Berntsen International

What Berntsen International does

Berntsen International Inc. is a Madison, Wisconsin-based manufacturer and distributor founded in 1972 that supplies precision infrastructure marking products to surveying, utility, construction, and parks & recreation customers across all 50 U.S. states and more than 100 countries. The company produces aluminum and bronze survey markers and monuments, plastic and metal utility markers, fiberglass trail and signage products (Carsonite line), reflective survey targets, prisms, and construction accessories — many manufactured in-house using a proprietary orbital forging process that replaced traditional casting. Its InfraMarker RFID system, launched in 2012 and extended in 2025 via an Esri ArcGIS integration with Biomark, pairs RFID tagging with GIS mapping to provide digital identification and real-time location intelligence for underground utilities, infrastructure assets, and wildlife.

Berntsen operates a direct-to-customer sales model through its e-commerce website (www.berntsen.com) and a phone-based sales line, supplemented by a dedicated government sales channel with NET 30 terms, IMPAC card, and WAWF payment processing (CAGE Code 57002). Revenue is generated primarily through one-time hardware product sales, custom-manufactured markers with bespoke lettering and logos, RFID reader/tag/software packages, and government contracts. The company also distributes partner brands including Carsonite (fiberglass posts), Schonstedt (magnetic locators), Rothbucher (reflective targets), and Atlas Copco (construction tools), positioning itself as a single-source supplier for surveying and infrastructure marking professionals.

The company identifies as a privately held Small Business Corporation with 11-50 employees and no disclosed external institutional investors, parent company, or M&A activity. Customer concentration is diffuse across SMB surveying firms, government agencies, and utilities, with several 20+ year customer relationships evidencing high product stickiness. Leadership comprises founder lineage (Peter Berntsen, Phillip Peterson) alongside an operating team led by CEO Rhonda Rushing, President Mike Klonsinski, and VP of Finance & Operations Cindy Tracy.

Name

Berntsen International

Legal name

Berntsen International Inc.

Website

https://berntsen.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

Berntsen International, founded in 1972 and headquartered in Madison, Wisconsin, manufactures precision survey markers, utility markers, monuments, and RFID-based asset tracking systems (InfraMarker) for surveying, utility, construction, and parks/recreation customers across all 50 U.S. states and over 100 countries.

Ownership category

akta.pro rank

Product category

Surveying & Infrastructure Marking Equipment

NAICS

Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451), Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511)

SIC

Industrial Instruments For Measurement, Display, And Control (3823), Electronic Components & Accessories (3670), Search, Detection, Navagation, Guidance, Aeronautical Sys (3812)

akta.pro primary industry

Labeling, Coding & Marking Equipment (Labelers, Inkjet, Laser) (IMALAOAD)

akta.pro secondary industries

Labeling, Coding & Marking Systems (IMAHAOAE), Rail Asset Inspection, Monitoring & Diagnostics (Track Geometry, Wayside Sensors) (TLAJADAG)

Keywords

• Survey markers
• Utility markers
• RFID asset tracking
• Infrastructure marking
• Survey monuments

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Hardware Product Sales: One-time sale of physical infrastructure marking products including survey markers, monuments, utility markers, construction stakes, RFID tags, prisms, and accessories. Products sold directly through e-commerce with quantity-based pricing discounts for large orders.
2. Custom Manufacturing: Customized markers, monuments, and signs with company logos, specific lettering, and custom specifications. Products tailored to customer requirements with personalization options.
3. RFID Solutions: RFID readers, tags, and software packages for asset tracking and management, including the InfraMarker software platform with GIS integration capabilities.
4. Government Contracts: Sales to Federal, State, and Local government agencies with NET 30 payment terms and IMPAC/WAWF processing capabilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Berntsen International manufactures and supplies precision infrastructure marking products, including survey markers, survey monuments, utility markers, construction markers, and parks/recreation signage. The company also sells the InfraMarker RFID asset tracking system, which combines RFID tags with GIS mapping (including Esri ArcGIS integration) for locating underground utilities, infrastructure, and other assets. Products are sold directly via e-commerce, phone sales, and dedicated government and international sales channels, with custom manufacturing available for logos and specifications.

