ATCP In The Canopy

Association of Tree Care Professionals
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  • Entrepreneurship

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. Jul 11

    ATCP in the Canopy | Ep 9: The #1 Tree Guy - Jake Seidenstricker of Jake's Top Notch Tree Service

    Welcome back to ATCP in the Canopy, the official podcast of the Association of Tree Care Professionals. This episode dives into the story of a guy who built a thriving tree care business from a garage sale hustle and a borrowed chainsaw. Get ready for a conversation packed with hard-earned lessons on pricing, leadership, and giving back. Host and ATCP Committee Member Austin Lee sits down with fellow ATCP Committee Member Jake Seidenstricker, owner of Jake's Top Notch Tree Service. Jake built his company from nothing into a respected, multi-truck operation known throughout Minnesota for its professionalism and community involvement. Join us as he shares his unfiltered journey from a rocky start to becoming a business owner, mentor, and pillar of his community. In this episode, you'll learn: 0:00 - Introduction & Welcome to the Canopy 0:59 - How Jake Got His Start in Tree Care 3:27 - Building the Business From the Ground Up 4:53 - The Rough First Year in Business 6:20 - Learning to Price Jobs Profitably 8:16 - Trial, Error, and Finding Mentors 9:15 - Why Jake Believes in Collaboration Over Competition 11:10 - Surviving the Make-or-Break Early Years 12:38 - Diversifying With the Mobile Tree Spa 13:35 - The Hardest Part of Tree Work: Capital & Credit 14:35 - Reliable Equipment as a Business Strategy 15:03 - Today's Biggest Challenge: People & Culture 16:00 - Diversifying Into Government Contracts 16:29 - The Shift From Tree Guy to Business Owner 17:25 - Building a Team That Elevates the Culture 18:22 - Professionalism on the Job Site 20:13 - Letting Go of the Reins 23:08 - Job Site Planning & CRM Systems 26:27 - Becoming a Better Leader 27:55 - Personalizing Growth for Employees 29:19 - Tracking Profitability With Data 30:47 - Switching CRMs and What Changed 31:43 - New CRM Features: Photos, Lead Maps & Routing 34:31 - Building Trust With Honest Sales Conversations 40:17 - Creating Recurring Revenue With Plant Healthcare 42:13 - The Power of Community Service 44:11 - How Giving Back Built Customer Loyalty 46:07 - Why Jake Joined the ATCP 48:59 - The Biggest Lesson Since Joining 50:54 - Who Shouldn't Be in This Industry 52:14 - The Legacy Jake Is Building for His Kids 54:38 - Protecting Your Body & Your Team's Future 57:36 - Lightning Round: Chainsaws, Pet Peeves & Coffee 1:00:30 - Final Advice: Give More Than You Take 1:03:21 - Outro & How to Connect Whether you're an industry veteran or just starting your tree care business, Jake's story offers real, hard-won lessons on growth, professionalism, and community. This episode is proof that showing up, staying honest, and giving back pays off in ways that go far beyond the bottom line. 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: Jake's Top Notch Tree Service: https://jakestopnotch.com/ If you enjoyed this episode, please hit the Like button and share it with your fellow tree care professionals! #ATCP #TreeCareIndustry #ATCPInTheCanopy #Arboriculture #JakesTopNotchTreeService #TreeCareBusiness #Entrepreneurship #GiveBack #TreeServiceLife #SmallBusinessGrowth

  2. Jun 22

    ATCP in the Canopy | Ep #8: Tree Care Insurance Specialist Greg Johnston on Hidden Coverage Gaps

    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

  3. Jun 15

    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

  4. 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

  5. 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

  6. 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

  7. 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

  • 7 Episodes

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.

Information

  • Creator
    Association of Tree Care Professionals
  • Years Active
    2026
  • Episodes
    7
  • Rating
    Explicit
  • Copyright
    © 2026 Association of Tree Care Professionals