Join us in congratulating Bill Long on his recent promotion to Director of Sales for Basic Coatings^®! In this role, he will oversee the Basic Coatings Sales Team and manage all sales-related functions, including strategy, forecasting, training, territory management, performance goals, development, and profit/loss responsibilities.

Bill joined Basic Coatings in 2023 as Regional Sales Director and made significant contributions to the Midwest market. Previously, he spent five years with a major coatings manufacturer, where he gained extensive experience in sales and leadership.

“What excites me is engaging with people and working collaboratively through challenges to ensure a positive outcome. This approach is why the strategies I implement yield increased product demand and above-target sales growth,” Bill said. “I look forward to supporting our team goals, continuing to leverage our collaboration with Betco, and developing our people.”

25 floors over 12 months have led to this moment,  the announcement of the 2023 Floor of the Year winners! We would like to thank all the talented contractors who used Basic Coatings^® products in unique and creative ways. Congratulations to our 2023 Floor of the Year winners.

Residential/Commercial Floor of the Year	Sport Floor of the Year
Moe Alsi	Sammy Graham
Alsi Wood Floors	S. Graham Enterprises, Inc.
Los Angeles, CA	New Smyrna Beach, FL
Products Used: HyperTone™ Stains ,  Lock 'N Seal™ ,  StreetShoe® NXT Satin	Products Used: GymShoe® ,  Player's Choice™ One with custom  HyperTone Stains color

We love seeing how Basic Coatings products transform residential, commercial, and sport floors, so we are rebooting our Floor of the Month/Floor of the Year contest for 2024! 

Enter monthly via Instagram:

1. Take photos of your recent wood floor installation that used Basic Coatings product(s)
2. Post to Instagram
3. Include @basiccoatings, #woodfloorproud, and project details in the caption

• Enter multiple times per month, there is no limit
• Be detailed in your caption
• Post high-quality photos at different angles

We are pleased to announce that Jason Walton has been promoted to Senior Director of Sales for Basic Coatings^®. Jason joined Betco^®, Basic Coatings’ parent company, in 2022 as Director of Sales. In this role, he was primarily responsible for developing Betco sales in the southern United States region. Prior to joining Betco, Jason worked in the wood floor business at 2 major companies.

“Jason’s sales leadership and past experience in the wood floor industry has made him the best choice to lead the Basic Coatings sales team to success,” Jeff Sloan, Senior Vice President of Sales, said. “During his time with Betco, he has continuously taken on increased responsibilities with ease. I look forward to seeing his accomplishments with the Basic Coatings sales team.”

In conjunction, Jim Owen has been promoted to Product and Market Manager at Basic Coatings. Since beginning with Basic Coatings 7 years ago, Jim has developed his knowledge base around the intricacies of wood floor refinishing, especially gym floors.

“Jim’s new role will include responsibility for new product development and marketing programs,” Barrett Betz, Vice President of Marketing, said. “His knowledge and outside-the-box thinking qualifies him as an excellent addition to the Marketing Team.”

Congratulations to Jason and Jim!

We are pleased to announce that Bill Long was hired as Regional Manager on the Basic Coatings^® Sales Team. Bill is based in Chicago, Illinois, and will cover the Midwest territory, which includes Minnesota, Wisconsin, Illinois, Ohio, Indiana, Kentucky, and West Virginia.

Bill comes to Basic Coatings with over 15 years of experience in the coatings industry. His last 5 years were spent at a global paint manufacturer. “Bill has a unique background that will be beneficial in this role,” Robert McNamara, Director of Sales and Marketing said. “I look forward to seeing how he grows Basic Coatings in the Midwest region.”

Bill, his wife Hannah, and sons Wally and Otis have resided in Chicago for 6 years. In his free time, Bill enjoys spending time refinishing old furniture and doors and golfing. Originally from Philadelphia, Pennsylvania, Bill likes to watch soccer and root for all Philadelphia sports teams.

Welcome to the team, Bill!

The following Basic Coatings sealers and gloss sport floor finishes successfully earned the Maple Flooring Manufacturers Association^® (MFMA) certification:

• VersaSeal^™, a premium, clear, one-component waterbased sealer designed to be the “go-to” sealer for sport floors.
• Player’s Choice^™ One, a 1-component, colorless finish with exceptional durability and chemical resistance.
• GymShoe^®, a 2-component, clear, non-yellowing urethane waterbased floor finish designed to withstand high-traffic sports facilities.
• StreetShoe^® NXT, a 2-component waterbased floor finish with a 90% cure in 24 hours to put floors back in action quicker.

