Our Executive Team

Michael T. Lucas, CEO

Michael T. Lucas is the CEO of TradeMotion and a recognized thought leader in information management, traceability solutions, and comprehensive serialized data warehousing. Being a leader in eCommerce automotive parts procurement, TradeMotion is used by 6,000 dealerships nationwide and is the preferred eCommerce solution for more than six of the largest auto manufacturers in the world. Mr. Lucas is also the Co-Founder of Frequentz,a technology leader in complete supply chain traceability. Frequentz serves the agricultural industry, life sciences, retail (Food & Beverage), industrial (Aerospace and Automotive) and chemical industries globally.

TradeMotion and other operations are held closely by the intellectual property holding company, i3Brands. As Chairman of i3, Mr. Lucas has built a broad patent portfolio spanning across 32 countries. i3Brands has established several high profile customers through its operating entities, including Fortune 100 companies, leading automotive industry suppliers, and government and defense contractors. Having started his entrepreneurship at the age of 14, Mr. Lucas sits on the board of several technology companies and non-profit organizations.

A crowning achievement in his career was when Mr. Lucas was issued patent number 6,996,538 on February 7, 2006, which was the foundational platform to over 12 other patents pending in the United States.

Shawn Lucas, President

Shawn Lucas serves as the President (and Founder) of TradeMotion and Parts.com. Since September of 1998, Parts.com has been the first and leading Original Equipment, eCommerce solution for the automotive industry. Mr. Lucas took Parts.com public, and created a stock market value topping $1 Billion, during January of 2000. He successfully managed the turnaround following the dot com collapse, and has once again established TradeMotion as the leading automotive eCommerce solution. Mr. Lucas has launched eCommerce products for Nissan, Infiniti, Kia, Chrysler, Dodge, Jeep, Ram, Fiat, MOPAR, Subaru of America, Audi of America, both Volkswagen of America and Canada, Hertz, AutoNation, Time Warner Cable, and FedEx. He also led a recent partnership between TradeMotion and ebay Motors. Mr. Lucas also serves as the CEO and managing member of PartProtection, LLC, the first OE part warranty business within the automotive industry.

Mr. Lucas has spent his entire life in the automotive industry and is a serial entrepreneur. More than 3 million consumers are registered users of TradeMotion’s products and more than $500 Million a year is transacted on TradeMotion’s platform.

Royal Bryson, Chief Operating Officer

Royal Bryson is the Chief Operating Officer at TradeMotion and brings over 15 years of automotive experience to the team. Born and raised in Detroit, Mr. Bryson has been in the automotive industry most of his career starting as an Aerodynamics Design Engineer at the General Motors Tech Center, as well as a Marketing Manager for Ford Motor Company. Additionally, Mr. Bryson was a High Tech Management Consultant for Deloitte Consulting where his clients included General Motors, Toshiba, Hewlett Packard and Toyota. Then, leading a cross-functional team of operations, marketing, product and business development, Mr. Bryson launched a web-based portal called PartsOnline for the location and procurement of recycled auto parts at CarStation.com. Most recently, Mr. Bryson was an independent Business Development consultant hired to create and establish the OEM eCommerce platform for all major OEMs at eBay Motors, where he first established the relationship with TradeMotion.

Mr. Bryson trained in the United States Marine Corps OCS in Quantico, Virginia and received a full four-year Naval Reserve Officer’s Training Corp (NROTC) Scholarship. He holds a Bachelor of Science degree in Mechanical Engineering from Lawrence Technological University, a Master of Science degree in Mechanical Engineering – Fluid Dynamics from the University of California at Berkeley, and an MBA from Stanford University.

Mark Reed, Chief Architect

Mark Reed serves as Chief Architect of TradeMotion and has held technical leadership roles in the software development industry for over 20 years. Joining TradeMotion in 2000, Mr. Reed began as a Coldfusion Developer and transitioned from Sr Developer to Program Manager, then Chief Technology Officer before becoming TradeMotion’s Chief Architect. Prior to that, Mr. Reed was the Lead Developer of IT for Skyline, an Indiana based RV manufacturer. There, he developed online processing systems in Visual Fox Pro and ColdFusion, and provided tech support and software solutions for 14 branches across the United States.

