Entrepreneur to grow lawn care business in the West Midlands

A Bromsgrove businessman has made a switch from the food service industry to professional lawn care as he launches his own franchise business to serve customer across the West Midlands.

George Michaela has undergone significant training with international franchise TruGreen Professional LawnCare, which is a franchise of one of the UK’s leading and largest multi-brand franchisors ServiceMaster, and he is the new owner of TruGreen West Midlands.

With nearly 30 years’ management and operational experience, George made the move into lawn care for a fresh start and a new challenge. He said: “I’ve built a successful business with family in the past and now it’s time for something new. I was looking for inspiration for a new business when I noticed the technician treating my lawn and thought, I could do that!

“I relish the challenge of sales and my former business was built around customer service so I think I’m in a good place to make a real success of my new TruGreen business. My aim is to add more vans and technicians and I’m really keen to offer apprenticeships to help young people into work. For now though, I’m just excited to get going.”

All new TruGreen franchise investors undertake intensive training at the ServiceMaster Franchise Support Centre under the tutelage of TruGreen brand operations manager and former Wembley head groundsman, Steve Welch and the wider ServiceMaster franchise support team. As part of the training, George achieved his City & Guilds NPTC Level 2 Award in the Safe Use of Pesticides (PA1 and PA6), which allows him to provide a professional, accredited and safe service to customers.

Steve Welch, brand operations manager for TruGreen added: “George’s history and experience will stand him great stead to build a really successful business. We’re delighted he chose to invest in TruGreen Professional LawnCare and it’s fantastic to have another van on the road and hopefully many more vans to follow.”

ServiceMaster has over 300 franchisees operating in close to 700 licensed areas under its brands, including Merry Maids, ServiceMaster Clean, Furniture Medic, TruGreen Professional LawnCare and Rosemary Bookkeeping.  TruGreen has been recognised as a leading franchise opportunity in the Elite Franchise Top 100 franchises in the United Kingdom and will exhibit at the upcoming National Franchise Exhibition at the NEC in Birmingham on 16th and 17th February.

George Michaela has also pledged to donate £10 to Cancer Research UK for every new customer who signs up for a 12-month treatment plan.