When I first started mowing lawns as a university student, I had no idea that it would one day lead me to build one of the largest home services franchises in the world.
But through sheer determination, a commitment to customer service, and the pursuit of a scientific theory that fascinated me, I turned a simple lawn mowing job into what is now known as Jim’s Group—a $1 billion enterprise with over 5,500 franchises across four countries.
From Academic Dreams to Entrepreneurial Reality
My journey began while I was working on a history degree at university.
I planned to become an academic, but I also developed a revolutionary theory about social change—one that would need major research in biochemistry and genetics to explore fully.
I had no formal training in those areas and no way to fund the work through academia.
So I made a decision: if I wanted to fund this research, I needed to get rich—and quickly.
That’s when I looked at lawn mowing.
I had been mowing part-time to get by, and I decided to go all in.
At the time, I was flat broke and $35,000 in debt.
But I believed I could turn that side hustle into something far bigger.
Building a Lawn Mowing Empire
I approached lawn mowing with an unusual intensity.
I obsessed over customer service.
I bought a brush cutter before they were common in the industry.
I figured out how to cut thick, wet grass with precision and speed.
That level of service helped me build a loyal client base quickly.
I also got creative—I started bundling clients into “lawn mowing rounds” and selling them to subcontractors.
Eventually, I realized I was making more money from selling these rounds than from mowing lawns myself.
The Birth of a Franchise
In 1988, when VIP lawn mowing came onto the scene, I initially offered to help them grow by referring clients.
But after looking at their franchise model, I realized I could do it better.
So in 1989, I launched my own lawn mowing franchise with a focus no one else had: putting the franchisee first.
I wanted people to feel they’d be crazy not to join.
I spent months with lawyers building a contract that gave franchisees flexibility and control.
That first year, I signed 60 franchisees, and the word spread fast.
Growing Beyond Lawn Mowing
As the business grew, I started to explore other services.
At first, I thought the idea of “Jim’s Cleaning” was ridiculous.
I mean, I’ve got a beard and a hat—definitely more gardener than cleaner.
But I realized something important: it’s not about me. It’s about the leadership in each division.
People like Sharon and Haydar came in and showed me just how powerful great leadership can be.
They took divisions like cleaning and made them into powerhouses.
Today, we offer more than 50+ different services, from fencing and pest control to dog washing.
Why Service Still Comes First
I’ve always said I’m less interested in marketing than anyone else in this industry.
I don’t want to sell dreams—I want to deliver results.
I focus on making sure my franchisees are happy and successful.
I want clients to receive outstanding service every single time.
That’s why we do regular surveys of both customers and franchisees.
It’s why franchisees can even vote out underperforming franchisors.
Yes, that’s actually built into our system.
We’re not just a business—we’re a community with high expectations and high support.
Investing in Technology
As we grew, I realized we had to evolve with the times.
We invested millions in technology.
One of our major innovations has been the “Jim’s Jobs” mobile platform.
It allows real-time scheduling and booking for customers and flags missed callbacks automatically.
This tech helps us reduce complaints, boost service quality, and improve franchisee income.
For me, tech isn’t about being flashy—it’s about making things better for our people and our clients.
Funding a Bigger Mission
At the heart of everything I do is still the original reason I went into business: to fund my scientific research.
I call it “biohistory”—a theory that uses biochemistry and genetics to explain social and economic behavior.
I’ve invested millions of dollars into this research and made it clear to my kids: they won’t inherit my fortune as trust funds.
Most of it will go toward the foundation to keep this work going long after I’m gone.
We’ve already seen fascinating results.
Using pheromones, for example, we’ve dramatically altered animal behavior.
I believe this research could eventually transform how we understand mental health, addiction, and even poverty.
Leaving a Legacy
I’m proud of what we’ve built.
I’m proud that our franchisees can succeed on their own terms.
I’m proud that we continue to grow without losing sight of who we are.
If you’re curious about my research, you can visit the “Meet Jim” section on our website to learn more.
You’ll find videos and links to my published work.
At the end of the day, I’ve built more than just a company.
I’ve created a platform that helps others succeed, supports ground-breaking research, and serves millions of people through real, honest work.
To me, that’s the best legacy I could ever leave.