Golf Business News – GBN Interview: Jonathan Snowball, Husqvarna UK Business Division Professional

Founded in 1689 when Husqvarna was produced in Sweden in 1689, it has since grown into a leading innovator in the outdoor power equipment market. In this interview Golf Business NewsJonathan Snowball, a business unit professional at Husqvarna UK, discussed the company’s recent migration into the golf course mower market and highlighted the company’s products and technologies that are helping the company enjoy an increasing number of competitive robot mower divisions.

GBN: When will Husqvarna enter the golf course maintenance market?

Jonathan Snowva: Husqvarna has provided handheld power supplies such as leaf blowers, brush cutters and hedge decorations, providing golf courses for decades. But the game-changer is launched by Ceora in 2022, our first large robot lawn mower capable of cutting 10mm of height. Ceora uses satellite-guided EPOS Tech to automatically cut more than 18 acres – no boundary lines, no emissions and super Quiet, perfect for fairways and semi-bending areas on golf courses. Since then, we have received a strong interest from UK golf courses in hopes of adding Husqvarna robot lawn mowers to their maintenance programs.

Can you relate to the golf field through the key products in Husqvarna’s current product range and explain what makes them particularly suitable for course maintenance?

Husqvarna’s current golf field lineup focuses on advanced robotic mowing solutions that are changing the way green administrators work every day – improving the quality of professional life of green administrators and the maintenance of the courses they manage – while also helping to increase efficiency and sustainability.

Key products here include Ceora, Automater 580L EPOS and Automater 535 AWD EPOS. These systems are not only automated; they are smart, easy-to-use GPS-guided machines tailored to the exact needs of modern course maintenance.

Ceora stands out as a high-capacity robotic lawn mower built for large turf areas such as fairways and semi-creams. It can provide consistent results, reduce labor demand, and enable green administrators to really focus on important things, such as more detailed work on greens, hazards and other key areas.

Husqvarna’s automotive EPOS series uses satellite technology for wireless and precision mowing. This allows for quick and flexible partitioning and ensures minimal turf damage, saving more time even on complex terrain.

How do you distinguish Husqvarna’s robot lawnmower from competitors in golf course matches?

Husqvarna is a technology you can trust, especially when it comes to precise turf management. Our robotic lawn mowers are carefully designed to help green administrators do this 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 make the transition to autonomous devices.

In the golf course segment, what really sets us apart is the EPOS (exact positioning operating system) technology. Unlike many competitor systems that rely on physical boundary lines, Husqvarna’s EPOS uses satellite-based virtual boundaries. This means that the green administrator can set or adjust the mower area with precise accuracy without digging or damage, allowing the mower to adapt as the route develops.

In addition, Husqvarna invented the robot lawn mower in 1995, giving us 30 years of correct experience. Husqvarna continues to lead and innovate with game-changing solutions.

How many golf clubs does Husqvarna work in the UK currently and what are the growth targets for the next 3-5 years?

In the UK, we use robot lawn mowers to have over 100 golf courses. Through the current pipeline, we can get over 300 courses in two years. Husqvarna’s team and authorized Pro partner dealers assist the golf course by understanding their needs, conducting investigations, conducting demonstrations and supporting them throughout the onboarding process. Some courses start with one robot, while others choose multiple machines to automate maintenance more widely.

Have you received feedback from the golf course manager about the potential of robots to save labor?

We’ve heard first-hand sounds from the top green admins of the game, and our technology is really changing the game for them. One of the keys to the feedback we receive frequently is that our EPOS series provides valuable time for green administrators to shift their attention to key areas such as green maintenance, ultimately improving the player’s course conditions.

Green administrators are embracing the transition from traditional mowing to intelligent automation, not only because of workforce efficiency, but also because it allows its teams to improve overall standards of course performance while minimizing cost and environmental impact.

Our autonomous machines use clean energy, which greatly reduces fuel costs. They are very quiet so they don’t disturb the peace of the golf course – not only improves golfers’ enjoyment, but also enhances relationships with neighboring properties and even encourages wildlife to flourish undisturbed. Their compact design means they can operate all day, with minimal interruptions being playable – no longer stopping to enable green admins to complete tasks.

How do you deal with concerns about the accuracy and reliability of robot lawn mowers on sensitive turf areas such as green environments and fairways?

With Husqvarna Epos technology, we guarantee accuracy from 1 to 2 cm. This means we can create excellent definitions between areas of different cutting heights. This is something many green admins are positively commenting on this.

Can you share any successful case studies or partnerships with golf courses that help build credibility in the golf market?

A key success story for Husqvarna in the golf field was accompanied by the Carus Green Golf Club in Cumbria, which has become a fully automatic course thanks to the fleet of Husqvarna robotic lawn mowers. After a successful demonstration in August 2023, the club quickly expanded to ten machines, including the Ceora and 430x Nera, covering all fairways, rough and approach areas over six months.

The results are overwhelmingly positive due to improved turf quality, reduced noise and environmental impacts, and enhanced elasticity to wet weather. Due to the higher reduced quality, reduced high functionality and the excellent service and support provided, the club chose Husqvarna over its competitors. This successful partnership greatly enhances Husqvarna’s credibility in the golf market.

What is the sales and maintenance model of Husqvarna in the UK and Ireland? How extensive is the regional dealership network?

Husqvarna runs a network of Husqvarna Pro partner dealers who can use robotic lawn mowers designed for golf courses, including Ceora and Automower 580L EPOS. These dealers are selected based on their service and sales capabilities, enabling them to access the golf course and provide services, demonstrations and installations.

We work with golf clubs to support them every step of the way – from the first discussion on how our products can improve their career life, to detailed advice on which products are best suited for their respective courses. It’s really an evergreen relationship – just like after the installation, we continue to keep the conversations that support it with each of our partners.

Your golf course customers usually rent products or buy them directly? What is a financial choice?

Husqvarna offers pre-purchase or three service packs: Cherecty Plus, Service Plus and Lease Plus, available through Husqvarna Pro partner dealers. Rental packages are popular on some golf courses because it shifts costs from capital to operating expenses, including services, warranties and insurance. We’d love to discuss all the options and customize the packaging for your golf course.

In the coming years, you will see future technological advancements and trends entering the robot lawn mower market?

Now, this is an interesting question and I can see the innovative solutions Husqvarna is working on and I would love to share more – but unfortunately I can’t!

Husqvarna works closely with our customers to develop the solutions needed to meet challenges. That’s why I like my role at Husqvarna the most and why I’ve worked in the company for nearly 30 years – I’m a natural problem solver and I love finding the most innovative solutions for things!

Husqvarna is a perfect illustration because its spirit is designed to listen to our partners and provide truly cost-effective solutions – we insist on doing this in an innovative and sustainable way, creating a better future for future generations. In 2026, we will enhance the golf course’s product based on the feedback we receive from the green people, and all I can say is, “Watch this space!”

For more details on the full scope of Husqvarna products and organize demonstrations, please visit www.husqvarna.com/uk