Floorcare USA

What Floorcare USA does

Floorcare USA, Inc. is a privately held specialty concrete flooring contractor headquartered in Waukesha, Wisconsin, founded in 1967 and serving Wisconsin, Northern Illinois, and the broader Midwest. The company designs and installs high-performance concrete flooring systems, including polished concrete, epoxy coatings, urethane modified cement (UMC), high-traffic epoxy/urethane systems, electrostatic dissipative (ESD) coatings, decorative stained concrete, metallic epoxies, and epoxy mortar systems, sourced through long-standing partnerships with major coatings manufacturers such as Tennant Coatings and Crawford Labs/Florock. Its service portfolio extends beyond installation to include concrete testing (moisture, F-number flatness, pH, coring with X-Ray Diffraction/Ion Chromatography lab analysis), concrete leveling, terrazzo restoration, and NFSI-certified walkway safety audits using the BOT-3000 Digital Tribometer.

The company employs 11-50 people, including OSHA 10/OSHA 30 certified applicators with over 250 years of combined installation experience, and operates an enterprise field-sales motion targeting facility managers, architects, and business owners across industrial and manufacturing, food and beverage processing, aviation, education and institutional, and government end markets. Notable customers include Harley-Davidson, Miller Park Stadium, Generac Power Systems, ABB, Marquette University, UW Madison, Waukesha County Fleet Services, Good City Brewing, and Raised Grain Brewing Company, with cumulative installed volume exceeding 48 million square feet.

Revenue is generated primarily through one-time project-based installation contracts, supplemented by fee-for-service concrete testing and consulting engagements; pricing is quote-based and determined by flooring system, square footage, surface preparation, and site conditions. The company has accumulated 200+ industry awards and certifications and conducted over 2,500 safety audits, and is led by President Brian Brunner with Technical Sales Representative Dan Koutecky. There is no disclosed revenue, no external funding, no parent or subsidiary structure, and no active M&A program identified in the source data.

Name

Floorcare USA

Legal name

Floorcare USA, Inc.

Website

https://floorcare-usa.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

Floorcare USA is a privately held Waukesha, Wisconsin concrete flooring contractor, founded in 1967, that installs polished concrete, epoxy, urethane modified cement, and ESD coating systems for industrial, food/beverage, aviation, education, and government clients across the Midwest.

Ownership category

akta.pro rank

Product category

Industrial & Commercial Concrete Flooring Services

NAICS

Flooring Contractors (238330), Flooring Contractors (23833)

akta.pro primary industry

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

akta.pro secondary industries

Specialty Floor Care (Strip/Wax, Burnish, Carpet & Upholstery) (BPABABAC), Hardwood Floor Installation (HSAPAGAA)

Keywords

• Concrete flooring installation
• Industrial floor coatings
• Polished concrete systems
• Epoxy floor coatings
• Concrete floor testing

Headquarters

HQ city

Waukesha

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Concrete Flooring Installation Services: Project-based installation of high-performance concrete flooring systems for industrial, commercial, and residential applications. Revenue generated through direct project contracts for epoxy coatings, urethane modified cement, polished concrete, and decorative concrete systems. Includes surface preparation, installation, and finishing services.
2. Concrete Testing & Consulting Services: Fee-for-service concrete testing including moisture testing, floor flatness testing, traction testing, and lab analysis. Services provided to ensure successful project outcomes or diagnose flooring performance issues.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Floorcare USA is a concrete flooring contractor that installs high-performance concrete flooring systems including polished concrete, epoxy coatings, urethane modified cement, static dissipative coatings, and decorative concrete. The company provides surface preparation (diamond grinding, shot blasting), concrete testing services, floor safety auditing, and concrete leveling. They serve industrial, commercial, institutional, and select residential clients across Wisconsin and Northern Illinois using products from coatings partners such as Tennant Coatings and Crawford Labs/Florock.

Product overview

Floorcare USA provides high-performance concrete flooring solutions as a services-based company, not a software platform. Their product portfolio centers on concrete surface preparation, coating, and finishing systems including Polished Concrete, Epoxy Coatings, Urethane Modified Cement (UMC), Stained/Decorative Concrete, High Traffic Systems, ESD/Static Dissipative Systems, Epoxy Mortar, and Terrazzo Restoration. They also offer testing services (floor flatness, moisture, traction) and floor safety auditing. Key material brands used include Florocrete RT, FloroSpartic, CRU (Chemical Resistant Urethane), Wear Guard HTS, ECO-HTS, and Florotallic metallic epoxies from coatings partners like Tennant Coatings and Crawford Labs/Florock. The company serves commercial, industrial, institutional, and residential clients across Wisconsin, Illinois, and the broader Midwest.

