Fresh Coat

MUSKEGON, Mich. –&nbsp;<a href="https://freshcoatpainters.com/locations/muskegon/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=fresh-coat-painters-of-muskegon-gives-back-to-housing-assistance-organization-through-fresh-coat-cares-2727523" target="_blank" rel="nofollow">Fresh Coat Painters of Muskegon</a> is bringing new life to a local nonprofit organization through its&nbsp;<a href="https://freshcoatpainters.com/about-us/fresh-coat-cares/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=fresh-coat-painters-of-muskegon-gives-back-to-housing-assistance-organization-through-fresh-coat-cares-2727523" target="_blank" rel="nofollow">Fresh Coat Cares</a> program, an initiative started by a Texas franchisee who desired to give back to fellow community members fighting cancer. Through Fresh Coat Cares, franchisees receive $500 in support from the franchisor to cover labor costs and $500 worth of materials from Sherwin Williams to contribute to the completion of projects done in partnership with local community-focused organizations.In Muskegon, owner&nbsp;<a href="https://www.linkedin.com/in/fonsecaapr/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=fresh-coat-painters-of-muskegon-gives-back-to-housing-assistance-organization-through-fresh-coat-cares-2727523" target="_blank" rel="nofollow">Alex Fonseca</a> chose to give back to&nbsp;<a href="https://www.solidrockhousing.org/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=fresh-coat-painters-of-muskegon-gives-back-to-housing-assistance-organization-through-fresh-coat-cares-2727523" target="_blank" rel="nofollow">Solid Rock Housing Support</a>, painting the exterior of one of the organization’s buildings that was in need of a refresh.“Solid Rock is an organization that takes donations — mostly construction materials, furniture and appliances — that are sold for a profit, and that profit is used to help local families remodel their homes or make necessary repairs,” Fonseca said. “Currently, they are focused on emergency services. There is a large segment of the community that is above the poverty line but cannot afford a housing-related emergency like an unexpected need to replace a heater. That’s where Solid Rock comes in.”By focusing on smaller projects that keep a home safe and functional, rather than building new housing from the ground up, Solid Rock can have a wider-reaching impact while still promoting housing security in the community.“I have been on the board of Solid Rock for about two years now. I was originally invited by a friend to get involved because there are a lot of ways we can benefit the nonprofit in our day-to-day work,” Fonseca said. “Often, when we’re painting houses, people are also doing some level of construction. If a customer tells us to throw away any outlet covers, lights or fans that we take down when painting a room, we can divert those items for them to benefit Solid Rock. We’re taking materials off the homeowners’ hands, keeping them out of the landfill and benefiting the community simultaneously.”Through his work with Solid Rock, Fonseca became aware of the organization’s need for an exterior refresh and jumped on the opportunity to complete his own Fresh Coat Cares project.“This is the first time we’re doing a Fresh Coat Cares project. We have support from the franchisor to do it every year, but it can be hard to get in touch with the right person or find an organization that needs this kind of help,” Fonseca said. “I’m really excited about this project, especially because I know the people and the families Solid Rock has helped.”In the weeks leading up to&nbsp;<a href="https://1851franchise.com/freshcoat/info">Fresh Coat Painters’</a> portion of the project, other volunteers tidied up around the building, removing brush and cleaning up chipping paint where possible. Then, in late August, the team at&nbsp;<a href="https://freshcoatpainters.com/locations/muskegon/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=fresh-coat-painters-of-muskegon-gives-back-to-housing-assistance-organization-through-fresh-coat-cares-2727523" target="_blank" rel="nofollow">Fresh Coat Painters of Muskegon</a> painted the exterior.“We are deeply honored to be selected for the Fresh Coat Cares program,” said&nbsp;<a href="https://www.linkedin.com/in/erik-alm-5099a1bb/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=fresh-coat-painters-of-muskegon-gives-back-to-housing-assistance-organization-through-fresh-coat-cares-2727523" target="_blank" rel="nofollow">Erik Alm</a>, executive director of Solid Rock. “The transformation of our facility will enhance our mission of providing a safe and supportive environment for those seeking stability in their housing situation, and we’re excited to see how this new look will positively impact the people we serve. Thank you, Fresh Coat and Sherwin Williams!!”“After seeing the results of this Fresh Coat Cares project, I’m increasingly excited about the opportunity to complete similar projects in the future,” Fonseca said. “This is a program that we can participate in yearly, and I look forward to connecting with additional community organizations in the future. If there is a group with an office or other type of building that needs to be repainted, this would be a great opportunity. We’d love to get connected and make participation in a Fresh Coat Cares project an annual tradition for the team here in Muskegon.”ABOUT FRESH COAT PAINTERS OF MUSKEGON:Fresh Coat Painters of Muskegon, owned and operated by Alex Fonseca, has been serving the Muskegon community since 2020. As part of the nationally recognized, 190-plus-unit Fresh Coat Painters franchise, the Muskegon location is dedicated to providing top-quality residential and commercial painting services with a focus on professionalism and customer satisfaction. Leveraging the brand's proven, affordable business model, Fresh Coat Painters of Muskegon has quickly established itself as a trusted name in the local painting industry, committed to enhancing homes and businesses with excellence.

