Profile – Big Bully Turf Co.

Carla Arzubiaga’s business journey began in San Diego, California. As the founder and CEO of Big Bully Turf, Carla entered a predominantly male-dominated industry, not only from a backyard turf point of view, but in the golf sector, as well. Undeterred by being a female in the industry, Arzubiaga continues on her path to success, growing Big Bully in San Diego, and then expanding to other markets where it makes economic and environmental sense to go with an alternative to natural grass. Thus, Big Bully is carving out brand recognition and growing rapidly in other areas of California, Las Vegas, Phoenix, Scottsdale and, yes, Dallas. 

With a commitment to providing heat-resistant artificial turf with a variety of options in these areas, this motivated CEO offers vision, focus and ambition to improve every single yard Big Bully renovates. Arzubiaga knows that the best-looking yards aren’t just about aesthetic drive-up appeal. They are also about durability, value, functionality and adaptability. Big Bully offers all of those elements and does so with a professional installation from start to finish. 

AG spoke to the woman in charge of one of the fastest-growing turf companies in the country. 

AVIDGOLFER: How did you get into the turf industry?

Carla Arzubiaga: When I started in this industry, I noticed a lack of passion. Everything felt so cookie-cutter. I wanted to create a beautiful outdoor space for myself, and I thought after some frustration dealing with the process myself, I decided to try to create those beautiful outdoor spaces for everyone else. 

AG: You started with just turf. How did you expand into the golf space?

CA: When I started in the golf sector with putting greens, it has been a little more thrilling, since I am a woman in a male-dominated field. But I have really embraced those challenges and being able to bring a fresh perspective into the industry. Being able to inspire more women to join the turf revolution, for me, is better than a glass of wine. It has also been a great way to meet people that want to inspire change in the industry. 

AG: How does your customer experience differ from other companies?

CA: We are a customer-centric company. That means all the things we do revolve around the experience the customer is going to have. We have done a lot of testing and we are able to pivot, and I think we have an agile company so we can change based on what the customers are saying. I handpick the design specialists that walk into people’s homes. We have a long training program for those specialists. 

AG: Once a client makes the decision to move forward with a project, what does that process look like?

CA: We use what I like to call our customer cheerleaders. They work with the customer from the moment they sign the contract until the post-completion walkthrough of the finished job. These representatives give the customer step-by-step instructions on what they can expect. I also developed a series of videos that keep the customers connected to us. They have made a big investment to their home, and I want to make sure they are informed and prepared every step of the process. Those are a couple of things that not many of our competitors are doing. 

AG: How much time does a traditional installation take?

CA:  A traditional installation takes from two to three days, depending on site conditions. We make sure there is a project manager on-site with the crew. The design specialist will also be there that first morning with the customer, so everyone is on the same page before we begin. There is a site assessment and preparation. That is followed by measurements to make sure everything is squared away. We then do a base installation and any drainage we need to do. That is followed by the turf installation. We then do a walk-around with the customer to be sure they are happy with the job. 

AG: What kinds of other options can you offer?

CA:  We have pavers, walls, rock. We can incorporate multiple different aspects into yards to make everyone feel special. I don’t want anyone to feel like they are getting the same yard as anyone else. 

AG: What about putting greens?

CA: We can do sharper angles, or more square footage so you can work on longer putts. It’s a great way to improve your game right in your own backyard. 

AG: You have expanded to other markets since you started in San Diego. What has that process been like, and where do you see the company in maybe five or 10 years?

CA: The different markets have been really fun. Texas has been great. There is a lot of possibility in Texas. People have big yards and they love being outdoors. There are other areas in Texas we are researching and considering. We are also planning to expand into Austin and San Antonio. We are also looking at Florida. There is a big need for turf in Florida. 

AG: There is an environmental element to this, isn’t there?

CA:  I have been focusing on the water conservation states like California, Nevada and Arizona. There is a dual mission. I get to elevate people’s yards and help with that water conservation that is very important, especially as these states increase prices for usage. 

AG: Thanks for everything. We look forward to seeing you again this year at the Texas Golf Expo. 

CA: We loved being a part of that this year. The excitement of the long-putt challenge was such a great experience. We got to meet so many great people in Texas and really enjoyed the whole weekend.