How Ricky Newby Went From Running Nightclubs To 300 Jim’s Mowing Customers
In short: Ricky Newby went from music festivals, bars, nightclubs, and TV into a Jim’s Mowing franchise NZ business after COVID changed his old industry. He built to six staff and about 300 regular customers, then moved into regional franchisee support across New Zealand.
BLUF: In a Jim’s Podcast episode, Ricky Newby explained how a former music festival promoter, bar owner, nightclub owner and nationwide music TV station co-owner built a Jim’s Mowing New Zealand business across Auckland and wider NZ regions, using fixed fees, run-density scheduling, seasonal service planning and photo-based quoting support through WhatsApp.
A Jim’s Mowing franchise NZ business can work for people from outside the lawn and garden industry when they follow the system, serve customers well and treat it like a real business. Ricky Newby built his operation to six staff, two mowing vehicles and about 300 regular customers before moving into Jim’s Group New Zealand leadership and regional franchisor support. This article covers Ricky’s career change, the technical systems he used, the support structure and the local demand across New Zealand.
Watch the full episode below, or keep reading for the key takeaways.
How Did Ricky Newby Go From Music Events To A Jim’s Mowing Franchise NZ Business?
Ricky Newby did not come from mowing.
Before Jim’s Mowing, he spent just under 20 years as a music festival promoter doing stadium-sized events. He also owned bars and nightclubs and co-owned a nationwide music TV station in New Zealand on Sky TV.
Then COVID hit.
Ricky said the industry he was in was “decimated”, so he started looking for something different. He came across a Jim’s Mowing advert on Facebook, watched videos and made enquiries with a few franchise companies.
The response time stood out.
One company replied maybe two weeks later. A third company still had not replied. Jim’s Mowing responded within minutes.
That mattered because Ricky felt his enquiry was treated professionally. After video meetings during lockdown and a meeting with the franchisor after the second lockdown, he got started in mowing.
The appeal was not just lawn care. Ricky had built businesses from scratch before, and he knew how expensive and slow brand recognition could be.
Jim’s Mowing gave him a brand that people already recognised. After about 30 years in New Zealand, he had seen the trailers and vans everywhere.
He described them as “moving billboards”.
Why Did Ricky Newby Choose A Jim’s Mowing Franchise NZ Business?
Ricky chose Jim’s Mowing because he saw a business he could scale.
He started with one territory, then took on a second territory. That helped him build more regular customers in a tighter local run.
At peak, he had:
- A team of six
- Two separate mowing vehicles
- One person cutting one lawn run
- Another person cutting another run
- A full-time person helping with gardening
- One person running admin
- About 300 regular customers
The size of that business matters.
Many sole operators may sit around 80 to 120 regular customers. But Ricky reached about 300 regulars by building a tight schedule and adding larger gardening tidy-ups around the mowing work.
Ricky said the bigger garden section tidy-ups “really spiked the revenue”.
That is an important lesson for anyone looking at a Jim’s Mowing franchise NZ opportunity. The mowing work can create repeat contact with customers, but the larger gardening work can lift the value of the relationship.
What Career Change Led Ricky Newby To Jim’s Mowing?
Ricky’s professional pivot was not just a move from one job to another.
He moved from a nighttime industry into outdoor work during daylight hours. He had spent years in events, bars, nightclubs and TV, which meant he understood sales, customer experience, pressure and business ownership.
But mowing and gardening were still a major change.
Ricky started with simple interest from mowing his own lawn and doing basic gardening. The bigger reason was business structure.
He had started businesses from scratch before. He knew the cost of marketing, brand building, and explaining what a new business does.
Jim’s Mowing solved that problem because people already understood the service.
Ricky also liked the fixed-fee model. He said there were no royalty deals in place, and he believed that if he followed the system after training and worked hard, he could scale.
That is the core of his story: he did not rely on passion alone. He looked at brand, fees, systems, training, and scalability.
How Did Ricky Build A Tighter, More Profitable Mowing Run?
The technical edge in Ricky’s business was run-density scheduling combined with seasonal service planning.
In plain terms, run density means booking customers close together so less time is wasted driving. Ricky said it clearly: “We don’t make money while we’re driving.”
Early on, he noticed some leads could be 15 minutes in one direction and another 10 minutes the other way. That time adds up quickly across a week.
So he focused on referrals, neighbours and local conversations.
