Send us a text Imagine a home services business that turns heads, sparks referrals without begging for them, and actually gives families their Saturdays back. That’s the vision behind Waterloo Turf — and in this episode of We Bought a Franchise, we sit down with founders Lance Ingram and Tim Lovett to unpack how they’re building the first true national artificial turf brand. We start with the origin story. Lance walked away from a traditional corporate path, returned to turf, and validated the model across Austin and San Antonio before ever thinking about franchising. Tim came from a large home services platform and saw turf as a rare opportunity: a niche category with high-ticket installs, low capital requirements, and almost no national competition. Instead of rushing to sell franchises, they raised capital first, built infrastructure, and designed a support system meant to scale responsibly. From there, we dig into the operating model. Waterloo Turf uses generous territories (350,000 population), subcontracted crews, and a single wrapped sales vehicle to keep startup costs lean while preserving room to grow. New owners aren’t burdened with real estate, inventory, or large payrolls — and the launch sequence is designed to get franchisees to revenue in roughly 75 days, not “someday.” We also talk numbers — responsibly. Waterloo shares a combined Item 19 P&L from Austin and San Antonio showing a little over $2M in revenue with approximately 16% EBITDA, along with how owner-operators can improve margins by replacing a manager. We break down how marketing actually works in this business: national brand and content layered with local hustle, referral relationships, and what Lance calls “donut economics.” One of the most interesting pieces of the model is the Fresh & Clean maintenance program. Turf isn’t truly “set it and forget it,” and Waterloo leaned into that reality by creating a recurring service that protects installs, improves longevity, and drives ongoing client touchpoints. The result is better reviews, more referrals, and an additional revenue stream that stabilizes the business. You’ll also hear how turf stretches beyond the typical backyard install — into putting greens, indoor gyms, golf simulators, dog facilities, and commercial spaces — and why those projects often compound through a powerful referral flywheel. We cover supplier relationships, national pricing leverage, turf coaches who fly out to ensure five-star first installs, and why staying focused (no stadium fields, no bolt-on trades) keeps execution tight. If you’re comparing traditional home services like HVAC, plumbing, or roofing, this episode offers a contrarian perspective. Those categories are crowded with private-equity-backed platforms. Turf isn’t. Waterloo owners often compete against generalist landscapers, giving them a real chance to become the turf authority in their market. If this conversation sparks interest, don’t guess whether a turf franchise — or any franchise — is right for you. 👉 Visit https://www.thefranchiseinsiders.com and take our free 3-Minute Franchise Fit. It’s personalized, data-driven, and built to help you identify the right model for your capital, goals, and lifestyle — or confirm that now isn’t the right time The Franchise Insiders Podcast Schedule A Call Text: 305-710-0050 Take our FREE Business Builder Assessment
