Join us for TCIA’s first Business Growth Workshop!
April 30 – May 1, 2026
at the headquarters of Arborwear in Chagrin Falls, Ohio.
What to Expect
TCIA’s Business Growth Workshop is a two-day, in-person workshop designed to help small- to medium-sized tree care business owners grow their companies through hands-on learning, expert-led sessions, and collaboration with industry peers.

Day 1 Highlights:
- Business strategy sessions followed by interactive roundtables
Afternoon sessions on innovative strategies for advancing your business, hosted by Arborwear, including demos and discussions
- Networking reception to close the day
Day 2 Highlights:
Marketing & sales sessions with expert presentations and group discussions
- Business efficiency & compliance sessions led by TCIA
Networking opportunities throughout the day
Topics Covered Include:
- Business strategy and planning
- Marketing and sales fundamentals
- Workforce development and HR best practices
- Regulatory compliance and risk management
- Innovations in tree care technology and services
Participants will leave with actionable insights, guidance on TCIA resources, and a stronger network of peers and industry leaders.

Who Should Attend
This workshop is ideal for owners of tree care companies with annual revenues between $200,000 and $1 million who are looking to:
- Strengthen leadership and business skills
- Learn from industry experts and peers all over the U.S.
- Build a scalable and resilient company
- All Educational Sessions – Business strategy and planning, Workforce development and HR best practices, Marketing and sales fundamentals, Regulatory compliance and risk management, and Innovations in tree care technology and services.
- Networking Happy Hour – Reconnect and build lasting relationships with peers.
- Two Continental Breakfasts – Chat with TCIA staff and peers to start the day.
- Two Catered Lunches – Discuss thoughts and ideas from training sessions with peers.
- Actionable Takeaways – Hands-on and thought-provoking learnings on how to grow tree care businesses
Notes:
- This registration should be used for registrants who want to attend all education and activity events.
- There is no Guest Registration option available to keep the focus on learning and connecting with peers.
- Attendees are responsible for reserving and paying for their own flights, transportation, dinner, and hotel reservations (TCIA will not have a room block available at any hotel).
BGW Registration Cost is $750 for TCIA Members and $950 for non-members. As space is limited, we ask that there be no more than two registered attendees per company.
Agenda
Day 1: 7:00 AM – 5:30 PM
Description: Tree care is a simple business model, but can be overwhelming due to chaotic variables and unknowns. In this in-depth session, learn basic financial frameworks to help you stay on top of your numbers, like how to gauge marketing spend, what it truly costs to run your operations, and when to increase the investment in staff, crews, and equipment. You’ll use interactive spreadsheets to understand top-down and bottom-up models, helping you control your numbers throughout the year and prevent mental burnout from reactive business management. Please bring a complete set of financials (P&L, Balance Sheet, Cash Flow Statement) from at least two separate time periods.
Edward Morrow
Bio: Edward combines his knowledge as an accountant, arborist, and author to help tree care professionals supercharge their careers. He develops engaging urban-forestry programs for communities and created TREE S.T.A.R.S, an outdoor-adventure series to show how important–and awesome–arborists are.
Description: What is Employee Retention, why is it important and how can it be improved? Learn creative ways to increase this important aspect of your business, leverage your existing talent, save money and increase profits.
Bill Weber
Bio: Team Captain at Arborwear for 25 years. Tree Service owner/operator for 6 years. Mental entrepreneur forever.


