By The Coffee Shops™. 

See how a proven coating system can elevate your restoration projects without the upfront risk. 

General Coatings Manufacturing Corp is bringing back its popular giveaway to give contractors a risk-free way to put one of its top-performing EVERROOF® coatings to the test. Enter by May 1, 2026, for your chance to win five 5-gallon buckets of Ever-Silic HS and see how it performs on your own projects. 

A smarter way to evaluate your next coating system 

Switching or adding a new coating to your offerings can feel like a gamble. Application quirks, cure times and long-term performance all matter, and those details only really show up on the roof. 

Instead of relying solely on datasheets or secondhand recommendations, contractors get the opportunity to work directly with Ever-Silic HS in real-world conditions. Whether you use it for repairs, detailing or a full restoration, it’s a chance to evaluate performance directly on your jobsite. 

Built for the realities of today’s roofs 

Ever-Silic HS is designed to be both versatile and durable, making it a strong fit for the wide range of substrates contractors are seeing today, from aging single-ply systems to metal, SPF, BUR and modified bitumen. 

Its high-solids, single-component silicone formulation creates a seamless, flexible membrane that holds up under extreme conditions, from freezing cold to intense heat. The hydrophobic surface resists ponding water, while UV stability helps maintain long-term performance and reflectivity. 

For crews, it’s just as practical as it is durable. With strong adhesion, straightforward application and a quick recoat window of seven to ten days, it supports efficient project timelines without sacrificing quality. 

Ever-Silic HS also offers a balance of protection, energy efficiency and long-term reliability. It meets Cool Roof Rating Council (CRRC) guidelines and Title 24 requirements, making it a solid option for projects where performance and compliance go hand in hand. 

Don’t miss your chance 

If you’ve been considering expanding your coating offerings or simply want to put a proven system to the test, this is an opportunity worth taking. 

Enter the EVERROOF giveaway by May 1, 2026, for your chance to win five 5-gallon buckets of Ever-Silic HS and experience firsthand how it performs in the field.

By Dani Sheehan. 

FM approvals are helping shape the future of our industry by defining durability, accountability and risk management for commercial roofing systems. 

At its core, Factory Mutual (FM) is a unique organization with a dual mission. On one side, it operates as a global insurance provider. On the other, it functions as one of the most rigorous building materials testing and research facilities in the world. 

Roughly one in three commercial buildings is FM-insured, particularly larger and more complex facilities. When a building owner chooses FM insurance, the organization largely dictates how the building system, including the roof assembly, is designed. To earn that approval, the entire roofing assembly is evaluated, including materials, thicknesses, deck types, slopes and installation methods rather than individual products in isolation. The organization has tested more than one million roof assemblies, each designed to simulate worst-case scenarios for fire, weather and structural performance. 

FM approvals represent the highest level of fire performance and safety for occupants inside the building. The goal is simple: ensure the roof protects the building, the people inside and the business operations beneath it. 

What FM is actually testing 

FM approvals verify that a roof assembly meets stringent performance benchmarks, including: 

• Fire resistance 
• Wind uplift 
• Foot traffic durability 
• Hail resistance: Moderate hail, severe hail, very severe hail 

Unlike many baseline code requirements, FM places significant emphasis on weather-driven loss prevention, which is why these approvals carry so much weight with consultants, architects and large property owners. 

Approvals are issued through what are known as NAV numbers, which correspond to specific tested assemblies, not just materials. A spray foam system installed over a steel deck, for example, is tested separately from that same system over concrete, or at a different slope. Each variation must independently prove performance under FM’s testing protocols. 

For spray polyurethane foam roofing systems, this testing process creates multiple approved assemblies depending on the coating technology used. Through its Ultra-Thane systems, General Coatings Manufacturing Corp has developed four primary FM-approved spray foam system types, including: 

• Spray foam with standard acrylic coatings 
• Spray foam with high-tensile acrylic coatings 
• Spray foam with silicone coatings 
• Hybrid systems using a polyurea base coat with a silicone topcoat 

These systems have achieved severe hail ratings, one of the FM’s highest currently attainable performance levels for spray foam. Because each system can be installed across different deck types and slopes, they generate numerous approved assemblies that contractors can reference when bidding FM-specified projects. 

