Allen Face & Company

What Allen Face & Company does

Allen Face & Company, LLC is a privately held, founder-owned manufacturer of precision floor profiling instruments and concrete floor technology, headquartered in Gilberts, Illinois since 2015. The company was founded in 1992 by Allen Face — the inventor of the F-Number System (formalized in ASTM E-1155) — after his departure from Face Construction Technologies. Its core product line consists of the F-Meter rolling floor profiler (sold at $9,995), the self-zeroing D-Meter walking floor profiler ($8,995), the Fmin-Meter rolling VNA profiler (launched 2023), and the Screed Rail laser-controlled strike-off system. These instruments are paired with proprietary Download Manager and IRI/Fmin analysis software, with annual recalibration services ($295–$395 domestic) generating recurring warranty-dependent revenue.

The company monetizes through a direct-to-customer model with six distinct revenue streams: one-time hardware sales, equipment rentals, annual recalibration and service subscriptions, on-site consulting and expert witness engagements ($4,400 per away day), certified F-Number technician training webinars ($350–$695 per attendee), and Screed Rail sales. Distribution is direct via phone and web contact forms, with shipping from the Gilberts headquarters and an affiliated Allen Face – Europe site for international customers. The Screed Rail line is operated through a wholly owned subsidiary, Laser Strike, L.L.C., founded in 2003.

Allen Face serves three primary customer segments: very narrow aisle (VNA) warehouse operators whose turret truck performance depends on floor profile quality; industrial and commercial concrete floor contractors required to meet ASTM E-1155 FF/FL specifications; and road/highway construction crews using the D-Meter with IRI software. The company's competitive position is anchored by Allen Face's authorship of the defining ASTM standard, ACI Honorary Member status, a portfolio of patents on its core instruments, and Allen Face's personal involvement in training, consulting, and product development as the brand's primary authority.

Name

Allen Face & Company

Legal name

Allen Face and Company, LLC

Website

https://allenface.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Allen Face & Company, founded in 1992, manufactures proprietary floor profiling instruments (F-Meter, D-Meter, Fmin-Meter) and the Screed Rail system, serving VNA warehouses, concrete floor contractors, and road construction projects through direct sales, calibration, training, and expert witness services.

Ownership category

akta.pro rank

Product category

Concrete Floor Profiling Equipment

NAICS

Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)

SIC

Industrial Instruments For Measurement, Display, And Control (3823)

akta.pro primary industry

Instrumentation, Controls & Automation Engineering Consulting (BPAHAIAM)

Keywords

• Floor profiling equipment
• Concrete floor measurement
• F-Number System testing
• Floor flatness instruments
• Concrete slab technology

Headquarters

HQ city

Gilberts

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. F-Meter and D-Meter Sales: One-time hardware sales of floor profiling instruments. F-Meter sells for $9,995, D-Meter for $8,995. Includes carrying case, downloading cables, software, charger, manual, and delivery. Discounts available for multiple orders.
2. Equipment Rentals: Rental program for F-Meter, D-Meter, and F-Min Meter. Minimum rental period 7 days with minimum fees: F-Meter $525, D-Meter $525, F-Min Meter $805. Additional charges of $75/day after 7 days plus shipping.
3. Recalibration and Service: Annual recalibration required to maintain warranty. Domestic recalibration: F-Meter $395, D-Meter $295. International (2-year): F-Meter $790, D-Meter $590. Units in current calibration serviced free of charge.
4. Consulting and Expert Witness Services: Consultation, dispute assistance, and expert witness services performed by Allen Face at $4,400/away day, $2,200/travel day, $550/office hour. Site inspection follow-up reports at $2,750 fixed fee. Includes expert witness testimony for floor tolerance disputes.
5. Training Seminars and Certification: Certified F-Number technician classes offered as interactive webinars: FF/FL Class at $695 per attendee, Fmin Class at $350 per attendee. Covers theory, application, specification, and reporting. Certificates issued upon completion.
6. Screed Rail Sales: Standard 2-Rail Set includes (2) 16Ft Rails and 4 Jacks. Sold directly with shipping quoted per order.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Allen Face & Company manufactures and sells proprietary concrete floor profiling instruments — primarily the F-Meter rolling profiler and D-Meter walking profiler — together with the Screed Rail laser-controlled strike-off system for concrete slab construction. The hardware is paired with proprietary Download Manager and IRI software, and is complemented by certified F-Number technician training webinars, annual recalibration services, and Allen Face's personally delivered consulting and expert witness engagements on floor tolerance disputes.

Product overview

Allen Face & Company manufactures floor profiling instruments and concrete floor technology solutions. The core product line includes three main hardware devices: the F-Meter Rolling Floor Profiler (high-speed walking/rolling unit for large slabs), the D-Meter Walking Floor Profiler (self-zeroing portable unit), and Screed Rail (wet screed replacement system). These products work with proprietary Download Manager software to export data to Excel. The company, founded by inventor Allen Face, also provides the Fmin System methodology for VNA warehouse floors, F-Number certification training, and recalibration services. The product ecosystem is unified around ASTM E-1155 compliant floor flatness/levelness measurement and reporting.

