Waterloo Turf Founders Share How Values and Vision Are Fueling Franchise Growth
When Lance Ingram left a stable medical sales career to launch Waterloo Turf, he was chasing more than just business ownership—he wanted freedom. In this episode of Emerging Franchise Brands, Lance shares how a passion for turf, paired with a desire for autonomy, led to the creation of one of the most promising new brands in the home services space. But it wasn’t until he met Tim Lovett—an experienced franchising executive—that Waterloo’s potential to scale truly came into focus.
The two met at church, formed a friendship first, and soon realized they shared the same belief: franchise success should be built around profitability, strong culture, and aligned values. With that foundation, they launched franchising in late 2024, raised seven figures in capital, and quickly secured 11 territories across five company-owned markets and three franchisees.
Waterloo Turf isn’t just about landscaping—it’s about giving people their Saturdays back. Through quality installations and a focus on low-maintenance lifestyle solutions, they’re creating recurring revenue opportunities and building a brand rooted in recreation and simplicity. Their new “Fresh & Clean” program adds even more value for franchisees by offering turf maintenance memberships post-install.
From the beginning, Tim and Lance have prioritized operational excellence, franchisee support, and cultural fit. With a scalable model, expanding demand, and a vision to become the country’s largest turf brand, Waterloo Turf is positioned as more than just a home service—it’s a lifestyle franchise for the next generation of business owners.
June 11, 2025
