What Advanced Turf Solutions does

Advanced Turf Solutions (ATS) is a private, employee-owned B2B distributor of turf and ornamental products headquartered in Fishers, Indiana, and founded in 2001. The company sells fertilizers, pesticides, grass seed, sports field products, ice melt, and equipment to golf course superintendents, lawn care operators, and sports turf managers, serving customers across 19 states through 31 branch/warehouse locations and a salesforce of more than 100 industry-experienced representatives.

ATS's catalog combines proprietary Advanced-branded seed lines (Advanced RTF, HGT, RPR, TTTF, Sun & Shade, and Shade) developed through partnerships with Barenbrug, Pure Seed, and Mountain View Seeds, with distributed third-party brands such as Foliar-Pak liquid nutrition, HydroPak soil surfactants, Greene County Fertilizer liquid alternatives, and Steel Green equipment. The company emphasizes TWCA-validated water-conserving turfgrass varieties and offers customer-facing digital tools including the ATS Shop e-commerce platform, the ATS Connect customer portal, and the ATS Business in a Box educational program covering add-on services like mosquito control, deep-root feeding, and snow and ice management.

Commercially, ATS operates a direct field-sales model with territory-aligned representatives providing year-round planning support, supplemented by customer pick-up, forklift delivery, LTL, and direct-ship logistics from each branch. Pricing is quote-based with publicly disclosed tiered shipping schedules by weight; product pricing requires login to ATS Shop. The company is described as a key employee-owned business, with no parent company, private equity sponsor, or external funding disclosed in the source material.

Name

Advanced Turf Solutions

Legal name

Advanced Turf Solutions, Inc.

Website

https://advancedturf.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Turf and Ornamental Distribution

NAICS

Building Material and Garden Equipment and Supplies Dealers (444), Nursery, Garden Center, and Farm Supply Retailers (444240), Soil Preparation, Planting, and Cultivating (115112)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Agricultural Services (700)

akta.pro primary industry

Turf & Ornamental Specialty Fertilizers (Golf, Sports Turf, Landscaping) (AFABACAM)

akta.pro secondary industries

Turf & Ornamental Seeds (Lawn, Golf, Landscaping) (AFABAFAG), Turf Management (Sports Fields, Golf Courses) (BPABADAC), Athletic Field & Golf Course Groundskeeping (IMAIAIAH), Sod Installation & Lawn Seeding (Turf Establishment) (HSAIAFAO)

Keywords

• Turf products distribution
• Golf course supplies
• Professional fertilizer wholesale
• Grass seed wholesale
• Sports turf products

Headquarters

HQ city

Fishers

HQ country

United States

HQ region

North America

Offices32 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Distribution: Distribution of turf and ornamental products including fertilizer, pesticides, grass seed, sports field products, ice melt, and equipment to golf, lawn care, and sports turf professionals. Revenue is generated through product sales with pricing based on quantity and shipping weight tiers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Advanced Turf Solutions is a wholesale distributor of turf and ornamental products serving golf, lawn care, and sports field professionals. Its core offering includes fertilizers, pesticides, grass seed, sports field products, ice melt, and equipment, sold through the ATS Shop online platform and a 100+ rep direct field-sales team across 31 branch locations.

Product overview

Advanced Turf Solutions is a B2B green industry distributor offering a comprehensive portfolio of turf and ornamental products to golf, lawn care, and sports turf professionals. The core product offering centers on the ATS Shop online ordering platform combined with an extensive product catalog including proprietary Advanced-branded grass seed products (Advanced RTF, Advanced HGT, Advanced RPR, Advanced TTTF, Advanced Sun & Shade, Advanced Shade), premium grass seed partnerships (365ss Kentucky Bluegrass, Centennial Bentgrass from Mountain View Seeds), liquid nutrition (Foliar-Pak), soil surfactants (HydroPak), equipment (Mag-1 Root Feeder), and custom field tarps. The company differentiates through value-added services including ATS Business In A Box educational courses, a Find Your Rep consultation service, and localized delivery across 31 branch locations throughout the Midwest and Eastern United States.

