TCIA’s future with new training approaches and member engagement strategies
During the recent Winter Management Conference held in St. Thomas, U.S. Virgin Islands, David White, the President and CEO of the Tree Care Industry Association (TCIA), presented the "2025 State of the Association" speech, which outlined the current state and future priorities of the association and the tree care industry.
White commenced the annual membership meeting by expressing gratitude to TCIA's members, staff, and Board of Directors for their contributions over the past year, stating that their collective efforts have exemplified a commitment to advancing the industry. He highlighted TCIA’s mission to support tree care businesses, emphasising that it translates into member value through the association's newly defined framework known as the "Six Domains of Successful Tree Care Companies." These domains encompass Safety, Workforce Development, Advocacy & Compliance, Training, Sales & Marketing, and Business Strategy.
A significant highlight from White's address was the ongoing improvement of TCIA's training programmes, specifically tailored for members with diverse literacy levels. He shared a poignant example from a conversation with a member who faced challenges in training a largely Spanish-speaking workforce with varying degrees of literacy. In response to such needs, TCIA has introduced an online learning-management platform that employs a “tell, show, do” approach, making training more interactive. This advancement, according to White, serves to ensure that all employees can acquire essential skills, irrespective of their literacy level, ultimately contributing to enhanced safety within the industry.
Regarding fiscal performance, White reported that TCIA finished fiscal year 2024 with almost $400,000 in net income from operations. He acknowledged the finance team’s diligent work in maintaining robust financial stewardship, as evidenced by consistent positive audit results over the last six years. This financial health, he noted, permits ongoing investment in TCIA’s products and services, including the successful TCI EXPO events which have seen record attendances. He shared positive feedback from exhibitors, including Carolanne from Robotec, who declared the latest event an "outstanding success."
Membership figures were also discussed, with TCIA concluding 2024 with 1,370 member companies—an 80-member shortfall from the 10-year average. This decline, attributed to post-pandemic economic pressures and mergers within the industry, is prompting TCIA to intensify its efforts towards member engagement and retention.
To address ongoing challenges and maximise the value of membership, TCIA has initiated various strategic "game changers." One of the significant changes is a shift towards a consultative-engagement approach. This includes a self-assessment tool designed to align TCIA’s resources with individual member needs. Regular check-ins and tailored success plans aim to foster stronger collaboration between TCIA and its members.
For the immediate future, TCIA plans to expand its advocacy capabilities, with ongoing efforts to promote industry standards and represent member interests effectively. Additionally, White mentioned a renewed commitment to enhancing media outreach to better communicate the association’s developments and achievements.
Looking ahead, White urged attendees to engage in discussions about the future of the tree care industry. His reflections culminated in an acknowledgment of the invaluable contributions from volunteers and sponsors, which play a vital role in sustaining TCIA’s initiatives. With plans for upcoming changes to the dues structure, he reassured members that there would be no drastic increases, as the association gears up for its 87th anniversary in 2025.
David White concluded his address by encouraging members to envision the industry’s future and engage collaboratively in shaping it. The focus remains on building a strong, thriving tree care sector that benefits all stakeholders involved.