For Marine Corps veteran Brian Rolf, retirement was the start of a new mission. Since opening his first Pet Supplies Plus store in 2016, he has grown to eight locations by applying the leadership, discipline, and service he learned in uniform.
Planning the Next Mission
Brian served two decades in the U.S. Marine Corps, including years as a pilot. He knew early that he wanted to run his own business after retirement, so he planned ahead and earned his MBA while still on active duty.
When it was time to transition, he treated the decision like a mission. He researched fitness, medical supplies, and service-based franchises before narrowing his focus to pet retail.
“My dad and I were initially drawn to Pet Supplies Plus because we’re animal lovers,” Brian said. “We saw that the growth potential of the industry was really strong.”
For someone used to clear processes and a chain of command, franchising felt like a natural fit. Brian had no retail experience, but he didn’t need to build a business from scratch. Pet Supplies Plus offered proven systems and a corporate team focused on helping him feel confident in every process.o take part in these community programs build local trust that carries back into the store.
Military Skills on the Sales Floor
Brian opened his first Pet Supplies Plus store in Florida in the summer of 2016. He chose to run it as an owner-operator, which helped him get the business up and running faster. It also put him where the Marines had trained him to be: out front, alongside his team.
“In the Marine Corps, we were trained to lead from the front, set the pace, and be an example for others to follow,” Brian said. “That mentality has carried over into my role as a business owner.”
He believes employees take their cues from the person in charge, so he made a point of working the sales floor instead of managing from a distance.
He was also realistic about what he didn’t know. Retail operations were new to him, so one of his first moves was hiring a leader who came with years of experience working at Target. In the military, every unit relies on people with different specialties, and he built his leadership team the same way.
With the right team in place, Brian turned his focus to the people walking through the door. He made sure his team treated every customer like a neighbor and every pet like family. That commitment to service turned first-time shoppers into loyal neighbors who keep coming back.
Growing From One Store to Eight
As Brian settled into ownership, the strength of the Pet Supplies Plus model became clear. It offered the wide selection pet parents expect from a large retailer, paired with the personal service of a neighborhood shop.
“I loved the model and felt it was the perfect niche between big box retailers and mom-and-pop stores,” he said.
Confident in the brand, Brian was ready for more. He opened a second store in April 2018, applying the same systems and leadership approach to a new location. Today, as President of Northeast Florida Pet Nutrition, LLC, he operates eight Pet Supplies Plus stores in markets including Atlantic Beach, Jacksonville, Orlando, and St. Augustine.
As his footprint grew, so did his role in the system. Brian created an employee recognition program that became the company-wide “Leader of the Pack” program. He also worked with the corporate team to improve the brand’s rewards program.
“Corporate gives you the ability to share insight. They listen to their franchisees and implement their best practices,” Brian said. “It makes me feel like I’m part of a much larger team, even though I’m an independent business owner.”
Why Veterans Choose Franchising
Brian’s story shows how military experience can become a competitive advantage. Veterans are trained to lead by example, adapt quickly, and work within a system built for success.
Franchising offers a structure that feels familiar, with clear processes and a team that shares the same mission. For many veterans, that makes it one of the most practical paths into business ownership.
Pet Supplies Plus makes that path even more accessible. Veterans receive 20% off the initial franchise fee, along with training and ongoing support for operations, site selection, marketing, and team development.
Ready for your next mission? Explore how Pet Supplies Plus supports veterans on the path to business ownership.
FAQs
Q: What advantages come with joining an established pet franchise instead of starting independently? Joining an established franchise can give owners access to brand recognition, defined operating systems, vendor relationships, and structured support that would otherwise take years to build independently.
Q: Is franchising a good fit for veterans? Franchising pairs ownership with proven systems, clear processes, and a support team, a structure that feels familiar to many veterans. Pet Supplies Plus builds on that foundation, giving veterans the training and support to apply their military skills to business ownership.
Q: Does Pet Supplies Plus offer a franchise discount for veterans? Yes. Veterans receive 20% off the initial franchise fee for a single unit.
