The Service Engine Coaches
proven operators.
not gurus.
There are thousands of talking heads out there that have never run a truck, managed a team, or carried a payroll through a slow January. But they’ll gladly take your money and try to tell you how to.
They sell theories. We install a proven framework for growth: The Stack.
Every one of our home service coaches…
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Has built & scaled $1,000,000+ home service operation
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Has built and lead a team of leaders and decision makers inside their organization
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Is proven to be a skilled teacher & mentor who receives ongoing coaching training to stay sharp
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Is dedicated to helping you break through ceilings and build your Stack
The Founder
Caleb Wininger
30 years in home services
Hi, I’m Caleb. Nice to meet you. Here’s a bit about me.
In 1999 I started Lake State Cleaning in the metro Detroit area. No education, no money, no contacts, no mentors – just a beat up truck and a bucket of window cleaning tools.
Fast forward 26 years and LSC produces a profitable $1.5 million in annual revenue without me running the day to day… which sounds impressive until you hear how long I spent being the bottleneck first. It took me YEARS to figure business out, and I have the scars to prove it.
When I finally broke through, it was with the aid of a business coach. After that experience, I swore to myself that if I ever had a chance to help someone from that side of the table, I would. And here I am.
I spent six years as a top coach for the legendary Conquer Program, and then transitioned to a lead coach and consultant role for Housecall Pro.
Along the way I coached hundreds of home service operators, built training used by thousands more, and worked every seat in the business — sales, production, money, people, systems. The Full Stack.
In 2025 I launched The Service Engine, where we coach home service owners to become Full Stack Operators. I consider it a privilege to support other home service owners so they can achieve their goals (faster and easier than I did…)
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Caleb has logged over 5000 hours as a home service business coach
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Grew Lake State Cleaning into Michigan's #1 rated exterior cleaning company
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Authored The Stack operational framework
No Nonsense. Just Results.
Bryan Crowder
Start, scale, exit, repeat
Hi, I’m Bryan Crowder!
I grew up in Vista, California and started my first business (BC Window Cleaning) at 21. At 35, I moved my family across the country to Greenville, South Carolina. No job, didn’t know a soul. Most people thought that was crazy. But it wasn’t a gamble—I had a plan, and I worked the plan.
While getting settled, I ran my California window cleaning business remotely until it sold. Since then, I’ve built and sold multiple service companies—a soft wash business in 2024, and Home Run Coatings in 2026 at a 3.7x multiple. Millions in residential sales along the way.
None of that was luck, and none of it was complicated. It was systems—simple ones, followed consistently—that let the business run without me touching every detail. Most owners overthink this. The businesses that sell aren’t the fanciest. They’re the ones that run without the owner in the middle of everything.
That’s what bought me the thing I actually care about: time. My family and I spend weeks in Europe every year while the business keeps running back home. I work to live, not the other way around. Kids grow up fast, and I built my businesses on purpose so I wouldn’t miss it.
Outside of work, you’ll find me traveling, on the golf course, watching sports, or laughing with friends.
Now I help other owners do the same. I won’t tell you what you want to hear—I’ll tell you what’s true, keep it simple, and hold you to it. Build the systems, do the work, and end up with a business that runs without you and is worth something when you’re ready to sell.