IM Landscape Growth Podcast

Jon Gohl on the Landscaping Companies Built to Win in 2025 (and the Systems Behind Them)

Episode Summary

Rob Murray sits down with Jon Gohl, Director of Client Experience at Aspire, to explore the biggest challenges—and opportunities—facing landscaping companies in 2025. From culture and systems to tech and recruitment, this episode is packed with valuable insights.

Episode Notes

“Every company is like a Special Forces unit. I worked for a former Navy SEAL for five years in disaster response management. And there was always a solution. There’s always a way out. Prior planning prevents poor performance.” — Jon Gohl

Resources Mentioned in This Episode:

Topics Discussed:

[00:00] A Chance Meeting in Costa Rica
How Rob and Jon met at the NALP Leaders Forum and connected over the future of landscaping.

[01:06] From Spanish Major to Landscape Operations
Jon shares his surprising path into the green industry and how it shaped his career.

[03:01] What’s Actually Holding Growth Back
Why most companies hit a ceiling—and how expanding your perspective can change the game.

[06:38] Embracing Tech Without Feeling Overwhelmed
Why some companies hesitate, and what small step can help you start moving forward.

[10:44] You Don’t Have to Know It All—But You Have to Support It
How great leaders empower others to adopt systems and drive real change.

[13:13] What Makes New Systems Stick (or Fail)
Culture, clarity, and support from the top—Jon breaks down what really makes a difference.

[16:44] If It’s Not Written Down, It’s Not a Process
Why documenting your steps—good or bad—is essential for growth and change.

[20:06] Daily Habits That Support the Whole Team
Jon shares how small actions upstream make things easier downstream.

[21:04] Lessons from Navy SEALs and Disaster Response
How a culture of planning helps companies navigate the unexpected.

[23:41] Industry Headwinds to Watch in 2025
From labour to materials, Jon outlines what landscape leaders need to be prepared for.

[25:05] Why Diversifying Services Matters More Than Ever
Balancing construction, maintenance, and new offerings to stay agile in a shifting market.

[26:34] Reframing the Industry to Attract Talent
How changing the language around roles can change public perception—and recruitment success.

[29:00] Training the Next Generation with Aspire
Aspire is equipping students with hands-on software experience at 25+ universities and counting.

[34:44] What’s Next for Aspire
AI tools, ServiceTitan integrations, and tools to serve both residential and commercial contractors.

[36:58] The Power of Asking Better Questions
How one podcast changed the way Jon listens, learns, and leads.

[39:00] Final Thoughts: “We Never Walk Alone”
Jon shares a reminder about the power of team and support in business growth.

Actionable Key Takeaways:

You don’t need to be tech-savvy to lead—just supportive.
The companies winning with software aren’t led by coders. They’re led by owners who empower the right people internally.
If your processes aren’t documented, you’re not ready to grow.
You’re already doing the work—writing it down makes it repeatable, trainable, and scalable.
Culture beats tools. Every time.
Software won’t save a team that doesn’t trust each other. Alignment, encouragement, and accountability come first.
Borrow from the best—especially outside your region.
Landscaping businesses grow faster when they look beyond their local market and learn from others doing it differently.
Contingency planning isn’t optional anymore.
Whether it’s labour shortages or material delays, the businesses that think like Navy SEALs—with backup plans—are the ones that survive.
Support the next generation by making this industry aspirational.
Shift your language. “Water management expert” sounds like a career. “Irrigation tech” doesn’t.
Aspire is building future leaders now.
With Aspire in over 25 universities and high schools, the next wave of landscaping professionals is entering the field with real tools—and real training.