From Havana to
Houston
The founder of Rollteer grew up in Cuba working in mechanics, vehicle restoration, and small business operations. Not as a hobby — as a way of life. He understood machinery, logistics, and what it means to keep something running under real constraints.
After migrating to the United States, he entered trucking. Not as an investor or a consultant. As an operator — learning every aspect of the industry from the driver's seat and the dispatcher's desk. He built Rollteer LLC into an active carrier with MC authority, real trucks, and real freight moving across the country.
The problems became obvious immediately. No system fit the actual workflow of a small-to-mid-size carrier. The options were either too expensive, too complex, built for fleets of 200 trucks, or simply not designed around how real trucking operations run day to day.
"We didn't build Hub because we saw a market opportunity. We built it because we couldn't run our own operation without it. That's the only reason it exists."
LUIS CRUZ — FOUNDER & OPERATOR
Years working in vehicle mechanics and restoration in Cuba — building a practical understanding of machinery, logistics, and how to keep things running under real constraints.
After migrating to the United States, the next step was trucking. Not as an investor. As an operator — learning freight from the ground up, lane by lane, load by load.
Rollteer LLC is established as an active carrier with MC number and DOT authority. Real trucks. Real loads. General freight, FTL, moving across the continental United States.
Managing dispatch, fuel, loads, driver coordination, and cash flow on spreadsheets and WhatsApp. The tools available were either built for enterprise fleets or completely inadequate for real operations.
Development begins on an internal management system — designed around the actual workflows of Rollteer's own operation. Load control, fuel tracking, revenue analytics, driver coordination. Every field exists because it was needed.
The internal system is refined, tested in production, and made available to other operators. hub.rollteer.com launches — fleet management software built from the inside of a real trucking operation.
Rollteer runs freight, operates Rollteer Hub, and ships free AI-powered tools for dispatch workflows. The carrier, the fleet SaaS, and the free tools at rollteer.com/tools are not separate businesses — they are three expressions of the same operation, shaped by the same hands that have been doing this work since day one.
