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EDITOR'S BLOG

RESILIENCE IN OUR PROFESSIONAL NETWORK
Seen at last week's Service Dealer Conference
by TurfPro Editor, Laurence Gale MSC, MBPR

Last week I attended another successful Service Dealer Conference, which highlighted the levels of customer service and expertise that our professional dealers achieve.

Last week I attended another successful Service Dealer Conference at the impressive Crown Plaza in Stratford Upon Avon.

Now in its third year at this venue, again the event exceeded all expectations. With over 200 delegates enjoying a conference packed with guest speakers and an evening of wonderful awards that celebrate the successes and hard work and resilience of the many machinery dealerships who serve the sports turf and amenity industry.

The Conference was opened and hosted by the owner of TurfPro and Service Dealer, Duncan Murray-Clarke - who began by welcoming our dealer guests and thanking all of our vital sponsors.

Duncan set up the theme for the day by addressing the current political and economic situation, saying how some of the recent changes we have seen are directly impacting companies of our sector's size. Duncan said, "The much higher levels of NI contributions employers are paying and minimum wage increases add to the headache of SMEs. And ultimately these costs are being passed on to customers or stretching already thin margins."

He continued, "Again this year, the impacts of climate change are also not helping - with extremely high levels of rainfall making life very difficult for farmers followed by prolonged drought which slowed groundcare machinery sales and of course effected the harvest yields and Outdoor Power Equipment in general. Once more, ag dealers selling big kit have been hit the hardest."

However, Duncan explained that the industry has moved considerably since our Conference had begun ten years ago and how it feels that the dealer network has risen to meet the challenges. "Resilience," said Duncan, "just seemed right as a theme this year."

The day’s proceedings begun with the arrival of Jason Nettle, MD of Winchester Garden Machinery, who was completing in his final marathon - one of 12 he has undertaken throughout the year, with the finish line set at our conference. He got up at 4am and completed a five and half hour run to arrive at the conference. Jason is raising money for Cancer Research UK, Prostate Cancer UK, Naomi House Children’s Hospice, and St Michaels Hospice. Jason received a warm welcome and applause from the delegates as he crossed the finish line.

The keynote speaker was Stuart Goldsmith who is a professional comedian, popular podcaster, as well as an in-demand corporate presenter. Taking on board the theme of Resilience, Stuart applied the notion to the comedy industry, allowing the dealers in the room to draw parallels to their own similarly independent work lives.

Goldsmith emphasised the importance of maintaining intrinsic motivation and adapting to industry changes. The discussion focused on effective communication strategies, particularly in sales. He advised tailoring content to the audience's concerns, such as weather for farmers. The conversation also touched on the role of hecklers in comedy, suggesting that while heckles can be frustrating, they provide opportunities for improvisation and audience engagement. The session concluded with practical tips for handling criticism and the importance of human skills in an ever-changing world.

We then had two breakout sessions for the delegates, allowing them to attend both during the day - one being delivered by Nick Elston, an award-winning speaker and transformational speaking coach. His session was focused on helping our dealers take care of themselves as well as managing those around them. Nick said that we should be on a mission to get to know ourselves again. He also spoke on how we should be looking out for others and recognising the reasons why we don't ask for help.

The speaker discussed the importance of better conversations and mental health awareness, sharing personal experiences with obsessive-compulsive disorder (OCD) and generalised anxiety disorder (GAD). He emphasised the need for vulnerability and storytelling in mental health discussions. Statistically, 28% of the room experiences GAD. Nick highlighted the significance of emotional connection, the impact of environment on mental health, and the role of acceptance and change in personal growth.

Nick said, "Humans are good - but why do we not tell them what we need? If you tell people, they will step up." To this end he said that we should lead our teams with compassion and empathy - always looking for other people's perspective. And if we don't understand their views, we must ask. Nick ended his session with a lovely quote - "Every storm runs out of rain."

Returning after his popular seminar last year, marketing consultant and senior tutor at Cambridge Marketing College, Neil Wilkins, was back because, incredibly, AI tools available to dealers have evolved hugely during the past twelve months. Neil discussed the evolving landscape of AI, emphasising its role in empowering businesses rather than replacing human jobs. He predicted a market correction in AI next year, which he sees as an opportunity for businesses to consolidate value.

He focused on three key areas for 2026: prompting, agents, and automation. Prompting involves deeper, conversational interactions with AI. Agents can handle tasks like market research and customer service. Automation targets repetitive processes, freeing up time for more valuable human tasks. Wilkins demonstrated AI's capabilities through practical examples, including using AI for shopping and market monitoring

Other presentations during the day featured Ian Beecher Jones, Jim Mackenzie MBE and Gary Whitney.

