What GroGreen does

GroGreen is a privately held, Texas-based residential lawn care and pest control service provider operating across the Dallas-Fort Worth metroplex. It is owned and operated under Fairway Corp (legal entity Fairway Lawns, LLC), a Little Rock, Arkansas-based parent that oversees a network of 30+ regional lawn care, pest control, and irrigation brands across multiple U.S. states. GroGreen serves approximately 1,428 active residential customers across 17+ cities spanning Collin, Dallas, Denton, and Rockwall counties, with its headquarters at 1300 Summit Ave, Plano, TX. The company has been recognized as the only Texas-based provider ranked in the Top 25 nationwide by Landscape Management magazine.

The company's core service is an annual 8-application lawn treatment program delivering fertilization, pre-emergent and post-emergent weed control, grub prevention, surface insect control, and seasonal treatments calibrated to North Texas soil, climate, and turf types (Bermuda, St. Augustine, Zoysia, Bahia, centipede). The portfolio extends beyond lawn care into tree and shrub care (deep-root fertilization, disease management), pest control (fire ants, mosquitoes, rodents, spiders, ticks), specialty weed treatments (Dallisgrass, Nutsedge), aeration (core and liquid), and complementary services such as irrigation, drainage, landscape lighting, and seasonal holiday lighting installation. Field operations are staffed by Texas Department of Agriculture-licensed technicians led by a Branch and Area Manager with 20 years of tenure.

GroGreen's revenue model is anchored by recurring annual subscriptions billed via prepay or autopay, supplemented by one-time specialty services and a four-tier GreenPerks loyalty program (Bronze 5-10%, Silver 15%, Gold 20%, Platinum 25% with a two-year price-lock commitment). Customer acquisition combines direct-to-consumer field sales, inside sales (phone/text), digital content marketing (DFW-focused educational blog), local SEO, paid promotional offers (50% off first application), and a $50-per-conversion referral program. The company has accumulated 1,256+ reviews averaging 4.8/5 and customer relationships documented at 10-25+ years, reflecting high satisfaction and retention within a fragmented residential SMB customer base.

Name

GroGreen

Legal name

Fairway Lawns, LLC

Website

https://grogreen.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

GroGreen is a privately held residential lawn care and pest control service provider in Plano, Texas, serving approximately 1,428 homeowners across the Dallas-Fort Worth metroplex through an 8-application annual treatment program. It operates as a regional brand under Fairway Corp.

Ownership category

akta.pro rank

Product category

Residential Lawn Care Services

NAICS

Landscaping Services (561730), Exterminating and Pest Control Services (561710)

SIC

Agricultural Services (700)

akta.pro primary industry

Fertilization Programs (Granular & Liquid) (HSAIAGAA)

akta.pro secondary industries

Sod Installation & Lawn Seeding (Turf Establishment) (HSAIAFAO), Lawn Aeration & Overseeding (Core Aeration, Seeding) (HSAIAAAE), Lawn & Ornamental Insect Control (Grubs, Chinch Bugs, Aphids) (HSAIANAH), Organic Mosquito/Tick/Flea Control (Eco Yard Programs) (HSAMALAG), Sanitation, Monitoring & Trap/Station Programs (General) (HSAMAAAH)

Keywords

• Residential lawn care
• Lawn fertilization services
• Weed control treatments
• Pest control services
• Tree and shrub care

Headquarters

HQ city

Plano

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Annual Recurring Lawn Care Programs: GroGreen's primary revenue stream is an annual 8-application lawn treatment program encompassing fertilization, weed control, and seasonal treatments, billed on a recurring basis through prepay or autopay arrangements. The program is sold as an annual subscription with service calls included at no extra charge.
2. Add-on Specialty Services: One-time or per-visit specialty services including fire ant control, mosquito control, rodent control, tree and shrub care, aeration, Dallisgrass treatment, and Nutsedge treatment. These are charged as separate line items per visit or per treatment.
3. GreenPerks Bundled Service Tiers: Bundled service packages (Bronze, Silver, Gold, Platinum) providing tiered discounts on standard pricing, with Platinum requiring a two-year commitment for price lock. Generates recurring revenue through bundled subscriptions with higher customer lifetime value.
4. Referral Incentive Program: Customer referral program where existing customers earn $50 credits for each referred customer who signs up and pays for the regular program, driving new customer acquisition at a reduced cost.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

GroGreen provides residential lawn care, weed control, tree and shrub care, and pest control services to homeowners in the Dallas-Fort Worth metroplex. Its flagship offering is an annual 8-application lawn treatment program that delivers seasonally calibrated fertilization, pre-emergent and post-emergent weed control, and pest management visits throughout the year. The company also sells specialty services such as fire ant, mosquito, grub, rodent, Dallisgrass, and Nutsedge control on a one-time or per-visit basis.

Product overview

GroGreen is a lawn care and pest control service company operating as a single-service provider rather than a platform architecture. The company offers a comprehensive suite of lawn care services centered on its 8-application lawn treatment program as the core product, supplemented by tree and shrub care, pest control, and specialty services. The product portfolio includes foundational lawn treatments (fertilization, weed control, aeration), specialty weed control services (Dallisgrass, Nutsedge), pest management (mosquito, fire ant, grub, rodent, spider, tick control), and complementary services (irrigation, drainage, landscape lighting). The company also offers a tiered loyalty program called GreenPerks (Bronze, Silver, Gold, Platinum tiers) that bundles multiple services at discounted rates. All services are designed specifically for Texas climate and soil conditions, particularly the North Texas/Dallas-Fort Worth market.

Differentiator

Problem solved

Functional benefit

Brands

• GreenPerks: Loyalty program offering discounted bundled services and exclusive rewards for customers, with packages ranging from Bronze (5-10% off) to Platinum (25% off) tiers.

