Growing up around the construction industry, I saw firsthand how hard trades businesses work and how little support they get when it comes to marketing. I studied marketing at Western University and spent time at a landscape supply company before moving into tech as a product manager, where I learned how great design, sales strategy, and marketing systems come together to actually grow a business.

At some point those two worlds collided. I kept seeing contractors doing genuinely great work with no online presence to show for it. No website, or a website that looked like it was built in an afternoon and did nothing for the business. No way for a homeowner or a GC to understand what they did, where they worked, or why they were the right call. I knew I could fix that. More importantly, I knew this was the industry where that fix mattered most. The gap between the quality of the work and the quality of the marketing was bigger here than anywhere else I’d seen.

That’s why Groundwork exists. Not to sell contractors on marketing they don’t understand, but to build the systems that make great trades businesses findable. The ones doing the best work should be the ones getting the most calls. We’re here to make sure they are.