Each product was put to the test by Rolla Coatings to ensure they meet a high standard of performance on maple, beech, and birch floors, which includes beautification and protection. More specifically, these products met or exceeded expectations in the following categories:

• Non-volatile content
• Flash point
• Gloss level
• Package stability
• Dry time
• Sanding properties
• Hardness
• Abrasion resistance
• Black heel mark resistance
• Adhesion
• Stain resistance
• Slip resistance
• Freeze-thaw resistance

Throughout 2022, 24 wood floors out of hundreds of entries were chosen to compete in the 2022 Floor of the Year contest to win the title and $2,500 gift card grand prize. We thank each and every contractor who participated on Instagram and successfully captured the meaning of "Wood Floor Proud." Now we are proud to announce the winners of the 2022 Floor of the Year contest!

Residential/Commercial Floor of the Year	Sport Floor of the Year
Howard Morrissey	Josh Walton
Shamrock Flooring	SCS By Floor Action
Saskatchewan, Canada	Wilson, NC
Products used: VersaSeal™ and  StreetShoe® NXT	Products used: HyperTone™ Stains, StreetShoe® NXT, and VersaSeal™

We’re bringing back the Floor of the Month/Year contest again in 2023! Contractors can enter to win $250* every month in 2 categories: Residential/Commercial and Sport. Each winner will be entered to win the $2,500* grand prize! Entry is free and easy; they just follow these steps!

1. Take photos of a wood floor installation that used Basic Coatings products
2. Upload photos to Instagram and include the wood species, products used, and add #woodfloorproud to automatically get entered

Winners are chosen every month. For more details, click here.

*In gift cards

Take the easy route with MainStreet^™, a brand-new waterbased wood floor finish from Basic Coatings! MainStreet is designed with super self-leveling technology, which contributes to better leveling and flow. Improved application characteristics provide a more uniform film thickness and overall improved appearance for jobsite-finished hardwood installations.

As a one-component, clear, super self-leveling, commercial grade waterbased urethane floor finish, it is an excellent choice for professionals looking for a finish that offers tremendous leveling and flow for the ultimate ease of application. Speed of application and improved dry time allows for more projects throughout the year. Additionally, MainStreet preserves the natural beauty and characteristics of residential and light commercial wood flooring, which are the most ideal for application.

"MainStreet is an exciting new addition to our long line of Basic Coatings waterbased floor finishes," Robert McNamara, Director of Marketing and Sales, said. "It's truly meant for quick and easy application that saves on time and labor, allowing contractors to do more in less time."

MainStreet is available in Commercial Semi-Gloss, Commercial Satin, and Commercial Super Matte in 2 x 1 Gallon case(s) for ease of stocking and rotating inventory. It also meets MAS Certified Green^® criteria for low emissions with VOCs below 165 grams per liter and has low odor.

In conjunction with the launch of MainStreet, Basic Coatings is also launching the MainStreet Equipment Promotion. Contractors can purchase 10 gallons of MainStreet and receive a free FiberPRO^® Air Mover. Those interested must register to participate by April 30, 2023. Learn more by clicking here. For more information about MainStreet, click here. To get in touch with a Basic Coatings representative, click here.

The HyperTone™ Color Gallery serves as a digital tool for those wanting to visualize what HyperTone Stains look like before applying them on a hardwood floor. Newly updated, the HyperTone Color Gallery now has color samples for Brazilian Cherry/Jatoba floors. In addition, 2 new White Oak samples and 7 new Red Oak samples have been added to the gallery.

As a whole, the HyperTone Color Gallery contains all 14 standard colors and over 30 additional unique color blends across Maple, White Oak, Red Oak, and Brazilian Cherry/Jatoba wood floors. All samples contain the formula and HyperTone Stains product needed to mix the specific color. For even more convenience, the formula contains direct links to the HyperTone Stains products. Select “Show Labels” to view the mixture and the name.

To accompany the HyperTone Color Gallery, a brand-new HyperTone Stains brochure was created as a way to view all HyperTone Stains products, color samples, and formulas. Click here to view the brochure. To learn more about HyperTone Stains or to get in touch with a Basic Coatings^® representative, click here. 

Basic Coatings^® waterbased wood floor sealers and finishes have all earned the MAS Certified Green^® accreditation for a healthier indoor environment. Each sealer and finish meet the stringent testing and qualifications for low volatile organic compound (VOC) emissions and is compliant with:

• The criteria of the MAS Certified Green Program
• LEED v4.1 ID+C, BD+C
• LEED TVOC Emissions at 14-days
• CHPS 2019 Core Critieria 3.0 EQ C6.1.5

MAS Certified Green is an emissions testing laboratory that specializes in helping companies enter the green market with low VOC emitting products. Products that have successfully passed testing are able to display the MAS Certified Green logo, now added to each Basic Coatings sealer and finish product page. Learn more about MAS Certified Green here.

