Natural Grass

What Natural Grass does

Natural Grass, founded in 2009 and headquartered in Paris, designs, builds, and maintains high-performance hybrid turf surfaces for professional sports venues, training centers, and golf courses. Its core product platform is the patented AirFibr substrate, which roots 100% natural grass in a synthetic matrix of expanded cork, extra-siliceous sand, and recycled fibers, and is complemented by GrassMax Stitching (injection hybrid), Lay & Play (pre-cultivated removable hybrid), AquaFlow (closed-loop water management and subirrigation), and CalorFlow/CalorFlex thermal regulation systems. The company runs a fully automated substrate production facility in Milly-la-Forêt, France, with raw sand sourced less than 500 meters from the site, and operates four wholly-owned subsidiaries (Natural Grass Maroc, Natural Grass Iberica, Natural Grass Africa, and NG Academy) serving more than 10 countries.

The business model combines one-time construction and design fees, multi-year managed maintenance contracts, and technology licensing, with project-based pricing quoted per surface area and technology scope. Natural Grass sells directly to club executives, federation officials, and stadium operators via field sales teams, supported by digital channels (LinkedIn, YouTube, NG Masterclass) and content marketing through its agronomy blog. The customer base spans more than 50 elite clubs, with technology equipping 70% of Ligue 1 stadiums in France and reference projects at Real Madrid (Santiago Bernabeu), Arsenal, PSG, Olympique de Marseille, Fédération Française de Rugby, and the Ryder Cup and 2024 Olympic golf venue at Golf National. The company is privately held, led by founder and CEO Bertrand Picard, and had 160 employees as of 2024, with patents granted on five continents and a Solar Impulse Foundation Efficient Solutions Label for AirFibr.

Name

Natural Grass

Legal name

Natural Grass

Website

https://naturalgrass.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

Natural Grass designs, builds, and maintains patented hybrid turf systems (AirFibr, GrassMax, Lay & Play) and water management (AquaFlow) for elite football, rugby, and golf venues, serving 50+ clubs across 10+ countries with a recurring maintenance model.

Ownership category

akta.pro rank

Headquarters

HQ city

Milly-la-forêt

HQ country

France

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Construction Services: Design, construction, and installation of hybrid turf systems for stadiums, training centers, and golf courses. Includes site preparation, substrate installation, hybrid fiber injection or placement, and thermal regulation systems. Revenue recognized upon project completion.
2. Maintenance Services: Ongoing maintenance contracts for sports turf including mowing, aeration, fertilization, disease management, irrigation management, and pitch preparation. Multi-year contracts with professional sports facilities ensuring continuous revenue from established accounts.
3. Design and Consulting: Technical engineering studies, project design, BIM modeling, environmental studies, agronomic assistance, and expert consultation services for turf infrastructure projects.
4. Technology Licensing: Licensing of proprietary technologies including AirFibr substrate formulations, Stitching systems, and AquaFlow water management. Patented on 5 continents.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Natural Grass designs, constructs, and maintains high-performance hybrid sports turf surfaces for professional football stadiums, rugby pitches, golf courses, and multi-purpose arenas. Its portfolio of proprietary technologies (AirFibr substrate, GrassMax Stitching, Lay & Play precultivated grass, AquaFlow water management, CalorFlow/CalorFlex thermal regulation) is delivered through wholly-owned subsidiaries across Europe, Africa, and South America. The company also provides ongoing agronomic maintenance, design and BIM engineering studies, and technology licensing of its patented systems.

Product overview

Natural Grass is a European leader in sports turf providing integrated solutions from design through construction to maintenance. The portfolio comprises three core hybrid grass technologies: AirFibr (augmented hybrid with patented cork/sand/fiber substrate), GrassMax/Stitching (injection hybrid), and Lay & Play (precultivated removable hybrid). Supporting technologies include AquaFlow (closed-circuit water management), CalorFlow and CalorFlex (thermal regulation), and NG AirPrint (turf printing). Services span NG Design (engineering studies), NG Production (automated substrate manufacturing), NG Construction, and NG Maintenance with predictive NG Predict software. R&D capabilities include biomechanical testing (OBST) and agronomic research. The company operates through four subsidiaries deploying expertise across 10+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• AirFibr: Hybrid augmented grass technology - 100% natural grass rooted in patented synthetic substrate combining surface reinforcement, environmental qualities, and biomechanical benefits for players
• NG Academy
• NG TurFarm
• NG Predict
• NG Airprint
• NG Masterclass
• CityNest
• GrassMax
• Lay & Play
• CalorFlow
• CalorFlex

