What do deep-sea rigging and backyard tree cutting have in common? More than you think.
In this episode of Born to Build, Sam sits down with Dave Pena, the daring founder of Highworks Tree Services, to unpack how a career in high-risk offshore rope work became the foundation for a precision-driven, values-led business on land.
Dave opens up about the moment he knew it was time to make a change, the surprising edge his rope expertise gave him, and why how you do the job matters just as much as getting the job. From building trust with homeowners to walking away from misaligned work, this is a masterclass in staying true to your craft—even when it's hard.
Whether you’re thinking about starting your own business or just love hearing how bold builders do things differently, this one’s for you.
Chapters:
(00:00) Intro
(00:48) Working offshore
(04:30) Time for a change
(09:00) Transitioning to starting his own business - the value of coaching
(10:01) Early days of Highworks Tree Services
(13:53) Misunderstandings of Tree felling / cutting
(17:30) Building his business and team
(20:25) Maintaining high standards
(22:50) Starting out, how do you get your first leads?
(26:50) Toughest moments - cutting down the wrong tree
(34:45) What would you say to someone starting their own service based business?
Correction Note: At Dave’s request, we’d like to correct a detail mentioned in the episode about the big tree. The "3 meter girth" reference should instead be: approximately 1.7 meters in diameter at trunk height, and about 2.4 meters in diameter at the base/stump level.
About Born to Build:
Born to Build is a podcast featuring conversations with the builders, founders, and pioneers driving change from the ground up. Each episode highlights the real stories of SME owners - how they started, what they’ve overcome, and what keeps them building their business. It’s honest, practical business insight from those shaping their industries one bold move at a time.