Leadership
Successful Leaders Empower Our Franchisees
Sheldon Yellen, the CEO, established BELFOR Franchise Group in response to the increasing demand for reliable service-based franchise businesses. 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.
Get to Know Our Leadership Team:
Sheldon Yellen
CEO, BELFOR Holdings, Inc.
Sheldon Yellen is known for his unique and people-first approach to leadership. as CEO of BELFOR Holdings, Inc., a $3 billion conglomerate encompassing various enterprises, he balances business responsibility with a deep commitment to the people behind the work. Whether supporting employees through personal challenges or recognizing the power of connection in the workplace, his leadership style is rooted in compassion and authenticity.
In his presentations, Yellen shares lessons from his own leadership journey, emphasizing the value of every individual and the importance of perseverance. For him, failure isn’t an option—it’s simply a step on the path to growth.
Rusty Amarante
President of BELFOR Franchise Group
Rusty Amarante has decades on decades of experience in the service-related industries and is widely respected for his leadership and operational expertise. In his executive roles, he has overseen large-scale response efforts and played a key part in shaping industry standards.
Known for his ability to manage complex logistics and lead teams through high-pressure situations, Rusty is also a passionate educator and speaker. He remains dedicated to mentoring the next generation of residential and commercial services professionals and advancing best practices across these industries.
Michael “MJ” Reddy
Chief Development Officer, 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. 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 BELFOR Franchise Group acquired it 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.
