Curecrete Distribution,

What Curecrete Distribution, does

Curecrete Distribution, Inc. is a family-owned specialty chemical manufacturer founded in 1949 and headquartered in Springville, Utah. The company originated the concrete densification category with Ashford Formula and subsequently the polished concrete category with the RetroPlate system in 1999. Its technology platform is built around proprietary silicate-based densifiers that penetrate concrete and react with calcium hydroxide to form calcium silicate hydrate (C-S-H) crystals, permanently hardening the slab from within rather than coating it; this chemistry underpins a portfolio of related products spanning surface preparation, fill and repair, protection, cleaning, and restoration.

The company's go-to-market combines a global network of domestic technical field representatives, international distributors across more than 20 countries, and a trained Certified Applicator base, supplemented by direct sales via the company website. It sells unit-priced consumable chemicals in sizes from one-gallon containers to 55-gallon drums. End customers span seven primary verticals — data centers, distribution centers, retail, sports facilities, education, automotive, and government — with named enterprise logos including Microsoft, Allstate Insurance, AT&T Spurs Stadium, and Costco. The business also generates professional services revenue from Certified Applicator training sessions held at its Springville facility. Notable technical differentiators include ESD/ASTM F150 compliance for data center static control, third-party verified Environmental Product Declarations (ISO 14025, ISO 21930, EN 15804) supporting LEED contribution, NSF food-handling certification for cleaners, and CE marking for European markets.

In 2025 the company executed a generational leadership transition with the appointment of Max Poggio as President & CEO, launched three low-carbon concrete solutions (PowerPrep Finishing Aid, PowerPrep LC, SnapBack) targeting Type 1L cement, introduced the RetroGuard RTU sealer, and dedicated a 20,000-square-foot training center and warehouse, all of which signal active investment in scaling capacity and category expansion.

Name

Curecrete Distribution,

Legal name

Curecrete Distribution, Inc.

Website

https://curecrete.com

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

11–50 employees

Short description

Curecrete Distribution is a family-owned specialty chemical manufacturer, founded 1949 and headquartered in Springville, Utah, that originated the concrete densifier (Ashford Formula) and polished concrete (RetroPlate) categories, serving global data center, commercial, retail, and institutional customers via distributors and certified applicators.

Ownership category

akta.pro rank

Product category

Concrete Densifiers and Polished Concrete Systems

NAICS

Cement and Concrete Product Manufacturing (3273), Other Concrete Product Manufacturing (327390)

SIC

Concrete, Gypsum & Plaster Products (3270), Specialty Cleaning, Polishing And Sanitation Preparations (2842), Adhesives & Sealants (2891)

akta.pro primary industry

Concrete Admixtures & Curing Compounds (IMADAAAL)

akta.pro secondary industry

Concrete Repair, Sealing & Waterproofing (Coatings/Membranes) (IMAIAKAK)

Keywords

• Concrete densifiers
• Polished concrete systems
• Concrete floor restoration
• Concrete surface treatments
• Industrial floor protection

Headquarters

HQ city

Springville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Concrete Densifier Products: Sale of flagship concrete densifier products including Ashford Formula, RetroPlate, and supporting products. Products are sold directly through representatives, distributors, and applicators worldwide. One-time application products with lifetime warranties available.
2. Supporting Concrete Products: Sale of supporting product line including CreteClean Plus cleaners, CreteFill repair products, CreteStrip strippers, RetroGuard/RretroPel protectors, KickStart, SaltSlayer, SlurryDry, and accessories. Products available in various sizes from gallons to 55-gallon drums.
3. Training & Certification: Revenue from RetroPlate Certified Applicator Training sessions conducted at Curecrete's training facility. Training programs for applicators on polished concrete techniques and low-carbon concrete solutions.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Curecrete Distribution manufactures and distributes concrete densification, polishing, restoration, and maintenance chemical products sold under flagship brands Ashford Formula (concrete densifier since 1949) and RetroPlate (polished concrete system since 1999). The portfolio includes cleaners, joint fillers, repair products, strippers, topical protectants, and specialized low-carbon concrete solutions, sold globally through representatives, distributors, and certified applicators for use on commercial, industrial, and institutional concrete floors.

