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The dirt behind the demo. What manufacturer's media events reveal about the future of landscape equipment. Published: August 20, 2026 at 4:50 PM ET I still remember my first manufacturer's media event. It was Milwaukee Tool's PIPELINE event, and to be honest, I wasn't entirely sure what to expect. Like many people attending for the first time, I assumed it would be a series of product presentations, some demonstrations, and maybe a few opportunities to ask questions. What I didn't expect was the level of enthusiasm and commitment I encountered from virtually every Milwaukee employee I had the pleasure to meet. Of course, the product managers knew their equipment inside and out. That was expected. What stood out was how deeply they believed in the Milwaukee process, the products they were building, and the brand as a whole. There was a genuine sense of ownership and pride that was impossible to ignore. At one point during a hands-on demonstration, I managed to break the string on an M18 Brushless String Trimmer. As someone who was still relatively new to this type of event, I was mortified. My first thought was that I had somehow ruined the demonstration for everyone else. Instead, the product manager leading the demo, Bradley, immediately reassured me that it wasn't a big deal. In fact, he smiled and said it actually gave him the perfect opportunity to show me how quickly the string could be replaced. Less than 30 seconds later, the trimmer was back in action, and the demonstration continued. That moment has stuck with me, not because I broke the string, but because it perfectly captured what the best manufacturer events accomplish. They create opportunities to learn, ask questions, solve problems, and gain a deeper understanding of the equipment professionals rely on every day. Why experience still matters. In an industry where product announcements can be delivered through press releases, social media campaigns, webinars, and YouTube videos, it would be easy to assume that in-person events have become less important. Yet some of the industry's largest manufacturers continue to invest heavily in bringing media professionals, contractors, dealers, and industry influencers together for hands-on experiences. The reason is simple: landscape professionals don't buy equipment based solely on marketing claims. They buy equipment based on confidence. Every equipment purchase carries risk. A mower that underperforms, a battery platform that falls short, or a tool that creates unnecessary downtime can impact productivity, profitability, and customer satisfaction. Before making those investments, contractors want to see how equipment performs in real-world conditions, something manufacturer events continue to provide. Building confidence through hands-on testing. At Milwaukee Tool's PIPELINE event, attendees aren't simply shown products. They interact directly with the engineers, product managers and manufacturing teams behind them, gaining insight into product development and the decisions that shape each tool. One of the biggest takeaways from PIPELINE wasn't any single product launch. It was seeing firsthand how much emphasis Milwaukee places on understanding the challenges professionals face in the field. Conversations consistently focused on improving efficiency, reducing downtime, and solving practical jobsite problems. Greenworks took a different but equally effective approach at its Power Up at the Perch event in Georgia. Rather than centering the experience solely on product introductions, the company immersed attendees in broader discussions around battery technology, affordability, and the future of outdoor power equipment. The event gave attendees opportunities to test equipment, evaluate emerging technologies, and discuss topics ranging from commercial battery platforms to autonomous mowing solutions, with an emphasis on real-world application rather than theoretical capability. For landscape pros, that's an important distinction. A spec sheet can tell you what a product is designed to do. A demonstration can show you how it actually performs. Understanding the technologies shaping the future. Technology adoption is accelerating across the landscape industry. While horsepower and cutting performance remain important, contractors are increasingly evaluating battery ecosystems, charging infrastructure, telematics, automation, software integration, labor savings, and long-term operating costs. Understanding how those technologies fit into an operation requires more than reading product literature. Events like PIPELINE and Power Up at the Perch help bridge the gap between innovation and adoption by demonstrating them in practical settings. The people behind the products. One of the most overlooked benefits of these events is the opportunity to meet the people behind the products. Conversations with engineers, product managers, and manufacturing teams provide valuable insight into how equipment is developed and how customer feedback shapes future innovation. Those discussions also help contractors evaluate the company behind the equipment, not just the equipment itself. From dealer days to immersive experiences. Manufacturer events have evolved significantly over the years. For decades, equipment companies relied on dealer meetings, field days, and local product demonstrations to introduce new equipment. Contractors would gather at a dealership or demonstration site, watch equipment operate, ask a few questions, and head home with brochures and pricing information. Traditional dealer meetings and field demos focused on introducing new equipment. Today's events have evolved into more immersive experiences centered on complete equipment ecosystems that include batteries, charging solutions, software, automation, and fleet management. As equipment has become more sophisticated, manufacturers have expanded these events to combine product launches with education and hands-on demonstrations. Today's events include part product launch, part educational workshop, and part industry forum. They create opportunities for attendees to experience equipment in realistic environments while also gaining insight into where manufacturers believe the industry is heading. The equipment may have changed dramatically over the years, but the goal remains the same: helping professionals make informed decisions. Why dealer events still matter. While Milwaukee and Greenworks focused on media experiences, I also had the opportunity to attend a John Deere dealer-focused event as part of my coverage of the equipment industry. What struck me was how similar the underlying objective was. Although the audience consisted primarily of dealers rather than members of the media, the event was built around the same principle: giving people an opportunity to see equipment perform firsthand. Dealers were able to observe equipment operating in real-world conditions, ask detailed questions, and better understand how new products fit into their customers' businesses. In many ways, these events are an evolution of a strategy Deere has embraced for generations. Long before social media, livestreams, and product launch videos, manufacturers relied on demonstrations, field days, and dealer events to introduce new technologies and build confidence in their equipment. The format may have changed, but the objective remains remarkably consistent. Experience builds confidence. The best manufacturer events aren't really about selling products. They're about helping people make better decisions. They give contractors the opportunity to evaluate new equipment before making major investments. They help dealers better support customers, journalists tell more informed stories, and manufacturers gather valuable feedback from the people who use their equipment every day. Those conversations become even more important as battery platforms, automation, connected technologies, and data-driven equipment continue to reshape the industry. Seeing equipment perform in real-world conditions while understanding why it was developed provides insights that brochures and product videos just can't. Behind every mower, battery platform, robotic solution, and connected technology are engineers, product managers, technicians, and field testers working to solve real challenges for landscape professionals. The best manufacturer events pull back the curtain on that process, helping attendees understand not just what a product does, but why it was developed, how it was tested, and where it fits into the future of the industry. In a world filled with marketing messages, firsthand experience still matters. Whether it's a contractor evaluating the next equipment purchase, a dealer preparing to support customers, or a journalist covering the latest innovations, seeing equipment in action remains one of the best ways to build confidence in the decisions that follow. Jessica Schwartz is the Managing Editor of Turf Magazine, leading editorial coverage on the business, equipment, and trends that keep the commercial landscaping industry moving. She partners with contractors and industry experts to deliver insights readers can actually use. Off the clock, she's a proud mom to Avery and Seth, and married to Mike, the man responsible for turning her "What if we tried this..." ideas into reality.

