Scout educates homeowners on the Owens Corning® Total Protection Roofing System® while walking them through the product selection process in an interactive presentation.

Owens Corning and Roof Scout, Inc. are introducing Scout, the roofing industry’s first virtual sales agent tailored to homeowners’ buying personas and contractors’ businesses. Bridging the gap between advanced e-commerce technology and human interaction, Scout educates homeowners on the Owens Corning® Total Protection Roofing System® while walking them through the product selection process in an interactive presentation. 

• Transparency by design: Offering convenience to meet the desires of modern shoppers, Scout guides homeowners through the roof buying process. Homeowners can access Scout 24/7 and participate in an interactive shopping experience tailored to their buying persona. Homeowners are guided through the roof selection process in a high-resolution imagery and conversational context.  
• Educating the homeowner: Scout educates homeowners on how the products and benefits of Owens Corning® Total Protection Roofing System® work together to protect their home and add curb appeal. For example, Scout explains how underlayments help keep out moisture, shows a variety of shingle color options to help boost curb appeal while defending against the elements and illustrates how proper ventilation helps a roof breathe. The presentation is designed to move seamlessly from education through quote generation to sales contract and even financing.
• Interactivity and real-time data: Scout reviews a variety of shingle color choices and explains available upgrades, allowing homeowners to engage in the presentation. The technology then syncs to provided roofing measurements and automatically applies contractors’ product offerings to calculate customized pricing based on real-time data. The result is a comprehensive proposal optimized to speed the sales cycle from lead to signed contract. 
• Empowering and enhancing the sales team: Scout can be deployed to empower and enhance the contractor’s sales team as a digital foot soldier in canvassing or storm outreach efforts. An integrated digital leaderboard brings a gamification element to foster friendly competition among the sales team. 

“Scout is designed to help contractors scale without adding headcount,” says Jon Gardner, senior leader of strategic partnerships & learning and development at Owens Corning. Remarking on how contractors’ teams are embracing the technology, Roof Scout CEO Joshua Adams added, “Roof Scout takes what can be a complex buying process and simplifies it for both contractors and homeowners. It’s about empowering the sales team and enhancing the sales process.” 

Scout is available exclusively to Owens Corning Contractor Network (OCCN) members. Learn more and experience a demo. 

By The Coffee Shops™. 

From marketing to operations, AI is beginning to reshape how roofing companies work — but success depends on how it’s used. 

On the final morning of International Roofing Expo (IRE) 2026, a packed room of contractors, manufacturers and industry professionals gathered early for a timely conversation on artificial intelligence (AI). Hosted by Roofing Technology Think Tank (RT3), the panel brought together voices from across the industry to cut through the noise and talk about what AI actually looks like in practice. 

Featuring Ken Kelly of Kelly Roofing, Wendy Marvin of Matrix Roof & Home, Anna Anderson of Art Unlimited and Josh Adams of Roof Scout, the discussion focused on how contractors can start using AI intentionally and effectively in their businesses today. Despite the early hour, the session sparked strong engagement and an active Q&A, signaling just how top-of-mind this topic has become across the industry. 

1 – AI is a tool, and it’s only as good as how you use it 

One of the clearest messages from the panel was that AI responds to direction. The more specific and thoughtful your input, the more useful the output. Ken compared AI to a golden retriever – eager to please, but unlikely to challenge you unless you ask it to. If you’re not getting the answers you need, it’s often a prompting issue, not a platform issue. 

This requires a different way of thinking. Instead of asking quick, surface-level questions, users need to approach AI the way a customer might approach a search engine: with detailed, specific context and a clear goal in mind. 

2 – The human element still matters 

While AI can streamline workflows and reduce manual tasks, the panelists were quick to point out that it doesn’t replace the human side of the business. 

Customers still want to work with people they trust. They want clear communication, accountability and relationships, especially for residential roofing. AI can support that experience, but it shouldn’t replace it.  

Internally, AI can also help reduce common pain points. Instead of entering the same data across multiple systems or manually reviewing documents, teams can use AI to handle repetitive tasks more efficiently. Wendy stressed that not only saves time, but can also reduce the risk of human error.  

3 – Without alignment, AI creates more problems than it solves 

As more companies experiment with different AI tools, another challenge is starting to emerge: inconsistency. If everyone on your team is using different platforms in different ways, it becomes difficult to maintain a unified voice, protect your data and ensure reliable results. The panel stressed the importance of creating internal standards early. 

That can be as simple as building a shared prompt library, documenting best practices or designating internal leaders to guide adoption like Josh and his team do. The key is making sure your team is working from the same playbook. 

4 – Your data is your competitive advantage 

Beyond the tools themselves, one of the most important takeaways from the discussion centered on data. Your customer information, job history and internal processes are some of your most valuable business assets. How you store, manage and use that data will directly impact how effective your AI tools can be. 

The panelists warned against relying on free platforms for sensitive information. In many cases, data entered into free tools can be used to train broader models, making it accessible beyond your organization. Investing in secure, paid solutions, and understanding how your data is being used is critical. Owning your data means maintaining control, protecting your customers and positioning your business to adapt as technology continues to evolve. 

This is an evolution, and it’s moving fast 

While AI is often framed as a sudden disruption, this panel discussion offered a more grounded perspective. From business-to-business and business-to-consumer interactions, the industry is now beginning to explore business-to-agent workflows, where AI systems communicate with one another to complete tasks, according to Anna. Whether it’s processing information, analyzing documents or supporting decision-making, these tools are becoming more integrated into everyday operations. 

