Nu Rock Asphalt Coatings

What Nu Rock Asphalt Coatings does

Nu Rock Asphalt Coatings is a privately held asphalt preservation manufacturer founded in 2010 and headquartered at 645 S Main Street, Clearfield, Utah, where it operates its own production plant. The company manufactures four core product lines: Spray Applied Sealants (variants APT, HPAST, Nū Coat, and APST), the ONYX High Friction Surface Treatment, asphalt emulsions (including LMCQS, CSS, CRS-1, QSE, and LMCQS1HH formulations), and distribution of American Road Patch — a patented pothole and road-repair technology using high-strength fiberglass that strengthens over time and embeds into roadway surfaces. The company meets Utah Department of Transportation (UDOT) specifications, providing qualification for government and public works bidding.

Nu Rock serves three primary customer segments: municipal and government buyers (cities, counties, state DOTs), commercial pavement contractors, and individual/DIY property owners. Its sales motion is direct-to-customer, conducted via phone inquiries, a website contact form, and a dedicated quote line — no public pricing, no tiered subscriptions, and no e-commerce transactions are offered. Distribution is regional direct sales across the Western United States, supplemented by national distribution rights for American Road Patch obtained in 2023.

The company is led by General Manager Travis Burke, with Jared Sorenson as Plant Manager, Garrett Smith as Assistant Plant Manager, and Rob Holland as Sales Manager. Hiring and contact infrastructure links Nu Rock to an affiliated entity, Morgan Pavement Solutions / Morgan Industries, suggesting a parent or sister-company relationship. The company is privately held, with no disclosed external investors, funding rounds, or M&A activity. Its revenue model is hardware sales of manufactured asphalt products and one-time license/distribution of American Road Patch, priced on a quote basis per project or shipment.

Name

Nu Rock Asphalt Coatings

Legal name

Nu Rock Asphalt Coatings

Website

https://nurockcoatings.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Nu Rock Asphalt Coatings is a privately held Utah-based manufacturer of asphalt preservation products — sealants, emulsions, ONYX high friction surface treatment, and the American Road Patch — serving municipal, commercial contractor, and residential customers across the Western United States.

Ownership category

akta.pro rank

Product category

Asphalt Pavement Preservation Products

NAICS

Asphalt Paving, Roofing, and Saturated Materials Manufacturing (32412), Asphalt Shingle and Coating Materials Manufacturing (324122)

SIC

Asphalt Paving & Roofing Materials (2950)

akta.pro primary industry

Asphalt Emulsions (Cationic/Anionic, CRS/SS, Specialty Emulsions) (EUALAKAB)

akta.pro secondary industries

Asphalt Additives & Performance Enhancers (Anti-strip, Warm-mix, Fibers, Rejuvenators) (EUALAKAH), Industrial & Waterproofing Bitumen Products (Roofing, Membranes, Shingles, Sealants) (EUALAKAF)

Keywords

• Asphalt preservation products
• Asphalt emulsions
• Pavement maintenance products
• High friction surface treatment
• Pothole repair materials

Headquarters

HQ city

Clearfield

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Asphalt Preservation Products Sales: Nu Rock manufactures and sells asphalt preservation products including sealcoatings, emulsions, and surface treatments directly to municipal and commercial customers. Revenue is generated through product sales, likely at unit/project pricing.
2. American Road Patch Distribution: As a national distributor of American Road Patch, Nu Rock distributes the patented pothole repair product (39.37 inches by 21 feet rolls, 25 per pallet) across the United States.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Nu Rock Asphalt Coatings manufactures and sells asphalt preservation products and asphalt emulsions including Spray Applied Sealants (APT, HPAST, Nū Coat, APST), ONYX High Friction Surface Treatment, American Road Patch (a patented pothole repair technology), and Asphalt Emulsion mixtures (LMCQS, CSS, CRS-1, QSE). The company operates its own asphalt manufacturing plant in Clearfield, Utah and distributes its products to municipal and commercial customers in the Western United States, while acting as a national distributor of the patented American Road Patch product line.

Product overview

Nu Rock Asphalt Coatings is an innovative manufacturer and distributor of asphalt preservation products and emulsions. The company operates a single unified product portfolio centered on asphalt maintenance solutions, comprising four core offerings: Spray Applied Sealants (including APT, HPAST, NŪ Coat, and APST variants), High Friction Surface Treatment branded as ONYX, American Road Patch (a patented pothole repair technology), and Asphalt Emulsions (LMCQS, CSS, CRS-1, QSE, and LMCQS1HH formulations). These products serve municipal and commercial pavement preservation needs across the Western United States, with the company also acting as a national distributor of American Road Patch.

