General Coatings Corporation

What General Coatings Corporation does

General Coatings Corporation is a Southern California commercial painting, waterproofing, and wall covering contractor founded in 1983 and headquartered in Carlsbad, California. The company delivers eight integrated service lines including commercial and industrial painting, waterproofing (fluid-applied membranes, elastomeric coatings, crack injections, expansion joint sealants), intumescent fire-resistant coatings, architectural coatings (polyurethane, UV protective, epoxy, FDA-approved), concrete and floor coatings, repairs and maintenance, wall coverings and graphics, and in-house sheet metal fabrication. Its technical scope spans basement-to-rooftop building envelope solutions for complex, large-scale projects including airports, high-rises, government facilities, casinos, hospitals, and multifamily developments.

The company operates an enterprise field sales motion, engaging directly with general contractors (Turner Construction, PCL, Level 10, Fullmer), property owners (The Irvine Company), property managers (Cushman & Wakefield), and government entities (FBI, Unified Port of San Diego) through competitive bidding and RFPs. All work is delivered under custom project-based contracts with quote-based pricing tied to scope, scale, and technical requirements; no standard pricing tiers or recurring subscriptions are offered. Revenue is generated entirely through one-time project fees across commercial, industrial, multifamily, HOA, and new construction segments.

General Coatings employs 400+ fully trained personnel across three Southern California offices (Carlsbad corporate HQ, San Diego, Corona) and completes 80+ projects annually. The company is privately held, founder-owned (Craig Kinsman), and operates exclusively in the Southern California market, with no disclosed institutional investment, parent company, or M&A activity. Its competitive position rests on workforce depth, 40+ years of regional track record, landmark project references, and in-house fabrication capabilities that enable integrated delivery on high-specification commercial work.

Name

General Coatings Corporation

Legal name

General Coatings Corporation

Website

https://gencoat.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

251–500 employees

Short description

General Coatings Corporation is a Southern California commercial painting, waterproofing, and coatings contractor serving general contractors, property owners, and government clients on large-scale projects. Founded in 1983, the company employs 400+ staff across three offices and delivers integrated building envelope services.

Ownership category

akta.pro rank

Product category

Commercial Painting & Waterproofing Services

NAICS

Painting and Wall Covering Contractors (238320), Building Finishing Contractors (2383)

SIC

Construction - Special Trade Contractors (1700), Coating, Engraving & Allied Services (3470)

akta.pro primary industry

Architectural & Decorative Painting (Interior/Exterior) (IMAIAKAA)

akta.pro secondary industries

Painting, Decorating & Wallcoverings (IMAFANAI), Application Equipment & Coating Services (Contract Coating, Surface Prep) (IMAEAGAL), Industrial & Protective Coatings (IMAEAGAB)

Keywords

• Commercial painting services
• Commercial waterproofing contractors
• Industrial coating applications
• Building envelope services
• Concrete restoration services

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Commercial Painting Services: Project-based contracts for large-scale commercial painting including anti-graffiti coatings, high-reach painting, and exterior/interior painting for commercial buildings, retail spaces, and hospitality venues.
2. Commercial Waterproofing Services: Comprehensive waterproofing solutions including fluid-applied membranes, elastomeric coatings, deck coatings, traffic coatings, and crack injection services for building envelopes.
3. Industrial Painting Services: Protective coatings for industrial facilities including machinery, equipment, intumescent fire-resistant coatings, and specialized industrial coating applications.
4. Architectural Coatings: Premium architectural finishes including polyurethane, UV protective coatings, epoxy coatings, and FDA-approved coatings for commercial and industrial applications.
5. Concrete & Floor Coatings: Floor coating and concrete restoration services including polishing, shot blasting, concrete preparation, expansion joint sealants, and resinous flooring.
6. Sheet Metal Fabrication: In-house fabrication and installation of sheet metal components including door pans, scuppers, drains, and wall transition flashing.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

General Coatings Corporation is a Southern California commercial painting and waterproofing contractor that delivers large-scale, project-based services including fluid-applied waterproofing membranes, elastomeric coatings, intumescent fire-resistant coatings, anti-graffiti and high-reach painting, concrete and resinous flooring, architectural coatings, wall coverings, and in-house sheet metal fabrication. Work is executed primarily as a subcontractor to general contractors (e.g., Turner Construction, PCL, Level 10, Fullmer Construction) or as a direct contractor to property owners, property managers, developers, and government entities across commercial, industrial, multifamily, HOA, and new construction markets.

