Judy Altmaier Talks About Her First Year Heading Exmark and the OPE Market

July 29 – Lawn and Landscape -- Last July, Exmark Manufacturing announced Judy Altmaier as its vice president and general manager. She replaced Rick Olson, who took over as vice president of international business for Exmark’s parent, Toro. After decades of running global operations for Eaton Corp., and a four-year stint at Big Red in Minnesota as vice president of operations, she moved down to Nebraska and into the top spot at Exmark.

We caught up with Atlmaier to discuss what she’s learned in the last 12 months in the GM’s seat, where she sees the mower market moving and why the company has to make so many different kinds of equipment. – Chuck Bowen

Lawn and Landscape: Tell me about your first year in this position. What surprised you the most in the past 12 months?

Judy Altmaier: First of all, I can’t believe it’s been a year already. In my mind and when I talk to people I think, “Ok well I’ve been here about five months.” That’s how much time it feels like. Time has flown because I’m having a great time doing this. I guess what I was surprised with was how much I really truly loved this. This is really a great job and a great division and good product. I knew particularly that the people here are very proud of what they do. But I was surprised at the absolute depth of passion that the entire team has here.

LAWN and LANDSCAPE: Tell me about that decision to put up your hand and say, ‘I want to go head up Exmark.’

Judy Altmaier: Every job happens because there was an opening. When Rick Olsen returned to the headquarters to run the international division, it left an open position. It wasn’t on my list of things to do, but I started thinking about what it would be like to be involved with this business at such an intimate level. From an operations standpoint, I loved what I was doing, but I thought, you know, the time was right for me personally and professionally to jump into Exmark.

LAWN and LANDSCAPE: What have you learned since you joined Exmark?

Well I can tell you it’s a very different look when you’re trying to drive initiatives from an operational standpoint. When you get into a division all of a sudden things become clear. Like, “Oh, now I understand why there have to be all these different products.” I used to joke with the divisions when I was in operations that if I ran marketing as an operations person, we’d have one product, we’d make a lot of them and they’d all be very, very good. That’s how an operations person thinks: You’ve gotta have standardization, communization of parts, everything should look the same. You make a lot of them and it’s gonna be great.

LAWN and LANDSCAPE: When you and I sat down at GIE+EXPO last October, we talked a little bit about what you had planned for Exmark. You said Exmark is already a really well-run company. So when you get up in the morning, what’s at the very top of your to-do list?

I always am wondering if we’re looking out for what our competitors are doing, not that you’d want to build your business model based on what your competitors are doing, but you don’t want anything to sneak up on you that you aren’t expecting – some technology or something that’s way cooler than something we have. I don’t know if that’s a high risk but you’ve gotta think about it.

So we spend a lot of time looking at other peoples’ products to just check out their quality and their technology. But then we spend a tremendous amount of time thinking about growing, what will we look like 10 years from now, and how do we have to be prepared? It’s not just about product then. You have a bigger company and bigger division then you need to think about all the things you need to support it. Do you have the right systems? Do we have the right depth strength? Those are the things that I spend a lot of my thinking time on. And is the customer going to value something, ultimately, that is different than what they value now?

LAWN and LANDSCAPE: Can you give me a look into the future and where you see Exmark moving and what contractors might expect?

Probably not in the way that you would like me to, frankly. I would say we’ll continue to focus on technology and operator comfort, and way to help our commercial cutters be more productive and fuel efficient. And one more thing is some green technology, I know you just spoke with Gary Busboom at length about propane, you know all those things are very near and dear and we continue to work on every single day.

Steve Jobs said about the iPhone, people don’t know what they want until they see it. It’s probably the same with mowers. People didn’t know they needed this until we brought it out and said look how cool this is, look how much this is going to help, look how much this is going to save you. So we also need to make sure we’re not getting caught up in the coolness of it. Ultimately that’s not valued by the customers and a waste of time and energy on probably the wrong area, and it’s a delicate balance.

LAWN and LANDSCAPE: So, tell me, I’m interested to hear your opinion about Jacobson acquiring Dixie Chopper. What did you think about that when you heard about that?

I thought it was surprising. I thought it was just an interesting move. You might be surprised to know that they didn’t call me to ask my opinion before they did it, so I wasn’t involved in that decision. I thought it was an interesting time for them to jump in. I don’t know if their revenues are down or they’re losing market share in their other business, so maybe that’s why this is interesting to them. But I think with this one, time will tell. I don’t know what they plan to do with it.

