Today we’d like to introduce you to Spencer Shepherd.
Hi Spencer, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstories.
The Artisan Turf story began with my business partner, brother-in-law, and Co-Owner of Artisan Turf, Blake Pugh. Blake played professional golf for 6 years before giving it up and entering the workforce in 2019. Blake went on to work for another turf company owned by one of his friends he met during his golf career and helped this turf company grow in sales from day 1. After learning the business over time and making a name for himself in the industry, I approached Blake one weekend about starting our own turf company. I was working in Corporate America at the time and had been working for the same company for over 5 years, with dreams of one day owning my own business, but didn’t know how or what to do.
So, one day, shortly after first mentioning the idea to Blake of starting our own turf company, the process on how to start the business became very clear to me, and I immediately formed the LLC with the state, registered with the IRS (and completed all other necessary tasks of forming a legal and legitimate business). And in May of 2022, Artisan Turf was born. I later informed Blake of what I had done, and it became very real at that time. Blake, during this time, was also just getting engaged to my sister-in-law (my wife Bresha’s sister), and they were planning a wedding, and in order to save money for the wedding, my wife and I decided to let them move in with us rent free in order to save money.
After Blake and his fiancé Britta moved in with us, Blake took a week to decide if he wanted to leave his current role and become a 50% Co-Owner of Artisan Turf and build the business from the ground up. After one week, Blake informed me that he wants to start this journey with me and will be leaving his current role to build our new business. It was now or never if we wanted to have a chance to start a company, as Blake essentially had no expenses by living with us.
We immediately got to work on logo, contacting marketing companies to build a website and all social media platforms. We also partnered with a local Turf Supplier that Blake had already formed relationships with, and within two weeks of forming the company, June 1, 2023, we sold our first job to install Artificial Turf in a backyard in Southlake, TX. We had also secured a highly skilled and experienced crew at the time for installation work, and they are still with us today. From June 1, 2022, to the end of December 2022, we had sold and installed 54 Turf projects, making just over $420k in revenue in 7 months.
During this time of rapid growth in the company from June 2022 to December 2022, I was still working in my corporate role to support us financially while building Artisan Turf. Going out on bids if Blake is unable, meeting potential clients, and overseeing projects. In addition to running our social media, handling finances, and building strategic relationships to grow the business. Blake was mostly in charge of sales and growing the business during the day today. And I can 100% say we would not have been successful without Blake and his drive to succeed and industry knowledge. Eventually reaching a point where Blake and I were so busy with Artisan Turf, I finally was able to quit my job in the corporate world during December 2022 and now focus on Artisan Turf full time.
We now have secured contracts with several home builders, pool companies, landscapers, and even commercial construction companies to install turf while also selling on our own through social media and SEO ads, cold calling, etc. We have also acquired additional crews with over 15 years of experience. Artisan Turf is now on track for 2023 to triple our revenue in 2022. We have installed artificial turf in many different shapes and sizes, from 200 square feet yards to 27,000 square feet commercial jobs. Always maintaining our original brand focus on quality work throughout the entire process. Through constant communication with clients during project install processes, overseeing each project, and continue using the highest quality turf products on the market at a cost-effective price. We have also secured a deal with a financing company so that we can offer our clients $0 and 0% financing if they choose to use it.
Blake and I are very proud and humbled by our growth and success with this company. And seeing the faces of clients after we complete a project where their backyard was nothing but mud, or someone that couldn’t grow grass and had drainage issues, or just need a clean place for their pets, their reactions are so rewarding, and to give them a quality and functional yard that requires no maintenance is just a plus. We have very big goals for the company over the next several years and serving the DFW community in a professional manner to provide our clients with the best customer experience possible.
Artisan Turf – “Your Dream Lawn, Every day.”
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
The Turf industry in DFW is very competitive, so we knew we had to be different to make a name for ourselves. We focused on quality over quantity, using the highest quality turf and materials (which were more expensive on our end) while selling at or below our competitors to earn business. We were not making much at the beginning, but as time went on, we began establishing our brand while always maintaining the highest quality work at a competitive price.
During this time of rapid growth in the company, I was still working in my corporate role to support us financially while building Artisan Turf, and going out on bids, meeting potential clients, and overseeing projects alongside Blake. In addition to running our social media, handling finances, and building strategic relationships to grow the business. During the time between June 2022 and December 2022, Blake and I reinvested every dime that we made from jobs sold back into the company. Marketing expenses, ad budgets, sponsoring high school football teams, bookkeeping expenses. We knew if we wanted to achieve our goals in growth, we had to live on very tight means for quite some time.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Artisan Turf designs and installs artificial grass & putting greens. We understand the satisfaction of waking up every day to a lawn that’s green, healthy, and perfectly manicured. It’s not only the aesthetic – it’s the freedom to host, play and relax in a space that’s always ready for you. With more than ten years installation experience and a professional golf background, we know what qualifies as a dream lawn. And we won’t craft anything less.
What sets Artisan Turf apart from our competitors is not only our quality of work/craftsmanship and high-end products at competitive prices. We pay attention to the little things as well. Constantly communicating with our clients, personally overseeing each job install. Always under-promising and over-delivering to ensure each client has the best possible experience with us. We can oftentimes be beaten on price, as there are several companies that use cheap products and labor just to get the job down and increase margins. We focus on doing the job right the first time, with the best quality of product and workmanship to build a functional space based on our client’s needs that will last a lifetime. And if anything were to go wrong after install, we immediately come back and fix it at no additional cost.
Blake being a former professional golfer really sets us apart on the custom putting green side as well.
We all have a different way of looking at and defining success. How do you define success?
Success to Artisan Turf starts with focusing on our people. Having great employees that are truly cared about, happy, and proud to be with your organization is a direct reflection of your company that is carried through their work and ultimately to our clients. In addition to providing value by truly listening to our client’s needs, establishing a plan, and executing it to the highest quality. When we receive referral business from previous clients, we know we are doing something right. Maintaining our brand vision, quality of work through valued employees, and always under-promising and over-delivering is what has allowed Artisan Turf to grow as rapidly as it has. And will continue to grow within the DFW community.
Contact Info:
- Website: www.artisanturf.com
- Instagram: www.instagram.com/artisanturf/
- Facebook: www.facebook.com/artisanturftexas
- Linkedin: www.linkedin.com/company/artisanturf
Image Credits
Artisan Turf
