AMRRI
AMRRI is a Franklin, Tennessee-based precision lubrication engineering firm that provides on-site consulting, ICML-aligned MLT/MLA certification training, and proprietary tools (LubeCoach Pro, PASS+, Fluid Forensics) to industrial manufacturers worldwide seeking to reduce equipment failures and unplanned downtime.
- Company typePrivate
- Founded2006
- HeadquartersFranklin, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What AMRRI does
AMRRI (Advanced Machine Reliability Resources Inc.) is a Franklin, Tennessee-based precision lubrication engineering firm founded in 2006 that provides consulting, training, and proprietary tools to industrial manufacturers seeking to reduce equipment failures and unplanned downtime. Its core offering is a 9–12 week on-site Machinery Lubrication Program Development engagement complemented by ancillary services including Lubrication Benchmark Analysis (5-day financial justification with IRR/NPV), Route Development, Program Implementation, Condition Monitoring Assessment, and Engineered Lubricant Storage and Handling design. The firm differentiates through Fluid Forensics, an oil analysis methodology that tailors test slates and frequencies to equipment criticality and failure modes rather than applying generic testing.
AMRRI's training portfolio centers on ICML-aligned certification preparation (MLT I, MLT II, MLA II, MLA III) and an Essential Care and Lubrication Practices on-site course, delivered via public scheduled events, private on-site at customer facilities, and recorded online formats. The proprietary tool stack includes LubeCoach Pro (rules-based program development software that outputs LUBE-IT-compatible databases), the PASS+ digital exam prep platform (500+ questions, 550+ flashcards), LubeCoach Circular Calculators (ball, cylindrical, spherical bearings; $49.99–$99.99), and LubeCoach for Excel ($2,999). AMRRI maintains documented integrations with Oilview (CSI), Oilography (24/7), and Maintelligence (DMSI) alongside its core partnership with Generation Systems' LUBE-IT.
The business model is a hybrid of professional services (on-site consulting, multi-day training) and productized software/tools. Revenue derives from four streams: professional training (per-student pricing $1,695–$1,795 for MLT I/II; ICML exam $275 collected separately), on-site consulting engagements (9–12 weeks, multiple visits, custom-priced), software subscriptions and tool sales, and post-February 2026 integration royalties/economics under Reliability Solutions ownership. Go-to-market is sales-led with a hybrid training motion combining direct enterprise sales, inside sales/phone registration, and self-serve digital channels via PASS+. AMRRI was acquired by Reliability Solutions in February 2026 as part of a three-company North American industrial reliability roll-up.
AMRRI firmographics
Firmographics- Name
- AMRRI
- Legal name
- Advanced Machine Reliability Resources Inc.
- Website
- https://amrri.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Acquired
- Headcount range
- 1–10 employees
- Short description
- AMRRI is a Franklin, Tennessee-based precision lubrication engineering firm that provides on-site consulting, ICML-aligned MLT/MLA certification training, and proprietary tools (LubeCoach Pro, PASS+, Fluid Forensics) to industrial manufacturers worldwide seeking to reduce equipment failures and unplanned downtime.
- Ownership category
- akta.pro rank
AMRRI industry classification
Industry- Product category
- Industrial Lubrication Services
- NAICS
- Analytical Laboratory Instrument Manufacturing (334516), Electronic and Precision Equipment Repair and Maintenance (811210)
- SIC
- Laboratory Analytical Instruments (3826), Services-Testing Laboratories (8734)
- akta.pro primary industry
- Lubrication, Oil Analysis & Tribology Services (EUAEAKAI)
- akta.pro secondary industry
- Test, Measurement & Calibration Equipment Manufacturing Services (ATE, DAQ, metrology electronics) (IMAGAGAH)
Keywords
Where AMRRI is headquartered
LocationHeadquarters
- HQ city
- Franklin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AMRRI business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Professional Training Services: AMRRI generates revenue through instructor-led training courses (public, private on-site, and online formats) for machinery lubrication and oil analysis certification preparation. Courses are priced per student with tiered pricing for different levels (MLT I, MLT II, MLA II, MLA III). ICML certification exam fees are collected separately ($275 per exam).
- Lubrication Consulting & Program Development: On-site machinery lubrication program development and optimization consulting services. Typical engagement is 9-12 weeks (multiple visits), with programs custom-built for each facility. Includes benchmark analysis, route development, implementation support, and training.
- Software & Tools: Revenue from lubrication management software (LUBE-IT), program development tools (LubeCoach Pro), and physical tools (LubeCoach Circular Calculators). Software licensing and tool sales complement the service offerings.
- Acquisition by Reliability Solutions: As of February 2026, AMRRI has been acquired by Reliability Solutions as part of a strategic acquisition to expand capabilities in industrial reliability services. Integration continues throughout 2026.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Machinery Lubrication Level I Training - $1,795 per student |
| One time/ perpetual license | Pay-as-you-go | Machinery Lubrication Level II Training - $1,695 per student |
| Unit Pricing | Pay-as-you-go | LubeCoach Circular Calculators - $49.99 to $99.99 |
| Other | Multi-year contract | Oil Analysis Level II Training - Price not publicly disclosed |
| Other | Multi-year contract | Oil Analysis Level III Training - Price not publicly disclosed |
| Other | Multi-year contract | Intro to Essential Care and Lubrication Practices - Private On-Site |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
AMRRI product offering
Product offeringCore offering
AMRRI provides precision lubrication consulting, oil analysis (Fluid Forensics), and certification training services for industrial machinery reliability. The company delivers on-site lubrication program development, sells proprietary tools such as LubeCoach Pro, PASS+, and LubeCoach Circular Calculators, and offers MLT/MLA certification preparation courses to industrial manufacturers worldwide.