One part of his first territory had seven customers where the van did not need to move once. There were four in a row, two across the street, one gap and another customer nearby.
That is not luck. That is a local service method.
The seasonal part mattered too.
With about 300 regulars, Ricky was busy on a two-weekly mowing frequency during stronger growth periods. In winter, he deliberately pushed some two-weekly mowing back to three or four-weekly where suitable.
That freed the team to work on larger garden tidy-ups, which he described as more lucrative.
Why This Works In Australian And New Zealand Conditions
Lawn and garden work changes with seasons, rainfall, heat and cooler months. In many Australian and New Zealand regions, mowing frequency changes across the year.
A good operator does not use the same schedule blindly all year.
They adjust the run, service mix and customer conversations based on what the lawn and garden actually need. That is why Ricky’s business could make more money in winter, even though many people assume mowing is only a seasonal business.
Pro Tips
- Build regular customers close together before chasing work too far away.
- Use slower mowing periods to quote larger garden clean-ups and seasonal tidy-ups.
- Track customer service closely, because one good customer can introduce neighbours, commercial sites and repeat work.
What Support Do New Jim’s Mowing Franchisees Receive?
The Jim’s system advantage is structure.
Ricky said many new franchisees have never run a business before. So one of the first lessons is the difference between an employee mindset and a business owner mindset.
That difference shows up in communication, quoting, follow-up and customer service.
In New Zealand, induction training runs every seven or eight weeks. Franchisees from all divisions come into Auckland for two days of generic training.
That training covers:
- Business systems
- Customer service levels
- Bookkeeping
- Marketing
- How to be proactive
- How to use the systems designed for a Jim’s Group franchise
For mowing franchisees, the third day is mowing-specific.
Ricky runs that day and covers quoting, scheduling, customer types, equipment, business-building strategies, seasonal planning and service promotion.
The support continues after training.
Ricky said new franchisees often send site photos through WhatsApp so he can help them write quotes. He provides that support daily at first, often multiple times a day.
Over time, franchisees usually reach out less as they gain confidence.
That structure gives new operators a safer path than starting as a risky independent with no brand, no training, no quoting help and no tested customer service process.
For future franchisees comparing options, this is where the Jim’s Group system matters. The own a franchise with Jim’s Group pathway gives people a way to start with structure instead of trying to build everything alone.
Anyone comparing fees should also read how Jim’s franchising fees work and how much you can earn with a Jim’s franchise before making a decision.
Training is a major part of the model, which is why the Jim’s franchisee training process is worth reviewing early.
For people focused specifically on mowing, the Jim’s Mowing franchise guide is the most relevant next step.
Where Are Jim’s Mowing Franchisees Needed In New Zealand?
Ricky spoke about demand across several New Zealand regions.
He mentioned Dunedin, the majority of Wellington, Nelson, Hamilton, the Waikato region, Palmerston North and Fielding. He also said Christchurch had a solid team already.
The local demand matters because mowing and gardening are physical, local services. Customers want someone nearby who can visit, quote, schedule and return regularly.
Ricky said Palmerston North had one franchisee, but demand at that time was right for four. In Fielding, he said one franchisee had been with Jim’s Mowing for maybe nine months and already had around 80 to 90 regular customers.
That shows why location matters.
Different areas have different levels of unserviced leads, experienced franchisees and customer demand. Ricky even set up territories in key areas so Jim’s could hold on to leads that would otherwise go to competitors.
For customers, that local coverage helps them get service sooner.
For future franchisees, it shows why the right territory, support and local demand can shape the early stage of the business.
How Much Can A Jim’s Mowing Franchisee Make In New Zealand?
Ricky was careful not to promise one fixed income for every person.
He said earnings come down to attitude, commitment and following the system.
But he did give clear numbers.
From week one, Ricky said franchisees should be making a minimum of $2,000 because of the pay-for-work guarantee. He said most franchisees do not use it, and if they do, it is usually only for a few months.
He also said a sole operator trading well should aim for about $1,000 turnover per day.
That number depends on how many days the person wants to work, weather interruptions, service mix and business skill.
Ricky’s own example shows what scale can look like. He built to six staff, two vehicles and about 300 regular customers.
He also made sacrifices early. He worked seven days a week at the start, then later cut back to five days with a strong business.
So the practical answer is simple: the model can provide a base and a path, but the result still depends on the operator.
