TruGreen
TruGreen UK is a franchised professional lawn care brand under ServiceMaster Limited, founded in 1973, delivering tiered subscription treatment programmes (8–19 visits/year) to UK residential homeowners via NPTC-certified franchise technicians.
- Company typePrivate
- Founded1973
- HeadquartersWigston, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What TruGreen does
TruGreen is a UK professional lawn care brand operated by ServiceMaster Limited (incorporated in England and Wales, company number 01410680), tracing its heritage to 1973. The company provides recurring, technician-delivered lawn treatment programmes to residential homeowners, structured as three subscription tiers — TruLite (8 treatments/year, from £19/month), TruPlus (14 treatments/year, from £24/month) and TruMax (19 treatments/year, from £34/month) — supplemented by one-off services such as the TruRenew turf replacement and lawn renovation offering. Lead generation is supported by a free 14-point lawn analysis.
Service delivery is conducted through a UK franchise network (evidenced territories include Gloucestershire, West Sussex, Mid Hants, Three Counties and South Bedfordshire) using NPTC-certified technicians and professional-grade products not available to consumers. The franchisor / corporate support function is reported at 51–100 employees, while end-customer revenue accrues principally to the franchisees. Pricing is subscription-based on annual contracts, positioning the model as a high-volume, low-ticket recurring service. Commercial / B2B work is secondary but present, with named cases including turf replacement at a retirement community and treatment at Hartlepool Golf Club.
The company has invested in operational formalisation — it holds ISO 9001:2015, ISO 14001:2015 and ISO 45001:2018 certifications — and pursues brand-building activity through charity partnerships (e.g., a £10,000 Alzheimer's Society pledge) and local sponsorships. Growth activity observed in the source material is incremental: territorial expansion (Gloucestershire into Hereford and Worcester), franchise ownership transitions (West Sussex), territory subdivision (Mid Hants), and selective commercial segment penetration, with no disclosed fundraising, M&A or rapid headcount scaling.
TruGreen firmographics
Firmographics- Name
- TruGreen
- Legal name
- ServiceMaster Limited
- Website
- https://trugreen.co.uk
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- TruGreen UK is a franchised professional lawn care brand under ServiceMaster Limited, founded in 1973, delivering tiered subscription treatment programmes (8–19 visits/year) to UK residential homeowners via NPTC-certified franchise technicians.
- Ownership category
- akta.pro rank
TruGreen industry classification
Industry- Product category
- Lawn Care Services
- NAICS
- Landscaping Services (561730)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Turf Care (Fertilization, Aeration & Weed/Pest Control) (IMAIAIAD)
- akta.pro secondary industry
- Aeration & Overseeding (Seeding, Topdressing, Renovation) (HSAIAGAD)
Keywords
Where TruGreen is headquartered
LocationHeadquarters
- HQ city
- Wigston
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
TruGreen business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain
Revenue model
- Recurring Lawn Care Services: Revenue generated from subscription-based lawn care programmes delivered through seasonal visits. Customers purchase annual treatment plans (TruLite, TruPlus, TruMax) that include multiple treatments across the year, providing predictable recurring revenue. Additional services such as turf replacement and hard surface treatments are available as one-time services.
- One-Time Services: Revenue from discrete services such as turf replacement, hard surface treatments, and decorative flora mixtures that are purchased as individual treatments rather than part of ongoing programmes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | TruLite provides balanced feed, weed control, and moss control with 8 treatments across 5 seasonal visits. |
| Subscription | Annual | TruPlus builds on TruLite with additional machinery works including scarification and aeration, providing 13 treatments across 6 seasonal visits. |
| Subscription | Annual | TruMax is the most comprehensive plan with 19 treatments across 7 seasonal visits, including the latest lawn care developments. |
| Unit Pricing | Pay-as-you-go | TruRenew provides lawn renovation as an alternative to returfing for tired, patchy, or worn lawns. |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
TruGreen product offering
Product offeringCore offering
TruGreen is a UK lawn care service company that delivers professional turf treatment and maintenance programs for homeowners. Its core offering consists of recurring annual treatment packages (TruLite, TruPlus, TruMax) plus a separate TruRenew program, covering fertilization, weed control, moss control, scarification, aeration, pest control, disease treatment, and turf replacement, delivered by NPTC-certified technicians.
Product overview
TruGreen is a professional lawn care company offering a tiered service architecture with three main subscription packages: TruLite (entry-level), TruPlus (mid-tier), and TruMax (premium), each providing different levels of treatments and seasonal visits. The company also provides à la carte services including scarification, aeration, fertilisation, weed control, moss control, pest control, disease treatment, turf replacement, and decorative flora mixtures. All services are delivered by NPTC-certified technicians using professional-grade products, supported by a free 14-point lawn analysis and a structured six-step annual programme for ongoing maintenance.
Differentiator
Problem solved
Functional benefit
Brands
- TruLite: Core lawn care plan providing balanced feed, weed control and moss control with 8 treatments across 5 seasonal visits.
- TruPlus
- TruMax
- TruRenew
Products and services
- TruLite Lawn Care Program Entry-level recurring annual lawn treatment program covering the core seasonal treatments for UK homeowners seeking baseline professional lawn maintenance.
- TruPlus Lawn Care Program Mid-tier recurring annual lawn treatment program offering an expanded set of seasonal treatments for UK homeowners wanting more comprehensive lawn care.
- TruMax Lawn Care Program Top-tier recurring annual lawn treatment program providing the most comprehensive seasonal treatment coverage for UK homeowners requiring intensive lawn management.
- TruRenew Program Standalone lawn restoration service for UK homeowners needing to renovate or rebuild damaged or poor-condition turf beyond routine treatment.
- Free 14-Point Lawn Analysis Complimentary on-site diagnostic service in which an NPTC-certified technician assesses fourteen aspects of a UK homeowner's lawn to recommend a tailored treatment program.
- Scarification Service Mechanical removal of thatch and moss from UK home lawns to improve turf health and prepare the surface for further treatment.
- Aeration Service Soil aeration treatment to relieve compaction and improve root health in UK home lawns.
- Pest Control Service Targeted treatment of lawn pests (such as leatherjackets and chafer grubs) affecting UK home lawns.
- Turf Replacement Service Replacement of damaged or dead turf with new lawn for UK homeowners needing to restore bare or severely affected areas.
Quantifiable outcome
- Over 3 million customers worldwide trust TruGreen LawnCare
- +2 more outcomes
Companies that use TruGreen
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
TruGreen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
TruGreen partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor.
- Longlevens TigersminorTruGreen Gloucestershire sponsors Longlevens Tigers, a children's football club (Under-8s and Under-10s teams), providing kits, training gear, match gear, and training equipment. Owner Mike Simmonds also coaches the teams. This community partnership helps raise awareness of TruGreen in the local area.
- Mike Simmonds (TruGreen Gloucestershire)minorMike Simmonds, Owner and Director of TruGreen Gloucestershire, partnered with fellow business owners in Gloucester to form a relay team for the Run2Paris charity challenge. Team members include Ben Limbrick (First Aid & Trauma Training), Alex Kell and Adam Chotoye (Quayside Wealth Management), and Christopher Price (Tayntons Solicitors). The team raised funds for Parkinson's UK and SSAFA, the Armed Forces Charity.
- Parkinson's UKminorCharity partner for the Run2Paris fundraising initiative. Parkinson's UK strives to improve care, treatments, and quality of life for those with Parkinson's through research, information, support, and campaigning.
- SSAFA, the Armed Forces CharityminorCharity partner for the Run2Paris fundraising initiative. SSAFA is the UK's oldest tri-military charity providing specialised support to service leavers including financial help and support for injuries and hidden wounds.
- Alzheimer's SocietyminorTruGreen has pledged to raise £10,000 to support Alzheimer's Society in their mission of providing help and hope to those in the UK living with dementia. This is the company's designated Charity of the Year.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
TruGreen competitors and assessment
Company assessmentDirect peers
- GreenThumb UK: GreenThumb is the UK's largest direct competitor to TruGreen, offering subscription-based seasonal lawn treatment programmes delivered by local operators using a multi-tier package model that mirrors TruLite/TruPlus/TruMax.
- Lawnmaster UK: Lawnmaster operates a UK-wide lawn treatment service using regional franchisees and annual treatment programmes — the closest direct analogue to TruGreen's six-step programme, subscription tiers and franchise go-to-market.
- Evergreen (UK): Long-standing UK lawn care provider offering seasonal treatment programmes, aeration and scarification services to homeowners on subscription terms — directly comparable services and customer profile to TruGreen UK.
Broad incumbents
- TruGreen (US): The US parent brand from which TruGreen UK derives its name and methodology. Operates at vastly larger scale with a far more developed franchise and corporate structure; provides the playbook, product formulations and brand assets that flow through to the UK business.
- idverde UK: Large UK grounds maintenance provider serving commercial, public sector and residential clients with a much broader portfolio (landscaping, grounds maintenance, tree care). Overlaps with TruGreen on commercial turf care but extends into hard landscaping TruGreen does not address.
Regional players
- Brighter Gardens Lawn Care: UK regional lawn care service offering seasonal fertilisation, weed and moss control. Smaller geographic footprint than TruGreen but highly comparable in service mix and customer segment (residential homeowners).
- Tomlinsons Grounds Maintenance: Midlands-based grounds care contractor offering turf maintenance, fertilisation and weed control for commercial and residential customers. Comparable service elements with a regional, contractor-led (vs franchise) go-to-market.
- Countrywide Grounds Maintenance: UK grounds maintenance company offering scheduled lawn treatments and turf management for commercial and residential customers. Direct service overlap with TruGreen and competes for commercial turf-care contracts alongside franchise-based players.
Emerging players
- The Grass People: UK lawn-care brand primarily selling seed, feed and DIY products direct-to-consumer with growing professional services. Partially overlaps TruGreen on lawn nutrition/overseeding but competes mainly via DIY rather than subscription services.
Others
- Doff Portland: UK supplier of garden and lawn care products (fertilisers, weed controls, pest treatments). Adjacent to TruGreen as a possible upstream product supplier and indirect competitor via consumer DIY channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
TruGreen social profiles
Digital presenceTruGreen compliance and trust
Trust signalCompliance3 records
TruGreen financial estimates
Financial estimateRevenue estimate
Valuation estimate
TruGreen leadership team
Management profileNumber of profiles
Profiles5 records
TruGreen subsidiaries and ownership
Company hierarchySubsidiaries5 records
TruGreen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TruGreen M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TruGreen
What does TruGreen do?
TruGreen is a UK lawn care service company that delivers professional turf treatment and maintenance programs for homeowners. Its core offering consists of recurring annual treatment packages (TruLite, TruPlus, TruMax) plus a separate TruRenew program, covering fertilization, weed control, moss control, scarification, aeration, pest control, disease treatment, and turf replacement, delivered by NPTC-certified technicians.
Is TruGreen a public or private company?
TruGreen is a private company. It is classified as corporate owned and is currently operating.
When was TruGreen founded?
TruGreen was founded in 1973. It employs 51 to 100 people.
Where is TruGreen based?
TruGreen is headquartered in Wigston, United Kingdom, in the Europe region.
How does TruGreen make money?
Two revenue lines are on record. Recurring Lawn Care Services are the primary driver. The others are one-Time Services.
Who are TruGreen's main competitors?
Direct peers on record are GreenThumb UK, Lawnmaster UK and Evergreen (UK). Broad incumbents are TruGreen (US) and idverde UK. Regional players are Brighter Gardens Lawn Care, Tomlinsons Grounds Maintenance and Countrywide Grounds Maintenance. The Grass People is listed as an emerging player. Doff Portland is listed as an others.
Does TruGreen have an API?
No public API is recorded for TruGreen.
What industry is TruGreen in?
TruGreen's product category is Lawn Care Services. Its primary akta.pro industry code is IMAIAIAD, Turf Care (Fertilization, Aeration & Weed/Pest Control), with a secondary code of HSAIAGAD, Aeration & Overseeding (Seeding, Topdressing, Renovation). Its NAICS code is 561730 and its SIC code is 700.