Lawn Squad
Lawn Squad is a U.S. lawn care franchisor (Columbia, MD; parent: Authority Brands) that sells territories and provides Real Green software, a national call center, training, and marketing support to independent franchisees delivering fertilization, weed control, aeration, pest, and tree/shrub care to residential and commercial customers.
- Company typePrivate
- Founded2001
- HeadquartersColumbia, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Lawn Squad does
Lawn Squad Franchising is a U.S. lawn care franchisor headquartered in Columbia, Maryland, operating as a brand within the Authority Brands portfolio. Founded in 2001 as Weed Pro by Rob Palmer in Ohio and rebranded to Lawn Squad in 2024, the company sells franchise territories to entrepreneurs and existing landscaping operators, providing them with a nine-service treatment catalog (lawn fertilization, grub and insect control, aeration and seeding, commercial lawn care, surface insect control, perimeter pest spray, flea and tick control, and tree and shrub care) targeted at residential and commercial customers.
The franchisee operating model is anchored on two technical components: the Real Green business-management software (workflow, scheduling, customer-relationship, and payment workflows) and a centralized national call center that handles inbound customer calls, estimates, scheduling, follow-ups, and outbound communications on behalf of every franchisee. Franchisees concentrate on field service delivery while corporate handles the front office; the firm also markets centralized training, marketing playbooks, and grand-opening support as core deliverables.
Monetization combines an upfront $45,000 franchise fee (with tiered discounts for veterans, first responders, and minority/women/LGBTQ+ buyers) on a total initial investment of $93,930–$132,766, plus two recurring revenue streams set at 7% royalty and 2% national brand fund contributions of franchisee revenue. In 2025 the company scaled to 19 new franchise deals and 20 new territories across at least 13 U.S. metros, generating self-reported 111% year-over-year systemwide growth. The brand is privately held, with no public revenue disclosure, and reports 83 corporate employees.
Lawn Squad firmographics
Firmographics- Name
- Lawn Squad
- Legal name
- Lawn Squad Franchising
- Website
- https://lawnsquadfranchise.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Lawn Squad is a U.S. lawn care franchisor (Columbia, MD; parent: Authority Brands) that sells territories and provides Real Green software, a national call center, training, and marketing support to independent franchisees delivering fertilization, weed control, aeration, pest, and tree/shrub care to residential and commercial customers.
- Ownership category
- akta.pro rank
Lawn Squad industry classification
Industry- Product category
- Lawn Care Franchise Services
- NAICS
- Landscaping Services (561730), Landscaping Services (56173)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Turf Care (Fertilization, Aeration & Weed/Pest Control) (IMAIAIAD)
- akta.pro secondary industries
- Weed & Vegetation Control for Non-Turf Areas (Beds, Hardscapes, Fence Lines) (HSAIAGAI), Sod Installation & Lawn Seeding (Turf Establishment) (HSAIAFAO), Organic Mosquito/Tick/Flea Control (Eco Yard Programs) (HSAMALAG)
Keywords
Where Lawn Squad is headquartered
LocationHeadquarters
- HQ city
- Columbia
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Lawn Squad business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Franchise Fees: One-time initial franchise fee of $45,000 charged to new franchise owners for joining the Lawn Squad network, with special discounts available for veterans (30% off), first responders ($5,000 off), and minorities/LGBTQ+ ($5,000 off).
- Royalty Fees: Ongoing royalty fees of 7% of franchisee revenue. These fees fund the expert support team, training, marketing, and other franchise network services.
- National Brand Fund Contribution: Franchisees contribute 2% of revenue to a national brand fund used for marketing and advertising that benefits the entire Lawn Squad franchise network.
- Lawn Care Service Revenue: Franchise owners generate revenue by providing lawn treatment services including fertilization, weed control, aeration, seeding, pest sprays, and tree & shrub care to residential and commercial customers. The recurring service model creates predictable customer relationships and repeat business.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Initial Franchise Fee |
| Subscription | Monthly | Ongoing Royalty Fees |
| Subscription | Monthly | National Brand Fund |
| Other | Multi-year contract | Total Initial Investment |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Lawn Squad product offering
Product offeringCore offering
Lawn Squad is a lawn care franchise system that sells franchise opportunities to entrepreneurs and existing landscaping business owners. Franchisees deliver a portfolio of lawn treatment services including fertilization, weed control, aeration, seeding, pest sprays, and tree and shrub care to residential and commercial customers, supported by the franchisor's Real Green software, national call center, training, and marketing infrastructure.
Product overview
Lawn Squad is a lawn care franchise system offering a comprehensive suite of treatment services under a single brand. The portfolio includes nine core service offerings: Lawn Fertilization, Grub & Insect Control, Aeration & Seeding, Commercial Lawn Care, Lawn Surface Insect Control, Home Perimeter Pest Spray, Flea & Tick Control, and Tree & Shrub Care. These services are delivered through an owner-operator franchise model that provides franchisees with branded software (Real Green), a national call center for customer scheduling, marketing support, training programs, and operational guidance. The franchise business model platform serves as the umbrella offering, enabling independent entrepreneurs to launch and operate local lawn care businesses under the Lawn Squad brand with support infrastructure.
Differentiator
Problem solved
Functional benefit
Products and services
- Lawn Squad Franchise Opportunity A franchise opportunity providing training, marketing support, operational systems, Real Green software, a national call center for estimates and scheduling, and ongoing brand support for independent lawn care business owners. Initial franchise fee $45,000; total initial investment $93,930 to $132,766.