Discussions like the RT3 panel are exactly what this organization was created to support. As a consortium of industry thought leaders, RT3 is focused on exploring emerging technologies and helping contractors understand how to implement them in practical, meaningful ways. 

By bringing together perspectives from inside and outside the roofing industry, RT3 provides insight, resources and real-world context to help businesses navigate change. 

Start small, stay intentional 

For contractors looking to get started with AI, the message from this discussion was clear: you don’t have to do everything at once. 

Start with one or two areas where AI can make an immediate impact. Build consistency within your team, protect your data and refine your approach as you go. AI isn’t replacing anyone. But it is changing how work gets done. Those who take the time to understand it and can use it intentionally will be better positioned for what comes next. 

Across the show floor, soundstage interviews and educational sessions, IRE 2026 made it clear that the roofing industry is not standing still. 

While community defines the heart of the International Roofing Expo (IRE), innovation defines its pace. From AI-driven tools and smarter products to immersive booths and hands-on demonstrations, our crew experienced IRE 2026 as a snapshot of where the industry is headed. Here’s a deeper look at how it went, as told through the voices of our crew members who spent the week capturing it. 

Technology everywhere 

One of the most immediate takeaways from IRE 2026 was just how visible technology has become across the show floor. Megan Ellsworth, multimedia director, shared: 

One theme that did stand out for me at IRE was the sheer amount of technology and AI companies at the show and the innovations through technology that big name distributors and manufacturers are implementing. Contractors were a buzz with all the new technology at their fingertips through either their distributor, CRM or manufacturer that is for sure. 

That buzz extended to manufacturers, distributors and long-established brands bringing tangible, jobsite-ready solutions to the floor. Karen Edwards, COO, emphasized, “I was most impressed by the manufacturers that continually innovate and bring new solutions that help contractors work smarter, more efficiently, the products that perform better. It’s incredible.” Startups and established brands showcased tools that have the potential to fundamentally change how contractors work day to day.  

Innovation on display: Booths, launches and customer stories 

For crew members walking the show floor, innovation stood out not only in the products themselves, but in how exhibitors chose to present their stories. Lauren White, editor-in-chief, explained: 

It’s always so fun to see the same people each year, and also to see how some of our customers’ booths have grown over the years. Some companies who started with a single table and a small footprint now have the biggest LED screen that Informa has ever seen, like Roof Scout. Central States Manufacturing had a huge, amazing booth as well and it looked really great and made a statement. 

Everyone puts so much time and energy into making their booths look good and flow, and they’re really proud of them. There’s a lot of intentional planning that goes into that. For us to go onto the show floor and highlight those booths – asking what they want to showcase and positioning ourselves where they feel best – is really special. People are so grateful for the opportunity to talk about their latest products and recent launches and show them off in their booth. 

Drake Porter, industry relations coordinator, echoed this sense of creativity and experimentation they witnessed across the show floor: 

Just seeing what all these folks are doing, whether it's tools or materials or an amazing Trash Rocket or a giant screen at Roof Scout was really cool. My favorite interview of the day was Western States Metal Roofing, where she talked about different shingle sizes, metal and the 3D-printed display she created for the booth. 

Across the span of three days, Lauren and Drake had the chance to dance with the Pink Panther from Owens Corning®, assist the BITEC® magician in passing cards around to the crowd and made custom hats with TRA Snow and Sun, further highlighting the vastness of this year’s exhibitor booths. 

Education contractors can use 

Education once again proved to be one of IRE’s strongest assets, especially as conversations around AI moved from theory to application. Heidi J. Ellsworth, president and CEO, moderated a panel discussion focused on AI in practical business settings: 

We were fortunate enough to be part of the Roofing Technology Think Tank (RT3) panel talking about AI in real-life situations. It really talked about not only where the roofing industry is going, but what you need to look at and be aware of. 

The IRE educational courses throughout the week really help contractors build their business, so they can leave IRE with a strong to-do list, which I think is really important. 

What stood out most to Karen was the engagement: “It’s impressive to have 100 people in a room who want to learn about AI at 8:30 in the morning and nobody was scrolling through their phone during that presentation. They were engaged and eager to learn.” 

Telling the industry’s stories 

One of the ways innovation came to life at IRE 2026 was through storytelling itself. James Ellsworth, CFO, exclaimed, “The soundstage did 89 recordings over the course of three days. We had experts from around the industry all wanting to share on the soundstage.” As Karen hosted the majority of these interviews, she reflected, “Being able to bring a little piece of the show to those people who weren’t able to come was heartwarming. They can tune into our videos, and they can see what’s new.” The theme that consistently emerged was adoption. As Lauren noted, “People are really adopting tech and AI, which is great to see in an industry that’s typically slow to adopt. 2026 is the year of growth.” Across tools, technology, education and storytelling, IRE 2026 highlighted real solutions, real learning and real momentum. And the industry is clearly ready for what’s next. 

Check out our YouTube playlist to hear from the experts themselves!

En todo el piso de exhibición, las entrevistas en el escenario y las sesiones educativas, IRE 2026 dejó en claro que la industria del techado no se está quedando quieta. 

