Meet the Fluid Professors

Larry Lafferty

Veloxiti AI Works

Larry Lafferty is President and CEO of Veloxiti AI Works, a software engineering company that invents, builds, and deploys Artificial Intelligence (AI) systems.  He has more than 30 years experience creating innovative software for both commercial and military clients.  While he has worked at both large and small organizations, he has spent most of his career working as an entrepreneur in small, technology-focused companies.

Fluid analysis is an ideal domain for Artificial Intelligence.  Fluidology’s analysis software – known as Prescient™ – uses statistical algorithms and an extensive rule base that replicates the decision-making processes used by the most skilled fluid analysis experts.   The Fluidology system integrates military-grade test hardware with proven AI techniques to provide clients with equipment maintenance insights not available any other way.


Contact information:

Phone:   404-909-5214


 Linked-in profile: 

Jack Poley

Technical Director

Jack Poley has been practicing fluid analysis (aka ‘oil analysis’) for nearly 60 years. Jack got his start in 1961 working part-time at a commercial laboratory, while pursuing a B.S. in chemistry at the University of California, Berkeley.

Jack also has a BS in Business Management from New York University. He has pioneered and contributed to several related fields, collectively known as Tribology. Jack focused on data evaluation for in-service lubricant testing to assess machine health. He will soon complete six decades in Fluid Analysis technology. He is a Fellow at STLE (Society of Tribologists and Lubrication Engineers).

In 1975, Jack founded a fluid analysis enterprise, Lubricon, in Indianapolis, Indiana. Lubricon was highly successful. [Lubricon was acquired by Cummins Engine Company in 1988]

In 1979, Jack designed and developed the first intelligent agent for in-service lubricants, a software expert system featuring pattern recognition, the backbone for AI (artificial intelligence) for test data evaluation and reporting. Prescient® a more powerful iteration of the original expert system, was completed over 2005-2007, serving customers in all types of machinery applications, the software is currently under test and evaluation with the U.S. military, with provisional approval.

In addition to his work with Fluidology, Jack continues to contribute and innovate in fluid analysis as founder and managing partner of Condition Monitoring International, LLC in Miami Florida.

Clay Norris

Co-Founder, Marketing Manager

 Clay is a creative, strategic marketing leader with over 37 years of brand management, product management, marketing, advertising, and public relations experience. He graduated from the University of Tulsa in 1983 with a BA in Advertising & Public Relations.
Currently, Clay is the Executive Director of the Iowa Rock ‘n Roll Music Association, a 501c(3) state-wide non-profit based in Arnolds Park, Iowa.
He also is the President/Owner of GCN Marketing, founded in 2017, and was an independent contractor for Zebco Brands. He also was the Director of Sales and Marketing for Cortland Line Company.
Clay spent 20 years at Pure Fishing, the world’s largest fishing tackle company. From 2007 to 2017 he was the Senior Global Brand/Product Manager of Berkley Fishing Lines (Trilene/FireLine/Vanish). During that tenure, he maintained a #1 market share position for Berkley fishing lines in an extremely competitive and fragmented market, and he drove collaborative product development in Europe and Asia. Teams that Clay led won nearly a dozen “Best of Category” awards for new product development.
From 2005 to 2007, Clay served as Category Manager for all three fishing line brands at Pure Fishing (Berkley, Stren and SpiderWire) driving a $80M+ business. From 1997-2005 Clay advanced from media director to brand and product management serving in several roles.
Clay spent 13 years with four different advertising agencies in Oklahoma and Alabama as a Media Director, Buyer and Planner.
Clay has been married to his lovely wife Kathy for over 35 years, and they have six children and six grandchildren. He is an active member of his church, and he and Kathy have led short-term mission teams to Haiti six out of the last seven years. Clay’s hobbies include fishing, cycling, studying and following weather, astronomy, and Clay is an avid University of Tulsa, Chicago Cubs and Chicago Bears fan.

Peter Cureton