At Cross Creek Concrete Coatings, our story isn’t just about concrete — it’s about family, friendship, and a little bit of Gator pride. 🐊
What started over 25 years ago in Gainesville has come full circle, with a mission to transform spaces and bring stunning floor coatings to homes and businesses across North Florida.
Grab a cup of coffee and settle in — we’re excited to share how Cross Creek Concrete Coatings came to life!
It All Started in Gainesville, FL
Picture this: the mid-90s at the University of Florida.
Brian and Aileen, two students chasing big dreams (and cheering on the Gators every Saturday), met and built a future together. After graduation, marriage led them to Jacksonville, where they launched careers and started a family. Their daughters, Emily and Kate, were born in 2003 and 2006, and life was full of weekend soccer games, school plays — and, of course, plenty of Gator games.
A Detour Through the Lowcountry
In 2014, life took a scenic turn as the Goldstein family relocated to Bluffton/Hilton Head Island, South Carolina, for Brian’s career.
The Lowcountry lifestyle suited them perfectly — laid-back days, coastal breezes, and the occasional road trip back to Gainesville for a little orange and blue action.
It was here they met John and Suzanne Paull, neighbors who would become lifelong friends… and business inspiration.
Where Concrete Coatings Enter the Story
John, an entrepreneur at heart, decided to add garage floor coatings to his business after countless customers asked about it.
His research led him to Penntek Industrial Coatings, a leader in premium concrete coating systems.
Aileen, ever the team player, sat in on an initial marketing meeting with Penntek — and from that moment, she was hooked.
Soon, Aileen was helping with sales and marketing, while Brian jumped into hands-on installations. Turns out, transforming old, grimy garage floors into beautiful, durable surfaces was addicting.
“There’s nothing like seeing a tired garage turn into a showpiece — in just one day.”
The team effort fueled the growth of Innovative Concrete Coatings throughout South Carolina and Georgia — and it planted a seed for something even bigger.
Coming Home: Cross Creek Concrete Coatings is Born
When Innovative Concrete Coatings expanded into Florida, it sparked an idea.
After 26 years of long hours and holidays in the retail grocery industry, Brian was ready for a new adventure — one that would bring him and Aileen closer to family, their Florida roots, and each other.
Working side-by-side had always come naturally to them. So in 2022, they launched their own dream:
Cross Creek Concrete Coatings, proudly based in Gainesville.
The Heart Behind the Name: Why Cross Creek?
Cross Creek isn’t just a spot on a map — it’s a memory, a feeling, a tie to the “old Florida” that shaped both Aileen and Brian.
Located in Alachua County, Cross Creek connects Orange Lake and Lochloosa Lake and served as the inspiration for Marjorie Kinnan Rawlings’ classic novel The Yearling.
During Aileen’s college years at UF, a visit to Rawlings’ homestead left a lasting impression.
Naming the company Cross Creek Concrete Coatings felt like a tribute to the natural beauty and deep sense of home they cherished.
“Cross Creek represents everything we love about Florida — authenticity, resilience, and the beauty of doing things right.”
What We Stand For
At Cross Creek Concrete Coatings, we bring four years of experience working with Penntek’s superior products to every project we touch.
But it’s not just about the coatings — it’s about the people we serve.
Our promise:
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Amazing customer service every step of the way.
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Concrete coatings installed with integrity, craftsmanship, and heart.
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Transforming spaces into places you’re proud to show off.
(And yes, we like to call it a TransFLOORmation — because it’s just that good.)
Family-Owned, Florida Proud
Today, Cross Creek is a true family affair.
Brian and Aileen lead the way, and now Brian’s brother, Jake, has joined the team — making this business even more of a dream come true.
Together, we’re thrilled to bring our passion for quality and service to Gainesville and beyond.
Proudly Serving North Florida Communities
From cozy homes to commercial spaces, we proudly serve:
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Gainesville
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Newberry
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Lake City
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High Springs
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Keystone Heights
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Micanopy
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Williston
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And dozens of surrounding towns across North Florida!
If you’re in the neighborhood, we’d love to help bring new life to your floors.
Let’s Create Something Amazing Together
Whether you need to refresh your garage, patio, pool deck, or commercial space, Cross Creek Concrete Coatings is ready to deliver a floor you’ll love — with the family touch you can trust.
📞 Reach out today for a free quote.
Let’s turn your next project into a Florida classic!