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Leadership Team

The Right Team Makes All the Difference

Gary Green

Gary D. Green

Founder

Gary D. Green is known for being one of today’s most successful founders of franchise systems in the United States. He stands at the forefront of franchising as the accomplished, charismatic founder with more than 30 years of expertise in franchise development and growth.

As a result, his franchise systems have seen tremendous success and expansion. On average, a franchise a day is being awarded to new owners in over 600 markets across the globe…. leading to thousands of thriving franchises worldwide.

As a well-known entrepreneur, successful business owner and mentor, Gary has been featured in a variety of leading publications such as The Wall Street Journal, Entrepreneur, Staring Your Own Business, Franchise Times, CNN Financial News and Fox Business News. The International Franchise Association ranks Gary among the top franchisers in the nation.

In the book “No Guts No Glory” written about Gary’s real-life experiences as an entrepreneur, he focuses on having the courage to act and seize opportunities to change your life by owning your own business. With Strategic Franchising Systems, you see the realization of that ambition from Gary as a beacon of continued accomplishments from the various franchise systems.  


“I think you have to have a passion. You have to have something that guides you, something that shapes you, that drives you.” – excerpt from “No Guts No Glory – The Story of Gary D. Green” by David Lyman.

Dan Murphy

Dan Murphy

Executive Vice President, Strategic Franchising

In addition to his leadership role with Strategic Franchising, Dan is also President and Co-Founder of Franchise Funding Group, LLC, the retired CEO/Co-Founder of The Growth Coach franchise system, and co-developer/equity partner and current Board Member of five national franchise systems: Caring Transitions, TruBlue House Care, Pet Wants, Growth Coach, and Fresh Coat. Franchise Funding Group (FFG) helps entrepreneurs to scale their existing and successful businesses nationally through a franchise model.

FFG is like Shark Tank for Franchising…they function as investors and strategic partners in the franchising sector. Prior to getting into franchising in 2002, Dan owned his own business coaching company for over a decade and helped hundreds of small business owners and entrepreneurs achieve greater success and personal balance. Before that, he was a CPA, Audit Manager, and Director of Business Development with the international accounting/consulting firm of Deloitte & Touche for seven years.

Dan is also a frequent public speaker on franchising and business success, enjoys mentoring the next generation of entrepreneurs, and is the author of the book, Becoming a Strategic Business Owner. He loves helping others and himself live a more fulfilling and exciting life by following his personal motto, Feed Your Dreams, Starve Your Fears®. 

Chris Seman

Chris Seman

President, Strategic Franchising

Before his success leading Strategic Franchising, Chris previously served in various senior executive positions, including President of Caring Transitions, and Vice President with Mr. Handyman International.

Chris is a firm believer in franchising and the franchise model, having gained this belief through his experience as a franchise executive and by owning his own franchise. Chris owned and operated a successful Mr. Handyman franchise and knows firsthand the critical importance of having a world-class training, marketing, and operational support programs in place for franchise owners at all levels of the system.

After five years of amazing growth and success with Caring Transitions, Chris was promoted to COO/President of Strategic Franchising Systems to help spread his ideas and proven systems across all five Strategic Franchising brands

Ray Fabik

Ray Fabik

President, Caring Transitions

Ray’s experience and passion for franchising, the senior care industry, and growing organizations made Caring Transitions the perfect fit and has led to next-level success for Caring Transitions. 

Ray is a proven leader in strategically driving growth and supporting franchise owners using over 25  years of experience in various executive and operational leadership roles.  Prior to Caring Transitions, Ray gained his experience in the senior space as Vice President of Operations at Comfort Keepers, an in-home senior care franchise system.

Ray was the President of The Growth Coach prior to Caring Transitions and also spent many years of his career in executive roles at Luxottica Retail, the global leader in eyewear.

Tara Riley

Tara Riley

President, Fresh Coat Painters Franchise

Taking over as President of Fresh Coat in late 2014, Tara brings proven senior executive experience to the company, most recently serving as a Vice President in the Comfort Keeper’s senior care brand.

With over 30 years of executive management and operations experience in franchising, Tara’s greatest success lies in creating profitable growth at every stop in her career. Leading teams in a variety of business models including home improvement and remodeling, Tara has experience working within global franchise icons such as McDonald’s as well as in much younger high-growth brands.

