How a Gardener from Ulm Conquered HafenCity
Interview with Thomas Zaiser, Managing Director of Zaiser GmbH
A wheelbarrow in a Golf 2, a 400,000 DM loan without collaterals, a bank director who trusts his gut feeling - this is how the story of Zaiser GmbH garden design began in 1993. Today, 31 years later, the company is carrying out multimillion projects in Hamburg's HafenCity and is regarded as one of the most innovative garden and landscaping companies in the Ulm region. What sets Thomas Zaiser apart from other entrepreneurs?
At 23 years old and without a single day of employment outside his apprenticeship, Thomas Zaiser took the plunge into self-employment. He calls it 'youthful recklessness' today, with a smile. But the one-man show from back then has grown into a company with 60 employees and 10 office staff, now generating an annual turnover of between 6 and 7 million EUR. Ten years ago, the turnover was still at 1.5 million EUR. The development was steady, but never rushed. One employee, two, three – the company grew organically. Initially, it was exclusively private gardens, classic maintenance work like lawn mowing and hedge trimming. Over time, new installations were added, then larger projects: walls, green roofs, ponds, entire parks. 'Our profession has many facets, which doesn't always make it easy,' explains Thomas Zaiser.
Diversification as a Success Strategy
Especially in the last five years, the company has made great strides. The turning point came with larger projects like the Sedelhöfe in Ulm. The collaboration was so successful that the client brought Gartengestaltung Zaiser GmbH to Hamburg two years ago for the 'Eleven Decks' project right at the HafenCity. With nearly 4 million EUR, it was the largest order in the company's history. Meanwhile, the second order in Hamburg is already underway. The success is based on diversification: "I've always said, it's hard to stand on one leg, good on two, but actually, you need to stand on many." The portfolio ranges from public contracts to private gardens and commercial customers. A separate department is responsible for garden maintenance, and the Zaiser GmbH garden care package offers year-round comprehensive service. "From the call from grandma asking if we can dig up the garden, to the million-euro project – we do everything."
Crises as Opportunity
The coronavirus pandemic was a disaster for many industries – but for Gartengestaltung Zaiser GmbH, it was a gain. "We were lucky, we were outside. People focused on their four walls, and we had an incredibly large number of orders," recalls Thomas Zaiser. He does not shy away from current challenges either. Thanks to its broad positioning, the team at Gartengestaltung Zaiser GmbH can compensate in one area what it loses in another. Another advantage: "We have a generation of older, wealthier people – these are our top customers," explains Thomas Zaiser. People who want to beautify their garden for their retirement years.
Sustainability as a Trend
Thomas Zaiser observes a clear trend among corporate clients: sustainability and biodiversity. "Companies place great value on this," he reports. Thus, Gartengestaltung Zaiser GmbH collaborates with several companies, conducts training sessions, sets up insect hotels, builds nesting boxes for bats and birds, plans bee-friendly plantings, and much more. "Sometimes I feel that large companies like to flaunt this, but the result is good." Climate change is also altering business. For employees who work outside in the heat, the company provides straw hats, sunscreen, and free water. Customer plantings have changed — more heat-resistant species are in demand. Above all, irrigation systems and cisterns are booming. "In 50 to 70% of new installations, we offer this and install it," says Thomas Zaiser. Previously, rainwater was directed into the sewer, today it is collected and delivered through irrigation systems precisely where it is needed.
People before Machines
"We are usually not the cheapest and we do not want to be," says Thomas Zaiser confidently. What customers get: professional, timely work – and reliability even when something goes wrong. "Something goes wrong for everyone at some point. Then you have to admit your mistakes and deliver." But expertise alone is not enough. "If you have people who cannot behave or do not maintain a proper relationship with customers, that's a disaster," explains Thomas Zaiser. The mix of professional skill and human competence makes the difference. This also applies internally: employee turnover is minimal, many have been there for 15 to 20 years. The secret to success: trust over control. The project managers do not have fixed working hours. "I do not monitor them, I do not know where they are, when they come, when they go. What counts for me is the result." Employees are paid above average, with numerous benefits. But most importantly: "If they have a personal problem, they come to me. Then I help them. That is my mentality: giving and taking." Every evening, the crews share pictures of their work in a WhatsApp group. "Every evening I see what great things we achieve. It's an incredibly satisfying feeling."
Looking Forward
For the future, Thomas Zaiser bets on artificial intelligence. After a workshop in Hannover, he was "shocked and fascinated at the same time — AI is a huge opportunity." While AI cannot build and maintain gardens, "we are already using it for planning and organization." A branch in Hamburg is being considered, the next generation has time to find their way. Thomas Zaiser's goal is not to become the biggest gardening business in Germany. "My intention is that we have fun, all together. We work very hard every day, and it should be enjoyable." His creed after 31 years: "Every company is only as good as its employees. If I show up here tomorrow morning and no one is on the premises, then I have a problem. An entrepreneur must never forget this. How you treat people, that's how it comes back."