Living Turf
Living Turf is an Australian-founded (2003) turf management company serving golf courses, councils, schools, stadiums, and turf farms across Australia and New Zealand with proprietary agronomy services, the MATCHPLAY product range, Rain Bird and POGO distribution, and the Turf Forensics digital data platform, delivered via embedded regional agronomist teams.
- Company typePrivate
- Founded2003
- HeadquartersMarrickville, Australia
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Living Turf does
Living Turf is an Australian-headquartered, privately held turf management company founded in 2003 and based in Marrickville, NSW, operating across Australia and New Zealand. The company delivers scientifically backed turf management solutions to professional end-markets including golf courses, council sports grounds, schools and universities, turf farms, racecourses, bowling greens, commercial lawn care operators, and stadiums, served by what it describes as Australia's largest team of agronomists working in regionally embedded direct-sales teams. Its offering combines proprietary branded products (the MATCHPLAY range spanning granular and liquid fertilizers, biostimulants, inoculants, pigments, soil conditioners, and thatch-management chemistry), third-party distribution rights (Rain Bird irrigation, Leemco piping, POGO Pro+ turf measurement hardware), and a portfolio of service divisions including Turf Agronomy consulting, Soil and Turf Ecology analysis, Irrigation Solutions design and audits, Precision Turf custom applications, and the Greenspace 4D greenspace design and construction consultancy.
The company's technical backbone is the Turf Forensics digital ecosystem, a password-protected resource hub that integrates several platforms: myResults (soil, water, and plant health test data with longitudinal comparison), myClimate (weather-driven disease-risk and Growing Degree Day prediction), myApply (spraying and spreading compliance records), TurfKeeper (facility planning and reporting), IPOS (sports ground management analytics), and POGO Pro+ (GPS-mapped turf surface measurement). These tools aggregate agronomic, environmental, and operational data for individual client facilities, enabling tailored multi-year turf management programs rather than purely transactional product sales. The company also operates a consumer-facing retail arm, The Lawn Shed, which sells a subset of professional products directly to home lawncare customers.
Living Turf monetises through a mix of recurring agronomy service contracts and platform subscriptions (Turf Forensics and its constituent tools), product distribution margins on both proprietary and third-party brands, project-based Greenspace 4D design and construction fees, and Precision Turf custom application service revenue. Go-to-market is predominantly enterprise field sales through embedded agronomists who perform consultative selling and ongoing account management, with consumer revenue layered through e-commerce. The company does not publicly disclose pricing, revenue, funding history, or ownership structure, and operates as a privately held specialty agri-services and distribution business.
Living Turf firmographics
Firmographics- Name
- Living Turf
- Legal name
- Living Turf
- Website
- https://livingturf.com.au
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Living Turf is an Australian-founded (2003) turf management company serving golf courses, councils, schools, stadiums, and turf farms across Australia and New Zealand with proprietary agronomy services, the MATCHPLAY product range, Rain Bird and POGO distribution, and the Turf Forensics digital data platform, delivered via embedded regional agronomist teams.
- Ownership category
- akta.pro rank
Living Turf industry classification
Industry- Product category
- Turf Management Services
- NAICS
- Landscaping Services (561730), Soil Preparation, Planting, and Cultivating (115112), Support Activities for Crop Production (11511)
- SIC
- Agricultural Services (700), Retail-Building Materials, Hardware, Garden Supply (5200)
- akta.pro primary industry
- Turf Management (Sports Fields, Golf Courses) (BPABADAC)
- akta.pro secondary industries
- Residential Landscaping & Lawn Care (BPABADAB), Landscape Maintenance Plans & Post-Installation Care (Establishment Services) (HSAIABAL), Groundskeeping, Landscaping & Athletic Field Maintenance (EDAEAAAC), Sod, Turfgrass & Groundcover Production (AFAGAHAL)
Keywords
Where Living Turf is headquartered
LocationHeadquarters
- HQ city
- Marrickville
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Living Turf business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Professional Turf Management Products & Services: Living Turf generates revenue through providing scientific turf management solutions including agronomy consulting services, specialized turf products (fertilizers, plant protection, moisture management), irrigation solutions, digital turf platforms, and custom application services to professional turf managers across golf courses, sports grounds, councils, schools, and other facilities.
- Turf Products - Retail: Consumer lawn care products sold through The Lawn Shed (thelawnshed.com.au) for home lawncare customers.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Living Turf product offering
Product offeringCore offering
Living Turf is a professional turf management company that delivers scientifically backed tools, products, and services for turf care. The company combines agronomic consulting, a proprietary branded product range (MATCHPLAY fertilizers, plant care, moisture management), and a digital turf management ecosystem (myResults, myClimate, myApply, Turf Forensics). Services span turf agronomy, soil and turf ecology, irrigation solutions, custom product application, and greenspace design/construction. The company also operates The Lawn Shed, a small consumer lawncare retail channel.