Milwaukee introduces its highest-torque 3/4-inch Impact Wrench. Last week, its crew attended Milwaukee Pipeline, which is the annual event hosted by Team Red to showcase all of its new and updated tools. While dozens of products were displayed, a few tools in particular were real attention-grabbers. One of the updates that caught its eye was the new Milwaukee M18 Fuel 3/4-inch High Torque Impact Wrench. Video Muted As the fourth iteration in the lineup, I wanted to compare this latest model to other high-torque models to see how this tool shows off Milwaukee's latest technology and design ahead of its late 2026 release. Milwaukee M18 Fuel 3/4-inch High Torque Impact Wrench: overview. While the 2964 is the fourth iteration in Milwaukee's 3/4-inch high-torque impact wrench roster, it's the first model marketed to fully replace pneumatic models. This impact wrench generates up to 1800 ft-lbs of fastening torque and a whopping 2000 ft-lbs of breakaway torque with a max no-load speed of 2000 RPM. All told, Milwaukee claims up to 40% faster removal speeds compared to both cordless and air competition. On paper, it definitely delivers performance that exceeds what you'd find with many pneumatic impact wrenches of this size. Take Ingersoll Rand's pneumatic line, for example. Its 2146Q1MAX claims to be the most powerful pneumatic 3/4-inch in its class, with 2000 ft-lbs of nut-busting and 1300 ft-lbs of fastening torque - matching Milwaukee on nut-busting, but it's well short of the M18 Fuel's fastening capabilities. Of course, not being tethered to an air hose while you work is a huge benefit for heavy-duty fastening applications. With the M18 Fuel 2964, you can enjoy cordless freedom without sacrificing power. Milwaukee also introduced an extended-reach model (2969) that features the same torque and speed specs as the standard 2964. It features a 6-inch anvil to offer better access during commercial tire servicing and other hard-to-reach applications. For runtimes, Milwaukee estimates up to 120 1 1/4-inch bolts for the standard model using a single 8.0Ah Forge battery. For the extended-reach model, you can service up to 10 tires (or 100 lug nuts), also using a single 8.0Ah Forge battery. Both kits include two 8.0Ah Forge batteries for all-day runtime. While one battery is equipped, you can throw the other on the charger to stay powered up all day. Auto Stop and Snug Mode. Both models offer four power/speed modes, but mode 4 offers an assist that differs between the standard and extended models. For the standard impact wrench, the 4th setting features Auto-Stop mode, which delivers 75 ft-lbs of fastening torque to prevent over-torque in forward, and slows the speed to 750 RPM in reverse for more control while removing bolts. The extended-anvil tool is equipped with Lug Nut Snug Mode in the 4th setting. This is a fastening assistant feature that prevents over-torquing, as Pro Tool Reviews, LLC see with the standard model. However, this model tops the torque out at 450 ft-lbs to properly secure heavy-duty lugs and other large fasteners. How does it compare? Although this is the fourth-generation 3/4-inch high-torque impact wrench in Milwaukee's M18 lineup, the two oldest models (2664 and 2764) have been discontinued. Instead of comparing the 2964 against Milwaukee's previous gen model, I decided to compare it against similar cordless models from Makita, DeWalt, and Ingersoll Rand Milwaukee M18 Fuel 3/4-inch High Torque Impact Wrench price. This tool retails for $499 as a bare tool and $849 as a kit, which includes two M18 Forge 8.0Ah batteries and an M12/M18 rapid charger. There is also an extended-anvil configuration of this tool, which retails for $599 bare and $949 as a kit with two 8.0Ah Forge batteries and a rapid charger. The tool is backed by a 3-year warranty. For added protection, Milwaukee also offers a protective boot for both designs at $49 each. Should you buy it? The new Milwaukee M18 3/4-inch high torque impact wrench is a tool aimed at professionals who need serious power. It's ideal for servicing commercial vehicles, maintaining heavy equipment, and completing large-scale utility projects. Milwaukee claims it fully replaces pneumatic impact wrenches, pointing to its impressive 2000 ft-lbs of maximum nut-busting torque as evidence. Plus, the extended-anvil model gives you the option to increase your reach without sacrificing power. At $499 bare, the standard tool is only around $70 more than the previous M18 Fuel iteration (2864), while providing higher breakaway and fastening torque for more demanding jobs. However, if you're already using that model, you're probably ok sticking with it for now, unless you need Milwaukee's absolute strongest performance at this size, or you'd like to expand your reach with the extended-anvil impact wrench.