Waterloo Turf Builds On Headstart As First National Turf Brand

Lance Ingram felt the pull of corporate employment after graduating from college. However, he decided to take the leap and start his own business. Before creating Waterloo Turf in 2021, Ingram had already owned a turf company in his mid-20s, sold his shares in it, and had moved into and out of corporate medical device sales.

Ingram's decision to start Waterloo Turf was influenced by a near-death experience. He was driving to his territory when he slid off the road, through a fence, into a field during an ice storm. This incident made him realize that he wanted to start another turf company and run it at a similar pace to his previous one.

Ingram ran Waterloo Turf solo for about three years before partnering with Tim Lovett, a business partner who had experience in franchising. Lovett's experience in franchising was a key factor in Ingram's decision to franchise Waterloo Turf.

Tim Lovett's background in franchising was influenced by his experience in creating a subscription product that generated $120 million in recurring revenue in 15 months. However, he realized that he didn't own any equity in the company, which led him to seek out opportunities where he could have more control and ownership.

Franchising experience

Lovett's experience in franchising was also influenced by his role as an operations executive for Resi Brands, a home services franchise platform. He discovered that being part of a first national brand in a trade gave franchisees a competitive advantage over private equity-backed companies and single mom-and-pop operators.

Lovett and Ingram were connected through church and began discussing their professional circumstances and goals. They decided to work together to accelerate Waterloo Turf's growth, and with 95 units open, Waterloo Turf now represents the first national brand providing turf services in the B2B and B2C market.

For Ingram, the perfect franchisee is a local operator who is deeply entrenched in the community and comfortable working diligently for years, earning the return that comes with expertly delivering a needed service. Ingram and Lovett are focused on building on Waterloo Turf's advantage as the first national brand in a home service sector.

• The perfect franchisee for Waterloo Turf is a local operator who is deeply entrenched in the community and comfortable working diligently for years.
• Lance Ingram's near-death experience influenced his decision to start Waterloo Turf.
• Tim Lovett's experience in creating a subscription product and his realization that he didn't own any equity in the company led him to seek out opportunities where he could have more control and ownership.
• Lovett's experience in franchising was a key factor in Ingram's decision to franchise Waterloo Turf.
• Waterloo Turf now represents the first national brand providing turf services in the B2B and B2C market.