Industry Professional Profile
Gregory Good

Founder/Good Tree Care Company and Good Rigging LLC, Hartland, Wisconsin; inventor of the Good Rigging Control System (GRCS)

Education
Bachelor of Science in Forestry (originally studied mechanical engineering), University of Wisconsin–Madison

Hobbies
Sailing, wrenching on old cars, hiking, biking, farming

Gregory Good – A Practical Arborist

BY ANDY JONES, CTSP

What first sparked your passion for trees and arboriculture (your “aha!” moment)?
Good traces his passion back to the summer after high school, when he worked in the Swiss woods near where his father was born. That experience gave him a new perspective and shifted his focus away from mechanical engineering toward forestry. He went on to complete a forestry degree at UW–Madison in 1978 and launched his own business in 1983.

What’s one project or moment in your career that you’re especially proud of?
Without hesitation, Good points to the centennial white ashes he has been caring for since the early 2000s. “Keeping centennial white ash alive through emerald ash borer – that’s the accomplishment I’m most proud of,” he says. Staying with the same trees for decades has been the most meaningful part of his career.

He says he is also proud of the GRCS, and remembers the exact number he built – 7,543 units – before selling the design to Harken. He tracked every serial number himself. The GRCS reshaped rigging for arborists worldwide, but even so, Good describes himself first and foremost as a tree guy.

How do you use your platform or influence to shape the industry or educate others?
Good says he has always believed that education is as important as invention. He made sure all of his employees attended training sessions, and he spent years teaching other arborists how to rig safely and with control. His influence stretched beyond his own company, too: he has judged 26 international climbing competitions, which gave him the chance to share knowledge, elevate safety practices and promote professionalism.

What do you think people misunderstand most about tree care or arborists?
In Good’s view, arborists are often dismissed as “beer-drinking cowboys” or “glorified landscapers.” He sees the profession as far more skilled and technical than many outsiders realize. That’s one reason he supports programs like Wisconsin’s new arborist apprenticeship initiative – to give structure to training and raise the perception of arboriculture as a professional trade.

What is something you’d tell someone just getting started in the industry?
Good’s advice is simple: “Read as much as you can, talk to as many arborists as possible and get involved in all facets of the work.” His own career took him all over the world as a competitor and judge. Often, he didn’t share a language with the people he was working alongside. “We were speaking tree when our native tongues wouldn’t suffice,” he recalls. That ability to connect through passion and shared knowledge is, to him, what makes the industry so rewarding.

What’s something we missed, or something fun that people should know about you?
Good laughed when I asked this one. “I can do an excellent headstand,” he told me. When I pressed him on how long he could hold it, he shot back, “How long do you want?”

Many faces
Greg Good is many things – inventor, competitor, educator – but above all, he is a tree lover. For more than two decades, he has devoted himself to keeping centennial white ashes alive in the face of emerald ash borer. That steady, long-term care defines him as much as anything else. The GRCS is legendary. It changed the way arborists rig and made our industry safer. But when you listen to him talk, it’s clear – he is a tree guy first, an inventor second. Good is both a champion for the trees and a steward of the arborists who care for them. And as he’s proven again and again, whether in Wisconsin, Switzerland or competitions across the globe, “We were speaking tree when our native tongues wouldn’t suffice.”

For me, speaking with Greg reinforced how critical innovators are to arboriculture. At Rooted Arbor Care, the GRCS is an essential part of our team rigging essentials. In case you’re wondering, our series number is 6804.

Andy Jones, CTSP, is an ISA Certified Arborist, is Tree Risk Assessment Qualification (TRAQ) credentialed and is a production climber and co-founder of Rooted Arbor Care, a two-year TCIA member company based in St. Louis, Missouri. He also is a member of TCI Magazine’s Editorial Advisory Committee and an Air Force Veteran.

CEO/Owner Profile
Bradley Jennings

Owner/president
Jennings’ Tree Service, Enid, Oklahoma, a three-year TCIA member company

Education
Bachelor of Science, Technology Engineering Education; Master of Education in Parks and Recreation Mgt., both from Southwestern Oklahoma State University
Oklahoma Council on Law Enforcement, Education & Training (CLEET); Firefighter 1 & 2, Wildland Firefighter Certification

Hobbies
Running, fishing, outdoors

Can you briefly describe your journey to becoming CEO/owner?
I started the company out of a pickup as a side hustle.

