Jon Gohl on the Landscaping Companies Built to Win in 2025 (and the Systems Behind Them)

“Every company is like a Special Forces unit. I worked for a former Navy SEAL for five years in disaster response management. And there was always a solution. There’s always a way out. Prior planning prevents poor performance.” — Jon Gohl

Resources Mentioned in This Episode:

• Aspire Software
• NALP – National Association of Landscape Professionals
• EverydaySpy Podcast by Andrew Bustamante
• PropertyIntel – Measuring for Estimates
• ServiceTitan

Topics Discussed:

[00:00] A Chance Meeting in Costa Rica
How Rob and Jon met at the NALP Leaders Forum and connected over the future of landscaping.

[01:06] From Spanish Major to Landscape Operations
Jon shares his surprising path into the green industry and how it shaped his career.

[03:01] What’s Actually Holding Growth Back
Why most companies hit a ceiling—and how expanding your perspective can change the game.

[06:38] Embracing Tech Without Feeling Overwhelmed
Why some companies hesitate, and what small step can help you start moving forward.

[10:44] You Don’t Have to Know It All—But You Have to Support It
How great leaders empower others to adopt systems and drive real change.

[13:13] What Makes New Systems Stick (or Fail)
Culture, clarity, and support from the top—Jon breaks down what really makes a difference.

[16:44] If It’s Not Written Down, It’s Not a Process
Why documenting your steps—good or bad—is essential for growth and change.

[20:06] Daily Habits That Support the Whole Team
Jon shares how small actions upstream make things easier downstream.

[21:04] Lessons from Navy SEALs and Disaster Response
How a culture of planning helps companies navigate the unexpected.

[23:41] Industry Headwinds to Watch in 2025
From labour to materials, Jon outlines what landscape leaders need to be prepared for.

[25:05] Why Diversifying Services Matters More Than Ever
Balancing construction, maintenance, and new offerings to stay agile in a shifting market.

[26:34] Reframing the Industry to Attract Talent
How changing the language around roles can change public perception—and recruitment success.

[29:00] Training the Next Generation with Aspire
Aspire is equipping students with hands-on software experience at 25+ universities and counting.

[34:44] What’s Next for Aspire
AI tools, ServiceTitan integrations, and tools to serve both residential and commercial contractors.

[36:58] The Power of Asking Better Questions
How one podcast changed the way Jon listens, learns, and leads.

[39:00] Final Thoughts: “We Never Walk Alone”
Jon shares a reminder about the power of team and support in business growth.

Actionable Key Takeaways:

• You don’t need to be tech-savvy to lead—just supportive.
  The companies winning with software aren’t led by coders. They’re led by owners who empower the right people internally.
• If your processes aren’t documented, you’re not ready to grow.
  You’re already doing the work—writing it down makes it repeatable, trainable, and scalable.
• Culture beats tools. Every time.
  Software won’t save a team that doesn’t trust each other. Alignment, encouragement, and accountability come first.
• Borrow from the best—especially outside your region.
  Landscaping businesses grow faster when they look beyond their local market and learn from others doing it differently.
• Contingency planning isn’t optional anymore.
  Whether it’s labour shortages or material delays, the businesses that think like Navy SEALs—with backup plans—are the ones that survive.
• Support the next generation by making this industry aspirational.
  Shift your language. “Water management expert” sounds like a career. “Irrigation tech” doesn’t.
• Aspire is building future leaders now.
  With Aspire in over 25 universities and high schools, the next wave of landscaping professionals is entering the field with real tools—and real training.