WATERLOO TURF is a fast-growing artificial turf installation and maintenance franchise founded in 2021. Waterloo Turf provides premium artificial grass solutions for residential and commercial clients. The brand focuses on creating low-maintenance, visually appealing outdoor spaces.

The company is headquartered in Austin, Texas, and began franchising in December 2024. Since launching its franchise program, WATERLOO TURF has expanded into several states, including Texas, Arizona, Colorado, Idaho, and Tennessee.

WATERLOO TURF sells artificial turf products along with professional installation and maintenance services. Its offerings serve homeowners, businesses, schools, dog parks, and other outdoor environments.

Training

Waterloo Turf provides a comprehensive training program designed to ensure the successful launch and operation of each franchise. Here are the key training components offered by the franchisor:

1. Initial Training for the Training Team
   Prior to opening the first Waterloo Turf Business, the Controlling Principal and any General Manager (collectively known as the "Training Team") must attend and complete Waterloo Turf’s mandatory initial training. The training is role-specific, and must be completed at least one week before the scheduled opening. The franchisor charges an Initial Training Fee per participant, except for the Controlling Principal's spouse, who may attend for free.
2. Opening Support Training
   Waterloo Turf provides opening support through an operations representative to assist during the launch of the first business location. This service requires payment of an Opening Support Fee. For additional business openings, the franchisor may offer reduced support for an additional training fee.
3. Refresher and Additional Training Programs
   The franchisor periodically offers mandatory or optional refresher courses and other educational seminars. Franchisees must ensure that designated employees attend and complete these sessions as required. Additional training is billed at the current rate, which is typically $500 per day per person plus expenses.

Territory Protection

Waterloo Turf provides limited territory protection to its franchisees. While each franchisee is granted a specific geographic territory—typically including around 350,000 people—they do not receive an exclusive territory.

This means franchisees may still face competition from other Waterloo Turf franchisees, company-owned outlets, or even online and direct marketing efforts controlled by the franchisor.

However, as long as the franchisee is in full compliance with the franchise agreement, Waterloo Turf agrees not to authorize others to operate another Waterloo Turf Business using its system and trademarks within the franchisee’s defined territory. If the franchisee is unable or unwilling to serve a customer in their territory, the franchisor retains the right to assign that opportunity to another franchisee or handle it directly.