00:00 – Welcome & intro Rob introduces the IM Landscape Growth Podcast and guest Martin Tirado, CEO & Executive Director of the Snow and Ice Management Association (SIMA). 01:09 – What is SIMA and who do they serve? Martin explains SIMA’s role: education, certification, best practices, legislative work, and the annual Snow & Ice Symposium that many just call “SIMA.” 02:33 – The unsung heroes of winter Conversation about snow contractors as essential workers keeping transportation lines, parking lots, and entries safe when everyone else is inside. 03:14 – Member base & where they are Martin shares SIMA’s 1,200 members across the U.S. and Canada, with major concentration in urban areas like Toronto and commercial-focused operators. 04:31 – The #1 growth constraint in snow & ice Rob asks the core question: what’s the primary growth constraint for snow/ice entrepreneurs? Martin splits it into controllables vs. non-controllables. 05:03 – You can’t control weather, but… Martin talks about fluctuating winters as a real but uncontrollable constraint—and why the real game is what you can control: Systems People Company culture 05:54 – Culture as the ultimate lever Martin defines culture as: efficient operations, updated equipment, technology, and people who actually like working there and feel rewarded. 06:53 – Profitability: real numbers from the industry Martin shares SIMA Foundation’s profitability study: the average snow & ice company is at 19% profitability, with many growing double digits annually when run well. 07:41 – The SIMA benchmark study (and where to get it) They dive into SIMA’s in-depth benchmark study: 150+ companies Requires real financial data Covers expenses, structure, comp, equipment, contract types → Available at sima-foundation.org (free for members, paid for non-members). 09:30 – Why benchmarking matters Martin explains how owners use the benchmark report to sanity-check things like: Sales & marketing spend Insurance and equipment costs Payroll as % of revenue Org structure and profit per employee 10:29 – Workforce & compensation data They touch on SIMA’s workforce study: pay ranges, benefits, trucks, health care, retirement, and how that feeds into retention—especially in the U.S. 12:43 – Systems, people, culture: which comes first? Rob asks Martin to rank systems, people, and culture. Martin: culture is the umbrella—systems and people sit underneath it. 13:33 – What culture actually looks like day-to-day Martin breaks it down simply: Do your people like coming in? Is there camaraderie and healthy competition? Are leaders creating energy and real connection (knowing people’s families, lives, goals)? 15:31 – The tech stack every serious snow company needs Discussion of the “tech stack”: Payroll & HR Operations and routing tools CRM for sales and account management Weather tracking and service reporting tools (critical for slip-and-fall protection). 16:51 – Protecting yourself in slip-and-fall claims Martin explains how service logs, weather data, and software help companies prove they did their job when claims inevitably show up. 18:20 – Fixing low-energy crews & dragging culture Rob asks: how does an owner actually inject energy if crews are just “show up, coffee, truck, go”? Martin suggests: small incentives, knowing your people, flexible support, and clear expectations. 19:55 – The “right people on the bus” Martin references the classic idea: right people, right seats, properly supported—with practical incentives (money, time, flexibility). 21:28 – Retention bonuses for sidewalk crews Martin gives a concrete example: Sidewalk crews are high-turnover and brutally hard work Some companies pay retention bonuses at the end of the season if people show up for all events—simple, powerful, and effective. 22:48 – Compensation aligned with company goals They discuss rewarding behavior that supports reliability, consistency, and performance (instead of just “hours showed up”). 24:17 – Production rates & paying for efficiency Martin mentions using production rates (e.g., time per acre) and paying more when crews hit or beat those benchmarks. 24:59 – How top companies recruit differently Martin shares how strong culture companies: Are always recruiting Tap into community networks (church, sports, ethnic communities, schools) Turn employees into a referral engine. 26:25 – “We’re basically a training company that does X” Rob connects the dots to top entrepreneurs in many industries who see themselves as training companies first, service providers second—and how that applies to snow & ice. 26:29 – Looking outside the industry for comp benchmarks Martin shares a story of a member who benchmarks comp not just against snow & landscape, but against insurance, construction, manufacturing so account managers don’t get easily poached. 28:21 – Who SIMA is really for Martin clears up a misconception: Big companies think SIMA is for small ones Small companies think SIMA is for big ones Reality: SIMA serves the whole snow & ice community, from boutique specialists to massive fleets. 29:43 – What big and small companies can learn from each other Big learn from small: customer service and relationship depth. Small learn from big: how to scale from $250K → $1M+ and beyond. 31:03 – How to get more value as a SIMA member Martin’s quick list: Write for Snow Business or SIMA’s digital content Speak or join a panel at the Snow & Ice Symposium Join committees (standards, best practices, legislative) Use your $200 training credit each year for certification. 32:44 – Membership ROI and “gym membership” analogy Martin compares SIMA to a gym: it only pays off if you actually use it—log in, download tools, use the training, join the community. 33:21 – Best management practices & legal protection SIMA’s Best Management Practices are: Built by 10–15 subject matter experts Reviewed every few years A powerful tool when lawyers or insurers ask, “Did you follow industry best practices?” 34:34 – Training programs: CSP, ASM & safety Martin outlines SIMA’s main training tracks: Certified Snow Professional (CSP) – highest level Advanced Snow Manager (ASM) – core training for field/ops leaders Safety training for sidewalk crews and equipment operators. 36:20 – How to connect with SIMA Where to start: Website: sima.org Resource center with free downloads Contact form and membership team 24/7 chatbot (with real humans behind it during business hours). 37:33 – Snow & Ice Symposium details Martin plugs the upcoming Snow & Ice Symposium in Cincinnati, always held in the 3rd or 4th week of June. 38:08 – Closing gratitude & final thoughts Rob wraps with appreciation for Martin’s 18+ years leading SIMA and serving the snow & ice industry.
