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After COVID Forced Him To Sell His Previous Business, This Entrepreneur Found a New Path With a TruBlue Franchise

At 60, Jorge Rios views his franchise venture as his final career move, one that not only aims to secure a steady income but also to contribute positively to his Fort Collins, Colorado, community.

After a 20-year career in finance and procurement, Jorge Rios found himself seeking a new path in the face of business disruption caused by COVID-19. His initial venture into independent business ownership was fraught with challenges, leading him to sell his struggling company. However, through this adversity, Rios discovered a new opportunity with TruBlue Home Service Ally, a franchise specializing in handyman and home modification services. 

Rios’ decision to join TruBlue was influenced heavily by his previous business, which provided exterior home services. Many of his customers had additional needs, sparking Rios’ interest in expanding his capabilities. This interest aligned perfectly with TruBlue's focus on making homes safer and more comfortable, particularly for those who might not have ready assistance.

Looking ahead, Rios is ambitious about establishing TruBlue as a staple in Fort Collins, Colorado. His vision extends to becoming the go-to service for home assistance, gradually expanding his reach to nearby cities. At 60, Rios views his franchise venture as his final career move, one that not only aims to secure a steady income but also to contribute positively to his community. 

1851 Franchise spoke with Rios to learn more about his background, his journey to franchising, why he chose TruBlue 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?

Jorge Rios: I was mostly in corporate positions, primarily in finance and procurement. I did that for over 20 years. In 2017, I decided I wanted to start something on my own and launched my own construction business. It was doing okay until COVID-19. When that struck, we were only two years into the business, and I didn't know how to handle it. We started losing accounts and business. I was actually losing money. So, I decided to sell that company. But what was I going to do next? We had a lot of experience working with people at their home, fixing up the exterior, and sometimes customers would ask us to do other services, like handyman and home modification work. 

When I found TruBlue, I knew it was something we were already qualified to do — handyman and home modifications. We already have experience making homes safer, but now we can help those who also really need assistance and don’t have anybody else to lean on. 

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?

Rios: My wife and I were looking for opportunities where we weren’t going to need to spend a lot of money — not cheap, but affordable. While searching, we came across the owner of our local TruBlue franchise, who was looking to sell. It already had a foundation in place and it was something that we were experienced with. We wouldn’t have to start from scratch. 

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

Rios: I hadn’t heard of the TruBlue brand before, but as we got more into it, we saw that it was really a match. My daughter works in the senior services industry, helping provide the elderly with assistance on routine tasks. So I was already interested in the industry. 

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

Rios: We would like to establish a staple business in this community. If someone needs help with their house, we want TruBlue to be the first name that comes to their mind. We also hope to expand into nearby cities, bringing in a steady means of income. I am already 60, so this is really the last opportunity to build something for myself. 

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

RiosWe are a religious company, so we don’t care who we help. We want to help everybody and anybody we can. 

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

Rios: Do a lot of research before jumping into any business. Do your homework, investigate and put everything you have into it. 

The total investment necessary to begin operation of a TruBlue franchise ranges from $65,050 to $91,400. This includes $44,900 that must be paid to the franchisor or an affiliate. For more information, please visit

About TruBlue Home Service Ally:

TruBlue Home Service Ally® provides a unique and affordable approach to helping busy adults and seniors live a worry-free life by offering trustworthy handyman, home maintenance and senior modification services. Helping you maintain your home both inside and out, TruBlue’s services include handyman projects and to-do list chores, preventative home maintenance programs, kitchen and bath remodels, seasonal work, and senior modification services, all handled by professional, bonded and insured Tru-Pro® Technicians. TruBlue franchise owners are required to complete senior home safety certification programs through the NAHB and Age Safe America. As certified specialists, TruBlue franchisees are able to perform aging in place home safety assessments and can make recommended safety modifications as needed.