Successful Leaders Empower Our Franchisees
Sheldon Yellen established BELFOR Franchise Group in response to the increasing demand for reliable service-based franchise businesses, guided by one core value: do the right thing, even if no one is watching.
Since its founding in Ann Arbor, Michigan, the company has experienced remarkable growth.
This expansion and achievement are attributed to the robust leadership and compassionate management of our team. We view our franchisees as an extension of our family, and, as a result, our leadership team is dedicated to providing unwavering support, essential tools, and necessary resources to ensure their success.
Sheldon Yellen has garnered a formidable reputation through his distinctive approach to leadership. In his role as CEO of BELFOR Holdings, Inc., a $2 billion conglomerate encompassing various enterprises, including the globally renowned BELFOR Property Restoration, he maintains a vigilant eye on fiscal responsibility. Yet, he doesn't hesitate to embark on private flights to visit ailing employees or customers when necessary. His motivation? The BELFOR community, to him, is akin to family.
Within the restoration industry, Sheldon Yellen stands out as a prominent figure, commanding a dedicated following of decision-makers who appreciate his unorthodox management style. His presentations serve as a reflection of his management principles, intertwining his personal leadership journey with his unwavering belief in individuals from all walks of life. The concept of failure simply doesn't align with his mindset.
Sheldon Yellen
CEO, BELFOR Holdings, Inc.
Rusty Amarante, CR, has over 40 years of experience in the restoration industry. He is the President of BELFOR Franchise Group and the Director of Operations for BELFOR Property Restoration, the global leader in disaster recovery.
Whether handling a loss that affected a family of three or a major catastrophe requiring teams of 3,000+, he knows every situation is its own unique challenge. Rusty is responsible for coordinating the BELFOR National Catastrophe Team's logistics, manpower, equipment, and resources in the aftermath of national disasters on a daily basis.
Rusty was past-President of the Restoration Industry Association (RIA) and served as Vice Chair to the development of the IICRC S500 Standard for Professional Water Damage Restoration. He is a sought-after speaker in the restoration industry and has conducted hundreds of training classes throughout his career to encourage passionate restorers for the future.
Rusty Amarante
President of BELFOR Franchise Group
Mike "MJ" Reddy
Chief Development Officer,
Franchise Development,
BELFOR Franchise Group
Michael "MJ" Reddy serves as Chief Development Officer of Franchise Development at BELFOR Franchise Group, where he is responsible for franchise sales strategy, development execution, and systemwide growth across the organization's portfolio of brands. He is also a member of the BELFOR Franchise Group Executive Team, contributing to enterprise governance, strategic planning, and long-term value creation.
MJ brings deep expertise in organizational leadership, operational management, and strategic execution. Prior to joining BELFOR Franchise Group, he held senior executive roles in public service for more than three decades, including Deputy Mayor/Chief of Staff and Fire Chief for the City of Westland. He applies this experience to building disciplined growth platforms, optimizing capital and budget performance, and supporting franchise partners in scaling durable, high-performing businesses.
Matt O'Rourke
Executive Vice President,
Franchise Development,
BELFOR Franchise Group
Matt serves as Executive Vice President of Franchise Development at BELFOR Franchise Group, where he supervises and drives growth strategies across the organization's family of brands, while also leading Z PLUMBERZ as Brand President.
A Master Plumber and accomplished business owner, Matt founded and scaled his own plumbing company to seven locations before its acquisition by BELFOR Franchise Group in 2019. He brings deep expertise in franchise sales and operations and is passionate about helping aspiring business owners find the brand that best fits their goals and aspirations.
Beth Toenies
Vice President,
Franchise Development,
BELFOR Franchise Group
Beth is the Chief Operating Officer of 1-800-BOARDUP, overseeing company strategy and staff, and also serves as Vice President of Franchise Development with BELFOR Franchise Group, driving growth across its family of brands.
With a strong background in corporate branding and marketing, she brings extensive leadership experience to every role. Her achievements include a Bronze Stevie Trophy in the "Woman of the Year: Business Services Industries" category at the American Business Awards and recognition as one of The Top 50 Women Leaders in Construction and Civil Works for 2025. Beth is admired for her resilience, vision, and ability to inspire.
