Fibrenew Franchisee Steve Geddes on Having Growth Mindset
Steve Geddes pursued the Canadian dream of playing pro hockey, until 11 concussions forced him to rethink his future. After a stint in furniture sales, he discovered Fibrenew, a leather, vinyl, and plastic restoration franchise, and over the past seven years transformed what began as a solo owner-operator role into a million-dollar operation. Today, he leads a nine-person team, runs a full-service upholstery shop, and has the flexibility to spend weeks at a time golfing in Cabo.
In this conversation, Steve breaks down what sets Fibrenew apart, most notably its flat-fee royalty model that eliminates the “tax on success” common in percentage-based franchises. He explains how commercial B2B relationships drive predictable, recurring revenue, and outlines the validation missteps that cause many buyers to choose the wrong franchise.
You’ll hear why “busy” doesn’t automatically mean profitable, how Steve scales by aligning roles with his team’s strengths instead of forcing fit, and where overlooked restoration opportunities exist across healthcare, hospitality, marine, and automotive markets. He also shares the candid approach he takes on validation calls, including when he advises prospects not to join.
Whether you’re evaluating franchise ownership for the first time or searching for a model that rewards growth instead of penalizing it, this episode offers a practical blueprint for building a service business that works for you, not the other way around.
More info about Steve Geddes here.
More info on Fibrenew Franchising here.
