Seventeen years on White Settlement Road

How we got here

Kyle and Caitlin Denmark founded the company in 2009. The equipment fit in the back of a hatchback, the customers were neighbors, and the plan was to cover tuition. It was a one-man operation for longer than the photo suggests.

Mowing led to fertilization, then landscaping, aeration, and holiday lights — added one at a time, each when customers kept asking for it. We grew by staying close to home: every crew still rolls out of White Settlement Road each morning, which is why we say west of I-35 and mean it.

The plan in 2009 was a car that started. Now the plan is a company that runs well whether or not the owner is on site that day — so we put a business manager, an operations manager, and a director of client experience in place before the eighth truck. Every person on the crew is trained to the same standard, and the same team sees your yard every week.