Differentiator

Problem solved

Functional benefit

Brands

• ONYX: High Friction Surface Treatment - a mixture of asphalt emulsion, increased levels of aggregates, recycled materials, polymers, and catalysts designed to maximize frictional characteristics of roadways by improving micro texture on the pavement surface. Features enhanced UV protection and chemically cures for quick traffic resumption.
• APT
• American Road Patch

Products and services

• Spray Applied Sealants Sealcoating products (variants APT, HPAST, Nū Coat, APST) that protect and prolong asphalt pavement life by filling surface damage and providing a protective layer against UV rays, water, sun, wind, and rain. Used by municipalities and commercial pavement contractors for parking lot maintenance, driveway repairs, and roadway preservation.
• ONYX High Friction Surface Treatment A high friction surface treatment manufactured with high-quality aggregate to create a frictional matrix for vehicle safety. Enhanced with flexible polymers for UV protection; chemically cured for fast return to traffic (hours after application). Designed for roadway surfaces requiring improved micro-texture and skid resistance.
• American Road Patch Patented pothole and road repair technology (high-strength fiberglass with special material that keeps water out and strengthens over time, embedding into the roadway). Comes in rolls measuring 39.37 inches by 21 feet, with 25 rolls per pallet. Distributed nationally by Nu Rock.
• Asphalt Emulsions Asphalt emulsions — design mixtures of chemistry, asphalt cement, and water — for pavement preservation applications. Product line includes LMCQS, CSS, CRS-1, QSE, and LMCQS1HH formulations used for slurry seals, chip seals, tack coats, surface seals, and paving. Manufactured at the Clearfield, Utah plant.

Quantifiable outcome

• American Road Patch resumes traffic immediately after application
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• American Road PatchcoreStrategic or Co-development PartnerNu Rock Asphalt Coatings is a national distributor of American Road Patch, a patented pothole and road repair technology. American Road Patch uses high-strength fiberglass and special material that keeps water out and strengthens over time. Nu Rock distributes the product nationwide in roll format (39.37 inches by 21 feet, 25 rolls per pallet).
• Morgan Pavement Solutions / Morgan IndustriesminorChannel Partner/ Reseller/ DistributorNu Rock appears to be affiliated with Morgan Pavement Solutions / Morgan Industries. The Career page links to morganindustries.bamboohr.com for job applications, and hiring inquiries reference [email protected]. This suggests Morgan Industries is a parent or affiliated company.

Scale indicators2 records

Recent moves3 records

Expansion highlights4 records

Direct peers

• SealMaster: One of the largest US manufacturers of pavement sealers, asphalt emulsions, and crack sealants serving contractors and municipalities nationwide — directly comparable to Nu Rock across sealants and emulsions but at significantly larger scale.
• Neyra Industries: Manufacturer of asphalt emulsions, sealcoatings, and pavement maintenance products sold to contractors and government agencies — a direct competitor in the asphalt emulsions and sealants category that Nu Rock competes in.
• Crafco: Specialty manufacturer of pavement preservation products including crack sealants, emulsions, and surface treatments — directly competes with Nu Rock in pavement preservation and HFST categories, with broader DOT specification coverage.
• GemSeal Pavement Products: Manufacturer and supplier of sealcoatings, asphalt repair products, and pavement maintenance materials serving contractors and municipalities — comparable product portfolio and customer base to Nu Rock.
• Asphalt Systems Inc. (ASI): Manufacturer of asphalt emulsions, surface treatments, and pavement preservation products, with strong presence in the Western and Midwestern US — a regional peer overlapping Nu Rock's geographic and product footprint.
• Blacklidge Emulsions: Specialty asphalt emulsion producer focused on high-performance and sustainable binders, with operations across multiple US regions — directly comparable on emulsion chemistry and DOT-qualified product offerings.
• Pavement Technology Inc. Manufacturer of pavement preservation products including emulsions, sealers, and surface treatments — directly competes with Nu Rock across emulsions and sealcoatings categories.
• Maxwell Products: Producer of asphalt preservation emulsions, crack sealants, and pavement maintenance products — comparable product range to Nu Rock in the emulsions and crack seal category.
• Tricor Refining: Refiner and producer of asphalt emulsions and specialty bitumen products serving Western US markets — a regional peer competing directly with Nu Rock on emulsion supply.

Broad incumbents

• Ergon Asphalt & Emulsions: A larger, established US supplier of asphalt emulsions, cutbacks, and pavement preservation products with national distribution — a broad incumbent competing with Nu Rock in the same categories but at greater scale and broader geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/Nurockcoatings
• LinkedInlinkedin.com/company/nurock-asphalt-coatings
• Instagraminstagram.com/wix

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Nu Rock Asphalt Coatings