Seasoned Financial Expert Max Yzaguirre Named Strategic Advisor of FireFly Automatix, Leader in AV and EV-Driven Professional Turfgrass Mowing Technology

-Yzaguirre joins a list of seasoned professionals on FireFly’s team with specific expertise in initiating and growing businesses in evolving market conditions-

SALT LAKE CITY--(BUSINESS WIRE)--FireFly Automatix, Inc., the de facto industry leader in AV and EV professional turfgrass mowing technology, today announced the appointment of financial and leadership expert M. Max Yzaguirre as a strategic advisor to CEO Andrew Limpert and the board of directors. Yzaguirre’s appointment follows the recent additions of former WPP Group CFO Paul Richardson and capital markets professional Liz Hocker to FireFly’s board.

These appointments arrive on the heels of the 2023 premier of FireFly’s AMP-L100, the company’s first fully autonomous and EV offering, which has been the most successful launch in FireFly’s 14-year history. Together with the newly-appointed independent board and advisory members, these advances will assist in propelling FireFly’s expansion in 2024 and beyond.

Yzaguirre brings more than 35 years of leadership experience in domestic and international business, government and law, and expertise in industries including electricity, oil and gas, banking, real estate, telecommunications and private equity investing. He has served and currently serves on Boards of Directors of public, private and non-profit organizations.

“Max Yzaguirre’s breadth of experience spans a myriad of industry sectors, and includes a spectrum of private and public organizations trading on both NASDAQ and NYSE,” said Andrew Limpert, CEO of FireFly Automatix. "His leadership roles are equally impressive, as well as his legal and financial background. Max’s wealth of experience is ideal as FireFly prepares for additional capitalization in 2024 and will be perfectly suited for our pursuit of additional technology advancements and market share growth. We look forward to working closely with Max.”

"I'm impressed by the people that I've met at FireFly and the culture of innovation that Steve, Andrew, Matt and the team have built,” said Yzaguirre. “FireFly's AV and EV harvester and mower technology is poised to add progressively more value to its growing list of customers as the company continues to improve the efficiency of its operations. I look forward to an exciting year for FireFly as it prepares for additional capitalization, continues to innovate around its technology, and increases its market share, and I’m excited to help the team achieve its objectives."

In addition to advising FireFly, Yzaguirre currently serves on the Boards of Altria Group, Inc. (NYSE: MO), Aris Water Solutions, Inc. (NYSE: ARIS), and Luther Burbank Corporation (NASDAQ: LBC).

Yzaguirre graduated in 1986 from the University of Texas School of Law with a Juris Doctor degree with honors, and in 1983 from the University of Texas at Austin with a Bachelor of Business Administration degree (Finance). He is also bilingual and has regularly conducted complex business negotiations in both English and Spanish, with a deep understanding of diverse business and social cultures.

About FireFly Automatix, Inc.: Founded in 2010 in Utah’s Silicon Slopes technology hub, FireFly Automatix, Inc. is a technology leader for turfgrass industries. From its headquarters in Salt Lake City, the company manufactures a continuum of autonomous, hybrid, and electric equipment for the golf, sports turf, and natural grass sectors. Their products provide increased productivity, fuel and labor savings, and data and connectivity to agriculture and turf management. For more information, visit fireflyautomatix.com.

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