What is the best part of your job?
Absolutely the most rewarding and best part of the job is helping people! I love it when a teammate of ours is able to purchase a new home, vehicle, family vacation – when we help them build a life!

What does a perfect day at work look like?
All trucks and equipment fueled up and heading out the door, with “Rawhide” playing in the speakers of the shop. Hard and safe work completed. Lunch as a team. No breakdowns, no injuries. Successful removals off of homes in emergencies. The whole team back with their families at night!

What inspired you to enter the tree care industry?
The opportunity to grow personally and professionally while contributing to something meaningful. This is a field where self-drive, along with an attitude of thankfulness and a desire to learn, will pay over and over! It is a field where you can truly make a difference – for your clients, for your team and for your family!

What are your top priorities as CEO/owner right now?
Safety. Creating a culture of excellence. Hiring teammates who have a positive attitude with a desire to grow.
What trends or challenges are currently shaping the tree care industry?
Interface with insurance in emergency work is continuing to be challenging.
CRMs (customer relationship management platforms) are aiding with office work. Machines are saving backs. There are still many people working without proper knowledge, no insurance – they are holding the industry down.

How would you describe the ideal employee at your company?
Takes ownership. Places the team above self. Cares for the client. Is loyal. Hustles.

What guidance would you give to someone just starting a tree care business?
It is a tough business, but it is worth it! Learn, learn, learn – never stop learning.

Industry Professional Profile
Kristina Bezanson

Senior lecturer, Arboriculture & Urban Forestry
UMass Amherst, Amherst, Massachusetts

Education
Bachelor of Fine Arts in photography, Massachusetts College of Art, Boston, Mass.
Master of Science in horticulture, Virginia Tech, Blacksburg, Virginia
Graduate Certificate, Sustainable Landscapes, The George Washington University, Washington, D.C.

Hobbies
Biking, hiking, skiing, sailing

What first sparked your passion for trees and arboriculture (your “aha!” moment)?
I studied horticulture and developed a deep passion for trees, more so than any of the other plants we learned to care for. Trees continue to fascinate me every day, and I am grateful to have a career that allows me to share my love for them.

What’s one project or moment in your career that you’re especially proud of?
Research that I worked on for one of my mentors, Dr. Bonnie Appleton, at Virginia Tech, transplanting more than 100 4-inch-caliper, B&B (balled-and-burlapped) trees by using the root-washing methodology developed by Jim Flott, and watching the trees thrive. I enjoy experimenting with new techniques that enhance tree health and longevity.

How do you use your platform or influence to shape the industry or educate others?
It’s my job! I love teaching at UMass and working with young people choosing arboriculture as a career.

What do you think people misunderstand most about tree care or arborists?
Many people assume that arborists solely focus on tree removal. Another common misconception is that only men can be arborists.

What’s your vision for the future of tree care, and how do you see yourself contributing to it?
I hope the industry continues to improve safety for tree care workers, enhances professionalism and attracts more people to become arborists. I hope my students remember what they learned in my classes and continue to grow!

What is something you’d tell someone just getting started in the industry?
Arboriculture is a multidisciplinary field, ensuring that you will never get bored, since every day and every tree presents new challenges. It’s important to earn as many certifications and undergo (as much) training as possible; you may find that, as you age, you will rely less on physical strength to perform your job. By using your intellect and skills, you can truly enjoy this career. People in the tree care profession come from diverse backgrounds, making them not only great colleagues but also wonderful friends.

What’s something we missed, or something fun that people should know about you?
I enjoy using the term “arborcurious” to describe individuals who are interested in learning about trees and aspire to become arborists. I’ve noticed many students take a one-semester class out of curiosity and then they become captivated and want to explore further. Once they climb their first tree or discover a specific tree species, we see a budding arborist in the making.

CEO/Owner Profile
Chief executive officer (Randolph) and president (Benjamin)

XKIG (Xylem Kendall Investment Group: Xylem Tree Care, Xylem Tree Experts, Kendall Vegetation Services and River City Construction), a 16-year TCIA member company based in Norfolk, Virginia.

Education
Randolph studied at the University of West Alabama
Benjamin studied at the University of Virginia

Hobbies
We grew up on the water, so we spend as much time as we possibly can boating.

