Welcome to another episode of ATCP in the Canopy, the official podcast of the Association of Tree Care Professionals.

In this episode, host and ATCP Committee Member Austin Lee sits down with Alex Wright, owner of 855TreeMan in Charlotte Hall, Maryland. Alex is one of the most marketing-savvy operators in the tree care space, building a multi-million dollar tree service from a single yellow yard sign and pure grit.

Join us as Alex shares the raw, unfiltered story of how he went from making $392 a week doing landscaping to running a $5M+ tree service, and the marketing, mindset, and money lessons he learned the hard way along the way.

In this video, you'll learn:

0:00 - Introduction & Welcome to the Canopy

0:26 - From Landscaping to Tree Work: The Origin Story

1:54 - The First Sketchy Jobs & Learning the Hard Way

4:17 - Why He Never Stopped Marketing (Even When Broke)

6:15 - Building the First Real Crews & Buying the First Bucket Truck

8:40 - The 6-Year Climb from Day Job to Legitimacy

10:29 - Mentorship, His Dad's Advice & The Power of Discipline

13:41 - Mental Load, Faith & Staying in the Game

17:15 - The 3 Pillars: Marketing, People & Grit

18:59 - The Signs Strategy That Built a Million-Dollar Business

24:31 - Knowing Your Audience: Why He Markets to 55+

26:28 - Scaling Beyond Signs: Google, Reviews & Direct Mail

29:17 - Spending $80K/Month on Marketing & The ROAS Mindset

32:31 - Why You Must Market in the Slow Season

33:27 - The Case for a Fractional CFO in Every Tree Service

37:42 - Recruiting as a Marketing Function: Hiring Climbers with Ads

42:30 - Building Landing Pages & Funnels to Qualify Applicants

44:51 - The Group Interview Hack for Office Hiring

47:40 - Why Alex Joined the ATCP

49:07 - Legacy, Real Estate & The Long Game

53:56 - Goodwill, Networks & Building the Right List

55:17 - Lightning Round: Chainsaws, Energy Drinks & Pet Peeves

56:44 - Final Advice: Discipline in Marketing & Finding a Real Mentor

57:27 - Outro & How to Connect

Whether you're an industry veteran scaling past your first million or a new owner still putting out yard signs on the weekend, Alex's insights offer invaluable lessons on growth, professionalism, and community. This is a masterclass in how marketing discipline, the right people, and unwavering grit can build a tree service that lasts.

About ATCP: The Association of Tree Care Professionals (ATCP) is dedicated to elevating the standards of the tree care industry through education, safety protocols, and professional networking.

Subscribe to our channel to stay updated with future episodes of ATCP in the Canopy: https://www.youtube.com/@A.T.C.Professionals

Learn more about ATCP membership: https://atcpros.org/ Follow us on Facebook: https://www.facebook.com/AssociationOfTreeCareProfessionals

Connect with our guest: 855TreeMan: https://855treeman.com/

If you enjoyed this episode, please hit the Like button and share it with your fellow tree care professionals!

Want more from Alex? Join his Facebook group for tree service owners looking to grow, scale, and sharpen their marketing: https://www.facebook.com/groups/935147544542964

#ATCP #TreeCareIndustry #855TreeMan #TreeServiceMarketing #Entrepreneurship #Arboriculture #ATCPInTheCanopy #TreeServiceBusiness #SmallBusinessGrowth

Welcome back to ATCP in the Canopy, the official podcast of the Association of Tree Care Professionals.
In this episode, host and ATCP Committee Member Austin Lee sits down with Sarah Porter, Operations Manager of Global Insurance Billing (GIB) — the family-owned, family-operated team helping tree care contractors actually get paid what they're worth on insurance claims.
Sarah shares the GIB origin story, from her father's humble 1993 start with a pickup truck and a broom, to the lawn-to-trees pipeline, to the 2020 storm that changed everything and led to the launch of Global Insurance Billing in 2023. Join us as she breaks down what really happens behind the scenes of insurance work — and why documentation, integrity, and ethics matter more than ever in this industry.
In this video, you'll learn:

0:00 - Introduction & Welcome to the Canopy
1:25 - Travel Stories: ArborFest, Expos & The "Murder Mitten" Drive
5:10 - The GIB Origin Story: From a Pickup Truck in 1993 to Today
8:42 - The 2020 Storm That Sparked an Insurance Billing Business
11:05 - Why Tree Care Contractors Need a Billing Specialist
13:30 - How Insurance Trends Change Week to Week
16:18 - The Industry Shift: Why Documentation Is Everything
19:24 - The Onboarding Process: Why Some Contractors Weed Themselves Out
22:10 - GIB's Alignment with ATCP's Mission & Values
25:33 - Family in Business: Differing Personalities, Same Goal
28:15 - What Success Looks Like: Forward Movement, Never Status Quo
30:40 - Rapid Fire: Toughest States, Pet Peeves & Coffee Habits
33:12 - One Thing Sarah Would Change About Insurance Companies
34:05 - Final Advice: Honesty, Ethics & The Grandmother Test
35:20 - Outro & How to Connect
Whether you're a seasoned contractor navigating complex insurance claims or a newer tree care professional building your operations from the ground up, Sarah's insights offer invaluable lessons on documentation, integrity, and what it really takes to get paid for the dangerous, high-stakes work you do every day.

