When Olivier Roumy talks about grass, he speaks about it the way an artist talks about his craft. Texture matters. Balance matters. The way something looks and feels when you run your hand across it matters. For Roumy, the founder of Los Angeles–based turf company Cocoturf, artificial grass has never been just a landscaping product—it’s something to be refined and perfected.
Roumy grew up far from Los Angeles, in France’s Loire Valley, a region known for its historic castles, vineyards and winding rivers. “It’s one of the most beautiful parts of France,” he says of the storybook setting. “I actually grew up facing a castle. Not in one, unfortunately—but right across from it.” The countryside shaped his childhood, from long bike rides through the rolling hills to the early obsession that would stay with him for life: motorcycles. “I started riding when I was five or six years old,” he says. “In the countryside, you just ride everywhere.”
Like so many, Roumy came to the United States with curiosity, ambition and little certainty about what his future might hold. He moved to Washington, D.C. in 1998, working as a hairdresser. It was a creative, high-energy world, and Roumy quickly built a reputation for his meticulous work and artistic eye. “I was doing men’s and women’s hair,” he says. “Balayage twenty-five years ago, before it was popular.” The work even took him backstage at New York Fashion Week. “That was exciting,” he recalls. At the time, Roumy had no idea that those early years—focused on artistry, customer service and attention to detail—would eventually shape the philosophy behind a turf company on the opposite coast.
Sixteen years ago, Roumy moved to LA after a close friend and racing teammate, Tim Dennis, invited him to join his company, DuraTurf. Roumy had been racing motorcycles for years, including events at Daytona, and Dennis saw an opportunity for him in the turf industry. He quickly immersed himself in the business, working on a range of projects—including an installation at the Hollywood Bowl. Then everything changed.
“After only three years here, Tim had a heart attack and suddenly passed away,” Roumy says quietly. “He was my best friend.” The company closed, leaving Roumy at a crossroads. But by that point he had discovered something unexpected: he loved the work. “I took some of the employees and started my own company,” he says.
Nearly a decade later, that company has evolved into Cocoturf, a west coast leader in high-quality artificial turf installations known for its proprietary cooling systems and natural infill materials. Roumy’s approach to turf was different from the start. When he entered the industry, he quickly noticed that many companies were focused almost entirely on price. “Most companies were chasing the cheapest product,” he says. “Install it quickly, install it cheap.” That philosophy never appealed to him. “Even though it’s artificial grass, I want the product to look and feel as natural as possible,” he says.
That belief led Roumy to develop the company’s signature system, CocoFill, a blend made primarily from coconut husk and cork designed to replicate the natural behavior of soil. “It’s about ninety percent coconut husk and ten percent cork,” Roumy explains. “Coconut fiber acts like a sponge. It absorbs three or four times its weight in water.” When combined with specialized cooling sand, the system allows moisture to evaporate slowly as temperatures rise, lowering surface temperatures dramatically. “When the sun hits the turf, the moisture evaporates and cools the surface,” Roumy says. “It can lower the temperature forty to fifty degrees.”
For homeowners across Los Angeles—where turf can quickly become scorching under year-round sun—that difference is significant. The system also avoids synthetic infills like rubber pellets, relying instead on natural elements. The products are made in America and are PFAS- and lead-free, reflecting Roumy’s commitment to safer, more environmentally responsible materials.
Roumy’s goal has always been simple: create artificial turf that looks and behaves as naturally as possible. That philosophy aligns closely with the work of Brentwood landscape designer Teryl Ciarlo of Teryl Designs, one of Roumy’s longtime collaborators. “I love recommending my clients to Cocoturf because it looks so realistic like real grass, and the team is efficient and professional,” Ciarlo says. “I especially feel good about them because their products are made in America and don’t use harmful chemicals. My clients love it because it’s cool to the touch.”
Together, Roumy and Ciarlo have completed numerous projects across the westside, integrating turf into landscapes filled with trees, plantings and natural textures. For Roumy, turf should never dominate a space. “Too much turf wall-to-wall isn’t beautiful,” he says. “You have to design the whole environment so it feels natural.”
Over the years Cocoturf has installed everything from residential lawns and playgrounds to putting greens, sports training fields and pet-friendly landscapes. Roumy has also completed installations for several local schools, including Milken, Crossroads and Sunshine Preschool, and worked on studio projects that include filming the popular Madden video game. He often reminds clients that turf isn’t a one-size-fits-all product. “Most people touch the samples and say, ‘I like this one,’” he says. “But you have to think about pets, kids, traffic, drainage—everything.” Rather than working with a single brand, Cocoturf sources from a range of carefully vetted manufacturers, allowing Roumy to recommend the best material for each project while staying aligned with his eco-conscious philosophy and CocoFill system. Pet turf, for example, requires highly permeable backing to allow urine to drain quickly and prevent odors. “If it doesn’t drain properly,” Roumy says, “it’s like letting your dog go to the bathroom in your living room.” Roumy operates a small by-appointment showroom in Culver City—what he jokingly calls a “turf boutique”—where clients and designers can see and feel different materials in person. He frequently visits properties as well, walking sites with clients to evaluate how the space will be used and recommend the most appropriate solution for each landscape. CocoTurf also provides maintenance and cleanings for both new and existing clients.
Some projects come with memorable stories. One of Roumy’s favorites involves actor Henry Winkler, whose Brentwood home Cocoturf installed several years ago. For Roumy, who grew up in France watching Happy Days, meeting Winkler felt surreal. “The Fonz with the leather jacket and the motorcycle—I thought he must be the coolest guy,” he says. But what Roumy remembers most is Winkler’s kindness. “Henry bought lunch for my crew every single day,” he recalls. “Every morning, he asked the guys what they wanted and went to the Brentwood Country Mart to pick it up. Then at three o’clock he would come out with a plate of cookies for the team.” Roumy had been eager to talk motorcycles with the iconic actor. “I told him I was a motorcycle guy,” he says. Winkler’s response surprised him. “He said, ‘Son, I can’t even sit on one. I’m scared of those things!’” Roumy laughs. “My jaw dropped.”
In recent years, Roumy and Ciarlo have also collaborated on projects tied to the Palisades community following the devastating fires, including relandscaping the Palisades Fire Station. For Roumy, who had numerous clients in the area, the destruction was deeply personal. “Driving through after the fires was heartbreaking,” he says. Yet the experience also revealed something unexpected about turf itself. “Turf is actually fire retardant,” Roumy explains. “Two homes that had my turf survived. The firemen actually left one of my clients a note. The turf melted, but it helped stop the fire from spreading.”
Today Cocoturf continues to grow, installing projects across Southern California and attracting interest from around the country. But for Roumy, Los Angeles will always be home. “This city gave me everything,” he says. For the boy who grew up in the Loire Valley, the journey to building a thriving American business has been long and unexpected. But the guiding principle has remained the same: craftsmanship matters. “Whatever you create,” Roumy says, “it has to feel beautiful and natural.”
Cocoturf
4935 McConnell Ave., Unit 5 (by-appointment only)
310-957-1900
cocoturf.com