Jim’s Story
Jim Penman started a lawn-mowing side job in 1982 while completing his PhD in history at La Trobe University. He only meant to support his research and his family. His investment was just $24 and a second-hand mower. What began as a way to pay the bills quickly grew into something bigger. By 1989, Jim had transformed that side hustle into a franchise model – Jim’s Mowing.
From there, Jim expanded into dozens of service divisions. Today, Jim’s Group covers around 50 different services including cleaning, dog wash, fencing, roofing, plumbing, and more. The business now spans over 5,000 franchisees across Australia, New Zealand, the UK, and Canada, with annual turnover reaching close to $1 billion.
Jim credits this growth not to luck, but to relentless improvement and a focus on supporting franchisees. He built strong training programs, invested in infrastructure like a purpose-built training centre in Mooroolbark, and created customer service systems to protect both franchisees and clients. Jim remains personally accessible to franchisees, sharing his mobile and email, and still taking calls directly.
He has also reinvested profits into research. His lifelong interest in history and human behaviour led him to fund millions of dollars of scientific studies, and he established the Institute for Social Neuroscience in 2017.
The story hasn’t been without challenges. Jim has faced disputes with franchisees over contracts, fees, and divisions such as Dog Wash. Some operators have struggled, citing hidden costs and financial stress. Jim has acknowledged these challenges while maintaining his commitment to improving systems and supporting those in the business.
Despite building a billion-dollar brand, Jim remains modest and frugal. He continues farming, funds research, and focuses on service and people. He often says he is “a lot more famous than rich,” keeping perspective on what matters most.
Timeline
1982
Started mowing part-time during PhD, with $24 and second-hand gear
1989
Launched Jim’s Mowing under a franchise model
1990-2000s
Added dozens of divisions, built training centre and support systems
2009–2010
Franchisee disputes over fees and contracts; resolved through negotiation
2017
Established Institute for Social Neuroscience to fund research
2020s
Reached over 5,000 franchises and around $1 billion in turnover
Today
Jim remains active through podcasts, Q&A sessions, social media, and ongoing research funding
Jim is active on:
