For John and  Jessica Martinez , the decision to franchise with  Lawn Squad , the lawn care franchise under  Authority Brands , was as much about family as it was about professional ambition. Jessica spent 14 years in the financial services industry, specializing in real estate and home services, while John built a successful career in big tech. But both felt the pull toward something more tangible — a business they could build and grow together. “I knew I didn’t want to end my career in corporate America,” Jessica said. “My husband had always had an itch to be outside with our kids. We wanted to pursue something that would let us take control of our time and build something as a family.” The couple began planning carefully, saving strategically to eventually acquire or start a business from scratch. Their inspiration came unexpectedly close to home. “John helped our son start a landscaping business on the side about 18 months ago,” Jessica said. “That’s when we decided to pursue Lawn Squad ourselves. Now, we run the business together.” Entrepreneurship Runs in the Family Building a family business felt natural for the Martinezes. “Entrepreneurship is in our blood — both of our parents owned and operated their own businesses,” Jessica said. “John worked for his dad through college, and I worked for my parents starting in high school. Our son is now a freshman in college pursuing a bachelor’s in business, so this gives him real, hands-on experience.” That multi-generational mindset was part of what made the Lawn Squad opportunity so appealing. “We loved the idea of recurring revenue from the residential side,” she said. “Because my son and husband had already started their own landscaping service, this really checked all the boxes for us.” The Martinezes were drawn to Lawn Squad’s emerging brand status and supportive team culture.  “It was definitely a good culture fit,” Jessica said. “The team was patient and welcomed all our questions. It made us feel very comfortable. We liked that it’s an emerging brand, which gives you a little more autonomy than a franchise that’s been around for 30 years. We knew we could make a difference while having the backing of Authority Brands behind us. It gave us the confidence that we weren’t doing it completely alone.” A Family-Run Business With Shared Strengths Since opening  Lawn Squad of North San Antonio in April 2025, the Martinezes have fully embraced what it means to be a family-run business. “The residential and commercial sides of the business are both relationship-heavy,” Jessica said. “We bounce off each other’s strengths — I’m the personality, my husband is technical, and my son can play both sides.” The family’s teamwork extends beyond business strategy. Their 10-year-old daughter even helps out on weekends, checking inventory at the shop with her dad. “It’s a family affair, literally,” Jessica said. “Our kids get to see the sacrifice it takes in the beginning — it’s not all glory. You have to roll up your sleeves, take risks and be willing to make sacrifices. It’s great first-hand experience.” For the Martinezes, the payoff goes beyond profit. “They say when you run a business, you work 24/7,” Jessica said. “But it doesn’t feel like that because we’re doing it all together. It sounds cliché, but it’s very true.” Challenges, Rewards and a Multi-Generational Vision Running a business as a family comes with its own challenges. “The hardest part is that you have to be ready to make lifestyle changes,” Jessica said. “You have to be flexible and go all in. But we’re already reaping the rewards of locking in and doing what it takes. We can all see our own contributions, which has been fun.” Looking ahead, the Martinezes see Lawn Squad as a family legacy. “Long-term, we intend for this to be a rewarding, multi-generational brand,” Jessica said. “After my son graduates from college, he’ll take on more responsibility. John and I can step back a little — maybe acquire additional businesses or continue growing. The opportunities are really endless, especially when you’re part of the Authority Brands network.” Why Lawn Squad Was the Perfect Fit For the Martinezes, Lawn Squad’s model aligned perfectly with their goals for growth and balance. The brand’s treatment-only approach — focusing on fertilization, weed control, aeration, seeding, pest control, and tree and shrub care — simplifies operations while offering recurring revenue potential. “We loved that the business was built around recurring revenue and strong customer relationships,” Jessica said. “It’s something we can scale over time while keeping family at the center of everything we do. Lawn Squad has given us the opportunity to do something we love as a family. We’re working hard, learning together, and building a future that our kids can be proud of.” Learn more about Lawn Squad franchise opportunities at   lawnsquadfranchise.com .