Send us a text

Imagine a home services business that turns heads, sparks referrals without begging for them, and actually gives families their Saturdays back. That’s the vision behind Waterloo Turf — and in this episode of We Bought a Franchise, we sit down with founders Lance Ingram and Tim Lovett to unpack how they’re building the first true national artificial turf brand.

We start with the origin story. Lance walked away from a traditional corporate path, returned to turf, and validated the model across Austin and San Antonio before ever thinking about franchising. Tim came from a large home services platform and saw turf as a rare opportunity: a niche category with high-ticket installs, low capital requirements, and almost no national competition. Instead of rushing to sell franchises, they raised capital first, built infrastructure, and designed a support system meant to scale responsibly.

From there, we dig into the operating model. Waterloo Turf uses generous territories (350,000 population), subcontracted crews, and a single wrapped sales vehicle to keep startup costs lean while preserving room to grow. New owners aren’t burdened with real estate, inventory, or large payrolls — and the launch sequence is designed to get franchisees to revenue in roughly 75 days, not “someday.”

We also talk numbers — responsibly. Waterloo shares a combined Item 19 P&L from Austin and San Antonio showing a little over $2M in revenue with approximately 16% EBITDA, along with how owner-operators can improve margins by replacing a manager. We break down how marketing actually works in this business: national brand and content layered with local hustle, referral relationships, and what Lance calls “donut economics.”

One of the most interesting pieces of the model is the Fresh & Clean maintenance program. Turf isn’t truly “set it and forget it,” and Waterloo leaned into that reality by creating a recurring service that protects installs, improves longevity, and drives ongoing client touchpoints. The result is better reviews, more referrals, and an additional revenue stream that stabilizes the business.

You’ll also hear how turf stretches beyond the typical backyard install — into putting greens, indoor gyms, golf simulators, dog facilities, and commercial spaces — and why those projects often compound through a powerful referral flywheel. We cover supplier relationships, national pricing leverage, turf coaches who fly out to ensure five-star first installs, and why staying focused (no stadium fields, no bolt-on trades) keeps execution tight.

If you’re comparing traditional home services like HVAC, plumbing, or roofing, this episode offers a contrarian perspective. Those categories are crowded with private-equity-backed platforms. Turf isn’t. Waterloo owners often compete against generalist landscapers, giving them a real chance to become the turf authority in their market.

If this conversation sparks interest, don’t guess whether a turf franchise — or any franchise — is right for you.

👉 Visit https://www.thefranchiseinsiders.com
and take our free 3-Minute Franchise Fit.
It’s personalized, data-driven, and built to help you identify the right model for your capital, goals, and lifestyle — or confirm that now isn’t the right time to invest at all.

Subscribe to the podcast, share this episode with someone at a career crossroads, and leave a review with your biggest takeaway.

Franchise ownership isn’t about hype. It’s about fit.

Visit www.thefranchiseinsiders.com to subscribe.
Send us your questions for an upcoming episode at 305-710-0050.
From your pals in franchise ownership, Jack and Jill Johnson.

Send us a text

Home Care Franchise Deep Dive: Home Helpers Franchise Review | Best Healthcare Franchise 2025?

Is a home care franchise one of the most profitable franchises to own in 2025? We break down the real numbers with Bobby Kelley, who's awarded 400+ Home Helpers franchise territories over 20 years.

If you're researching franchise investment opportunities in the healthcare franchise space—or wondering "what franchise should I buy?"—this episode gives you the inside look at one of the top service franchise opportunities in the country.

What we cover:
→ Real Item 19 numbers: $1.9M average, $29.8M top performer
→ Why home care is now a necessity, not a luxury
→ The daily habits that separate top owners from struggling ones
→ Startup costs, ramp timelines, and franchise profitability expectations
→ Exit strategies and acquisition paths for when life changes
→ Why recruiting caregivers is as important as getting clients

Whether you're exploring franchise opportunities with low startup cost, looking for the best franchises to own in Florida, or evaluating healthcare franchise options nationwide—this conversation covers what it actually takes to succeed.

About Us:
The Franchise Insiders are franchise consultants who are all current or former franchise owners. We help people find a franchise to buy based on real operator experience—not broker commissions. Visit thefranchiseinsiders.com to get matched with your top franchise opportunities in 3 minutes.

Subscribe for weekly franchise investment insights.

The Franchise Insiders is a franchise consulting firm. We may receive compensation from franchisors when clients invest in their systems. All information is for educational purposes only and should not be considered financial, legal, or investment advice. Franchise performance varies. Review the Franchise Disclosure Document (FDD) before making any investment decision.

Visit www.thefranchiseinsiders.com to subscribe.
Send us your questions for an upcoming episode at 305-710-0050.
From your pals in franchise ownership, Jack and Jill Johnson.

Send us a text

Scaling a franchise sounds glamorous — until you're staring at three simultaneous buildouts and a contractor who just walked off with your materials.

That's where Shideler Bennett started. Today he operates 15 Crumbl stores.

In this episode, we dig into the real levers of franchise profit:

→ Labor at 25%, COGS under 25%, occupancy below 12% → Why one sold-out cookie can erase your margin → Weekly scorecards that make underperformance impossible to hide → The "hire slow, fire fast" rule that protects your sanity → Build vs. buy — and why acquisition beats ground-up once you've proven the model → The "always PE-ready" mindset: clean books, clear KPIs, documentation you can hand to a bank tomorrow

Whether you're buying your first unit or building a platform, this is the playbook.

Visit www.thefranchiseinsiders.com to subscribe.
Send us your questions for an upcoming episode at 305-710-0050.
From your pals in franchise ownership, Jack and Jill Johnson.