Waterloo Turf expands into new markets as water conservation drives synthetic grass demand

Waterloo Turf, a synthetic grass franchise founded in 2021, is expanding its footprint with new franchise locations set to open in Scottsdale, Ariz., as well as Houston and Fort Worth, Texas, by the end of Q2 2025. This move marks the company’s first entry into Arizona and a continued buildout across Texas, reflecting a broader trend toward sustainable landscaping solutions in regions facing water scarcity.

According to the company, artificial turf is increasingly favored in the West and South, where water conservation is critical. Synthetic turf eliminates the need for irrigation, offering a significant reduction in water usage — a key selling point in drought-affected areas like Texas and Arizona.

Waterloo Turf’s franchise model operates without brick-and-mortar storefronts, allowing franchisees to enter the market with lower overhead costs. The company is seeking franchisees with leadership experience, particularly those with backgrounds as NCAA athletes or military veterans, offering a 10-percent discount to these groups.

The new franchises will be led by James Cira in Scottsdale, Rick Breeding in Houston and Colter Castleman in Fort Worth, each bringing diverse professional backgrounds to the business. Their collective experience in sales, operations and athletics aligns with Waterloo Turf’s emphasis on teamwork and proven processes.

With the artificial turf industry projected to reach $114.3 billion globally by 2028, Waterloo Turf’s expansion underscores the growing demand for sustainable, low-maintenance landscaping options. As water conservation efforts intensify and consumer preferences shift, synthetic turf is poised to play a larger role in both residential and commercial projects, according to the company.