About ATCP:
The Association of Tree Care Professionals (ATCP) is dedicated to elevating the standards of the tree care industry through education, safety protocols, and professional networking.

Subscribe to our channel to stay updated with future episodes of ATCP in the Canopy:
https://www.youtube.com/@A.T.C.Professionals

Learn more about ATCP membership: https://atcpros.org/
Follow us on Facebook: https://www.facebook.com/AssociationOfTreeCareProfessionals

Connect with our guest:
Global Insurance Billing (GIB): https://globalinsurancebilling.com/
If you enjoyed this episode, please hit the Like button and share it with your fellow tree care professionals!

#ATCP #TreeCareIndustry #ATCPInTheCanopy #Arboriculture #InsuranceBilling #StormDamage #TreeCareBusiness #FamilyBusiness #GIB

Welcome back to "ATCP in the Canopy," the official podcast of the Association of Tree Care Professionals. In this episode, host and ATCP Committee Member Austin Lee sits down with Mark Goodpasture, owner of GE Tree Service in Petersburg, Indiana and a Founding Board Member of the ATCP.

Mark's journey is one of grit, faith, and relentless growth. From running a skidder at 14 and starting GE Tree Service at 19, to a pivotal moment with a green disconnect notice that launched a flyer strategy he still uses today, Mark has built one of Southern Indiana's most respected tree care operations. Join us as he shares 33 years of hard-won wisdom on mentorship, hiring, pricing, and building a business that lasts beyond the owner.

In this episode, you'll learn:

0:00 - Introduction & Welcome to the Canopy

0:33 - Midwest Weather & Storm Work Realities

1:22 - From Logging Skidders to Starting GE Tree Service at 19

3:03 - The Disconnect Notice That Changed Everything

6:28 - The Flyer Strategy That Never Stops Working

9:09 - The Early Days: No Internet, No Mentors, No Community

11:22 - Finding His First Mentor Through a Stump Grinder

14:35 - Breaking the Mold: Professionalism in a Low-Bar Industry

15:36 - Building a Tree Healthcare Reputation in Topping Country

20:07 - Hiring for Core Values, Not Experience

22:19 - Justifying the Cost of Training & Development

24:17 - Know Your Numbers: Cash Flow vs. Net Profit

27:00 - The Tree Matrix: A Scientific Approach to Estimating

31:16 - Why Consistent Pricing Matters for Scaling

36:25 - The Hardest Lesson: You Are the Bottleneck

38:26 - The Birth of the ATCP & Why It Matters

42:47 - Building Something From Nothing: The Startup Struggle

43:10 - ATCP Certified Arborist & Certified Sales Arborist

44:40 - Who Thrives in the ATCP Community

45:45 - Succession Planning & Leaving a Legacy

50:24 - Pet Peeves: Competitor Mindset & Disrespecting Groundsmen

54:22 - Final Advice: Stay Humble, Seek Wisdom

55:49 - Outro & How to Connect with Mark

Whether you are an industry veteran or just starting your tree care business, Mark's insights offer invaluable lessons on perseverance, leadership, and building a company that outlasts its founder.

About ATCP: The Association of Tree Care Professionals (ATCP) is dedicated to elevating the standards of the tree care industry through education, safety protocols, and professional networking.

Subscribe to our channel to stay updated with future episodes of ATCP in the Canopy: https://www.youtube.com/@A.T.C.Professionals

Learn more about ATCP membership: https://atcpros.org/

Follow us on Facebook: https://www.facebook.com/AssociationOfTreeCareProfessionals

Connect with our guest: GE Tree Service: https://getreeservice.com/

If you enjoyed this episode, please hit the Like button and share it with your fellow tree care professionals!

