Gravely

What Gravely does

Gravely is an American outdoor power equipment brand, founded circa 1920 and headquartered in Brillion, Wisconsin, operating under privately held parent AriensCo. The company designs and manufactures a comprehensive portfolio of commercial and residential mowing equipment — including the PRO-TURN series of zero-turn mowers (gas and electric), PRO-STANCE stand-on mowers, PRO-WALK walk-behind mowers, and the Ovis brush mower — alongside adjacent jobsite and material-handling products such as ATLAS JSV utility vehicles and AXIS compact utility loaders. Its technology focus is on commercial-grade durability, operator comfort, and an emerging electric powertrain line.

Gravely's commercial model is primarily indirect: equipment is sold through an independent authorized dealer network across the United States, supplemented by direct parts e-commerce on gravely.com and government procurement via GSA Schedule and cooperative purchasing organizations (BuyBoard, Sourcewell, Equalis). Pricing includes a Fleet Pricing Program offering up to 20% off MSRP for qualifying professional buyers and 8–22% discounts on government contracts. Revenue is generated from hardware sales (new equipment and parts), with adjacent managed-services revenue via the Huntington Bank Powered by Octane dealer financing platform. The customer base spans commercial landscaping professionals (primary), residential owners, and government entities, with a small international footprint in Australia and New Zealand.

Name

Gravely

Legal name

Gravely (operated by AriensCo)

Website

https://gravely.com

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Gravely, an AriensCo brand founded in 1920 in Brillion, Wisconsin, designs and manufactures commercial-grade zero-turn, stand-on, walk-behind, and electric mowers plus jobsite vehicles, selling primarily through an independent U.S. dealer network, government contracts, and direct parts e-commerce to professional landscapers, residential buyers, and government entities.

Ownership category

akta.pro rank

Product category

Outdoor Power Equipment

NAICS

Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112), Construction Machinery Manufacturing (333120), Outdoor Power Equipment Retailers (444230)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Construction, Mining & Materials Handling Machinery & Equip (3530)

akta.pro primary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG)

akta.pro secondary industries

Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA), Outdoor Power Equipment Parts & Service Retail (CRAIAIAE), Specialty Off-Road Utility Vehicles (UTVs, ATVs, Side-by-Sides) (IMAHAIAG)

Keywords

• Commercial lawn mowers
• Zero-turn mowers
• Outdoor power equipment
• Stand-on mowers
• Compact utility loaders

Headquarters

HQ city

Brillion

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Equipment Sales: Gravely generates primary revenue through the sale of outdoor power equipment including zero-turn mowers, stand-on mowers, walk-behind mowers, electric mowers, utility vehicles, and compact utility loaders to commercial landscapers and residential users through dealer network.
2. Parts and Accessories: Direct parts sales through gravely.com website, with shipping handled through AriensCo Distribution Centers. Parts include maintenance items, replacement components, and accessories.
3. Financing Services Partnership: Through partnership with Octane Lending and Huntington Bank, Gravely enables dealer financing options. The program directs prime borrowers to Huntington and near-prime customers to Roadrunner Financial.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Gravely designs and manufactures outdoor power equipment including zero-turn mowers, stand-on mowers, walk-behind mowers, brush mowers, electric-powered mowers, jobsite utility vehicles, and compact utility loaders. The portfolio spans commercial-grade professional equipment (PRO-TURN, PRO-STANCE, ATLAS JSV, AXIS lines) and residential models, sold primarily through an independent dealer network with parts available direct via gravely.com.

Product overview

Gravely is an outdoor power equipment manufacturer producing a comprehensive portfolio of commercial and residential lawn care machinery. The product lineup centers on zero-turn radius mowers organized into the PRO-TURN series (ranging from entry-level 100 through professional-grade 600 and high-speed MACH ONE models), supplemented by stand-on mowers (PRO-STANCE and Z-Stance lines), walk-behind mowers (PRO-WALK), brush mowers (Ovis), and electric models (PRO-TURN EV, PRO-STANCE EV). Beyond mowing equipment, the company serves the jobsite segment with ATLAS JSV utility vehicles and AXIS compact utility loaders. The portfolio is organized across commercial and residential categories, with electric-powered variants increasingly featured alongside traditional gas-powered products.