Can you briefly describe your journey to becoming CEO/owner?
Entrepreneurship runs deep in our family. Growing up, we watched our parents build and lead multiple businesses, which inspired us to forge our own path. From the moment we sold our first big contract, we were all in. We set out with a clear vision – to build a business that brought something truly different to the marketplace – and we’ve been chasing that vision ever since.

What is the best part of your job?
The most fulfilling part of our work is watching our people grow, both personally and professionally. While building XKIG into a national infrastructure services group with nearly 7,000 team members has been an incredible journey, it’s the development of our employees that truly defines our success. Whether it’s someone advancing into leadership, mastering a new skill or finding purpose in their role, seeing that growth across our brands – Xylem Tree Care, Xylem Tree Experts, Kendall Vegetation Services and River City Construction – is what makes our work meaningful.

What does a perfect day at work look like?
A day is perfect when we see our vision come to life through the hands and minds of our team. Whether it’s a major leap forward or a small but meaningful improvement, it’s incredibly fulfilling to watch our ideas evolve into real-world solutions that drive operations. What makes those moments truly special is when our teams rise to the challenge – aligned, focused and determined to push forward. We’re deeply committed to data-driven decision-making, and a perfect day is when we use that data to deliver actionable insights not just to our office teams, but especially to those in the field. It’s in those moments – when confidence in our direction is high and our people are empowered – that we know we’re on the right path.

What inspired you to enter the tree care industry?
Trees are vital to life, and power is essential to modern society – and our industry stands at the intersection of those two truths. That’s where we found our purpose. Every day, we operate in a space where environmental stewardship meets infrastructure reliability, and that balance demands precision, care and vision. It’s a responsibility we don’t take lightly. We’re proud to be part of an industry that not only protects natural resources, but also keeps communities connected and resilient.

What are your top priorities as CEO/owner right now?
At XKIG, we’re navigating a period of rapid expansion, both organically and through strategic acquisitions. As founders and leaders of the company, our top priorities are ensuring that we manage growth with discipline, that our culture remains strong and intact and that we continue to lead through innovation and operational excellence. Scaling a business of this size requires more than ambition – it demands clarity of vision, a commitment to our core values and a relentless focus on execution. We’re building for the long term, and every decision we make is grounded in the belief that sustainable growth starts with empowered people and smart strategy.

What trends or challenges are currently shaping the tree care industry?
Technology is rapidly reshaping the tree care industry, and at XKIG, we’re leading that transformation. From precision tools and advanced analytics to real-time data integration in the field, innovation is embedded in everything we do. We’re leveraging technology not just to improve efficiency, but to empower our teams with actionable intelligence that drives smarter decisions and safer outcomes. At the same time, we’re navigating industry-wide challenges like rising equipment costs and insurance premiums. That’s why we’ve invested heavily in fleet lifecycle management and predictive maintenance systems, and why safety remains our top priority. Staying ahead of the curve means thinking forward – and building systems that scale with intelligence and resilience.

How would you describe the ideal employee at your company?
Our people are the driving force behind everything we do. The ideal team member is someone who embraces change, challenges convention and constantly seeks better ways to solve problems. But more than that, we value individuals who take ownership, who bring creativity, resilience and a collaborative spirit to the table. That mindset doesn’t just fuel innovation; it strengthens our culture and propels our company forward. We believe that when our employees grow, XKIG grows, and that belief shapes every decision we make.

What guidance would you give to someone just starting a tree care business?
If you’re starting a tree care business, start with purpose and stay consistent. Success in this industry isn’t built overnight, it’s earned through hard work, discipline and an unwavering commitment to safety from day one. Safety isn’t just a priority; it’s the foundation of everything we do. Build your processes around it, invest in it and make it part of your culture. Be proud of the role tree care plays in protecting infrastructure and supporting communities – it’s meaningful work with real impact. Stay consistent in how you serve your customers: exceed expectations, build trust and nurture long-term relationships. And remember, grit, adaptability and a commitment to excellence will carry you through the challenges. If you lead with these values, the opportunity in this industry is limitless.

Industry Professional Profile
Rebecca Seibel

Boss, Tree Spirit Consulting, Holmen, Wisconsin

Education
Bachelor of Science, 25 years of experience in professional arboriculture,
Board Certified Master Arborist (BCMA), Certified Treecare Safety Professional (CTSP)

Hobbies
My horses, advocating for nature, canopy camping, part-time van life, hiking, biking, fishing, watching Brewer baseball and Green Bay football. Estoy aprendiendo Espanol para qua pueda salir con mis companeros y companeras arboristas. Agroforestry intrigues me. I’m an active reader, although I need more hammock reading time right now, to be sure. Happiness is doing it all with my partner, Hg.

