One of the most impactful sessions at Motive Vision 25 featured a compelling discussion between Jeff Suellentrop, Chief Digital Officer at Phoenix Global, and Ryan Plutnicki, Motive’s Chief Customer Officer. The conversation chronicled how Phoenix Global—once in bankruptcy—has rapidly transformed into a digital powerhouse through a strategic partnership with Motive.
From bankruptcy to breakthrough
Phoenix Global operates in some of the most demanding environments imaginable—steel mills, where extreme heat, volatile conditions, and expensive equipment are the norm. The company specializes in heavy industrial services, operating massive machines like pot carriers and loaders inside steel facilities.
Jeff joined Phoenix Global during its bankruptcy period and helped lead a full-scale transformation alongside the new CEO and COO. Their vision? Shift from lagging data to real-time “activity-based management.” In under two years, the company replaced every legacy system—from ERP and safety systems to cameras and AI models—and has beaten financial forecasts every month since emerging from bankruptcy.
Digitizing the industrial edge
Historically, Phoenix relied on tribal knowledge and manual processes—“ask Bob” was the go-to operational model. Now, decisions are driven by the “Phoenix Algorithm,” which combines real-time data from Motive and other systems to optimize equipment usage, predict maintenance needs, and reallocate millions in capital more effectively.
The algorithm has enabled smarter decisions about when to repair, replace, or redeploy equipment, boosting utilization tenfold and unlocking substantial cost savings.
Safety and scale, supercharged by Motive
Safety is paramount in an environment where a puddle and molten steel can create an explosion. Motive’s dual-facing AI Dashcams and AI Omnicams have significantly improved safety outcomes, reducing incidents to the point that the system paid for itself in record time.
More importantly, Motive enabled the elimination of paper-based driver workflows, centralizing everything in the Motive Driver app. This integration has been key to Phoenix’s SAP ERP rollout, supporting real-time communications and capturing revenue-critical data from the field.
Video as a business shield
Phoenix has leveraged Motive’s video capabilities not only for safety—but to protect revenue. In disputes with clients over service-level agreements (SLAs), the company now presents video proof, reducing chargebacks to nearly zero. This has sparked interest from Phoenix’s customers, leading to new conversations about offering Motive-equipped equipment as a value-added service.
Co-innovation and what’s next
Jeff emphasized Phoenix’s partnership mindset: Motive was selected not just as a vendor, but as a flexible platform that enables rapid iteration and innovation. Whether adapting to the unique specs of pot carriers or integrating video and telematics for optimal driver coaching, Phoenix and Motive are co-creating next-gen industrial solutions.
Looking ahead, Phoenix is exploring AI-driven coaching and driver recognition, aiming to fine-tune operational behavior and increase safety even further. The path forward is all about faster feedback loops, deeper insights, and continued iteration.
Advice from the trenches
Jeff closed with advice for companies starting their transformation journey: prioritize outcomes, pilot small, iterate fast, and focus on the use cases that drive the most business value. “Fail fast, win fast,” he said—a mantra that has clearly served Phoenix Global well.
