What Automation Within Reach does

Automation Within Reach (AWR) is a Dayton, Ohio-based manufacturer of CNC machine tending automation solutions, operating as a wholly-owned subsidiary of Gosiger. Founded in 2018, the company sells a three-tier product portfolio — Flex Series (standardized cells starting at $115K with DC, RC, and RCX models), Plus Series (pre-engineered cells at $279,900+), and Custom Solutions (fully engineered integrations) — built on FANUC industrial robot platforms and AWR's proprietary QuickTouch HMI touchscreen control software and MultiGrip™ workholding-based part handling technology. In February 2025, AWR integrated over 30 years of Gosiger Automation's custom automation engineering expertise, effectively combining accessible standard automation with deep custom integration capability under a single brand.

The company targets primarily small-to-mid-size CNC job shops facing skilled labor shortages, high-mix part variability, and underutilized spindle capacity, with secondary reach into aerospace, automotive, and medical device manufacturers requiring lights-out operation and tight tolerances. GTM combines direct enterprise field sales with a distributor network serving regional CNC machine tool dealers, supported by a SharePoint-based distributor portal and lease financing through ENGS Commercial Finance. AWR markets through content marketing (blog, whitepapers, technical articles), customer case studies, live demonstrations, and industry events including Gosigerfest. Named customers include Hypertherm, KitchenAid, SEW-EURODRIVE, and Northeast Tool alongside a broader mid-market and SMB customer base (Dimension Machine, Octane Workholding, Gilco Manufacturing, RAM Precision, and others).

AWR's revenue model is anchored on hardware sales of automation cells, supplemented by custom integration professional services and ongoing service, maintenance, and spare parts revenue through distributors and direct support. Reported customer outcomes include cycle time reductions of 25%-92%, productivity gains of 47%-200%, and scrap reductions of up to 50%, positioning AWR's value proposition around measurable throughput and labor cost improvements. The company employs 101-250 people and operates as a privately held US corporation with no disclosed funding rounds or external institutional capital.

Name

Automation Within Reach

Legal name

Automation Within Reach

Website

https://automationwithinreach.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

Automation Within Reach manufactures standardized, pre-engineered, and custom CNC machine tending automation cells for US manufacturers, built on FANUC robots with proprietary QuickTouch HMI and MultiGrip workholding technology. The Dayton, Ohio-based company operates as a subsidiary of Gosiger.

Ownership category

akta.pro rank

Product category

Industrial Automation - CNC Machine Tending Robotics

NAICS

Other General Purpose Machinery Manufacturing (3339), Relay and Industrial Control Manufacturing (335314), Other Measuring and Controlling Device Manufacturing (334519)

SIC

General Industrial Machinery & Equipment (3560), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Factory Automation Cells & Integrated Systems (Assembly, Welding, Painting Lines) (IMAHAHAL)

akta.pro secondary industries

Industrial & Warehouse Robotics (HDAAAIAA), Industrial Controllers & Control Systems (PLCs, PACs, CNC Controllers) (IMAHAHAH), Motion Control Controllers & CNC/Robot Drives (Motion Controllers, Multi-axis) (IMAGACAH)

Keywords

• CNC machine tending
• Robotic automation cells
• FANUC robot integration
• Automated lathe tending
• Automated mill tending

Headquarters

HQ city

Dayton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Automation Cell Hardware Sales: AWR generates revenue primarily from selling robotic CNC machine tending automation cells across three product tiers: Flex Series (standard, starting at $115K–$154K), Plus Series (pre-engineered, starting at $279,900), and Custom Solutions. Cells include the robot, HMI, and configurable part handling systems (drawer, conveyor, pallet).
2. Custom Automation Integration Services: AWR provides fully engineered custom automation solutions including design, build, and testing phases for complex multi-machine workflows and specialized applications, drawing on over 30 years of Gosiger Automation expertise.
3. Service, Maintenance, and Spare Parts: AWR supports customers through preventative maintenance programs, spare parts planning, and responsive troubleshooting. Customers contact their distributor or AWR directly for servicing and replacement parts.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels11 records

Core offering

Automation Within Reach designs, manufactures, and sells robotic CNC machine tending automation systems that load raw parts, run cycles, and unload finished parts from CNC lathes and mills. The product portfolio spans entry-level standardized Flex Series cells (DC, RC, RCX models starting at $115K), pre-engineered Plus Series cells ($279,900+), and fully engineered Custom Solutions for complex multi-machine workflows. All systems use FANUC industrial robots paired with AWR's proprietary QuickTouch HMI for intuitive operation without teach pendant programming.

Product overview

Automation Within Reach (AWR) offers a tiered portfolio of CNC machine tending automation solutions organized into three distinct series: Flex Series (standard, plug-and-play automation for single CNC lathe and mill operations), Plus Series (pre-engineered cells at 80% readiness for faster deployment), and Custom Solutions (fully engineered automation for complex manufacturing challenges, formerly Gosiger Automation). The Flex Series includes DC, RC, and RCX models, with the RCX offering MultiGrip workholding-based automation and Pallet options. The Plus Series provides Conveyor (CC+), Drawer (DC+), and Pallet (PC+) cell configurations. Flex-Custom bridges standard and fully custom solutions with targeted modifications. Key enabling technologies include QuickTouch HMI for simplified operation without robot programming, and electric grippers for flexible part handling. The company also previously offered the Load & Go VBX-160 product line.

