One morning in 2018, Cam Roberts rolled up to a shopping mall parking lot with his new line striper, some paint, and a borrowed minivan – but he had no idea what he was doing, or where that day would lead him.
“I remember unloading the machine, standing by myself in an empty parking lot, and saying out loud, ‘this had better work,’” Roberts recalls. What began as an experiment — just to “try out the new machine for an hour or two” — turned into a six-hour job and a new calling.
At the time, Roberts had been working for a glass company, convinced that it was his long-term career path. But the need for another pavement service provider in his small town sparked an idea he couldn’t ignore. With a combination of curiosity and determination, he took a risk that would ultimately change his path completely.
Expanding the Scope
What started with simple line striping has grown into a full-service pavement maintenance company. Today, Laser Pavement Solutions handles everything from crack sealing and seal coating to infrared repair and patching projects. In winter, the company runs a strong commercial snow removal program, ensuring that customers’ properties remain safe and functional year-round.
Roberts says the company’s growth stems from an intentional focus on quality and long-term value. “We do anything that maximizes the value or aesthetics of our customers’ pavement,” he explains. “It’s about being proactive and helping them protect their investment.”
That proactive mindset isn’t just applied to customers — it’s built into the company’s internal culture as well.
The Secret Sauce: Relationships and Alignment
When asked what sets Laser Pavement Solutions apart, Roberts’ answer comes down to people. “The secret sauce of our company has always been a proactive, relationship-based approach.”
Rather than trying to win every job, Roberts prioritizes working with clients who share the company’s passion for maximizing value, safety, and aesthetics. “We realize that not every customer might be a good fit for what we do,” he adds. “We’re interested in partnering with people who align with our values.”
That same philosophy applies to hiring. The company often brings in team members who are new to the industry but deeply aligned with its mission. Roberts believes it’s easier to teach technical skills than to teach commitment and culture. “We’ve been able to hire people who buy into what we believe and produce great results, despite having no previous experience,” he says.
Building a Culture of Vision
For Roberts, one of the proudest accomplishments of the past year has been watching his team unite around a shared purpose. “We’ve worked hard to make sure everyone understands what the company is trying to build, no matter their position,” he says.
By being transparent and vocal about the company’s goals — both internally and within the community — Laser Pavement Solutions has attracted exceptional talent. “It’s been amazing to see unique individuals and talents come together around a common vision,” Roberts notes.
That focus on vision has also shaped how the company addresses its biggest challenge: managing growth.
Growing with Structure
As Laser Pavement Solutions has scaled, the company has had to formalize systems and processes that once operated on instinct. “The biggest challenge we’ve faced has been internal structure to facilitate growth,” Roberts says. “In the past, we could rely on people’s experience or natural abilities, but now it’s critical to build easily repeatable processes for our technicians, office staff, and salespeople.”
To meet that challenge, Roberts and his leadership team have leaned into process development and training. They’ve built training documents and videos directly into their project management software, giving technicians instant access to information while they’re in the field.
“It allows [technicians] to get a quick refresher on key technical skills when they’re on a job and can’t remember every detail,” Roberts says. “We also work hard to foster a culture of clear communication between the field and the office, encouraging people to ask for help.”
Technology as a Competitive Edge
Laser Pavement Solutions is run off five core values, and at the top of those values is one word: innovation. Since day one, he’s looked for ways to use technology to improve quality, efficiency, and profitability.
“There are a lot of options out there, but we’ve been adamant about finding the right technologies that work together harmoniously and provide a true return on investment,” he says.
That mindset has led the company to adopt tools such as job-logging and computerized layout systems for line striping, which have improved accuracy and project margins. The result: better performance on jobs and more resources to reinvest back into the business.
Looking Ahead: Full-Cycle Pavement Solutions
To date, Laser Pavement Solutions has focused exclusively on maintaining pavement — through services like striping, sealing, and snow removal. But Roberts is already looking toward the next phase: construction.
“Our goal is to branch into asphalt paving,” he says. “We want to provide an innovative and full-cycle solution in our market in central British Columbia.”
This expansion will allow the company to deliver a complete suite of pavement lifecycle services — from initial construction to long-term maintenance — under one trusted name.
Lessons Learned and Advice for the Next Generation
After six years of growing Laser Pavement Solutions from the back of a van to a respected regional business, Roberts says his biggest personal takeaway has been the importance of mentorship and self-education.
“The single most important thing for me has been investing in the knowledge and wisdom from people who have already accomplished the things I’m trying to accomplish.”
Advice to his younger self? That’s something Roberts answers without hesitation: “Make the call faster.” While his company grew quickly, he often delayed decisions he knew were right — whether it involved a vendor, employee, or partner. “Sometimes you need to trust your gut, so the entire organization benefits from quicker decision-making.”
The Future of Pavement Maintenance
Looking beyond his own business, Roberts sees an industry on the brink of transformation.
“I think we’re going to see major disruption in how things are done,” he says. “There are already products that automate line painting, paving, and crack sealing — and that trend will continue.”
While automation will reshape workflows, Roberts believes the future will favor contractors who adapt. “The businesses that keep pace with innovation will thrive,” he says. “Those that don’t will get beaten on margins by competitors who embrace new technology.”
For Roberts, the key to success — now and in the future — lies in the same principles that guided him from that first lonely parking lot: curiosity, courage, and a commitment to doing things the right way.
