Primostar LLC, the U.S. subsidiary of Primostar Group AS, has been selected to participate in the 2026 Ambition Accelerated Resilience Accelerator program in Florida.
Primostar will take part in the Southwest Florida Resilience track, which selected ten companies. This track focuses on technologies and solutions that support climate resilience, sustainable development, and resilient infrastructure, including sustainable construction and new building materials.
The program begins on October 13, 2026 and runs for eight weeks, concluding in December. In addition, two representatives from each participating company will receive a complimentary one-year membership to Embarc Collective for 2027. The membership provides continued access to mentoring, training, opportunities to collaborate with universities, and a network of investors, entrepreneurs, and other growing companies in Florida.
The Next Step in Entering the U.S. Market
Selection for the Ambition Accelerated program marks another step in Primostar’s entry into the U.S. market. In recent months, the company has expanded its network in Florida, met with Miami-Dade County representatives, and begun collaborating with the University of Miami.
In meetings with Miami-Dade County representatives, Primostar has presented its patented integral waterproofing system and crack control solutions. The discussions have also explored potential applications in Florida’s construction and infrastructure projects. Collaboration with the University of Miami creates opportunities to introduce the company’s technology to the university’s research, entrepreneurship, and construction networks.
Primostar believes these activities have laid a strong foundation for its participation in the program and will help it build on the work and connections already established in Florida.
Ambition Accelerated is a statewide business growth program created by the Florida Council of 100 (FC100) and its foundation. The Florida Council of 100 brings together more than 75 Florida business leaders, including CEOs and company founders.
The program aims to connect high-growth-potential companies with Florida businesses, corporations, investors, universities, and other strategic partners, helping them establish a long-term business presence in the state.
In 2026, the program expanded across Florida, focusing on four areas: financial technology, dual-use and defense technologies, health technology, and resilience solutions.
The Southwest Florida Resilience track focuses on resilient infrastructure, sustainable construction, water and energy security, and adaptation to climate change. Its regional hub is Babcock Ranch, and the track is supported by the Florida Council of 100, Embarc Collective and eMerge Americas.
A key feature that sets the program apart from a traditional accelerator is direct access to Florida’s network of business leaders and decision-makers. The goal is to help selected companies find local customers, partners, investors, and concrete project opportunities as they develop their business.
One of the main benefits of the Ambition Accelerated program for Primostar is the opportunity to connect with Florida business leaders, investors, and other decision-makers. Through these connections, the company aims to find local partners and opportunities to use its solutions in construction and infrastructure projects.
A key goal is to secure Primostar’s first pilot projects in Florida. These projects would allow the company to demonstrate how its solutions perform in the local construction environment and develop relationships with local partners.
Primostar’s experience in the Baltic states gives the company reason to believe that successful initial projects can lead to long-term customer relationships. On several projects in the Baltics, customers have continued to purchase Primostar’s solutions rather than return to the membrane systems they previously used.
Primostar sees similar potential in the U.S. market, where initial pilot projects could lay the groundwork for repeat orders and long-term partnerships.
Primostar aims to enter the U.S. market by building a network of local partners, customers, and projects. Through this network, the company plans to grow its market presence gradually and, over time, pursue larger projects and develop local manufacturing capacity.
Florida is an important target market for Primostar because of its high level of construction activity and the state’s specific environmental conditions.
Population and economic growth, substantial construction activity, underground structures, parking garages, foundations, and challenging water and moisture conditions make the long-term watertightness and durability of concrete structures especially important in Florida.
Primostar’s solutions have been developed to address these challenges. The company develops integral waterproofing and crack control solutions for concrete structures, particularly below ground. Its approach is to account for watertightness from the earliest stages of design and construction, making it part of the structure itself.
This approach can reduce the need for membranes applied to the outside of a structure and support its long-term performance.
Primostar’s entry into the U.S. market is part of its international growth strategy, which focuses on markets where the company’s technologies are protected by patents.
Primostar has established a local business entity in the United States and is taking a phased approach to market entry: first building a local network and finding partners, then validating its technology through pilot projects, and making further investments and developing local operations once market demand has been confirmed.
“The U.S. is a strategically important market for Primostar. We are not entering it simply to have a presence there. We are moving step by step: building a local network, finding the right partners, bringing our technology into real projects, and only then making larger investment decisions,” said Indrek Uusalu, Chairman of the Management Board of Primostar Group AS.
“Miami-Dade County, the University of Miami and now Ambition Accelerated are all parts of the same process. Our goal is to see Primostar’s solutions used in local projects, supported by local partners and the capacity to respond as the market grows,” Uusalu added.
Market Entry Without Significant Additional Investment
Participation in the Ambition Accelerated program does not require significant additional investment from Primostar. The main direct costs are travel and accommodation for participants. The program gives the company access to Florida’s business and investor networks and support for developing its local activities.
This allows Primostar to test the market, find local partners, seek pilot projects, and assess how well its technology fits Florida’s construction market before making larger investments. The company believes this approach will help reduce the risks associated with entering the U.S. market.
Continued Access to the U.S. Business Ecosystem
After the main phase of the Ambition Accelerated program, founders and team members from selected companies will have continued access in 2027 to the Ambition Accelerated and Embarc Collective business ecosystems, including mentoring and business and investor networks.
For Primostar, this creates an opportunity to continue developing its U.S. market presence after the main program ends and to build on the contacts and networks established during it.
Next Steps
Primostar will continue developing local partnerships in Florida, introducing its technology to the market and identifying potential pilot projects.
The company’s next steps are to:
- expand its network of local strategic partners;
- introduce Primostar’s solutions to companies in Florida’s construction and infrastructure sectors;
- identify opportunities to launch its first pilot projects;
- build on the contacts established with Miami-Dade County representatives and the University of Miami;
- assess local demand and the scale of potential projects;
- prepare to develop local manufacturing capacity as demand in the U.S. market grows.
“Primostar’s goal is to build a real business in the U.S., not simply establish a presence there. Ambition Accelerated gives us a strong platform and a local network. Now we need to turn those relationships and opportunities into concrete projects, and eventually into a sustainable business,” said Indrek Uusalu.