MasterMover
- Company typePrivate
- Founded1997
- HeadquartersAshbourne, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
MasterMover firmographics
Firmographics- Name
- MasterMover
- Legal name
- MasterMover Ltd
- Website
- https://mastermover.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
MasterMover industry classification
Industry- Product category
- Material Handling Equipment
- NAICS
- Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924)
- SIC
- Industrial Trucks, Tractors, Trailors & Stackers (3537)
- akta.pro primary industry
- Material Handling & Industrial Lift Vehicle Manufacturing (Forklifts/Telehandlers/Reach Stackers) (IMACAFAD)
Keywords
Where MasterMover is headquartered
LocationHeadquarters
- HQ city
- Ashbourne
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
MasterMover business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Electric Tug and AGV Product Sales: Direct sale of electric tugs, electric tow tugs, AGVs, and accessories to end customers. Products range from compact units handling 500kg to ultra-heavy capacity units handling up to 300,000kg. Pricing is influenced by capacity, features, and customization requirements.
- Short and Long-term Equipment Rentals: Flexible rental solutions providing customers with access to electric tugs without capital investment. Rental offers total purchase flexibility for short and long-term needs.
- Custom Engineering Solutions: In-house engineering team provides custom solutions including custom couplings, environmental modifications, and entirely new solutions for unique applications.
- Service, Maintenance and Parts: Servicing, maintenance packages, operator training, and approved genuine parts for ongoing equipment support.
- Sales Partner Revenue: Sales partners benefit from sales growth, service income, and parts sales as global demand for material handling increases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Compact Range - Up to 3,000 kg capacity |
| Unit Pricing | Pay-as-you-go | Performance Range - Up to 70,000 kg capacity |
| Unit Pricing | Pay-as-you-go | Ultra Range - Up to 300,000 kg capacity |
| Subscription | Monthly | Rental Solutions |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
MasterMover product offering
Product offeringCore offering
MasterMover designs and manufactures battery-powered electric tugs, electric tow tugs, pedestrian-operated tugs, remote-controlled (PowerSteered) tugs, and fully autonomous Automated Guided Vehicles (AGVs) used to move heavy-wheeled loads in industrial, manufacturing, logistics, and pharmaceutical environments. Product capacity spans from 500 kg to 300,000 kg across Compact, Performance, and Ultra ranges, with variants for stainless-steel, ATEX/IECEx hazardous-area, and AllTerrain applications. The company also offers custom engineering, short/long-term rentals, fleet management software (MasterConnect), and aftermarket service, maintenance, training, and parts.
Product overview
MasterMover is a world-leading manufacturer of electric tug solutions for material handling. The product portfolio includes pedestrian-operated electric tugs (SmartMover, MasterTug), electric tow tugs (MasterTow), remote-controlled tugs (PowerSteered with MultiLink), and fully autonomous Automated Guided Vehicles (AGVs). Products are organized by weight capacity: Compact (up to 3,000kg), Performance (up to 70,000kg), and Ultra (up to 300,000kg). Specialized variants include stainless steel models for pharmaceutical/food environments, ATEX/IECEx certified units for hazardous areas, AllTerrain models for demanding conditions, and the Trailer Moving System. The company also offers a fleet management platform add-on (MasterConnect), custom engineering solutions, rental programs, and comprehensive servicing, training, and parts services.
Differentiator
Problem solved
Functional benefit
Products and services
- SmartMover Compact electric tugs designed to move wheeled trolleys weighing up to 2,000 kg. Trusted across industrial manufacturing, retail and logistics as a manual-handling solution.
- MasterTow Powerful electric tow tugs designed to safely move loads and trolleys weighing up to 20,000 kg.
- MasterTug Pedestrian-operated electric tugs allowing a single operator to push, pull and steer wheeled loads weighing up to 20,000 kg.
- MasterHandler Electric tugs designed for maximum manoeuvrability in tight spaces, safely moving loads with all-swivelling castors up to 6,000 kg.
