Every month, we feature a member of the Coatings Academy community who’s doing exceptional work. This month, we’re thrilled to spotlight Marcus Rodriguez, owner of Southwest Applied Coatings in San Antonio, Texas. Marcus completed his Polyurea Applicator Certification 18 months ago and has since grown his business to $400,000 in annual revenue. We sat down with Marcus to learn how he did it.
Tell us about your background before polyurea.
I spent about 12 years in residential painting and epoxy flooring. I was doing okay—making a living—but I kept seeing polyurea contractors on job sites with newer equipment and much better margins. I started researching and quickly realized this was a different league in terms of performance and pricing. I just didn’t know enough about the chemistry to feel confident making the jump.
What made you choose Coatings Academy?
I looked at a few options. Some were basically just manufacturer-sponsored “courses” that were really sales pitches for their products. Coatings Academy was different—the curriculum covered the underlying chemistry and application principles that work across brands and formulations. I also spoke with a few graduates before enrolling and every one of them said it was legitimate, practical training. That word-of-mouth meant a lot.
The online portion I did over three evenings after my regular work. The live workshop in Houston was two intense days—I came home with blisters on my trigger finger, honestly—but I left genuinely confident I could do this professionally.
How quickly did you land your first commercial contracts?
Faster than I expected. About six weeks after certification I landed a secondary containment project at a chemical distribution facility—a $28,000 job. That was bigger than anything I’d ever quoted before. The facility manager had specifically asked for a certified applicator; without the credential from Coatings Academy, I wouldn’t have even been invited to bid.
Month four I added a fleet services company as an ongoing client for bedliner work—about 15–20 trucks per month. That recurring revenue changed everything. It gave me the base to invest in better equipment and market for larger projects.
What’s been your biggest challenge?
Equipment maintenance, honestly. When I first started, I had a proportioner go down on a job site two hours from home. I didn’t have the right spare parts and lost a full day of billable time. Now I carry a complete spare parts kit, a backup gun, and I do the weekly maintenance religiously. The Equipment Maintenance course on the Coatings Academy platform—I went back and took that after my first breakdown, and it’s saved me at least twice since then.
What does your business look like today?
We’re at about $400,000 in revenue in our most recent 12 months. I have two employees—one full-time spray technician and a project coordinator who handles scheduling and client communication. We focus on three areas: secondary containment, commercial flooring, and truck fleet bedliners. I’m not trying to do everything; the specialization has made marketing simpler and our reputation stronger.
Any advice for someone just getting their certification?
Two things. First, don’t underprice your work. I see new applicators trying to compete on price with conventional coatings contractors, and that’s not the game. Your equipment investment, skill level, and the product performance you deliver justify premium pricing—charge accordingly from day one.
Second, stay connected to the community. I’m still active in the Coatings Academy member forum and I’ve gotten referrals from other members, troubleshooting help on tricky jobs, and even equipment recommendations that saved me from expensive mistakes. This industry is small enough that the network is genuinely valuable.
Marcus Rodriguez is the owner of Southwest Applied Coatings in San Antonio, TX. He completed Coatings Academy’s Polyurea Applicator Certification in December 2024. If you’re ready to start your own story, explore our certification programs or reach out to our admissions team.
