USA TODAY: TheHomeMag: From South African Roots to Transforming American Homes

​In 2002, the tranquil town of Cape Coral, Florida, became the launchpad for an ambitious venture that would come to shape the home improvement landscape in America. South African natives Sean and Debbie Campbell embarked on a journey with a vision to create TheHomeMag, a publication that would bridge the gap between homeowners and top-tier home improvement professionals. The couple's unique background played a crucial role in the magazine's inception.

Debbie Campbell's journey from Zambia to Queenstown, and then to Cape Town, was fueled by her excel in the insurance industry. Fluent in both English and Afrikaans, her sales prowess complemented Sean's strategic mind. Their partnership was not just about creating a business but about building a legacy.

​Before they ventured into publishing, the Campbells spent four years sailing the Caribbean and Atlantic Oceans. This period of exploration not only honed their teamwork but also prepared them for their next big adventure. Settling in Cape Coral, they saw an opportunity to create a targeted advertising platform that used the postal system to reach homeowners—a novel idea at the time.

​A New Era of Leadership

As TheHomeMag grew, it became clear that innovative guidance was needed to take the company to the next level. Enter Tom Bohn, President & COO, whose extensive experience in high-growth leadership across various industries brought fresh perspectives and strategic vision. Bohn saw immense promise in TheHomeMag and was eager to expand its reach and capabilities.

"When I was first recruited to TheHomeMag, I instantly saw the potential," Bohn recalls. "I knew the brand and what it stood for, but more importantly, I saw a pathway to exponential growth. Here is a home improvement media company in 69 markets with salespeople on the ground—no one else can say that.”

Under Bohn's leadership, TheHomeMag has undergone significant transformation, leveraging advanced technologies to enhance its offerings. "We are constantly looking to innovate for both home improvement businesses and homeowners," Bohn explains. "By leveraging AI and other advanced technologies, we aim to dominate the multimedia community, connecting homeowners with trusted local contractors and providing a seamless, interactive experience."

In just a year and a half, Bohn has spearheaded the acquisition of ten franchise markets, far surpassing the initial goal of one to two per year. This rapid expansion reflects the company's forward-thinking approach and Bohn's effective leadership.

Part of this transformation involved filling gaps in knowledge and expertise. Bohn brought in industry veterans like Matt Hickman to elevate current print products while focusing on digital innovations. "I needed someone to own and elevate the current products, and Matt lives and breathes print," says Bohn. This strategic hiring allowed TheHomeMag to maintain its stronghold in print while expanding into digital platforms.

The company also recognized the potential within its existing talent pool. Underutilized staff members were given new opportunities, leading to significant progress. "Our Director of Marketing, once a utility player, is now running our marketing and PR, making strides we’ve never seen before," Bohn shares. This internal promotion strategy has infused new excitement and energy into the company.

The future of TheHomeMag is promising, with aggressive growth plans that aim to double its size over the next five years. Bohn is confident about this trajectory, believing the company is just beginning to tap into its prospects while attracting significant interest from potential investors, a rarity in modern publishing. "We are seeing double-digit growth in both top and bottom lines year after year," he notes. "Over a five-year arc, we will double our financial size. Our focus is to extend beyond being an incredible partner to home improvement professionals to dominating other areas."

This expansion includes developing an AI-driven national platform that homeowners and clients have come to love. The leading-edge concept of TheHomeMag's Marketplace is to connect homeowners with certified professionals, offering a seamless and reliable experience. "It's not just a directory; it’s a gateway to quality, reliability, and expertise," Bohn emphasizes.
 
With the invention of its Marketplace platform, TheHomeMag has set a new benchmark. Leveraging high-tech artificial intelligence, Marketplace allows homeowners to effortlessly visualize a myriad of design options that enhance coordination with builders and designers, resulting in precise cost estimates. As more homeowners opt to refine their existing homes, Marketplace stands out, providing an unparalleled tool that streamlines the renovation experience.

Future plans also involve diversifying into areas like pet living and lifestyle, recognizing the increasing integration of pets into modern homes. "Love where you live is not only about the brick and mortar but also about other features like your pets. Pet living and lifestyle will complement our trajectory," Bohn explains.