Bluefrog Plumbing + Drain

Bluefrog Plumbing + Drain was founded in 2013 and began franchising in 2014, with a renewed franchising program and major expansion effort beginning in 2020. Based in Birmingham, Alabama, the company provides residential and commercial plumbing and drain services built around customer service, technology, and sustainability. The latest core data reports 10 franchised units in the United States and no company owned locations. The brand awarded six locations in 2020 and entered Virginia, bringing its service area to eight states. The plumbing services market was valued at $120.0 billion in 2024 and is projected to reach $160.0 billion by 2035, with a 2.65% CAGR. Bluefrog presents its model within a large, ongoing market for essential home services.

The plumbing services market is projected to grow from $120.0 billion in 2024 to $160.0 billion by 2035 at a 2.65% CAGR. The broader Plumbing, Heating, and Air Conditioning Contractors market was valued at $1407.01 billion in 2023, reached $1497.4 billion in 2024 at a 6.4% CAGR, and is forecast to reach $1963.98 billion by 2028 at a 7.0% CAGR. Urbanization and population growth support demand for infrastructure and home services. Smart plumbing technology, sustainable materials and fixtures, smart homes, and environmental standards are creating additional demand. North America represents 50% of the global plumbing services market. More than 120,000 plumbing businesses operate in the United States, but the market remains fragmented and has a shortage of skilled plumbers. Those conditions may create room for a professionally branded franchise with systems and recruiting support.

The standard franchise fee is $59,900. A territory serving approximately 250,000 people carries a base fee of $47,500, with an additional $0.12 per person above that population. A 500,000 person territory would therefore carry a $77,500 fee. Existing plumbing businesses can convert for $22,500 to $37,500, including $22,500 for a 250,000 person territory and an additional $0.06 per person for larger populations. Estimated initial investment ranges from $144,498 to $345,648 and includes equipment, vehicles, licensing, initial marketing, and early operating expenses. Territory size, local market conditions, and the choice between a home office and leased commercial space affect the total. The royalty is the greater of $250 per week or 6% of weekly gross sales up to $41,667, 5% on sales from $41,668 to $76,923, and 4% above $76,923. The advertising fee is 2% of gross sales. Other ongoing charges include a technology fee of $1,596, or $399 per month, and a monthly marketing fee of $299. Bluefrog operates under Stellar Service Brands, which also includes Restoration 1 and Softroc. In April 2020, MPK Equity Partners and Princeton Equity Group invested in Bluefrog and Restoration 1. Honorably discharged U.S. military veterans within the past 10 years may receive a $7,000 discount if they retain at least a 51% ownership interest.

Franchisees focus on sales, marketing, and light administrative work. Grassroots marketing is especially useful during the early stages. Plumbing experience is not required because the company assists with hiring skilled plumbers and managing operations. A traditional storefront is unnecessary, and a franchise can begin with one service van and a small staff. Initial training consists of one week in Dallas, Texas, including two classroom days covering business management and operating practices and two days of field training. Ongoing support includes a franchise coach, a training director, operations and training guidance, sales training, promotional materials, digital marketing support, technology vendors, supply chain relationships, site selection help, and recruiting assistance. A stages of growth manual addresses common challenges. The conversion program offers a 50% franchise fee discount and pays upfront rebranding and marketing costs through an amended royalty schedule. Franchisees also receive access to a national network and preferred vendor purchasing. Services include emergency plumbing, drain cleaning, water heater repair and replacement, including tankless systems, sewer and water line repairs, hydro jetting, gas leak detection and repair, and garbage disposal work. Services are available 24 hours a day, 365 days a year. The brand also emphasizes transparent pricing and guaranteed work.

EstateEnvy’s 2025 analysis also reports $535,766 for fiscal year 2023. These differences show why buyers should assess local conditions and operating assumptions directly.

The core franchise data reports 10 units, while other research presents a larger and changing network. As of January 2025, sources reported 37 locations, approximately 35 units, 20 plus locations, or 42 U.S. franchises. The brand had 36 locations in March 2023, added 17 units in 2022, and had eight more locations pending. Bluefrog awarded six locations in 2020, entered Virginia, and expanded to eight states. Its goals included 15 locations in 2020, 30 during the following two years, and approximately 50 within four years. In October 2021, the company announced a goal of 50 new U.S. locations over five years. In July 2025, that goal was updated to an additional 75 units over the next five years. MPK Equity Partners and Princeton Equity Group invested in April 2020. The company added virtual customer options during the 2020 COVID 19 pandemic. Thomas Dougherty became President in January 2019, Mike Mushinski was identified as President in October 2021, and Courtney Harmon was identified as President of emerging brands at Stellar Service Brands. Bluefrog’s customer focus, technology, sustainability efforts, Stellar Service Brands support, and preferred purchasing relationships are central parts of its positioning. The conversion partnership introduced in October 2021 gives existing plumbing businesses a 50% franchise fee discount, covers upfront rebranding and marketing costs, and recovers those costs through an amended royalty schedule. Colorado Springs franchisee Lance Ray became the first owner to operate both a Bluefrog Plumbing + Drain franchise and a Restoration 1 franchise.

The model is designed for entrepreneurs who can manage sales and marketing and value customer service more than prior plumbing experience. Alan Soukop, the 2020 Franchisee of the Year, and Steven Bryan, who joined in 2023, entered without prior plumbing or business experience. Soukop cited business plan help, marketing support, coaching, and mentoring. Bryan, formerly a district manager for a fuel retailer, said franchise development coaches and other franchisees helped teach him the plumbing business. Chris Mead joined in 2022 and owns a Bluefrog location in Columbus, Ohio. His 22 years of plumbing experience led him to value the business model, core values, and access to corporate leadership. Stamford owners Kelsey Lamoureaux and Sean Pierce were motivated by service, trust, and transparency. The model may suit owner operators seeking schedule control and improved work life balance. Although multi unit requirements are not stated, Lance Ray’s two brand operation shows one possible path within Stellar Service Brands. Bluefrog operates only in the United States. Arizona was a target market, with Phoenix and Tucson prioritized for awarding 12 franchise agreements in 2022. Franchise fees are based on population, beginning at $47,500 for a territory of approximately 250,000 people.

Bluefrog operates in a large home services sector, with plumbing services projected to grow from $120.0 billion in 2024 to $160.0 billion by 2035. The broader Plumbing, Heating, and Air Conditioning Contractors market is projected to grow from $1497.4 billion in 2024 to $1963.98 billion by 2028. The core data reports 10 franchised units, while the company has described plans for 75 additional units in the next five years. Training and support are intended for buyers without plumbing experience, and the model does not require a storefront. Stellar Service Brands and the April 2020 investment by MPK Equity Partners and Princeton Equity Group provide corporate and financial support.