Product overview

Berntsen International is a manufacturer and supplier of precision infrastructure marking products organized into four main product categories: Surveying (survey markers, monuments, prisms, smart targets, magnetic locators, and specialty markers), Utilities (metal and plastic utility markers, Carsonite posts, RFID products, locators, and pipeline markers), Construction (concrete markers, smart targets, crack monitors, and marking tools), and Parks & Recreation (Carsonite trail posts, signs, decals, and recreation markers). The company pairs RFID and GIS technologies through its InfraMarker system for digital asset tracking. Berntsen also distributes partner brands including Carsonite (fiberglass posts), Rothbucher (survey targets), Schonstedt (magnetic locators), and Atlas Copco (construction tools). Products serve land surveyors, utility companies, construction professionals, and parks/recreation facilities across all 50 U.S. states and over 100 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Carsonite: A product line of fiberglass trail posts, signs, and decals for parks and recreation facilities. Carsonite products feature U.V. resistant materials providing tough weather, vandal and chip resistant finish.
• InfraMarker
• Rothbucher

Products and services

• InfraMarker RFID System RFID-based infrastructure marking system that combines RFID tags and GIS (including Esri ArcGIS integration) to deliver digital identification, location, and tracking of underground utilities, infrastructure, livestock, and other assets.
• Survey Markers Aluminum, bronze, and plastic survey markers including rebar caps, survey caps for pipe, and monument markers for land surveyors plotting foundations and boundaries.
• Survey Monuments Permanent survey reference monuments including flarable pipe monuments, standard pipe monuments, drive-in/wetland monuments, FENO monuments, sectional rod monuments, top security sleeve rod monuments, and access covers.
• Smart Targets, Datums & Reflectors High-precision reflective survey markers and targets including RS11 Level Marker, RS21 Datum Marker, RS30/RS40 Smart Targets, RS50/RS60/RS70 Smart Targets, RS80-RS100 Smart Angle Targets, and laser scanner targets.
• Survey Prisms Complete line of survey prisms including 360-degree mini prisms, magnetic prisms, peanut prisms, 180-degree mini prisms, L-bar mini prisms, prism reflectors, SECO prisms, and nodal prisms.
• Carsonite Posts & Signs Fiberglass utility posts, trail posts, and signs featuring federal universal symbols, resistant to vandalism and harsh environments. Includes dual-sided posts, sign support posts, and curv-flex posts.
• Metal Utility Markers Custom aluminum and bronze utility markers, BP countersink utility markers, and metal utility washers for identifying underground utilities.
• Plastic Utility Markers Plastic utility markers including soil markers, storm drain markers, Morasse utility markers for rebar, damage prevention and locating markers, A-TAG pavement markers, and plastic utility markers for rebar.
• DEEP1 Magnetic Markers Magnetic utility markers with stronger pull force for faster, more precise, and reliable underground utility location.
• Schonstedt Magnetic Locators Magnetic locators including pipe and cable locators, GA-52Cx magnetic locator, GA-72Cd magnetic locator, and MAGGIE magnetic locator for utility detection.
• Rothbucher System Survey Markers & Targets High-precision reflective survey markers and targets from the Rothbucher System for surveying applications.
• Avongard Crack Monitor Crack monitoring device for construction that measures and tracks movement in cracks over time.
• Atlas Copco Cobra Driving Tools Atlas Copco Cobra Combi drill/breaker and Cobra PROi gas powered breaker for driving tools and construction applications.
• Construction Markers, Stakes, Flags & Tape Company logo concrete markers, concrete name stamps, post tension cable warning markers, construction flags, barricade tape, and construction stakes for building and road projects.
• Trail & Parks Products Trail posts, signs, decals, campsite markers, mile marker posts, metal trail markers, storm drain markers, and plastic trail marking stakes for parks and recreation facilities.
• Carsonite Decals & Reflective Sheeting UV-resistant decals and reflective sheeting including federal recreation decals, utility marking decals, letter and number decals, and Hi-Intensity, Engineer, and Diamond Grade reflective sheeting.
• Engraved Bronze Memorial Plaques Custom engraved bronze memorial plaques and commemorative medallions for surveying and construction applications.