How FM approval shapes projects 

Owners and insurers trust FM’s evaluation process because it focuses on the most common causes of building failure, including wind, fire and hail damage. By validating systems against these risks, FM approvals help ensure that buildings, their contents and the people inside are protected at the highest levels while also allowing more competitive insurance coverage. 

FM approvals often determine who gets to bid on a project at all. Many schools, universities, government buildings and large commercial owners will not consider roofing systems without FM approval. If a contractor doesn’t have access to FM-approved assemblies or manufacturer partners that have invested in them, that contractor may be excluded from these opportunities entirely. 

By investing heavily in FM testing across multiple spray foam and coating assemblies, General Coatings has helped position spray polyurethane foam as a viable, performance-driven alternative on FM-insured buildings. The company’s assemblies with severe hail ratings allow spray foam systems to compete in regions where hail resistance is a critical design factor.  

Insurance, risk and the bigger picture 

FM approvals ultimately exist to reduce risk across the built environment. Insurance carriers want fewer catastrophic claims caused by extreme weather. Building owners want roofs that survive storms without requiring costly replacements. Contractors want systems that perform long after installation.  

FM addresses these concerns by testing assemblies to its own performance standards in addition to meeting building code requirements. Traditional building codes are consensus-based and designed to establish minimum acceptable performance levels. FM standards, by contrast, are developed by engineers and researchers who study building failures and determine what durability should look like under real-world conditions. This additional layer of testing is especially important in regions where hail, high winds or severe weather events are common. 

High-performing roofing systems are often backed by a broader portfolio of third-party credentials, including Underwriters Laboratories (UL) and reflectivity certifications through the Cool Roof Rating Council (CRRC). Together with FM, these approvals demonstrate that a system exceeds minimum code requirements and aligns with the expectations of insurers, owners and regulators nationwide. 

A partnership approach to performance 

Through its Ultra-Thane spray polyurethane foam roofing systems and extensive FM-approved assemblies, General Coatings continues to expand the role spray foam can play on FM-insured and FM-performance buildings. These systems give you additional options when pursuing projects that require proven performance under demanding conditions. 

By continuously investing in testing, certifications and assembly-level approvals, General Coatings helps you offer roofing systems that meet the highest performance standards demanded by today’s commercial market using a collaborative approach: manufacturers providing proven systems, contractors delivering skilled installation and building owners receiving roof systems designed to last.  

By Dani Sheehan. 

Roofing Day in D.C. isn’t about being perfect – it's about being present. It’s about learning, connecting and making sure your voice is represented. 

If you’ve never been to Roofing Day in D.C., it’s easy to feel unsure about what you’re signing up for. You might be wondering: is this for me? Will I know what to say? Does my voice really matter? 

The short answer: yes, yes and absolutely yes. 

In this episode of Roofing Road Trips®, I sat down with Duane Musser and Brad Stine of National Roofing Contractors Association (NRCA) and Will Lorenz of General Coatings Manufacturing Corp for an inside look at the industry’s largest advocacy event of the year. Hosted by NRCA alongside industry partners, Roofing Day in D.C. brings contractors, manufacturers, distributors and service providers together in one place with one goal: making sure lawmakers understand the real-world impact of the decisions they make. 

“This is the one opportunity where our entire industry comes together, and we speak with one voice on the issues that are critical to the future prosperity of our industry,” Duane shared. If you’re thinking about attending for the first time, here’s what you can expect, and why it’s worth stepping outside your comfort zone. 

