Fluid-applied roofing gains traction through technology and contractor support

By Jesse Sanchez. 

A manufacturer’s contractor-first approach is driving rapid growth, product innovation and expanded production capacity. 

Fluid-applied roofing is gaining renewed attention as contractors look for systems that improve efficiency while extending roof life. As labor constraints persist and project timelines tighten, that demand is shifting focus toward solutions that streamline applications while maintaining long-term performance. That shift is reflected in the growth of Fluid Applied Roofing (FAR), where a contractor-driven approach is shaping both product development and market adoption. For CEO Sonny Arwood, that direction is rooted in firsthand experience. After decades of working as a contractor, Sonny saw persistent limitations in how roof coatings were perceived and applied in the field. “We felt like these systems are designed as a fluid applied roof, not just coating,” Sonny said in this episode of CoatingsCast™. The distinction is not semantic. It reflects a broader effort to reposition these systems as complete roofing solutions rather than temporary fixes. 

That philosophy carried into the company’s development process. Instead of relying solely on controlled laboratory testing, Fluid Applied Roofing prioritized real-world application. Products were installed on active job sites and observed across changing weather conditions, allowing the company to identify performance variables early and refine its systems accordingly. By the time the product line reached the market in 2019, it had already been tested under the same conditions contractors face daily. 

That groundwork helped support rapid growth, even as the industry navigated supply chain disruptions. With product availability remaining consistent during a period of widespread shortages, contractors were able to adopt the system without the delays that often stall projects. As Sonny explained, “We had such a unique technology and we were able to leverage having product available in a time when product wasn't readily available to get that technology pushed out and when contractors and building owners were seeing the results, speed of application, and just a really high-end system, it really launched us really quickly through our first three years.” As adoption has increased, the company expanded its operational footprint, including the addition of a new manufacturing facility in the Midwest. 

The facility represents a shift toward greater control over production. Designed with integrated automation and enhanced quality control systems, it allows the company to scale output while maintaining consistency. At the same time, it addresses a critical operational priority: speed of delivery. Sonny noted, “We can generally ship the same day, but sometimes within a few days to no more than a week.” 

That emphasis on responsiveness extends beyond manufacturing. The company’s model places equal weight on contractor support, particularly in training and field applications. Sales representatives are trained not only on product specifications, but on roofing systems more broadly, enabling them to troubleshoot issues ranging from substrate conditions to equipment challenges. The goal is to provide practical, jobsite-relevant guidance rather than product-specific instruction alone. 

As the company continues to expand, its focus remains centered on product evolution and market stability. With several new products in development and additional capacity coming online, Fluid Applied Roofing is positioning itself to meet growing demand while reinforcing a consistent message: when conditions allow, preserving an existing roof can be a more efficient and practical path forward than replacement. 

Listen to the podcast or Watch the interview to learn more about how Fluid Applied Roofing combines contractor insight, real-world testing and advanced manufacturing to drive efficiency!