What first sparked your passion for trees and arboriculture (your “aha!” moment)?
Becoming aware of seedlings, sprouts, saplings of trees on the forest floor and knowing they would grow and thrive and exist long after I have passed … and yet, they are so small!

What’s one project or moment in your career that you’re especially proud of?
When a switch flipped and foot-locking started to become bearable, and even enjoyable!
How do you use your platform or influence to shape the industry or educate others?
My full-time gig is as an arborist trainer and educator. Traveling training, sharing the love of tree care and the natural world and teaching climbing, safer chain-saw operations, aerial rescue, electrical hazard awareness and, most of all, leadership to and with my fellow arborists.

What do you think people misunderstand most about tree care or arborists?
That trees need people more than people need trees. The educated arborist’s main goal should be preservation and planting more trees, properly, with the long-term world view in mind.

What’s your vision for the future of tree care, and how do you see yourself contributing to it?
As people who prefer to be outdoors, who work outdoors and are often more in our bodies than our heads when things are going well, we have to get louder about how very important the natural world is to our very survival. Planting trees and preserving wetlands, prairies, old-growth forests, public lands and wild places, and being vocal about the why in order to educate more people.

What is something you’d tell someone just getting started in the industry?
Take extremely good care of your body. Save money and invest early on in your career. Keep learning and do not let any professional-development opportunity pass by. Tree climbers are the best, and you are part of this tribe.

What’s something we missed, or something fun that people should know about you?
I love rope! Read about it in the book “Take to the Trees,” by Marguerite Holloway.

Industry Professional Profile
JP McDonnell

Consulting group assistant manager
Based in Nashville, Tennessee, for SavATree, an accredited, 40-year TCIA member company based in Bedford Hills, New York.

Education
Bachelor of Science in forestry, Sewanee: The University of the South, Sewanee, Tennessee;
Executive Master of Natural Resources, Virginia Tech, Blacksburg, Virginia

Hobbies
Live music, sports, working out, hiking, restaurants & bars, travel

What first sparked your passion for trees and arboriculture (your “aha!” moment)?
I went to college wanting to be an engineer. I got a poor grade in calculus and decided that might not be the path for me. I took an Intro to Forestry class and loved it – stuck with it, and haven’t looked back!

What’s one project or moment in your career that you’re especially proud of?
A big moment for me was stepping into a leadership role where I can coach and support teammates to grow as arborists and collaborate on meaningful assignments we can look back on with pride.

How do you use your platform or influence to shape the industry or educate others?
I serve on as many industry committees as my time allows: ANSI A300 Committee, CTLA Content Review Committee, ISA Test Committee, ASCA Membership Committee and UCFS Industry Trends Committee. I also try to post on LinkedIn once a week to keep trees on the mind of my connections, many of whom are people outside the industry – it often sparks conversations about trees when I see them in person.

What do you think people misunderstand most about tree care or arborists?
People misunderstand tree care because they think of trees on a human time scale, when they should be thought of on the scale of generations. Arborists can help bridge that gap. Arboriculture is about long-term preservation and stewardship, not just short-term fixes.

What’s your vision for the future of tree care, and how do you see yourself contributing to it?
I see the future of tree care being more than just pruning and removals. As climate change, urbanization and other stressors, such as the urban heat island effect, put pressure on trees, our role is to use our experience and expertise to provide plans and recommendations that keep our urban forests resilient and sustainable. With better tools, data and standards, we can help communities adapt, reduce risks and make trees part of the solution. My focus is on delivering data-driven, objective insights that turn challenges into clear, actionable decisions for clients and communities.

What is something you’d tell someone just getting started in the industry?
Never say no! Take on as many different opportunities as possible, and don’t be afraid to travel or move somewhere for a new job. Often, local tree care markets can feel small, but when you open up to nationwide opportunities, there are a lot more options.

What’s something we missed, or something fun that people should know about you?
I’ve moved, give or take, seven times in the last decade, and I’ve had three near-death experiences!

