By Jesse Sanchez. 

Learn how trade education, hands-on experience and encouragement can introduce young people to lasting careers in roofing. 

During this live Roofing Road Trips® interview at the CertainTeed Business Building Workshop in San Diego, Straight Above Roofing founder Alfredo Barrios discussed his path into roofing and his commitment to helping young people discover opportunities in the trade. Based in Riverside County, California, Alfredo has worked in roofing for about 20 years and has operated his company for six years. 

How his career in roofing started 

Alfredo entered the industry without a roofing background, but he quickly recognized the long-term professional opportunities available in the trade. “I started as a sales property manager and didn’t know anything about roofing, but Google helped me. I’ve been in the industry ever since, he shared. “Once you’re in it, you can see the potential and the professionalism of the people involved. It makes you want to become more engaged because roofing is a career and a trade that will be around for a long time. It can also be very lucrative.”  

His experience shows how someone can enter roofing from another field, learn the industry and develop a lasting career by recognizing its potential. 

How he is introducing young people to the roofing industry 

Building on his own unconventional entry into roofing, Alfredo now speaks with students about the variety of career paths available throughout the industry. “I started speaking with students in middle schools and high schools about different trades. At first, it was through a business entrepreneurship class, but more recently we’ve been working with high schools and junior colleges to introduce students to the roofing industry,” Alfredo explained. “We teach them about the many opportunities available, whether in sales, the labor force or the office. It’s a big trade.” 

By presenting roofing as more than field installation, he helps students understand that the industry also includes opportunities in sales, labor and office operations. 

What training looks like 

Once young people express interest, Alfredo believes their education should begin with basic, ground-level responsibilities and gradually expand as they gain experience. “All the young people we bring in who have never been on a roof start on the ground, sweeping, pulling nails and learning the basics. That gives them a chance to see whether this work is right for them,” he shared.  

This step-by-step approach gives new workers a practical introduction to roofing while allowing them to learn safely, contribute to the team and decide whether the trade is the right fit. 

Alfredo’s approach combines career awareness, hands-on experience and patient instruction. By showing young people the full range of opportunities in roofing and giving them a foundation in the basics, he is helping create clearer pathways into the industry. 

Listen to the entire podcast or Watch the conversation to learn more about building roofing careers through mentorship and opportunity.

By Emma Peterson. 

Mark your calendar and be part of Arizona’s premier roofing event! 

The Arizona Roofing Contractors Association (ARCA) is gearing up for their annual trade show! The ARCA show, which will be hosted September 17 – 19, 2026, at the Prescott Resort & Conference Center, anticipates to see over 250 industry professionals come together for exclusive education seminars, powerful networking opportunities and more!  

This show has something for everyone, whether you’re an owner hoping to score incredible deals at the Roofers' Auction (featuring over $40,000 in roofing materials), a contractor looking for the newest products on the market or a supplier trying to build connections with their customers.  

In addition to the business opportunities, this show offers unmatched experiences that celebrate the people who keep the roofing industry running! Some highlights include: 

• Sporting clay competition: Kick off day one (9/17) at 11 a.m. with a friendly shooting competition at Prescott Trap & Skeet. 
• Cornhole tournament: Hosted during the opening day party, this is your opportunity to have great conversations with your peers and maybe gain some bragging rights.  
• Golf excursion: Day 2 of the expo (9/18) is the day of ARCA's highly anticipated 57th Annual Golf Tournament! This is your opportunity to tee up on StoneRidge Golf Course for a day on the range with the best in the roofing business. 
• Awards banquet: And to round out the show, ARCA will be hosting their awards banquet, which celebrates the successes and skills of roofers, on the last day of the show (9/19). The event will start with a cocktail party in the ballroom foyer (5 p.m.), move into the ballroom proper for the banquet (6 p.m.) and wrap up with an after party on the Eagle's Nest & Sunset Patio (8 p.m.). 

Between all these events, make sure to take some time to catch up on some expert-lead education and explore the trade show floor! This year’s show floor will be host to a variety of industry-leading companies including SOPREMA, Eagleview, ATAS International, General Coatings, CertainTeed, Geocel, Malarkey, Polyglass, Estimating Edge and Eagle Roofing Products. The RoofersCoffeeShop® team will be there, so be sure to stop by to say hello at table 15!  

