A Growth Opportunity

Lawn Doctor Company History

The Foundation
Lawn Doctor was co-founded by two friends, Bob Magda and Tony Giordano.

Back in the mid-1960s, the two were just beginning to make their way in the world – starting in Matawan, New Jersey. Bobby was apprenticing with Singer Sewing Machine Manufacturing. Tony owned a small hardware store on Main Street.

When construction began on a local housing development, Tony’s store filled with new homeowners – all with questions on how to create and care for their lawns. As the accomplished entrepreneur and a natural salesperson who loved to explain things, Tony welcomed them.

Based on the number of people seeking such advice Tony decided to conduct special lawn care workshops every Sunday morning. He spoke to standing-room only crowds each week.

But he became disheartened when he saw homeowners spending so much time, money and effort caring for their lawns themselves but not getting the results they desired. When he spoke to his friend Bobby about his frustration, the two decided to start a lawn care business. With a simple handshake between friends, Auto Lawn – Lawn Doctor’s predecessor – was born.

The Growth
While Tony used his hardware store to market the business, Bobby quit his job at Singer to create a machine that would build and maintain lawns. This machine became the first patented automated lawn care machine in the industry.

As their reputation grew, a local newspaper and salesmen within the area began to refer to them as “The Lawn Doctors.” Tony and Bobby liked the name so much, they re-christened their new company “Lawn Doctor,” and its logo would become the now-famous green thumb.

Bobby’s basement was converted into “the factory” where the next three machines would be built. The inventor recalls the commitment he and his partner made: “We knew we had the best equipment available, and we vowed to always keep it the best.”

For more than a decade, Tony drove the business side of the company as president while Bobby advanced the company’s technological progress with his design skill.

The Legacy
In 1983, Bobby and the rest of the Lawn Doctor family were saddened by the unexpected passing of Tony Giordano.

Russell J. Frith – who had served the company as the director of franchise development, vice president of marketing and executive vice president – was then promoted to president and CEO. Building on the company’s strong foundation, Frith has shaped Lawn Doctor’s evolution for nearly 25 years.

Frith’s vision for the future included growing the business by continuing to serve customers and increasing support for franchisees as well. In fact, the company’s initial philosophy is still the mission statement today: Growth Through Mutual Benefit.

Under Frith’s direction, Lawn Doctor has become one of the most successful franchises in the country. Honors include:

• One of the country’s best franchises by Success Magazine
• World-Class Franchise by Fran Survey (2007)
• Recurring status as #1 Lawn Care Franchise by Entrepreneur Magazine
• One of the Top 25 Home-based Franchises by Entrepreneur Magazine (2007)
• One of the Top 100 Franchise Opportunities by Entrepreneur Magazine (2007)

Frith himself is recognized as an authority on both business and franchising, featured as an expert by both USA Today and The Wall Street Journal and recognized by trade industry publications (such as in a cover story for Lawn and Landscape and as Landscape Management’s “Man of the Year”).

He has also served as a mentor to both the Green Industry and upcoming entrepreneurs by sharing his experience as a lecturer at the Wharton School of Business and serving as past president of the Professional Lawn Care Association of America. He is also a past chairman and current board member of the International Franchise Association (IFA).

Adhering to Lawn Doctor’s original commitment to innovation and cutting-edge technology, Frith, along with Bobby Magda, has continued to foster the development of Lawn Doctor’s exclusive equipment to better serve the needs of customers.

Magda, now a senior vice president, continues to design the state-of-the-art machines that have kept Lawn Doctor at the forefront of the industry. Many of Magda’s innovations – such as the Turf Tamer® application equipment you’ll probably see on your lawn – have earned U.S. patents.

Today, Lawn Doctor has approximately 500 franchises in 40 U.S. states and Puerto Rico.

Since its inception in 1967, Lawn Doctor has established itself as a leader in the lawn care industry through innovative technology, its ability to satisfy the needs of consumers on a national level, and its development and expansion within the industry. As the Green Industry continues to flourish, this is, clearly, just the beginning for Lawn Doctor.