CEO/Owner Profile
Melissa LeVangie Ingersoll

Co-owner, co-founder
Women’s Tree Climbing Workshop, a three-year TCIA corporate member company based in Lincoln, Vermont

Education
Bachelor of Science in forestry, University of Massachusetts, Amherst, Mass.

Hobbies
Trees, gardening – veggies and perennials; cooking and moto (motorcycle) therapy.

Can you briefly describe your journey to becoming CEO/owner?
It’s a “Field of Dreams” story – build it and they will come. My personal journey brought many to ask me how I got to where I was and how I did it. People kept wanting to know what the path could be for them; they asked if we could help them learn. It’s been a fantastic journey, and looking to see where the next 30 years takes us professionally, and to see how our impact will assist our industry.

What is the best part of your job?
Helping people be with trees. I feel blessed for the ability to connect trees and people. The best part is the opportunity to teach people about the magic of trees, either on the ground visiting and being with them, climbing to explore their canopies or professionally caring for them in the spaces they live around people and infrastructure.

What does a perfect day at work look like?
Waking up early, going for a walk/run on a forested trail or dirt backroad and then pruning trees for the day with people who love trees – colleagues or students. Bliss.

What inspired you to enter the tree care industry?
I always felt at peace when among the trees/forest. When I learned I could be a professional working among and for them, I realized it was kismet.

What are your top priorities as CEO/owner right now?
People – being heard, safe, trained, motivated and fulfilled. As a decision-maker, we are always striving to strike a balance of serving our customers and not losing sense of oneself.

What trends or challenges are currently shaping the tree care industry?
I see our industry being influenced with more machinery and mechanization of the work we perform. Our field has always faced challenges of needing more employees. I believe this factor has helped to drive the need for more mechanization to fill the labor shortage.

I see companies investing more in the people they have. Employers are now seeing that retention drives recruitment. People want to work in a place where they are not just a number. Employers are investing to improve employee support, professional development and training. These focuses also are improving health, ergonomics, choices of equipment and PPE. It’s an exciting time when manufacturers and professionals are joining forces to collectively improve our workforce and workplace environments.

How would you describe the ideal employee at your company?
An ideal employee would be one who is curious and excited to learn, passionate about caring for trees and the people who care for them.

What guidance would you give to someone just starting a tree care business?
Patience, ask questions and listen. Surround yourself with those who inspire you to do great work. Lastly, find mentors to work with who can and will support your development.

CEO/Owner Profile
Andrew Ross

President, RTEC Treecare, accredited, 28-year TCIA member company, Falls Church, Virginia, and
a former TCIA Board member.

Hobbies
Travel and exploring the hiking trails surrounding the Washington, D.C., area. Relaxing and expanding my knowledge of trees and shrubs abroad and locally. Hanging out with my two daughters whenever they’re not too busy being awesome. Trying new cuisines, watching movies or hitting a yoga class.

Can you briefly describe your journey to becoming CEO/owner?
I grew up with a unique blend of influences. My mom was a free-spirited hippie and my dad was in the military. In turn, I have a deep respect for nature and a strong sense of organization, which is the guiding light for the company. Those early values shaped the foundation of our company, where safety and quality production are top priorities. We live by our five core values – Do the Right Thing, Always; Always Improving, Always Growing; Make It Happen; Communicate with Purpose; and Win Together – and make sure they show up in everything we do, every single day.

What is the best part of your job?
People and the purpose. We get to work with folks who genuinely care about trees and the environment. Every day brings something new, whether it’s a unique project in the D.C. area or a chance to educate our community on better tree care practices. It’s a dynamic industry that keeps us on our toes, challenges us to do the right thing and reminds us why we love what we do. Helping people and the planet at the same time.

What does a perfect day at work look like?
A perfect day at work is one when we’re growing together. Building our skills, supporting each other and staying committed to doing safe, high-quality work. We’re out in the field serving customers, solving problems and making a real impact. It’s also about momentum. When we see our team living out our five core values, it’s a reminder of why we do what we do. When we’re learning, growing and doing right by people and the planet, that’s a day we can all feel proud of.

What inspired you to enter the tree care industry?
Tree care is a dynamic and challenging industry, and that’s what attracted me. It’s a thinking person’s game, where every decision matters. We’re constantly figuring out how to do the right thing, do it safely and do it well. We serve many masters: our customers, the trees, safety, our team and the company. There are a lot of moving parts, and when everything comes together, when the puzzle pieces fit, it’s a great feeling. That synergy is what keeps us inspired and motivated.

