Our Story

DuraTraq was born from a simple observation: industrial facilities are full of equipment that only a few people truly understand. When those experts leave, critical knowledge walks out the door with them.

We've watched technicians waste time decoding cryptic asset numbers. We've seen new hires struggle because maintenance procedures exist only in someone's head. We've heard stories of costly mistakes that could have been prevented with better information access.

So we built DuraTraq to remove gaps and barriers between physical assets and digital systems to enable personnel in the field.

Meet the Team

50+ years of combined experience with industrial technology and software

Justin Rothwell, PE

Justin Rothwell, PE

Mechanical engineer with a process and reliability background. Decades of hands-on field experience with industrial assets — machinery, controls, and instrumentation. Previously founded and led a predictive maintenance technology company serving manufacturing and energy sectors.

Norm Santos

Norm Santos

Software systems expert with deep experience in firmware, cloud, IoT, and industrial control systems. Proven track record building scalable, reliable systems for demanding industrial environments.

Our Values

Simplicity

Technology should make work easier, not create new complications. If it's not intuitive, we haven't done our job right.

Durability

Industrial environments are tough — so are our tags. They are designed to last years because you don't need another maintenance headache.

Transparency

Simple pricing, no hidden fees, no gotchas. What you see is what you get.

Let's Talk

Have questions? Want to learn more about how DuraTraq can help your facility?

Get in Touch