In this episode of Signature Stories, we traveled to Dayton, Ohio to meet Marty Grunder, founder and CEO of Grunder Landscaping. What began with grass-stained jeans and $356 to his name has grown into a multi-million-dollar operation that’s redefining the green industry. Watch to see how Marty’s refusal to settle turned into a thriving landscaping empire, built on continuous improvement, the right team, and right equipment.
Grass-Stained Beginnings
Early on, Marty wasn’t entirely sure what professional prospects he had—but what he knew he did have was a passion for working outdoors. While his friends collected sign-on bonuses from large firms, he was riding in a truck that smelled like fresh-cut grass.
But once the work started stacking up (and the revenue followed) he realized he had something special. That’s when he took the first big step with Grunder Landscaping: moving into an office on a major street above a popular restaurant.
The $356 Gamble
The second major milestone arrived when Marty built the facility they’re still in today. When he moved in, he had exactly $356 left to his name. If he didn’t get out there to finish the jobs for the week, he wouldn’t make payroll—that’s how close things came.
Now, 33 years later, Grunder Landscaping is at 140 employees (with nearly 40% growth in the last year) and counting. And that growth has been powered by a drive for continuous improvement and a refusal to settle for “good enough.”
Giving Back
Beyond his own landscaping business, Marty has become a fixture in the green industry. He founded The Grow Group—a consulting and educational organization that helps landscapers realize what’s possible.
At age 26, he decided to host a conference, and only 14 people showed up. Halfway through, he realized things weren’t going to plan, so he asked the participants for their thoughts. The response was less than positive. So, Marty made a promise: if they came back next year and didn’t like it, he’d refund their money and pay for their plane home.
Of those 14, nine returned (and no one asked for a refund), alongside 29 newcomers. Now, with over a thousand attendees a year, the GROW! Annual Conference has grown into what Marty believes to be the finest educational experience in the green industry.
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As Marty says, there’s a big difference in equipment needs when you’re doing $18 million versus $4 million in business. For one, you’ve got a lot more of it—and you especially can’t afford to have things break down.
That’s where the right equipment makes the difference.
Exmark has been a major part of Grunder Landscaping’s growth. Marty points to the quality of the mowers, how well they’ve held up over time, and the dealer support behind them. When you’re running that large of an operation, that kind of reliability can’t be beat.
But their lineup goes well beyond mowing. Z Turf Equipment spreader sprayers have become another key tool in their day-to-day operations, helping crews stay efficient and deliver consistent results across a continuously growing customer base.
And then there’s BOSS Snowplow. Marty says they used to dread snow season, but BOSS has helped change how they look at it entirely. What was once an off-season challenge has turned into an opportunity that’s helped expand the company to even higher heights and kept momentum going year-round.
Alongside Exmark, Z Turf Equipment, and BOSS, Marty doesn’t see any end in sight for the company’s growth. Because, the last time he checked, “there’s a lot more grass that we’re not cutting.”
NOTE: This video depicts real-life situations from professional landscapers. Some parts and accessories shown are third-party and not endorsed by Exmark. Always follow all safety guidelines and wear appropriate PPE. Reference your user manual for proper operation.
