Our mission is to support lawn and landscape businesses that strive to improve the lives that they touch.

We are effective because we cater specifically to the lawn and landscape industry.  Our founder Chris Penny worked in the industry for 15 years before creating Lawn Authorities.

I became aware of how few options there were for lawn and landscape marketing.
So many stories of frustration from friends who have been burned.
I had had a lot of good experiences with the marketing I had done for myself.
I decided to build a community to surround myself with of lawn and landscape business owners. I wanted to ensure that I would stay aware of the challenges you face and build nuances into my systems to accommodate for them.

-Chris Penny

Chris’ Story

We had a 7-month operating season.

This gave us a short window but 5 months to go over the last years notes and prepare to crush.

14 years of mowing. From when I was 15, back in 2002 and I was cutting the neighbors’ lawns to 2016 when I sold my company.

I took on this business to learn.
I was young and always kept the attitude that it was a game and that I’d eventually make it big by helping others.

Along my journey I threw my business into the turns, testing out all sorts of strategies.

I pushed the limits but was never too worried. I never had much to lose.
I would put all of my earnings directly back into my business, telling myself this would be my Real Life MBA.
We grew fast at first by selling 5 franchises of my business to my peers in university.

I trained lots of people on how to sell door to door.

I trained my franchisees how to sell and keep their clients happy.

We went on company cruises in the Caribbean.

Eventually, I matured and chose to no longer work with students.
I became a licensed landscape exterminator. 
I bought out a small hedge trimming company. 
I had years of crazy growth that nearly killed the company. 
We survived drought, water bans, pesticide bans, and lawsuits.

I traveled the world.

After all these years I eventually realized I had created my retirement version of the business.

It had higher margins and fewer moving parts. Slower, but rock solid predictable growth. 
We catered to great clients, lots of doctors and lawyers. 
We became quite artisanal.

I started having to hold back on the marketing, it was just getting too easy and finding new staff every summer was getting too frustrating.

I started a side lead generation business and built lead gen systems for my direct competition.
I became very depressed.

That’s when I sold the business without knowing what I would do next.

Looking back I realized it was the marketing and advertising I loved the most.

I also loved operating the equipment. Being outside, the fresh air and powerful gear.
The thrill of hitting the ground running as hard as we could each spring.

The problem was it wasn’t enough. I had set out to make a big difference in people’s lives and so far I had only helped my own.

Student Franchise Recruitment

That’s when I decided to do this. After years of analyzing what worked the best for me I’m so excited to get to benefit others with this passion of mine. Being able to help determined companies thrive has felt like a dream come true and I couldn’t be happier.


Lawn Authorities is part community and learning resource, part marketing partner.

Our goal is to help local lawn and landscape businesses create deep positive impact on their communities.

Lawn Authorities is run by Chris Penny.

Because Everything Is Better When You're an Authority

475 Elgin St, Ottawa, ON

Canada 🍁