SGM
SGM (Southern Grouts & Mortars, Inc.) is a Florida-based manufacturer of branded pool finishes, decorative concrete coatings, and tile/stone installation systems, serving residential pool owners and construction professionals across the southeastern United States since 1978.
- Company typePrivate
- Founded1978
- HeadquartersPompano Beach, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What SGM does
SGM (Southern Grouts & Mortars, Inc.) is a US-based specialty building materials manufacturer founded in 1978 and headquartered in Pompano Beach, Florida. The company designs, produces, and distributes branded pool finishes, decorative concrete coatings, and tile and stone installation systems. Its product portfolio includes proprietary finishes such as Diamond Brite®, River Rok®, Durazzo™ Polished Marble Finish, and Ultra Pearl Brite™, alongside Spray Deck, Southcrete Color Guard Stain/Sealer, Tile & Stone Installation Systems, and Surface Preparation Products. Manufacturing and distribution are supported through three facilities: a Pompano Beach headquarters, a Plant City, Florida manufacturing plant, and a Waxahachie, Texas (Dallas-area) sales/operations office.
The company's go-to-market is built around two primary customer segments: residential pool owners and homeowners (reached via dealers and direct digital channels) and trade professionals — pool builders, decorative concrete contractors, and tile/stone installers (reached via a dealer network and a certified Pool Professional Network). SGM runs a Factory Training Program to certify applicators on its installation systems and sponsors the Diamond Standard Competition to reinforce brand engagement within the trade channel. The company is a private corporation with 51–100 employees and no disclosed financials, funding activity, M&A history, or leadership roster in the input data.
SGM firmographics
Firmographics- Name
- SGM
- Legal name
- SGM Southern Grouts & Mortars, Inc.
- Website
- https://sgm78.com
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- SGM (Southern Grouts & Mortars, Inc.) is a Florida-based manufacturer of branded pool finishes, decorative concrete coatings, and tile/stone installation systems, serving residential pool owners and construction professionals across the southeastern United States since 1978.
- Ownership category
- akta.pro rank
SGM industry classification
Industry- Product category
- Pool Finishes
- NAICS
- Nonmetallic Mineral Product Manufacturing (327)
- SIC
- Concrete, Gypsum & Plaster Products (3270)
- akta.pro primary industry
- Equipment Installation & Upgrades (Automation, Covers, Sanitizers) (HSAIALAJ)
- akta.pro secondary industry
- Adhesives, Sealants, Caulks & Tapes Retail (CRAIADAL)
Keywords
Where SGM is headquartered
LocationHeadquarters
- HQ city
- Pompano Beach
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
SGM business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Distribution channels3 records
Marketing channels5 records
SGM product offering
Product offeringCore offering
SGM (Southern Grouts & Mortars, Inc.) manufactures and supplies specialty pool finishes (Diamond Brite®, River Rok®, Durazzo™, Ultra Pearl Brite™), decorative concrete coating systems (Spray Deck, Southcrete Color Guard Stain/Sealer), and tile and stone installation products (grouts, surface preparation, and care/maintenance). Its products are sold to pool contractors and tile installers via a dealer and certified professional network, while homeowners are supported through consumer guides and a pool professional locator. The company operates manufacturing and distribution facilities in Florida and Texas.
Product overview
SGM (Southern Grouts & Mortars, Inc.) is a manufacturer and supplier of pool finishes, decorative concrete products, and tile installation systems. Founded in 1978, the company offers a portfolio of branded products organized into three main categories: Pool Finishes (including Diamond Brite®, River Rok®, Durazzo™ Polished Marble Finish, and Ultra Pearl Brite™), Decorative Concrete (featuring Spray Deck and Southcrete Color Guard Stain/Sealer products), and Tile Installation Systems (grout, installation, and care products). SGM serves both residential and commercial pool construction/renovation markets, and operates manufacturing and distribution facilities in Florida and Texas.
Differentiator
Problem solved
Functional benefit
Brands
- Diamond Brite®: Exposed aggregate pool finish
- River Rok®
- Durazzo™ Polished Marble Finish
- Ultra Pearl Brite™
- Southcrete Color Guard Stain/Sealer
Products and services
- Diamond Brite® Exposed aggregate pool finish using durable quartz and granite aggregate, designed for durability and aesthetic appeal in pool construction and renovation. Targeted at pool builders and homeowners seeking long-lasting pool surfaces.
- River Rok® Natural pebble pool finish using smooth river pebbles, offering a natural stone appearance with enhanced durability for pool surfaces. Targeted at pool builders and homeowners seeking a premium natural aesthetic.
- Durazzo™ Polished Marble Finish Polished marble pool finish providing a luxurious, high-end aesthetic for premium pool installations. Targeted at high-end residential and commercial pool projects.
- Ultra Pearl Brite™ High-performance pool finish with advanced technology for longevity and appearance of pool surfaces. Targeted at pool builders and homeowners seeking durable, high-end finishes.
