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From Air Force One to Signal Blue: How Steve Hayes Found His Next Mission in Franchise Ownership

“My kids will tell you—I can’t retire,” laughs Steve Hayes, owner of Signal of El Paso.

After three decades of high-level service—including assignments in the U.S. Air Force, a role aboard Air Force One, and years as a U.S. Marshal—Steve earned his retirement. But stepping away from service didn’t sit well. His drive to lead, protect, and make a difference didn’t fade. It only changed shape.

Today, Steve owns and operates one of the fastest-growing Signal franchises in the country, bringing peace of mind to the El Paso community—and proving that a life of service can take on new meaning in business ownership.

From National Duty to Local Impact

Steve’s background reads like a checklist of elite service. He spent 15 years in active duty and another 12 in the reserves, culminating his military career aboard Air Force One—an honor reserved for the most trusted members of the armed forces. After 9/11, he continued his commitment to public safety by joining the U.S. Marshals Service, where he served until retiring in 2021. 

But after only six months, Steve began to feel a familiar itch: he needed purpose. He started volunteering locally with the Sun Bowl Committee and the El Paso Chamber of Commerce. That’s when an unexpected opportunity presented itself. 

He reconnected with a longtime friend, Chris Woody, who owned the local Signal franchise. Chris offered Steve a flexible role helping cover nighttime patrol shifts, and Steve jumped at the chance. 

“I told Chris, ‘Put me on salary. I’ll work the shifts no one else can. Don’t worry about overtime—I just want to help,” Steve recalls. 

That offer revealed something deeper than reliability. It showed heart. It showed leadership. Soon after, Chris asked Steve if he’d consider something bigger: taking over the franchise. 

A New Mission, Powered by Purpose

For someone who had never owned a business, the idea could’ve felt overwhelming. But Steve was wired to rise to the occasion. 

“When you work as hard and as fast as I do,” he says, “you start seeing every challenge as an opportunity to prove yourself again.” 

He officially became the owner of Signal of El Paso in early 2024—and hit the ground running. From day one, Steve committed to learning the business from the inside out. He worked shifts. He met clients. He studied the systems. And most of all, he led with purpose. 

“I wasn’t just buying a business,” Steve says. “I was building something that mattered.” 

Turning Operational Strength Into Business Success 

With his military background, Steve brought exceptional leadership skills—quick decision-making, discipline, and the ability to stay calm under pressure. But franchise ownership introduced a new learning curve: financials, pricing, employee retention, and sales strategy. 

Rather than shy away, Steve leaned in. He set aside Thursdays to focus on sales—a world far outside his comfort zone. He asked questions, studied the data, and relied on the Signal network for guidance. 

“I never assumed I knew it all,” Steve explains. “I called every department I could—just wanting to do it the right way.” 

That attitude earned him the 2024 Learning Core Value Award at Signal’s national convention—an acknowledgment of his growth mindset and commitment to excellence. 

Built for Speed, Designed for Service 

Under Steve’s leadership, Signal of El Paso quickly developed a reputation for responsiveness and reliability. 

“If a client calls at 10 p.m. needing a 5 a.m. post filled, we’re there,” Steve says. 

And he means it. Steve often steps in himself when needed, showing his team what it looks like to lead from the front. That commitment to excellence has created loyal clients and a culture where employees are proud to go the extra mile. 

A Network That Has Your Back 

Steve’s success story isn’t one of going it alone. Signal’s built-in support—from seasoned franchisees to Home Office experts—has been critical in helping him grow smarter and faster. 

During a difficult contract negotiation, Steve leaned on his peers across the network. 

“People like Luke Biggs and Aaron Hunter helped me see that it wasn’t the right fit,” he says. “It cost me a 10% drop in revenue that week, but in the long run, we became more efficient—and actually more profitable.” 

Building a Team That’s Built to Last 

Steve doesn’t just staff shifts—he develops leaders. 

From day one, he focused on honoring the team already in place. He raised base pay, introduced bonuses, and made thoughtful gestures like custom Swiss Army knives for holidays and boxed meals delivered by hand on Thanksgiving and Christmas. 

He promotes from within, helping team members grow from officer to supervisor to administrative coordinator. He’s also building a path for local students in law enforcement academies, giving them hands-on experience and a clear vision for their future. 

“We’re not just filling slots,” Steve says. “We’re building careers. We’re building something that lasts.” 

Leading with Respect and Integrity 

Steve leads with one simple belief: people don’t care how much you know until they know how much you care. 

“It’s not about being everyone’s best friend,” he says. “It’s about investing in people and doing what’s right.” 

Signal Support. Local Leadership. Real Community Impact. 

As a franchise owner, Steve embodies what makes Signal unique: local ownership backed by national strength. He’s proud to be a part of the El Paso community and encourages other owners to stay active and visible—whether it’s sponsoring a local rodeo, supporting school plays, or marching in parades. 

“It doesn’t cost much,” he says. “And the impact is huge. People want to know who you are beyond your uniform.” 

What’s Next? Growth with Purpose 

Steve’s five-year vision is bold: scale to $2.5 million in revenue within three years, and $5 million after that. He’s already signing high-value contracts with major clients, expanding into new areas, and optimizing internal processes for long-term success. 

But numbers aren’t what drive him. His focus remains on growing the right way—by supporting his team, serving his clients, and living his values. 

A Life of Service That Never Slows Down 

For Steve Hayes, retirement didn’t stick. But building a business with purpose? That’s a mission worth waking up for. 

That’s why he was recognized as Signal’s February 2025 Franchise of the Month—a title earned through hard work, heart, and an unwavering belief in what’s possible. 

