Their weekends
No mowing, edging, fertilizing or reseeding. Just a yard that's ready on Saturday morning.
Home-Based Artificial Turf Franchise · Waterloo Turf
Homeowners Want Their Saturdays Back. This Franchise Sells Them.
Hear it from a Waterloo Turf franchise owner
No mowing, no watering, no mud. Waterloo Turf's company-operated Austin location did $1,470,739 in revenue in 2025 at a 21.3% net margin.* Start your own from $121,300.
- 102 territories sold since 2024
- No turf experience needed
- 10% off for veterans, former NCAA athletes and entrepreneurs under 30
Is Your Territory Open?
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No cost. No obligation.
Availability is subject to Waterloo Turf confirmation. An inquiry does not reserve a territory.
*Company-operated location, not franchisee results. Net margin after royalty and franchise adjustments. Per Item 19 of the Waterloo Turf 2026 Franchise Disclosure Document. See full details below. Your results may differ, and there is no assurance you will do as well.
Why customers buy
Grass Takes Time, Water and Weekends. Turf Gives Them Back.
Their water bill
About 30% of household water goes outdoors, and up to 60% in the Southwest, according to the EPA. Turf doesn't need it.
Their dogs and kids
No mud tracked inside, no dead patches, and a yard that stays green after the dog's had a summer on it.
Their backyard dreams
Putting greens, pool surrounds and play areas turn a yard into the place everyone wants to be.
Source: U.S. EPA WaterSense, Outdoor Water Use in the United States.
Item 19 · Company locations
Two Markets. Growing Every Year.
Two company-operated markets have reported results across multiple years. Read what the numbers are—and what they are not.
Check My TerritoryCompany-operated Waterloo Turf locations
| Location | Year | Revenue | Net margin |
|---|---|---|---|
| Austin | 2023 | $1,084,016 | 14.85% |
| Austin | 2024 | $1,290,506 | 15.64% |
| Austin | 2025 | $1,470,739 | 21.3% |
| San Antonio | 2024 · first year | $771,920 | 15.84% |
| San Antonio | 2025 | $1,413,913 | 22%* |
Austin's results cover 2.55 franchise territories and San Antonio's cover 2. A Waterloo Turf franchise territory includes about 350,000 people.
San Antonio opened in 2023 to prove the system in a second market. It nearly doubled its revenue in its second full year.
*San Antonio 2025 reflects owner/operator equivalent. Net margin is after royalty and franchise adjustments. All figures are from company-operated locations, per Item 19 of the Waterloo Turf 2026 Franchise Disclosure Document, which includes full profit and loss statements. Not franchisee results. Your results may differ.
Open full-size financial highlights ↗
Why owners buy
Big Tickets, a Small Investment, and a Market Without a Leader
Most turf installers are independent local contractors. Waterloo gives you a brand, a trained system and marketing behind every quote, so you compete on trust instead of price. And because owners are buying several territories at a time, the best markets are going quickly.
$9,350
Typical cost of a 500 sq. ft. residential install
LawnStarter, 2026 industry estimate$736,413
2025 revenue per territory
Company-operated locations, Item 19$162,500
Estimated initial investment
Item 7Territories sold to about 28 owners
Since franchising began in 2024
The $7,400–$9,350 range is an industry estimate for typical residential installs, not Waterloo Turf pricing or results. Territory count per Waterloo Turf, June 2026.
Check My TerritoryA category with momentum
Turf Is Growing Everywhere
Demand comes from everyday yards and ambitious shared spaces—not just one kind of customer.
Water rules
Drought-prone states restrict watering, and Southern Nevada pays homeowners to remove grass.
Families and pets
Turf stays green, mud-free and ready for kids and dogs, with no mowing, watering or fertilizer.
Commercial demand
Schools, parks, sports facilities, day cares, dog parks, hotels and restaurants all buy turf.
~$1.3B
The U.S. artificial turf market reached about $1.3 billion in 2026 and is projected to grow about 17% a year through 2034.Source: IMARC Group, United States Artificial Turf Market.
A practical business model
Big Tickets. Repeat Customers. Run From Home.
Build a crew-led installation business around real projects, with the flexibility to grow into the role that suits you.
