The $BILLION CEO on a Mission to Reverse History… Jim Penman from Jim’s Group🧔‍♂️

The Digital Tradie Podcast | Episode 17

G’day legends!

I’ve just had the opportunity to sit down with one of the most fascinating people I’ve ever met, Jim Penman—the founder of the iconic Jim’s Group. Now, if you know the Jim’s name, you probably think of lawn mowing, dog washing, and all the other services (even Jumping Castles) that Jim’s franchises cover, but what you might not know is the incredible story behind the man himself.

Jim’s journey is a bit different from your average entrepreneur story. He didn’t set out to build a billion-dollar empire. In fact, he started out as an academic. Yep, you heard that right. He was deep into research and studying history when life threw him a curveball, and he found himself launching a lawn mowing business to make ends meet. Fast forward, and that little side gig turned into a behemoth with over 5,400 franchises across Australia and beyond. It’s a classic “tradie to tycoon” story, but it’s the why behind Jim’s empire that’s truly fascinating.

From Academia to Mowing Empire

Jim didn’t just build a franchise; he transformed an entire industry. What sets Jim apart is his obsession with customer service. He’s built his brand around making sure every job is done right, and that’s something we can all learn from. In our chat, Jim shared how he pioneered his own computer system to streamline job allocation and keep his customers happy. His relentless drive to improve efficiency has played a huge part in the success of Jim’s Group.

But it wasn’t always smooth sailing. Jim’s ideas were seen as too radical back in his academic days, and he was pushed out of the field. But instead of giving up, he doubled down on his vision and used those same radical ideas to fuel the growth of his business. One of his mottos? “Always think about how you can improve.”

A Passion for Epigenetics & Society

Here’s the part that really blew me away. Jim isn’t just a business mogul; he’s deeply invested in research, particularly around epigenetics and how it affects society. He’s passionate about reversing the decline of civilization by focusing on human character. Jim believes that by understanding and potentially altering our genetic makeup, we can create a better society. Yeah, this is next-level stuff.

For the first time in history we can reverse it!

Jim Penman – The Digital Tradie Podcast

We talked about how wealth and urbanization are changing the way people think and behave, and Jim’s research is aimed at reversing those effects. It’s a wild concept, but he’s already putting millions of dollars into studying this area. His goal? To create treatments that will help people build better habits, work harder, and become better parents—all in an effort to strengthen society.

Marketing: My Case Study with Jim’s Fencing

As part of my chat with Jim, I wanted to test out Jim’s Group customer service firsthand, so I requested a quote from Jim’s Fencing for some work on my property. The experience? Pretty bloody GOOD!

From the moment I filled out the online form, everything ran like clockwork. I received a confirmation page that told me who my franchisee would be and that I’d get a call within two hours. Well, they didn’t just meet that deadline—they beat it. I got a call in one hour, and the franchisee was friendly, professional, and quick to arrange a site visit.

The attention to detail was impressive—from automated follow-ups to a welcome video from Jim himself. It’s clear why Jim’s Group has thrived in the competitive trade service market: they’ve nailed their customer experience. If you’re a tradie you can up something as easy as this with Trade Magnet, even if you don’t have a website.

Key Takeaways from Jim Penman

So, what can us tradies learn from someone who’s built an empire and is now looking to change the world? Here are 5 key takeaways from my chat with Jim:

1. Customer Service is King – Jim’s built his entire business on the idea that if you serve your customers well, the business will come. It’s not just about getting the job done—it’s about getting it done right and leaving your customers happy.
2. Never Stop Improving – Whether it’s creating a better system for running your business or finding ways to serve your clients better, you should always be looking for ways to improve. Jim lives by this, and it’s clearly worked for him.
3. Think Bigger – Jim’s gone beyond just running a successful business. He’s using his resources to try and change the world. While we might not all be able to fund research into epigenetics, we can think about how our work can have a bigger impact on our community.
4. Automation is Your Friend – Jim’s Group uses technology to automate as much as possible—from job allocations to customer follow-ups. Automation allows you to focus on what matters most: delivering quality service and growing your business.
5. Leverage Feedback – Jim uses customer feedback as a tool for constant improvement. Whether it’s via surveys or follow-ups, make sure you’re gathering data from your customers to identify areas you can improve and keep the standard high.

What’s the Wrap?

This conversation with Jim was an eye-opener. He’s proof that you don’t have to follow the path society sets for you—sometimes, you’ve got to forge your own. Whether it’s growing your business, serving your customers, or thinking about how you can make a difference, Jim’s story is one of resilience, vision, and never settling for “good enough.”

So, next time you’re out there on the tools, think about how you can improve, how you can serve better, and maybe even how you can make a difference beyond the job site.

Until next time, legends, keep smashing it out there. There are more stories coming your way that’ll help you take your trade business to the next level.

Cheers!