Proforce Pest Control

In the competitive pest control industry, Proforce is emerging as a notable player by combining disciplined strategy with a strong commitment to service. Based in Boca Raton, Fla., the company stands out not only for its rapid growth but also for an unconventional origin story and management philosophy rooted in finance and long-term value creation.

Proforce was founded on the vision of CEO Mark Shorr, a former finance professional who recognized untapped potential in the pest control sector. His goal was to build a fast-growing company designed for sustained, long-term success, an approach shaped by his background in investment management and strategic consulting. Shorr began his career at a major investment firm before earning his MBA from the Wharton School, where he also launched a consumer products business. After selling that venture, he went on to build a boutique consulting and advisory firm, gaining hands-on operational experience that would later influence Proforce’s direction.

Around 2020, Shorr connected with entrepreneur Mike Paulus, who was exploring opportunities in home services. This led to a deep evaluation of Hawx Pest Control, a company founded in 2013. Alongside Paulus and Hawx’s original founders, Shorr helped reimagine the business. He said rather than pursuing conservative growth focused on short-term margins, the group aimed to transform the company into a more dynamic, scalable operation.

Hawx experienced rapid expansion between 2021 and 2024, eventually divesting eight branches in the Southeast United States. Shorr played a key role in this transition and then secured backing from investors to acquire and operate those locations independently, leading to the creation of Proforce. Shorr said this funding approach allows the company to prioritize long-term growth over the short-term pressures often associated with private equity.

Proforce’s strategy differs from many competitors by emphasizing organic growth, particularly through door-to-door sales, alongside selective acquisitions. Central to its philosophy is what Shorr calls a “three-legged stool” of sales, operations and customer success. Each element is considered equally critical; if one falters, the entire business is affected. This balanced approach is designed to create a more resilient and effective organization.

METRICS & CUSTOMER SERVICE. The firm takes a data-driven approach, treating operations like a “science project” guided by metrics and key performance indicators, Shorr added. However, the focus remains on meaningful, long-term value rather than typical benchmarks. Customer service is embedded in company culture, guided by one principle: if something is easy to fix, just do it. This mindset reflects an understanding that success in pest control often means customers don’t have to think about the service at all, making proactive engagement and positive interactions even more important.

Growth is carefully managed through three primary pathways: expanding within existing markets, launching new locations from scratch and pursuing opportunistic acquisitions. This strategy allows Proforce to increase efficiency, improve route density and maintain control over its expansion.

Today, Proforce operates 13 locations across five states: Virginia, North Carolina, South Carolina, Georgia and Florida. The company has grown by 558% during three years and has generated more than $23 million in revenue. The company says its hybrid model blends the agility of a startup with the structure of a mature organization, enabling rapid progress without many of the typical growing pains.

For fellow pest management entrepreneurs, Shorr emphasizes three core principles: understand your financials, deliver exceptional customer service and build a strong, intentional company culture. He says these values are central to Proforce’s continued expansion and ambition.

Looking ahead, Shorr says Proforce aims to establish itself as a leader in the pest management industry. By maintaining balance across sales, operations and customer success, he said the firm is positioning itself to achieve sustained growth.

The author is a PCT contributing writer.