By showing up, you’re already an advocate 

One of the biggest misconceptions about Roofing Day is that you need lobbying experience or political knowledge to participate, but in reality, you just need to show up. “Last time I checked, there are no members of Congress that were roofers before they became members of Congress,” Brad emphasized. “So, I can almost guarantee you, the people that are going into these offices on our behalf or on the event's behalf, they will know more about the issue than the folks they're talking to. [You] are the experts.” 

No one understands the challenges facing the roofing industry better than the people working in it every day. Whether it’s workforce shortages or a noticeable decline in the housing supply, your perspective is exactly what lawmakers need to hear. 

Roofing Day’s agenda is designed with first-time attendees in mind. From advocacy training sessions to guided talking points, the event equips you with everything you need to feel confident walking into those conversations. 

Day one: Get comfortable, get prepared, get connected 

The event officially kicks off on the afternoon of April 14 in Washington, D.C., and the first day is all about preparation.  

You’ll attend advocacy training sessions, learn about the key issues being discussed on Capitol Hill and get a clear understanding of how meetings with legislators work. Attendees area also grouped by state, giving you time to meet your team, plan your approach and decide who will lead different parts of the conversation. “We want to educate and make everyone feel comfortable,” Brad explained. “When you’re heading to the Hill the next day, we want to inform you as much as we can.” 

Just as importantly, this is an incredible space for creating new connections. From the first evening reception to informal conversations throughout the day, Roofing Day in D.C. creates a space to network with peers from across the country. Whether you’re a contractor, manufacturer or supplier, you’ll be surrounded by people who understand your business and share your challenges. 

Day two: Take your story to Capitol Hill 

April 15 is the main event. The day starts with breakfast, a keynote speaker and issue briefings, including discussions on topics like career and technical education and housing policy, two areas that directly impact the future of the roofing workforce and market demand. Then, it’s time to head to Capitol Hill. Attendees typically participate in three to five meetings with senators, representatives or their staff.  

And if you’re nervous? That's completely normal. “Relax and enjoy it,” shared Will, who's a longtime attendee. “It’s a great, positive experience... And when you see the right opportunities, tell your story. Tell people what you know matters in your district.” That’s what these meetings come down to – sharing your experience. What’s happening in your business? What challenges are you facing? What solutions would actually make a difference? Those conversations are what shape policy. 

Another common concern for first-time attendees is walking into meetings without support. NRCA partners with Advocacy Associates to coordinate every meeting in advance, and you’ll receive a full schedule, issue briefs and talking points before you ever step into an office. “We try to pair first-time attendees with veterans,” Brad added. “We understand that people may be out of their element, and that’s absolutely fine.” 

You’re not in this alone 

At its core, Roofing Day is about making sure the industry is represented where decisions are being made. “Democracy is a participatory sport,” Duane emphasized. “We need to be seen on Capitol Hill and get our message out.” 

As Will put it, “If we’re not having a discussion about roofing needs, someone else is getting ahead of us and may close off opportunities for all of us.” 

When the industry shows up together, it makes an impact. If you’ve been on the fence about attending, consider this your sign to go for it. Register to attend Roofing Day in D.C. before April 7, 2026! And for a deeper dive into what to expect and the key issues we’ll be advocating for, be sure to listen to the full podcast episode. 

By Jesse Sanchez. 

At the Western Roofing Expo, BITEC leaders highlight company evolution and a renewed focus on contractor partnerships for 2026 and beyond. 

BITEC, a trusted name in the roofing industry, is celebrating its 40th year of business. Speaking from the RoofersCoffeeShop sound stage at the Western Roofing Expo, sponsored by General Coatings and EVERROOF,  Shane Milwood and Joel Shealey shared how BITEC is positioning itself for long-term growth and deeper contractor alignment. 

“We’ve just changed the fabric of who we are,” said Shane, vice president of sales and marketing. “Joel took us from BITEC 1.0 to 2.0, I think we’re on three or four now. But we’re having a lot of fun and planning to grow this thing to what it can be.” 

