Families in Franchising: How the Martinez Family Is Growing Together with Lawn Squad of North San Antonio

For Lawn Squad franchisees John and Jessica Martinez, entrepreneurship was always about starting a new family chapter. After years of building successful careers in corporate America, the couple decided it was time to trade in their desks for something that brought them closer to each other, their children and their community.

Before franchising, Jessica spent 14 years in the financial services industry, with a primary focus on real estate and home services, while her husband, John, spent over a decade in big tech. However, the corporate ladder felt increasingly at odds with their vision for their family. Driven by a desire for greater stability, more flexibility, and the long-term goal of building generational wealth for their children, they decided to make the entrepreneurial leap into franchising.

“I’ve always been very well-versed in the customer experience world,” she said. “I knew I didn’t want to end my career in corporate America. My husband, John, spent a little over a decade in big tech and always had an itch to be outside with our kids. That is when we decided to pursue other opportunities.”

Family business background

The couple began saving and planning with intention. “We tried to be very conservative financially so we could either acquire or start a new business from scratch,” Jessica said. “He helped my 19-year-old son start a landscaping business a little over 18 months ago, and that’s when we decided to pursue Lawn Squad ourselves.”

The Martinez family’s entrepreneurial drive runs deep. “Entrepreneurship is in our blood — both of our parents owned and operated their own businesses,” Jessica said. “When our son got a little bit older, we knew it’d be a good time to make a decision. John worked for his dad while he was going through college, and I worked for my parents starting in high school when we started our family.”

Their oldest son, now a freshman in college studying business, has already stepped into the family operation. “He’s always known that he wanted to start something of his own, and this gives him firsthand experience,” Jessica said. “It’s teaching him what it takes to build something from the ground up.”

Lawn squad choice

When it came time to choose the right business, the family was strategic. “We loved the idea of recurring revenue from the residential side,” Jessica said. “Because my son and husband had started their own landscaping service already, this really checked all the boxes for us.”

The culture and support behind Lawn Squad sealed the deal. “It was definitely a good culture fit for us,” she said. “The team was very patient and open-minded and welcomed all of our questions. It made us feel very comfortable. We liked that it’s an emerging brand, which means you have a little more autonomy as opposed to a franchise that has been in business for 30 years. We got on board and thought we could really make a difference, while also having the backing of Authority Brands behind us. It gave us that extra confidence that we weren’t doing it completely alone.”

The Martinezes officially opened Lawn Squad of North San Antonio in late April 2025. From the start, they made it a true family affair by including their 10-year-old daughter. “Both the residential and commercial aspect is relationship-heavy,” Jessica said. “So we bounce off each other’s strengths — I am the personality, my husband is technical, and my son can play both sides.”

Their youngest is also finding her place in the business. “She helps us on the weekends at the shop,” Jessica said. “She’ll help John check off the inventory. It’s a family affair, literally. Our kids are able to see the sacrifice it takes in the beginning. It’s not all glory — you have to roll up your sleeves and take risks. You have to be willing to make sacrifices. It’s a great firsthand experience.”

Business challenges and growth

Like any new business, the road hasn’t been without challenges. “The hardest part is that you have to be ready to make lifestyle changes and you have to be able to be flexible and go all in,” Jessica said. “We are already reaping the rewards of locking in and doing what it takes. We can all see our own contributions, which has been fun.”

The joy of seeing their collective effort come to life outweighs the challenges. “We can look at something tangible and say, ‘We built this together,’” Jessica said. “That’s what makes it worth it. They say when you run a business, you work 24/7 — and that’s true. But it doesn’t feel like that because we’re doing it all together. It sounds cliché, but it’s very true.”

Looking to the future, the Martinezes see Lawn Squad not just as a business, but as a foundation for a long-term family legacy.

“Long-term, we intend for this to be a rewarding, multi-generational brand,” Jessica said. “After my son graduates from college, he will likely take on more responsibility, and John and I will be able to step back and maybe acquire additional businesses or keep growing. The opportunities are really endless.”