Established
2021
Franchise Units
112
Minimum Investment
$121,300
Franchise Fee
$59,000
Total Investment Range
$162,500
Home Based
No
Description
Waterloo Turf is a U.S.-based artificial turf franchise specializing in residential and commercial turf design, installation, and maintenance. Founded in Austin, Texas, the company provides artificial grass solutions for homeowners, businesses, schools, pet areas, playgrounds, putting greens, pool surrounds, and other outdoor spaces.
The franchise operates primarily as a home-based and mobile service business, allowing owners to avoid many of the costs associated with opening a traditional retail location. Franchisees focus on local sales, customer relationships, project management, installation coordination, and business development within their protected territory.
Waterloo Turf serves both B2C and B2B customers, giving franchise owners access to several potential revenue channels. Its business model may appeal to entrepreneurs looking for a scalable home-services franchise with relatively low infrastructure requirements.
Why Invest in Waterloo Turf?
Waterloo Turf operates in the growing artificial turf, landscaping, and outdoor-living market. Customers are increasingly interested in low-maintenance outdoor spaces that require less mowing and routine lawn care than traditional grass.
Key advantages of the franchise include:
- Home-based operating model
- Residential and commercial customers
- Multiple service and revenue categories
- No traditional retail storefront required
- Approved vendor and supplier relationships
- Structured sales and operating systems
- Marketing and lead-generation support
- Potential for multi-territory expansion
- Training available for owners without turf industry experience
Background
Waterloo Turf began in Austin, Texas, in 2021 when founder Lance Ingram developed the original artificial turf operation. The business later expanded into San Antonio before the franchise system was established.
Waterloo Turf Franchising Co, LLC was formed in Texas in 2024, and the company began offering franchises in December of that year. CEO and co-owner Tim Lovett leads the franchise organization alongside Ingram and the broader management team.
Early expansion included markets such as Austin, San Antonio, Dallas-Fort Worth, Houston, Scottsdale, Nashville, Boise, Boulder and Fort Collins. Since then, the system has continued adding territories in additional U.S. markets.
The broader strategy is to build a recognizable national artificial turf services brand around a standardized operating system, centralized marketing resources, technology, approved suppliers, installation expertise, and local franchise ownership.
- Established Year: 2021
- Franchising Since: 2024
- Founder: Lance Ingram
- CEO & Co-Owner: Tim Lovett
- Headquarters: Austin, Texas
- Industry Category: Artificial Turf / Landscaping / Home Services
- Business Model: Home-Based and Mobile Service
- Customer Market: B2C and B2B
- Franchised Units: 112
- Company Owned Units: 5
- Home-Based: Yes
- Item 19: Yes
- Veteran Discount: Yes
- Owner Model: Active Owner-Operator Focus
Support Training
Waterloo Turf provides franchisees with onboarding, training, launch assistance, operational guidance, marketing resources, and ongoing business support.
Initial Training
New owners receive training covering important areas such as:
- Artificial turf products and applications
- Sales and estimating
- Customer consultations
- Project management
- Installation procedures
- Crew coordination
- Marketing and lead generation
- Financial management
- Technology systems
- Customer service
- Business administration
The program includes classroom and practical training designed to help franchisees understand both the business and installation sides of the operation.
Pre-Opening & Launch Support
Before opening, franchisees receive assistance with:
- Business setup
- Technology implementation
- Vendor relationships
- Vehicle branding
- Marketing preparation
- Local market launch
- Operational systems
- Sales processes
Waterloo Turf also provides opening assistance to help new owners implement the franchise system in their territory.
Marketing Support
Franchisees receive access to brand marketing resources designed to support local customer acquisition.
Marketing assistance may include:
- Digital marketing
- Local advertising
- Website presence
- Social media resources
- Lead-generation campaigns
- Brand creative
- Grand-opening marketing
- Promotional materials
Ongoing Support
After launch, franchisees continue to receive operational coaching, marketing guidance, system updates, vendor support, and assistance with business development.
Ideal Candidate
Waterloo Turf may be a strong fit for entrepreneurs who are comfortable with sales, customer service, leadership, and local business development.
Previous landscaping or artificial turf experience is not necessarily required, but owners should be prepared to actively grow their market.
Ideal candidates may have:
- Strong sales and communication skills
- Customer-service experience
- Leadership ability
- Local networking skills
- Interest in home services or construction
- Ability to manage employees or installation crews
- Sufficient startup and working capital
- A willingness to follow established systems
- Interest in building multiple territories over time
The business may appeal to corporate professionals, veterans, sales professionals, existing home-service operators, and entrepreneurs seeking a scalable service-based franchise.
Financial Detail
| Financial & Franchise Details | Waterloo Turf |
|---|---|
| Cash Investment | $121,300 – $162,500 |
| Total Investment | $121,300 – $162,500 |
| Minimum Net Worth | $60,000 |
| Single Unit Franchise Fee | $59,000 |
| 2nd Unit Franchise Fee | $49,000 |
| 3rd Unit Franchise Fee | $39,000 |
| 4+ Unit Franchise Fee | $34,000 per unit |
| Royalty Fee | 4% – 6% |
| Advertising Fee | 2% |
| Technology Fee | $600/month |
| Average Employees | 0–1 |
| Item 19 | Yes |
| Visa Candidates | Yes |
| Ownership Model | Owner-Operator Required |
| Home-Based | Yes |
| B2B | Yes |
| Master Franchise Opportunities | No |
| Veteran Discount | Yes – 10% |