Education Sessions

David L. Anderson, Canopy Watch International

Here’s a secret for you: Arboriculture can save biodiversity in tropical forests. As much as 60% of the biodiversity in a tropical forest is found in the canopy. Yet this biodiversity remains almost totally unknown for one simple reason: few scientists possess the skills to access the forest canopy. Even worse, recent research has shown that unsafe tree climbing practices are the norm in science.

“Discovering the Canopy” is an exciting initiative that teaches arborist-style tree climbing methods to biologists in Latin America, improving safety, conserving biodiversity, and building the next generation of tree care professionals. To date we have trained over 150 professionals from 14 countries who now work to discover new species, protect endangered species, and share canopy research with the global public. Discovering the Canopy transforms lives by putting new career skills into the hands of people on the front lines of conservation in Latin America.

Mike White, CTSP, TreemasterLLC

Sales in the tree care industry can be unpredictable, time-consuming, and frustrating—especially when dealing with unqualified leads and price shoppers. The Shin-Fu Sales Process, developed specifically for service-based industries, transforms the way arborists handle sales by prequalifying clients, reducing unnecessary site visits, and closing more jobs with less effort.

This session will introduce the five-step Shin-Fu method, explaining how to take control of customer interactions, establish trust, and confidently guide prospects toward a decision. Attendees will learn how to:

• Ask the right questions to determine a client’s commitment and budget upfront
• Overcome common objections without resorting to price cuts
• Eliminate wasted time on unqualified leads
• Build a structured, repeatable sales process that maximizes efficiency and profitability

By implementing Shin-Fu, tree care businesses can increase their close rate, work with better clients, and focus on the jobs that truly matter. Whether you're an owner, sales representative, or office manager, this session will provide actionable strategies to revolutionize your sales approach.

Mike Tilford, CTSP, SavATree The world of climbing PPE can be challenging to navigate and is even more complicated by inspection requirements. In this session the audience will learn about common failures, process of inspection and guidance on selection and compatibility.

Annie Rafferty and Larry Abernathy, Butte College

This presentation showcases an innovative approach to addressing critical labor shortages in the arboriculture industry. We highlight the success of the Upskill California Arborist Programs, which have trained over 1,300 graduates across 11 community colleges in California.

It focuses on two key training initiatives:

• The 200-Hour Utility Line Clearance Arborist Training Program (ULCAT)
• The 80-Hour Utility Pre-Inspector, Level 1 Training

These programs have successfully engaged underserved populations through innovative outreach strategies and implemented robust job placement assistance, helping graduates secure rewarding positions in the industry.

Annie and Larry will highlight:

• Partnerships with utility companies, industry organizations, and local employers
• Strategies for building effective collaborations with industry stakeholders
• Techniques for aligning curriculum with industry needs
• Best practices for providing comprehensive job placement support
• Attendees will gain practical knowledge on implementing similar programs in their regions through case studies and data-driven insights. The presentation will also discuss a potential new mini credential for UVM Pre-Inspectors, which could transform early career development in the industry.

This session offers actionable recommendations for replicating these workforce development initiatives nationwide, addressing critical labor shortages while creating equitable access to arboriculture careers.

Joe Aiken and Korey Lofy, Arborjet | Ecologel and Daniel Cottier, CTSP, Focal Pointe

Joe Aiken and Korey Lofy, hosts of the Discovering Forestry podcast, are back! This year, the pair will lead a discussion with special guest Daniel Cottier, Director of Plant Health Care at Focal Pointe.

Joe, Korey and Daniel will explore the changing landscape of plant health care and how it impacts the industry’s businesses. The trio will cover emerging research, technological advancements and legislative changes, offering practical insights to help PHC professionals position their services for long-term success.

This session will also dive into the science behind effective, real-world plant health care strategies, from Integrated Pest Management to the latest in injection technology-- sharing essential knowledge to help expand PHC businesses.

Expect a fast-paced, insight-rich discussion from three industry veterans-- with plenty of time for Q&A!

Lawrence Schultz, Independent Trainer

Dissecting more complex rigging setups and taking a cost benefit analysis look at when setting them up can be a much more time and effort saving option than old school manual techniques.

When something seems complicated, we tend to defer to what we know. Things that are not familiar can become enshrouded in myth and misconception. This is often the case with rigging systems that seem complex. They are not only misunderstood but avoided because their benefits are not realized. The goal of this talk is to shed some light on these techniques so that they may be more obtainable to arborists. Reviewing several case studies will provide real life examples where manual methods can be stacked up against modern methods to see if, where and when their inception really is worth it.

