FireFly Automatix
FireFly Automatix designs and manufactures autonomous, all-electric turf maintenance equipment — including the AMP robotic fairway mowers and ProSlab/R300 sod harvesters — for golf courses, sports fields, and turfgrass farms across North America, Australia, and the UK.
- Company typePrivate
- Founded2010
- HeadquartersSalt Lake City, United States
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What FireFly Automatix does
FireFly Automatix, founded in 2010 and headquartered in Salt Lake City, Utah, designs and manufactures autonomous, all-electric turf maintenance equipment for the golf, sports turf, and turfgrass farming sectors. Its core hardware portfolio centers on the AMP (Autonomous Mowing Platform) family — the AMP-L100 100-inch 5-gang electric reel mower, the AMP-X100 rotary mower, and the M220-AV variant — together with ProSlab and R300 automated harvesters for sod farms. The machines are built around a patented quad motor synchronized four-wheel-drive system and are coordinated through the FireLink software platform, which provides path planning (QuickPlan with Auto Sectioning), zone management (Exclusion Zones, Slow Zones, Management Areas), and fleet monitoring, with optional Starlink connectivity for remote sites. The company monetizes primarily through one-time hardware sales of mowers and harvesters, an equipment leasing program, parts and used equipment, and a recurring Mercury Data Services subscription at $720/year (free first year on new harvesters) that bundles cellular connectivity, remote diagnostics, and session reporting.
The company sells predominantly through an enterprise field-sales motion targeting golf courses, sports fields, schools, and turfgrass farms, supported by regional service technicians in the US, Australia, and the UK, and an emerging dealer/channel-partner model. Operations span more than half of US states plus Puerto Rico, Canada, Mexico, a pilot in Australia, and the UK, with a deployed base of 900+ total machines including 125+ AMPs across 65+ golf clubs, and 75,000+ acres mowed autonomously. Trailing-twelve-month revenue as of September 2025 was approximately $48M, up 45% year-over-year, though the company reported a $9.0M net loss for the first nine months of 2025 and disclosed substantial doubt about its ability to continue as a going concern after withdrawing a planned $25M Nasdaq IPO in March 2026. Leadership includes CEO and founder Andrew Limpert, CTO and Board Chairman Steven Aposhian, COO and President Matt Aposhian, and CFO Lindsay Jones, with Todd Litton joining as VP of Service and Customer Operations in May 2026.
FireFly Automatix firmographics
Firmographics- Name
- FireFly Automatix
- Legal name
- FireFly Automatix, Inc.
- Website
- https://fireflyautomatix.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- FireFly Automatix designs and manufactures autonomous, all-electric turf maintenance equipment — including the AMP robotic fairway mowers and ProSlab/R300 sod harvesters — for golf courses, sports fields, and turfgrass farms across North America, Australia, and the UK.
- Ownership category
- akta.pro rank
FireFly Automatix industry classification
Industry- Product category
- Autonomous Turf Maintenance Equipment
- NAICS
- Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112), Agricultural Implement Manufacturing (33311)
- SIC
- Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Turf Management (Sports Fields, Golf Courses) (BPABADAC)
- akta.pro secondary industry
- Turf Care (Fertilization, Aeration & Weed/Pest Control) (IMAIAIAD)
Keywords
Where FireFly Automatix is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
FireFly Automatix business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Autonomous Mower Sales: Sale of AMP autonomous electric mowers including AMP-L100 Reel Mowers and AMP-X100 Rotary Mowers. One-time hardware purchase with optional leasing program.
- Harvester Sales: Sale of ProSlab and R300 harvesters for turfgrass farm operations. One-time hardware purchase.
- Mercury Data Services Subscription: Annual subscription at $720/year providing cellular connectivity, remote diagnostics, ProSlab IQ/R-Pro IQ software, and automated session reports. Free for first year on new machines.
- Parts Sales: Replacement parts and components for mowers and harvesters available through parts ordering system.
- Equipment Leasing: Leasing program for equipment acquisition providing alternative to outright purchase.
- Software Installation Services: Remote installation at $360 or field installation at $165/hour plus travel for software upgrades on existing machines.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | New Harvesters - Free first year, then $720/year |
| Subscription | Annual | Existing Harvesters Under Warranty - Free installation, then $720/year |
| Subscription | Pay-as-you-go | Out of Warranty - Installation fee + 6 months free trial |
| Other | Multi-year contract | AMP Mowers - Quote-based pricing |
| Other | One time/ perpetual license | IPO Share Price Range |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
FireFly Automatix product offering
Product offeringCore offering
FireFly Automatix manufactures and sells autonomous, all-electric turf maintenance equipment including the AMP family of robotic reel and rotary mowers (AMP-L100, AMP-X100, M220-AV) and ProSlab and R300 automated turfgrass harvesters. Hardware is bundled with the proprietary FireLink software platform for fleet and path management and the Mercury Data Services subscription that provides cellular connectivity, remote diagnostics, and automated session reporting. Customers include golf courses, sports fields, turfgrass farms, schools, and large properties served primarily through direct enterprise sales and a regional service network in the US, Australia, and the UK.