Differentiator

Problem solved

Functional benefit

Brands

• ATS Shop: Online ordering platform for turf and ornamental products
• ATS Connect
• ATS Business in a Box

Products and services

• Advanced RTF Grass Seed Rhizomatous Tall Fescue grass seed distributed by ATS with true rhizomes that allow the plant to self-repair, fill bare spots, withstand traffic and drought, and reduce the need for overseeding. Sold to golf, lawn care, and sports turf professionals.
• Advanced HGT Kentucky Bluegrass Healthy Grass Technology Kentucky bluegrass distributed by ATS that establishes quickly, fights disease, and recovers from wear and traffic damage. Sold to golf and sports turf professionals.
• Advanced RPR Perennial Ryegrass Regenerating Perennial Ryegrass bred to spread and recover, creating a self-healing playing surface for sports fields exposed to repeated traffic damage. Sold to sports turf professionals.
• Advanced TTTF (Turf-Type Tall Fescue) TWCA Qualified turf-type tall fescue grass seed that uses up to 40% less water while maintaining acceptable turf quality, with exceptional brown patch and gray leaf spot resistance, plus shade, traffic, and salt tolerance. Sold to golf and lawn care professionals.
• Advanced Sun & Shade Grass Seed TWCA Qualified grass seed blend designed for versatility across varying light conditions with independently verified drought tolerance. Sold to golf, lawn care, and sports turf professionals.
• Advanced Shade Grass Seed TWCA Qualified grass seed specifically developed for low-light environments with strong shade tolerance. Sold to golf and lawn care professionals.
• 365ss Kentucky Bluegrass Premium Kentucky bluegrass blend with XCD technology featuring rapid establishment, dark green appearance, strong sod strength, and quick recovery after heavy traffic. A-LIST approved for sports fields, sod production, and low-input programs. Sold through ATS to golf and sports turf professionals.
• Centennial Bentgrass Royal standard bentgrass blend for golf applications with exceptional establishment, uniformity, strong spring performance, and ability to manage environmental stress. A-LIST approved. Sold through ATS to golf course superintendents.
• Foliar-Pak Liquid Nutrition Products Line of liquid nutrition products using targeted micronutrients and amino acids to support plant nutrition and uptake, including Gold Standard 45, CSi L, Microsync, and Armament Concentrate. Sold to turf professionals.
• HydroPak Soil Surfactants Soil surfactant products including Command and Aqueous penetrants and Adapt and Percolate combination products that improve water uniformity, movement, and retention in soil. Sold to turf professionals for water management.
• Mag-1 Root Feeder Equipment tool used for deep-root feeding applications, injecting liquid products directly into the soil to reach tree and shrub roots. Sold to lawn care and landscape professionals.
• Custom Field Tarps Custom-designed tarps for covering baseball and softball mounds and home plate areas, available with school colors and logos through partnership with Coversports. Sold to sports turf managers and schools.
• ATS Shop Online Ordering Platform E-commerce storefront combining product selection and account management capabilities, allowing turf and ornamental customers to place orders, view pricing, and manage accounts online at shop.advancedturf.com.
• ATS Business In A Box Educational Courses Educational programs and online courses covering add-on services for lawn care businesses, including Flea & Tick Control, Landscape Bed Management, Exterior Rodent Guard, Fall Seeding, Snow & Ice Management, Mosquito Control, Perimeter Pest Control, Deep-Root Feeding, and Burrowing Rodent Control. Sold to lawn care operators seeking to add profitable service lines.

