Atlas Turf International

What Atlas Turf International does

Atlas Turf International Limited, founded in 2011 and headquartered in LaGrange, Georgia, is a privately held international distributor and licensor of licensed and certified turfgrasses for golf courses, sports fields, landscaping, and infrastructure projects. The company functions as the exclusive international distribution channel for advanced turfgrass varieties developed by third-party breeders including Pure-Seed Testing, Oklahoma State University, and the University of Georgia, with documented project activity in over 30 countries.

The product portfolio spans warm season grasses (bermudagrass, paspalum, zoysia), cool season grasses, and native grasses, with flagship offerings including Platinum TE Paspalum (the exclusive turfgrass of the 2022 FIFA World Cup Qatar across 8 stadiums and 41 training sites), Pure Dynasty Seeded Paspalum, STRATIS with ACCe herbicide-resistance technology, and Mach 1 Ultradwarf Bermudagrass. Atlas Turf generates revenue through product sales of seeds, stolons, and sprigs, combined with licensing and certification fees, distributing both seeded and vegetative varieties to satisfy country-specific import regulations.

The company operates a hybrid go-to-market model combining direct enterprise sales with a global network of certified distributors, including Pure Seed (North America), Semillas Fitó (Mediterranean), Jebsen & Jessen (Southeast Asia), and Golf Saudi (Saudi Arabia). Strategic partnerships with Nicklaus Companies, the American Society of Golf Course Architects, and the Asian Golf Industry Federation anchor its position within the golf course architecture community. The company operates with a small core team (1-10 employees) supplemented by its distributor and agronomy support network, with John Holmes serving as President.

Name

Atlas Turf International

Legal name

Atlas Turf International Limited

Website

https://atlasturf.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Atlas Turf International, founded in 2011, is a Georgia-based private company that distributes licensed and certified turfgrass varieties globally to golf courses, sports stadiums, and infrastructure projects, spanning more than 30 countries.

Ownership category

akta.pro rank

Product category

Turfgrass and Agricultural Products

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Support Activities for Crop Production (11511)

SIC

Agricultural Services (700)

akta.pro primary industry

Athletic Field & Golf Course Groundskeeping (IMAIAIAH)

akta.pro secondary industries

Turf Management (Sports Fields, Golf Courses) (BPABADAC), Gardening, Lawn & Outdoor Living Distribution (CRAOAFAH)

Keywords

• Licensed turfgrass varieties
• Warm season turfgrasses
• Sports field turfgrass
• Golf course grassing solutions
• Turfgrass distribution

Headquarters

HQ city

La Grange

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Turfgrass Product Sales: Sale of licensed and certified turfgrass products including seeds, stolons, and sprigs for warm season (bermudagrass, paspalum, zoysia), cool season grasses, and native grasses. Products sold include seeded and vegetative varieties for golf courses, sports fields, landscaping, and infrastructure projects.
2. Licensing and Certification: Atlas Turf serves as the international distributor/licensor of certified turfgrass varieties, providing licensed and certified plant material. The company maintains genetic purity through certification programs and monitors for turfgrass piracy.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Atlas Turf International Limited is the international distributor of licensed and certified turfgrasses, supplying warm season (bermudagrass, paspalum, zoysia), cool season, and native grass varieties. The company provides complete grassing solutions from selection through grow-in for golf courses, sports fields, landscaping, and infrastructure projects worldwide.

Product overview

Atlas Turf International is a global supplier of licensed and certified turfgrasses offering a comprehensive portfolio of warm season turfgrasses (bermudagrasses, paspalums, zoysias), cool season turfgrasses (through Pure Seed partnership), and native grasses. Key product lines include Celebration® Bermudagrass, Platinum TE® Paspalum (exclusive turfgrass of FIFA World Cup 2022), Pure Dynasty® Seeded Paspalum (newest seeded paspalum), STRATIS™ with ACCe™ (first herbicide-resistant seeded paspalum), Mach 1® Ultradwarf Bermudagrass, and various other bermudagrass, zoysia, and grass varieties. The company provides complete grassing solutions from selection through grow-in for golf courses, sports fields, landscaping, erosion control, and infrastructure projects worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• STRATIS with ACCe Technology: First-ever herbicide-resistant seeded seashore paspalum developed through collaboration between Pure Seed and Atlas Turf International

