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The People Playbook with Jason Taylor

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The People Playbook with Jason Taylor

Matt Bell, CEO of Shelmerdine Garden Centre & Geller's Design - Leading with Perspective and Purpose

November 04, 2025 • Jason Taylor • Season 1 • Episode 19

0:00 | 30:55

In this episode of The People Playbook Podcast, Jason Taylor sits down with Matt Bell, CEO of Shelmerdine Garden Centre and founder of Geller's Design, to discuss what it takes to scale multiple businesses while keeping culture, leadership, and people at the heart of it all.

Matt shares his journey from growing Gellers into Winnipeg’s largest residential landscape company to acquiring Shelmerdine Garden Centre, revealing how thoughtful delegation, profit-sharing, and clear career paths drive engagement and retention. He also opens up about his personal experiences with cancer and how vulnerability and perspective have shaped his leadership style.

If you’re a CEO, leader, or aspiring entrepreneur, this conversation is packed with actionable insights on culture-building, leading with empathy, and staying grounded while scaling your business.

Jason Taylor (00:00)
Welcome to the People's Playbook podcast. Today, I’m excited to have Matt Bell, CEO of Shelmerdine Garden Centre and founder of Gellers Design. Matt, welcome!

Matt Bell (00:19)
Thanks for having me, Jason.

Jason Taylor (00:27)
You were busy with Gellers, and then Shelmerdine came along. Can you tell me how that happened and why you decided to pursue it?

Matt Bell (01:00)
Gellers is a design-build company in residential spaces with about 100 staff. A friend and minority owner of Shelmerdine reached out to explore growth opportunities. The timing aligned, and it became clear there was an opportunity to take a larger ownership stake. The key principle I followed was: if you build your business the right way, opportunities will find you.

Jason Taylor (02:07)
Gellers is now the largest residential landscape company in Winnipeg. How do you maintain growth and culture with so many staff?

Matt Bell (02:39)
Culture is easier to maintain in a large company when it’s strong. We hire the right people, emphasize uniformity, accountability, and honest conversations. Leadership sets the tone, and we ensure staff see the company’s vision reflected in daily operations.

Jason Taylor (04:05)
How do you motivate staff and show growth within the company?

Matt Bell (05:32)
We aim for employees to find their dreams within our company’s vision. Growth requires opportunity: published wage scales, clear responsibilities, training programs, and open communication about how they can move up. Transparency drives motivation.

Jason Taylor (07:26)
You also implemented profit sharing and open-book management. Were you nervous about that?

Matt Bell (07:59)
Yes, but educating staff on numbers is key. We share profits per job and link it to performance. Transparency empowers employees and fosters ownership.

Jason Taylor (10:09)
How do you balance being a visionary while staying boots-on-the-ground?

Matt Bell (10:17)
Accessibility and empathy are crucial. I make myself available, share my contact info, and engage with staff directly. Monthly newsletters and meetings help bridge the gap with remote or dispersed teams.

Jason Taylor (12:10)
The trades are a solid career path, but often misunderstood. How do you educate your staff and the public?

Matt Bell (12:45)
We expose younger generations early to the trades and highlight the opportunities. Tradespeople can build attractive careers and lives, especially in landscaping and construction.

Jason Taylor (14:15)
What’s a proud team moment for you?

Matt Bell (14:29)
Two come to mind: raising over $25,000 for Cancer Care Manitoba at our annual golf tournament and a project manager organizing a voluntary mini-golf tournament for staff. It shows the culture is strong when team members take initiative.

Jason Taylor (16:18)
How has your cancer experience shaped your leadership style?

Matt Bell (16:19)
It gave me perspective. Days aren’t as bad or as good as they feel. This mindset helps me approach challenges calmly and encourages a grounded leadership team.

Jason Taylor (20:41)
What is one non-negotiable leadership principle for you?

Matt Bell (20:41)
GAF – Give a F***. Leaders must genuinely care about their work and the people they lead.

Jason Taylor (21:34)
Who do you turn to for mentorship and advice?

Matt Bell (21:34)
Other business owners. Regardless of industry, owners face similar challenges. Community, conversation, and attending events are invaluable for growth.

Jason Taylor (24:19)
How do you spot future leaders?

Matt Bell (24:19)
Look for adherence to core values, care, initiative, and the desire to grow. Leadership can emerge naturally when employees take ownership, even without explicitly asking for a promotion.

Jason Taylor (26:17)
What was your biggest challenge acquiring Shelmerdine?

Matt Bell (26:17)
Delegating effectively. We created an executive assistant role and empowered others to develop new leaders. Trusting the process was crucial for scaling.

Jason Taylor (28:12)
What leadership advice would you give young people?

Matt Bell (28:12)
It’s never as bad as it feels, and it’s worth it. Hard work, persistence, and resilience pay off. Success is built through determination, not shortcuts.

Jason Taylor (30:18)
Matt, thank you for sharing your authentic, vulnerable leadership style. It’s contagious and inspiring.

Matt Bell (30:47)
Thank you, Jason.

People on this episode

Jason Taylor

Host

Matt Bell

Guest