SGM

Pool Finishes & Construction Materialssgm.cc

SGM (Southern Grouts & Mortars, Inc.) is a Florida-based, privately held manufacturer founded in 1978 that produces polymer-modified pool finishes (Diamond Brite®, River Rok®, Durazzo™, Ultra Pearl Brite™), decorative concrete systems, and tile/stone installation products for pool builders, decorative concrete contractors, and tile installers across the US via dealer networks and direct sales.

Company typePrivate
Founded1978
HeadquartersPompano Beach, United States
Headcount11–50
GTM typeB2B
OfferingHardware or Manufacturing

What SGM does

SGM (legal name Southern Grouts & Mortars, Inc.) is a Florida-incorporated, privately held manufacturer founded in 1978 that produces specialized pool, spa, and deck finishes, decorative concrete systems, and ceramic tile and dimension stone installation products. The company's core technology is a portfolio of polymer-modified cement-based finishes: Diamond Brite® (exposed aggregate of granite and marble), River Rok® (natural river pebble), Durazzo™ (polished marble), and Ultra Pearl Brite™ (high-performance finish), complemented by the Spray Deck System and Color Guard Stain/Sealer for pool decks, plus grout and surface preparation products for tile and stone installation. The technology differentiator is domain specialization in exposed aggregate, pebble, and marble pool finishes rather than proprietary chemistry breakthroughs.

SGM operates from three US facilities — a corporate office in Pompano Beach, Florida, a Tampa/Plant City facility, and a Dallas/Waxahachie facility — and serves pool builders, decorative concrete contractors, and tile/stone installation professionals primarily through an authorized dealer network and direct contractor relationships. Go-to-market is supported by public-facing digital tools (Pool Calculator, Grout Calculator, Dealer Locator, Pool Professional Locator), Factory Training Programs for certified installers, dedicated resource libraries, and The Diamond Standard Competition for project showcases, all reinforced by social media presence on Facebook, Instagram, LinkedIn, Houzz, and Pinterest. The company is privately held with no disclosed external investment, subsidiaries, M&A activity, or leadership changes in the source data. Founder Ron Picou remains associated with the company.

SGM firmographics

Firmographics

Name: SGM
Legal name: SGM Southern Grouts & Mortars, Inc.
Website: https://sgm.cc
Company type: Private
Founded year: 1978
Operating status: Operating
Headcount range: 11–50 employees
Short description: SGM (Southern Grouts & Mortars, Inc.) is a Florida-based, privately held manufacturer founded in 1978 that produces polymer-modified pool finishes (Diamond Brite®, River Rok®, Durazzo™, Ultra Pearl Brite™), decorative concrete systems, and tile/stone installation products for pool builders, decorative concrete contractors, and tile installers across the US via dealer networks and direct sales.
Ownership category
akta.pro rank

SGM industry classification

Industry

Product category: Pool Finishes & Construction Materials
NAICS: Cement Manufacturing (32731), Other Concrete Product Manufacturing (327390)
SIC: Concrete, Gypsum & Plaster Products (3270), Cement, Hydraulic (3241)
akta.pro primary industry: Cement Manufacturing (Portland, Blended & Specialty) (IMADAAAG)
akta.pro secondary industry: Manufactured/Engineered Stone & Agglomerates (Quartz, Terrazzo, Sintered Stone) (IMAKAHAG)

Keywords

Pool finish manufacturing
Ceramic tile installation
Decorative concrete coatings
Pool construction materials
Cementitious grout systems

Where SGM is headquartered

Location

Headquarters

HQ city: Pompano Beach
HQ country: United States
HQ region: North America

Offices3 records

Markets served

SGM business model

Business model

GTM type: B2B
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Distribution channels2 records

Marketing channels6 records

SGM product offering

Product offering

Core offering

SGM manufactures and sells proprietary cementitious pool, spa, fountain, and deck finishes (Diamond Brite®, River Rok®, Durazzo™ Polished Marble Finish, Ultra Pearl Brite™), decorative concrete systems (Color Guard Stain/Sealer, Spray Deck), and ceramic tile and dimension stone installation systems including grouts, surface preparation, setting, and care/maintenance products. The company distributes these branded construction materials through an authorized dealer network and direct sales to pool builders, contractors, and tile/stone installers across the United States, supported by online estimation calculators and a professional locator service.

Product overview

SGM (Southern Grouts & Mortars, Inc.) is a manufacturer of pool finishes and tile installation systems established in 1978. The company's product portfolio consists of four main pool finish products (Diamond Brite®, River Rok®, Durazzo™ Polished Marble Finish, and Ultra Pearl Brite™) for swimming pool surfaces, decorative concrete solutions including Color Guard Stain/Sealer and Spray Deck, and tile installation products including grout and associated installation tools. The products are complemented by online estimation tools including a Pool Calculator and Grout Calculator to assist professionals and homeowners in material planning.

