Let's get down to business: Hugo Loudon

HUGO Loudon is the managing director of Heritage Tree Services in Henley. It has a professional team of arborists and consultants who deliver informed advice. They also manage and maintain a range of important trees in the area. Away from the business, Hugo is a professional drummer and is building a Second World War aviation museum in honour of the lost air crews.

Describe your business

We are a multi-disciplinary arboriculture company specialising in tree management contracting, prescriptive tree surgery, tree consultancy and tree planting, including design and supply of semi-mature trees from the UK and abroad. We also specialise in tree relocation.

How many people does it employ?

We are a team of 12, comprising arborists and ground crew, consultants and office staff.

What did you do before starting this business?

I worked as a session drummer and toured and recorded with various bands. Often the work had big gaps, so I was also a postman, supermarket worker and a veg shop delivery driver.

When did you start your business?

I started it in 1987. I had been a contract tree climber but my main source of work relocated to Scotland. In honesty, I didn’t have the confidence to go out

on my own but demand washed away that insecurity.

What was your objective?

To produce a formula that gave clients great value and results and retain ongoing working relationships.

Do you have a mentor or role model?

I love Leonardo da Vinci. His curiosity in all things shaped an incredible character whose innovations impacted so many areas of society. Amy Johnson for her pursuit of flying at a time of oppression for women to pursue dreams, to name a few.

What would you do differently if you started again?

I would reflect on my character and behaviour and appraise in an unbiased way.

How is your business doing?

We have just completed the largest tree planting project in Europe here in England. We are now consulting for the Environment Agency and HM Crown Estates for the Royal Parks.

Do you compare on a regular basis?

We are so diverse in our delivery of tree services, it is difficult to appraise. There is always so much to do.

How do you market your business?

We are word of mouth but we also have someone who is very talented on social media, who comes up with magical things for the various platforms.

What's the best thing about running your business?

Imparting tree knowledge to clients. This helps the understanding of trees and gives clients the opportunity to take ownership and pride in them. I also enjoy seeing my team develop in their careers.

What's the most challenging aspect?

Personalities can be complex at times. Team cohesion needs to be free of any misconceptions. I focus on encouraging my team to look out for and be honest with each other.

Where is your business headed?

Education and assisting the world to understand trees and subsequently make good management decisions.

How important are online sales?

We sell consultancy and trees, especially semi-mature and wood chip, to assist holistic tree growing environments.

Do you have a five-year plan?

To support my team, innovate and assist the arboriculture industry in grey areas.

Do you have a good work-life balance?

It was tough in the early days, when climbing trees, maintaining equipment and staying up late doing the accounts. But then I worried that I didn’t spend enough time with my three wonderful sons and their lovely mother. The work life balance has had to improve.

Do you set any goals at the start of the financial year?

Yes, to look out for my team and clients and make the time spent with them fulfilling. That’s more important than financial goals.

What's the most valuable thing you've learned?

Learn, listen, absorb and shut up 50 per cent of the time. Look out for hidden talents and give people a chance.

What advice would you give to anyone starting a business?

Be passionate about your chosen role, be obsessive in your pursuit of excellence and be technically brilliant.

What’s the biggest mistake you’ve made?

Not being able to be unbiased in your own

personal appraisal.

How organised are you?

Could do better.

What are you most looking forward to in 2025?

Any good result helping environmental aptitude and awareness.

How are you planning for retirement?

Never. I will be part of planting, consulting and tree relocation forever. My work will never be done.

What three qualities do you think are most important?

Be a complete expert in your field. Live and breathe your profession. Understand client needs and be proficient at delivering solutions.

What can’t you do without every day?

Smiles, coffee, a boiled egg, good jazz and the occasional glass of red wine in the evening.

Do you continue to study?

Very much so. I believe in continual career development and that is part of ours and the industry’s remit.

What do you read?

Socrates, Plato and Aristotle. No fiction.

What change would you most like to see in 2025?

Younger people in politics.