One father’s mission to protect his St. Petersburg home from flooding has quickly grown into a widely successful, family-owned company now scaling nationwide.
Dam it Defense was born in the aftermath of Hurricane Helene. Enrico Palmerino, co-founder and president, had watched helplessly as stormwater inundated his home.
He researched flood mitigation options and found his options limited to relocating, lifting the house, or ineffective sandbags. Flood barrier companies were either unresponsive or manufactured flimsy products that couldn’t withstand a storm surge, tidal currents or saltwater corrosion.
“I’m just going to make our own,” Palmerino told his wife. The serial entrepreneur, who spent a decade fabricating aluminum products, then went to work in his garage.
“It was never designed to be a business,” Palmerino said. “I just intentionally made the best product I could to protect my home and my family without worrying about costs or optimizing for margins. I didn’t let those things potentially hinder the product.”
Neighbors noticed his unique flood barrier system and eventually became Dam it Defense’s first customers. At first, Palmerino turned them away.
The turning point came when he discovered several construction workers examining materials from his driveway. “They were like, ‘Who makes this? We’re lifting a house over here, we’re remediating a home over there… homeowners are asking us for options. We don’t have any,’” Palmerino said.
He then sent a picture to friend and neighbor Danny Fustar, whose home also flooded. “I said, ‘Hey, you want to start a business together?” Palmerino recalled.
Fustar, now co-founder and chief operating officer, asked a commercial construction owner to evaluate the flood barrier. The contractor validated their product, and Dam it Defense was born.
The company officially launched in late June 2025 and, after an influx of word-of-mouth orders, opened a fabrication facility in St. Petersburg’s Warehouse Arts District about three months later.
Palmerino’s wife, Carlie, is the startup’s CEO. Fustar’s wife, Kristin Loretta, is Dam it Defense’s chief marketing officer.
The company now employs over 30 people. Palmerino noted that Dam it Defense has gone from “an idea and a product out of a garage to building a full-blown factory to selling nationally” in roughly 18 months.
“We got in at a really good time,” Fustar said. “I think we’re a household name when it comes to flood barriers now.”
The products
Dam it Defense uses a reinforced aluminum alloy that is two-and-a-half times thicker than other barriers. The multi-stage sealing system is corrosion- and age-resistant.
Barriers with plastic and stainless steel components “fall apart in brackish water,” Fustar said. Carlie highlighted their system’s maneuverability.
“If Enrico (Palmerino) and Danny (Fustar) aren’t home, Kristin and I can put up our entire house,” Carlie said. “Once the posts are in, it’s intuitive. You don’t need a how-to video or tutorial.”
Unlike some systems, the barrier relies on mechanical force to seal rather than a stormwater. Pricing starts at $500, and customers can receive a 5-10% discount on flood insurance as Dam it Defense meets U.S. Army Corps of Engineers specifications, Fustar said.
Dam it Defense uniquely offers financing plans, which is “also a big deal,” Carlie said. “Not everyone has liquid funds to try and protect their home.”
“We want to cater to families and incomes of all shapes and sizes,” she added. “No one should have to choose between affording the system or being prepared to live in Florida during hurricane season.”
To address multiple points of water entry, the company offers patent-pending rain shields, sewage backflow valves, waterproof electrical boxes and flood vent covers. Carlie said the company also distinguishes itself by never overpromising.
Dam it Defense ensures customers understand there is no “magic bullet” to stop a wall of water, Palmerino said. “If we can reduce at least 90% of it, that’s the difference between inches and feet.”
Carlie encourages people to “think in advance” and prepare before an emergency. “This is something that is going to last decades – for the duration of the time that you’re in your home,” she said.
Expansion partners
The holistic company has expanded from residential properties to commercial and municipal contracts, including local fire and police stations. Crews conduct a 360-degree property assessment that often identifies vulnerabilities competitors miss, Palmerino said.
“It’s such an honor to… be that person when others are seeking help,” he said. “But then it’s nerve-wracking, because you’re like, oh my God, we’re now the ones on the line to protect these facilities.”
Palmerino noted Dam it Defense is rapidly scaling locally and statewide. To facilitate a nationwide expansion without sacrificing quality control, the founders are establishing a network of licensees.
Dam it Defense now serves markets in California, New Jersey, Michigan and the Bahamas; Texas is next on the list. The startup is now searching for a national partner to help protect the nation’s coastlines.
Palmerino has created a turnkey “flood mitigation company in a box” to support the ambitious expansion. Fabrication will remain in St. Petersburg, with Dam it Defense shipping materials to contractors, roofers and restoration companies nationwide for local installation.
Carlie said the founders take their mission and St. Petersburg headquarters “so personally” after their own storm-induced displacement. The community-focused company partnered with Cajun Navy Relief to provide local resources after a disaster.
They shared several stories from vulnerable customers who have expressed gratitude for their newfound peace of mind. “This is a hometown team, and we just want to protect and support the community any way we can,” Palmerino said.
“We’d all like to make this a massive St. Pete company – as much as we can keep here and still operate effectively.”