- AllTerrain Electric pushers and tugs delivering powerful performance in demanding conditions, moving heavy-wheeled loads on rails and castors up to 5,000 kg.
- PowerSteered Remote-control (wireless) tugs allowing a single operator to move loads up to 70,000 kg and beyond with patented MultiLink for maximum visibility.
- Trailer Moving System Electric tug solution for moving unladen trailers up to 20,000 kg in manufacturing facilities and yards.
- Stainless Steel Electric Tugs Electric tugs constructed from high-grade 316 stainless steel with IP ratings up to IP55, designed for food and pharmaceutical environments.
- ATEX/IECEx Electric Tugs ATEX-certified electric tow tugs designed for hazardous environments to enable safe operation while maximising workplace safety and efficiency.
- Automated Guided Vehicles (AGVs) Fully autonomous electric tugs that self-navigate, with best-in-class navigation and safety technology for moving products, equipment and materials up to 20,000 kg indoors or outdoors.
- TOW300 AGV Automated Guided Vehicle for complex materials handling tasks, moving substantial loads both indoors and outdoors with collaborative integration into client workflows and IT infrastructures.
- Compact Range Compact, easy-to-use electric tugs and tow tugs designed to move loads up to 3,000 kg in challenging workplace environments.
- Performance Range Durable, powerful electric tug solutions to safely move heavy loads up to 70,000 kg with maximum control and precision.
- Ultra Range Ultra electric tug range with unmatched load-moving capacity, moving the heaviest loads up to 300,000 kg in the toughest environments.
- Custom Solutions Bespoke custom engineering services including custom couplings, modifications for challenging environments, or entirely new solutions for specific applications, delivered by an in-house engineering team.
- Electric Tug Hire (Rentals) Short- and long-term hire solutions providing flexibility to benefit from electric tug advantages without capital investment, available globally through sales partners and direct engagement.
- Servicing & Maintenance Dependable, responsive service packages for ongoing maintenance of MasterMover electric tugs.
- Customer Training Operator training services to help customers unlock the full potential of MasterMover electric tugs.
- Approved Parts Genuine approved MasterMover parts to maintain electric tugs in optimal condition.
Quantifiable outcome
- 125% safety score improvement (from 4 to 9) at a Fortune 500 plastic manufacturer
- +3 more outcomes
Companies that use MasterMover
Customer profileNamed customers32 records
Segments6 records
Ideal customer profiles4 records
MasterMover technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
MasterMover partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Carolina HandlingcoreMasterMover sales partner located in Charlotte, North Carolina serving the US market. Facilitated the introduction of SM200+ electric tugs to a Fortune 500 plastic manufacturer customer, providing demonstration and consultation services.
- AWE ForkliftscoreMaterial handling provider that diversified their product portfolio with MasterMover electric tugs, enabling penetration into new markets and increased revenue through the sales partner program.
- High PuritycoreSales partner providing innovative solutions to the biopharmaceutical industry. Managing Director Mark Sitcoske stated MasterMover provides tools, knowledge and support to effectively serve customers.
- IbertecniccoreManaging Director Alberto Gracia reported that sales turnover has increased every year with orders from new customers as well as repeat sales since becoming a MasterMover Sales Partner.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
MasterMover competitors and assessment
Company assessmentDirect peers
- Bradshaw Electric Vehicles: UK-based manufacturer of electric tow tractors, tugs, and material handling vehicles for industrial and ground support applications. Closest direct competitor to MasterMover's pedestrian-operated and ride-on electric tugs in the UK and European markets.
- Tractive (Tractel Group): European manufacturer of electric tugs and tow tractors serving industrial manufacturing and logistics. Directly comparable to MasterMover's MasterTug and MasterTow product lines for moving heavy wheeled loads.
Broad incumbents
- Toyota Material Handling: Global forklift and material handling giant offering electric tow tractors and increasingly automated material handling solutions. Overlaps with MasterMover in electric tug product lines and serves many of the same Fortune 500 manufacturing customers (Toyota itself is a MasterMover reference).
