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Professor, Landscape Management, Bringham Young University
Phil is the program leader for the Landscape Management degree at Brigham Young University, where students integrate horticulture, landscape design, construction, management, and business coursework. He has taught courses in Arboriculture, Landscape Design, Turf Management, and Urban Soils while co-advising the Landscape Management Club and NALP National Collegiate Landscape Competition. A published researcher with 59 scientific articles, Dr. Allen has served on the NALP Board of Directors and multiple committees. Recognized as the 2006 AEF National Educator of the Year, he is also an endurance athlete, having completed 11 marathons, ultra-marathons, and long-distance cycling races.
Senior Advisor, Dew Wealth Management
Nate Birkholz brings more than 20 years of experience helping business owners build, preserve, and transfer wealth across generations. With a background that spans law, public accounting, financial planning, and complex trust strategies, Nate offers a uniquely integrated perspective on the challenges and opportunities of wealth management.
He holds a Bachelor’s degree in Philosophy from Minnesota State University and earned his Juris Doctor from the University of Nebraska College of Law.
Outside of his professional work, Nate is an active volunteer, serving as an executive coach for nonprofit Christian ministries and as executive director of a competitive youth soccer club. He and his wife, Sara, have been married for over 25 years and enjoy life with their two children—Salem, a college student, and Foster, who is in high school. The Birkholz family loves cabin getaways and, of course, plenty of soccer.
Senior Vice President, National Association of Landscape Professionals
Andrew is a driven government relations professional who sharpened his policy, advocacy, and political skills while working on Capitol Hill and multiple campaigns. He has more than 15 years of relevant experience. For NALP, Andrew leads all legislative and regulatory initiatives at the federal and state levels and routinely engages Congressional offices on Capitol Hill, regulatory agencies, and industry coalitions to craft policy initiatives protecting the interests and needs of our industry.
Before joining NALP Andrew worked in government relations for the National Pest Management Association, North American Meat Institute, and the Grocer Manufacturers Association. He earned his law degree in 2013 and maintains an active license to practice law in Virginia.
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Operations Consultant, Wilson360
Born and raised in Southern Illinois, Brian holds a Bachelor of Science degree in Landscape Horticulture from Southern Illinois University-Carbondale. His career includes core competencies across industry segments and operations, including wholesale nursery and botanical garden management, design-build, residential and commercial landscape services, and senior management. In his new role, Brian will support Wilson's clients as a productivity advisor and training consultant, specializing in performance improvements, and workflow and value stream mapping.
Director of Business Development, Terry's Landscape
Brett is a native Texan and attended Palm Beach State College, where he focused on marketing and business management. He has worked in the landscape industry for the last eight years. In his current role with Terry’s Landscape, Brett identifies and pursues new business opportunities for the Construction and Maintenance divisions. He also directs our various marketing efforts and helps manage client relationships. Brett communicates regularly with property managers, MUD board members, vendors, and other strategic partners to ensure Terry’s consistently delivers first-class service.
President, Pacific Landscape Management
Bob Grover is the Founder and President of Pacific Landscape Management based in Portland and serving the Pacific Northwest with a staff of over 500 working out of 10 branches surrounding Seattle and Portland. He holds a degree in horticulture from Oregon State University and has over 40 years of landscape industry experience. His desire to give back has had him serve as chair of the National Association of Landscape Professionals board, chair of the Oregon Landscape Contractors Association board, and Chair of the Washington County Chamber of Commerce board. He currently sits on the boards of Oregon State University Foundation, Hillsboro Community Foundation, and Providence Cancer Foundation. As he winds down his professional career, he looks forward to continuing to serve the profession he loves and the communities he lives in and serves.
Senior Practice Leader, Wilson360
A certified Landscape Professional, Joe Kujawa serves as a senior facilitator and dedicated practice leader. He was most recently an owner and executive vice president of Kujawa Enterprises, Inc. (KEI), a legacy landscaping and winter services firm in Oak Creek, Wisconsin.
