Started in 1997, this Atlanta-based ISA-certified arborist and licensed insurance adjuster shares how he combined his experience to launch 707 Arborist and later, Clarity Market—a platform built to streamline tree service pricing, contracts, and disaster response. From crane deployments to pushing back on insurance adjusters, he’s redefining how homeowners and pros connect after a storm. Think eBay meets Uber, but for emergency tree work.

Greg Parsley grew up in Silver Spring, Maryland, where he launched into the green industry by fixing up discarded lawn mowers. After a brief brush with college, he followed his passion into remodeling, landscaping, and eventually tree care. In 2019, inspired by a friend in horticulture, Greg shifted his focus to arboriculture—earning his ISA certification and Maryland Tree Expert License. Now on his second tree service venture, he shares how he built his business from the ground up, one job and one license at a time.

Tom and Sonia dig into the power of handheld trenching with the GeoRipper and the impact of smart root barrier installation. From minimizing trip hazards in public spaces to preventing costly foundation and sidewalk damage, they share real-world insight on root control, equipment innovation, and what actually works in the field.

From dirt tracks to dive bars, Jennifer and Laura share their unlikely paths to Schaeffer’s, North America’s oldest lubrication company. Hear how a 19th-century candle and soap maker evolved into a modern lubrication powerhouse—and why they’re finally embracing marketing after nearly two centuries of boots-on-the-ground success.

Sam Finco, trainer with The Academy, shares his journey from art school to arborist. Growing up between Wisconsin and Iowa, Sam found early inspiration in the outdoors. After dabbling in art and rock climbing, a photo of a crane removal changed everything—he dropped out of forestry school and dove headfirst into tree work. From learning to drive a 26K lb bucket truck in the desert to building rope systems to preserve massive oaks, Sam’s story is one of grit, creativity, and growth. Now a contract climber and mentor, he’s on a mission to be the guide he never had.

Joe Wightman’s journey from a rough start in Loveland, CO, to becoming an Academy Trainer in arboriculture is one of resilience and purpose. After early run-ins with the law and setbacks in construction, a friend’s suggestion led him to tree work—where he found not just a job, but a calling. Now 11 years in, Joe is passionate about safety, hands-on training, and helping others grow in an industry that’s as mentally demanding as it is physical.

Emily Inman from Charlotte’s Landscape Management Division and arborist John Wayne share their paths into tree care and the growing need to train passionate newcomers. With an aging urban forest and a wave of arborists set to retire, they talk about the importance of early education, hands-on training, and changing perceptions of arboriculture as a skilled, essential trade. From climbing trees to community outreach, it’s all about planting seeds for the future.

Omar Martinez shares his journey from childhood laborer to project manager at his family’s business, Pro Select Construction Services. Raised in San Diego, Omar reflects on early jobs, lessons in leadership, the challenges of managing older crew members, and the grind of cold sales. Now helping expand the company’s construction division with EV charging stations, Omar also opens up about balancing work with self-love.

Jim Deplo joins us to talk about VP Racing Fuels' high-performance blends made for small engines like chainsaws. Learn how their ethanol-free, synthetic fuels improve reliability, reduce maintenance, and keep your equipment running cleaner and longer.

Born in Fresno, CA, Jalen grew up in a blended family and learned early lessons about setting boundaries and offering support without enabling. After leaving home at 18, a series of tough breaks — including flipping a truck and a night in jail — taught him resilience. He eventually found his footing at ArborWorks, where he grew from inventory management to climbing and training others in safety and utility work. He helped the company scale smartly, standardizing gear and improving operations, until changes after a private equity takeover led him to a new chapter at Husqvarna. This is a story of growth, grit, and finding your lane.