Advanced Turf Technology

What Advanced Turf Technology does

Advanced Turf Technology is a UK-based specialty manufacturer of professional battery-powered pedestrian turf maintenance equipment, operating under the INFINICUT brand since the development of its first working electric mower in 2014 (firmographics list the company as founded 2005). The company designs and builds its products at its manufacturing facility in Sheffield, producing the INFINICUT FX (fixed-head) and FL (floating-head) cylinder mowers in 22", 26", 30", and 34" widths, the 34" SM34 rotary mower, and a 48V lithium battery platform with interchangeable 30Ah, 60Ah, and 105Ah modules. Its proprietary technology stack includes in-house manufactured SMARTCut cutting reels from UK-sourced Boron (dynamically balanced to within 20 micrometers), a CAN bus electrical architecture, BLDC motors, and the InfiniApp — described as the world's first Bluetooth-enabled professional mower interface — which provides wireless fleet management, parameter programming, and firmware updates on iOS and Android.

The company's commercial model is a hardware sales business distributed exclusively through an authorized dealer network covering the UK (Balmers GM, Turner Groundcare, Hunt Forest Group, Fairways GM, Wildwood Machinery, George Browns, P Tuckwells, and others) and international markets via named distributors including Pols (Benelux), Cofabel (Belgium), and FLexGrass (Italy, Switzerland, North Africa, the Balkans, Mexico, Argentina). Its TMSystem modular cassette platform — featuring application-specific cassettes for grooming (UltraGroomer, SMARTVibe, PowerBrush, SpringRake, TurfClean, StaticBrush), mowing (SMARTCut with 7/11/14 blade options), and maintenance (ThatchMaster, SarelRoller, StarSpiker, RazorCutter, Scarifier) — is explicitly compatible with John Deere, Toro, and Jacobsen OEM fairway and triple greens mowers via a four-bolt universal chassis, anchoring both standalone mower sales and aftermarket cassette revenue. Pricing is quote-based through dealers; no public list pricing is disclosed.

The customer base skews to enterprise accounts in professional football (Premier League and Championship clubs, Wembley Stadium), elite golf (Royal Burgess Golfing Society, Hallamshire, Hillside, Cabot Highlands, Santaluz), tennis (Wembley, Wimbledon), cricket, rugby, universities (Nottingham, Loughborough, Cambridge), and local authorities. ATT sells primarily in small fleets of two to six units per customer, with marquee venues such as Wembley (five FL34 units) and Coventry City (six-unit combined fleet) representing the high end. The company operates with approximately 19 employees, 10 of whom are on the operational side using a cell-production lean manufacturing model, and is privately held following founder John Coleman's February 2026 reacquisition from Stanley Black & Decker — an event accompanied by a planned relocation to new dedicated manufacturing premises.

Name

Advanced Turf Technology

Legal name

Advanced Turf Technology Ltd

Website

https://infinicut.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Advanced Turf Technology manufactures INFINICUT, a professional battery-powered pedestrian cylinder and rotary mower platform, sold through UK and international dealers to elite football stadiums, golf venues, and universities.

Ownership category

akta.pro rank

Product category

Professional Turf Maintenance Equipment

NAICS

Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)

akta.pro primary industry

Turf Management (Sports Fields, Golf Courses) (BPABADAC)

akta.pro secondary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA)

Keywords

• Professional pedestrian mowers
• Battery-powered turf equipment
• Sports turf maintenance
• Fine turf mowing
• Golf course equipment

