We're thrilled to announce that Life Floor has been awarded the 2025 Meaningful Capitalism Award by Platinum Group! This recognition celebrates companies that achieve financial success and make a tangible, positive impact on individuals, families, and communities.
Within the application, we not only shared financial metrics, but also how we impact our community in thoughtful ways. Some highlights include our philanthropic efforts, industry-leading certifications, and the numerous organizations we regularly support. We also shared how our core values inform our practices and how we seek employee feedback in everything we do through qualitative and quantitative measures.
We’re constantly pushing toward innovation to improve what we can offer our customers, partners, and end-users. For example, we’ve invested over $2M over the last 5 years to develop our products to last even longer in any climate or aquatic environment. Our goal is not to be the only safety surface on the market, but we do strive to be the best through innovation, collaboration, excellence, and integrity.
“Life Floor, stands out for its commitment to safety, accessibility, and design excellence in aquatic environments. Their innovative flooring solutions enhance the well-being of countless families, embodying the very essence of Meaningful Capitalism.”
Jonathan Keller, CEO and Founder of Life Floor
In his acceptance speech, CEO of Life Floor, Jonathan Keller shares, “I was at a conference a couple of weeks ago, where I heard a quote from John Mark Comer that really struck me, ‘We’re called to a very specific kind of work. To make a Garden-like world where image bearers can flourish and thrive, where people can experience and enjoy God’s generous love. A kingdom where God’s will is done ‘on earth as it is in heaven,’ where the glass wall between earth and heaven is so thin and clear and translucent that you don’t even remember it’s there.’ This struck me, because I believe that honest, meaningful work is an act of worship. God created us and everything in this universe. God is the owner of everything, and we are the stewards entrusted to be fruitful and exercise dominion over the earth. Ultimately as business owners and leaders, we are called to create environments where Heaven and Earth collide. For Life Floor, it just so happens that the little niche where we, at Life Floor, get to do that is aquatic safety surfacing, which also happens to be a lot of fun.”
The Life Floor Team, January 2025
Keller continues, “at Life Floor we believe all aquatic spaces should be safe, beautiful, and inclusive to all people. That’s our ‘why’, which is important to meaningful, or, what I think of as redemptive capitalism. The ‘how’ you do business and the ‘who’ are also quite important.”
“When my 3 other co-founders and I founded this business 14 years ago, the Meaningful Capitalism Award didn’t exist, but the passion and naivete of 24-year-old millennials did. We wanted to create a business that would make a return, but also make a difference. We wanted to work at a company where we enjoyed our colleagues and learned from them. We wanted a place where people who interacted with us—our investors, our suppliers, our partners, our customers—knew that they mattered.”
“Starting up a company takes a lot of work. Creating a market for a product takes a lot of work. All that work can be seen as a burden or a privilege, but ultimately, I see it as one of my highest honors to be able to love people well through our work. I see it as our job to help make that collision of heaven and earth a reality in our companies.”
Our team mascot is the bison. Unlike cows who run from the storm and end up being in the worst of it for longer, bison face the storm head on and charge into it because they know better weather is on the other side. We encourage our team members to be like bison. Even though conversations may be difficult or new regulations might mean we have to pivot our products, we will embrace the unknown and charge into it together as a team.
At Life Floor, we strive to integrate our lives with our work in order to make a difference in other people’s lives. Despite being a niche company in a niche industry, we strive each day to be a force for positive, meaningful change. We encourage other organizations to be bold in their efforts to bring about positive impact and to embrace difficult situations, because that is how we learn and grow as a community.
We extend a sincere thank you to Randy Kroll for nominating Life Floor and believing in our mission, values, and the strength we bring to the aquatics industry.
The award ceremony took place on May 6, 2025, where Life Floor was honored alongside other exemplary companies: All In One Accounting, Structures Inc., and True North Family of Companies.