- Spray Deck System Decorative concrete coating system for pool decks, driveways, patios, and outdoor surfaces, available in multiple colors. Targeted at decorative concrete contractors and pool builders.
- Southcrete Color Guard Stain/Sealer Stain and sealer product for decorative concrete applications, part of the Southcrete product line. Targeted at decorative concrete professionals.
- Tile & Stone Installation Systems Complete line of grout, installation, surface preparation, and care/maintenance products for tile and stone installations in pools, spas, fountains, and wet areas. Targeted at tile contractors and installers.
- Surface Preparation Products Preparation products for pool surfaces and tile/stone installations to ensure proper substrate conditions before finish application. Targeted at pool professionals and tile installers.
Companies that use SGM
Customer profileSegments4 records
Ideal customer profiles4 records
SGM technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
SGM partnerships and signals
Strategic signalScale indicators1 record
Expansion highlights5 records
SGM competitors and assessment
Company assessmentBroad incumbents
- Mapei: Mapei is a global manufacturer of adhesives, sealants, grouts, and tile installation systems. Directly comparable to SGM's tile and stone installation systems product line, though Mapei operates across broader construction categories.
- Laticrete: Laticrete is a global manufacturer of tile and stone installation systems including grouts, mortars, and surface preparation products. Comparable to SGM's tile installation portfolio with broader international reach and specification presence.
- Quikrete: Quikrete is a large US manufacturer of concrete, cement, and masonry products, and now owns Custom Building Products. Comparable to SGM at the parent level for cementitious products and pool-relevant concrete mixes, with substantially broader scale.
- Custom Building Products: Custom Building Products (now part of Quikrete) is a leading manufacturer of tile setting materials, grouts, and surface preparation products. Comparable to SGM's tile installation systems, with broader retail and contractor distribution.
Direct peers
- Bomanite: Bomanite is a manufacturer of decorative concrete systems including stamped, stained, and polished concrete products. Directly comparable to SGM's Spray Deck and Southcrete decorative concrete product lines for outdoor and pool deck applications.
- Wet Edge Technology: Wet Edge Technology manufactures premium aggregate pool finishes (Altima, Pearl, Primera, Matrix) sold through certified applicators. Direct competitor to SGM in the high-end pool finish market with similar professional installer distribution.
- Pebble Technology International: Pebble Technology International is a leading manufacturer of pebble-based pool finishes (Pebble Tec, Pebble Sheen, Pebble Fina) used in luxury residential and commercial pools. Directly competes with SGM's River Rok® and similar exposed aggregate offerings.
- NPP (National Plasterers & Pool): NPP supplies pool plaster, finishes, and related materials to pool builders and plastering professionals. Overlaps with SGM in pool surface materials and serves the same pool construction contractor base.
- CL Industries: CL Industries is a manufacturer of cementitious pool finishes (Hydrazzo, Diamond Brite-like exposed aggregate finishes) and pool surface products. It is the most direct comparator to SGM in pool finishes, serving the same pool builder and renovation channel.
Emerging players
- SureCrete Design: SureCrete Design manufactures specialty decorative concrete coatings, sealers, and overlays for pool decks, patios, and interior concrete. Comparable to SGM's decorative concrete portfolio with a specialty focus on sealers and stamped overlays.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
SGM social profiles
Digital presenceSGM financial estimates
Financial estimateRevenue estimate
Valuation estimate
SGM leadership team
Management profileNumber of profiles
Profiles1 record
SGM funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SGM M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SGM
What does SGM do?
SGM (Southern Grouts & Mortars, Inc.) manufactures and supplies specialty pool finishes (Diamond Brite®, River Rok®, Durazzo™, Ultra Pearl Brite™), decorative concrete coating systems (Spray Deck, Southcrete Color Guard Stain/Sealer), and tile and stone installation products (grouts, surface preparation, and care/maintenance). Its products are sold to pool contractors and tile installers via a dealer and certified professional network, while homeowners are supported through consumer guides and a pool professional locator. The company operates manufacturing and distribution facilities in Florida and Texas.
Is SGM a public or private company?
SGM is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SGM founded?
SGM was founded in 1978. It employs 51 to 100 people.
Where is SGM based?
SGM is headquartered in Pompano Beach, United States, in the North America region.
Who are SGM's main competitors?
Broad incumbents on record are Mapei, Laticrete, Quikrete and Custom Building Products. Direct peers are Bomanite, Wet Edge Technology, Pebble Technology International, NPP (National Plasterers & Pool) and CL Industries. SureCrete Design is listed as an emerging player.
Does SGM have an API?
No public API is recorded for SGM.
What industry is SGM in?
SGM's product category is Pool Finishes. Its primary akta.pro industry code is HSAIALAJ, Equipment Installation & Upgrades (Automation, Covers, Sanitizers), with a secondary code of CRAIADAL, Adhesives, Sealants, Caulks & Tapes Retail. Its NAICS code is 327 and its SIC code is 3270.