Our team

With more than 100 years of combined experience in both automotive and technology, the leadership team at TraXtion can truly be considered one of the best in the industry.

Executive Leadership

David Boyle, President and CEO

David Boyle brings more than 25 years of automotive experience to his role as Chief Executive Officer at TraXtion. David began his career working for Newgen Results Corporation, the industry’s first full-service CRM provider, where he went on to hold several VP-level positions. This included running the company’s $20 million dollar consulting division, considered to be one of the best in the industry at that time. This experience lead David to his first entrepreneurial endeavor where he was one of the founding members of MPI, the industry’s first electronic inspection company. While serving as MPI’s President and COO, David was directly responsible for growing the company from a startup to more than $30 million in annual revenue. In his role as President and Chief Executive Officer, David is directly responsible for all aspects of TraXtion’s North American business. Over his career, David has logged thousands of hours in dealerships across the U.S. and Canada and is a recognized industry authority on dealership fixed operations. Having been a senior executive for more than 20 years with two (MPI and Newgen) of the more successful automotive dealer suppliers, David is recognized as a successful operational leader in the automotive vendor arena. A little known fact about David is that before starting his business career he spent eight years as a full-time professional race car driver, which he credits for his affinity for cars and his eventual decision to make a career in the automotive industry.

Roger Tracy, Founder

Roger Tracy is one of the pioneers in laser measurement technology. With a career that spans more than 40 years, Roger has been at the forefront of many technology advancements in this field. Roger started his engineering career working for Chrysler Corporation in Europe. From there, he moved to International Harvester, where he held a number of senior management positions and, ultimately, ended up responsible for their $120 million manufacturing operation in France. In 1990, Roger became President of Pandrol International in London. It was here that Roger was exposed to the railway industry that would ultimately lead him to start TraXtion. After leaving Pandrol, Roger embarked on his first entrepreneurial endeavor when he founded ImageMap Inc., which set out to develop a high-tech system using lasers to measure railcar wheels and track. The goal was to reduce cost through technology to assist a process that was labor intensive and ultimately produce better results at a lower cost. Roger and his team of engineers developed a system using lasers, complex mathematics and computer software, saving the industry millions of dollars. After establishing ImgaeMap as a market leader in North America, Europe and China, Roger sold the company to one of his competitors in Italy. Having established himself as a pioneer and expert in laser measurement technology Roger was approached by Formula 1 racing to develop a tool using lasers to measure tire wear patterns on a Formula 1 race cars. It was this development that lead Roger to form TraXtion. and leverage the railway and racing technology to develop a system to measure passenger vehicle tire and alignment wear.

Jeff Hislop, Chief Technology Officer

Jeff Hislop has 32 years of experience in the automotive industry. Jeff led internal application development, IT infrastructure and help desk support teams for Service Repair Solutions (SRS), Inc. with domestic and international operations for 10 years. Jeff managed IT budgets in excess of $10 million, guided capital expense projects in excess of $20 million and has deep knowledge of the budgeting and forecasting process. Jeff has managed network, data centers in both customer-facing and internal applications. Jeff has more than 15 years of service with Identifix, a subsidiary of SRS, Inc., and brought a wealth of industry-related experience to the executive team. His background includes diagnostic and repair technician, repair shop manager, automotive instructor, manager of automotive diagnostic tool development programs and co-inventor on a vehicle emissions diagnostic patent. In addition to his technology background, Jeff has held roles in sales, operations, call center management, and information technology.

Dan Beres, COO

Dan Beres is a seasoned Automotive Industry Professional with over 25 years of industry experience.  In the beginning of his career, Dan gained sales experience in radio and television advertising as well as media planning for automotive advertising agencies in Chicago and Los Angeles.  At age 29, Dan served as the National Sales Director for emerging Seattle, Washington, based start-up company Who’sCalling, Inc.  He was responsible for hiring, development and training of a sales force of over 75 people starting from the ground up which led to over $60 million in sales annually.  Dan was also Director of Sales for DME Automotive, a subsidiary of JM Family Enterprises based in Daytona Beach, Florida.

Dan spent seven years as a managing partner of MyCustomerData.  He worked directly with Mercedes-Benz USA, BMW of North America, MINI, and Volvo Cars of North America.  MyCustomerData was named to INC 500/5000’s 2011 fastest growing company list and won the prestigious ECHO Award from the Direct Marketing Association in 2011.  Dan has developed and nurtured corporate relationships with OEMs and Auto Groups such as BMW, MINI, Mercedes-Benz, Volvo, FCA (Fiat Chrysler Automobiles), Autonation, Sonic, Penske, Asbury, and Berkshire Hathaway.

Dan was also a Managing Partner and Chief Operating Officer of Recall Masters, Inc.  Recall Masters is the leading provider of automotive recall information, services, and vehicle owner communications dedicated to helping automakers and their dealers expedite the repair of recalled vehicles and make the roadways safer for everyone.

Stefanie Kendall, VP of Finance

Stefanie Kendall has more than 15 years of experience in accounting professional services across a broad range of areas including compliance, business processes, audit, financial reporting, and tax preparations. Stefanie leads our billing department for our customers as the Corporate Controller. Stefanie has overall responsibility for the controllership and financial reporting activities for TraXtion. She is responsible for the delivery of services such as accounting, billing, reporting, and budgeting. Stefanie and her team ensure that all the billing done for our customers is accurate and precise. Stefanie has her bachelor’s degree in accounting from the University of North Texas. She has been with TraXtion since 2018.

Sales Leadership

Mike Gottschalk, VP National Accounts

Mike has over 40 years of Automotive Experience as a Specialty Vehicle Upfitter for GM, Ford and Dodge, Franchised Automotive Dealer and Executive Vice President for the largest Automotive Marketing Agency in the U.S. with revenue of $350M. His expertise for delivering a great customer experience and consistent results working with OEM’s, Tier II and Tier III Service and Sales Programs on Local and National Levels.

Scott Rea, Executive VP Dealers Sales

Scott Rea began in the automotive world in 1987 at Newgen Services and has continued to focus on Fixed Operations solutions that help drive results in the dealership world. Currently focuses on helping dealers increase Alignment and Tire sales with the TreadSpec and Groove Glove programs at TraXtion.