Product overview

Curecrete Distribution offers a comprehensive portfolio of concrete densification, polishing, and floor care products organized around two flagship brands: Ashford Formula (the original concrete densifier since 1949) and RetroPlate (the original polished concrete system since 1999). The product line includes core densifiers, the RetroFit 6-step restoration system, specialized low-carbon concrete solutions (PowerPrep Finishing Aid, PowerPrep LC, SnapBack), cleaners (CreteClean Plus with Scar Guard), fill and repair products (CreteFill line), strippers (CreteStrip FS), protection products (RetroGuard RTU, RetroPel, SaltSlayer), and finishing aids. Products are categorized by function: Prepare, Fill & Repair, Densify & Densify-Polish, Protect & Clean, and Restoration & Maintenance.

Differentiator

Problem solved

Functional benefit

Brands

• Ashford Formula: The world's original concrete densifier, delivering permanent dustproofing, hardening, and durability for concrete surfaces with a one-time application since 1949.
• RetroPlate
• RetroFit Restoration System
• PowerPrep Finishing Aid
• PowerPrep LC
• SnapBack
• CreteClean Plus with Scar Guard
• RetroGuard
• RetroPel
• CreteStrip FS
• SaltSlayer
• SlurryDry

Products and services

• Ashford Formula Concrete Densifier Penetrating concrete densifier that permanently dustproofs, hardens, and increases the durability of concrete surfaces with a one-time application. Used on billions of square feet worldwide since 1949 as Curecrete's flagship densifier.
• RetroPlate Polished Concrete System High-performance polished concrete floor system combining diamond grinding with chemical densification to produce durable, low-maintenance polished concrete with variable sheen, color, and aggregate exposure. Works on new or existing concrete.
• RetroFit Restoration System 6-step floor restoration and maintenance system (RF Strip & Prepare, RF Grind & Enhance, RF Densify & Harden, RF Acid & Stain Defender, RF Water & Oil Defender, RF Hard Surface Cleaner) that revives worn and damaged concrete floors and restores a polished, like-new finish.
• CreteClean Plus with Scar Guard Concentrated cleaner and conditioner for densified and polished concrete, terrazzo, and most hard surface floors, using proprietary Polar Micelle Technology to pull contaminants out and suspend them. NSF certified for food handling establishments.
• CreteFill Crack Repair EZ Shave Crack repair product for sealing cracks and joints to improve durability and extend the life of concrete floors.
• CreteFill Pro 85 Joint Filler Moisture-insensitive joint filler for filling control joints and random cracks on horizontal concrete; slightly flexible to allow small slab movement and protect vertical edges from chipping under extreme loading.
• CreteFill Spall Repair Repair product for spalls (surface defects and potholes) in concrete floors.
• CreteStrip FS Concentrated stripper formulated to remove acrylic floor coatings, curing compounds, waxes, carpet and tile mastic, paint, tire marks, and other coatings from concrete and terrazzo floors.
• PowerPrep Finishing Aid Finishing aid for low-carbon/Type 1L and traditional OPC concrete that eliminates stickiness, improves workability, provides hydration control, and enhances surface performance; compatible with Ashford Formula and RetroPlate densifiers.
• PowerPrep LC Low-carbon slab pre-treatment that restores critical properties in low-carbon concrete, enabling slabs to reach intended hardness faster and enhancing strength when densified with chemical densifiers such as Ashford Formula or RetroPlate.
• SnapBack Carbonated Concrete Recovery Two-part solution that restores soft, carbonated concrete damaged by prolonged CO2 and moisture exposure into hardened, functional surfaces, eliminating the need for extensive grinding or slab replacement and saving up to 90% versus replacement.
• RetroGuard RTU Ready-to-use acid and stain protection sealer engineered to deliver ultimate stain and etch protection with 5x longer protection than competing guard products, with high-gloss finish, microscopic gap sealing, and water repellency for concrete and terrazzo floors.
• RetroPel Water and oil protection product for concrete floors, guarding against staining and damage caused by water and oil exposure.
• SaltSlayer Silane-based product providing salt and water repellency to concrete and masonry surfaces; ideal for bus garages, parking decks, and car service bays.
• SlurryDry Non-hazardous super absorbent used to solidify concrete slurry into landfill-accepted solids, absorbing 200-300 times its weight in high pH wastewater.
• RetroPlate Dyes Concrete dye products for adding color to polished concrete floors, available in various colors through the Ameripolish Color Guide.
• KickStart Surface preparation product used prior to densification and polishing applications with the RetroPlate system.

