About Us

Biography:

Carlos Serrato is the Founder and driving force behind Direct Pallet Racking. With over 15 years of experience designing and implementing warehouse storage solutions, Carlos has built a reputation for delivering results where others deliver delays. His deep industry knowledge spans racking systems, automation, permitting, and warehouse optimization—making him a trusted advisor to companies nationwide.

What sets Carlos apart isn’t just his technical expertise—it’s his relentless pursuit of excellence. From high-pile storage permitting to advanced system design, Carlos has led over 1,000 successful projects across 48 states. He’s walked the warehouse floors, drawn the plans, pulled the permits, and solved the problems firsthand. That boots-on-the-ground experience drives his “Envision. Design. Excel.” approach—a no-fluff model built to get clients from concept to execution faster and smarter.

Carlos is known for his bold, honest, and solutions-first leadership style. He leads by example, empowers his team, and stays personally involved in everything from customer relationships to process innovation. His commitment to speed, precision, and integrity has earned Direct Pallet Racking a reputation as one of the most trusted partners in the material handling space.

Whether working with startups or national accounts, Carlos’s mission is simple: maximize the cube, minimize the noise, and make excellence the standard—not the exception.

Biography:

With over a decade of hands-on experience in the warehouse material handling industry, Cris Martinez brings unmatched precision and field knowledge to his role as Project Manager at Direct Pallet Racking. He began his career as an installation technician, quickly distinguishing himself through hard work, initiative, and a sharp eye for detail. His commitment to excellence elevated him to a lead position, and today, he oversees multiple crews and coordinates complex project schedules across various job sites.

Cris’s presence may be quiet, but his impact is loud—he’s the reason our projects run seamlessly. From managing logistics and field teams to ensuring every bolt and beam is accounted for, Cris makes sure no detail is overlooked and every deadline is met. His work is the backbone of our flawless execution and client satisfaction.

Credentials & Experience:

• 10+ years in warehouse storage and material handling systems
• Former Lead Installer with hundreds of projects completed
• Oversees multiple installation crews and manages daily jobsite schedules
• Expert in project logistics, site coordination, and field execution
• Trusted leader ensuring precision and timeliness in every phase of a job

Biography:

Driven, ambitious, and committed to growth, Jake Reames is a rising force at Direct Pallet Racking. With a strong background in material handling and prior experience in conveyance automation, Jake brings both technical insight and a passion for results to every project he touches. He has successfully sold and supported projects nationwide, earning the trust of clients through his hands-on approach and attention to detail.

Jake’s involvement goes far beyond the initial sale—he is actively engaged from on-site consultations through design and final implementation, ensuring every solution aligns with the client’s operational goals. His energy, adaptability, and hunger to learn continue to elevate both his performance and the reach of Direct Pallet Racking.

Today, Jake manages national accounts from coast to coast, bringing DPR’s expertise and reliability to companies across the U.S.

Credentials & Experience:

• Background in material handling and conveyance automation
• Proven track record in sales and full-cycle project execution
• Actively involved in consultations, design, and implementation
• Manages national accounts across the U.S.
• Known for his ambition, adaptability, and client-first mindset

Biography:

Edgar Cantu brings energy, passion, and a whole lot of heart to every job site. As a Master Foreman at Direct Pallet Racking, Edgar leads with both expertise and enthusiasm—keeping projects on track while lifting team morale every step of the way. He’s installed just about every type of racking system out there and has a special talent for making even the most complex installations feel effortless.

Known for his playful spirit and positive attitude, Edgar turns long days into productive and enjoyable ones. But make no mistake—behind the jokes and the smiles is a field leader with an unshakable commitment to excellence. He runs a tight, well-organized crew, solves problems before they happen, and ensures every job is done right, safely, and on time.

Whether he’s coordinating a team or jumping in with tools in hand, Edgar’s presence sets the tone. His upbeat leadership and can-do mindset make him not just a great installer—but the kind of teammate everyone wants on the job.

Biography:

Jose Ceniseros is a trusted leader and cornerstone of the Direct Pallet Racking field team. With years of hands-on experience in the material handling industry, Jose brings steady leadership, deep technical know-how, and a calm, confident presence to every project. As a Lead Installer, he sets the pace on job sites, ensuring every detail is executed with precision and care.

Beyond his expertise, Jose is a natural mentor. He’s known for taking newer team members under his wing, sharing his knowledge, and helping others grow in their roles. Whether it’s walking a crew through a new install or stepping in to solve a problem mid-project, Jose is always ready to lead by example.

