Making Lawn Care Empowering, Enjoyable, and Toxin-Free with Sunday

To kick off Season Two and introduce one of our new formats—The Pitch—Chuck Templeton sat down with Coulter Lewis, founder and CEO of Sunday, just in time for spring. Sunday is on a mission to help yard owners around the country reconnect with their little patch of earth through smarter, safer lawn care. If you’ve ever stood paralyzed in the garden aisle, unsure of what to buy or how to apply those bags of soil and fertilizer, you’re not alone—and many of those traditional products are loaded with synthetic chemicals at concentrations up to five times higher than what’s used on industrial farms. Sunday flips the script by creating custom lawn plans based on your unique soil, location, and climate, delivering easy-to-use, toxin-free products right to your door. Coulter believes lawn care shouldn’t be confusing or chemical-laden—it should be empowering, enjoyable, and safe for your family, pets, and planet. Chuck also spoke with Matt Walker, Managing Director on S2G's Food & Agriculture team, to discuss Sunday's business model and what he likes about the company.

Key Topics:

1. The Problem: Home lawns make up one of the largest cultivated landscapes in the U.S., yet they’re managed with outdated, chemical-heavy practices that far exceed even industrial agriculture in pesticide use. 
2. Product Market Fit: Sunday identified a major gap between modern consumer values and outdated, chemical-heavy lawn care practices. By simplifying the experience and empowering everyday homeowners with accessible, science-based products, Sunday gave people the tools to align their environmental values with how they care for their own backyard.
3. The Solution: Sunday creates customized, data-driven lawn care plans that are easy to follow and free from toxic chemicals. By analyzing each customer’s property, climate, and soil—and delivering tailored, effective products directly to their door—Sunday empowers people to confidently care for their lawns in a way that’s healthier for their families, their land, and the planet.
4. Go To Market Strategy: Sunday offers a subscription-based lawn care solution that delivers personalized, ongoing support tailored to their property. While direct-to-consumer remains the core channel, Sunday is expanding through retail partnerships and professional service providers, making their data-driven, environmentally responsible products accessible wherever and however people care for their lawns.
5. The Impact: Sunday is transforming lawn care at scale—reducing millions of pounds of synthetic inputs and conserving water. Beyond the environmental benefits, Sunday empowers users to reconnect with their land, drives consumer-level climate action,

This content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. S2G holds positions in the companies referenced, but this podcast is for information purposes only and is not intended to promote any such company. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. Chuck Templeton is a Managing Partner at S2G Investments. All Chuck's views, and the views of the guests on this podcast, are solely their opinions and do not necessarily reflect the opinions of S2G. The views expressed herein are opinions based on certain assumptions and subject to change.

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