Introduction
Running a moving company that generates $25 million annually and operates 138 trucks from one Chicago location is an extraordinary feat. But what makes this story even more impressive is that its founder, Brian Slater of New City Moving Chicago, has built more than a business—he’s built a company with purpose, culture, and community impact at its core.
In Part 1 of this series, we explored how Brian bootstrapped his company from a single truck and $5,000 in savings to become a Chicago powerhouse. In this Part 2, we uncover the deeper elements of his success—philanthropy, employee culture, leadership hires, and systems that keep New City Moving Chicago scaling without losing its heart.
This article is for moving company owners, franchisees, and industry professionals who want to learn how to grow a moving company that lasts for decades, not just year
Key Takeaways
What You’ll Learn:
- Community giving matters: New City Moving Chicago invests in toy drives, soup kitchens, and animal shelters.
- Culture creates loyalty: Brian built a team that stays because leadership supports them like family.
- Strategic hires pay for themselves: HR, payroll, claims, and training positions keep the company scalable.
- Systems and data drive efficiency: Tools like Dialpad and PowerBI ensure the company adapts to demand.
- Customer-first mindset wins long term: Complaints, even small ones, become opportunities for training and loyalty.
Table of Contents
Giving Back: How New City Moving Chicago Impacts Its Community
One of the defining features of New City Moving Chicago is its commitment to community service.
Annual Drives and Volunteer Efforts
Each year, the company organizes:
- Toy drives with Chicago’s 17th District Police Station. Crews fill carts with toys they wished they had as kids, donating them to local families.
- Soup kitchen volunteering and animal shelter visits, where employees dedicate time to helping others.
- Dog-friendly events, complete with hot dog giveaways and blanket drives.
Brian explains the motivation simply:
“I think it comes from a place of me wanting those toys as a kid myself.”
Partners for Progress: A Personal Mission
On a personal level, Brian and his wife support Partners for Progress, a nonprofit that provides hippotherapy (horse therapy) for neuro divergent children. His daughter Charlotte, diagnosed with autism at two, found her voice and confidence through this program.
“Seeing her light up on a horse for the first time was life-changing. It’s the closest thing I’ve seen to God on Earth—people giving their time to help kids.”
Culture and Loyalty: Building a Team That Lasts
For Brian, scaling isn’t just about revenue—it’s about building a culture where people want to stay.
Real Support, Not Slogans
At New City Moving Chicago, culture is defined by actions:
- Paying airfare for an employee to visit his dying mother.
- Covering family medical costs abroad.
- Empowering foremen to resolve client issues directly.
This creates deep loyalty.
“Culture isn’t rah-rah slogans. It’s knowing that if something happens to your family, I’ve got your back.”
Peer-to-Peer Accountability
Crews at New City set high standards. Those who don’t perform quickly phase out. This self-policing builds a workforce where pride and professionalism come naturally.
Scaling with Marketing, Reviews, and Customer Experience
How do you manage 138 trucks without chaos? Brian’s answer: hire smart, invest in systems, and lead with balance.
Key Leadership Hires
Brian only created new roles when the cost of not having them outweighed the salary:
- HR Manager → protected the company from compliance risks.
- Payroll Manager → eliminated errors that were costing thousands.
- Claims Manager → handled disputes fairly without draining Brian’s energy.
- Full-time Trainer → scaled seasonal staff and prevented repeat damages.
“We don’t hire just to feel good—we hire when a role pays for itself through savings or growth.”
Using Data to Make Decisions
New City Moving Chicago leverages Dialpad with PowerBI dashboards to monitor:
- Call volume by hour and day
- Sales conversion rates
- Customer complaint patterns
- Employee workload balance
This data shows when to add new staff, recruit more movers, or shift scheduling.
Leadership Yin and Yang
Brian balances his high-energy vision with his CFO/Chief of Staff’s calm, people-focused leadership.
“They look at me for vision and him for comfort—it’s yin and yang leadership.”
Case Studies: Customer Challenges and Real Solutions
Case Study 1: The Danger of Low-Cost Movers
A woman in Seattle once hired a low-cost mover who ended up breaking into her home after the job. For Brian, the lesson was clear: the cheapest option can sometimes be the riskiest.
Case Study 2: The Fingerprint Complaint
A Chicago client left a one-star review over a fingerprint on a coffee table—out of 250 items moved.
Instead of dismissing it, Brian apologized, offered a cleaning reimbursement, and trained crews on attention to detail.
“Entitlement has grown, but empathy and professionalism always win.”
Case Study 3: Training as Prevention
When movers break the same type of item repeatedly, Brian’s trainer retrains them immediately. The focus isn’t punishment—it’s preventing repeat claims and protecting both customer satisfaction and mover tips.
Why Choose Movified
At Movified, we go beyond storytelling. We provide insider strategies from the best in the moving industry.
Guests like Brian Slater of New City Moving Chicago share proven systems, leadership lessons, and growth playbooks you can apply today.
Hosted by Mark Hirschi, Movified is the go-to podcast for movers who want to scale smart, lead well, and build lasting brands.
Conclusion
The story of New City Moving Chicago is proof that scaling isn’t just about revenue. It’s about building purpose, culture, and community connection.
Brian Slater shows that when you:
- Give back to your city,
- Treat employees like family, and
- Use data and systems to scale—
you create a company that thrives for decades.
“Don’t just grow a moving company. Build a cause worth following.” – Brian Slater
Meet The Host
Mark Hirschi is the founder and host of Movified. With over a decade in the moving and storage industry, Mark combines real-world leadership experience with a passion for mentorship and elevating industry standards.
