GrassRoots Franchise

A lawn care business rooted in Georgia

The GrassRoots story began in October 2002, when the affiliated GrassRoots Tree and Turf Care business started operating in Acworth, Georgia. Founder Josh Wise built the business around residential lawn treatment and customer service. That original operation provided practical experience in treating lawns, managing technicians and building ongoing customer relationships.

GrassRoots Turf Franchise, LLC was formed in Georgia on May 31, 2018. Franchise offerings began in 2019, extending the operating model to independently owned businesses. The franchisor continues to be based in Acworth, connecting its franchise program to the company’s lawn care roots.

Services and operating models

A GrassRoots Turf franchise provides lawn treatment, weed control and tree and shrub care. The brand also promotes fertilization, liquid aeration and mosquito treatments. These services give owners opportunities to meet several outdoor-care needs through scheduled customer visits. Demand varies by season and local climate, with lower activity typically occurring in winter.

The business operates through mobile service routes rather than a walk-in café or retail shop. Technicians travel to customer properties with approved equipment and supplies. An approved operating location supports administration, storage and vehicle parking. A single franchise is the starting model; multi-unit development agreements are also available for buyers planning expansion.

Investment and ownership

The March 30, 2026 FDD lists a $49,500 initial fee for a first franchise. A $10,000 military discount is available to qualifying buyers. The published single-franchise investment total is $157,300–$313,600; however, the high-end line items add to $332,600, which is also the upper figure shown on the brand’s investment webpage. The opening budget therefore needs clarification with the franchisor. The low estimate assumes the military discount and financing for the vehicle and equipment.

Owners must devote substantial time and attention to the business. A hired general manager is permitted, but this does not remove the owner’s involvement obligations. The designated principal executive and general manager must complete the required training.

Initial lawn care franchise training

The 2026 FDD outlines 74 hours of initial training: 34 classroom hours and 40 hours of on-the-job instruction. Subjects include equipment, operations, agronomics and technology. Training is based in Acworth, Georgia, with location and virtual instruction identified in the program. It prepares owners and managers to understand treatment work as well as the systems behind daily operations.

Initial training is provided without a training fee for up to two people. Participants pay their travel and living expenses. Required training must be completed at least four weeks before opening, and technician instruction may vary with experience. Additional or refresher training can be required as the system develops.

Preparing to open

Preopening support includes review of a proposed operating site, equipment and supplier specifications, access to the Brand Standards Manual, and guidance on the market-introduction plan. GrassRoots can review a business plan and projections upon request. The franchisee selects and leases the location, obtains necessary licenses and assembles the approved equipment and inventory.

Customer service and operating tools

The support structure includes customer communications for incoming calls and web inquiries, estimates, sign-ups, lead follow-up and complaints. Required Service Assistant software from RealGreen supports scheduling, estimates, billing and marketing. Vehicle tracking and technician body cameras form part of the operating requirements.

Franchisees can request operating guidance by telephone or electronic communication, along with recommended administrative and inventory procedures. GrassRoots maintains the brand website and administers the brand fund. Owners combine these shared resources with local marketing, team management and service quality in their territory.

Build customer relationships through repeat service

For an entrepreneur who enjoys outdoor services and local business development, GrassRoots offers a focused lawn care franchise model. Scheduled treatments create opportunities to serve the same households throughout the lawn care season. Fertilization, weed control and related services give owners several ways to address customers’ property-care needs.

Combine local ownership with shared support

Owners bring local knowledge, responsiveness and team leadership. GrassRoots contributes technical instruction, operating standards, customer communications and business software. That combination can help an owner build a lawn treatment business without developing every process independently.

The mobile model puts the service directly at the customer’s property. Owners can begin with a single franchise and consider additional units as their experience and resources grow. They may personally lead daily operations or appoint a trained manager while staying actively involved.

A practical fit for a service-minded owner

This opportunity suits someone comfortable developing customer relationships, managing technicians and organizing service routes. Consistent treatments, careful scheduling and responsive communication are central to the customer experience. A buyer should also plan for seasonal demand and local licensing requirements.

The FDD specifies a royalty of 7% of gross sales and a 1% brand-fund contribution, with a separate local marketing requirement. For an owner ready to pair hands-on leadership with a structured service system, GrassRoots offers a way to build a recognizable lawn treatment business in their community.

Explore other franchise opportunities or contact FranchiseTop40 to discuss GrassRoots and your ownership goals.

For questions about service mix, equipment, staffing, seasonal scheduling and owner workload, read our outdoor-service franchise comparison. Compare the work authorized by each offering separately.