Product overview
AMRRI is a precision lubrication services and training company offering a comprehensive suite of solutions centered on industrial machine reliability. The core offerings include Fluid Forensics (a condition-based oil analysis program), LubeCoach Pro (lubrication program development software), PASS+ (digital certification exam prep), and LubeCoach Circular Calculators (bearing lubrication calculators). These are complemented by training programs (MLT/MLA Levels I-III, Essential Care courses) and consulting services (Lubrication Benchmark Analysis, Program Development, Route Development, Implementation, Condition Monitoring, and Storage & Handling). The LUBE-IT lubrication management software by Generation Systems is recommended as part of the ecosystem, with LubeCoach Pro designed to build LUBE-IT databases. The company was established in 2006, acquired by Reliability Solutions in February 2026.
Differentiator
Problem solved
Functional benefit
Products and services
- Fluid Forensics Oil Analysis Program
Companies that use AMRRI
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
AMRRI technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
AMRRI partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Reliability SolutionscoreReliability Solutions acquired AMRRI along with LUBE-IT and Spartakus APM as part of strategic expansion into industrial reliability services across North America. Integration continues throughout 2026 with plans for brand alignment and expanded offerings.
- Generation Systems (LUBE-IT)coreAMRRI partners with Generation Systems to offer LUBE-IT lubrication tracking and management software as part of their comprehensive lubrication solutions. LUBE-IT is recommended as the database foundation for LubeCoach Pro program development tool.
- International Council for Machinery Lubrication (ICML)coreAMRRI is an ICML partner providing certification preparation courses for MLT (Machinery Lubrication Technician) and MLA (Machine Lubricant Analyst) certifications. ICML conducts certification exams online and after all public AMRRI training courses. Exam registration ($275) is handled directly through ICML.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
AMRRI competitors and assessment
Company assessmentDirect peers
- Des-Case Corporation: Des-Case manufactures lubricant filtration and storage solutions and offers contamination control consulting and training. Its engineered storage/handling services and reliability education programs map closely to AMRRI's storage and handling engineering and Precision Lubrication training offerings.
- Noria Corporation: Noria Corporation is the most direct competitor to AMRRI, offering machinery lubrication training (MLT/MLA certification prep), oil analysis consulting, and lubrication program development. It operates an analogous professional services + training + content ( Machinery Lubrication magazine) model targeting the same industrial maintenance and reliability buyer.
- C.C. Jensen (CCJ): C.C. Jensen is a leading supplier of offline oil filtration and condition monitoring solutions, selling into the same industrial reliability market as AMRRI. Its oil cleanliness program and training resources overlap with AMRRI's contamination control, oil analysis, and lube program optimization work.
- Fluitec International: Fluitec provides oil analysis, condition monitoring, and consulting services for industrial equipment, directly overlapping AMRRI's Fluid Forensics oil analysis and condition monitoring practices. Both sell to reliability engineers and plant managers seeking data-driven lube programs.
Others
- Reliability Solutions: Reliability Solutions is the strategic acquirer of AMRRI (closed Feb 2026) and operates in adjacent digital asset performance management and industrial reliability services. It is comparable as the parent platform through which AMRRI's services now reach the broader North American reliability market.
- International Council for Machinery Lubrication (ICML): ICML is the certification body whose MLT/MLA programs anchor AMRRI's training curriculum. It is not a competitor but a critical ecosystem gatekeeper whose certification standards shape the curriculum and demand for AMRRI's courses.
Broad incumbents
- Castrol Industrial: Castrol (BP) is a global lubricants major that bundles condition monitoring, training, and reliability services with its products. It competes with AMRRI's consulting and condition monitoring engagements via large-scale enterprise contracts with industrial customers.
- Lubrication Engineers (LE): Lubrication Engineers manufactures industrial lubricants and supplements them with reliability consulting and training. While primarily a lubricant producer, its broader reliability services portfolio competes with AMRRI for plant-level lubrication improvement engagements.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
AMRRI social profiles
Digital presenceAMRRI financial estimates
Financial estimateRevenue estimate
Valuation estimate
AMRRI leadership team
Management profileNumber of profiles
Profiles3 records
AMRRI funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AMRRI M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AMRRI
What does AMRRI do?
AMRRI provides precision lubrication consulting, oil analysis (Fluid Forensics), and certification training services for industrial machinery reliability. The company delivers on-site lubrication program development, sells proprietary tools such as LubeCoach Pro, PASS+, and LubeCoach Circular Calculators, and offers MLT/MLA certification preparation courses to industrial manufacturers worldwide.
Is AMRRI a public or private company?
AMRRI is a private company. It is classified as corporate owned and is currently acquired.
When was AMRRI founded?
AMRRI was founded in 2006. It employs 1 to 10 people.
Where is AMRRI based?
AMRRI is headquartered in Franklin, United States, in the North America region.
How does AMRRI make money?
Four revenue lines are on record. Professional Training Services are the primary driver. The others are lubrication Consulting & Program Development, software & Tools and acquisition by Reliability Solutions.
Who are AMRRI's main competitors?
Direct peers on record are Des-Case Corporation, Noria Corporation, C.C. Jensen (CCJ) and Fluitec International. Others are Reliability Solutions and International Council for Machinery Lubrication (ICML). Broad incumbents are Castrol Industrial and Lubrication Engineers (LE).
Does AMRRI have an API?
No public API is recorded for AMRRI.
What industry is AMRRI in?
AMRRI's product category is Industrial Lubrication Services. Its primary akta.pro industry code is EUAEAKAI, Lubrication, Oil Analysis & Tribology Services, with a secondary code of IMAGAGAH, Test, Measurement & Calibration Equipment Manufacturing Services (ATE, DAQ, metrology electronics). Its NAICS code is 334516 and its SIC code is 3826.