LAWN and LANDSCAPE: VallleyCrest is a Toro account and Brickman is an Exmark account. What does the KKR deal mean for you at Exmark?

I don’t know that we can predict what it will mean. I think we have to focus – it doesn’t really do me any good to spend time worrying about that. I think what I need to spend time on is focusing on being the supplier to Brickman, to ValleyCrest, to new customers. Provide the products that they want to use and can count on, be reliable every single day. We have to continue to bring value to those very important customers – all of them, the big ones and the small ones. And then I think the details will work themselves out.

LAWN and LANDSCAPE: You’ve got a really Zen approach to things.

I don’t know if I have Zen, but I do have a philosophy that you’ve got to understand what’s in your circle of control. There are a lot of things in my circle of concern, but there are only a few things in my circle of control. So I might as well spend my time and energy on those things I can impact and manage and that I can be responsible for. Everything else is very important, but if I focus on the things that matter, that’s the right formula. Time will tell if that’s true, too.

LAWN and LANDSCAPE: I know a lot of people, if one of their largest customers acquired their next largest customer, they’d be freaking out. And we’ve had that happen in our business. It can be a bit startling and surprising. It makes the sales guys worry too.

Yeah I’m not really a freak-out kind of person.

LAWN and LANDSCAPE: I can tell.

If you ever see me freaking out, it’s big.

LAWN and LANDSCAPE: That’s when I should hide.

Well yeah, I don’t even know what I would do if I was freaking out. At the end of the day, whether I freak out, or have a meltdown, or throw a temper tantrum, at the end of the day I don’t get much control of what they do. So all I can do is make sure that we don’t lose focus. As long as I continue to wait, I wait as Exmark continues to bring things that our customers want, like EFI technology that gives them tremendous fuel savings, or we listen to them for what they need on their machines for better productivity. As long as we’re doing that and delivering that, I have to think that that’s the right approach. If we just start developing products and throwing them at them and saying, “here use this,” instead of asking them what they need, that would be an operation of our fundamental approach and I don’t think we’re gonna move from what we did well, which is listening to our customers.

LAWN and LANDSCAPE: Can you share anything about what you’re doing for GIE+EXPO this year?

Well I don’t know that I’m going to be terribly helpful. My quick answer is if people know what to expect, why would they show up?

LAWN and LANDSCAPE: You’ve got to give me something to write about Judy!

I know. I’m sorry. You can say we’re going to have some really cool stuff. We’re going to bring all of our latest and newest, and a couple of things that no one has seen yet. It’ll be fun, and beyond that I won’t tell you anymore.

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Exmark Simplifies Equipment Management with MyExmark.com

BEATRICE, NE – May 2 -- With the launch of MyExmark.com, Exmark has made the process of searching for equipment information dramatically easier. The new application uses QR code scanning technology to give landscape maintenance professionals the ability to quickly learn more about their machines, including information about service, dealers, specifications and more.

“We launched MyExmark.com to help our customers manage their equipment more efficiently and effectively, and to keep equipment operating at peak performance,” said Exmark Director of Marketing, Daryn Walters. “Our 2014 equipment includes a QR code next to the serial number on the model plate. When the QR code is scanned, it takes the owner directly to detailed information about that piece of equipment.”

Using one of the many free QR code scanning applications available for smart phones, Exmark owners can quickly access a wide range of information about their equipment by scanning the QR code located on the model plate, including:

Equipment specifications

Detailed maintenance schedules

Contact information and maps to local Exmark dealers

Warranty information

Special offers from Exmark

When an Exmark owner scans the QR code on a piece of Exmark equipment, they are taken to the MyExmark.com website, and are asked one question: “are you the current owner?” Once ownership is verified, the Exmark owner is taken to a whole new level of product information.

If a QR scanning application is not available, owners can access the same information by entering the serial number of a piece of equipment in at MyExmark.com. The site also tracks all of the Exmark equipment in a fleet, including machines built prior to 2014. If a piece of equipment is sold or retired, its information can be hidden from view. Owners can also report a piece of Exmark equipment stolen on the site.

Learn more about MyExmark.com by visiting the site or on YouTube at http://youtu.be/E6rMuaaoTRE. For more information about Exmark and the products it manufactures, visit Exmark.com.