Quantifiable outcome

• Up to 32.5% increased abrasion resistance (Ashford Formula)
• +5 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Prosoco: Prosoco's Consolideck line of concrete densifiers, hardeners, and polished concrete systems directly competes with Ashford Formula and RetroPlate. Both companies target architects, contractors, and facility owners with chemically reactive densifying technology on the same product websites and channel models.
• KreteTek Industries: KreteTek sells concrete sealers, densifiers, and polishing agents through a network of certified installers comparable to Curecrete's RetroPlate Certified Applicator program. It is a direct niche competitor in polished concrete chemicals.
• Ameripolish: Ameripolish provides concrete dyes, densifiers, and surface preparation products for polished concrete floors. It is referenced inside Curecrete's own product ecosystem (via the Ameripolish Color Guide) and directly competes on dye/finish SKUs in the same polished-concrete applicator network.
• W.R. Meadows: W.R. Meadows manufactures concrete sealers, densifiers, and floor treatments sold through construction-chemical distributors. Their offering overlaps with Ashford Formula, RetroPel, and SaltSlayer sealants across the same contractor buyer base.
• L.M. Scofield Company: L.M. Scofield sells concrete densifiers, stains, dyes, and polished concrete systems. Its Lithochrome and Scofield dyes/Stains compete directly with Curecrete's RetroPlate Dyes line, and Scofield serves the same architectural specification channel.

Broad incumbents

• Euclid Chemical: Euclid Chemical is a broad construction-chemicals manufacturer offering concrete admixtures, hardeners, sealers, and polished concrete products. Curecrete's specialty focus on densification/polishing competes against Euclid's wider portfolio, including its EverClear polished concrete systems.
• BASF Master Builders Solutions: Master Builders Solutions (BASF) supplies concrete admixtures, sealers, hardening systems, and specialty floor coatings globally. Its MasterTop flooring and densifier chemistries compete with Ashford Formula and RetroPlate on large engineering specifications and hyperscale facility projects.
• MAPEI: MAPEI's UltraCare and concrete surface treatment lines include densifiers, sealers, and polished concrete systems marketed through a global distributor network. As an incumbent with far deeper capital and worldwide distribution, MAPEI competes with Curecrete on large-project specifications.
• Sika AG: Sika is a global construction-chemicals major with concrete admixtures, densifiers, sealers, and flooring systems. Its Sikafloor and Sika dense-build product portfolios overlap with Ashford Formula densifiers and sealants, especially on infrastructure and data center specifications.

Others

• Curecrete Distribution (global applicators/installers): Not a true peer, but large certified concrete polishing contractors (e.g., BNR Concrete Polishing, PureFloors, Durotec) function as the channel that pulls Curecrete's chemicals onto floors. These applicators are adjacent ecosystem participants who could also white-label competing densifiers over time.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@curecrete
• Facebookfacebook.com/curecretedistribution
• LinkedInlinkedin.com/company/curecrete-distribution-inc.
• Instagraminstagram.com/curecrete

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Curecrete Distribution,