Day 2: 7:00 AM – 3:30 PM
Description: This session explores how to build a brand that creates real business value through marketing presence, lead strategy, and authentic customer connection. The foundation begins with the customer journey—understanding how customers experience your business, make decisions, and ultimately choose who they trust. That understanding becomes the basis for building a brand that feels authentic, consistent, and easy to recognize.
The course examines today’s marketing options through a practical lens, including a real business and its competitive landscape, to separate what truly drives results from what simply adds noise. It also addresses the technical side of modern marketing—search rankings, backlinks, and the growing influence of AI and generative search—explaining how your brand shows up online, how customers experience it, and why authentic representation is essential to building trust over time.
Cost, effort, and expectations are addressed honestly, helping business owners make informed decisions without budget guesswork. The session concludes by pulling everything together into a clear strategic framework and five immediate actions participants can take to begin strengthening their brand and marketing approach.
The outcome is a brand built to drive revenue, connect meaningfully with customers, and provide the confidence and peace of mind that come from having a clear, scalable strategy—and a brand asset that supports long-term growth.
Bea Thompson
Bio: Bea Thompson, owner of Canovia Marketing, partners with Paul Heck to help business owners turn hard-earned expertise into clear, revenue-driving brands. Her work includes a focused specialization within the tree service industry, where real-world experience and professional knowledge are central to building customer trust and a valuable brand asset. Bea helps owners clarify how customers experience their business, communicate that value honestly, and build brands customers confidently choose. She holds an MBA from the University of Illinois Urbana-Champaign and brings both strategic and technical expertise in search visibility, rankings, backlinks, and emerging AI-driven search—guided by the values of integrity, curiosity for possibility, and genuinely enjoying the process of building and growing a business.
Description: OSHA and DOT compliance don’t have to feel complicated or disconnected from the realities of running a tree care business. This interactive workshop is designed to help business owners, managers, and supervisors simplify compliance by integrating it into everyday operations.
The session will highlight common OSHA and DOT violations in the tree care industry and explain why they occur, what inspectors look for, and how to avoid them. Participants will learn practical ways to make documentation, such as training records, safety meetings, and vehicle inspections, part of a consistent daily and weekly rhythm, rather than a last-minute scramble before an inspection.
Attendees will also explore how to use TCIA tools and resources to stay inspection-ready year-round, creating systems that are efficient, repeatable, and scalable for companies of all sizes. Through real-world examples and discussion, the session will demonstrate how compliance can support safer operations and stronger business practices.
The workshop will conclude with strategies for improving accountability and gaining employee buy-in, helping crews understand their role in compliance and safety. Participants will leave with actionable steps they can immediately apply to reduce risk and build a culture where compliance is part of how work gets done every day.
Peter Gerstenberger
Bio: Peter is TCIA’s Senior VP for Industry Expertise, and has worked for TCIA for over 40 years. Before that he was a general foreman and spray technician for a small midwestern tree company and a trainer with Davey Tree. He has served on the Z133 Standards Committee and had a role in the development of most of TCIA’s training programs during most of his tenure with TCIA. He is also the association’s resident OSHA expert, serving on advisory committees to create or revised State Plan OSHA standards for arborists in California, Virginia and Maryland.
Bob Mead
Bio: Bob has gained his knowledge firsthand as a climber and crew member and through classes at the University of Maryland, local community colleges, and industry training programs. In addition to his extensive field experience, Bob’s expertise includes complex tree removals, tree preservation, and safety. His abilities as a mechanic, welder, heavy equipment operator, and 20-year paramedic and firefighter experience have allowed him to function in many different roles within the company. Bob is responsible for overseeing general operations and sales and commercial and municipal sales and service. As a former board member and president of the Maryland Arborist Association, he chaired the yearly MAA Winter Management Seminar for 10 years. His credentials and licenses include:
ISA-certified arborist
TCIA-certified tree care safety professional (CTSP)
Electrical Hazards Awareness Program (EHAP) trainer certification
Aerial rescue trainer
Chipper safety specialist
Certified CPR and first-aid instructor and instructor trainer
Maryland tree expert license
Pesticide business license in MD, D.C., and VA
Maryland professional fertilizer applicator
Maryland-licensed pesticide applicator
Maryland Home Improvement Corporation license
Certified traffic manager
Licensed plant dealer
Logistics
Airports
- Cleveland Hopkins International Airport (CLE) is the closest
- Akron-Canton Airport (CAK) is the second closest
Lodging
Attendees must reserve their own hotel; TCIA will not have a room block available at any hotel. Lodging options in order of closest to Arborwear are as follows:
1 Mile. from Arborwear in Chagrin Falls, OH
Pine Lake Trout Club: https://www.pinelaketc.com/
17021 Chillicothe Rd, Chagrin Falls, OH 44023
Wooded Cabins Limited capacity and rustic, but beautiful cabins available
4 Miles from Arborwear in downtown Chagrin Falls, OH
Inn of Chagrin: https://www.innofchagrin.com/
87 West St, Chagrin Falls, OH 44022
Lots of shops, a diner, and restaurants within walking distance
7 Miles from Arborwear in Aurora, OH
Bertram Inn and Conference Center: https://thebertraminn.com/
600 N Aurora Rd, Aurora, OH 44202
Has a restaurant on-site
Aurora Inn: https://aurorainnohio.com/
30 Shawnee Trail, Aurora, OH 44202
Has a restaurant on-site
10 Miles from Arborwear in Newbury, OH
Punderson Manor Lodge & Conference Center: https://www.pundersonmanor.com/
11755 Kinsman Rd, Newbury Township, OH 44065
Typical State Park, cabins, and a lodge with a restaurant overlooking a beautiful lake
10 Mi from Arborwear in Beachwood, OH
Drury Inn
Hampton Inn
AC Hotel by Marriott
Embassy Suites
Courtyard by Marriott
10 Mi from Arborwear in Solon, Ohio
Hampton Inn
Homewood Suites
Spring Hill Suites
Registration Cancellation Policy: This small event requires us to plan carefully for each attendee. If you are unable to attend, cancel your reservation on or before April 1, 2026 to receive a full refund, less a $50 administrative fee. Cancellations received between April 2, 2026 and April 17, 2026 receive a full refund, less a $100 administrative fee. Cancellations received after April 17, 2026 will not receive a refund. Your cooperation and understanding helps us continue to deliver an exceptional experience. If you must cancel your registration, please direct requests to info@tcia.org. (Note: Cancellations due to extreme circumstances (such as illness or injury) will be handled on an individual basis.)
By your attendance, you waive and release for you, and anyone accompanying you to BGW, any and all rights and claims for losses and damages against TCIA and their representatives, successors, and assigns for any and all injuries suffered as a participant in BGW.
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