Your guide to Cultivate’25

Cultivate ’25 is right around the corner. The conference in Columbus, Ohio, promises plenty of educational sessions to improve your growing and management skills.

Our preview includes some of the garden retail educational seminars you can attend. For the full list of educational sessions, visit the Cultivate '25 website. Refer to AmericanHort’s on-site guide for up-to-date session times and locations.

MORE: Are you ready for Cultivate? Check out these trade show dos and don'ts

Cultivate'25 schedule:

• Saturday, July 12: Education sessions 8 a.m. to 5 p.m., trade show closed.
• Sunday, July 13: Education sessions 8 a.m. to 5 p.m., trade show floor open 9:30 a.m. - 5 p.m.
• Monday, July 14: Education sessions 8 a.m. to 5 p.m., trade show floor open 9 a.m. - 5 p.m.
• Tuesday, July 15: Education sessions 8 a.m. to 12 p.m., trade show floor open 9 a.m. - 2 p.m.

Saturday, July 13

Discovering Your Why: Leading with Vision and Purpose

Time: 8 a.m. to 12 p.m.

Location: Union Station Ballroom C

What drives your leadership? This extended session will guide garden center owners and managers in uncovering the core purpose behind their business or organization. Dive deep into the “why” that fuels your work and learn how aligning your purpose with your leadership style can motivate your team and create lasting impact.

Explore how a clear sense of purpose shapes decision-making, strengthens team connections and fosters meaningful growth. Leave empowered to lead with clarity and conviction, ensuring your values align with the direction and success of your business. This session is designed to inspire and uplift leaders, helping them drive their organizations with authenticity and purpose.

Speaker: Rob Sproule, owner of Salisbury Greenhouse and Dig Marketing

Enabling Sales Results and Growth: The Power of a Structured Sales Process

Time: 9 a.m. to 10 a.m.

Location: A223

A well-defined sales process is essential for a successful sales team, yet many businesses struggle to create one that delivers consistent results. In this session, you’ll discover why a structured sales process is key to driving predictable outcomes and how to design one tailored to your team’s needs.

Gain a step-by-step approach to building a process that improves efficiency, supports your salespeople and aligns with your company’s growth goals. Whether you’re revamping or starting fresh, you’ll leave with actionable insights to close more deals, enhance forecasting accuracy and achieve scalable growth.

Speaker: Neal Glatt, coach, speaker and trainer at Neal Glatt

Nothing Small About It: Rethinking Local and Independent Retail

Time: 9 a.m. to 10 a.m.

Location: A113

Discover the power of redefining your business as “local and independent” instead of “small.” This session will cover how to make a big impact on a small budget, grow community connections to gain support and plan and execute events that enhance your reputation. Leave with fresh ideas to position your business as a valued cornerstone of your community.

Speakers: Katie Elzer-Peters, founder and CEO of The Garden of Words; Benjamin Futa, founder and CEO of Botany; Amanda Thomsen, owner of Aster Gardens

Managing & Motivating the Multi-Generational Green Industry (Multi-Generational Panel)

Time: 9 a.m. to 10 a.m.

Location: A110

For the first time in history, five generations collide in the workforce: The Silent Generation, Baby Boomers, Generation X, Millennials and Generation Z. Generation Z is quickly infiltrating the industry, and millennials are stepping up to take over leadership positions, bringing new ideas surrounding technology, management and communication styles, company culture and personal and professional values and expectations.

In this panel, professionals across the four prominent generations in the workforce share their experiences, providing perspective and insight into what once was versus today’s reality.

Speakers: Paige Franks, senior executive search adviser at BEST Human Capital & Advisory Group; Todd Downing, managing partner at BEST Human Capital & Advisory Group; Karin Walters, CEO of Walters Gardens; Marta Maria Garcia, head of product management, marketing and retail for North America at Dümmen Orange

AI to Strengthen Grower Capabilities, Not Replace Them

Time: 10:30 a.m. to 11:30 a.m.

Location: Union Station Ballroom A

AI isn't just a plug-and-play solution; it demands quality data tailored to your unique operation. Properly integrated, AI cuts through the noise to streamline decision-making. Imagine synchronizing AI with your workers' tasks to manage farm labor seamlessly, adapting in real-time to daily shifts and providing clarity on top-priority tasks.

It's about empowering your team with actionable guidance, from de-leafing schedules to nutrient delivery, while managers engage in strategic planning. This isn't about replacing human expertise; it's about amplifying it with smart, data-rich insights.

This session will cover real life examples of how growers capture efficiencies with AI, multiplying grower productivity and improving incentive systems.

Speaker: Julian Ortiz, co-CEO at ADAVIV

Sunday, July 13

New Plant Varieties and Trial Results: Trends and Innovations

Time: 9:45 a.m. to 10:45 a.m.

