Soundcore Announces Chief Executive Officer and Chairman of the Board of TreeServe

NEW YORK, April 29, 2025 /PRNewswire/ -- Soundcore Capital Partners, LP ("Soundcore"), a New York-based private equity firm, is pleased to announce the appointment of Cheri Michaels as Chief Executive Officer of TreeServe, LLC ("TreeServe").  "We are delighted to have Cheri at the helm of our latest platform, TreeServe. A consistent hallmark of Cheri's experience has been engaging teams and inspiring them to achieve distinctive results. Her track record leading other landscaping investments to outperform competitors and peers gives us great confidence that she can lead TreeServe to achieve its full potential," said Jarrett Turner, Managing Partner and Founder of Soundcore. 

As President of Turner Pest Control, Cheri acquired and integrated 20+ companies while driving sustained 8% organic growth and achieving EBITDA margins of 24%. "I am thrilled to join TreeServe as CEO and lead our mission to care for trees vital to our environment and communities. I look forward to guiding the company's growth and making a meaningful, lasting impact alongside our dedicated teams," said Cheri Michaels, the new CEO of TreeServe.  Her tenure at Turner was marked by a dramatic improvement in employee engagement. 

Furthermore, Soundcore is pleased to announce the appointment of Bill Lasky as Chairman of the Board of TreeServe. "We are delighted to have Bill Lasky as Chairman of the TreeServe Board.  Bill has been an operating partner and member of the Executive Board at Soundcore from the very beginning and his experience and counsel have significantly contributed to Soundcore's investment strategy and success to date. We are grateful that Bill has agreed to the lead TreeServe Board," said Jarrett Turner, Managing Partner and Founder of Soundcore. 

Bill's experience after serving in the Army includes 23 years with the Dana Corporation where he was President of Global Filtration Products, CEO and Chairman of JLG industries, whose excavators and rough terrain forklifts worked alongside the tree care business, CEO and Chairman of Accuride Corporation. Bill is currently the Chairman of Stoneridge Corporation. Bill Lasky said, "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 from the day Jarrett Turner founded the firm.  Soundcore launched this platform in tree care, plant and shrub health care and potentially the lawn care service sector with investments in Princeton Tree Care and Clauser Tree Care in March 2025. This market presents exceptional potential for consolidation, sustained growth both organically and through add on acquisitions. TreeServe is the latest example of Soundcore's thesis-driven buy and build investment strategy which identifies highly fragmented, recession resistant businesses offering outsourced services. TreeServe presents an exciting opportunity for Soundcore investors, acquired businesses and their team members along with the customers we serve."

About Soundcore
Soundcore Capital Partners was founded in 2015 by Jarrett Turner and is based in New York, NY. Soundcore is a thesis-driven private equity firm that specializes in buy-and-build investments in the lower middle-market that are headquartered in the United States and Canada. Soundcore has completed 96 acquisitions across 12 platforms and focuses primarily on business & outsourced services, industrial services, specialty manufacturing, and value-added distribution sectors. For more information, please visit: www.soundcorecap.com.

Soundcore is actively seeking additional acquisitions. Please contact Alex Bues regarding new platforms and add-on opportunities for our existing portfolio, including TreeServe.

Alex Bues
Partner, Head of Deal Origination
[email protected]
(212) 812-1186

About TreeServe

TreeServe was created in 2025 as a platform in the tree care services sector and launched by the initial investments in Princeton Tree Care and Clauser Tree Care. Princeton and Clauser are leading tree care service providers specializing in tree trimming and pruning, tree and stump removal, plant and shrub healthcare, and emergency and storm services. TreeServe is focused on high growth MSA's across the Northeast, Southeast, and Midwest United States, with an initial focus in the MidAtlantic. For more information, please visit: www.calltreeserve.com, www.princetontreecare.com and www.clausertreecare.com.

TreeServe's office is now open at 90 Fort Wade Road, Suite 100, Ponte Vedra, FL 32081

TreeServe Phone Number: (904) 426-5502

Media Contact:
Elizabeth Olt
[email protected]
(212) 812-1432

SOURCE Soundcore Capital Partners