Waterloo Turf Franchise

Waterloo Turf traces its origins to 2021, when founder Lance Ingram began providing artificial turf products and services to residential and commercial customers around Austin, Texas. He formed Waterloo Turf, LLC in March 2021 and expanded the operating business to San Antonio in 2023.

The current franchisor, Waterloo Turf Franchising Co, LLC, was formed in Texas in August 2024 and began offering franchises in December 2024. Its April 27, 2026 Franchise Disclosure Document reports 94 franchises sold to 24 franchisees as of issuance. Those figures describe franchises sold, rather than a count of open locations.

The business offers approved artificial turf and surface products, installation, landscaping and certain maintenance services. Maintenance is not required at initial opening under the reviewed FDD, although the franchisor may require it in the future. The system includes operating standards, approved equipment and suppliers, training, marketing requirements and technology. Owners generally may use a home office, subject to applicable standards and requirements.

For a single franchise, Item 7 of the 2026 FDD estimates an initial investment of $121,300–$162,500, including a $59,000 initial franchise fee. Separate development agreements have their own additional commitments and should not be confused with the single-franchise investment.

Before opening, Waterloo Turf reviews a proposed office outside the home for compliance with its standards, provides an approved equipment and supplier list, supplies its Brand Standards Manual and conducts initial training. Owners arrange their own premises, equipment and local requirements; the franchisor does not promise to deliver or install their equipment.

The controlling principal and any general manager already hired must complete the required initial training satisfactorily. Item 11 describes approximately four days of initial classes at the Austin, Texas headquarters and field instruction at the affiliated Waterloo Turf business in the Austin area, alongside a curriculum containing virtual instruction. Topics include industry knowledge, software, daily operations, project and crew management, financial management, marketing and safety. Training must begin at least two weeks before the expected opening and finish at least one week before opening.

The initial training fee is $2,000 per required participant; the controlling principal’s spouse may attend without an additional training fee. Owners pay travel, room, board and wages. Extra participants or additional instruction may incur further charges. The $4,000 opening support fee for the first territory covers approximately three days of on-site pre-opening and opening assistance, followed by one to two days of further support about 30 days after opening.

Ongoing support includes consultation during regular business hours to the extent the franchisor considers advisable, updates to the manual, promotional guidance and marketing materials as developed, and applicable national-account supervision. Additional mandatory or optional training, seminars and other programs may be offered with fees and expenses. Owners remain responsible for their staff and local marketing obligations; support for additional territories differs from the first opening.

Waterloo Turf may appeal to buyers who want to combine customer-facing sales with the coordination of outdoor installation projects. Its focus on artificial turf gives owners a defined product and service category serving both homes and commercial properties, supported by operating standards, training and staged opening assistance.

The generally permitted home-office arrangement offers a practical administrative base, while successful local execution still requires equipment, reliable project delivery and management attention. This is an active ownership model: unless approved otherwise in writing, the controlling principal must supervise and manage the business on a full-time, best-efforts basis. The FDD permits approved full-time general managers for individual businesses once at least three businesses are open, rather than promising unrestricted absentee ownership.

For a buyer who enjoys building local relationships and coordinating service teams, the opportunity is to develop an artificial turf business using a defined franchise framework. Evaluate the territory, operating budget and owner responsibilities against your experience and goals.

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