GroundsFest took place at Stoneleigh again this week and, if the consensus among the exhibitors and visitors I spoke to was anything to go by, this was the biggest and best edition yet.
There was certainly plenty of evidence to support that view. Day one was heaving, with the showground seemingly packed, while the organisers told me there were 302 exhibitors this year - 40 more than in 2025, with 60 companies also increasing their stand space. They went on to say there is apparently already a waiting list of prospective exhibitors, with scope to expand the show's footprint into unused areas towards the back of the Stoneleigh site.
So, what is the show getting right?
The weather certainly helped this year. But there is something more fundamental about an outdoor machinery show in September that simply works – for both visitors and exhibitors. Also, interestingly, there is a noticeably different atmosphere to GroundsFest than other trade shows in our sector. It feels less formal, relaxed and even perhaps a word not often associated with exhibitions, fun. That mood seems to bounce around the showground, from the staff running the stands to the visitors walking between them.
Each year the show seems to add little tweaks of improvement based on feedback. I took advantage of one of this year's new initiatives myself, with free coaches running between Leamington Spa railway station and the showground. Admittedly, the coach I was on at 8.30am on Wednesday wasn’t the fullest, but hopefully as word spreads of this helpful addition, it could ease pressure on the surrounding roads.
The Service Dealer & TurfPro team
Essentially, it feels to me like GroundsFest has hit on a formula that works. Certainly when the weather plays ball, as it did this week.
This sector is, of course, intrinsically linked with the vagaries of the British weather. When I spoke to dealers I bumped into and their manufacturer partners on their stands about the year so far, there was one subject that came up repeatedly: the summer drought.
Those months without meaningful rain, with grassed areas turning yellow and customers holding back on traditional turfcare purchases, were tough. Very tough, in some cases.
But there was also a recurring theme around what had helped keep things moving. Robotic solutions.
As we've heard from dealers before, these increasingly appear to occupy a slightly different space in the customer's mind. Rather than simply being another piece of outdoor powered machinery, they can be perceived more like a desirable consumer-electronics purchase – something new and aspirational that customers still want, even when the wider market is being affected by the weather.
We will include more details about what exhibitors were saying and showing on their stands in the next issue of Service Dealer magazine. In the meantime, here’s a brief flavour of what some companies of interest to our dealer readers were up to.
AL-KO was showcasing a raft of new Solo by AL-KO products, including dealer-exclusive machines and new wireless robotic mowers. New walk-behinds were notable for how quick they are to assemble. Among other introductions was the Velocity 100 TRFP remote-controlled flail mower, aimed at contractors working on slopes and other difficult or hazardous terrain.
Husqvarna had a strong focus on professional robotics, including machines equipped with AI cameras to help them navigate when satellite signals are compromised and to recognise lifeforms and temporary obstacles. The company also stressed that petrol remains part of its strategy, describing its future approach as a blend of petrol, battery and robotic technology.
STIHL focused heavily on its new AllPro battery system and the different charging options available to users, from rapid on-site charging to workshop and vehicle-based solutions. It was also demonstrating collaborations with other manufacturers using STIHL battery power, with machines from Westerman and Kwern on the stand powered by their technology.
Kress used the show to launch its larger Voyager robotic mower, capable of covering up to 19 acres on a single charge, alongside a smaller Voyager and a new four-wheel-drive commercial robot. The latter using AI cameras to assess grass quality and identify potential problems.
Toro and Hayter had plenty to show, from battery and petrol Harrier Pro models to the E-Pro Stripe for football pitches. Looking ahead, a new 32-inch GrandStand is planned for contractors needing to get through standard gates, while Hayter was using its 80th anniversary to underline its heritage alongside a move into a wider range of premium gardening products.
EGO said GroundsFest remains its favourite event of the year, with a good crossover between dealers and professional end users. Its big draw was the forthcoming ZTX 4800 commercial zero-turn mower, with its price point intended to make the move from petrol to battery more accessible to commercial operators. The company also stressed the importance of dealer-led demonstrations and getting machines into the hands of professional users.
Greenworks Commercial confirmed that the Cramer name will disappear from the European market as the machines transition to Greenworks Commercial branding. The machines themselves are essentially unchanged, with the dealer-only Greenworks Commercial operation retaining its existing UK team and setup.
AriensCo reported its busiest-ever first day at GroundsFest, with strong interest from both dealers and end users. Its Summit Pro range was attracting attention, while remote-controlled machines were again among its stars, with the company reporting that demand had held up well through the summer drought.
STIGA had expanded its demonstration area this year, with the Apex Pro robot attracting plenty of attention and visitors trying out the E-Park Pro throughout the show. The company said it had already secured numerous follow-up demonstration appointments, with professional applications including colleges, universities and other commercial operations where staff can be redeployed onto other more skilled activities.
FGM Claymore said its robotic Sunseekers had continued to sell through the summer drought, with customers increasingly viewing robotic mowers in much the same way as consumer electronics. The company also reported strong interest in golf robotics and announced that it is taking on distribution of the Victor range, with plans for a broader professional petrol offering.
Henton & Chattell had a new Cobra out-front rider with four-wheel-drive options attracting attention, alongside the prototype Rotary Stadium Fortis. Designed for post-match tidy-ups on football pitches, but also suitable for rugby and cricket applications, the 34-inch twin-blade rear-roller machine is due next year in both petrol and EGO-powered versions.
PSD was highlighting its support for dealers with its range of professional equipment, with the remote-controlled Sabo Mowit proving a particular draw. The machine is finding applications in rougher areas that conventional robotic mowers may struggle with, including the edges of golf courses, as well as with landscapers and public authorities.
Overton was showcasing its recently added DR professional range, with further models planned for launch at BTME. The company said dealers were particularly interested in the return of these machines with two field & brush mowers and two trimmers on show, with the company now looking to build a dealer network.
Redexim put its new Turf Tidy 5000 centre stage, describing it as the largest machine the company has produced and its first unit that can legally be driven on the road between sites. The company was also keen to demonstrate the breadth of its turf-care range following what has been a challenging year for grassed areas.
A positive atmosphere
Perhaps my biggest takeaway from my couple of days at GroundsFest this week was that, despite what has clearly been a difficult summer, there was very little sense of despondency.
That doesn't mean the challenges have disappeared. I spoke to dealers who described the drought in pretty stark terms, while some are questioning whether there is enough margin left in smaller handheld machinery and are considering concentrating more heavily on larger equipment. There are also continuing concerns around internet competition and manufacturers selling direct.
But my conversations at the show also demonstrated how quickly the industry is adapting.
Robotics continues to move beyond the domestic garden and into commercial, golf and specialist applications. Battery is becoming an increasingly normal proposition for professional users - but, significantly, petrol is clearly not disappearing. Whilst the showground wasn't exactly roaring with the noise of traditionally fuelled engines, there is still clearly a desire there amongst users, manufacturers and dealers for quality, cleaner, petrol options.
And, perhaps most importantly for dealers, manufacturers are still talking about the importance of demonstrations, specialist dealer networks and putting new technology into the hands of end users.
Which kind of sums up the show this week. GroundsFest understands the value of getting people together, outside, in a relaxed environment and letting them see, touch and try the machinery. It genuinely appears to be something the industry wants.
And judging by the crowds at Stoneleigh this week, it seems to be working.
