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Business Observer Friday, Oct. 1, 2021 2 months ago

Movin' on up: Entrepreneur embraces aggressive brand expansion, diversification

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Leaving behind a promising career in law enforcement, Spero Georgedakis got into the moving and storage business. Nearly three decades later, he believes expansion into other industries, including real estate, will move his company forward.
by: Brian Hartz Tampa Bay Editor

Spero Georgedakis, founder and CEO of Good Greek Moving & Storage, is nothing if not courageous — a great quality for an entrepreneur. After graduating from Buffalo State University, he went into law enforcement, becoming a police officer in Miami. He even served on the SWAT team and, after six years on the force, intended to make the leap to fighting crime at the federal level with either the U.S. Drug Enforcement Agency or Bureau of Alcohol, Tobacco and Firearms.

Instead, Georgedakis pivoted to entrepreneurship, establishing All My Sons Moving & Storage with some business partners. Over 17 years, All My Sons opened 60 locations nationwide, “25 of which I opened with fellow police officers and friends and family,” he says.

'If going into a partnership, the mission needs to be clearly defined and everyone needs to be onboard.' Spero Georgedakis, founder and CEO of Good Greek Moving & Storage

In 2016 Georgedakis, unsatisfied with the vision and direction of All My Sons, again drew on his courage and went out on his own, founding Good Greek Moving & Storage, headquartered in Jupiter but with a large presence in Tampa, where Georgedakis has a home.

Five years later, with the moving industry a key cog in the real estate boom, the company has embarked on a highly ambitious expansion plan. It's adding complementary services such as a real estate brokerage, self-storage facilities, junk and debris removal, auto transportation and a marketing and advertising firm called Spero Advertising Group. It’s also selling Good Greek franchises.

For a relatively young company on track to end the year with $30 million in gross revenue, such rapid diversification, while admirable, poses the risk of brand dilution. Georgedakis doesn’t see it that way.

“It’s all in my wheelhouse,” he says. “It’s all part of the relocation transaction. It will keep us nimble and give us the ability to shift gears.”

In early September, Good Greek struck a deal to become the Tampa Bay Buccaneers’ official moving and storage company for the second consecutive year. For Georgedakis, though, partnering with the Bucs (and yes, he’s met Tom Brady) is about much more than growing the Good Greek brand. The company actually has a long history of working with sports teams, starting with the Miami Dolphins.

“The very first team I approached, it came about because of the real estate crash in 2008,” he says. “I was concerned [our customer base was] too residential; I was concerned about a real estate crash, and sure enough, it happened.”

Courtesy. Good Greek Moving & Storage is the official moving company of the Tampa Bay Buccaneers and several other prominent sports teams.

Georgedakis had a hunch that winning the business of just one major corporate client, such as a sports team, would help him “flip the switch” from residential to commercial moving and storage in the event of another real estate downturn.

“So I reached out to the Miami Dolphins, on a cold call, to introduce myself and see how they felt about their existing service provider,” he says. “Of course, they weren’t as happy as they could be, and they loved my background in law enforcement, the fact that I would background check employees, drug test employees … they loved all that. And now we’ve got the business of over 20 sports teams.”

In addition to the Bucs, Good Greek’s clientele includes the NBA’s Miami Heat, NHL’s Florida Panthers, Major League Soccer’s Inter Miami CF and the NFL’s Jacksonville Jaguars. It also has contracts with the athletic departments at the University of Florida, University of Miami and Florida International University.

“We’re busy year-round with sports,” Georgedakis says, “hauling their equipment to and from games, but we also handle personnel moves, whenever there’s coaching or executive changes within the organization. It’s not limited to helmets, shoulder pads and baseball bats.”

Going after big commercial accounts and branching out into complementary services has paid off handsomely for Good Greek: the company is on track to exceed $30 million in revenue by the end of the year and has been growing 50% year-over-year, Georgedakis says. Georgedakis, of course, wouldn’t be where he is today without struggles, including the All My Sons partnership that didn’t work out. But that doesn’t mean he’s soured on partnerships — far from it. He’s learned how to do them better.

“Divorces sometimes can get a little messy, of course, but at the end of the day we settled our differences and now we’re friendly competition,” Georgedakis says. “I learned the core vision has to be shared by the partners from the outset. And there has to be transparency. If going into a partnership, the mission needs to be clearly defined and everyone needs to be onboard.”

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