We feature a news item today with quite a dramatic headline regarding the current state of ag machinery sales in the UK.

With the latest figures that the AEA have released of registrations of agricultural tractors during February 2025, it's accurate to state that the market has experienced its lowest numbers since the 90s. Admittedly it only just meets that time period benchmark as it was December 1999 when they were last as low as this, but it's still undeniably last century.

It seems fair to say that everyone knows that sales into the farming sector have been pretty dire for a while now, but I do feel this data from the Association is particularly stark and gives pause for thought.

Stephen Howarth, the AEA's agricultural economist, offers some potential for optimism, pointing out how the opening two months of the year are typically a quiet period for tractors. "Therefore," he says, "we will have a clearer idea of the trend for the year ahead once we've seen figures for March, which is usually the peak month of the year for registrations."

What is clear though, is just how extraordinarily tough it is right now for our agricultural machinery dealer readers to sell kit into farms.

Last week when myself and Service Dealer's owner Duncan Murray-Clarke were on our short road trip visiting a handful of dealers in northern England, the one true ag dealership we dropped in on was Ripon Farm Services. There we chatted to Phil Gregg who isn't one to mince his words and can always be relied upon to give it to you straight.

Phil told us just how hard wholegood sales into agriculture have been in recent times. "Customers just keep putting off purchases," he told us. "It can't continue like this forever, but there's just so much uncertainty in the market it makes things difficult. Farmers are quite simply strapped for cash." 

We asked Phil why he thought the circumstances are so bad? It's complex with a multitude of factors of course, with Phil summing it up by saying, "Times are difficult in farming and it’s therefore difficult for us a business off the back of that. We service and look after the farming community and when they find it tough, we find it tough too."

Phil also told us just how surprised he has been with the speed of the downturn in wholegood sales to farmers. "The decline has been rapid," he confirmed.

When looking for positives in the situation, Phil admitted that he found it difficult to do so on the ag side of the business at the moment but, as reported last week, it's the professional turf care part of the Ripon set-up that's proving buoyant. They have a young, dynamic team there who are finding success in the commercial sector, with some recent high-profile wins.

Which begs the question, is it a diversity of machinery offerings that will prove to be the saving grace for dealers this year?

Looking beyond ag, when we visited Major Owen last week, they cited their mix of domestic, commercial and construction machinery as being vital for their company's health. If one area slips, the others should hopefully be there to pick up the slack, is how they look at it.

One presumes this is a view held by increasing numbers of dealers. In years gone by, one feels the delineation between domestic, commercial and agricultural machinery dealers was a lot more pronounced. Now those lines appear to be blurred - but you tell me?

Is solely serving just one area of the market a strategy that is falling out of favour? Do dealers need to be specialists across multiple machinery disciplines nowadays in order to navigate the seasons?

Please let us know your thoughts on this in the comments below.

According to figures released by the AEA, the number of agricultural tractors registered in February 2025 was 37% fewer than in the same month last year and not much more than half of the seasonal average.

At just 300 machines, it was the lowest for any month since December 1999. The total of 762 machines for the first two months of the year was 20% down on January and February 2024.

"Nevertheless," explained agricultural economist at the Association, Stephen Howarth, "the opening two months of the year are typically a quiet period for tractor registrations. Therefore, we will have a clearer idea of the trend for the year ahead once we've seen figures for March, which is usually the peak month of the year for registrations."

Service Dealer's Conference & Awards will take place once again at the Crowne Plaza, Stratford-Upon-Avon, on Thursday December 4th 2025.

We are delighted to confirm that the next company who will be supporting the event dedicated to the dealer network is Kubota UK, who will again be joining us a Gold Sponsor.

Simon Chadbone, business development manager parts for Kubota said, "We are delighted that Kubota is continuing as the Gold Sponsor for the 2025 Service Dealer Conference & Awards. 

"Service Dealer's on-going support underscores their commitment to the industry and we look forward to another fantastic event this year."

Duncan Murray-Clarke, Service Dealer's owner added, "Hosting this event is a real privilege for us. Thank you to Kubota who have once again been quick to support the industry event of the year."

Keep an eye on this Weekly Update and our social channels for updates on this year's theme, guest speakers and workshops.

Interested in sponsorship or delegate tickets? Register your interest here.

Jason Nettle, director of Winchester Garden Machinery, is this year undertaking the challenge of 12 marathons in 12 months for good causes. Here he updates us about his latest challenge.

Hi everyone,
 
It feels like the marathons are coming around quicker and quicker! This weekend, I'll be tackling the Spring Marathon held by Phoenix Running at Walton on Thames.
 
To be completely honest, I'm still feeling the effects of last month’s BigMud Marathon. I haven't fully recovered and, with plantar fasciitis kicking in, training has been practically non-existent. If you've ever experienced that pain, you'll understand.
 