Drew Dunavant, CTSP, RBI/Shelter Tree and Kathy Glassey, Inspire Green, Inc

Drew Dunavant, Arborist Segment Leader for RBI/Shelter Tree and Kathy Glassey, Consultant for Inspire Green, Inc., team up to provide insight and recommendations for you and your tree care company teams to build a stronger culture to grow your PHC service lines by improving communication between all crews. Every person on your team, whether an owner, a crew lead, climber or groundsman (woman) or PHC tech can help grow PHC. Drew and Kathy intend to provide valuable insight from the below the soil through the canopy to provide insight as to what EACH team member can look for to provide more sales opportunities organically.

James Wendt, CTSP, Xylem Kendall

What if safety wasn’t just about following rules but about trusting human expertise and innovation? Inspired by The Safety Anarchist by Sidney Dekker, this session challenges the idea that more rules mean more safety. Instead, we’ll explore how real safety happens when we design workplaces that embrace human performance, anticipating mistakes and building fail-safes, not just checklists.

Guided by the National Institute for Occupational Safety and Health (NIOSH) Hierarchy of Controls, we’ll take key concepts from Dekker’s work and apply them to our industry, focusing on eliminating hazards, using smart design, and empowering workers to think critically. Attendees will leave with practical strategies to create a resilient work environment, where safety and human innovation work hand-in-hand.

Juan Contreras, CTSP, Wright Tree Service

As the tree industry grows, its diversity expands, bringing both opportunities and challenges to the forefront. The notable growth in diversity within the industry has not gone unnoticed, accompanied by the realization that effective communication and connection among teams at all levels is crucial, yet remains an elusive goal. Despite the potential effectiveness of various techniques, training programs, and initiatives aimed at addressing communication issues, incidents may persist due to the underlying complexity of these problems. The challenge is further compounded when language becomes a barrier, particularly with the projected increase in the number of ESL (English as a Second Language) individuals in the coming years. In this presentation, we discuss the persistent multicultural communication challenges faced by the tree industry, emphasizing the tangible benefits derived from understanding and embracing our differences.

The session aims to shed light on strategies that can be employed to bridge the language gap, an aspect that has often been overlooked in the industry. The imminent rise in ESL individuals accentuates the need for proactive measures to navigate communication challenges successfully. Our discussion will explore the multifaceted nature of these challenges, emphasizing the reasons behind communication difficulties. It becomes apparent that when individuals struggle to communicate effectively, entire teams may experience a disconnect, leading to a sense of operating in disparate worlds both at work and beyond. We will specifically address the language barrier, the influence of culture, the impact of language on shaping the way we think, potential pitfalls to avoid, and where efforts should be concentrated at different organizational levels.

While attempts to bridge the language gap have been made in the past, our presentation highlights that successful endeavors in this regard not only create a safer working environment but also contribute to improved employee retention. By understanding the nuances of communication challenges within a multicultural context, the tree industry can foster a more cohesive and resilient workforce, better equipped to tackle the complexities of arboriculture in an ever-evolving global landscape.

Tim Walsh, CTSP, The Townsend Co

In the evolving world of residential tree care, safety practices are experiencing a significant transformation. The traditional approach, known as Safety I, has been pivotal in shaping our safety culture, focusing heavily on preventing incidents by addressing workers’ behaviors. While it has contributed to reducing recordable injuries, evidenced by the decreasing Total Recordable Injury Rate (TRIR) or Total Case Incident Rate (TCIR), a persistent challenge remains: reducing Serious Injuries and Fatalities (SIFs). Safety I, being reactive in nature, often sees workers as the issue when incidents occur, placing blame on individuals for mistakes or violations. This focus on failure overlooks the day-to-day realities that tree care professionals face in the field. Safety II, or Safety Differently, offers a fresh perspective. Instead of only preventing incidents, it seeks to understand how work truly gets done by utilizing the experiences and insights of workers. This approach fosters positive outcomes through resilience, adaptability, and the recognition that workers are central to maintaining safety in dynamic, complex environments. Safety II focuses on building capacity within teams, not just avoiding negative events. It shifts away from blaming individuals and instead examines the broader system in which work takes place. While personal accountability remains important, it is considered within the context of the organization’s structure and external factors influencing decision-making in the field.

