Today we’d like to introduce you to Whitney White.
Hi Whitney, so excited to have you with us today. What can you tell us about your story?
My path hasn’t been super traditional or perfectly mapped out. I’ve always been someone who loves connecting with people and helping them figure out what they’re really capable of. Early on, I worked in a variety of roles that taught me how businesses actually run day-to-day and what it takes to create a great customer or team experience.
Over time, I realized I naturally fell into coaching and supporting others. I love helping people set goals, work through obstacles, and actually see progress — that’s kind of my sweet spot. Eventually that led me into the franchise world, where I discovered how rewarding it is to support owners who are building something of their own. There’s something about watching someone gain confidence in their business that really fires me up.
Now, I get to pull together everything I’ve learned — from operations to communication to people development — and use it to help leaders and franchise owners grow in a way that feels ambitious but still realistic. It’s been a lot of being coached myself, learning as I go, and figuring things out through experience.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Oh gosh, definitely not a smooth road — but I don’t think I’d change it. Most of the big things I’ve learned have come from the messy, uncomfortable parts.
One of the biggest struggles for me early on was imposter syndrome. I knew I had the ability to lead and coach people, but stepping into roles where others were relying on me felt stressful at times. I had to learn how to trust myself, make decisions without overthinking every little detail, and not take every setback personally. Which is extremely hard as an entrepreneur – you tend to blame yourself when things don’t go perfectly.
I’ve also had seasons where I felt stretched really thin — juggling responsibilities, trying to meet everyone’s needs, and learning new things on the fly. There were moments where I questioned whether I was doing enough or doing it “right.” Finding that balance between pushing hard and not burning myself out has been a long-term lesson.
Thanks – so what else should our readers know about Wise Coatings ?
I’m the Co-Founder and CEO of Wise Coatings, and at our core, we specialize in high-quality polyaspartic and epoxy flooring for residential and commercial spaces. When we started this company, the goal was simple: deliver a beautiful, durable product with a level of service people don’t normally experience in the trades. What began as a small operation has grown into a brand known for quality, consistency, and a team culture I’m incredibly proud of.
On the franchise side, my focus is helping our owners grow — not just financially, but as leaders. Running a business, especially in the home-services world, can feel like chaos. My role is to make it feel manageable by breaking things down into clear, actionable steps. I love helping owners understand their numbers, strengthen their teams, improve their sales, and ultimately feel confident in their ability to lead.
What really sets us apart is our people-first approach. Yes, we install amazing floors — but we also put a huge emphasis on communication, coaching, and building systems that support our franchise owners instead of overwhelming them. It’s not a one-size-fits-all model. We get to know each owner, their strengths, their market, and their goals, and we coach them based on who they are, not who they “should” be.
Brand-wise, I’m most proud of the trust we’ve built. Homeowners trust us with their garages and spaces because they know we’ll deliver something beautiful and durable. Franchise owners trust us because we’re transparent, supportive, and committed to helping them grow. We have a nationwide Google review score of 4.9 – with thousands of customers reviews! That trust is everything to us.
What I want readers to know is that Wise Coatings is more than a flooring company. We’re a people-focused brand built on quality, integrity, and real relationships. Whether we’re transforming a garage with a high-end coating system or helping a franchise owner hit their next big milestone, our mission is to make the process simple, supportive, and genuinely empowering.
What are your plans for the future?
I’m holding onto a rocket ship right now – at least that’s the way it feels. For the immediate future, we want to welcome new business owners into our model and expand in the southeast region of the US. We are currently offering franchising in over 30 states. We are adapting to the new Ai world at the moment, and launching new initiatives to help adapt into futuristic settings.
Contact Info:
- Website: https://wisecoatings.com
- Instagram: wisecoatings_orlando
- Facebook: https://www.facebook.com/wisecoatingsorlando
- LinkedIn: https://www.linkedin.com/in/whitneylwhite1/
- Youtube: wisecoatingsorlando