Get registered today!

By Jesse Sanchez. 

CertainTeed’s Better Business Workshops show how education, collaboration and a clear understanding of customers can help contractors strengthen their businesses. 

Strong roofing businesses are built by leaders who keep learning. At CertainTeed’s Better Business Workshops (BBW), contractors have opportunities to sharpen their business skills, exchange ideas with industry peers and hear from experts about the challenges shaping today’s market. During a BBW event in New Orleans, Heidi J. Ellsworth spoke with Joseph Hughes, founder of Contractor Dynamics, about the importance of education and a focused marketing strategy. Contractor Dynamics trains roofing companies to build and run their own marketing, beginning with a clear understanding of what a company wants to accomplish and who it wants to serve. 

When discussing that foundation, Joseph emphasized the importance of identifying business goals, ideal clients and the types of projects a company wants to pursue. He explained, “That clarity is really the first step in anything you do in business.”  

Continuous education also helps contractors navigate an increasingly complex marketplace. Technology, artificial intelligence (AI) and changing consumer behavior mean companies may need to consider multiple marketing channels rather than relying on one approach. Looking ahead, Joseph encouraged contractors to keep the customer at the center of decisions about new technology, sharing, “It’s not just about, ‘Oh, AI is the new thing. I have to change my business.’ It’s connecting with the consumer with what they want.” 

Opportunities to learn from other industry leaders can help contractors make those decisions with greater understanding. Reflecting on the value of the Better Business Workshops, Joseph stressed, “Education is everything.” The sessions bring together roofing professionals with varying levels of marketing experience while creating opportunities to learn, exchange ideas and make more informed business decisions. 

CertainTeed extends that commitment to professional development beyond the workshops through its Pro Center, which provides educational opportunities, credentialing programs, continuing education, product knowledge resources and tools designed for professionals. 

For contractors building stronger companies and preparing future leaders, continued learning offers a way to stay focused, understand customers and adapt as the industry changes. 

Learn more about how continuous education and resources from CertainTeed can help contractors strengthen their businesses and prepare for what comes next!

Completion of the new $30 million lab marks the latest major investment in the region, another milestone in campus transformation.

Today, Saint-Gobain North America announced the opening of a state-of-the-art fire testing lab on its newly branded Innovation Hub North America (formerly known as Saint-Gobain Research North America) which spans 26 acres across Northborough and Marlborough, Massachussetts.

The fire lab, which features one of the most advanced emissions control systems available, will be used to safely and sustainably test Saint-Gobain’s construction materials for compliance with fire certification standards. Bringing this capability in-house enables Saint-Gobain to be more nimble in its R&D and innovation, offer customers solutions more quickly and provide additional opportunities for collaboration and customization.

“Resiliency, passive fire protection, and occupant safety in building materials are more important in construction than ever, and we are committed to having the resources and capabilities in place to help customers meet those demands,” said Todd DiNoia, vice president, Innovations and R&D, Saint-Gobain. “This new, state-of-the-art fire lab will enable us to meet the demand to bring safer, more innovative products to the market faster than ever before, while utilizing advanced emission control systems to align with Saint-Gobain’s path to carbon neutrality. As we open this new facility here at Saint-Gobain's Innovation Hub in North America, it is yet another tool, along with the cutting-edge research taking place here every day, that allows us to offer solutions to our customers for every type of light and sustainable construction project.”

This is the latest major investment on the campus, which is in the midst of a decade-long transformation and modernization into a best-in-class innovation hub, supporting Saint-Gobain's business operations in North America. This 15,000 square foot project, which broke ground in October 2024, represents a nearly $30 million investment in the region. Construction of the fire lab involved more than forty local trade partners and subcontractors. The facility joins a campus where more than 400 permanent employees will work every day.

This facility was designed to meet the industry leading ANSI/UL and CAN/ULC standards for measuring the fire resistance of construction materials, with the goal of earning the ability to offer essential product certification credentials. The testing that occurs at fire labs plays a crucial role in the manufacturing process, ensuring that products are safe and effective at meeting fire safety standards.

This facility was designed to assess fire resistance on internal and external wall and floor systems and products, in both loaded and unloaded conditions, as well as structural steel fire protection coating materials. In addition to testing resistance to high temperatures, the lab also conducts hose stream testing to simulate how materials withstand the pressure of a fire hose in a “real-life” scenario.

