Maxwell Amenity Ltd

What Maxwell Amenity Ltd does

Maxwell Amenity Ltd operates as Agrovista Amenity, the specialist amenity division of Agrovista UK Limited (Company No. 3525529), a private limited company registered in England and headquartered at Rutherford House, Nottingham Science & Technology Park. The company supplies professional turf care and amenity solutions to the UK market, serving golf courses, professional football and horse racing venues, independent schools, landscape contractors, and forestry/nursery operators. Named enterprise customers include Tottenham Hotspur F.C., Airdrie Golf Club, Hamilton Racecourse, and Bedford School. The firmographic record lists 12 employees, which is inconsistent with the nationwide depot footprint and is best read as the legal-entity HQ headcount within the broader Agrovista UK Limited group.

The product portfolio is unusually broad for a specialist distributor, organised into nutrition (granular and liquid fertilisers including the Evolution Naturelle Sport Classic line, micronutrients, soluble fertilisers, turf health packages, and Viano organic fertilisers), controls (fungicides including the trademarked Maxtima®, plant growth regulators such as Attraxor, selective and residual herbicides, moss control, adjuvants, disinfectants, and the four-variant Aqua-Zorb® soil wetting agent range), biostimulants (elicitors, molasses, seaweed, soil and plant conditioners), seed (grass and wildflower), equipment (sprayers, spreaders, nozzles, line-marking, irrigation, weather stations, CDA applicators), machinery (Etesia electric, Pellenc electric, StarGreen, and Vale Engineering UK ranges), workwear and PPE, and agronomy services (tools, analysis, and software/apps). Two registered trademarks — Maxtima® and Aqua-Zorb® — anchor proprietary branding, and the Lanzarta insecticide has secured full UK approval for both forest nursery and in-forest use against large pine weevil.

The business model is sales-led and combines two revenue streams: product sales across the full catalogue and professional agronomy services delivered by a BASIS and FACTS trained sales team. Distribution runs through a nationwide UK depot network supported by direct customer service via phone and email, with content, technical updates, and The Turf Hub podcast feeding top-of-funnel demand and an Academy platform (academy.agrovista.co.uk) deepening customer education. The company is part of the Agrovista UK Limited corporate group with no evidence of external private equity, venture, or public-market ownership.

Name

Maxwell Amenity Ltd

Legal name

Agrovista UK Limited

Website

https://maxwellamenity.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Maxwell Amenity Ltd, operating as Agrovista Amenity, is the specialist amenity division of Agrovista UK Limited, supplying professional turf care products, agronomy services, and machinery to UK golf clubs, sports venues, landscape contractors, and forestry operators.

Ownership category

akta.pro rank

Product category

Turf Care & Amenity Supplies

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)

akta.pro primary industry

Turf Care (Fertilization, Aeration & Weed/Pest Control) (IMAIAIAD)

akta.pro secondary industries

Athletic Field & Golf Course Groundskeeping (IMAIAIAH), Gardening, Lawn & Outdoor Living Distribution (CRAOAFAH)

Keywords

• Turf care products
• Amenity supplies
• Professional agronomy
• Sports turf management
• Landscape products

Headquarters

HQ city

Nottingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Sale of turf care and amenity products including fertilisers, fungicides, herbicides, wetting agents, grass seed, wildflower seed, workwear, equipment, and machinery to the UK amenity and landscape markets.
2. Agronomy Services: Professional agronomy services provided by BASIS and FACTS trained sales team, offering research-driven advice and technical support to customers.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Maxwell Amenity Ltd operates as Agrovista Amenity, the specialist amenity division of Agrovista UK Limited, supplying a comprehensive portfolio of professional turf care and amenity products—including fertilisers, fungicides, herbicides, wetting agents, grass seed, wildflower seed, workwear, application equipment and turf machinery—across the United Kingdom. The company pairs this product distribution with professional agronomy services delivered by BASIS and FACTS trained sales representatives, supported by a nationwide depot network and direct phone/email sales channels serving golf courses, sports venues, schools, racecourses and landscape contractors.

