What SurfaceCo does

SurfaceCo, operating as The Surface Company, is a privately-held U.S. manufacturer of premium rubber surface solutions founded in 1920 and headquartered at 1350 Venture Drive, Janesville, Wisconsin. The company employs 51-100 people and operates a four-brand portfolio: Guardian (fitness and gym flooring), Humane Manufacturing (equine and K-9 surfaces), SC Supply (industrial products), and CrossFit Surfaces (competition flooring). All products are built on a proprietary re-vulcanization process that converts recycled tire rubber into closed-cell, non-permeable surfaces reportedly 4x stronger in tensile strength than urethane-bound alternatives, with safety and durability features including Safety Cell, TreadSafe, and Air Channel bottom technologies. The company sells interlocking rubber tiles, stall mats, utility mats, lifting platforms, turf products, anti-fatigue mats, roofing pads, and a line of floor maintenance equipment (scrubbers, vacuums, multi-surface cleaners).

SurfaceCo's go-to-market is channel-led: it works with hundreds of distributors nationwide and maintains authorized dealer and online retail partnerships with SurfaceDirect.com (owned), Rogue Fitness, Rubber Flooring Inc., and Iron Company. The company is the official surface provider of the CrossFit Games and lists high-profile installations across professional sports, government and military facilities, universities, and large corporations. Pricing is quote-based rather than list-priced, consistent with project-driven industrial sales, and there is no disclosed subscription, licensing, or recurring service component beyond the cleaners/accessories line. The company is privately held with no disclosed outside investors, no parent company, and no recent M&A activity documented in the available sources.

Name

SurfaceCo

Legal name

SurfaceCo

Website

https://surfaceco.com

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Janesville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Revenue model

1. Surface Products Sales: Revenue generated from the sale of rubber surface products including interlocking tiles, stall mats, utility mats, and industrial flooring solutions. Products are sold through distributor network and direct dealer relationships.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels3 records

Core offering

SurfaceCo is a premium surface solutions manufacturer that produces re-vulcanized recycled rubber products including interlocking gym tiles, fitness flooring, equine stall mats, industrial anti-fatigue mats, and cleaning accessories. The company operates specialized sub-brands (Guardian, Humane, SC Supply, CrossFit Surfaces) serving fitness, equine, industrial, and commercial facility markets across the United States.

Product overview

SurfaceCo is a premium surface solutions manufacturer with over a century of experience, operating multiple specialized sub-brands. The Guardian sub-brand provides fitness and gym flooring products including the Versatile Elite interlocking rubber tiles, FIT Tile interlocking stall mats, Shok-Lok MAX heavy-duty tiles with waffle-bottom design, 2313 System Platform for lifting areas, and various turf products (Shok-Turf, Shok-Turf MAX, Elevate Turf). The Humane sub-brand manufactures equine and K-9 surface solutions including The Original Stall Mat (EM502), Straight Edge Stall Mats in multiple sizes, and Utility Mats. SC Supply provides industrial products including anti-fatigue mats, workspace mats, Roof-Gard, adhesives, and cleaners. The Cleaners & Accessories line includes floor scrubbers (TT 516, TGB 516NX, TBL 1120), backpack vacuums (RSV 150, RBV 150NX), and the DP420 Duplex Multi-Surface Floor Cleaner. All products feature re-vulcanized recycled rubber construction with emphasis on safety, durability, and performance.

Differentiator

Problem solved

Functional benefit

Brands

• Guardian: Fitness and gym rubber flooring brand offering Versatile Elite interlocking tiles, Shok-Lok MAX with waffle-bottom design, and the 2313 System Platform for weight rooms.
• Humane
• SC Supply
• CrossFit Surfaces
• Shok-Turf
• Shok-Turf MAX
• Elevate Turf

