About Us

True Custom Concrete has been proudly serving East Texas since 2008.

George and Hannah Truesdale’s love of all things concrete flooring grew organically. It began when they built their first home. Their builder introduced the idea of stained and scored concrete floors, which was rising in popularity at the time. With two young children, The Truesdales saw it as a practical alternative to carpet or tile—easy maintenance, no stains, no worries!

After experiencing the durability and beauty of concrete floors firsthand, they knew they wanted to share their passion for decorative concrete flooring with the rest of East Texas.

Since 2008, the industry and the market have changed significantly. George led the charge to adapt by staying up to date on current trends and new technologies, making a True Custom Concrete garage floor, overlay, decorative stain, or sport court a true testament to timeless aesthetic appeal and endless endurance.

George Truesdale

President and Owner

George is the President and Owner of True Custom Concrete, a business he and his wife, Hannah, founded in 2008.

He is a proud father of two grown, married children and an even prouder grandfather to one awesome grandson!

Before launching the company, George earned a degree in Finance from the University of North Texas and a Master’s in Business Administration from Texas A&M at Commerce.

Over the years, George has trained with some of the top decorative concrete artists in the United States, honing his expertise through hands-on training in Florida, Colorado, and Texas.

He has also earned certifications from

Elite-Crete Systems
Engrave-A-Crete Systems
Kemiko Systems
V8 High-Performance Floor Systems

With thousands of projects under his belt, George brings extensive knowledge and hands-on experience to every job True Custom Concrete takes on. His dedication to quality and innovation continues to drive the company’s success.

Sergio Salazar

Lead Decorative Concrete Specialist

As the Lead Decorative Concrete Specialist, Sergio has been an essential part of our team for over five years. His expertise, leadership, and commitment to excellence set the standard for every project he takes on.

Sergio lives in Tyler with his wife, Perla, and their delightful 4-year-old daughter, Ella. When he’s not crafting stunning concrete designs, he enjoys helping friends and family with their projects. He is always willing to lend a helping hand.

With his knack for fixing things and a hands-on approach to DIY, Sergio’s resourcefulness makes him an invaluable leader on our team

Sean Conaway

Decorative Concrete Specialist

Sean has been a dedicated Decorative Concrete Specialist with our team for the past two years. His strong work ethic and commitment to delivering results that customers love make him a valuable asset.

With high energy and a passion for hard work, Sean starts every day with an hour at the gym, embracing both discipline and physical fitness.

Outside of True Custom Concrete, Sean’s keen eye for detail carries over into his other business—a car detailing service he runs with his wife, Celexi.

Whether perfecting concrete surfaces or restoring vehicles to a pristine shine, Sean takes pride in craftsmanship in everything he does.

Joseph Molina

Decorative Concrete Specialist

For the past two years, Joseph has been a hardworking and creative force on our team as a Decorative Concrete Specialist. His deep knowledge of construction and his problem-solving skills make him an invaluable asset, always finding solutions to challenges on the job.

Joseph lives in Tyler with his wife, Leslie, and their two young children, Camila (3) and Sebastian (2), who fill his life with energy and joy.

Outside of work, he stays active through workouts and enjoys playing pickleball—a sport that has become a favorite around here! When he’s looking to unwind, you’ll often find him by the water, fishing.

Rosie Brown

Office Manager

Rosie has been the backbone of our office for the past three years, keeping everything running smoothly as our Office Manager.

From scheduling and administrative coordination to maintaining efficiency and organization, she is the go-to person for both our team and clients. Her friendly and approachable nature makes her a trusted and valued resource.

She and her husband, Kelly, live in Troup with their three spoiled fur babies. A proud mother of three grown children and a loving Mimi to six grandchildren, Rosie treasures family time.

In her spare moments, she enjoys traveling and discovering new places.