Product overview

Maxwell Amenity Ltd (operating as Agrovista Amenity) is the specialist amenity division of Agrovista UK Ltd, providing a comprehensive portfolio of professional turf care and amenity solutions. The product offering is organised into distinct categories: Nutrition (including granular fertilisers like Evolution Naturelle Sport Classic, liquid fertilisers, micronutrients, soluble fertilisers, turf health packages, and Viano organic fertilisers); Controls (including fungicides such as Maxtima, plant growth regulators like Attraxor, selective and residual herbicides, wetting agents including the Aqua-Zorb range, moss control, adjuvants, disinfectants, and aquatic products); Biostimulants (elicitors, molasses, seaweed, and soil/plant conditioners); Seed (grass seed and wildflower seed mixtures); Equipment (including line marking paints, sprayers, spreaders, nozzles, irrigation equipment, weather stations, and the Wildlife and Ecology range); Machinery (Etesia electric range, Pellenc electric range, StarGreen turf machinery, and Vale Engineering); Workwear and PPE (footwear, jackets, trousers, t-shirts, and protective equipment); and Agronomy Services (tools, analysis, and software/apps). The company also offers professional agronomy support through BASIS and FACTS trained staff, combining product supply with expert technical advice for the UK amenity and landscape markets.

Differentiator

Problem solved

Functional benefit

Brands

• Agrovista Amenity: Professional turf care and amenity solutions specialist division serving the UK amenity and landscape markets.

Products and services

• Maxtima

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core.

• VianocoreChannel Partner/ Reseller/ DistributorViano organic fertilisers are distributed through Agrovista Amenity as part of their product portfolio for the UK amenity market.
• EtesiacoreChannel Partner/ Reseller/ DistributorEtesia electric range machinery is distributed through Agrovista Amenity for professional turf care applications.
• PellenccoreChannel Partner/ Reseller/ DistributorPellenc electric range machinery is distributed through Agrovista Amenity for professional turf care applications.
• StarGreencoreChannel Partner/ Reseller/ DistributorStarGreen turf machinery is distributed through Agrovista Amenity for professional turf care applications.
• Vale Engineering (UK)coreChannel Partner/ Reseller/ DistributorVale Engineering UK products are distributed through Agrovista Amenity for professional turf care applications.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• ICL Group (Everris): Global specialty fertiliser and plant nutrition company with significant UK amenity turf exposure via the Everris brand. A larger incumbent with overlapping fertiliser and controlled-release nutrition products serving the same professional turf customers.
• Syngenta (Turf & Landscape): Global agrochemical major with a dedicated UK turf and amenity division supplying fungicides, herbicides, and growth regulators. Comparable on chemical product categories and golf/sports customers; broader portfolio and significantly larger scale.
• Bayer Crop Science (Environmental Science): Global life science company with amenity turf products including herbicides and pest control. Overlaps on chemical categories and amenity end-customers but operates across much wider agricultural and consumer health segments.

Direct peers

• Professional Sports Group (PSG): UK distributor of groundscare machinery, equipment, and consumables for professional sports surfaces. Comparable on UK sports turf customers and depot/wholesale distribution of turf-related hardware and consumables.
• Headland Amenity: UK manufacturer and supplier of turf fertilisers, wetting agents, and amenity products for golf and sports turf. Comparable on product categories and customer segments; differs as a manufacturer-distributor hybrid.
• Rigby Taylor: One of the UK's largest specialist distributors of amenity turf care products, fertilisers, and chemicals to golf, sports, and landscape professionals. Directly comparable on product mix, customer segments, and UK nationwide distribution model.
• Campey Turf Care Systems: UK specialist supplier of turf maintenance machinery, equipment, and associated products to sports turf and golf markets. Comparable on the machinery and equipment side of the offering and on UK sports venue customer base.
• Sherriff Amenity: UK-based distributor specialising in amenity turf care products, grass seed, and chemicals for golf courses, sports grounds, and landscape contractors. Closely comparable on range, customer base, and depot-driven distribution.
• Origin Amenity Solutions: UK supplier of amenity turf nutrition, disease control, and seed products serving golf, sport, and landscape markets. Directly comparable on product portfolio, agronomy support, and target customers.

Regional players

• Reesink UK (Toro distributor): UK distributor of Toro groundscare and turf machinery for golf, sport, and amenity markets. Comparable on the machinery distribution element and UK customer base; primarily focused on capital equipment rather than agronomy and chemicals.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/maxwell-amenity-ltd

Revenue estimate

Valuation estimate

Number of profiles

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 Maxwell Amenity Ltd