Iowa Turfgrass Institute

What Iowa Turfgrass Institute does

The Iowa Turfgrass Institute (ITI) is a 501(c)-style nonprofit organization founded on April 1, 1980, and headquartered at 8050 Golf House Drive in Des Moines, Iowa. Its stated mission is to provide research, education, and support to the Iowa turfgrass industry. ITI operates as the central coordinating body for turfgrass professionals across three primary verticals: golf course management (via its allied Iowa GCSA), sports field management (via ISFMA), and lawn care/landscape services (via IPLCA), with Iowa State University as a research and extension partner. Since inception, ITI has granted over $1,107,xxx to turfgrass research and awarded $281,450 in scholarships to 305 individual students, while supporting the ISU Turfgrass Extension Specialist position since 2005 through an annual fundraiser that has raised $100,000+.

ITI does not develop proprietary technology. Its core "products" are events and programs: the annual Iowa Turfgrass Conference and Trade Show (with pesticide applicator training and continuing education credits), the Field & Demo Day at the ISU Horticulture Research Station, three annual golf tournament fundraisers (Field Day Classic, ITI Benefit Tournament, Extension Fundraiser), and the Meritorious Service Award. Distribution is achieved through allied-association co-location at Golf House Iowa (shared with the Iowa Golf Association, IGA Foundation, and First Tee - Central Iowa since 2024), industry publications (Sideline Report, On The Grow, The Reporter), and an online sponsor store at shop.iowaturfgrass.org.

ITI's revenue is generated primarily through event sponsorships (ranging from $100 Contributing to $5,500 IGCSA Platinum), conference booth space sales ($945-$3,150 per exhibitor), event registrations ($40/person for workshops, $400/foursome for tournaments), and advertising across three allied-association publications ($110-$325 per placement) and e-marketing email blasts ($100-$150). The organization operates with a lean 2-person paid staff (Executive Director Matt Beatty and Executive Assistant Ashley Watson) supported by an 11-member volunteer Board of Trustees representing all major turfgrass industry segments. Geographic focus is exclusively on the state of Iowa, with no disclosed expansion plans beyond that market.

Name

Iowa Turfgrass Institute

Legal name

Iowa Turfgrass Institute

Website

https://iowaturfgrass.org

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

The Iowa Turfgrass Institute (ITI) is a nonprofit trade association founded in 1980 that provides research funding, scholarships, and educational events to the Iowa turfgrass industry, serving golf course superintendents, sports field managers, lawn care professionals, sod growers, and Iowa State University researchers.

Ownership category

akta.pro rank

Product category

Industry Association Services

NAICS

Sports and Recreation Instruction (611620)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Athletic Field & Golf Course Groundskeeping (IMAIAIAH)

akta.pro secondary industries

Turf Care (Fertilization, Aeration & Weed/Pest Control) (IMAIAIAD), Sod, Turfgrass & Groundcover Production (AFAGAHAL)

Keywords

• Turfgrass research funding
• Industry association services
• Professional education events
• Golf tournament fundraisers
• Student scholarship programs

Headquarters

HQ city

Ankeny

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Event Sponsorships: Primary revenue stream from companies sponsoring ITI events including golf tournaments, field days, conferences, and workshops. Sponsorships range from contributing level ($100) to platinum/title sponsorship ($1,000-$5,500+) with various recognition benefits.
2. Conference Booth Spaces: Revenue from selling booth spaces at the Iowa Turfgrass Conference and Trade Show, ranging from 1 booth ($945) to 4 booths ($3,150).
3. Event Registrations: Registration fees for events such as the ISFMA Spring/Fall Workshops ($40 per person for non-sponsors), Field & Demo Day ($40 per person, $20 per student), and various tournament team registrations.
4. Advertising and E-Marketing: Advertising space sales in publications like the ISFMA Sideline Report (eighth page $150 to full page $325) and IPLCA On The Grow newsletter (eighth page $110 to full page $250), plus e-marketing email blast placements ($100-$150).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Iowa Turfgrass Institute (ITI) is a nonprofit trade association that provides research funding, education, scholarships, and industry events for the Iowa turfgrass industry. Core offerings include the annual Iowa Turfgrass Conference and Trade Show with pesticide applicator training, Field & Demo Day at Iowa State University, multiple scholarship programs for turfgrass management students, golf tournament fundraisers supporting research and extension services, and publication/advertising services across three allied associations (Iowa GCSA, ISFMA, IPLCA).