What are your top priorities as CEO/owner right now?
Right now, our top priorities are all about growth with purpose. We’re focused on expanding the skillset of our crew, deepening the knowledge base of both our team and our customers and continuing to do the right thing for the environment. It’s about building a culture where learning never stops, safety and quality are non-negotiable and our values show up in every decision we make. As we grow, we’re making sure that growth is sustainable, aligned with our mission and rooted in care – for people, trees and the planet.

What trends or challenges are currently shaping the tree care industry?
The tree care industry is evolving in exciting ways. One of the most positive trends we’re seeing is a higher level of customer awareness. People are becoming more informed and selective about who they hire, and they care deeply about quality work. That’s raising the bar across the board. We’re also seeing great advancements in tools, techniques and software that help us work smarter and safer.

At the same time, there are real challenges. Integrating new technology into daily operations can be tricky, whether it’s software adoption, data management or just keeping up with the pace of change. There’s also what we jokingly call “nerd sniping” – getting so deep into the technical side of things that it can distract from the bigger picture. But overall, these trends are pushing the industry forward. The key is staying adaptable, curious and committed to doing the right thing for our teams, our clients and the trees we care for.

How would you describe the ideal employee at your company?
We’re always looking for passionate, hardworking and curious people. Folks who are constantly improving and eager to learn. The ideal team member lives by our core values (mentioned earlier). We demand a lot of ourselves, because the work we do matters. It’s not always easy, but we promise it will make you better. Planning, safety, clear communication and having the right tools are all essential. As we like to say, “Win the war before you start the war.” We believe in being prepared, working smart and showing up with purpose.

What guidance would you give to someone just starting a tree care business?
Start with a strong foundation – prioritize safety, quality and production, and let everything grow from there. This industry isn’t easy, but it’s incredibly rewarding. Steel sharpens steel. You’ll be challenged, but you’ll come out better for it. The environment needs more champions, and there’s a global shortage of skilled arborists. If you’re going to do it, commit to being the best you can be.

CEO/Owner Profile
Angela Wilson

President, Arbor Conscious Tree Service
Gainesville, Florida

Education
Bachelor of Arts in Marine Biology, Alaska Pacific University, Anchorage, Alaska
ISA Certified Arborist

Hobbies
Fishing, hiking

Can you briefly describe your journey to becoming CEO/owner?
I was working as a lab technician for a pulp and paper research laboratory while my husband was a contract tree climber. He brought to me the opportunity to work together and start our own tree service. We thought about the mission and the name of our company for a very long time. We decided to offer a different type of tree service that cares about the urban forest and the canopy.

What is the best part of your job?
Trees. Every day I learn new, interesting facts about trees and just how amazing they are. Then I get to share my knowledge with people and bring awareness of these amazing beings.

What does a perfect day at work look like?
Job goes smoothly. Estimate gets confirmed. Work gets scheduled.

What inspired you to enter the tree care industry?
My partner inspired me to get into trees. After moving to Florida from Alaska, he got a job as a ground worker and started working with tree services. The lumber and tree care industry is a big deal in our area of Florida, and we both were inspired by the industry.

What are your top priorities as CEO/owner right now?
Growth, wealth and happiness. Balancing work and life is my top priority.

What trends or challenges are currently shaping the tree care industry?
Burn out! We have no union or safety net to fall back on. Most of us are self-employed or employed by small businesses. Also, insurance is getting harder and harder to find. It’s a dangerous job, and we all should be taking it seriously.

How would you describe the ideal employee at your company?
The ideal employee wants to be in the tree care industry and has a genuine interest in arboriculture. I can teach the skills to most, but they have to want to be here.

What guidance would you give to someone just starting a tree care business?
Find a good tree service that takes it (tree care) seriously. It is very hard to “unlearn” or “unteach” the wrong way to do something.

Industry Professional Profile
Warren Hoselton

Educator, Pricklethorn Presentations
Richmond Hill, Ontario, Canada

Education
Humber College, Toronto, Canada, three-year Landscape Technology and Arboriculture diploma

Hobbies
Cycling, pickleball, travel and my dogs

What first sparked your passion for trees and arboriculture (your “aha!” moment)?
As a young student working in a tree nursery, I was budding and grafting, thinking that my work would be around for years to come and enjoyed by many.

