The service sector in Sweden is growing. This fact, in combination with tax-reduction when buying household services has contributed to the growth of cleaning companies. Considering that the business of cleaning companies is growing makes it an interest sector to study closer. The purpose of this study is to investigate what motivates leaders within a cleaning company who are CEO´s and have ownership in the company. How does the ownership of the company affect their motivation? The methodology of this study is qualitative and resulted findings were thematically analyzed supported by the theoretic framework consisting of Maslows need hier-archy, Herzberg two-factor theory and McClellands theory on needs and motivation. During this assignment, two main themes were identified as sources of motivation among the leaders: flexibility and personal growth. The motivation of the leaders originates from what Maslow defines as need of self-esteem. Three of the leaders in the study found motivation with source in what McClelland defines as the need for achievement and one of the leaders showed a high degree of need of power and affiliation. The ownership of the company had a great impact on the motivation on the three leaders and affected the achievement in a positive direction. One reason is that the ownership in the company allows an entrepreneurial behavior, which satisfies the need for achievement among the leaders.