Poseidon didn’t begin in a lab or a branding meeting. It began with a pressure washer, a cold hose, and the daily frustration of knowing that every wash should be faster, easier, and a whole lot better.
In the late 1980s and 90s, founder Todd was manufacturing pressure washers and compounding soaps for trucking and agricultural clients across the Midwest. He worked hands-on with fleets, farmers, and equipment owners who were losing time, money, and patience trying to wash heavy equipment with products that weren’t designed for hard water or real-world conditions.
“If the water isn’t working,
nothing works.”
That truth led Todd into the world of surfactants and water chemistry. He began working alongside original engineers from the glyphosate program, studying how to condition water to help chemicals work as intended.
That agricultural experience, learning how to “make water wetter,” would later become the backbone of Poseidon.
Four years ago, a chemical supplier handed Todd a vial of nano-surfactant technology and said, “See what you can do with this.” It wasn’t a request to make “better soap.” It was an invitation to reimagine what cleaning could be. He spent the next 18 months formulating, testing, reformulating, and testing again. One night, he took a foam cannon, mixed his latest prototype, and washed a truck with hard water in the driveway without brushing. He rinsed, and the road film wasn’t just “less noticeable.” It was gone. That formula became SURF. And SURF became Poseidon.
He turned to his wife Brenda and said,
“I think I figured it out.”
Most soaps foam, but foam isn’t the problem. Surface tension is the problem. Film is the problem. Hard water is the problem.
SURF doesn’t just mask those issues. It solves them.
Poseidon is based in Alcester, South Dakota - a place where trucks carry real dirt, equipment runs long hours, and cleaning isn’t for the showroom… it’s for the people who get things done. We’re not a chemical conglomerate or a marketing company. We’re a real team that answers real calls from real customers. When you call us, you’re talking to the people behind the product, not a call center.
✓ We believe your time matters.
✓ We believe the right water makes all the difference.
✓ We believe clean equipment runs better, lasts longer, and keeps its value.
✓ We believe your wash system should work as hard as you do.
You just show it and it speaks for itself.
Now, instead of one bucket of soap in a shop, Poseidon is expanding through dealer partners, Amazon integration, non-traditional retargeting, and direct online sales, without ever losing the hands-on, service-driven roots that made it what it is.
✓ Farmers
✓ Fleet Managers
✓ Independent Truckers
✓ Municipal Operations
✓ Equipment Yards
✓ RV Dealers
✓ Snow Removal Providers
✓ Equipment Companies
SURF is the flagship, but not the only innovation. Each Poseidon product was created to solve a specific, frustrating, real-world cleaning challenge backed by chemistry, field testing, and user feedback.
Whether you’re buying for your farm, your fleet, your municipality, or your dealership, take your next step by reaching out below.
Reach Us Directly
Todd Hakl
Owner, Poseidon Clean
Call or text anytime
30975 475th Ave
Alcester, SD 57001
todd.hakl@poseidonsd.net
Email us anytime