How Jim Penman Built Jim’s Mowing into an Australian Icon

Jim Penman’s journey from a one-man lawn mowing business to building the iconic Jim’s Group franchise is a story of vision, resilience, and unwavering commitment to people. What I deeply admire about Jim is his belief that success isn’t about being first or having the biggest budget—it’s about truly caring for those you serve. By prioritizing his franchisees, ensuring their success, and listening to their needs, Jim created a business model that not only thrived but became a household name across Australia. His philosophy of putting people first is an inspiring reminder that genuine care and dedication can outshine even the largest competitors.


In 1989, Jim Penman heard a competitor dismissively say, “Don’t worry, we can handle Jim’s Mowing.” At the time, they were the dominant player in the lawn mowing and gardening industry—well-funded, first to market, and with a head start. Yet, by the end of that very year, Jim’s Mowing had grown to 60 franchisees, almost catching them in record time.

How did Jim’s Mowing achieve such rapid success against the odds? The answer lies in Jim Penman’s unwavering commitment to his franchisees. This case study dives into the story of how Jim Penman built one of Australia’s most recognizable and successful brands, offering valuable lessons for entrepreneurs and small business owners.

The Beginning of Jim’s Mowing

Jim Penman’s journey didn’t start with big funding or flashy advertisements. Instead, it began with a single lawn mower, a commitment to customer service, and a vision for something greater.

After completing a PhD in History at La Trobe University, Jim faced limited career opportunities in academia. To make ends meet, he turned his part-time lawn mowing gig into a full-time business. The turning point came in 1989 when he decided to franchise his business model, allowing others to share in his growing success.

While competitors relied on large budgets and marketing campaigns, Jim took a different approach: he focused on supporting and empowering his franchisees. This simple, franchisee-first philosophy became the cornerstone of the Jim’s Mowing empire.

Competing Against Giants

In 1989, Jim’s biggest competitor dismissed him with the words: “Don’t worry, we can handle Jim’s Mowing.” At the time, this competitor dominated the market and had significant resources at their disposal, including magazine advertising and an established reputation. Jim, on the other hand, didn’t have their budget for full-page ads or flashy campaigns.

But what Jim did have was something far more powerful: happy franchisees.

“By the end of our first year,” Jim recalls, “we had 60 franchisees, nearly catching them. Why? Because my franchisees were happy. They were making money. And they loved the system.”

The Franchisee-First Philosophy

What set Jim’s Mowing apart was Jim’s radical focus on franchisee success. Unlike his competitors, who treated franchisees as mere revenue sources, Jim saw them as partners. He believed that if his franchisees succeeded, the entire system would grow stronger. This focus manifested in three key ways:

  1. Support: Jim prioritized ongoing training, guidance, and resources for his franchisees, ensuring they felt equipped to succeed.
  2. Listening: Jim actively sought feedback from franchisees, using their insights to improve the system. This collaborative approach built trust and loyalty.
  3. Profitability: From the start, Jim ensured his franchisees were making money. Their success became his success.

This focus on putting franchisees first not only helped Jim’s Mowing grow rapidly but also created a reputation for excellence within the industry.

The Role of Customer Care

While Jim’s franchise model focused on franchisees, it also emphasized exceptional customer service. By ensuring that every franchisee was motivated and supported, Jim created a ripple effect that reached customers directly. Happy franchisees provided outstanding service, which in turn built trust and loyalty among customers.

Jim’s Group became known for reliability, professionalism, and quality service—key differentiators that set it apart from competitors.

Explosive Growth and Diversification

What began as a small lawn mowing business quickly evolved into something much larger. By 1992, Jim’s Mowing had over 100 franchisees. Today, Jim’s Group encompasses more than 50 divisions, including cleaning, dog grooming, fencing, pest control, and more, with over 5,000 franchisees worldwide.

Jim attributes this growth to the same principles that fueled his initial success: “You don’t need to be first or the biggest—you just need to care the most.”

Lessons for Entrepreneurs

Jim’s story is a testament to the power of prioritizing people over profits. Here are the key takeaways for anyone looking to build a successful business:

  1. Focus on Your Team: Happy and supported team members are more motivated, productive, and loyal.
  2. Listen to Feedback: Your people on the ground often have the best insights into what’s working and what isn’t.
  3. Deliver Exceptional Service: Great customer service builds trust and drives word-of-mouth growth.
  4. Stay Resilient: Even when facing bigger, better-funded competitors, a clear vision and strong values can lead to success.

A Legacy of Caring

Jim Penman’s journey from a one-man mowing business to the founder of an international franchise empire is nothing short of inspiring. By focusing on his franchisees’ success, listening to their needs, and maintaining a relentless commitment to quality service, Jim’s Mowing grew to become an Australian icon.

Today, the caricature of Jim with a lawnmower is instantly recognizable, symbolizing reliability, trust, and success. And while competitors may have dismissed him in the beginning, Jim proved that caring the most is often the best strategy.

As Jim said: “You don’t need to be first or the biggest—you just need to care the most.”

Jim Penman’s story is more than just a tale of entrepreneurial success—it’s a blueprint for building a business that prioritizes people and values over profits. His philosophy of putting franchisees first created a ripple effect that fueled the rapid growth of Jim’s Mowing and the broader Jim’s Group.

For entrepreneurs and small business owners, Jim’s story is a reminder that true success comes not from flashy marketing or big budgets but from genuinely caring about the people you serve.

Everything I write about is my own opinion or things I’ve either researched, taken a picture of, seen news about, and want to share. Let’s keep the conversation going, post a comment below.

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