When you hear the name Jim’s Mowing, you probably think of the trailers, the uniforms, and the empire of small business owners mowing lawns across Australia. But behind the mower is a man whose true mission has always been far bigger than lawns.

In this episode of Why’d You Think You Could Do That?, I sit down with Jim Penman, founder of Jim’s Group - a business that now spans over 5,000 franchisees in 50 industries. While most know him as the face of Australia’s most iconic franchise, few realise that mowing was never the endgame. For Jim, it was just the funding model. His real obsession? Understanding the rise and fall of civilizations, the power of epigenetics, and how character shapes the destiny of societies
.

What You’ll Learn in This Episode

• From Rock Bottom to an Empire - how Jim went from a rejected PhD candidate in history to creating Australia’s largest franchise network.
• The Real Why Behind Jim’s Mowing - why mowing lawns wasn’t the mission, but the stepping stone to funding millions of dollars in scientific research.
• The Science of Biohistory & Epigenetics - Jim’s controversial research into why civilizations collapse, why birth rates are dropping, and how character (not just economics) determines societal outcomes.
• Business Lessons That Defy Convention - how Jim rewrote the franchise model to protect franchisees, why he screens them like family, and why putting people before profit has been the key to scaling.
• A Life of Purpose Over Profit - why Jim believes meaning, not money, is the real measure of success, and how he wants his life’s work to change the world long after he’s gone.

Key Quotes from Jim

• “Character is destiny. Character is everything.”
• “Mowing lawns wasn’t the mission. It was just the way to fund the mission.”
• “If I can give people a treatment to be more hardworking, healthier, and happier - that can change the world.”

Why Listen

Whether you’re a business owner, an entrepreneur, or just someone fascinated by big ideas, Jim’s story is a reminder that empires aren’t always built on money alone. They’re built on persistence, purpose, and the willingness to think differently.

This episode will challenge the way you see business, leadership, and even the future of society itself.

Links & Resources

• Explore Jim’s research: biohistory.org
• Connect with Jim directly: jimpenman.com.au
• Learn more about the Jim’s Group: jims.net
• 🎙️ Discover more episodes of Why’d You Think You Could Do That?: sampenny.com/brave
• 🚀 Want me personally in your corner, pushing you further than you thought possible? Start here: sampenny.com/action