Sunday - Reinventing How We Care for Our Lawns and Gardens
The Story of a Brand Show
Ramon Vela
5 • 145 Ratings
🗓️ 20 November 2025
⏱️ 53 minutes
🧾️ Download transcript
Summary
In this episode, I sit down with Coulter Lewis, the founder behind Sunday—a brand that's reinventing how we care for our little piece of the earth.
Our conversation begins with gratitude and the early days of Sunday, when it was nothing more than a wild idea and a few people willing to believe in him.
Coulter shares how those early moments of vulnerability, uncertainty, and unexpected support shaped the company's foundation and helped him stay grounded as the mission took form.
From there, we dive into Sunday's evolution—how satellite imagery, soil tests, and hyperlocal environmental data inform personalized lawn, garden, and pest plans for millions of homeowners.
Coulter walks me through the massive environmental impact of lawn care, the shift in climate patterns, the rise of pests, the challenges of retail expansion, and the bold leap into AI-powered guidance.
What comes through is the heart of Sunday: empowering people to steward their land with confidence, ease, and far fewer toxins.
Key Highlights
* How early supporters believed in Sunday before a product even existed—and why that early trust was essential for Coulter to take the leap.
* The staggering scale of lawns in the U.S.—the third largest "crop"—and why conventional care uses five times more pesticides than industrial farms.
* How Sunday uses satellite data, soil analysis, and a database of 350,000 soil samples to give homeowners real-time, personalized guidance for their yards.
* The impact of climate change on lawns—new pests, shifting grass varieties, extreme weather—and how Sunday adapts plans to keep customers supported.
* Sunday's growth into retail (Target, Walmart, Home Depot, Ace, and soon Costco) and how AI now powers deeper insights, smarter recommendations, and more meaningful customer support.
If you're passionate about sustainability, curious about how tech can transform lawn and garden care, or simply love hearing from founders building mission-driven companies, then join me, Ramon Vela, as we listen to this episode. Coulter's journey is filled with honesty, innovation, and a clear belief that homeowners can make a meaningful difference—one yard at a time.
Tune in on Apple Podcasts, Spotify, or wherever you listen to your favorite shows.
For more on Sunday, visit: https://www.getsunday.com/
If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.
Plus, don't forget to follow us on Apple and Spotify.
Your support helps us bring you more content like this!
*
Today's Sponsors:
Saral - The Influencer OS: https://www.getsaral.com/demo
SARAL is the all-in-one influencer platform that finds brand-aligned creators, automates outreach, and manages everything in one place. Request a live demo today. Let the SARAL team know you're a The Story of a Brand Show podcast listener to get an extended free trial! Visit the link above.
Transcript
Click on a timestamp to play from that location
| 0:00.0 | The root of that is empowering that homeowner to be like, I can do this and taking that third largest crop that's managed by 90 million homeowners and making them feel like they can go out there and do it, take control. So that's really the core Sunday. And the way we do that is we need to earn a spot of being their pro, you know, the place they turn for advice and the place they turn for inspiration to help be better at this part of their life. That means we need to know everything about them and their yard. That's the thing about this space that's so specific. So, yeah, there's satellite imagery that we use. We actually take soil tests. So our customers on direct to consumer side of the business send us soil samples. It's optional, but the majority of them do, we now have 350,000 soil samples, so largest soil database ever accumulated as far as we understand. |
| 0:42.6 | So we have actually publishing scientific papers now on the data we have and carbon sequestration |
| 0:48.8 | of yards and all these different things that we can see because of all this data now. |
| 0:52.3 | But all of that goes down to service you and your yard and to be, you know, the metaphor was, what if you had Bob Villa as a neighbor and Martha Stewart as a neighbor and they would lean over the fence at just the right time and give you that advice for the thing to grow or, you know, look out for this or it's, we're in drought just so you know you should do these things. How much more do you do in your yard? How much better do you care of it? You know, how much different is that experience overall? |
| 1:14.3 | If we all had that, I mean, the Earth would look different from space. It'd be huge. |
| 1:17.4 | You know, we collect a lot of data and then interpret that data to become your professional |
| 1:21.0 | and give you that actionable advice all the time. Hey, everyone. This is Ramon Vela, and this is another episode of the story of a brand. |
| 1:39.5 | Like always, we have an amazing guest and brand that we're going to feature on today's show. |
| 1:43.6 | But before we do, imagine 100 influencers constantly talking about your brand. |
| 1:49.0 | Sounds great, right? |
| 1:50.7 | But getting there seems hard. |
| 1:52.9 | Not with Saral. |
| 1:54.7 | Soral is the all-in-one influencer platform that finds brand-aligned creators, |
| 2:00.4 | automates outreach, and manages everything |
| 2:03.3 | in one place. Plus, it has a built-in affiliate tracking and social listening, so you'll save |
| 2:10.1 | on multiple tool subscriptions. You also avoid hefty agency fees and hours of manual searching. |
| 2:18.3 | Plus, Saral's customer happiness team will support you every step of the way. |
| 2:24.3 | Try at risk-free with an extended 14-day trial exclusively for the Story of a Brand podcast listeners. |
| 2:31.3 | Visit storybrand offer.com to start today. Welcome back, everyone. We have a great show. I have with me, |
| 2:39.5 | Colter Lewis, who is founder and CEO of Sunday. Welcome to the show. Thanks, Raymond. Great to be here. |
| 2:46.6 | Well, I have to let the audience know that culture here is actually an alumni of the show. |
| 2:52.2 | He's been on the show. |
... |
Transcript will be available on the free plan in 15 days. Upgrade to see the full transcript now.
Disclaimer: The podcast and artwork embedded on this page are from Ramon Vela, and are the property of its owner and not affiliated with or endorsed by Tapesearch.
Generated transcripts are the property of Ramon Vela and are distributed freely under the Fair Use doctrine. Transcripts generated by Tapesearch are not guaranteed to be accurate.
Copyright © Tapesearch 2025.