About Serious

Serious makes products amazing. Our embedded HMI and Comms/Control software-on-hardware platforms radically evolve industrial, commercial, and medical OEM products from great to industry-leading and transform engineering processes with dramatically reduced software and hardware development costs and time-to-market.

With powerful IoT/Industrial/IT and mesh networking, modern HMI, scalable embedded control…and much more… the Serious off-the-shelf integratable and customizable platforms enable design-start to production-ready in as little as a few months.

Based in Gilbert, Arizona, Serious is a privately held Delaware corporation and a McRock Capital portfolio company.

Management Team

In 2008, executives from Intel, RIM, and Microchip formed Serious to focus on innovation, results, and meeting customer needs in the growing HMI+IoT technology sector.

Terry West, CEO

Terry West has over 25 years experience building new embedded technology businesses at Intel, Microchip, and RIM. As the first employee of RIM in 1988, Mr. West fueled the early growth of RIM while developing the technologies and customer relationships leading to the RIM BlackBerry. At Intel, he managed an XScale® (ARM) processor internal startup from first shipment to $85M run-rate in less than 3 years, led a $300M acquisition for the company, and developed and marketed numerous software+silicon+tools platform technologies for the embedded market. Recently at Microchip, Mr. West launched their flagship line of 32-bit microcontrollers and directed a comprehensive re-engineering of their global customer-facing marketing presence.

Michael Rap, General Counsel

Michael Rap has 28 years of industry experience at Intel, where his roles included new product planning, customer & product marketing, business development and In-house Counsel. Mr. Rap has structured, negotiated and closed hundreds of complex, high value, technology-based deals, domestic and international: licensing in/out intellectual property; purchasing & sales agreements, hardware & software development and license agreements, co-marketing agreements, R&D framework agreements (industry consortia, university collaborations, commercial), and M&A. Mr. Rap has completed MBA and JD degrees and is a member of the Oregon State Bar and the State Bar of Arizona.

Brad Stevens, CFO

Brad Stevens served 31 years at Intel in operations finance, M&A business transition management integration and key customer improvement program management with experience spanning a broad range of technologies. He spent 20 years in Intel’s financial organization where he held multiple positions, including: Controller of a $2B worldwide organization, Finance manager of several Fab & Test manufacturing plants and a key contributor in designing/implementing cost accounting and SAP systems/tools. Mr. Stevens has managed ~ $6B in M&A integration/transfer activity for 4 acquisitions and 3 divestitures. He most recently was the customer program manager focused on evaluating and improving key customer relationships and experiences.

David Paul, VP Engineering & Customer Service


Dave Nolte, VP Manufacturing & Quality

David Nolte joined Serious Integrated in 2017 with 35 years of experience which includes multiple leadership and executive management roles at Motorola, Emerson Network Power and Ocular LCD. Leadership positions in product development, business strategy, and advance manufacturing engineering have provided Dave the knowledge and experience to develop and grow manufacturing capabilities at Serious Integrated. He has experience managing global operations and factories, spending extensive time in Asia managing and developing design and production facilities.

Board of Directors

In addition to Terry West, CEO, the Serious Board is comprised of the following industry leaders:

Thomas R. Franz, Chairman

Tom Franz was formerly the President and CEO for Greater Phoenix Leadership, a group of civic and business leaders formerly known as the Phoenix 40. Tom retired from Intel as the Vice President and General Manager for Intel Corporation’s Fab/Sort Manufacturing (FSM). FSM is responsible for Intel’s worldwide wafer fabrication facilities which manufactures microprocessors, micro controllers, flash memories, chipsets and other devices. He joined Intel in 1980 and has held multiple positions within several divisions in Santa Clara and Folsom, CA as well as Chandler, AZ during his 27+ year career. Franz was promoted to vice president in 1997 and served as vice president and general manager of the Applied Computing Products Division. In 1999, he was promoted to corporate officer and formed the Network Processor Group (NPG).

Whitney Rockley, McRock Capital

Whitney Rockley is a Co-founder and Managing Director of McRock Capital, a venture capital firm focused exclusively on the Industrial Internet. She brings over 15 years of investment, operating and strategic planning experience in large, established utility industries and serves on the boards of RtTech Software, mnubo and Invixium in addition to being on the executive committee and board of the Canadian Venture Capital Association, the Venture Capital Association of Alberta, and Ryerson’s Centre for Engineering Innovation and Entrepreneurship. Prior to co-founding McRock Capital, she was a Partner with a Zurich-based venture capital firm and Nomura New Energy Ventures in London, England. In addition to PPIC and SpectraSensors, Rockley previously served as a Director of Senscient, TerraLUX, DeepFlex, and Novinium. She has extensive experience setting up and managing corporate venture capital programs and a highly developed global network.

Warren Bergen, BridgeCo Capital Inc.

Warren is President of AVAC Ltd. and Managing Director, BridgeCo Capital Inc. a wholly owned subsidiary of AVAC Ltd. Warren has over 20 years of expertise in technology and finance and brings experience that spans start-up/growth stage sales and marketing, finance, and venture capital investment. His background is a blend of entrepreneurship and investment spanning angel, venture capital, and public markets. In technology operational roles, his leadership experience spanned all facets of operations and has particular expertise for guiding teams and processes for predictable growth. In an investment capacity, he has directly managed many investment processes and outcomes across a variety of industries. He is on the advisory board of Alberta Machine Intelligence Institute at the University of Alberta and is the author of ‘Swagger & Sweat’ – A Startup Capital Boot Camp.

Scott MacDonald, McRock Capital

Scott MacDonald is a Co-founder and Managing Director of McRock Capital, a venture capital firm focused exclusively on the Industrial Internet. He currently serves as Chairman of RtTech Software, an industrial app software company, in addition to serving on the boards of Invixium, a biometric security products company, and Pure Technologies, a world leader in inspection and monitoring technologies for water and hydrocarbon pipelines. He previously served as Chairman of SynapSense and was a Director of the Pressure Pipe Inspection Company and from 2003 to 2007, MacDonald served as Chairman of RuggedCom. Prior to co-founding McRock Capital, MacDonald was a Partner with a Zurich-based venture capital firm and Managing Director in the venture capital subsidiary of Ontario Power Generation, a large North American electric utility.