Meet LiftWise
Our team is second to none.
Our Leadership team
Ray Fritel
CEO
After 21 years working for various companies in engineering and management roles, Ray started Diversified as a Product Development Company in 1996.
Ray Fritel
CEO
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After 21 years working for various companies in engineering and management roles, Ray started Diversified as a Product Development Company in 1996. He hired his first employees in 1998. From that point on has enjoyed continuous growth due to hard working and dedicated employees. With a passion for solving problems and creating relationships Diversified has many returning customers.
Ray’s ability in recruiting and retaining excellent people has been the key to our success.
Outside of work Ray enjoys wood turning, carving, exercising and most of all time with family.
Christopher Fritel
President
“My vision for my coworkers and me – Joy and Excellence in the Workplace.”
Christopher Fritel
President
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As the son of Diversified’s owner and CEO, Christopher has worked for the company on and off since it began in 1996. In late 2017, he rejoined Diversified to focus on learning the family business and is now the president. Early on he was a project manager responsible for LiftWise and digital marketing. He later moved up to VP and was responsible for manufacturing and instituting new processes and systems throughout the company, including Manager Tools and EOS.
Christopher is a graduate of Landmark’s Team, Management, and Leadership Program, where he was trained in creating teams and teamwork with freedom and ease under any circumstance. He has 15 years of experience in teaching and developing curriculum for anatomy, physiology, pathology, and hands-on technique at the Lauterstein Conway Massage School in Austin Texas. He graduated from Austin College in Sherman Texas earning a Bachelor of Arts Degree in French with minor studies in Spanish and Computer Science.
Outside of work, Christopher enjoys strength training, backpacking, and board games with friends and family. He hiked the Appalachian Trail from Georgia to Maine in 2006 and now has his sights on hiking 14ers in Colorado.
“My vision for my coworkers and me – Joy and Excellence in the Workplace.”
Marvin Franklin, P.E.
Executive Vice President, Business Development
Marvin has been with Diversified since 1999 and has served as V. P. Engineering for most of that time.
Marvin Franklin, P.E.
Executive Vice President, Business Development
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Marvin has been with Diversified since 1999 and has served as V. P. Engineering for most of that time. Mr. Franklin has over 50 years of engineering experience covering all types of vehicles and drives; hydraulic, hydrostatic and mechanical. Structures and stress analyses have always been a strength of his.
Registered as a professional engineer in the state of Texas, Marvin has always held to the highest degree of professionalism but prides himself on the speed at which design is performed and delivered to the customer.
Hobbies include motorcycle riding, vintage cars and guns. Life joys include family and many children, grandchildren and great grand children. Married for over 50 years to his sweetheart. Personal faith in Jesus Christ has been the moral and professional guidance for his life.
Noah Gutierrez
Director of Sales
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Noah Gutierrez is the Director of Sales for Diversified Product Development. Previously a Mechanical Designer for 13 years and the LineWise Sales Manager for 10 years, he has the design experience and the product knowledge needed to help Diversified’s customers find exactly what they need.
Noah enjoys spending time with his wife, church family, friends and playing various musical instruments.
Bill Coleman
LiftWise Product Manager
“If it needs lifting, manipulating, moving, indexing, or rotating, we have a designed solution.”
Bill Coleman
LiftWise Product Manager
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As the Product Manager for the LiftWise Product, Bill is responsible for general oversight of the LiftWise product, as well as managing the nationwide Manufacturing Representatives and Distributors. Bill also is the primary path for non-standard new product quotes. His background includes an extensive history of product design and sales, including a good understanding of the mechanical, electrical ,and hydraulic disciplines. Prior to joining Diversified Product, Bill has enjoyed over 35 years of design experience in the lifting world, including forklifts, mobile aerial work platforms, telehandlers, and utility bucket trucks.
In his spare time, he enjoys spending time with his wife of 36 years, traveling and kayaking, tailgating with his two sons, along with serving in leadership roles in the community.
“If it needs lifting, manipulating, moving, indexing, or rotating, we have a designed solution.”
Dale Wyble, P.E.
LiftWise Project Engineer
As the Product Engineer for LiftWise, Dale has developed transporters, chassis lifters, tire handlers, and component manipulators for earthmoving and agricultural equipment.
Dale Wyble, P.E.
LiftWise Project Engineer
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As the Product Engineer for LiftWise, Dale has developed transporters, chassis lifters, tire handlers, and component manipulators for earthmoving and agricultural equipment. Often, these are one-off designs, concepted and built from the ground up to solve a unique assembly problem for the customer and to improve safety. He and the LiftWise group have developed a reputation for custom products that go into service and meet the customer’s needs with little or no adjustment needed and provide many years of reliable service. He also developed the Pole Pullers for the LineWise product line to provide a fast and effective way to pull old utility poles. He has 22 years of design experience in off-highway equipment and has been with Diversified Product Development since 2003. Prior to Diversified, Dale worked in the aerial lift and crane industries.