Products and services

• Guardian Versatile Elite Interlocking Rubber Tiles Elite interlocking rubber tiles using a performance-tuned dual layer vulcanization system, providing durability, safety, and designer appeal for gyms, offices, and commercial spaces. Tiles are 4 times stronger than traditional rolled rubber flooring.
• FIT Tile Interlocking Stall Mat Heavy-duty 18mm (3/4 inch) interlocking rubber mat with pebble top surface and air channel anti-moisture bottom. Made from 100% closed cell re-vulcanized rubber with anti-microbial properties for gyms and CrossFit facilities.
• 2313 System Platform Lifting platform with 7'6\" x 6' lifting area, featuring 18mm vulcanized rubber with ShokLok impact zones, enhanced Safe Step traction, and Safety Cell technology for moisture and bacterial resistance. Designed for weight rooms.
• Shok-Lok MAX Heavy-duty 3/4 inch interlocking tiles combining recycled re-vulcanized rubber with innovative waffle bottom design for intense heavy lifting environments. Features TreadSafe technology with 56 IIC rating and anti-slip properties in wet conditions.
• Shok-Turf Fitness turf product line designed to withstand everyday abuse of active fitness facilities.
• Shok-Turf MAX Non-abrasive turf surface suitable for both upright and floor exercises in fitness facilities.
• Elevate Turf Premium nylon thatch sports turf product line for athletic applications.
• The Original Stall Mat (EM502) Heavy-duty 3/4 inch (18mm) re-vulcanized recycled tire rubber mat measuring 4'x6' with pebble top surface and grooved evacuation channels. AFA approved for equine applications, tensile strength 4 times stronger than urethane bound mats.
• Humane Straight Edge Stall Mats Anti-fungal and anti-bacterial stall mats available in 1/2 inch and 3/4 inch thickness in 10x10, 10x12, and 12x12 stall kit sizes. Made from re-vulcanized rubber with 100% closed cell structure.
• Utility Mat Multipurpose re-vulcanized recycled tire rubber mat, 3/4 inch thick measuring 3'x4', designed for harsh environments with pebble top surface and moisture evacuation channels.
• Roof-Gard Industrial roofing pad with enhanced traction for wet and freezing environments.
• TT 516 Scrubber Easy, effective, and efficient cleaning tool for tight, hard-to-reach spaces.
• TGB 516NX Scrubber Compact 5-gallon capacity floor scrubber for non-stop cleaning operations.
• TBL 1120 Scrubber Floor scrubber reimagined with NX1K lithium phosphate battery technology.
• RSV 150 Electric Backpack Vacuum Compact, convenient, and lightweight electric backpack vacuum.
• RBV 150NX Latitude Battery Backpack Vacuum Cordless backpack vacuum delivering 90 minutes of battery-powered cleaning freedom.
• DP420 Duplex Multi-Surface Floor Cleaner Multi-surface floor cleaning machine with counter-rotating brushes (780 RPM) capable of cleaning carpet, grouted ceramic, textured surfaces, rubberized floors, and escalators. Features 14-inch cleaning width, 1.6 gallon solution capacity, and 68-pound weight.
• CrossFit Games System Surfaces Official CrossFit Games competition and training surfaces including Box Mat interlocking tiles, Games System modular flooring, and Games System Platform lifting areas designed for CrossFit competitions.
• SC Supply Industrial Custom Design Products Industrial custom design products including anti-fatigue mats, workspace mats, roofing pads, and OEM special products, complemented by adhesives, floor strippers, scrubs, finishes, and cleaners for industrial applications.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• SurfaceDirect.comcoreChannel Partner/ Reseller/ DistributorOfficial SurfaceCo e-commerce storefront and authorized online retailer for SurfaceCo surface products including Guardian fitness flooring and Humane stall mats.
• Rogue FitnesscoreChannel Partner/ Reseller/ DistributorMajor fitness equipment retailer and official reseller of CrossFit Games surfaces and Guardian products by SurfaceCo.
• Rubber Flooring Inc.minorChannel Partner/ Reseller/ DistributorSpecialty rubber flooring retailer distributing SurfaceCo industrial and fitness surface products.
• Iron CompanyminorChannel Partner/ Reseller/ DistributorFitness equipment retailer offering SurfaceCo surface solutions to commercial and residential customers.
• Distributor Network (Hundreds)coreChannel Partner/ Reseller/ DistributorDecades-long partnerships with hundreds of distributors nationwide who sell and distribute SurfaceCo products to various end markets including fitness, equine, and industrial sectors.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ecore International: US-based manufacturer of recycled rubber surfacing and flooring for fitness, commercial, and athletic applications. Ecore competes directly with SurfaceCo's Guardian brand in rubber gym flooring and with SC Supply in industrial/commercial anti-fatigue mats.
• Rephouse: Canadian manufacturer of recycled rubber flooring products for fitness, commercial, and athletic markets. Rephouse competes directly with SurfaceCo's Guardian and Shok-Lok lines on rubber interlocking tiles and commercial gym flooring.
• PLAE: US manufacturer of athletic and performance flooring targeted at fitness, strength, and functional training facilities. PLAE competes with SurfaceCo's Guardian and CrossFit Surfaces brands for premium fitness flooring installations.
• SnapSports: Manufacturer of modular athletic surfacing including rubber tiles and sports flooring. SnapSports overlaps with SurfaceCo's interlocking rubber tile offerings for fitness and athletic facilities.
• Regupol: German-headquartered manufacturer of recycled rubber flooring for gyms, fitness studios, equine facilities, and commercial spaces. Regupol is the closest direct global peer to SurfaceCo's Guardian and Humane product lines, competing head-to-head on rubber gym tiles and stall mats.

Broad incumbents

• Nora by Interface: Specialty rubber floor covering brand owned by Interface, serving commercial, healthcare, and institutional markets. Nora competes with SurfaceCo in high-traffic commercial and institutional rubber flooring segments as part of Interface's broader modular flooring portfolio.
• Tarkett: Global flooring manufacturer offering resilient, rubber, vinyl, and sport flooring across commercial, education, healthcare, and sports segments. Tarkett competes with SurfaceCo in commercial rubber flooring and institutional segments as part of a much broader product portfolio.
• Gerflor: French global manufacturer of resilient and sport flooring including rubber and vinyl sport surfaces. Gerflor overlaps with SurfaceCo in commercial and sport rubber flooring but operates a much broader product portfolio across multiple flooring chemistries.
• Mondo (Mondo Sport & Flooring): Italian global manufacturer of sports, commercial, and contract rubber/vinyl flooring with a much broader portfolio including track surfaces, stadium flooring, and contract surfaces. Overlaps with SurfaceCo in commercial and sports rubber flooring but operates across a wider range of verticals.

Emerging players

• Robbins Sports Surfaces: US-based manufacturer of athletic and sports flooring systems including rubber and resilient surfaces for gyms and activity spaces. Robbins has meaningful overlap with SurfaceCo's Guardian and CrossFit Surfaces product lines but is smaller and more focused on institutional/athletic facility projects.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SurfaceCo1
• Facebookfacebook.com/surface.co.official

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 SurfaceCo