Product overview

The Iowa Turfgrass Institute (ITI) operates as an industry association offering a portfolio of events, educational programs, scholarships, and sponsorship opportunities to support the Iowa turfgrass industry. The core offerings include the annual Iowa Turfgrass Conference with trade show and pesticide training, Field & Demo Day at Iowa State University, and three golf-based fundraising events (Field Day Classic, ITI Benefit Tournament, and Extension Fundraiser). Educational offerings are supplemented by scholarship programs for students in turfgrass management and the Meritorious Service Award for industry recognition. The institute also manages publication and advertising services (Sideline Report, On The Grow, The Reporter) and comprehensive sponsorship packages at various tiers across three allied associations: Iowa GCSA, IPLCA, and ISFMA. E-marketing services provide additional promotional channels for industry vendors.

Differentiator

Problem solved

Functional benefit

Products and services

• Iowa Turfgrass Conference Annual conference and trade show featuring educational sessions, pesticide applicator training, and networking for turfgrass industry professionals across golf, sports turf, and lawn care segments. Includes booth space sales ($945-$3,150) and various sponsorship levels.
• Field & Demo Day at Iowa State University Annual field event hosted at the ISU Horticulture Research Station featuring equipment and product demonstrations, pesticide applicator training sessions with continuing education credits, and networking. Registration is $40 per person or $20 per student.
• Field Day Classic Annual golf tournament fundraiser held at various Iowa golf courses with proceeds supporting turfgrass education and research.
• ITI Benefit Golf Tournament Annual golf tournament fundraiser held at The Ridge Golf Club in Sioux Center, co-hosted with the Iowa Golf Course Superintendent Association, securing funding for turfgrass research and scholarships.
• Extension Fundraiser Annual golf tournament fundraiser (since 2005) supporting Iowa State University's Turfgrass Extension Specialist position and statewide site visit and diagnostic services for turfgrass professionals.
• Scholarship Programs Multiple named scholarship programs for students in turfgrass management, including Scott Harvey Memorial, William E. Byers Memorial, ITI Scholarships, FFA/ITI Scholarship, Voorhees Scholarship, Kevin Reiter Memorial, Legacy Scholarship, and Iowa GCSA Scholarships. 305 students awarded $281,450 total since inception.
• Meritorious Service Award Annual recognition award presented by the ITI Board of Trustees to individuals who have provided extraordinary service to the Iowa Turfgrass Institute or the Iowa turfgrass industry in general. 2025 recipient: Nicol Jones.
• Sponsor Packages Multi-tiered sponsorship opportunities (Platinum, Gold, Silver, Bronze, Contributing) for ITI and allied association events, including conference socials, award sponsorships, booth spaces, and event sponsorships. Pricing ranges from $100 (Contributing) to $5,500 (IGCSA Platinum).
• Industry Publication Advertising Advertising space sales in three industry publications: ISFMA Sideline Report ($150-$325), IPLCA On The Grow newsletter ($110-$250), and IGCSA The Reporter magazine, plus e-marketing email blast placements ($100-$150) for reaching turfgrass industry professionals.

