Dylan DeGroat’s journey to leading franchise development for rapidly growing home services franchise Joshua Tree Experts involved numerous stops, including some in the Middle East. It all started in a small Indiana town when a young Dylan decided to join the Army National Guard during his college years at Ball State University, and then commissioned after graduation. His 10 years of military service, which included serving in the Indiana and Pennsylvania National Guards and deploying to Iraq, was not just a phase in his life but a pivotal period that provided him with foundational experience. This experience allowed him to hone his logistical and strategic thinking skills—qualities essential to his success in franchise development.
Dylan deployed to the Middle East in 2020, shortly after the world shut down due to the COVID-19 pandemic. During those 10 months in Iraq, Jordan, Syria, and Kuwait, he not only fulfilled his military duties but also spent a lot of time talking with his fellow soldiers. One of those conversations led to him unofficially selling a franchise to fellow service member Caleb Hill.
“I was deployed when my uncle, Joshua Malik, told me he was going to begin franchising his tree, pest, and lawn care business, Joshua Tree Experts,” said DeGroat. “So, I was telling my buddy Caleb about the opportunity, and he told me, ‘If you’re ever in the position to sell franchise agreements, I’d love to come on board.’”
After Caleb returned from overseas, he and his father, Seth Hill, became the brand’s second multi-unit franchisees in early 2024 with territories in the Pittsburgh area.
An Unexpected Path
Becoming a director of franchise development wasn’t necessarily a part of Dylan’s original career plan. Dylan got his bachelor’s degree in criminology and became a family case manager with the Indiana State Department of Child Services. He then worked with the Muncie Police Department. The death of his 18-year-old brother in a motorcycle accident pushed him to move to Pennsylvania to be closer to family. While going through the application process with a local police department, Dylan took a job with his uncle’s tree care business to fill the time.
Joshua Malik started Joshua Tree Experts in 2005 by offering plant and general tree care services from his three-car garage. During his first ten years, he expanded from his garage into a commercial site and added pest control and lawn care services to the business.
Seven years later, Dylan is no longer filling time with Joshua Tree Experts, but instead helping the brand with its nationwide expansion. He’s worn many hats within the company. He started as a crew worker in the lawn care department, then moved to supervisor and recruiter. Dylan helped launch the company’s pest control services. After officially leaving the military at the end of 2021, Dylan continued to help Joshua Tree Experts grow and begin franchising. He’s been in his role as director of franchise development for 18 months.
“Joshua Tree Experts runs in my blood, and I’m privileged to have the opportunity to share my love and passion for this company with others,” said DeGroat. “My previous jobs gave me the ability to connect with people, and I developed a good intuition that helps me determine if candidates are the right fit for our brand.”
Empowering Veterans Through Franchising
Recognizing the discipline, structure, and leadership veterans bring, Dylan hopes to attract more veterans to the Joshua Tree Experts franchisee network. The company offers a 10 percent discount off the $49,500 franchise fee for qualified veterans, making business ownership more accessible to those who have served.
“Everything we’re taught in the military is based on standard operating procedures. There’s a book on how to perform every little task. We have that, too, in franchising. We’ve created a manual on everything from scheduling an appointment to completing a service,” said DeGroat.
The Vision for Joshua Tree Experts
With Dylan at the helm, Joshua Tree Experts has grown significantly, with ambitions to become a household name in tree care and lawn services. In just the first six months of 2024, the brand grew by 150 percent, adding 18 territories, bringing its total to 30. Joshua Tree Experts is now in Pennsylvania, New York, New Jersey, Indiana, North Carolina, and Colorado. With Dylan leading franchise sales, Malik says he hopes to grow the brand to 100 territories in the next four years and to have performed over a million services brand-wide within the next 10 years.
“I am so proud and grateful to Dylan for all he has given to our country and this company,” said Malik. “His years in the military helped hone his skills, and he is the perfect person to attract motivated franchise owners to our system. Our services fill a niche within the tree and plant care industry as we look to save trees instead of knocking them down, and Dylan is committed to bringing people on board who share our vision.”
The strategy is to expand that vision nationwide through a robust franchise model that provides quality and sustainable services. Dylan has already established himself as a leader who will grow with the franchisees, providing comprehensive support, and equipping them with essential tools and knowledge to flourish. He looks forward to enhancing corporate support systems as they expand.
“This is one of the most rewarding positions. I love watching the journey of someone that goes from knowing absolutely nothing about franchising or our brand to taking them to the point where they’re ready to sign a franchise agreement and start their own business,” said DeGroat.
Dylan’s journey from serving the country to leading franchise development at Joshua Tree Experts shows how most veterans’ skills are easily transferable to franchising. Veterans’ discipline and structure are what make the hundreds of veterans in franchising thrive.