George Wright III interviews Lane Martin, founder of Modern PurAir, about scaling a “boring but essential” indoor air quality service business through systems, technology, and franchising. Martin shares how he grew up in duct cleaning, bought into the family business in 1992, sold it in 1996, returned in 2001 after losing money in a furniture venture, and began scaling by hiring technicians despite initial resistance. Inspired by 1-800-GOT-JUNK?, he learned franchising lessons directly from Brian Scudamore and built a roadmap to expand. Modern PurAir now has 38 territories and 22 franchises across Canada with over $20M in system sales and is expanding into the U.S. They emphasize documenting everything with Loom/Scribe/Trainual, delegating to an 80% standard, and tracking KPIs like same-store sales growth and profitability guided by a three-year vivid vision.
00:29 Meet Lane Martin
01:35 From Duct Truck to Franchise
03:07 Scaling Across North America
04:21 Hiring First Tech Breakthrough
05:50 Franchise Spark from Got Junk
07:45 Operator to Visionary Shift
09:20 Systems Beat Talent
10:59 Documenting SOPs with Loom
13:58 Delegation and the 80 Percent Rule
18:12 KPIs and Vivid Vision Focus
22:43 Boring Business Opportunities
25:12 Indoor Air Quality Future and US Expansion
27:36 Franchise Due Diligence Advice
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George Wright III
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ABOUT GUEST
LANE MARTIN is the Co-founder of Modern PURAIR®, one of North America’s fastest-growing Indoor Air Quality (IAQ)
companies and franchise systems. From its headquarters in Kelowna, BC, he has helped grow the business from a local service operation into a multi-location brand, expanding across Canada and into the U.S., with franchise locations in markets as small as 50,000 people, achieving over $1M CAD in annual revenue.
A second-generation entrepreneur, Lane grew up in the industry and has spent over two decades building businesses
focused on service, systems, and long-term growth. Under his leadership, Modern PURAIR® has evolved into a scalable
franchise model and a category leader in indoor air quality - an often overlooked but increasingly essential part of both
health and home maintenance.
Today, Lane is passionate about mentoring entrepreneurs to recognize the power of “boring but essential” businesses -
those that quietly solve real problems, create meaningful impact, and generate predictable, recurring revenue. He is also
active in supporting children in need through his work with the PURKIDS® Foundation. Lane lives in Kelowna with his wife
and children, embracing the Okanagan Valley lifestyle and its outdoor pursuits whenever possible.
Under Lane’s leadership, Modern PURAIR® has earned numerous accolades, including Chamber of Commerce Business of
the Year (2009), Small Business of the Year (2021) and Finalist for Medium Business of the Year (2022).
Website: https://modernpurair.com/
● LinkedIn: https://www.linkedin.com/in/lane-martin-7377a114/
● YouTube: https://www.youtube.com/@modernpurair6889
● Instagram: https://www.instagram.com/lanemartin/
● Facebook: https://www.facebook.com/purairguy
● X (Twitter): https://x.com/ModernPURAI