- Linde Material Handling (KION Group): One of the world's largest forklift manufacturers and an emerging player in automated and electric material handling. Competes with MasterMover's industrial tug and AGV offerings through its broader industrial truck portfolio.
- Jungheinrich: German intralogistics specialist with a wide range of electric forklifts, tow tractors, and increasingly automated vehicles. Comparable to MasterMover in addressing electric indoor material handling for industrial manufacturers across Europe.
- Crown Equipment Corporation: Privately held US forklift and material handling equipment manufacturer with global reach. Comparable to MasterMover in industrial electric material handling for manufacturing and warehousing end markets.
- Hyster-Yale Materials Handling: Global designer and manufacturer of lift trucks and material handling equipment, including electric and automated solutions. Comparable end customers and overlapping product capabilities with MasterMover's electric tug and tow tractor portfolio.
Emerging players
- OTTO Motors (Rockwell Automation): Manufacturer of autonomous mobile robots and automated guided vehicles for industrial material handling. Directly competes with MasterMover's TOW300 AGV in the autonomous heavy-load material handling segment, with stronger software and venture-capital backing.
- Mobile Industrial Robots (MiR): Teradyne-owned manufacturer of collaborative autonomous mobile robots for industrial logistics. Competes with MasterMover's AGV line in factory and warehouse material movement, particularly for mid-payload applications.
Regional players
- JBT (AeroTech, Ground Support Equipment): US-based supplier of ground support equipment including electric baggage and cargo tow tractors. Comparable to MasterMover's MasterTow and Trailer Moving System product lines for airport and industrial tow-tractor applications, primarily in North America.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks2 records
Key highlights6 records
Customer concentration
MasterMover social profiles
Digital presenceMasterMover financial estimates
Financial estimateRevenue estimate
Valuation estimate
MasterMover leadership team
Management profileNumber of profiles
MasterMover subsidiaries and ownership
Company hierarchySubsidiaries1 record
MasterMover funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MasterMover 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 MasterMover
What does MasterMover do?
MasterMover designs and manufactures battery-powered electric tugs, electric tow tugs, pedestrian-operated tugs, remote-controlled (PowerSteered) tugs, and fully autonomous Automated Guided Vehicles (AGVs) used to move heavy-wheeled loads in industrial, manufacturing, logistics, and pharmaceutical environments. Product capacity spans from 500 kg to 300,000 kg across Compact, Performance, and Ultra ranges, with variants for stainless-steel, ATEX/IECEx hazardous-area, and AllTerrain applications. The company also offers custom engineering, short/long-term rentals, fleet management software (MasterConnect), and aftermarket service, maintenance, training, and parts.
Is MasterMover a public or private company?
MasterMover is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MasterMover founded?
MasterMover was founded in 1997. It employs 101 to 250 people.
Where is MasterMover based?
MasterMover is headquartered in Ashbourne, United Kingdom, in the Europe region.
How does MasterMover make money?
Five revenue lines are on record. Electric Tug and AGV Product Sales are the primary driver. The others are short and Long-term Equipment Rentals, custom Engineering Solutions, service, Maintenance and Parts and sales Partner Revenue.
Who are MasterMover's main competitors?
Direct peers on record are Bradshaw Electric Vehicles and Tractive (Tractel Group). Broad incumbents are Toyota Material Handling, Linde Material Handling (KION Group), Jungheinrich, Crown Equipment Corporation and Hyster-Yale Materials Handling. Emerging players are OTTO Motors (Rockwell Automation) and Mobile Industrial Robots (MiR). JBT (AeroTech, Ground Support Equipment) is listed as a regional player.
Does MasterMover have an API?
No public API is recorded for MasterMover.
What industry is MasterMover in?
MasterMover's product category is Material Handling Equipment. Its primary akta.pro industry code is IMACAFAD, Material Handling & Industrial Lift Vehicle Manufacturing (Forklifts/Telehandlers/Reach Stackers). Its NAICS code is 333924 and its SIC code is 3537.