Floor Shield

What Floor Shield does

Floor Shield is a U.S. private floor coating company headquartered in Destin, Florida, operating as a specialized floor coating division under the Rhino Shield brand (which has provided protective coatings since 2000). The company sells 100% polyaspartic concrete coating systems — comprising four variants (Flake, Quartz, Solid Color, Clear) — that the company positions as superior to epoxy and polyurea blends on UV stability, curing speed (4–5 hours to return to service versus 1–2 days for epoxy), durability (claimed at 4–5x epoxy), and slip resistance (DCOF scores of 151% dry and 207% wet versus OSHA standards). Floor Shield backs installations with a 15-year transferable non-prorated warranty and offers four application ranges: residential (garages, basements, outdoor patios/pool decks) and commercial/industrial (commercial kitchens, kennels, locker rooms, warehouses, showrooms, food processing, gym floors) plus government/military facilities.

Floor Shield goes to market exclusively through an independent dealer network: dealers acquire protected territories for a $10,000 non-refundable deposit (including $7,500 of product credit), receive classroom and on-site installation training at the company's Florida training academy, and invest $50,000–$75,000 in year one (SBA-financing prequalified). The company's own headcount is small (11–50 employees) and its role is largely product formulation, brand support, marketing collateral, lead generation through the company website and content-led SEO/Learning Center, and dealer training. The dealer network currently spans 30+ major U.S. metros across the Southeast, Midwest, Southwest, West Coast, and Mid-Atlantic. Pricing is quote-based (industry average $6.50–$9 per sq ft for polyaspartic coatings) and revenue accrues to Floor Shield from dealer deposits and ongoing product purchases, with end-customer revenue generated locally by dealers.

Name

Floor Shield

Legal name

Floor Shield Coatings

Website

https://floorshieldcoatings.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Floor Shield is a U.S. private company that sells 100% polyaspartic concrete floor coating systems (Flake, Quartz, Solid Color, Clear) with a 15-year transferable warranty, distributed exclusively through an independent dealer network serving residential and commercial customers across 30+ major U.S. metros.

Ownership category

akta.pro rank

Product category

Concrete Floor Coatings

NAICS

Flooring Contractors (23833), Paint and Coating Manufacturing (32551)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro industry

PRIMARYIMAIAKAG

Floor Coating & Resinous Flooring (Epoxy/PU/Polished Concrete)

Industrials, Manufacturing & Construction/Industrial Services & Facility Operations/Industrial & Commercial Painting, Coating & Surface Treatment

SECONDARYCRAIAGAK

Flooring Installation Services (Retailer-Affiliated)

Consumer Products & Retail/Home & Furniture Retail/Flooring & Tile Retail

SECONDARYCRAOAFAE

Flooring (Carpet, Tile, Wood, Laminate) Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Home, Furniture & Home Improvement Distribution

Keywords

• Polyaspartic floor coatings
• Concrete coating systems
• Residential floor coatings
• Commercial floor coatings
• Dealer network services

Headquarters

HQ city

Destin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Floor Coating Products and Installation Services: Floor Shield sells polyaspartic floor coating products and installation services through a network of independent dealers who pay an upfront deposit ($10,000) for the right to operate as Floor Shield dealers. Dealers purchase Floor Shield products and sell coatings to end customers, generating revenue from both product margins and installation services.
2. Dealer Deposits and Product Credits: Dealers pay a $10,000 upfront non-refundable deposit that includes a $7,500 product credit, training, sales kit, and marketing collateral. Ongoing revenue comes from product purchases by dealers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Floor Shield provides 100% polyaspartic concrete floor coating products and installation services for residential, commercial, and industrial applications. The company operates exclusively through an authorized dealer network model, where independent dealers purchase territorial rights, receive product, training, and marketing support, then deliver four coating systems (Flake, Quartz, Solid Color, Clear) directly to end customers.

Product overview

Floor Shield is a concrete floor coating company offering a suite of four distinct 100% Polyaspartic coating systems: Flake System (decorative colored flakes), Quartz System (industrial-grade quartz granules), Solid Color System (uniform single-color finish), and Clear System (transparent topcoat). All systems are built on the company's proprietary polyaspartic coating technology, which provides UV stability, rapid curing times (4-5 hours return to service), and 4-5x greater durability than epoxy. The company also operates a Dealer Program offering business opportunities with exclusive territories, training, and marketing support. Applications span residential (garages, basements, patios, outdoor spaces) and commercial settings (commercial kitchens, kennels, locker rooms, businesses, showrooms, warehouses, food processing, gym floors, government facilities).

