About Us

Our Executive Team

Our team has more experience developing, making, selling and installing turf fields than any competing company, which is an asset that cannot be overstated.

Heard Smith

Heard Smith

Chief Executive Officer

Heard Smith has led the AstroTurf team since 2010. Serving as Chief Operating Officer, Heard is responsible for the day-to-day leadership and general management of the company. Under Mr. Smith’s leadership, AstroTurf has consistently achieved year-over-year growth, while refining the operations of one of sport’s most iconic brands, AstroTurf. Prior to his role with AstroTurf, Heard led a long career in the textile industry.

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Heard previously served as President of the Knit Fabric and Apparel Group for the Dixie Group and as Global Group Director for Tencate’s Geosynthetics and Artificial Turf sector.

Heard is a native of Gastonia, NC. In his free time, you might find him in a duck blind.

Troy Squires

Troy Squires

President

Troy Squires, an industry veteran since 1979, “re-joined” AstroTurf as Global Director of Sales and Marketing in 2009. Prior to accepting this position, Troy led sales and marketing at FieldTurf International. Before this highly successful tenure at FieldTurf, Troy held a variety of senior positions at other turf companies, including COO at Southwest Recreational Industries (AstroTurf), and Sales Director at All Pro/OmniTurf and SuperTurf.

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Troy directs an extensive network of company sales representatives and marketing support staff, including international dealers. After 20 years in Austin, TX, Troy has relocated to Dalton, Georgia. With Troy’s extensive background in manufacturing and product development (he has two turf patents to his credit, including the original concept of the RootZone), AstroTurf is intent on translating customer needs into product innovation. Troy puts a premium on customer satisfaction, pushing AstroTurf reps in consultative selling, matching AstroTurf’s many manufacturing assets with products that make a difference to clients large and small.

Troy graduated from Rice University in 1977, having attended on a football scholarship (“back in the old Southwest Conference days” but after leather helmets).

Jim Petrucelli

Jim Petrucelli

Executive VP Sales, Marketing & Strategy

Jim Petrucelli serves as the VP of Business Development. His responsibilities include development of regional sales divisions, focusing on increased market share and brand enhancement. Jim is also charged with structuring new business opportunities in such areas as system development, strategic partnerships and enhancing AstroTurf customer programs. Jim’s previous experience includes Managing Director of Hellas Construction Northeast, Senior VP of Sales & Marketing for FieldTurf

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As a founding member of Turf USA, Jim sold and installed the very first long pile, infilled synthetic turf football field in the world, at Ringold High School in Monongahela, PA. Jim’s expertise in the sports surfacing business is extensive, encompassing both base construction and specific sport surfacing systems, including both all weather track surfaces and synthetic turf systems. As former football player at both the University of South Carolina and Youngstown State, Jim understands the needs and requirements of today’s highly trained and competitive athletes. Jim brings a highly structured level of experience and expertise to the AstroTurf Team. He is dedicated to the industry and has an emphasis on capturing and maintaining market share.

Jim’s past industry service includes various positions in the American Sports Builder’s Association (formerly USTC & TBA), including two terms as Chairman and service with the Synthetic Turf Council as a board member. As an integral part of our senior management team, Jim’s industry knowledge and experience, coupled with his highly structured motivational sales approach, will assist AstroTurf to maintain and enhance its ongoing goal to provide the industry’s very best synthetic turf experience.

Philip Snider

Philip Snider

Executive VP of Operations

Philip joined the AstroTurf team in June 2017 after his company, Sports Construction Management, was purchased by Astroturf. Philip served as owner and President of SCM from Dec 2001-June 2017. With Philip’s leadership, SCM grew its workforce from 1 employee to 120 employees and earned the reputation as the “Premier” Sports field contractor in the nation through honest business practices and old fashion hard work.

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Philip is responsible for overseeing the management of all of the construction divisions within AstroTurf along with future expansion of the company’s construction capabilities.

Philip graduated from North Carolina State University with a degree in Agricultural Business in 1997. He currently resides in the mountains of southwest Virginia with his wife Kelly and their four kids Skye, Ethan, Will, and Stella. He is a true believer in giving back and with a love for people, Philip helps supports local non-profits including Blue Ridge Christian School and One7 Ministers. He travels annually into 3rd world nations to work with those in need.