GenFlex’s systems and products provide high-quality solutions to evolving contractor needs. 

The Coffee Shops™, the award-winning online communities where the industries meet for technologies, safety, information and education for the construction trades of roofing, metal, coatings and outdoor living, are pleased to welcome GenFlex™ Roofing Systems — a brand designed to support the contractors and distribution partners driving growth in commercial roofing today. 

GenFlex isn’t just another roofing manufacturer entering the conversation. It’s a brand engineered to serve a segment of the market that has long been underserved — contractors who need reliable systems, straightforward solutions and real support to grow their business.

With more than 40 years of low-slope roofing expertise, GenFlex brings proven credibility to the table. Its roots trace back to General Tire (1915), an early innovator in polymers and reinforced plastics, and to pioneering advancements in roofing — including being among the first to introduce EPDM systems and the first to bring EPDM seam tape to market.

Today, that legacy shows up in a portfolio designed with purpose, not complexity.

A simpler, smarter approach to commercial roofing

GenFlex delivers complete EPDM, TPO and asphalt roofing systems designed to perform in the field without unnecessary complication. Every product, every system and every interaction is grounded in a clear mission: make high-quality roofing systems easier to install, easier to understand and easier to sell. That philosophy is more than product design — it shapes how GenFlex shows up for contractors every day.

GenFlex’s approach goes beyond products. It’s about enabling contractors to win more work, execute with confidence and grow sustainably.

• A focused, optimized portfolio: Instead of overwhelming contractors with endless variations, GenFlex delivers a streamlined offering across TPO, EPDM and asphalt systems, along with insulation, coverboards, adhesives and accessories.
• Resources that actually support the job: From specifications and system details to warranty clarity, GenFlex provides practical, easy-to-use resources that help contractors make faster, more confident decisions whether in the office or on the roof.
• Training and technical support that scales with you: GenFlex combines accessible field support with structured training through its Licensed Roofer Program, giving contractors the tools, knowledge and direct access they need to improve installation quality and expand their capabilities.

The right brand at the right time

As the commercial roofing industry continues to evolve, one thing is clear: growth isn’t just happening at the top. A large and expanding segment of contractors is looking for a partner that understands their reality, and is built to support it. That’s where GenFlex stands apart, and is the bridge between big-brand capability and everyday contractor accessibility delivering simplicity, reliability and partnership without compromise.

The Coffee Shops are proud to welcome GenFlex Roofing Systems!

By Elevate. 

Find solutions for all parts of the building envelope at the IRE 2026 Amrize booths.

Amrize offers one of the most comprehensive building envelope portfolios in North America, bringing together solutions that span concrete and building materials through advanced roofing, insulation, waterproofing and wall systems.

Foundation to rooftop solutions on display include:

• High-performance roofing systems from Elevate, including  the new and innovative MAX PVC 
• Waterproofing and coatings solutions from Gaco
• Commercial roofing systems and contractor pathways from GenFlex
• Sustainable, high-performance residential roofing from Malarkey
• Custom-fabricated commercial roofing systems from Duro-Last

Guided International Roofing Expo (IRE) booth walkthroughs are available - just let us know what you’re interested in so we can ensure the proper representatives are available for you. 

New product highlights and live demonstrations

Brand representatives will be available to walk through key product areas, with emphasis on the following highlights:

Elevate: MAX PVC

Engineered for maximum durability and resilience in demanding environments, the new MAX PVC is a top choice for data centers, airports and manufacturing facilities. A MAX PVC system for data center applications will be featured in the Innovative Product Showcase and Awards area, and live puncture resistance testing will take place in the booth as part of Elevate’s product demonstration programming.

Elevate: In-booth product demonstrations

A dedicated demo stage within the Elevate booth footprint will host live demonstrations in English and Spanish throughout the show. Sessions include MAX PVC puncture resistance testing, Twin Jet Y spatter application, self-adhered systems, fleece recover solutions, metal retrofit systems and more. Please let us know if you’d like to see the specific schedule. 

Gaco: Waterproofing and coatings

Gaco will showcase its unified portfolio of silicone, urethane and acrylic systems, along with metal roof repair and waterproofing solutions. Reps can also explain Gaco’s licensed applicator program and contractor incentives that support consistent installation quality and system performance.

Additional product walkthroughs across the Amrize Building Envelope portfolio are available upon request.

Educational sessions and exhibitor presentations

Amrize Building Envelope and brand spokespeople will be leading several conference sessions and exhibitor presentations, offering high-level perspective and practical, jobsite-focused education. Please let us know if you’re interested in any of the following, and we’ll be happy to share the locations of the presentations. 

IRE conference presentations

• Beyond the Roof: Building Envelope Integration for Growth
  Tuesday, January 20 | 8:15–9:15 a.m. PT
  Presenters: Rachel Garcia and Stephanie Gssime
• Entendiendo el PVC: No escatime en la malla | Más malla, menos falla (Spanish-language session
  Wednesday, January 21 | 8:30–9:30 a.m. PT
  Presenter: Alan Diaz
• Best Practices in Commercial Roofing: Solutions for Common and Unique Applications
  Wednesday, January 21 | 9:45–10:45 a.m. PST
  Presenters: Jacqueline LaDuke and Charles Allen

IRE exhibitor presentation sessions

• EPDM: Low Slope Roofing Solutions for Solving Real World Challenges
  Wednesday, January 21 | 12:30–1:15 p.m. PT
  Presenter: Matt Michalski
• Reducing Roofing Labor with Innovative Products and Systems
  Wednesday, January 21 | 2:30–3:15 p.m. PT
  Presenters: Christian Hartwig and Chris Meyer