Waterloo Turf

Categories: Business Services, Home Improvement, Maintenance & Repair

Concept Description

Waterloo Turf is a home‑services franchise focused on artificial turf design, installation, and select maintenance services for residential and commercial properties. Franchisees deliver approved turf and surface products along with related installation and landscaping, targeting customers who want attractive outdoor spaces with less maintenance and reduced water usage. The concept has roots in Austin, Texas, where Waterloo Turf’s founder began operating in 2021 before expanding to San Antonio and then into franchising in late 2024.

Each Waterloo Turf territory is a defined geographic area where the franchisee markets and delivers the brand’s approved products and services. The business is typically run from a home office with a branded truck or van and job‑site based crews, rather than a retail storefront. Waterloo Turf emphasizes a branded “System” that includes development, opening, and operating guidelines, along with technology, marketing, and brand standards to create a consistent customer experience across markets.

Franchisees benefit from a model that taps into several converging trends: homeowner and business investment in outdoor spaces, demand for home‑improvement services, and growing awareness of water conservation. Artificial turf products have improved significantly in durability and appearance, supporting demand for high‑end residential lawns, pet areas, putting greens, and commercial installations. Waterloo Turf positions itself as a specialized, turf‑only brand in this space, rather than a general landscaping provider, allowing franchisees to focus on a defined service mix.

Waterloo Turf provides initial training at its Austin headquarters, covering operations, sales, installation processes, and use of required tools and systems. New owners also receive on‑site opening support for several days around launch, plus additional post‑opening support a few weeks later, funded by an Opening Support Fee. The franchise includes required technology and information systems, a branded website and marketing setup, and ongoing brand‑fund advertising and local marketing requirements to help drive lead flow.

The total estimated initial investment for a single Waterloo Turf franchise ranges from approximately 121,300 to 162,500, including the 59,000 franchise fee and about three months of additional working capital. The system also offers multi‑unit development rights for qualified candidates, with a Development Area Rights Fee structure that discounts franchise fees for additional territories. While the franchisor provides Item 19 historical financial performance data for its Austin and San Antonio company‑affiliated operations, it clearly notes that individual results will vary and that no assurance can be given that any franchisee will achieve similar performance.

Unit Option

Multiple

Background

FDD Franchised Units: 26

Corporate Owned Units: 5

Projected New Units: 18

Year Established: 2021

First Year Franchised: 2024

Type of Business: Franchise

Hours of Operation: Regular Business Hours

History:

In his mid-20s, Lance Ingram made the leap from the corporate world to full-time business ownership,

launching Waterloo Turf in Austin, TX. This was his second turf company. He had exited his first after being

drawn into the corporate world by the promise of stability, but he quickly realized that the only way to

control your own destiny is through business ownership.

As the founding Austin location scaled becoming known for high quality turf installs, Lance decided to prove

his systems in a new market. In 2023, he launched Waterloo Turf of San Antonio, which experienced

explosive growth that validated the robust model he had meticulously developed.

Driven by a profound passion for helping others achieve their entrepreneurial dreams, Lance made the

strategic decision to franchise Waterloo Turf. His goal was simple yet powerful: provide a pathway for others

to gain the same time freedom and financial independence he had achieved.

Before Lance and Tim were partners, they were friends first. Tim had already established himself as as an up

and coming leader in the home services franchise space, having played pivotal roles in franchising three

well-known brands. As an operations executive for one of the fastest-growing franchise platforms in the

country, Tim had successfully launched over 100 franchised territories in less than a year, bringing

unparalleled expertise to Waterloo Turf’s expansion strategy.

In 2024, Lance and Tim decided to expand their friendship into business partnership and franchise Waterloo

Turf. With a focus on franchisee profitability, top quality installations, and exceptional customer service –

Waterloo Turf is a franchised home-services brand focused on artificial turf design, installation, and select maintenance services for residential and commercial properties.

Availability

Not Available

Available

Focus

Territories: United States

Financials

Liquidity: $60,000

*Investment Range: $121,300 - $162,500

Minimum Net Worth: $100,001 to $250,000

Franchise Fee: 1st Territory: $59000 | 2nd Territory: $49000 | 3rd Territory: $44000 | 4th & more Territories: $39000

Royalty: 6%

Royalty Description: 6% of Gross Sales (reduced to 5.5%-4% on Gross Sales above $1.5M tiers)

Advertising: 3% of Gross Sales local ad expenditure (franchisor may raise to 5%)

National Advertising: 2% Gross Sales- National Brand Fund (system advertising)

Ramp-Up: 1 to 3 months

Passive Ownership: Semi- passive at onset (they can hire a manager to run business)
Passive Ownership means the owner is working 15 hours or less per week in the business.

Passive Ownership Explain: Semi-Passive only available in special cases

Available Discounts

Veterans

Discount Description: 10% discount on the initial franchise fee for the first unit if the candidate qualifies for the International Franchise Association’s VetFran program. On average, franchise owners collect their first dollar 74.5 days after signing the Franchise Agreement.

Training, Support and Assistance

Co-Operative Advertising: N/A

Site Selection Assistance: N/A

Lease Negotiation Assistance: N/A

Length of Training: 116 Hours

Training Description:

Training outline showing 84 hours of virtual training plus 32 hours of classroom training in Austin and in the field, for a combined 116 hours over approximately four days of scheduled program time.

Operational and Marketing Tools:

Waterloo Turf provides franchisees with a complete training, operations, and marketing support system designed to help them launch and grow their business.

Franchisees receive a comprehensive training manual, 70+ hours of on-demand e-learning, and are paired with a CST-certified turf business coach. New owners also attend a four-day, in-person training in Austin, TX, focused on hands-on installation, sales, operations, and business management.

Before launch, Waterloo Turf supports franchisees with local launch preparation, including networking, ad planning, market setup, and operational readiness. During grand opening, our franchise support team provides on-site support to help owners start strong.

From a marketing standpoint, Waterloo Turf provides digital and creative support, including graphic design, brand standards, professional photography and videography, social media strategy, content planning, campaign creative, website content, blog writing, SEO support, and Google Business Profile optimization.

Franchisees also have access to vetted digital marketing agencies for paid advertising, campaign testing, performance tracking, reporting, and local market growth, while maintaining control over their agency partnerships

Financing Assistance: N/A

Concept Description

Testimonials

Publicity