Joshua Tree Experts did not begin as a large franchise company. It started as a small tree care business operating from a residential garage.
Founder Joshua Malik launched the company in 2005 after spending years learning the industry. He stored equipment in his three-car garage and used the same space for basic maintenance. It was a simple beginning, but it helped him understand what it takes to build a dependable local service business.
More than two decades later, Joshua Tree Experts has developed into a growing franchise brand with 17 franchise partners in 16 states. Its services now include tree care, lawn care and pest control.
The company credits much of that progress to a culture based on teamwork, reliability and continuous improvement.
Learning the Tree Care Business From the Ground Up
Malik began working in tree care in 1992 while he was still a teenager. That early experience gave him practical knowledge of the work long before he started his own company.
When Joshua Tree Experts opened in 2005, its resources were limited. Malik worked with the vehicles and equipment needed to serve customers while gradually developing a team and reputation in his local market.
By 2009, the business had grown to roughly 25 employees. The garage could no longer support the operation, so the company moved into a larger facility.
Tree preservation was central to the company’s approach. Joshua Tree Experts wanted to help customers save and care for trees whenever possible, rather than viewing removal as the only solution.
This philosophy later became part of a much broader property care model.
Expanding Beyond Tree Services
Joshua Tree Experts introduced lawn care in 2017 and pest control in 2020. These services allowed the business to support more of a homeowner’s outdoor maintenance needs.
The company began offering franchises in 2021.
Adding related services can benefit customers and franchise owners alike. Homeowners can work with one trusted provider for several aspects of their property, while franchisees have more opportunities to generate repeat business.
A customer may first call for pruning or tree health concerns. That same property could also need lawn treatments, insect control or preventive plant care. Serving several needs makes the relationship more valuable and convenient for everyone involved.
Demand for outdoor property care remains strong as homeowners spend more time and money improving their yards. Appearance is one reason, but comfort and property value are also important. A well-maintained outdoor area can make a home more enjoyable while helping protect a significant personal investment.
Defining the Company’s Culture
Joshua Tree Experts had an established workplace culture before it became a franchise. However, Malik realized that the culture needed to be clearly explained before the business expanded into new markets.
Without direction, every location could develop different expectations for employees and customers. The company therefore identified five values that could be used across the franchise network.
Those values encourage employees to work hard and enjoy success, keep improving, remain dependable, support the team and search for solutions when challenges arise.
The language is straightforward because the values are intended for everyday use. They help determine who joins the organization, who earns recognition and who is a good long-term fit.
Joshua Tree Experts has set a goal of retaining 90% of its employees each year. The company reviews retention regularly instead of waiting until the end of the year to address staffing concerns.
Helping Employees Understand the Business
Twice a year, Joshua Tree Experts brings employees together to discuss the company’s performance and goals. The conversation includes production, profit and investments in areas such as training, benefits, vehicles and equipment.
Sharing this information can help employees see the larger purpose behind their daily work. It also shows how business growth can create improvements for the people responsible for serving customers.
The company makes time for employees to enjoy being part of the organization as well. Cookouts, picnics and recreational events allow team members to connect in a more relaxed environment.
These activities are not a substitute for fair management or proper training. Instead, they support a workplace where employees feel appreciated and connected to one another.
Building Trust With Customers
The same values that guide employees also shape the customer experience.
Joshua Tree Experts emphasizes communication throughout each project. Customers should understand the proposed work, know when it will be completed and receive clear information about the condition of their trees, lawn or property.
Education is an important part of the process. The company wants customers to know why a service is recommended and how proactive care may help prevent larger problems.
This approach supports stronger relationships. A satisfied customer is more likely to return for future work, use additional services and recommend the company to others.
For a local franchise owner, trust can become one of the most valuable business assets. Homeowners are more comfortable inviting a service company back to their property when previous work was completed safely, professionally and as promised.
A Hands-On Owner in Austin
Katy Flores opened a Joshua Tree Experts franchise in Austin, Texas, in June 2025. Before becoming a franchise owner, she spent more than 20 years working in corporate leadership and supply chain management.
Her experience shaped how she manages her local team. Flores wants employees to understand that their work matters, whether they are pruning trees, meeting customers, maintaining equipment or helping resolve a problem.
She invests in training and professional development while keeping safety and communication at the center of daily operations. She also believes in supporting employees personally, especially when crews are working outdoors in difficult Texas weather.
Her leadership may involve visiting a job site, helping solve an operational issue or bringing lunch and drinks to the team during a hot day.
For Flores, tree care has a meaningful connection to the Austin community. Mature live oaks can be deeply important to families and neighborhoods. They provide shade, add property value and may hold decades of memories.
Preserving those trees can make the work feel more personal than an ordinary home service transaction.
Growing Without Losing the Brand’s Identity
Franchise growth can create new opportunities, but it can also make it harder for a company to maintain consistent standards. Joshua Tree Experts is addressing that challenge by giving franchisees a clear culture to build upon.
Its business model brings together several outdoor services with the potential for recurring customer demand. Its values provide direction for hiring, leadership and customer care.
The combination allows franchise owners to build local businesses while remaining connected to a larger brand identity.
Joshua Tree Experts may have started in a garage, but its growth has been shaped by much more than equipment and expansion. The company has built its franchise around a simple idea: take care of employees, serve customers honestly and keep finding better ways to work.
Learn more about Joshua Tree Experts franchise opportunities.
