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.

Trish Powell

Office Manager

As our Office Manager, Trish brings 32 years of administrative expertise to the True Custom Concrete team. Her dedication to organization and customer service sets a high standard for how we operate and interact with our clients every day.

Trish lives in Tyler with her husband, Kyle, whom she has been married to for 30 years. Together, they are proud parents of three grown children and grandparents to four grandchildren, as well as doting caretakers to their fur babies. When she isn’t managing the office, Trish loves spending quality time with her family, tending to her yard, and relaxing on sandy white beaches.

With her wealth of experience and a helpful, down-to-earth attitude, Trish is an essential part of our team who ensures everything runs smoothly behind the scenes.

Sergio Salazar

Lead Decorative Concrete Specialist

As the Lead Decorative Concrete Specialist, Sergio has been an essential part of our team for over six 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

matthew Jewell

Decorative Concrete Specialist

Matthew Jewell is a dynamic addition to the True Custom Concrete family, bringing fresh energy and a quick learning curve to our team. As the son-in-law of the owner, Matthew is deeply committed to upholding the company’s core values and contributing to its ongoing success. His enthusiasm and dedication make him a valuable asset to our growing team.

With a high level of energy and a passion for creativity, Matthew channels his drive into both his work and his hobbies. Outside of the office, he actively plays in two bands, where his love for music fuels his positive spirit and vibrant personality.

Married to his wife Payton, Matthew’s upbeat attitude and friendly demeanor extend beyond his professional life. Whether he's mastering new skills on the job or performing with his bands, he takes pride in his craftsmanship and approaches everything with enthusiasm and a genuine love for what he does.

Isaiah Kamahoahoa

Decorative Concrete Specialist

Isaiah is a valued member of the True Custom Concrete team, hailing from Hawaii with a strong work ethic and a passion for excellence. Known for his professionalism and dedication, he is committed to growing his skills and delivering top-quality results on every project.

Outside of work, Isaiah stays active at the gym, embodying the same discipline and energy he brings to his craft. His friendly nature and eagerness to help others make him a huge asset to our team and our clients.

With his drive for growth and a genuine love for helping people, Isaiah exemplifies the spirit of True Custom Concrete, and we’re excited to see him continue to thrive with us.