ATCP In The Canopy
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.
ATCP In The Canopy
ATCP in the Canopy | Ep 3: Mark Goodpasture on Grit, Growth & Building a Lasting Tree Business
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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/
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Connect with our guest: GE Tree Service: https://getreeservice.com/
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