By Thomas A. Parmalee
You get to really know a person on the golf course, which is where Chris Cruger, the CEO of Foresight, forged a bond with J. Bradley Green.
After Foresight assisted Park Lawn with its going private transaction, it was a great time for the two men to enjoy some time playing their favorite game, which more often than not means a lot more than your final score.
“You learn a lot about people when you play golf,” Cruger said. “You learn about their character and who they are – what their focus is.”
When the conversation ultimately turned to business, Green — the former CEO of Park Lawn — embraced the opportunity to join Foresight as its chief operating officer.
“I saw firsthand how Chris and Doug Gober turned Foresight into much more than a broker of businesses … there is a professionalism there on par with companies many times its size. It punches above its weight class,” Green said.
In fact, Green never gave much thought to easing back on the throttle and truly retiring after handing the baton to a new generation of leaders at Park Lawn. “As you know, I am pretty passionate about our profession,” he said. “And I am very proud of what Jay Dodds (chief strategy officer at Park Lawn) and I accomplished.”
In fact, while never one to aim low, Green admits his success at Park Lawn exceeded even his lofty expectations.
A Lasting Connection
While Green and Cruger have known each other for many years, they really got to know each other when Green stepped into the CEO role at Park Lawn.
Green felt what he saw at Foresight was “extremely uncommon” and he’s excited to be a part of its story. “I’ve seen firsthand what happens when you combine a strong culture with strong leadership,” he said.
He also knew from prior conversations with Cruger that Foresight has been seeking a chief operating officer who could bring the company to the next level for some time. In fact, Cruger noted that he’s even leaned on Green in the past to get his opinion on potential candidates.
That type of trust does not materialize overnight, which is why truly getting to know someone is what still drives the deathcare profession.
“I distinctly remember meeting Chris when I joined the profession in 2006 – I was grabbed by the CEO of Carriage Services at the time to go to a lunch with Jay Doddds and Chris,” Green said. “He was as impressive back then as he is today, but we all have a little more gray in our beards.”
They’ve continued to run into each other over the years, always finding common ground, Green said. “Foresight also assisted us with our going private transaction at Park Lawn,” Green said. “So, there is a lot of trust there.”
Cruger agreed, noting that they share a “lot of commonalities and philosophies,” including how to conduct business and treat people.
Even when Foresight was serving as a broker when Park Lawn came out on the losing side, both parties always maintained a level of professionalism and respect, Green said.
“Park Lawn is a great company, but even when I was CEO, I knew that not every business would be a great fit for Park Lawn,” he said. “And Foresight understood that. There are numerous buyers doing great things, and some are a better fit for some than others.”
He continued, “The great thing about working with Foresight is I always knew they were guiding owners to the solution that was best for them. And if I received a phone call saying we did not get the business, I understood why. Sometimes, we were the highest bidder, and sometimes we were not. Losing a business is a lot easier to take when you understand it was not a pure bidding war. In my opinion, when the dust settles, the owner is happier when you take a more holistic approach.”
Asked about the future of Park Lawn, Green said it is in great hands with Jennifer Hay at the helm as CEO.
“I am extremely proud of Jennifer and what she has accomplished,” Green said. “She and I worked together for many years, including before I joined the profession – and she came to work at Carriage when I was there as general counsel. When Jay and I started The Signature Group, we reached back out to her.”
Green also singled out Mathew Forastiere, now the chief operating officer at Park Lawn, as another leader that he and Dodds helped develop. “I am very proud of what both of them have accomplished,” Green said.
The Park Lawn team, however, knows that Green’s role at Foresight means he’ll be doing whatever is best for funeral home clients, he said. “They understand I am in a new role,” he said.
The M&A Market
Asked about what he’s seeing right now when it comes to mergers and acquisitions, Cruger said, “The transaction market in general has been very active. There are a lot of really good, well-funded buyers in the marketplace.”
As for funeral home values, the environment is favorable for sellers, with multiples going up in the 10 to 15% range over the past two years, he said.
Potential sellers have become “more serious” compared with the previous couple of years, which is borne out by statistics from the National Funeral Directors Association that indicate 46% of owners are looking to transition their business to new ownership over the next five years, Cruger said.
“So, in that regard, a lot more business owners are looking for assistance and guidance,” Cruger said. “In the back half of 2025, I think you will see quite a few transactions of note – bigger transactions.”
As for private equity, involvement from that sector remains high. “Death care has garnered a lot of interest,” Cruger said. “Private equity is just as strong as ever if not stronger.”
Charging Ahead
With Green on the Foresight team, Cruger is convinced that the future will be bright.
“Our goal at Foresight is to be the premier boutique investing firm in funeral service – and we cater exclusively to funeral service,” Cruger said. “We personalize all our offerings, which includes valuations, consulting and a lot of M&A. We serve clients of all sizes. So, while we helped Park Lawn go from public to private, we also pride ourselves on helping the 100-call funeral home.”
Green’s expertise in helping funeral homes of all sizes excel stuck out to Cruger. “He’ll bring that wisdom and experience and take us to the next level,” he said.
While he’s eager to help Foresight get better, Green pointed out that the company is already top notch. “I have stepped into an organization that is extremely well run and led,” he said.
Looking ahead, he’s eager to help funeral home and cemetery owners determine their next step as they plot out a succession plan, he said.
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