In this episode of Grow with Evergreen we’re joined by Steve, the new Managing Director of Grass Gains: a fast-growing UK lawn feed business with big ambitions.
Grass Gains has already made its way into garden centres and retail stores, has started selling on Amazon, and now wants to turn its own website into a major sales channel.
This podcast covers content strategy, brand building, YouTube marketing, and why education and organic social matter just as much as paid ads when scaling a home and garden brand.
About Grass Gains
Grass Gains was founded by two professional groundsmen alongside ex-footballer Henry Lansbury.
The business generated £200,000 in revenue in 2024 and has set its sights on reaching £500,000 in 2025. Sales are split across online and offline channels, with the brand now available through their website, Amazon and TikTok Shop, as well as through garden centres and other retailers.
The team is made up of five people, with Steve stepping in as MD to lead the next stage of growth.
Business challenges
Like many young brands, Grass Gains is marketing on a shoestring budget.
Their website is currently built on Wix, they are new to Amazon, and while they are active across TikTok, Instagram, Facebook and LinkedIn, there is still plenty of ground to cover when it comes to digital presence.
The challenge is building brand awareness, reaching more consumers directly and creating a loyal online audience that goes beyond one-off purchases.
Why website sales matter
Only 10% of revenue came from online sales last year, but thanks to Amazon and TikTok Shop, that figure has already risen to 25%. The long-term goal is to push further, as direct website sales deliver the best margins and strongest customer lifetime value. Steve is clear, however, that growth must remain omnichannel.
Grass Gains wants to support its retailers and garden centre partners, not undercut them online.
Content and social strategy
Content sits at the heart of Grass Gains’ marketing. Social media is driven by co-founder Joseph, who regularly appears front of camera, with Meg leading on strategy and production.
Content is focused on practical, seasonal lawn care jobs and trending social formats. The visual nature of “before and after” transformations makes their videos engaging and easy to share. TikTok and Instagram are already delivering results, but YouTube remains an untapped opportunity.
Why YouTube is the missed opportunity
YouTube is the second-largest search engine in the world and a powerful driver of long-term discoverability.
Lawn care is a category with huge search demand for “how-to” content, seasonal tips and transformation stories. Queries such as “green lawn fast” are highly searched, yet most lawn care brands are underusing YouTube. This creates a big opening for Grass Gains to own the space.
The strategy is simple: repurpose TikTok and Instagram clips into YouTube Shorts, create playlists, use SEO-friendly titles and thumbnails, and build a consistent library of educational and personality-led content that can fuel both organic reach and paid campaigns.
Paid media: what to do next
The advice for Grass Gains is to focus on content and retargeting first, rather than diving into big-budget campaigns.
Warm audiences such as website visitors, social followers and past buyers can be retargeted effectively on Meta, TikTok and YouTube. Spreading budget across cold search ads too early risks wasting money, so Google should be revisited once revenue and audience size are larger.
In the meantime, free tools such as Google Search Console can uncover the high-intent search terms that should shape both content and future campaigns.
Quick wins and practical tips
There are several easy wins Grass Gains can put in place straight away. Existing TikTok and Instagram clips should be repurposed as YouTube Shorts, but uploaded gradually to maintain a steady flow of content.
Social media scheduling tools like Metricool can save time and keep output consistent. Adding tracking pixels and tags to the website now will enable stronger retargeting campaigns later. And every piece of video content should focus on education, with “how-to” formats and strong “before and after” hooks to keep viewers engaged.
The takeaway
Grass Gains has all the ingredients for explosive growth: a proven product, strong branding and founders with deep expertise. The single biggest opportunity is to own their category on YouTube by building an evergreen library of helpful content and supporting it with smart retargeting.
Education, consistency and high-quality content are the foundations. Once those are in place, paid ads will deliver even stronger results.
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