From One Man & a Website to Keeping the World's Production Running
The Origin
A Problem Nobody Was Solving
In 2003, Fritz Ruebeck spotted something most people in the industry were ignoring. As the former Global Vice President of Product Service for control systems and instrumentation at ABB, he had seen it firsthand: automation users across the globe were being pushed into expensive, unnecessary system upgrades — not because their equipment had failed, but because suppliers used obsolescence fears as a sales tactic.
Fritz knew those machines still had years of life in them. The parts existed. The expertise existed. What didn't exist was a reliable, trustworthy source to get them. So he built one — out of his home in Webster, NY, with a website and a clear purpose: give industrial customers a cost-effective alternative to the upgrade treadmill.
Classic Automation started as a one-man operation. No warehouse. No team of engineers. Just Fritz, a deep understanding of the automation industry, and the conviction that there was a better way to serve the people keeping factories and production lines running every day.
"I am incredibly proud of what we have achieved over the past 20 years. Our success is a testament to the hard work and dedication of our employees, as well as the loyalty of our customers."
— Fritz Ruebeck, Founder, Classic AutomationThe Growth
Two Decades of Milestones
What started as a lean, web-first business grew steadily because the model worked. Customers found Classic Automation when their usual channels failed them — and they came back. Word spread. The inventory grew. The team grew. And the company earned a reputation that no marketing budget could manufacture: the place that actually finds your part.
By the Numbers
Where Classic Automation Stands Today
What We Do
The Full Picture
Today, Classic Automation carries one of the industry's most extensive selections of industrial automation equipment — PLCs, HMIs, DCSs, panel controllers, industrial PCs, and variable frequency drives (VFDs) — covering thousands of manufacturers, new and legacy alike.
Beyond parts, the company offers in-house repair and refurbishment with a 2-week turnaround and a 2-year warranty, onsite system audits, site services, and even a proprietary product line — Panelicity — for panel-mounted process control. Customers can build, customize, and print quotes directly on the website, with live pricing available around the clock.
There's also a principle running through everything Classic Automation does that doesn't show up on a spec sheet: if a customer can't find their part anywhere else, the team will track it down. No dead ends. That's a promise, not a marketing line.
And by repairing and refurbishing parts rather than defaulting to replacements, Classic Automation extends the lifecycle of existing industrial systems — reducing waste, reducing cost, and contributing to a more sustainable manufacturing future.
"We Help Keep the World's Production Running!" ™
— Classic AutomationWhat's Next
Still Building
Classic Automation isn't coasting on 20 years of history. The company continues expanding its technical capabilities, growing its team, and deepening its inventory. The same founding conviction — that industrial customers deserve a better option — drives everything that happens at 800 Salt Road, Webster, NY today.
If your line is down or you're trying to source a part that everyone else has given up on, the story continues. So does the search.
Ready to Keep Your Line Running?
Search our inventory, request a repair quote, or reach out — we'll find your part.
Search Parts Now