New podcast connects outdoor trades nationwide

By Jesse Sanchez. 

Connecting outdoor trades through education community insight across evolving construction markets nationwide. 

OutdoorCoffeeShop™ expanded its media footprint with the launch of From the Ground Up™, according to the debut episode featuring host Karol Weyman and Heidi J. Ellsworth. Their conversation introduces the new podcast while diving into the platform’s purpose within the broader Coffee Shops ecosystem and its expansion into outdoor living. 

Heidi traced the company’s roots to roofing in 2002, explaining how RoofersCoffeeShop® has grown beyond the scope of roofing, with MetalCoffeeShop® following in 2021 and CoatingsCoffeeShop® in 2023. That progression now extends into outdoor living with OutdoorCoffeeShop, a new venture driven by longstanding respect for the trades and firsthand exposure to landscapers, pool and spa professionals and general contractors. 

Karol brings more than 30 years of construction marketing experience to the table. That background shapes the podcast’s focus on sharing insightful conversations about practical education, connection and accessibility rather than simply for promotions. The vision for the platform and space is to become a community for industry professionals to gather and share insights for the betterment of the industry at large.  

Karol described the platform’s purpose through its structure and tools, saying, “We are bringing an industry together, elevating them by giving them tools and you know all the different aspects that help your companies grow and your business grow. Whether we, you know, part of our platform, we have directories, have associations. We're able to connect you to other people in the industry. We're able to educate and train through some of our platform.” She added that users can engage at different levels, from quick searches to deeper learning, reflecting varied preferences for articles, podcasts, webinars and live events. 

Heidi explained that the Coffee Shops model centers on meeting contractors where they already work and learn. She shared, “We are actually the place where contractors meet, all of their information is here.” That approach allows professionals to access insights through newsletters, social channels, podcasts and the newsroom. 

Community remains central to the expansion. Heidi noted the value of bringing adjacent trades together to improve understanding across job sites. Shared stories and perspectives help reduce friction while supporting collaboration throughout outdoor living projects. 

Looking ahead, the discussion outlined plans for original reporting, contractor stories, influencers and live event coverage. The launch reflects a familiar Coffee Shops goal of providing a reliable gathering place for industry professionals. Together, the podcast and platform aim to strengthen connections across the outdoor trades while supporting long-term industry growth. 

Listen to the podcast to ;earn more about Outdoor Coffee Shop and From the Ground Up podcast connecting outdoor trades nationwide!