“I’m not a salesman,” Steve says. “I just show up, care about people, and keep learning. That’s what it takes.” 

Inspired by Steve’s story? 

If you’re looking to own a business that blends purpose with potential, Signal might be your next mission. Join a network of leaders, protect your community, and build a business that matters. 

Interested in learning more? Click here to explore franchise opportunities with Signal today.

For Barb Alekna and Greg Pencosky, building Signal of West Virginia has always been about more than growing a security business. It’s about creating an organization where people can build meaningful careers, develop into leaders, and make a lasting impact in the communities they serve.

Since launching Signal of West Virginia in September 2024, that vision has guided the team’s approach to growth. From earning their first client to developing their first leaders, Barb and Greg have focused on building the business one relationship, one employee, and one client at a time.

That commitment to people, consistency, and continuous improvement is helping Signal of West Virginia establish a reputation for professionalism and dependable service across the state.

Building a Culture People Can Grow In

When Barb and Greg reflect on what makes them most proud, their answer comes back to their team. From the beginning, they wanted to create more than a successful security company. They wanted to build a career culture where employees could grow, take pride in their work, and become leaders.

“We strive to create an environment where each security officer and team member understands they’re not simply filling a security post,” they explain. “They’re protecting people, building relationships, solving problems, and representing the Signal brand with professionalism and integrity.”

That philosophy shapes how the team approaches every client and every assignment. Whether supporting apartment communities, healthcare facilities, major retailers, or special events, officers are expected to bring more than security expertise to the job.

Professionalism, reliability, communication, and dedication are all part of the standard.

For Barb and Greg, some of the most rewarding moments come from watching that culture take shape: seeing a new hire gain confidence, an officer advance into a leadership role, or a client recognize a team member for going above and beyond.

Earning Growth One Relationship at a Time

Launching a new franchise comes with challenges, but building Signal of West Virginia meant starting almost entirely from scratch.

Before the first contract, the organization had no established presence in the state, no existing clients, no employees, and no revenue. Barb and Greg had experience leading successful Signal operations, but they understood that success in another market wouldn’t automatically translate to West Virginia.

Instead, they relied on proven Signal processes while taking the time to understand the local market and build credibility from the ground up.

“Everything we’ve built since then has been earned one relationship, one employee, and one client at a time.”

That approach required humility, adaptability, and a willingness to learn. Not every proposal became a contract, and not every challenge had an immediate solution, but each experience became an opportunity to improve.

From securing their first client and hiring their first employee to celebrating their first promotion and major contract, each milestone represented another step toward building a reputation in West Virginia.

Continuous Improvement Drives the Team

For the Signal of West Virginia team, showing up at their best starts with a mindset of continuous improvement.

“We never want to become complacent or assume we know everything,” they explain. “Every conversation with a client, every interaction with an employee, every success, failure, and every challenge give us an opportunity to learn, improve, and become better than we were yesterday.”

That mindset extends beyond individual performance. Barb and Greg see clear communication as one of their most important responsibilities as leaders.

By staying connected with clients, supporting their team, and being proactive instead of reactive, they work to build trust and strengthen relationships.

For them, long-term growth isn’t something to chase. It’s something to earn through consistent effort, strong relationships, and exceptional service.

Redefining Professional Security

As Signal of West Virginia continues to grow, Barb and Greg want the community to see private security as more than simply placing officers at a post.

Their goal is to build long-term partnerships, invest in the communities they serve, and create a career culture where employees are empowered to make a positive difference.

“We’re here for the long-term, and we genuinely care about making West Virginia a safer place to live, work, and do business.”

That commitment is supported by the combination of Signal’s global resources and local, owner-led leadership.

The team benefits from Signal’s technology, innovation, experienced leadership, and proven operating model while maintaining a local presence built around responsiveness, accountability, and lasting relationships.

For Signal of West Virginia, that means officers aren’t simply providing security. They’re becoming an extension of their clients’ teams—protecting people, safeguarding property, assisting employees and visitors, and representing both the client and Signal with professionalism.

The goal is to become a trusted partner that helps reduce risk, strengthen operations, and provide lasting peace of mind.

Developing People and Leaders

For Barb and Greg, one of the most rewarding parts of ownership is watching people grow.

Whether it’s mentoring an officer into a leadership role, helping an employee build a long-term career, or developing a client relationship into a trusted partnership, those moments represent the impact they hope to create.

They also recognize that growth doesn’t happen in isolation.

The Signal network has provided opportunities to learn from experienced security leaders, including Paul Alekna and the team at Signal of Canton-Youngstown. Their mentorship and willingness to share experiences have played an important role in the growth of Signal of West Virginia.

That collaboration reflects another strength of the Signal network: franchises supporting one another and sharing knowledge to help each other succeed.

Building What Comes Next

For Barb and Greg, the most exciting part of the journey is knowing they’re still building.

“Every new team member we develop, every client relationship we earn, and every opportunity to strengthen our team is another chance to make a lasting impact.”

Their focus remains straightforward: invest in their people, serve clients with excellence, and build an organization that employees, clients, and the community can be proud of.

Being named Franchise of the Month for May 2026 is an important milestone, but the recognition is viewed as motivation rather than a finish line.

Barb and Greg credit their entire team for the franchise’s success and remain focused on creating a career culture where great people can grow, delivering exceptional service, and making a lasting impact throughout West Virginia.

Congratulations to Barb Alekna, Greg Pencosky, and the entire Signal of West Virginia team on being named May Franchise of the Month in 2026. Their commitment to developing people, serving their communities, and growing with purpose is a powerful example of what’s possible across the Signal network.

 

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