By Jesse Sanchez. 

With extreme weather becoming the norm, insurers and homeowners alike are turning to smarter solutions and stronger roofs. 

In an era of increasingly severe storms and unpredictable climate events, traditional roofing just doesn’t cut it anymore. That’s where the FORTIFIED Roof™ System steps in, not as a luxury, but as a new standard for safety, performance and long-term savings. Developed by the Insurance Institute for Business & Home Safety (IBHS) in partnership with CertainTeed, the FORTIFIED™ program promotes a construction standard that exceeds conventional building codes. It focuses specifically on fortifying roofs, arguably a home's most vulnerable point, against wind, rain and debris damage. 

What sets a FORTIFIED Roof apart? It's not just better shingles or nails. It's a system: reinforced roof deck attachments, sealed seams, waterproof underlayments and impact-resistant materials, all installed by certified professionals under strict oversight. The result is a roof that isn’t just stronger, but smarter. 

CertainTeed, one of the industry’s leading building materials manufacturers, has partnered with IBHS to offer a full lineup of FORTIFIED-compliant products. From advanced underlayments like Grace Vycor™ Ice & Water Shield to shingles like Landmark® ClimateFlex®, these materials are engineered to meet or exceed the rigorous FORTIFIED Home™ standards. 

Homeowners aren’t the only ones paying attention. Insurance providers in more than a dozen states, including Alabama, Louisiana and North Carolina, are offering discounts, tax credits or grants to those who upgrade to FORTIFIED. While specifics vary, the potential financial benefits are significant, especially over time. 

The FORTIFIED Roof designation, valid for five years, requires an independent evaluator and documentation of every component. And though the designation isn't mandatory, many in the industry believe it's only a matter of time. 

Learn more about how to qualify for a FORTIFIED Roof and what incentives might apply where you live!

By Jesse Sanchez. 

The first line of defense against leaks and mold might be something you never see — but absolutely need in place. 

When it comes to preventing costly roof failures, the underlayment isn’t just an accessory — it’s the unsung champion of every well-built roofing system. 

From brutal snowstorms to punishing summer heat, the roof takes the full brunt of nature. And while shingles do the visible work, it’s what lies beneath that often determines the system’s longevity. That’s where roofing underlayment steps in. Acting as a secondary moisture barrier, high-quality underlayment like CertainTeed’s RoofRunner® and Grace Vycor™ Ice & Water Shield® plays a critical role in reducing callbacks due to leaks. 

Underlayment is your last line of defense when shingles are compromised. Products such as WinterGuard® are engineered to self-seal around nails and resist wind uplift — ideal in areas prone to ice dams or wind-driven rain. The brand’s DiamondDeck® option adds puncture resistance and water-resistance in a lightweight synthetic layer, suitable under virtually any roof material. 

But underlayment does more than just block water. Certain systems, like CertainTeed’s Integrity Roof System®, are designed to promote attic airflow, which helps combat mold, prevent condensation and keep interior temperatures in check. A properly ventilated and sealed roofing system not only extends the life of materials but protects the health of the home itself. 

The full CertainTeed system also offers another layer of protection: comprehensive warranty coverage. Homeowners who install a complete CertainTeed roof with all components — from starter shingles to ridge vents — may be eligible for extended warranties that cover both materials and labor. In other words, investing in a full system pays dividends in peace of mind. 

While homeowners may be tempted to skip over what they can’t see, professionals know that cutting corners on underlayment can mean big problems down the road. As CertainTeed notes, “Unpredictable weather is no match for a well-protected roof.” 

For anyone involved in roofing — builder, contractor or homeowner — it’s worth a deeper look at what underlayment does and how CertainTeed's complete system approach stands out. The right materials under the shingles might be the best decision you never see. 

Learn more about which underlayment is right for your region or roofing material!

By Jesse Sanchez. 

Sharing how industry roots, customer care and manufacturer support have shaped their approach to roofing. 

During this live Roofing Road Trips® interview from The Coffee Shops™ sound stage at the CertainTeed Business Builder Workshop in Chicago, Nate Holmes and Jenny Bowling discussed their paths into exterior construction. Their experiences have helped create a business culture centered on customer service, dependable products and professional relationships. 

