What happens when you combine family values with a sharp business strategy? You get BabyQuip, the multi-million dollar baby gear rental marketplace built by Fran and Joe Maier—a powerhouse mother-son team redefining what it means to thrive in the family business.
Running a business with family isn’t always easy, but Fran and Joe prove that balancing family and business isn’t just possible—it can be a competitive advantage.
In our latest MomShine episode, they shared their playbook for success and what it takes to make a family-run business thrive in today’s economy. Here’s what we learned from their journey—and how these lessons apply to business, as well as in parenting and leadership.
Why Family Businesses Are Thriving Today
Family businesses aren’t just sentimental success stories—they’re the backbone of the economy. Studies show that family businesses account for 64% of the U.S. GDP and employ 62% of the workforce. Consumers are more likely to trust family-owned businesses. They’re also more adaptable and resilient as businesses.
BabyQuip is a perfect example of this—a mother and son leveraging their strengths, trusting each other, and innovating together to serve families needing high-quality, safe baby gear rentals while traveling.
Family Business Lesson #1: Establish Clear Boundaries
One of the biggest challenges in family businesses? Separating family roles from professional roles.
For Fran and Joe, it was as simple as not referring to one another as “Mom” and “Joey” in the workplace. Setting professional ground rules helped them communicate as business partners rather than falling into parent-child dynamics. They also consciously try not to mix work talk at personal or family events.
Why this matters:
- Boundaries = professionalism.
- Employees take leadership more seriously when there’s professional respect in family businesses.
Pro Tip: If you’re in business with family, set simple rules like no work talk during personal family events and align on business roles to avoid tension.
Family Business Lesson #2: Align on Values to Shape the Company Culture
Trust, safety, and integrity aren’t just buzzwords at BabyQuip—they’re at the heart of everything they do.
Fran, who helped build trust and safety at Match.com, knew that creating a secure and reliable experience for parents would be key to BabyQuip’s success. Joe integrated those values into every aspect of the business, from branding and marketing to how they select and care for quality providers. For instance, during COVID, they offered providers an integrated cleaning service to show them they were looking out for them during this time.
Why Values Matter in Family Business
- 88% of customers say brand trust is the most important factor in purchasing.
- Companies with a growth mindset are 34% more likely to have a strong sense of ownership in the company.
BabyQuip has built a business around helping parents feel confident that their baby gear rentals are safe, clean, and high-quality—something that keeps families coming back.
Pro Tip: Whether in business or at home, leading with clear values builds trust and consistency—something both customers and kids need.
Family Business Lesson #3: There’s No Room for Micromanagement
Just like your kids stop listening when you ask them to clean their room a million times, the same applies when working with family.
It’s tempting to micromanage in family businesses—but trusting each other to take ownership leads to real success.
Fran empowered Joe to take the lead on major business decisions, from rebranding the company to redesigning the website and implementing new tech-driven strategies. Instead of hovering over every detail, she let him lead, which paid off.
Why Trusting Others Works
- Delegation can 3X your business growth.
- Micromanaging kills creativity, motivation and reduces productivity.
Pro Tip: Whether in business or parenting, giving others the freedom to take ownership allows them to develop confidence and leadership skills.
Family Business Lesson #4: Innovation is Everything
Successful family businesses don’t just survive—they evolve.
From expanding into new product categories like beach gear to forming strategic partnerships, Fran and Joe have continuously adapted BabyQuip to serve modern families better.
Why Innovation is Key
- 70% of family businesses fail to survive past the second generation—often due to a lack of innovation.
- Businesses that regularly innovate are more likely to succeed.
By embracing new technology, partnerships, and market trends, BabyQuip has continued to stay ahead of the competition—proving that family businesses must evolve to remain successful.
Pro Tip: Always be thinking about what’s next—whether it’s in business or helping your kids develop new skills and interests.
What If We Applied These Lessons at Home?
The lessons from Fran and Joe’s business success apply far beyond the workplace. As parents, we can help our kids become leaders by:
- Setting clear boundaries so they learn independence.
- Teaching them strong values so they grow with integrity.
- Trusting them to take ownership instead of micromanaging.
- Encouraging innovation so they can adapt and grow in a changing world.
As moms, we often want to do everything for our kids—but real leadership starts when we step back and let them shine.
Listen & Get $20 Off BabyQuip!
Listen to the full episode to learn more from Fran and Joe’s inspiring journey!
Traveling soon? BabyQuip is offering $20 off your next baby gear rental of $100+ with the code MomShine20 at checkout.