Leading a national lawn care franchise through industry disruption and evolving customer expectations isn’t for the faint-hearted.
But GreenThumb boss Paul Edwards has managed just that, guiding the business through years of transformation while strengthening its hold on the UK lawn-care market.
At the heart of the company’s sustained growth, Edwards explains, are two core strategies: technology and expertise.
“The first is giving our people, our customers and our franchise partners the best technology to improve operational efficiency and customer experience,” he says. “The second is ensuring that our customers benefit from our market leading expertise.”
It’s a philosophy grounded in simplicity. From Edwards’ point of view, good service means noticing problems and fixing them before the customer even has to ask.
“If we see something on the lawn that is or could be a problem, we want to advise the customer and provide an effective solution,” he says.
A lawyer’s lens on leadership
Edwards’ approach to leadership has been shaped not by horticulture, but by law. As a qualified lawyer with board-level education sector experience, he’s used to parsing large volumes of information quickly and efficiently.
“The skills that have served me well in my current role, that I developed as a lawyer and non-executive vice chair of the board in the education sector, have been to digest information, sometimes in significant volumes, and reach a decision fast that is in the commercial best interests of the business.,” he says.
That sharp decision-making style seems to have translated well into GreenThumb’s franchising operations, where the ability to steer a large network smoothly is no small feat.
And Edwards is clear that strong leadership isn’t just about individuals, but about chemistry and collaboration.
“I’m a firm believer that whilst we need good individuals, it’s how we operate and succeed together as a team that counts. This management team is the strongest I’ve worked with and everyone brings something to the table. We’ve just closed one of the strongest years in the businesses history and the team has worked tirelessly to motivate and achieve this result.”
When hiring, he looks for emotional intelligence as well as skill.
“One of the personal traits I look for in candidates joining the team is whether they are self-aware and have emotional intelligence (EQ). I believe in playing to our strengths but being acutely aware of weaknesses and ensuring that we find solutions for them.”
Consistency across the network
Maintaining consistency across a network of franchise partners is a challenge for any business, especially when some partners have been on the journey for decades. In GreenThumb’s case, a number of franchisees have been with the brand for over 20 years.
The key to keeping everyone aligned, Edwards says, is good communication.
“Our best tool to ensure consistency is communication. We regularly update our operating manual and meet with our franchise partners monthly. We also use audits, self-audits and customer surveys to ensure brand consistency.”
And when things do fall out of step?
“If something is out of line, we will work with the franchise partner to bring it back in line,” he adds.
That hands-on approach extends to customer support too. GreenThumb has put a strong focus on boosting satisfaction and retention, offering structured support that goes well beyond the usual check-ins.
“At our November 2023 annual franchise conference, we informed our franchise partners that we would support them like never before, and we’ve followed through on that promise,” says Edwards.
“We have annual business growth planning and review meetings, regular meetings with business development coaches, monthly town halls and an annual conference. More recently we launched our premium loyalty and rewards programme as a token of appreciation for our loyal customers, bringing them exclusive access to over 300 deals and offers from leading retail, fashion, travel, entertainment and hospitality brands.”
GreenThumb turns tech-first
A major part of the GreenThumb boss’s strategy has been overhauling the company’s tech backbone. The recent rollout of Salesforce in 2024, along with the launch of a new customer portal, has been central to modernising both internal operations and the customer experience.
“Our integrated technology encompasses CRM, field service, finance, payments, and automated marketing communications,” he says. “In May 2024, we launched our customer portal, My.GreenThumb, to provide a seamless and improved end-to-end customer experience where customers are able to manage their GreenThumb account 24/7, including booking treatments, scheduling visits, paying invoices and retrieving rewards.”
Sustainable practices and industry influence
Of course, in today’s world, no business can afford to ignore sustainability, particularly one built around garden maintenance. GreenThumb is taking steps to align its practices with greener expectations.
“We carbon offset our printed marketing materials and have implemented technology to optimise route planning to reduce emissions,” says Edwards. “We’re also working towards greater electrification of our fleet of vehicles.”
As a founding member of the Lawn Assured Standard, GreenThumb is also taking the lead in pushing for higher industry standards around training, licensing and pesticide use.
“As the UK’s market leader in lawn care, we take the responsibility seriously to ensure that we set the right standards and use our influence to raise awareness and effect positive change. I am an advocate for greater regulation in our industry and ensuring that our lawn care operators are licensed, fully trained (including regular refresher training) and that we take a responsible approach to the use of pesticides.”
Balancing biodiversity with neat lawns
When it comes to trends like rewilding, Edwards strikes a balance between environmentalism and aesthetics.
“Personally I’m an advocate of rewilding generally when it comes to creating and supporting habitats and ecosystems to thrive,” he says.
“With my family we have bird houses, bee hotels and plant wild flowers in the borders around the lawn,” he says. “However, when it comes to my lawn, I like to cut it regularly and for it to be lush green and weed free. And, of course, GreenThumb treats my lawn all year round.”
It’s a perspective many of GreenThumb’s customers are likely to share, valuing biodiversity in the garden, but still wanting a healthy lawn at the heart of it.
Looking ahead: five-year growth ambitions
So what’s next for the lawn care franchise? Edwards has his sights set firmly on the future, and a five-year plan that builds on the momentum of recent successes and invests heavily in growth.
“We have an ambitious five-year growth plan based on customer centricity and ensuring that we’re giving our customers choice,” he explains. “We have launched five new services in the last 12 months or so and we see huge opportunity for these new services to improve customer satisfaction and lifetime value.”
It’s clear that for GreenThumb’s MD, growth and innovation go hand in hand with service and values. Whether it’s upgrading systems, supporting franchisees, or making sustainable lawn care the new normal, Edwards is steering GreenThumb with a steady hand.
