When you talk to Steven Goldboss, one thing becomes immediately clear—he lives and breathes Muratec USA.

Muratec USA Regional Sales Manager Steven Goldboss talks with a booth visitor at FABTECH 2025 in Chicago. Working with customers to increase productivity in sheet-metal fabrication is a true passion for Stephen.

With an encyclopedic knowledge of the machines and a deep understanding of his customers’ needs, Steven helps manufacturers across a diverse region that stretches from Eastern Canada through much of the Eastern U.S. find the perfect balance of performance, efficiency, and automation. His territory is home to some of Muratec’s most seasoned and loyal customers, spanning industries from infrastructure and electronics to HVAC.

While job shops dominate the landscape, Steven sees opportunity everywhere, from underutilized applications like architectural roofing to the untapped potential of punch/laser combination machines.

In this video, Muratec USA Regional Sales Manager Steven Goldboss shares his expertise about the M2048, a popular turret punch press model.

In this Q&A, he shares his perspective on market trends, customer priorities, and the unique opportunities shaping manufacturing in his region.

How would you describe your territory in terms of industry focus and customer maturity with automation? There is a lot of diversity in my territory, but if I had to provide the most common focus, I would say infrastructure (power grid), electronics, and HVAC.  I would say the Northeastern states are very mature when it comes to automation, given limited space availability, and very expensive costs of labor.

What makes your territory different from other U.S. regions when it comes to selling Muratec machines? I have the largest group of legacy customers in my territory compared to the others.  This provides me more of an opportunity to get repeat business but also requires a lot of attention to make sure our existing customer base is happy with our support of them.

Which industries have been most active in investing in Muratec machines recently and why? Job shops are still the most active in investing in turret punches.  Larger OEMs have gone to lasers or have moved away from fabricating sheet metal.  Job shops still have a need for the versatility of a turret punch, especially those who have a significant tooling investment.

Which Muratec machines or automation solutions have performed best in your region and what’s driving that success? We are still seeing the majority of our sales being 22-ton turret punches, however, 33-ton turret punches have been sold more recently than have been sold in the past.  We still have a lot of work to do in gaining our market share with punch/laser.  FS automation systems are the preferred for most customers looking to add automation, given the cost effectiveness and simplicity, while still providing excellent results.

Steven believes in the potential of the MF30510 HL turret punch press/laser combination machine for customers in his territory. He’s shown here placing a “Sold” sign one of these machines at FABTECH 2024.

What industries or applications in your region do you believe are underdeveloped or overlooked for Muratec but could be a fit? Architectural roofing a sheet metal shops are often very underdeveloped and could benefit from a turret punch, that is the area I can see opportunity in, that has not been as involved with turret punch as I would expect, given the good fit of the equipment for the application.

Do customers here tend to gravitate toward higher levels of automation, or do they prefer more manual/standalone systems? Customers will typically have the conversation about automation, but often decide to purchase the stand-alone machine, to later automate, however, this does not happen as often as we would like to see. 

Are there any machines in our lineup that you feel have untapped potential and have room to grow in your market? The punch/laser has the most untapped potential.  I have been able to investigate many unique applications where stand-alone turret punches have not been the solution, but the punch/laser could provide that solution, even applications that are currently being stamped.  Tons of opportunities with that machine.

What’s a typical customer profile in your territory—small job shops, large OEMs, contract manufacturers, etc.? There are a lot of small job shops in my area, probably 70%.  The rest being a mix of large OEMs and large sheet metal shops with 50+ employees.

How open are your customers to adopting new technology like combination machines or add-on automation?  The punch/laser has been very well received by many customers in my area, while the majority just cannot justify the cost of a system like this, factoring in the cost of automation.

Want to get in touch with Steven to discuss fabrication solutions? Start here.