First Choice Robotics

What First Choice Robotics does

First Choice Robotics is a privately held industrial robotics system integrator founded in 2012 by Dan and Jennifer LeMaire and headquartered in Grand Rapids/Walker, Michigan. The company designs, integrates, and supports robotic automation systems with a specialization in paint and finishing applications, integrating robots from FANUC (including the P-40iA painting robot), ABB, and Motoman alongside Graco PD2k fluid delivery equipment. Its offering is a full-stack service portfolio: new and used/refurbished robot sales, integration design and installation, robot programming with 3D simulation testing, system upgrades, preventative maintenance, repair and refurbishment, parts inventory, technical support, and on-the-job operator training, supported by an in-house machine shop, control panel build shop, and 14,000 sqft facility.

The company's business model blends hardware resale with professional services revenue across multiple streams: capital equipment (robot and parts sales), project-based integration work, and recurring installed-base services (maintenance, repair, training, upgrades). Go-to-market is sales-led and direct: customers request quotes via phone (616-345-0887), website forms, or LinkedIn/Facebook outreach, with emergency support available for breakdowns. Target customers are manufacturers in the automotive, general manufacturing, material handling, and paint/finishing verticals that lack in-house integration expertise, including mid-market operators who benefit from the used and refurbished robot channel. Geographic focus is North America with operational roots in the Michigan manufacturing corridor, and strategic partnerships with paint booth, oven, conveyor, and fluid delivery integrators enable turnkey project delivery.

Name

First Choice Robotics

Legal name

First Choice Robotics Inc.

Website

https://firstchoicerobotics.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

First Choice Robotics is a Michigan-based industrial robotics system integrator founded in 2012 that designs, sells, and supports paint and finishing automation using FANUC, ABB, Motoman, and Graco PD2k equipment for manufacturers across automotive, material handling, and general production verticals.

Ownership category

akta.pro rank

Product category

Industrial Robotics Integration

NAICS

Other General Purpose Machinery Manufacturing (3339), Machine Shops (33271)

SIC

Special Industry Machinery (No Metalworking Machinery) (3550)

akta.pro primary industry

Industrial & Warehouse Robotics (HDAAAIAA)

akta.pro secondary industries

Industrial Robotics & Cobots (IMAIAMAB), Robot Hardware, Actuators & Components (sensors, grippers, motors) (HDAAAIAL)

Keywords

• Industrial robotics integration
• Robotic automation services
• Painting robot systems
• Robot parts and repair
• Manufacturing automation solutions

Headquarters

HQ city

Miusinsk

HQ country

Ukraine

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Robot Sales: Sale of new, used, and refurbished industrial robots from FANUC, ABB, and Motoman brands. Robots may be sold individually or as part of larger robotic automation systems.
2. Robot Parts Sales: Full inventory of new and used robot parts including motors, teach pendants, and servo amps. Parts available for ABB, FANUC, and Motoman robotics.
3. Robotic Integration Services: Full-service robotic integration including design, delivery, installation, and system integration for paint and finishing applications.
4. Preventive Maintenance Services: Scheduled maintenance services to keep industrial robots running at optimal productivity and precision levels, including calibration, testing, and inspection.
5. Robot Repair and Refurbishment: Repair and refurbishment services for industrial robots, including full rebuilds and customization to meet OEM standards.
6. Robot Programming Services: Robot programming services including custom interfaces, system updates, and reprogramming robots for new roles.
7. Hands-On Training Services: On-the-job training services covering safety training, troubleshooting, preventative maintenance, and program training for employees.
8. System Upgrades: System upgrades including mechanical refurbishments, control system replacements, and software updates to improve productivity and user experience.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

First Choice Robotics is a full-service industrial automation solutions company that designs, integrates, and services robotic systems for manufacturers, with a specialization in paint and finishing applications. The company sells new, used, and refurbished robots and parts from FANUC, ABB, and Motoman brands, and provides end-to-end services including robotic integration, programming, system upgrades, preventative maintenance, repair/refurbishment, technical support, and hands-on training.

Product overview

First Choice Robotics is a full-service automation solutions company offering a comprehensive portfolio of robotic integration and support services. The core offering centers on Robot Integration Services for design, delivery, and installation, complemented by Robot/Parts Repair & Refurbishment, System Upgrades, Robot Programming, and Preventative Maintenance. The company sells both New Robotic Sales and Used/Refurbished Robots from FANUC, ABB, and Motoman brands, along with Robot Parts Sales. Additional services include Technical Support and Hands-On Training & Education. A key specialization is Paint and Finishing Automation using FANUC P-40iA robots and Graco PD2k equipment. The portfolio functions as an integrated service ecosystem where new system design, upgrade/retrofit, repair, maintenance, and training work together to provide end-to-end automation solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Robot Integration Services Full-service robotic integration including system design, delivery, installation, and integration with existing industrial machinery. Services include material handling, wrapping, inspection, painting, and palletizing applications for manufacturing clients.
• Robot/Parts Repair & Refurbishment

Segments6 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• FANUCcoreTechnology or IntegrationFANUC is a primary robot brand supported by First Choice Robotics. They integrate FANUC robots into automation systems and sell FANUC robot parts. FANUC America is a leading industrial robot manufacturer.
• ABBcoreTechnology or IntegrationABB is one of the robot brands integrated and supported by First Choice Robotics. They sell ABB robot parts and service ABB industrial robots.
• MotomancoreTechnology or IntegrationMotoman (Yaskawa) is a robot brand supported by First Choice Robotics for integration services and parts sales.
• GracocoreTechnology or IntegrationGraco PD2k is used specifically for painting robot solutions. Graco is a leading manufacturer of fluid handling systems including industrial coating equipment.
• Paint Booth IntegratorscoreStrategic or Co-development PartnerStrategic partnerships with automation integrators specializing in paint booths, ovens, conveyors, and fluid delivery systems. This enables delivery of complete, end-to-end paint automation solutions while First Choice Robotics maintains ownership of the robotic integration.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• RobotWorx: Industrial robot integrator and reseller of new, used, and refurbished FANUC, ABB, KUKA, and Motoman robots with integration, parts, repair, and training services — nearly identical business model and product portfolio to First Choice Robotics.
• Wolf Robotics: Lincoln Electric subsidiary focused on robotic welding, cutting, and material handling integration, with similar turnkey integrator services, multi-OEM capability, and a Midwest presence directly comparable to FCR's industrial automation scope.
• Genesis Systems Group: Large independent robotic systems integrator specializing in welding, assembly, and material handling with KUKA and other OEMs; comparable as a turnkey industrial SI serving automotive and general manufacturing with similar project-based and aftermarket service revenue.
• CNC Robotics: Robotic automation integrator focused on paint, finishing, and material handling applications using FANUC and other major OEMs; closely comparable niche specialization in paint/finishing robotic systems integration.
• RōBEX: Midwest-based industrial robotics integrator providing turnkey automation, parts, and service for FANUC and other major OEM robots — directly comparable regional integrator profile and service portfolio.
• Dynamic Robotic Solutions: Industrial robotic systems integrator specializing in automation, material handling, and palletizing, offering integration, parts, and field service comparable to FCR's core offering.

Broad incumbents

• FANUC America: Largest North American industrial robot OEM and the parent of the Authorized System Integrator network of which FCR is a member; broad incumbent that could compete downstream or restructure integrator economics.
• ABB Robotics: Major global industrial robot OEM whose robots FCR integrates and services; broad incumbent with the scale to push direct integration services and compete for FCR's accounts.
• Yaskawa America (Motoman): Major industrial robot OEM whose Motoman line FCR integrates and supports; broad incumbent with national integrator program that overlaps with FCR's service territory.

Others

• Graco Inc. Fluid handling equipment manufacturer whose PD2k paint systems FCR integrates into robotic cells; strategic partner and adjacent ecosystem participant rather than direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=_1x71JNmeWI
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/first-choice-robotics-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 First Choice Robotics