How did your experience in the industry begin? 

Nate’s foundation in the trades began during childhood, when he worked alongside his father in the family construction business. Although he did not initially plan to continue in the industry, those early experiences ultimately shaped his career. He shared: 

“I worked for my dad when I was a kid. He had a construction company, so that was my background growing up. I hated working for him, he even had me working Sundays. I swore I would never do this, but I’ve now been in the industry for 12 years.” 

What began as reluctant childhood work became a long-term profession. Nate later opened his own company, bringing years of construction experience into a business focused largely on exterior remodeling and storm restoration. 

Jenny also grew up around roofing. Her father and uncle started a company after a Minnesota hailstorm, giving her an early view of the industry. Her first adult job involved selling exterior construction services after a 2006 hailstorm. 

Why has your professional partnership worked? 

Shared industry experience created a strong foundation for Nate and Jenny’s working relationship, but mutual respect helped turn that connection into a lasting professional partnership. Jenny explained that Nate’s character and approach to business made joining his team an easy decision. She shared, “Nate is someone I tremendously respect, both as a person and as a professional. There’s nowhere else I would rather work than right beside him.” 

That respect is reinforced by a friendship that developed through networking events and shared business circles. Nate recalled noticing Jenny’s energy and positive attitude from their first meeting, qualities that eventually made her a natural addition to the team. 

What guides your customer experience? 

For Nate, business decisions begin with the homeowner. Product selection, workmanship and communication all contribute to the experience customers have throughout a project. He stated, “We care more about homeowner experience than anything else and giving them a quality product.” 

That priority extends across inspections, repairs, remodeling, additions and custom home construction. Jenny explained that homeowners often need clear guidance when evaluating both products and service providers, making trust and transparency essential parts of the process. 

Their combined backgrounds give Nate and Jenny a practical understanding of homeowners, construction and the importance of trust. By pairing industry experience with a customer-first approach, they are building relationships that extend beyond an individual roofing project. 

Listen to the entire podcast to learn more about building a customer-focused roofing business!

By Heidi J. Ellsworth.  

CertainTeed's Business Building Workshop demonstrates that relationships remain the foundation of roofing success.  

There are many industry events throughout the year, but every once in a while, you attend one that reminds you why you love this industry. That was exactly how I felt participating in CertainTeed's Business Building Workshops (BBW). Through several BBW events, everywhere I looked, contractors were sharing ideas, comparing business strategies and talking openly about the challenges they face every day. CertainTeed team members weren't simply presenting products, they were listening, asking questions and connecting contractors with resources and one another.  

That atmosphere says a great deal about what Business Building Workshops are all about. They are an investment in people. Contractors leave with new ideas, stronger relationships and practical business strategies they can immediately put to work. In today's roofing market, where the economy is challenging and we continue to deal with labor shortages along with one of the fastest growing technology booms we have seen, BBWs offer the type of investment that is more valuable than ever.  

Looking out over historic Fenway Park during the Boston BBW, I had the opportunity to sit down with Mark Rayfield, senior vice president and chief executive officer of Saint-Gobain North America. Having spent more than 27 years with Saint-Gobain and CertainTeed, Mark has helped lead one of the world's largest building products organizations while maintaining a deep connection to the roofing industry. When I asked why the company continues investing in Business Building Workshops, his answer immediately focused on the people who make roofing successful.  

"Our contractor partners are what make this business happen," Mark said. "This is a great way to give them the tools to expand their business, whether it be marketing tools, sales tools or product knowledge. We couldn't do it without them."   

That answer resonated with me because it reflects something I have witnessed throughout my career. Manufacturers that consistently invest in contractor education are investing in the future of the entire industry. When contractors become stronger business owners, everyone benefits: projects run more smoothly, customers receive better service and manufacturers earn long-term loyalty that cannot be created through products alone.  

For years, RoofersCoffeeShop has focused on sharing ideas that help contractors build stronger businesses. We know technical expertise is essential, but we also know successful contractors must be exceptional leaders, communicators, marketers and employers. The workshop embraces that same philosophy by providing education that extends well beyond products and installation.  