When incidents occur, Safety II encourages the use of learning teams to dig deeper into what failed rather than who failed. This proactive approach strengthens safety culture, promotes continuous learning, and helps tree care operations evolve in a forward-thinking way. For residential tree care business owners and executives, adopting Safety Differently principles can drive a more resilient safety framework, ensuring the well-being of your crews and the long-term success of your operations. In conclusion, the shift from Safety I to Safety II represents a transformative step forward in safety for residential tree care businesses. By focusing on building strength in systems, understanding the real nature of work, and emphasizing holistic learning from incidents, Safety Differently can enhance the overall resilience and adaptability of your company’s safety culture.

Zack Shier, Joseph Tree Service

Diagnosing tree health issues is one of the most challenging aspects in the arboricultural world. This process is only made more difficult by the vast inventory of available products to address the issues once diagnosed. If you have ever felt lost or confused by what products are available and how they work, this presentation aims to help you make sense of it all.

The goal of this presentation is not to simply market or display a bunch of products but aims to help the arborist understand the newer technologies, processes, and products that can assist us in successful treatment of tree health issues. Zach will mainly focus on nutrition products, a wide net will be cast to include topics such as synthetic and organic fertilizers, living and non-living bio stimulants, chitin, phosphite, growth regulators, and more.

Sarah Gaskin, A Plus Tree

It’s so easy to get lost in the jungle of marketing. There is an abundance of information out there and it's easy to get overwhelmed. Sarah will touch on all the different kinds of marketing, the importance of brand, culture, knowing your market, and having a strategy. Her goal is to simplify marketing, help participants define their goals, and navigate a path to get there. Sarah will help you create your strategy so you can walk away with practical tools and clear steps to succeed.

Brad May, CTSP, QT, Cumberland Valley Tree Service and Landscaping

Let's go back to psychics and soil science classes and briefly dive into the factors that go into crane stability and the soils we set them up on. As arborists, we often find ourselves setting up cranes in less than ideal locations. Residential lawns, asphalt driveways, and steep hills are everyday occurrences on many of our worksites. Learning about ground bearing capacities and proper cribbing selection and techniques will lead to safer worksites for employees and customers alike.

Ash Connelly, Tree Data Systems, LLC

Back by Popular Demand! Learn the proven process for forging lasting relationships between people and trees from a lead sales arborist that repeatedly exceeds 3 million in sales annually and assists new arborists in achieving over a million in sales their first year. In this presentation, Ash will share her revamped step-by-step process that prioritizes the customer relationship and creates an open dialogue to identify and provide solutions to a customer's needs.

David Vincent, CTSP, QT, Skydive Grand Haven

High-risk environments, from skydiving to tree care, demand precision, adaptability, and sound decision-making. This session bridges the gap between extreme sports and professional operations, offering actionable insights for managing risks in dynamic conditions. Attendees will learn how to approach challenges proactively, embed safety into daily practices, and foster stronger team dynamics. With a focus on practical applications and real-world examples, this session provides the tools to transform how safety and operational success coexist, creating better outcomes for individuals and teams alike.

Shawn Scheffler and Matt Evans, Ryan Lawn & Tree

Engage, Train, Retain: Building a Skilled Workforce.  Green industry skilled labor is becoming more difficult to find... AND retain. Join us as we explore a recipe for success and one you can apply directly to your organization at any scale or scope. Participants will discover, interact with, and apply proven strategies to overcome:

• Brown Spots - 15% Actively disengaged associates (Gallup: 41% Engaged, 44% Disengaged)
• Shade and Stress - limited career growth, unclear compensation structure, competitor poaching
• Deadwood - 50% first year associate attrition ($500,000 loss each year)
• Shallow Roots--compliance oriented training culture based on "talks" vs learning & performance.
• Uneven Growth – 6-month speed to competency, delayed productivity, safety concerns, lack of confidence.

Shawn and Matt will reveal their three-year journey that aligns Training with Leadership, Incentive, and Ecosystem support of learners to produce tangible results on the bottom line including:

• Healthy Soil - Increased Associate Engagement (Gallup: 41% to 55% Engaged, 15% down to 5% Actively Disengaged)
• Light and Fertilizer - 19 new Promotions, 80% of associates with a defined career path,
• Strong Limbs - first year Associate Retention up from 50% to 91%!!! (represents a $400,000 savings)
• Deep Roots - Field Orientation completions up 68% to 97%, Field Assessment completions up 400%, 500+ courses now aligned to job levels.
• Speed to competency down from 6 months to 38 days (Productivity Confidence, and Safety improvements)

SPONSORED SESSION (Sponsored by SingleOps)

Steve Samuels, SingleOps and Matt Crinklaw, Greenius

The biggest challenge in the green industry isn’t finding work—it’s finding and keeping the right people. In this session, we’ll explore how to turn your hiring process into a well-oiled machine that not only attracts but also retains top-tier talent. Learn how structured onboarding, clear career paths, and operational efficiency tools can help create engaged employees who see a future with your company.

