Becoming a market leader: Create a movement and set the direction for an industry.

The realization that Trackunit couldn’t succeed in turning around the construction industry alone sparked the idea of a new industry-wide purpose that stretched far beyond Trackunit’s own offices.

“To turn around the status quo would require someone to gather and align the entire industry around one common goal.”

Downtime is the mother of all problems

The construction industry has been haunted by low productivity, blown up budgets and an all-time low public perception. In the analysis, Imagining Construction’s Digital Future, by McKinsey, it became clear that all the challenges of the industry could be backtracked to the total lack of digitization of construction. And the lack of digitization led back to missed revenue, lost profits, wasted time and broken processes. To injured operators, damaged equipment, missing spare parts and broken promises.

In short, the lack of digitization leads to downtime – the mother of all problems in the construction industry

Together, we will eliminate downtime

Through two decades, Trackunit has been pushing the digitization forward in the construction industry. But to turn around the status quo would require someone to gather and align the entire industry around one common goal.

It takes serious leadership and deep industry knowledge to gather an industry around a joint purpose – but if you succeed, you have managed to set the direction for every stakeholder in your industry –  and that’s exactly what Trackunit set out to do. 

With solutions that have pushed the construction industry forward during the past decades, the danish tech company, Trackunit, is one of the leading providers of IoT to the industry. Since the founding of the company more than 20 years ago, Trackunit has pushed the digitization of construction forward.

Client: Trackunit
Industry: IOT + Construction
Year: 2019

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Listen to Trackunit CCO, Soeren Brogaard, unfold the perspectives of eliminating downtime. Created by TrackunitListen to Trackunit CCO, Soeren Brogaard, unfold the perspectives of eliminating downtime. Created by Trackunit

An invitation to the industry

The initiative was launched with an invitation to join the Eliminate Downtime Committee at The ARA Show – the American Rental Association convention with more than 700 exhibitors and thousands of participants. With a number of high level business leaders already onboard the committee, Trackunit held the first industry gathering at the show. Throughout the year, Trackunit hosted several industry gatherings across Europe and North America. Gatherings where everyone in the industry could meet up to ask questions and discuss solutions with the committee. Today the committee is made up of 30 industry leaders from some of the most influential companies in the industry. Together, they travel the world to meet the industry, take part in discussions and collectively form a strategy for the elimination of downtime.


This journey has positioned Trackunit as one of the absolute leaders of the digitalization of the construction industry.

Trackunit has succeeded in getting industry-wide commitment and gather industry leaders from around the world to join the committee.