Marketing Exec Hopes to Encourage Camaraderie Among Older Adults with New Seniors Helping Seniors Franchise

After his father spent 90 days in the hospital two years ago, Jason Bernloehr found himself in the difficult position of finding in-home care. Soon, he realized he wasn’t alone in his struggle. “At my age, a lot of the conversations that come up with friends revolve around how much we have to help our aging parents,” he said. “It's a big part of our lives.” Now, as the franchisee bringing Seniors Helping Seniors to Minneapolis, Bernloehr is looking to ease that burden.

Bernloehr brings over 25 years of experience in digital and ecommerce marketing to his new role, but this isn’t his first foray into the franchising world. Prior to embarking on his own franchise journey, Bernloehr worked in the marketing department for a franchise consulting firm, FranChoice, and actually helped launch the company 22 years ago. This experience was pivotal, introducing him to the franchising world and planting the seed for his future endeavors. This year, he decided to finally make the transition from a corporate career to franchising, driven by a desire to work on the business rather than in it, seeking tangible results and a more fulfilling work culture.

“For me, I was getting sick of corporate life,” said Bernloehr. “You work very hard with very little to show for it in the end. A lot of meetings. A lot of projects. You put your blood, sweat and tears into it and you don’t see the results.”

The choice to join Seniors Helping Seniors in particular was influenced significantly by personal experiences. His personal connection to the challenges faced by aging individuals, highlighted during his father’s prolonged hospital stay, steered him towards a service that offered peer-to-peer care.

“I really wish I would have found Seniors Helping Seniors before my dad got ill,” said Bernloehr. “He would always say, ‘I’m never going to a senior care facility.’ He was a very private guy. There are many people out there just like him. They want to develop bonds, but they may not be super socially active. There are introverts everywhere that need that same level of kinship and it's easier than you’d think to create those bonds. If you find the right peer, you can make some special connections.”

Looking to the future, Bernloehr aims to make Seniors Helping Seniors a household name in the Twin Cities for in-home senior care. He is passionate about contributing to his community by supporting both clients in need of compassionate care and seniors seeking meaningful engagement as caregivers. 

1851 Franchise spoke with Bernloehr to learn more about his background, his franchising journey and his plans for the future. 

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Jason Bernloehr: I spent over 25 years in digital marketing and ecommerce marketing, working for a variety of companies, both small and large, at the Director and VP level. I was very in-tune with customers of a variety of ages and interests. From auto parts to kitchen cabinets, I’ve really run the gamut in terms of the products and services I’ve helped companies sell online. 

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?

Bernloehr: I actually do have a history in franchising. I worked for a franchise consultant and helped them launch their company, FranChoice, 22 years ago. I was on the marketing team back in the early 2000s. So, I’ve always had my eye on franchising — it always appealed to me. I wanted to work on a business, not in a business. 

For me, I was getting sick of corporate life. You work very hard with very little to show for it in the end. A lot of meetings. A lot of projects. You put your blood, sweat and tears into it and you don’t see the results. I also got sick of private equity. They are really just there to flip that company and make a profit — they don’t usually care about the ins and outs of the business or the culture. 

1851: What made you pick this brand? What excites you most about this company?

Bernloehr: From experience, I knew I wanted to steer away from food. It's too hard. I was looking for a home-based business that you could grow — COVID-19 has really shown people that they can work from home and be very resourceful and efficient. 

At my age, a lot of the conversations that come up with my friends revolve around how much we have to help our aging parents. It's a big part of our lives. My father was in the hospital for 90 days two years ago. We were looking at options to take him home. I called around and eventually learned about Seniors Helping Seniors. 

As a franchise, the concept really appealed to me. The business model makes sense, the economics make sense, the demand makes sense. The senior care market feels safe and less risky than many others. It is a repeatable business — if you make those relationships and do a good job, you will have steady business with very strong margins. It's not a flash in the pan business. It also had that personal touch to me — it was a meaningful service. 

Out of all the other senior care franchises, Seniors Helping Seniors in particular appealed to me because of the peer-to-peer model. My father had hired some help, but the caregivers were a lot younger and it just did not work out well at all. If it had been more of a peer his own age, I know it would have been better. So, I loved that about the Seniors Helping Seniors model. It fosters more comradery, builds more bonds and prioritizes meaningful relationships at an older age. 

I really wish I would have found Seniors Helping Seniors before my dad got ill. He would always say, “I’m never going to a senior care facility.” He was a very private guy. There are many people out there just like him. They want to develop bonds, but they may not be super socially active. There are introverts everywhere that need that same level of kinship and it's easier than you’d think to create those bonds. If you find the right peer, you can make some special connections that last forever. 

1851: What do you hope to achieve with your business? What are your plans for growth? 

Bernloehr: I want to be the place you think of when you think of in-home senior care in the Twin Cities. I want the Seniors Helping Seniors name to resonate with people here. 

The franchise will allow me to give back in two ways. One is helping the clients who need compassionate care, and the other is helping seniors who need a companion and want to give back themselves as caregivers. I’m giving seniors more options to continue to be as independent as possible, while also enriching the lives of seniors who are looking for ways to help out their peers. 

1851: What is the one thing about your story you want us to know?

Bernloehr: I’ve always had an entrepreneurial spirit. My brother is a serial entrepreneur and I wanted to follow that family lineage. I'm also pretty heavily involved in the tennis and soccer community. I try to stay active as much as possible. 

1851: What advice do you have for other people thinking about becoming a franchise owner?

Bernloehr: Do lots of investigating and start earlier than you’d think. Because I had a little bit of a history with franchising, I had certain brands that had always been on my list, but by the time I was ready to reach out, they were already gobbled up and sold out. Also, franchising isn’t only food businesses — there are a ton of great options out there that can help you achieve your goals.  

ABOUT SENIORS HELPING SENIORS:

Seniors Helping Seniors® franchise system was founded by husband-and-wife duo Kiran and Philip Yocom. Kiran, who grew up in India, later worked to advance humanitarian efforts alongside Mother Teresa. After Kiran moved to the U.S. in 1995 and married her husband Philip, the Yocoms felt called to provide loving care to seniors and to cultivate an exchange of gifts at every generational level. Together, the Yocoms founded Seniors Helping Seniors® in-home services in 1998, opening the brand up to franchising in 2006. With a mission to be the most respected and rewarding homecare provider in the U.S., Seniors Helping Seniors® locations stand apart from competitors as the only company that prioritizes hiring active seniors to provide care services to their less-active counterparts. Seniors Helping Seniors® service aligns caregivers and care recipients based on the abilities and needs of both by offering a wide range of care services. Seniors Helping Seniors® network has grown to 200-plus locations, 125 franchise partners in 30-plus states and international markets. For more information on Seniors Helping Seniors® in-home care, visit seniorshelpingseniors.com.