Trades Talk Podcast

This week on Trades Talk, host Justin White celebrates a major milestone; the 100th episode of the show. What started as a simple idea between Justin and co-founder Maggie Wymore has grown into a platform that champions leadership, learning, and real conversations across the trades. After nearly 80 interviews with landscape industry professionals, Justin reflects on the most impactful lessons shared by business owners, operators, and disruptors. From mastering the numbers and empowering teams to staying humble and serving others, this episode brings together the most powerful takeaways from two years of deep conversations. In this episode, Justin shares: The core traits that separate top leaders in the industry Lessons on scaling without losing your soul Why financial literacy is non-negotiable How to build a resilient company culture that lasts What he’s learned about consistency, service, and growth Whether you're new to the industry or building your legacy, this one is packed with hard-earned wisdom. Tune in and help us celebrate the journey so far, and get ready for what’s next.

This week on Trades Talk, host Justin White sits down with Ron McCabe, a former tech executive turned digital marketing specialist for the landscaping industry. After working 120-hour weeks in the tech world and surviving a life-threatening health crisis, Ron made a dramatic shift; losing over 270 pounds and dedicating his career to helping landscapers grow smarter through strategic marketing with Everbearing Services  In this episode, Ron shares: • How he transitioned from a patent-holding technologist to a marketing expert in the green industry • Why local SEO, Google Business Profiles, and visual content drive the highest quality leads • How to create consistent branding that generates 6 to 9 impressions before converting a client • Why focusing on long tail keywords and niche services beats broad targeting • His approach to work life balance, using tools like Whoop and CGM to track stress and performance Ron also breaks down the importance of daily non negotiables, five day work weeks, and continuously improving both personally and professionally. If you’re a landscaper looking to level up your marketing without burning out, this episode is packed with real world strategies and inspiration.

In this weekly update, Justin White shares insights from recent conferences, including the Leanscaper and Ignite events, discussing key takeaways on goal setting, team management, and the future of the landscape industry with AI integration. He emphasizes the importance of strategic one-on-one meetings and the potential for technology to transform business operations. Additionally, he shares personal updates on his backyard project and encourages listeners to stay connected for future podcasts. Takeaways Weekly one-on-one meetings are life-changing for teams. Focus on how to achieve goals, not if they can be achieved. AI will significantly impact the landscape industry. The future workforce will be more automated and efficient. Networking is crucial for support and growth in the industry. Leanscaper is an operating system for business management. Technology will change how we communicate and operate in landscaping. Personal projects can be fulfilling and exciting. The landscape industry is filled with great people working towards common goals. Stay tuned for future podcasts with valuable insights.   Chapters 00:00 Weekly Update and Exciting Events 05:17 Leanscaper Insights and Future of Technology 09:20 Aspire Ignite Conference Highlights 12:43 Networking and Community in Landscaping 13:18 Personal Projects and Closing Thoughts 14:25 NEWCHAPTER

This week on Trades Talk, host Justin White sits down with Ryan Markewich, a Canadian landscape entrepreneur, coach, and early adopter of open book management, to unpack his journey from mowing lawns to building a business that now operates with employee ownership and long term vision at the core. Ryan started his company in Kelowna, British Columbia in 1994, going door to door to pay rent while dreaming bigger. Over time, he scaled to a multi million dollar operation, but not without burnout and hard lessons along the way. Influenced by personal development legends like Jim Rohn and John Maxwell, Ryan leaned into learning, coaching, and building a company around transparency and shared success. In this episode, Ryan shares: • How he used open book management and the Great Game of Business to build real accountability • Why he sold 85 percent of his company to his employees and how the structure works • What it means to run a company focused on long term thinking and consensus based leadership • Why teaching employees how business works is the key to building great teams • What he is planning next with R-Mark Coaching and the first landscape retreat in Mexico Ryan also talks about spending months each year in Mexico to reflect, challenge his thinking, and reconnect with what matters most. If you are interested in employee ownership, values based leadership, and scaling a business that puts people first, this episode is packed with wisdom and real world experience.