At Basic Coatings, we are committed to improving the environment one floor at a time. We are one of the leading providers of low VOC, NMP-free, and low-impact green products for every hardwood floor type. Learn more about our sustainability promise here. To speak with a representative, please click here. 

Basic Coatings^® is actively seeking a new Chief Science Officer (CSO) to oversee the scientific functions of our organization, including research projects and new process, technology, and product development. We are looking for a leader in the chemistry, biology, or microbiology fields who can combine discipline-specific expertise with business acumen to align research and development (R&D), microbiology, quality control, and regulatory priorities with aggressive growth objectives and an overall mission to provide superior performance in the floor coatings industry.

In addition to embracing the inherit complexity of projects that aim to enhance corporate efficiency, profitability, and competitive position, the right candidate will also be passionate about leveraging technical skill to create next level innovations as well as be a self-described “people person.” The new CSO should feel like they belong in a family-owned business that is committed to continuous improvement and are able to drive a culture of accountability and proactivity accordingly.

“The world of hardwood flooring maintenance moves fast—we’re looking for a CSO who moves faster."

“The world of hardwood flooring maintenance moves fast—we’re looking for a CSO who moves faster,” said Brad Betz, President of Basic Coatings. “In the race to formula innovations and new technologies, we need a dynamic and experienced executive to develop an R&D roadmap, provide leadership, facilitate technical mastery, and drive quality outcomes—all while addressing emerging regulatory changes that could serve as potential roadblocks.”

At every level, Basic Coatings offers team members rewarding and challenging career opportunities, a competitive benefits package with excellent medical costs, a 401k plan, and productivity incentives. Candidates interested in the CSO position can learn more and apply online at  recruiting.paylocity.com/Recruiting/Jobs/Details/986276. 

Basic Coatings^® welcomes Ashton Sallinger to the Sales Team as Regional Manager for the Southeastern United States territory, based in Rock Hill, South Carolina. He is responsible for attaining sales goals through day-to-day customer contact, providing training to distributors and contractors, and managing the sales activities of Basic Coatings.

Ashton joins the team after a combined 7 years of training and sales experience in 2 previous roles. Additionally, he received his Bachelor of Science in Integrated Science and Business at the University of Wisconsin – Whitewater and returned to achieve his Master of Business Administration degree.

In his free time, Ashton enjoys boating, snow skiing, woodworking, and spending time with his goldendoodle, Oakley. Welcome to Basic Coatings, Ashton!

Combine a waterbased sealer with high versatility and get VersaSeal™, the newest innovation from Basic Coatings^®! VersaSeal is a premium sealer that works on all wood species and all wood floor types, including residential, commercial, and sport. It’s designed and formulated to protect high trafficked and high wear floors.

With clear drying and non-yellowing features, VersaSeal won’t dull or alter the look of the wood floor. Other benefits include:

• Reduces tannin pull and side-bonding
• Excellent grain raise prevention
• Powders nicely when abraded during application
• Offers good build coat
• No color burn from heavy spots

VersaSeal is compatible with all Basic Coatings waterbased finishes and stains, including HyperTone™ stains. For more information, please click here. To view the sell sheet, click here, or click here to view the technical sheet. To get in contact with a Basic Coatings representative, click here. 

Throughout 2021, 24 wood floors were chosen to compete for the 2021 Floor of the Year title and grand prizes. Each floor embodied the meaning of “Wood Flooring Proud,” and we thank everyone for participating on Instagram and sharing beautiful projects. Congratulations to the following winners!

Residential/Commercial Floor of the Year	Sport Floor of the Year
Joshua Raphael	Matt Phillips
Raphael Hardwood Flooring, Inc.	Phillips' Floors, Inc.
Lodi, CA	Indianola, IA
Product Used: HyperTone™ Stains	Products Used: HyperTone Stains and GymShoe® Gloss

We’re bringing back the Floor of the Month/Floor of the Year Contest for the third year in a row! Whether you or your customers specialize in residential, commercial, or sports flooring, we want to recognize and share customized hardwood floors for all to see.

New prizes are up for grabs! Floor of the Month winners receive $250 in gift cards, free publicity, and an entry to the Floor of the Year contest. Floor of the Year winners receive $2,500 in gift cards and industry bragging rights.

