LAND FORMS
LAND FORMS is a Sydney-based privately held landscape architecture and construction firm, founded in 2009, that designs, builds, and maintains chemical-free natural swimming pools and regenerative landscapes for high-end residential clients across Australia using proprietary biofiltration technology and its Loop Ecology framework.
- Company typePrivate
- Founded2009
- HeadquartersElanora Heights, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What LAND FORMS does
LAND FORMS is a privately held Sydney-based landscape architecture and construction firm founded in 2009 by Director Julien Roy. It specialises in chemical-free natural swimming pools built on biofiltration technology, in which living plants, beneficial bacteria, and micro-organisms in layered gravel and aggregate zones naturally purify pool water without chlorine or salt. The firm operates a full design-build-cultivate model under a single builders licence, delivering concept design, structural landscaping, pool construction, and ongoing garden maintenance as an integrated service. Natural pools and regenerative landscape projects now represent the dominant share of new work, with the proprietary Loop Ecology framework extending the firm's offering into productive gardens, biodiverse habitat landscapes, hydroponic and aquaponic systems, and regenerative land design.
The firm serves predominantly high-end residential property owners in the Sydney metropolitan area and premium NSW regional locations (Palm Beach, Southern Highlands, Northern Rivers), with claimed Australia-wide reach. GTM motion is consultative and project-based, driven by portfolio referrals, earned media coverage in publications such as Belle Magazine, Australian House and Garden, Domain, and Grand Designs Australia, and repeat collaborations with named architects including CplusC Architects and Builders, Madeline Blanchfield Architects, and Duncan Gibbs LArch. Revenue is generated through one-time design and construction contracts on bespoke projects supplemented by a recurring garden-maintenance subscription stream. The firm is bootstrapped, with no disclosed external funding, and competes in the Australian high-end residential landscape and pool construction segment on the strength of its first-mover biofiltration expertise and 50-plus completed projects since 2009.
LAND FORMS operates with a compact seven-person team including a Construction Manager, Environmental Systems Manager, and Maintenance Manager alongside a full-time stone mason, and has accumulated industry recognition through multiple Master Builders Association awards (including a 2015 Excellence Award for Pool Construction and Palm Pool gold in the open price category) and Landscape NSW Association awards, supplemented by membership in the International Organisation for Natural Bathing Waters.
LAND FORMS firmographics
Firmographics- Name
- LAND FORMS
- Legal name
- Land Forms
- Website
- https://landforms.com.au
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- LAND FORMS is a Sydney-based privately held landscape architecture and construction firm, founded in 2009, that designs, builds, and maintains chemical-free natural swimming pools and regenerative landscapes for high-end residential clients across Australia using proprietary biofiltration technology and its Loop Ecology framework.
- Ownership category
- akta.pro rank
LAND FORMS industry classification
Industry- Product category
- Landscape Architecture and Natural Pool Construction
- NAICS
- Landscape Architectural Services (541320), Landscaping Services (561730), Residential Building Construction (2361)
- akta.pro primary industry
- Residential Landscape Design (HSAIABAA)
- akta.pro secondary industries
- Landscape Architecture & Site Design (BPAHAKAC), Landscape Design, Build & Installation (Hardscapes/Softscapes) (BPABADAF), Seating Walls, Planter Walls & Raised Beds (Hardscape) (HSAIACAL), Landscape Renovation & Re-Design (Yard Makeovers) (HSAIABAC)
Keywords
Where LAND FORMS is headquartered
LocationHeadquarters
- HQ city
- Elanora Heights
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
LAND FORMS business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Natural Pool Design, Construction & Cultivation: Land Forms provides end-to-end natural pool and landscape services: concept design, construction, and ongoing cultivation/maintenance. Revenue is project-based, earned through design fees and construction contracts for bespoke natural swimming pools, productive gardens, and associated landscaping works.
- Landscape Design & Construction Services: Services include concept design, retaining walls and tiling, outdoor structures and decking, planning and documentation, excavation and earthworks, planting, stonework, and garden maintenance. All services are delivered under a full builders licence.
