Beyond Paint: How Superfici America is Revolutionizing Finishing Automation

Superfici America
Nov 10
2 min read

Recorded live at the AWFS Fair in Las Vegas, this episode of The Finishing Touch Podcast brings host Bret Johnson together with Tom Elliott, Northeast Area Sales Manager at Superfici America. The conversation covers Tom’s 35+ years in finishing technology, the rise of automation in both woodworking and specialty industries, and how Superfici America is proving that modern finishing goes far beyond paint.

Click to watch the full episode.

A Career Built on Understanding the Entire Manufacturing Process

Tom started in New England selling woodworking machinery for small to mid-sized shops. Over time, he transitioned into sanding and finishing systems, gaining a deep understanding of every stage of production—from raw material handling to final coating. That insight allows him to recommend finishing automation that integrates seamlessly into a customer’s workflow.

Not Just Paint: The Truth About Modern Coating Technology

One of the biggest myths in the industry is that finishing equipment is only for spraying paint. In reality, Superfici America’s automated systems handle a wide range of specialized coatings, including:

Adhesive coatings – For bonding components in aerospace, defense, and high-performance manufacturing.
Treatment coatings – Surface prep layers that improve adhesion, corrosion resistance, or durability.
Protective wear coatings – For parts requiring extra resistance in industrial or defense applications.
Primers and sealers – Tailored for wood, metal, composites, plastics, and cement fiberboard.

These coatings often require extreme precision and consistency, which is where automation offers a clear advantage over manual application.

Industries Benefiting from Advanced Finishing

While kitchen cabinets and traditional woodworking remain core markets, finishing automation is expanding into:

Aerospace
Defense manufacturing
Composite material fabrication
Industrial and protective equipment production

Superfici America’s technical team specializes in custom-engineered solutions that meet the demands of unique applications and materials.

The Biggest Winners in Automation

Tom identifies two groups seeing the fastest transformation:

Small to mid-sized woodworking shops with no automation – Modular equipment allows them to start with a single process and expand over time.
Specialized manufacturers – Those needing adhesive, treatment, or protective coatings gain efficiency and quality control from automation.

Solving the Space Problem

Many small shops—especially in the Northeast—operate in tight, older buildings with little room for new equipment. Superfici America works with its U.S. and Italy-based engineering teams to: