About
The answers are already in your business.
Justin Terwiel is a strategist based in Kamloops with 14 years of management experience across retail, home services, and industry, including seven years with full P&L ownership. Treeline Consulting is his practice: AI-powered analysis, operator judgment, and plans that get worked, not just written.
Book a complimentary callFounding thesis
People, community and connection are the point.
Owners take the risk. They put their own money and time on the line, and they create work and opportunity for the people around them. We respect that, and we want to see them get where they are going. When a local business thrives, the people connected to it thrive too: the staff, the suppliers, the families and the town. Business is the vehicle. People, community and connection are the point.
The founder
Fourteen years of seeing businesses clearly.
At Michael Hill Jewellers, Justin managed five locations: he turned around underperforming stores, led one to a national top-performing sales month in a chain of more than 70 stores, and won four national revenue and EBIT awards, including leading his final store to 255.3% of its yearly EBIT budget. At Modern PURAIR he took full P&L ownership, cut accounts receivable by 75%, grew the team by 66%, and lifted throughput 12%. At New Gold he founded the Communication Specialist role for the 700-person New Afton Mine, publishing 216 articles across 29 issues of the newsletter he built. The through-line is the same method every time.
Why Treeline
Above the treeline, the view opens.
Below the treeline you are in the thick of the forest: customers, staffing, fires to put out. The value sitting in your own records stays buried, because your time and resource constraints keep it there. Above the treeline, the view opens. You can see where you have been and where you need to go. The information was always there. You needed a system to surface what your records already hold. That is the work: giving owners the system, and the elevation, to see their business clearly.
Values
Four things we hold to.
- Clarity over complexity. You see your business as it actually is, not as you hope or fear it is.
- Substance over style. No jargon and no polished decks. If we cannot explain a recommendation in plain language, it is not ready to share.
- Discipline over hype. Results come from steady execution, not slogans. We build systems that keep working when we are not in the room.
- Community over transaction. We succeed when you make better decisions on your own, not when you depend on us.
Built here
From the interior, for the interior.
Kamloops is home. Justin earned his business degree here and started his career here on the shop floor. His 19 years in retail span a resort-owned specialty sporting-goods store, a national consumer-electronics chain, an independent gallery and gift store, and a multinational jeweller. That range is the point: working across four types and scales of retail lets him check each model's assumptions against the others. He understands retail from the floor, because that is where he started. This practice is built to strengthen the community of businesses he comes from.
The mountains raised him, too. He grew up in a tight-knit ski town, in a family where both parents taught skiing for over 30 years and his sister raced for Canada at the Sochi Olympics. Justin competed nationally as an elite mountain-bike athlete for eight years, and shared his love for the mountains through twelve years of coaching biking and skiing, and running race programs for Sun Peaks.
The honest AI stance
Two lenses, more together than apart.
Clarity comes from two lenses that are greater than the sum of their parts. The first is the lens of the operator: the interview with you, the staff conversations, the walk of the floor that reads what the data cannot. The second is technology: secured first, then connected across the systems you already run, with AI as the mechanism that compiles and analyzes an anonymized set of your own numbers, surfacing items warranting further review. The two lenses loop, with technology adding depth and speed to the analysis, and what we see and hear in person on your floor grounding the data in real operator experience.
A door for it
If that second lens of AI operations and systems building interests you.
There is a door for it. The same system we run can become one you own.
See the AI for Owners pageTalk to the operator.
A complimentary call. No pitch deck. You will leave knowing where to look first, whether or not we end up working together.
Book a complimentary callTreeline Consulting is a strategy consulting practice based in Kamloops, British Columbia, working with independent retail and service owners across BC and the Alberta Rockies. Founded by Justin Terwiel, it pairs AI-powered analysis of an anonymized set of a business's own records with fourteen years of operator experience, reading the numbers alongside the floor across four areas of performance: cashflow, inventory turn, margin, and technology. The owner gets a ranked plan, built and executed together, not a report. In one two-season engagement, a Kamloops-area retailer grew gross-profit dollars 18.1% over six months; Treeline freed $27,925 of trapped cash and repriced its best sellers for lasting margin along the way.