What is Aretê?
Aretê is a concept in ancient Greek thought that refers to "excellence" of any kind.
Living with areté is about engaging fully with the process of life, finding a sense of purpose, and striving for a high level of effectiveness and personal fulfillment in all endeavors, from philosophical inquiry to the physical act of motorcycle maintenance and everything that lies between.
Here at Aretê Automation, we too strive for excellence. Excellence is not merely an outcome to be achieved but, ultimately, as a way of life. This is empowered not only in a sense of duty to our customers but in a sense of duty towards oneself.
Who is Aretê?
My name is Greg Rasmussen. My grandfather, Joe, was a control engineer, also a PE, and was the smartest person I've ever known. He could fix anything, be it electrical or mechanical. He did a great many things in career, but I believe he was most proud of his role working on the Alyeska Pipeline, for which we lead controls & instrumentation. He was undoubtably the greatest inspiration in my life and career.
Growing up, he taught me how to do things for myself and the satisfcation of a job done right; About the importance of tools, especially quality tools and having the right tools for the right job, and if you can’t find the right tool then you make it. He taught me how to think though complex problems, and most importantly, treat every day as the gift it is, every problem as a chance to learn, and the knowledge and confidence to solve whatever problem comes along.
Through college I worked at an aerospace company, earning my bachelor’s degree in mechanical engineering from Cal Poly Pomona. I worked several jobs in that company, learning different processes and trades. I was eventually promoted to an associate engineering role, two years before graduation, something I’m proud of. I pursued and earned my PE license in controls systems the same year I graduated.
I took a break from aerospace to work in the medical industry, specifically for the controls and automation opportunities it provided. There I worked extensively with robotics, machine vision, and machine safety.
I was eventually asked to return to aerospace to head up their automation department and to upgrade their legacy metallic honeycomb panel resistance welding machines. It was a task that had been attempted several times previously by others and ultimately had failed each time. They are complex machines mechanically, electrically, and in terms of the weld control requirements. To date it has been the highlight of my career to oversee the design, development, and deployment of the upgraded panel welding machines.
I love controls and engineering; To build and fix things. It has been a dream of mine to create my own company where I can work with a wide range of clients and interesting projects and put my skills to work where they are best suited. In 2026 I launched Arete Automation and I couldn’t be more excited. I can’t wait to see what the future holds in store.

Why Aretê?
Because you're looking for high end industrial automation control system & engineering services.
We take pride and ownership in the work and services we provide.
Have a machine or weld cell that needs modernization? Let’s talk.
Telephone: 949-392-9641
E-mail: grasmussen@areteautomation.com
Orange County, California, United States
