Overcome the grind and find freedom in your business.

We are FRWRD.

We help landscaping and home service companies maximize their absolute potential. Our mission is to help owners get the most out of their business so they can enjoy a more balanced, prosperous, and fulfilling life.

Meet the Founders

With over 14 years of industry experience, Kenneth Deemer and Patrick Murray have succeeded in growing and leading Local Roots Landscaping - a top firm in the Pittsburgh region. With annual revenues eclipsing $8MM annually, we seek to share our experiences and knowledge to push others forward in their businesses.

Patrick Murray

Patrick Murray

Co-Founder

Patrick Murray is an entrepreneur, leadership coach, and real estate investor with a passion for empowering others. As a loving husband and father, he cherishes family and community. Patrick’s expertise lies in creating and scaling service industry businesses. He skillfully transforms leaders into catalysts for positive change while helping them find their full potential.

Traveling and working in different parts of the world at a young age helped to propel Patrick into different ways of thinking and execution. He has a background in the arts as well as business which gives him an edge in the service industry- especially when it comes to the trades. He has co-founded and successfully scaled Local Roots to $8.5M in nine years, started and operates a multi-family real estate business, and co-owns a Landscape Supply company. While running successful businesses is fun and challenging, his true passion lies in bringing out the best in other entrepreneurs to enable them to have an outsized impact on the world.

Kenneth Deemer

Kenneth Deemer

Co-Founder

Kenneth’s journey is grounded in family and community and enriched by his global experiences. After living in Sydney, Colorado, and Philadelphia, he has found his way back to his Pittsburgh roots, where he resides with his incredible wife and two little boys. His faith, family, and community serve as the foundation for his passions. Kenneth's exposure to diverse cultures during his travels has not only broadened his horizons but also fueled his innovative thinking and execution.

As a visionary entrepreneur, Kenneth co-founded Local Roots, a venture that achieved a dynamic scaling to $8.5 million in just nine years. This achievement is a testament to his strategic business insights and start-up grit. In addition to his success with Local Roots, Kenneth has driven a multi-family real estate business and co-owns a Landscape Supply company, reflecting his dedication to innovation and progress. Kenneth is honored to serve in his role as a leadership guide and mentor, where he empowers fellow entrepreneurs to strive further and connect with why they began in business in the first place.

Our Partners

Our Approach

Together, we'll pave the way to unparalleled success while guiding you toward a  purposeful and joyful life.

Here at FRWRD, we are an experienced team of entrepreneurs passionate about helping others recognize their full potential within the hustle culture and the busyness of working in their businesses.

Our tailored approach, proven track record, and extensive expertise ensure that we deliver exceptional results. Beyond business achievements, we deeply care about your overall well-being, family, and personal growth.

With us, you'll not only achieve sustainable success but also nurture meaningful connections and a healthy work-life balance.

Kenn and Pat speaking at event
Elevate Your Business

Our coaching services are designed to be a transformative experience.

Accelerated Growth and Success

Our coaching doesn't just focus on short-term gains. We aim to provide insights and skills that lead to sustainable growth and continuous improvement in both personal and professional aspects of life.

Enhanced Clarity and Focus

We empower you to gain clarity in your business objectives and personal aspirations. Together, we will identify your passions and define concrete, achievable goals and actionable plans to conquer your dreams.

A Lasting Transformation, Empowerment, and Relational Health

We'll explore your strengths, weaknesses, values, and beliefs. Gaining a deeper understanding of your self helps you make better decisions, increase emotional intelligence, and build stronger relationships.

The Next Level

We strive for success in your business.

Set Up Systems and Processes Mapping for Current Repetitive Work

Develop Hiring and Retention Systems and Automation

Create a Positive Company Culture That Breeds A+ Players

Learn To Scale Your Business Rather Than Grow It

Create Processes, Systems, and Standard Operating Procedures

Target Efficiencies, Set Up Tracking, and Peform Ongoing Analytics

Services

Business Strategy

Create a personalized business plan, actionable strategies, and growth opportunities to drive real results for your business.

Leadership Development

Enhance your leadership skills, improve communication, and build high-performing teams for impactful leadership.

Work-Life Tension

Get practical tools to manage stress, time, relationships, and achieve a healthy work-life tension for increased productivity and fulfillment.

Personal Growth and Development

Discover your strengths, set meaningful goals, and cultivate a growth mindset for unlocking your full potential both personally and professionally.

Patrick MurrayKenneth Deemer
FREE Resource

What is your time worth?

As a business owner, how can your time be best spent? Download our free guide to see how valuable your current efforts are and where you can make improvements to grow your company.

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Packages

We offer four plans that will help you uncover your strengths and weaknesses, learn from your peers, and implement new systems that will enable you to move forward in your business. Our mission is to act as your friendly guide, and set you on the path to achieve personal and professional success.

