In this episode of Track & Talk USA, Kristoff Van Rattinghe, CEO of Sensolus, sits down with Steve Logue, General Manager USA, to reflect on two years of building a business in the US market. Not from zero — from zero point one. Because Sensolus had already spent eight to nine years building in Europe, and the learnings, the customers, and the use cases made the difference. This is an honest conversation about what worked, what didn’t, and what comes next.
Why watch this? Because building a global business isn’t just about copying what works in one market and pasting it into another. It’s about knowing when to adapt.
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1
From zero point one to 25 customers
Sensolus didn't enter the US from scratch. European partnerships with Airbus and Veolia gave the team a running start. Proven use cases around reusable pallets, containers, and trailers were copy-pasted across the Atlantic. Two years later, the US operation has 25 customers and is growing.
2
The challenges nobody tells you about
American customers expect 24/7 support. Brand awareness is a real obstacle when people say "Sensa who?" The balance between local autonomy and global consistency is harder to get right than it looks. And black trackers don't perform as well as white ones in the US heat.
3
This is the year of the partner
After two years of building mostly through direct sales, Sensolus has lined up around half a dozen partners in the US and is focused on enabling their success. Combined with the launch of the 1105 tracker enabling cross-border use cases into Canada and Mexico, the growth story is just getting started.
Track & Talk USA is the US edition of Sensolus’s video and podcast channel exploring how IoT makes assets visible from giant containers to small boxes, indoors and outdoors. In this episode, Kristoff sits down with Steve Logue, General Manager USA, to reflect on two years of building the Sensolus business in the US market.
Leveraging European success to build a quick start across the Atlantic.
The first step was leveraging the customer partnerships and use cases built over many years in Europe. Airbus and Veolia were already global relationships. Extending them to the US gave the team an immediate foothold. At the same time, the most successful European use cases around tracking non-powered assets like reusable pallets, containers, and trailers were copy-pasted into the US market. Going from 0.1 to 1, not zero to one. The foundation was already there.
24/7 support, brand awareness, and lessons learned the hard way.
The US is a massive country with large, demanding customers. American customers expect 24/7 support and Sensolus had to adapt quickly, doubling the size of the local team and signing up new partners to take care of customers on that side of the ocean.
Brand awareness was the second challenge. The technology is great, but people simply didn’t know the name. Getting scrappy with thought leadership, taking care of the first 25 customers, and earning referrals from them is the path forward.
And then there are the lighter lessons. Sensolus is a Belgian tech company. Black trackers were the standard. But in the US heat, the sun bakes down in a way that Belgium hasn’t experienced since the late 1970s. White trackers now perform as expected. Sometimes the learnings are that simple.
The balance between local autonomy and global consistency
Two years in, the reflection is clear: local autonomy and the ability to move fast were essential in the early stages. But to build long-term, sustainable success, repeatable motions at global scale matter more. Marketing activities have been re-centralized. Collections activities have been re-centralized. The pendulum has swung slightly back toward the global operating model and that’s the right call for where the business is now.
Partners, new use cases, and expansion into Canada and Mexico
The first priority is taking care of the existing 25 customers and earning referrals from them. The second is continuing to copy-paste proven European use cases while also developing uniquely American ones, like parent-child tracking where a connected tracker in a toolbox or container monitors Bluetooth-tagged items inside it.
This is also the year of the partner. Around half a dozen partners have been lined up in the US, and the focus is on enabling their success. The launch of the 1105 tracker opens up Canada and Mexico, and cross-border use cases like trailer tracking across those markets. The growth story is just getting started.
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