Welcome Sunday: A Greener Future for Lawn Care

The average American spends over 70 hours a year on lawn and garden care, contributing to a nationwide total of $50 billion spent annually on lawn maintenance. Yet, when Sunday co-founder and CEO Coulter Lewis set out to care for the lawn at his first home, he was surprised by the options available. Having worked with organic farmers at his first startup, Quinn Snacks, he expected to find eco-friendly alternatives available. Instead, the lawn care aisle was packed with chemical-heavy products. The prevalence of these harmful products — some linked to serious health concerns — underscored the need for a better solution.

This realization led to the founding of Sunday, a company built on the premise that lawn care should be both effective and safe for people, pets and the planet. By leveraging data-driven insights, the company is redefining the industry with eco-friendly solutions that prioritize sustainability without compromising results. With S2G’s investment, Sunday is poised to expand its reach and accelerate the adoption of healthier outdoor care practices nationwide.

A Market in Need of Innovation

The lawn and garden industry is vast, as the U.S. has over 40 million acres of turfgrass — making it the single largest irrigated crop in the country. However, conventional lawn care practices rely on a one-size-fits-all approach, with consumers often over-applying synthetic chemicals that pose risks to ecosystems and human health. Homeowners currently use five times more pesticides per acre on their lawns compared to what is used on industrial farms. This industry has remained largely unchanged for decades, leaving consumers without needed lawn care guidance coupled with limited options for better, more sustainable solutions.

For homeowners, the stakes are high. Many families, including children and pets, spend significant time in their yards, increasing exposure to harmful chemicals. Additionally, excessive fertilizer runoff and leaching contribute to environmental challenges such as algae blooms and contaminated water supplies. Consumers today are looking for solutions that align with their values — products that are effective, worry-free, and environmentally responsible.

We believe the time for disruption in the lawn care industry is long overdue. The rise of precision agriculture and digital tools has shown that a tailored approach to land management can significantly reduce the use of harmful chemicals while improving outcomes. Sunday is bringing this revolution to residential lawns, empowering homeowners with science-backed, customized solutions.

Sunday: A Smarter, Greener Approach to Lawn Care

Founded in 2019, Sunday is a provider of environmentally responsible lawn care products designed to make yard maintenance easy and effective. By integrating environmental science, soil health data, and personalized recommendations, Sunday offers homeowners an intuitive way to nurture their outdoor spaces without harmful chemicals — giving them peace of mind and more time to focus on what truly brings them joy.

Unlike conventional brands that apply blanket treatments, Sunday leverages the largest residential soil database, aerial imagery, and localized weather data to deliver precision solutions tailored to each lawn’s specific needs. The company’s direct-to-consumer model allows homeowners to easily access customized lawn care plans, with products delivered straight to their doors. Sunday’s products are also available at major retailers like Target, Home Depot, and Walmart.

In 2024 alone, Sunday reached 1.1 billion square feet of lawn space — reducing fertilizer use by 2.9 million pounds and pesticide use by 58,000 pounds. It also decreased the amount of land treated with herbicides by 93.8% and helped customers reduce watering by up to 82,835,447 gallons. 

Why S2G Invested in Sunday

At S2G, we seek to invest in companies driving meaningful change at the intersection of sustainability, innovation, and consumer impact. Sunday embodies these principles, offering a scalable, science-based solution that aligns with modern consumer preferences and environmental imperatives.

Several factors made Sunday a compelling investment.

A Market Ready for Disruption

The lawn and garden industry is experiencing a shift toward eco-friendly solutions. With 80 million pounds of pesticides used on U.S. lawns each year, Sunday’s approach presents a timely and, in our view, necessary alternative.

Impact-Driven Business Model

Sunday’s commitment to environmental stewardship and human health aligns with S2G’s vision for a healthier, more sustainable future. The company’s model supports long-term behavioral change, encouraging homeowners to adopt practices that benefit their families, pets, and the planet.

Recurring Revenue and Customer Loyalty

Sunday’s subscription-based model fosters long-term customer relationships, ensuring sustained growth and engagement. With strong retention rates and a loyal customer base, we believe the company is well-positioned for continued expansion.

Proven Leadership and Execution

Co-founder and CEO Coulter Lewis has a track record of building and scaling consumer brands, with prior success in the organic food space. The company’s leadership team has deep expertise in technology, product development, and go-to-market strategies.

Looking Ahead: A Bright Future for Sustainable Lawn Care

S2G is excited to support Sunday as it scales its impact, expands its product offerings, and advances its mission to bring responsible lawn care to millions of American households. By investing in Sunday, we are not only backing a high-growth company but also contributing to a larger movement toward responsible land management. We look forward to collaborating with Sunday’s leadership team, sharing insights, and leveraging our network to accelerate the company’s growth.

To learn more and stay updated on Sunday’s journey, visit their website and follow them on LinkedIn, Instagram, and Facebook. We also encourage you to visit their blog — The Shed — a guide to growing, mowing, and caring for your yard in ways that are better for people, pets, and planet.

Photos courtesy of Sunday.