Home Instead: Franchisee expands reach

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Owner of Northeast and Southeast Wisconsin franchises acquires Madison office

(Green Bay, WI) – When Steve Nooyen opened Wisconsin’s first Home Instead Senior Care® franchise in Green Bay in 1997 he was the only employee. Now, with the acquisition of the Madison franchise, Nooyen’s operations have grown to more than 500 full and part-time employees, serving the Green Bay, Sturgeon Bay, Appleton, Oshkosh and Cedarburg areas. The acquisition of the Madison franchise adds all of Dane County to the coverage area.

“Bringing the Madison franchise under our umbrella was a natural expansion of our business,” Nooyen said. “The Madison franchise has been in operation since 2001 and we see great potential for growing our reach throughout Dane County.”

Home Instead Senior Care is the largest provider of comprehensive home care services for seniors, from personal care, errands, medication reminders and meal preparation to light housekeeping, errands, grocery shopping, Alzheimer’s and dementia care, companionship and more.

“With the over-65 population in the U.S. projected to double by the year 2030, more and more families find that they are in need of in-home care for their senior loved ones,” Nooyen said. “We are there to provide that in-home assistance that is needed to be sure that those seniors are able to stay in their homes as long as possible.”

Nooyen’s franchise group is one of the largest of the more than 700 franchise groups for Home Instead Senior Care around the world.


Founded in 1994, Home Instead Senior Care® is the world’s largest provider of in-home care services for seniors with more than 950 independently owned and operated franchises, including Green Bay, Appleton, Cedarburg and Madison. Home Instead CAREGiversSM provide basic support services, from personal care, medication reminders and meal preparation to light housekeeping, errands, shopping, Alzheimer’s and dementia care and more to enable seniors to live safety and comfortably in their own homes for as long as possible. For more information, visit www.homeinstead.com/149.