Ask most tree care owners about insurance and you'll hear the same thing: the rates are brutal and there's nothing they can do about it. Greg Johnston disagrees.

In this episode of ATCP In the Canopy, host Austin Lee sits down with Greg Johnston, a tree care insurance specialist at Granite Insurance, to break down how tree service companies actually drive their own insurance costs, where the hidden coverage gaps are, and how the right broker can save you real money without gutting the coverage you depend on.
In this video you'll learn:
— How your day-to-day operations decide what underwriters charge you
— Why new tree services get denied their first policy (and how to turn that around)
— The website and social media photos that quietly cost companies their coverage
— How a specialized broker gets carriers competing for your business
— The coverage gaps that sink tree care companies: professional liability, crane and mobile equipment, inland marine
— When to file a claim and when to pay out of pocket
— The one number every owner should track every single month
— The single biggest insurance mistake in the tree care industry
Greg worked a ground crew at his brother's tree service in Asheville before moving into insurance, so he talks chippers, drop zones, and crane outriggers like someone who's actually been on the job. That experience shows up in the details: why a crane counts as an auto on the road but mobile equipment once it's on outriggers, why an underwriter will deny you over a Facebook photo of a crew working without PPE, and how one client dropped their premium from $380,000 to $290,000 once their operation got presented the right way.
If you run a crew and you've ever felt buried by your insurance bill, this one's worth your time.

0:00 — Why "insurance" is a dirty word in tree care
0:54 — From the ground crew to insurance: Greg's background
3:43 — Operations, outcomes, perception: what really drives your cost
4:41 — Why new tree services struggle to get that first policy
6:08 — Making carriers compete for your business
8:02 — The website and Facebook photos that get you denied
11:22 — How safety credentials earn you real discounts
12:23 — Holding your carrier accountable vs. shopping every year
13:45 — Independent broker vs. State Farm and the direct writers
16:28 — How one client went from $380K to $290K
17:47 — Professional liability and the hurricane tree example
20:42 — Inland marine, cranes, and the auto vs. mobile equipment problem
24:00 — The team behind a claim: OSHA, DOT, and claims support
27:22 — Who Granite helps and the 5-employee sweet spot
28:44 — Granite's mission: insurance as the scoreboard
31:10 — Stuck in the middle: the tree care insurance squeeze
38:06 — File the claim or eat the cost? The fire hydrant call
40:00 — Lightning round: the number to track every month
40:57 — The single biggest mistake tree care companies make
42:53 — Best advice for young operators

#TreeService #ArboristLife #TreeCareBusiness #TreeCareInsurance #Arborist #RiskManagement #TreeRemoval #SmallBusinessInsurance #ATCP #InTheCanopy #GraniteInsurance #TreeCareIndustry

Welcome to ATCP in the Canopy, the official podcast of the Association of Tree Care Professionals. This episode goes deep on the machines reshaping how trees come down, and one of the people who helped put them on the map.

Host and ATCP Committee Member Austin Lee sits down with Jason Smith, Tree Care Sales Manager at Palfinger USA. Jason helped pioneer the knuckle boom crane with a grapple saw for the tree care world, and he built the first production unit of its kind in the country back in 2014. Thirty years into his career, he still answers the phone when a customer needs help. Palfinger, in business since 1932, is a proud vendor member partner of the ATCP.
Join us as Jason walks through the origin story of the grapple saw truck, the safety lessons that came with it, and the hard-won advice every contractor needs before mortgaging the house for one.
In this video, you'll learn:

0:00 - Introduction & Welcome to the Canopy
0:30 - From Vocational School to Crane Sales: Jason's Story
1:26 - The Early Days of Knuckle Booms in Tree Care
2:40 - Building the First Grapple Saw Truck
4:28 - The YouTube Video That Changed Everything
7:18 - Why Safety Training Had to Come First
9:13 - Supporting the Solo Operator: Parts & Service
13:07 - First-Mover Advantage & Engineering Hurdles
14:29 - The Labor Shortage & the Case for Equipment
16:23 - Emerald Ash Borer and the Surge in Demand
18:44 - Invasive Pests & the Future of Tree Removal
19:13 - Where Crane Demand Is Strongest in the U.S.
21:05 - Matching the Contractor to the Right Truck
23:53 - Weight Laws, Permits & Buying Used vs. New
28:07 - Why Jason & Palfinger Joined the ATCP
28:36 - Changing How the World Sees Tree Care
32:41 - Palfinger's Legacy: "Lifetime Excellence"
33:48 - Lightning Round: Pet Peeves, Coffee & Honest Advice
39:18 - Outro & How to Connect

Whether you're a seasoned crane operator or weighing your first big equipment purchase, this conversation gives you the real picture: how these trucks are built to stay stable, and the buying mistakes that cost contractors dearly down the road. It's a candid look at the craft of building these machines and the community that's grown up around them.
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:

Palfinger USA Tremek: https://www.instagram.com/palfinger_usa_treemek/
If you enjoyed this episode, please hit the Like button and share it with your fellow tree care professionals!
#ATCP #TreeCareIndustry #ATCPInTheCanopy #Arboriculture #Palfinger #Tremek #KnuckleBoomCrane #GrappleSaw #TreeRemoval

Welcome back to "ATCP in the Canopy," the official podcast of the Association of Tree Care Professionals. Episode 6 brings one of the most dynamic conversations we've had in the canopy yet — and we're just getting started.
In this episode, host and ATCP Committee Member Austin Lee sits down with Alex Shy — Board Certified Master Arborist, ATCP Founding Board Member, and owner of Shy Tree in Columbia, Maryland.
Join us as Alex takes us from being "conned" into arboriculture by a college professor, to building a thriving tree care and plant healthcare company — and now pioneering industry-changing tools like the PHC Rx app and the Mobile Tree Spa (MTS 180).
In this video, you'll learn:
0:00 - Welcome to ATCP in the Canopy | Introducing Alex Shy
0:54 - Conned Into Arboriculture: Alex's Unexpected Origin Story
2:20 - Leaving Municipal Work Behind to Build Shy Tree
4:43 - The $600 Job That Haunts Him (And the Lesson It Left Behind)
8:17 - A Near-Miss That Transformed How He Leads His Crew
10:12 - From Tree Guy to Business Owner: Making the Mental Shift
12:34 - Why Every Growing Tree Company Needs a Dedicated Mechanic
13:34 - Collaboration Over Competition: Shared Resources & Smarter Margins
16:54 - The Bottleneck Nobody Talks About: Getting Out of Your Own Way
19:47 - Hiring for Mission: How Alex Finds the Right People
24:53 - The Shower Thoughts Test: What Makes a True Team Player
30:53 - Why the ATCP Was Founded & What It Really Stands For
33:40 - Plant Healthcare: The Tool Every Tree Care Pro Is Missing
49:46 - PHC Rx: The App Alex Built to Solve an Industry-Wide Problem
59:30 - Introducing the Mobile Tree Spa & the MTS 180
1:07:07 - The Tree Spa Trademark, Business Model & How to Get Involved
1:12:48 - The Legacy Alex Is Building in the Tree Care Industry
1:14:42 - Lightning Round: Fishing, Chickens & Chainsaw Brand Loyalty
1:15:33 - Outro & Final Advice: You Are Not Alone
Whether you are a seasoned arborist or just launching your tree care business, Alex's hard-earned insights on plant healthcare, team culture, safety, and building scalable systems offer a masterclass in what it truly takes to grow a professional, thriving operation.
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:

PHC Rx App: https://phcrx.app/
Plant Healthcare Providers (Facebook Group): [Insert Facebook Group Link]
If you enjoyed this episode, please hit the Like button and share it with your fellow tree care professionals!
#ATCP #TreeCareIndustry #ATCPInTheCanopy #Arboriculture #PlantHealthcare #MasterArborist #ShyTree #MobileTreeSpa #TreeCareBusiness #PHCRx

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