Our story started on the road.
Softframe HaulCraft was founded in 2018 by veteran drivers who believed elite coaching could transform an entire industry.
Mission
We equip professional truck drivers with the precision mindset, safety mastery, and career strategy required to lead at the highest level.
Explore programs01
Precision
Master every mile with data-driven techniques.
02
Integrity
Safety above speed. Always.
03
Mastery
Continuous skill elevation for long-term success.
Milestones that built us
2018
Company founded in Dallas
First cohort of 12 elite drivers graduated.
2020
FMCSA partnership achieved
Our safety curriculum officially recognized.
2022
5,000 drivers coached
National expansion across 18 states.
2024
Softframe Pro launched
Advanced AI-assisted route mastery platform.
Meet our lead instructors
MJ
Marcus Jovan
Founder & Lead Coach
26 years OTR. Former Owner-Operator of the Year, 3x safety award recipient.
LR
Lena Rivera
Chief Safety Strategist
Former FMCSA auditor. Created the industry standard defensive driving modules used nationwide.
TK
Thomas Keller
Career Advancement Director
Helped over 1,800 drivers secure six-figure contracts through targeted positioning and negotiation coaching.
Ready to elevate your career?
Join the next cohort of elite drivers transforming the industry.