About Us

March 5, 2023 2024-03-26 20:10

About Us

Company > About Us

The About Us Page offers insights into Softbase Systems, providing a snapshot of our background, mission, and values. Meet the team and gain an understanding of our journey and guiding principles.

Heavy industry warehouse worker


Early on, there was a clear need for a solution that gave dealers complete control of their operations.

Since 1989 we have been offering dealers in the forklift, agriculture, heavy construction, or any other material handling industry a simple solution to their inventory management and invoicing needs, built by a team with combined decades of experience.

Our Approach

We design software with simplicity in mind as we know operating dealership is already challenging enough. The products we develop are easy to use, integrate, and play a significant role in your dealership’s success.

The Softbase team prides itself on becoming an extension of your team. Each client will receive a personalized approach and be trained on how to use the system for their need. We want every client to know that our relationship does not end once training is complete. Softbase will be there to support you when you need it.

Photo of Adam Madsen, President of Softbase at a team meeting

Designed by people who get it

With 30+ years serving dealers in the forklift, agriculture, heavy construction, and material handling industry, we’ve engineered an end-to-end solution supporting every function in a dealership.

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years of experience leading dealership management solutions
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companies served across the US, Canada, and Mexico
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end users directly impacted by our solutions
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average user satisfaction across industries

Our Leadership

Headshot of Adam Madsen, the president of Softbase Systems
Adam Madsen


Headshot of Dave Barr, the director of sales and implementation of Softbase Systems
Dave Barr

Director of Sales and

Headshot of Greg Gardner, Director or Support
Greg Gardner

Director of Support

Headshot of Eric Oliver, Chief engineer at Softbase Evolution
Eric Oliver

Chief Engineer

Our Leadership

The ease of use is really critical. I can take a new employee who moves from the shipping receiving and I can turn him into a counterpart salesman and he can be up and running in two days.”

Joe Proehl

CFO | Craftsmen Utility Trailer