- 01High-ticket installation projects for homes and businesses
- 02Recurring maintenance revenue from the customers you've already served
- 03Putting greens and play areas as add-ons
- 04Home-based, with no storefront or real estate
- 05Start with no employees or one, then build your crews
- 06Territories of about 350,000 people, larger than most home service franchises
- 07Three ways to own: owner-operator, owner-manager or with a general manager
People behind the business
Built by a Turf Guy and a Franchise Guy
Lance Ingram left the corporate world in his mid-20s and launched Waterloo Turf in Austin. It was his second turf company. As Austin grew, he opened San Antonio in 2023 to prove the system worked somewhere new. It did.
Tim Lovett had already helped franchise three well-known home service brands, including launching more than 100 franchised territories in under a year as an operations executive. In 2024 the two friends became partners and began franchising Waterloo Turf.
Today the company is backed by investors with more than 60 years of combined franchise experience, and franchisees have a seat on its board.
Buyer-side diligence
What to Know Before You Go Further
- 01The franchise system is young. Franchising began in 2024, and the first franchisees opened in 2025. The numbers above are from company locations, not franchisees.
- 02In colder climates, installations slow in winter. Ask how owners in northern markets plan for it.
- 03You'll sell high-ticket projects and lead installation crews. This is a business to run, not a passive investment.
- 04Your territory is not exclusive. The franchisor keeps certain rights, including internet sales. Read Item 12 closely.
- 05Some homeowners and cities ask about turf heat and materials. Know the product answers before you sell, and Waterloo trains you on them.
- 06That's exactly why the questions you ask matter, and why we help you ask them.
Training and support
No Turf Experience Required
Learn the work, then get help putting the first jobs into practice.
- 01More than 100 on-demand training videos on installation, maintenance, growing your business and reading your P&L
- 024 days of hands-on training in Austin, Texas
- 033 days of onsite support in your market for your first projects
- 04Ongoing coaching from Waterloo's regional Turf Coaches
Waterloo isn't looking for landscapers. It's looking for business owners.
A closer look at Waterloo Turf
Watch the work and the opportunity.
Get a feel for the brand and the business before deciding what to ask next.
Capital and fees
The Investment
A home-based model, with territory and startup costs to understand before you move ahead.
Franchise fee$59,000
Estimated initial investment$121,300–$162,500
Liquid capital$60,000
Net worth$100,000
Royalty4%–6%, decreasing as your revenue grows
In-person training$2,000
Opening support$2,000
Marketing development$3,000
TerritoryAbout 350,000 people
10% off the franchise feeVeterans, former NCAA athletes (one season minimum), entrepreneurs under 30 and former clergy
Confirm all fees and investment figures in Items 5, 6 and 7 of the current Franchise Disclosure Document.
Check My TerritoryThe kind of owner who thrives
Waterloo Wants Team Captains
This is a fit if:
- You lead from the front, and people look to you when something needs to happen
- You want to build a business doing millions in revenue
- You're energetic and like recruiting and leading a team
- You live in or within 10 to 15 miles of your territory
This is not a fit if:
- You want a passive investment
- You don't want to sell
- You need years of franchisee data before you decide
Find your patch
Markets in Demand Now
Some of the most in-demand open markets include Birmingham, Alabama; Colorado Springs; Miami and Fort Lauderdale; Northern New Jersey; Fayetteville, Arkansas; St. George, Utah; and Albuquerque.
Open market availability is subject to current franchisor confirmation.Check My TerritoryBuild where people liveA first conversation, not a commitment
Is Your Territory Open?
Tell us where you want to build and a little about you. We'll help you check the territory and decide whether a conversation with Waterloo Turf makes sense.
No cost. No obligation. Market availability is subject to current franchisor confirmation; an inquiry does not reserve a territory.
Your information is shared to help us respond to your inquiry.
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No cost. No obligation.
The Franchise Insiders
The franchisor will tell you why to buy. We'll help you decide whether you should.
Jack helped scale TheKey Home Care's franchise system from 30 to more than 250 locations and was on its leadership team through its private-equity sale. Jill spent fifteen years in marketing and enterprise sales, including at IBM and Wynn Las Vegas, before co-founding The Franchise Insiders. Together we've helped more than 870 people become franchise owners.
Our guidance is free to you. Franchisors pay The Franchise Insiders when a client buys.
This page is for general information and is not an offer to sell a franchise. An offer can only be made through delivery of the franchisor's current Franchise Disclosure Document in compliance with applicable franchise laws. Several states regulate franchise sales and require pre-sale registration and disclosure. Financial figures are from Item 19 of the Waterloo Turf 2026 Franchise Disclosure Document and reflect company-operated locations, not franchisees. Results vary and are not guaranteed. The Franchise Insiders receives commissions on franchise purchases made through our referrals.
