Our team is second to none.

After more than two decades in engineering and management, Ray Fritel founded Diversified in 1996 with a singular vision: to build a product development firm rooted in technical excellence and genuine partnership. Since hiring his first team members in 1998, Ray has steered the company through nearly 30 years of continuous growth. He attributes this longevity to a culture of dedication and his passion for solving complex problems. By prioritizing long-term relationships over simple transactions, Ray has cultivated a loyal client base that returns year after year.

Outside the office, Ray is a craftsman at heart, enjoying wood turning and carving. He stays active through regular exercise and cherishes every moment spent with his family.

President & Co-Owner

For Christopher, Diversified is more than a business—it’s a family legacy. Joining Diversified in 2018 to apprentice under his father, Christopher Fritel built his path to President and Co-Owner through a ground-up understanding of the business. He began marketing and brand leadership, expanded into manufacturing oversight, and now leads company-wide strategy and execution. Known as the company’s “systems architect”, Christopher introduced EOS and Manager Tools to strengthen alignment, accountability, and operational discipline – helping the team to work smarter, faster, and more cohesively.

Christopher is deeply committed to creating a workplace that people truly enjoy. Drawing on his experience in Landmark’s Team, Management, and Leadership Program, he fosters a culture of high-level effectiveness where teamwork remains seamless, even under pressure.

A Multidisciplinary Approach

Christopher’s leadership style is informed by a unique professional history. Before his executive career, he spent 15 years as a lead educator at the Lauterstein-Conway Massage School in Austin, where he developed complex curricula for anatomy and physiology. This experience—combined with a B.A. in French and studies in Spanish and Computer Science from Austin College—gives him a rare ability to bridge the gap between technical systems and human connection.

Beyond the Office

An adventurer at heart, Christopher completed a thru-hike of the Appalachian Trail in 2006, spanning the wilderness from Georgia to Maine. These days, he keeps his competitive edge on the disc golf course every weekend. Regardless of the setting, he remains driven by a singular vision for his team:

“Joy and Excellence in the Workplace.”

Marvin has been with Diversified since 1999 and has served as V. P. Engineering for most of that time. Mr. Franklin has over 50 years of engineering experience covering all types of vehicles and drives; hydraulic, hydrostatic and mechanical. Structures and stress analyses have always been a strength of his.

Registered as a professional engineer in the state of Texas, Marvin has always held to the highest degree of professionalism but prides himself on the speed at which design is performed and delivered to the customer.

Hobbies include motorcycle riding, vintage cars and guns. Life joys include family and many children, grandchildren and great grand children. Married for over 50 years to his sweetheart. Personal faith in Jesus Christ has been the moral and professional guidance for his life.

Michelle Perry is the Business Manager for Diversified Product Development. She started with the company in March 2022. She oversees the Financial and Human Resource departments. Since high school, she knew finance was where she wanted to be. Michelle brings over 10+ years of experience to the company.

Outside of work, she enjoys being outside in the sun, reading, and gaming. On weekends, she has fun exploring Texas with her husband.

“You do your best work if you do a job that makes you happy”

Don Fratus, Operations Director, started at Diversified Product in the spring of 2024. Before that, spent 20+ years with the Versalift group. Responsibilities ranged from customer service to material control to manufacturing, culminating in his role as Vice President of Operations for the Versalift Distribution Group (VDG). Versalift is a major global manufacturer of bucket trucks and aerial lifts.

His free time is dedicated to the grandbabies, especially working with them during the baseball and softball seasons. When that is over, you will find him in the Hico area working on a small ranch or in the woods running around on a side-by-side hunting and fishing.

Michael Jacko joined the team in February 2026, bringing over 30 years of high-level sales expertise to the table. With a decade specifically focused on the utility sector—including 10 years at Versalift and time at CraneWorks—Michael has built a career defined by deep industry knowledge and technical insight. Above all, he is passionate about moving beyond transactions to build long-lasting, reliable business partnerships. When he isn’t navigating the utility landscape, Michael is likely on the golf course or the water. His greatest joy, however, is found at home with his wife, their five grandkids, and pets.

Caleb joined Diversified in 2018 as an engineer and has grown to be a critical engineering team member. He is a service-oriented leader who strives to learn by working with varying industrial and manufacturing backgrounds to identify unique solutions to complex problems. He obtained his PE license in 2024.

When he’s not engineering the latest groundbreaking products, Caleb can be found running around the local trails, in the mountains, or participating in ultramarathons.

Joining the team in 2025 as a design engineer, Michael brings 10 years of experience in designing and maintaining aerial lifts. With a strong background in structural analysis, prototyping, and mechanical engineering, Michael combines technical expertise and creativity to solve problems.

In his spare time, Michael enjoys hiking, mountain biking, and camping with his wife and four children, as well as serving in his church, reading, and leading a book club with his wife.

“But in reading great literature I become a thousand men and yet remain myself. Like the night sky in the Greek poem, I see with a myriad eyes, but it is still I who see. Here, as in worship, in love, in moral action, and in knowing, I transcend myself; and am never more myself than when I do.”  C.S. Lewis

Heather has been with Diversified since 2008 and oversees all marketing ventures. Her background in content marketing, social media, SEO and email campaigns helps her lead the charge in developing and executing digital marketing strategies. She is also in charge of tradeshows and special company events.

Heather attended Texas A&M University and is a proud member of the Fightin’ Texas Aggie Class of 2002! Whoop!

Outside of work, Heather enjoys exercising, chilling at the lake, being outdoors, watching sports and spending time with her family.

Alyssa Roges specializes in Master Scheduling and Operations Control, managing the critical path from sales order to shipment. Known for her rapid professional growth and operational oversight, she collaborates directly with plant leadership and shop floor personnel to optimize production schedules. Alyssa joined the organization in 2025 and has since become a key driver of efficiency within the manufacturing process.

Denise Lynch is the Operations and Shipping Coordinator at Diversified, where she started in January 2025. With over 14 years of experience, she thrives on the fast pace and challenges of production and manufacturing. Her responsibilities include assisting with purchasing materials and coordinating logistics. Outside of her professional life, Denise is active in her church, where she teaches children’s bible classes and is a member of the worship team. She cherishes time spent with her children, five grandchildren, and friends. Her personal motto is, “I can do All things through Jesus Christ who Strengthens me.”

Designing new products while creating relationships with customers is important to John. He can use his extensive background and knowledge of hydraulics, electrical, structural and dielectrics to solve your problem. He has been involved in many of the LineWise products
With over 35 years of experience, 80 new products and a few patents he is always looking for an opportunity to solve the problem that everyone else says can’t be done.

Noah Gutierrez is the Director of Sales for Diversified Product Development. Previously a Mechanical Designer for 13 years and the LineWise Sales Manager for 10 years, he has the design experience and the product knowledge needed to help Diversified’s customers find exactly what they need.

Noah enjoys spending time with his wife, church family, friends and playing various musical instruments.

Judy Goble is a purchasing agent at Diversified Product Development and has been with the company since 2014. She handles quotation support and vendor negotiation to supply parts and materials for the company. Ensuring quality product and on time delivery is her goal. She is dedicated in helping all areas of the company as needed.

Judy enjoys spending time with her family, friends and her 4 fur babies. She enjoys traveling with her husband of 36 years.