ATCP In The Canopy

Association of Tree Care Professionals

ATCP in the Canopy is the official podcast of the Association of Tree Care Professionals, hosted by Austin Lee. This show is all about elevating the tree care industry—one conversation at a time. Each episode brings you candid, inspiring discussions with the people who live and breathe tree care: from seasoned arborists to business owners shaping the future of the field. We dive into the realities of running a tree care business, from the hands-on craft of arboriculture to the strategy, culture, and systems that make a company thrive. Expect insights on safety, professional standards, mentorship, and lessons learned from the people who have climbed every branch of the industry. Whether you’re an aspiring arborist, an experienced tree care professional, or someone passionate about elevating standards in your work, ATCP in the Canopy gives you the tools, stories, and perspective to grow both your business and your craft.

Episodes

  1. 7h ago

    ATCP in the Canopy | Ep 7: Jason Smith of Palfinger on Knuckle Booms, Grapple Saws & Buying Smart

    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

    40 min
  2. Jun 3

    TCP in the Canopy | Ep 6: Board Certified Master Arborist Alex Shy on PHC's Importance in Tree Care

    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

    1h 17m
  3. May 18

    ATCP in the Canopy | Ep 5: Alex Wright on Marketing Discipline, Grit & Scaling 855TreeMan

    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

    58 min
  4. May 7

    ATCP in the Canopy | Ep 4: Sarah Porter & GIB — The Family-Built Business Changing Insurance Claims

    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

    48 min
  5. Apr 24

    ATCP in the Canopy | Ep 3: Mark Goodpasture on Grit, Growth & Building a Lasting Tree Business

    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

    51 min
  6. Apr 8

    ATCP in the Canopy | Ep 2: From Newspaper Ads to Grapple Saws — Brazzi Smith on Building a Business

    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 Brazzi Smith, owner of Precision Tree Care and Removal in Live Oak, Florida and head of the ATCP Membership Committee. Brazzi built his business from the ground up — starting with a newspaper ad, a borrowed Bobcat, and his wife holding a rope — into a thriving multi-million dollar operation. Join us as he shares his journey from first-time tree guy to full-fledged business owner, and the mindset shifts, equipment decisions, and hard lessons that got him there. In this video, you'll learn: 0:00 - Introduction & Welcome to the Canopy 0:26 - Meet Brazzi Smith: Owner of Precision Tree Care and Removal 0:56 - Seasonality in North Florida & the Hurricane Factor 2:23 - Making Hay When the Sun Shines: Weathering Slow Seasons 3:20 - From Carpentry to Tree Care: How It All Started 5:16 - The $1,100 Job That Sparked a Business 8:30 - Selling His First $5,000 Job & Reinvesting Smart 10:25 - Tree Guy to Business Owner: The Mindset Shift 13:37 - Hiring Employees & Moving Into Sales 15:06 - Why Equipment Can Make or Break Your Company 20:35 - When to Buy, When to Rent: The Smart Growth Framework 21:34 - Know Your Numbers: The Role of Accounting & Cashflow 26:22 - Smart Growth vs. Growth for Growth's Sake 29:36 - Why Brazzi Joined ATCP & Leads the Membership Committee 30:04 - Collaboration Over Competition: The ATCP Vision 37:08 - Industry Standards & the Case for More Regulation 43:19 - Borrowing Knowledge: How to Learn Without Taking Deadly Risks 45:46 - Lightning Round: Coffee, Pet Peeves & Chainsaw Brand of Choice 48:34 - Best Advice for Anyone Starting Out in Tree Care 49:01 - Outro & How to Connect with Brazzi Whether you are an industry veteran or just starting your tree care business, Brazzi's insights offer invaluable lessons on smart growth, safety culture, and the power of collaboration. 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: Precision Tree Care and Removal: https://www.precisiontreecareremoval.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 #TreeRemoval #Entrepreneurship #TreeCareProfessionals #SafetyFirst #PrecisionTreeCare

    49 min
  7. Mar 20

    ATCP in the Canopy | Ep 1: Meet ATCP Founding Board Member Stefano Devigili

    Welcome to the debut episode of "ATCP in the Canopy," the official podcast of the Association of Tree Care Professionals. In this inaugural episode, host and ATCP Committee Member Austin Lee sits down with a titan of the tree care industry: Stefano Devigili. Stefano is an ATCP Founding Board Member and the Co-Founder of Grant Brothers Tree Service. Join us as he shares his inspiring journey from his early entrepreneurial beginnings to building one of the most respected names in tree care. 0:00 - Introduction & Welcome to the Canopy 1:42 - How Grant Brothers Treecare Started 4:28 - Transitioning from Handyman to Tree Care 6:22 - Advice to His 18-Year-Old Self: The Power of Focus 8:04 - The Hidden Challenge: Admin Work & CRM Systems 10:20 - Mindset Shift: Business Owner vs. Tree Guy 12:25 - Building Loyalty Through Servant Leadership & Culture 14:07 - Industry Pitfalls: Shiny Object Syndrome & Winter Planning 17:36 - Staying Motivated Through Faith & Positivity 20:04 - Why They Founded the ATCP (Association of Tree Professionals) 26:06 - What Makes a Successful ATCP Member? 27:53 - Lightning Round: Chainsaws, Pet Peeves & Energy Drinks 30:25 - Stephano's Ultimate Calling: Full-Time Ministry 31:39 - Final Advice for Beginners in the Tree Industry 32:03 - Outro & How to Connect Whether you are an industry veteran or just starting your tree care business, Stefano’s insights offer invaluable lessons on growth, professionalism, and community. 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: Grant Brothers Tree Service: https://virginiatreecare.com/ If you enjoyed this episode, please hit the Like button and share it with your fellow tree care professionals! #ATCP #TreeCareIndustry #GrantBrothersTreeCare #Entrepreneurship #Arboriculture #ATCPInTheCanopy

    33 min

About

ATCP in the Canopy is the official podcast of the Association of Tree Care Professionals, hosted by Austin Lee. This show is all about elevating the tree care industry—one conversation at a time. Each episode brings you candid, inspiring discussions with the people who live and breathe tree care: from seasoned arborists to business owners shaping the future of the field. We dive into the realities of running a tree care business, from the hands-on craft of arboriculture to the strategy, culture, and systems that make a company thrive. Expect insights on safety, professional standards, mentorship, and lessons learned from the people who have climbed every branch of the industry. Whether you’re an aspiring arborist, an experienced tree care professional, or someone passionate about elevating standards in your work, ATCP in the Canopy gives you the tools, stories, and perspective to grow both your business and your craft.