With a career spanning five decades, Dave Russell, Founder of PICA (Pipeline Inspection and Condition Assessment Corporation) and President of Russell NDE Systems Inc., stands as a pioneering force in the Non-Destructive Testing (NDT) industry.
From his early days working on Polaris nuclear submarines in the 1960s to leading cutting-edge innovations in pipeline inspection and electromagnetic technologies, Dave has consistently pushed the boundaries of what’s possible in NDT. His entrepreneurial journey, marked by the founding of globally recognized companies, reflects not just technical expertise but also unwavering leadership and passion for advancing the industry.
In this exclusive interview, Dave shares insights into his remarkable career, the evolution of NDT technologies, the role of AI and machine learning in shaping the future, and valuable advice for aspiring professionals.
Hello Mr. Dave Russell. Greetings of the day. You have been in this field for many decades. I am sure many people know who you are. Still, for the unversed, could you please introduce yourself?
Hi, I am the Founder of PICA (Pipeline Inspection and Condition Assessment Corporation) and the Founder and President of Russell NDE Systems Inc. Both are headquartered in Edmonton, Alberta, Canada and PICA has a wholly-owned subsidiary, PICA (USA) based out of Denver.
PICA supplies condition assessment services mostly to the municipal marketplace, but also to O&G, mining and power industries. We insert “Smart Pigs” (In-Line Inspection Tools) into pipelines to determine the remaining wall thickness for long lengths of pipelines.
Russell NDE Systems Inc. designs and manufactures the Tools that PICA uses and also manufactures and sells instruments and probes worldwide for tubing inspection (heat exchangers and boilers).
Can you walk us through your journey in the NDT industry? How did you first get involved, and what motivated you to pursue a career in this field?
I have been in the NDT field since 1964 when I worked for the English Electric Company who, at the time, were building parts for the Polaris nuclear submarine fleet of the U.K.
I find NDT, and particularly electro-magnetics, to be a fascination field and have remained interested and energized to work in this field every day for the last five decades.
The Alberta O&G business was booming in the 1970’s and we supplied X-Ray services for the new pipelines that were being constructed. We sold that portion of our services business to Acuren in 2000.
Since then we have grown the design-build side of our NDT business and we keep over 50 people busy manufacturing Instruments, probes and Tools that we sell worldwide.
You've been in the NDT sector for many years. What are some of the most significant changes you've witnessed in the technology and practices of NDT?
Obviously, the advent of computers has had the biggest impact on the NDT industry. I remember using Analog instruments such as the EMI 3300 that Zetec used to make. The probes have not changed much, but we used to record on paper strip charts, either from a Gould Strip Chart recorder or a thermal printer. Instruments have miniaturized and now have built-in displays and batteries that make them truly portable. The computer control of the instruments have made them much more capable. Can you imagine doing phased array ultrasonics on an analog instrument with a paper strip chart?
Real-time radiography has been enabled through computerization and development of sensitive screens that have replaced film.
Thermal imaging and remote sensors are also revolutionizing the industry. Remote monitoring of instruments through satellite technology, and the whole Google Maps and searching the internet for keywords has improved communication between NDT operators and their head offices.
Up-loading data files over the internet has allowed supervisors to send out operators who are trained to operate the instruments, but not analyse the data. This improves efficiency and reduces costs.
What skills do you believe were most crucial to your success in the NDT industry, and how did you develop them over time?
I believe that entrepreneurs need to be “all-in” when they start a business. That means being in the business full-time and getting support from the bank through a line of credit to finance their receivables and capital asset purchases. Having a partner who is also all-in makes a huge difference. If you are a technician, trying to grow your own business, you need a partner (spouse?) who handles payments, banking, payroll, travel arrangements, dispatching, invoicing, collections and bookkeeping. Without this support, it will be almost impossible to get a small NDT business off the ground.
These days you need a website and a “presence” on the internet (Google rating). That means your advertising and brand-building will be low or no cost, but someone has to design and maintain the website and post blogs on social media like LinkedIn.
NDT technology has evolved rapidly over the past few decades. Which developments or innovations do you find most exciting, and why?
I am an electro-magnetics guy, so we have patented many innovations within this discipline that have been very exciting to me. We now have ILI Tools to inspect pipes from 3” to 96”, and are able to discern more valuable information from the data than ever before. Some software languages like Python have been particularly helpful in advancing data analysis of EM data.
Lately, we have developed a very sensitive audio device which listens for leaks in pipelines. Many countries lose 35% or more of their treated and/or waste water through pipeline leaks, so we have developed a self-contained device that is deployed in the pipeline flow. It detects the noise from leaks and gas pockets (which can be from H2S gas that attacks the pipeline liner and pipe wall). It’s an inexpensive service that can be launched and trapped by the customer, leaving only the data analysis to us.
