AriensCo appoints Michael Groves as UK Product-Specialist
Strengthening customer engagement & technical expertise across the UK market
AriensCo has expanded its UK operations with the appointment of Michael Groves as Product Specialist in July 2025. The move underlines AriensCo’s commitment to closer customer relationships, stronger dealer collaboration & hands-on technical support across the country.
With over 18 years of experience in professional turf care, Groves combines deep product knowledge with extensive practical expertise in demonstration-driven, high-performance machinery.
Experience rooted in professional turf care
Before joining AriensCo, Groves worked with leading UK dealerships such as Buxtons, Ron Smith & Co., & PSD Groundscare. Throughout his career, he has specialised in high grass & slope mowers, building a reputation for connecting advanced machinery with real-world performance.
In his new role, Groves will:
Support the UK sales team through product demonstrations & technical advice.
Strengthen dealer relationships with on-site collaboration & customer engagement.
Showcase AriensCo products across roadshows, events & field demonstrations.
Connecting with dealers & customers nationwide
Shortly after his appointment, Groves joined the AriensCo UK Roadshow, meeting dealers & end users across the country.
“This role is about helping our dealers succeed & showing customers the difference our machines make in real working conditions,” says Groves. “The Roadshow was the perfect way to start – being out there with customers, listening, demonstrating & adding real value.”
Leading product demonstrations & technical training
As Product Specialist, Groves will lead technical training sessions & strategic product demonstrations for major clients, working alongside Area Sales Managers to ensure AriensCo’s machinery is experienced directly in action.
Among his product highlights:
The Ariens SUMMIT PRO – a professional Zero-Turn mower range designed for demanding commercial use.
The AS-Motor Sherpa – a proven ride-on mower built for high grass & steep slopes.
Reinforcing dealer support & customer experience
Sam Lewis, General Manager AriensCo UK, comments:
“Our success depends on being close to our dealers & customers. These are investment products that must be seen, felt & understood. Michael’s deep market knowledge & enthusiasm for the industry will strengthen our presence in the field & reinforce our commitment to customer support.”
Part of a wider UK growth strategy
The appointment is part of AriensCo’s strategic focus in the UK to position its high-performance mowers – including Zero-Turn & high-grass models – directly where professionals operate. Dealers benefit from:
Closer cooperation & training support
More active field demonstrations
Enhanced end-user experience & satisfaction
Through this approach, AriensCo continues to build its reputation as a trusted provider of professional mowing solutions combining innovation, performance & long-term value.