The guy behind the camera.
When you call Lateral Concepts, you get Brad Penske — not a call center, not a rotating crew. Here's who's showing up to scope your line, and why he built the only inspection-only sewer company in North Idaho.
A North Idaho story, start to finish.
A lifelong Idahoan, I grew up in Eastern Idaho — winters in Idaho Falls, summers in Island Park. In 2001, I finally chased a childhood dream and moved north. North Idaho's been home ever since.
Heather and I have been happily married for 17 years. Together we're raising two wonderful daughters, ages 15 and 10, a Golden/Irish pup, a handful of chickens, and a garden we're pretty proud of — here at what we call the Penske Homestead. When we're not working, you'll find our family outdoors: fishing, boating, camping, off-roading, working around the property, relaxing on the patio, and traveling whenever we can.
I'm an avid hunter and fisherman, so I look forward to fall every year. There's nothing better than the crisp air, the cooler weather, and the satisfaction of putting wild game on the table that feeds our family all year long.
Fishing, hunting, and everything in between.
When the camera's not going down a sewer line, it's usually pointed at a lake, a treestand, or the family. This is the North Idaho life that keeps Brad here.
Same guy at the dinner table, same guy at your cleanout.
The man who'd rather feed his family honest work is the same one who decided, twenty years into this trade, that he was done watching repair companies use a camera as bait for a bid. Lateral Concepts does one thing: it inspects. It never performs the repair, never bids the repair, never profits from what it finds. So when Brad tells you your line is fine — or that it isn't — there's no angle behind it. Just the truth, on video, in a report you can hold.
Real work, real North Idaho.
A few from the field — marked lines, the reel, and what the camera finds underground.
