ELMO Group acquires AI-powered workforce leader Rotageek in a major UK expansion

5th June 2025

ELMO Group, the parent company of leading UK SME HR platform Breathe HR, has acquired Rotageek – a UK AI-driven workforce management and rota software provider. This strategic acquisition strengthens ELMO Group’s position in the UK market and reinforces its commitment to delivering category-leading solutions for growing businesses.

A trusted people technology software provider, ELMO Group serves over 18,000 customers across Australia, New Zealand and the UK. By combining ELMO Group’s scale and HR expertise with Rotageek’s cutting edge technology, this acquisition sets a new standard in workforce management – delivering an intelligent, end-to-end platform that supports organisations at every stage of growth, from SMEs to complex enterprise operations.

In the UK, the ELMO Group provides HR software solutions through both ELMO UK and Breathe HR. In total ELMO and Breathe support over 16,000 companies in the UK to streamline their HR operations, saving over a million hours in admin annually. Breathe HR is trusted by organisations such as the RSPCA, Wrexham AFC, Brixton Brewery, and dryrobe, while ELMO UK supports brands including Carlsberg, Grind, and Northampton Saints.

Founded in 2009, Rotageek began as a smart scheduling tool for A&E departments. Since then, it has evolved into a leading workforce management platform for mid-to-large, multi-site organisations across healthcare, retail, and hospitality. Powered by intelligent algorithms, Rotageek creates demand-led rotas that reduce manual admin, cut costs, and improve operational efficiency.

Today, more than 80 businesses across the UK – including Pret A Manger, William Hill, Merlin, Lush, Co-op (MCC) and the Entertainer – rely on Rotageek’s technology. The platform has already supported over 130,000 employees and helped organisations save tens of millions of pounds through smarter scheduling at scale.

Rotageek enhances ELMO Group’s ability to deliver advanced rostering and scheduling solutions to UK organisations – helping teams operate more strategically while reducing manual admin.

This acquisition reinforces ELMO Group’s position as a leader in HR technology and accelerates its mission to deliver innovative, people-first solutions that simplify and elevate workforce management for businesses of all sizes across the UK.

Joe Lyons, CEO at ELMO Group, comments:

“We’re delighted to welcome Rotageek to the ELMO Group. This powerful alliance supercharges ELMO’s mission to release HR’s full potential and reinforces our commitment to growth in the UK, alongside ELMO UK and Breathe HR. We are on a mission to revolutionise how HR professionals work, equipping our customers with cutting edge technology so they can drive real business impact.

Rotageek is a leading player in workforce management and its comprehensive tech offering, leveraging the latest in AI, perfectly complements our existing product suite. We’re excited to welcome this brilliant, innovative team who share our passion for reimagining the future of work.”

Chris McCullough, CEO at Rotageek, comments:

“Joining the ELMO Group marks an exciting new chapter for Rotageek. From day one, our mission has been to help businesses schedule intelligently, using data, AI and design thinking to solve real-world workforce challenges.

In ELMO, we’ve found a partner who shares that vision and brings the scale, ambition and platform to take it further. Together with Breathe HR and ELMO UK, we’re building the most comprehensive HR technology ecosystem in the UK, one that spans every stage of growth, from frontline teams to head office. We’re energised by what this means for our customers, our team, and the future of workforce management.”

Founded in 2002, the ELMO Group comprises ELMO Software in Australia, New Zealand and the UK, and Breathe HR in the UK. It is the trusted provider of HR technology solutions for over 18,000 customers across Australia, New Zealand and the UK.

With a comprehensive suite of ISO-certified solutions that span the full employee lifecycle, ELMO Software is designed to scale as organisations grow. Flexible and configurable, ELMO’s one-stop HRIS fits to your specific needs and workflows.

Through powerful technology, automation, data and analytics, ELMO Software empowers HR professionals to play an integral role in company decision making.

For more information, visit elmosoftware.co.uk or follow ELMO Software on LinkedIn.

About Breathe HR

Breathe HR is the leading digital all-in-one HR solution for UK SMEs and HR consultants. Tailored to the needs of small and scaling SME teams, the platform enables leaders to manage and gain insights into everything from annual leave and absences, to scheduling shifts and onboarding employees.

Breathe HR was founded in 2012. Today, the platform is relied on by over 16,000 UK organisations including the RSPCA, Wrexham AFC, Brixton Brewery, and dryrobe.

The platform simplifies HR for small business, driving efficiencies and helping HR functions thrive, so they can focus on building incredible company cultures.

For more information, visit breathehr.com or follow Breathe HR on LinkedIn.

About Rotageek

Rotageek is a leading AI-driven workforce management platform, built to support complex scheduling needs in retail, entertainment, hospitality and healthcare. Rotageek began as a solution for NHS shift planning and has evolved into an intelligent scheduling engine trusted by major UK brands.

The Rotageek commercial journey began after securing a place on the Telefonica (WAYRA) accelerator in 2014. The company’s subsequent growth has been supported by multiple funding rounds, initially led by angel investors, then by institutional investors Gresham House, Calculus and Volution.

Today, Rotageek enables multi-site organisations like Pret A Manger, William Hill, Merlin, Lush, Co-op (MCC) and the Entertainer to forecast demand, optimise staffing, and reduce rota-related admin. The platform delivers powerful automation, real-time insights, and measurable cost savings, helping managers schedule smarter and teams work better.

Rotageek empowers businesses to improve labour efficiency, enhance employee satisfaction and deliver better customer outcomes through modern, data-led workforce planning.

For more information, visit www.rotageek.com or follow Rotageek on LinkedIn.