Headquarters

HQ city

Sheffield

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Mower Hardware Sales: Primary revenue stream from sale of INFINICUT branded pedestrian cylinder mowers (FX fixed head and FL floating head models) in 22", 26", 30", and 34" widths, plus SM34 rotary mowers. Sales through authorized dealer network worldwide.
2. Battery Modules and Power Systems: Sale of lithium battery modules (30Ah, 60Ah, 105Ah) and associated power systems. Company is prototyping production of own battery components to ensure supply chain control.
3. TMSystem Cassettes and Accessories: Sale of interchangeable cassette systems including grooming (UltraGroomer, SpringRake, PowerBrush, StaticBrush, TurfClean), mowing (SMARTCut with optional groomer), and maintenance (Sarel Roller, Star Spiker, ThatchMaster, RazorCutter, Scarifier) cassettes.
4. InfiniApp Software and Connectivity: Wireless interfacing and adjustment features bundled with mower purchase. Enables fleet management, programmable settings, and remote diagnostics through Bluetooth connectivity.
5. Spare Parts and Aftersales Support: Comprehensive parts, service, and technical advice through current and new dealerships. Parts supply for maintenance and repairs.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Advanced Turf Technology manufactures and sells the INFINICUT brand of professional lithium battery-powered pedestrian cylinder mowers (FX fixed-head and FL floating-head variants) and the SM34 rotary mower, together with the TMSystem modular cassette range for turf grooming, mowing, and maintenance. All equipment is Bluetooth-enabled via the InfiniApp, in-house manufactured from UK-sourced Boron with SMARTCut reels, and sold exclusively through an authorized dealer network serving sports venues, golf courses, and educational institutions across the UK and internationally.

Product overview

Advanced Turf Technology manufactures the INFINICUT brand of professional battery-powered pedestrian mowers — a platform-plus-modules product architecture. The core INFINICUT range consists of two cylinder mower families: the FX (Fixed Head) and FL (Floating Head), each available in 22", 26", 30", and 34" cutting widths; plus the SM34 34" rotary mower. All INFINICUT mowers are lithium battery-powered (30Ah, 60Ah, 105Ah options), Bluetooth-enabled, and run on a 48V system with in-house manufactured SMARTCut cutting reels. The TMSystem is a modular cassette ecosystem that attaches to INFINICUT or compatible John Deere, Toro, and Jacobsen fairway/triple greens mowers via a four-bolt Easy-In-Easy-Out universal chassis, converting OEM cutting reels into multi-use turf maintenance units. TMSystem includes grooming cassettes (UltraGroomer, SMARTVibe, PowerBrush, StaticBrush, TurfClean, SpringRake), mowing cassettes (SMARTCut with 7/11/14 blade reels + optional groomer), and maintenance cassettes (SarelRoller, StarSpiker, ThatchMaster, RazorCutter, Scarifier). The InfiniApp provides Bluetooth wireless fleet management for parameter control, fleet-wide setting synchronisation, and firmware updates. Supporting accessories include the MK6 weight kit, JD 2500 triplex 85" adaptation kit, and a dedicated 22" trailer. All products are manufactured in Sheffield, UK.

Differentiator

Problem solved

Functional benefit

Brands

• InfiniApp: Mobile application for wireless programming and fleet management of INFINICUT mowers, available for Android and iOS devices
• SMARTCut
• UltraGroomer
• SMARTVibe
• ThatchMaster
• Sarel Roller
• Star Spiker
• RazorCutter
• Scarifier