Products and services

• Pure Dynasty® Seeded Paspalum The only seeded seashore paspalum on the market, developed by Pure-Seed Testing. Features tighter density, better disease resistance, faster establishment, and improved spring green-up. Shares genetics with Platinum TE including unmatched salt tolerance, heat tolerance, and quick recovery.
• Platinum TE® Paspalum Vegetatively propagated seashore paspalum developed by Dr. Ron R. Duncan. Features unmatched salt tolerance, dark green color, fine leaf texture, and superior canopy density. The exclusive turfgrass of the 2022 FIFA World Cup Qatar.
• STRATIS™ with ACCe™ Seeded Paspalum First-ever herbicide-resistant seeded seashore paspalum combining ACCe herbicide-resistance technology from the University of Georgia with Pure Seed's seeded paspalum genetics. Allows selective control of unwanted grasses using approved ACCe-inhibiting herbicides.
• Mach 1® Ultradwarf Bermudagrass Next-generation ultradwarf bermudagrass delivering fast greens with fine texture, exceptional density, extreme tightness, and overall smoothness. Developed by Certified Golf Course Superintendent Rod Lingle after nearly 20 years of testing.
• MiniVerde® Ultradwarf Bermudagrass Ultradwarf bermudagrass producing fast and smooth putting surfaces. Features dark green color rated best among ultradwarfs, deep rooting, and excellent ball roll. Ideal for putting greens, tees, and surrounds.
• Sunday™ Ultradwarf Bermudagrass Ultradwarf bermudagrass combining high performance putting green characteristics with excellent durability. Features massive root system, genetically stable for over 25 years, and can be mowed as low as 0.100 inches.
• Celebration® Bermudagrass Performance bermudagrass with exceptional drought tolerance, dark green color, and excellent wear tolerance. Suitable for golf courses, sports fields, and landscapes.
• Latitude 36® Bermudagrass Advanced bermudagrass developed by Oklahoma State University with exceptional cold tolerance, high density, and excellent disease resistance particularly against spring dead spot. Ideal for transition zone and southern climates.
• Zorro® Zoysia Top-ranking zoysia turfgrass with fine texture and excellent performance characteristics for golf course applications.
• Innovation® Zoysia Zoysia turfgrass variety offering quality performance for golf and sports applications.
• NorthBridge® Bermudagrass Bermudagrass variety with improved cold tolerance and quality characteristics for golf and sports field applications.
• Tifway 419 Bermudagrass Industry-standard bermudagrass widely used for golf course fairways, sports fields, and landscaping applications.
• PurePro™ Seeded Bermudagrass New seeded bermudagrass developed to deliver winning playing surfaces for golf courses and sports fields.
• North Shore SLT™ Seeded Bermudagrass Seeded bermudagrass variety offering quality performance for golf and sports applications.
• Sun Queen™ Elite Seeded Bermudagrass Elite seeded bermudagrass for high-performance golf and sports applications.

Quantifiable outcome

• Platinum TE selected as exclusive turfgrass for FIFA World Cup 2022 Qatar (8 stadiums and 41 training sites)
• +3 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• Pure Seed (Pure-Seed Testing)flagshipStrategic or Co-development PartnerAtlas Turf serves as the exclusive international distributor for Pure Seed products including Pure Dynasty Seeded Paspalum, STRATIS with ACCe Technology, and other advanced turfgrass varieties. Pure Seed develops and breeds the turfgrass varieties while Atlas Turf handles global distribution and marketing. The partnership includes joint development of new varieties and extensive R&D collaboration.
• Golf SaudicoreStrategic or Co-development PartnerMOU signed for joint venture to develop turf farms in Saudi Arabia to meet the turfgrass needs of Saudi Arabia's extensive golf development program. Partnership supports Golf Saudi's goal of building a dynamic golf network with localized, sustainable, licensed and certified turfgrass production.
• Nicklaus CompaniesflagshipGTM or Marketing PartnerStrategic golf marketing relationship where Nicklaus Companies and Atlas Turf have collaborated on more than a dozen golf projects in 11 countries. Nicklaus Design clients receive preferred access to Atlas Turf's global turfgrass supply and support services for grassing solutions from selection through grow-in.
• American Society of Golf Course Architects (ASGCA)coreStrategic or Co-development PartnerMerit Leadership Partner with ASGCA, one of a limited number of industry sponsors formally joining ASGCA. Atlas Turf collaborates with ASGCA on education, outreach, and advancement of golf. Partnership builds on longstanding individual relationships between Atlas Turf and leading golf course architects worldwide.
• Asian Golf Industry Federation (AGIF)coreStrategic or Co-development PartnerAtlas Turf is a member of AGIF, a non-profit organization promoting and advancing the game of golf throughout Asia. President John Holmes serves as AGIF Vice President, participating in leadership and education programs.
• Jebsen & Jessen Turf and IrrigationcoreChannel Partner/ Reseller/ DistributorRegional distribution partner for Southeast Asia. Collaborated on Montaña Golf Project in Vietnam, providing expertise and execution for Mach 1 Ultradwarf Bermuda greens establishment alongside Atlas Turf International.
• Semillas FitócoreChannel Partner/ Reseller/ DistributorExclusive Mediterranean distributor of Pure Dynasty Seeded Paspalum. Organized series of seminars in Spain (Barcelona, Mallorca, Murcia, Gran Canaria) introducing Pure Dynasty to golf course superintendents, sports field managers, and landscaping professionals.
• Thompson Golf ManagementminorImplementation/ SI/ Consulting PartnerCameron Thompson of Thompson Golf Management provided initial agronomic support for the Montaña Golf Project in North Vietnam, working alongside Jebsen & Jessen and Atlas Turf.
• University of Georgia (UGA)coreStrategic or Co-development PartnerACCe herbicide-resistance technology developed by UGA professor Dr. Paul Raymer. UGA research identified the mutation conferring herbicide resistance in paspalum, which Pure-Seed Testing used to develop STRATIS with ACCe Technology.
• Oklahoma State UniversitycoreStrategic or Co-development PartnerLatitude 36 Bermudagrass developed by OSU's extensive seven-year testing program. OSU credited with some of the world's most advanced turfgrass varieties including Latitude 36, Patriot, and Riviera bermudagrasses.
• Pure-Seed TestingflagshipStrategic or Co-development PartnerResearch and breeding partner for turfgrass innovation. Conducted extensive multi-year trials to develop, evaluate, and select superior parent lines for STRATIS with ACCe Technology. Developed Pure Dynasty Seeded Paspalum and other advanced varieties.
• Polyclean Turf DivisionminorStrategic or Co-development PartnerCo-sponsored Seashore Paspalum Educational Seminar in Dubai with Atlas Turf and Pure Seed, drawing nearly 100 golf course superintendents and sports field managers from the Gulf Region.

