Joshua Wise has built his career on the belief that success should extend beyond financial gain and into creating lasting opportunities for others. As the chief executive officer of GrassRoots Tree & Turf Care and GrassRoots Turf Franchise LLC, he has grown a business that reflects innovation, service, and community. At the same time, he has remained grounded in what matters most.
“What’s important to me is my family and growing through franchising, helping others start businesses and build their legacies for their families,” Wise says. “That’s where I’m really passionate. I love what I do because I have the privilege to help change people’s lives every day through the power of the franchising.”
Wise’s entrepreneurial journey began in 2002 after gaining early experience in lawn care and starting his career in sales at Verizon. Determined to raise industry standards, he launched GrassRoots Tree & Turf Care. This company quickly earned recognition for fertilization, weed control, and later a wider range of landscaping solutions.
Innovation as a Foundation
From the beginning, Wise differentiated his business by embracing new, forward-looking practices. He introduced liquid aeration, which improves soil health without the disruption of traditional methods. He also equipped technicians with body cameras to ensure accountability and transparency. His leadership extended to business systems as well, as he pioneered a subscription-based billing model that allows customers to use monthly autopay.
In 2018, he expanded into franchising with GrassRoots Turf Franchise LLC, which now oversees 24 territories across seven states. Wise sees the franchise model as central to the future of his industry. “Realistically, the focus is more on the franchise side, the opportunities that are there in franchising, not specifically my brand, but in general,” he explains.
Recognition and Industry Leadership
Wise’s leadership has been recognized both within and outside his field. He secured a federal trademark on “weed-free,” making his company the only one to guarantee a weed-free lawn. In 2025, GrassRoots Turf received the Atlanta Consumer Choice Award, while Lawn & Landscape Magazine ranked the company the 15th best place to work nationwide.
Reflecting on what shaped his success, Wise points to both boldness and support. “Not being afraid to take a risk,” he says. “You have to put your neck out there and not let fear hold you back from taking risks, as you scale a business. Having my wife and family there to support and help me through any of the ups and downs in business.”
Commitment to Community
Giving back remains an integral part of Wise’s vision. He supports GreenCare for Troops, which provides free lawn services to military families and donates 5% of revenues to schools chosen by his customers. His company also sponsors meals for teachers at 18 schools each year before the academic term begins.
These initiatives, along with active membership in the National Association of Landscape Professionals, the Georgia Urban Ag Council, International Franchise Association, and the Better Business Bureau, highlight Wise’s commitment to both his profession and the communities he serves.
Building a Legacy Brand
While Wise has earned recognition as an industry leader, his long-term perspective remains clear. “Most of everything is just knowing that my long-term goal in this thing is not just quick-slated to X amount, sell the property, equity or anything like that,” he says. “I’m focused on building a legacy brand.”
He hopes that the legacy will not only advance landscaping but also create lasting opportunities for families through franchising. For Wise, success is measured not only in growth but in the ability to empower others to build futures of their own.
