Building a Trusted Handyman Service: The Journey of Colette and Andy Bell
In 1998, Colette Bell and her husband, Andy Bell, identified a clear gap in the home repair market in Denver, Colorado. They noticed that while large specialty contractors often targeted homeowners, these companies typically focused on big-ticket projects, leaving small but essential repairs overlooked. For example, a homeowner with a single sticky window might be pressured into purchasing an entire set of new windows rather than having the minor issue addressed. This disconnect inspired the Bells to launch a handyman business focused on small projects that homeowners could trust to be handled professionally and reliably.
“We found that homeowners had a really hard time finding somebody professional and reliable for small projects,” Colette Bell shared in a recent interview with Entrepreneur. “That was the niche market we built this business to serve.”
Their business, originally named Handyman Matters, quickly gained traction. The first year saw rapid growth, described by Colette as taking off “like a rocket.” Their commitment to quality service and filling an unmet need resonated strongly with customers.
Franchising and Strategic Growth
Recognizing the potential to scale their concept, the Bells franchised Handyman Matters in 2001. Andy took on the role of CEO, while Colette contributed through multiple leadership roles, including chairman of the board. Their franchise model was built with several smart strategies that helped them stand out in the handyman industry, traditionally fragmented and low-tech.
One key factor in their growth was their approach to customer service and professionalism. The company emphasized punctuality with exact appointment times and a high standard for employee appearance, including logoed shirts. Small touches, such as moving trash cans back after pickup, demonstrated their commitment to caring for the homeowner’s entire property, not just the immediate repair.
Another smart business decision was the adoption of a time-and-materials billing model instead of fixed-price contracts. This flexible approach allowed franchise owners to adjust hourly rates according to local market conditions, making the business scalable across diverse regions with varying costs of living.
Additionally, the Bells protected franchise owners by creating clearly defined territories based on ZIP codes, minimizing intra-brand competition and empowering franchisees to build their businesses confidently within their communities.
Partnership with Ace Hardware and Continued Expansion
In 2018, Handyman Matters connected with Ace Hardware, a major player in the retail home improvement sector. Ace Hardware acquired the business in 2019, marking a new chapter for the brand, which was rebranded as Ace Handyman Services. This partnership accelerated the company’s footprint, growing from 119 territories at the time of acquisition to 383 territories by April 2026 — more than tripling its reach.
Colette Bell now serves as the vice president of franchise development at Ace Handyman Services, continuing to drive expansion and franchisee support. Meanwhile, Andy Bell holds the positions of CEO and president. Under their leadership, the company’s sales grew by 12% from 2024 to 2025, reaching over $113 million in revenue, a testament to the enduring demand for reliable handyman services.
Franchising Insights and the Importance of Relationships
Reflecting on the decision to franchise the business, Colette admits the Bells underestimated the challenges but got several critical elements right. Beyond the protected territories and flexible billing model, they learned the vital role of strong, reciprocal relationships between franchisors and franchisees. Success hinges on collaboration, with franchisees contributing innovative ideas and feedback.
A prime example emerged during the Covid-19 pandemic, when traditional in-home visits were impossible. Franchise owners and the corporate team worked together to develop touchless service protocols, such as replacing customer signatures with “verified by voice” confirmations. This flexibility and unity helped the network remain operational and safe when designated essential.
The Ideal Franchisee and Long-Term Vision
Ace Handyman Services values franchisees from diverse professional backgrounds, including horticulture, finance, marketing, education, and the military. The common denominator is a passion for community improvement and strong leadership capabilities. Franchise owners must excel at leading teams, providing training, and fostering growth opportunities to maintain high-quality service standards.
Colette notes a red flag is when prospective franchisees focus solely on financial gain rather than people and culture. While the business maintains robust financials — with startup costs ranging from $132,200 to $226,000, including a $70,000 franchise fee — sustainable success depends on leadership and commitment to service.
Looking ahead, Colette envisions Ace Handyman Services expanding to cover perhaps half the U.S., with many franchise businesses becoming generational. Longevity and passing ownership within families align with the brand’s values, mirroring the multi-generational legacy of many Ace Hardware stores.
Key Takeaways
- Colette and Andy Bell started a handyman business in 1998 to tackle small projects for homeowners.
- In 2018, they connected with Ace Hardware, which purchased their business in 2019.
- Colette is now the vice president of franchise development for Ace Handyman Services, and she continues to lead expansion.
Colette Bell and her husband, Andy Bell, started a handyman business in Denver, Colorado, in 1998 after identifying a unique need.
They found that big specialty contracting companies did not want to do small projects for homeowners. For example, if someone had one sticky window and called a window company, the firm wanted to sell them 25 new windows for their house.
“We found that homeowners had a really hard time finding somebody professional and reliable for small projects,” Colette tells Entrepreneur in a new interview. “That was the niche market we built this business to serve.”
For more detailed insights on how Ace Handyman Services grew to $113 million in sales, read the full story here.
