For the Owner/Operator who refuses to not fight and win.
Empowering Owners. Defeating Goliath. Thriving Beyond the Storm.
Private equity is rolling up home service-based companies. You can't outspend the giant, but you can out-work and out-smart him. At Day 41 Thrive, we hand the independent owner/operator the playbooks, the 41 standards, and the system that PE doesn't want you to know about or have, so you can thrive beyond the storm.
Why We Fight
Life is a storm. You're either heading into it, fighting through it, or coming out the other side. We take our cue from the donkey: it doesn't run from the storm, it turns and walks straight into it, and comes out first.
Right now, the storm in roofing has a name: consolidation. Private equity is buying up independent shops at a breakneck pace, and when the giant opens across town, you're not competing with a roofer anymore, you're competing with a machine that just raised billions.
We refuse to let the trade get picked off one shop at a time. Day 41 Thrive exists to arm the independent owner, the David in this story, with better aim. Because the giant only needs you to stay average. We're here to make sure you never do.
Your 41 is coming.
Meet the Founders
Day 41 Thrive was built by two people who have lived the storm from the inside: Jonathon Broce and Teresa Hire Reyes. Together they arm independent contractors to face the giant head-on, build companies that last, and create cultures worth fighting for.
Jonathon Broce
Jon Broce is a fourth-generation roofer, the son of a son of a son of a roofer. Born in Cabell County, West Virginia, he came up on grit and faith, in casts and therapy as a kid, baling hay on the farm, and climbing his first ladder before he could spell "shingle."
He spent 25-plus years learning this business the hard way and paying the dumb tax so others don't have to. He scaled MHI Roofing from about $3M to over $17M, then sold it to a private-equity-backed platform and stepped inside the machine as a regional COO.
That seat is where everything changed. Jon saw the playbook from the other side, and he learned the uncomfortable truth: the roll-up doesn't need to beat you, it just needs you to stay average until you're tired enough to take the check. So he walked away from the giant to come back and fight for the independent owner/operator.
Today, as CEO of Day 41 Thrive, Jon is building the implementation group, the standards, and the tools that help independent roofers stop the bleed, install a real system, and build a company they can keep. As he puts it: "I already got my exit. This is about helping you keep yours."
Teresa Hire Reyes
Teresa Hire Reyes is the operator's operator. Born and raised in southern Ohio, she has spent a 28-year career in business operations and management, working her way up from entry-level roles to senior leadership and helping companies scale efficiently, run clean, and build cultures where people feel valued.
Driven by servant leadership, Teresa believes real leadership starts with serving others. She turns chaos into systems and good intentions into operating rhythm, the exact discipline an independent needs to grow without breaking. At Day 41 Thrive, she helps owners tighten operations, develop leaders, and build the kind of company that thrives long after the storm.
A Shared Vision
Jon and Teresa founded Day 41 Thrive on one shared conviction: the independent should never have to sell out just to survive.
We are the opposite of build, scale, sell. The whole industry is racing to flip companies to private equity. We do the exact opposite. We help you build a company you can keep, one so strong, profitable, and clean that you could sell it on your own terms one day if you ever wanted to, but never because you have to.
David didn't beat Goliath with a bigger sword. He beat him with better aim. We sharpen the aim. We can't match the giant's budget, so we out-work it, out-smart it, and out-care it. We give independents the same operating systems the big platforms pay a fortune hoping to install, and we hand them over the smart way instead of the expensive way.
This is bigger than any one company. We lift each other up in this trade, or we get picked off one by one. Our vision is a network of independent owners who refuse to be average, build companies strong enough to keep, and stand in their own corner of the market on purpose.
WHY DAY 41 THRIVE?
The Power of 41
In Scripture, 40 represents testing and trial. Day 41 is the breakthrough: the rain stops, the giant falls, the Promised Land is reached. Noah, Moses, David, Jonah, every trial lasted 40 days or years, but on Day 41, everything changed.
Most roofers face their toughest stretch for what feels like 40 days, or 40 years. The difference between getting rolled up and breaking through is whether you hold on long enough, with the right system, to reach Day 41.
That's our whole reason for being. We help independent contractors turn the trials of "40" into the breakthrough of Day 41, where the bleed stops, the company runs, and you build something that lasts.
Be True. Be Kind. Be Helpful. Your 41 is coming.
What We Offer
The Growth Gauge
Your free 55-point business x-ray. See the blind spots before you ever fix them.
RoofOps41 — The Implementation Group
Install the system alongside a room of independents, with weekly coaching and real accountability.
Route 41 RoadMap — 1:1 Implementation
Your own roadmap, built around your numbers and done with you, at your pace.
The 41 Standards
The operating system of a winning roofing company. Standards above SOPs, across all five doors of the business.
The Tools
Free software that lightens the load and builds accountability into the day.
Sales Theater On Stage Coming Soon
The only real on-stage sales experience in the industry.
The THRIVE Framework
Our proprietary THRIVE Framework is how we lead through the storm, a practical system for growing yourself, your team, and your company with clarity and courage.
TRANSPARENCY
Open and honest about the wins and the scars. Trust is built in the truth.
HUMILITY
Own the mistakes, learn fast, grow alongside your people.
RESILIENCE
Turn into the storm like the donkey. Adapt, endure, come out stronger.
INSPIRATION
Find purpose in the fight and lead by example.
VALUE-DRIVEN IMPACT
Deliver real value, not hype. Teach, serve, and mean it.
EMPOWERMENT
Build leaders at every level who own their outcomes.
Your 41 is coming.
Stop bleeding out, install the system, and build a roofing company you can keep. Let's go thrive together.