First up was Ian Beecher Jones, Co-owner of Jo Jos Vineyard a 2.2 Ha vineyard in Henley on Thames. Ian discussed the evolution of the English wine industry, noting the significant growth over the past decade. He highlighted the rise in vineyard acreage to 5,000 hectares and the increasing popularity of English and Welsh wines globally, with exports reaching 15% of the volume. Future Challenges include overproduction, cash flow issues, and the need for efficient mechanisation and technology. Notable investments include major champagne houses like Taittinger and Pommery. Iain emphasised the importance of direct-to-consumer sales and the role of technology in improving vineyard management. The industry is expected to employ 15,000 people in the next few years.

He effectively was saying to the dealers there is a growing market for the sale of machinery and equipment in this newly formed UK Wine industry especially in the form of robotics. Ian said, "A big interest for my business for the future will be how I can apply robotic mowing technology to the vineyard. We need to find a way, working with a dealer, to make this work. Dealers will really need to engage with robotics for our sector."

Our next customer speaker was this time from the high-end commercial turf care sector, with Jim McKenzie MBE, of the Celtic Manor Resort addressing the main room. Speaking on what a top-level turf professional needs from their dealers, Jim spoke with passion about the great, special relationship he has with his local specialist, Hopkins. He said theirs is a long and fruitful association, based upon trust and understanding - and that's what his advice would be to other dealers.

Jim said of the greenkeeping industry, "We want our dealers to come and see us. We want them to see how we work and what our problems are. That way they can see how they can help us run our business." He explained how they need an awful lot of equipment to maintain not only their course, but also around all their hotels and conferencing facilities.

Jim summed up by saying, "Our service dealer is fundamental to what we do. It is a partnership and we wouldn't be able to do what we can without them."

Finally, offering another perspective was well-known industry figure, Gary Whitney, who shared his journey in the outdoor power equipment industry, starting as an apprentice in Coventry in the early 80s. He emphasised the importance of listening in sales, learning from experiences with various companies, and adapting to industry changes. He also highlighted the value of good representation from manufacturers, the impact of new technologies like robotics and battery power, and the need for dealers to evolve with these changes. Gary also stressed the importance of building trust, maintaining relationships, and being responsive to customer needs to thrive in the industry.

Looking ahead, Gary said he saw great opportunity for dealers with robotic and battery solutions. He argued that transitioning to robotics gave commercial end-users a reason to change up their fleets. But to deliver this, Gary said dealers must develop the skills of both their workshop and their sales teams to match their customers' expectations.
It was then left up to Duncan to close the conference. He said "With all that is going on in the industry and the pressures that there are, we hope that today has delivered some real value to you. We hope you have enjoyed it but more importantly will come away with knowledge that will help you progress your own dealerships - maybe even help you be more robust."

As for the night’s awards, we were treated to a night of laughter and jollity, with a lively performance from stand-up Nick Page and comedian Charlie Baker returning to host the ceremony.

You can read about who won Professional Turfcare Dealer of the Year – and access info on all the other winners – here.

I would personally like to say congratulations on fronts, to all involved. Our 2025 Conference and Service Dealer awards were well received and continue to inspire our industry to deliver high standards to our unique sports turf and amenity industry.

NEWS

PROFESSIONAL TURFCARE DEALER OF THE YEAR
Revealed at gala ceremony

Professional Turfcare Dealership of the Year

In our first WEB ONLY story the winning Professional Turfcare dealership was honoured alongside other members of the dealer network at the Service Dealer Awards.

GMA ANNOUNCES NEW EVENT FOR 2026
Promise a day of learning and big conversations

In our next WEB ONLY story the Association says the event will bring together experts and experienced practitioners from across the UK and beyond for an immersive programme.

TGA CONFIRM DEMONSTRATION DAY
Set for 2026

Association describe it as their flagship technical and industry event, bringing together growers, suppliers and sector specialists from across the UK.

The Turfgrass Growers Association (TGA) has announced details for the 2026 TGA Demonstration Day, which will take place on Thursday, 2 July 2026, hosted by Grasslands Turf in Kent.

The Demonstration Day is the Association’s flagship technical and industry event, bringing together growers, suppliers and sector specialists from across the UK.

Delegate tickets will go on sale in the New Year, with further information to be announced via the TGA website and social media channels.

Richard Owens, Chair of the TGA, said, “The Demonstration Day is always a highlight in the TGA calendar, and we are delighted to be hosted by Grasslands Turf in 2026. It is an invaluable opportunity for growers and suppliers to connect, share knowledge and showcase innovation across the industry. Events like this play an important role in supporting high standards, collaboration and the continued professionalism of the turf sector.”