Fresh Coat Painters of Muskegon Gives Back To Housing Assistance Organization With Fresh Coat Cares

Fresh Coat Painters Franchise Owner Gives Back in Muskegon, MI

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Owner Alex Fonseca partnered with Sherwin Williams to donate supplies and labor to repaint the exterior of one of Solid Rock Housing Support’s locations.

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Fresh Coat Painters of Muskegon Gives Back To Housing Assistance Organization Through Fresh Coat Cares

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For&nbsp;<a href="https://www.linkedin.com/in/fonsecaapr">Alex Fonseca</a>, owner of&nbsp;<a href="http://freshcoatfranchise.com">Fresh Coat Painters</a> of Muskegon, building a high-performing team has been crucial to business growth. As he has expanded, Fonseca has consistently focused on his team’s role in the business's broader trajectory, emphasizing culture and demeanor as well as more technical requirements such as accuracy and efficiency.“We get many of our customers through word of mouth,” he said. “So a customer being happy and telling their neighbors about us and our results… The painters who deliver that result are probably the most important people on our team.”<h2>Quality and Care as the Foundation</h2>What makes a “good team member,” for Fonseca, may be a bit more nuanced than expected.“Obviously, a very basic level would be someone coming in below the budget that we have for a project and being productive and efficient,” he said. “But for us, it’s just people who, when they show up, have a good presence about them.”In the home services space, a team's attitude is especially important, as they’re working in customers’ homes and often making significant changes to their biggest investment. Building teams that both make customers feel at ease and meet the quality expectations set for them lays a healthy foundation for Fonseca to further develop technically proficient painters.Shifting the definition of success from just speed and industry knowledge to a level of care, ability to build customer rapport, and potential for long-term value can be quite beneficial for the business.“Sometimes I would rather have a slightly slower painter who does a good job,” he said. “Customers are happy with that person and write reviews for them, and we’re going to get more jobs from those over time.”<h2>The Practical Approach To Building These Teams</h2>Since establishing these expectations, Fonseca has worked to develop a clear, actionable hiring and team development process. First and foremost, he focuses intently on hiring the right people, not just anyone who can do the job.“My initial thought was to hire people who have a lot of experience, but that’s when I realized that just because someone is a good painter doesn’t mean they’re a good person,” he said. “It’s really tough to teach someone how to be polite and mind their manners when they’re in someone’s home. We’ve been successful at hiring people based on their personalities and training them in the painting skills.”Fonseca doesn’t ignore the painting skills required to succeed as a part of the team by any means. He uses the resources available to him through the Painting Contractors Association and&nbsp;<a href="https://1851franchise.com/freshcoat/info">Fresh Coat</a> franchise system.“We’re a part of the PCA, and they put out a lot of material on how to train painters,” he said. “Fresh Coat also put together a painter advancement system. So we can place people in different categories based on their levels of expertise, and it shows them the skills they need to level up.”These tools allow Fonseca to hire and train effectively while also setting the stage for talent retention and increased profitability. As painters continue to learn and develop their skills, they can take on more complex, higher-paying jobs, boosting their earning potential and increasing revenue for the franchise.<h2>A Person-First Staffing Approach and Long-Term Vision</h2>As the scaffolding he has provided within his business supports the professional growth of his teams, Fonseca has also worked diligently to build and maintain a team that truly supports each other, collaborates naturally and celebrates one another’s wins.“Instead of seeing anything as a competition, we try to evaluate who is really great at something and pair them with someone else who is trying to develop that same skill,” he said. “Our painters are really open to giving each other feedback on the work that they do, and it comes from a place of love. They’re approaching it saying, ‘Hey, let me try to help you out.’”In addition to supporting painters’ professional development and advancement, Fonseca and his teams also celebrate one another’s personal successes.“I want my painters to enjoy their work, but I understand that they’re here to make money and support their families,” he said. “Understanding how work can be rewarding but also helps them meet their own personal goals encourages us to celebrate their wins outside of just work, too.”Over time, Fonseca has carefully and intentionally built a team that not only works well together but also brings the soft and technical skills that propel the business forward. Often, this requires a more disciplined approach and a true investment in team building rather than taking a “just hiring” approach, but the results are always worth the effort.“I’m willing to take longer to hire the right person rather than rushing to hire a bunch of people then realizing they’re not the right fit,” he said. “It’s important to try to envision, five years from now, what you want your company to look like. Who are the types of employees you want to have? And be intentional about hiring, supporting and developing those people now.”To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/freshcoat/info">https://1851franchise.com/freshcoat/info</a>.&nbsp;

