Today we’d like to introduce you to Joe Worrel.
Hi Joe, we’d love for you to start by introducing yourself.
I’ve always believed that the best opportunities show up when your values and your skill set intersect. I’m a service-disabled veteran and a lifelong musician, so discipline, teamwork, and creativity have always been part of who I am. After my military career, I stepped into a very different but deeply meaningful role—being a stay-at-home dad. Those years grounded me, gave me perspective, and helped shape the kind of life Jennifer and I wanted to build for our family.
As our kids got older, I reached a point where I knew I was ready to re-enter the workforce, but I wanted to do it in a way that aligned with our family’s goals: flexibility, community impact, and the ability to build something of our own. Entrepreneurship via a franchise model checked every box.
ReCoat Revolution stood out because it combined integrity, craftsmanship, and innovation. The sandless, dustless, one-day refinishing process solves real problems for homeowners, and it allows us to run a business rooted in professionalism and respect. Jennifer and I saw a gap in the North DFW market—people wanted beautiful floors without the expense, mess, or long downtime—and we knew we could deliver that.
Today, what keeps me motivated is simple: we make homes feel renewed, we do it in a family-friendly and affordable way, and we’ve built a business that reflects who we are as a family. It’s been a rewarding path, and I’m grateful for every customer who trusts us with their floors.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Smooth? Not exactly—but worthwhile, absolutely.
Being the first ReCoat Revolution franchisee in Texas has been both exciting and challenging. We’re working with a proprietary approach that most property owners have never heard of, and that means we can’t rely on the usual benefit of franchising: brand awareness. The sandless, dustless, one-day refinishing process is a fantastic solution, but because it’s still new in this market, the brand recognition simply doesn’t exist…yet.
We quickly realized that building awareness would require more effort than we anticipated. Most people assume they have two options: live with worn floors, or go through a traditional sanding process that’s messy, disruptive, and expensive. So our biggest hurdle has been educating folks that a cleaner, cost-effective, sustainable alternative even exists.
Marketing became less about promotion and more about explaining the “why” behind what we do—how our process protects floors, cuts downtime, reduces environmental impact, and keeps homes livable throughout the entire project. Once people understand the difference, they’re all in. But getting over that initial skepticism has taken persistence, creativity, and a lot of community engagement.
The learning curve has been real, but being early adopters has also given us the opportunity to own how ReCoat Revolution shows up in North Texas. It’s been a challenge, but it’s also been incredibly rewarding.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
At ReCoat Revolution of North DFW, our focus is simple: we extend the life of the floors people already have. Most homeowners don’t realize how much life is still left in their wood floors, or how avoidable a full sanding or replacement can be. Our specialty is giving those floors a second life—beautifully, efficiently, and without disruption.
What sets us apart is that we can refinish virtually any type of wood flooring without sanding. Solid hardwood, engineered wood, and even the hand-scraped floors that are so popular here in Texas—they can all be restored with our process. That alone surprises a lot of people.
But what really makes our approach unique is the commercial-grade sanitization step built into our system. Because we prepare the surface to a truly clean, sanitized, and pristine state, we’re able to apply our process to any hard-surface flooring—not just wood. Tile, vinyl, LVP, laminate, stone—we can sanitize, refresh, and restore the look of these floors without demolition or downtime. This has been especially valuable in real estate transactions, rental properties, and businesses that simply cannot afford to shut down for days.
Our polyurethane cures in just three hours, meaning homeowners can walk on their floors in socks the same night. And every project we complete is backed by a five-year guarantee, which gives our customers confidence that the work will last.
What I’m most proud of is that we’re offering a smarter, cleaner, more responsible way to care for the spaces people live and work in. We help preserve floors, reduce waste, and give customers results that feel fresh—without the stress of traditional refinishing or the cost of full replacement.
Is there anyone you’d like to thank or give credit to?
No one builds a business alone, and I’m grateful for the people who’ve been in our corner from day one.
First and foremost, my wife Jennifer deserves a huge amount of credit. She brings a strategic mind, a sharp eye for operations, and an incredible talent for marketing and brand positioning. A lot of the clarity in our messaging—and the way we show up in the community—comes directly from her expertise. ReCoat Revolution of North DFW is stronger because she’s part of it.
I’m also grateful for the network we’ve built through our local chamber associations. Being active in multiple chambers has connected us with business owners, community leaders, and supporters who genuinely want to see small businesses succeed. Those relationships have opened doors, sparked collaborations, and helped us grow faster than we could have on our own.
And truly, the broader Southlake business community has been incredible. From fellow entrepreneurs cheering us on to clients who took a chance on a new solution in the flooring space, the support has been both energizing and humbling. Their encouragement—and their trust in our work—has played a big role in getting us to where we are today.
We feel lucky to be building this business in a place that values community as much as we do.
Contact Info:
- Website: https://recoatrevolution.com/locations/northdfw/
- Instagram: https://www.instagram.com/stories/recoatrevolutionofnorthdfw/
- Facebook: https://www.facebook.com/ReCoatRevolutionofNorthDFW/
- LinkedIn: https://www.linkedin.com/company/recoat-revolution-of-north-dfw/
Image Credits
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