Horsepower Brands

Branding a Profitable Future

Accelerating Franchise Growth with Culture, Innovation, and Purpose

In the world of franchising, few companies have accelerated as quickly—or as deliberately—as HorsePower Brands®. In just four years, the Omaha-based company has launched nine brands across the home services space, scaling to nearly 400 franchise locations in 38 states. Behind that rapid growth is a culture rooted in vision and accountability, a relentless commitment to innovation, and a belief that success should extend far beyond the bottom line.

HorsePower Brands is building more than franchises. It’s building an ecosystem where franchise owners can achieve their “why,” employees can thrive in careers that feel meaningful, and customers gain trust in a unified family of services.

“We founded HorsePower Brands with a simple but powerful belief: if we build people, they will build great businesses. Our purpose is to empower entrepreneurs to achieve their why. In less than five years, we’ve scaled to nine brands and more than 1,400 territories nationwide, proving what is possible when you go all in,” Tony Hulbert, CEO of HorsePower Brands notes.

A Culture Fueled by Purpose

Culture is more than a buzzword at HorsePower Brands—it’s the foundation of the business. Built on the Entrepreneurial Operating System (EOS), the company’s culture centers around clarity of vision, defined goals, and metrics that ensure every team member knows where they stand.

“We’re focused on giving our franchise owners and employees clear paths to success,” Hulbert notes.

“When you join HorsePower, you’re not buying into a single concept. You’re plugging into an ecosystem. A standalone brand gives you tools. A portfolio brand gives you a platform. From training and marketing to finance and operations, we’ve built the infrastructure that allows entrepreneurs to focus on growth instead of reinventing the wheel,” Hulbert relays.

“Our ZeeServices platform is one of the most unique advantages in franchising, designed to solve common business challenges. For example, we own and operate ZeeBooks, which provides bookkeeping and financial preparation each month for our owners. We also offer solutions like ZeeFleet, ZeeRecruit, and ZeePartnerships that give franchisees the support they need to scale with confidence,” he elaborates.

Hulbert explains that supporting franchisees also means investing in the people behind the scenes. HorsePower coaches pursue certifications and ongoing education to better serve owners. Employees are empowered to provide candid feedback through engagement surveys, open conversations, and team meetings that shape how the company evolves.

He relays that one of the biggest shifts came from that feedback: a move to nationwide remote hiring. By meeting employees where they are, HorsePower has been able to recruit top talent across the country.

The company hosts monthly Brand Academy Training and Discovery Days, which bring together employees, franchisees, and candidates to build alignment and share best practices. Bonuses tie directly to business success, ensuring everyone rows in the same direction.

Hulbert also points out that celebrations, too, play a role: whether it’s Topgolf outings, staff parties, or family-friendly events like office trick-or-treating, HorsePower believes that shared wins strengthen the entire organization.

Explosive Growth Across Home Services

That culture has fueled remarkable growth. In just four years, HorsePower Brands has launched nine distinct home services brands, covering roofing, fencing, landscaping, painting, insulation, window coverings, and more.

• Mighty Dog Roofing® continues to lead the pack, growing revenue by 40% in 2024, adding solar as a new offering, and expanding into commercial roofing. The brand has earned top rankings, including Entrepreneur Magazine’s #1 spot in the roofing category.
• Blingle!®, specializing in outdoor and event lighting, was named one of the Top Emerging Brands by Entrepreneur and has expanded into Massachusetts, Indianapolis, and Plano, Texas. High-profile projects include installations for L.L. Bean, Sanibel Island, and the Native American Memorial at Heritage Park in Olathe, Kansas.
• Heroes Lawn Care® has emerged as one of the few total property maintenance franchise systems, offering six services under one roof. With new territories performing 27% higher in first-year revenue, top performers are projected to exceed $1 million in sales.
• Bumble Bee Blinds® has surged since launching in 2023, opening more than 60 locations in just two years. Its partnership with Hunter Douglas, combined with proprietary technology, has helped sales in 2025 already surpass all of 2024.
• Stand Strong Fencing® has grown to 232 territories in only 12 months, building momentum with proprietary CRM technology, a no-dig installation process, and a lifetime workmanship warranty.
• Varsity Zone®, the newest brand launched in 2024, already spans 54 territories across 10 states and has secured partnerships with Carrier, ServiceTitan, and GreenSky.

Other brands in the portfolio—including iFOAM® insulation, Gatsby Glass®, and Groovy HuesSM Painting—are each carving out strong positions in their respective sectors, collectively driving a diverse and resilient growth engine.

“Our vision is to dominate every major home service category while never losing sight of our mission: building people who build businesses. Achieving that vision starts with awarding franchises to the right people. The most important attribute we look for is an All-In Mindset,” Hulbert expands.

