Georgia Lawngrowers Joins Legacy Lawns Platform

What happened

Georgia Lawngrowers, a lawn care company in Suwanee, Georgia, is one of five companies Legacy Lawns named as founding partners when the Gainesville, Georgia, lawn care platform announced its launch on February 2, 2026. The other four are King Green, Purple Care, Coastal Turf and Perm-O-Green. Legacy Lawns called each a strategic partnership and did not say whether it took an ownership stake in any of them. Georgia Lawngrowers customers were told separately that its team is now part of King Green, the Gainesville lawn care company Legacy Lawns grew out of. Financial terms were not disclosed.

The company

Georgia Lawngrowers serves homeowners, homeowners associations and businesses in Suwanee, Cumming, Alpharetta and Johns Creek, north of Atlanta. Its fertilization and weed control programs are built separately for Bermuda, fescue and zoysia lawns, alongside aeration, fungus and insect programs, reseeding, and ornamental tree and shrub care. The company says it has been treating lawns since 1978.

Jim Frager is its president. In a letter to Georgia Lawngrowers customers, co-signed by King Green president Jennifer Jorge, Frager wrote that he had "decided it's time to retire" and had "chosen to partner with a company whose values mirror my own, King GREEN." Jorge's half of the letter welcomed customers "to the King GREEN family." Customers were told their service schedule and pricing would not change, the same technicians would keep serving them, they would get expanded customer service support, and they could keep calling the number they had always used.

The buyer

Legacy Lawns is headquartered in Gainesville and was co-founded by Jorge, its CEO, and Benjamin Allen, its chief systems and implementation officer. The platform grew out of King Green, which Charlie King founded in 1987 and which became a second-generation business under Jorge's leadership. "King Green is our foundation," Jorge said at launch. Plexus Capital announced an investment in Legacy Lawns in June 2025.

At launch, King Green covered Georgia, South Carolina and North Carolina; Purple Care, Fort Worth; Coastal Turf, Charleston and Myrtle Beach; and Perm-O-Green, five Texas markets including Wichita Falls, Lubbock and Tyler. Legacy Lawns counts more than 200 team members, all still employed by their own companies, and says additional partnerships are forthcoming.

The platform's stated model is that each brand keeps its name, management and community presence, while Legacy Lawns supplies improved compensation, professional development, technology, marketing, accounting and agronomic support behind the scenes. "There is no rush to rebrand," the launch release says. Purple Care founder Justin Berg became vice president of the platform's Southwest region. "This partnership wasn't about selling a business," Berg said. "It was about protecting the people who helped build it."

What this means for lawn care owners

Legacy Lawns counts Georgia Lawngrowers as one of its five partner brands, but the company's customers got a letter describing a different path: a retiring owner's team, and the customers it serves, welcomed into King Green, the platform's own founding company. Purple Care joined as its own brand with its founder in a regional role. The same platform ran both routes. For an owner talking to a brand-preservation platform, especially one whose anchor company already works the same suburbs, the question to settle early is which route the business is on: a partner brand that keeps its own name and management, or a team whose customers are welcomed into an existing brand. For more on that decision, see our guide to selling a landscaping or lawn care business to private equity.

OffDeal is an advisory firm that helps lower-middle-market business owners sell with confidence. Reach out to learn more about our expertise with lawn care businesses in Georgia.

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Source: GlobeNewswire - https://www.globenewswire.com/news-release/2026/02/02/3230545/0/en/Legacy-Lawns-Begins-With-a-Question-What-Happens-to-a-Great-Business-When-the-Founder-Is-Ready-to-Step-Back.html