Denver broadcaster Dave Logan leads home improvement referral firm

Denver radio broadcaster and high school football coach Dave Logan operates Team Dave Logan, a home improvement referral service that has grown into one of Colorado’s largest in its category. The company connects homeowners with vetted local contractors, a model born from a personal need to find a reliable plumber for Logan’s mother in 2009.

Logan, who has served as the play-by-play announcer for the Denver Broncos on KOA Radio since 1997, initially considered entering the insurance industry after his NFL career ended. He had studied business in college and passed the real estate exam, but never viewed himself as an entrepreneur. That perspective shifted during a coffee meeting in January 2009 with Lori Grey, then a salesperson for iHeartRadio.

During their conversation, Logan’s mother, Etha, called. She was 80 years old and living in the 1,500-square-foot Wheat Ridge home where Logan was raised. She needed a plumber she could trust to enter the house and complete the work properly. Logan offered to handle the search himself, an experience that later defined the company’s core mission.

Grey proposed launching an online home improvement site and presented Logan with a business card reading “Team Dave Logan.” Logan initially rejected the idea, sliding the card back across the table. Grey persisted, arguing that the brand would only succeed if it carried his name. She noted that putting his reputation on the line was a major step, as any customer problem would reflect directly on him.

After several discussions, Logan agreed to the venture. The pair developed a strict vetting process to ensure quality. Logan said the company conducts an 18-point background check on every partner, who must agree to repeat the process annually. “I was trying to find a plumber I could trust to go into my mother’s house,” Logan said. “For me it comes back to that. We are very intentional about that.”

Team Dave Logan currently employs a full-time staff of 10 and grants its seal of approval to more than 200 local businesses. The company distributes its “Playbook” magazine, which covers home projects, five times a year. It also mails a resource guide to 150,000 households, resulting in more than 1.6 million guides reaching homeowners annually.

Revenue is generated through advertising. Salespeople recruit companies along the Front Range, including in Colorado Springs, while many contractors also contact the firm directly. Clients pay to advertise online and in the printed magazine. Grey, who owned 70% of the company at its inception, was bought out by Logan in 2018. Logan now owns the entire business.

The company did not see immediate success. Grey recalled that she often worried the venture might fail, leading to tears early on. Logan, who is also the head football coach at Cherry Creek High School with 13 state titles, provided reassurance. After about 18 months, the company began to grow rapidly, prompting Grey to scramble to hire additional staff.

Logan’s approach to business reflects lessons learned from his parents. His father, Maury Logan, died in 1993 after building an estate planning business by making cold calls to farmers and ranchers on Colorado’s Eastern Plains. His mother instilled in him a sense of humility and hard work. Logan said he remains realistic in how he views the world, relying on those foundational traits to guide his professional decisions.