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Our Story

Who We Are

Meet the family behind Trackara

We're on a mission to level the playing field for independent auto repair shops, giving them the digital tools to compete with dealerships — without the overhead.

Our Family Story

What started as a side project to build a better car maintenance app for vehicle owners quickly evolved when we realized the real opportunity was helping the shops themselves. The technology gap between dealerships and independent shops was massive, yet most tech solutions were either unaffordable or impractical for small businesses.

Today, Trackara is a true family business. Hannah brings her business strategy expertise, Freya tests how intuitive our designs are (if a 4-year-old can navigate it, anyone can!), and even Rocky, our Irish Wolfhound mix, serves as office security and mood booster during long development sessions.

Our business model is simple: we only succeed when you do. That's why we've built Trackara with low upfront costs and only a small commission on new business. We're a small team that cares deeply about helping shops like yours thrive in an increasingly digital world.

Meet the Team

The People Behind Trackara

We're a small, dedicated family team passionate about helping auto repair shops succeed

Elijah Strauss

Elijah Strauss

Founder & Technology Director

Elijah saw the opportunity to bring enterprise-level tech to independent shops at a fraction of the cost. His background is heavily focused around technology, entreprenuership, and innovation.

Hannah Strauss

Hannah Strauss

Founder & Strategy Director

Hannah brings her expertise in product management/development and design to ensure that every Trackara app is intuitive and effective. Her background in user research helps us create solutions that both shop owners and their customers love to use.

Freya Strauss

Freya Strauss

Chief Cheerleader

At nearly 4 years old, Freya is our youngest team member and most enthusiastic supporter. She helps test our apps for intuitive design (if she can use it, anyone can!) and reminds us daily why building family businesses matters.

Rocky 'The Duke' Strauss

Rocky "The Duke" Strauss

Security Officer & Morale Booster

Our Irish Wolfhound mix brings joy to the office and reminds us to take breaks. Rocky specializes in detecting when team members need a morale boost and provides exceptional security services against mail carriers and squirrels.

Our Values

What We Stand For

The principles that guide everything we do

Partnership Over Profit

We believe in true partnerships where we only succeed when you do. That's why we've structured our business with low upfront costs and only earn when we help you generate new revenue.

Support Independent Shops

We're passionate about helping independent repair shops compete against big dealerships and gain better brand presence. Our mission is to level the playing field with technology that was previously only available to businesses with massive IT budgets.

Family First

As a family business ourselves, we understand that most independent shops are family operations too. We design our solutions to help you build a sustainable business that can support your family for generations.

Tech Without Complexity

We believe powerful technology doesn't have to be complicated. Our solutions are designed to be extremely easy to use with zero technical skills required, so you can focus on fixing cars, not learning software.

End Phone Tag Madness

We're on a mission to eliminate the time-wasting phone tag that plagues auto repair shops. Your time is too valuable to spend leaving voicemails and waiting for callbacks.

Community Growth

We believe thriving independent shops build stronger local communities. By helping you grow your business, we're supporting local economies and creating more meaningful customer relationships.

Our Journey

How We Got Here

The journey from idea to reality

2024

The Initial Concept

I saw a massive gap in the market for affordable, effective technology solutions for car enthusiests.

2024

Trackara Car App Launch

We launched our first product—a car project tracking app for vehicle owners. While successful with users, we realized the bigger opportunity was helping shops, not individual car owners.

2024

The Pivot

Pivoted our focus to creating custom-branded apps for auto repair shops. Developed our first prototype and started testing.

2024

First Major Integration

Completed our first major shop management system integration (Mitchell1) and expanded our beta test. Refined our business model.

2025

Official Launch

Officially launched Trackara with our innovative commission-only model. Expanded integrations to include five major shop management systems.

2025

Founding Partners Program

Launched our Founding Partners Program to help more independent shops compete with dealerships through mobile technology. Continuing to add new features and shop system integrations.

Our Background

Experience That Drives Us

Why we're focused on solving these challenges

Our Approach

  • Customer-Focused Solutions

    We build our products based on real needs identified through conversations with shop owners and customers.

  • Research-Driven

    We've studied the automotive repair industry to understand its unique challenges and opportunities.

  • Shop Management Systems

    We've analyzed the current SMS platforms and identified opportunities to better serve independent shops.

  • Customer Research

    We prioritize understanding what vehicle owners need from their repair experience.

Technology Focus

  • Mobile-First Development

    Creating intuitive applications designed for how people actually use their devices today.

  • Seamless Integration

    Building solutions that work with your existing systems without complicated setup processes.

  • SaaS Platform Innovation

    Developing cloud-based tools that provide enterprise-level capabilities at prices small businesses can afford.

  • User Experience Design

    Creating interfaces that are intuitive and effective for both shop staff and customers.