Quantifiable outcome

• Products can be found in all 50 states and over 100 countries around the world

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• BiomarkcoreTechnology or Integration · 23 October 2025Berntsen International and Biomark launched InfraMarker, a software solution connecting RFID-embedded animal tracking to Esri's ArcGIS. This integration enables real-time visibility into fish and wildlife asset data, allowing users to scan and update asset records seamlessly in the field. Geared towards environmental conservation and food security by tracking animal populations.
• EsricoreTechnology or IntegrationEsri ArcGIS integration with InfraMarker RFID system for wildlife and asset tracking. Enables seamless connectivity between RFID-embedded tracking and GIS mapping platform for real-time field data updates.
• CarsonitecoreChannel Partner/ Reseller/ DistributorStrong vendor partnership providing quick access to Carsonite products including utility posts, signs, pipeline markers, test station markers, and boundary markers. Carsonite fiberglass posts and markers are key product lines distributed by Berntsen.
• RothbucherminorChannel Partner/ Reseller/ DistributorVendor partnership for Rothbucher System line of high-precision reflective survey markers and targets. Mentioned as leading product available through Berntsen.
• SchonstedtcoreChannel Partner/ Reseller/ DistributorVendor partnership for Schonstedt magnetic locators including Pipe & Cable Locator, GA-52Cx Magnetic Locator, GA-72Cd Magnetic Locator, and MAGGIE Magnetic Locator. Key product line for utility locating applications.
• Atlas CopcominorChannel Partner/ Reseller/ DistributorDistribution partnership for Atlas Copco construction equipment including Cobra Combi Drill/Breaker and Cobra PROi Gas Powered Breaker, and Atlas Copco PROe Gas Powered Breaker.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• 3M: Manufactures reflective sheeting, pavement marking tapes, and utility locating/marking products that overlap with Berntsen's reflective markers, decals, and detectable/non-detectable marking tape.
• Trimble Inc. Dominant provider of geospatial, surveying, and infrastructure software/hardware (GNSS, total stations, GIS, asset management). Overlaps with Berntsen across survey monuments, utility mapping, and infrastructure asset workflows, though at a vastly larger scale and broader portfolio.
• Leica Geosystems (Hexagon AB): Surveying and measurement instruments including prisms, GNSS, and laser scanner targets — directly comparable to Berntsen's Rothbucher-style smart targets and survey prisms. Part of Hexagon's broader geospatial stack.
• Topcon Positioning Systems: Manufacturer of surveying, construction, and GIS instruments. Competes with Berntsen in survey instruments, prisms, and construction layout/marking products, with similar go-to-market into DOTs and engineering firms.

Direct peers

• Schonstedt Instrument Company: Manufacturer of magnetic locators and pipe/cable locators for utility detection. Berntsen distributes Schonstedt under a 'Core' vendor partnership and sells the same locator product family to overlapping utility and surveying customers.
• Carsonite Composites: Manufacturer of fiberglass utility posts, trail markers, and pipeline markers — Berntsen distributes Carsonite as a sub-brand. Both serve DOTs, utility companies, and parks/recreation with overlapping composite marker products.
• Radiodetection (SPX Technologies): Provider of cable and pipe locators and underground asset detection equipment. Sells to the same utility and surveying customers that Berntsen targets with magnetic locators and InfraMarker RFID systems.
• Subsite Electronics (The Charles Machine Works): Manufactures utility locators, pipe and cable locators, and marking equipment for the underground construction market. Directly comparable to Berntsen's magnetic locator and utility marker offerings for utility locating contractors.

Others

• Esri: GIS platform provider that Berntsen's InfraMarker system directly integrates with. Comparable because asset-management customers evaluate Berntsen alongside Esri's broader utility, surveying, and infrastructure mapping stack.

Emerging players

• Stonex: Surveying instrument maker offering GNSS, total stations, prisms, and data collectors at value pricing. Comparable to Berntsen's prism and smart-target product lines serving surveying professionals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/berntseninternational
• LinkedInlinkedin.com/company/berntsen-international-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Berntsen International