Award Winners – Movers & Shakers
2025 OPE+ industry awards
These power-equipment professionals lead with vision and experience. In the past year, they’ve embraced the challenges facing the industry, they’ve taken the opportunity to rethink the way they do business and managed teams to success. “Success” might be an objective outcome or more subjective, resulting in a process improvement, a design direction, or a cultural change.
Neal Lackritz: Sr. Director of Advanced Technology, AriensCo
Neal Lackritz is shaping the future of the outdoor power equipment industry with a strong background in technology and innovation and the support of the leadership at AriensCo. Lackritz leads AriensCo’s advanced technology division, which was established 14 months ago to integrate cutting-edge technologies into OPE products. Under his guidance, the team is making strides in three key areas: autonomy, advanced safety systems, and telematics.
One of the team’s notable achievements includes a partnership with Greenzie to develop autonomous solutions for the commercial landscaping market. Looking ahead to 2025, AriensCo is set to launch an autonomous mower pilot project, and the company showed this at last fall’s Equip Expo. Lackritz and his team are also studying advanced safety and exploring ways to provide business owners with insights through telematics to maximize return on investment.
Lackritz brings a wealth of experience from outside the OPE industry, including years at Bose in the automotive division and with Apple’s Autonomous Systems Group. His background in robotics and advanced systems has positioned him perfectly to lead AriensCo’s push into new technological frontiers.
Reflecting on his leadership philosophy, Lackritz credits his time working with Dr. Amar Bose as a formative experience. “When you spoke with Dr. Bose, he had this incredible gift of believing in your ability to succeed even more than you did yourself,” said Lackritz. “I try to bring that same approach to my teams.”
Lackritz is passionate about leveraging technology to empower commercial landscapers, a group he describes as often underestimated for their business acumen. By providing insights and optimization tools, he and his team aim to help landscapers enhance their operations and increase profitability.
“What excites me is showing landscapers how data on product usage can be a powerful tool,” he said. “It’s motivating and empowering to help them unlock new efficiencies. Additionally, I see a significant opportunity for dealers to become consultative partners in this process, especially as regions like California mandate a shift to battery-powered solutions.”
Lackritz appreciates AriensCo’s unique position as a privately held company with the ability to take a long-term view on innovation. “At Ariens, you can have discussions about 1-year, 2-year, and even 10-year horizons,” he noted. “That’s incredibly powerful, and it’s backed by the passion and vision of the family ownership.”
The investment AriensCo is making to build a technology team underscores its commitment to staying at the forefront of technological advancements. The company’s willingness to explore and invest in emerging technologies is a testament to its dedication to providing landscapers with innovative, high-quality products that boost productivity and efficiency.
As Neal Lackritz and his team continue to push the boundaries of what’s possible, the OPE+ Movers & Shakers award serves as a well-deserved recognition of his remarkable achievements and leadership.
Mike Baum: General Manager, Brodner Equipment
Mike Baum’s involvement in the OPE industry expanded in 2011 when he rejoined the family business, Brodner Equipment. Since his return, he has helped transform the Rochester, N.Y. dealer with his focus on robotic mowing solutions. His commitment has led to the sale and setup of more than 500 robotic mowers in the past five years, with more than 100 installed in just the past year. These numbers speak to his ability to effectively market and demonstrate the value of robotic solutions, catering to both homeowners and commercial applications.
“When my dad said we were going to get into ‘automowers,’ I went to GoDaddy and bought the URL,” said Baum. He has continuously advocated for the benefits of robotics, dispelling the common misconception that dealers are hesitant to embrace this technology. He has helped make Brodner Equipment a leader for Husqvarna sales in the U.S.
Baum has also played a crucial role in educating and training others in the industry. As sales of robotic mowers increased, Baum began collaborating with local high school robotics teams to find teens who are excited about robotics technology. This initiative has not only benefited Brodner Equipment but has also contributed to the growth of the OPE industry by creating a pipeline of skilled laborers with interest in robotics.
Brodner Equipment’s success in robotics has made the company a trendsetter in the industry. “When speaking about robotics with any dealer, regardless of location, I tell them exactly what Brodners is doing,” said Baum. “If they want to have success with robotics, they should be doing it the same way.”
His approach to robotics isn’t just about selling a product; it’s about cultivating an ecosystem around this transformative technology. His willingness to invest in the infrastructure required to support robotic mowers, including storage for off-season units and offering maintenance updates for customers, has set him apart from other dealers. “I have just shy of 180 automowers in winter storage. I did updates on all of these last year and charged fees for it,” said Baum. This commitment to customer satisfaction is indicative of Mike’s leadership style—one that prioritizes long-term success and customer loyalty.
While Baum’s focus on robotics has garnered much attention, he has also emphasized the importance of diversification in the OPE industry. Brodner Equipment is known for offering a broad range of products, including propane-powered and battery-operated equipment. His philosophy of being selective with product offerings has helped the business avoid becoming overwhelmed with options, allowing the company to provide quality service with a more streamlined product line.
Looking ahead, Mike’s plans for continued innovation in the OPE industry are clear. He’s already taken steps to introduce additional robotic solutions, such as the Segway Navimow mower, and he remains committed to helping Brodner Equipment stay at the forefront of industry trends.
