From problem solving to industry standard

By Jesse Sanchez. 

A contractor-led idea grew into a widely trusted retrofit approach by responding to real-world challenges and validating performance through decades of testing. 

In this episode of Roofing Road Trips®, Karen Edwards sat down with Dale Nelson, founder of Roof Hugger, to trace how a practical field challenge evolved into a nationally recognized retrofit solution. Roof Hugger did not emerge from a boardroom strategy session or a market study. It took shape on an aging metal roof where conventional retrofit methods failed to meet structural realities, an experience that set the tone for the company’s direction after it was officially incorporated in 1991 and continues to influence how it approaches retrofit design today. 

Dale traced the origin of the system to his long professional relationship with Red McConaughey and a single reroofing project on an 8,000-square-foot building. At the time, the industry standard relied on rigid hat channels installed across existing roof ribs. While common, the method did little to accommodate metal’s natural expansion and contraction. When Dale questioned the approach, engineering guidance confirmed his concerns and made clear the solution would not perform long term. 

Rather than accept that limitation, Dale and Red looked for an alternative. The answer came in the form of a notched Z-shaped purlin that could connect structure to structure while still allowing the roof system to flex. Early fabrication costs were steep, but by working with fabricators on volume pricing, the pair produced workable prototypes. Those early retrofits performed as intended and the concept gained momentum through repeat projects. Dale shared, “We formed a corporation and off we went. We had rocking sales our first year of $9,600.” 

Building credibility became the next priority. After securing a patent in 1994, the company focused on education and visibility, leaning on industry publications and mentors to help communicate value in a market still defining retrofit standards. That outreach positioned the system as a practical alternative rather than a theoretical one. 

As Roof Hugger grew, its emphasis expanded beyond product development to industry engagement. Dale has pointed to association involvement as a turning point, providing insight into installer needs, manufacturer expectations and upcoming code changes. That perspective informed material choices, standardized specifications and a long-term commitment to testing. 

Testing soon became a defining pillar. With few formal protocols available in the early 1990s, Roof Hugger worked with engineers to develop its own methods before transitioning to established standards such as ASTM E1592. Continued research, including wind tunnel and purlin strength testing, revealed added structural capacity benefits that reshaped how retrofit projects could be evaluated. Dale stated, “You know, Red’s little idea really blossomed into something none of us could have imagined back in the early 90s.” 

Listen to the podcast or Watch the interview to learn more about Roof Hugger and its metal roof retrofit solutions!