Meet the Experts Behind the Systems That Power the Landscape Industry
Our Team of Landscape Industry Experts
Toby Massengale
Toby helps leadership teams align vision, execution, and accountability so technology investments actually deliver results. As an EOS Implementer and former landscape business owner, he works with growing companies to build the operating discipline that allows systems, teams, and leaders to scale together.
Entrepreneurial Operating System (EOS)
Kathy McWhorter
With over 35 years in accounting and more than a decade supporting landscape companies, Kathy specializes in helping landscape companies simplify their financial operations and strengthen production reporting.
Accounting
System Integrations & Technical Solutions
Jacob Frank
With over 15 years of software development experience, including nearly a decade leading engineering at Aspire, Jacob helps landscape organizations simplify complex systems by building practical integrations, automations, and reporting solutions. His work focuses on improving data quality, reducing manual effort, and ensuring teams can trust the information they use to make decisions.
Kory Beidler
With over 25 years in the landscape industry and deep experience across Aspire’s operations and training teams, Kory helps companies translate data and process and technology into real performance. His focus: practical, hands-on training, both onsite and virtual, that drives consistency, efficiency, and results.
Training
Greg Malmberg
With over 20 years in the landscape industry, including nearly a decade with Aspire, Greg helps companies document, refine, and standardize their processes to create consistency and operational clarity across every team.
Process Documentation
Marketing ConsultantSid Haase
Brings a full career of professional marketing experience, working hands-on across everything from strategy and planning to go-to-market execution. Helps B2B and technology-driven companies translate complex services into clear, compelling positioning that resonates with operators, partners, and decision-makers.