Justin Sotello founded a family-owned HVAC business and obtained a C20 license in 2012. For over a decade he has led crews on commercial and residential job sites across America in tight attics, crawlspaces, and lived-in homes. He became a master tradesman himself solving complex messy problems no simulation could replicate.

He recognized that irreplaceable skilled hands-on expertise was disappearing rapidly, so in 2026 he founded Tradeye to capture it directly through high-fidelity narrated POV video from licensed crews on real job sites. The dataset now exceeds thousands of clips, and he continues to grow weekly with his team.