One of the things I love most about hosting The Advisory Board Podcast is the chance to talk with leaders who’ve built not just great businesses, but great communities. This episode was one of those conversations — the kind where you walk away thinking, This is exactly what leadership in franchising should look like.
I sat down with my friend David Dunsmuir, President of Gotcha Covered — a thriving 160-unit franchise brand in North America. David has a gift for blending structure with freedom, giving his owners the guardrails they need without clipping their wings. If you’re leading a franchise network, or thinking about joining one, the insights here are worth your time.
Meet David Dunsmuir
David’s career spans decades in leadership roles, but what sets him apart is his ability to create a culture of collaboration. At Gotcha Covered, that culture is more than a talking point — it’s the engine that keeps 160 entrepreneurs moving in the same direction, even when their markets couldn’t be more different.
As David says:
“The collective of 160 business owners all on the same page… that culture is not something you can easily replicate.”
Key Lessons & Takeaways
Structure Your Advisory Groups for Real Impact
“Adding some nuances like geography into it… helps me organize communication and address needs that vary by market.”
David’s Franchise Advisory Council (FAC) isn’t one big national committee. It’s broken down by geographic region, with leaders responsible for specific states — plus a Canadian member to reflect their international footprint. That structure ensures every voice is heard, and every market’s unique challenges are addressed.
Make Peer-to-Peer Learning the Default
“We strongly encourage cross-pollination… pick up the phone and call your peer.”
Gotcha Covered’s franchise business coaches act as matchmakers, pairing owners who need help in a specific area — like lead conversion — with peers who excel at it. Combine that with active Facebook groups and direct calls, and you get fast, practical solutions that corporate can’t always provide in real time.
Balance Guardrails with Creative Freedom
“Once we pass the math and the science… my job is to foster and encourage that entrepreneurial creativity.”
Franchise agreements have non-negotiables, but beyond that, David believes in letting owners experiment. That mindset led to one of Gotcha Covered’s fastest-growing segments: exterior shade solutions. Innovation thrives when owners are trusted to adapt within brand parameters.
Think National, Act Local
“National but local is kind of the mindset.”
Owners make their own marketing decisions and product selections based on local demand — whether that’s UV control in Miami or traditional wood finishes in Minnesota. The brand supports them with tools like localized microsites and targeted ads, reinforcing the local-first approach.
Protect the Culture at All Costs
“That culture is the best I’ve ever seen… and not something you can easily replicate.”
David credits the health of the Gotcha Covered network to the community’s trust and willingness to help each other. Disagreements happen, but the shared vision keeps everyone aligned — and that’s a competitive advantage you can’t buy.
How This Episode Impacted Me (Dave’s Reflection)
Talking with David reinforced something I’ve believed for years: the best-run franchises don’t just have systems — they have relationships. You can have the sharpest marketing tools and the cleanest P&L in the world, but if your owners aren’t talking to each other, you’re running uphill.
David’s approach to structured collaboration, peer learning, and creative freedom is one I wish every franchise brand would study. It’s proof that when you invest in your people, they’ll return the favor tenfold.
Listen & Watch the Full Conversation
Watch the full episode on YouTube
Listen on Spreaker
Connect with David Dunsmuir on LinkedIn
Visit Gotcha Covered
