High School Football Coach and Real Estate Investor Builds a Business Around Teamwork with Fresh Coat Painters

For Chauncey Mixon, leadership has always been about building a strong team and showing up for the people counting on him. A high school football coach, real estate professional and investor, Mixon has spent years helping others work toward a shared goal, whether on the field or in business. As he and his wife looked for a new opportunity they could build together, they wanted something that would allow them to stay personally involved while creating a lasting family legacy.

Those experiences ultimately led him to Fresh Coat* Painters. Mixon was drawn to the opportunity to build a hands-on business where he could lead from the front, while his wife brings her own background in federal service and youth sports coaching to the venture. As they prepare to launch their business serving Edwardsville, Collinsville and Swansea in Illinois, the couple is focused on bringing their shared values of teamwork, mentorship and community involvement into the business.

Mixon sat down with 1851 Franchise to discuss how he plans to apply the leadership lessons he has learned on the football field to business ownership in Illinois’ Metro East. Here’s what he had to say:

1851 Franchise: Frame your personal story for us. What do you want us to know?

Chauncey Mixon: My background is a combination of real estate and investment, and I have always enjoyed managing complex projects and working toward long-term goals. I also coach high school football, so teamwork, mentorship and accountability are a big part of my life. I wanted to find a business where I could take that same approach and be personally invested in the success of my team, my customers and the community.

My wife and I also wanted to build something together that could create a lasting family legacy. She brings her own background in federal service and youth sports coaching, so we both have a strong appreciation for leadership, teamwork and serving others. I don't believe in a passive investor mentality; I want to roll up my sleeves and be directly involved in the success of my business and the satisfaction of my customers.

1851: What did you do before franchising, and how did you decide franchising made sense for you?

Mixon: Before this, my professional career was focused on real estate and investment. When I started looking into business ownership on a larger scale, I realized I didn't need to reinvent the wheel. Franchising made perfect sense because it offers established, proven support systems that allow you to hit the ground running. It takes away the guesswork of starting from scratch and lets you focus on building relationships and executing a proven playbook.

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?

Mixon: What I want people to know now is that franchising is definitely not a passive endeavor. If you are looking for a passive "turnkey" investment where you can just sit back, this isn't it; my business approach heavily emphasizes high personal investment over a passive investor mentality. I also want people to know how important it is to rely on hard data. I spent three months evaluating six different brands before making my decision, and I ultimately chose Fresh Coat because the statistical data and operational model were perfectly compatible with my background in real estate investment. It gives you the perfect balance of established support systems without sacrificing the need to roll up your sleeves and get hands-on in your community.

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

Mixon:  I chose Fresh Coat Painters because the brand aligned perfectly with my personal values. I was incredibly impressed by their operational efficiency and their emphasis on a respect-based customer focus. In the home services sector, respect and clear communication are often lacking, and Fresh Coat represents a higher standard of professionalism. Furthermore, my decision was heavily backed by statistical data and how compatible the business model is with my existing real estate investment experience.

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

Mixon: Our immediate goal is a successful launch this July, establishing a strong presence in Edwardsville, Collinsville and Swansea. Long term, our expansion strategy will be carefully paced and contingent on market demand and, most importantly, our ability to source and retain highly skilled, quality contractors. I want to build a business known for exceptional work, which means we will never compromise on the quality of our team.

1851: Is there anything else about your story you want us to know?

Mixon: For me, this business is about more than just painting walls; it’s about deep community integration. Our marketing and outreach strategy is heavily focused on local volunteering, participating in community events and supporting other regional businesses. I want our business to be an active, positive force in the St. Louis Metro East area, both on and off the job site.

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

Mixon: Rely on data and find a brand that genuinely aligns with your personal values. Take the time to do your due diligence, look at the statistics, and make sure you are choosing a model where you are excited to be personally involved rather than just trying to manage it passively.

ABOUT FRESH COAT PAINTERS: 

Fresh Coat Painters, the residential and commercial painting franchise under the Strategic Franchising Systems umbrella, offers a low-cost, high-margin business model that gives entrepreneurs from all walks of life the chance to become successful business owners in the communities they serve. Since starting in 2004, Fresh Coat has expanded to over 190 franchise locations nationwide. Thanks to its unparalleled professionalism and affordable business model, it has become one of the leading concepts in the booming residential and commercial painting segment. With continued year-over-year growth, Fresh Coat is well on its way to achieving its overall goal of becoming a truly iconic painting brand.