By: Tim Lovett
From former military and law enforcement to those new and experienced with franchising, our versatile array of franchise owners is a testament to a year of solid growth, and the work that went into building a stable foundation for long-term success. Our hands-on, involved training process has already brought immense success for our new franchise partners. Everything, from the training to the size of territories offered, is designed to drive this long-term success of our franchise owners.
The Beginning: What I Learned from Acquiring the Brand
This growth didn’t come out of nowhere; the moving parts were put into place long before we announced the franchise opportunity and went all the way back to the beginning. One of the smartest moves we made before launching Waterloo Turf was raising capital from strategic investors. That capital let us hire high-quality people early, invest in infrastructure that most franchisors can’t afford until they reach far more territories, and strengthen our ownership standards. We didn’t have to push territories onto people who weren’t the right fit just to keep cash flowing.
Our investor base brings over 60 years of franchising experience across 13 brands. They’re fully aligned with our success and provide proven guidance that has accelerated the support we offer to franchise owners. Now that several owners have launched their Waterloo Turf locations, it’s clear this early decision to raise capital will keep strengthening the brand and drive even stronger support for every new owner who joins.
The Groundwork
Nothing energizes us more than welcoming future franchise partners and giving them a front-row look at the Waterloo Turf experience; the systems, the people, and the culture that powers our mission. Most turf companies that have expanded nationally have done it under different names in different markets. That fragmentation leaves a massive opportunity for a unified, recognizable brand to emerge, and that’s exactly what we’re building.
We spent the first year of Waterloo Turf finding the right first franchise owners, launching them with strength, and building out a world-class support team at the brand level. Now that the model is proven, we’re doubling down on growth and partnering with the best franchise owners across the country. After focusing our placements in one broker network, we’re now expanding to additional networks as we scale our capacity.
We’re partnering with exceptional franchise owners who want to dominate their local market through quality workmanship and ownership pride, building an iconic, trusted consumer brand, and streamlining operational efficiency across the system.
Our territories are roughly twice the size of a typical home services franchise territory. We’d rather have fewer franchise owners with more opportunities than more owners competing for the same ground. Better operators are drawn to better deals. With larger territories, we attract stronger owners from the start and avoid an over-fragmented system.
The Training
Our training spans four days of intensive, hands-on learning. Waterloo Turf is built by people who take pride in their craft and are serious about mastering it. Watching new owners and their teams come in hungry to learn and leave ready to execute never gets old:
- Day 1: Turf University – deep dive into product knowledge, installation methods, and crew management
- Day 2: In the Field – applying that knowledge on an actual project. For example, during the most recent training, we installed a putting green, complete with a sand bunker.
- Day 3: Estimating, Software, and Sales – practical coaching on the tools and skills that drive profitability.
- Day 4: Business Development and Commercial Work – building relationships, securing larger projects, and planning for long-term growth.
We don’t measure launch speed by how fast someone checks boxes on an onboarding list. We measure it by what matters; the time between signing the franchise agreement and the first dollar hitting the bank account. Our system is built for franchise owners who are ready to start selling themselves and their services the day after they sign. As part of our system, we provide on-site opening support, which means we’ll come to your market and help you kick off your first projects, whether those sales happen before or after training.
Our training is some of the most detailed trade-specific training you’ll find in home service franchising. When Lance, my business partner and the founder of Waterloo Turf, was early in the business, he had a crew walk off the job. He finished the installation himself and earned the 5-star review.
Today, we have systems to make sure scenarios like that are rare. But you never know when you’ll need to step in to deliver for a customer. After all: it’s your reputation on the line.
That’s why we train so heavily on the trade of turf itself. The brand only grows if the product and service in the field are excellent.
Setting Up for a Year of Success in 2026
2025 was a year of strong growth and real momentum for us. We built a solid foundation, expanded our network, and proved our franchising model works. In 2026, our focus is on scaling with excellence, supporting our franchisees, strengthening operations, and continuing to lead the turf industry forward as the first national artificial turf company.
It’s wild to see how far this brand has come, from a few installs in Texas to franchise owners planting flags in some of the most beautiful markets in the country like Boise and Boulder. Each new launch represents another team captain stepping up to build something lasting in their community. We’re grateful for the exceptional people choosing to grow with us and embrace a life built on quality, service, and getting your Saturdays back.