Product overview
Living Turf is a comprehensive turf management company offering an integrated portfolio of physical products and digital platforms for professional turf management across Australia and New Zealand. The core offering combines proprietary branded MATCHPLAY products (fertilizers, plant care, biostimulants under MP-prefix naming) with distributed third-party brands (Rain Bird irrigation, Leemco piping). Digital services are delivered through the Turf Forensics ecosystem comprising myResults (data management), myClimate (weather analytics), myApply (compliance), TurfKeeper (planning), IPOS (sportsground management), and POGO Pro+ (turf measurement). Service divisions include Precision Turf (custom applications), Greenspace 4D (design and construction), Turf Agronomy (consulting), Soil & Turf Ecology (biology management), and Irrigation Solutions. The company also distributes specialty products including Fountain Line marking paints, ThatchZyme, moisture management solutions, turfgrass seeds, and plant protection chemicals (fungicides, herbicides, insecticides).
Differentiator
Problem solved
Functional benefit
Products and services
- Turf Agronomy Services Expert agronomy consulting service for professional turf managers. Provides soil, plant, and environmental data analysis to develop science-backed turf management programs addressing soil amendment, water treatment, nutrition, soil biology, plant conditioning, wetting agents, and growth regulation. For golf courses, councils, stadiums, racecourses, and other professional turf facilities.
- Soil & Turf Ecology Services Measurement, enhancement, and management of soil biology for professional turf managers. Includes physical soil structure analysis, soil nutrient chemistry using MLSN methodology, soil microbe population identification, plant health tissue analytics, disease identification, nematode identification, and turf health reporting.
- Irrigation Solutions End-to-end irrigation services for turf facilities including new project design, system upgrades, irrigation audits (hardware assessment to full catch-can audits), and project support with commissioning, operator training, and maintenance. Includes distribution of Rain Bird and Leemco piping products.
- Precision Turf Custom Application Service Dedicated custom application service for liquid and granular turf products. Provides qualified technicians with ChemCert and EPA accreditation, specialized equipment, and live monitoring with compliance records delivered to myApply accounts.
- Greenspace 4D Consultancy Consultancy, design, engineering, and monitoring service for greenspace construction and redevelopment, including sports field assessment, specification, project management, and construction oversight. Based in Adelaide.
- MATCHPLAY Product Range Proprietary brand of professional grade turf products including MP CARBON CAL, MP GREEN STARTER, MP HIGH K, MP COUCHMASTER, MP ENRICH, MP NOURISH, and other MP-prefixed nutrition, plant care, and specialty products for professional turf managers.
- Nutrition Products Comprehensive range of turf fertilizers including granular products for greens, fine turf, fairways and sports turf; superior liquid formulations; solubles; and advanced fertilizer technologies (polymer coating, methylene urea, biology).
- Plant Care Products Products for enhancing turf performance including biostimulants, inoculants, pigments, soil conditioners, and thatch management products.
- Plant Protection Products Full range of turf protection chemicals including fungicides, herbicides, insecticides, and growth regulators for turf disease and pest management.
- Moisture Management Products Soil moisture management products including wetting agents and soil penetrants for enhancing water use efficiency and dew control solutions.
- Turfgrass Seed Range of turfgrass seeds including bentgrass, couchgrass, and ryegrass varieties for turf establishment and renovation.
- Line Marking Products Fountain Line paint products for sports field line marking applications.
- Sports Equipment & Surfacing Solutions Abel sports equipment and Gecko surfacing solutions for turf facilities.
- Turf Forensics Resource Center Resource center and membership program providing access to digital turf management tools including myResults, myClimate, myApply, POGO, TurfKeeper, and IPOS platforms for real-time agronomy program planning and environmental response strategy management.
- The Lawn Shed Consumer Products Home lawncare products sold through thelawnshed.com.au for residential customers, separate from the professional B2B operations.
Quantifiable outcome
- Over 50 sports field redevelopment projects completed over 20 years
Companies that use Living Turf
Customer profileSegments8 records
Ideal customer profiles5 records
Living Turf technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Living Turf partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and supporting.
- Rain BirdcoreRain Bird is an irrigation company whose motto is 'The Intelligent Use of Water'. Living Turf has an association with Rain Bird for irrigation product and service solutions. Living Turf's irrigation expertise is underpinned by this partnership with leading irrigation companies including Rain Bird.
- LeemcocoreLiving Turf is the national distributor in Australia for Leemco piping solutions. Based out of California, Leemco offers a full line of high strength, corrosion resistant ductile iron fittings, joint restraints, saddles, valves, HDPE plastic products and stainless-steel products.
- POGO (PogoTurfPro)coreLiving Turf exclusively supplies and services POGO in Australia. POGO Pro+ measures important surface parameters accurately and displays comprehensive visual reports of entire areas. Combining GPS hardware with intelligent mapping and scientific analytical software, POGO delivers accurate and reliable insights into turf conditions on a mobile application.
- IPOSsupportingIPOS is a secure client login system integrating all information needed to manage sports grounds. Data from IPOS models is presented with trend line graphs, charts, photographs, interactive maps and textual information to assist in making informed decisions about turf and surface quality, sports ground risk management, soil structure and nutrition, irrigation efficiency and sports ground usage/capacity.