Zoom Calls

Peer Group Calls

Templates & System

System Implementation

Bronze

$1200 / month

One, 1-hour personal Zoom call / month

1.5-hour peer group call / month

Silver

$1750 / month

Two, 1-hour personal Zoom call / month

1.5-hour peer group call / month

2 hours / month

Gold

$2000 / month

Weekly Zoom calls

1.5-hour peer group call / month

4 hours / month

Platinum

$2500 / month

Weekly Zoom calls

+ Monthly Zoom Mastermind with Internal Leadership Team
1.5-hour peer group call / month

6 hours / month

“My interaction with Pat has saved me tens of thousands of dollars in bad or untimely decisions.

I am incredibly grateful to have worked with Pat and consider him a personal friend! His incredible generosity, business experience, and personal character are second to none and have been incredibly instrumental for me as I've navigated different high-impact business decisions. He has an ability to connect on my level in a simple and personable manner, and yet provide profound and relevant information in a very candid and honest way. I cannot recommend him highly enough!”

Eldon Stoltzfus
Renew Turf Science

“I can’t thank Patrick & Kenneth enough for their time coaching me through many significant points of my business journey.

When I started my landscaping company back in 2016 I met with Patrick and Kenneth. From their experience growing Local Roots, they knew how to help and understood our growing pains and were always willing to take their time to point me in the right direction. Over many conversations they went over any questions I had regarding any and all aspects of business. Whether it was coming out to job sites or answering texts/emails I had about the business, they were always a great point of reference.

Early on we struggled with having a successful landscape maintenance division while trying to grow our hardscaping division- Fast forward a handful of years later and we have grown our hardscaping division while continually improving and growing the maintenance division.”

Austin Avampato
Quality Choice Landscaping
Owner
Read More Testimonials

“Patrick and his team have been instrumental in optimizing our business operations.

Their assistance was particularly valuable with the employee onboarding templates and process improvement, which proved to be exceptionally helpful.”

James Ulmer
Back to Nature Landscaping and Construction
Owner

“Discovering the values Kenn & Patrick bring to business is a new and exciting light.

Business owners strive for years to break through the challenges business brings and do not succeed. For Kenn & Patrick the challenges seem effortless due to their strategies, instinct and willingness to go above and beyond to accomplish any goal. Truly Great People!”

Joe Luffy
Earth Elements Landscape Supply LLC

“What Patrick and Kenneth provided to our business at HNA was invaluable.

The amount of insight they provided on bringing essential employees in, reinvesting in the business, and providing leadership for employees has propelled our business forward.”

AJ Raber
Raber Co. Home and Lawn
Owner

“Your guidance and support have been invaluable in streamlining our operations and ensuring efficiency.

Your willingness to share your expertise is greatly appreciated and will undoubtedly have a positive impact on our business's success. Thank you once again for your generosity and assistance.”

Mike Douds
Douds Brothers Landscape Construction Inc.

“Patrick's helpful business advice improved my landscaping company's operations.

His strategic insights and industry knowledge were valuable in driving positive changes. I would happily recommend his coaching services.

Matt Atkinson
Atkinson Landscaping

“It was amazing how much time Patrick put into our coaching events. He is passionate about helping businesses, like mine, continue to grow.

He puts things into perspective, because he’s been there. What more can you ask for in a coach, besides someone who listens, explains a similar situation he went through, and then helps you with the steps to get you out of that rut and moving forward again. Thank you Patrick! I have learned so much working with you!

Dani Friesen
Friesen Landscaping

“The materials, processes, and structural insights from Local Roots have been a game-changer for Willie C and Sons Landscaping.

They have not only enhanced our operational efficiency and project quality but have also contributed to our overall growth and success. FRWRD' guidance has proven indispensable in helping us achieve our landscaping goals and elevate our business to new heights."

Nick Cloutier
Willie C. and Sons Landscaping LLC
Owner

“The Team from FRWRD Coaching not only knows how to build a successful business and team but to attain that without giving everything you have to your business.

They understand the systems and processes needed for efficiency and scale ability in your operation and coach you through those. Equally important but often overlooked in the pursuit of business growth is having the tools and strategies that allow for personal growth, including time for relationships and fulfillment outside of work. It is in this area that they set themselves apart as they work with you in a balanced pursuit of a successful business but also a successful life."

Wayne Boettger
PMI Equipment

“The growth in their company has been great to watch and the growth in their professional lives has been even better to watch. These guys know their stuff.

Patrick & Kenneth have been great sources of information and guidance for me over the last few years. Since we compete in a similar market, many others would not help us out or be so willing to offer advice. However, these guys live by a rising tide that lifts all ships.

Ryan Toy
Toys Landscaping
Owner

Podcast Features

Powerful Conversations

Let’s move FRWRD together

We're excited to learn more about your goals, and help you take the next step in your business. Schedule an intro call with Kenn to learn more or contact us at team@frwrdcoaching.com.

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Thanks for reaching out! We'll be in touch soon and look forward to helping you overcome the grind and find freedom in your business!
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