How NAIAD Irrigation Books 4,500 Jobs a Season w/ GM Jeff Soch

This week on Trades Talk, Justin White sits down with Jeff Soch, General Manager of NAIAD Irrigation, to break down how a seasonal irrigation company scaled from a small operation into a multi million dollar service machine powered by software, systems, and disciplined execution. From starting in disaster restoration at age twelve to leading one of Canada’s most systemized irrigation businesses, Jeff shares how technology, certifications, and simple but repeatable processes became the backbone of their growth. This episode is a masterclass in operational clarity, field accountability, and building a scalable service model in a highly seasonal trade. In this episode, we cover: • How ServiceTitan became the growth engine behind NAIAD’s expansion from 10 vans to 20 service technicians • Why simple, repeatable SOPs and KPIs outperform complicated management systems • The power of membership models and pre booking 80 percent of seasonal capacity to eliminate scheduling chaos • Building a certification driven culture through the Irrigation Association and structured technician development • Why looking to HVAC and electrical trades for inspiration can unlock massive innovation in landscaping and irrigation Jeff also breaks down performance pay, dispatch automation, daily technician huddles, and how to maintain elite customer communication across 4,500 seasonal service visits per year. If you want to build a more predictable, scalable, and tech enabled service operation, this conversation is a blueprint. Jeff Instagram , Email , Youtube JW Group Website / Justin Instagram K&D Website / K&D Instagram  Disruptors Community  Disruptors Advantage Newsletter