“That means putting in the work even when it’s not convenient, staying disciplined to follow a proven process instead of chasing distractions, and having the resilience to push through setbacks. Time and again, we see that the people who go all in are the ones who change their lives, their families, and their communities,” he continues.

Innovation as a Growth Engine

If culture is the foundation, Hulbert is aware that innovation is the horsepower driving the entire system. He explains that each brand in the portfolio leverages advanced tools, strategic vendor partnerships, and new service offerings designed to sharpen franchisee performance and deliver an unmatched customer experience.

Hulbert shares that Mighty Dog Roofing integrates Hover technology for 3D measurements, Roofle’s on-demand estimating tools, and CompanyCam photo software, making roofing projects more transparent for homeowners. Its solar partnership with Eave Solar brings sustainability into the fold. Gatsby Glass offers a 3D visualizer and virtual showroom that allows customers to design and preview projects before installation.

“AI isn’t a buzzword at HorsePower. We’ve launched AI-powered sales coaching and real-time call insights that improve customer experience, close rates, and revenue. We are also testing and preparing to launch an AI-powered call center designed for one simple goal: turning more calls into scheduled appointments at a lower cost,” Hulbert notes.

“To strengthen operations and support, we’ve implemented an AI Coach that gives franchise owners 24/7 access to answers and guidance through Microsoft Teams. I’m incredibly proud of our team’s ability to innovate and stay ahead of the curve, always building solutions that make our franchise owners stronger.”

Horsepower Brands highlight that Blingle enhances outdoor spaces with integrated sound technology and visualization tools to preview lighting designs. Bumble Bee Blinds deploys Bluetooth-linked laser measuring systems tied to custom quoting software, ensuring precision and efficiency. Stand Strong Fencing uses a proprietary CRM with satellite quoting, visualizers, and Google GBP integration, making quoting and installation seamless for franchisees and customers alike. Varsity Zone incorporates SmartAC monitoring technology, offering 24/7 health alerts for HVAC systems and advanced indoor air quality solutions.

Perhaps the most innovative concept, Huburt acknowledges, is HOWIE® Knows How, “This is,” Hulbert explains, “HorsePower’s unified customer-facing platform. HOWIE brings all brands under one umbrella, giving customers a trusted one-stop resource for home services.” The model also supports franchisees through collaborative HOWIE Events, where multiple brands showcase together at home shows and regional activations. The result: stronger lead quality, reduced costs, and a shared halo effect that benefits every brand in the system.

Purpose in Action

HorsePower Brands’ mission extends beyond profits—it’s about building stronger communities. Through its national partnership with Habitat for Humanity, the company ties franchisee and customer engagement directly to meaningful local impact.

Each brand donates to Habitat for Humanity International for every customer review received, connecting customer feedback to real-world change. Franchisees are introduced to local Habitat offices, fostering grassroots relationships and volunteerism. The corporate team leads by example, recently spending a day on-site at an Omaha build, demonstrating how accessible—and impactful—volunteering can be.

By blending business with purpose, HorsePower Brands ensures its growth is matched by contribution, creating a legacy of community support alongside franchise success.

Recognition & Momentum

The results speak for themselves. HorsePower Brands’ portfolio has consistently appeared in Entrepreneur Magazine’s rankings, with multiple brands recognized as Top New & Emerging Franchises, Fastest Growing Franchises, and Best of the Best in their categories.

• Mighty Dog Roofing has held the #1 spot in roofing since 2022, climbing the Franchise 500 list while earning multi-unit recognition.
• Blingle, Heroes Lawn Care, Bumble Bee Blinds, Gatsby Glass, and Stand Strong Fencing have each earned Emerging Brand accolades.
• iFOAM joined the Fastest Growing list in 2024.

Together, these awards confirm what franchisees already know: HorsePower Brands is building a platform that sets new standards for growth, innovation, and culture in franchising.

Accelerating Into the Future

Four years, nine brands, hundreds of franchisees, and a coast-to-coast presence—and HorsePower Brands is just getting started. Hulbert relays that by combining a purpose-driven culture, relentless innovation, and a commitment to franchisee success, the company is redefining what it means to build a best-managed private sector enterprise.

“Over the next five years, our goal is bold but clear: one billion in system-wide sales, thousands of territories, and presence in every major U.S. market. But numbers are only the byproduct. The real future is building a generation of entrepreneurs who embody the All-In Mindset and create businesses that serve families, communities, and legacies for decades to come,” Hulbert predicts.

Hulbert summarizes it best. For employees, franchisees, and customers alike, HorsePower Brands is more than a franchisor. It is a family of brands united by a simple yet powerful mission: to help people achieve their “why,” while making homes—and communities—better across America.

AT A GLANCE:

Name: HorsePower Brands

What: A leading Franchising company that remains cutting edge and unparalleled in its franchise branding and growth

Where: Omaha, USA

Website: horsepowerbrands.com