Generational Group Advises in its Sale to Forge Equity Partners

By Generational Group


Generational Group, a leading mergers and acquisitions advisor for privately held businesses, is pleased to announce the sale of its client to Forge Equity Partners. The transaction closed January 19, 2024.

Founded in 2020, and located in Watauga, Texas, (LSF) specializes in high-end residential and commercial sod grass supply and installation in over 50 major cities throughout the nation. The Company provides superior experience connecting homeowners, contractors, and local sod farms using the latest advancements in e-commerce and communication technology.

Forge Equity Partners (Forge) has a mission to partner with owners and management teams to build great companies, which will create long-term value for investors, employees, customers, and local communities. Forge draws on the partners’ operational and leadership experience to grow businesses through investment in people, processes, technology, systems, expanded operations, and strategic acquisitions. Forge is located in Houston, Texas.

Generational Group Executive Managing Director of M&A – Central Region, Michael Goss, and his team, led by Senior Managing Director, M&A, Cory Strickland, with the support of Vice President, M&A, Vanessa Christian, successfully closed the transaction. Senior Managing Director David Robinson established the initial relationship with LSF.

“We congratulate on pioneering an E-Commerce platform for the sod industry,” said Strickland. He added, “What a pleasure it has been to represent Eric Vevang and Rafael Rodrigues in a partnership transaction with Forge Equity Partners. I know the new partnership will continue to build on the outstanding success of such a unique business.”

About Generational

Headquartered in Dallas, Generational is one of the leading M&A advisory firms in North America.

With more than 350 professionals located throughout 17 offices in North America, the companies help business owners release the wealth of their business by providing growth consulting, merger, acquisition, and wealth management services. Their six-step approach features strategic and tactical growth consulting, exit planning education, business valuation, value enhancement strategies, M&A transactional services, and wealth management.

The M&A Advisor named the company Investment Banking Firm of the Year three years in a row, Valuation Firm of the Year in 2020, and North American Investment Bank of the Year in 2022 as well as Consulting Firm of the Year. For more information, visit