TruBlue Home Service Ally

For&nbsp;<a href="https://www.linkedin.com/in/blake-ostling-b18b78293/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=trublue-home-service-ally-franchise-blake-ostling-east-lansing-2731332" target="_blank" rel="nofollow">Blake Ostling</a>, the call of entrepreneurship started early, leading him down a diverse path that included fighting fires for the Michigan Department of Natural Resources, managing a decades-long landscape construction business and running companies in pest control and food distribution.While he remained successful in the small-business realm, one challenge remained: the inconsistency of seasonal landscape work in northern Michigan with the region's harsh winters. Ready to move past that challenge and exit the company, he started looking for a new business venture, one that offered structure with consistent demand. He found his answer not by starting another business from scratch, but by embracing the world of franchising.Initially wary of a concept he perceived as overly "regimented," he quickly discovered that owning&nbsp;<a href="https://www.trubluefranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=trublue-home-service-ally-franchise-blake-ostling-east-lansing-2731332" target="_blank" rel="nofollow">TruBlue Home Service Ally</a> gave him the blueprint for growth, the comfort of a relevant service-based model and the freedom to still be the pilot of his own business decisions.1851 Franchise sat down with Ostling to discuss the launch of his new business. Here’s what he had to say:1851 Franchise: Frame your personal story for us. What do you want us to know?Blake Ostling: I’ve spent the entirety of my adult life building and operating service-based businesses. I started out young, working as an on-call firefighter with the Department of Natural Resources in northern Michigan, which taught me discipline, accountability and the importance of showing up when people need you. From there, I moved into entrepreneurship and spent the next 30 years owning and operating multiple small businesses, with a landscape construction company as my primary focus.Over time, I gained experience across several industries — including pest control, distribution and property services — which helped shape how I think about systems, people and long-term sustainability. I’ve always been drawn to businesses that provide real, tangible value, and that background ultimately led me to TruBlue. For me, this wasn’t about starting something new for the sake of it, but about applying decades of experience to build a professional, dependable service business that can grow and serve the community well.1851: What did you do before franchising, and how did you decide franchising made sense for you?Ostling:&nbsp;Before franchising, my primary focus was a highly successful landscape construction business that I owned and operated for many years, along with operating multiple service-based businesses across different industries. While those businesses performed well and were rewarding to build, the seasonal nature of landscape construction — particularly in northern Michigan — placed natural limits on consistency, staffing and long-term planning.As I looked ahead, I wanted to apply what I had learned in a service model with more predictable, year-round demand and greater scalability. Franchising offered proven systems and support while still allowing me to maintain ownership and day-to-day operational control, making it a strong fit for my background and long-term goals.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?Ostling: Before becoming a franchise owner, I honestly assumed franchising was very rigid and heavily scripted — something that would limit flexibility and creativity. Coming from an independent business background, that gave me some hesitation.What I’ve learned since is that many franchise systems, including TruBlue, are much more flexible than people realize. The structure and support are there to help you avoid common mistakes, but you still run your own business and make your own decisions. For someone with experience operating service businesses, it’s been a way to move faster and focus on doing the work well instead of constantly rebuilding systems.1851:&nbsp;What made you pick this brand? What excites you most about this company?Ostling: What ultimately drew me to TruBlue was the focus on professionalism and the way the company approaches home services. TruBlue is intentional about bringing more structure, consistency and trust to home maintenance, which really stood out to me.I was also drawn to the emphasis on serving older homeowners. It’s a growing need, and it’s work that matters. At the same time, TruBlue is a practical, service-based business that stays relevant regardless of trends or technology. That combination made the brand a strong fit for both my experience and how I want to build the business long term.1851:&nbsp;What do you hope to achieve with your business? What are your plans for growth?&nbsp;Ostling:&nbsp;At the core, I want to build a business that people trust — customers feel good about calling us, and employees are proud to be part of the team.Growth is absolutely part of the plan, but it needs to be done right. By focusing on strong systems, the right people and consistent execution, the business is built to expand in a way that maintains quality and trust over time.1851:&nbsp;Is there anything else about your story you want us to know?Ostling:&nbsp;Outside of business, earning my pilot’s license was one of the more challenging things I’ve taken on. It reinforced the importance of preparation, discipline and respecting the process, which carries over into how I approach building a business.I’ve also been married to my wife for 26 years, and together we’ve raised four successful children. They’re each pursuing their own paths — from health care and law, to professional sales, music and academics — and watching them grow into capable, driven young adults has reinforced how much consistency, support and long-term thinking matter. Those same values shape how I approach leadership and building a business that lasts.1851:&nbsp;What advice do you have for other people thinking about becoming franchise owners?Ostling:&nbsp;I’d tell people not to overthink franchising or be intimidated by it. If you’ve owned or operated a business before, a lot of it will feel familiar. There is a learning curve, but one of the biggest advantages is how quickly you can get a business set up the right way.Instead of spending a year figuring everything out on your own, you start with systems, support and guidance already in place, which lets you focus more on running the business and less on rebuilding the basics.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.All locations are independently owned and operated. Service offerings, certifications and licenses vary by location.

