GeoMax, part of Hexagon, is a provider of surveying and construction equipment, software and services. The company’s mission is to put data to work by offering their customers tailor-made services and connected ecosystems, so they can flexibly use autonomous workflows while boosting efficiency and business growth in this digital and standardised world. GeoMax collaborates, listens to partners, understands the markets and answers to the local needs of their customers to make their daily work easier.

Interview with Diego Borsani, Vice President of Global Sales at GeoMax.

Easy Engineering: What are the main areas of activity of the company?

Diego Borsani: At GeoMax, we provide construction and surveying professionals with the quality and functionality in solutions, support and services they need in their daily work. Removing the frills enables us to deliver products that “work when they do” – independent of weather, location and task.

We have gained the confidence of our partners and has built up a strong network of resellers worldwide. The confidence was won over by our knowledge of user needs in their everyday environment, the quality and performance of our products, an extensive service offering, tailor-made technical training and a proximity-oriented business approach.

Our success also comes from our visionary approach to software and data management. While most major players were offering solutions on Windows CE, GeoMax introduced the world’s first Android™-enabled software: X-PAD. This software provides flexibility to everyone to digitise their work tasks. It is available in many versions for daily use in the field (X-PAD Ultimate) or in the office and technical workshops (X-PAD Office Fusion, CalMaster).

GeoMax offers user-friendly solutions and extensive hands-on support for surveying and construction professionals across the globe.

E.E: What’s the news about new products?

D.B: Last year, we introduced several new products and solutions. In particular, with the releases of our latest innovations on X-PAD, robotic total stations, and GNSS, we want to enable users to improve their workflows and increase productivity and efficiency in many areas.

A new milestone for GeoMax was the launch of X-PAD 365, a web-based cloud platform for geospatial data and services. It is designed to address the data management and collaboration challenges that surveying and construction professionals face daily. Users can access, store and share data anytime, anywhere and stay connected 365 days a year. The platform enables professionals to improve their teamwork with the collaborative survey and stakeout feature, allowing multiple users to work together on the same surveying or stakeout project, share survey points and drawings in real-time in X-CHAT, and see progress instantly.

A big highlight was also the introduction of the Zoom95, our new flagship robotic total station. Using the TPS in one-person operation, construction and surveyors professionals can quickly locate, track and fix their prism thanks to the integrated STReAM360 technology. The Zoom95 unfolds its full potential when combined with our X-PAD Ultimate field software. The X-PAD software suite was developed based on feedback from our customers. It is perfectly adapted to Zoom95’s workflows, and its ease of use removes the need for extended training.

The latest release is the Zenith60, a brand new GNSS smart antenna. Thanks to the built-in IMU technology, our customers can accurately measure inaccessible points with the antenna tilted, speeding up your work. With the instrument’s resistance to electromagnetic fields, we want to give our customers the confidence to rely on their data. 

E.E: What are the ranges of products?


  • Manual & robotic total stations
  • GNSS receivers
  • 3D measuring systems
  • Levels
  • Field Controllers
  • Laser Rotators
  • Pipe Lasers
  • Locators
  • Machine Guidance
  • Software
  • Field software
  • Office software
  • Calibration software
  • Web-based cloud platform for geospatial data and services
  • Accessories

E.E: At what stage is the market where you are currently active?

D.B: Our core business is surveying in building and construction. Digitalisation has also found its way onto construction sites and has enabled rapid development in recent years. On large construction sites, you will hardly find anyone with a measuring tape, pen and paper. Depending on the region in the world, the status is more or less advanced. So it’s not possible to make a general statement, because we are a global company.

E.E: What can you tell us about market trends?

D.B: Last year’s market trends were mainly based on the automation of the process thanks to new technologies implemented in both hardware and software. Now Hexagon is accelerating the process leading from automation to autonomy. As part of the innovative group, we are joining in this development.

Industry 4.0 and the IoT era have delivered on the promise of vast amounts of useful data. But instead of generating trillions in value, the data deluge is confronting industry with a new challenge – how to put all of it to good use. The sheer volume of data generated by connected things has defied our ability to see, understand and put it all to work. All of Hexagon’s solutions aim to overcome this data leverage gap.

Diego Borsani

E.E: What are the most innovative products marketed?

D.B: Our most innovative product is the already above stated X-PAD 365 web-based cloud platform for geospatial data and services. 

This product was driven by seeing our customers struggling with their projects because of incomplete or outdated data. And even if the correct data is available, it can sometimes not be accessible where and when wanted and needed. Another challenge for construction and surveying professionals is keeping track of the equipment status or construction progress on site. Last but not least, everyone who works on a construction site knows that productivity is critical because there is constant time pressure. This makes smooth cooperation all the more important.

With X-PAD 365, we address all these challenges. The web-based cloud platform is integrated with our field and office software X-PAD Ultimate and X-PAD Fusion and enables services such as automatic backups, instant messaging, training on site and automatic notifications, e.g. when licences expire. X-PAD 365 also offers an integrated file manager where customers can store, edit and share various data types. A unique feature on the market is collaborative surveying and stake out. It allows multiple users to work on a site simultaneously and manage jobs together and in parallel. Tasks can be completed much faster without forgetting points.

E.E: What estimations do you have for 2022?

D.B: We see strong growth potential for 2022. After the difficulties all markets had during the lockdown, local governments in many countries have invested or plan to invest money to create jobs and strengthen the economy. We are confident that our business will also benefit from investments, e.g. in infrastructure.