This week on Trades Talk, host Justin White shares real-world strategies for using AI and ChatGPT to boost productivity, streamline operations, and shift from manual work to smarter systems. What used to take four hours, Justin now does in thirty seconds, thanks to custom AI tools designed specifically for the green industry. The episode opens with a story about helping a friend estimate a fence project using a custom GPT called Landscape Intelligence. The tool generated pricing, materials, permits, and layout suggestions instantly. This is just one example of how AI is transforming time-consuming tasks into fast, repeatable workflows. In this episode, Justin shares: • How to build a Master Prompt that gives ChatGPT consistent, high quality answers • Why custom GPTs are changing the game for landscapers, marketers, and operations teams • How to use the Projects feature in ChatGPT to track documents, collaborate, and maintain context • Why AI has allowed him to go from a biweekly podcast to twice per week • What to expect at Lean Scaper Dallas and Aspire Ignite Anaheim Justin also explains how AI is driving a major shift in labor, freeing up teams to focus on higher value work while machines and software take on the repetitive. He encourages listeners to start experimenting now, lean into new tools, and build systems that will drive the next generation of business growth.

This week on Trades Talk, host Justin White sits down with Eli Zevin, General Manager of Aspire Software, to explore the power of technology, implementation strategy, and what is coming next for the landscape industry. Eli joined Service Titan in 2016 with no background in trades or software and spent nearly a decade helping contractors succeed before taking on his new role at Aspire. From startup culture to scaling enterprise systems, Eli shares what he learned about change management, software adoption, and the importance of delivering real value during implementation. In this episode, Eli shares: • How early startup culture at Service Titan shaped his leadership style • Why great software implementations focus on outcomes, not checklists • How Aspire is helping contractors track labor variance and upsell opportunities • What role software plays in supporting mergers and acquisitions • Why the green industry is poised for massive professional growth and wealth creation Eli also shares a preview of what to expect at the upcoming Ignite conference in Anaheim, where Aspire will dive deeper into its product roadmap and how it plans to support the evolving needs of the industry. If you are looking to scale your systems, improve processes, or understand the next evolution of business technology in landscaping, this conversation is a must listen.

On this weekly update on Trades Talk, host Justin White shares a personal reflection recorded on his father Kendel’s birthday. Kendel co-founded K & D Landscaping nearly 40 years ago, and his legacy still shapes the way the company operates today. Over the last decade, K & D has grown from 1 million to 20 million in revenue. After a big jump from 15 to 20 million last year, this year is about holding steady and breaking even—but the focus has never been just financial. Justin highlights the incredible growth of team members like Shantel, Jamie, Blanca, Jake, Tony, Alejandro, and Juan, and what it means to build a company that truly develops people. In this episode, Justin shares: • Why growth is about people, not just revenue • The leadership lessons passed down from his father • What happens when leaders delegate too much or take shortcuts • Why showing up, listening, and giving more is the only way through hard times If you are in a season of reflection or navigating challenges at the top, this episode is an honest reminder that leadership is not about ease; it is about energy, effort, and showing up when it matters most.

This week on Trades Talk, host Justin White shares a powerful episode with Jeff Harkness, CEO of 3PG Advisors, focused on mergers, acquisitions, capital access, and the mindset shifts required to scale and create long term wealth in the green industry. Jeff brings nearly three decades of experience in M&A, with deep expertise in landscaping, tree care, and turf care services. What started as a private training for the Disruptors community is now being shared publicly for the first time. Whether you are just beginning to explore capital options or already in growth mode, this conversation breaks down what is possible when you stop thinking like an operator and start thinking like an owner. In this episode, Jeff shares: • Why private equity and mezzanine capital are flowing into the landscape industry • How to position your company for investment or acquisition • What banks, investors, and equity firms look for before writing a check • The benefits of multiple liquidity events and long term wealth creation • How to move from slow, one customer at a time growth to scalable value creation Jeff also addresses common fears around giving up control, explains why ownership is often less important than upside, and outlines how landscape companies are using institutional capital to go from regional players to market leaders. If you want to understand how the game is really played at the next level, this episode is your entry point.