Despite the aches and pains, I'm excited to get back out there. I'm thrilled to announce that I'll be joined on this run by Sam Lewis from AriensCo UK, who have very kindly sponsored me for this event. Their support means a great deal, and I'm looking forward to sharing the experience with Sam. When I had a quick catch-up with him on the phone he casually mentioned that his last marathon was around Ben Nevis. Just the other day Steve Campbell reminded me that Sam is known for his Ironman challenges. So, needless to say, I'm in good company and feeling slightly intimidated!
 
To add to the "madness" of this challenge, I had the pleasure of having dinner this week with Ben Collins aka The Stig. When my marathon challenge came up, I mentioned I was already nursing an injury. Even Ben, known for living on the edge with his stunts and racing driving experiences, said I was mad. I think that just highlights the size of the challenge I've set myself!
 
With the limited training, the lingering effects of BigMud, and a "mad" endorsement from Ben Collins, this weekend's marathon is going to be a real test of mental and physical resilience. But I'm determined to push through.
 
The charities I'm running for - Cancer Research UK, Prostate Cancer UK, Naomi House Children’s Hospice, and St. Michael's Hospice - are my driving force. This marathon is coming at me fast, and I'm hoping that my body can hold out.

So how can you help?

• Sponsor me: Every penny counts. You can donate directly to my fundraising page.
• Cheer me on: Whether it's at the side of a course or from the comfort of your armchair, your support will be invaluable.
• Get inspired: Use my challenge as a motivator to get more active yourself. Maybe start with a brisk walk around the block, ditch the lift and take the stairs or join me!

I'll provide an update after the Walton on Thames Marathon. Wish me luck!

The organisers of GroundsFest 2025 say the show set to be even bigger this year, with significant growth in exhibitor numbers, stand space, and industry influence. 

The following statistics about September’s edition have been released:

• 19,365sqm of sold exhibitor space already - with seven months still to go
• 6,300sqm of extra stand space added to accommodate exhibitor demand
• 91% of 2024 exhibitors have rebooked,
• 52 brand-new exhibitors already confirmed for 2025, with more expected

The 2025 exhibitor list sees some new first-time exhibitors including Dewalt, Bosch Outdoor Garden, Amazone Ltd, Martin Lishman, Block Blitz, Först, Wessex International and Trilo.

Sales director, Charles Neale, said, "The speed at which GroundsFest is growing is simply phenomenal. The fact that 91% of last year’s exhibitors have already rebooked speaks volumes about the success of the event and the business opportunities it provides. The increasing demand for space, the addition of 52 new exhibitors, and the support from the industry show that GroundsFest is exactly what the sector needed - an engaging, interactive, and accessible event that truly delivers for exhibitors and visitors alike."

GroundsFest 2025 takes place on 9 and 10 September at Stoneleigh Park, Warwickshire.

A new show from the organisers of the Scots Turf Show took place on Wednesday (12th March 2025) this week.

Called the The South Turf UK Show it took place at Windsor Racecourse, once the home of the SALTEX exhibition.

Service Dealer attended, with stand holders reporting some good conversations with the turf professionals who had made the trip.

Speaking on behalf of the organisers, Julia Campey told us, "We felt it was a good show for the first year and has the potential to grow. Numbers where just shy of 200."

Julia continued, "It's a great venue, with easy access for exhibitors and visitors. More information about Scots Turf & South Turf for 2026 will be announced in the coming weeks."

Trimax recently hosted a dealer training event near its headquarters in Northampton.

The company described the two-day event as an immersive training experience, equipping sales representatives with product knowledge, marketing support, and key industry insights. The event saw 78 sales reps from 20 dealerships across the UK, France, Denmark, Scotland, Wales, and Ireland come together.

The event also saw the manufacturer's Dealer Awards Presentation, celebrating top-performing dealerships. The winners were:

• Outstanding Sales Achievement: Lister Wilder
• Outstanding Aftersales Achievement: Tallis Amos Group
• Dealer of the Year: Thomas Sherriff & Co Ltd

Michael Sievwright CEO of Trimax with Cameron Smith of Thomas Sherriff & Co Ltd

Cameron Smith of Thomas Sherriff & Co Ltd said, “This amazing event expanded my knowledge of Trimax machines and taught me that the end product is nothing but top quality. We were also honoured to have Michael Sievwright CEO of Trimax present us with the Trimax Dealer of the Year Award 2024.”

The training at the event featured outdoor stations, each showcasing different Trimax product categories. Each session allowed attendees to engage with the machinery, examine features up close, and participate in discussions led by the company's team members.

In addition to product training, a marketing session provided insights into Trimax’s dealer resources. Sales reps received an overview of essential tools, including the Dealer Resource Centre, Dealer App, and the upcoming Dealer Academy platform.

Day two of the event featured a factory tour of Trimax’s UK facility. 

In a statement following the event, the company said, "Trimax remains committed to supporting its dealer network with top-tier training and resources, ensuring they can provide customers with expert guidance, seamless buying experiences, and exceptional after-sales support. This year’s event reaffirmed that dedication, equipping dealers with the knowledge and tools they need to succeed in an evolving market.

