By: PuroClean
In the crowded world of franchising, few leaders combine operational mastery, heartfelt empathy, and the grit of military service like Steve White, President and COO of PuroClean. For more than a decade, White has guided The Paramedics of Property Damage® to unprecedented growth, transforming the brand into one of the most respected names in restoration and remediation. His leadership style was forged in the U.S. Army, where he served as a captain, and refined through decades in franchising. It is a style defined by service, discipline, and an unwavering belief that the success of the people you lead is the truest measure of your own.
White’s military service taught him that mission success depends on preparation, accountability, and the ability to lead from the front. Those lessons stayed with him long after his time in uniform. He recognized early in his business career that the qualities valued in the military, such as discipline, teamwork, and resilience, were also the qualities that make strong franchise systems thrive. At PuroClean, these principles have shaped every decision he has made.
White went on to hold leadership roles at major franchise systems after his time in the Army, including Domino’s Pizza and Allegra Network. By the time PuroClean approached him in 2013, he had established a reputation for operational excellence, franchisee advocacy, and transformative leadership. Accepting the role of President and COO, he set out to strengthen the company’s operations and restore its culture.
The results have been dramatic. Under White’s leadership, PuroClean has doubled the number of franchise locations, tripled the average franchise unit sales, and quadrupled profitability and system-wide sales. Since he joined the company, Franchise Owner profitability has increased more than five times. At that time, national account program work was virtually non-existent. Today, that program generates more than 25% of system-wide sales annually for PuroClean Franchise Owners. These achievements are backed by consistent recognition from Franchise Business Review, which has ranked PuroClean among the top 50 franchises for franchisee satisfaction for five consecutive years.
White’s leadership style is rooted in service; he specializes in executive leadership, team building, strategic planning, and driving growth for franchisees. Recently, the International Business Awards recognized Steve as a Gold Stevie winner for Ethical Leadership in Action. He is a member of the International Franchise Association Board of Directors, past chair of the International Franchise Association (IFA) Foundation, and a past chair of the IFA’s VetFran Committee. He is also a founding member of the IFA Foundation’s Franchise Ascension Initiative and serves as an advisory board member for the Palm Beach Atlantic University Titus Center for Franchising. White represents PuroClean as part of the IFA’s Education and Advocacy team, meeting with members of Congress to discuss issues affecting franchising.
His dedication to veterans runs deep. Understanding the challenges veterans face when transitioning to civilian life, White helped develop the PuroVet Program to help them thrive as business owners. Through PuroVet, eligible veterans receive a discount on the initial franchise fee, access to a network of veteran franchisees, regular peer discussions, and comprehensive training for long-term success. Today, one in seven PuroClean Franchise Owners is a veteran, a figure that reflects White’s commitment to empowering those who have served.
This commitment took on even greater meaning in the summer of 2024, when White traveled to Normandy for the 80th anniversary of D-Day. While there, he honored the service and sacrifice of those who fought on the beaches of France, including a soldier from his hometown who gave his life on that day. Standing on those historic shores renewed his determination to continue serving veterans, helping them channel their skills and leadership into building successful businesses. It was a powerful reminder that service does not end when the uniform comes off.
PuroClean Franchise Owners often say that White listens, invests in their success, and treats them like family. His approach blends operational discipline with genuine care for the individual goals of each owner. He has expanded training programs, encouraged peer-to-peer learning, and strengthened communication between franchisees and the corporate team. His leadership has also brought recognition from across the business community, including South Florida Business & Wealth Magazine’s Apogee Award for distinguished C-Suite executives, a Silver International Business Award for Executive of the Year in Business or Professional Services, and a Gold IBA Lifetime Achievement Award in Consumer Services.
For White, success in franchising is measured in lives impacted. That might mean helping a veteran start a new chapter, guiding a first-year franchisee to profitability, or giving them the tools needed to help their clients recover from property disasters. After more than a decade at the helm, he has shown that the principles learned in military service—selflessness, integrity, perseverance—can elevate a brand to the top of its industry.
Looking to the future, White plans to expand PuroClean’s reach while deepening its commitment to Franchise Owner success. His goal is to continue attracting exceptional candidates, especially veterans, and to refine the systems that make PuroClean one of the most franchisee-friendly brands in the country. Just as in the military, his career in franchising proves that true leadership is defined not by the title you hold, but by the people you serve.