expenses and tax compliance. Owners need to focus on revenue-generating activities rather than attempting to manage complex tax situations on their own. Finally, regarding personnel management, you have to hire carefully and have the discipline to let go of employees who aren't performing. Stick to the mantra of being "slow to hire and quick to fire".
ABOUT FRESH COAT PAINTERS
Fresh Coat Painters, the residential and commercial painting franchise under the Strategic Franchising Systems umbrella, offers a low-cost, high-margin business model that gives entrepreneurs from all walks of life the chance to become successful business owners in the communities they serve. Since starting in 2004, Fresh Coat has expanded to more than 190 franchise locations nationwide. Thanks to its unparalleled professionalism and affordable business model, it has become one of the leading concepts in the booming residential and commercial painting segment. With continued year-over-year growth, Fresh Coat is well on its way to achieving its overall goal of becoming a truly iconic painting brand.
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