Mr. Russell, how do you see the role of AI and machine learning transforming the NDT industry in the coming years?
Machine learning will help us to semi-automate the data analysis of EM data. Human control will always be required within my working years, but I foresee a day when the software will do all of the data analysis and will be “self-leaning” to constantly learn and improve over time. Robotic helpers will deploy the devices, especially in dangerous environments, and AI will be used to perfect the reports. Software systems will “read” this data and take action (eg: will print task orders for repairs or de-rating piping or pressure vessels until repairs can be done. Decision-making about what to do when a crack or leak is reported will be done by machines.
What do you think are the biggest challenges facing the NDT industry today, and how can professionals overcome them?
It is hard to find young people who want to enter a trade like NDT. Many of the current generation think that they can get a job that pays $100k/yr with no field experience. Training is the key through institutes of technology, which is happening today, but should be accelerated.
What do you consider your proudest achievement in the NDT industry, and why?
I am very proud to have built a company that pays for the houses, cars, food and entertainment of 50-100 people. The customer base that we have built over time has some wonderful people in it that have been a privilege to work for. Many customers have become friends who we are delighted to work with and play with outside of work when the opportunity allows. For me, it’s all about family and relationships. We have three kids who are all involved with the business. They have their own families, some of whom now work with the company too, so, when I see three generations deriving benefits from what my wife and I have built, it is very satisfying.
Leadership in NDT often involves a blend of technical expertise and team management. How do you balance these two aspects in your role?
The technical expertise has to come first. You need to become a technician, then an expert, then a teacher before you can command respect as a leader. I subscribe to the Steve Jobs theory: hire people who are smarter than you are and have them tell you how to grow the technology. I have surrounded myself with bright, capable people who lead the technology efforts and the teams of technicians who work for us. My own position has morphed into a chairman role where I deal with fellow directors and shareholders, bankers and legal advisors, QA and Safety managers.
Looking ahead, what do you see as the biggest opportunities for growth within the NDT industry?
I believe that electromagnetics are under-utilized. They don’t have the resolution of ultrasonics or X-Ray, but they are also more forgiving in terms of surface preparation and deployment of EM Tools. I think you will see strides in all NDT technologies, but electromagnetics is wide open for adoption of AI and machine learning.
As NDT evolves, what new areas or industries do you think will benefit most from advanced NDT techniques?
Remote sensing will benefit greatly from AI because inexpensive sensors can be installed and remain unmanned except for yearly maintenance. They can keep an eye out for erosion or corrosion of critical pipes in refineries and chemical plants, mines and power stations and the AI will be smart enough to report a condition that needs attention or a sensor that is failing.
How do you maintain your passion for NDT after all these years, and what keeps you motivated to continue pushing the boundaries of the industry?
I look at others who have developed some new toy, or tech for mass marketing, and I just can’t imagine being in a field that does not excite me. NDT provides almost limitless opportunities for tech improvements and the part I love the most is thinking of how the tech can be improved, making prototypes and trying them out. It is very satisfying selling Ferroscopes to users who are very happy with its performance, and become dedicated users for decades.
You did your Executive MBA in 2016-17, what made you go back to academics so late in your journey? Anything specific that sparked this interest?
I have always regretted not getting a degree in engineering or physics, but I could never find the time to go back to school AND build a business. When AIB came up with a one-year online MBA which recognized business experience as the required basic education, I investigated the costs and found them to be reasonable compared to having to attend an institute, Getting an MBA (Marketing) after only one year of concentrated study was fulfilling a life-long dream. Covid allowed me the time to study.
What advice would you give to young professionals who are just starting in the NDT field and aspire to build a long-lasting career?
In Canada (and Europe) there are Government-run qualifications (“tickets”). For Canadian techs, get your CGSB tickets ASAP (to get all five would take about 5 years, but well worth it). There is no shortage of work for qualified technicians. For U.S. technicians, find a company that takes the ASNT System seriously and get your Level-II tickets ASAP.
Outside of NDT, what are some of your hobbies or interests that have helped shape the way you approach work and life?
When you have a company that you are building, there is not much time for leisure or hobbies, but I do like golf and all-inclusive holidays in Mexico. I belong to a small group of similar businessmen who own their own company and we meet once a month. They have been very supportive and we all learn something useful when we get together and try to help each other out when possible.
Finally, what are your thoughts on OnestopNDT? Do you think our efforts to provide real, authentic and accurate content are helping the industry? Also, do you think our platform helps the community connect with like-minded people?
One Stop is doing well with its efforts to provide a forum for NDT practitioners to interact. It’s not the only NDT forum that is online, but any activity like this that elevates the NDT trade is a good thing.
