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

Co-Founder

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

Co-Founder

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?