Prochaska

What Prochaska does

Prochaska Handels GmbH is a Vienna-based, privately held B2B and B2C distributor and retailer of professional and consumer-grade green space maintenance equipment, operating from its headquarters at Pilzgasse 31 in Vienna's Floridsdorf district. Founded in 1948 and led by owner-CEO Dr. Andreas Heger, the company serves homeowners, golf courses, municipalities, sports clubs, resorts, and dealer partners across the DACH region and selected Central European markets. Its product catalog spans more than a dozen distributed international brands (Toro, Roborock, Kioti, Greenmech, Billy Goat, Ventrac, Wiedenmann, Dennis, Trilo, Foley, Garia, Salsco) alongside the proprietary IcoCar electric vehicle brand it founded more than 30 years ago.

The company's portfolio is organized around five interconnected product categories: house and garden equipment (robotic mowers, battery-powered tools, lawn mowers, zero-turn mowers, pressure washers, and snow blowers), IcoCar E-cars and utility vehicles, professional irrigation systems (including the Toro Lynx LAC decoder-based digital control platform), professional golf course machinery (such as the Toro Greensmaster eTriFlex 3360 autonomous mower and GPS-RTK controlled Turf Pro 300/500 series), and municipal/agricultural equipment (Kioti tractors, Greenmech chippers, Toro Siteworks vehicles, and Billy Goat turf equipment). The product surface integrates GPS-RTK navigation, autonomous fleet control, and IoT-enabled irrigation diagnostics delivered through OEM partnerships.

Prochaska operates a hybrid go-to-market model combining a direct e-commerce storefront at prochaska.eu, a dedicated B2B dealer portal with wholesale pricing, click-and-collect from the Vienna warehouse, and enterprise freight delivery to golf courses, municipalities, and sports venues. Revenue is generated primarily through one-time hardware sales across consumer, professional, and industrial price tiers (€35.50 accessories to €34,716 industrial chippers), supplemented by parts and accessories, used/refurbished equipment, and equipment rental for golf cars and E-vehicles. Marketing is executed through a mix of own digital channels (website, newsletter, social media on LinkedIn, Facebook, and Instagram), industry event sponsorships, and dealer training programs.

Name

Prochaska

Legal name

Prochaska Handels GmbH

Website

https://prochaska.eu

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

11–50 employees

Short description

Prochaska Handels GmbH is a Vienna-based, privately held distributor of garden, municipal, and golf course maintenance equipment, combining the proprietary IcoCar electric vehicle brand with multi-brand distribution (Toro, Roborock, Kioti, Greenmech, and others) for homeowners, golf courses, municipalities, and dealers across the DACH region.

Ownership category

akta.pro rank

Product category

Professional Turf and Grounds Care Equipment

NAICS

Outdoor Power Equipment Retailers (444230), Lawn and Garden Equipment and Supplies Retailers (4442), Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Farm Machinery & Equipment (3523)

akta.pro primary industry

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

akta.pro secondary industry

Golf Equipment & Accessories Distribution (CRAOAJAK)

Keywords

• Professional turf equipment
• Golf course machinery
• Lawn care equipment
• Irrigation systems
• Electric utility vehicles

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales - New Equipment: Sale of new garden equipment, golf machines, irrigation systems, and utility vehicles. Products range from consumer-grade lawn mowers to professional golf course machinery and municipal vehicles. One-time purchase model with varying price points.
2. Parts and Accessories: Sale of replacement parts, accessories, and consumables for equipment sold. Includes batteries, blades, and specialized attachments.
3. Used/Refurbished Equipment: Sale of pre-owned machinery including Toro Groundsmaster, Greensmaster, and IcoCar vehicles in various conditions
4. Equipment Rental: Rental services for golf cars and E-vehicles, particularly targeting golf courses and event venues

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Prochaska Handels GmbH is a Vienna-based distributor and retailer of professional garden, municipal, and golf course maintenance equipment, combining its own IcoCar electric vehicle brand with exclusive distribution of international brands such as Toro, Roborock, Kioti, Greenmech, Billy Goat, and Ventrac. The product portfolio covers robotic and conventional lawn mowers, battery-powered garden tools, zero-turn mowers, professional golf course machinery, smart irrigation systems, tractors, chippers, and utility vehicles. Sales are conducted through a direct-to-consumer e-commerce shop, a B2B dealer portal, and enterprise field sales serving golf courses, municipalities, and sports clubs across the DACH region.

Product overview

Prochaska is a Vienna-based B2B/B2C distributor and retailer of professional garden, municipal, and golf course maintenance equipment. The company operates a multi-brand portfolio combining its own IcoCar electric vehicle brand with distributed international brands (Toro, Roborock, Kioti, Greenmech, Billy Goat, Ventrac, and others). The product offering centers on five interconnected categories: (1) House & Garden products including robotic mowers, battery-powered tools, lawn mowers, and winter service equipment; (2) E-Cars/Golf Cars under the proprietary IcoCar brand for electromobility at golf facilities and resorts; (3) Professional Irrigation systems including the Toro Lynx LAC decoder system for modernizing existing installations; (4) Golf Course Machinery featuring autonomous mowers like the Greensmaster eTriFlex 3360 and GPS-RTK controlled Turf Pro series; and (5) Municipal/Agricultural equipment including Kioti tractors, Greenmech chippers, and Toro siteworks vehicles. Prochaska positions itself as a full-service provider serving both private consumers and professional municipal/golf course operators, with an emphasis on sustainable and digitally-connected solutions.

