Bruce Haase
Chairman
Bruce Haase has been the Chairman at HomeWell Care Services since February 28, 2018 and also serves as Chief Executive...
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Bruce Haase
Chairman

Bruce Haase has been the Chairman at HomeWell Care Services since February 28, 2018 and also serves as Chief Executive Officer of Extended Stay America.  Prior to HomeWell, Bruce served as the CEO at WoodSpring Hotels, where he led that team in building one of the nation’s preeminent extended-stay hotel brands. His broad range of experience includes a track record of success in finance and operations on both a domestic and global scale. He joined WoodSpring Hotels following a 12-year tenure at Choice Hotels International Inc. where Bruce served most recently as the Executive Vice President of Global Brands Marketing & Operations. He was responsible for developing and leading the strategies for Choice Hotels International’s extensive brand portfolio, marketing, e-commerce, franchise operations, and central reservations worldwide. Prior to Choice Hotels, Bruce served in key positions for a variety of publicly held companies, including Marriott International and Caterair International, and leading global investment banking and securities firm Goldman Sachs. Bruce holds a master’s degree in electrical engineering from John Hopkins University and a master’s degree in business administration with a concentration in corporate finance from the Wharton School of the University of Pennsylvania. Bruce currently resides with his wife in Rockville, Maryland and enjoys international travel. He often spends time visiting his children who live throughout the country.

Crystal Franz
Chief Executive Officer
Equipped with over 15 years of franchising experience, Crystal Franz has held many roles including those in corporate...
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Crystal Franz
Chief Executive Officer

Equipped with over 15 years of franchising experience, Crystal Franz has held many roles including those in corporate strategy, brand strategy, marketing, and communications. Crystal uses her expansive experience to capitalize on key consumer insights and build successful brands and organizations to meet the needs of its customers. She leads the executive leadership team at HomeWell in their mission to accelerate the company’s growth and continue to establish its brand. Before being recruited to HomeWell Care Services, Crystal gained significant experience in franchising and hospitality having worked for WoodSpring Hotels, a national brand leader in extended stay, and leading the brand and marketing for Comfort Inn and Comfort Suites under major franchisor, Choice Hotels International. Additionally, Crystal has marketing and advertising agency experience and serves her local community as a board member of St. Mark School. Crystal holds a Master of Business Administration degree from Loyola University and a Bachelor of Arts degree in Communications from Elizabethtown College. Crystal currently resides in Baltimore, Maryland with her husband and four children. She is an avid fan of many sports, from little league to the pros, and finds joy in spending time on the field and on the court of her kids’ games. In Crystal’s free time, enjoys cake decorating, podcasts, and dining at local restaurants.

Casey McCleskey
Chief Financial Officer
Casey brings over 12 years of accounting and finance knowledge to the HomeWell team. Most recently, Casey served as...
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Casey McCleskey
Chief Financial Officer

Casey brings over 12 years of accounting and finance knowledge to the HomeWell team. Most recently, Casey served as Chief Financial Officer of a professional engineering firm specializing in systems integration and controls. Prior to serving as a CFO, Casey worked as a CPA in public accounting. He started his career providing support services for government contracts on various military installations through joint ventures with visually impaired entrepreneurs. Casey holds a degree in business administration from Midwestern State University and earned his CPA from the State of Texas. He resides in north Texas with his family. He is a sports enthusiast and enjoys spending time coaching and competing.

Brandon Clifford
Senior Vice President of Development & Franchise Services
Brandon Clifford has an extensive background in business ownership having owned multiple restaurants and seeing them...
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Brandon Clifford
Senior Vice President of Development & Franchise Services

Brandon Clifford has an extensive background in business ownership having owned multiple restaurants and seeing them through every phase of business including, the initial concept, the opening phase, and building the restaurants up for eventual sale. His true passion, however, is inspiring others through business ownership to take control of their future through franchising. Prior to joining HomeWell, Brandon owned and operated a franchise consulting firm where he helped clients understand all the ins and outs of franchising and gather the information they need to make a smart franchise investment decision. During this time, he fell in love with the at-home care model and is excited to focus on finding individuals who are eager to build an impactful business that empowers their employees to make a difference in the lives of others. When Brandon is not talking business, he enjoys playing golf and watching football. His favorite moments are spent relaxing with his four children and his wife Christina at their home in New Hampshire.