Product overview

General Coatings Corporation is a Southern California-based commercial painting and waterproofing contractor offering a comprehensive suite of services for large-scale projects. The company operates eight core service lines: Commercial Painting (anti-graffiti coatings, high-reach, exterior/interior), Waterproofing (elastomeric coatings, crack injections, joint sealants), Industrial Painting (protective coatings, intumescent coatings), Architectural Coatings (polyurethane, UV protective, epoxy, FDA-approved), Repairs & Maintenance (crack repair, hydroblast cleaning), Wall Coverings & Graphics (exterior graphics, wall coverings), Concrete & Floor Coverings (resurfacing, resinous flooring), and Sheet Metal fabrication. With 40+ years of experience, the company serves commercial, industrial, multifamily, HOA, and new construction markets across Southern California.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Painting Large-scale commercial painting services including anti-graffiti coatings, high-reach painting, and exterior and interior painting for commercial properties such as offices, retail spaces, hospitality venues, healthcare facilities, and high-rise buildings.
• Waterproofing Comprehensive commercial waterproofing services including waterproof and elastomeric coatings, fluid-applied membranes, hydrophilic and hydrophobic crack injections, expansion joint sealants, and deck and traffic coatings for building envelopes.
• Industrial Painting Professional-grade industrial painting services including industrial coatings, exterior and interior painting for heavy-duty applications, and intumescent fire-resistant coatings for steel and structural assets.
• Architectural Coatings Premium architectural finishes including polyurethane coatings, UV protective coatings, epoxy coatings, and FDA-approved coatings for commercial, industrial, healthcare, and food-processing environments.
• Repairs & Maintenance Commercial painting maintenance and repair services including crack and drywall repair, hydroblast cleaning, and property and tenant improvement services for existing buildings.
• Wall Coverings & Graphics Custom wall covering and exterior graphics services including exterior graphics installation, stain and finish work, and wall covering installation for commercial and industrial properties.
• Concrete & Floor Coverings Premium floor covering and concrete coating services including expansion joint replacement, concrete preparation and restoration (polishing, shot blasting), and resinous and high-durability floor coatings for high-traffic commercial areas.
• Sheet Metal Fabrication & Installation In-house fabrication and installation of sheet metal components including door pans, scuppers, drains, and wall transition flashing used as part of integrated waterproofing and roofing projects.

Named customers12 records

Segments5 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

Four partnerships are on record, tiered core and major.

• Turner ConstructioncoreStrategic or Co-development Partner · 1 August 2013Joint venture partnership on San Diego Airport Terminal 2 Expansion (The Green Build) - a $1 billion LEED-certified public infrastructure project. Turner/PCL Joint Venture served as General Contractor with General Coatings providing painting, waterproofing, and traffic coatings. Project completed $45 million under budget at $907 million and created 1,000 jobs at peak construction.
• PCL ConstructioncoreStrategic or Co-development Partner · 1 August 2013Joint venture partnership with Turner Construction on San Diego Airport Terminal 2 Expansion. PCL served as joint venture partner with Turner on this landmark public infrastructure project.
• Component WestcoreStrategic or Co-development Partner · 1 January 2013General Contractor for San Diego Airport Terminal 2 West Expansion. Component West worked directly with General Coatings foreman Glen Lovejoy and crew on daily coordination for High Performance Coatings and Traffic Coatings applications.
• The Irvine CompanymajorStrategic or Co-development PartnerProperty owner of One America Plaza - the tallest building in San Diego (500 ft, 34 floors). General Coatings honored with the commercial painting and coating project requiring high-reach capabilities and engineering for extreme temperature/element resistance.

Scale indicators4 records

Recent moves10 records

Expansion highlights3 records

Direct peers

• Pioneer Industrial Coatings: Pioneer Industrial Coatings is a specialty contractor delivering commercial and industrial painting, protective coatings, and floor systems; directly comparable to General Coatings in multi-line specialty coating application and commercial/industrial end markets.
• Dudick Inc. Dudick is a specialty manufacturer and applicator of high-performance industrial and commercial protective coatings and flooring systems; directly comparable to General Coatings' industrial/architectural coatings and resinous flooring service lines.
• Thomas Industrial Coatings: Thomas Industrial Coatings provides industrial protective coatings, sandblasting, and linings for refineries, tanks, and industrial facilities; comparable to General Coatings' industrial painting and intumescent/fire-resistant coating capabilities serving heavy commercial and industrial end markets.
• TMI Coatings: TMI Coatings is a specialty industrial and commercial coatings applicator providing protective coatings, linings, and concrete restoration; directly comparable to General Coatings' industrial painting, resinous flooring, and concrete preparation/restore service lines.
• George Brothers Painting & Coatings: George Brothers Painting & Coatings is a California-based commercial painting and coatings contractor; directly comparable to General Coatings in regional geography (California), service mix (commercial painting, coatings, waterproofing), and customer profile (GCs, property managers, HOAs).
• Heller Painting Company: Heller Painting is a commercial and industrial painting contractor serving the western U.S.; directly comparable to General Coatings in large-scale commercial painting, industrial coatings, and waterproofing services delivered to GC and owner clients.
• APEX Surface Care: APEX Surface Care is a commercial and industrial painting, coatings, and waterproofing contractor serving the western U.S., directly comparable to General Coatings in scope (multi-trade specialty coatings) and customer base (GCs, property managers, facility owners).

Broad incumbents

• BrandSafway: BrandSafway is a large national industrial services firm providing scaffolding, coatings, insulation, and specialty services to commercial, industrial, and infrastructure clients; broader-scale incumbent that overlaps with General Coatings on industrial coatings and specialty subcontracting work.
• Swinerton: Swinerton is a large national general contractor with self-perform capabilities in interior finishing, painting, and coatings; comparable as a downstream partner and competitor to General Coatings for Southern California commercial GC subcontract work.

Others

• Tnemec Company: Tnemec is a major U.S. manufacturer of high-performance architectural and industrial coatings supplied through certified applicator networks; comparable as a coatings manufacturer whose products General Coatings applies, and a potential acquirer or strategic partner in the specialty coatings value chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GenCoat

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 General Coatings Corporation