Differentiator

Problem solved

Functional benefit

Products and services

• Polished Concrete Systems Mechanically diamond-ground and polished concrete floors that expose aggregate and achieve various sheen levels (up to 800-grit polish) for commercial, industrial, and residential applications.
• Epoxy Coatings 100% solid epoxy floor coating systems that provide durability, chemical resistance, light reflectivity, and easy cleaning for industrial and commercial facilities.
• Urethane Modified Cement (UMC) High-performance cementitious flooring system offering thermal shock resistance, chemical resistance, and moisture tolerance for food processing, breweries, and commercial kitchens, including the Florocrete RT system installed at 3/16" to 1/4" thickness.
• Stained/Decorative Concrete Concrete staining and decorative concrete systems using acid-based stains, concrete dyes, and score-cut patterns for aesthetic customization in residential and commercial settings.
• High Traffic Epoxy/Urethane Systems Durable coating systems designed for high-traffic industrial environments, loading docks, repair shops, and hangars with superior abrasion resistance and wet traction properties.
• Electro Static Dissipative (ESD/SDS) Systems Static dissipative coating systems containing electroconductive fillers that safely dissipate static charges for electronics manufacturing, clean rooms, and aircraft hangars.
• Terrazzo Restoration Restoration services for existing terrazzo flooring to return original beauty and shine, including grinding, polishing, and sealing.
• Epoxy Mortar Systems Trowel-down epoxy mortar systems for severe service conditions, addressing concrete substrate issues like ASR (Alkali Silica Reaction) and providing heavy-duty floor surfaces.
• Concrete Testing Services Comprehensive testing including floor flatness (FF/FL), anhydrous calcium chloride vapor emission testing, traction testing (BOT-3000), rapid RH testing, moisture meter testing, pH testing, and concrete coring with lab analysis.
• Floor Safety Services Safety auditing and traction testing services using BOT-3000 Digital Tribometer to measure SCOF and DCOF per ANSI B101.1 standards, identifying low-traction floors and providing high-traction solutions.
• Concrete Leveling Services Floor flatness correction through mechanical grinding, milling, or resurfacing with trowelable mortar or urethane modified cement to achieve F-number requirements.

Quantifiable outcome

• 48 million square feet of flooring installed
• +4 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Tennant CoatingscoreTechnology or IntegrationMajor coatings partner providing proprietary floor coating products including Wear Guard HTS, High Traffic System urethane coatings, CRU (Chemical Resistant Urethane), and ECO-HTS systems. Long-standing supply relationship for industrial-grade concrete floor coatings.
• Crawford Labs/FlorockcoreTechnology or IntegrationKey coatings partner supplying proprietary flooring systems including Florocrete RT (urethane modified cement), FloroSpartic polyaspartic coatings, Florotallic metallic epoxy, Florothane CR, and moisture mitigation systems. Major source of specialized industrial flooring products.
• National Floor Safety Institute (NFSI)coreStrategic or Co-development PartnerNon-profit organization focused on prevention of slips-and-falls through education, research, and standard development. NFSI developed ANSI B101.1 and ANSI B101.3 standards for measuring slip resistance. Floorcare USA employs NFSI-certified floor auditors.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Bomanite: Decorative and architectural concrete company offering stained, polished, and stamped concrete through a licensed installer network. Comparable in decorative concrete, polished concrete, and custom floor finishes for commercial and high-end residential clients.
• Surface Solutions Group: Concrete flooring contractor specializing in epoxy, polyurethane, polished concrete, and decorative systems for commercial and industrial facilities. Closely comparable service mix, customer type, and project-based delivery model.
• Arizona Polymer Flooring: Manufacturer and applicator of epoxy, polyaspartic, and urethane floor coating systems. Comparable dual manufacturer-installer model and product overlap with Floorcare's FloroSpartic and Florotallic systems.
• Profile Concrete Construction: Specialty concrete flooring contractor offering polished concrete, epoxy coatings, and urethane systems for industrial and commercial clients. Direct head-to-head competitor in the same product category with similar installation-led business model.
• Concreate USA: Specialty polished concrete and decorative concrete flooring contractor serving commercial and high-end residential clients. Directly comparable in decorative polished concrete, stained concrete, and custom finishes.

Others

• Tennant Coatings: Core coatings partner and supplier of Wear Guard HTS, CRU, and ECO-HTS systems. Comparable industrial floor coatings portfolio and serves the same food/beverage, manufacturing, and aviation end markets.
• Florock (Crawford Labs): Core coatings partner that also supplies Florocrete RT, FloroSpartic, and Florotallic systems to Floorcare USA. Comparable product line (resinous flooring, urethane modified cement, ESD coatings) and shares customer base in food/beverage, aviation, and industrial.

Emerging players

• Düraamen Engineered Products: Manufacturer and installer of resinous flooring systems including epoxy, polyaspartic, and polished overlays. Comparable product offering targeting commercial and industrial customers, with smaller scale than Stonhard.

Broad incumbents

• Stonhard (StonCor Group): Long-established manufacturer and installer of resinous and industrial floor systems with national coverage. Comparable in offering epoxy/urethane flooring for industrial, food/beverage, and commercial customers, but operates at significantly larger scale and broader geography.
• Sika Corporation: Global construction chemicals manufacturer with a large flooring segment including epoxy, urethane, and polished concrete systems. Comparable in product category but operates as a global incumbent across infrastructure, commercial, and industrial segments.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/floorcareusainc
• Facebookfacebook.com/Floorcareusa
• LinkedInlinkedin.com/company/floorcare-usa-inc.
• Instagraminstagram.com/floorcareusainc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Floorcare USA