Why Do Jim’s Mowing Franchisees Stay For 20 Plus Years?
Ricky said Jim’s Mowing has franchisees in New Zealand who have been there nearly 30 years. He also said 20-plus years is common.
His view is that people do not stay that long unless the fee structure and return still make sense.
But it is not only about fees.
Long-term franchisees also value the community, franchisee meetings, preferred supplier discounts, training opportunities and the chance to support newer operators.
Many experienced operators also shape the business around the work they want.
Ricky said some long-term operators focus mainly on mowing because gardening can get physical after many years. Some can leave at 8:30 in the morning and finish around 3:30 or 3:35 in the afternoon.
That is the value of a predictable, mature customer base.
Jim’s Mowing Vs Going Independent: What Support Do You Get?
| Feature | Standard Independent Contractor | Jim’s Professional Standard |
| Brand Recognition | Must build trust from scratch and explain the business | Customers already recognise Jim’s Mowing vans, trailers and uniforms |
| Training | Usually self-taught or learned on the job | Two days of generic induction plus a mowing-specific training day |
| Quoting Support | New operators often guess pricing alone | New franchisees can send job photos through WhatsApp for quote support |
| Customer Service | No formal review or complaint system may exist | Star ratings, support systems and work guarantee processes guide standards |
| Growth Structure | Leads, referrals and scheduling often depend on trial and error | Franchisees learn referrals, run density, seasonal planning and local marketing |
“Ricky Newby, Jim’s Mowing Franchisee and Regional Franchisor in New Zealand: ‘I was obsessed by the star rating, absolutely obsessed by it. I treated every single job lead that came in like it was a potential complaint.’”
Frequently Asked Questions
Yes. Ricky came from music festivals, bars, nightclubs and TV before joining Jim’s Mowing. He learned the mowing business through training, franchisee support and daily quoting practice.
Ricky said new franchisees should be making a minimum of $2,000 from week one because of the pay-for-work guarantee. He also said a sole operator trading well should aim for about $1,000 turnover per day.
In New Zealand, induction training runs every seven or eight weeks. Franchisees complete two days of generic business training, then mowing franchisees complete a third mowing-specific day covering quoting, scheduling, customers, equipment and seasonal planning.
Ricky supports new franchisees with quoting, job photos, site visits and business questions. He said new franchisees often contact him daily and sometimes multiple times a day until they build confidence.
Ricky chose Jim’s Mowing because he saw a scalable business with strong brand recognition and fixed fees. He also liked that people already knew what Jim’s Mowing did, which reduced the need to build trust from scratch.
Ricky said mowing is not simply seasonal. His business made more money in winter because he adjusted mowing frequency and moved the team into more lucrative garden tidy-up projects.
Ricky said top franchisees are often 4.9 stars and above, with many at five stars. He focused heavily on customer service because strong reviews help conversion, referrals and long-term trust.
Ricky mentioned demand in Dunedin, Wellington, Nelson, Hamilton, Waikato, Palmerston North and Fielding. He also said Christchurch already had a solid team.
Key Takeaways
- Ricky Newby moved from nearly 20 years in music events, bars, nightclubs and TV into Jim’s Mowing after COVID changed his industry.
- He built a Jim’s Mowing business with six staff, two mowing vehicles and about 300 regular customers.
- His growth came from fixed fees, brand recognition, referrals, run density, customer service and seasonal planning.
- New Jim’s Mowing franchisees receive training, quoting support and ongoing franchisee support.
- Ricky’s story shows that attitude, communication and follow-through matter as much as technical mowing skills.
Build A Local Mowing Business With The Jim’s System
Need A Local Mowing Or Gardening Professional?
If you need mowing, lawn care or garden support, Jim’s Mowing gives you access to a local service backed by professional standards, recognisable branding and the Jim’s National Guarantee.
A local Jim’s professional can help with regular mowing, garden tidy-ups and practical outdoor maintenance.
Request your free quote from Jim’s Mowing today.
Thinking About Starting A Jim’s Mowing Franchise?
Ricky Newby’s story shows what can happen when someone follows the system, treats customers well and builds a local service business with clear structure.
He started after COVID, built a six-person operation with about 300 regular customers, then moved into supporting other franchisees across New Zealand.
Learn more about joining Jim’s Group at jims.co.nz or call 0800 454 654 today.