From Invisible Tech to Industry Leader: DevHub’s Pivot Story with Mark Michael

For 16 years… no one knew who DevHub was. Behind the scenes, they powered websites for agencies and marketing platforms—quietly becoming one of the most used technologies in the space. Then they made a bold decision: 👉 They stopped hiding. In this episode of The Franchise Scale Up Show, Guy Coffey sits down with Mark Michael, co-founder of DevHub, to break down the journey from white-label provider to direct-to-brand platform—and why it completely changed their business. They cover: Why DevHub stayed invisible for 16+ years The risks of going direct (and upsetting partners) What franchisors lose when they don’t control their website The moment Mark realized the model had to change How this pivot unlocked growth, visibility, and control Timestamps: [00:00:00] – Why Most Franchise Brands Fail to Scale (10→100 Units) [00:01:30] – DevHub’s Origin Story: 16 Years Behind the Scenes [00:02:30] – The Bold Pivot: From White Label to Direct-to-Brand [00:04:30] – “Burn the Boats” Moment That Changed Everything [00:08:00] – The Co-Founder Dynamic That Built DevHub [00:12:30] – When Should Small Brands Invest in Tech Like DevHub? [00:33:00] – Brutal Founder Lesson: Hiring, Firing & Growth Pain [00:43:00] – Why Creativity & Side Projects Make You a Better CEO If you’re building a franchise or scaling a business, this episode is a masterclass in ownership, positioning, and knowing when to pivot. Ready to scale your franchise the right way? Book a free growth strategy call: https://guycoffey.com Connect with Guy Coffey LinkedIn: www.linkedin.com/in/guycoffey Website: www.guycoffey.com Instagram: @guycoffey