This week on Trades Talk, host Justin White shares Weekly Update 13, covering how contractors are preparing for 2026, what happens when leadership systems break down, and why mindset matters long before you reach eight figures. With January 1 on the horizon, contractors are focused on budget planning, rate increases, and multi year enhancement programs. Some are holding pricing for loyal, high margin clients, while others are raising rates up to 10 percent for underperforming accounts. Justin explains how sharing operational improvements like route efficiency, crew training, and the adoption of electric equipment can build trust and justify pricing. In this episode, Justin shares: • How to think with an eight figure mindset even at five or six • Why systems collapse when leadership turns over without a plan • What it takes to rebuild accountability and support frustrated teams • How a new Leadership Accelerator Sprint is training mid level leaders • What to expect from Aspire Ignite and Lean Scaper this September Justin also gets real about challenges inside his own company and how leaders can create structure and support without burning people out. If you are growing fast and working to build a more stable operation, this episode is full of insight.

This week on Trades Talk, host Justin White sits down with Todd Zimmerman, Head of Sales and Product Development at Kress Outdoor Power Equipment, to talk about how one company is reshaping the future of landscaping through battery innovation, robotics, and a relentless focus on contractor feedback. Todd brings nearly 30 years of experience in power tools, robotics, and commercial landscaping solutions. At Kress, he has led a product development journey that started more than a decade ago and has resulted in some of the most advanced battery and robotic equipment in the industry. In this episode, Todd shares: • How Kress’s CyberPack batteries charge in under 12 minutes and last over 3,000 cycles • Why durability testing to gas equipment standards sets Kress apart from other cordless brands • How Kress is launching the first fully autonomous commercial robotic mower in the United States • What contractors are doing to cut costs, reduce labor, and increase efficiency with Kress equipment • Why early adopters will have a major edge as electric equipment becomes the new standard Todd also explains how Kress involves crews in the change process, supports contractors with charging infrastructure, and helps owners track performance data to drive smarter decisions. Whether you are exploring battery powered tools or preparing for the rise of robotic mowing, this episode gives you a front row seat to the next generation of landscape innovation.

Chapters 00:00 Weekly Update Kickoff 05:59 Insights from the M&A Webinar 11:32 AI and Future Trends   Use code "JustinWhite" with Greenius to get 10% off your membership!  Summary In this weekly update, Justin White discusses the launch of a six-week sprint aimed at achieving record revenue for K&D. He shares insights from a recent webinar with Jeff Harkness on business acquisitions and the importance of being selective in the buy-and-build strategy. The conversation also touches on preparing businesses for potential exits, highlights industry leaders, and emphasizes the growing role of AI in business operations. Justin concludes with a book recommendation that offers valuable insights for entrepreneurs. Takeaways K&D is entering a six-week sprint to boost revenue. Setting clear goals for September is crucial. Greenius is an effective tool for onboarding and training. Buy-and-build strategies should focus on quality and selectivity. Geography can impact business valuations significantly. Businesses should prepare to be exit-ready, even if they don't plan to sell. Building a valuable business involves focusing on key performance metrics. AI is becoming increasingly important in business operations. Networking and learning from industry leaders is essential. Reading valuable business literature can provide actionable insights. Titles Accelerating Growth: The Six Week Sprint Strategic Insights from Industry Experts Sound bites "K&D is on fast forward." "Set a September goal right now." "AI is a big part of our future."  

This week on Trades Talk, host Justin White sits down with Tom Heaviland, a landscape industry veteran whose journey began in 1985 when he bought a small company in Carlsbad, California and turned it into one of the most respected operations in the region. Tom started with just one truck, a few workers, and $11,000, billing around $14,000 a month. After weathering a major recession in the 1990s and learning hard lessons about risk and diversification, he grew the business by focusing on contract stability, recurring revenue, and strategic pricing. In 2019, Tom sold the company to Brightview, and went on to work with their M and A team identifying strong acquisition targets in underserved markets. In this episode, Tom shares: • Why customer diversity and contract size were central to his growth strategy • How he prepared his company for sale and stood out to Brightview • What he looks for in a business when evaluating M and A opportunities • His current mission at Verde Property Services, targeting over $100 million in revenue • Why he leads with a servant leadership philosophy and puts team growth first Tom also opens up about the challenges of performance management, the importance of financial literacy, and his goal to create $150 million in employee wealth by 2035. If you are in the trades and thinking about scale, exit strategy, or how to build a company with lasting impact, this episode is a masterclass.