Joe provides executive leadership in implementing a vision for peer groups, education events, and industry relations. In particular, he consults with snow market leaders on winter services strategies, as well as companies facing the unique challenges of a family-owned business.
Joe joined Wilson360 (formerly Bruce Wilson & Co.) with considerable experience in the operation of high-performing CEO peer groups, and over the years has formed valuable relationships within the landscape industry. His unique perspectives and depth of expertise have been critical in positioning our company for the challenges of an ever-changing market.
Kujawa graduated from Cornell University’s College of Architecture, Art and Planning, and received an MBA from the Owen Graduate School of Management at Vanderbilt University. He served as manager of business development for HOK architectural and engineering design firm in Washington D.C. While at Chicago-based Keane Consulting Group, he oversaw operational consulting for Fortune 500 clients. He also helped run the family-owned Kujawa Enterprises until it sold to Sperber Landscape Companies in April 2019.
Joe presently serves as Planning Commissioner for the Village of Elm Grove, Wisconsin, and is a former member of the Board of Directors for the National Association of Landscape Professionals as well as the Sharon Lynne Wilson Center for the Arts in Brookfield, Wisconsin. He served as a member of the Alumni Board of Directors for Cornell Alpha Delta Phi, Inc., and was a national director for the American Institute of Architecture Students.
Chief People Officer, Wilson360
Shelia Matthews is the Culture Practice Leader and first-ever Chief People Officer at Wilson360, where she leads people and organizational performance consulting. With experience spanning Fortune companies like UPS and MetLife to startups and private equity firms, she specializes in scaling businesses by building strong workplace cultures.
Most recently, Shelia helped grow Acquisition.com from five to over forty employees and has advised hundreds of business owners on overcoming organizational constraints. She believes that understanding a business is key to creating a thriving culture, emphasizing that “translating culture into profitability” is essential for success.
She is also the founder of Culture Pro, LLC, offering fractional People Operations leadership to small businesses. Originally from Florida, Shelia now lives in the Atlanta suburbs with her husband, two children, and their Boxer, Ranger. An MBA graduate of Colorado State University, she enjoys traveling, hiking, and supporting her son’s competitive swimming career.
VP of Brand + Customer, Scythe Robotics
Ross Shafer is a six-time Emmy Award-winning comedian, former network TV host, and best-selling business author of 10 books on reinvention and resilience. With over 35 years in show business and media, he also built a business career rescuing and reselling 23 companies.
Ross has spoken to over 3,000 clients, including Apple, Microsoft, Hilton, and Toyota, offering unique insights on customer experience. He challenges the conventional "WOW-ing the Customer" approach, instead highlighting the damage caused by "POW moments"—negative experiences that drive customers away. His latest book, RATTLED, explores resilience in business and life.
A dynamic and engaging speaker, Ross delivers thought-provoking perspectives on adapting to change, staying relevant, and thriving in competitive markets.
Keynote Speaker
Ross Shafer is a six-time Emmy Award-winning comedian, former network TV host, and best-selling business author of 10 books on reinvention and resilience. With over 35 years in show business and media, he also built a business career rescuing and reselling 23 companies.
Ross has spoken to over 3,000 clients, including Apple, Microsoft, Hilton, and Toyota, offering unique insights on customer experience. He challenges the conventional "WOW-ing the Customer" approach, instead highlighting the damage caused by "POW moments"—negative experiences that drive customers away. His latest book, RATTLED, explores resilience in business and life.
A dynamic and engaging speaker, Ross delivers thought-provoking perspectives on adapting to change, staying relevant, and thriving in competitive markets.
Financial Services Practice Leader, Wilson360
Steve Steele, Steele Dynamic Services, LLC., joined the Wilson team in July 2020. Formerly Vice President of Business Systems for Heartland, LLC, a private equity financed holding company that acquired Keesen Landscape Management in November 2016, Steve has deep expertise in corporate finance and administration, including mergers and acquisitions, performance improvement, business process redesign, technology implementation, and change management.
