About Us

Our Story

Our story actually starts 25 years ago in Gainesville, FL. Brian and Aileen met while students at the University of Florida. Marriage came after graduation and also a move to Jacksonville for work. Their first daughter, Emily, was born in 2003 and Kate followed in 2006. Brian advanced in his career and Aileen stayed home with the girls. In 2014, the Goldsteins moved to the Bluffton/Hilton Head Island area of South Carolina for Brian’s career. It was easy to settle in the Lowcountry lifestyle and roots were made in South Carolina and the family made as many Gator games as possible while in SC.

One of those roots included a close friendship with neighbors John and Suzanne Paull. John decided to compliment his current business with offering garage floor coatings after many of his customers inquired about sealing their garage floors. John researched and discovered Penntek Industrial Coatings, an industry leader in concrete coating systems. He became a certified dealer/installer of Penntek coatings. Aileen sat in on an initial marketing meeting with Pentek at John’s request. She quickly became part of the sales and marketing side of John’s company, Innovative Concrete Coatings . Brian has helped John with the installs of garages and patios since the beginning and really enjoyed the process.  Brian especially enjoyed the satisfaction of completely transforming a space in just one day. To be able to revitalize an old, dirty garage floor into a showpiece is gratifying and rewarding.

Innovative Concrete Coatings grew and developed into multiple crews serving the Lowcountry of South Carolina and the Empire Coast of Georgia. In 2022, John expanded the company to a Florida location and now services The Villages in central Florida. The expansion of a Florida location planted a seed of inspiration for Brian and Aileen to create a sister location nearby and a return to the area.

After 26 years in the retail grocery industry serving customers for long hours, weekends and holidays, Brian decided to retire.  Working as a team has always come naturally and easily to Brian and Aileen and the idea of more time together and with their daughters and extended family motivated them to start their own venture and Cross Creek Concrete Coatings was born.

Together, they bring the experiences and knowledge of working with Penntek products for the last four years into Cross Creek Concrete Coatings. Providing amazing customer service experience and concrete coatings installed with integrity and honesty is a cornerstone of Cross Creek Concrete Coatings.

Why Cross Creek?

The name Cross Creek Concrete Coatings draws an image of the old Florida both Aileen and Brian remember of their youths growing up in Florida.  Cross Creek is located in Alachua County and connects Orange Lake and Lochloosa Lake. It is the idyllic setting of Marjorie Kinnan Rawings’ novel The Yearling, a Pulitzer Prize winning novel that was made into a movie in 1983.  Visiting the homesite of Rawlings’ home and the inspiration behind the novel was a pivotal memory for Aileen during her years at UF.

Returning to the Gainesville area is a longtime dream of Brian and Aileen.  As avid Florida fans, they are excited to be able to attend a variety of Florida sports and to be closer to family. They are also super excited to provide TransFLOORmations to households in Alachua County And surrounding areas. Brian’s brother Jake will also be joining the company, another dream come true.

Areas We Serve

We are based in Gainesville, FL providing exceptional concrete coating services in North Florida Area and surrounding cities.

High Springs
Santa Fe
Worthington Springs
Orange Heights
Silver Springs
Fort White
Keystone Heights
Lake City
Five Points

Not seeing your city? Contact us today by giving us a call or sending an email to see if we can provide service at your location.

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