Austin Bonnema

Over the past decade as a TCIA corporate member, I’ve had a front-row seat to something pretty special. I continue to be impressed by the passion, professionalism, safety focus and business savvy of TCIA member companies, our corporate members and TCIA itself. To me, it feels like an iron-sharpens-iron kind of relationship. Tree care professionals face real challenges every day, and suppliers and the TCIA staff work hard to help solve those challenges. In turn, all three sides keep raising the bar – improving safety, efficiency, training, culture, people and the tools that help get the job done.

That’s one of the reasons I’m optimistic about 2026.

From what I’m hearing and seeing, this year is shaping up to be a stable one for tree care companies – and one where businesses that continue leveling up and investing in themselves will be in a strong position to be profitable.

That starts with a simple fact: This industry provides work that is real, necessary and valuable. Trees continue to grow and need care. Property owners still want safe, healthy and great-looking trees. Utilities still need vegetation managed. Communities still rely on skilled professionals to do this work the right way. No matter what’s happening in the broader economy, and even if those needs may fluctuate, they do not go away.

One consistent theme I’m hearing from both contractors and suppliers is that customers are being more thoughtful about their spending. They’re still moving forward with work, but they’re asking more questions. They want to understand value. They want to feel confident in the company they hire. They want to trust that the crew will show up, operate safely, do quality work and stand behind the service they provide. That can be a good thing for our industry.

A market like this tends to reward the best-run companies. If you communicate clearly, price appropriately, show up on time, do what you say you’ll do and leave customers feeling good about the experience, you’re going to stand out – and earn those valued referrals. That level of professionalism has always mattered, but it matters even more when customers are paying close attention to where their dollars go.

Suppliers are seeing a similar trend. From what many are sharing, tree care companies are still investing, but they’re doing it carefully. Equipment purchases are getting more scrutiny. Buyers want machines and tools that improve productivity, help address labor challenges, reduce downtime and come with strong parts and service support. It’s less about buying for the sake of buying and more about making smart, practical decisions.

And honestly, that’s healthy.

Companies and consumers are thinking harder about return on investment, cash flow and long-term value. That kind of discipline usually leads to better decisions and stronger businesses over time.

I encourage you to access the multitude of resources TCIA offers to help you stay focused on leveling up your business, and to keep investing in your people and business culture. Keep making smart equipment decisions. Keep an eye on margins. Keep safety at the center.

For tree care companies across the U.S., there’s plenty of reason for optimism. 2026 looks like a year with solid demand and plenty of room for well-run businesses to grow.

Austin Bonnema is vice president of sales with Vermeer Mountain West in Salt Lake City, Utah, a branch of Vermeer Corporation, a 42-year TCIA member company based in Pella, Iowa. He is the chair of the TCIA Board of Directors.