An asset includes a short range transmitter that broadcasts a first signal that includes a unique identifier associated with the asset. Each asset is carried by one of number of mobile devices, and each asset is freely exchangeable between any of the number of mobile devices. Each of at least some of the mobile devices carries a receiver to receive the first signals within reception range of the receiver. Each of at least some of the mobile devices aggregates the received unique identifiers. Each of at least some of the mobile devices carries a transmitter that transmits a second signal that includes data representative of a geolocation of the respective mobile device and data indicative of the unique identifiers received by the respective mobile device to a back-end system. The back-end system uses the data included in the received second signals to track and locate assets within a geographic area.