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About GroCo
GroCo is a Kansas City and Springfield commercial flooring contractor founded by Michael Groff and Colby Coda, run with their partners as a family business. Every project starts with one of the founders walking the facility — not a salesperson, not a project manager, not a subcontractor on commission. That’s the entire pitch.
The Founding Story
Michael spent 13 years installing commercial epoxy floors across Kansas City — most of them at one of the city’s established commercial flooring contractors. Colby spent five years in the same world. They saw the same pattern over and over: great crews installing the wrong systems for the wrong reasons — because the contractor they worked for was loyal to a single manufacturer, or because the salesperson recommending the system had never set foot in a facility, or because the diagnostic work upstream of the install just wasn’t happening.
When Michael and Colby talked seriously about starting their own commercial operation, they wanted to do two things differently: match the system to the facility, not the other way around, and have an owner walk every job from site survey through punch list. Neither of those is a marketing claim. Both are operating commitments that show up in how the company runs.
GroCo runs out of a shared shop with an established local residential epoxy operator — a partnership that gives the company access to crew, equipment, and a Kansas City operational base without the overhead of building those from scratch. It’s the kind of arrangement that lets a focused commercial operation move fast, take good work, and turn down work that wouldn’t serve the customer.
Today GroCo serves the Kansas City metro, the Springfield-Branson region, and the broader six-state corridor for commercial epoxy and resinous flooring — manufacturing facilities, food processors, hangars, schools, surgery centers, public safety, vet clinics, and the specialty work that demands a contractor who understands what the floor is engineered to do.
Co-Founder
Co-Founder & Operations
Michael spent 13 years installing commercial epoxy floors across Kansas City before founding GroCo with Colby. Most of those years were at one of KC’s established commercial flooring contractors, where he installed everything from manufacturing plants and distribution warehouses to surgery centers and food processing facilities. The experience shaped what he believes about how commercial flooring should be sold and installed.
On a job site, Michael runs the diagnostic site survey, evaluates concrete conditions, recommends the system, and stays close to the install through completion. If you’re a GroCo customer, you’re going to know him.
Co-Founder
Co-Founder & Operations
Colby came up through five years of commercial epoxy installations across Kansas City before partnering with Michael to start GroCo. He’s installed across the same range of facility types — manufacturing, food and beverage, institutional, specialty — and he brings the operational discipline that turns a good crew into a reliably great one.
On a job site, Colby is interchangeable with Michael for site surveys and project oversight. One of the two owners walks every job — not as a marketing claim, but as the actual operating model. When Michael isn’t the one walking your facility, Colby is.
President
President
Ella runs GroCo as president — the executive function that turns a partnership of operators into a reliable company. While Michael and Colby walk job sites, Ella keeps the company on the right track: scheduling, project management, customer follow-through, the operational discipline that determines whether good intentions become good outcomes.
In a small commercial flooring contractor, the difference between a great company and a frustrating one is almost always the executive layer. Most contractors don’t have one. The owner is also the salesperson, also the project manager, also the dispatcher, and the work suffers when any of those roles get dropped. Ella holds those threads so the founders can do what they actually do best: walk facilities, install floors, and stand behind the work.
If you’re a GroCo customer, you’ll likely talk with Ella as much as you talk with Michael or Colby. That’s by design.
A Family Business
GroCo isn’t a holding company or an LLC of anonymous investors. It’s a partnership of four people — Michael and his wife Justine, and Colby and his fiancée Ella — who all have skin in the game and a stake in how the company performs.
The Partnership
Family businesses are different from generic LLCs. The accountability is real. The work has to be good, because the work is your name. We made the choice to structure GroCo this way because we wanted the company’s reputation to be inseparable from our own.
What We Believe
Not a salesperson, not a project manager, not a subcontractor on commission. Michael or Colby walks your facility, evaluates your concrete, and recommends the system based on what they actually see. If we can’t do that on a project, we don’t take the project.
We work with Sherwin-Williams, Sika, Tnemec, Florock, Dur-A-Flex, and ResTek. The recommendation matches the facility, not whatever product carries the highest margin. Single-manufacturer loyalty is the industry default; it’s also why so many commercial floors fail in the wrong way.
Most flooring failures aren’t installation problems. They’re specification problems. The diagnostic site survey upstream of the install is where the real value is created — it’s also the part that most commercial flooring contractors skip or rush.
If your project needs a specialist we’re not, we’ll say so during the site survey and connect you with the right contractor. Reputation is worth more than any single project we shouldn’t have taken. That’s not a slogan; it’s an operating commitment.
When we explain a system recommendation, we explain it in language a facility manager can use — not specifications dressed up to look impressive. If we can’t explain why a system is right for your facility, we don’t recommend it.
Start a Conversation
Schedule a free site survey and an owner walks your facility — no salesperson, no rushed estimate. Forty-five minutes of an owner’s time, no obligation. That’s how every GroCo project starts.