Fresh Coat Painters franchise owner Alex Fonseca and President Lisa Hudson

Focusing on soft skills and professional development pathways as much as he emphasizes technical skill, Alex Fonseca has built and retained a thriving team of painters who power his business.

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MCALLEN, Texas&nbsp;—&nbsp;<a href="https://freshcoatpainters.com/locations/mcallen">Fresh Coat Painters of McAllen</a> has been recognized by the U.S. Small Business Administration, Lower Rio Grande Valley District Office, as the 2026 Veteran-Owned Small Business of the Year for the Lower Rio Grande Valley District. Owner&nbsp;<a href="https://1851franchise.com/freshcoat/why-this-army-veteran-chose-fresh-coat-franchise-ownership-as-his-next-mission-2720664#stories">Gilbert “Gil” Perez</a>, a U.S. Army veteran, first pursued franchise ownership following military retirement as he searched for a way to build a business of his own while doing valuable work in his own community.&nbsp;“I’m honored to receive this recognition from the Small Business Administration, not only for myself but for the teams and community members who have made it possible,” Perez said. “Hard work and service have always been a way of life for me. I took those values to the Army, and I still use them today with every&nbsp;<a href="http://freshcoatfranchise.com">Fresh Coat</a> project. Being named Veteran-Owned Small Business of the Year is a testament to the fact that, when you keep your values front and center and commit yourself to your community, the reward is immeasurable.”Perez was selected from business owners across the district, which spans 14 Texas counties, for his leadership, dedication and influence as a small business owner. In addition to his own resilience in business, Perez is celebrated for the commitment he has shown to positively impacting the community.Over his time as a&nbsp;<a href="http://1851franchise.com/freshcoat/info">Fresh Coat</a> franchise owner, Perez has served the McAllen community with quality, reliable painting services, and by thinking bigger, has been able to have a real impact beyond his organization. As a business owner, Perez is able to create opportunities for others, and he takes great pride in working alongside others who prioritize service and share his family-focused values. That commitment to service extends beyond his business, as Perez serves on the Board of Directors for&nbsp;<a href="https://www.nhporgv.com/">NHPO-RGV</a>, a professional organization dedicated to promoting enterprise and education for its members in partnership with the community.&nbsp;“After two decades of service, I was looking for another way to find purpose in my community,” Perez said. “Fresh Coat was my pathway, and I’m so proud of what I’ve built in McAllen. As a veteran, I know what it means to be a part of something bigger than myself, and business ownership has given me a platform to not only provide quality service but to become truly ingrained in the McAllen community, which has supported us every step of the way.”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 over 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.&nbsp;

image of freshcoat McAllen Named 2026 SBA Veteran-Owned Business of the Year

Following his service in the U.S. Army, Gil Perez pursued franchising with the national painting brand as a way to chase his dreams while serving the McAllen community.

Fresh Coat Painters of McAllen Named 2026 Veteran-Owned Small Business of the Year by the U.S. Small Business Administration, Lower Rio Grande Valley District Office

Fresh Coat Painters of Muskegon Gives Back To Housing Assistance Organization Through Fresh Coat Cares

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