#ATCP #TreeCareIndustry #ATCPInTheCanopy #Arboriculture #TreeBusiness #GETreeService #Entrepreneurship #TreeCareProfessionals #Leadership #Mentorship

Welcome back to "ATCP in the Canopy," the official podcast of the Association of Tree Care Professionals.
In this episode, host and ATCP Committee Member Austin Lee sits down with Brazzi Smith, owner of Precision Tree Care and Removal in Live Oak, Florida and head of the ATCP Membership Committee.
Brazzi built his business from the ground up — starting with a newspaper ad, a borrowed Bobcat, and his wife holding a rope — into a thriving multi-million dollar operation. Join us as he shares his journey from first-time tree guy to full-fledged business owner, and the mindset shifts, equipment decisions, and hard lessons that got him there.
In this video, you'll learn:

0:00 - Introduction & Welcome to the Canopy
0:26 - Meet Brazzi Smith: Owner of Precision Tree Care and Removal
0:56 - Seasonality in North Florida & the Hurricane Factor
2:23 - Making Hay When the Sun Shines: Weathering Slow Seasons
3:20 - From Carpentry to Tree Care: How It All Started
5:16 - The $1,100 Job That Sparked a Business
8:30 - Selling His First $5,000 Job & Reinvesting Smart
10:25 - Tree Guy to Business Owner: The Mindset Shift
13:37 - Hiring Employees & Moving Into Sales
15:06 - Why Equipment Can Make or Break Your Company
20:35 - When to Buy, When to Rent: The Smart Growth Framework
21:34 - Know Your Numbers: The Role of Accounting & Cashflow
26:22 - Smart Growth vs. Growth for Growth's Sake
29:36 - Why Brazzi Joined ATCP & Leads the Membership Committee
30:04 - Collaboration Over Competition: The ATCP Vision
37:08 - Industry Standards & the Case for More Regulation
43:19 - Borrowing Knowledge: How to Learn Without Taking Deadly Risks
45:46 - Lightning Round: Coffee, Pet Peeves & Chainsaw Brand of Choice
48:34 - Best Advice for Anyone Starting Out in Tree Care
49:01 - Outro & How to Connect with Brazzi

Whether you are an industry veteran or just starting your tree care business, Brazzi's insights offer invaluable lessons on smart growth, safety culture, and the power of collaboration.

About ATCP:
The Association of Tree Care Professionals (ATCP) is dedicated to elevating the standards of the tree care industry through education, safety protocols, and professional networking.

Subscribe to our channel to stay updated with future episodes of ATCP in the Canopy:

https://www.youtube.com/@A.T.C.Professionals
Learn more about ATCP membership: https://atcpros.org/

Follow us on Facebook: https://www.facebook.com/AssociationOfTreeCareProfessionals

Connect with our guest:
Precision Tree Care and Removal: https://www.precisiontreecareremoval.com/

If you enjoyed this episode, please hit the Like button and share it with your fellow tree care professionals!

#ATCP #TreeCareIndustry #ATCPInTheCanopy #Arboriculture #TreeBusiness #TreeRemoval #Entrepreneurship #TreeCareProfessionals #SafetyFirst #PrecisionTreeCare

Welcome to the debut episode of "ATCP in the Canopy," the official podcast of the Association of Tree Care Professionals.

In this inaugural episode, host and ATCP Committee Member Austin Lee sits down with a titan of the tree care industry: Stefano Devigili.

Stefano is an ATCP Founding Board Member and the Co-Founder of Grant Brothers Tree Service. Join us as he shares his inspiring journey from his early entrepreneurial beginnings to building one of the most respected names in tree care.

0:00 - Introduction & Welcome to the Canopy
1:42 - How Grant Brothers Treecare Started
4:28 - Transitioning from Handyman to Tree Care
6:22 - Advice to His 18-Year-Old Self: The Power of Focus
8:04 - The Hidden Challenge: Admin Work & CRM Systems
10:20 - Mindset Shift: Business Owner vs. Tree Guy
12:25 - Building Loyalty Through Servant Leadership & Culture
14:07 - Industry Pitfalls: Shiny Object Syndrome & Winter Planning
17:36 - Staying Motivated Through Faith & Positivity
20:04 - Why They Founded the ATCP (Association of Tree Professionals)
26:06 - What Makes a Successful ATCP Member?
27:53 - Lightning Round: Chainsaws, Pet Peeves & Energy Drinks
30:25 - Stephano's Ultimate Calling: Full-Time Ministry
31:39 - Final Advice for Beginners in the Tree Industry
32:03 - Outro & How to Connect

Whether you are an industry veteran or just starting your tree care business, Stefano’s insights offer invaluable lessons on growth, professionalism, and community.

About ATCP:
The Association of Tree Care Professionals (ATCP) is dedicated to elevating the standards of the tree care industry through education, safety protocols, and professional networking.

Subscribe to our channel to stay updated with future episodes of ATCP in the Canopy: https://www.youtube.com/@A.T.C.Professionals

Learn more about ATCP membership: https://atcpros.org/
Follow us on Facebook: https://www.facebook.com/AssociationOfTreeCareProfessionals

Connect with our guest:
Grant Brothers Tree Service: https://virginiatreecare.com/

If you enjoyed this episode, please hit the Like button and share it with your fellow tree care professionals!

#ATCP #TreeCareIndustry #GrantBrothersTreeCare #Entrepreneurship #Arboriculture #ATCPInTheCanopy