From Roofs to Roads: How Baker Roofing Reinvented Fleet Safety with Geotab

Betty Rafallo
Aug 12
3 min read

When you think of roofing hazards, your mind probably goes straight to ladders, shingles, and steep slopes. But for Baker Roofing Company, the real danger wasn’t always above ground—it was on the road.

With a fleet covering 250,000+ miles every week, Baker’s crews were spending far more time behind the wheel than on rooftops. That meant safety, productivity, and asset security on the move became just as important as the quality of their roofing work.

The Challenge: More Than Just a Roofing Company

Baker Roofing is a century-old business with a modern problem:

High-value tools walking off job sites. Each kit worth $8,000–$10,000 could vanish in minutes.
Limited insight into field activity. Arrival times, job durations, and unauthorized detours were guesswork.
Safety concerns on the highway. Hundreds of thousands of weekly miles meant a higher risk of incidents.
Disconnected systems. Fleet data wasn’t talking to their ERP, creating time-wasting manual work.

In short—Baker Roofing needed eyes on their fleet, their assets, and their drivers… all in real time.

The Turning Point: Enter Geotab + BlueArrow

Partnering with BlueArrow Telematics, Baker Roofing moved beyond basic GPS tracking. They integrated Geotab’s intelligent telematics platform to create a connected, data-driven fleet.

Here’s what changed:

Real-Time Driver Insights – Instant alerts for speeding, harsh braking, and excessive idling.
Proactive Vehicle Care – Engine diagnostics flagged maintenance needs before breakdowns happened.
Custom Safety Reports – BlueArrow tailored Geotab’s reporting to highlight exactly where improvements were needed.
ERP Integration – Their Viewpoint system automatically synced driver and vehicle assignments—no more spreadsheets.
Tool Tracking – Digital Matter asset tags meant even the smallest piece of equipment could be located instantly.

What Happened Next

Within months, Baker Roofing saw a cultural shift.

Safety Became a Competition

Instead of relying on penalties, Baker rolled out a driver rewards program. The better your safety score, the more recognition (and perks) you earned. The result? Drivers began competing to be the safest on the road.

Fewer “Where’s That Tool?” Moments

With asset tags on high-value gear, stolen or misplaced tools became rare. Crews could focus on the job—not searching for missing equipment.

Maintenance Without the Mayhem

Engine alerts meant repairs could be scheduled before a roadside breakdown stranded a crew or delayed a project.

Innovation on the Road

Baker Roofing became the first to use Geotab’s “Order Now” feature with Xtract’s incident management module. Now, if an incident occurs:

Data is captured instantly.
Reports are filed faster.
Claims are resolved with less back-and-forth.

Lessons for Any Fleet

Whether you’re in construction, delivery, pest control, or municipal services, Baker’s story offers clear takeaways:

Make Safety a Game – People respond better to rewards than punishment.
Protect Your Tools Like Your Trucks – Small assets can cause big losses.
Automate What You Can – Integrations save hours and eliminate mistakes.
Know Before It Breaks – Preventative maintenance is always cheaper than emergency repairs.
Be Ready for the Unexpected – Incident response tools keep small issues from becoming big problems.

The Bottom Line

For Baker Roofing, Geotab wasn’t just a GPS upgrade—it was a cultural and operational transformation. Now, every mile, every tool, and every driver is accounted for, making their operations safer, leaner, and smarter.

Thinking about upgrading your fleet? Talk to Can-Am Telematics to see how Geotab can help your team work safer, faster, and more connected.