For husband-and-wife team Joanne and Michael Fenner, franchise ownership was more than a business decision; it was a shared leap rooted in personal experience, trust, and a desire to build something meaningful together. Ready to leave the retail world, Joanne sought work with greater impact. Both she and Michael have firsthand experience caring for loved ones and understand the impact proper care can have.
Today, the Fenners are preparing to open their first Homewatch CareGivers location in Hilton Head, South Carolina. Their story is a testament to partnership - one built through honest conversations, complementary strengths, and a willingness to support each other in a whole new venture while making a difference in their community.
The idea was conceived when Joanne reached a breaking point in her retail career. Seeking greater control over the impact of her work, she and Michael began to seriously explore the idea of owning a business together. Soon, Michael began researching franchising online and eventually connected with a franchise broker. Following validation calls, the couple narrowed their focus to Homewatch CareGivers, Authority Brands’ in-home care franchise.
For Joanne, leaving retail was the beginning of a meaningful shift.
“It gave me a new perspective,” she said. “I want to help other people. That’s what helps me.”
Caregiving was already familiar territory for the Fenners.
Joanne had cared for her father and grandparents while living in California. Michael also watched his mother spend years caring for his grandparents, often at the expense of his mother’s career.
“It was hard. Helping them bathe, get to the bathroom — all the things you never expect to do,” Michael said. “That’s why this stood out to me: so other families don’t have to go through what my mom did and give up their careers.”
As his grandparents’ health declined due to ALS and Parkinson’s, Michael saw how overwhelming caregiving could be without adequate support. It’s an experience that has stayed with him as the couple began to more seriously explore franchise options.
Consistency has long been a hallmark of franchising. As the Fenners evaluated different industries and concepts, what ultimately set Homewatch CareGivers apart for them was consistency: in leadership, franchisee feedback, and long-term reputation.
“With Homewatch, it was all good,” Michael said. “All of the franchisees we spoke to said the franchise was supportive and doing its best to help them.”
The strength of a properly supported system also resonated. Over the course of more than four decades, Homewatch CareGivers has continually refined its model, providing the structure and credibility local franchise owners need to succeed. For first-time franchisees entering a people-first industry, both were essential.
For Joanne, delivering care sealed the deal.
“Helping older people,” she said. “I like giving back.”
Joanne leads daily operations, while Michael plays a key role behind the scenes, helping with strategy, systems, and problem-solving as they build their foundation.
It’s a dynamic Michael sees as a distinct advantage.
“We toss ideas back and forth,” he said. “If she needs help with something, I can try to help. We cover each other's meetings depending on who’s busy. It just works well.”
Starting a new business requires a leap of faith. And it’s important to have someone you can trust on board. Michael and Joanne play that role for each other. But the concept of trust has also become increasingly important as the Fenners prepare to hire their first employee.
“At the end of the day, we know we have each other’s backs,” Michael said. “If she needs help at the office, I’ll be there.”
Looking ahead, the Fenners plan to expand their Homewatch CareGivers operation across South Carolina and Georgia in the coming years. But for now, the focus is on the March grand opening while they begin their next chapter together in both business and life.
As Michael put it simply, the business may be Joanne’s “baby.” But it’s one they’re raising side by side, a partnership grounded in shared purpose and a commitment that the couple can experience together.
About Homewatch CareGivers
Founded in 1980, Homewatch CareGivers is one of the most experienced networks of providers of full-service home care for people of all ages. Caregivers are triple-screened and continually trained and supervised to provide reliable, compassionate, and highly skilled services in companion, personal, and comprehensive care. Home care services are personalized for each client, and customized care plans are administered through a network of 234 locations. Each location is independently owned and operated by a franchisee. Services may vary by location. Certain locations solely provide nonmedical care services. For more information, visit www.homewatchcaregivers-us.com and www.authoritybrands.com.