President Joel Shealey, who joined BITEC six years ago, described the company’s evolution from its roots as a modified bitumen (mod bit) manufacturer into a broad-based supplier. Joel shared, “Today, we offer pretty much every system that is out there, minus one or two. From the deck up, basically.” 

People are taking notice of this shift, the brand’s transformation turning heads on the show floor. While traffic flow to their booth was strong, Joel noted a shift in the questions coming in. “People are inquiring about specialty products, drain domes, scuppers, elastic sealants and even our walkway pads,” he said. “It’s the different little things that are garnering attention.” 

The change is a welcome one, making space for more opportunities to bring in customers and build industry relationships. Shane, who’s attended previous expos, said the industry’s family feel is still going strong, and that BITEC’s goal remains clear. He said, “Our vision is to be partnered with as many great contractors as we can and to serve them in any way possible.” 

While the company is keeping its 2026 Q1 product announcements under wraps for now, Joel confirmed there are new approvals on the horizon. “We’re really close on a couple things,” he said. “This year’s been different than last year, but we’re looking for a strong finish and a fast start.” 

Watch the full interview to learn more about BITEC’s latest innovations and contractor partnerships!

By Emma Peterson. 

General Coatings is sending two lucky SPFA Convention and Expo attendees down the yellow brick road while they’re in Vegas this year! 

It might not be the Emerald City, but Las Vegas does have “buildings as tall as Quoxwood trees” and “wonders like [you’ve] never seen.” And this year, it will also have the 2026 Spray Polyurethane Foam Association (SPFA)’s annual convention and expo! With educational breakout sessions, two-days of expo hall, certification activities, networking and more, this is the industry’s #1 event for spray foam pros. And General Coatings wants to help make your time there just a little more magical.  

If you’re in the spray foam industry, you probably already know about The Las Vegas Entertainment Center. It is one of the biggest success stories for spray foam and roof coatings, showcasing the adaptability and performance of these types of products. And, thanks to General Coatings, you can experience the magic of the venue for yourself while in Vegas for the SPFA show!  

General Coatings is running a giveaway for two lucky professionals to visit the “merry old land of Oz” at The Las Vegas Entertainment Center. This is more than just a screening of the Wizard of Oz, it is an immersive experience. Thanks to the 160,000 square foot screen, you will be able to watch the tornado swirl around you, step into Munchkinland and truly be transported “somewhere over the rainbow.”  

And you don’t have to tap your heels three times to enter this giveaway! Here’s how it works:  

• Fill out the giveaway form
• Two winners will each receive four tickets  
• Show options: Tuesday or Wednesday evening  
• Giveaway closes Saturday, March 21  
• Digital tickets distributed Monday, March 23 

If you are heading to SPFA, this is your chance to turn your conference week into an epic night out with your team, customers or family. 

Enter General Coating's giveaway for your chance to see Dorothy, the Tin Man, the Cowardly Lion, the Scarecrow and the Wizard like you've never seen them before.

By Emma Peterson. 

Join The Coffee Shops™ crew and our industry partners in Sacramento for four days of education, innovation and industry connection. 

The Coffee Shops™ crew is putting the finishing touches on our travel plans to get to Sacramento, California March 12–15, 2026 for the International Institute of Building Enclosure Consultants (IIBEC)’s International Convention and we want to see you at our booth and soundstage, sponsored by Western Colloid!  

This year’s show is predicted to host “1,700 consultants, architects, engineers, design professionals and other experts” for four days of learning, networking and more! With national sponsors like Carlisle, Elevate™, GAF, IB Roof Systems™, Johns Manville, Polyglass USA Inc., Sika Corporation, SOPREMA and Versico, this show is a must-attend for professionals in all parts of the roofing world.  

