For Blake Ostling, 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 TruBlue Home Service Ally 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: 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: 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: What do you hope to achieve with your business? What are your plans for growth? 

Ostling: 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: Is there anything else about your story you want us to know?

Ostling: 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: What advice do you have for other people thinking about becoming franchise owners?

Ostling: 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.