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In a world of cold transactions and cookie-cutter companies, Chris Weir is proof that business can still have a soul.
On a recent episode of Marketing Without Rules, Chris joined host Lewis Vandervalk to unpack how he built Spartan Junk Removal into a powerhouse brand in Maryland—not by playing the volume game or chasing shortcuts, but by anchoring everything in humanity, integrity, and heart.
From hauling couches to fighting for fatherhood, Chris’ story is anything but ordinary. And it’s exactly why Spartan has grown from a local side hustle into a respected name with bold branding, loyal crews, and a growing reputation for service with soul.
This show is sponsored by Blue Crocus Solutions, a web design and SEO agency focused on helping home service companies grow.
Chris’ journey into junk removal started with a summer job at a major franchise back in 2003. What began as a way to earn some cash in college turned into a six-year stretch that would plant the seeds of entrepreneurship.
But the real pivot came later.
After a stint in finance, Chris faced a painful custody situation that led him to pursue a law degree… yes, an actual law degree to fight for shared parenting rights. It worked. He became part of the <5% of Maryland fathers with joint custody at the time.
But the bigger realization?
He needed a business that gave him time flexibility and income potential.
That’s when Spartan Junk Removal was born.
“I have to learn the system.” – Chris Weir
Chris doesn’t run Spartan like a typical junk removal business.
His team enters people’s most private spaces… attics, bedrooms, basements and handles items filled with memories. For him, that calls for more than muscle.
It calls for character.
Early on, Spartan’s internal values were summed up in the acronym GUIDES:
But Chris evolved the system further, drawing inspiration from Donald Miller’s Business Made Simple framework. Today, Spartan hires and leads using three Critical Characteristics and three Critical Actions:
Critical Characteristics:
Be a business with a soul
Be a team player
Be a positive force
Show up on time and be prepared
Handle your s**t
Deliver a world-class experience
These aren’t just words on the wall without meaning. They’re embedded in how Spartan trains, evaluates, promotes and even lets people go.
“Leadership is an internal process, not an external one,” Chris shared. “It’s about helping people grow into the best version of themselves, not managing by fear or micromanagement.”
“Our business is very intimate. We’re going into people’s houses, we’re touching their things, and we’re being invited to bedrooms and bathrooms and basements and attics. All where the secrets and the memories are kept. And we gotta take good care of that.” – Chris Weir
Spartan’s lion logo wasn’t born in a boardroom.
It came from a branding session with YouTube influencer Philip Van Dusen. Chris and his team were asked, “If Spartan were an animal, what would it be?”
Every single person independently answered: “Lion.”
From that moment, Leonis (Latin for lion) became the symbol of the Spartan spirit… bold, loyal, fierce when necessary. The trucks now feature the lion, and the team lives out that brand ethos in everything from customer service to crew leadership.
It wasn’t about just looking cool. It was about identity clarity.
“Every one of us said Lion, and he was like, this is the first. That’s ever happened.” – Chris Weir
Chris keeps it simple when it comes to marketing:
Branded trucks that stand out Yard signs (yes, even if competitors steal them) QR-coded thank you cards for reviews Local sponsorships (gyms, swim teams, etc.) A consistent digital presence
His biggest advice?
“Be where your customers are, and stay consistent. Marketing isn’t about finding a silver bullet, it’s about being visible, helpful, and reliable.”
Spartan also invests in staff training on how to earn reviews the right way: clean up, communicate well, and treat every job like a five-star opportunity.
He also warns against overspending on Google Ads without a clear budget and strategy: “If you’re not careful, Google will take your entire budget and still tank your ranking if you’re underdelivering.”
“You have to be where your customer is. I see too often where people are trying to find the silver bullet, if you will, and it’s like it’s not there.” – Chris Weir
At one point, Chris was holding a bankruptcy check in hand.
His leadership team had become toxic. Expenses were high. Jobs slowed. He nearly gave it all up.
Instead, he made the scariest (and best) decision of his life:
He rebooted Spartan.
He fired most of his staff, rebuilt the team around new values, restructured the business, and leaned into metrics, service delivery, and personal responsibility.
“120 days later, Spartan was running better than ever.”
“It was 120 days exactly that I had everything humming better than it did before.” – Chris Weir
What makes Spartan different? Chris summed it up through the words of a former employee who moved away and emailed him out of the blue:
“You’re the best employer I’ve ever had… because you’re human.”
That’s the throughline in everything Chris does. He leads with heart. He builds teams with empathy. He treats junk removal as a service of care, not just labor.
In an industry that often forgets the human element, Spartan Junk Removal is a reminder that soul still sells.
And that lion-hearted leadership? It leaves a mark.
“You’re one of the best employers I have ever had… because you’re human.” – Chris Weir
Want to keep up with Chris? Check out Spartan Junk here.
This Podcast is sponsored by Blue Crocus Solutions, a marketing agency offering website design, branding, AEO (Answer Engine Optimization) and Search Engine Optimization (SEO) services for Home Service businesses.
To see more episodes of the Marketing Without Rules Podcast, visit the podcast here:
