Southern Turf Co.
Southern Turf Co. is a private, Austin-based artificial turf installer founded in 2019, serving residential homeowners and commercial clients across 33 cities in 15 U.S. states with premium, lead-free and PFAS-free synthetic grass and up to a 15-year warranty.
- Company typePrivate
- Founded2019
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Southern Turf Co. does
Southern Turf Co. is a private, Austin-headquartered artificial turf installation company founded in 2019 that designs and installs premium synthetic grass for residential, commercial, athletic, and putting-green applications. Its core technology consists of lead-free and PFAS-free artificial turf materials engineered for UV resistance, efficient drainage, and climate adaptation across hot summers, freezing temperatures, and heavy rains, installed under a warranty of up to 15 years with a typical service life of 15-20 years per project.
The company operates a sales-led, field-service go-to-market in which Turf Advisors conduct free in-home estimates and oversee each project from quote through installation and final walk-through. It serves two primary customer segments, residential homeowners (lawns, backyards, pet areas, pool areas) and commercial properties (multi-family complexes, HOAs, office parks), plus secondary athletic-court and putting-green use cases. Pricing is custom and project-based, supported by a consumer financing partnership with Upgrade offering $0 down, 0% interest, and payments from $89 per month to reduce upfront friction.
Southern Turf Co. has scaled to 33 service cities across 15 U.S. states with localized landing pages, dedicated phone numbers, and active presence on Facebook, Yelp, Instagram, and Thumbtack, generating most of its demand from referrals and repeat customers. It has been recognized on the Inc 5000 list of America's Fastest-Growing Private Companies and cites thousands of 5-star reviews as its primary brand asset, with leadership consisting of co-founder and CEO Adam Grossman and Director of Commercial Sales Jordan Guida.
Southern Turf Co. firmographics
Firmographics- Name
- Southern Turf Co.
- Legal name
- Southern Turf Co.
- Website
- https://southernturfco.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Southern Turf Co. is a private, Austin-based artificial turf installer founded in 2019, serving residential homeowners and commercial clients across 33 cities in 15 U.S. states with premium, lead-free and PFAS-free synthetic grass and up to a 15-year warranty.
- Ownership category
- akta.pro rank
Southern Turf Co. industry classification
Industry- Product category
- Landscaping Services
- NAICS
- Landscaping Services (561730), Landscaping Services (56173)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Artificial Turf & Synthetic Grass Manufacturing (IMAOAJAI)
- akta.pro secondary industry
- Turf Management (Sports Fields, Golf Courses) (BPABADAC)
Keywords
Where Southern Turf Co. is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices32 records
Markets served
Southern Turf Co. business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Supply Chain, Operations, Technology or R&D
Revenue model
- Artificial Turf Installation Services: One-time installation of artificial turf for residential and commercial properties. Revenue is generated through project-based pricing based on size, turf type, and site preparation requirements. The company also offers maintenance services as a secondary revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Custom project-based pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Southern Turf Co. product offering
Product offeringCore offering
Southern Turf Co. installs artificial turf and synthetic grass for residential and commercial customers across the United States. The company designs, supplies, and installs synthetic lawns, putting greens (Signature Greens), athletic courts, and offers related maintenance services across 33 cities in 15 states, headquartered in Austin, Texas.
Product overview
Southern Turf Co. is an artificial turf installation service company offering a unified suite of installation and maintenance services. The core offerings include Residential Turf Installation, Commercial Turf Installation, Athletic Courts, and Signature Greens (Putting Greens), all supported by Maintenance Services. The company operates across 32 cities in the United States, providing premium artificial grass materials that are lead-free and PFAS-free with warranties up to 15 years.
Differentiator
Problem solved
Functional benefit
Products and services
- Residential Turf Installation Design, supply, and installation of artificial turf lawns for individual homeowners seeking a low-maintenance, drought-tolerant alternative to natural grass; backed by a 15-year warranty with promotional financing available from $89/month.
- Commercial Turf Installation Large-scale artificial turf installation for commercial properties, HOAs, multi-family communities, and municipal or institutional sites; delivered via a dedicated commercial sales motion separate from the residential channel.
