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—a system that captures institutional knowledge and makes it instantly accessible to anyone who needs it, right at the point of work.

Our Mission

Make every piece of industrial equipment self-documenting, so the knowledge to maintain it is always available—regardless of who's on shift.

Meet the Founders

50+ years combined experience in industrial operations and software

Justin Rothwell

Justin Rothwell

Co-Founder

Over 25 years of experience in industrial manufacturing and maintenance management. Justin has seen firsthand how tribal knowledge impacts facility operations.

Norm Santos

Norm Santos

Co-Founder

Software engineer and entrepreneur with 25+ years building enterprise solutions. Norm brings technical expertise to solve real-world industrial challenges.

Our Values

Simplicity

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

Durability

Industrial environments are tough. Our products are designed to last, not just survive.

Transparency

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

Practicality

We build what facilities actually need, not what sounds good in a pitch deck.

Let's Talk

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

Contact Us