What’s one project or moment in your career that you’re especially proud of?
Receiving an Honourary Life Membership Award with ISA Ontario.

How do you use your platform or influence to shape the industry or educate others?
Although I present trees, doing so in my style creates discussions about trees, which also trigger memories and evoke feelings of well-being (while) among the trees. Towns and cities that have trees are happier, have less crime and tend to be more affluent. And that’s not just warm and fuzzy, it’s a fact. Trees are the world’s most overlooked and under-appreciated resource.

What do you think people misunderstand most about tree care or arborists?
Diagnosing tree issues is not always black and white. There are so many connecting factors that relate to a tree’s health, and some stack upon another. As arborists, we must do our best to prevent some of the most common ailments and issues and communicate this clearly to the homeowners, etc. That tree in someone’s backyard really affects everybody in the area.

What’s your vision for the future of tree care, and how do you see yourself contributing to it?
We need to focus on the pending impacts of climate change. Get ahead of the curve and anticipate shifts/trends in plant selections, etc.

What is something you’d tell someone just getting started in the industry?
Know your tree ID. Consider starting work in a nursery, even part-time, to help with identification. Seek out mentors whom you can shadow and learn from, and then, at some point, consider becoming available to mentor a young arborist.

What’s something we missed, or something fun that people should know about you?
During my “day job” on Toronto Island (Hoselton retired in 2022 and says he’s “busier than ever”), I’d speak to the kids at the elementary school there about trees. Speaking as an arborist, my presentation was pretty stuffy and dry. A friend convinced me to be more animated and snappy, so what started as a small acorn became Professor Elwood Pricklethorn (pricklethorn.com). I put on funky glasses, a Lego bowtie and a bad wig and brought along some props in a suitcase. So Professor Pricklethorn was born in 2008 while I was doing post-Katrina storm cleanup in Louisiana. After Katrina, I went on a U.S. cross-country tour with Bob Thibodeaux (Bob’s Tree Preservation, 39-year TCIA member, Scott, La.), who I’d met during cleanup work, and presented at schools along the way.

I’d say grades two through four are the most receptive, my wheelhouse. That grade eight is a tough crowd though! I always present four things about trees: how they work, how they make us feel, what they give us and what we can do to help them. I love seeing that light-bulb moment going off in their heads, when their faces just light up. I know it’s 100% making a difference in their appreciation of trees. And even better, they’re taking it in and passing it along to their parents. I get feedback all the time from parents who tell me what their kids learned and repeated to them. And that’s what keeps me going.

Jonathan Cain, communications and engagement manager for the TREE Fund and a long-time associate of Hoselton’s, explains what makes Hoselton’s approach to educating the public so unique.

“During the week of the Tour des Trees (Hoselton has been riding the annual TREE Fund fundraiser since 2003), while most of the other riders are out on their bikes enjoying the sights along the route, Warren is out working hard to educate kids on why trees are so important and why we need to remember to plant the right trees in the right place,” says Cain.

“Presenting to groups of anywhere from 12 to 200-plus people, Warren dons his Professor Elwood Pricklethorn wig and lab coat and talks about all the things that trees give us, including lumber, medicine, shade and ice cream, and the process of photosynthesis, interacting with the kids and getting them involved with the process,” Cain continues. “His prop box is full of items that help explain how trees grow, and he is always coming up with new ways to help explain all the great things trees do in our lives. His program isn’t just for kids, either, as adults are able to learn about proper planning for planting and the value that trees add to their homes.”

“We (the Massachusetts Tree Wardens Association) have used Warren for the last two years here in Massachusetts for Arbor Day Celebrations,” says Paul Sellers, former vegetation-management supervisor and arborist with Eversource Energy in Massachusetts, now with Jeffrey S. Hamilton Tree & Landscape Inc., a 27-year TCIA member company in East Falmouth, Mass., “On both occasions, he spent three days each visit going to school systems in the state. We also have printed and distributed 20,000 of his coloring books over the last two years. It’s a great program.”

