Built by an operator
Lynx Safety is a heavy-equipment safety and compliance company in Edmonton, Alberta, launching in August 2026. It is built and run by Jose Angel Castillo Cuevas, who has thirty years in heavy equipment. His first job was washing and greasing semi-tractor trucks at eight years old, and he was raised in the industry across Texas, then Canada for the last ten years. That experience is the product.
He is not a consultant who read about jobsites; he is an operator who ran them. In a market that buys on trust and word of mouth, where forty percent find a consultant by referral, an operator's credibility is the distribution advantage. Lowering EMR is his job, and he is good at it.
Thirty years of the job. One name to sell it under.
They call when
something breaks
Alberta's heavy-equipment operators run safety blind. Eighty percent wait until a machine is down or an inspector is at the gate before they call anyone. Sixty percent still track compliance on paper. Asked how confident they are of passing a surprise audit, they answer 3.8 out of 5.
One number runs their world: EMR, the safety score. Below 1.0 they win bids and pay less for insurance. Above it, they lose work. When a machine is down and an inspector is on the way, the buyer searches once and calls the first name they trust. They do not shop around.
That reactive, high-stakes moment is the whole opening. Whoever is findable and credible when it hits wins the account, and safety is not paperwork here. It is the license to win work.
80%
of the market is in Alberta
80%
only call after something breaks
60%
still track safety on paper
3.8/5
confidence in passing a surprise audit
From our own market survey of seven fleet managers, safety directors, and HSE coordinators.
Native to the cold
The Canada lynx lives in the forests north of Edmonton, through the hardest winters. Its eyesight catches movement far off, and the tufts on its ears catch what the eyes miss. It hunts alone, and it does not chase. It waits, and it strikes once.
That is the safety business in animal form. The job is spotting the danger before it becomes an accident, and hearing a part fail while the machine still sounds fine. That early warning is exactly what a good safety consultant sells.
It also fits the field. The yard is full of Caterpillars and Komatsus, and the rival to beat is Lonewolf. A lynx belongs there, but it sees more than the wolf and it outlasts the machine. In a business built on catching what others miss, it is the right name, and one line to stand behind for years.
We see it before it stops you.
A local market,
going loud
We sit in NAICS 811310. In Alberta that is 4,715 businesses and about $4.2 billion in annual sales; across Canada, 13,069 businesses and $12.5 billion. This is a local game. Eighty percent of the demand is in Alberta, most of it near Edmonton, and the province is entering a multi-year heavy-construction surge just as safety scrutiny rises.
New regulations and corporate zero-incident policies are driving demand for collision-avoidance, fatigue monitoring, and audit-ready digital records, while most operators are still on paper. The work is coming; the safety systems are not ready for it. That gap is the opening.
The obtainable market is grounded, not hand-waved. One operator can serve up to forty engagements a month at $3,000, a $1.44 million ceiling before the first hire, and Alberta holds 4,715 heavy-equipment maintenance and compliance businesses. Winning even a sliver of the Edmonton region first funds years of growth; the $4.2 billion figure is the industry we sit in, not the slice we sell.
$28.3B
Alberta's rolling provincial Capital Plan for roads, bridges, civil
$51B
federal Build Communities Strong Fund, into local infrastructure
120-day
Alberta's major-project approval law, fast-tracking earthmoving
Industry totals: Statistics Canada Small Business Profiles. Public-funding figures: provincial and federal capital plans.
One retainer,
three jobs
We put a full safety-and-fleet operation on a monthly retainer, the on-demand safety department a fleet cannot staff on its own. Competitors sell one of these. We bundle all three.
- 01
Predictive diagnostics
Telematics and real-time fault monitoring flag a failing part while the machine still sounds fine, before it becomes field downtime.
- 02
Safety and hazard audits
Field audits and mock inspections that lower EMR, cut insurance premiums, and keep a fleet bid-eligible, COR and SECOR ready.
- 03
Digitized onboarding and compliance
Cloud new-hire training and paperless, audit-ready records, answering the 60% stuck on new-hire training and the 60% still on paper.
$3,000 a job, up to forty a month, a $1.44 million annual ceiling before the first hire. Started on $7,870 and a $33,000 owner investment, with no external debt. Recurring retainers, capital-light, funding our own growth.
What a fleet
actually saves
The buyer's real fear is a failed audit and a high EMR. This is the tool we lead with. A fleet manager moves the sliders and gets a real number on insurance and downtime. We get the contact. Try it.
Your fleet
Projected first-year impact
$74,242
recovered per year with our safety and fleet program
Illustrative estimate. Final numbers depend on your fleet.
The same calculator is our top lead magnet at launch, beating the incumbent's tool on the buyer's biggest fear.
The targets are set.
The path is built.
Straight from our business plan. Revenue grows about 6.6× over three years while operating expenses barely more than double, so net income widens from about $21,800 to about $380,000: the operating leverage of a recurring model.
2026
$78,600
Op-ex $56,843 · about $21,800 net
Build the customer base.
About twenty-six jobs, a little over two booked audits a month. Our launch (local search, the free-audit offer, the calculator) makes those two a month normal.
2027
$390,400
Op-ex $79,927 · about $310,000 net
Increase capacity, expand offerings.
Nearly five times 2026, but not five times the cost: operating expenses rise only about forty percent. Retainers carry the jump, and the owner loan is repaid by December.
2028
$520,000
Op-ex $139,927 · about $380,000 net
Grow operations and workforce.
At $3,000 a job and forty a month, one operator can bill about $1.44 million a year, and this target is a third of that. Hours are not the limit; being found is.
One operator can bill $1.44 million a year. The 2028 target is a third of that. We are not short on capacity. We are short on being found. That is what our launch fixes.
The only one that
does all three
The incumbents are real, and each owns one lane. None of them bundle fleet cost, safety compliance, and digitized onboarding into a single monthly retainer, so that intersection is where we live. The bundle is the wedge; the durability is the retainer itself, whose value compounds as a client's certifications and compliance records move onto the platform and switching turns painful. The threat to watch is a fleet-telematics platform moving down into safety.
Lonewolf
Fleet cost and asset optimization. Claims a 38% year-over-year cut in fleet shop costs.
No safety-compliance offer, no onboarding.
Safety Ahead
OHS, COR and SECOR compliance since 2007. Runs ads and an online savings calculator.
No fleet-cost side, no operator training platform.
VERUS
Behavioral safety and an operator eTraining portal.
No fleet-cost side, no single monthly retainer.
Fleet cost, safety compliance, and digitized onboarding: the three things operators buy separately today, on one retainer, from the name they already trust.