- Signature Greens (Putting Greens) Custom-designed backyard putting greens using premium synthetic turf, targeted at homeowners seeking a private practice or entertainment surface; included under the residential product line.
- Athletic Courts Construction of synthetic athletic courts and sport surfaces for schools, athletic facilities, and commercial buyers seeking durable, year-round playable surfaces.
- Maintenance Services Ongoing care and maintenance services for previously installed artificial turf, offered to both residential and commercial customers to preserve appearance and warranty coverage.
Quantifiable outcome
- Residential installations typically completed in 1-2 days
- +1 more outcomes
Companies that use Southern Turf Co.
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
Southern Turf Co. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Southern Turf Co. partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights6 records
Southern Turf Co. competitors and assessment
Company assessmentDirect peers
- SYNLawn: Largest artificial turf installer in the US with a national dealer network. Directly comparable residential/commercial install model, premium positioning, multi-state coverage, and similar product set including putting greens.
- ForeverLawn: National artificial turf brand operating through a dealer/installer network across the US. Closely comparable premium turf and putting green offering for both residential and commercial customers.
- EasyTurf: Artificial grass installer with both residential and commercial/lite-commercial focus. Comparable product positioning around low-maintenance lawns and pet/landscape use cases.
- Artificial Turf Supply: Hybrid product supplier / installer of artificial turf across multiple US markets. Direct competitor on residential and commercial installation projects.
Broad incumbents
- TigerTurf: Global synthetic turf manufacturer and installer with significant US presence. Overlaps with Southern Turf on residential/landscape installations while also serving sports markets at larger scale.
- FieldTurf (Tarkett Sports): Major synthetic turf manufacturer serving sports, landscape, and commercial markets. Overlaps in turf technology and some landscape installations but the franchise is dominated by sports fields.
- Shaw Sports Turf: Synthetic turf manufacturer owned by Shaw Industries with a strong sports-vertical orientation. Comparable as a synthetic turf supplier for athletic courts, one of Southern Turf's segments.
Regional players
- AstroTurf (SYN-Turf / SportGroup): Heritage synthetic turf brand (now under broader sports-group ownership) with US landscape distribution through dealers. Comparable on product, but stronger commercial/sports heritage than residential Sun Belt install model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Southern Turf Co. social profiles
Digital presenceSouthern Turf Co. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Southern Turf Co. leadership team
Management profileNumber of profiles
Profiles2 records
Southern Turf Co. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Southern Turf Co. 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 Southern Turf Co.
What does Southern Turf Co. do?
Southern Turf Co. installs artificial turf and synthetic grass for residential and commercial customers across the United States. The company designs, supplies, and installs synthetic lawns, putting greens (Signature Greens), athletic courts, and offers related maintenance services across 33 cities in 15 states, headquartered in Austin, Texas.
Is Southern Turf Co. a public or private company?
Southern Turf Co. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Southern Turf Co. founded?
Southern Turf Co. was founded in 2019. It employs 11 to 50 people.
Where is Southern Turf Co. based?
Southern Turf Co. is headquartered in Austin, United States, in the North America region.
How does Southern Turf Co. make money?
One revenue line is on record: artificial Turf Installation Services.
Who are Southern Turf Co.'s main competitors?
Direct peers on record are SYNLawn, ForeverLawn, EasyTurf and Artificial Turf Supply. Broad incumbents are TigerTurf, FieldTurf (Tarkett Sports) and Shaw Sports Turf. AstroTurf (SYN-Turf / SportGroup) is listed as a regional player.
Does Southern Turf Co. have an API?
No public API is recorded for Southern Turf Co..
What industry is Southern Turf Co. in?
Southern Turf Co.'s product category is Landscaping Services. Its primary akta.pro industry code is IMAOAJAI, Artificial Turf & Synthetic Grass Manufacturing, with a secondary code of BPABADAC, Turf Management (Sports Fields, Golf Courses). Its NAICS code is 561730 and its SIC code is 700.