NaturaLawn of America adds Schwartz, Medd to operations team

NaturaLawn of America has welcomed two new members to its operations team.

Doug Schwartz has been hired as its new director of operations. In this role, Schwartz will oversee day-to-day operational activities, implement strategic initiatives, and drive performance improvements across the company’s national franchise network.

Schwartz is a seasoned executive with over 20 years of experience in business growth, operational efficiency, strategic planning, and team development.

Schwartz most recently served as director of operations and integrator at Columbia Academy, a private school system in Columbia, Maryland. He played a key role in preparing the company for an acquisition in 2024.

Previously, Schwartz held senior roles at Kiddie Academy, one of the nation's fastest-growing childcare franchise systems. As director of operations, he led national expansion efforts and enhanced operational performance.

Meanwhile, Pete Medd has joined NaturaLawn of America as the company’s newest franchise business consultant. In this role, he will provide hands-on support to franchise owners and their teams, offering expertise in operations, business planning, performance management, agronomics and marketing.

Medd brings a wealth of multi-unit franchising and entrepreneurial experience to the NaturaLawn of America team. For the past decade, he served as co-Founder and CEO of Mpower Interactive, an education and workforce development platform that partnered with national spa franchises including Hand & Stone and Massage Envy. In this role, Medd worked directly with corporate teams and franchisees, helping them strengthen staffing, training and operational execution. He has also led consulting engagements with franchise owners, a global sports apparel brand, and previously managed a professional soccer organization as president and general manager.

“We are thrilled to welcome both Pete and Doug to our growing team,” says Jesse Catron, senior vice president of NaturaLawn of America. “Their proven leadership and strong backgrounds in franchise operations will be instrumental as we enhance our processes and focus on continued national growth.”