About Us

Built by Operators.
For Operators.

The Lawn Care CEO wasn't built in a boardroom. It was built in the field — by people who've grown real businesses, made real mistakes, and know exactly what it takes to lead a lawn care company to the next level.

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30+ Years Industry Experience
$50M+ Revenue Coached
1,500+ Operators Helped
Real Results. Real Operators.
$547,000 Swing in One Year
"We turned a $270K loss into a $275K profit — on $900K less revenue. That's a $547K swing in 12 months."
John & Bryce Molloy
John & Bryce Molloy
Molloy Lawn & Landscape
Confidence to Scale & Grow
"I feel confident about the future of my company — everything I had imagined is now within reach."
Ryan Dittes
Ryan Dittes
RD's Total Lawn
30+
Years in the
green industry
100+
$1M+ CEOs
coached
1
Purpose that
drives it all
6
Core values that
guide everything
Our Purpose

To help others do more good in the world.

Every business decision, every coaching session, every framework we teach is rooted in one belief: when lawn care operators build great businesses, they build great lives — and that ripples outward into their families, teams, and communities.

Our Purpose
"We help the do-gooders... do gooder!"
Core Values

For us core values aren't lip service, they are the essence of how we operate our business. (P.S. It should be the same in yours.)

We treat people as WOW
Every client, every team member, every interaction deserves our absolute best. You're not a transaction — you're a person, and we show up for you that way.
We listen, we care, we serve
Before we advise, we understand. Great coaching starts with genuinely hearing what someone needs — then showing up fully in service of that.
We do the smart thing
Not the easy thing. Not the popular thing. The right thing — even when it's harder. Long-term results over short-term comfort, every time.
We check our egos
Excellent coaching requires humility. We put your growth above any need to be right. The best idea wins — wherever it comes from.
We prioritize people over profits
Revenue is a result, not a purpose. We measure success by the lives changed and the freedom created — not just the dollars on the scoreboard.
We win through excellence
We hold ourselves to the same standard we expect from our clients. Mediocrity isn't an option — we outwork, outthink, and outdeliver every day.
The Founders

The People Who Built This.

Aaron and Dan have been where you are. That's not a talking point — it's the foundation of every program we run.

Aaron Suttenfield
CEO · Co-Founder
Aaron Suttenfield
Nearly 30 years in the green industry. Built a lawn care business from the ground up into a $1M+ company by simplifying the model, focusing on fertilization and weed control, and creating systems that removed him from day-to-day operations.
30 Years Industry RDS Lawn Care Charlotte, NC
Dan Ralphs
COO · Co-Founder
Dan Ralphs
Spent the last decade teaching leadership, culture, and team development after seeing firsthand how a $26M company scaled through culture alone at Infusionsoft. Brings a people-first approach to the lawn care industry, helping operators build companies that run with stronger leadership, accountability, and systems.
13 Years Coaching Leadership Expert M.S. Leadership
The Full Team

The People Behind
Every Win.

We don't just teach systems — we live by the values that help lawn care business owners thrive. Click any team member to learn more.

Miranda Daigneault
Fractional CEO
Miranda Daigneault
Certified facilitator. Coached 100+ $1M+ CEOs. Great businesses start with great leaders.
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Sam Gustin
Fractional CEO
Sam Gustin
Army veteran. Founder of Troops Mowing. Coaches with military-grade discipline and purpose.
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Jordan Richards
Fractional CEO
Jordan Richards
Built & sold a 7-figure lawn care company. Helped a client grow from $1.7M to $2.7M. Real operator grit.
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Jennifer Threatt
Chief Financial Officer
Jennifer Threatt
20+ years in accounting. 11 years as a CFO. The financial clarity behind our top clients' success.
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Via Maturan
Customer Happiness Lead
Via Maturan
Financial Management degree. Licensed Teacher. The warm voice that keeps our clients supported.
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Paula Videña
Marketing Manager
Paula Videña
E-commerce operator turned marketing strategist. Data-driven. Business-owner mindset behind every campaign.
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Melissa Austria
Bookkeeper · QB Adviser
Melissa Austria
Bookkeeper · QB Adviser. Meticulous detail. The financial engine behind our clean books.
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Maja Cañete
Bookkeeper · CPA
Maja Cañete
CPA & Certified QuickBooks ProAdvisor. 5+ years in financial leadership. Precision that drives real growth.
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Work With Us
$50M+
Revenue Coached
1,500+
Operators Helped
30+
Years Experience

Ready to Build a Business
You're Proud Of?

Whether you're at $200K or $2M, we've coached operators at every stage. Book a free strategy call and let's figure out exactly where you are — and what it'll take to get where you want to go.

Book a Free Strategy Call

No pressure. No pitch. Just a straight conversation about your business.