Wesley Smith, Tree Service Digital

Harness the power of online marketing to grow your tree service business with a comprehensive marketing program aimed at helping you become the most recognized company around. This is based on experience working with over 150 Tree Service Companies in the last five years, and helping them grow by design, not by chance.

This presentation is geared towards enlightening the tree care industry on what is possible with a comprehensive marketing plan, instead of just paying for shared leads or wondering what to do. There are actionable steps for tree service companies to implement a large majority on their own and help them understand how to put it all together and how it all comes together.

Aaron Schulz, Oak Bros Tree Care & Removal LLC

When treating trees and shrubs for insects, mites, or diseases, applicators must be precise in their timing so that control can be established. We commonly use growing degree days to predict vulnerable stages of plants, insects, mites, and diseases, but with our climate shifting, growing degree days alone may not always be a reliable source. What if a more predictable way to time treatments, such as plant growth stages, existed? Plant phenology uses cyclical biological events based on climatic conditions (bud swell, leaf development, flowering, etc) to coincide with plant, insect, mite, and disease vulnerability.

This session will explore the impacts of incorrect treatment timing, the pros and cons of common treatment timing methods, how to develop indicator plants, and the benefits of adding plant phenology to time your plant health care treatments so that you can reduce pesticide exposure, reduce pest resurgence, annually provide predictable outcomes for your clients, and be more profitable.

Jamie Chambrelli, CTSP, SavATree

Safety in the tree care industry is often compromised by routine hazards, risky behaviors, and ingrained bad habits. This presentation explores how companies can transform their safety culture by identifying unsafe practices, reinforcing best practices, safety standards, and fostering a mindset of accountability. Through engaging storytelling and industry-specific examples, we’ll discuss the critical role of leadership, training, and teamwork in mitigating risks. By applying a "Breaking Bad" approach—eliminating bad habits and replacing them with safety-driven best practices—we can create a work environment where safety isn’t just a rule, but a way of life.

Ray Crump, Xylem Kendall

Being able to safely climb and perform rigging operations in trees, relies heavily on highly technical and advanced applied math calculations which involves trigonometry and physics. As arborists, we use mechanical advantage rigging systems with terms like frequency, power, and bending moment--simple words with complicated applications and definitions. Honestly, the mere concept of “Arborists performing rigging operations shall be trained to estimate the potential forces at any point in the rigging system being used (ANSI Z133, 2017),” can feel overwhelming at times.

This is what it takes to be an arborist. The good news? These systems don’t have to be so complex. In this session, we will break down rigging and the math involved into the simplest forms, making them clear, practical, and easy to apply in the field. We will also explore the human element and how to keep safety always on the front line.

Ezekiel Willard, CTSP, QT, Idaho Tree Preservation

While some trees do need to be removed, a preservation model is in my opinion a better business. With long-term repeat care, added services such as PHC, soil remediation using pneumatic tools, risk assessment and management, monitoring visits and even advanced decay I believe we can build a more robust and financially rewarding business. Valid removal is an important skill set and -service to offer, but the long-term care of trees allows for improved job security and the rewards of being a part of retaining the many benefits that trees offer.

Dr. John Ball, CTSP, South Dakota State University

Join us for the annual Arborist Safety Update at TCI EXPO ’25, a highly anticipated session that brings the latest insights and developments in arborist safety. This workshop is a favorite among returning attendees, offering essential updates on best practices, industry standards, and new safety protocols. Whether you’re a seasoned professional or new to the field, this session will provide valuable information to help you stay safe and compliant in your daily work. Don’t miss out on this popular workshop that keeps arborists informed and prepared year after year!

David Anderson, CTSP, Mayer Tree Service

How do you get away from price-based sales?  How do you be the company people want to hire regardless of what you charge?  Too many tree companies do not see the value of their service and do not charge enough. Too many arborists are so worried about not getting the job they offer low bids that may or may not be profitable. Do you know what is worse than not getting the job?  Getting the job and losing money because it took a lot longer than you estimated.  You only have so many billable crew days in a year; be sure you make money.  Isn’t that why we are in business?