Products and services

• AirFibr Eco-designed augmented hybrid grass system combining 100% natural grass rooted in a patented synthetic substrate of expanded cork, extra-siliceous sand, and recycled fibers. Triples usage frequency compared to traditional natural grass, optimizes player safety and shock absorption, and is sold to professional sports clubs, federations, and stadium operators.
• GrassMax (Stitching) Hybrid Turf Injection hybrid grass technology that inserts synthetic fibers every 2 centimeters at 18cm depth using 100% electric laser-guided stitching machines. Increases horizontal and vertical stability, triples intensity of use, and delivers 10-year longevity. Sold to professional football and rugby venues.
• Lay & Play Hybrid Turf Pre-cultivated hybrid grass system with patented Horizon backing designed for multifunctional arenas. Grass is harvested in rolls from nurseries, transported in refrigerated trucks, and installed in under 48 hours with immediate playability. Sold to stadiums, concert venues, and equestrian facilities.
• AquaFlow Water Management System Patented closed-loop water management system combining underground water storage (1,500 m³) with precision subirrigation via capillary rise. Includes continuous humidity monitoring and 24/7 consumption reporting. Achieves 0% water waste, zero phytochemical use, and 60-100% annual water savings. Sold to stadium operators facing water restrictions.
• CityNest Reinforced Turf Reinforced grass solution for urban landscapes, civic spaces, and equestrian venues enabling vegetation and stable footing in high-traffic areas. Sold to municipalities, urban developers, and equestrian facility operators.
• NG Design (Bureau d'études) Technical engineering department providing 2D, 3D, and BIM design services, environmental, hydrological, geotechnical, and economic studies for sports turf projects. Sold to clubs, federations, and stadium developers.
• NG Construction High-level sports turf construction services including complex projects such as retractable pitches (Santiago Bernabéu), stadium builds, and large-scale multi-field developments worldwide. Sold to professional sports clubs and federations.
• NG Maintenance
• NG R&D Services Research and development services in agronomy, biomechanics, and connected tools, including OBST biomechanical testing, weather stations, soil characterization tools, and predictive disease modeling. Provided to internal project teams and to external clients seeking agronomic innovation.
• NG Academy Training Programs Training school for sports turf maintenance professionals, combining technical instruction with field immersion. Sold to industry entrants and clubs seeking to upskill groundskeeping staff.

Quantifiable outcome

• 3x increase in usage frequency compared to traditional natural turf
• +11 more outcomes

Named customers54 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature7 records

Partnerships

One partnership is on record.

• RG7 ConstructoraregionalChannel Partner/ Reseller/ DistributorLocal representative partner handling Natural Grass operations and project delivery in South America markets

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• GreenFields: TenCate Grass-backed synthetic and hybrid sports turf producer. Competes directly on hybrid stitching technology and serves similar European football and rugby club customers.
• Limonta Sport: Italian manufacturer of synthetic and hybrid turf systems for football, rugby, and golf venues. Direct hybrid turf competitor with similar customer base in European top-tier football.
• SIS Pitches: UK-based hybrid and natural sports turf installer serving Premier League clubs, international stadiums, and rugby/facility venues. Directly comparable hybrid turf technology and customer profile (top-flight football clubs).
• Italgreen: Italian producer of hybrid and reinforced natural grass systems including stitched technology. Direct competitor with overlapping hybrid turf IP and Italian/European football customer base.
• Tarkett Sports: Division of Tarkett, offering synthetic and hybrid sports surfaces. Competes across the same RFPs for stadium construction and maintenance at top-tier European venues.
• Polytan (Sport Group): German-based sports surface company providing synthetic turf and running tracks, part of Sport Group. Competes in the same stadium and training facility RFP market across Europe.
• SAL Sports (Syntic): German sports turf and surface supplier providing synthetic, hybrid, and reinforced natural grass. Direct competitor across European mid-tier and top-tier stadium projects.

Regional players

• Hellas Construction: US-based sports construction firm specializing in synthetic and natural turf installation. Compares on customer profile (professional and collegiate venues) but operates primarily in the US market.

Broad incumbents

• AstroTurf (Sport Group): Historic synthetic turf brand within Sport Group. Broad incumbent across North American sports facilities; not a direct hybrid competitor but addresses the same end-use cases.
• FieldTurf (Tarkett brand): North American leader in synthetic turf and part of Tarkett. Competes at the cheaper end of the stadium surface market with broader installed base but lower performance on hybrid/natural attributes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NG_AirFibr
• YouTubeyoutube.com/channel/UCnMHLE6Oj6AMuvXB1YWmijMm_n1wz5-fB
• Facebookfacebook.com/AirFibr
• LinkedInlinkedin.com/company/natural-grass

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Natural Grass