Waterloo Turf on Why the Artificial Turf Franchise Opportunity is Heating Up
Artificial Turf Is Blooming and Population is Booming: Here’s Why
By Waterloo Turf
Waterloo Turf, the premier turf and synthetic grass franchise dedicated to helping people get their Saturdays back, has unveiled its franchise development plans for the United States. Waterloo Turf is looking for ambitious, team-oriented leaders to bring quality service to their local communities.
Having only launched its franchise opportunity in December 2024, the brand has already seen tremendous interest with a current total of 24 territories. With an established presence in Austin, Scottsdale, Dallas-Fort Worth and Houston, the brand is now targeting major metropolitan areas in the Sunbelt to expand its franchise footprint.
A Timely Franchise Opportunity in a Water-Conscious Region
Valued at USD 76.6 billion in 2022 and projected to reach USD 114.3 billion by 2028, the booming artificial turf industry is set to explode as consumer demand and water conservation legislation both take centerstage.
In the sunbelt states (Mountain, southern and southwestern states) where both the population and water demand are on the rise, the need for sustainable, attractive lawns that don’t require much water is paramount. This is especially true for cities or states with local ordinances that limit water usage.
According to the Environmental Protection Agency, depending on the region, homeowners use up to 30% to 70% of their water outdoors. Of this, an estimated 50% of outdoor water use is wasted through evaporation or runoff from overwatering.
In contrast, artificial turf uses an average of only 1-2 gallons of water per square foot annually, compared to that of a traditional grass lawn which requires 55 gallons of water per square foot annually.
“Artificial Turf is quickly becoming the preferred alternative to lawns across the nation, both commercially and residentially. Our franchise opportunity has been met with enthusiasm due to this crucial need for synthetic grass in areas where water conservation is key,” said Tim Lovett, Co-Owner and CEO of Waterloo Turf. “We are looking for like minded, aspiring franchise owners who want to provide their community with a high quality, much-needed service that will ultimately free up leisure time and weekends for clients and their families.”
A Coveted Franchise Opportunity Designed for Longevity
Aside from population and climate shifts, synthetic turf is growing in popularity nationwide as people invest in creative ways to transform a space, whether it be a pool lining, patio, rooftop or balcony, a puppy play pen, or even a mini golf course in the basement that the kids can play year-round. From increasing a home’s value during peak moving and selling season, to keeping pets and kids pesticide-free while roaming outdoors, the versatility and customization that comes with artificial turf makes it an attractive opportunity for prospective franchisees.
Waterloo Turf offers a fresh opportunity for franchisees to enter a rapidly expanding industry on the ground floor, while capitalizing on the increasing demand for sustainable commercial and residential landscaping solutions in one of the fastest-growing industries in the United States.
As a mobile brand with no physical storefronts, the brand offers a low upfront investment and minimal overhead, a model that is perfect for entrepreneurs who want to jump into a booming industry with the backing of a national franchise brand.
Furthermore, the system is set up with the individual franchisee’s long-term profitability and success in mind. This manifests within Waterloo’s designed larger territory sizes, having a Waterloo Turf franchise owner on the Board of Directors, and the implementation of its tiered royalty structure. Redundancies pre-built into the brand’s supply chain offer franchisees more options and flexibility. To support this growth, the owners diluted their own equity stake in the business by raising capital, thus allowing them to reinvest in the infrastructure needed to support a blossoming franchise network and a national brand.
Entering New Markets While Growing at Home
Already, the brand is making headway in new states for the first time, such as Arizona and Tennessee, while building out a presence in its home state of Texas.
Meet the Founding Franchisees of Waterloo Turf
- Colter Castleman, Waterloo Turf of Fort Worth, TX
- Colter Castleman, a former D1 baseball player, embodies the Waterloo Turf “team captain” values and will use his previous experiences to serve him in his new business.
- James Cira, Waterloo Turf of Scottsdale, AZ
- James Cira brings 15 years of sales leadership experience to the table with his new foray into franchising with Waterloo Turf.
- Rick Breeding, Waterloo Turf of Houston, TX
- Rick Breeding, a Navy veteran and the former VP of Operations at a manufacturing company, joined Waterloo Turf to build something of his own within a streamlined franchise system.
- Ken Trager and Allen Silvia, Waterloo Turf of Nashville, TN
- Allen and Ken are excited about the boom in the artificial turf industry and the opportunity it brings to transform clients’ outdoor spaces into beautiful, functional environments.
- Lance Ingram, Waterloo Turf of Austin and San Antonio, TX
- Lance Ingram is the founder and co-owner of Waterloo Turf, where his entrepreneurial spirit and passion for innovation have been key to the company’s growth. A native of Austin with a strong background in the turf industry, Lance created a business that redefines outdoor living with top-quality artificial turf solutions. His focus on delivering exceptional customer service and creating transformative outdoor spaces has made Waterloo Turf a leader in the industry.
- Tod Gibbs, Waterloo Turf of Dallas, TX
- Tod, who started in the lawncare world at the age of 15, and his personal interest in landscaping and creating beautiful outdoor spaces naturally led him to the artificial turf industry. Following the sale of his previous business, Tod found his next venture with Waterloo Turf Dallas.