What Gardening Know How does

Gardening Know How is a digital publishing platform that provides free, expert-authored gardening content to home gardeners across the United States and globally. Founded in 2007 and operating as a subsidiary of Future US, Inc. (itself part of UK-based Future plc, LSE: FUTR), the company has assembled a content ecosystem spanning a flagship website (gardeningknowhow.com), an email newsletter, a YouTube channel, an eLearning platform (learn.gardeningknowhow.com), and an Ask an Expert Q&A forum (questions.gardeningknowhow.com). The platform distributes SEO-optimized articles organized by plant category (vegetables, flowers, fruits, houseplants, trees, shrubs, bulbs, succulents), gardening problems (diseases, pests, weeds, environmental issues), regional and USDA-zone-specific guidance, and how-to tutorials covering composting, propagation, lawn care, and garden design. Editorial is produced by a network of experienced editors, master gardeners, certified horticulturists, and domain-specific contributors.

The platform's technology stack is delivered through Future plc's content management infrastructure, distributing content across web, email, video, and e-learning channels. An archive spanning articles from 2004 through 2026 contains thousands of expert-authored pieces, with the platform publishing 155+ new articles in June 2026 alone, indicating a sustained editorial cadence. The site supports interactive features including a community-driven Q&A platform, newsletter signup with a lead-magnet eBook ('How to Grow Delicious Tomatoes'), and embedded video tutorials. Content production is decentralized across a remote-first US workforce of 11–50 staff, supplemented by freelance writers and external domain experts.

Gardening Know How operates a content-led, freemium growth model, monetizing through three primary streams: display and native advertising on the website (via an 'Advertise With Us' sales operation), affiliate marketing commissions through partnerships with Amazon Associates, Eden Brothers, Lowe's, and Target (via GeoRiot), and premium educational products (paid eBooks and short courses) on the Learning Channel. The platform reaches tens of millions of gardeners annually through organic search, email, and social channels (Facebook, Pinterest, Instagram), with end-users distributed across a long-tail of individual hobbyists ranging from beginners to advanced practitioners.

Name

Gardening Know How

Legal name

Future US, Inc.

Website

https://gardeningknowhow.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Gardening Know How is a digital publishing platform that delivers free, expert-authored gardening articles, how-to guides, and premium courses to tens of millions of home gardeners annually, monetizing through display advertising, affiliate commissions, and paid educational content as a subsidiary of Future plc.

Ownership category

akta.pro rank

Headquarters

HQ city

Bedford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Digital Advertising: The website displays advertisements and sponsored content, generating revenue from display ads and native advertising placements. Contact page references 'Advertise With Us' indicating a dedicated advertising sales operation.
2. Affiliate Marketing: Product recommendations throughout articles include affiliate links to gardening products on Amazon, with the site earning commissions when readers purchase through these links (e.g., tomato seeds, soil test kits, gardening tools).
3. Premium Educational Content: eBooks and short courses available through learn.gardeningknowhow.com, including free seed starting workshops and paid course bundles.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Gardening Know How is a digital publishing platform that produces and distributes expert-written gardening content, including articles, how-to guides, videos, eBooks, short courses, and an Ask an Expert Q&A service. The platform provides free gardening information covering vegetables, flowers, houseplants, plant problems, and regional gardening by USDA zone, monetized through advertising, affiliate links, and premium educational products.

Product overview

Gardening Know How is a digital content publishing platform offering a unified ecosystem of gardening information products. The core product is the website providing free comprehensive gardening articles and guides, supplemented by a newsletter with exclusive content, a Learning Channel with paid courses and eBooks, an Ask an Expert Q&A service, and video content. These products work together to serve gardeners from beginner to expert levels with educational content across vegetables, flowers, houseplants, and garden design.

