Listening and learning drive a new era of growth

By Jenny Yu.  

With new C=O.R.E. values and a clear vision, BITEC^®, Inc. is building a promising future. 

From January 1, 2026-December 31, 2026, BITEC^®, Inc. will be celebrating its 40th anniversary. This incredible milestone offers a unique opportunity for the leading manufacturer to reflect on its historic successes and to look ahead toward future goals. One area in which the company is expanding: building out their brand. 

After several years developing their private label production, BITEC is reasserting its own brand identity. This new era is rooted in a clear set of values that Shane Millwood, Vice President of sales and marketing, shared with The Coffee Shops™. 

Shane developed a philosophy called C=O.R.E., which stands for “Confidence equals Organization, Relationships and Education.” He shared, “You're not born with Confidence; it's a learned behavior. You have to work toward it by having Relationships, being Educated and being Organized. If my team lives in those disciplines, it’s going to create Confidence.” 

Much of BITEC’s recent brand and marketing progress reflects this emphasis on learning and building relationships. Shane said that a key strategy for BITEC is seeing itself as being “in the business of education,” starting not with selling, but listening.  

“We're trying to learn as much about our customer, their business and their current solutions as possible before we ever even offer a solution,” he stated. “If we just go in and start throwing products on them, that's not building a relationship. I want to show every contractor that we shake hands with that, first and foremost, we want to learn about who they are and what they do.” 

This people-first approach also extends to BITEC’s product development, where contractor feedback plays a central role. Shane said that the people installing systems and using repair products provide the most valuable insights. “They're building your systems and they're fixing roofs with your repair products. If they give you input, their input is vital,” Shane shared. “We want to be a company that grows innovatively based on real education from the field.” 

With a commitment to the C=O.R.E. values and a fast-moving vision for the foreseeable future, Shane expressed excitement and confidence about BITEC’s direction. “With our current mindset and vision, we will be a different looking company in five years,” Shane said. “We want to continue to grow the private label sector of our business, but for a decade and a half, growing the BITEC brand kind of went away. It’s front and center now. We're growing the BITEC brand back.” 

Learn more about how BITEC’s commitment to be the premier partner for commercial roofing contractors.