Most likely cause is the operator presence control handle isn't fully depressed. This is a safety lockout.
- Ensure the battery is correctly inserted and fully seated.
- Hold the operator presence control handle firmly down against the upper handle.
- Pull the start switch while maintaining that pressure. You must keep the handle depressed for the mower to run.
IF THAT DIDN'T WORK: The battery might not be making proper contact. Remove it, check the terminals on the battery and mower for debris, and reinsert it until it clicks into place.
HEADS UP: Never attempt to bypass or hold down the operator presence control handle with anything other than your hand. This is a critical safety feature to prevent runaway operation.