Mientras la comunidad define el corazón de la International Roofing Expo (IRE), la innovación define su ritmo. Desde herramientas impulsadas por IA y productos más inteligentes hasta stands inmersivos y demostraciones prácticas, nuestro equipo vivió IRE 2026 como una muestra clara de hacia dónde se dirige la industria. Aquí te presentamos una mirada más profunda a cómo se desarrolló todo, contada a través de las voces de los miembros de nuestro equipo que pasaron la semana capturando cada momento. 

Tecnología en todas partes 

Uno de los principales aprendizajes inmediatos de IRE 2026 fue lo visible que se ha vuelto la tecnología en todo el piso de exhibición. Megan Ellsworth, directora de multimedia, compartió: 

Un tema que realmente destacó para mí en IRE fue la gran cantidad de empresas de tecnología e inteligencia artificial presentes en el evento y las innovaciones tecnológicas que los grandes distribuidores y fabricantes están implementando. Los contratistas estaban muy entusiasmados con toda la nueva tecnología disponible a través de su distribuidor, CRM o fabricante, sin duda. 

Ese entusiasmo se extendió a fabricantes, distribuidores y marcas consolidadas que llevaron al piso soluciones tangibles y listas para el trabajo. Karen Edwards, COO, enfatizó: “Lo que más me impresionó fueron los fabricantes que constantemente innovan y traen nuevas soluciones que ayudan a los contratistas a trabajar de manera más inteligente y eficiente, con productos que ofrecen un mejor rendimiento. Es increíble.” Nuevas empresas y marcas establecidas exhibieron herramientas con el potencial de cambiar fundamentalmente cómo trabajan los contratistas en su día a día. 

Innovación en exhibición: Stands, lanzamientos e historias de clientes 

Para los miembros del equipo que recorrieron el piso de exhibición, la innovación destacó no solo en los productos en sí, sino en la forma en que los expositores eligieron presentar sus historias. Lauren White, editora en jefe, explicó: 

Siempre es muy divertido ver a las mismas personas cada año, y también ver cómo los stands de algunos de nuestros clientes han crecido con el tiempo. Algunas empresas que comenzaron con una sola mesa y un espacio pequeño ahora tienen la pantalla LED más grande que Informa haya visto, como Roof Scout. Central States Manufacturing también tuvo un stand enorme y espectacular; se veía realmente bien y dejaba una gran impresión. Todos dedican mucho tiempo y energía a asegurarse de que sus stands se vean bien y fluyan correctamente, y están realmente orgullosos de ellos. Hay mucha planificación intencional detrás de eso. 

Para nosotros, poder caminar por el piso de exhibición y destacar esos stands —preguntar qué quieren mostrar y colocarnos donde mejor se sientan — es algo muy especial. La gente está muy agradecida por la oportunidad de hablar sobre sus productos más recientes, sus nuevos lanzamientos y mostrarlos en sus stands. 

Drake Porter, coordinador de relaciones industriales, destacó ese mismo sentido de creatividad y experimentación que vio por todo el evento: 

Ver lo que toda esta gente está haciendo, ya sean herramientas, materiales, un increíble Trash Rocket o una enorme pantalla en Roof Scout, fue realmente genial. Mi entrevista favorita del día fue con Western States Metal Roofing, donde ella habló sobre diferentes tamaños de tejas, metal y la exhibición impresa en 3D que creó para su stand. 

A lo largo de tres días, Lauren y Drake tuvieron la oportunidad de bailar con la Pantera Rosa de Owens Corning®, ayudar al mago de BITEC® a pasar cartas entre la multitud y hacer sombreros personalizados con TRA Snow and Sun, resaltando aún más la magnitud de los stands de este año. 

Educación que los contratistas pueden usar 

Una vez más, la educación demostró ser uno de los mayores activos de IRE, especialmente cuando las conversaciones sobre IA pasaron de la teoría a la aplicación práctica. Heidi J. Ellsworth, presidenta y CEO, moderó un panel centrado en el uso de la IA en entornos reales de negocios: 

Tuvimos la fortuna de ser parte del panel del Roofing Technology Think Tank (RT3) hablando sobre IA en situaciones reales. La conversación trató no solo sobre hacia dónde se dirige la industria del roofing, sino sobre lo que necesitas observar y tener en cuenta. 

Los cursos educativos de IRE durante la semana realmente ayudan a los contratistas a fortalecer sus negocios, para que puedan salir de IRE con una sólida lista de tareas, lo cual es muy importante. 

Lo que más le llamó la atención a Karen fue el nivel de atención: “Es impresionante tener a 100 personas en una sala que quieren aprender sobre IA a las 8:30 de la mañana y que nadie estuviera revisando su teléfono durante la presentación. Estaban comprometidos y ansiosos por aprender.” 

Contando las historias de la industria 

Una de las formas en que la innovación cobró vida en IRE 2026 fue a través de la narración. James Ellsworth, CFO, exclamó, “El escenario de grabación hizo 89 entrevistas durante tres días. Tuvimos expertos de toda la industria queriendo participar en el escenario.” Mientras Karen condujo la mayoría de esas entrevistas, reflexionó, “Poder llevar un pedacito del evento a quienes no pudieron asistir fue conmovedor. Pueden ver nuestros videos y descubrir qué hay de nuevo.” 

El tema recurrente fue la adopción. Como señaló Lauren, “La gente realmente está adoptando la tecnología y la IA, lo cual es genial de ver en una industria que típicamente adopta los cambios con más lentitud. 2026 es el año del crecimiento.” 

