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Partnership

Opportunity

Who We Are

Shane Givney

I’ve built my career from the ground up, spending 15 years as a tradie travelling across the country, Along the way, I’ve connected with people from all walks of life, gaining a deep understanding of the needs and values of tradies and homeowners alike.

Twenty five years ago my father-in-law started Scone Outdoors – 
Currently known as Valley Outdoors Group. My wife and I launched Valley Outdoors Singleton 7 years ago and have transformed it into what it is today – a powerhouse and the go-to mower shop in the Hunter.
As part of the management and sales team, I’m hands on every day, engaging with customers across the Hunter Valley community to provide quality products and expert advice.

Lawn Culture Australia started from the love of my own lawn and the satisfaction I got seeing it look really good. It was more than just how good it looked – the kids enjoyed playing on it, my wife would comment how nice it was, neighbours, friends and colleagues would compliment and ask questions on how to achieve this.

It was through these conversations that I realized how much guesswork people were doing to get their lawns right. 

That’s when the idea struck – what if there was a club where people could feel part of something meaningful? A place where they could connect with like minded individuals, get expert advice to take out the guesswork have access to trusted products and win amazing products through giveaways. 

Lawn Culture Australia started as an idea in June 2023 and came to life 12 months later in June 2024.

Josh Stunell

I also started my working career as a tradie – an apprentice electrician, where my very first power tools were from DeWalt. During this apprenticeship I found a love for photography and videography, and after completing my trade qualification, I began working for myself as a content creator. Some 13 years later, I have worked for brands such as Bentley, McLaren and Mercedes Benz, and have filmed in excess of $200m worth of luxury property.

I first met Shane creating content for Valley Outdoors, and with a passion for online business and content creation, I now create all photo and video content for Valley Outdoors and Lawn Culture Australia, along with Meta advertising campaigns, social media management and website updates.

What is Valley Outdoors Group?

Based in NSW, Valley Outdoors Group is a company of 4 retail mower stores, employing 30 + people. With a wide reach from Newcastle all the way up to Tamworth, Valley Outdoors has an extensive presence in the Hunter Valley area. 

One of our greatest achievements within Valley Outdoors Group has been building the Cub Cadet mower brand. It started as nothing, but through hard work and a strong focus on the brand, we’ve grown it into one of the most significant parts of our business. This has then transferred to our other stores and they have seen the potential and what investing in the right opportunities can lead to.

More recently, our team have done the same with Hustler mowers. In just three months, we’ve pushed close to $400,000 in sales. This rapid success proves that with the right approach and determination, we can achieve incredible growth. 

What is Lawn Culture Australia?

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 social media followers, approaching 500 loyal members, and growing influence across Australia. In the next 12 months we anticipate reaching 10’000 club members. 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 local 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.

Giving Back to Grassroots Sports

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.

Content, Giveaways and Events

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.

Our First Major Event

In July, shortly after launching Lawn Culture Australia, we delivered our first in person event at Valley Outdoors Singleton. We had a significant DeWalt presence, including product demos, showbags, Frosty’s V8 supercar, and of course Frosty himself for autograph signing.

The event included a live and interactive podcast, where attendees could sit in and directly ask questions to lawn experts such as Joe Rogers from Lawn Solutions Australia, Brenton Kliem from The Aussie Lawn, Garry Ashton from Aussie Lawn Stars, Sean Duncan from Blade Mate, and Luke Smith from Lawn and Gardens Podcast.

We created marketing content during the lead up to the event, the set up, and of course the event itself.

We had over 200 locals through the shop on the day, with our 3 main event videos reaching a combined 100,000 views to date.

25 Days of Christmas

In an effort to give back as much value as possible to our members, we decided to run a 25 days of Christmas campaign, where every day until Christmas we spin our wheel and someone wins a giveaway. This campaign is currently underway, and so far we have made 205,000 impressions to 56,000 accounts.

DeWalt features heavily in this campaign with a total of 6 giveaways, with a major giveaway of a camping tool pack, and signed, replica helmet being drawn on Christmas Day.

The Numbers So Far

Social Media Insights

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.

Email List

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. 

Influencer Collaborations

Through strategic collaborations with leading lawn care influencers, we have built a powerful digital reach.

Key partners include

  • Ben Sims (@lawntips)
  • Nick Bransgrove (@lawnsingoodnick)
  • Brenton Kliem (@the_aussie_lawn)
  • LSA (@lawnsolutions)

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.

The Opportunity

Exclusive Tool and Equipment Usage

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

Comprehensive Branding Exposure

  • Billboard-Style Signage – Prominently displayed facing Bunnings and on a busy road, capturing the attention of thousands of potential customers daily.
  • Workshop & Showroom Signage – Complete parts signage in our workshop and main showroom, as well as at Lawn Culture HQ, all featuring Stanley Black & Decker branding.
  • Retail Placement – Additional strategic signage within our Valley Outdoors shop, prominently placed to capture customer attention and drive brand recognition for DeWalt, Cub Cadet, and Hustler.

Merchandise Sponsorship

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.

We have had many requests for club merchandise. People want to feel a part of the club, and by wearing the club merch, they can feel more included. 

Digital & Social Media Presence

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.

Community Engagement and Giveaways

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.

Active Participation in Key Industry Events

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.

Significant Impact on Valley Outdoors Sales

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 18 Hustler mowers, totaling close to $400,000 – 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

Taking the Next Step

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.

We have big plans for our Giving back to Grassroots Sports initiatives. We would like to take local junior footy teams to NRL or AFL games, along with donate mowers to struggling rural clubs and places where sport on a weekend brings the entire town together. With financial support we can make this a reality much sooner.

We’d love to have DeWalt, Cub Cadet & Hustler to sponsor up to 6 of our monthly giveaways. This could be in the form of products, as seen for our October giveaway.

Rather than setting a fixed price for this partnership, 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.

Lawn Culture Australia

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