Homewatch CareGivers
SPONSORED
Michael and Joanne Fenner turned their frustration into a shared passion for helping others, launching a Homewatch CareGivers franchise with plans to grow across Georgia and South Carolina.
For husband-and-wife team Joanne and Michael Fenner, franchise ownership was more than a business decision; it was a shared leap rooted in personal experience, trust, and a desire to build something meaningful together. Ready to leave the retail world, Joanne sought work with greater impact. Both she and Michael have firsthand experience caring for loved ones and understand the impact proper care can have.
Today, the Fenners are preparing to open their first Homewatch CareGivers location in Hilton Head, South Carolina. Their story is a testament to partnership - one built through honest conversations, complementary strengths, and a willingness to support each other in a whole new venture while making a difference in their community.
The idea was conceived when Joanne reached a breaking point in her retail career. Seeking greater control over the impact of her work, she and Michael began to seriously explore the idea of owning a business together. Soon, Michael began researching franchising online and eventually connected with a franchise broker. Following validation calls, the couple narrowed their focus to Homewatch CareGivers, Authority Brands’ in-home care franchise.
For Joanne, leaving retail was the beginning of a meaningful shift.
“It gave me a new perspective,” she said. “I want to help other people. That’s what helps me.”
Caregiving was already familiar territory for the Fenners.
Joanne had cared for her father and grandparents while living in California. Michael also watched his mother spend years caring for his grandparents, often at the expense of his mother’s career.
“It was hard. Helping them bathe, get to the bathroom — all the things you never expect to do,” Michael said. “That’s why this stood out to me: so other families don’t have to go through what my mom did and give up their careers.”
As his grandparents’ health declined due to ALS and Parkinson’s, Michael saw how overwhelming caregiving could be without adequate support. It’s an experience that has stayed with him as the couple began to more seriously explore franchise options.
Consistency has long been a hallmark of franchising. As the Fenners evaluated different industries and concepts, what ultimately set Homewatch CareGivers apart for them was consistency: in leadership, franchisee feedback, and long-term reputation.
“With Homewatch, it was all good,” Michael said. “All of the franchisees we spoke to said the franchise was supportive and doing its best to help them.”
The strength of a properly supported system also resonated. Over the course of more than four decades, Homewatch CareGivers has continually refined its model, providing the structure and credibility local franchise owners need to succeed. For first-time franchisees entering a people-first industry, both were essential.
For Joanne, delivering care sealed the deal.
“Helping older people,” she said. “I like giving back.”
Joanne leads daily operations, while Michael plays a key role behind the scenes, helping with strategy, systems, and problem-solving as they build their foundation.
It’s a dynamic Michael sees as a distinct advantage.
“We toss ideas back and forth,” he said. “If she needs help with something, I can try to help. We cover each other's meetings depending on who’s busy. It just works well.”
Starting a new business requires a leap of faith. And it’s important to have someone you can trust on board. Michael and Joanne play that role for each other. But the concept of trust has also become increasingly important as the Fenners prepare to hire their first employee.
“At the end of the day, we know we have each other’s backs,” Michael said. “If she needs help at the office, I’ll be there.”
Looking ahead, the Fenners plan to expand their Homewatch CareGivers operation across South Carolina and Georgia in the coming years. But for now, the focus is on the March grand opening while they begin their next chapter together in both business and life.
As Michael put it simply, the business may be Joanne’s “baby.” But it’s one they’re raising side by side, a partnership grounded in shared purpose and a commitment that the couple can experience together.
About Homewatch CareGivers
Founded in 1980, Homewatch CareGivers is one of the most experienced networks of providers of full-service home care for people of all ages. Caregivers are triple-screened and continually trained and supervised to provide reliable, compassionate, and highly skilled services in companion, personal, and comprehensive care. Home care services are personalized for each client, and customized care plans are administered through a network of 234 locations. Each location is independently owned and operated by a franchisee. Services may vary by location. Certain locations solely provide nonmedical care services. For more information, visit www.homewatchcaregivers-us.com and www.authoritybrands.com.
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