A través de herramientas, tecnología, educación y narración, IRE 2026 destacó soluciones reales, aprendizaje real y un impulso genuino. Y la industria está claramente lista para lo que viene. 

¡Consulta nuestra lista de videos en YouTube para escuchar directamente a los expertos!

By Emma Peterson. 

Raising a glass to the articles, videos, podcasts and more that made 2025 so memorable!  

It’s time to change over the calendars again! 2025 is coming to a close and here at The Coffee Shops™, we are excitedly getting ready for 2026. But before we leap into the new year, we wanted to take a moment to look back at the past year and all of the growth and hard work that went into making it amazing.  

Top articles 

Key advocacy efforts advance for the roofing industry by Dani Sheehan 

Our editorial crew was busy this last year publishing over 3,000 articles! You can explore them all in our newsroom, but we wanted to call out our top article of the year, written by our senior writer Dani Sheehan! Dani’s article is about legal advocacy work aimed to ease workforce shortages and making reroofing more affordable. This work is driven by the National Roofing Contractors Association (NRCA) and showcases their commitment to “helping contractors expand opportunities, improve profitability and continue delivering essential services to communities across the U.S.” 

Building a stronger team, one hire at a time by Ashley and Seth Pietsch 

Another article we want to call out is our top Influencer insight of the year! Through our Influencer Program, roofing experts and leaders have been sharing insights on relevant topics all year, such as succession planning, sustainability and social media marketing. All of these articles are well-worth the read, but our top response of the year came from Ashley and Seth Pietsch, the leaders of Integrity Insurance and Bonding Inc. In it, they share insights hiring practices that foster long-term growth and success.  

Top webinars 

Legal Updates and Open Q&A With Trent Cotney

Our top Coffee Conversation from 2025 features Trent Cotney of Adams and Reese LLP. In the webinar, Trent dives into the regulatory changes, immigration policies, tariff implementation and more. Whether you are a seasoned roofing pro or new to the world of construction, this is a great webinar to check out for practical advice from one of the leading voices in construction law.  

Manage Your Roofing Business Online

As for our other top webinar of the year, it was a Read Listen Watch (RLW)® with Gabriela Fornino of QXO and hosted by our COO Karen Edwards. In the episode, Karen and Gabriela walked through how contractors can build tech stacks that streamline and simplify the process of managing a roofing business.  

Top YouTube videos 

And moving over to our YouTube, we wanted to highlight our top video and top playlist of the year!

The top video was the on-demand recording of a conversation between Heidi J. Ellsworth and Matt Fassler, the chief strategy officer with QXO.

Their conversation focused on the industry-shaking QXO acquisition of Beacon and the impacts of that on contractors in the field.

As for the top playlist of the year, the number one spot goes to our International Roofing Expo (IRE) 2025 playlist!

This playlist is chock full of live booth and soundstage interviews from the show with Coffee Shops friends like SOPREMA, Westlake Royal Roofing Solutions, TAMKO, Roof Scout, S-5, IKO and more. We’ll similarly be live at the upcoming IRE in January 2026, so make sure to keep an eye out for that playlist in the future!  

Top podcasts 

Mardee Billingsley - The Global Building Envelope

In our top podcasts section, we wanted to highlight the number one podcast of 2025 from our longstanding Roofing Road Trips® series – a conversation with Mardee Billingsley. Mardee works at Tremco as their executive VP and this podcast offered great insight into the global building envelope market. More specifically, Mardee shared insight into Tremco’s international commercial roofing programs in places like the U.K.  

Stories from The Roof: B&M Roofing

The other podcast we really wanted to highlight in this list is our Stories from the Roof series. This series focuses on the people who make up our industry and the different paths they took to get here. The top episode of this series in 2025 featured Alton Rogerson of B&M Roofing and Bill Paynter of Diamond P Building Products, representatives from the companies that took home Duro-Last's 2025 Metal Roofing Award project of the year. 

Top social media posts 

No cap, our crew has been killing it on socials (did we use that slang correctly?). However, you put it, our social media team has been doing amazing this year! Not only is their content informative and accessible, but it’s also fun and community-building. We wanted to highlight some of their work from the last year, more specifically their top performing Instagram Reel and top TikTok!  

• RoofLine’s Fastest Roofer Contest reel: The top performing reel of the year is all about RoofLine’s fastest roofer competition! In it, you can get a glimpse into the high-speed action of the contest.  
• Johns Manville teaching TPO welding TikTok: And our top TikTok of the year showcases a teaching moment from the team at Johns Manville. In the clip, they show students at the 2025 SkillsUSA competition some important TPO membrane welding techniques. 

By Emma Peterson. 

Learn how businesses can empower their teams by creating inclusive and supportive workplaces. 

Last month, we hosted a special Pride Month edition of Coffee Conversations, sponsored by Tremco WTI! In the episode, Megan Ellsworth spoke with a panel of roofing experts and advocates from across the industry for an enlightening conversation about inclusivity. The panel included Kristin Crandall, Tremco’s northeast regional dispatcher and fleet administrator;, Josh Adams, longtime contractor and founder of Roof Scout; and Janette O'Shaugnessy, founder of  Resonating Brands . 