image of Blake Ostling 1851 franchise franchisee feature for trublue home service ally East Lansing

TruBlue Home Service Ally Franchise Opens in East Lansing

1851 Franchise

Blake Ostling is launching a TruBlue Home Service Ally franchise in East Lansing, bringing decades of service-business experience to deliver reliable home maintenance for homeowners and seniors.

Seasoned Entrepreneur Launches TruBlue Home Service Ally Franchise in East Lansing

trublue-home-service-ally-franchise-blake-ostling-east-lansing

FRANCHISE INFORMATION

Own a TruBlue Franchise

How TruBlue Empowers Career-Changers to Become Business Owners

Turning Your Passion for Helping Others into a Profitable Business with TruBlue

Why is the Medical Community Investing in TruBlue?

The Future of the Home Service Market

Learn

Download Brochure

Visit Website

TRUBLUE HOME SERVICE ALLY

Facebook 

Instagram 

LinkedIn 

SOCIAL MEDIA 

Step-by-Step: What the First Year of Owning a TruBlue Home Service Ally Looks Like

TruBlue & Lifewise Partner To Create Safer Homes for Seniors

Sioux Falls Business Owner and Sales Veteran To ‘Finish Strong’ With TruBlue Home Service Ally Franchise

TRUBLUE HOME SERVICE ALLY MOST READ STORIES

1851 LOGIN

GROWTH CLUB LOGIN

ABOUT TRUBLUE HOME SERVICE ALLY

CONTACT TRUBLUE HOME SERVICE ALLY

facebook

instagram

linkedin

youtube

First Name

Last Name

Email

Phone

City

State / Province

Zip Code

How did you hear about us?

What excites you about owning a TruBlue Franchise?

Own a TruBlue Total House Care

For decades,&nbsp;<a href="https://www.linkedin.com/in/john-dawes-09067411/">John Dawes</a> has successfully built businesses from the ground up. Most recently, it was his work in bathroom safety remodeling that shifted his perspective. While helping seniors modify their homes for safety, Dawes saw firsthand the immense relief and joy his work brought to families.Now, at 60 years old, Dawes isn't looking to retire, he is looking to continue making a difference. Determined to spend the next decade doing meaningful work, Dawes has launched&nbsp;<a href="https://www.trubluefranchise.com/">TruBlue Home Service Ally</a> in Sioux Falls. By pivoting to franchising, he is skipping the "start-up" headaches he faced in previous ventures to focus entirely on what drives him: providing peace of mind to the Sioux Falls community and helping neighbors stay safe and comfortable in their homes.1851 Franchise sat down with Dawes to discuss the launch of his new business. Here’s what he had to say:1851 Franchise: Frame your personal story for us. What do you want us to know?John Dawes: I've been in sales and management for most of my career. I bounced around from the auto industry to the mortgage industry, then onto the advertising agency world. I owned a mortgage company for many years here in Sioux Falls. Then I became their national sales trainer and their sales manager for 34 locations. I also owned an auto dealership leads and credit repair company called The Right Track Solution for five years.For the last year and a half, I headed up a national bathroom remodeling company. About 75% of my business was working with seniors, and I really enjoyed seeing firsthand how we impacted our customers and the new peace of mind our services provided for them. This really motivated me to open a business centered around seniors. I still have 10 to 15 years left to work, so I thought, “Why not open a senior service-centered business?”1851: What did you do before franchising, and how did you decide franchising made sense for you?Dawes: My first two businesses that I owned, there was not really a model to go by. So, you pretty much had to do everything from figuring out your CRM and your marketing approaches. I did not want to go down that road again because it takes a lot of work and a lot of time. What really attracted me to franchising is that they've already got everything completed for you. It’s like a turnkey business. You go in, follow the instructions and here you go.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?Dawes: I have a lot of friends that own franchises in different industries, so a lot of my perception of franchising comes from their experiences. Some of them were given a ton of freedom and leeway, others not at all. I thought initially that the franchisor would give me everything, but it turned out that they did give me some decision-making power, and I really appreciate that.1851: What made you pick this brand? What excites you most about this company?Dawes: When I found&nbsp;<a href="https://1851franchise.com/trubluehomeserviceally/info">TruBlue</a> it was just a perfect match. I've always had a heart for helping people, especially seniors. With what they get for compensation and then the amount of things that they give you and the amount of support they give you, there really aren’t any franchises out there like them. They go above and beyond what many other companies do.1851: What do you hope to achieve with your business? What are your plans for growth?Dawes: I grew up in North Dakota in Grand Forks, so there might be possibilities of expanding to my home areas. I would definitely like to expand further south, maybe to Sioux City. There aren’t too many TruBlue territories in this area, so there is plenty of opportunity to expand.1851: Is there anything else about your story you want us to know?Dawes: I've always had just a passion for helping people and treating them how they should be treated. With my sales background I always aimed to not put a ton of pressure on customers to purchase or not purchase.Also, I've played racquetball for probably 40 years, 50 years, and I’m a new grandparent! I have one grandchild right now, with 2 more on the way. A lot of my time is spent with my family these days.1851: What advice do you have for other people thinking about becoming franchise owners?Dawes: I would definitely say that if you've got the inkling that franchise ownership is something you want to do, then you should do it. The nice thing about franchising is that there's always going to be help and support at the ready for you. If you have the drive to succeed, you will succeed.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.All locations are independently owned and operated. Service offerings, certifications, and licenses vary by location.

