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Meet Kelson Elam of Genesta in Rockwall

Today we’d like to introduce you to Kelson Elam.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Following graduation from the University of Texas in Austin in 1979 and the boycott of the 1980 Olympics in Russia which abruptly ended my bid for a sailing medal, I opened a sail manufacturing business in Deep Ellum. The business was the first franchise of Ullman Sails in Newport Beach, CA which has now grown into a worldwide organization.

I sold the sail business in 1990 and was asked by a friend to assist with implementing an inventory control system for a sports trading card company, ProSet, which was partially owned by the NFL. In 9 months, I designed and rolled out one of the first real time wireless tracking systems using narrow band radios which were the predecessor to today’s Wi-Fi networks. With real time production information, we were able to triple production rates, drastically reduce waste and reduce staff from approximately 1800 to under 400. The system tracked 17 billion trading cards a year in a 1 million square foot facility in Garland which turned the majority of paper inventory every 48 hours.

After leaving ProSet in 1991, I started Great West Systems which continued to build real time warehouse and tracking systems for customers such Mary Kay and grocery wholesalers. By the mid 90’s, GWS (which later became Genesta) had deployed software in approximately half of the top 100 grocery wholesalers in North America.

Genesta continues to deploy software and data collection equipment throughout North America. Working with companies like Volvo and Toyota, Genesta pioneered implementation of RFID in manufacturing in early 2000 and built speech recognition products used in distribution with companies such as Sara Lee, Hillshire, Quik Trip and Coca Cola.

Future product plans include leveraging the Internet of Things network and sensors to further augment manufacturing, distribution and emerging markets made available by these new technologies.

I live in Heath, Texas with my wife Brenda who says I will work forever since she married me for better or for worse but not for lunch. I am on the Heath City Council and am a past commodore of Rush Creek Yacht Club on Lake Ray Hubbard. I take my granddaughter to school and my dog Izzy to work almost every day. I have never interviewed for a job.

Has it been a smooth road?
No such thing as a smooth road in business. Constantly changing technologies have required a crystal ball to attempt to predict the future.

Is our city a good place to do what you do?
The Dallas area is made up professionals who typically look to each other for advice which makes for a more positive environment.

In 1990, I looked at other options including Atlanta and San Diego but Dallas’s central location has made it possible for my business to service customers throughout North America from a single central location. You are never more than a 4 hour plane ride or 2 hour time zone away.

Contact Info:

  • Address: Genesta
    1850 E Interstate 30
    Rockwall, TX 75087
  • Website:,
  • Phone: 972-771-1653 x201
  • Email:

Getting in touch: VoyageDallas is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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