Inside Horsepower Brands: The Franchise Engine Behind 400+ Territories

When it comes to franchise growth, few names carry the horsepower—literally and figuratively—like Tony Holbert. As the CEO of Horsepower Brands, Tony oversees a family of nine thriving home service franchises operating across more than 400 territories. I recently sat down with him on the Close The Deal podcast to explore what makes Horsepower tick, why the home services sector is booming, and how AI is quietly reshaping how franchisees sell and scale.

From CPA to CEO: A Nontraditional Path

Tony didn’t set out to be a franchising powerhouse. He started his career as a CPA, then quickly climbed the ladder to become CFO of a PepsiCo-affiliated distribution group. That’s where he first caught a taste of what franchising looked like from the inside out—managing territories, consolidating family-run operations, and working closely with a global marketing machine.

Later, he earned equity in a 60-location retail nutrition franchise group before joining what would become Horsepower Brands. Initially hired as CFO of Mighty Dog Roofing, Tony helped lay the foundation for Horsepower before stepping into the CEO seat in 2021.

The Power of Going All In

According to Tony, success in franchising—and business in general—starts with a simple mindset: go all in.

“The people who go all in are the ones who win,” he said.

It’s not about burning the boats with reckless abandon. It’s about fully committing to your business—your team, your territory, your customers—and being present in every decision. Tony stresses that success doesn’t come from dipping your toes in. If you’re building a home services brand, you have to show up, lead, and drive demand every single day.

Why Home Services? No Ceilings, No Borders

Tony’s bullish on the home services sector for good reason. Unlike food or retail franchises that are limited by location and square footage, home services allows entrepreneurs to grow horizontally—across an entire market—without building out multiple storefronts.

Each day is a new chance to drive demand, close deals, and build awareness.

“There’s too much opportunity every day that you wake up,” Tony said.

He sees no ceiling on growth: residential, multi-family, commercial, interior, exterior—each customer segment and service vertical opens new doors.

The Role of AI: Coaching Over Replacing

One of the most fascinating parts of our conversation was Tony’s take on AI. Unlike brands using AI to replace people, Horsepower uses it to coach them.

Their newest AI-driven sales tool is built into a tablet app used during in-home consultations. It listens to the salesperson’s conversation (with permission), and provides coaching feedback post-visit—scoring patience, question-asking ability, listening skills, and whether the salesperson hit key steps in the sales process.

“This is AI as a virtual ride-along. It tells the manager where to listen and where to coach,” Tony said.

It’s smart, scalable training in real time—something that’s tough to replicate, especially across hundreds of franchisees.

Three Franchise Categories, One Unified Vision

Horsepower’s brands fall into three key categories:

1. Subcontractor Brands

Franchisees focus on sales and operations while outsourcing labor.

• Mighty Dog Roofing
• Groovy Hues Painting
• Stand Strong Fencing
• Bumble Bee Blinds

Perfect for entrepreneurs strong in sales who can manage vendors and teams without needing to build internal installation crews.

2. Recurring Revenue Brands

These smaller-scale brands offer reoccurring service models and lower upfront investment.

• Heroes Lawn Care
• Linq Lighting & Outdoor Living

Lower capital requirements, fixed royalties, and residual income make these ideal entry points.

3. Installation Brands

These require in-house crews (W-2 employees) and offer higher margins with more operational complexity.

• Gatsby Glass
• Blingle Insulation
• Varsity Zone Heating & Air (Newest)

These brands are for empire-builders ready to manage large teams and own the entire process from sale to service.

Spotlight: Varsity Zone HVAC

Launched just a year ago, Varsity Zone Heating & Air marks Horsepower’s move into high-ticket, essential services. The brand pairs a sports theme (think season tickets = recurring maintenance plans) with a proven revenue model that includes both regular service and full-system replacements.

Investment ranges from $350K–$500K, and franchisees benefit from:

• Strong reoccurring revenue from maintenance plans
• High-ticket replacement jobs
• Access to the “mechanical room” of the home (HVAC, plumbing, electrical)

“It was a strategic move to get into that part of the house. It opens the door to services like plumbing and electrical,” Tony said.

Franchise Stacking: Build Up, Not Out

One term I learned early on from visiting Horsepower’s headquarters was franchise stacking—the ability to layer multiple brands within the same territory.

Unlike retail models that require expanding outward into new markets, franchise stacking allows franchisees to:

• Leverage the same territory for multiple brands
• Share teams, marketing, and customer relationships
• Cross-promote services to the same homeowners

Tony encourages candidates to be strategic—often acquiring an existing territory from another franchisee before adding a second brand.

“The second one is always the hardest,” Tony said. “But once your team is in place, the third and fourth come easier.”

Who Thrives in Horsepower?

So what makes a great franchisee?

According to Tony:

• They go all in.
• They understand their strengths.
• They build strong teams.
• They care deeply about customers.
• They show up in their community

Whether their background is in hospitality, sales, or operations, the most successful franchisees know how to lead, learn, and lean on their support system.

Final Thoughts: Serve is in the Name

As Tony and I wrapped up, something struck me: the word “serve” is literally in “home services.” It’s about helping people, solving problems, and building trust—one home at a time.



Horsepower isn’t just about scaling revenue. It’s about creating lasting impact through solid businesses and strong community roots.