TruBlue Home Service Ally - John Dawes Franchisee Feature - 1851 Franchise

After discovering a passion for helping seniors age in place safely, John Dawes is bringing the handyman and home safety franchise to Sioux Falls.

trublue-home-service-ally-franchisee-john-dawes-sioux-falls

1851 Franchisee Spotlight graphic with photo of Robert Campbell, TruBlue Home Service Ally

Why This Philanthropist and Pastor Is Starting a TruBlue Franchise in Wilmington, North Carolina

pastor-veteran-robert-campbell-trublue-wilmington-nc

image of thatcher thornburg franchisee owner of trublue home service ally Santa Clarita California

Hollywood Roots, Home Safety Focus: How TruBlue’s Aging-in-Place Model Draws Purpose-Driven Owners

streaming-technology-veteran-launches-trublue-california

On a&nbsp;<a href="https://www.youtube.com/watch?v=4bbU1xPK_gI">recent episode of the “Pursuit of Profit” podcast</a>,&nbsp;<a href="https://www.trubluefranchise.com/">TruBlue Home Service Ally</a> President&nbsp;<a href="https://www.linkedin.com/in/seancfitzgerald">Sean Fitzgerald</a> unpacked why aging in place has quickly become one of the most urgent—and underserved — needs in America. Older adults overwhelmingly want to remain in their homes, but the typical home environment often isn’t maintained or designed to support safe independence.Fitzgerald shared how his leadership path through major franchise brands—and his personal experience losing his mother and later his father-in-law after a catastrophic fall—deepened his commitment to&nbsp;<a href="https://1851franchise.com/trubluehomeserviceally/info">TruBlue’s</a> mission. He positioned TruBlue as far more than a handyman concept, explaining that the brand’s niche is helping older adults stay safer at home through a three-step approach:&nbsp;<a href="https://1851franchise.com/trubluehomeserviceally/trublue-home-service-ally-offers-free-home-assessments-for-fall-prevention-month-2727190">home safety assessments</a>,&nbsp;<a href="https://1851franchise.com/trubluehomeserviceally/why-trublue-is-the-no-hassle-way-into-the-senior-industry-2729582">senior modifications</a>, and&nbsp;<a href="https://www.youtube.com/watch?v=ciA12NuaFVg">ongoing maintenance</a> that reduces risk over time.“I believe that most of the falls that seniors experience are due to the home environment not being well-maintained or they’re trying to maintain it,” Fitzgerald said.Throughout the episode, Fitzgerald emphasized that TruBlue wins trust by acting like a long-term partner rather than a one-off service provider — especially for the homeowners 50 and older who make up a majority of customers. The brand’s “Home Service Ally” identity reflects that relationship-first positioning, where small jobs create the credibility to earn larger projects and lifelong customer value.&nbsp;“There’s no job too small,” Fitzgerald said, noting that once a homeowner trusts TruBlue, repeat business follows—and so do referrals from families, neighbors, and even senior care organizations and medical networks seeking reliable in-home support.Watch the full episode&nbsp;<a href="https://www.youtube.com/watch?v=4bbU1xPK_gI">here</a>.&nbsp;For more information visit:&nbsp;<a href="https://1851franchise.com/trubluehomeserviceally/info">https://1851franchise.com/trubluehomeserviceally/info</a>.

