AUTOMATION CHANGES THE MODEL COMPLETELY

To kick off 2026, TurfPro has asked a series of prominent figures to offer their thoughts on the industry's current State Of Play.

David Withers recently retired as managing director of Iseki Tractors (UK & Ireland) - before that he spent 25 years at Jacobsen, including six years as President.

With extensive senior-level experience in machinery distribution and manufacturing, David has been responsible for overall business strategy, commercial performance, and long-term brand development.

In his roles, he oversaw sales, marketing, dealer network development, aftersales, and operations, with a strong focus on customer value, product quality, and sustainable growth.

David is recognised for his pragmatic leadership style and deep understanding of the UK and Irish machinery markets, working closely with teams, partners, and dealers to deliver reliable solutions and long-term relationships.

Q1. What has been the product, machine or innovation that has helped you most in your career?

We take it for granted now, the specialisation of equipment, but back in the 80s golf courses were maintained with tractor and gangs and walking greens mowers. That increase in standards and specialisation is what changed the game for the equipment manufacturers - and I was lucky enough to be part of that expansion.

Q2. What are the most challenging issues facing the industry?

The switch to automation changes the model completely and will disrupt both dealers and manufacturers over the next decade. Additionally the shrinking requirement for equipment and service means changes in the dealer network over the coming years.

Q3. What are your thoughts on our current trade show scene?

So as you know I am a director of the GMA so am no longer completely unbiased, however if I speak with just my trade hat on, I was very surprised that post-Covid we went back to shows with the appetite that has been shown by both exhibitor and attendee alike. In the world of the internet and virtual demos etc it seemed that shows might have become redundant, but that has not happened and we now have MORE industry shows than ever.

I think if we have to have three industry shows I would favour:

Early September - outside in London area - this is a good time for launching dealer programs and showcasing next years products. London and South East is not well served with shows and there is a clear gap there. Birmingham area is clearly over-supplied with shows.

November  - Inside Birmingham area - this is a good time for councils and sports facilities to take time out of schedules to look at equipment - Birmingham is central, has inside show space and good airport access.

January - Inside - Harrogate - covers Northern area for sports.

So I guess if GroundsFest moved to London and kept the same dates it would be much easier as a manufacturer to justify spending money on three shows.

Q4. What would you like to see in terms of collaboration across industry organisations?

I think the collaboration is already pretty good, but could become better. I do not believe it is possible to get a completely unified industry voice as all players have their own agendas.

Q5. What changes would you like to see made to improve the industry?

I think sports as a whole is pretty inexpensive in this country, compared particularly with the USA, and this knocks on to the wages that are paid and the level of expenditure that customers have. Ithink we need to get more money flowing in to the industry so we can pay more, attract more talent and keep the talent we have.

Anything else you'd like to add?

I still believe this is the best industry! Where else are competitors friends and help one another to improve - and we do maintain the most amazing beautiful places. I feel very lucky to have accidentally ended up in this industry and had my career here.