Welcome to Valence Protective Coatings

LEARN HOW TO START A FLOOR COATINGS BUSINESS

From industry insights to specialized solutions, Valence Protective Coatings is your one-stop shop for everything coatings-related. Partner with us to achieve your business goals and stay ahead in the competitive coatings market. Our expert team is dedicated to providing unmatched support and innovative products that empower you to deliver exceptional results. Check out the videos below to explore how we can elevate your coatings business.

Floor coatings offer a lucrative business opportunity with high demand and relatively low barriers to entry. You can tap into a growing market of homeowners and businesses seeking to enhance the durability and aesthetics of their floors. With the right skills and marketing, you can quickly establish yourself as a trusted expert in the industry and build a thriving business.

We don’t teach hobbies. We partner with driven entrepreneurs and existing contractors to build $1M+ floor coating businesses using the same systems that I have used to help build other large orgnizations.

What Is Your Goal?

HOW TO START

IN THE COATINGS INDUSTRY

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FLOOR COATINGS

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HOW TO START IN

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LEADS

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FLOOR COATINGS

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With 65 combined years of experience, Pete, Justin and Mike have the expertise to guide you through the intricacies of starting and succeeding in the floor coatings industry, ensuring you avoid costly mistakes and maximize your potential for growthustin

Book Your Strategy Call Today To Learn:

✓ What it takes to be successful in the coatings industry

✓ How to connect with the best lead generation companies to reduce your marketing costs

✓ Learn the Two-Man Dance on how to maximize crew efficiency while scaling

✓ Business coaching and consulting to ensure your company is profitable and your customers are leaving you 5 star reviews

Grow a multi million dollar floor coatings company today!

Click the button to schedule your Strategy Session.

Imagine a life where your passion for coatings meets the freedom to design your own destiny.

Peter Johnson has been at the forefront of the polyurea and polyaspartic floor coatings industry for over 19 years. As the first employee at Citadel Floors, Peter started off as a garage floor installer and then moved into blending polyurea, polyaspartic, providing technical support and on-site training. After leaving Citadel Peter owned and operated his own concrete and polishing company for 5 years before he stepped away to help a friend start his own company, Penntek Industrial Coatings. As General Manager and head trainer at Penntek Industrial Coatings, Pete has the experience and knowledge of how to train and help grow a coatings installation team. His current position in Valence Protective Coatings is the head trainer and product development of the garage floor division. He is responsible for training, coaching, and guiding their customers to grow quickly in the decorative concrete industry. His unlimited product knowledge and team-building experience give Valence a cutting-edge advantage in a challenging industry.

Justin has been in the concrete coatings industry since 2011, progressing from installer to Division Manager before founding Paveman Coatings in 2016. With extensive experience across residential and commercial projects, he now joins Valence as a trainer, bringing real-world expertise in installation, operations, and business growth. Justin brings real-world expertise in business operations, management, sales, marketing, and installation to help contractors grow and succeed.

With 35 years of comprehensive experience in the floor coatings industry, Mike Boulka is an invaluable asset to Valence Trainings. His deep understanding of sales, installation, and technical support, coupled with his extensive background in concrete sealers, cures, and coatings, provides trainees with unparalleled insights. A recognized expert in commercial projects, Mike has contributed to projects in Target stores nationwide, demonstrating his ability to handle large-scale applications with precision and expertise. His vast technical knowledge, akin to a "walking tech data sheet," ensures trainees receive comprehensive and practical guidance. Mike's decades of real-world experience elevate our training programs to an unmatched level of excellence.

Watch “The #1 Secret every floor coatings business should know”

How do I know if this really is for me?

This training is designed for serious entrepreneurs ready to invest in their future.

It is NOT for you if:

You are looking for a "get rich quick" scheme without putting in the sweat equity.

You aren't prepared to invest in professional-grade equipment (Grinders, HEPA vacs, and products).

You are only looking to do one or two "side jobs" a month.

This IS for you if:

You want to dominate your local market with the best product and chemistry on the planet.

You understand that a real business requires systems, marketing, and a professional crew.

You are ready to transition from a "guy with a squeegee" to a Business Owner.

What is the total investment required to launch a professional-grade coatings operation?

To compete at a high level and provide 15-year or lifetime warranties, you need professional equipment, specifically planetary grinders, HEPA-filtered dust containment, and industrial-grade products. While our training focuses on the "how-to" and the business systems, you should be prepared for a total startup investment (equipment, initial materials, and training) in the range of $15k to $35k+ depending on your scale. If you are looking to start a "budget" side-hustle with a hand grinder and hardware store epoxy, this isn't the program for you. We build professionals, not part-timers.

How soon can I expect to see a return on my investment?

This depends entirely on your work ethic and your ability to follow our sales and marketing blueprint. However, a standard two-car garage (approx. 500-600 sq. ft.) can typically be completed in one day with a two-man crew, netting a significant profit margin. Many of our serious students find that within the first 12 months of business, they have recouped all of their initial training and equipment costs. We give you the technical skills to finish the floor and the business systems to find the customers; your job is to execute. Over 17% of our trainees go on to do over 1 million in the first 12 months. This is a business building program that is designed to get you to 1m in sales. Follow it and invest in yourself to see the rewards.

Discover our Previous Trainees Experiences

I started from barely affording a hand grinder to making more than I ever expected. My goal was freedom of money and time and I consider it achieved faster than I imagine. You're not only helping one person, you're helping every community through helping just one person. Thank you for all you have done and continue to do. -Tyler, MN

Thank for you always being so supportive of me and everyone else too. You've really helped create an amazing network of business owners. I am incredibly grateful for the opportunity to continue to contribute and learn from you and the others through the Valence group and beyond. -Adam, MT

I started my company only because I knew Pete and I fully knew I would succeed with him on my side. When I called and told him I was leaving a previous employer (that he knew very well) and wanted him as my product supplier when I went out on my own, he helped me every step of the way. I am fully confident that I would not be where I am today if it wasn’t for him and his amazing crew. If he had told me no, or that he already was at his limit or something, I wouldn’t have started my company and I also would still be stuck working for someone else. He truly changed my life and even me as a person and for that, I’ll be forever grateful. And as a bonus, his products blow my competitor's products out of the the water. I’ve landed so many jobs just because my customers like his products alone. -John, OR

2945 Lone Oak Dr, Eagan, MN 55121, USA

GET STARTED TODAY

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Are you ready to transform your passion for coatings into a profitable business? Click below to book a consultation and secure your spot in our next training class – your future self will thank you!.

Valence Protective Coatings


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2945 Lone Oak Drive STE 170

Eagan, MN 55121

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