FOR IMMEDIATE RELEASE
Innovative Surface Technologies (ISURTEC) Announces Strategic Evolution to Direct B2B Business Model
St. Paul, MN — July 9, 2026 — ISURTEC, a leading provider of advanced coating solutions for the medical technology industry, announced a strategic evolution of its commercial operations. Beginning January 1, 2027, ISURTEC will focus on a direct business-to-business (B2B) model, allowing the company to strengthen customer engagement, accelerate innovation, and provide enhanced technical support to medical device manufacturers worldwide. ISURTEC will conclude its distribution relationship with its long-term distributor at this time.
“This marks an important milestone in our company’s history,” said ISURTEC co-owner and CEO, Tim Guire. Based on our customer relationships over the last two decades, we believe a direct B2B approach will enable us to serve customers more effectively and position our company for continued growth.”
The transition reflects ISURTEC’s long-term strategy to deepen relationships with device manufacturers, streamline communication, and provide customers with direct access to the company’s technical expertise, product development resources, and customer experience. “Collaboration and innovation are at the core of how we operate, and this is the right time for the business to focus fully on this direct approach. We consistently hear from our customers that our collaborative approach provides immeasurable value and sets us apart,” said co-owner and Chief Innovation Officer, Eric Guire.
Recognizing that such changes naturally raise supply chain questions, the company emphasized that maintaining continuity for customers remains its highest priority.
“We understand that customers may have concerns regarding supply continuity, service levels, and ongoing projects,” said Chief Operating Officer, Maria Holm “Our team has developed a comprehensive transition plan to ensure business continuity and minimize disruption. Customers can expect uninterrupted access to our products, technical support, and quality systems throughout this process.”
Key commitments during the transition include:
ISURTEC views this company evolution as an opportunity to better align its business with the changing needs of the medical technology industry.
“Our commitment to our customers remains unchanged,” added T. Guire. “We are excited about the opportunities ahead and confident that this evolution will strengthen our ability to deliver innovative coating solutions, responsive service, and long-term value to the medical device manufacturers we serve.”
For additional information regarding the transition, customers can email COO, Maria Holm at mholm@isurtec.com or visit www.isurtec.com.
About ISURTEC
Innovative Surface Technologies (ISURTEC) develops and manufactures advanced coating technologies and offers services for the Medical Technology and Surface Cell Culture industries. The company’s solutions help improve device performance, enhance patient outcomes, and support innovation across a wide range of interventional and implantable medical applications. With a commitment to quality, technical excellence, and customer partnership, ISURTEC serves medical device manufacturers around the world.
Media Contact
Maria Holm
Chief Operating Officer
mholm@isurtec.com
ISURTEC is a technology innovator with a deep passion for identifying, creating and commercializing new methods and products that enable companies to fulfill their mission.
Certified to the ISO 9001:2015 Standard by the Systems Certification Body an IAPMO Company
Innovative Surface Technologies, Inc.
1045 Westgate Drive Suite 100
Saint Paul, MN 55114
651-209-9757
ISURTEC will consistently provide high quality products and services that meet requirements for medical device coatings and other scientific coatings. We will actively strive to bring excellence to the surface in all that we do, meeting or exceeding customers’ needs and expectations, and improve the quality of our products and service by enabling each employee to fulfill their job responsibilities correctly the first time.
The following are trademarks of ISURTEC: ISURTEC®, ISURGLIDE®, ISURLITE®, ISURTHERM®, ISURCOAT®, PHOTOPRIME®, ISURGLIDE™, ISURBLOCK™, ISURCELL™. All rights are expressly reserved.