Location: A123

Stay ahead of the curve with insights into the latest plant varieties and trial results shaping the future of greenhouse production. This session will highlight must-have annuals for the upcoming season, their performance in trials and how they can enhance your production offerings. Learn how trial data translates to real-world results and discover the implications these innovations have for growers.

From standout performers to emerging trends, this session will equip you with the knowledge to make informed choices that align with market demands and consumer preferences.

Speaker: Ryan Doughty, production manager at Moss Greenhouses

Pest Management Update with the Bug Lady

Time: 9:45 a.m. to 10:45 a.m.

Location: Union Station Ballroom A

Keeping up with the latest pest management technologies, products and research can be a time-consuming task. Fortunately, The Buglady dedicates herself year-round to staying at the forefront of this information. In this session, she will consolidate and present the most up-to-date insights from meetings she has attended and products she has found.

Speaker: Suzanne Wainwright-Evans, owner of Buglady Consulting

2026 Garden Trends

Time: 9:45 a.m. to 11 a.m.

Location: Union Station Ballroom B

Why should you care about trends? It’s simple. Trends drive consumers and consumers drive sales.

Katie Dubow, president of Garden Media Group, will outline the new 2026 Garden Trends, including the color of the year, and offer tips on how to apply each trend to your own business.

Speaker: Katie Dubow, president of Garden Media Group

Optimize Moisture Management to Grow Your Best Crops Ever

Time: 11:15 a.m. to 12:15 p.m.

Location: Union Station Ballroom A

Optimizing irrigation and moisture management is the key to producing high-quality bedding plants. However, different greenhouse environments, irrigation tools and other factors often create barriers to consistent moisture management that ultimately lead to crop failures.

Gain access to educational resources for growers of all skill levels.

Speaker: Nick Flax, technical services specialist at Ball Seed

Harnessing the Power of Social Media for Garden Retail Success

Time: 1:15 p.m. to 2:15 p.m.

Location: A213

Social media is a game-changer for garden retailers, offering powerful tools to attract new customers, engage loyal fans and drive store traffic. This session dives into creating compelling content, understanding platform algorithms and staying ahead of social media trends.

Learn how to produce high-quality, engaging video content and leverage platforms like TikTok to turn followers into raving fans. Gain insights into what works (and what doesn’t) across different platforms to maximize your reach and impact.

Whether you’re just getting started or looking to refine your strategy, this session will equip you with actionable tactics to grow your brand and thrive in the digital age.

Speaker: Michael Fiore, president of Smith’s Gardentown

Monday, July 14

Beyond Transactions: Elevating the Customer Experience to Win Over the Emerging Generation

Time: 9:30 a.m. to 10:30 a.m.

Location: Union Station Ballroom C

Today’s consumers expect more than just products — they want an experience. As big-box retailers expand their garden offerings, independent garden centers must differentiate by creating a five-star customer experience that keeps shoppers engaged and coming back.

This session explores consumer behavior trends and delivers practical, high-impact strategies to transform your store into an experience-driven destination. Discover how top garden centers increase customer loyalty, drive repeat visits and boost sales — without major investments. Learn simple yet powerful changes you can implement immediately to create an engaging, memorable shopping experience that sets you apart.

Speakers: Jon Morrison, co-founder at Brands in Blooms; Jeff O’Brien, co-founder at Brands in Blooms

Cultivating Success: Navigating and Hiring in Today's Candidate Market

Time: 9:30 a.m. to 10:30 a.m.

Location: A223

In today’s competitive hiring market, finding and retaining top talent is more challenging than ever. This session, led by the founder of AgHires, an agriculture recruiting firm, explores how shifts in candidate behavior and expectations are reshaping the job market. Gain insights into the latest hiring trends, understand what drives candidates and learn how to appeal to them effectively.

Discover a practical hiring playbook to attract top talent by streamlining your recruitment process and enhancing your employer brand. You’ll also explore strategies to boost employee engagement, reduce turnover and foster long-term retention.

Whether you’re expanding your team or aiming to keep employees motivated, this session offers actionable tools to help your organization thrive.

Speaker: Lori Culler, founder and owner of AgHires

Is Anyone Listening? Does Anyone Care? Cultivating a Culture of Engagement at Your IGC

Time: 9:30 a.m. to 10:30 a.m.

Location: A110

This session explores the challenges of creating meaningful change and offers actionable insights and proven strategies for transforming an IGC into a thriving culture of engaged, ownership-minded leaders.

Attendees will learn how leveraging technology, embracing skill diversity and integrating constructive feedback can elevate their own IGC and foster a culture of genuine engagement and care.

Speaker: Sarah Polzin, co-owner & vice president of retail operations at Down to Earth Garden Center

How a Quick Sketch Can Double Your Sale

Time: 10:45 a.m. to 11:45 a.m.

