Charlotte Salek, owner of Ace Handyman Services of Greater New Braunfels, Texas, had never owned a business before purchasing her franchise in 2023. She had worked in back offices for various companies and was experienced in accounts payable, receivables and other administrative tasks. By Patty Horansky
Special Section: Women in Franchising
Charlotte Salek, owner of Ace Handyman Services of Greater New Braunfels, Texas, had never owned a business before purchasing her franchise in 2023. She had worked in back offices for various companies and was experienced in accounts payable, receivables and other administrative tasks.
Salek moved from Colorado to San Antonio in 2021, and there she met her now-husband Scott. The couple was talking one day, and the idea of purchasing a franchise caught hold.
“I want to be the employer because I’ve always been the employee,” Salek explained.
They talked about buying a franchise of which Salek would be the sole owner, and a franchise consultant presented them with several possibilities. Ace Handyman Services resonated with Salek because of its name recognition, association with Ace Hardware Stores and because she is from Colorado as are Colette and Andy Bell, the brand’s founders.
The Bells started their own home-
repair and maintenance franchise in 1998. In 2019, they were acquired by Ace Hardware Stores and rebranded
to become Ace Handyman Services.
“I like everything about Ace,” Salek said, noting the brand’s reputation for providing safe, honest, reliable and quality craftsmanship. “Everybody needs a handyman. I’d heard of people getting scammed by handymen over the years, and that made me sad.”
Salek employs five full-time craftsmen, all background-checked, professional and polite. While she also has an office manager, Salek helps with scheduling appointments, answering calls and other tasks because her young location is so busy. Her husband, whose career is with a security company, often assists when interviewing craftsmen, but Salek’s say is final.
She believes that being a woman in franchising offers her a unique perspective, a kind of intuition. The brand has more than 390 franchises nationwide, and according to Colette Bell, about 33% of its top-performing owners are women.
“There’s just something – I can’t really describe it – that women can give that men just don’t get,” said Salek.
She makes it a point to encourage and show her appreciation to her employees, something she found missing in working for others.
“I give my employees kudos all the time,” she said.
The New Braunfels territory includes several nearby communities. Among its most popular services are drywall repair and maintenance, fence repairs and carpentry. Many clients are senior citizens who often are familiar with the brand. Clients don’t pay Ace Handyman Services until they are 100% satisfied.
“They like the Ace name, so it really does help,” Salek said.
The brand offers its franchisees comprehensive training and support.
“We get better support than you can imagine,” Salek said. “We can call anyone anytime for help. It’s amazing.”
Regarding advertising, Salek has one fully wrapped truck that the couple drive, and local billboards feature her face and her pet Pomeranian. The Saleks also network with local businesses and community groups, always providing her business card. Salek’s location has received more than 120 five-star Google reviews in its first year.
“We have grown so much it’s unbelievable,” Salek said. “We just want to grow as much as we can.”
Patty Horansky