About Exmark

Exmark Manufacturing was incorporated in May 1982 as an independent manufacturer of professional turf care equipment. Today, it is the leading manufacturer of commercial mowers and equipment for the landscape professional. In additional to designing, building and marketing quality turf care equipment, Exmark’s goal is total customer satisfaction. All Exmark products are designed to help customers increase productivity while delivering unmatched quality. Products are sold to distributors and dealers who share the company’s commitment to customer service and quality products. 

Exmark Manufacturing Lending a Helping Hand

BEATRICE -- February 14 -- Founded in 1983, Exmark Manufacturing was one of a handful of companies that helped establish Beatrice as the ‘the lawn mower capital of the world.’

With more than 400 employees during peak production periods, Exmark is one of Gage County’s largest employers. It is also one of Gage County’s largest donators. Finance Director Patty Kaufman said the employees of Exmark want the company to be known as a place the community can turn for a helping hand.

“We want Beatrice to be able to count on us for community service. ” Kaufman said. “People can count on us for donations and those types of things. We want to be a good corporate citizen in Beatrice, Neb.”

Exmark has been giving back to the county for years, but it was the company’s 25-year anniversary in 2008 that sparked an increased passion for giving among Exmark employees.

“When our anniversary came along we put together a committee to celebrate our 25 years,” Kaufman said. “That was the start of our community giving committee. We got together and said ‘What could we do? We could have this big party, we could do fireworks.’ Someone came up with the idea of giving back and doing something really cool that the community will remember.”

That idea materialized in the form of Roszell Exmark Park. Located in the Glenover area of Beatrice, the park features basketball and tetherball courts, a playground area, a water fountain and a shelter with picnic tables.

“At the time, the park was out of code,” Kaufman explained. “It had a lot of very worn playground equipment. We tore a bunch of that out and put a bunch of new playground equipment in. We did a complete renovation of the entire area.”

Since that initial project, Exmark has donated funds to renovate a number of parks and playgrounds across Gage County.

“We did a renovation of Charles Park that included benches, Kaufman said. “We donated irrigation and all of the period lighting. In the Wymore Athletic Park we did a renovation to make that handicap accessible and built a retaining wall. They had some issues with the deterioration of a hill. Prairie Playground is the playground at the YMCA. We donated $25,000 to that in the first year of their fundraising. We really kick started their fundraising, and now they’ve been able to raise well over $100,000 for the renovation of that park.”

Exmark was a major contributor to the House of Orange, donating $50,000 to the new athletic complex. The company is also Gage County’s largest contributor to United Way.

“We actually provide them with over half of their total budget,” Kaufman explained. “We were able to give them $72,000 this year. That is phenomenal not only because we place such an emphasis on it, but that money is our employees’ money. It’s not just Exmark writing that check, that is our employees giving of themselves to the community.”

In addition to these large projects and contributions, Exmark also serves a number of smaller fundraisers and organizations, including food drives, ball teams, the Beatrice Mary Family YMCA and the Gage County Fair.

“We place a lot of emphasis on (the fair) because it’s probably the largest event of the year in Gage County,” Kaufman said. “One of the things we started doing years ago was to produce a T-shirt. Our graphic designer here does a design, and we give those away free to every 4-H and FFA member. We also have employees out there every morning picking up trash at the fair. We have people setting up the stage, doing judging or setting up State Fair Square. We’re really involved with that, and we encourage all our employees to be involved.”

Kaufman said much of Exmark’s passion for giving comes from its parent company, Toro.

“That’s really where we get our spirit of giving,” Kaufman explained. “It’s really embedded in their corporation. They’re actually celebrating 100 years this year. They provide us with several programs that we’re able to give to our community.”

Exmark’s latest community service project was the construction of a healing garden at Beatrice Community Hospital. Kaufman said the garden is beneficial for patients, visitors and hospital staff.

“We went to (the hospital) with this idea because we saw some things in the news how green space and beautiful outdoor spaces with flowers and butterflies and birds can really enhance a person’s stay at the hospital,” Kaufman said. “This space has benches and a gazebo. There are two water features with a bubbler and a huge rock where water comes over to create soothing sounds.”

Toro has a number of incentives put in place to encourage community service. One of those incentives is Dollars for Doers, a program where Toro will donate money in exchange for volunteer hours.

“This is a great Toro program where if an employee gives 30 volunteer hours to an organization, then Toro will write a $300 check to that organization,” Kaufman explained. “We have checks going out to volunteer fire departments, area schools and the Beatrice Backpack Program.