Product overview
FireFly Automatix offers a portfolio of autonomous electric turf maintenance equipment centered on the AMP (Autonomous Mowing Platform) family of robotic mowers and ProSlab/R300 harvesters for the turfgrass industry. The product line includes AMP-L100 Reel Mowers and AMP-X100 Rotary Mowers for golf course fairways, ProSlab Harvesters and R300 Harvesters for sod farming, supported by the FireLink software platform that enables path planning, zone management, and real-time monitoring. Value-added services include Mercury Data Services for cellular connectivity and automated performance reporting, ProSlab IQ/R-Pro IQ operating systems for intuitive harvester control, a Support Portal for customer resources, plus Parts, Used Equipment, and Leasing options. The portfolio spans both hardware (autonomous machines) and software/services (FireLink platform, Mercury subscriptions, IQ operating systems) creating an integrated autonomous turf management ecosystem.
Differentiator
Problem solved
Functional benefit
Brands
- AMP (Autonomous Mowing Platform): Autonomous electric reel and rotary mowers for golf courses, sports fields, and turfgrass maintenance. Products include AMP-L100 Reel Mowers and AMP-X100 Rotary Mowers.
- Mercury
- ProSlab
- R300
- FireLink
Products and services
- AMP-L100 Reel Mower Autonomous all-electric 100-inch 5-gang reel mower for golf course fairway mowing. Mows 4.4 to 6 acres per hour without an operator, covers 20-25 acres per charge, operates at 55 dB at 25 yards, and uses a patented quad-motor four-wheel-drive system for sub-inch accuracy and repeatable paths.
- AMP-X100 Rotary Mower Autonomous electric rotary mower variant in the AMP product line for different mowing requirements and turf conditions beyond fairways, including rougher or higher-cut turf areas.
- M220-AV Mower Autonomous mower model in the FireFly product lineup targeting golf and sports turf maintenance applications with smaller decks or distinct cutting characteristics versus the AMP-L100 and AMP-X100.
- ProSlab Harvester Automated slab harvester for commercial turfgrass and sod farming operations, including the ProSlab 165 and ProSlab 160 models. ProSlab IQ operating system delivers adaptive stacking, intuitive graphical interface, and Mercury-integrated reporting.
- R300 Harvester Automated roll harvester (including R300C) for turfgrass and sod harvesting, equipped with R-Pro IQ intuitive graphical interface and Mercury Data Services integration for cellular connectivity, remote diagnostics, and reporting.
- Mercury Data Services Annual subscription data service providing cellular connectivity, real-time remote diagnostics, automated session reports (utilization rate, area cut, pallet counts, scrap percentage, quality ratios), and over-the-air software updates. First year free with new ProSlab 165 and R300C harvesters; renews at $720/year with $330 reactivation fee after lapse.
- FireLink Software Platform Proprietary software platform included with FireFly machines for fleet control, path planning (QuickPlan with Auto Sectioning), zone management (Exclusion Zones, Slow Zones, Management Areas), Path Linking between fairways, SmartStart staggered automation, and real-time monitoring.
- Parts Replacement parts and components for FireFly autonomous mowers and harvesters, available through the parts ordering system to support installed base uptime.
- Used Turf Equipment Pre-owned FireFly autonomous mowers and harvesters available for purchase, providing a lower-cost entry point for customers adopting autonomous turf equipment.
- Equipment Leasing Program Equipment financing and leasing options for FireFly autonomous mowers and harvesters, providing an alternative to outright capital purchase for enterprise customers.
- Support Portal and Service Network Customer support offering including an online Support Portal with documentation, training, warranty claims, and service school registration, backed by a regional service technician network across the US, Australia, and UK.
Quantifiable outcome
- 75,000+ acres mowed autonomously, equivalent to 40,000+ fairways
- +5 more outcomes
Companies that use FireFly Automatix
Customer profileNamed customers1 record
Segments6 records
Ideal customer profiles5 records
FireFly Automatix technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability6 records
Feature16 records
FireFly Automatix partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and supporting.
- Concert Golf PartnerscoreBuilding on success of initial placement, Concert Golf Partners announced expanded rollout of FireFly Automatix autonomous fairway mowers at additional premium clubs. Represents successful deployment and expansion of autonomous technology at golf course management company.
- RingCentralsupportingRingCentral is used as FireFly Automatix's A2P 10DLC messaging provider for SMS communications. Contractually bound by data processing terms that prohibit secondary use of consent data.