As I walked through BBW interviewing contractors, one message surfaced again and again. They appreciated the education, but what they valued most were relationships. They talked about CertainTeed territory managers who understand their businesses, technical representatives who help solve difficult challenges and leadership teams that genuinely want contractor feedback. Those relationships cannot be created with a brochure or a sales presentation. They are built over years of working together, listening and earning trust.  

Mark believes those relationships have always been part of the company's culture. "It's a people company," he explained. "The teams we have in the field connect with contractors, understand their challenges and build these great partnerships. First and foremost, it's always been a strong relationship company."   

I couldn't agree more. One of the reasons roofing remains such a strong industry is because relationships still matter. Contractors choose manufacturers they trust. Manufacturers invest in contractors who share their commitment to quality. Homeowners choose contractors based on confidence and reputation. Even as technology transforms how we communicate and operate our businesses, trust continues to be the foundation that connects every part of the roofing supply chain.  

Those relationships are strengthened every time contractors gather to learn from one another. Some of the best conversations I heard during BBW didn't happen during presentations. They happened in hallways, over coffee and between sessions, where contractors openly shared ideas that had worked in their businesses and discussed challenges they were still trying to solve. Those conversations are often just as valuable as formal education because they remind us that no one succeeds alone.  

Relationships naturally led many of the conversations at BBW to another important topic — workforce development. Every contractor interview talked about recruiting, training and retaining quality employees. It is one of the greatest challenges facing roofing today and Mark spoke passionately about the investments Saint-Gobain and CertainTeed are making to help prepare the next generation of industry professionals.  

CertainTeed continues expanding training opportunities for employees while partnering with vocational schools and technical education programs to introduce young people to careers in manufacturing and construction. Those investments recognize that building tomorrow's workforce requires long-term commitment rather than short-term solutions. It is another example of how education strengthens not only individual companies but the entire roofing industry.   

As someone who has spent decades promoting careers in roofing, I found that especially encouraging. Our industry offers incredible opportunities, but we must continue telling that story. We need to show young people that roofing is about innovation, technology, leadership and entrepreneurship just as much as it is about installing roofs.  

That commitment to learning extends throughout Business Building Workshop. Sessions on leadership, sales, marketing, technology, podcasting and installation are designed to help contractors become stronger business owners. Technical knowledge remains critical, but today's contractors also need the skills to lead teams by building strong company culture and communication while adapting to changing markets.  

Mark also discussed the importance of complete roofing and exterior systems. Homeowners no longer look at roofing products individually. They are investing in complete building envelope solutions that protect their homes while improving long-term performance. Contractors who understand how roofing, ventilation, underlayments, weather barriers and siding work together create greater value for customers while strengthening their own businesses. Education gives them the confidence to have those conversations and differentiate themselves in an increasingly competitive marketplace.   

One of the themes that continued surfacing throughout the workshop was listening. CertainTeed doesn't simply develop educational programming and hope contractors find it useful. The company continually asks contractors what challenges they are facing and then builds future workshops around those needs. New classes are added, existing sessions evolve and every year the educational program becomes stronger because it reflects what contractors are experiencing in the real world.  

That approach may have been my biggest takeaway. The best manufacturers listen to contractors. The best contractors listen to customers. The best leaders listen to their teams. Those conversations create better products, stronger businesses and partnerships that continue moving the roofing industry forward.  

As I walked out of Fenway Park that afternoon after visiting with Mark, I found myself thinking about all the conversations that had taken place over the previous two days in classrooms, during lunch or in the hallway. Those are often the moments that have the greatest impact because they remind us that roofing has always been an industry built on people willing to help one another succeed.  

I have had the privilege of attending hundreds of roofing events over the years and the ones that leave a lasting impression all have one thing in common. They invest in people first. Products matter. Innovation matters. Technology certainly matters. But none of those things reach their full potential without contractors who know how to build successful businesses and lasting relationships.  

Business Building Workshop reflects that belief in every session, every conversation and every opportunity to learn. It is more than an educational event. It is a commitment to helping contractors become stronger business leaders, better employers and trusted partners in their communities. When manufacturers invest in helping contractors succeed, they aren't simply building market share. They are helping build a stronger roofing industry and that is an investment that benefits all of us.  

Learn more about how CertainTeed’s Business Building Workshops invest in contractor education, relationships and leadership to strengthen the future of the roofing industry! 

By Jesse Sanchez. 

