About
The answers are already in your business.
Justin Terwiel is a strategist based in Kamloops with 12 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.
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The founder
Twelve 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. At Modern PURAIR he took full P&L ownership of a home services operation, 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, consolidating work that had been split across two departments into a single site mandate. Engaging all levels of the organization, he launched multiple initiatives to tackle communication barriers, including the site's biweekly newsletter, publishing 216 articles across 29 issues.
The through-line is the same method every time: engage thoroughly, read the data, diagnose root causes, employ the best tools and practices, refine the system and measure the result.
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. You are working in the business, and the value sitting in your own records stays buried, because your time and resource constraints keep it there. Above the treeline, the view opens, the breath expands. 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.
How we work
Four things we hold to.
Clarity over complexity. We make the invisible visible.
Substance over style. If a recommendation cannot be explained in plain language, it is not ready.
Discipline over hype. Growth is earned through execution, not slogans.
Community over transaction. We all succeed when shared best practices lift the local business economy.
Built here
From the interior, for the interior.
Kamloops is home. Justin earned his business degree here, building his capstone projects on local businesses, and started his career here on the shop floor. His 19 years in retail include working for a resort-owned specialty sporting goods store, a national consumer-electronics chain, an independent gallery and gift store, and a multi-national jeweller. That range is the point. Working in four types and scales of retail allows Justin to check each model's assumptions and habits against the others. Key insights from each world become the edge he brings to yours.
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.
He understands retail from the floor, because that is where he started. This practice is built to strengthen the community of businesses he loves and comes from.
Talk 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 small business owners across BC and the Alberta Rockies. Founded by Justin Terwiel, it pairs AI-powered analysis of a business's own records with twelve years of operating experience, reading the numbers alongside the floor: display, staffing, buying, pricing, operating costs. The owner gets a strategy built and executed together, not a report. Its first engagement freed $11,668 in trapped cash and lifted off-season gross profit 33% for a Sun Peaks retailer.