FireFly Robotics, which makes robotic turfgrass harvesters and autonomous golf course mowers, filed on Wednesday with the SEC to register its shares and complete a direct listing on the Nasdaq.
It is the company's second attempt at a listing, after withdrawing paperwork for a traditional IPO filed in late 2025. The shares of common stock registered in the direct listing will be sold by existing shareholders; FireFly Robotics will not raise new capital in its listing.
Shareholders are registering up to 27.1 million shares of common stock, which includes all shares outstanding at listing and the shares underlying convertible preferred stock and debentures. Directors, officers, and certain stockholders have agreed to six-month and twelve-month lock-up restrictions; 3.4 million shares will be available for sale upon completion of the direct listing.
Since its original IPO filing last year, FireFly has raised $5 million in 15% convertible debt that converts at the lower of $5.57 per share and 85% of the IPO price; in connection with the financing, it also issued about 450,000 warrants exercisable at $0.01 per share. Since August 2026, FireFly has also raised $3.4 million from share sales, selling about 400,000 shares to accredited investors at $8.50 per share; it issued about 125,000 shares to its placement agent as compensation. Based on the convertible debt price of $5.57 per share and recent equity sales at $8.50 per share, the company would have a fully diluted market value of $162 million to $256 million.
Previously known as FireFly Automatix, the company originally filed for a traditional IPO in October 2025 led by Roth Capital and Lake Street Capital. It had planned to raise $25 million by offering 4.5 million shares at a price range of $4.50 to $6.50, for a proposed market cap of $163 million at the midpoint. Ultimately, the company withdrew its IPO filing in March 2026.
FireFly makes autonomous and semi-autonomous robotics for the golf and turf care markets. Its two product families are Manned Robotic Harvesters (MRH), diesel-electric hybrid machines that harvest turfgrass and automatically stack it onto pallets for turf farms, and Autonomous Mowing Platforms (AMPs), all-electric robotic mowers for golf course fairways and other large turf areas. In 2025, MRH sales made up 54% of revenue, parts 20%, and AMP sales 16%. As of June 30, 2026, the company had an estimated more than 900 machines in service, with MRH machines operating in the US, Australia, the United Kingdom, Brazil, Canada, South Africa, Israel, and Mexico.
The Salt Lake City, UT-based company was founded in 2010 and booked $55 million in revenue for the 12 months ended June 30, 2026. It plans to list on the Nasdaq under the symbol FFLY. FireFly Robotics filed confidentially on June 30, 2026. As a direct listing without a firm commitment offering, there are no underwriters on the deal; instead, Chardan Capital Markets will serve as financial advisor.
