AriensCo: A Legacy of Innovation in Landscaping Solutions
Building a Legacy of Family and Innovation
Since its establishment in 1933 by Henry Ariens and his sons in Brillion, Wisconsin, AriensCo has been a trailblazer in outdoor power equipment. From inventing the first American-made rotary tiller to becoming a global leader in landscaping solutions and snow removal equipment, the company has always prioritized innovation, quality, and tradition. Today, over 90 years later, AriensCo remains family-owned and is led by fourth-generation CEO Dan Ariens, with the fifth generation already contributing to its success. This dedication to family values and progress ensures the company continues to thrive.
The integration of AS-Motor into AriensCo’s portfolio has further strengthened its product offerings. While the Ariens brand focuses on precision mowing and professional snow removal, AS-Motor specializes in high grass, steep slopes, and rugged terrain solutions. Together, these two brands ensure that AriensCo delivers comprehensive tools for every landscaping need, from pristine residential lawns to the most challenging environments.
Ariens and AS-Motor: Complementary Strengths in Landscaping
Under the AriensCo umbrella, Ariens and AS-Motor work in harmony to provide specialized solutions for diverse landscaping challenges:
Ariens: Precision and Efficiency for Every Lawn
Known as the “King of Snow®”, Ariens delivers high-quality Zero-Turn mowers and professional snow removal solutions. These machines are perfect for residential and commercial users seeking efficiency, precision, and durability. Whether maintaining a medium-sized lawn or managing large properties, Ariens offers a range of products to suit every need.
AS-Motor: Specialists in High Grass and Extreme Terrain
AS-Motor brings a unique focus on demanding landscapes. The brand’s expertise lies in developing innovative equipment for high grass and steep terrain. With solutions like the Sherpa ride-on mowers for slope stability, the Ovis EVO RC embankment mower for remote-controlled operation, and the Yak flail mowers for clearing dense vegetation, AS-Motor meets the specific needs of professional users in agriculture, municipalities, and landscaping.
AriensCo EMMEA: Supporting European Landscaping Excellence
As the European hub for AriensCo, the EMMEA division based in Bühlertann, Germany, ensures that Ariens and AS-Motor products meet the needs of customers across Germany, France, Scandinavia, and the UK. This regional presence enables AriensCo to deliver tailored solutions and outstanding support to dealers and customers throughout Europe.
The EMMEA division provides specialized training through the AriensCo Academy, covering technical, sales, and marketing topics to enhance dealer expertise. Comprehensive after-sales services, including spare parts, warranties, and logistics, ensure minimal downtime for customers.
By combining localized expertise with global standards, AriensCo EMMEA guarantees exceptional customer satisfactio
AriensCo EMEAA Leadership Team
James Henry Young III
Executive Vice President – EMEAA
Jonathan Bauer
Vice President Finance – EMEAA
Brad Stiles
Vice President Sales – EMEAA
Georg-Otto Fuchs
Senior Vice President R&D, Product Management & Marketing – EMEAA
Markus Schmidt
Vice President RapidCare & Academy – EMEAA
Tamara Hauenstein
Vice President Human Resources – EMEAA
Wolfgang Fiedler
Vice President IT – EMEAA
Dr. Katrin Voß
Head of Operations AriensCo GmbH – EMEAA
Sam Lewis
General Manager Ariens Company Ltd. – UK
Frank Brenn
General Manager AriensCo Scandinavia – EMEAA
That's what makes us strong. For our customers, sales partners and suppliers:
Established Teams – Strong Partnerships
AriensCo EMEAA ensures direct distribution of Ariens and AS-Motor products to its dealers in Germany, France, Scandinavia, and the United Kingdom. By relying on experienced, established sales structures, we maintain direct communication with dealers and end customers, ensuring seamless service and support.
In other European markets, we collaborate with long-standing import partners, leveraging their in-depth market knowledge and country-specific expertise. This approach allows us to provide tailored support, ensuring that each region receives the best possible service and product availability.
Corporate Divisions – Centrally Managed for Excellence
AriensCo EMEAA operates with a centralized management approach, ensuring consistency and excellence across all services. This structured coordination allows us to deliver a strong, unified brand presence and maintain high-quality service levels.
