What Life Deck does

Life Deck Coating Installations is a San Diego-based, employee-owned specialty contractor founded in 1981 that installs concrete coating and waterproofing systems for commercial and residential customers across San Diego County. The company is the exclusive installer of Westcoat products in the region, applying waterproof deck coatings, commercial epoxy floors, pool deck overlays, polished and grind-and-seal concrete, decorative stains, and metallic epoxy systems (Liquid Dazzle, Liquid Granite, Texture-Crete). Core customers include hotels and hospitality venues (Manchester Grand Hyatt, Hotel Del Coronado, San Diego Yacht Club, Holiday Inn), commercial retail and automotive (CarMax, Starbucks, San Diego State University), military and multi-family housing (Lincoln Military Housing), and a long tail of restaurants, breweries (Stone Brewing, Ballast Point, Board and Brew), and individual homeowners.

The underlying technology is Westcoat's fluid-applied coating chemistry — cementitious and acrylic waterproofing membranes, epoxy and polyaspartic floor systems, metallic and chip broadcast systems, and acid/water-based stains — applied over plywood, concrete, or existing coated substrates. The company adds value through certified crew labor, field project management, and warranty-backed installation rather than proprietary chemistry.

The business model is project-based professional services: free estimates, on-site job walks, custom quotes, and direct installation by Life Deck's employee-owned crews. Revenue is generated entirely through one-time project contracts with no recurring SaaS or subscription component. GTM is sales-led and field-based, targeting property managers, general contractors, and homeowners through the company website, social media, email, and word-of-mouth referrals. The company has 101–250 employees, is privately held with no external investors, and has remained confined to San Diego County for the entirety of its 40+ year history.

Name

Life Deck

Legal name

Life Deck Coating Installations

Website

https://lifedeck.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

101–250 employees

Short description

Life Deck is an employee-owned San Diego County specialty contractor, founded 1981, that installs Westcoat concrete coatings and waterproofing systems for hotels, breweries, military housing, retailers, and homeowners.

Ownership category

akta.pro rank

Product category

Concrete Coating and Waterproofing Services

akta.pro primary industry

Deck & Fence Painting/Staining/Sealing (HSAGADAD)

Keywords

• Concrete coating services
• Waterproof deck systems
• Commercial epoxy flooring
• Pool deck resurfacing
• Polished concrete floors

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Concrete Coating Installation Services: Project-based installation services for waterproof deck coatings, epoxy floors, polished concrete, concrete stains, pool deck resurfacing, and decorative concrete for both commercial and residential properties. Revenue is generated through custom project quotes based on scope, materials, and labor.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Life Deck Coating Installations provides concrete coating and waterproofing installation services for commercial and residential properties in San Diego County. The company installs Westcoat-branded waterproof deck coatings, commercial epoxy floor systems, pool deck resurfacing overlays, polished and grind-and-seal concrete floors, decorative concrete stains, and residential interior coatings. Services include free estimates, job walks, project consultation, plan development, and project management through completion, with delivery performed by Life Deck's own employee-owned installation crews.

Product overview

Life Deck Coating Installations is a concrete coating and waterproofing service company offering a comprehensive portfolio of coating solutions for both commercial and residential properties. The core offerings include Waterproof Deck Coatings, Commercial Epoxy Floors, Pool Deck Resurfacing, Concrete Grind and Seal Floors, Polished Concrete Floors, Commercial Retail Flooring, Restaurant and Brewery Flooring, Concrete Stains, and Residential Interior Coatings. The company uses and installs Westcoat products (including Westcoat waterproofing systems, interior texture coat, surface coat, exterior texture coat, epoxy coat, industrial systems, Liquid Dazzle metallic epoxy, and Liquid Granite epoxy/polyaspartic systems). The product portfolio spans from waterproofing and protective coatings to decorative stained and polished concrete finishes, serving applications ranging from balconies and pool decks to restaurants, retail spaces, and residential interiors. Services are available throughout San Diego County with free estimates and job walks.

