Howardson Group Hosts Successful International Dealer Event

Howardson Group Ltd recently welcomed dealers from across Europe, the Middle East and North America for a successful international dealer event held from 27th–30th April 2026 in Derbyshire, UK.

Representatives from Profigrass (Czech Republic), Delta Turfcare (Saudi Arabia), Reesink (Denmark), RED (Portugal), Hako Sweden (Sweden), Prochaska (Austria), World Sports USA (USA), Turf and Soil Management LLC (USA) and Thomas Sherriff & Co Ltd (UK) attended the four-day event, reinforcing the strength and global reach of Howardson Group’s dealer network. The company hosts two dealer events a year.

The event brought together technical training, product demonstrations and networking opportunities, all aimed at deepening dealer expertise and reinforcing partnerships across the Dennis, SISIS, Hunter Grinders, and Syn-Pro brands. The result is a stronger, more aligned network, enabling the delivery of truly world-class service to our customers.

The programme began with a welcome session at the Morley Hayes Hotel, followed by a lawn bowls session at Hazlewood Bowls Club, providing an informal and relaxed setting for delegates to connect with one another and our team. Despite the typically unpredictable British weather—occasional HEAVY rain showers included—it didn’t dampen spirits and added a bit of character to the day.
A huge thank-you to the team at Hazlewood for hosting us so warmly and for patiently coaching us through the finer points of the game of bowls.

Tuesday 28th April saw a comprehensive factory tour and product presentations at Howardson Group’s headquarters, gaining valuable insight into the company’s manufacturing processes and product development, with the added benefit of seeing the underlying theory and design principles ahead of the practical demonstrations. Attendees were able to see the processes involved in making a cylinder mower from the start of the cylinder and bottom blade manufacturing to the paint bay and finally the production lines.

Hands-on training was a central feature of the event, with practical sessions hosted at Brailsford Golf Course and Derby County Training Ground.

On Tuesday, SISIS equipment demonstrations at Brailsford gave dealers the opportunity to see the full range of tractor-mounted machinery in action, alongside valuable time spent operating pedestrian equipment directly on the greens. This practical exposure is essential—there is no substitute for getting hands-on experience with the machinery. It is through direct interaction that users truly understand performance, handling and capability, reinforcing confidence in both the equipment and its application in the field.

Wednesday morning saw us visit Derby County's stadium for a tour early morning. A highlight was seeing the Dennis G860's cutting the pitch ahead of the final game of the season.

After the tour dealers were treated to a 'mower school' workshop with Jason Briggs which ran through setting the cylinder to bottom blade, backlapping and setting the height of cut on a mower. Throughout the week dealers were given the opportunity to work directly with the latest SISIS and Dennis equipment and also see the Syn-Pro equipment in real-world environments, reinforcing product understanding and application techniques.

Tom Worthy, Regional Sales Director EMEA, commented:
“Bringing together such a diverse group of dealers from across the EMEA region and beyond was a fantastic opportunity to strengthen relationships and ensure we’re all aligned in delivering the highest standards of product knowledge and customer support. The engagement and enthusiasm throughout the event has been excellent.”

The event concluded with a series of evening networking sessions and a final group discussion, leaving attendees better equipped to support customers and represent the Howardson Group product range in their respective markets.

This successful event underlines Howardson Group’s ongoing commitment to investing in its global dealer network through training, collaboration and knowledge sharing. We are already looking forward to our next one in the Autumn!