Steve brings a personalized approach and collaborative spirit to the Wilson team, ensuring that clients benefit over the long term. As financial practice leader, Steve will help clients identify and capture efficiency and effectiveness opportunities in their core operations, pursue and address unique challenges facing landscape services leaders, and evaluate opportunities to capitalize on emerging industry trends.
Steele earned an MBA, with honors, in Finance and Accounting from Regis University, Denver, Colorado. He is a graduate of Colorado Mesa University in Grand Junction, Colorado, where he received a BBA in Business Management.
Steve has served in leadership roles on GreenCo.’s legislative committee, was a member of the board of directors and an officer of the Associated Landscape Contractors of Colorado, and served as a board member and president of the Rocky Mountain Classic. In addition, Steve has been an active voice for the green industry’s H2B problem and led an advocacy delegation to Washington D.C., to speak on its behalf to the U.S. Congress.
A virtual native of Colorado, Steve is a lifelong travel adventurer, a passionate travel photographer and can be found on Instagram @WalksYourWay.
President, Terry's Landscape
James founded Terry’s Landscape in 2011 after working for various commercial landscaping companies and selling lawn maintenance services as a kid. He graduated from Texas A&M University with a bachelor’s degree in soil science and a minor in horticulture. In his role as CEO of Terry’s, James primarily focuses on business strategy, organizational structure, team member development, and client relations. He is truly a visionary entrepreneur with a passion for a strong team culture, well-defined processes, and continual learning.
Founder and CEO, Front Porch Consulting
Anastasia has 30 years of experience in brand management, advertising, research, equity building and strategic business planning that allow her to approach brands, teams, companies, and business management from every perspective. Today, she is an Expert EOS Implementer, a Kolbe Certified Consultant, and the Integrator for MilesMentor , a luxury travel consulting company that teaches you to travel more, travel better, and pay less. She loves her job and her life in Colorado with her husband Rob and she truly believes that this could be the year for the Buffalo Sabres …well, maybe next year.
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Expert Coach and Facilitator, Wilson360
Brandt Vroman brings over 40 years of leadership and entrepreneurial experience to his role at Wilson360, where he serves as a strategy consultant, leadership coach, and CEO peer group facilitator. A proven industry leader, Brandt was the founder and CEO of Northwest Landscape Services of Oregon, which he successfully scaled and sold to The Brickman Group in 2007. Following the acquisition, he continued his leadership journey as Western Regional Manager at Brickman, overseeing operations across seven states including Oregon, Washington, Colorado, California, Arizona, Nevada, and Texas. He later partnered with the Boston Consulting Group during its strategic engagement with Brickman, lending his insight and experience to large-scale operational initiatives.
Known for his deep understanding of business strategy, people development, and operational excellence, Brandt is passionate about helping leaders create high-trust, high-value relationships that fuel long-term success. “One of the best parts of being in the landscape business is that it’s an industry built on great relationships,” says Brandt. “Whether it’s solving a problem or helping people do their best work, strategic relationships are more valuable than ever.”
Brandt holds an MBA from Marylhurst University and a Bachelor of Science in Ornamental Horticulture from California Polytechnic State University, San Luis Obispo. Originally from Laguna Beach, California, he now resides in Oregon with his family.
Founder / Visionary, Wilson360
Bruce Wilson is a visionary in the landscape industry, with over 40 years of experience shaping its evolution from small family businesses to high-performing companies. As founder of Wilson360, he has brought together top industry leaders and emerging innovators, offering mentorship and strategic guidance.
Previously, Bruce spent three decades as president of ValleyCrest Landscape Maintenance and vice president of its parent company, now BrightView. He also co-owned Wilson-Oyler Group and Conserve LandCare. A trusted advisor, Bruce is known for his ability to listen, ask the right questions, and provide transformative insights.
He has served in key leadership roles, including on the NALP Foundation Board and as chair of its landscape management committee. A Cornell University graduate in Ornamental Horticulture, Bruce is a nationally recognized author, speaker, and columnist for Lawn & Landscape magazine. Residing in Eugene, Oregon, he continues to influence and inspire the green industry.