Meet the Treners: Lincoln Frazier
August 25, 2026
Trener Robotics
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In more than 25 years of selling automation solutions across North America, Lincoln Frazier kept running into the same problem. Manufacturers wanted to automate. The technology existed. But the projects never happened, because they were too complex and the required expertise was too hard to find.
That pattern is what brought him to Trener.
"I have spent my career selling automation components where others create the solution," Lincoln says. "During that time I learned that many automation projects never happen because they are too complex or the required skill sets are too hard to find. Acteris is a revolutionary platform that will enable more people to operate automation equipment, leading to more projects being considered."
A Career Built on Channel Development
Before joining Trener, Lincoln held sales and leadership roles at Universal Robots, DENSO Robotics, Epson Robotics, Stäubli Robotics, ABB Flexible Automation, Dorner Manufacturing, FlexLink, and Harpak-ULMA Packaging Systems. Across more than two decades, he built and managed sales channels throughout North America, working closely with system integrators, distributors, OEMs, and enterprise customers to expand market coverage and accelerate automation adoption.
What makes his experience particularly relevant at Trener is not just the breadth of companies or the depth of relationships. It is the understanding of where the channel breaks down. Lincoln has seen integrators walk away from projects that were technically feasible but practically too expensive to deliver. He has seen distributors with strong end-user relationships unable to bring meaningful value because the automation solutions available were too rigid or too complex to justify. Acteris changes that calculation.
His Mission at Trener
Lincoln's focus is channel development, primarily on the East Coast, working with system integrators and distributors to build the partner network that brings Acteris to manufacturers across North America.
For integrators, the opportunity is straightforward: faster deployments, lower engineering overhead, and access to projects that were previously too complex or too risky to take on. For distributors, it opens up a new category of conversations with their end-user base, ones that end in a deployment rather than a brochure.
Outside of work, Lincoln lives in Greenville, South Carolina, where he enjoys spending time with his family.
If you are a system integrator or distributor working in industrial automation and want to explore what a Trener partnership looks like, reach out to Lincoln on LinkedIn.