To develop innovative solutions for the decorative concrete industry that empower both DIYers and professionals.

As a builder, Ed experienced that frustration firsthand. He knew the process needed to be simpler, more efficient, and more accessible — so he set out to create a solution. The result was the first version of what would become the Z Counterform Edge Form system, a simple forming system designed to make pouring concrete countertops in place more efficient and consistent. The industry took notice: in the same year Ed introduced the product, it was awarded Most Innovative New Product at the Concrete Decor Show.

In 2012, Ed's son, Dario Baldoni, brought a fresh perspective to the company. With a background in computer science, Dario joined full-time to build an e-commerce platform, strengthen the company's social media presence, and engage a broader audience. Concrete Countertop Solutions began to gain traction in an unexpected way — through a vibrant, growing community of DIYers who weren't just interested in concrete countertops, but excited to build them themselves.

To support that growing interest, we doubled down on education. We created a series of instructional videos, expanded our product line, and focused on making the entire process more approachable and repeatable. What started as a contractor-focused solution quickly evolved into a trusted resource for professionals and DIYers alike.

As we grew, so did our vision. In 2014 we expanded beyond countertops with the Z Poolform System, applying the same creative approach to the pool industry and making it easier to create cantilevered concrete pool coping. By 2016 we had outgrown our original space and moved into a new state-of-the-art facility, later adding warehouse space, a retail store, a showroom, and most recently a dedicated workshop in 2025.

Our latest project, GFRZ Pro, is a professional-grade GFRC product line designed for serious concrete countertop fabricators — and with innovations like FlowTech Deck Drain on the horizon, we're not slowing down. Our commitment remains the same: to innovate, listen, and keep building solutions that help turn ideas into something real.