Pavement Depot Featured on Stripe It Like It’s Hot

We’re excited to share that Pavement Depot was recently featured on Episode 141 of the “Stripe It Like It’s Hot” podcast, where host Cam Roberts sat down with Adam Kroetsch to talk about the company’s origins, its mission, and the real work behind supporting asphalt-maintenance entrepreneurs across Canada.

This conversation dives deep into the history of Pavement Depot, the challenges of building a startup in a niche trade, the transition facing the industry with the coal tar ban, and the company’s vision for the future.

Whether you’re sealing driveways, striping parking lots, or exploring the idea of launching your own pavement-maintenance business, this episode offers valuable insights drawn directly from real experience.

How Pavement Depot Began (0:50–3:12)

Adam shares how his journey started in the field — literally — by seal coating driveways, long before Pavement Depot was founded.
In 2015, he partnered with Leigh Kuhn (now also the president of RynoWorx) to transform their shared industry experience into a dedicated supplier for contractors.

The two began with a single warehouse filled with inventory and a clear goal:
Provide reliable equipment, honest support, and the kind of industry education they wished they had when they were starting out.

Their earliest offerings focused on seal coating units, materials, and essential equipment — the foundation of what Pavement Depot would eventually become.

The Value of a Physical Location (3:13–4:43)

While many industries shift toward ecommerce-only models, Adam explains why a brick-and-mortar location is still critical for pavement-maintenance contractors.

Contractors often need:

Same-day materials (seal coat, paint, crack fill)
Immediate equipment replacement when a sprayer or striper breaks down
In-person troubleshooting and demonstrations

This accessibility and fast turnaround remain core reasons Pavement Depot continues to operate physical stores.

Early Hustle: Cold Calling, Phone Books & Online Forums (4:44–5:59)

The early years weren’t glamorous.
Adam describes the first phase of the business as pure hustle:

Cold calling contractors
Flipping through old phone books
Posting in online groups
Showing up anywhere contractors might be looking for help

Building the brand meant showing up, educating, and earning trust — one contractor at a time.

What Makes Pavement Depot Unique (6:00–7:39)

The company’s uniqueness is simple but powerful:

Pavement Depot is a true one-stop shop — equipment, supplies, AND education.

Beyond selling products, they also provide:

Free industry training
Business startup guidance
Proper pricing strategy education (to avoid the industry’s “race to the bottom”)

This focus on empowerment rather than just transactions is a key part of what sets the company apart.

A Company Built to Support Startups (7:40–10:43)

A large portion of Pavement Depot’s customers are brand new businesses, and the company takes that responsibility seriously.

Adam describes how his team:

Demonstrates how each piece of equipment works
Breaks down every component of a seal coating rig
Walks through winterizing, troubleshooting, and maintenance
Ensures every contractor leaves “set up for success”

Their training often happens right in the parking lot — hands-on, practical, and real.

The Industry Shift: Moving from Coal Tar to Asphalt Emulsion (10:44–14:27)

With the 2025 Canadian ban on coal tar (Coaltar) taking effect, the industry is entering a transition period.
Adam emphasizes:

The importance of following manufacturer specifications
Understanding dilution ratios
Proper use of additives and sand
Knowing that asphalt emulsion behaves differently than coal tar

Education is more important now than ever, and Pavement Depot continues to help contractors navigate the change confidently.

Helping Contractors Set Realistic Expectations (17:44–19:24)

Starting a business in this industry takes:

Long days
Physical work
Smart reinvestment
Patience

Adam stresses the importance of not overspending on equipment too early, and building sustainably — a message many new entrepreneurs need to hear.

Success Stories: From Small Rigs to Big Growth (19:25–20:40)

One standout story in the episode is Rhino Pavement, a contractor who:

Started with minimal equipment
Grew aggressively over four years
Eventually invested in major equipment as demand increased

It’s the type of success Pavement Depot loves to see — and one that proves what’s possible with the right guidance and effort.

Why Seal Coating Is Underused in Canada (20:41–22:14)

Compared to the U.S., Canada has surprisingly low seal coating activity.
Adam and Cam explore why:

Many Canadians underestimate the longevity benefits of sealing
It’s often viewed as “just cosmetic”
There’s a lack of education on its preventive value

This gap represents an opportunity for new contractors to educate their market — and differentiate themselves.

Building a Strong Team & Strong Partnerships (22:15–26:00)

Adam highlights the importance of the people behind Pavement Depot:

Bryce and Jas, who both started with zero industry experience and grew into key roles
His long-standing partnership with Leigh, which helped shape the business

The company’s culture is rooted in sharing knowledge, trusting the team, and building long-term relationships.

Looking Ahead: New Building, New Locations & Bigger Ambitions (27:35–30:06)

The episode ends with an exciting look into Pavement Depot’s future:

A move to a larger, purpose-designed building with better customer flow
Plans for additional store locations
Interest in strategic acquisitions
New product lines and distribution agreements based on contractor demand

The goal?
Continue scaling while keeping education and customer support at the center of everything.

Final Thoughts

This episode of Stripe It Like It’s Hot offers a transparent look at what it really takes to build a successful support system for contractors in a niche trade — and how Pavement Depot has grown by staying committed to education, service, and community.

If you’re in the asphalt-maintenance industry, thinking about starting a business, or simply want to learn from real experience, this interview is a must-watch.