Our Leadership Team
Award-Winning Franchise
Meet the team dedicated to your success
The Made in the Shade (MITS) leadership team brings a great wealth of industry knowledge, practical experience, and dedication to the overall success of its franchisees. With decades of combined experience, people skills, and know-how in the field, you will find unparalleled support for the lifetime of your franchise with the latest industry trends, tips of the trade, and ongoing continuing education.
Contact us today to learn about our low-cost franchise opportunity that could change your life forever!
CEO AND Co-FRANCHISE OWNER
Josh Morse
Josh worked for his family’s flooring business while attending UTSA, where he graduated with a BBA degree in Finance. He decided post-college to continue his pursuit in the family business as he realized the earning potential and enjoyed the freedom and flexibility it offered. When window coverings were added to the mix, Josh discovered that he shared a mutual excitement about this industry and it quickly became a favorite part of his offering. Josh is a passion-driven and successful entrepreneur and carries on his mother’s values of franchisees and customers come first.
The path that lead to Josh becoming the CEO of Made in the Shade was through owning and operating his own franchise in San Antonio with his wife Jessica. Together they built a top Made in the Shade franchise within the MITS system and rank in the top three sales performers year after year. Having lived in the franchisee’s shoes provides Josh a clear vision of what takes to build a successful Made in the Shade business and consistently shares that wisdom with MITS Franchisees.
In his leisure time, Josh enjoys playing tennis and basketball and watching his favorite sports teams, particularly the San Antonio Spurs and Houston Texans. He resides in San Antonio, TX with his wife Jessica and their 2 children.
Vice President of Franchise Development
Lori Tobia
Lori brings over 20 years of experience in the window fashions industry and over 30 years as a business owner. She started in 2001 with a window fashions franchise in Denver’s south suburbs and became Vice President of the same franchise from 2011-2021, selling her franchise in 2015. Since 2021, she has also served as Vice President of Operations for a window replacement company. Lori is passionate about helping future entrepreneurs achieve their business ownership dreams.
In 2024, Lori joined Made In The Shade, valuing the power of business ownership and the company’s family-owned culture. She believes the franchise, with over 130 locations in the U.S. and Canada since 2013, offers a great entry into the home service industry.
As the Director of Training and Development at Made In The Shade, Lori enjoys guiding prospective franchise owners and supporting the Home Office team.
A Colorado native, Lori loves the outdoors, family time, theater, sports, and traveling. She and her husband also own a local business in New York’s Hudson Valley.
Chief Financial Officer
Matt and his wife Christina have three amazing children. He loves soccer, swimming, and playing the piano with his kids.
Accounting Manager
David Krewson
David Krewson is an accounting professional with an Accounting degree from CSUN, an IRS Enrolled Agent credential and QuickBooks ProAdvisor certification. He brings over 12 years of experience—from roles in CPA firms to nearly 9 years in private practice offering bookkeeping, tax and fractional-controller services—and has held business development positions in banking, fintech and HR/payroll. A three-time entrepreneur, David launched ventures in electronics retail, fast-casual dining and his own accounting practice, and even worked in window replacement during college. A native Texan and former student-athlete—son of an architect/engineer and a commercial interior designer—he returned to Texas in 2010, is married with three sons, and enjoys golf, European soccer, F1 racing and family travel.
EXECUTIVE ASSISTANT
Lupe brings a wealth of skills and education to her role. She has a Bachelor of Arts in Communications and a minor in Psychology from Purdue University. She is a co-founder of the first Hispanic Sorority at Purdue; Delta Phi Mu Sorority.
Lupe is a native of Indiana, but has resided in San Antonio, TX since 2005 with her now adult son and daughter and her three adorable fur babies. She is an avid KC Chiefs football and White Sox baseball fan and enjoys dancing, listening to music and giving all glory to God.
Chief Marketing Officer
Kori Ashton
Kori is a seasoned digital marketing strategist with with nearly three decades of experience, ranging from freelancing and agency ownership to high-impact roles as a Chief Marketing Officer and Chief Digital Strategist in the corporate sector. Kori holds a Master’s in Technical Communication and has earned three certifications from Harvard Business School in Data Science and AI for Business. Currently pursuing a PhD, Kori combines extensive industry experience with advanced academic insights to drive innovative marketing strategies that deliver measurable results.
Digital Marketing Manager
Noah Lewis
Noah serves as the Digital Marketing Manager at Made in the Shade, leveraging his experience from digital marketing agencies to drive brand growth. With a Bachelor’s in Advertising from Texas Tech University, Noah excels in crafting data-driven campaigns that boost online visibility. His ability to translate market insights into effective strategies is instrumental in enhancing the brand’s digital presence.
Social Media & Content Specialist
Mariana Martinez
Technology Specialist
Sean Chagolla