Expert-led education  

This show gives attendees a chance to learn from a variety of industry leaders and experts through their cutting-edge education sessions. Here are some of the incredible presenters that will be at this year’s show:  

• Trent Cotney of Adams and Reese will be hosting a “State of the Industry” session that will explore contract provisions and other emerging regulatory trends.  
• Darren Perry of SOPREMA has a session that discusses how low slope roofing can be enhanced in response to severe climate risks. 
• Amrize’s National Technical Manager Victor Rosenthal and Project Manager Rachael DeMeio will be teaching about trends in roof re-cover applications this year. 
• Jennifer Stephan from Benchmark’s session will dive into the world of Refrigerated Processing and Cold Storage Operations in relation to industrial roofing projects.  

Check out the full speaker list online!

An expo floor route 

The Coffee Shops crew will be on the expo floor hosting a soundstage at booth #1113! Here’s just a few of the other Coffee Shops friends and partners that can be found on IIBEC’s 2026 International Convention expo floor:  

• All Weather Insulated Panels (booth #1216) 
• Anchor Products (booth #907)  
• ATAS International (booth #728)  
• BITEC Inc. (booth #1023) 
• Brava Tile (booth #208) 
• CertainTeed (booth #227)  
• General Coatings Manufacturing (booth #926) 
• H.B. Fuller (booth #113) 
• ICP Building Solutions Group (booth #133) 
• IKO Industries (booth #426) 
• Leister (booth #619) 
• Malarkey Roofing Products (booth #213) 
• MuleHide (booth #814) 
• Roof Hugger (booth #707) 
• S-5! (booth #1019) 
• Sheffield Metals International (booth #625) 
• Sherwin Williams Roofing Solutions (booth #422) 
• Tremco (booth #321) 
• USG Securock (booth #401) 
• Western Colloid (booth #923) 
• Westlake Royal Roofing Solutions (booth #433) 

Explore the full expo floor map!

Register today and make sure you stop by to say hi to us and our industry friends at the IIBEC’s 2026 International Convention!

By Emma Peterson. 

Learn how roofing associations are able to strengthen the industry by uniting our voices. 

Looking at the news today, it is impossible to ignore the continuous fluctuation of immigration policies in the United States. This nebulous environment has had a devastating impact on the roofing and construction industries where it is estimated that one in three workers are foreign-born. Here at The Coffee Shops™, we have heard stories from across the industry of raids and other harsh policy implementations that are harming crews and industry professionals who are just trying to do their jobs.  

But there are ways that we as an industry can come together to create a better future where borders are secure and our hardworking roofers are protected. To learn how industry leaders and associations are working towards this goal, we sat down with Will Lorenz of General Coatings for an episode of Roofing Road Trips®. 

The importance of associations 

Will is the president of General Coatings and an active member of many industry associations, such as the Spray Polyurethane Foam Alliance (SPFA), Roof Coatings Manufacturers Association (RCMA) and National Roofing Contractors Association (NRCA). In each of these different facets of his professional life, immigration policy has been a huge topic of discussion, and one he has taken seriously. He shared, “The big thing is that these aren’t just local issues, they’re federal. So, to figure out how to navigate them, associations are key.”  

Why are associations so important for issues like this? As Will explained, they have the ability and resources to listen to each individual member and turn those concerns and opinions into cohesive, group action. As Will puts it, “Associations bring together contractors and manufacturers from every area to share what's important to them and what can help the economy grow so we can all work towards getting more people roofs that keep them clean and dry.” 

NRCA and the Dignity Act 

A great example of a roofing association unifying industry voices is the NRCA’s support of the Dignity Act. The Dignity Act is a bipartisan effort to create legal paths for foreign-born workers in the U.S. The bill was brought to the House of Representatives by Veronica Escobar (D-TX) and Maria Salazar (R-FL). Representative Salazar explained the goal of the Act:  

The Dignity Act of 2025 is a revolutionary bill that offers the solution to our immigration crisis: Secure the border, stop illegal immigration and provide an earned opportunity for long-term immigrants to stay here and work. No amnesty. No handouts. No citizenship. Just accountability and a path to stability for our economy and our future. 

Will added, “The Dignity Act is about people who are already here working, not people standing at the border...These are people who are good citizens, who have clean records, who are responsible and offer benefits to America because they have capabilities that we need here to keep our economy moving forward and our industry successful.”  

