The Essentialists

By lifting languishing companies to their highest potential, Fullsteam delivers success from the ground up

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When we view our world at a distance, it looks like every company is using advanced technology to drive their success. Close up tells a very different story, especially when it comes to founder-led SMBs, the legacy mom-and-pop shops that communities rely on and trust. Surprisingly, paper-based businesses do eclipse the earnings of firms that use technologically advanced systems but eventually there's a cap on sustainability. Always.

When legacy SMBs find themselves in a modernize-or-die scenario, they often have the will to grow but lack the muscle to keep going. Enter Fullsteam, a holding company that provides resources, operational best practices, and payment processing solutions to drive growth in underserved niche vertical markets.

For many of these companies, leased physical assets are vital to their survival. From rent-to-own bouncy house rentals, dumpster rentals, and event rentals, Fullsteam's rentals vertical (Rentals) acquires and modernizes asset-heavy SMBs that predominantly serve local to regional markets.

As Fullsteam's Vertical CTO of Rentals, Bradley Friemel oversees technical strategies for multiple businesses and software IPs within that category, scaling systems, elevating engineering teams, and leading sustainable transformation. He acts as part coach, part architect and, of course, part firefighter. "I try to always build engineering teams at scale for the infrastructure and create calm from chaos," he said. "I do it by earning trust, developing people, and putting in systems that endure the hard times."

Leadership in tech isn't just about tech for this leader grounded in servant and transformational leadership. “It’s more about building the people, having trust in your team, mentoring the next wave of engineers that are coming out, and making sure that they align with execution and purpose,” he said.