In this weekly update, Justin White shares exciting developments in the landscape industry, upcoming events, personal reflections on travel and life lessons, and insights into the differences between residential and commercial services. He emphasizes the importance of financial planning, networking, and organizing business structures for success.   Takeaways It's a fun time to be in the trades. Get your financial mindset in alignment with your team. Attending industry events can provide valuable insights and networking opportunities. Disconnecting from technology can lead to personal growth and reflection. Planning ahead can help you achieve your personal goals and adventures. Understanding the differences between residential and commercial services is crucial for business success. Targeting the right customer profile can enhance marketing efforts. Creating dedicated leaders for commercial and residential services can improve operations. Organizing your company effectively is key to scaling and success. Continuous learning and adaptation are essential in the business landscape. titles Navigating the Landscape Industry Embracing Opportunities in the Trades Sound Bites "It's a fun time to be in the trades." "It's a must attend event." "If you can pick a lane, focus on one." Chapters 00:00Introduction and Exciting Updates 04:55Upcoming Events and Opportunities 10:01Personal Reflections on Travel and Adventure 14:55Insights on Business Structure and Strategy 15:23outro final final.mp3

This week on Trades Talk, host Justin White sits down with Paul Voresis from Delta Landscape, a second-generation landscape professional based in Sacramento, California, who shares the story of how his family’s business evolved and how he’s rethinking what leadership looks like in the green industry. Founded by Paul’s father in 1980 after immigrating from Greece, Delta Landscape has deep roots and a powerful legacy. Paul grew up in the business but initially swore he’d never follow in his father’s footsteps. After studying construction management and briefly working in the construction industry, he returned home and took over the company in 2012, following his father’s passing. That experience, paired with a personal health scare, forced him to look at the business, and his role in it, through a different lens. In this episode, Paul shares: • Why he shifted Delta Landscape from installation to maintenance in 2021 • How battery-powered equipment is exceeding expectations in real-world use • His thoughts on private equity, local expertise, and the future of the industry • Why work-life balance and life margin matter more than ever • The importance of vision, mission, and leading with purpose Paul also reflects on the emotional weight of being the oldest son in a Greek family, the future of commercial landscape services, and why he believes the trades can, and should, attract top-tier talent. If you're in the green industry and thinking about where it’s going, what needs to change, and how to lead differently, this episode is a must-listen.

This week on Trades Talk, host Justin White checks in from Lake Oroville, California, where he’s kicking off a wake surfing weekend with a 7:30 AM podcast session and an already blazing 85 degrees on the deck. But before hitting the water, Justin shares three powerful insights that every business leader should be thinking about this August. The episode opens with lessons from the Disruptors Live event featuring Ken Thomas, focused on helping landscape and service businesses scale toward eight figures. Justin breaks down three core pillars of growth: the importance of personal and team development, building strong systems like the Green Dot Operating System, and finding clarity around roles instead of simply hiring more people. The takeaway is simple but powerful: more people is not always the answer to chaos. Clean systems, smart hiring, and clear processes are. In this episode, Justin shares: • How to implement a one page workflow to streamline your operations • Why clarity beats headcount when trying to scale • What ChatGPT 5 can now do for business leaders and teams • Why August is a make or break month for setting up the end of the year • How to stay ahead of seasonal slowdowns with smart strategy and execution Justin also gives a quick demo of ChatGPT 5’s capabilities, including how he used it to generate a steak recipe by uploading a photo of his grill. With tools that now understand emotional tone, manage calendars, and write complex documents, the future of AI is not only here; it is business ready. If you are leading a company and looking to finish the year strong, this episode is packed with real insights, new tools, and a sharp reminder to execute now or fall behind later.

This week on Trades Talk, host Justin White sits down with Nick Knight and Christian Padgett of Baldwin Group to explore how insurance can be more than a backup plan. For growing landscape companies, it can become a tool for strategy, stability, and even profit. Nick comes from a family of insurance professionals, and Christian brings over ten years of hands-on landscape industry experience with companies like Valley Crest, Brickman, and ASI Landscape Management. Together, they explain how captive insurance programs are becoming more accessible, giving business owners the ability to share risk with similar companies, control claims, and potentially receive dividends on unused premiums. In this episode, Nick and Christian share: • How landscape focused captives can help companies turn insurance into a strategic advantage • Why many companies are underinsured as they grow and what to do about it • The importance of quarterly reviews, detailed risk planning, and ongoing communication • How trends like electrification, noise control, and AI integration are shaping the future of the industry • What they will cover in their presentation at the Landscape Show in Orlando If your company is scaling and you want a better way to protect your people, manage risk, and build trust, this episode will change the way you think about insurance.