By publicly supporting the Dignity Act, NRCA is helping professionals like Will get their concerns heard by policymakers on a federal level. "What I really love about NRCA and the Roofing Alliance," Will stated, "is that they're committed to not only just putting on good roofs but building the industry long term with a payback mentality to help lift people up.”  

Listen to the full episode to learn more about how to make your voice heard through industry associations.

By Dani Sheehan. 

As more contractors look for ways to differentiate themselves, spray foam roofing offers an opportunity to do more with less. 

Tight schedules, complex details and growing competition are pushing contractors to look for systems that simplify installation without sacrificing performance. During a recent conversation at Western Roofing Expo 2025, Will Lorenz, president of General Coatings Manufacturing Corp, shared insights into why more contractors are taking a serious look at spray polyurethane foam roofing to streamline work and stay competitive in the market. 

Ask any experienced roofer where projects slow down, and the answer is usually the same: details and seams. Penetrations, flashing and irregular roof shapes are often the most time-consuming and risk-prone parts of an installation. Spray foam is applied directly onto the roof deck, expanding to seal around penetrations and irregular surfaces without relying on multiple accessories, boots or welded seams. Will further explained, “If you can make a monolithic system across it, or seal it up around penetrations, air conditioning units, solar stanchions – suddenly your cost for installing is much more competitive.” By reducing the number of components and steps required to waterproof a roof, contractors can move faster while also lowering the risk of future callbacks tied to flashing failures. 

Insulate, waterproof and flash in one system 

“Typically, a spray foam roof is a composition of three materials,” Will shared. “You put a primer down, then the spray polyurethane foam and then a protective coating on top of it.” This combination allows you to insulate, waterproof and flash the roof in a single process. And because foam is fully adhered and seamless, it eliminates many of the extra materials required with traditional membrane systems. Will continued, “Foam sprays against [every penetration or pipe], expands and seals all the way around it. So, then there’s no mechanism for water to come into the building.” 

Spray foam systems are fire-classified, compatible with non-combustible and plywood decks, and are backed by industry listings such as FM and UL. Not only do these systems provide long-term durability, but as Will explained, “Foam is something that you can tailor to the roof. You can spray it so it pitches right into the drains or out to the gutters and get [the roof] to perform [the way you want it to without extensive structural changes].”  

As you focus this year on efficiency, labor savings and long-term value, spray foam roofing is a strategic addition to your offerings. Listen to the full interview below to learn more and become a certified spray foam applicator today! 

By Heidi J. Ellsworth.

This year’s conversations reflected continued growth in roof coatings as building owners seek sustainable, cost-effective solutions and contractors look for ways to diversify their businesses.

CoatingsCoffeeShop® was proud to be a part of the Roof Coating Manufacturer Association (RCMA) 2026 meeting in Las Vegas. As an RCMA partner and sponsor, our team attended the event to connect with the industry, participate in educational sessions and continue our mission of supporting contractors through information, technology and collaboration. 

With Megan Ellsworth moderating a key panel discussion, CoatingsCoffeeShop had the opportunity to engage directly with roof coating manufacturers, material suppliers, contractors and consultants who are shaping the future of roof restoration. 

The RCMA annual meeting serves as an important gathering for the roof coating industry, providing a platform for open dialogue, education and reporting on the state of the market. The 2026 meeting was proudly sponsored by Western Colloid whose continued support helps make these important industry conversations possible. 

This year’s conversations reflected continued growth in roof coatings as building owners seek sustainable, cost-effective solutions and contractors look for ways to diversify their businesses. 

Throughout the day, attendees participated in educational sessions focused on sustainability, technology, safety and profitability. One session highlighted RCMA’s Environmental Product Declaration (EPD) initiatives and how industry-wide EPDs are helping manufacturers improve transparency and consistency while supporting long-term sustainability goals. 