Mr. Reed attended Southwestern Michigan College and spent 10 years in the Navy for electronics and computer science. During this time, he won several medals including a Naval Achievement medal for software development.

Darren T. Forster, Director of Sales

Darren Forster brings over 25 years of sales and marketing experience to his role. Prior to joining TradeMotion, Mr. Forster spent the latter part of his career in automotive representing Team Velocity and Reynolds and Reynolds. As the Regional Manager Mr. Forster was responsible for managing and securing dealers from Los Angeles to San Francisco. Mr. Forster’s sales career highlights, includes the Don Weinrich Award for highest territory Growth 130% in 2008, multiple sales club awards. He was directly responsible for managing Keyes Automotive, Hitchcock Automotive, LA CarGuy, SilverStar Automotive, etc. for his respective companies. Prior to working in automotive, Mr. Forster was COO for “Forster Bros. Entertainment, a family owned recording company. Mr. Forster represented the Sinatra Estate, the Gallo Winery, Sony Playstation, EA Sports, Activision and licensed over 500 songs for his video game clients. He also, helped produce the Saw 2 premiere and soundtrack.

Mr. Forster holds a Juris Doctorate from Pepperdine School of Law in Malibu, California.

Mark Huckins, Director of Business Development

Mark Huckins serves as Director of Sales at TradeMotion and brings over 15 years of sales and marketing experience to his role. Before joining TradeMotion Mr. Huckins was Director of Sales at VuQuest, a software company specializing in rich media content and delivery for Original Equipment Manufacturers and big box retailers, where he acquired marquee accounts such as Sony Electronics, Olympus Imaging, and Craftsman. Prior to SaaS, Mr. Huckins’ background includes five successful years in the finance industry as a top National Account Representative at Accredited Home Lenders, a publicly traded company and NASDAQ’s IPO of the year 2003. Leading up to his sales career, Mr. Huckins spent several years in marketing roles within the action sports industry, including at American Ski Co. and ESPN.

Mr. Huckins holds a Bachelor of Science degree in sports management (Isenberg School of Management) from the University of Massachusetts, Amherst.

Phil Gofberg, Vice President Digital Services

Phil Gofberg serves TradeMotion as the Vice President of Digital Services and brings nearly 20 years of experience working in the creative services, online media, global branding, and eCommerce industries. Bringing creativity and focus to TradeMotion in the areas of eCommerce conversion, on-page search engine optimization, analytic and metric tracking, and content integration, Mr. Gofberg’s experience spans across UI/UX development, brand integration, marketing analytics, and creative consulting. Prior to TradeMotion, Mr. Gofberg built a distinguished career as a creative director, founded and operated a specialized LA based media company, and worked for companies including: eHobbies, Intermix Media (formerly eUniverse), Webtigo, and Conversant (formerly Value Click).

Mr. Gofberg holds a degree in Social Science from Los Angeles Pierce College, as well as a Degree in Computer Graphic Design from Learning Tree University, a Multimedia Development Certification from Roundpeg San Francisco, and was one of the original members of the prominent start-up eHobbies during the dot-com boom in the late 90’s.

Glen Wellbrock, Director of Marketing

Glen Wellbrock serves TradeMotion as the Director of Marketing after years of consulting Mr. Lucas on marketing, strategy, brand management, and new business development at several of Mr. Lucas’s enterprises. While working for those companies, Mr. Wellbrock has been an instrumental liaison in dealing with customers and partners, many of which represent some of the most recognized brand names in the nation. Prior to working with Frequentz and TradeMotion, Mr. Wellbrock enjoyed a long career in the financial services industry where he was a recognized sales manager for several, large financial institutions. After reaching Regional Manager of National Accounts, where he held P&L responsibility over several million dollars, he was promoted to lead B2B marketing for the North American operations of Accredited Home Lenders, a publicly-traded leader in the lending industry. Before the financial industry, Mr. Wellbrock worked in a boutique marketing firm handling Fortune 500 companies such as IBM and Sun Microsystems.

Mr. Wellbrock holds a Bachelor of Arts degree from the Foster School of Business at the University of Washington.