Our Team

Bruce Haase

Chairman

Bruce Haase has been the Chairman at HomeWell Care Services since February 28, 2018. Bruce leads the executive team of industry experts in their mission to accelerate the company’s growth and continue to establish its brand. Prior to HomeWell, Bruce served as the CEO at WoodSpring Hotels, where he led that team in building one of the nation’s preeminent extended-stay hotel brands. His broad range of experience includes a track record of success in finance and operations on both a domestic and global scale. He joined WoodSpring Hotels following a 12-year tenure at Choice Hotels International Inc. where Bruce served most recently as the Executive Vice President of Global Brands Marketing & Operations. He was responsible for developing and leading the strategies for Choice Hotels International’s extensive brand portfolio, marketing, e-commerce, franchise operations, and central reservations worldwide. Prior to Choice Hotels, Bruce served key positions for a variety of publicly held companies, including Marriott International and Caterair International, and leading global investment banking and securities firm Goldman Sachs. Bruce holds a Master’s Degree in Electrical Engineering from John Hopkins University and a Master’s Degree in Business Administration with a concentration in Corporate Finance from the Wharton School of the University of Pennsylvania. Bruce currently resides with his wife in Rockville, Maryland and enjoys international travel. He often spends time visiting his children who live throughout the country.

Crystal Franz

Chief Strategy Officer

Equipped with nearly 20 years of strategy, branding, marketing, communication, and franchising experience, Crystal Franz uses her expansive knowledge to capitalize on key insights to develop effective corporate objectives and unparalleled marketing strategies. Crystal currently leads HomeWell Care Service’s corporate strategy, as well as the brand strategy, marketing and communications department. In this role, Crystal is responsible for driving cross-functional business processes, allocating appropriate resources within the company, management and protection of the HomeWell brand, driving consumer and development leads, creating a strong pipeline for the brand’s future growth and ensuring suitable metrics are in place to measure performance. Before being recruited to HomeWell Care Services, Crystal gained significant experience in franchising and hospitality having worked for WoodSpring Hotels, the national brand leader in extended stay, and leading the brand and marketing for Comfort Inn and Comfort Suites under major franchisor, Choice Hotels International. Additionally, Crystal has marketing and advertising agency experience and serves her local community as a board member of St. Mark School. Crystal holds a Bachelor of Arts degree in Communications from Elizabethtown College and a Master of Business Administration degree from Loyola University. Crystal currently resides in Baltimore, Maryland with her husband and four children. She is an avid fan of many sports, from little league to the NBA and enjoys spending time on the field and on the court at her kids’ games. In Crystal’s free time, she finds joy in cake decorating, listening to podcasts, and dining out at interesting and independent local restaurants.

Casey McCleskey

Chief Financial Officer

Casey brings over 12 years of accounting and finance knowledge to the HomeWell team. Most recently, Casey served as Chief Financial Officer of a professional engineering firm specializing in systems integration and controls. Prior to serving as a CFO, Casey worked as a CPA in public accounting. He started his career providing support services for government contracts on various military installations through joint ventures with visually impaired entrepreneurs. Casey holds a degree in Business Administration from Midwestern State University and earned his CPA from the State of Texas. He resides locally with his family. He is a sports enthusiast and enjoys spending time coaching and competing.

Michelle Sellers

Vice President of Operations

Michelle is a licensed Home Health Administrator and has over two decades of extensive healthcare experience in the post-acute care space. Her most recent position as VP of Operations with HomeWell Care Service provides Michelle the opportunity to lead and develop all brand programs, service offerings and manage the training, opening, and ongoing support for HomeWell franchisees. Prior to HomeWell, Michelle served as Administrator for over three locations with Angels Care Home Health (formerly Specialty Nurses) where she provided skilled home health and behavioral nursing care and grew the census to over 600. While at Kindred Healthcare, Michelle was responsible for the start-up of a new location that received the Region of the Year and Sales Executive of the Year awards during their first year of operation. She has over eight years of experience in both the skilled nursing and inpatient rehabilitation facility settings, one of which was a start-up where she worked to increase the outpatient therapy census to a point where it was the top provider in the area. Michelle has held positions in operations, admissions, business development, marketing, and sales. She attended West Texas A&M University where she majored in business and marketing. Michelle currently resides in north Texas with her fiancé and has one son who is a senior at Texas A&M Commerce, one soon-to-be stepdaughter, two rescue dogs and a rescue cat. She enjoys time with her family, walking her dogs, spending time outdoors, and collecting antiques.

Brandon Clifford

Vice President of Franchise Development

Brandon Clifford has an extensive background in business ownership having owned multiple restaurants and seeing them through every phase of business including, the initial concept, the opening phase, and building the restaurants up for eventual sale. His true passion, however, is inspiring others through business ownership to take control of their future through franchising. Prior to joining HomeWell, Brandon owned and operated a franchise consulting firm where he helped clients understand all the ins and outs of franchising and gather the information they need to make a smart franchise investment decision. During this time, he fell in love with the at-home care model and is excited to focus on finding individuals who are eager to build an impactful business that empowers their employees to make a difference in the lives of others. When Brandon is not talking business, he enjoys playing golf and watching football. His favorite moments are spent relaxing with his four children and his wife Christina at their home in New Hampshire.

Mishelle Payne

Vice President of Creative and Brand Marketing

Mishelle comes to HomeWell with extensive experience in building new brands and establishing best-in-class creative for a variety of industries and audiences. Most recently she served as VP, Creative for WoodSpring Suites at Choice Hotels International where she was a co-founder of the WoodSpring Suites identity and established all creative touch points for the brand used in on and offline advertising, marketing and sales initiatives, and all eCommerce efforts, to name a few. She also established the brand guidelines, photography guidelines, marketing platform, and franchisee marketing standards. Mishelle served the past two years as an elected member of WoodSpring’s Marketing Committee which met regularly with franchisee representatives. Mishelle previously held leadership positions at Rosetta Stone and Carfax Vehicle History Reports, where she led the creative services department and was part of the team who established the well-known CAR FOX. She earned her BA in Graphic Arts from East Carolina University’s School of Art and Design. Mishelle is a Northern Virginia native where she currently resides with her husband of 15 years, their two children, and their rescue dog. In her free time, Mishelle enjoys running, a good book, gardening, painting, and other creative endeavors.

Kristina Polk

Franchise Development Director

Kristina Polk is one of our Directors of Franchise Development for HomeWell. Her career has been built upon helping others achieve their goals. Throughout the last four years with HomeWell, Kristina has worked closely with individuals to understand their values, lifestyle and interests to better help coach them through the process of learning about franchising. She has extensive knowledge of the franchise process and enjoys providing others with the information they need to make smart and sound business decisions. Kristina graduated with a Bachelor of Business Administration from American Intercontinental University and held a previous position on the board for Young Professionals of Wichita Falls, a nonprofit focused on helping young people network together and grow professionally. Kristina is most proud of being a mom and a wife and enjoys being involved in her community.