In the world of entrepreneurship, I know my story isn’t typical—but it’s one I’m proud to share.
What began as a humble part-time gardening job eventually became Jim’s Group, one of the most successful and recognizable franchise empires in Australia.
It all started with just $24.
My Humble Beginnings
In 1971, while pursuing my PhD in history at La Trobe University, I started mowing lawns to help cover my expenses.
It was never meant to be a long-term plan—just a way to get by.
But over time, something unexpected happened.
That little side business started growing, and I found myself drawn more to the satisfaction of serving customers than to academic life.
In 1982, I made the leap and turned my part-time gig into a full-time business.
I launched Jim’s Mowing with only $24 in my pocket, and from that moment on, I was committed to building something meaningful.
Franchising Changed Everything
By 1989, I realized I couldn’t manage the growing business alone.
That’s when I made the decision to franchise Jim’s Mowing.
It was a bold step, but one that ultimately transformed the business.
I knew that if I focused on supporting franchisees and giving customers an outstanding experience, everything else would follow.
That belief shaped the way I built the business.
I gave my franchisees direct access to me—my personal phone number and email—because I wanted them to know I was always there to listen and support them.
I stayed involved in daily operations and regularly checked in with franchisees, helping them improve and succeed.
Customer satisfaction—not just profits—became the metric we valued most.
That principle is baked into everything we do.
Growing Beyond Mowing
As Jim’s Mowing thrived, I saw an opportunity to branch out.
I began expanding into new divisions—Jim’s Cleaning, Jim’s Antennas, Jim’s Fencing, and even Jim’s Dog Wash.
I knew I couldn’t run them all myself, so I looked for passionate leaders to take charge.
Finding the right people has been one of my greatest strengths.
When someone has the drive and shares my values around service and excellence, I’m not afraid to give them the freedom to lead.
I’ve seen that strategy pay off.
People like Sharon Connell in Jim’s Dog Wash doubled franchise numbers through empathy and great leadership.
The same thing happened with Jim’s Antennas—started by a former franchisee who had the vision to take it further.
Service Comes First
What has kept Jim’s Group thriving is simple: a relentless focus on customer service.
I’ve always believed that if you look after your customers, success will follow.
We teach our franchisees to respond quickly, communicate clearly, and go the extra mile.
If an issue isn’t resolved right away, it’s escalated to me, and I deal with it personally.
We conduct regular surveys to stay connected to our customers and constantly improve.
While we aim to be competitive, I’d rather turn down a job than take one we can’t do to our standards.
That commitment has built trust, and that trust has fueled our growth.
Looking After Our Franchisees
I’ve never forgotten where I came from, and I’ve never believed in building success on the backs of struggling franchisees.
Their welfare has always come first.
From training and mentorship to ongoing support, I stay deeply involved in helping our franchisees succeed.
We base our rewards on customer satisfaction, not just numbers.
We provide the tools, systems, and ongoing coaching to help franchisees thrive.
When they need me, they know I’m just a phone call or email away.
This people-first approach is why so many franchisees stay with us for years—and why we continue to attract top talent.
Always Aiming Higher
One of the things that has defined me is that I never settle.
When I started franchising, I thought 100 franchisees would be a huge success.
Today, we’ve surpassed 5,500, and I’m not done.
I’ve always pushed for more, not for ego, but because I believe people often set their sights too low.
I’ve embraced diversification, taken calculated risks, and sought out every opportunity to grow without losing sight of our values.
My Passion for Research
Beyond business, I’ve poured time and money into scientific research, particularly in epigenetics and social behavior.
My interest goes back to my PhD days when I studied the rise and fall of civilizations.
I believe human character, shaped by epigenetic factors, is central to a society’s success.
That belief led me to fund a research institute exploring how things like diet and environment can affect behavior—and ultimately, the future of our communities.
For me, this isn’t just academic curiosity.
I want this research to have a real-world impact on addiction, mental health, education, and more.
Lessons I’ve Learned
If there’s anything I’d share with aspiring entrepreneurs, it’s this:
- Put service first. Customers notice when you care, and that trust is priceless.
- Support your people. Success is a team sport—invest in your team, and they’ll take you further than you ever imagined.
- Dream big. Most people limit themselves. Don’t.
- Keep learning. Whether in business or research, I never stop exploring and asking questions.
- Stay grounded. No success matters if you lose sight of your values.
Looking back, I’m amazed at how far we’ve come.
From pushing a mower to running a billion-dollar franchise group—it’s been an incredible ride.
But what matters most is the impact we’ve made: helping people start businesses, serve their communities, and live with purpose.
That’s the real story of Jim’s—and it’s only just beginning.