Technology also played a central role in the discussions with sessions focused on roof diagnostics, measurement accuracy and tools that support smarter decision making. These conversations reinforced the importance of data and documentation in delivering successful coating projects. 

A highlight of the day was a presentation by Will Lorenz, president of General Coatings, who shared the story of using roof coatings on one of the most recognizable architectural focal points in Las Vegas. The project involved a complex sphere-shaped structure that required both spray foam and roof coatings to achieve performance, protection and long-term durability. 

Will walked attendees through the unique challenges of working on curved architecture, the importance of selecting the right materials and how application methods played a critical role in the project’s success. The presentation showcased real-world problem solving and emphasized how coatings can be used creatively and effectively on complex structures when paired with proper planning and expertise.  

Another highlight of the meeting was the panel discussion titled The Competitive Edge, moderated by Megan Ellsworth of CoatingsCoffeeShop. Panelists included Josh Poole with Tremco Construction Products Group and RCMA president, Ryan Blad with 838 Coatings, Chris Huettig with KARNAK Corporation and Cody Wilson with Unicoat Industrial Roofing Corp. 

The panel explored how coatings are helping contractors grow their businesses while providing effective solutions for building owners. Panelists shared how restoration systems extend roof life, reduce disruption and offer owners alternatives to full replacement. 

A strong theme throughout the discussion was the growing number of residential roofing contractors entering the commercial market and finding roof coatings to be a natural starting point. Coatings allow contractors to expand into commercial work without the same level of labor demands, equipment investment or jobsite disruption required for full reroofing. 

As more contractors make this transition, training was emphasized as essential. Onsite training supports proper application, improves crew confidence and ensures contractors get the most from both materials and equipment. Well-trained crews deliver better performance and stronger outcomes for customers. 

The panel also addressed how coatings create opportunities for recurring revenue through maintenance programs, helping contractors build long-term relationships with building owners while stabilizing workflow. 

Equipment selection was another key topic with discussion around spray rigs, rollers and application strategies. Contractors shared the importance of aligning equipment choices with business goals and gradually introducing spraying into operations. One of the most common contractor requests discussed was the growing need for sprayable mastics to improve efficiency and consistency. 

Labor savings were identified as one of the strongest business drivers behind coatings. Compared to full replacement, coating systems can reduce crew size, shorten project timelines and improve overall productivity. 

Panelists also emphasized the importance of evaluating roof conditions honestly before recommending a coating system. Moisture testing and clear communication with building owners are essential. Coatings are not the right solution for every roofand transparency builds long-term trust. 

Cody in particular highlighted the value of working closely with manufacturer representatives during roof walks and evaluations. When contractors and manufacturers collaborate onsite, stronger diagnostics are achieved and better recommendations can be made. This partnership ultimately leads to better outcomes for building owners. 

Manufacturers shared how they continue to support contractors through onsite assistance, evaluations and technical diagnostics. This collaborative approach ensures coating systems are installed correctly and perform as intended. 

CoatingsCoffeeShop is proud to partner with RCMA and sponsor the association as part of our commitment to advancing education, communication and connection across the roof coating industry. Events like the RCMA meeting reinforce the importance of bringing the industry together to share knowledge and support contractor success. 

As the meeting concluded, one message stood out clearly, roof coatings are not simply a product category, they are a strategic solution helping contractors grow, diversify and deliver long-term value to building owners. 

For more information about the Roof Coating Manufacturer Association visit www.roofcoatings.org and for ongoing industry news, education and contractor resources visit CoatingsCoffeeShop.com. 

By Heidi J. Ellsworth.

Collaboration, innovation and contractor engagement highlight a strong start to the year.

The Roof Coatings Manufacturers Association (RCMA) started the year with energy and purpose, hosting a highly successful Spring Meeting in Las Vegas, Nevada, alongside its participation at the International Roofing Expo (IRE). The week brought together manufacturers, suppliers and contractors and industry leaders for meaningful conversations focused on innovation, collaboration and the future of roof coatings.