The 2026 Demonstration Day will include:

Live machinery and equipment demonstrations
Exhibitor stands
Opportunities for companies to run on-field trials or demonstrations
Networking with growers, agronomists, technical specialists and manufacturers
Guidance aligned with TGA Standards, sustainability priorities and best practice

As in previous years, the event will conclude with a post-event celebratory dinner.

GREEN-TEC SIGN NEW DEALER
Ongoing expansion in UK market

Manufacturer highlights new dealer's long-standing reputation for high service standards, technical expertise, and deep roots in the local community.

GreenTec A/S, the Danish manufacturer machinery for professional green-area and agricultural maintenance, has announced a new dealership agreement with Wilfred Scruton Ltd, one of Yorkshire’s most established machinery distributors.

Josh Allen of GreenTec and Laura Bell of Wilfred Scruton

The manufacturer says the partnership marks a significant step in their ongoing expansion in the UK market and supports the company’s commitment to strengthening local sales and after-sales support. They say that as demand for their hedge cutters, hydraulic saws, and other professional tools continues to grow across the UK, ensuring reliable customer support has become increasingly important. Wilfred Scruton Ltd was a natural choice due to their long-standing reputation for high service standards, technical expertise, and deep roots in the local farming community.

Josh Allen, UK sales manager at GreenTec, said, “The match between our values was prioritized by both parties. As we are both family-run businesses, we share a practical understanding of how to act quickly, support customers effectively, and build long-term relationships. The partnership ensures excellent service for farmers, contractors, and landowners choosing GreenTec in the region.”

Laura Bell, director at Wilfred Scruton Ltd added, “GreenTec is a great fit for our product range. We always aim to supply high-quality, reliable machinery to our customers, and GreenTec’s reputation for durability and innovation aligns perfectly with that mission. We’re excited to bring their products on board.”

NINE APPRENTICES WIN £500 BURSARY
Supporting new talent

The agricultural engineering apprentices were recognised at this year’s Midlands Machinery Show.

Nine agricultural engineering apprentices were recognised at this year’s Midlands Machinery Show after being named winners of the 2026 Midlands Apprentice Engineering Award.

This year's winners

Each receives £500, paid in two instalments across their first and second year, to support their development.

The initiative is run by the Newark and Nottinghamshire Agricultural Society, in the legacy of former president Geoffrey Bond.

Among the three first-year recipients were two apprentices from Sharmans Agricultural.

Edward Moisey, 19, is based at the company’s Pytchley depot, joining in August 2022. He said, “I’ve always been hands on and really into engines and machines. Tractors are big, they look cool and I wanted to do something different. I thought I’d give it a go and it has just grown from there.”

He says he plans to put the first-year award of £250 straight back into his toolbox.

Tobin Royalls, 20, also collected a first-year award. He joined Sharmans straight after finishing his GCSEs in 2021. He recently became the sole engineer at the Loudon depot, which means he handles all manner of servicing and repairs across the dealer’s livery.

Tobin said: “Agricultural technicians like us work hard in this industry. The hours can be long, and the work can be hard in all weathers, especially in winter.

“Winning this award genuinely gives you a lift. It shows people notice the effort you’re putting in and it helps keep you pushing forward.”

Sir Mark Spencer, incoming President of the Newark and Nottinghamshire Agricultural Society, praised the winners and the commitment they have shown.

He said, “Congratulations to all the winners of the apprenticeship award. The career path you have chosen is going to be challenging but rewarding. We need the brightest and the best in young engineering talent and it is fantastic to see the enthusiasm and commitment that you are showing for our industry.”

The awards ceremony took place at the Midlands Machinery Show, held at Newark Showground on Wednesday 19 November, with the ceremony supported by B&B Tractors.

The 2026 Midlands Machinery Show will be held at Newark Showground on 18 November.

JOBS

SERVICE MANAGER - SHEFFIELD PARK
Reesink UK Ltd

To provide full technical and repair support to end user customers of the brands distributed by Reesink UK enhancing the service standards and product satisfaction of end users.

SALES AND TECHNICAL SUPPORT – HYDROSCAPES
Reesink UK Ltd

To cover the area from Birmingham to the South coast of the UK promoting/selling Toro Golf, Res Comm, & Perrot irrigation products and complete system sales.

MOBILE SERVICE TECHNICIAN – SHEFFIELD PARK
Reesink UK Ltd

To provide practical, field, technical and repair support to end user customers of the brands enhancing their product satisfaction and experience.

TECHNICAL SUPPORT SPECIALIST
Reesink UK Ltd

Providing Technical after-sales/product support to the retail sales team, service centres, dealer network and end-user customers.

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