Alosha Pederson (Endless Poxybilities)

Alosha Pederson is the owner of Endless Poxybilities, a concrete coating company in the Twin Cities. 

It’s cold.

The pipes are frozen. 

Anxiety among the general population is high. 

I’m not describing 2026 Minnesota, but rather 1990s Russia, or so I think. 

Hard to say because I’ve never actually been there, but for Pederson, he was born in Russia back in 1993, a time when a nation of 150 million people was in shambles. 

“Whether they admit it or not, Russia was, and still is, a Third World country,” Pederson says as we convene in his Plymouth office.

During Pederson’s childhood, running water and electricity were nonexistent for the average person, those luxuries reserved for Russia’s bourgeois class. 

“We had none of those basic things, so to come over to the U.S., it was a pretty wild experience,” says Pederson, who, along with his two sisters, were fortunate to be part of an orphanage system that ultimately placed them with his adoptive parents, in Rogers of all places.

Yet, this article is not about exploring the negatives that run rampant throughout the world. 

Thanks to social media, one doesn’t have to scroll too far to find a channel whose aim is to capture your attention by flooding your brain’s receptors with conflict. 

Instead, we’re here to talk about floor coatings, or rather, how a talented and ambitious man like Pederson became intertwined with coatings that protect most garage floors for about $4,800. 

“I like to say it was a lapse in judgment,” Pederson jokes when asked to trace the origins of his epoxy journey. 

For context, Pederson wasn’t actively searching to jump into garage coatings, but then COVID happened, and his stable employment was threatened.

“Because of that, I started seeking out random, odd-end jobs,” he says.

Things like cutting down decaying trees, removing pesky tree stumps, and painting; all those were tasks that Pederson toyed with, but none of them elicited the satisfaction and fulfillment he was searching for. 

“I looked at going to school. I looked at other jobs, but none of them excited me,” he shares.

One day, an old friend of his down in Texas shared some mesmerizing epoxy floor coatings on his social media, and that caught Pederson’s attention.

“He had posted all these beautiful photos of the epoxy floors that he had done, and from there I became obsessed with the idea,” Pederson reveals. 

Three days later, after watching countless videos on epoxy floor coatings, that same fascination lingered.

“I am an ideas person,” Pederson proclaims. 

“I have ideas every 30 minutes, but this is something I never experienced before.”

Unwilling to deprive his entrepreneurial spirits any longer, Pederson opened Endless Poxybilities.

Doing so was risky, but the passion was evident from the inception of his LLC.

It helped that he only had around four or five local competitors, and that the barrier to entry was higher than in other trades.  

“To become a painter, you only need to go to Home Depot with $20 and buy paint, but there is so much more that goes into doing epoxy floor coatings,” Pederson says.

Trucks, equipment, manpower, etc.

These necessities require both a financial and emotional investment, but now, going into his fifth year in business, Pederson has weathered the initial onslaught that comes with introducing yourself to the masses.

At this point, Pederson is a seasoned entrepreneur, the rigors of business ownership having tested but not broken him.

“This is true not just for me, but for others as well,” he starts. 

“When your back is up against the wall, you can do amazing things. Things you would never be able to dream of.”

Adds Pederson, hints of reflection in his voice as he summarizes these last several years:

“When you absolutely have to do something because everything depends on it, you will figure it out.”

Delivering quality workmanship, developing a sales system, rebranding, running ads everyday on Facebook, and absorbing risk when it hurts so much that the not-so-distant past seems like utopia.

Pederson has done all that, but it must also be stated that Endless Poxybilities is not solely a byproduct of Pederson’s efforts. 

Key staff members like Micah, Noah, Dylan, and his wife Taylor have all been by his side since the beginning, and they have been instrumental in elevating Endless Poxybilties into an echelon few can rival.  

“It’s everything,” Pederson says when asked how important it is to have a great team.

“Everyone is aligned with the mission,” he adds.

“So, what is the mission?” I then wonder aloud. 

Pederson goes on to say that Endless Poxybilities of course wants to provide an exceptional product and service to all their clients, but they also want to cultivate a work environment where employees can build sustainable careers just as much as increase the numbers in their checking accounts. 

“We have placed a huge emphasis on hiring and promoting from within,” Pederson emphasizes. 

“Everyone in leadership and management positions here all started at the bottom and worked their way up.”

With locations in Plymouth, Zimmerman, and Lakeville, Pederson is expanding his reach to all corners of the Twin Cities.

He also recently acquired one of his competitors. 

“Our big goal is to become a $100 million home improvement company by 2033,” he then states, unflinchingly. 

To get there will be painful, but any goal that is “hairy and audacious” requires a certain amount of healthy delusion in order to become a reality. 

“Will I see an Endless Poxybilities in Texas in a couple years?” I ask, because it would be pretty cool if Pederson cemented his brand in the same location where inspiration first found him. 

“Absolutely,” he responds. QS

**

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