The conversation  highlighted the importance of supporting LGBTQPIA+ employees, during Pride Month and beyond. In discussing the positive impact of organizational support, Kristin shared, “Support from your company and support from people around you can really make you develop into an amazing person and grow both personally and professionally.” Josh added, “Good business is about creating spaces that see people on merit and talent, not labels. And talent is in all groups, no matter their identity. By being more inclusive, a company will be able to find the best person for the job and develop their talent.” 

So, how do you make sure your company is inclusive and supportive of all people? The first step is making space for empathy and normalization. Kristin elaborated, “Making it a point to show empathy and grace as you make it a safe space for someone to be open is key. And once people are open, you have to show them that you support them regardless of which community they're part of, it doesn't change who they are on the inside of a person.” This is something that has to happen both on a company level from management and a personal level from coworkers. Janette explained, “Allies play a big role because they normalize and validate marginalized or LGBTQ+ community members by affirming that people in marginalized groups aren’t actually that different, that we’re all just humans doing the best we can.” 

At the end of the day, building a space where people can authentically and honestly be themselves is the goal, so that they can do their best work and feel valued. Josh put it simply, “The majority of people in marginalized groups just want to feel like they're not marginalized. It doesn't mean that somebody needs to put them up in a castle of rainbow flags and blinking lights. It's just saying, ‘Hey, don't drag everyone to filth if they're just being authentic.’ And I think that's a big difference that we all can probably support.” 

Read the transcript, Listen to the conversation or Watch the episode for more about building a stronger roofing industry through inclusivity.

By Emma Peterson.

Roof Scout debuts on the IRE stage with eCommerce innovation.

One of the best parts of trade show season is getting to see all of our industry friends, both old and new. While at the 2025 International Roofing Expo (IRE), our editor Lauren White got the chance to catch up with our friend Josh Adams from Roof Scout for a quick interview. 2025 marks the first year that Roof Scout has been at IRE as an exhibitor and the energy in the booth was so exciting!  

Roof Scout is the first fully autonomous sales system for contractors. Josh explained, “We built out and partnered with Owens Corning to provide actual total end-to-end solution sales... What we're really trying to do as a former contractor, is elevate the way contractors can do eCommerce.” With this being such a novel idea, the main focus of the Roof Scout’s booth was on demonstrations. Josh elaborated, “We brought some of our podcast studio here so people can sit down and then we'll run through the program with them. When we're doing that, we typically get a line around here, peeking over and seeing what's new.”

It’s been a long journey for Josh and the entire Roof Scout team to get to this point, four years of development alone! But all that hard work was truly showcased in their first IRE booth. Josh shared some thoughts on the show in general, “From what I hear, this is one of the biggest years that they've had. Lots of attendance, met tons of great people. Texas really is just the most welcoming group of people and we've really felt that from the day that we got here. So thank you, Texas, for hosting us, this is a great start to exhibiting at IRE.”  

Watch the full interview to learn more about Roof Scout and how it can help contractors level up their sales process!

The second iteration of IRE awards celebrate cutting-edge developments in materials, equipment, tools and services that are revolutionizing roofing and exterior construction for businesses, laborers, commercial and residential.

The International Roofing Expo® (IRE) reveals the recipients of the second annual Innovative Product Showcase and Awards program for both People's Choice and Experts' Choice categories. This recognition program, powered by the International Roofing Expo, celebrates state-of-the-art solutions currently available in the roofing and exteriors sector. 

The Innovative Product Showcase and Awards program entries were featured at the recent 2025 International Roofing Expo. Expo attendees could examine the products and services in the dedicated showcase area and cast votes for the People's Choice Award across eight categories, Business and Technology; Coatings, Caulks and Sealants; Roofing Products including Single Ply, Metal Panels, Shingles, Synthetic Roofing and Flashing; Safety and Fall Protection; Siding and Insulation; Tools, Equipment and Machinery; Solar Panels and Products and finally Water Proofing, Flashing, Vapor Barriers, Underlayments and Insulation. The Experts' Choice Award is decided by a panel of judges and presented to one winner.

"The innovations featured in the Product Showcase and Awards program are pushing boundaries and setting new standards for quality and ingenuity in the roofing industry. The International Roofing Expo is honored to celebrate the visionaries who are redefining excellence and driving the future of roofing forward," says Rich Russo, show director of the International Roofing Expo. "By recognizing outstanding products and solutions, the program helps drive industry progress, encourages innovation and provides professionals with insights into the latest advancements shaping the future of roofing and offers manufacturers and suppliers a platform to showcase the latest developments, reinforcing contributions to industry standards and best practices." 

The People's Choice winners for 2025: 

Business and Technology Software and Services 

Roof Scout, by Scout Technology Group, is a digital sales assistant powered by a proprietary algorithm. The system uses Artificial Intelligence (AI) and behavioral science to assess the client's personality, and adapts presentation methods to best match the homeowner, improving sales outcomes. Scout is the first platform to use real time pricing in a media player, using gamification to increase retention and user experience. 

Coatings, Caulks and Sealants 

The FiberSeal Base, created by Fluid Applied Roofing, is a proprietary, fiber-reinforced, sprayable formula. It replaces outdated methods like polyester fabric and seam tapes, delivering superior adhesion, fast curing and lasting durability.

Roofing Products including Single Ply, Metal Panels, Shingles, Synthetic Roofing and Flashing 

The all-NEW ColorGard 2.0 Snow Retention System, by S-5!, is an upgraded snow guard system designed with greater versatility, simpler assembly and faster installation. ColorGard 2.0 is engineered for most metal roof type and requires no preassembly, making the installation process quicker and easier than ever. 