Scale indicators4 records

Expansion highlights5 records

Direct peers

• Pure Seed Testing: Pure-Seed Testing is the upstream breeder and research partner that develops most of Atlas Turf's flagship varieties (Pure Dynasty, STRATIS, Platinum TE genetics). While currently a partner, Pure Seed also sells directly in North America, making it both supplier and direct competitor in turfgrass genetics and licensing.
• Sod Solutions: Sod Solutions licenses and distributes proprietary turfgrass varieties (including Celebration Bermudagrass, Latitude 36, and others) for golf courses, sports fields, and landscapes. It is one of Atlas Turf's most direct competitors in the licensed turfgrass distribution market, particularly in the U.S.
• The Turfgrass Group: The Turfgrass Group licenses and markets proprietary turfgrass varieties for golf courses, sports fields, and landscapes. It is a direct competitor to Atlas Turf in the licensed and certified turfgrass distribution space, particularly focused on warm-season grasses for golf and sports applications.

Broad incumbents

• DLF Seeds: DLF is one of the world's largest seed companies with a broad turfgrass portfolio spanning residential, commercial, and sports applications. As a global incumbent with extensive R&D and distribution, DLF competes with Atlas Turf in cool-season grasses and is a major player in the broader turfgrass market where Atlas Turf operates.
• Barenbrug: Barenbrug is a global leader in turfgrass and forage seed with a broad portfolio serving golf, sports, and landscape markets worldwide. As a multinational incumbent with established R&D and global distribution, Barenbrug competes with Atlas Turf across multiple turfgrass categories and geographies.
• Pennington Seed: Pennington Seed (a Central Garden & Pet brand) is a major U.S. turfgrass and forage seed producer serving residential, commercial, and sports markets. As a broad incumbent with national retail distribution, it competes with Atlas Turf in the landscaping and consumer-facing segments of the turfgrass market.

Regional players

• Semillas Fitó: Semillas Fitó is Atlas Turf's exclusive Mediterranean distributor for Pure Dynasty Seeded Paspalum and a leading Spanish seed company. As both a channel partner and a regional seed producer with its own varieties, it operates in adjacent turf and forage categories across the Mediterranean region.
• Jebsen & Jessen Turf and Irrigation: Jebsen & Jessen is Atlas Turf's regional distribution partner for Southeast Asia, providing turfgrass solutions and irrigation for golf and sports projects across the region. As a regional channel partner and broader infrastructure provider, it competes in adjacent landscaping and turf-related services in Asian markets.
• West Coast Turf: West Coast Turf is a major U.S. sod producer and turfgrass installer serving golf courses, sports fields, and landscape projects primarily in the western U.S. As a regional player in sod production and installation, it is comparable to Atlas Turf's end-use applications, though Atlas Turf focuses on international distribution and genetics rather than direct sod installation.

Emerging players

• Mountain View Seeds: Mountain View Seeds is a U.S.-based wholesale seed company producing turf, forage, and cover crop varieties. As an emerging player in proprietary turfgrass varieties, it competes with Atlas Turf in the licensed and certified turfgrass segment, particularly in the Pacific Northwest and broader U.S. market.

Market position

Competitive moat4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/atlasturfinternational
• LinkedInlinkedin.com/company/laboratoires-urgo
• Xx.com/atlasturf

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Atlas Turf International