Differentiator

Problem solved

Functional benefit

Brands

Diamond Brite®: Exposed aggregate pool finish brand
River Rok®
Durazzo™
Ultra Pearl Brite™

Products and services

Diamond Brite® Exposed Aggregate Pool Finish Proprietary exposed aggregate pool finish made from a blend of granite and marble aggregate combined with polymer-modified cement, providing a durable, attractive surface for residential and commercial swimming pools.
River Rok® Natural Pebble Pool Finish Natural pebble pool finish using natural river pebbles bound in polymer-modified cement, offering a smooth, natural stone appearance with enhanced durability.
Durazzo™ Polished Marble Finish Polished marble pool finish delivering a luxurious, elegant appearance with high performance characteristics; featured in the Luxury Pools of Miami case using the Arctic White color variant.
Ultra Pearl Brite™ High-Performance Pool Finish High-performance pool finish designed for superior durability and aesthetic appeal.
Color Guard Stain/Sealer Decorative concrete stain and sealer product for surface protection and color enhancement on pool decks and other concrete surfaces.
Spray Deck System Spray-applied decorative concrete coating system for pool decks and outdoor surfaces, providing textured finishes in multiple colors.
Tile & Stone Installation Systems (Grouts, Setting Materials, Surface Preparation, Care & Maintenance) Complete ceramic tile and dimension stone installation system including grouts, setting materials, surface preparation products, and care/maintenance products for professional tile and stone installers.

Companies that use SGM

Customer profile

Named customers1 record

Segments3 records

Ideal customer profiles3 records

SGM technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature5 records

SGM partnerships and signals

Strategic signal

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

SGM competitors and assessment

Company assessment

Broad incumbents

Quikrete Holdings: Quikrete is a major US manufacturer of bagged concrete, cement, and repair products including pool and masonry mixes, sitting adjacent to SGM's cement-based pool finish manufacturing base.
MAPEI Corporation: MAPEI is a large global manufacturer of tile/stone installation systems, grouts, and surface preparation products — broader in scope than SGM but the dominant incumbent in the same contractor-facing installation category.
Bostik (Arkema): Bostik is a global adhesive and tile/stone installation systems manufacturer under Arkema. While much larger and broader than SGM, Bostik competes in cement-based grouts, mortars, and waterproofing used by the same tile contractors.
Custom Building Products: Custom Building Products is a broad-line US manufacturer of grouts, mortars, and surface preparation for tile/stone installation, overlapping with SGM's tile installation grout and prep portfolio from a much larger installed base.

Direct peers

Ardex Americas: Ardex Americas produces specialty tile/stone installation systems (grouts, mortars, surface prep, waterproofing), competing in the same installer channel and end-use applications as SGM's Tile & Stone Installation business.
Pebble Technology International (PebbleTec): PebbleTec pioneered exposed-aggregate and pebble pool finishes and is the closest direct competitor to SGM's Diamond Brite® and River Rok® lines, serving the same US pool builder and renovation channel.
LATICRETE International: LATICRETE is a manufacturer of complete tile and stone installation systems (grouts, mortars, surface prep, warranties), directly comparable to SGM's Tile & Stone Installation product category.
Wet Edge Technology: Wet Edge is a US manufacturer of premium pool finishes (pebble, quartz, polished marble), directly comparable to SGM's River Rok, Diamond Brite, and Durazzo lines across the same contractor channel.
Elite Crete Systems: Elite Crete Systems manufactures decorative concrete overlays, spray-deck systems, stains, and sealers — directly comparable to SGM's Spray Deck and Color Guard decorative concrete product family serving the same pool-deck and outdoor surface contractors.
StoneScapes (NPP): NPP's StoneScapes product family competes head-to-head with SGM's aggregate and pebble pool finishes, targeting pool builders and pool plaster contractors with branded specialty finishes.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

SGM financial estimates

Financial estimate

Revenue estimate

Valuation estimate

SGM leadership team

Management profile

Number of profiles

Profiles1 record

SGM funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

SGM M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SGM

What does SGM do?

Is SGM a public or private company?

SGM is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was SGM founded?

SGM was founded in 1978. It employs 11 to 50 people.

Where is SGM based?

SGM is headquartered in Pompano Beach, United States, in the North America region.

Who are SGM's main competitors?

Broad incumbents on record are Quikrete Holdings, MAPEI Corporation, Bostik (Arkema) and Custom Building Products. Direct peers are Ardex Americas, Pebble Technology International (PebbleTec), LATICRETE International, Wet Edge Technology, Elite Crete Systems and StoneScapes (NPP).

Does SGM have an API?

No public API is recorded for SGM.

What industry is SGM in?

SGM's product category is Pool Finishes & Construction Materials. Its primary akta.pro industry code is IMADAAAG, Cement Manufacturing (Portland, Blended & Specialty), with a secondary code of IMAKAHAG, Manufactured/Engineered Stone & Agglomerates (Quartz, Terrazzo, Sintered Stone). Its NAICS code is 32731 and its SIC code is 3270.