Joint CEO David Glover, a former solicitor and franchisee, has steered the company with a unique blend of legal expertise, first-hand experience, entrepreneurial spirit, and commitment to improving lives…
For David Glover, taking the helm of Caremark was not initially about home care. “What first drew me to Caremark wasn’t specifically home care, but the broader potential of the brand as a franchise,” he says.
Once immersed in the sector, however, he discovered that he liked what he was doing. “I can confidently say I wouldn’t want to work in any other industry – the sense of purpose is unparalleled.”
He may have thought he was leaving it behind but his legal background has also proven invaluable in his leadership role. “My legal training instilled in me an analytical mindset, enabling me to make informed, strategic decisions,” Glover explains.
His experience as a franchisee added another dimension, giving him a firsthand understanding of the relationship between franchisors and franchisees. “That dual perspective drives my commitment to collaboration, and has a direct impact on the number of lives we improve on a daily basis, which is our mutual and overarching goal.”
The mark of a franchisee
The key to Caremark’s progress lies in its ability to identify and nurture franchise owners who embody a balance of entrepreneurial drive and shared values, says Glover. “We look for people with business acumen and an entrepreneurial spirit, but also, and very importantly, we ensure they align to our ethos and values,” he explains. While industry experience is not a prerequisite, qualities like commerciality, leadership, and people skills are essential. “Our sector fundamentally revolves around human connection and compassionate service delivery,” Glover says.
The alignment extends to Caremark’s rigorous training programmes, including a comprehensive induction course and a High-Performance Leadership and Development programme. Together, they equip franchisees with the tools to build thriving businesses around care teams that deliver high levels of service.
Network of support
One of Caremark’s USPs is its industry-leading franchise support system, which Glover describes as unparalleled. “We make it our mission to set our owners up for success,” he says. A team of 40 support staff ensures a ratio of 2.5 franchise owners per team member. Specialists in areas such as quality management, operations, marketing, HR, rostering and finance provide tailored assistance that drives measurable results. It includes a robust quality assurance framework, spearheaded by five Quality Managers.
“They conduct at least two internal audits per year for every office, supported by action plans and KPIs,” Glover explains. The marketing team complements those efforts with national campaigns and bespoke local strategies, while regional support managers focus on operational growth. “Our support system enables franchise owners to focus on delivering exceptional care while we handle the intricacies of compliance, marketing, and operational challenges,” adds Glover.
National marketing fund
The firm launched its National Marketing Fund in September 2024. The fund has already delivered impressive results, including 9.9 million impressions and over 10,000 website conversions within its first two months.
“Building brand awareness fills the marketing funnel for long-term results, while tactical channels deliver immediate leads,” Glover says.
Franchisees also benefit from the ability to tailor campaigns to their needs, whether targeting customer acquisition or staff recruitment. “Early feedback confirms a large increase in phone calls from potential customers and excellent conversion rates resulting in high-worth care packages,” he adds.
Care at the core
Unlike competitors who focus solely on the private market, Caremark embraces a dual approach, serving both private and local authority-funded clients. The strategy is reflective of the company’s ethos, Glover believes.
“We believe that everyone deserves the right to exceptional home care. This is our moral duty, and our genuine passion for improving lives means we’re extremely proud of our values.”
The approach benefits franchisees as well. Operating across the entire home care market, not just a portion of it, ensures franchise owners have access to a much larger customer base.
With the private market accounting for just 23% of the total home care market, it allows Caremark to own a greater share of the sector. The firm’s reputation is built around quality and compliance and depends almost entirely on the type of service it delivers. “Our level of service directly impacts how well we improve the lives of our customers,” says Glover. The quality team, comprised of experts with specialised knowledge in areas such as Alzheimer’s care and complex needs, delivers comprehensive support to franchisees.
Through regular audits, bi-monthly clinics, and knowledge hubs, the team ensures that franchisees not only meet but exceed regulatory standards. “This dedicated and individually focused support equips every Caremark office to deliver outstanding home care services,” adds Glover.
Innovations ahead
The firm plans a number of improvements in 2025. The introduction of an Applicant Tracking System aims to streamline recruitment, while a ticketing system will enhance support efficiency. The company is also expanding its team with the addition of a Director of People and an Onboarding Manager.
“Our philosophy is never to stand still,” says Glover. “We are continuously evolving, seeking ways to improve our systems, support our network, and drive collective success.”
As it grows, maintaining standards remains a priority. “We ensure our ratio of support personnel to franchise owners remains exceptionally high,” explains Glover. Regular updates to the Operations Manual and collaborative growth strategies further reinforce the commitment.
Looking ahead, Glover is not shy in saying he believes Caremark will be the market leading care company in the UK. “Our mission is to touch more lives, maintain and improve quality standards, and position ourselves as the care provider of choice,” he says. Central to this vision is the recognition of care assistants, which plays an important part in keeping the team motivated to provide the service levels required.
“These skilled professionals are the heart of our organisation,” Glover says. By elevating their status and showcasing their expertise, Caremark aims to transform public perceptions of the home care sector.
Under his and fellow Joint CEO, Lisa Fyfe’s leadership, Caremark has emerged as a trailblazer in the home care and franchising space. Its commitment to quality, inclusivity, and innovation sets it apart in a competitive market. As the company continues to grow, its focus on improving lives remains steadfast, ensuring a bright future for franchisees, care assistants, and the communities they serve.
“Our business is about making a difference,” Glover concludes. “And at Caremark, we’re doing excellent things very, very well.”
