Nicholas Strain Named Chief Executive Officer of United Turf Alliance

September 27th, 2021

United Turf Alliance is pleased to announce the appointment of Nicholas Strain as its new Chief Executive Officer. Strain replaces George Furrer, who is now the General Manager of Valley Green, Inc.

“I’m eager to lead UTA as we continue growing the ArmorTech and Optimizer portfolios. With a clear commitment to turf and ornamental professionals, UTA is well-positioned to meet the evolving demands of the industry,” Strain said.

Strain has nearly 15 years of experience in the industry, including distributor and manufacturer sales positions along with leadership of the Turf and Ornamental division for Control Solutions, Inc. Most recently, he served as the Vice President of Business Development at Primera. He holds a Bachelor of Science in Agricultural Business from the University of Wisconsin-Madison.

“Nicholas brings a wealth of connections and knowledge to UTA. We look forward to the direction he will take the consortium as we continue serving the industry through our exclusive network of distributors,” said Bob Mele, Chairman of the Board.