Kaufman said Exmark’s sense of community service is truly driven by its employees, whom have a great passion for giving back to their communities.

“There’s so much pride of our employees in these projects. We see this continuing for many years to come.”

Austin Buckner      www.beatricedailysun.com 

Judy Altmaier Named New VP and General Manager of Exmark Manufacturing

BEATRICE, NE – June 11 – Judy Altmaier has been named vice president and general manager of Exmark Manufacturing, based in Beatrice, Neb. She succeeds Rick Olson, who recently transitioned to vice president of The Toro Co.'s International Business.

Altmaier joined The Toro Co. in 2009 from Eaton Corporation, and most recently served as vice president of operations and quality management. Her move to the Beatrice area is a homecoming of sorts, as Altmaier earned her bachelor of science in business administration from Kearney State College and an MBA from the University of Nebraska-Kearney, in Kearney, Neb.

Prior to joining Toro, Altmaier held a number of high-level positions with Eaton, including serving as vice president and general manager of the company’s Global Engine Valve Division in Turin, Italy. She also held the position of vice president and general manager of operations for Eaton’s Automotive Group Americas in Marshall, Mich.

“Judy is a seasoned, global leader with broad base experience serving a wide range of internal and external customers,” said Mike Happe, group vice president at The Toro Co. “She will lead a strong Exmark team of employees in Beatrice that’s ready to support her and continue to drive the Exmark business to higher levels of performance in the years to come. She understands our business model and will strive to outperform our customers’ expectations.”

www.lawnandlandscape.com

City of Beatrice Loses a Lawn Mower Pioneer

BEATRICE – May 1 -- A pioneer in the lawn mower industry who helped turn sketches drawn in his basement into two successful businesses passed away Monday evening.

Wilfred H. “Dick” Tegtmeier, 74, of Beatrice, was a familiar face around town and instrumental in co-founding Exmark Manufacturing with three others before branching out on his own to start Encore Manufacturing.

Tegtmeier graduated from Hollenberg High School in Hollenberg, Kan. in 1956 and was the only boy in the class of four. He did not attend college.

Tegtmeier’s career in the mower business began at Kees Manufacturing, where he worked with lawn mowers.

“He started with Kees Manufacturing back in the 1970s and they asked him to develop a line of lawnmowers, said Dick’s son, Doug Tegtmeier. “Around 1983, the opportunity came up where he had a chance to spin off and start Exmark with a couple other guys.

“He was a pivotal guy in the lawn and garden business. They always call Beatrice ‘the lawn mower capital of the world,’ and he was pretty much responsible for the whole thing.”

Exmark began with sketches in the founders’ homes before a prototype was made that was displayed at trade shows.

In 1983, Exmark became one of the first businesses to locate in Beatrice's Industrial Park.

Known for making bold business decisions, Dick left Exmark in 1988 when he formed a new mower company, Encore Manufacturing, which was also located in the Industrial Park -- a move many people questioned at the time.

“When we started Exmark, people said, ‘You’re crazy,’” Dick told the Daily Sun at a company anniversary celebration in 2002. “When we started Encore, they said, ‘You have to be a complete idiot.’”

At the time Dick made that comment, Encore’s business has grown 640 percent since its first year and the building had to be expanded in 1993.

“He pretty much risked everything he had to make Encore work,” Doug said. “It was very risky at the time, but it was also a good market. It was scary.”

Encore employed 42 people at its peak, but after 23 years, a harsh economy took its toll on the business and Dick sold Encore Manufacturing to the China-based World Lawn Power Equipment, on the condition the factory still operate in its Beatrice location.

Beatrice Mayor Dennis Schuster said without the two businesses Tegtmeier helped settle in the area, Beatrice’s Industrial Park would likely be a shell of its current self.

"There would probably be one or two occupied buildings, but Exmark’s homegrown-products were really an anchor," Schuster said. “Dick was one heck of an entrepreneur and someone who will be greatly missed.”

While the public will likely remember Dick Tegtmeier as a pioneer of the lawn mower industry, for his family, memories will extend beyond a savvy businessman to a caring family man.

“He was the best man at my wedding, we loved to golf and he enjoyed playing with his grandson,” Doug said. “He just loved his community, family and friends. He taught me how to be a good man.”

Funeral services will be held at 10:30 a.m. Saturday, May 4, at St. Paul Lutheran Church in Beatrice. A family and friends prayer service will be held at 10:15 a.m. Saturday in the fellowship room of the church.