On this week's update, Justin White breaks down the realities of running a service-based business in today’s environment, covering AI, client accountability, and what it really takes to stay profitable. From testing out AI agents in his inbox to planning an automated system for financial forecasting and zero-based budgeting, Justin shares how technology is becoming part of his day-to-day operations. He also talks about the risks and rewards of holding clients accountable, especially when delays start eating into revenue. In this episode, Justin shares: • How AI agents are already handling tasks most companies still do manually • Why proactive client communication protects more than just the schedule • What financial performance really looked like month by month this year • The hidden risks behind private equity pricing and misleading add back math • Why staying profitable is about mindset, not just margins If you're navigating growth, managing people, or trying to build a smarter, more resilient business, this episode offers a direct, honest look at what it takes to stay in the game.

This week on Trades Talk, host Justin White sits down with Cole Weller, co-founder of Weller Brothers Landscape Professionals, a company that started as a high school side hustle and grew into a multi-branch, multi-million dollar business serving the Midwest. Headquartered in Sioux Falls, South Dakota, Weller Brothers now employs over 200 people and operates in Rochester, Minnesota and Des Moines, Iowa. The company offers a full range of services, from commercial and residential maintenance to residential construction, and recently expanded into pool construction and service—now accounting for nearly 20 percent of their revenue. In this episode, Cole shares: • How becoming a father shifted his approach to business and growth • Why the team prefers greenfield expansion over large acquisitions • What it takes to survive the early challenges of new markets • How they maintain premium pricing by delivering exceptional quality and communication • The company’s deep investment in career growth and maintaining a strong internal culture Cole also reflects on the personal milestone of buying a home that was one of the first lawns he ever mowed as a teen. If you’re looking for real talk on scaling, team building, and staying grounded through growth, this episode is a must-listen.

This weekly update comes from Las Vegas, where Justin's at the Lawn and Landscape Technology Conference. The have brought together over a thousand professionals to explore the future of the industry. From robotic mowers to AI-powered estimating tools, the message was clear: technology is becoming a core part of how landscaping businesses will operate. Robotic mowers were front and center, with manufacturers like Scythe and Kress showcasing autonomous machines that charge themselves and maintain perfectly trimmed turf. Experts predict they will make up 50 percent of the market by 2027 or 2028. Artificial intelligence also took the spotlight. Tools like BobYard and Deep Lawn are already helping teams measure properties, automate takeoffs, and generate budgets with minimal input. The concept of fully autonomous AI agents handling tasks like reporting, budgeting, and scheduling is quickly becoming a reality. In this episode, we cover: • Where robotic mowers are being used successfully • Which AI tools are already making an impact • Why most business software is still falling short • What leading companies are doing to stay competitive If you're thinking about what technology your company needs to adopt next, this episode will give you a clear look at where the industry is heading.

This week on Trades Talk, host Justin White talks with Tiffany Peters, the newly appointed President of North by Northwest, a family-owned landscaping business in Austin, Texas. Founded by her parents in 2003, North by Northwest started as a small residential mowing company with just 20 employees and $1 million in annual revenue. Tiffany grew up with the business—but wasn’t always sure she wanted to be part of it. After college and a brief move to Houston, she returned home and found herself stepping into a crucial role: building office systems from the ground up. What started as being the sole admin turned into a leadership journey rooted in process, autonomy, and growth. In this episode, Tiffany shares: How she evolved from “just helping out” to running the show The leap from family-run to structured and scalable The dynamic of working alongside her brother Jordan, who brought design and sales firepower The balance between family loyalty and business responsibility Why she’s driven to lead without micromanaging and how that shaped the company’s culture Tiffany describes the business as a “gang” she was born into and ultimately chose to grow. If you’ve ever wrestled with joining (or staying in) the family business, this episode is for you.