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From humble beginnings, Shane has built his career from the ground up, spending 15 years as a tradie on the front lines. Travelling across the country, Shane has connected with people from all walks of life, gaining a deep understanding of the needs and values of tradies and homeowners alike.
Shanes father-in-law started Valley Outdoors 25 years ago, and Shane launched Valley Outdoors Singleton 7 years ago, transforming it into a powerhouse and the go-to mower shop in the Hunter.
Shanes role within Valley Outdoors Singleton is part of the management and sales team of the family run business.
Engagement with customers across the Hunter Valley community to provide quality products is something he does daily. However the vision extended beyond the local region. He wanted to connect with lawn enthusiasts, industry experts, mower shop, mums and dads – who share a passion for beautiful lawn.
Imagine a club that you could be welcomed into and really feel a part of something, connect with like minded people, have access to lawn experts who would eliminate the guesswork, access to reputable brands across Australia as well as being eligible for giveaways of products and brands.
Josh also started his working career as a tradie – an apprentice electrician, where his very first power tools were from DeWalt. During his apprenticeship Josh found a love for photography and videography, and after completing his trade qualification, began working for himself as a content creator. Some 13 years later, Josh has worked for brands such as Bentley, McLaren and Mercedes Benz, and has filmed in excess of $200m worth of luxury property.
Josh first met Shane creating content for Valley Outdoors, and with a passion for online business and content creation, now creates all photo and video content for Valley Outdoors and Lawn Culture Australia, along with Meta advertising campaigns, social media management and website updates.
Lawn Culture Australia is a lawn rewards club where members have access to discounts with industry partners, 1-on-1 lawn support, entries into our weekly minor, and monthly major giveaways, access to club merchandise, and the ability to nominate their local sporting club to be selected as our next ‘Giving back to grassroots sports’ initiative.
Lawn Culture Australia has become a trusted name in just a few months, with 3,000 followers, 135 loyal members, and growing influence across Australia. What makes Lawn Culture Australia unique is that we don’t sell mowers or equipment—only memberships. This neutrality allows us to authentically promote trusted brands like DeWalt, Hustler, and Cub Cadet, driving customers directly to mower shops.
Our ads and content have already resulted in reported sales increases for dealerships around the country, and we proudly use our platform to connect buyers with local businesses.
Our grassroots giveaways have captured the hearts of Australians, showcasing our commitment to giving back.
Whether it’s supporting kids in grassroots sports or celebrating adults who dedicate their time to community teams, Lawn Culture Australia is about making a real difference.
With DeWalt, Cub Cadet and Hustler as our major sponsor, this mission could reach new heights, positioning DeWalt, Cub Cadet and Hustler as a leader in supporting community-driven initiatives.
DeWalt, Cub Cadet and Hustler ambition to lead the power equipment market perfectly aligns with Lawn Culture Australia’s reach and influence.
We exclusively use DeWalt tools in our workshops and feature them in our content, giveaways, and events.
As someone who knows the tradie market inside and out and has personally grown businesses from the ground up, I’m uniquely positioned to help make DeWalt, alongside Hustler and Cub Cadet, the go-to brands for tradies and homeowners across Australia.
Since launching our Lawn Culture Australia social media presence in July, our Instagram and Facebook followings have grown to nearly 3,000 followers each. While our predominant audience are men aged 25-54, we are seeing a growing number of women followers, particularly on Facebook.
Our audience spans across Australia, with Melbourne and Sydney being our most represented cities.
Through our self funded advertising campaigns we have now reached nearly 200,000 people, and our content has been seen over 1.1 million times.
We currently maintain an email subscriber list of over 7000 people. We regularly share emails about our upcoming giveaways, our grassroots sports initiatives, and seasonal lawn education via Lawn Solutions Australia.
With DeWalt as a sponsor, we have the opportunity to expand our communication regarding DeWalt products and promotions, thereby strengthening the connection between Lawn Culture Australia and DeWalt.
Through strategic collaborations with leading lawn care influencers, we have built a powerful digital reach.
Key partners include
Collectively their content reaches over half a million followers, with some videos exceeding 1 million views. This expansive network allows us to amplify brand visibility and connect directly with our core market of lawn enthusiasts and tradespeople, delivering high impact exposure for both Lawn Culture Australia and DeWalt.
Lawn Culture Australia will exclusively use DeWalt tools in our workshops.
This will be showcased across all our Valley Outdoors Group operations, ensuring that DeWalt tools, Cub Cadet, and Hustler equipment are seen as the industry standard
DeWalt, Cub Cadet, and Hustler logos will be featured on all Lawn Culture Australia merchandise worn by Shane and Josh, including shirts, jackets, hats, bags, and more. This ensures that these brands are visible in every aspect of our operations and customer interactions.
With Lawn Culture Australia’s rapidly growing presence on Instagram and Facebook, DeWalt, Cub Cadet, and Hustler will receive significant exposure. We will create dedicated posts and stories featuring DeWalt tools, Cub Cadet, and Hustler equipment, reaching a highly engaged and relevant audience.
The audiences we engage with are precisely the market for Hustler ride-ons, Cub Cadet ride-ons, and DeWalt power tools and power equipment. The content we create resonates deeply with them, and our influence is growing rapidly.
DeWalt, Cub Cadet, and Hustler can sponsor our major and minor giveaways, which are highly popular within our community. This includes opportunities to provide DeWalt tools, Cub Cadet, and Hustler equipment as giveaway prizes, further increasing brand awareness and engagement.
We have been actively participating in major industry events such as Tocal Field Days, AgQuip, the launch event at Valley Outdoors Group, and the Lawn and Land Equipment Expo.
We have plans to regularly host in person, and online events where our members have the ability to ask questions directly to lawn experts.
And we also have plans to host an industry first awards event, shining light on the community’s top performers.
Our presence at these events, combined with our strategic advertising efforts before, during and after the events, is leading people to associate Lawn Culture Australia directly with top-of-the-line brands like DeWalt, Cub Cadet, and Hustler.
Since starting Lawn Culture Australia, our Valley Outdoors sales have risen significantly. The success and visibility of LCA have positioned us at the top of the industry, and I firmly believe this will become our biggest sales year with Stanley Black & Decker’s continued support. The momentum we’ve created is paving the way for an incredibly successful future.
Valley Outdoors took on Hustler mowers just 3 months ago, and through the advertising efforts of Lawn Culture Australia and Valley Outdoors Group, we’ve already sold 17 Hustler mowers, totaling $300,000 – all from a standing start as no-one knew we were a Hustler dealer.
Our Lawn Culture Australia platform has been a game-changer, driving awareness and sales not just for us but for mower shops across the country.
CubCadet + Hustler December Promotion
Hustler Awareness Campaign
We’re looking forward to catching up in Melbourne on 11th December to talk about how this partnership can bring value to everyone involved.
This isn’t just about growing sales—it’s about creating something meaningful. Together, we can boost the presence of DeWalt, Cub Cadet, and Hustler in the power equipment market, strengthen dealer networks, and build lasting loyalty with tradies and homeowners alike.
Rather than setting a fixed price for this sponsorship, we would like to invite Stanley Black & Decker to propose a pricing model that aligns with your marketing objectives and the value you see in this comprehensive partnership.
We are open to discussing various levels of commitment and collaboration to achieve mutual success.
Let’s make this opportunity something we can all be proud of.