Fitzgerald explains how TruBlue’s assessments, modifications and ongoing maintenance model helps older adults stay safer at home—while creating recurring, trust-driven demand for franchise owners.

TruBlue’s Sean Fitzgerald on Aging in Place, Fall Prevention and Building a “Home Service Ally”

trublues-sean-fitzgerald-on-aging-in-place-fall-prevention-and-building-a-home-service-ally

<a href="https://www.trubluefranchise.com/">TruBlue Home Service Ally</a>, the national franchise dedicated to helping busy adults and seniors age in place safely and comfortably, closed out 2025 as the strongest year in the brand’s history. Fueled by record franchise development, rising systemwide revenue, and increasing demand for aging-in-place solutions, the brand enters 2026 positioned for even greater expansion.“We had by far our best year ever,” said&nbsp;<a href="https://www.linkedin.com/in/seancfitzgerald">Sean Fitzgerald</a>, president of&nbsp;<a href="https://1851franchise.com/trubluehomeserviceally/info">TruBlue</a>. “We’ve seen tremendous growth in not only new franchise owners, but also in growth and revenue systemwide. We more than doubled our new franchise agreements signed in 2025, and we’ve seen over a 25% increase in systemwide revenue.”According to Fitzgerald, the momentum goes beyond the numbers. TruBlue is attracting a new caliber of franchise owners — professionals with strong leadership, sales and marketing backgrounds who recognize the long-term opportunity in the aging-in-place sector.“Overall growth is really overshadowing any other big developments,” Fitzgerald said. “A lot of new professionals are joining TruBlue with really impressive backgrounds. The level of business acumen of our new owners coming into the system has been very impressive.”As TruBlue’s footprint expands nationwide, the brand is unlocking new opportunities to serve seniors and their families through broader partnerships and programs aimed at supporting safe, independent living.“Because we’ve grown so rapidly and we have much more coverage than we did even a year ago, we’re beginning to develop more strategic partners and programs,” Fitzgerald said. “There’s nothing new about aging in place, but the demand for our services is becoming more and more pronounced.”That demand, Fitzgerald explained, is being driven by a critical gap in the marketplace, one TruBlue is uniquely positioned to fill.“There are not a lot of options for people who need simple and minor senior modifications like grab bars or handheld showers,” he said. “Durable medical equipment companies focus on large installations and don’t want to mess with small projects. Seniors are left struggling to find trustworthy people for these services, and that’s our sweet spot.”As insurance and subsidy models evolve, more age-driven services are becoming eligible for coverage, further accelerating demand.“Historically, health insurance only covered services prescribed by a doctor,” Fitzgerald said. “Now, more services are age-driven instead of need-driven, which is fueling demand. Our opportunities are going to increase because we’re happy to do these minor senior modifications. Our business model is to build long-term customer relationships and not just a transactional business.”Looking ahead, TruBlue’s leadership team sees its expanding coverage as the final piece needed to unlock even more national partnerships.“The only thing holding us back from developing more national partnerships in the past was coverage,” Fitzgerald said. “The demand is there, we just need good operators in more markets. It’s almost an ‘I told you so’ moment. The senior aging-in-place wave is here. It’s no longer coming — it’s evident, and it’s fueling our growth.”As TruBlue prepares for 2026, the brand continues to seek franchise partners who are natural community builders and storytellers.“We’re really looking for people with a sales and marketing mindset,” Fitzgerald said. “Our owners are creating awareness, connecting to the community and becoming the local authority on aging in place. We’re looking for people who can build teams, network and tell the story of why our services matter.”With record-setting growth behind it and powerful demographic trends ahead, TruBlue enters the new year confident in its position at the forefront of the aging-in-place movement.“Our owners have been doing a great job connecting with their communities,” Fitzgerald said. “This trend is only going to continue, and we are well-positioned for it.”To learn more about franchise opportunities with TruBlue Home Service Ally, visit: <a href="https://1851franchise.com/trubluehousecare/info">&nbsp;https://1851franchise.com/trubluehousecare/info</a>.

The home maintenance, repair, and senior modification franchise caps its strongest year ever, driven by rapid franchise expansion, systemwide revenue gains, and surging market demand.

TruBlue Home Service Ally Closes Out 2025 With Record Growth and Accelerating Demand for Aging-in-Place Services

trublue-home-service-ally-closes-out-2025-with-record-growth-and-accelerating-demand-for-aging-in-place-services

Seasoned Entrepreneur Launches TruBlue Home Service Ally Franchise in East Lansing

MORE STORIES LIKE THIS