- TurfKeepersupportingTurfKeeper is an integrated planning and reporting platform to assist turf professionals manage facility business needs. Record details, store information and notes, plan management calendar, assign tasks to staff and record stock movements and machinery maintenance.
- Golf Course Architects & Irrigation ConsultantssupportingLiving Turf collaborates with golf course architects, irrigation design consultants and irrigation installation companies to deliver turn-key irrigation projects and greenspace design services.
- Analytical Testing LaboratoriessupportingLiving Turf partners with accredited analytical testing laboratories to deliver and share soil, water and plant health test results via their online platform myResults.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Living Turf competitors and assessment
Company assessmentBroad incumbents
- Rain Bird Corporation: Rain Bird is a global irrigation manufacturer whose products Living Turf distributes across Australia. The two overlap in serving golf courses, councils, and sports facilities with irrigation design, auditing, and water management, though Rain Bird operates at global scale.
- SiteOne Landscape Supply: SiteOne is the largest U.S. distributor of landscape supplies, including fertilizers, irrigation, and turf products, serving professional landscapers and golf courses. It is comparable to Living Turf's product distribution and B2B professional turf model, but at much greater scale and primarily in North America.
- Hunter Industries: Hunter Industries manufactures irrigation products for golf, sports, and landscape markets globally. It competes with Rain Bird and parallels Living Turf's irrigation solutions business for golf and sports turf managers in the ANZ region.
- Trimble (Agriculture & Turf): Trimble's agriculture and turf division provides GPS-based turf measurement, mapping, and analytics tools that overlap with the POGO Pro+ product Living Turf distributes. Both target data-driven turf and sports field management.
- Syngenta (Turf & Landscape): Syngenta's turf and landscape division supplies fungicides, herbicides, and growth regulators used by professional turf managers globally. Living Turf distributes and applies a similar chemical product portfolio (AZOXY 250, Banner MAXX, Headway MAXX) and competes in the same end-customer segments of golf and sports turf.
Emerging players
- Agrii (Origin Enterprises): Agrii is a UK-based agronomy services and inputs provider combining digital decision-support tools with crop advice and product supply. Its combined agronomy-services-plus-digital-platform model parallels Living Turf's vertically integrated agronomy, products, and Turf Forensics offering.
- Aquatrols: Aquatrols is a global supplier of soil surfactants and moisture management products for turf, with strong presence in golf course water management. It directly competes with Living Turf's moisture management range and shares the same golf and sports turf customer base.
Regional players
- Nufarm: Nufarm is an Australasian crop protection and specialty agricultural chemicals company with a strong turf and ornamental segment. It is directly comparable as a regional ANZ agrochemical supplier targeting golf courses, councils, and turf farms that Living Turf serves.
- Seasol International: Seasol manufactures seaweed-based biostimulants and plant tonics used in both commercial agriculture and home garden markets across Australia. It is comparable to Living Turf's MP biostimulant and plant care range targeting professional turf managers and home lawncare.
- Sports Turf Solutions (STS): Sports Turf Solutions is an Australian sports turf consultancy and construction firm specializing in playing field design, renovation, and maintenance. It directly competes with Living Turf's Greenspace 4D division in the ANZ sports field redevelopment market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Living Turf social profiles
Digital presenceLiving Turf financial estimates
Financial estimateRevenue estimate
Valuation estimate
Living Turf leadership team
Management profileNumber of profiles
Profiles2 records
Living Turf funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Living Turf 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 Living Turf
What does Living Turf do?
Living Turf is a professional turf management company that delivers scientifically backed tools, products, and services for turf care. The company combines agronomic consulting, a proprietary branded product range (MATCHPLAY fertilizers, plant care, moisture management), and a digital turf management ecosystem (myResults, myClimate, myApply, Turf Forensics). Services span turf agronomy, soil and turf ecology, irrigation solutions, custom product application, and greenspace design/construction. The company also operates The Lawn Shed, a small consumer lawncare retail channel.
Is Living Turf a public or private company?
Living Turf is a private company. It is classified as unknown and is currently operating.
When was Living Turf founded?
Living Turf was founded in 2003. It employs 51 to 100 people.
Where is Living Turf based?
Living Turf is headquartered in Marrickville, Australia, in the Oceania region.
How does Living Turf make money?
Two revenue lines are on record. Professional Turf Management Products & Services are the primary driver. The others are turf Products - Retail.
Who are Living Turf's main competitors?
Broad incumbents on record are Rain Bird Corporation, SiteOne Landscape Supply, Hunter Industries, Trimble (Agriculture & Turf) and Syngenta (Turf & Landscape). Emerging players are Agrii (Origin Enterprises) and Aquatrols. Regional players are Nufarm, Seasol International and Sports Turf Solutions (STS).
Does Living Turf have an API?
No public API is recorded for Living Turf.
What industry is Living Turf in?
Living Turf's product category is Turf Management Services. Its primary akta.pro industry code is BPABADAC, Turf Management (Sports Fields, Golf Courses), with a secondary code of BPABADAB, Residential Landscaping & Lawn Care. Its NAICS code is 561730 and its SIC code is 700.