History of Maxwell Amenity

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History of Maxwell Amenity

Maxwell Amenity Ltd is a fast-growing, dynamic sports turf company. With major brands such as Pitchcare, Amenity Land Solutions and Grounds Training.

The company formed in 2009 after the merger of Amenity Land Solutions and Pitchcare. It has since acted as the parent company for a variety of new brands and product ranges.


ALS founded

ALS was formed in January 1988 by Jonathan Carr and Bob Bolland, who had many years previous experience in amenity and agriculture agronomy. Their objective was to create a specialist amenity horticulture supply company, offering high levels of expertise and outstanding service for the sports turf and amenity planting and landscaping industries.

More Info 1988
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Pitchcare founded

The idea of Professional Groundsman, Dave Saltman. Supported by a number of high profile businesses and groundsmen around the country, Dave’s aim was to create a one stop website for everyone working within the sports turf industry, providing news, articles, information and advice, and, subsequently, high quality products and services.

More Info 2001

Pitchcare Magazine first published

The first and only magazine to cover all aspects of the sports turf industry. Initiated by the well respected and experienced magazine producer, Peter Britton, the bi-monthly Pitchcare magazine is now acknowledged as the standard-leading publication within the industry.

More Info 2005
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Grounds Training founded

As a result of increasing enquiries from Pitchcare website members, a training section was formed, headed by Christine Johnson. Formerly Groundsman Training, over the years it has led the way for innovative accredited courses, which includes the unique Online Suite of pitch maintenance courses.

More Info 2006

Move to Allscott

During their 20th year in business, ALS made the decision to move to Allscott near Wellington in Telford. It had become clear that they had outgrown the old premises and needed space to develop their extensive product portfolio and service to customers. The new site included a large, ready-made BASIS approved pesticide store, excellent warehouse facilities and expansive storage for their contracts division.

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Maxwell Amenity formed

With an established distribution base and network close to the edge of the West Midlands conurbation, ALS was the perfect match for the developing Pitchcare. Bringing together the product, sales and distribution expertise with the online technology and e-commerce specialisms resulted in the creation of the largest independently owned company in the UK sports turf industry.

More Info 2009

Purchase of Allscott Park

The merged company’s continuous expansion on the site resulted in Maxwell Amenity becoming the sole tenant, and the opportunity to buy the site from owner’s Wrekin Farmers. The money was provided by a consortium of existing staff (over 20 in total) who combined their pension funds to effect the purchase.


Online Lantra Accredited Training Courses

Building on the success of the one day Sports Pitch Maintenance courses in Football/Rugby, Cricket Bowls, the Grounds Training team developed online, video formatted versions which are ideal for the volunteer or part-time groundsman or greenkeeper. They are the only such courses in the UK to have an accreditation from a Government Awarding Body.

More Info 2016