£500k Lawn Care Business Growing Rapidly But Wants Much More

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 a big ambition.

Grass Gains is already in garden centres and retail stores, has started selling on Amazon, and now wants to turn their own website into a major sales channel. The conversation 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

• Lawn feed and lawn care brand, founded by two professional groundsmen and ex-footballer Henry Lansbury
• 2024 revenue: £200,000; target for 2025: £500,000
• Mix of online (website, Amazon, TikTok Shop) and offline (garden centres, retailers)
• Five-person team; Steve recently joined as MD to drive growth

Business Challenges

• Marketing on a shoestring: Limited budget for digital marketing
• Digital presence: Website built on Wix, new to Amazon, active on TikTok, Instagram, Facebook, LinkedIn
• Brand awareness: Needs to reach more consumers directly and build a loyal online audience

Why Website Sales Matter

• Only 10% of revenue came from online last year – now up to 25% thanks to Amazon and TikTok Shop
• Best margin and customer lifetime value come from direct website sales
• Goal is to grow omnichannel: web, garden centres, Amazon, and more
• Wants to support retailers and garden centres, not undercut them online

Content & Social Strategy

• Socials are led by co-founder Joseph (front of camera) and Meg (strategy/production)
• Content focuses on practical, seasonal jobs and trending social formats
• Strong “before and after” transformation potential for all video content
• Engaging with audiences on TikTok and Instagram but not yet maximising YouTube

Why YouTube is the Missed Opportunity

• YouTube is the second-biggest search engine and a powerful driver of long-term discoverability
• “How-to” content, before-and-after transformations, and lawn care tips are highly searched (e.g. “Green lawn fast”)
• Most lawn care brands underutilise YouTube – huge opening for Grass Gains to own the space
• Simple strategies: Upload YouTube Shorts (repurpose TikTok/Instagram content), create playlists, use SEO-friendly titles and thumbnails
• Consistent, educational, and personality-led content can fuel both organic and paid growth

Paid Media: What to Do (and Not Do) Next

• Focus on content and retargeting first. Don’t rush into big-budget Google or Meta campaigns
• Retarget warm audiences (website visitors, social followers, past buyers) using Meta, TikTok, and YouTube
• Avoid spreading budget too thin on cold search ads until revenue and audience are bigger
• Use tools like Google Search Console to discover high-intent search terms for content and future ad targeting

Quick Wins & Practical Tips

• Repurpose existing video content. Upload all strong TikTok and Instagram clips as YouTube Shorts (but drip-feed, don’t bulk upload!)
• Use social media scheduling tools (like Metricool) to save time and keep content flowing
• Add tracking pixels and tags to website to enable future retargeting
• Focus on educational, “how-to” videos that answer real user questions and show off product results
• Start every video with a strong “before and after” hook to keep viewers engaged

The Takeaway

• Grass Gains has all the ingredients for explosive growth: proven product, strong branding, and founders with expertise
• The single biggest opportunity is to own their category on YouTube, build an evergreen library of helpful content, and support it with smart retargeting
• Education, consistency, and great content are the foundation. Paid ads will work even better once those are in place

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