Your objective should be to position yourself to where people hire you because you are the best not because you work cheap. This market position can be achieved but you need to have a holistic approach. It will not be easy but if you are willing to do things a little differently it will pay off. You need to build your entire business with the goal of being an exceptional company that people want to refer to their friends and family. You need to model your company after the best companies in the world. Companies renowned for their expertise, quality, service and integrity.  Starting a tree company is a long way from being Lexus, The Four Seasons or LL Bean but you can absolutely mimic their methods. These amazing companies are not known for being cheap and your company should not be either.

It starts with being honest in all your dealings. Providing exceptional client service (not lip service). Being an expert; know your plants, disease and insects at a super high level.  How can you make recommendations if you are not an expert? Market yourself and your company to be positioned as the best arborist in your area. Know your costs and overhead so you charge appropriately. Hire and train your people; from the person who answers your phone to the newest member of your team to be an extension of this business plan.

Being exceptional is about effort and discipline. You can and should position your self to not compete against inferior companies. Tree work is like Murphy’s Law, “Anything that can go wrong will go wrong.".  Price the job with a little cushion (or a lot of cushion).  Give your team the time to work safely and to provide a great service.  If you want to build a great business with modern equipment and the best staff it’s hard to do that consistently being the lowest bidder.

Rudy Rutemiller, Petzl and Justin Morejohn, CTSP, QT, UC Davis

While data-driven decision making is an increasingly popular business topic, rarely do production climbers have data about how their decisions can impact their safety. This presentation provides data for climbers and bucket truck operators as it relates to their climbing and work positioning systems. The classroom presentation will show forces on the arborist when slack is in the system and accidents occur. We will then provide solutions for how to decrease or eliminate slack for safe and preventative work.

We will conclude the presentation with how to eliminate slack (such as properly fitting your harness, where you’re anchoring your fall arrest lanyard in a bucket, using an adjustable bridge, and climbing SRS/stationary rope system).

Craig Bachmann and Joanna Bachmann, Tree133

Aspiring business owners are bombarded with offers of "magic potions" to achieve success. Many of these turn out to be ineffective or wrong-sized for their business. The fact is small business owners have limited time and money, so the margin for error is small. The fact is not everyone is your target client, many people won’t value what you offer and answering the phone in the tree is a bad idea. In our experience, the real keys to building a successful business are fairly simple and easily overlooked.

Tree133 was founded in 2017 with a pickup truck, a rented trailer and $3,000 in gear purchased on a credit card. By the end of 2024, we employed six (6) Certified Arborists, not including the owner, and two (2) office staff, and operated the business from a professional office/shop facility. We are considering additional hiring and expect to reach $2M revenue during 2027.

This success is not magic. In many ways, Tree133 does the opposite of other businesses. We don't pick up the phone every time it rings, we don't pay for advertising, we don't have a business loan and we don't have outside investors. Instead, the growth of Tree133 is the result of careful intention and a relentless focus on quality, consistency, and efficiency.

We have learned powerful lessons and identified key principles that have guide our decision-making. They include:

• Clear, consistent message
• Structured communication
• Hire from the top (climbers first)
• Build systems for tomorrow
• Develop a “peer group”

This presentation will share practical examples of each principal with a focus on their application to businesses with annual revenue less than $1M. The presentation will also include opportunities for attendees to share their experience.  

One of the core values for Tree133 is “positive influence,” meaning we actively contribute to the improvement of our professional and local communities. With this in mind, we have developed this presentation to share our own experiences with the goal of helping current, and aspiring, business owners increase their success.

Korey Conry, CTSP, QT,  Mountain F. Enterprises

In tree care, having the right team is just as important as having the right equipment. A well-balanced crew can work more efficiently, stay safe, and get the job done right. This presentation will explore how personality traits affect teamwork and safety in tree work. We will look at key qualities for leadership, problem-solving, and communication. Attendees will learn how to evaluate workers' strengths and place them in the right roles. Through real-world examples and practical tips, this session will help teams work better together and handle challenges with confidence.

Edward Morrow, Tree S.T.A.R.S., LLC

It's unfortunate hearing about a skilled arborist that is struggling with business finances, especially when they possess such an awesome and rare skill set. Edward Morrow combines his experiences as an accountant, arborist, and author to make financial management simple and engaging for industry peers. Edward never travels alone but brings his mighty crew of production arborists--TREE S.T.A.R.S. to highlight high-level business concepts and simplify the language of business. Whether you are a sole-climber or upper-exec, there will be many takeaways for every tree care role in this presentation.