CertainTeed highlights roofing system resilience, contractor support and education-based credentials in two new campaign videos. 

In two campaign videos, CertainTeed LLC explores how resilient roofing systems, contractor education and business-building support can work together to help professionals meet that responsibility in the field. The videos connect product performance with partnership, highlighting systems designed for demanding conditions and resources built around the needs of contractors. 

In the first video, the company emphasizes performance across the seasons, describing roofing systems designed for harsh weather. The message focuses on resilience against heavy impacts, stronger gusts, water intrusion and heat, presenting CertainTeed as a manufacturer with “a solution and a system built for every season.” 

That system-based approach is paired with support for professionals. The video notes that CertainTeed is backed by what it calls “the industry’s longest standing education-based credentialing program” and highlights materials, systems and support for pros who expect products that measure up. The company also points to warranty coverage for all manufacturing defects and relationships with suppliers that help contractors access the materials they need. 

The second video turns the focus to CertainTeed’s Contractor’s Edge program, describing it as “the longest running credentialed program in the industry.” The campaign highlights enhanced company and individual credential tiers, loyalty benefits, training opportunities and business-building support designed to help contractors continue strengthening their operations. 

Across both videos, education is framed as a central part of contractor success. Training is presented as an ongoing resource that moves from the classroom to the job site, including what the video identifies as “the industry’s first mobile training vehicle fleet.” The message also highlights hands-on guidance and digital tools intended to help contractors work smarter, faster and stronger. 

For contractors, the campaign connects product performance with partnership. CertainTeed points to products, warranties and business-building tools such as My Edge and ColorView as part of its broader support system. Together, the videos represent the same central idea: Resilience, reliability and contractor relationships remain central to the brand’s identity. 

Learn more about CertainTeed’s roofing systems, credentialing programs and contractor support resources!

Por Jessica Bravo. 

Desde la preparación para el Western Roofing Expo 2026 hasta las tendencias que están dando forma a la industria del metal y consejos para fortalecer los equipos de trabajo. 

Con el Western Roofing Expo 2026 cada vez más cerca, uno de los artículos más populares fue nuestra guía del evento y el concurso para ganar un pase gracias a RoofersCoffeeShop y Western Colloid. El concurso cierra el 22 de agosto de 2026, así que todavía estás a tiempo de participar. Además, este año el WRE contará con cuatro seminarios y dos sesiones de almuerzo y aprendizaje en español. Entre los presentadores destacan Amparo Sancen, Monica Vornbrock e Imelda Perez. Si planeas asistir, no dejes de leer la guía completa para aprovechar al máximo el evento. 

Otro de los artículos más leídos explicó cómo las elecciones intermedias de este año podrían impactar a la industria de la construcción metálica. Durante la Reunión de Verano de Metal Construction Association (MCA), John Kelly analizó cómo los cambios en el Congreso pueden influir en las políticas que afectan al sector y recordó la importancia de la participación ciudadana. El contenido sobre metal también sigue creciendo. Nuestro artículo sobre METALCON 2026 destacó las nuevas experiencias, el crecimiento del evento y la visión para su 35.º aniversario. Y esto es solo el comienzo: muy pronto llegará MetalCoffeeShop En Español y también estaremos compartiendo contenido de Central States. Si asistirás a METALCON, no olvides visitar al equipo de The Coffee Shops para conocer nuestro contenido en español. 

Finalmente, otro tema que despertó mucho interés fue el artículo sobre “los beneficios de contar con un socio estratégico de reclutamiento”. Aunque el episodio de Roofing Road Trips® está disponible en inglés, el artículo explica cómo una mejor estrategia de contratación puede ayudar a las empresas de roofing a encontrar y retener al mejor talento en un mercado cada vez más competitivo. 

Hay mucho más para leer y escuchar en nuestro sitio web. No te pierdas los artículos más leídos de julio y prepárate para lo que viene en agosto, porque será otro mes lleno de éxitos.  

5 – METALCON celebra 35 años: Más grande, más innovador y enfocado en generar negocios

4 – Los beneficios de contar con un socio estratégico de reclutamiento

3 – Analizando las elecciones intermedias durante la Reunión de Verano de la MCA

2 – La guía del roofer para WRE 2026

1 – ¡Gana tu pase para la Western Roofing Expo 2026!