Putting People First
In a world where so many corporations seem to chase profit at all costs, I’ve always believed business should serve people, not the other way around.
From the beginning of Jim’s Group, I’ve tried to make it clear: our franchisees, staff, and customers come before shareholders or short-term gains.
To me, the idea that a company’s only purpose is to make money is deeply flawed.
I reject that kind of thinking.
Business should be about creating value for everyone it touches, especially the people who build it from the inside out.
Supporting Franchisees Above All
My franchisees are my top priority.
Always have been.
I’ve seen other groups, like Retail Food Group, squeeze their franchisees for every dollar, and it’s appalling.
That’s not how we operate.
I’ve always been careful about who joins the Jim’s system.
I don’t just accept anyone with the money.
I want people who are going to succeed—people who care about customer service and are prepared to work hard.
That selectiveness has paid off.
We’ve had franchisees stay with us for more than 25 years.
I believe low turnover is a sign of success.
I don’t want anyone in the system to fail.
I want them to grow, thrive, and build something that lasts.
Creating a Positive Workplace
That same philosophy extends to our head office team.
I make it a point to get to know my staff personally.
With about 50 people working here, it’s manageable—and important.
I believe leadership starts with listening.
I also make promotion from within a priority.
I want people to grow in their roles.
One thing I’ve never accepted is the rigid system where entry-level workers are stuck at the bottom.
I hate that model.
Everyone deserves a chance to rise if they show dedication and talent.
Valuing Our Customers
Our customers aren’t just “revenue sources”—they’re people we’re here to serve.
Sometimes, the right thing to do isn’t the most profitable, but I believe in doing it anyway.
I’ve seen firsthand how much trust that builds.
People who’ve dealt with me or attended one of our franchise training sessions often reach out personally if they have a problem, and I respond.
That kind of connection isn’t common in business, but it’s something I value deeply.
Rejecting Ruthless Corporate Culture
There’s a certain kind of cold, cutthroat corporate mentality that I’ve never understood.
In the U.S., for example, the idea of firing the bottom 10% of your staff every year, regardless of their contribution, makes no sense to me.
That kind of culture chews people up and spits them out.
The tipping culture? I don’t get it.
I believe businesses should pay their people properly, not rely on customers to subsidize wages.
It’s not just unfair, it’s unsustainable.
Leading with Values, Not Ego
I’ve worked hard to build a company where people feel respected, supported, and able to grow.
That’s what leadership means to me—helping others succeed, not lording power over them or chasing headlines.
Yes, Jim’s Group has become the largest franchise chain in Australia and the most recognized name in lawn mowing.
But what I’m proudest of is the culture we’ve created—the people-first foundation that has stood the test of time.
Looking Forward
As we grow, my goal is to keep strengthening that culture.
I want Jim’s Group to continue being a place where people thrive—franchisees, employees, and customers alike.
I hope our story shows that you don’t have to choose between ethics and success.
You can build a business that’s profitable, principled, and people-centered—all at once.