Interview With Fibrenew CEO, Michael Wilson

(3 minute read) Fibrenew is a niche service mobile franchise business that specializes in the restoration of leather, plastic and vinyl in the automotive, aviation, commercial, marine, medical and residential markets.

To know and understand the unique culture at Fibrenew is to get inside the mind of CEO, Micheal Wilson. In this sit down interview, he answers questions about his background, Fibrenew’s inception, where the company is today and where it’s headed.

Tell us about the Fibrenew franchise concept.

Michael Wilson: We are a mobile operation that specializes in the restoration of damaged leather, plastic and vinyl. What makes us unique is that we are not a reupholstery service. Our products and techniques have our technicians repair holes, cracks, fades, stains, burns, etc. on any type of leather, plastic or vinyl ‘in situ’. This means that we repair the damaged items without having to remove them. It could be on furniture in a home, office or hotel, it could be on a vehicle’s seats, armrests, dashboard or panels, it could be leather, plastic or vinyl in a boat or plane, it could be medical exam tables or gym equipment, etc. We repair it on location and at a fraction of the cost of replacement.

How and when did you become involved with Fibrenew franchise?

MW: The previous owners of the company were just starting to franchise the concept and I had recently lost my construction company because of the devastating recession that had just happened. In a round about way, I bought my franchise out of an act of desperation – and I’m sure glad I did! It turned out to be one of the best business decisions I’ve ever made. My wife and I then had the opportunity to purchase the entire company in 1994. It was shortly thereafter that we pushed hard to expand the business across Canada, into New Zealand, USA, Mexico and Australia. I was the first franchisee, and today, we now have more than 230 locations in 5 countries around the world.

What was your background prior to joining Fibrenew?

MW: I’ve lived a very interesting life. I was born in New Zealand and grew up there spending most of my youth hiking in the southern alps and surfing the local beaches. After leaving New Zealand I spent 2 years in the outback of Australia, and 3 years in the Canadian High Arctic where I worked as a surveyor. I was an international yachtsman sailing my own boat, which I built in England, and other people’s boats around the world. I was a yacht builder and then I became a house builder, (now I am a company builder). I had my own construction company in Calgary just before I bought the Fibrenew franchise. I operated my own franchise for 7 years before purchasing the entire company and franchising it around the world.

What are some of the advantages in being a Fibrenew franchisee?

MW: The ability to generate a great income and if you work hard and stay focused on growing your business, a great income. I think the fact that we run a flat rate royalty system is a big advantage in the eyes of franchisees as well. This means that you really are your boss because there is no financial reporting, no red tape, etc. You you free to make as much or as little as you wish and you are charged the same rate. We are here to support you and guide you, but ultimately you are in control of your success. Another advantage is the fact that in most markets there is little to no competition. We are an extremely niche business and our franchisees appreciate that.

Who is your ideal franchisee?

MW: There are a few ‘hard-set’ criteria meaning that first, you have to be able to distinguish colour adequately. Matching colour is at the heart of out repair process so this is a must. Secondly, you should like working with your hands and using tools to a certain degree. Third, you can’t be afraid to talk to potential customers about how you can help them. Some call this ‘selling’ but it’s really just having a conversation with your neighbour, your kid’s coach, local business owners, etc. about what you do as a Fibrenew technician. The thing is, everyone has leather, plastic or vinyl in their home, vehicle or place of business. That means there’s a never ending list of people who will need your services. You just have to let them know what you do and how you can help them. Prior business experience is a nice to have but it’s not a show stopper. We will teach you those skills. Our business model and programs have been developed over the past 28+ years – it’s very refined and we know it works. If you stick to our template, there is a very good chance you’ll succeed.

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How One Man Googled His Way to Owning a Fibrenew Business

You really can use Google to find anything you want. Jeff Butler can attest. Not too long ago, after realizing the need for a new career and life direction, Butler decided to type “mobile franchises under $100,000” into the search engine and see what happened. After carefully evaluating his options, Butler narrowed it down to Fibrenew, the market leaders in leather, plastic and vinyl restoration, and founded Fibrenew Central Arizona.

In order to establish his new business, Butler dedicated two weeks to the Fibrenew training program in Calgary. “It was great,” he says. “Everyone from Fibrenew is super nice and helpful. It’s a great organization to be part of.” The training program was intense, and although Butler admits it was a lot of information to absorb in such a relatively short period (ranging from techniques to product information to general business advice), he found the subsequent Fibrenew Apprenticeship Program to be a valuable component to getting Fibrenew Central Arizona up and running. “The nice thing about the Apprenticeship Program is that you can go home, go on your iPad and see the information you’re looking for and review the videos you need instead of worrying about not being able to remember what they told us in training,” he explains. “And if I can’t find what I’m looking for, the Fibrenew support team is only a phone call away.”

Prior to the initial training, Butler shadowed fellow Fibrenew franchisee owner Dan Hoffman, owner of Fibrenew Portland, for two days. That’s when he knew he’d made a smart decision to invest in his own business. “At the end of day one, I saw Dan writing up the invoices from the day and remember thinking, ‘Not bad for a day’s work!’” Butler laughs.

Being a new business, Butler’s start-up phase consists of hard work, planning and a go-get-’em attitude. “There’s no such thing as a typical day for me,” he notes. “A lot of times I’ll line up my day, but then by noon I’ve altered it already! I like that. I like being able to just go with the flow and plan my day as it happens.”...read more!

Freedom To Be His Own Boss

 When asked; Why Fibrenew? Franchisee Henry Garner responds; Because being a Fibrenew franchisee means you’re your own boss, you’re part of a supportive head office, and no two days are alike.

Since opening Fibrenew Alpharetta in 2012, Henry Garner has become the go-to guy for leather, plastic and vinyl restoration in the area. How does he know he provides solid service using top-of-the-line products? “The only time I ever really hear of my competition is when they’ve screwed up and someone calls Fibrenew to fix it!” he says.

There were a few components of Fibrenew that drew him to the franchise in the first place. First, the freedom to be his own boss was compelling. Garner admits this is something he appreciates every day. “If I had someone telling me what to do or looking over my shoulder it would drive me crazy!”

Leather Furniture Redye By Fibrenew Second, he immediately recognized the encouragement for success from head office. When recalling his early exploration into the company, Garner says, “I was really impressed with the support Fibrenew had. I remember before I purchased the business I was talking to the support team about the process and they genuinely cared about me being part of this.” And even after opening the doors to Fibrenew Alpharetta Garner received the same support from the franchise team. “One of the many things I appreciate is how quickly you can get somebody on the phone and how there is always someone there to answer questions.” read more!