The People’s Choice is the MAX PVC membrane!

By Emma Peterson. 

Learn about the Elevate product that took home the 2026 People’s Choice award at the IRE Innovative Product Showcase. 

At this year’s International Roofing Expo (IRE), professionals from across the roofing industry came together to learn, explore and grow. One of the biggest parts of the show is the Innovative Product Showcase, which features eight judged categories as well as a People’s Choice Award. And the winner of that People’s Choice Award this year was Elevate’s MAX PVC and MAX PVC XR membranes! 

These membranes feature an innovatively thick and strong scrim layer which provides excellent performance in the face of harsh chemicals, grease, biological materials, fire, severe weather and more! Further, a weft-inserted reinforcement and an 18x9 threads-per-inch density make the MAX PVC membranes more durable and resistant to tears and rips that many standard membranes fall victim to.  

And these products benefits aren't limited to structural strength. Other benefits of Elevate’s MAX PVC and MAX PVC XR membranes include:  

• Strong fire protection: PVC roofing, like the Elevate MAX PVC and MAX PVC XR membranes, are made of naturally fire-resistant polymers. 
• Long-lasting support: When installed by a licensed Elevate applicator, these membranes can get a limited warranty for up to 30 years (Elevate Red Shield™). In addition to warranty support, the Elevate team is always ready to help contractors who are installing their products.  
• Easy installation: Both MAX PVC and MAX PVC XR are flexible membranes, which make installation easier. The MAX PVC in particular is designed for heat welded seams, eliminating the need for any solvents, primers or tapes. 
• Outstanding energy efficiency: These membranes have been rated by the Cool Roof Rating Council (CRRC) as highly reflective. This reflectivity can “improve your building's energy efficiency by reducing the workload on HVAC units as less heat is absorbed by the roof during the summer.” 

When asked about Elevate MAX PVC and MAX PVC XR’s win at IRE 2026, Nevin Holly, president of Elevate, shared some thought:  

Being named the People’s Choice winner is a huge honor for Elevate because it comes directly from the pros who know this industry best. We engineered MAX PVC to be a true leap forward in performance, but nothing beats seeing it in the field. I’ve been out on several MAX PVC roofs with our customers recently and seeing that durability in action speaks for itself. This award proves that contractors value innovation that actually works as hard as they do. 

Learn more about Elevate’s MAX PVC and MAX PVC XR membranes!