Differentiator

Problem solved

Functional benefit

Products and services

• Waterproof Deck Coatings Premium waterproof deck coating systems for plywood and concrete balcony decks, providing reliable moisture barriers in various textures, finishes, and patterns. Available for both commercial and residential applications.
• Commercial Epoxy Floors Fluid-applied seamless epoxy floor coatings for commercial facilities, offering extra heavy duty, puncture resistant, extreme chemical resistant, and thermal shock resistant formulations.
• Pool Deck Resurfacing Decorative concrete coating systems applied over existing concrete to transform cracked or unattractive pool deck surfaces into aesthetically appealing areas with a wide selection of textures, colors, and patterns.
• Concrete Grind and Seal Floors Grinding and sealing existing concrete substrates to strengthen and beautify concrete floors in homes, garages, retail stores, showrooms, manufacturing plants, and institutional facilities.
• Polished Concrete Floors Concrete polishing that enhances the appearance of existing concrete with minimal maintenance, offering visually appealing finishes in various colors, designs, and textures for warehouses, retail stores, hospitality venues, office buildings, auto showrooms, and residential spaces.
• Commercial Retail Flooring Hard-working decorative concrete coatings for commercial retail environments that are beautiful, durable, skid-resistant, and easy-to-clean, requiring no special maintenance like buffing, waxing, or shampooing.
• Restaurant and Brewery Flooring Specialized concrete floor coatings for hospitality facilities including restaurants, hotels, casinos, and resorts, featuring colored chips, colored quartz blends, or metallic powders that resist stains, chemical damage, and heavy foot traffic.
• Concrete Stains Decorative concrete staining service available in acid stains, fast stains, or water-based stains to enhance indoor and outdoor concrete surfaces with a variety of colors, offering a cost-effective way to elevate plain or coated concrete.
• Residential Interior Coatings Decorative and protective interior concrete coating solutions for residential spaces featuring durability, chemical and stain resistance, aesthetic appeal with various colors and finishes, safety with anti-skid textures, easy maintenance, environmental benefits with water-based options, and fire resistance.
• Stamped Concrete Restoration Restoration service that revives worn stamped concrete by combining water-based epoxy with acrylic topcoat and decorative stains, enhancing texture and appearance while providing a protective layer against the elements.
• Driveway Coatings Residential driveway coating service that improves the appearance and durability of driveways.

Named customers12 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

Feature4 records

Partnerships

One partnership is on record.

• WestcoatcoreTechnology or IntegrationFor over 40 years, Life Deck has exclusively used and installed Westcoat products. Westcoat is the manufacturer of floor coatings and waterproofing solutions. Life Deck uses Westcoat products including Texture-Crete for pool decks, Liquid Dazzle metallic epoxy, Epoxy systems, and various coating products for waterproofing, interior, and exterior applications.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• GarageFloorCoating.com: National franchise specializing in epoxy/polyaspartic garage floor coatings, including systems comparable to Life Deck's Liquid Granite. Directly competitive in residential decorative epoxy and chip-system installations, though narrower in commercial scope.
• PennCoat Inc. Mid-Atlantic commercial and industrial coating contractor offering epoxy flooring, concrete polishing, and waterproofing services for commercial properties. Most directly comparable to Life Deck in service mix (commercial epoxy, polished concrete, waterproofing) and installation-led business model.
• Concrete Craft: National franchise system providing decorative concrete overlays, stained concrete, and epoxy flooring for residential and commercial customers. Comparable product mix (resurfacing, staining, epoxy) and customer segments; differs as a franchise model rather than employee-owned.

Regional players

• Premier Concrete Coatings: Regional concrete coating installation company offering residential and commercial epoxy, polyaspartic, and decorative coatings in select U.S. markets. Comparable service portfolio and installation model, operating in different geographies.

Broad incumbents

• Tremco Construction Products Group: Major waterproofing and building envelope manufacturer and contractor with deck coating systems directly competitive to Life Deck's waterproof deck coatings. Operates as both a manufacturer and an applicator network, representing the broader competitive set.
• Bone Dry Roofing & Waterproofing (concrete coatings division): Multi-state basement and concrete solutions company offering concrete sealing, epoxy floor coatings, and waterproofing across the Midwest and beyond. Larger scale and broader service portfolio than Life Deck, but directly comparable residential and commercial concrete coating offerings.
• Stonhard (StonCor Group): National commercial/industrial flooring and coating provider offering epoxy, urethane, and polished concrete systems installed by company crews. Much larger and broader, but overlaps with Life Deck's commercial epoxy and polished concrete service lines.
• Dur-A-Flex: Established manufacturer and installer of resinous flooring systems (epoxy, urethane, methyl methacrylate) for commercial, industrial, and institutional facilities. Compares on commercial flooring technology and end-customer overlap (hospitality, food & beverage, retail).

Emerging players

• Florock (Crocker Sales Coatings): Manufacturer and installer of resinous floor coatings and concrete coating systems for commercial and industrial facilities. Comparable epoxy floor technology and end-markets, with a more manufacturer-led go-to-market.
• All Surface Decorative Concrete: Specialty decorative concrete contractor offering stained, polished, and epoxy-coated floors for residential and commercial customers. Smaller scale, but directly comparable service mix and customer profile to Life Deck's decorative offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/lifedeck
• LinkedInil.linkedin.com/company/life-deck-coating-installations
• Instagraminstagram.com/lifedeck
• Xx.com/lifedeckci

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Life Deck