Follow these steps to secure an entry each month:

1. Post a photo of an installation that used Basic Coatings products to Instagram
2. Tag @BasicCoatings and use #WoodFloorProud in the caption
3. Enter by the end of the month to qualify

For more details, click here. 

At Basic Coatings^®, we want to provide the best tools to make wood floor installations and renovations as easy as possible. In the past year, we have introduced 2 new galleries, Floor Gallery and HyperTone™ Color Gallery, to help with project planning before investing time and money.

Get inspired with the Floor Gallery and explore new ideas from others. Scroll through over 25 projects that used Basic Coatings products to achieve their final looks. Click on each photo for more details, including product type and the name of the contractor who worked on the floor. This gallery serves as a resource to see what is currently popular in homes and what can be applied in order to attain a similar look. Many of these floors were winners from our ongoing Floor of the Month contest. Click here to see how you can enter to win each month.

View HyperTone Stains digitally with the HyperTone Color Gallery. All 14 standard stain colors and 25 additional colors are featured on 3 different types of wood: white oak, red oak, and maple, with popular sport hues in the latter category. Click on a chip to see the formulas used to achieve the colors as well as product links. With HyperTone Stains, there are endless possibilities for creativity, and this gallery is 1 way to get started for ideas. Click here to learn more about HyperTone Stains.

If you have any questions about our Floor Gallery or HyperTone Color Gallery, contact us by clicking here. 

Our BRAND NEW HyperTone Color Gallery is the perfect tool for those wanting to visualize what HyperTone Stains looks like on hardwood BEFORE applying it. Now you can digitally view all 14 standard colors and over 25 additional colors that can be achieved with HyperTone Stains!

The gallery also has many features to assist with choosing the right color stain:

• View on 3 wood types: Maple, White Oak, and Red Oak
• Formulas to mix specific colors
• Direct links to HyperTone Stains products

Click here to learn more about HyperTone Stains and its first-of-its-kind formulation. Or, click here to contact us with questions and for more information.  

Whether they're a diehard Emulsion PRO™ fan or it's never touched their T-bar, wood flooring professionals are sure to love the new, premium formula: Emulsion^® PRO+ (“Emulsion Pro Plus”)!

• 1 component
• Ambering
• Commercial grade
• Self leveling
• A combination sealer and finish

Contractors throughout the industry are thinking about transitioning from OMU to water-based finishes. Many are already familiar with the advantages of water-based but still want the rich look of traditional oil. Emulsion PRO+ is their BEST CHOICE.

What are you waiting for!? Contact us today to learn more.

Discover how contractors brought their hardwood flooring projects to life with expert craftsmanship and quality products from Basic Coatings®!

• Explore new ideas for your own floor projects
• Learn exactly which products delivered which looks
• Generate discussion with customers
• Become better versed on trends in the industry

To access the new gallery, navigate to Resources > Floor Gallery or click here.

How do you stay on top of your business? Let us help by providing you with the expertise and training you need, now divided into 3 distinct levels on a streamlined web page!

14 modules and counting! Online training and testing modules done at your pace and at your convenience.	Trainings added regularly! In-person, hands-on product training conducted at distributorships around the country.	6 classes and counting! Hands-on and classroom training at our headquarters in Bowling Green, OH.

To visit the new page and view all the available trainings, simply click here, or:

1. Click "Resources" in the blue ribbon at the top of our website on desktop (or in the hamburger menu on mobile).
2. Select "Training."

To be listed on the Basic Coatings® website as an Online Trained, Hands-On Trained, or Factory Trained Professional, contractors should please contact your Regional Manager.

All training options are available to any professional interested in learning more about our products and systems—including distributors and sales reps!

The first-of-their kind, water/oil hybrid wood stains the industry fell in love with...

...for their adaptability, unparalleled pigment penetration, and ease and safety of use...

...are now available in convenient 16-ounce (1-pint) containers...

...providing wood floor professionals with a better choice for:

Staining smaller areas	Presenting color samples	Tinting our waterbased finishes	Mixing to achieve custom colors

To learn more, click here to visit our new dedicated web page, which includes application videos and photos from the field! Or, click here to ask an expert your questions about the product or where to buy it. 

Basic Coatings^® is excited to introduce Raw Sealer™, the latest addition to the Basic Coatings waterbased wood floor sealer line. 

Raw Sealer is the best choice to preserve the natural, raw look of white oak, while also preventing tannin pull in any residential or commercial environment. Though specially formulated with white oak in mind, Raw Sealer can be used with almost all species of hardwood flooring when applied as designed. During application, Raw Sealer even offers a “wet sealer Indicator” hue that allows the installer to easily see where product has been applied, ensuring proper coverage.