How Bruce McReynolds Built a Thriving Griswold Franchise

Bruce McReynolds spent over three decades in senior retail management, but in 2012, he decided it was time to trade boardrooms for living rooms.

“From an early age, I had a strong desire to help others and was very involved in the community,” McReynolds said. “My second chapter of life really started in 2012 when I felt a strong calling to leave my career to better serve the Greensboro community.”

That calling led him to open a Griswold franchise in Greensboro, North Carolina. Today, McReynolds operates two territories — Greensboro and Burlington — and has built a thriving, community-driven business known for its compassion, innovation and consistent growth.

McReynolds hadn’t planned on opening a home care agency. “I originally thought I would open up a fitness facility for older adults on my own,” he said. But that changed when he discovered Griswold and connected with the story of founder Dr. Jean Griswold. “I really felt connected to the team overall,” he said. “I understood the connection to being able to make a difference while still making a living. That is what drew me to the brand.”

The transition was made smoother by his strong business background. “I already had a strong background in business having operated multiple big box department stores,” McReynolds said. “What was new to me was the process of operating a home care agency. Griswold was instrumental in helping me with the lingo, the processes, the mechanics of identifying clients and onboarding them.”

Since opening in 2012, McReynolds’ Griswold operation has experienced steady growth. “For several years, we saw over 50% increases year-over-year and that strong trend has continued for each of the 13 years we have been operating here,” he said. “We are seeing a 19% increase this year.”

Much of that momentum is driven by his team’s commitment to evolving their services and staying deeply involved in the community. “We always look for added services, new programs and new relationships,” McReynolds said. “It all gives us the ability to offer something unique to the community that our competitors don’t offer.”

That includes being the only provider in his market to offer 24/7 virtual care. “It allows for a more holistic approach to home care,” McReynolds said. His agency also connects families with alternative funding sources, providing greater access to care.

His business is built on trust — often quite literally with his neighbors. “We’ve served each of the neighbors where I live,” he said. “That is a great honor to be asked by a neighbor to help provide care to a family member.”

McReynolds isn’t just thinking about clients — he’s investing in caregivers, too. His agency recently opened a state-licensed CNA academy to help train the next generation of care professionals.

“We pay half the tuition for any of our caregivers who want to become certified,” he said. “We see it as a support of our caregivers to offer them that stepping stone and enhance our recruiting efforts to bring CNAs into the organization as well.”

When asked what he loves most about the job, McReynolds doesn’t mention numbers or milestones. “My favorite part of this business is sitting down in the living room with the family and the client and talking with them about their needs and having the tools to satisfy those needs,” he said. “The interaction with the human-touch of the business has been the best part. I appreciate that piece.”

McReynolds continues to grow his business with an eye toward expanding his services in Greensboro and Burlington. “There is no lack of clients to serve, and I think as we maintain our good stature in the area, we’ll have what we need to continue to grow.”

Through it all, he remains grounded in the Griswold legacy. “I talk about Jean Griswold with every new family and referral source,” he said. “That longevity in the home care space really sets us apart — we are locally owned and carry that heritage and mission to what we do today.”