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The Profitable Florist was founded in 1997 by Tim Huckabee, Training Guru of the company. Tim had been working in a retail flower shop in New York City for several years and was frustrated by the lack of available business education and sales training for florists. In true entrepreneurial spirit he felt that if no one else was helping florists to earn more, he would!

Tim combined his experience from working at Surroundings Flowers along with this marketing degree, passion for great customer service, and a large dose of common sense to launch The Profitable Florist, the only company in the world offering on-site and distance training to the retail and wholesale sectors of the flower business.

The premise of the training is simple: treat customers better and they will spend more, return more often and tell others about their shopping experience. There are thousands of florists around the world who have learned this process and seen dramatic changes to their bottom line.

The Profitable Florist is a completely independent company, we have no affiliations with wire services or vendors so we can give you unbiased, impartial advice. When we visit we don’t just teach your staff to handle customers better, we help you to grow your business. We have expertise in marketing, advertising, HR, web development, every major floral POS system, and much more.

We look forward to working with you and your team. You’ll love the results!


years of floral business coaching


years of team


customers on five continents


typical sales increase seen by our customers

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Meet the experts 

Tim Huckabee

Training Guru

Don Wallstedt

Education Co-ordinator

Rebekah Casey AIFD

Director of Member Services

Derek Woodruff AIFD

Director of My Design Coach

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