Differentiator

Problem solved

Functional benefit

Products and services

• Flake System A decorative floor coating system that broadcasts color flakes onto the polyaspartic base coat to create a textured, slip-resistant finish available in various color combinations. Targeted at residential and commercial customers seeking customized aesthetics.
• Quartz System An industrial-grade floor coating system incorporating colored quartz granules for enhanced durability and slip resistance, suitable for commercial and residential applications with heavy use requirements.
• Solid Color System A single-color polyaspartic coating providing a clean, uniform finish for concrete floors, offering UV stability and durable protection across residential and commercial settings.
• Clear System A transparent polyaspartic topcoat system designed to seal and protect concrete surfaces while maintaining the natural appearance of the underlying substrate.
• 100% Polyaspartic Concrete Coating System The proprietary 100% polyaspartic floor coating technology serving as the foundation for all Floor Shield products, featuring UV stability, rapid curing (4-5 hour return to service), 4-5x greater durability than epoxy, and a 15-year transferable warranty. Includes professional installation by authorized dealers.
• Floor Shield Dealer Program A business dealership opportunity for entrepreneurs and contractors offering exclusive protected territories, full sales and installation training, marketing support, and access to Floor Shield's polyaspartic coating products without franchise fees or royalty obligations.

Quantifiable outcome

• 4-5 hour return to service vs 1-2 days for epoxy
• +4 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Rhino ShieldcoreOthers · 1 January 2020Floor Shield was launched as a specialized floor coating division under the Rhino Shield brand in 2020, expanding on Rhino Shield's experience in protective coating systems since 2000. While Floor Shield specializes in polyaspartic floor coating systems for residential and commercial concrete surfaces, it operates under the same organization, sharing common ownership structure and commitment to protective coating systems.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Armorpoxy: Manufacturer and direct-seller of polyaspartic and epoxy floor coating systems for residential and commercial applications. Directly competes with Floor Shield on chemistry (polyaspartic advantage) and product range across garages, warehouses, and industrial floors.
• Rhino Shield: Parent brand and founding organization of Floor Shield (launched 2020 as a specialized division). Rhino Shield has supplied exterior protective coatings since 2000, sharing brand DNA, ownership, and dealer philosophy with Floor Shield, making it the most direct operational comparable.
• Allied Concrete Coatings: Regional installer-dealer of polyaspartic and epoxy floor coatings across the U.S. Sunbelt. Comparable product positioning, dealer economics, and customer segmentation (residential garages + light commercial) overlap directly with Floor Shield.
• Penntek Industrial Coatings: Polyurea and polyaspartic concrete coating manufacturer with an installer-dealer network similar to Floor Shield's. Targets the same residential garage and light-commercial use cases with comparable same-day return-to-service claims.
• Premier Concrete Coatings: Franchise/dealer network selling polyaspartic and epoxy concrete floor coatings for residential garages, basements, and commercial spaces. Operates a comparable channel-partner GTM with exclusive territories, making it the closest like-for-like competitor to Floor Shield's model.
• Gorilla Concrete Coatings: Dealer-led polyaspartic and epoxy floor-coating franchise operating across multiple U.S. states with similar residential + light-commercial focus and territory-protected dealer economics.

Emerging players

• Garage Living: Franchise network delivering premium garage interiors (cabinets, flooring, organization) across North America. Overlaps with Floor Shield on garage-floor coatings as a product within a broader offering; not a pure-play polyaspartic competitor but addresses the same end customer.

Regional players

• Legacy Industrial Coatings: Specialty installer of polyaspartic and epoxy coatings focused on the U.S. Southeast commercial market. Comparable product offering to Floor Shield but concentrated geographically rather than national.

Broad incumbents

• Tnemec Company: Established industrial-grade coatings manufacturer with polyaspartic, epoxy, and urethane systems used in commercial, institutional, and infrastructure settings. A broader incumbent whose floor-coating portfolio competes with Floor Shield on commercial specification-driven deals.
• ICP Construction (Polyspec): Division of a major coatings group offering polyaspartic and resinous floor systems through distribution and contractors. Competes with Floor Shield at the commercial/industrial end of the floor-coating market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/floor-shield-coatings

Revenue estimate

Valuation estimate

Number of profiles

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 Floor Shield