- Garden Maintenance Division: Dedicated maintenance division providing ongoing services including mowing, fertilisation, pressure cleaning, grounds maintenance, product supply, pruning, upkeep and presentation for completed landscapes.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels10 records
LAND FORMS product offering
Product offeringCore offering
Land Forms is a Sydney-based landscape architecture and construction firm that designs, builds, and maintains natural swimming pools and regenerative landscape ecosystems. Projects use biofiltration technology (plants, bacteria, and micro-organisms in planted filter zones) to deliver chemical-free freshwater pools, productive gardens, and integrated hardscape under a single builders licence. The company operates a Concept/Construct/Cultivate model covering design, construction, and ongoing maintenance for high-end residential and select commercial clients.
Product overview
LAND FORMS is a landscape architecture and construction company offering natural swimming pools and landscaping services in Sydney. The core offerings include Natural Swimming Pools (biofiltered, chemical-free freshwater pools) and Loop Ecology (regenerative ecosystem design). The company provides a full suite of services spanning concept design, construction, and cultivation, including productive gardens, stonework, decking, retaining walls, excavation, and garden maintenance. Their natural pool portfolio includes diverse projects such as Rockpool (sandstone-carved), Stone & Water (hand-shaped cladding), Fresh Mex (Mexico-inspired), Fairlight Tropical Oasis, Palm Pool (award-winning), Palm Pure (UV/Ozone filtration), Coogee Natural Pool, Natural Oasis, Cave Garden, Bio Cube (sculptural), Bio Nest (biodiverse), and Holocene House. LAND FORMS was established in 2009 and has completed over 50 natural pool projects, being one of the earliest adopters of biofiltration technology in Australia.
Differentiator
Problem solved
Functional benefit
Brands
- Loop Ecology: Regenerative ecosystem design process focused on minimizing input and output waste in highly functional and aesthetic landscape designs. Loop Ecology is the company's process of closing the loop where inputs such as energy and introduced resources are offset by beneficial outputs such as food production, recycled irrigation and nutrient circulation.
Products and services
- Natural Swimming Pools Chemical-free freshwater swimming pools using biofiltration technology that creates a balanced ecosystem of plants, bacteria, and micro-organisms to naturally filter water. Pools can be designed in any shape, size, or style, with filtration zones concealed or exposed as natural pond features. Built for high-end residential property owners in Sydney and Australia-wide.
- Loop Ecology Regenerative Landscape Design Proprietary regenerative ecosystem design process that minimises input and output waste by closing loops for energy and introduced resources, offset by beneficial outputs such as food production, recycled irrigation, and nutrient circulation. Used across landscape design projects.
- Productive Gardens Design, planting, cultivation, and maintenance of productive and edible gardens integrated into sustainable landscape environments, suited to varied environmental conditions.
- Concept Design Landscape architecture and design services led by Principal Julien Roy with an integrated, sustainable, and productive landscape focus.
- Retaining Walls and Tiling Structural landscaping including large retaining walls on challenging steep blocks in various materials, plus paving, tiling, and concrete services for patios to driveways.
- Outdoor Structures and Decking Construction of non-habitable structures including awnings, decks, cabanas, carports, wharfs, ramps, and boat sheds under full builders licence.
- Planning and Documentation Preparation of official documentation and management of planning approvals process with council, resolving details and exposing preliminary issues.
- Excavation and Earth Works Full excavation services with small plant equipment including excavators, bobcats, and tipper trucks, with civil works and crane companies engaged for larger requirements.
- Planting Transport, positioning of established trees, and planting of juvenile tube stock with extensive knowledge in settling and growing healthy environments.
- Stonework Stonework services across any type of stone with particular expertise in reclaimed Sydney Sandstone, overseen by a full-time stone mason.
- Garden Maintenance Dedicated garden maintenance division providing mowing, fertilisation, pressure cleaning, grounds maintenance, pruning, and presentation services on a recurring basis for completed landscapes.
- Pool Conversions Conversion of existing chemical salt and chlorine pools into natural biofiltration pools. The filtration area can be concealed within modern contemporary design or exposed as a natural pond feature.
Quantifiable outcome
- Energy costs are approximately 1/3 to 1/4 of conventional pool costs
- +3 more outcomes
Companies that use LAND FORMS
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
LAND FORMS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
LAND FORMS partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- CplusC Architects and BuilderscoreLand Forms collaborated with CplusC Architects and Builders as the landscape and natural pool specialist on the Holocene House project in Manly (2024). This was a multi-disciplinary collaboration also involving Duncan Gibbs LArch. The natural pool flows like a creek through the home's living spaces.