"A huge congratulations to all award winners and a heartfelt thank you to every attendee for making the 2024 European Dealer Extravaganza an unforgettable success."

After 17 years of service, Roger Moore has announced his retirement from the Howardson Group.

Roger Moore

Roger has been a familiar and respected figure within the company. Having joined as a customer manager, his role evolved to encompass sales, marketing, and customer support, making him an integral part of the business. Over the years, he has built strong relationships with key industry organisations, including the GMA, BIGGA, SAPCA, EBA, SBA, WBA, CGBA, and numerous representatives from cricket, football, rugby, tennis, and croquet, as well as the press.

Alongside his colleagues, particularly Alison Pickering, Roger has played a leading role in organising and developing events in the UK and abroad, dealer days, press days, export dealer events, and the company’s brochures, websites, and overall marketing strategy.

The highly regarded seminar programmes for bowls, cricket, croquet, football, and rugby have been running for over 20 years, and Roger and his team have continuously refined and enhanced them. These programmes provide valuable insights from industry experts, supporting everyone from volunteers to professional turf managers.

When SISIS was acquired in early 2011, Roger was instrumental in developing a detailed 90-day integration plan to successfully merge Dennis and SISIS - a significant challenge that had never been undertaken before. The senior team fully backed his plan, and its success helped shape the company’s future.

The company says Roger’s meticulous attention to detail has been a defining trait throughout his career. His commitment to quality in every aspect of marketing - whether exhibition stands, advertisements, brochures, or digital content - has left a lasting impact. A prime example of his expertise was the 2022 Dennis Centenary Year celebration, which he and Alison planned with precision, ensuring the event ran seamlessly.

As a senior team member, Roger’s wisdom and experience have played a crucial role in the company’s growth, contributing to an almost ninefold increase in sales during his tenure.

Managing director Megan Oliver, Chairman Ian Howard, and everyone at Howardson Group extend their sincere gratitude to Roger for his dedication and contributions over the years and wish him all the best in his retirement.

Cobra is excited to announce the launch of its exciting new range of four lawn tractors for the 2025 season. Designed for homeowners and garden enthusiasts, this new line-up combines powerful performance, user-friendly features, and sleek design to make lawn care easier, more efficient, and enjoyable.

The Cobra LT112HR2L is an exceptional lawn tractor powered by a 586cc V-Twin Loncin engine, delivering outstanding performance and reliability. Featuring a 112cm (44") cutting deck and an impressive 320ltr grass collector, it stands as the largest model in the Cobra lawn tractor range. The adjustable cutting heights, ranging from 25mm to 85mm, provide precise control for a perfectly tailored lawn finish. Additionally, the inclusion of a premium comfort seat ensures operator comfort, making even the longest mowing session a pleasure.

We are also introducing the all-new Cobra LTX92HR2L and LTX102HR2L premium lawn tractors for the 2025 season. These cutting-edge models combine stunning aesthetics with exceptional performance, making them a standout in the Cobra lawn tractor range. Both models feature powerful 586cc V-Twin Loncin engines, ensuring top-tier performance and smooth operation and are equipped with a 92cm (36") or 102cm (40”) cutting deck and a large capacity 240ltr grass collector.

One of the standout features of these models is the LCD dashboard, which provides the operator with all the vital information needed for seamless operation. The LED headlights, along with a striking strip light across the front, not only enhance visibility but also give the tractor a sleek, sporty look, and for added comfort, both tractors come with an adjustable superior comfort seat, ensuring you can enjoy a smooth and relaxing ride, even during the longest mowing sessions. 

To complete the range is the compact but powerful Cobra LTX66HRL. This versatile lawn rider is perfect for navigating around smaller gardens and tight spaces. With its 66cm cutting width and hydrostatic drive system, the LTX66HRL provides smooth, easy manoeuvrability, making it ideal for passing through narrow gateways or tackling more intricate areas of the lawn. Despite its smaller size, it doesn’t compromise on performance, delivering efficient cutting power and ensuring that every inch of your garden is well-maintained.

Peter Chaloner, Managing Director of Cobra Tractors, shared his thoughts on the new range:

"We are incredibly excited to launch this new range of domestic lawn tractors for the 2025 season. Our team has worked diligently to develop models that not only offer exceptional performance and cutting-edge technology but also enhance the overall lawn care experience. The new models are a direct result of our commitment to delivering high-quality, reliable products for homeowners. Whether you have a small or larger garden, there’s a Cobra tractor perfectly suited to your needs. We're confident that our new range will make gardening more enjoyable, efficient, and rewarding for all our customers."

For more information on Cobra visit: www.cobragarden.co.uk or to become a Cobra dealer, please contact Andy Marvin on: 07771 581 296 or call our sales team: 0115 986 6646 today.

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