Founded in Sweden in 1689, when it produced muskets and other weaponry, Husqvarna has since developed into a leading innovator in the outdoor power equipment market. In this exclusive interview with Golf Business News, Jonathan Snowball, the Head of Business Unit Professional for Husqvarna UK, discusses the company’s recent move into the golf course mowing market and highlights the products and technology that is helping the company to enjoy a growing slice of the competitive robotic mower sector
GBN: When did the Husqvarna first get into the golf course maintenance market?
Jonathan Snowball: Husqvarna has supplied handheld power equipment such as leaf blowers, brush cutters, and hedge trimmers to golf courses for decades. However, the game changer came in 2022 with the launch of CEORA, our first large-scale robotic lawnmower capable of a 10mm cutting height. CEORA uses satellite-guided EPOS tech to mow up to 18 acres autonomously – no boundary wires, no emissions, and ultra-quiet, making it perfect for fairways and semi-rough areas on golf courses. Since then, we have received significant interest from UK golf courses looking to add Husqvarna robotic lawnmowers to their maintenance routines.
Can you talk us through the key products in Husqvarna’s current product line up pertaining to the golf sector and explain what makes them particularly suited to course maintenance?
Husqvarna’s current golf sector line-up is centred around advanced robotic mowing solutions that are transforming how greenkeepers are working each day – improving the quality of greenkeeper’s professional lives and the upkeep of the course they manage – all while helping with efficiency and sustainability.
The key products here include the CEORA, Automower 580L EPOS, and Automower 535 AWD EPOS. These systems are not just automated; they are intelligent, easy-to-use GPS-guided machines tailored for the precise demands of modern course maintenance.
CEORA stands out as a high-capacity robotic mower built for large turf areas like fairways and semi-roughs. It delivers consistent results, reduces labour demands, and enables greenkeepers to really focus on what matters – such as the more detailed work on the greens, hazards and other key areas.
Husqvarna’s Automower EPOS range uses satellite technology for wire-free, precision mowing. This allows quick, flexible re-zoning and ensures minimal turf disruption, even on complex terrain – saving greenkeepers even more time.
How do you differentiate Husqvarna’s robotic mowers from competitors in the golf course segment?
Husqvarna is tech you can trust, especially when it comes to precision turf management. Our robotic mowers are engineered to help greenkeepers get it right every time, by combining innovation, performance, and ease of use in one premium package – supporting our partners every step of the way as they undertake the shift towards autonomous equipment.
What truly sets us apart in the golf course segment is the EPOS (Exact Positioning Operating System) technology. Unlike many competitor systems that rely on physical boundary wires, Husqvarna’s EPOS uses satellite-based virtual boundaries. This means greenkeepers can set or adjust mowing zones with pinpoint accuracy without digging or disruption allowing the mower to adapt as the course evolves.
Furthermore, Husqvarna invented the robotic lawnmower in 1995, giving us 30 years’ experience of getting it right. Husqvarna continue to lead and innovate with game changing solutions.
How many golf clubs is Husqvarna currently working with in the UK and what is the target for growth over the next 3-5 years?
In the UK, we have over 100 golf courses using our robotic mowers. With our current pipeline we could reach over 300 courses within two years. Husqvarna’s team and authorised Pro Partner Dealers assist golf courses by understanding their needs, conducting surveys, performing demonstrations, and supporting them throughout the onboarding process. Some courses start with one robot, while others opt for multiple machines to automate maintenance more extensively.
What feedback have you received from golf course managers regarding the labour-saving potential of robotic mowing?
We’ve heard first hand from the game’s top greenkeepers that our technology is truly changing the game for them. One of the key bits of feedback we regularly receive is that our EPOS range is freeing up valuable time for greenkeepers, allowing them to shift their focus toward critical areas such as greens maintenance, ultimately improving course conditions for players.
Greenkeepers are embracing the shift from traditional mowing to intelligent automation, not only because of the labour efficiencies but because it allows their teams to raise the overall standard of course presentation, while keeping costs and environmental implications at a minimum.
Our autonomous machines use clean energy, drastically reducing fuel bills. They are extremely quiet, so they don’t disturb the peace of the golf course – not only improving golfer enjoyment but also boosting relationships with neighbouring properties or even encouraging wildlife to thrive undisturbed. And their compact design means they can operate throughout the day with minimal disruption to play – no more stopping to enable a greenkeeper to finish a task.
How do you handle concerns about the precision and reliability of robotic mowers on sensitive turf areas such as green surrounds and fairways?
With Husqvarna EPOS technology we guarantee accuracy of 1cm to 2cm. This means we can create great definition between various areas at different cutting heights. This is something that many greenkeepers remark positively on.
Can you share any successful case studies or partnerships with golf courses that have helped build credibility in the golf market?
A key success story for Husqvarna in the golf sector is with Carus Green Golf Club in Cumbria, which has become a fully automated course thanks to a fleet of Husqvarna robotic mowers. After a successful demo in August 2023, the club quickly scaled to ten machines, including the CEORA and the 430X NERA, covering all fairways, roughs and approach areas within six months.
The results have been overwhelmingly positive with improved turf quality, reduced noise and environmental impact and enhanced resilience to wet weather. The club chose Husqvarna over competitors due to the superior cut quality, lower cutting height capabilities and the exceptional service and support provided. This successful partnership has significantly strengthened Husqvarna’s credibility in the golf market.
What is Husqvarna’s sales and maintenance model across the UK and Ireland? How extensive is the network of regional dealerships?
Husqvarna operates a network of Husqvarna Pro Partner Dealers, who have access to robotic mowers designed for golf courses, including the CEORA and Automower 580L EPOS. These dealers are selected based on their service and sales abilities, enabling them to visit golf courses and offer service, demonstrations, and installation.
We work with golf clubs to support them every single step of the way – from the very first discussions on how our products can enhance their professional lives, to detailed suggestions of what products will work best for their respective course. It’s an evergreen relationship really – as following installation, we continue to keep the conversations open to that each of our partners remain supported.
Do your golf course clients generally lease products or buy them outright? What are the finance options?
Husqvarna offers upfront purchases or three service packages: Warranty Plus, Service Plus, and Lease Plus, available through Husqvarna Pro Partner Dealers. The lease package is popular with some golf courses as it shifts the cost from capital to operational expenditure while including service, warranty, and insurance. We are happy to discuss all options and customise a package for your golf course.
What future technological advancements and trends do you see coming to the robotic mower market over the coming years?
Now that’s an interesting question, I can see the innovative solutions Husqvarna are working on and I would love to share more – but unfortunately I can’t!
Husqvarna works closely with our customers to develop the solutions they need to tackle their challenges. That’s what I love most about my role at Husqvarna and why I’ve been with the company for almost 30 years – I’m a born problem solver and I love finding the most innovative solutions for things!
Husqvarna is a perfect illustration of this as its ethos centres upon listening to our partners and providing genuine cost-effective solutions – and we insist upon doing so in innovative and sustainable ways, helping to create a better future for generations to come. In 2026 we will enhance our offering to golf courses based on the feedback we receive from greenkeepers, all I can say is: ‘Watch this space!’
For more details about the complete range of Husqvarna products and to organise a demo, visit www.husqvarna.com/uk