Safety and Fall Protection 

Ladder Latch Pro™, by Ladder Latch Pro™, is an innovative, patent-pending design that secures and stabilizes a ladder, preventing the ladder from sliding or falling, creating a stable base to work from. The latch fits all extension ladders for homes and buildings with gutters. The non-corrosive tool installs in seconds and works on either side of the ladder. It is made from high impact plastic and stainless steel, and works on all gutters with or without gutter guards. 

Siding and Insulation 

The ProTect Siding Starter, by Quarrix is a tool that offers easy-to-install, breathable moisture protection behind the first course of cladding. The strips are crafted from lightweight plastic, and are easy to install and handle. The innovative design incorporates small air channels, facilitating optimal airflow to keep walls dry and safeguard against moisture buildup. Unlike traditional wood or cladding materials, ProTect Siding Starter exhibits exceptional durability, resisting rot, warping and splitting and even has a built-in insect barrier. 

Solar Panel and Products 

Timberline Solar® ES 2, by GAF Energy is the latest version of GAF Energy's innovative solar roof. In addition to remaining to be the world's first solar shingle that can be nailed down, Timberline Solar® ES 2 offers increased power and faster installation than all previous versions of the product, as well as an enhanced design featuring expanded compatibility. 

Tools, Equipment and Machinery 

The Equipter Tow-A-Lift by Equipter is an innovative towable forklift that can be transported with a pickup truck without the need for an additional trailer. The Equipter Tow-A-Lift can lift and move up to 3,500 pounds of material, leaving minimal ground disruption. 

Water Proofing, Flashing, Vapor Barriers, Underlayments and Insulation 

Hurri-Tarp, by Hurri-Tarp, is a revolutionary new tarp designed to protect roofs without causing damage. The self-weighted tarp covers areas with roof damage and prevents water penetration, with no nails needed to attach the tarp to the roof. 

The Experts' Choice award winner was carefully selected by a panel comprising of industry experts. These winners distinguish themselves through the ability to enhance performance or sales, improve customer satisfaction or worker safety and establish new industry benchmarks in the field. 

The Experts' Choice winner for 2025 

Timberline Solar® ES 2, by GAF Energy, entered into the Solar Panels and Products category, is the latest version of GAF Energy's innovative solar roof. In addition to remaining to be the world's first solar shingle that can be nailed down, Timberline Solar® ES 2 offers increased power and faster installation than all previous versions of the product, as well as an enhanced design featuring expanded compatibility. 

"Timberline Solar® ES 2 stood out as an Experts' Choice Award winner for its groundbreaking advancements in solar roofing," Rich adds. "By increasing power output, streamlining installation and enhancing compatibility, GAF Energy continues to set a new industry standard. This latest evolution of the world's first solar shingle that can be nailed, boosting performance and providing roofing professionals with a more efficient and adaptable solution, driving both innovation and customer satisfaction in the field." 

To view the complete list entries of the 2025 Innovative Product Showcase and Awards program, please visit www.theroofingexpo.com. 

About International Roofing Expo 

The International Roofing Expo® stands as the premier event for both commercial and residential roofing and exterior construction industries. The IRE unites professionals, enabling them to stay abreast of industry trends and explore an extensive selection of products and services. This event fosters professional growth through education, exhibitions, and networking opportunities. The International Roofing Expo is owned and operated by Informa Markets, with NRCA as the official show sponsor and Roofing Contractor as the official show publication. For additional details, please visit www.theroofingexpo.com. Stay connected with the International Roofing Expo on Facebook, Instagram, LinkedIn and X for the latest updates on the 2026 expo. 

About Informa Markets 

Informa Markets, a subsidiary of Informa plc (LON:INF), creates platforms for industries and specialist markets to trade, innovate and grow. Our portfolio comprises more than 550 international B2B events and brands in markets including engineering, healthcare and pharmaceuticals, infrastructure, construction and real estate, fashion and apparel, hospitality, food and beverage and health and nutrition, among others. We provide customers and partners around the globe with opportunities to engage, experience and do business through face-to-face exhibitions, specialist digital content and actionable data solutions. As the world's leading exhibitions organizer, we bring a diverse range of specialist markets to life, unlocking opportunities and helping them to thrive 365 days of the year. For more information, visit www.informamarkets.com. 

The Coffee Shops crew reflects on our favorite interactions, interviews, booths and moments of IRE 2025.

Editor’s note: The following is the transcript of a conversation The Coffee Shops crew had after the final day of the International Roofing Expo.

Tim Ellsworth: My favorite story of IRE week happened today. I met Jameson from Flash AI, and they are a weather company that can predict hailstorms, thunderstorms, lightning within one kilometer, and Jameson and I had a really wonderful talk. 

Zane Delucci: My favorite part of the trip so far was spending time with the people that I work with, which has been great. It's great spending time with everyone, meeting new faces, having new sisters, it's great. I really feel like part of the gal squad. And that was really nice. Spending time with Tomato Soup, watching some familiar faces perform some kick ass music was really, really cool. Some aspects I paid extra attention to was some of the tech this year - learning about roofing CRMs was an interesting thing.

