How Atwell Group turned a fleet safety crisis into a performance model with Geotab

Atwell Group, a national consulting, engineering, and construction services firm operating 260 trucks across the United States, used Geotab fleet telematics to transform its driver safety program, reduced unplanned vehicle downtime by 10%–15%, and build a data-driven ESG reporting system — all from a single platform. When a spike in collisions threatened the company’s safety record in early 2023, Atwell didn’t just course-correct — it went from the bottom of its internal safety rankings to the top, in a matter of months.

The challenge: 260 trucks, four markets, and zero margi n for error

Atwell Group operates across the full breadth of the United States — from dense urban job sites to remote mountain and desert terrain. Some of their drivers log more than 2,000 miles per week. With a fleet that diverse in scope and geography, the operational risks are just as wide-ranging.

The company needed a telematics solution that could do more than track vehicle location. Leadership identified five non-negotiable requirements before selecting a provider:

• Real-time tracking across all vehicles and regions
• Customizable reporting that could adapt to different operational needs
• Vehicle health monitoring with proactive diagnostics
• Scalability to grow with the fleet
• Driver behavior monitoring and coaching tools to build a safety culture

Finding a single platform that addressed all five was the challenge. The wrong choice would mean siloed data, reactive maintenance, and continued safety exposure.

Why Atwell chose Geotab

Geotab, combined with the GO vehicle tracking device and the GoAnalyticsplatform, addressed every item on Atwell’s list. But what distinguished Geotab as a partner was not just the technology — it was the engagement model.

“We work with them on a weekly to bi-weekly basis to go over all their analytics and data to make sure that their drivers are performing at the best of their abilities.” - Joshua Hall, Director at Atwell LLC.

That level of hands-on partnership — with dedicated Geotab representatives actively involved with Atwell’s team and all its locations — was a deciding factor. Geotab didn’t just install a system; it built a working relationship around the data.

The solution: one platform connecting safety, health, utilization, and ESG

Atwell’s Geotab deployment integrated four interconnected capabilities that now operate as a unified fleet intelligence system.

1. Driver behavior scoring and coaching

Geotab’s driver scorecard tracks five key behaviors in real time: speed, acceleration, cornering, idling, and seat belt usage. Each driver receives a score based on their performance across these metrics. The data is analyzed on a regular basis to identify patterns, flag individual risk areas, and target coaching where it’s needed most.

To make the data more accessible for frontline managers, Atwell developed an internal application — “GoAnalytics” — that pulls directly from Geotab and transforms fleet data into simplified, on-demand reports. Before this tool, managers had to rely on drivers self-reporting vehicle issues. Now, the reports they need are a click away.

2. Proactive vehicle health monitoring

Geotab’s vehicle health section provides real-time, per-vehicle diagnostic alerts. Remote diagnostics allow fleet managers to identify mechanical issues before they result in a breakdown — and make informed decisions about whether to pull a vehicle from service, schedule a repair, or monitor a developing issue.

“Remote diagnostics is one of my favorite features. It gives me time to make good decisions on what I’m going to do with that vehicle. Responding to these warnings keeps the vehicle on the road longer — we’re not abusing the motor, so therefore the truck will last longer.” - Kevin Cross, Fleet Lead at Atwell LLC

The result: fewer emergency repairs, longer vehicle lifespans, and more predictable maintenance schedules.

3. Fleet utilization and asset optimization

Geotab’s utilization report gives Atwell visibility into which trucks are actively earning their place in the fleet — and which are sitting idle. With 260 vehicles spread across the country, underutilization is a real cost.

By identifying underperforming assets, Atwell can take proactive steps: relocating vehicles to high-demand regions, assigning them to new hires, or redeploying them for specific projects. The utilization report transforms fleet assets from a fixed cost into a flexible, manageable resource.

4. DVIRs and In-Cab cameras for accountability and protection

Driver Vehicle Inspection Reports (DVIRs) inside Geotab allow drivers to conduct pre- and post-trip inspections directly through the platform — documenting issues in real time, from wherever they are in the country.

In-cab cameras complete the accountability loop. When an incident occurs, the footage provides objective verification of what actually happened — protecting drivers from false claims and protecting the company from unwarranted liability.

“Geotab cameras in the vehicles — this is important in case we do have an incident. It verifies what really happened compared to what the driver might have said happened. Not only is it keeping our drivers safe, it’s saving the company money.” - Kevin Cross, Fleet Lead at Atwell LLC

Suggestion: Prevent incidents before they happen. Explore the Geotab GO Focus AI dash cam family

5. ESG reporting with the green dashboard

As sustainability reporting becomes a business requirement across industries, Atwell uses Geotab’s emissions dashboard — internally called the Green Dashboard — to gather and organize ESG data. The dashboard makes fleet-level emissions data easy to review and report, without requiring a separate tool or manual data extraction.

From worst to first: the safety turnaround

The most striking outcome of Atwell’s Geotab deployment is the driver safety transformation. After a cluster of collisions in the first quarter of last year, the company made fleet safety its top priority.

Using Geotab’s scorecard data, Atwell launched a monthly driver recognition program. Drivers who maintain the highest safety scores are publicly recognized — and the program created unexpected momentum:

“A lot of our drivers really want to get on that list each month, so they go above and beyond to try to keep their scores at the highest possible rate.” - Kevin OMaley, Senior Crew Chief at Atwell LLC

The culture shift was measurable. Atwell’s safety performance moved from among the worst in its internal benchmarks to among the best. The scorecard didn’t just surface problems — it gave drivers something to compete for, and something to be proud of.

Results at a glance

What fleet managers in engineering and construction can take from this

Atwell’s story is not unique in its challenges — it’s representative of what any multi-site, multi-terrain fleet faces. What is notable is the system Atwell built to address those challenges:

• A scorecard that motivates, not just monitors — gamification of safety metrics created voluntary driver buy-in
• A custom reporting layer built on top of Geotab to simplify data for managers who aren’t analysts
• Weekly touchpoints with Geotab as a working cadence, not a one-time setup
• DVIRs and cameras as a liability shield across a geographically dispersed fleet
• Emissions dashboards as ESG infrastructure — not a report produced annually, but a living data layer

The platform is the same one available to any fleet. The difference is how Atwell chose to use it.