Differentiator

Problem solved

Functional benefit

Brands

• F-Meter: Hi-Speed Rolling Floor Profiler for measuring floor flatness and levelness
• D-Meter
• Screed Rail
• Fmin-Meter

Products and services

• F-Meter Rolling Floor Profiler Hi-speed rolling floor profiler that measures floor flatness and levelness (FF/FL numbers) at up to 2,500 linear feet per hour (5,000 point elevation readings). Pulled manually across the floor with sensor accuracy within +/-0.002 inches, with single-click USB data download to Excel. Available in Imperial (12") and Metric (300mm) versions; $9,995 purchase with annual recalibration $395.
• D-Meter Walking Floor Profiler Self-zeroing walking floor profiler that never needs zeroing and cannot under-report FFs. Measures up to 1,500 linear feet (450 meters) per hour with +/-0.002" accuracy, internal rechargeable battery, F-min profileograph simulation software, and single-click Excel download. Out-of-box ready in 30 seconds. $8,995 purchase with annual recalibration $295.
• Screed Rail Wet Screed Replacement System Laser-controlled strike-off guide system that achieves FL 20 to FL 50 floor levelness at the speed and cost of wet screeding. Standard 2-Rail Set includes two 16-foot rails and four screw jacks; sets up in minutes and works with hand straight-edging and all portable screeds.
• Allen Face Download Manager Software Proprietary Windows application (Version 6.0.21.0) that auto-detects connected D-Meter and F-Meter devices, displays meter data in its user interface, and exports readings to Excel spreadsheets. Supports both Metric and Imperial versions of the meters.
• D-Meter IRI Calculation Software Excel-based software program for calculating International Roughness Index (IRI) from D-Meter road profile readings, available in Imperial and Metric versions, enabling the D-Meter to double as a road profiler.
• Certified F-Number Technician Training Classes Interactive live webinar training on F-Number Theory and Application, ASTM E-1155 measurement requirements, F-Meter and D-Meter operation, and reporting. FF/FL Class priced at $695 per attendee and Fmin Class at $350 per attendee; each attendee receives written training materials and a certificate, and is listed in Allen Face's certified technician database.
• Annual Recalibration and Repair Service Factory recalibration service for F-Meter, D-Meter, and Fmin-Meter instruments, required annually to maintain the unlimited parts-and-labor warranty. Domestic recalibration fees are $395 (F-Meter) and $295 (D-Meter); international two-year recalibration is $790 and $590 respectively. Units currently in calibration are repaired free of charge.
• Allen Face Consulting, Expert Witness and Slab Installation Training Services Professional services delivered personally by Allen Face covering floor design, construction consultation, slab installation training, dispute assistance, and expert witness testimony in floor tolerance disputes. Priced at $4,400/away day, $2,200/travel day, and $550/office hour, with site inspection follow-up reports at a $2,750 fixed fee (deposit $10,000). On-site slab installation training is $1,760/work day, $880/travel day, $880/stand-by day, with $1,250 follow-up reports (deposit $5,000).
• Instrument Rental Program Short-term rental of F-Meter, D-Meter, and Fmin-Meter instruments for contractors and projects that need measurement capability without committing to a purchase. Minimum 7-day rental at $525 (F-Meter/D-Meter) or $805 (Fmin-Meter), plus $75 per day for each additional day and a minimum $75 shipping fee.

Quantifiable outcome

• F-Meter measures up to 5000 point elevations per hour - 3 to 5 times faster than any other device
• +3 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Multiquip: Manufacturer and distributor of concrete and masonry equipment, including screeds and trowels. Sells into the same contractor channels and on the same floor projects as Allen Face.
• Somero Enterprises: Publicly traded manufacturer of laser screeds and concrete placing equipment used on the same industrial and VNA warehouse floors that Allen Face's profilers measure. Highly adjacent: customers frequently use both Somero screeds and Allen Face profilers on the same projects.
• Ligchine International: Manufacturer of laser-guided screeds and boom placers for concrete slabs. Operates in the same construction phase and customer base as Allen Face's Screed Rail and F-Number instrumentation.
• Allen Engineering: Concrete placing, finishing, and paving equipment manufacturer serving the same commercial/industrial contractor customers. Adjacent in workflow — same jobsites, complementary equipment categories.
• Humboldt Mfg. Co. Manufacturer and supplier of materials testing and concrete QC instruments. Sells into the same construction materials QC buyer that purchases Allen Face F-Number profilers, particularly testing labs and inspection firms.

Emerging players

• Trimble: Survey and road-profiling instrument provider. Trimble's road roughness systems overlap with Allen Face's IRI software capability on the D-Meter and represent a larger, well-capitalized competitor in the adjacent road-profiling use case.
• Topcon Positioning Group: Survey and road-profiling instruments, including mobile road surface scanning systems. An adjacent competitor in road roughness measurement, where Allen Face offers D-Meter + IRI software at a lower price point.
• Leica Geosystems: Hexagon-owned survey, scanning, and road-profiling instruments. Competes in adjacent road-profiling and precision surface measurement categories where Allen Face sells IRI software on the D-Meter.

Broad incumbents

• Wacker Neuson: Global construction equipment manufacturer with a concrete technology division covering screeds, vibratory screeds, and trowels. Broad incumbent in the concrete equipment space where Allen Face competes with Screed Rail.

Direct peers

• Face Construction Technologies: The original family-founded firm (now operated by Allen Face's brother Brad) that commercialized the Dipstick floor profiler after Allen Face's departure in 1991. It is the most direct competitor in concrete floor profile measurement, serving the same ASTM E-1155 buyer base with the predecessor instrument to the D-Meter.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/FloorProfilers

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Allen Face & Company