Lauren White: This year we have the biggest team I think we've ever had at IRE. And every year people say, 'You guys are everywhere!’ And we literally were this year, which was really cool, we were buzzing all over the place. And spending time with Zane was fun. I've never met Zane in person, and we were one of the floor teams, so we got to know each other well this week, which was great. And I think just this year too, the difference in the show floor booth interviews was notable. People are really excited about these interviews and really want to showcase their whole booth, and are really having fun with it and have ideas of what they want to highlight  and have us capture when we go there. And the other part that was cool is, I feel like all of our floor teams were very official this year with our microphones, press badges, nice camera setups and tripods, and people walking by were watching what we were doing. Even if they were just passing through the aisles, people were stopping to see what our teams were doing and then stopping and spending more time in the booth to learn more about the customer, which was cool to see. People were noticing what we were doing both on the show floor and in our alcove, which is cool to be a part of.

Dani Sheehan: This being my first IRE, this was a little overwhelming, but in the best way, it was just so cool to put faces to names and see the buzzing excitement on the show floor, like even the day before, when everybody was like, getting things set up, and it was a mess and you couldn't move around anything. But I think, kind of, like, Lauren said it was just so cool to see, like, everybody knows us, and the people that don't know us are stopping and like, ‘Wait, what's going on? Who's that? Where can I get an interview?’ And we have some really great partners. Today Roof Scout really stood out. He was so excited for his booth interview. He did a fun little quip with Zane at the beginning where he was highlighting our coffee mug and had nothing but good things to say about RCS, which was great to hear.

Alex Tolle: Definitely my favorite thing is just seeing the shift in questions this year. A lot of times people are asking, ‘What do you guys do? Where's the coffee? What's going on?’ And it felt like there were so many people who came to us saying, ‘People are telling me I need to come to you. I've been seeing you. I want to be a part of this,’ both contractors and advertisers. And so it was really cool to see people excited to come see us. And they were actively looking for us throughout the show, which I haven't seen before. And then everybody was so excited to be on the soundstage and hang out at our booth. We also got four new R-Club members, which I'm so excited about. Two of them are Canadian. And a lot of people are really excited that I think will sign up afterwards. And seeing the team, it's fun to hang out with everybody.

Megan Ellsworth: Okay, my favorite part of ire this year was having friends that are not a part of the RCS crew, but that are in the industry and just being able to recognize so many people. This is my third or fourth IRE, and it took that many to really have best buds in the industry. And I think that was the hardest part about being in this industry starting out, you can feel really disconnected to the industry, sometimes, because you're just working from home and you're doing your thing, and then this is just your job, but then you get to go to events like this and make actual friends, not just work friends, but real friends, and see people in person and it's cool to be able to have relationships that extend the workplace and the industry that I work in that are genuine friends. And then another favorite part was being able to connect with Keenan Perry and Dan Tinker from SRS about Tomato Soup. And performing was really fun, and getting to blend two parts of my life together is always a joy. 

Itzel Najera: I really enjoyed being with the team. I got to meet people face to face and got to know everybody on a more personal level. So I really enjoyed that. I enjoyed working with Jessica and just enjoying doing the interviews and meeting new people. We got to hang out with Amparo a lot, shout out to Amparo, because she really connected us with a lot of contractors, and she was just really pushing us and really advocating for us, getting everybody over to us and saying how great we are and to follow us - it was amazing. I really also enjoyed being at the SRS Para Latinos. I got to see contractors get recognized. We got to hang out with Duliar Valladares and Julissa Chavez. Duliar is just amazing. He's such a nice person and just a new friend that we got to meet there. And we got to see a lot of people that we saw at Expo Contratista and being recognized at the IRE was pretty neat, having them say, 'People know about the Spanish team now.’ I just really enjoyed being at IRE this year.

Evelyn Witterholt: This has been my third IRE, and I think it just keeps getting better every year that I've gone. I think our booth in particular keeps getting better every year, I think in terms of location and just general appearance, but location especially. I mean, last year we were in the lobby, which was incredible. And I think where we were this year, close to the lobby was also really great. And with the vinyl and just the general display of our booth we got so much foot traffic. I think my favorite part was getting to come face to face with people I work with but have never actually met in real life. So I got to meet Dani and Jessica and Zane for the first time, and we had a lot of fun. And the media team, I think, did a great job this year. I had an absolute blast with Megan and Zane rocking all of the media. I think my favorite part, though, was yesterday, Tomato Soup was going to perform, and I wasn’t going to be able to see them, it just didn’t fit in my schedule at the soundstage, but then we finished about 15 minutes early, so I raced over to go see them, and that was really incredible and really good experience.

Jessica Bravo: My favorite part has to be Moises, the contractor. He came up to me and he told me that he was really sad because he saw that we have Spanish influencers, and we didn't invite him. So he made me promise that I will add him to our list. So that was pretty cool, connecting with him. I had never met him, and he was so nice. We interviewed him twice. They were both great interviews. And we had a great conversation with Beacon. I'm just happy that we had a Spanish floor team, that was definitely my favorite part.

Heidi Ellsworth: My favorite part was that we had a Spanish floor team, yes. En Español was such a huge part of this IRE and I'm so proud of our team. I'm so proud of Jessica and Itzel, they just went off and did the whole nine yards. So even though they were thrown a little bit into the deep end of the swimming pool, they were lounging on inner tubes by the time they were done, they were rocking it. I loved watching people walk by and give them hugs and connecting. 