In his spare time, he enjoys spending time with his family, hiking with his dogs, and motorcycling.
John Gibel
Director of Engineering
“For fun or not, I like to tinker with my MGB so I can drive it on nice days. My family keeps me busy when I am not working.”
John Gibel
Director of Engineering
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Designing new products while creating relationships with customers is important to John. He can use his extensive background and knowledge of hydraulics, electrical, structural and dielectrics to solve your problem. He has been involved in many of the LineWise products
With over 35 years of experience, 80 new products and a few patents he is always looking for an opportunity to solve the problem that everyone else says can’t be done.
Steven Daniels, P.E.
Director of Engineering
Steven has been working for Diversified since 2014.
Steven Daniels, P.E.
Director of Engineering
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Steven has been working for Diversified since 2014. He loves to solve problems and come up with new solutions. He has been involved with many LineWise and DesignWise projects. He has particular expertise in structural design and mechanical systems. His experience in running projects for DesignWise costumers makes him a perfect fit for your next engineering challenge.
Steven graduated with a BS/MS in Mechanical Engineering with an emphasis in Aerospace from Utah State University in 2013. He loves flying radio controlled airplanes and has recently started weight lifting!
Dana Hann
Operations Manager
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Dana Hann is the Operations Manager for Diversified Product Development. Dana started with the company in November of 2010 in the Purchasing Department. She now oversees the Purchasing Department and the Operations of the entire Production Team. In addition, Dana oversees any building maintenance and operational procedures. Dana focuses her team on delivering quality products, meeting deadlines and staying on budget.
Outside of work, Dana operates a small ranch just outside of town where she enjoys working with her animals and spending time with family.
Rachel Williams
LiftWise Project Manager
Rachel joined Diversified Product Development as a Mechanical Designer in 2012 and is currently a Project Manager for LiftWise. Her time spent as a designer helps provide detailed knowledge about the LiftWise product line.
Rachel Williams
LiftWise Project Manager
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Rachel joined Diversified Product Development as a Mechanical Designer in 2012 and is currently a Project Manager for LiftWise. Her time spent as a designer helps provide detailed knowledge about the LiftWise product line.
Most of Rachel’s time outside work is spent keeping up with her baby girl, Alayna, or keeping track of her “other” kids – five dogs and a pesky cat.
Heather Steele
Brand & Marketing Strategist
“If it isn’t on the first page of Google, it doesn’t exist.”
Heather Steele
Brand & Marketing Strategist
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Heather has been with Diversified since 2008 and oversees all marketing ventures. Her background in content marketing, social media, SEO and email campaigns helps her lead the charge in developing and executing digital marketing strategies. She is also in charge of tradeshows and special company events.
Heather attended Texas A&M University and is a proud member of the Fightin’ Texas Aggie Class of 2002! Whoop!
Outside of work, Heather enjoys exercising, chilling at the lake, being outdoors, watching sports and spending time with her family.
Angela Squillace
Purchasing Agent
“I try to start each day by positively thinking, What wonderful things do I get to be a part of today? I answer the phone with a smile in my voice because you never know what the person you are talking to is dealing with!!”
Angela Squillace
Purchasing Agent
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Angela Squillace moved to Waco, Texas from Indiana in May of 2017. One month later she joined the team at Diversified Product Development as a Purchasing Agent. She has learned a lot from her co-workers, about the business and about her new home town.
Angela enjoys crafting, writing, acting, and exploring.
Judy Goble
Purchasing Agent
“I enjoy spending money, what better way to be happy than spending Company money every day!”
Judy Goble
Purchasing Agent
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Judy Goble is a purchasing agent at Diversified Product Development and has been with the company since 2014. She handles quotation support and vendor negotiation to supply parts and materials for the company. Ensuring quality product and on time delivery is her goal. She is dedicated in helping all areas of the company as needed.
Judy enjoys spending time with her family, friends and her 4 fur babies. She enjoys traveling with her husband of 36 years.
Jeff Wilhite
Production Coordinator
Jeff joined Diversified in 2019 and draws on his vast professional experiences to help ensure that your projects get produced on time and within budget.
Jeff Wilhite
Production Coordinator
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Jeff joined Diversified in 2019 and draws on his vast professional experiences to help ensure that your projects get produced on time and within budget. He uses his knowledge to help you get the correct spare parts and keep your down time to a minimum. Having been an Account Manager and Tour Manager, Jeff understands the urgency and time constraints of customers.
In his free time, he enjoys a good cigar, hanging out at home with his wife Rebekah and their three French Bulldogs Lola, Mabel and Stanly.