Recurring Residual Income in the $100B Lawn Care Market: The GrassRoots Turf Franchise

On this episode of Meet The Franchise, Nick Powills sits down with Josh Wise, CEO of GrassRoots Turf, to discuss how he founded a lawn care business that was able to turn customer trust into a recurring residual revenue opportunity.

Founded in 2002 and franchising since 2019, GrassRoots Turf has scaled to 23 franchise units across the United States. Recognized for four consecutive years (2023–2026) as a Top Franchise by Franchise Business Review based on independent franchisee satisfaction, GrassRoots solves the industry's biggest cash flow issue by eliminating weather-dependent, pay-per-treatment revenue in favor of automated monthly subscriptions.

Josh Wise entered the lawn care industry as a young technician before establishing GrassRoots Tree and Turf Care, Inc. in 2002 at age 22. As CEO, Wise pioneered the implementation of technicians with body cameras to record every application, establishing unprecedented operational transparency. Since launching franchise operations in 2019 out of Acworth, Georgia, Wise has built a complete executive infrastructure including dedicated franchise field coaching, centralized call centers, and brand management services.

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