From Olympians to Entrepreneurs — Here’s Their Gold Medal Strategy

Jennifer Jones and Brent Laing have competed for Team Canada in a total of three Olympics – Jennifer winning gold in 2014 – so they both know a thing or two about determination. Now, after retiring from competition, they bring that same spirit of competition and dedication to their family owned lawn care business, Weed Man, in Ontario, Canada.

“The transition has been really nice,” Jones said, about going from ice to grass.” After retiring from competition. [in April 2024] and looking for what to do next, it seemed like a good fit. It’s a well-established business and just working with clients and trying to learn the business has been a lot of fun.”

Related: Considering franchise ownership? Start now to find your personal list of franchises that match your lifestyle, interests and budget.

The Weed Man

Ontario-based lawn care company Weed Man, ranked #281 on the 2024 Franchise 500, was already familiar with Laing – his parents first opened the franchise in 1982, and then bought the property next door in 1992. Laing, a three-time Canadian and world champion who missed out on a medal at the 2018 Olympic Games, worked for the franchise in his early 20s. The brand, he explained, has become part of his family’s fabric, and when his parents started talking about selling it, it got him and Jones thinking.

He says: “My mother and father put blood, sweat and tears into this for 40 years, no matter who was going to buy it, it would be strange not to have it in the family.”

So when his parents finally decided to retire earlier this year, it seemed like a great business opportunity for Jones and Laing.

“We were looking to try to start a business or create a business environment for our family,” Jones said, “so it seemed like a good fit.”

Related: New Study Reveals How Much Money Most Side Hustles Make in 1 Month – and a Number That Might Surprise You

Olympic courses

So does being a world champion Olympic athlete translate into franchising? Jones – who is a lawyer by profession, so is not entirely new to the business world – thinks so.

“It’s a competitive habit and you always try to strive to be better,” he said. “As an athlete, you are never satisfied with the status quo. You always try to find ways to improve.”

He adds that good work ethic, self-belief and willingness to take constructive criticism are also skills and traits he carries over from competing in his franchise career.

Related: Find Out Which Brands Have Ranked in the Longest Franchise 500, Earning a Place in Our New ‘Hall of Fame’

Community First

Laing and Jones are committed to fostering a sense of community through their franchise. They emphasize the importance of local involvement and customer relationships, an approach laid down by Laing’s father when he opened the franchise in the 1980s.

“It was my dad in the beginning, him and the truck, knocking on doors,” Laing said, “and we’ve never forgotten that, it’s a family business. It’s a big company, but we’ve always been focused. That’s the Laing family business.”

Jones points out that they are essentially a community-based business – their office is in the city center – and adds that that seems important to the type of business they are.

He says: “We get to know our customers this way, they pass by the office and I like to hear their stories.”

Related: Save Money During the Olympics With Special Deals From These US Brands

Balancing family and business

As parents and business owners, Jones and Laing are understandably busy. They have two daughters together under the age of 13 and Laing has an older son from a previous marriage. According to Jones, running a successful franchise isn’t so much like wrestling with competition, it’s all about the family.

“It has been our life since the children were young,” he says, with a busy schedule. “Our two daughters have been on the road with us all their lives and understand that flexibility is part of our lives. So it has become part of our family, just like folding was.”

The family feels that, including their children helping in the office, is something they want to keep. Both Jones and Laing say they feel an important responsibility to Laing’s parents’ legacy – both in keeping the business running strong and in driving the small business they feel has made it successful.

“It’s a balancing act,” Laing said, “we have to make sure we keep it local and family-focused and make sure we’re always answering calls and not being too bad. We want to make money, we want to grow, but it’s all about that name that mom and dad worked so hard to build.”

Related: California Fast Food Workers Now Get $20 Minimum Wage – Here’s How This Will Affect Franchising