Episode 45

Dealernomics@2 with Tim Lane, ATH Machinery

Published on: 16th September, 2021

The first in a trilogy of podcasts called Dealernomics talking to three turfcare dealers about the economics and evolution of their business over the ages. First up, Tim Lane who started his business, ATH Machinery, 2 years ago, and just months before lockdown.

He will be followed by Steve Halley of Cheshire Turf Machinery (established 25 years) and Tom Black, md of Cyril Johnston, Belfast (70 years)

After holding senior management roles in a multi-branch dealership group, Tim realised a personal ambition by starting his own turf machinery sales and service business in the heart of Hampshire focussing on the golf course and professional users.

That was in August 2019, and he spent the winter equipping his workshop facilities and contacting potential customers ahead of the 2020 season.

Within months, he had to rip up his business plan as the pandemic hit and the Prime Minister ordered a lockdown.

He talks to Chris Biddle about the initial shock and impact of the pandemic on the fledgling business and of putting a Plan B into operation.

Two years on he reflects on progress, talks about issues of finding franchises, adding to his staff, some initial ‘wins’ for the business alongside mistakes made.

He says keeping overheads as low as possible is essential – and that every ambition he has for the business in the future has to be matched by the funding available.


Next Episode All Episodes Previous Episode

Listen for free

Show artwork for Inside AgriTurf

About the Podcast

Inside AgriTurf
The farm and grass machinery business
Inside Agri-Turf speaks to those at the sharp-end of the farm and grass machinery industry which ranges from powerful 500hp farm tractors to lawnmowers for the home, via equipment used in the upkeep of golf courses, cricket and football grounds, parks and open spaces, forests and the care of the countryside.
As new technology and robotics come increasingly on-stream, we will talk to manufacturers, dealers, industry representatives and end-users in order to report on this fast-moving, innovative and essential sector that often flies under the radar of public recognition.

About your host

Profile picture for Chris Biddle

Chris Biddle

Chris is an experienced journalist specialising in the farm and grass machinery market. He has worked for a major tractor manufacturer and been a managing director of a farm and grass machinery dealership in the West Country.
In 1988, he launched trade magazine, Service Dealer followed by TurfPro in 1998, selling both titles to Land Power Publications in 2015.
He was editor of Landwards, the professional journal of the Institution of Agricultural Engineers (IAgrE) from 2008 until 2019 and is the recipient of the 2020 IAgrE Award for Outstanding Contribution to the Land-Based industry.
Chris lives in Salisbury with his wife Trish, and is an avid cricket fan and member of the MCC for over 55 years.