Differentiator

Problem solved

Functional benefit

Products and services

• Gardening Know How Website The primary free digital publishing platform providing expert-authored gardening articles, how-to guides, plant care instructions, and tips across vegetables, flowers, houseplants, garden design, and regional gardening by USDA zone for home gardeners of all skill levels.
• Gardening Know How Newsletter An email newsletter that delivers gardening tips, seasonal advice, and exclusive content including a free e-book on growing tomatoes to subscribed home gardeners.
• Learning Channel (learn.gardeningknowhow.com) An online eLearning platform at learn.gardeningknowhow.com offering structured gardening courses, workshops, and educational content for home gardeners seeking deeper learning.
• eBooks and Short Courses Premium digital educational products including eBooks such as 'How to Grow Delicious Tomatoes' and 'Bring Your Garden Indoors', plus video-based short courses on topics such as pollinator gardens and seed starting.
• Ask an Expert A Q&A service hosted at questions.gardeningknowhow.com that allows home gardeners to submit gardening questions and receive personalized answers from expert contributors.
• Gardening Videos (YouTube Channel) A video content library featuring gardening tutorials, plant care guides, and how-to demonstrations distributed through the YouTube channel and embedded on the website for visual learners.

Quantifiable outcome

• Tens of millions of gardeners reached annually through website, email, and social media
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Eden BrothersminorChannel Partner/ Reseller/ DistributorAffiliate partnership where Gardening Know How articles link to Eden Brothers seed products (tomato seeds, heirloom varieties). Gardening Know How earns commissions on qualifying purchases through redirect links.
• Amazon AssociatescoreChannel Partner/ Reseller/ DistributorPrimary affiliate partnership driving significant revenue. Articles feature product recommendations linking to Amazon for gardening supplies, tools, seeds, and equipment. Commission earned on qualifying sales through redirected links.
• Lowe'sminorChannel Partner/ Reseller/ DistributorAffiliate partnership for garden products. Articles link to Lowe's for items like hens and chicks plants and other gardening supplies.
• Future plccoreOthersGardening Know How is owned and operated by Future plc, an international media group and leading digital publisher. Future provides infrastructure, advertising sales, and corporate resources.
• Target (via GeoRiot)minorChannel Partner/ Reseller/ DistributorAffiliate partnership through GeoRiot for product links to Target for gardening products like tomato cages and supplies.
• Various Gardening Product ManufacturersminorChannel Partner/ Reseller/ DistributorProduct recommendation partnerships with manufacturers of gardening products including Miracle-Gro, Burpee, Bonide, and others featured in article product sections.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• HGTV: Discovery/Warner Bros. Discovery home and garden lifestyle brand spanning TV programming, website content, and video. Adjacent incumbent competing for gardening and outdoor lifestyle audience attention and ad dollars.
• Better Homes & Gardens: Iconic Meredith/Dotdash Meredith home and garden media brand spanning print magazine, website, and video. Larger incumbent that overlaps with Gardening Know How's gardening content vertical and advertising-driven model.
• This Old House: Time Inc./Dotdash Meredith home improvement content brand with companion TV show, monetizing expert how-tos through ads, affiliate links, and content extensions. Comparable in audience overlap (gardening-adjacent DIY) and ad/affiliate revenue model.

Others

• Burpee: Mail-order seed and plant company that publishes extensive gardening how-to content to support commerce. Comparable as a content-marketing-driven gardening brand, though primary business is product sales rather than content publishing.

Direct peers

• The Spruce: Dotdash Meredith-owned home and garden digital content site offering instructional articles on plants, gardening, and home improvement. Direct competitor to Gardening Know How in gardening-specific content monetization via ads and affiliate links.
• Epic Gardening: Modern gardening content brand built around YouTube, blog articles, eCommerce (seeds and supplies), and online courses. Highly comparable to Gardening Know How's blend of free content, education products, and product/affiliate monetization.
• Old Farmer's Almanac: Heritage almanac publisher with a long-running website delivering gardening calendars, planting guidance, and how-tos. Directly comparable as a content-first gardening destination with similar seasonal and educational emphasis.
• Bob Vila: Long-standing home improvement and gardening content brand publishing articles, how-tos, and product recommendations monetized through advertising and affiliate links. Comparable vertical, audience, and revenue model to Gardening Know How.
• Fine Gardening: Taunton Press gardening publication with print magazine, digital articles, and how-to content for home gardeners. Comparable niche content publishing model and audience to Gardening Know How.
• Garden Gate Magazine: Specialist gardening publication offering planting design advice, how-tos, and plant directories. Closely comparable as a niche gardening content brand monetized via subscription and digital advertising.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/Gardeningknowhow
• Facebookfacebook.com/gardeningknowhow
• Pinterestpinterest.com/gardeningknowhow
• Xx.com/gardenknowhow

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Gardening Know How