About Action Industrial Coatings

Built for contractors. Proven on real jobsites.

Action Industrial Coatings supports contractors with professional-grade epoxy and polyurea coating systems designed for real-world installation—not theory or lab conditions.

We specialize in equipping Spanish- and English-speaking contractors with everything required to deliver consistent, high-quality results: proven products, practical training, and ongoing technical support. Our systems are selected and refined through active installs, ensuring reliability, repeatability, and long-term performance.

Beyond products, we provide structured training, hands-on guidance, and access to a growing licensing network built to help contractors scale with confidence. From first install to long-term growth, our focus is simple: remove friction, reduce risk, and help contractors build durable businesses around coatings work.

Ruben Contreras

Owner

Action Painting & Epoxy Coatings

Ruben brings decades of hands-on experience as a working contractor. His background in residential and commercial coatings directly shapes the systems, training, and standards behind Action Industrial Coatings—ensuring everything we offer is grounded in real installs, not sales theory.

Ruben Contreras standing inside a polyurea coatings production facility used for contractor training and system development
Milestones

Our Story Is Your Story.

Born in Mexico

As a young man, Ruben came to the United States in pursuit of opportunity, arriving in Wisconsin with little more than determination and a willingness to work. He spoke no English when he arrived and took his first job as a dishwasher, using long hours and discipline to learn the language and advance within the restaurant industry.

Family business

After a few years, Ruben met his wife, June. Together they started a family and, while raising their young children, launched Action Painting with a single project, a ladder, and a car. After more than 18 years of successful operation, they are now expanding into their next business venture.

Painting contractor

While waiting tables on weekends, Ruben began taking on paint jobs for local contractors during the week. He quickly discovered a passion for painting and for working directly with homeowners to improve and protect their homes.

The idea

Action Industrial Coatings was built from real-world contracting experience, not theory. After successfully adding epoxy and polyurea coatings to an active business, Ruben saw the need for better systems, better training, and better support for contractors. We provide contractor-grade coating systems, durable equipment, and hands-on training in both Spanish and English—supporting contractors whether they’re starting out, expanding services, or sourcing reliable products at competitive pricing.
Why Us

Why Contractors Choose Action Industrial Coatings

Action Industrial Coatings supplies contractor-grade polyurea systems built for real-world installs—not lab conditions. Everything we offer is selected, tested, and supported with one goal in mind: helping contractors deliver consistent results and scale profitably.

Beyond products, we operate a contractor-focused licensing network that combines professional-grade coatings, hands-on training, and ongoing technical support—designed for contractors who want to add or grow concrete coatings as a reliable revenue stream.

  • Proven coating systems: Our polyurea coatings are engineered for durability, rapid cure times, and long-term performance in demanding environments. These are the same systems used daily by licensed contractors—not experimental formulas.
  • Hands-on training that translates to the jobsite: We provide structured, real-world training focused on surface prep, application techniques, and system selection. Training is available in Spanish and English, with an emphasis on repeatable installs—not theory.
  • Ongoing technical support: Licensed contractors receive access to experienced support before, during, and after installs. Whether it’s job conditions, material selection, or troubleshooting, support is part of the system—not an upsell.
  • Licensing network with centralized marketing support: Our licensing program is designed to remove common growth bottlenecks. Licensees benefit from centralized marketing and advertising systems that help generate and route qualified leads—so contractors can stay focused on installs and execution.
  • Built-for-contractors product lineup: From concrete flooring to protective and specialty coatings, our products are selected to work together as a system, supporting clean installs, consistent results, and scalable operations.
  • Responsible, modern formulations: Our coatings meet today’s performance and environmental expectations, including low-VOC options—without sacrificing strength, cure speed, or durability.
Ruben Contreras standing in workshop with polyurea coating sample used for contractor training and testing
Revolutionizing the Epoxy and Polyaspartic Coatings Industry for Spanish-Speaking Contractors and Entrepreneurs
Ruben Contreras
Owner