The demand for well-maintained residential and commercial lawns has grown expeditiously over the last two decades. This increase has not only resulted in tremendous growth for lawn care companies nationwide, but has also set the stage for continued growth as the next generation of lawn care professionals join an industry already valued at $59 billion.
Having been part of the lawn care industry for over twenty years, I know first-hand that success can be achievable regardless of where you start. My career began in Ohio, often referred to as the birthplace of elite lawn care. Home to some of the largest lawn care services in the country, I had the opportunity to begin my career working with the top industry professionals. During this time, I focused on honing my skills and expanding my industry knowledge. Surrounded by some of the smartest and most innovative lawn care experts of the time, I learned building a successful lawn care business requires dedication, mastery of various services, and the ability to innovate and adapt in an ever-changing industry that embraces new technology and techniques.
Photo by Robb McCormick Photography (https://robbmccormick.com)
In 2001, with nothing but a line of credit secured by a second mortgage on my house, I decided to venture out on my own. Relying on what I had learned from those seasoned lawn care experts, I started my own lawn care company, WeedPro. Over the next two decades, I placed a huge emphasis on technological innovation. From my experience with major lawn care companies throughout the 1990s, I knew technology would play a major role in modernizing my services and staying ahead of seasonal trends. This strategy paid off and WeedPro experienced massive success in the Cleveland, Columbus, and Cincinnati markets. Through this experience I learned invaluable lessons – as both a leader and business owner – by remaining actively involved throughout our growth. This eventually positioned my small startup for national expansion.
By 2023, I looked to capitalize on our strong market position and recognized that in order to give ourselves the best chances at further expanding our footprint, I would need the support of a national and experienced franchisor. After WeedPro caught the attention of Authority Brands, a leading home service portfolio company with a strong reputation in franchising, it was a natural fit to take a leap of faith and move forward with an acquisition. In April of that year, WeedPro was officially acquired and rebranded as Lawn Squad. Through that rebranding, Lawn Squad began franchising across the country and now offers comprehensive lawn care services like fertilization, weed control, aeration, seeding and insect control, serving both residential and commercial properties. The acquisition also provided us with access to a wealth of resources, including marketing insights, technology advancements, and operational support, while allowing us to retain our unique identity and entrepreneurial spirit.
Lawn Squad has hit the ground running since the acquisition. We have expanded beyond Ohio, partnering with multiple franchise owners nationwide and entering markets like Georgia, Illinois, Massachusetts, New Jersey, South Carolina, and Tennessee. Although expansion is a top priority, Lawn Squad remains committed to creating a community of owners that are large enough to serve, but small enough to care. We strive to provide our customers with a local, Mom and Pop feel while delivering the best service. We are certainly poised for additional growth throughout 2024 and have franchising opportunities available across the lower 48 states.
As we continue to expand nationwide, I wanted a better understanding of our brand’s training process and operations to help improve experiences for both customers and franchise owners. To achieve this, I immersed myself in the onboarding process and invested in my own franchise. Since becoming a franchise owner in January 2024, I have navigated the same onboarding process and consulted with the same franchise experts as our newest owners, allowing me to identify areas that work well or those needing improvement. By investing my own money and furthering my commitment to Lawn Squad, I aim to ensure our franchise owners are in the best possible position for success. I also experienced the strength of our semi-absentee franchise model firsthand: my own franchise has had a successful start despite my significant responsibilities as brand president. Our franchise team, coaches, and support system – bolstered by Authority Brands – are robust and built for entrepreneurs with various responsibilities on their plate.
Photo by Robb McCormick Photography (https://robbmccormick.com)
Despite all the success I’ve achieved over the past two decades, I am no stranger to mistakes. One of the best ways to learn in the lawn care industry is by your own trial and errors. Don’t hesitate to ask for advice, seek guidance from mentors or attend conferences and tradeshows. I believe networking can only strengthen your business. Now as a franchise owner, I still have the same passion for success as I did when I began my career. Like me, I know there are thousands of other lawn care entrepreneurs ready to carve out their own path to success. While the last two decades have been tremendous for our industry, I’m confident the best is yet to come. Technology will continue to advance and make our services easier to scale; innovation will continue to improve the way the industry operates; and an aging population will increase the demand for lawn care services across the country. The last twenty years have been eye opening, rewarding, and a true testament to the strength of the lawn care industry. For those looking to start their own journey in the field, whether on your own or through franchising, there could not be a better time to do so than now.