Location: A113

A simple hand-drawn sketch can be a game-changer in closing sales. This easy-to-use tool helps clients visualize their space, understand your recommendations and confidently move forward with their purchase.

Whether you're a garden retailer or a landscape professional, integrating quick sketches into your sales process can boost buyer confidence, streamline decision-making and increase sales.

Learn how to use this technique effectively, match your vision with the client’s expectations and turn ideas into revenue.

Speaker: Ryan Watkins, CEO of HortMentor

Women in Horticulture Luncheon — The Intuitive Edge: Unlock Success Through Your Inner Wisdom

Time: 12 p.m. to 1:30 p.m.

Location: Short North Ballroom

Fortune 500 companies, top universities and even the U.S. military have invested millions to study intuition. Why? Because intuition is a measurable, science-backed component of decision-making that can be trained and applied for exceptional results.

While everyone has intuition, women face unique challenges in using it. Many women hesitate to act on their intuition, worrying they might be wrong, fearing judgment for relying on it or hesitating to challenge group consensus when their gut feeling goes against the norm.

This talk will empower you to be confident in your decision-making and trust your instincts. You’ll gain tools and insights to navigate complex decisions, achieve better work-life balance and build stronger, more effective teams — all by harnessing the power of your intuition.

Speaker: Meg Morrison, owner of MTM Coaching and Consulting

Tuesday, July 15

Healthy Body, Healthy Business: A Road Map to Revenue, Relationships and Relevance in Today’s Changing Economic Environment

Time: 9 a.m. to 11 a.m.

Location: Union Station Ballroom C

The health of your body mirrors the health of your business — both require time and focus to ensure longevity and sustainability. This session explores the parallels between personal wellness and business vitality, providing insights and strategies to create strong, stable habits for 2025 and beyond.

Discover how metrics like body weight compare to inventory, blood pressure to labor/sales ratios and BMI to profitability. Through practical advice and real-world examples, you’ll learn how to balance personal and professional priorities to build resilience and adaptability in a shifting economic landscape.

By aligning healthy habits in both areas of your life, you’ll gain a "prescription for success" to ensure you and your business thrive in the face of challenges. Don’t wait for illness — make time for wellness now to secure a strong foundation for 2026 and beyond.

Speaker: John Kennedy, speaker, author and strategist at BoomerWrangle

Deep Dive into Displays: Creating Inspiring and Sales-Driving Merchandising

Time: 9 a.m. to 12 p.m.

Location: A123

Are you tired of building the same boring displays? This hands-on extended session will inspire you to transform your merchandising approach.

A well-executed display does more than just showcase products — it tells a story, engages customers and drives sales. Join experts from Garden Center Consultants as they guide you through a dynamic session on the art and science of display building. Learn practical techniques, explore innovative materials and gain insights into the psychology behind effective visual merchandising.

Whether you're looking to refresh your seasonal displays or overhaul your entire store layout, this interactive session will provide actionable strategies to elevate your garden center’s shopping experience.

Speakers: Erik Dietl-Friedli, co-founder of Garden Center Consultants; David Williams, co-founder of Garden Center Consultants

Succession & Exit Planning: What’s Your Endgame for a Regret-Free Business Exit

Time: 9 a.m. to 12 p.m.

Location: A213

What’s your endgame? Every business owner will eventually exit — will you do it by choice or chance? This hands-on extended session will equip owners with the tools to plan and execute a successful transition. Through interactive exercises and expert insights, you’ll gain clarity on your ideal transition path and the steps needed to maximize business value.

Speakers: Chris Cimaglio, managing partner at BEST Human Capital & Advisory Group and PivotPoint Business Solutions; Robert DeAngelis, consultant at The Family Business Consulting Group; Rick Krebs, founder of Business Sales Group; Joseph Labetti, vice president at Prairie Capital; Ken Lane, business adviser at Hathaway & Lane Direct and PivotPoint Business Solutions; Larry Turow, managing director at PivotPoint Business Solutions

Horticultural Therapy: Designing Spaces for Healing

Time: 9 a.m. to 12 p.m.

Location: A113

In this extended session, participants will learn that horticultural therapy is a powerful tool for promoting healing and wellbeing, offering benefits for individuals recovering from physical and mental challenges as well as those seeking to relieve everyday stress. Building on the popularity of past sessions, this interactive presentation will dive deeper into the transformative impact of therapeutic gardens.

Attendees will explore the history and current role of horticultural therapy in the U.S., including its use in both residential and commercial settings. Learn practical strategies for designing therapeutic gardens, regardless of space limitations, with a focus on foundational elements like plants, seasonal changes, pathways, seating and navigation.

The session will also provide resources from the American Horticultural Therapy Association and other materials.

Speakers: Mattie Cryer, horticultural therapist and horticultural therapy program coordinator at Craig Hospital; Nicholas Staddon, owner of Staddon Consulting