CEO/Owner Profile
Bruce Thibodeau

Co-owner, Pyr Logistics Support LLC, a first-year TCIA corporate member company based in Sanford, Michigan

Education
Trade School – Professional Drivers Institute
A.D. Banker Insurance Adjuster Course

Hobbies
Gardening, writing, hunting, fishing, painting

Can you briefly describe your journey to becoming CEO/owner?
My wife and I assisted companies in catastrophe situations after experiencing a disaster ourselves in 2020. This led to us volunteering to assist in disasters, where we soon found ourselves working specifically with tree care companies. This in turn led to an opportunity to become involved in the tree care industry with tree-mitigation services after disasters. We identified a need to provide professional logistics and support for tree care companies in disasters. Eventually, we identified a need for insurance education and invoicing services. So Pyr Logistics Support evolved into the company we are today as a multi-state-licensed, insurance-adjusting consulting company that supports and represents professional tree care companies with regard to tree-mitigation services.

What is the best part of your job?
I enjoy helping people. Being in storms and assisting homeowners in understanding their rights as an insured, and being able to partner them with professional companies that can assist them in their greatest time of need. Then to help the tree companies get paid fairly for the services they perform in storms and disasters. We also are now working to help with the education and regulation of the tree care industry as it pertains to insurance-based services.

What does a perfect day at work look like?
Relaxing on a porch with coffee and a computer, working on my writing for my books. A perfect workday would be one where the multitude of calls I receive and make would result in low hold times and closed claims.

What inspired you to enter the tree care industry?
The hard-working men and women in the industry who I felt were being undervalued and abused by the insurance carriers. It is hard to believe the sacrifice (they make) to be first on the ground in a disaster to assist people, when the dangers and hazards are 10 times worse than usual in the industry.
What are your top priorities as CEO/owner right now?
Work to bring more education about the reality of what is and is not covered by insurance, as well as when it is and is not emergency work. Follow that with regulations to try to make it so there are credentials and certifications for tree care companies that perform insurance-based work. To protect the homeowners and the carriers both from predatory companies.

What trends or challenges are currently shaping the tree care industry?
The biggest is the credentials issue. No state has any license to be a tree care company as a whole. Some have requirements. However, the biggest need is to ensure that all companies performing tree work have tree-based liability insurance as well as valid workers’ compensation insurance to protect the homeowners as well as the companies themselves from accidents.

How would you describe the ideal employee at your company?
There are none other than my wife and myself. We serve our clientele and treat them as if they are family and friends, and are pretty selective over the companies we represent. However, we are willing to educate anyone and everyone in the realities of the work we do.

What guidance would you give to someone just starting a tree care business?
We have helped mentor several smaller companies. The biggest thing is to be safe and learn every part of safety. Follow that with understanding your business, from the accounting portion to the tax portions, as well as when and when not to consider expanding and when you reach the point of stagnation. You need to decide if you prefer to be in the office or out in the field cutting trees. Often the most difficult stage in business is learning when you need to hire people, and then finding the right people you can trust to perform the duties you will not be performing yourself.

CEO/Owner Profile
Marc Mercer

Owner, Xtreme Tree Service, Ball, Louisiana

Education
Some college

Hobbies
Work, hunting, family and friends

Can you briefly describe your journey to becoming CEO/owner?
I started my business in 2014, and have enjoyed this incredible opportunity and challenge.

What is the best part of your job?
Our mission from the very start was to give back. Through the years, we have given more and more to the point where we are donating around $200,000 per year back into our communities now. I am also president of the local Pineville Lions Club, where we donate and help. I started “Xtreme Thanksgiving” years ago – each November we donate a certain percentage of money made to the local Food Bank of Central Louisiana to help fight hunger. My favorite part is being able to make a huge difference in the communities in which we live and work.

What does a perfect day at work look like?
A perfect day is when my customers are thrilled, my employees are happy, everything goes just right and we’ve made a little money to help people.

What inspired you to enter the tree care industry?
I managed a tree company a few years before striking out on my own.

What are your top priorities as CEO/owner right now?
To continue to give back, including with my employees as well as our community. To continue upgrading equipment and focusing on the safety of my employees.

What trends or challenges are currently shaping the tree care industry?
One big challenge is keeping up with all the social-media changes as they relate to advertising – that’s where everyone is now.

How would you describe the ideal employee at your company?
My ideal employee is a person who is dedicated and has bought in to our main mission of pleasing customers, being very safe and contributing to our community and one another’s success.

What guidance would you give to someone just starting a tree care business?
Start small, grow small, always take care of your employees and they’ll take care of you. Don’t forget your mission and responsibility – to help others, give back and leave our world a better place than you found it!