His strong work ethic, reliability, and collaborative mindset make him not just a great installer—but a true team player who elevates everyone around him.

Biography:

Gustavo Gonzales is the definition of hands-on excellence. As one of Direct Pallet Racking’s Master Foremen, Gustavo brings decades of field experience, leadership, and precision to every job site he steps on. With a career that has taken him through more than 30 states, he has installed every type of racking and material handling system—from basic selective to the most complex automation-integrated builds.

Gustavo thrives under pressure and welcomes complexity. He has a sharp eye for detail, a deep understanding of structural execution, and a reputation for turning even the most challenging projects into smooth, efficient installs. His “can-do” attitude and steady leadership have made him an essential pillar of our field team.

Awarded Installer of the Year and known for running a tight, disciplined crew, Gustavo commands respect not just for what he knows—but for how he leads. With him on the ground, clients and crews alike know the job will get done right.

Biography:

Denis Centeno is one of Direct Pallet Racking’s rising stars. Starting as one of the youngest installers on the team, Denis has quickly proven himself as a natural leader and solution-seeker, earning his position as a Foreman through hard work, focus, and a sharp instinct for getting the job done right.

Denis approaches every project with confidence, curiosity, and a refusal to be stumped. Whether it’s a complex layout or an unexpected field challenge, Denis has a rare ability to think on his feet and solve problems creatively—turning potential delays into smooth solutions. No problem is too big, no detail too small.

His work ethic, drive, and leadership-by-example have made him a respected figure on the job site and a dependable force in the field. Denis represents the future of our team: sharp, capable, and always one step ahead.

Biography:

Jose Ruiz is the kind of teammate every company hopes to have—reliable, experienced, and always ready to put in the work. A longtime installer who’s been working with racking systems for as long as he can remember, Jose is a consistent and trusted part of the Direct Pallet Racking field crew. His deep familiarity with installations, combined with a steady work ethic, makes him a vital contributor on every job site.

Jose shows up, delivers, and supports the team day in and day out. Whether the job is big or small, complex or routine, he approaches it with quiet determination and pride in his craft. He understands the work, respects the process, and brings a positive attitude that uplifts those around him.

At DPR, we know that successful projects are built by strong teams—and Jose is one of the reasons our installs run smoothly and efficiently. He’s not just a great installer, he’s a great person and a valued colleague. We’re proud to have him on our team.

Biography:

David Yanez is one of the newest members of the Direct Pallet Racking crew—and he’s already proving to be a strong addition to the team. Eager to learn and quick on his feet, David is diving headfirst into the world of racking installations, picking up the ropes with determination, focus, and a can-do attitude.

What sets David apart is his willingness to jump in, ask questions, and get the job done right. He’s the kind of teammate who shows up early, stays engaged, and puts in the effort to not only meet expectations—but exceed them. Whether he’s assisting on a major install or handling day-to-day site support, David approaches every task with pride and purpose.

With the guidance of our experienced foremen and leads, David is quickly building his skill set and becoming a dependable part of the DPR family. We’re excited to watch him grow and proud to have him on board.

Biography:

Luis Leyva is one of the brightest rising stars at Direct Pallet Racking. With an eagerness to learn and the grit to grow, Luis is quickly making a name for himself on the field. From day one, he’s approached the material handling industry with curiosity, determination, and a relentless drive to improve.

Luis doesn’t just show up—he soaks up knowledge, asks the right questions, and puts that knowledge into action. His natural leadership qualities, combined with a strong work ethic and team-first attitude, make it clear that he’s on a path toward leading crews in the near future.

He’s reliable, ambitious, and always pushing himself to be better than he was yesterday. Luis is not just helping build racking systems—he’s building a strong foundation for a future in leadership at DPR. We’re proud to have him on our team and excited to watch his journey unfold.

Biography:

Jesus Hernandez may be the youngest member of the Direct Pallet Racking crew, but he’s already making a big impact. With a positive attitude, a strong work ethic, and a genuine eagerness to learn, Jesus has proven himself to be a fast learner and a valuable contributor on every job site.

What stands out most about Jesus is his upbeat spirit and customer-first mindset. He’s not just focused on doing the work—he’s focused on doing it right and making sure everyone around him, from teammates to clients, feels supported. Whether he’s assisting with installations, learning new techniques, or going the extra mile to help a customer, Jesus brings energy and professionalism to everything he does.

He’s a pleasure to work with, a great teammate, and a promising talent with a bright future in the field. We’re proud to have him growing with us at DPR.