My Story
My name is Winter Moore, and I founded WinterGreen Synthetic Grass in 2014.
My path into the turf industry wasn't a straight line.
Growing up, I spent years working in construction and hands-on trades. At 16, I worked in a cabinet shop where I learned the importance of precision, craftsmanship, and attention to detail. Later, I built houses, poured concrete slabs, landscaped properties, and spent countless hours doing physically demanding work outdoors. Those experiences taught me that success starts with doing the basics right and taking pride in your work.
I also spent time working for Sherwin-Williams, where I learned valuable lessons about customer service, sales, and relationship building. Looking back, that experience helped me understand that building a successful business isn't just about delivering a quality product—it's about earning trust and creating long-term relationships with customers.
When I entered the synthetic turf industry, I quickly saw opportunities and challenges that many companies were overlooking.
Early on, I had the opportunity to become part of a franchise system. It would have been the easier path. Instead, I chose to build an independent company from the ground up.
That decision made the early years significantly harder. Without being tied to a single manufacturer, we had to build our reputation, develop supplier relationships, and earn every opportunity ourselves. However, over time, that independence became one of our greatest strengths. It allowed us to choose the best products for each project, adapt to changing market conditions, and build a business focused entirely on what was best for our customers rather than what was best for a franchise model.
Over the past 12 years, WinterGreen has grown into one of the largest independently owned synthetic turf companies in the country.
We've generated more than $80 million in sales, installed over 6 million square feet of synthetic turf, and built a team of approximately 60 employees operating 15 in-house installation crews.
Along the way, I've learned that most turf companies don't struggle because they lack opportunity. They struggle because they miss the fundamentals. Poor estimating, weak sales systems, inadequate installation standards, hiring mistakes, and a lack of operational structure can prevent even talented owners from reaching their potential.
The knowledge I've gained over the last decade wasn't learned from books or seminars. It came from building crews, solving problems, making mistakes, managing growth, and operating a turf company every single day.
Today, my goal is simple: help other turf contractors avoid the mistakes I made, implement proven systems, and build stronger, more profitable businesses.