- StarlinksupportingStarlink satellite internet integration provides connectivity solution for AMP autonomous mowers, maintaining control and visibility even in challenging or remote environments on golf courses.
Scale indicators12 records
Recent moves8 records
Expansion highlights6 records
FireFly Automatix competitors and assessment
Company assessmentBroad incumbents
- The Toro Company: Major US turf equipment OEM serving golf courses, sports fields, and grounds maintenance contractors. Toro competes directly in FireFly's core market through conventional mowers and has been developing autonomy/electrification initiatives, making it the closest large incumbent peer.
- STIHL: Global leader in handheld outdoor power equipment with growing professional turf and autonomous product investments. Comparable broad incumbent in turf and grounds maintenance equipment markets.
- Husqvarna Group: Global leader in outdoor power equipment and a pioneer in residential robotic lawn mowers (Automower). Directly comparable to FireFly as a broad incumbent with autonomous mowing technology, though Husqvarna primarily serves residential while FireFly targets commercial golf/turf.
- Kubota Corporation: Japanese OEM of tractors, turf equipment, and increasingly autonomous agricultural machinery. Comparable as a broad incumbent with turf equipment portfolio and growing investment in autonomous/electric solutions.
- John Deere: Global agricultural and turf equipment leader with autonomous driving capabilities in agriculture and a growing commercial mowing footprint. Comparable as a deep-pocketed incumbent with R&D resources to enter FireFly's turf autonomy niche.
Emerging players
- RC Mowers: Manufacturer of remote-controlled and autonomous slope mowers for commercial landscaping, sports fields, and roadside maintenance. Comparable emerging player addressing similar commercial turf autonomy use cases.
- Kress: Emerging robotic and cordless outdoor power equipment brand expanding into autonomous commercial mowing. Comparable as a fast-moving emerging player with overlapping autonomous mowing ambition and similar target customer segments.
- Graffy: Emerging developer of AI-driven autonomous mowing solutions for commercial landscapes. Comparable emerging player with a similar focus on commercial-grade autonomous turf maintenance.
Others
- TruGolf Holdings: Connected indoor golf simulation company that went public via SPAC (where FireFly CFO previously served as CFO). Comparable as a publicly-listed golf-industry technology company — useful capital-markets and go-to-market analog for FireFly's golf-focused commercial strategy.
Direct peers
- Echo Robotics (Belrobotics): European manufacturer of autonomous robotic mowers for sports fields and golf courses. Closest direct peer — competing autonomous commercial turf mowing technology with similar target customers and use cases.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
FireFly Automatix social profiles
Digital presenceFireFly Automatix financial estimates
Financial estimateRevenue estimate
Valuation estimate
FireFly Automatix leadership team
Management profileNumber of profiles
Profiles14 records
FireFly Automatix funding detail
Funding detailFunding overview
Funding rounds5 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FireFly Automatix M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FireFly Automatix
What does FireFly Automatix do?
FireFly Automatix manufactures and sells autonomous, all-electric turf maintenance equipment including the AMP family of robotic reel and rotary mowers (AMP-L100, AMP-X100, M220-AV) and ProSlab and R300 automated turfgrass harvesters. Hardware is bundled with the proprietary FireLink software platform for fleet and path management and the Mercury Data Services subscription that provides cellular connectivity, remote diagnostics, and automated session reporting. Customers include golf courses, sports fields, turfgrass farms, schools, and large properties served primarily through direct enterprise sales and a regional service network in the US, Australia, and the UK.
Is FireFly Automatix a public or private company?
FireFly Automatix is a private company. It is classified as venture growth investor backed and is currently operating.
When was FireFly Automatix founded?
FireFly Automatix was founded in 2010. It employs 51 to 100 people.
Where is FireFly Automatix based?
FireFly Automatix is headquartered in Salt Lake City, United States, in the North America region.
How does FireFly Automatix make money?
Six revenue lines are on record. Autonomous Mower Sales are the primary driver. The others are harvester Sales, mercury Data Services Subscription, parts Sales, equipment Leasing and software Installation Services.
Who are FireFly Automatix's main competitors?
Broad incumbents on record are The Toro Company, STIHL, Husqvarna Group, Kubota Corporation and John Deere. Emerging players are RC Mowers, Kress and Graffy. TruGolf Holdings is listed as an others. Echo Robotics (Belrobotics) is listed as a direct peer.
Does FireFly Automatix have an API?
No public API is recorded for FireFly Automatix.
What industry is FireFly Automatix in?
FireFly Automatix's product category is Autonomous Turf Maintenance Equipment. Its primary akta.pro industry code is BPABADAC, Turf Management (Sports Fields, Golf Courses), with a secondary code of IMAIAIAD, Turf Care (Fertilization, Aeration & Weed/Pest Control). Its NAICS code is 333112 and its SIC code is 3524.