Differentiator

Problem solved

Functional benefit

Brands

• IcoCar: Electric vehicle brand founded by Prochaska, offering customized electromobility solutions including golf cars, utility vehicles and E-cars with over 30 years of experience in golf and utility vehicles

Products and services

• IcoCar Electric Vehicles (IcoCar E-Fahrzeuge) Prochaska's own brand of electric golf cars, utility vehicles, and city vehicles offering customized electromobility with 30+ years of experience, designed for golf courses, hotels, resorts, and private users.
• Robotic Lawn Mowers (Mähroboter) Autonomous robotic lawn mowers available in wired and wireless versions, including Roborock and Segway Navimow GPS-controlled mowers that operate without boundary cables, for residential and commercial lawn care.
• Battery-Powered Garden Tools (Akku-Geräte) Cordless outdoor power equipment including trimmers, hedge trimmers, chainsaws, pole pruners, leaf blowers, and batteries/tools from Cramer and Greenworks in 24V to 82V variants, for residential and professional garden maintenance.
• Lawn Mowers (Rasenmäher) Manual push, battery-powered, gasoline, and ride-on lawn mowers from Toro, Greenworks, and other distributed brands with various cutting widths and options (catching, mulching, side discharge) for residential lawns.
• Zero Turn Mowers (Zero Turn Rasenmäher) Zero-turn radius mowers for efficient lawn maintenance, including the Cramer 82V Zero Turn 82ZT107 with 107 cm steel mulch deck and up to 10,500 m² coverage per charge.
• Scarifiers, Aerators & Leaf Removers (Vertikutierer, Aerifizierer & Laubentferner) Professional turf care equipment including Billy Goat aerators (AE1300HEU, AE401H, PL1803V), overseeders (OS901SPH), and sod cutters (SC181HEU) for sports field and lawn maintenance.
• Pressure Washers (Hochdruckreiniger) High-pressure cleaners for residential and commercial cleaning applications.
• Winter Service / Snow Blowers (Winterdienst / Schneefräsen) Snow removal equipment including Toro snow blowers such as the Power Max TRX HD 1428 OXHE, with related winter service accessories for municipal and private use.
• Irrigation Systems (Beregnung) Irrigation solutions for private and large-area use, including gear-driven sprinklers, sensors, spray sprinklers, control units, drip irrigation, magnetic valves, and the Toro Lynx LAC Decoder System for modernizing existing irrigation infrastructure.
• Golf Course Machinery (Golfmaschinen) Professional golf course maintenance equipment including the Toro Greensmaster eTriFlex 3360 autonomous electric mower, Toro Reelmaster series, soil preparation machines, and Toro Workman GTX/HDX utility vehicles, featuring GPS-RTK controlled and autonomous solutions.
• Municipal and Agricultural Equipment (Kommunalmaschinen) Professional equipment for municipalities, sports fields, and agriculture including Kioti CS/CX/CK series tractors, Greenmech wood chippers and shredders, Toro Dingo and eDingo siteworks equipment, and soil preparation tools.
• Used Machinery (Gebrauchtgeräte) Pre-owned professional equipment including used Toro Groundsmaster, Reelmaster, and Greensmaster mowers as well as IcoCar vehicles in various conditions.
• Equipment Rental (Golf Cars and E-Vehicles) Rental services for golf cars and electric vehicles, particularly targeting golf courses and event venues.
• Parts and Accessories Replacement parts, accessories, batteries, blades, and specialized attachments for the equipment sold, supporting ongoing maintenance of consumer and professional machinery.

Quantifiable outcome

• Autonomous mowing accuracy of 2-3cm using GPS RTK technology
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core, minor and major.

• Howardson Group (Dennis Mowers & SISIS Machinery)coreStrategic or Co-development Partner · 1 January 2025International dealer training partnership involving Dennis Mowers (cylinder mowers) and SISIS Machinery (sports turf equipment). Includes factory visits, hands-on training, and professional sports venue demonstrations (Derby County FC).
• Austrian Alpine Open / DP World TourminorGTM or Marketing Partner · 1 January 2025Sponsorship and vehicle supply partnership for the Austrian Alpine Open professional golf tournament (official DP World Tour event). IcoCar E-vehicles deployed for on-site mobility support during the Altentann tournament.
• TorocoreChannel Partner/ Reseller/ DistributorPrimary distribution partner for Toro products including Greensmaster, Groundsmaster, Reelmaster, and Lynx irrigation systems. Prochaska serves as exclusive or primary distributor for Toro in German-speaking markets, offering professional turf care equipment and smart irrigation solutions.
• IcoCar (Owned Brand)coreOEM/ Whitelabel/ Licensing PartnerProprietary electric vehicle brand founded by Prochaska with over 30 years of experience in golf and utility vehicles. Offers customized electric mobility solutions for golf courses, resorts, and municipal applications including City 3.0, Birdie 3.0, and various utility vehicle models.
• KiotimajorChannel Partner/ Reseller/ DistributorDistribution partner for Kioti tractors and utility vehicles in Austrian and German markets. Products include CK, CS, and CX series tractors with various configurations including front loaders, cabs, and winter service packages.
• GreenmechmajorChannel Partner/ Reseller/ DistributorDistribution partner for Greenmech wood chippers and shredders including Arborist, QuadChip, CS, and EVO series models for professional landscaping and tree care applications.
• RoborockmajorChannel Partner/ Reseller/ DistributorDistribution partner for Roborock robotic lawn mowers, offering both cable and cable-free robot mower solutions for residential and commercial applications.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/prochaska.eu
• LinkedInlinkedin.com/company/prochaska-handels-gmbh
• Instagraminstagram.com/prochaska.eu

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 Prochaska