Today we’d like to introduce you to Benjamin Schoo.
Hi Benjamin, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
NU Surface began with a simple realization: homeowners deserved better options than full replacement when updating their spaces. My interest in refinishing started in 2013 after my wife and I purchased our first home and quickly ran into the cost of even modest renovations. I began researching alternatives and was drawn to how refinishing, when done correctly, could dramatically transform a space without unnecessary waste or expense.
While working in counseling, I continued learning the trade by practicing on my own home and helping friends and family. In early 2019, I traveled to Chicago to complete professional refinishing certification, which gave me the technical foundation to pursue this work seriously. As experience grew, so did the desire to build something rooted in craftsmanship, integrity, and accountability.
Today, NU Surface is a locally owned refinishing and restoration company serving homeowners with custom solutions for bathtubs, showers, tile, floors, countertops, cabinets, and step-through tub conversions. Each project is handled personally and approached with the belief that refinishing is not a shortcut, but a skilled process that blends technical knowledge with attention to detail. The goal has always been to help people make smart, informed decisions about their homes and to deliver results that feel intentional, durable, and worth trusting.
We all face challenges, but looking back would you describe it as a relatively smooth road?
One of the biggest challenges in building NU Surface was learning how to slow down in an industry that often rewards speed over quality. Early on, it meant resisting shortcuts, reworking jobs when something wasn’t right, and setting standards that took more time and effort than most refinishing work. Holding myself to that level while still making the business sustainable required discipline and tough decisions.
Another challenge was navigating the learning curve of running a business alone. Everything from scheduling and pricing to communication, warranties, and expectations fell on me, and there was no separation between the work and the responsibility. Each project carried weight, because my name was attached to every outcome. That pressure forced me to grow quickly, both professionally and personally.
There were also challenges in helping homeowners understand what refinishing truly is. Educating clients, correcting misconceptions, and explaining why proper prep and repair matter took patience and clear communication. Over time, those challenges strengthened my confidence in the work and shaped NU Surface into a business built on intention, accountability, and trust rather than volume or speed.
We’ve been impressed with NU Surface, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
At NU Surface, the work is centered on restoration rather than replacement. The focus is on extending the life of existing spaces through thoughtful refinishing and repair, offering homeowners a practical alternative to full renovation. Services include bathtub and shower refinishing, tile and floor refinishing, kitchen countertops, cabinets, vanities, sinks, and step-through tub conversions designed to support safer, longer use of the home.
What distinguishes the work is the emphasis on process over speed. Each project begins with an assessment of how the space is used, where it has failed, and what needs to be corrected before any finish is applied. Much of the effort happens beneath the surface: addressing structural weaknesses, repairing damage, and preparing materials properly so the final result is not only clean and intentional, but durable.
The work also carries an educational role. Refinishing is often misunderstood, and part of the process involves helping homeowners understand what is possible, what is not, and why certain decisions matter. The goal is not to mask problems or rush results, but to provide clarity and confidence through craftsmanship and honest communication.
When done well, refinishing is not a shortcut. It is a skilled trade that sits at the intersection of technical knowledge and hands-on craft. NU Surface approaches each project with that mindset, valuing longevity, restraint, and trust over volume or spectacle.
Alright, so to wrap up, is there anything else you’d like to share with us?
One thing I’d add is that NU Surface is rooted in community. This business exists because of trust from local homeowners, neighbors, and referrals, and that responsibility is something I take seriously. I’m not interested in fast growth at the expense of quality or relationships. I want people to feel comfortable reaching out with questions, ideas, or even uncertainty about what their space needs. My goal is always to help people make thoughtful, informed decisions about their homes and to leave them feeling confident, not pressured. At the end of the day, NU Surface is about care, craftsmanship, and doing work I’d be proud to put my own name and family behind.
Contact Info:
- Website: https://www.nusurfacemn.com/
- Instagram: https://www.instagram.com/nusurfacemn
- Facebook: https://www.facebook.com/nusurfacemn
Image Credit: Adam Towles of Forsee Studios