RCMA extended appreciation to the attendees, presenters, sponsors, exhibitors, committee chairs and members whose engagement helped shape a productive event. Their continued involvement is a testament to the association’s mission to advance the roof coatings industry through technical leadership, advocacy and education.

One of the most significant announcements from the meeting was the launch of RCMA’s new Contractor Membership category, expanding the association’s reach by formally welcoming roofing contractors into the community and strengthening alignment across the entire coatings value chain. The move reflects a growing recognition that collaboration between manufacturers and applicators is essential for driving best practices, quality standards and long-term performance.

Marking the occasion, Unicoat Industrial Roofing of Bradenton, Florida, was introduced as RCMA’s first contractor member. President Cody Wilson accepted the membership certificate from RCMA President Josh Poole during the meeting, symbolizing a new chapter for the association and increased contractor representation within the organization.

Education, innovation and real-world success stories

A highlight of the Spring Meeting was an engaging panel moderated by Megan Ellsworth of CoatingsCoffeeShop®. The session brought together suppliers and contractors to discuss how roofing companies can grow their businesses by adding roof coatings and liquid-applied systems to their offerings. Delivered in a dynamic Q&A format, the panel encouraged audience participation and provided practical insights on diversification, profitability and meeting evolving building owner needs.

Attendees also heard from Will Lorenz of General Coatings, who presented a compelling project spotlight featuring the application of spray polyurethane foam and coatings on a spherical centerpiece structure in Las Vegas. The presentation demonstrated how the combined system delivered an ideal balance of durability, energy performance and long-term protection, underscoring the versatility of spray foam and coatings for complex architectural designs.

The Spring Meeting was proudly sponsored by Western Colloid, whose support helped make the educational programming and industry collaboration possible.

Technical guidance supports growing metal roofing market

RCMA also unveiled Coatings Tech Note 5, a new resource dedicated to best practices for metal roof maintenance and coating applications. As metal roofing continues to gain traction for its durability and longevity, proper evaluation and coating strategies remain critical to maximizing system performance.

The tech note delivers expert recommendations on coating options such as acrylics, polyurethanes and modified asphalt, along with guidance on rust identification, seam and fastener inspections, priming, cleaning and recoat techniques. Whether addressing aging galvanized steel, Galvalume® panels or exposed fastener systems, the document is designed to help industry professionals extend roof life while improving energy efficiency.

Supplier spotlight: Innovation driving the market

The meeting also highlighted the contributions of supplier members helping move the industry forward.

H.B. Fuller, a global leader with more than 130 years of expertise in adhesives, sealants and specialty chemicals, continues to innovate across construction and clean energy markets while delivering responsive service and long-term customer partnerships.

Ravago Chemicals, serving more than 15,000 customers across 24 countries, brings creative technical solutions and a relationship-driven approach to the specialty chemical sector. With over 50 years in North America, the company remains focused on quality, sustainability and innovation.

Get involved and help shape the future of roof coatings

RCMA committees continue to address critical priorities including regulatory developments, environmental product declarations, field studies and technical standards while the Communications, Membership and Education Committee drives industry engagement and growth initiatives such as Roof Coatings Day. At the same time, RCMA’s industry-wide Environmental Product Declaration project is entering its final phase, built on the Product Category Rule published in November 2025 that establishes a 75-year expected service life, incorporates fabric systems and defines service life tiers based on dry film thickness. Draft industry-average EPDs are now in development with final data due February 28, 2026, followed by internal and external reviews.

For professionals looking to play a larger role in the industry, joining one of RCMA’s committees offers a direct path to influencing the future of roof coatings while collaborating with leading experts across the market. Now is the time to be a part of the organization advancing innovation, advocacy and technical excellence. Whether you are a manufacturer, supplier, contractor or industry professional, membership provides access to critical resources, research and a powerful network committed to elevating industry standards.

Learn more about the benefits of membership and how to join by visiting www.roofcoatings.org.