- Duncan Gibbs LArchcoreLandscape architect Duncan Gibbs collaborated with Land Forms on the Holocene House project, designing the hardscape and setting out an ecological agenda for the biodiverse garden and natural pool.
- Madeline Blanchfield ArchitectsminorLand Forms built the Coogee Natural Pool with Madeline Blanchfield Architects. The architects designed the refined contemporary structure; Land Forms delivered the natural pool with bi-filtration technology.
- Hugh Main / Spirit Level DesignsminorA Land Forms natural pool featured on ABC's Dream Gardens, designed by Hugh Main of Spirit Level Designs. The pool complimented the garden design created by the architect.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
LAND FORMS competitors and assessment
Company assessmentBroad incumbents
- Eco Outdoor: Australia-wide supplier of outdoor landscaping products (stone, tiles, planters) with a design showroom network. Comparable in serving the premium outdoor living market in Australia, but operates as a product supplier rather than a design-build contractor.
- Compass Pools: Major Australian swimming pool manufacturer and installer. Overlaps in the pool construction market but focuses on conventional fibreglass and concrete pools rather than biofiltration natural pools.
Direct peers
- Paul Bangay: Australia's most prominent high-end landscape designer. Comparable target market (premium residential clients in Australia) and design-led positioning, though Paul Bangay focuses on garden design rather than biofiltration pool construction.
- Gartenart: UK-based natural pool design and installation specialist. Directly comparable as a natural swimming pool specialist using biofiltration; Gartenart has actually supplied filtration technology to Land Forms, evidencing deep category overlap.
- Secret Gardens: Sydney-based high-end landscape design and construction firm. Comparable in serving premium residential clients in Sydney with bespoke landscape design and full construction services, though without the natural pool specialisation.
- Harrisons Landscaping: Sydney-based landscape design and construction firm serving the premium residential market. Comparable in scope and geography, though broader in service offering and less specialised in biofiltration pools.
- BioPool: Natural swimming pool and biological filtration specialist operating in Europe. Overlaps directly in biofiltration technology and natural pool design methodology, targeting a similar premium residential segment.
Regional players
- Outdoor Establishments: Australian landscape design and construction firm with a strong presence in the Sydney and NSW premium residential market. Comparable in customer base and project complexity, though broader in service mix.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
LAND FORMS social profiles
Digital presenceLAND FORMS financial estimates
Financial estimateRevenue estimate
Valuation estimate
LAND FORMS leadership team
Management profileNumber of profiles
Profiles4 records
LAND FORMS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LAND FORMS 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 LAND FORMS
What does LAND FORMS do?
Land Forms is a Sydney-based landscape architecture and construction firm that designs, builds, and maintains natural swimming pools and regenerative landscape ecosystems. Projects use biofiltration technology (plants, bacteria, and micro-organisms in planted filter zones) to deliver chemical-free freshwater pools, productive gardens, and integrated hardscape under a single builders licence. The company operates a Concept/Construct/Cultivate model covering design, construction, and ongoing maintenance for high-end residential and select commercial clients.
Is LAND FORMS a public or private company?
LAND FORMS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LAND FORMS founded?
LAND FORMS was founded in 2009. It employs 1 to 10 people.
Where is LAND FORMS based?
LAND FORMS is headquartered in Elanora Heights, Australia, in the Oceania region.
How does LAND FORMS make money?
Three revenue lines are on record. Natural Pool Design, Construction & Cultivation is the primary driver. The others are landscape Design & Construction Services and garden Maintenance Division.
Who are LAND FORMS's main competitors?
Broad incumbents on record are Eco Outdoor and Compass Pools. Direct peers are Paul Bangay, Gartenart, Secret Gardens, Harrisons Landscaping and BioPool. Outdoor Establishments is listed as a regional player.
Does LAND FORMS have an API?
No public API is recorded for LAND FORMS.
What industry is LAND FORMS in?
LAND FORMS's product category is Landscape Architecture and Natural Pool Construction. Its primary akta.pro industry code is HSAIABAA, Residential Landscape Design, with a secondary code of BPAHAKAC, Landscape Architecture & Site Design. Its NAICS code is 541320.