Michelle Cone
Senior Vice President of Training & Brand Programs
Michelle is a licensed Home Health Administrator and has over two decades of extensive healthcare experience in the...
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Michelle Cone
Senior Vice President of Training & Brand Programs

Michelle is a licensed Home Health Administrator and has over two decades of extensive healthcare experience in the post-acute care space. Her most recent position as SVP of Training and Brand Programs with HomeWell Care Services provides Michelle the opportunity to lead and develop all brand programs, service offerings and manage the training, opening, and ongoing support for HomeWell franchisees. Prior to HomeWell, Michelle served as Administrator for over three locations with Angels Care Home Health (formerly Specialty Nurses) where she provided skilled home health and behavioral nursing care and grew the census to over 600. While at Kindred Healthcare, Michelle was responsible for the start-up of a new location that received the Region of the Year and Sales Executive of the Year awards during their first year of operation. She has over eight years of experience in both the skilled nursing and inpatient rehabilitation facility settings, one of which was a start-up where she worked to increase the outpatient therapy census to a point where it was the top provider in the area. Michelle has held positions in operations, admissions, business development, marketing, and sales. She attended West Texas A&M University where she majored in business and marketing. Michelle currently resides in North Texas with her husband and has one son who is a senior at UT Arlington, one stepdaughter, two rescue dogs, and a rescue cat.

Mishelle Payne
Vice President of Marketing
Mishelle comes to HomeWell with extensive experience in building new brands and establishing best-in-class marketing...
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Mishelle Payne
Vice President of Marketing

Mishelle comes to HomeWell with extensive experience in building new brands and establishing best-in-class marketing for a variety of industries and audiences. Mishelle has been with HomeWell since 2018. In her time at the company, she has brought the updated brand positioning to life through a new brand identity, launched a marketing asset resource for the system and established all the marketing collateral templates. Prior to joining HomeWell, she served as VP, Creative for WoodSpring Suites at Choice Hotels International where she was a co-founder of the WoodSpring Suites identity and established all creative touch points for the brand used in digital and traditional advertising, marketing, and sales initiatives, and all eCommerce efforts, to name a few. She also established the brand guidelines, photography guidelines, marketing platform, and franchisee marketing standards. Mishelle served as an elected member of WoodSpring’s Marketing Committee which met regularly with franchisee representatives. Mishelle previously held leadership positions at Rosetta Stone and Carfax Vehicle History Reports, where she led the creative services department and was part of the team that established the well-known CAR FOX. She earned her BA in Graphic Arts from East Carolina University’s School of Art and Design. Mishelle is a Northern Virginia native where she currently resides with her husband of 15 years, their two children, and their rescue dog. In her free time, Mishelle enjoys running, a good book, gardening, painting, and other creative endeavors.

Dan Henry
Franchise Development Director
Dan Henry brings an extensive career in franchise development to HomeWell. For the past decade, Dan has helped emerging...
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Dan Henry
Franchise Development Director

Dan Henry brings an extensive career in franchise development to HomeWell. For the past decade, Dan has helped emerging brands grow, legacy brands resurge, and brand-new brands launch. He has worked with franchisees from their initial call through the franchise sales process and all the way through the development of their locations after the franchise has been awarded. A business owner and real estate investor himself, Dan has a passion for helping individuals understand how to make the next step to becoming an entrepreneur. Dan is originally from Maine but currently lives outside Boston, Massachusetts. He is a father first to three amazing boys, a husband to an amazing and strong woman, and likes to get in a good run when he can.

Kristina Polk
Franchise Development Director
Kristina McGarvey is one of our Directors of Franchise Development for HomeWell. Her career has been built upon helping...
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Kristina Polk
Franchise Development Director

Kristina McGarvey is one of our Directors of Franchise Development for HomeWell. Her career has been built upon helping others achieve their goals. Throughout the last four years with HomeWell, Kristina has worked closely with individuals to understand their values, lifestyle, and interests to better help coach them through the process of learning about franchising. She has extensive knowledge of the franchise process and enjoys providing others with the information they need to make smart and sound business decisions. Kristina graduated with a Bachelor of Business Administration from American Intercontinental University and held a previous position on the board for Young Professionals of Wichita Falls, a nonprofit focused on helping young people network together and grow professionally. Kristina is most proud of being a mom and a wife and enjoys being involved in her community.