Technical training is taking center stage

By Jesse Sanchez.

Learn how hands-on experience is shaping the future of roof coatings across the country.

As roofing manufacturers race to meet growing demand for high-performance coatings, BITEC is doubling down on hands-on technical training to ensure the success of their products in the field. In this episode of Roofing Road Trips®, host Karen Edwards sat down with Shane Millwood, vice president of sales at BITEC, to talk about the behind-the-scenes work shaping the newly unified StormBreaker product line and how their team training efforts may be the key to its nationwide success.

To ensure an overall education, they have classroom time as well as hands-on time with the products. Shane explained, “So in classroom time, we learn about products, performance of products... and then we go out into our makeshift demonstration area and we get to work.”

The StormBreaker brand, which came to BITEC through a merger with Viking Products Group, is a comprehensive fluid-applied coating system aimed at extending the life of existing roofs. But Shane made it clear that product performance is only part of the equation. Ensuring that the sales and technical teams understand the nuances of application is just as critical.

“We have our team screwing down roof insulation, screwing down cover board, torching modified membrane, putting down coatings. We have our team working with all of our repair products,” Shane said. The goal being total fluency, from lab specs to job site execution.

The investment in hands-on training is intentional and substantial. “To take all of our sales team at one time out of the field and put them in one location is expensive,” Shane said. “But the investment, the commitment and the trust that the leaders of our organization have put into this team is second to none.”

These efforts are paying off in more ways than one. As StormBreaker becomes a more unified and recognizable brand, Shane sees a direct correlation between training and contractor confidence. “Our sales team is our greatest asset,” he said. “They bring different gifts to the table and they lean on each other.” That training isn’t just boosting skills; it’s building trust, sharpening sales instincts and giving the team the confidence to close bigger deals with consistency.

Read the transcript or Listen to the podcast to learn more about how BITEC’s hands-on culture is shaping the future of StormBreaker and how it could impact the roofing landscape nationwide!