Products and services

• Lawn Treatment Program
• Tree & Shrub Care
• Pest Control
• Core Aeration
• Liquid Aeration
• Weed Control
• Dallisgrass Control
• Nutsedge Control
• Grub Control
• Fire Ant Control
• Mosquito Control
• Rodent Control
• Spider Control
• Tick Control
• Lawn Disease Prevention and Treatment
• Irrigation Installation & Repair
• Yard Drainage Services
• Landscape Lighting
• Christmas & Holiday Lighting
• GreenPerks Loyalty Program

Quantifiable outcome

• 1,428+ customers served with active lawn programs across DFW
• +3 more outcomes

Named customers10 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Agàpē Lawn CareminorChannel Partner/ Reseller/ DistributorAgàpē Lawn Care operates independently as a lawn care and landscaping company in North Carolina. GroGreen's partner page links to Agàpē as part of the Fairway Corp partner network, which may indicate shared ownership or affiliation within the broader corporate structure.
• Andy'sminorChannel Partner/ Reseller/ DistributorAndy's provides irrigation and drainage services across Florida, Oklahoma, South Carolina, and Texas. As a partner within the Fairway Corp network, Andy's serves complementary service needs for customers in these states, potentially cross-referring customers and sharing operational infrastructure.
• Arbor Bay Tree ServicesminorChannel Partner/ Reseller/ DistributorArbor Bay Tree Services provides lawn care services in Florida. Listed as a partner within the GroGreen/Fairway Corp ecosystem, indicating a referral or operational relationship between affiliated brands.
• The Bug DoctorminorChannel Partner/ Reseller/ DistributorThe Bug Doctor is a pest control company serving Alabama. As a partner in the Fairway Corp network, The Bug Doctor likely shares best practices and referral pathways with GroGreen for pest control services across overlapping or adjacent service areas.
• DeSoto TurfminorChannel Partner/ Reseller/ DistributorDeSoto Turf is a lawn care company serving Mississippi. Listed as a partner on the GroGreen website, indicating affiliation within the Fairway Corp brand ecosystem and potential cross-referrals for turf care services.
• Dr. Jack'sminorChannel Partner/ Reseller/ DistributorDr. Jack's provides lawn care and pest control services as part of the Fairway Corp partner network. Cross-referral and brand affiliation relationship within the corporate ecosystem.
• Earth's BestminorChannel Partner/ Reseller/ DistributorEarth's Best is listed as a partner within the Fairway Corp brand network, sharing lawn care and pest control services across multiple states.
• Eastern ExterminatingminorChannel Partner/ Reseller/ DistributorEastern Exterminating is a pest control company affiliated with the Fairway Corp partner network. Partner relationship indicates shared brand affiliation and potential cross-referrals for pest management services.
• Fairway Corp (Parent Company)coreOthersGroGreen is owned and operated by Fairway Corp (Fairway Lawns, LLC), headquartered in Little Rock, Arkansas. Fairway Corp encompasses a network of over 30 lawn care, pest control, and irrigation brands across multiple states. GroGreen operates as a regional brand within this parent corporate structure, benefiting from shared resources, technology, and brand affiliation. The privacy policy and terms of use confirm GroGreen is subject to Fairway Corp's policies and oversight.
• GreenPerks Loyalty Program MemberscoreOthersGroGreen's GreenPerks bundled services program functions as an internal customer loyalty and retention mechanism. The program tiers (Bronze, Silver, Gold, Platinum) incentivize customers to bundle more services, increasing per-customer revenue and retention. It is not an external partnership but is included for completeness as a key business model element.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ABC Home & Commercial Services: Large Texas-based home services provider offering lawn care, pest control, and landscaping. Overlaps with GroGreen in residential lawn and pest categories and shares the Texas market focus, but operates as a broader multi-service incumbent.
• TruGreen: Largest U.S. residential lawn care service company operating nationally across all 50 states. Direct competitor in fertilization, weed control, and pest-adjacent services, but with a standardized national program rather than GroGreen's localized Texas-calibrated approach.

Direct peers

• Weed Man: National franchised lawn care provider offering fertilization and weed control programs on a recurring subscription basis. Closely comparable to GroGreen's 8-application model with similar target customer (residential homeowners) and bundled service structure.
• Spring-Green Lawn Care: Franchised lawn and tree care service provider offering annual lawn fertility and pest programs. Comparable in subscription-based recurring revenue model, bundled services, and residential customer focus.
• NaturaLawn of America: Franchised lawn care company offering organic-based fertilization and weed control programs. Closely comparable to GroGreen in recurring service model, residential focus, and integrated pest/weed treatment offering.
• Fairway Lawns: Sister brand under the same Fairway Corp parent company, operating lawn care services across multiple states. Shares operational infrastructure, branding, and GTM approach with GroGreen and represents the most operationally comparable parent-network peer.
• Lawn Doctor: Franchised residential lawn care company offering tailored fertilization, weed control, and pest management programs. Shares the recurring-service, locally-operated, multi-treatment business model with GroGreen and targets the same homeowner segment.

Emerging players

• Mosquito Squad: National franchised outdoor pest control provider focused on mosquito and tick barrier sprays. Comparable to GroGreen's mosquito control service in recurring-treatment pricing and residential customer targeting.
• Mosquito Joe: Franchised outdoor pest control company specializing in mosquito, tick, and flea treatments. Direct competitor in GroGreen's mosquito and tick control add-on services with a similar recurring treatment model.

Regional players

• Ashton Walden Turf Services: Texas-based (Midland/Odessa) residential and commercial lawn care company offering fertilization, weed control, and pest programs. Comparable to GroGreen in service portfolio and Texas regional specialization, though operating in a different Texas metro.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/grogreenntx

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 GroGreen