Soundcore Welcomes Cheri Michaels as CEO of TreeServe, Enhancing Tree Care Services

Soundcore and TreeServe: A New Chapter in Tree Care

In an exciting development for the tree care industry, Soundcore Capital Partners has officially appointed Cheri Michaels as the Chief Executive Officer of TreeServe, LLC. This announcement marks a significant move for both Michaels and the newly formed TreeServe, a company dedicated to enhancing tree care services across various regions. With her wealth of experience in the sector, Cheri is poised to lead TreeServe into a new era of growth and community impact.

Cheri Michaels: A Proven Leader

Cheri Michaels comes to TreeServe with an impressive track record. Previously serving as President of Turner Pest Control, she successfully managed the acquisition and integration of over twenty companies. This experience not only diversified the service offerings of Turner Pest Control but also drove an organic growth rate of 8% and impressive EBITDA margins of 24%. Michaels’ ability to engage and motivate teams has consistently led to outstanding results, making her a valuable asset for TreeServe.

In her new role, Cheri expressed enthusiasm about the company’s mission, stating, "I am thrilled to join TreeServe as CEO and lead our mission to care for trees vital to our environment and communities." Her commitment to sustainable practices and community integration shapes her vision for TreeServe, as she prepares to steer the company towards fulfilling its potential and making a positive, lasting impact.

Soundcore Capital Partners: Background and Vision

Founded in 2015 by Jarrett Turner, Soundcore Capital Partners is a New York-based private equity firm that specializes in thesis-driven investments. With a focus on the lower middle-market, Soundcore aims to invest in businesses that provide outsourced services across various sectors, including tree care. The firm has completed an impressive 96 acquisitions to date and continues to seek opportunities for further growth.

Jack Turner, the Managing Partner and founder of Soundcore, welcomed Cheri Michaels as CEO, praising her leadership qualities and highlighting her success in previous roles. Turner's confidence in Michaels reflects Soundcore’s strategy of empowering strong leaders to drive their portfolio companies forward.

Bill Lasky: Chairman of the Board

Alongside the appointment of Cheri Michaels, Soundcore also announced Bill Lasky as the Chairman of the TreeServe Board. Lasky brings a plethora of experience to the board, having served in leadership roles at notable companies such as Dana Corporation and JLG Industries. His diverse background in both military and corporate environments positions him as a strategic leader capable of guiding TreeServe through its growth phases.

Lasky expressed his excitement regarding the new role, stating, "I'm excited to join the board of TreeServe. I've had the privilege of working closely with Soundcore and witnessing its continued growth and successes." His history with the firm and familiarity with the tree care market will only enhance TreeServe's strategic positioning.

A Bright Future for TreeServe

TreeServe was launched in 2025, focusing on providing comprehensive tree care services, including trimming, pruning, and emergency services. Initial investments in Princeton Tree Care and Clauser Tree Care represent a strategic move by Soundcore to enter a market with great potential for growth. TreeServe is committed to servicing high-growth markets in the Northeast, Southeast, and Midwest, with plans to establish a strong presence in the Mid-Atlantic region, where the demand for tree care is on the rise.

As TreeServe embarks on this journey under the leadership of Cheri Michaels and the guidance of Bill Lasky, the company is set to position itself at the forefront of the tree care industry. This strategic development not only aligns with Soundcore’s growth aspirations but also reflects their commitment to supporting environmental health and community well-being.

For further information about TreeServe and its services, you can visit www.calltreeserve.com or contact their new office located in Ponte Vedra, Florida.