Products and services

• INFINICUT FX (Fixed Head) Cylinder Mower Fixed-head professional pedestrian cylinder mower available in 22", 26", 30", and 34" cutting widths, powered by 48V lithium battery modules (30Ah, 60Ah, or 105Ah). Features 1kW continuous DC traction and reel drive motors with offset gearbox, CAN bus protocol, and Bluetooth connectivity for wireless control via the InfiniApp. Manufactured in Sheffield, UK.
• INFINICUT FL (Floating Head) Cylinder Mower Floating-head professional pedestrian cylinder mower available in 22", 26", 30", and 34" cutting widths with a differential split traction drum for contour following, wrenchedless height-of-cut adjustment in 0.1mm increments, and a fully floating head that reads pitch cambers and undulations. Powered by 48V lithium battery modules and Bluetooth-enabled for InfiniApp control.
• INFINICUT SM34 Rotary Mower 34" professional battery-powered rotary mower with a 2.5kW continuous DC deck motor, 1kW DC traction motor, 48V system voltage, cruise control via regenerative braking, and a 105Ah lithium battery module delivering 4+ hours of run-time. Designed for clean-up cuts, debris removal, and post-match mowing.
• TMSystem Turf Maintenance Cassette System Modular cassette platform that transforms INFINICUT and mainstream fairway/triple greens mowers (John Deere, Toro, Jacobsen) into multi-use turf refinement units via a universal four-bolt Easy-In-Easy-Out chassis. Cassettes span grooming (UltraGroomer, SMARTVibe, PowerBrush, StaticBrush, TurfClean, SpringRake), mowing (SMARTCut with 7/11/14 blade reels and optional groomer), and maintenance (SarelRoller, StarSpiker, ThatchMaster, RazorCutter, Scarifier).
• InfiniApp Mobile Application Proprietary Bluetooth-enabled mobile application for iOS and Android that wirelessly interfaces with the INFINICUT mower fleet, providing fleet management, parameter adjustments (reel speed, clip rates, acceleration, braking feel), fleet-wide setting synchronisation, firmware updates, automatic tilt-and-turn slow-down, multiple operator profile storage, and two-step authentication security.
• INFINICUT JD 2500 Triplex 85" Adaptation Kit Adaptation kit that transforms a John Deere 2500 Triplex into an 85" wide dedicated sports turf mower. Includes all hardware to affix 30" INFINICUT cutting reels with SMARTCut technology and large-capacity grass boxes to the JD power unit, requiring no fabrication or hole-drilling. Compatible with TMSystem maintenance cassettes.
• MK6 Adjustable Weight Kit Adjustable/removable weight kit for MK6 INFINICUT cylinder mowers, with each plate weighing 14kg and affixing to the centrally-positioned holder above the traction drum to control rootzone gravimetric results by altering down-pressure force. Targeted at turf managers working on reinforced sports pitches following intensive wear, alternative surface usage, or deep aeration.
• 60Ah Lithium Battery Module Extended-capacity lithium battery module offering run-time of up to 390 minutes depending on machine, set-up, and conditions, standard and interchangeable across the entire INFINICUT range of floating-head, fixed-head, and SM34 rotary mowers.
• INFINICUT 22" Transport Trailer Dedicated trailer for swift and safe transportation of 22" and 26" INFINICUT units between greens, featuring a roller ramp on/off system where rubber rollers affix to mower stub axles with a quick-release locking mechanism. Cutting unit is supported on a cushioned platform to minimise height-of-cut movement, and the trailer is equipped with large surface-area tyres as standard with the option to swap to regular transport tyres.

Quantifiable outcome

• 4+ hours runtime on SM34 with 105Ah battery
• +4 more outcomes

Named customers18 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered minor, core and strategic or co-development partner.