Quantifiable outcome

• TWCA Qualified turfgrass uses up to 40% less water while maintaining acceptable turf quality and performance
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• BarenbrugcoreStrategic or Co-development PartnerStrategic partnership for turfgrass seed technologies including RTF (Rhizomatous Tall Fescue), HGT (Healthy Grass Technology), and RPR (Regenerating Perennial Ryegrass). ATS distributes Barenbrug's premium grass seed products under the Advanced brand. Barenbrug provides over 120 years of turfgrass breeding expertise while ATS provides local service and field expertise.
• Greene County FertilizercoreTechnology or IntegrationPartnership to offer liquid fertilizer alternatives during fertilizer market volatility. Greene County Fertilizer provides liquid fertilizer products that offer pricing stability and cost savings compared to traditional fertilizers during supply disruptions.
• Arborjet | EcologelcoreStrategic or Co-development PartnerStrategic partnership announced for tree and shrub care products. Arborjet provides injection and treatment technologies while Ecologel offers moisture management and hydration products for turf and ornamental applications.
• Pure SeedcoreStrategic or Co-development PartnerPartnership for TWCA (Turfgrass Water Conservation Alliance) Qualified turfgrass varieties. Pure Seed provides independently validated drought-tolerant genetics including Advanced TTTF, Advanced Sun & Shade, and Advanced Shade products. Pure Seed co-founded TWCA in 2010 and maintains extensive testing networks.
• Mountain View SeedscoreStrategic or Co-development PartnerPartnership for high-performance turfgrass varieties including 365ss Kentucky Bluegrass and Centennial Bentgrass. Mountain View Seeds focuses on practical, performance-driven solutions for sports fields, golf facilities, sod production, and landscape projects.
• Steel Green ManufacturingminorGTM or Marketing PartnerPromotional partnership for sweepstakes program offering chance to win Steel Green SGXL sprayer (ARV $10,250). ATS promotes Steel Green equipment through early order programs and trade show booth visits.
• CoversportsminorChannel Partner/ Reseller/ DistributorPartnership to offer custom-designed tarps for baseball/softball mound and home plate coverage. Coversports provides custom printing with school colors and logos, allowing ATS to offer branded field covering solutions.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Helena Agri-Enterprises: Large-scale agronomic distributor and formulator with national coverage across row crops, specialty crops, and turf/ornamental. Comparable in the turf and ornamental product lines but operates much more broadly across agricultural markets, giving it scale advantages ATS lacks in commodity inputs.
• WinField United (Land O'Lakes): Agricultural input distribution arm of Land O'Lakes serving independent ag retailers and some specialty/turf markets. Comparable as a distribution model with branded proprietary products (CROPLAN, etc.) but primarily focused on row-crop agriculture rather than the green industry niche ATS serves.
• Wilbur-Ellis: Privately-held agribusiness with specialty crop and turf/ornamental product lines distributed across the Western U.S. Comparable to ATS in distribution model and turf/ornamental product categories but with different geographic concentration and a broader agribusiness parent.
• Lebanon Turf: Manufacturer of specialty fertilizers, grass seed, and ice melt products for the professional turf and consumer markets. Comparable as a brand-side counterpart to ATS — ATS distributes some competitors' products but is also a customer overlap for Lebanon's product line.
• Nutrien Ag Solutions: The world's largest agricultural retailer with extensive U.S. branch network distributing fertilizer, crop protection, and seed. Comparable as a fertilizer/seed distribution platform but focused primarily on row-crop agriculture; turf and ornamental is a small slice of its portfolio.

Direct peers

• Target Specialty Products: Specialty distributor of pest control, turf, and ornamental products now part of SiteOne. Historically a direct competitor to ATS in turf/ornamental chemicals and fertilizers across the Western U.S., making it a direct comparable even after its acquisition.
• BWI Companies: Family-owned distributor serving the green industry with fertilizer, seed, chemicals, and equipment across the South and Midwest. Directly comparable to ATS as a turf/ornamental specialty distributor with a similar consultative sales approach and multi-branch footprint.
• SiteOne Landscape Supply: The largest U.S. distributor of turf, ornamental, irrigation, and landscape supplies with ~700+ branches. Directly comparable to ATS in product categories (fertilizer, seed, chemicals, equipment) and target end markets (golf, lawn care, sports field), but at vastly greater scale and with public-market capital for M&A-driven expansion.
• Ewing Outdoor Services: Specialty distributor of irrigation, landscape, turf, and water-management products across the Western and Southwestern U.S. Closely comparable business model — wholesale distribution to turf and landscape professionals — though with heavier irrigation weighting and a different geographic focus than ATS.

Regional players

• SiteOne Landscape Supply (formerly Ewing turf competitors in Mid-Atlantic): Various regional turf and ornamental distributors (e.g., Central Garden & Pet's specialty distribution, Conservis, local family-owned distributors) serve overlapping geographies without national scale. Comparable in product categories and customer base but lack ATS's branch density and supplier partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/advancedturf
• YouTubeyoutube.com/@advancedturfsolutions7818/featured
• Facebookfacebook.com/AdvancedTurf
• LinkedInlinkedin.com/company/advanced-turf-solutions
• Instagraminstagram.com/advancedturf

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Funding overview

Funding rounds

Investors

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 Advanced Turf Solutions