Key departments — including Marketing, Product Management, Sales, After-Sales Service, and the AriensCo Academy — play a critical role in ensuring that dealers, importers, and end customers receive consistent, top-tier support.
Continuous Development of a Strong Product Portfolio
The Product Management and Marketing teams are dedicated to continuously expanding and refining the Ariens and AS-Motor product lines. Every innovation is developed in response to market needs, ensuring that our customers benefit from cutting-edge technology and superior performance.
By prioritizing innovation and customer feedback, AriensCo EMEAA remains at the forefront of the industry, delivering efficient, high-performance equipment for every terrain and application.
Building the Strongest Distribution Network
AriensCo EMEAA is committed to strengthening and expanding its European distribution network, ensuring that customers always have access to expert service and the right equipment. Our goal is to empower all sales partners and importers in marketing and selling Ariens and AS-Motor products effectively.
We recognize that some partners specialize in only one of the two brands, and we support both established and new partnerships to ensure optimal market coverage. By continually investing in training, dealer support, and regional expertise, AriensCo EMEAA is building the strongest and most customer-focused sales network in the industry.
Superior Services as Part of the AriensCo Corporate Brand
The After-Sales Service at AriensCo EMEAA operates under the Rapid Care service brand, which mirrors the successful U.S.-based system. This structured approach integrates:
- Complete spare parts supply
- Warranty processing and claims management
- Logistics for new equipment distribution
To enhance dealer and customer experience, the AriensCo Academy provides comprehensive training on:
- Service and maintenance best practices
- Sales and product expertise
- Marketing strategies and brand positioning
A new central dealer platform will serve as the go-to hub for all AriensCo EMEAA, AS-Motor, and Ariens dealers, ensuring streamlined access to support, service inquiries, and essential business tools.
By combining direct dealer distribution, strong regional partnerships, centrally managed operations, and superior after-sales service, AriensCo EMEAA continues to build the most reliable and customer-focused network in the industry.
Our Mission: Passionate People. Astounded Customers.
AriensCo EMEAA is committed to delivering exceptional experiences through its dedication to innovation, quality, and integrity. Every product reflects the company’s mission to astound customers and make a difference in their daily lives. By fostering a team of passionate individuals, AriensCo ensures that its equipment consistently exceeds expectations and redefines industry standards.
AriensCo EMEAA’s guiding principles, including honesty, fairness, and a commitment to keeping promises, shape every decision and drive the company’s pursuit of excellence. These values inspire trust and loyalty among customers, partners, and employees.
Core Values That Define Us
At AriensCo EMEAA, everything we do is guided by our core values. These principles shape our decisions, fuel our innovations, and drive us to continually exceed customer expectations.
Sustainability at AriensCo: Building a Greener Future
Sustainability is deeply embedded in AriensCo EMEAA’s operations, influencing every aspect of product development and manufacturing. The company prioritizes the creation of durable, long-lasting machines that minimize waste and reduce the frequency of replacements. With over 99% of components made from recyclable steel and metals, AriensCo EMEAA emphasizes resource efficiency while maintaining high-performance standards.
AriensCo EMEAA also sources 70% of its components from certified regional suppliers, reducing transportation emissions and supporting local economies. This approach ensures that the company meets rigorous environmental and quality standards while promoting ethical practices across its supply chain.
Modern manufacturing techniques, including lean management and high vertical integration, allow AriensCo EMEAA to reduce waste and energy consumption during production. The company’s ongoing research into low-emission and emission-free engines further demonstrates its commitment to sustainability and innovation.
Explore AriensCo’s Landscaping and Snow Removal Solutions
AriensCo EMEAA is more than a collection of brands—it’s a legacy of innovation and excellence. Whether you need a Zero-Turn mower for precision lawn care, a snow blower for efficient winter service, or specialized equipment for rugged terrain, AriensCo EMEAA offers reliable solutions to meet every challenge.
With a commitment to sustainability and cutting-edge technology, AriensCo EMEAA ensures that its products deliver unmatched performance and durability.