Differentiator

Problem solved

Functional benefit

Brands

• Flex Series: Standard CNC machine tending automation solutions for single CNC lathe and mill operations, including DC, RC, and RCX models with QuickTouch HMI interface.
• Plus Series
• Custom Solutions
• Flex Custom Series
• Load & Go

Products and services

• Flex Series Standard, plug-and-play CNC machine tending automation product line for single CNC lathe and mill operations, including DC, RC, and RCX models. Includes QuickTouch HMI for intuitive operation without robot programming. Starting price range $115,000-$154,000. Compact footprint with rapid deployment often within weeks and minimal training required for operators.
• Plus Series Pre-engineered CNC machine-tending automation solution designed for rapid deployment with 80% pre-configured architecture. Offers single or dual-machine operation with custom end-of-arm tooling (EOAT) and three cell options: Conveyor Cell (CC+), Drawer Cell (DC+), and Pallet Cell (PC+). Starting price $279,900. Supports low-mix, high-volume production environments.
• Custom Solutions Fully engineered, customer-tailored automation solutions for complex manufacturing challenges. Includes design, build, and test services for multi-machine coordination, advanced peripherals, and end-to-end automated processes. Formerly known as Gosiger Automation. Targets aerospace, automotive, medical device, and industrial cutting manufacturers with complex production requirements.
• Flex-Custom Series Semi-customized machine tending automation built on the Flex Series platform with engineered modifications for specific process requirements. Bridges the gap between standard automation and fully custom solutions, with features including custom templates, part turnover stations, gage stations/CMM integration, part wash/blowoff systems, and part marking capabilities.
• QuickTouch HMI

Quantifiable outcome

• Northeast Tool: 40-min part cycle reduced to under 5 minutes (92% reduction)
• +7 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and secondary.

• Gosiger AutomationcoreStrategic or Co-development Partner · 14 February 2025In February 2025, AWR strategically expanded to include custom automation by integrating over 30 years of Gosiger Automation's proven expertise. This union brought fully engineered custom automation solutions under the AWR brand, formerly delivered under Gosiger Automation, creating a comprehensive automation portfolio from standard cells to fully custom integrations.
• FANUC AmericacoreTechnology or IntegrationAWR is a FANUC System Integrator for robotics. FANUC industrial robots (R-2000iB, LRMate 200iD, M-10iA series) form the core robotic platforms in AWR's automation cells. The partnership provides certified robotics integration capabilities for CNC machine tending applications.
• VersaBuiltsecondaryTechnology or IntegrationVersaBuilt's MultiGrip technology is licensed and integrated into AWR's VBX-160 Load & Go system. MultiGrip enables workholding-based automation for multi-operation milled parts, making the transition from handloading to automated loading easy, intuitive, and affordable.
• The Robert E. Morris Co. (Morris)secondaryChannel Partner/ Reseller/ DistributorRobert E. Morris Co. is an Okuma and Tsugami machine tool distributor that collaborated on the Hypertherm automation project alongside Gosiger Automation. Morris provided machine tool expertise and manufacturing specialist support for the automated cell integration.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Gosiger: Parent company of AWR and one of the largest U.S. distributors of CNC machine tools and automation. Comparable because Gosiger Automation's custom-automation practice was integrated into AWR in 2025, making Gosiger the most direct comparator for the combined standard-plus-custom business.
• Universal Robots: Collaborative-robot manufacturer widely deployed for CNC machine tending in small and mid-sized job shops. Competes with AWR's Flex Series in the same accessibility tier, targeting manufacturers seeking low-cost, easy-to-deploy tending automation.
• Methods Machine Tools: U.S. machine tool distributor and automation integrator competing head-on for CNC automation budgets in the same Midwest corridor as AWR. Comparable product/market overlap across CNC sales, automation cells, and integration services.
• Applied Manufacturing Technologies (AMT): U.S.-based robotics system integrator focused on CNC machine tending, material handling, and palletizing cells. Closely comparable custom integration business serving North American manufacturers.
• Concept Systems: Industrial automation integrator specializing in CNC machine tending, robotic welding, and material-handling cells in the U.S. Pacific Northwest. Comparable cell-level integration offering and target customer profile.

Broad incumbents

• FANUC America: AWR's robot platform partner and the dominant North American industrial robotics OEM. FANUC's own integrator network and direct automation offerings overlap with AWR's cells, making it both platform provider and competitive incumbent.
• Yaskawa America (Motoman): Industrial robotics manufacturer with a strong installed base in CNC machine tending cells across North America. Competes with AWR at the cell and motion-control layer through its Motoman robot line and integrator partners.
• Kawasaki Robotics (USA): Industrial robot manufacturer with CNC machine-tending application expertise across North America. Competes in the same robotic-cell category and integrator ecosystem as AWR.
• Mitsubishi Electric Automation: Manufacturer of CNCs, servo/motion control, and industrial robots with machine-tending solutions targeting the same discrete-manufacturing buyers as AWR.

Emerging players

• Formic: Machine-tending-as-a-service provider that deploys and operates CNC tending cells on a subscription basis targeting the same SMB job-shop accessibility segment as AWR's Flex Series. Represents the emerging RaaS threat to capital-sales automation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Automation-within-Reach-295117494566443
• LinkedInlinkedin.com/company/automationwithinreach

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Automation Within Reach