- Lawn Fertilization
- Grub and Insect Control
- Aeration and Seeding
- Commercial Lawn Care
- Lawn Surface Insect Control
- Home Perimeter Pest Spray
- Flea and Tick Control
- Tree and Shrub Care
Quantifiable outcome
- 111% year-over-year growth achieved in 2025
- +1 more outcomes
Companies that use Lawn Squad
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Lawn Squad technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Lawn Squad partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Authority BrandscoreLawn Squad is a brand under the Authority Brands portfolio of home service franchises. Authority Brands provides franchise owners with business resources, operational guidance, marketing expertise, and access to a network of 17+ complementary franchise concepts. The relationship enables portfolio expansion opportunities and shared infrastructure across franchise brands.
- VetFran (International Franchise Association)coreLawn Squad is a member of the International Franchise Association's VetFran program, offering a 30% discount on the franchise fee to honorably discharged U.S. and Canadian armed services veterans. This partnership supports veteran entrepreneurship and provides access to a network of veteran-friendly franchises.
- Real GreencoreReal Green is the best-in-class software system used by Lawn Squad franchisees for workflow management, scheduling, customer relationships, and business operations. The technology partnership enables efficient franchise operations and professional customer experience.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Lawn Squad competitors and assessment
Company assessmentRegional players
- Mosquito Squad: Mosquito Squad is an Authority Brands sister franchise specializing in mosquito and tick control services. It directly overlaps with Lawn Squad's flea & tick/perimeter pest services and represents a sister-brand peer with shared infra and customer base.
- Monster Tree Service: Monster Tree Service is an Authority Brands sister franchise offering tree and shrub care services. It overlaps with Lawn Squad's tree & shrub care line and shares the same parent portfolio, making it a sister-brand peer with potential cross-sell and cannibalization dynamics.
Broad incumbents
- TruGreen: TruGreen is the largest U.S. lawn care service company, offering fertilization, weed control, aeration, and pest management to residential and commercial customers. It is a direct comparable in service mix and end-market, but operates as a corporate-owned national operator rather than a franchise system, making it a broader incumbent for benchmarking unit economics and brand strength.
- Scotts LawnService: Scotts LawnService is a national lawn care service brand backed by Scotts Miracle-Gro, offering fertilization, weed control, and pest management. It is a broad incumbent in the same residential treatment category, with strong brand recognition and consumer marketing leverage.
- Authority Brands: Authority Brands is the parent company of Lawn Squad and 16+ other home service franchise brands. It is a direct comparable at the portfolio/franchisor level, providing shared marketing, technology, and operational infrastructure that Lawn Squad franchisees benefit from.
Direct peers
- Spring-Green Lawn Care: Spring-Green is a U.S. lawn and tree care franchise offering fertilization, weed control, and tree/shrub services. It is a direct franchise peer with comparable service mix, recurring revenue model, and target customer segments.
- NaturaLawn of America: NaturaLawn of America is a franchise system offering organic-based lawn care, fertilization, and pest control services. It is a direct franchise peer with overlapping service lines and a similar treatment-focused, recurring-revenue model.
- Lawn Doctor: Lawn Doctor is a long-established lawn care franchise offering fertilization, weed control, and pest management services. It is the closest direct franchise model peer to Lawn Squad, sharing recurring treatment-based revenue, territory-based unit economics, and a similar target customer (residential homeowners).
- Weed Man USA: Weed Man is a lawn care franchise specializing in fertilization and weed control services. It is a direct franchise peer with overlapping service categories (the company's prior name was even "Weed Pro") and a similar franchisee-led recurring revenue model.
Emerging players
- Davey Tree Expert Company: Davey Tree is a large tree and lawn care service provider with residential and commercial offerings. It overlaps with Lawn Squad's tree & shrub care and broader landscape treatment services, serving as an emerging peer in the higher-end franchise and corporate-delivered residential segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Lawn Squad social profiles
Digital presenceLawn Squad financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lawn Squad leadership team
Management profileNumber of profiles
Profiles1 record
Lawn Squad funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lawn Squad 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 Lawn Squad
What does Lawn Squad do?
Lawn Squad is a lawn care franchise system that sells franchise opportunities to entrepreneurs and existing landscaping business owners. Franchisees deliver a portfolio of lawn treatment services including fertilization, weed control, aeration, seeding, pest sprays, and tree and shrub care to residential and commercial customers, supported by the franchisor's Real Green software, national call center, training, and marketing infrastructure.
Is Lawn Squad a public or private company?
Lawn Squad is a private company. It is classified as corporate owned and is currently operating.
When was Lawn Squad founded?
Lawn Squad was founded in 2001. It employs 51 to 100 people.
Where is Lawn Squad based?
Lawn Squad is headquartered in Columbia, United States, in the North America region.
How does Lawn Squad make money?
Four revenue lines are on record. Franchise Fees are the primary driver. The others are royalty Fees, national Brand Fund Contribution and lawn Care Service Revenue.
Who are Lawn Squad's main competitors?
Regional players on record are Mosquito Squad and Monster Tree Service. Broad incumbents are TruGreen, Scotts LawnService and Authority Brands. Direct peers are Spring-Green Lawn Care, NaturaLawn of America, Lawn Doctor and Weed Man USA. Davey Tree Expert Company is listed as an emerging player.
Does Lawn Squad have an API?
No public API is recorded for Lawn Squad.
What industry is Lawn Squad in?
Lawn Squad's product category is Lawn Care Franchise Services. Its primary akta.pro industry code is IMAIAIAD, Turf Care (Fertilization, Aeration & Weed/Pest Control), with a secondary code of HSAIAGAI, Weed & Vegetation Control for Non-Turf Areas (Beds, Hardscapes, Fence Lines). Its NAICS code is 561730 and its SIC code is 700.