Also experienced as a business owner, Tara understands the challenges and fears new business owners face and has a passion for helping franchisees push through to success.

This experience will be instrumental in leading Fresh Coat on a continued path of growth and quest to be the largest painting brand in the world.

Ed Evans

Ed Evans

President, Pet Wants

Ed is a dynamic & innovative executive completing several growth & exit success stories including transactions at $1.7B, $11.5B, and $100M. His focus is company expansion through a combination of strategic consumer marketing techniques and cutting edge technology. His extensive experience in taking companies to new levels has been proven with large public companies, private ventures, and startup organizations.

Ed started his career at Accenture, a leading global management consulting and professional services company that provides strategy, consulting, digital, technology and operations services. After receiving acclaim for his development of the most innovative AI Expert Systems, Ed then spent the next 25 years serving as President/COO/GM of world renowned companies such as Kronos, FIS - SunGard Data Systems, and Mrs. Fields Cookies. Ed’s teams have received numerous industry leadership awards and recognition over the years from Microsoft, Information Week, the Harvard Graduate School of Business, and CNN.

A devout Husband and Father of three, Ed continues to support many non-profit organizations and recreational youth programs throughout the Southern California area in an effort to make a difference in local communities. With a passion for all aspects of life, Ed’s intensity and discipline for success has led him to complete five Ironman events, and two Xterra World Championships.

Greg Platz

Sean Fitzgerald

President, TruBlue Total House Care

Sean is a seasoned franchise executive with more than 25 years of experience working with brands ranging in scale from startup franchise concepts to multi-national franchise systems. With a wealth of knowledge, impressive in both scope and variety, Sean brings to TruBlue the insight and expertise necessary for developing, operating and growing successful franchise businesses. Sean’s background includes leading the growth of several brands including BrightStar Senior Care, Wireless Zone | Verizon Wireless, and FYZICAL Therapy & Balance Centers.  He was recently Chief Development Strategist for No Limit Agency, one of the largest PR & digital marketing agencies in franchising, providing marketing strategies for national brands such as Two Men and a Truck, Dairy Queen, Anytime Fitness, GreatClips, Jan-Pro, MaidRight, Orange Theory Fitness, Mosquito Joe and our sister brand Fresh Coat.

Chelsea Penzone

Vice President of Brand Management

Chelsea Penzone joined Strategic Franchising as Vice President of Brand Management and will be responsible for driving lead generation for franchise development. Chelsea brings twenty years of strategic marketing and brand development experience to her role supporting all five Strategic Franchising brands.

Chelsea has been involved in franchising for over eight years with both legacy brands such as Stanley Steemer as well as emerging brands. She has successfully led national, regional, and local marketing strategies across all marketing channels. Chelsea will leverage her deep understanding of consumer behavior to build lead generation strategies that attract the right talent for each brand to ensure the success of the franchise partners. Chelsea’s passion for marketing strategy, creative execution, and franchise development will be an asset to the team.

Jeff Sheil

Jeff Siehl

General Counsel & Vice President

Jeff has been the General Counsel and Secretary of our franchise affiliates Growth Coach, Fresh Coat and Caring Transitions since September 2007, of TruBlue since May 2011, and of Pet Wants since August 2015. Jeff was also promoted to Vice President of these franchise system affiliates as of February 2018. He was General Counsel of H.H. Franchising Systems, Inc.(Home Helpers) in Cincinnati, Ohio from September 2007 through February 1, 2018. From July 2002 to September 2007, Jeff practiced law with Squire, Sanders & Dempsey, L.L.P. in Cincinnati, Ohio.

Pete McKnight, CFO

Pete McKnight

Chief Financial Officer

Pete provides financial leadership and oversight to all five Strategic Franchising brands in his role of Chief Financial Officer. He is focused on driving process improvements and ways he can make the franchise owners more efficient, more profitable, and, overall, more successful. His proven leadership skills and ability to drive results provides significant benefits to the businesses of the franchise owners and five Strategic Franchising brands. Pete is a seasoned financial professional and has worked in various senior roles with both multi-unit franchisees and franchisors prior to joining the company in November 2020.