• Wildwood MachineryminorChannel Partner/ Reseller/ Distributor · 1 July 2024New authorized dealer appointed in July 2024 for Hampshire, Sussex, Dorset, Berkshire, Surrey, London, and surrounding areas. Established in 2022.
• PolscoreChannel Partner/ Reseller/ Distributor · 1 February 2023Leading distributors for green technology manufacturers in The Netherlands. Appointed in November 2022 as dealer for INFINICUT and TMSystem ranges covering Benelux. Based in Zuidland with team of 70+ employees. Already supplying SMARTCut cassettes on Jacobsen Eclipse lithium green mowers to Johan Cruijff ArenA, ADO Den Haag's Bingoal Stadium, and Sparta Rotterdam.
• Hunt Forest GroupcoreChannel Partner/ Reseller/ Distributor · 1 October 2021Formed in 2019 following merger of two John Deere dealerships. Coverage across Hampshire, Dorset, Somerset, and Wiltshire. Offers broad selection of franchises for agricultural and amenity customers. Factory-trained technicians and parts support.
• John DeerecoreTechnology or Integration · 1 March 2021JD 2500 Triplex adaptation kit transforms John Deere power unit into 85" wide dedicated sports turf mower using INFINICUT cutting reels and grass boxes. Partnership enables compatibility with existing John Deere equipment while incorporating INFINICUT technology.
• FLexGrassstrategic or co-development partnerChannel Partner/ Reseller/ Distributor · 1 February 2021One of world's leading hybrid pitch suppliers. Adding INFINICUT range to 'one-stop shop' installation and maintenance package. Vast international experience in Italy, Switzerland, North Africa, Balkans, Mexico, Argentina. Working with top names in sport for over 10 years.
• CofabelcoreChannel Partner/ Reseller/ Distributor · 1 January 2021Official distributor for INFINICUT and TMSystem collections for Belgium. Operating from four outlets, importing and distributing John Deere equipment for nearly 50 years. First order placed for two 34" FX machines to Standard Liège (Belgian First Division A).
• Balmers GMcoreChannel Partner/ Reseller/ Distributor · 1 October 2020Established over 40 years ago, one of the largest dedicated turf machinery dealers in UK. Appointed as main John Deere dealer in 1992. Depots in Wakefield and Burnley covering Yorkshire, Lancashire, and Manchester. Stocks full INFINICUT range and TMSystem cassettes.
• Turner GroundcarecoreChannel Partner/ Reseller/ Distributor · 1 July 2020UK dealer covering parts of Northern England. Joined growing dealer network in 2020. Facilitated UltraGroomer sales including Hillside Golf Club.
• Fairways GMcoreChannel Partner/ Reseller/ DistributorLong-standing dealer partner covering Scotland. Multiple customer installations facilitated through this dealer including Royal Burgess Golfing Society, Oriam Sports Performance Centre, and Dundee United FC.
• Stanley Black & Decker (formerly parent)minorOthersPreviously owned ATT from Stanley Black & Decker. Original founder John Coleman reacquired Advanced Turf Technology in February 2026, reuniting company with original ownership.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Jacobsen (Textron): Direct competitor in fine-turf and sports turf mowing equipment. Their Eclipse lithium green mower (already fitted with INFINICUT SMARTCut cassettes via Pols in Benelux) directly competes in the same golf/sports turf battery-electric pedestrian category. Same dealers, same end customers.
• Toro: Major professional turf equipment manufacturer with Greensmaster (cylinder) and Reelmaster product lines serving golf courses and sports fields. TMSystem cassettes are explicitly compatible with Toro fairway and triple greens mowers, making Toro a direct competitor in equipment and a partner platform simultaneously.
• Baroness: Japanese-headquartered manufacturer of professional turf maintenance equipment for golf and sports fields, with strong presence in UK and European markets through specialist dealers. Competes head-to-head on premium cylinder cutting quality for elite golf and sports surfaces.
• Allett: UK-based specialist in professional cylinder mowers for sports turf and golf. Competes directly with INFINICUT's FX and FL pedestrian cylinder mower range in UK dealer channels and on elite customer lists (Premier League, county cricket).
• Wiedenmann: German manufacturer of professional turf maintenance equipment (aerators, verticutters, top-dressers, mowers) serving golf courses and sports fields across Europe. Direct overlap with TMSystem cassette functionality and European dealer footprint.

Broad incumbents

• John Deere: Global incumbent with a Turf & Construction division including the 220 E-Cut and 7500/7700 E-Cut hybrid-electric professional mowers. INFINICUT has a Technology/Integration partnership (JD 2500 Triplex 85" adaptation kit) but Deere's broader scale and electrification roadmap make it the principal incumbent threat.
• Husqvarna: Global outdoor power equipment leader with a growing commercial battery platform (including professional robotic mowers for sports fields via Belrobotics acquisition). Wider portfolio than INFINICUT but increasingly overlapping in commercial electric turf maintenance.

Emerging players

• Mean Green Mowers: US-based commercial electric zero-turn and walk-behind mower manufacturer. Targets sports facilities, municipalities, and commercial landscapers with battery alternatives to petrol — same sustainability-driven value proposition as INFINICUT in the professional segment.
• EGO Power+ (Chervon): Battery-powered outdoor equipment brand scaling into commercial-grade mowers and outdoor power tools. Currently residential-leaning but commercialising; represents a long-tail threat if it crosses into professional turf with similar lithium platform economics.
• Belrobotics (BigMow): Belgian robotic mowing specialist (now part of Husqvarna Group) focused on sports fields, golf courses, and large green spaces. Represents an emerging automated alternative to pedestrian mowing in the same professional turf-care end market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/Infinicut
• YouTubeyoutube.com/channel/UCzuYBrjp7dEumA1xvxmJL9A
• Facebookfacebook.com/AdvancedTurfTechnology
• LinkedInlinkedin.com/company/advanced-turf-technology-ltd
• Instagraminstagram.com/infinicut

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Advanced Turf Technology