Differentiator

Problem solved

Functional benefit

Products and services

• PRO-TURN Series Zero-Turn Mowers Commercial zero-turn radius mowers in the PRO-TURN series lineup, available in multiple models (100, 200, 300, 500, 600, ZX, MACH ONE) with varying deck sizes and capabilities for professional landscapers and large-property operators.
• PRO-TURN EV Electric Zero-Turn Mower Electric-powered zero-turn radius mower for commercial landscaping operations, offering reduced emissions and lower operational costs versus gas-powered equivalents.
• ZT Series Zero-Turn Mowers Zero-turn mowers across the ZT, ZT X, ZT XL, and ZT HD models, ranging from standard commercial units to heavy-duty and extra-large configurations for varied property sizes.
• COMPACT-PRO Zero-Turn Mower Compact commercial zero-turn radius mower designed for maneuverability in tighter spaces such as small commercial properties and gated areas.
• PRO-STANCE Series Stand-On Mowers Stand-on commercial mowers with foot platform operation, including the PRO-STANCE and PRO-STANCE ULTRA variants, designed for professional landscapers seeking enhanced visibility and quick on/off operation.
• PRO-STANCE EV Electric Stand-On Mower Electric-powered stand-on commercial mower combining the maneuverability of stand-on operation with reduced emissions and lower fuel/operating costs.
• Z-Stance Stand-On Mower Stand-on zero-turn mower combining stand-on ergonomics with zero-turn radius maneuverability for professional landscapers.
• PRO-WALK Hydrostatic Walk-Behind Mower Hydrostatic walk-behind commercial mower for properties where stand-on or zero-turn equipment is impractical, offering durability for professional use.
• Ovis 40 RC Brush Mower Brush mower designed to clear heavy vegetation and brush on commercial, rural, and overgrown properties that exceed the capability of standard turf mowers.
• ATLAS JSV Series Jobsite Vehicles Multi-purpose utility vehicles for landscape professionals to transport equipment, tools, and crew across job sites, available in JSV 3400 and JSV 6400 configurations for varying hauling capacities.
• AXIS 200 Compact Utility Loader Compact utility loader designed for earthmoving and material handling tasks in landscaping applications, supporting multiple attachments.
• Genuine Parts and Accessories Genuine Gravely parts, maintenance items, replacement components, and accessories sold directly through the gravely.com website with shipping to the 48 contiguous United States.

Quantifiable outcome

• Up to 20% off MSRP through Fleet Pricing Program for qualifying commercial professionals
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• BuyBoardcoreChannel Partner/ Reseller/ DistributorBuyBoard is a cooperative purchasing organization that Gravely partners with to enable government entities to purchase equipment through pre-negotiated contracts. This national cooperative contract allows entities like school boards and county parks departments to make purchases without time-consuming bidding processes.
• SourcewellcoreChannel Partner/ Reseller/ DistributorSourcewell is a cooperative purchasing organization that Gravely partners with to provide government purchasing solutions. Through this national contract, various government entities can access Gravely equipment without requiring an existing state contract in their location.
• EquallycoreChannel Partner/ Reseller/ DistributorEqually (Equally Group) is a cooperative purchasing organization that partners with Gravely to provide national contract purchasing options for government agencies, allowing efficient procurement of outdoor power equipment.
• AriensCocoreOthersGravely is a brand under AriensCo, a parent company that owns and manages the Gravely brand along with other outdoor power equipment brands. AriensCo provides distribution, customer service, and corporate support for the Gravely brand.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• John Deere: Deere & Company's commercial mowing division sells zero-turn and front-mount mowers to the same professional landscaping and municipal buyers that Gravely targets, with deeper dealer capital and broader financing programs.
• Husqvarna: Husqvarna's professional division sells zero-turn mowers, robotic mowers, and battery-powered equipment to the same commercial landscaping segment, with a deeper global footprint and electrification roadmap.
• Stihl: Stihl is a broad outdoor power equipment incumbent with professional handheld products (trimmers, blowers, chainsaws) commonly used alongside Gravely mowers by the same commercial landscaping crews.

Direct peers

• Kubota: Kubota manufactures zero-turn mowers, compact utility loaders, and utility vehicles overlapping directly with Gravely's PRO-TURN, AXIS, and ATLAS JSV product lines, selling through overlapping commercial dealer channels.
• Toro: Toro's commercial segment competes head-to-head with Gravely in zero-turn and walk-behind mowers for landscape professionals, with comparable dealer-based distribution and a strong brand in the same customer base.
• Exmark: Exmark, a Toro subsidiary, is a direct competitor in commercial zero-turn and stand-on mowers with a near-identical target customer of professional landscapers and a similar independent dealer model.
• Hustler Turf Equipment: Hustler manufactures commercial zero-turn and stand-on mowers for professional landscapers, competing on durability and performance in the same dealer-served channel as Gravely.
• Scag Power Equipment: Scag builds commercial zero-turn, stand-on, and walk-behind mowers aimed at the same high-volume landscaping professional customer that Gravely's PRO-TURN and PRO-STANCE lines target.
• Wright Manufacturing: Wright is a specialist in commercial stand-on mowers, directly competing with Gravely's PRO-STANCE line among professional landscapers who prioritize speed and maneuverability.

Emerging players

• Mean Green Mowers: Mean Green focuses on electric commercial zero-turn and stand-on mowers, competing most directly with Gravely's PRO-TURN EV and PRO-STANCE EV at the early stage of commercial electrification.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GravelyMowers
• Facebookfacebook.com/Gravely
• Instagraminstagram.com/gravelymowers
• LinkedInlinkedin.com/company/gravelymowers

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gravely