Quantifiable outcome

• 305 individual students awarded scholarships since inception
• +3 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Golf House IowacoreStrategic or Co-development Partner · 1 January 2024Facility housing ITI and its allied associations alongside the Iowa Golf Association, IGA Foundation, and First Tee - Central Iowa. Created a centralized hub for Iowa golf and turfgrass industry organizations in Des Moines.
• First Tee - Central IowaminorStrategic or Co-development Partner · 1 January 2024Youth development organization sharing office space at Golf House Iowa, providing programming for young people through golf and supporting the broader golf industry ecosystem in Iowa.
• Iowa State University ExtensioncoreStrategic or Co-development Partner · 1 January 2005ITI funds the Iowa State University Turfgrass Extension Specialist position and hosts the annual Extension Fundraiser golf tournament (since 2005, raising over $100,000). The Extension Specialist travels statewide providing site visits and technical assistance to turfgrass professionals. ISU hosts the annual Field & Demo Day at the Horticulture Research Station.
• Iowa Golf Course Superintendents Association (Iowa GCSA)coreStrategic or Co-development Partner · 1 January 1995Allied association representing golf course superintendents in Iowa. Created joint office with ITI in 1995 (Ames), relocated together to Ankeny in 2011, and now shares space at Golf House Iowa in Des Moines (2024). Collaborates on annual IGCSA conferences, the The Reporter publication, and the Wee One Benefit golf event.
• Iowa Sports Field Management Association (ISFMA)coreStrategic or Co-development Partner · 1 January 1995Allied association for sports field managers in Iowa. Shares office space with ITI at Golf House Iowa and collaborates on the annual Iowa Turfgrass Conference, ISFMA Spring/Fall Workshops, and the Sideline Report publication. ITI provides administrative and event support.
• Iowa Professional Lawn Care Association (IPLCA)coreStrategic or Co-development Partner · 1 January 1995Allied association representing lawn care professionals in Iowa. Co-located with ITI at Golf House Iowa since the 2011 office consolidation. Collaborates on IPLCA Workshops, publishes the On The Grow newsletter, and participates in the Iowa Turfgrass Conference.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• National Association of Landscape Professionals (NALP): National trade body for lawn care and landscape professionals; comparable to ITI's IPLCA relationship and the broader green-industry education, certification, and advocacy functions ITI performs in Iowa.
• Golf Course Superintendents Association of America (GCSAA): The national trade association for golf course superintendents; ITI's Iowa GCSA chapter is essentially a state-level analog, making GCSAA the natural national umbrella for comparison in membership, education, and event operations.
• Turfgrass Producers International (TPI): International association for turfgrass sod producers; ITI explicitly serves the Iowa sod grower segment and funds turfgrass research, paralleling TPI's research, education, and advocacy mission.
• Sports Field Management Association (SFMA): The national association for sports field managers; ITI's Iowa Sports Field Management Association (ISFMA) functions as a state affiliate, and SFMA mirrors ITI's sports-turf training, conference, and certification model at scale.

Others

• Iowa State University Extension and Outreach — Turfgrass: Academic extension arm that ITI has funded since 2005 via the Extension Fundraiser (over $100K raised); ITI effectively underwrites the Extension Specialist position, making ISU the closest educational/research peer.
• Iowa Golf Association: Co-tenant at Golf House Iowa since 2024 and longstanding partner organization; not a turfgrass-industry peer per se, but shares governance, facilities, and event infrastructure with ITI.

Regional players

• Minnesota Turf and Grounds Foundation: Statewide nonprofit supporting turfgrass research, education, and the University of Minnesota partnership; structurally and functionally equivalent to ITI's relationship with Iowa State University.
• Wisconsin Turfgrass Association: A direct state-level peer serving Wisconsin's turfgrass industry through research funding, conferences, and scholarships; operates a near-identical model to ITI but in an adjacent geography.
• Michigan Turfgrass Environmental Stewardship Program / Michigan Turfgrass Foundation: Midwest state-level turfgrass foundation funding research and education through Michigan State University; another near-clone of ITI's ISU research-funding and extension model.
• Ohio Turfgrass Foundation: Ohio-based nonprofit funding turfgrass research and education through Ohio State University; comparable scale, mission, and university-partnership structure to ITI.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Iaturfinstitute
• Facebookfacebook.com/iowaturfgrass
• LinkedInlinkedin.com/company/iowa-professional-lawn-care-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Iowa Turfgrass Institute