AriensCo has expanded its UK team with the appointment of Michael Groves as Product Specialist in July 2025.
With over 18 years of experience in professional turf care, Groves brings a strong mix of technical knowledge and hands-on expertise to the brand.
Having previously worked with Buxtons, Ron Smith & Co., and PSD Groundscare, Groves has built deep expertise in complex, demonstration-driven machinery, particularly High grass and slope mowers. In his new role, he will support AriensCo’s sales team through product demonstrations, dealer collaboration and customer engagement across the UK.
Groves joined the AriensCo Roadshow shortly after taking up his position, giving him an immediate opportunity to connect with dealers and end users nationwide. “This role is about helping our dealers succeed and 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, and adding real value.”
As Product Specialist, Groves will lead technical trainings and strategic demonstrations for major clients, supporting Area Sales Managers and ensuring AriensCo products are experienced where buying decisions are made – in action. His product favourites include the new Ariens Summit Pro professional Zero-Turn range and the popular AS Sherpa ride-on mowers.
Sam Lewis, General Manager AriensCo UK, comments: “Our success depends on being close to our dealers and customers. These are investment products that need to be seen, felt and understood. Michael’s deep market knowledge and genuine enthusiasm for the industry will strengthen our presence on the ground and reinforce our commitment to customer support.”
The appointment aligns with AriensCo’s strategy in the UK to position high-performance, demonstration-driven products such as Zero-Turn and high-grass mowers directly where professionals operate. Dealers benefit from closer cooperation, more active field support and an enhanced focus on end-user experience.