And I'm so proud of our whole team. I saw people coming by high fiving Evelyn, all excited to see Alex, Megan, Dani and Lauren out on the show floor. I had people come up to me and talk about how awesome and how easy it is to sit on the soundstage and how easy it is to have people come and interview in the booth. That we make everybody feel so comfortable. It made me so proud. And Zane, seriously what you guys did out on the show floor was amazing. I'm also proud of Tim for talking to every single person who comes to the booth and becoming their best friend. That's what it's all about. 

I have to tell you though - this is for the team at home - when I walked up to the booth on Wednesday morning all by myself, and I looked up at those graphics, I looked at our new logo, I looked at what we had done and I started crying, because it takes the whole crew and the whole team to launch The Coffee Shops and to make this so special. So, that's my favorite part, seeing all of that. So, thank you. That's a wrap.

Karen Edwards: It is so hard to pick just one favorite thing about IRE. This was my 19th year attending the show and I honestly think it was the best one yet! Our booth location in the lobby was perfect to capture the energy and livestream it to those who couldn’t attend. Being part of one of the floor teams allowed me to experience the show floor more than I have been able to in past years as well. It was exciting to see all the innovations and new products being introduced into the industry! The future is definitely bright. 

Check out this video for a full recap from The Coffee Shops soundstage at IRE!

Our Influencers program celebrates its ninth year of giving back to the industries it serves.

The Coffee Shops™, the award-winning websites where the industries meet for technology, information and everyday business, announces the 2025 Influencers for RoofersCoffeeShop (RCS), MetalCoffeeShop® (MCS), CoatingsCoffeeShop® (CCS) and RCS en Español.    

Each month, Influencers respond to a topic that is relevant and timely in their respective industry such as the ethical usage of AI, remaining competitive, using social media to grow your brand, regulatory challenges, emerging technologies and more. RCS, MCS, CCS and en Español feature Influencer responses through interviews, videos and articles. These Influencers represent every corner of the roofing, metal and coatings industries, including contractors, associations, manufacturers and service providers. Their contributions are showcased in dedicated sections on each website, shared on social media and featured in weekly eNewsletters.

“Our goal is to amplify the insights and expertise our influencers offer, tackling the key challenges faced by professionals in the roofing, metal and coatings industries,” said RCS President Heidi J. Ellsworth. “We are proud to highlight our Influencer’s wisdom and expertise across all Coffee Shops. We are committed to supporting and encouraging industry growth and are honored to promote these amazing Influencers.”

“This year, as part of the RCS en Español initiative, we are excited to shine a light on authentic voices that reflect the diversity of our industry. Their stories and expertise inspire the next generation of skilled workers and ensure that every community sees a future for themselves in the trades," Ellsworth emphasized.

We are proud to announce the following 2025 Influencers:

RoofersCoffeeShop  

1. Matt Copeland – Copeland Building Envelope  
2. Ron Harriman – retired roof consultant
3. Erica Reed – Elite Construction Solutions  
4. Rachel Garcia – Malarkey Roofing Products
5. Patrick Cochran – Red Dog’s Roofing  
6. Melissa Chapman – Glo Group  
7. Jake Magalsky – Ace Roofing  
8. Allison Woslager – Integrity PNW  
9. Steve Little – KPost Roofing & Waterproofing  
10. Lee Lipniskis – Levello Construction  
11. John Kenney – Cotney Consulting Group  
12. Tammy Hall – CFS Roofing Services  
13. Ashley and Seth Pietsch – Integrity Insurance & Bonding Inc  
14. Trent Cotney – Adams & Reese  
15. Rich Carroll – Carroll Consulting  
16. Jay Wade – Service First Solutions  
17. Joshua Adams – Roof Scout  
18. Lucas Severance – Slate Valley Supply  
19. Greg Hayes – Pauls Sheet Metal

MetalCoffeeShop

1. Hayley Bohmer – New Tech Machinery   
2. Jena Jackson – Indiana Metal  
3. Erik Trefzger – Orca Roofing   
4. Bob Mesmer – RMG Erectors   
5. Randy Chaffee – Source One Marketing   
6. Holly Gotfredson – American Metalcraft, Inc.   
7. John Kenney – Cotney Consulting Group   
8. Haley Iselin – Metal Roof Specialties   
9. John Sheridan – Sheridan Tools   
10. Stacee Lynn – The Barndominum Company  
11. Thea Dudley – Pocket Protectors LLC
12. Robert Tiffin – Metal Building Contractors and Erectors Association (MBCEA)
13. Greg Hayes – Pauls Sheet Metal
14. John Chan – The Durable Slate Company   
15. Renee Ramey – Metal Roofing Alliance (MRA)
16. Laurie Moore – Kreiling Roofing   
17. Travis Sliger – 4Ever Metal Roofing

CoatingsCoffeeShop

1. John Kenney – Cotney Consulting Group
2. Johnny Walker – ICP
3. Greg Hlavaty – Western Colloid
4. Lisa Irby – Thomas Roofing
5. Shawn Morgan – KPost Roofing & Waterproofing
6. Joe Sorrentino – Sherwin-Williams Roofing Solutions
7. Tracey Donels – Service First Solutions
8. Greg Hayes – Pauls Sheet Metal
9. Ryan Blad – 838 Coatings
10. Will Lorenz – General Coatings
11. Greg Serevetas – USA General Contractors Corp. 
12. Zong Nguyen – CertainTeed

RCS Influencers en Español

1. Teresa Ramírez – Southeast Staffing Agency
2. Julissa Chavez – SRS Distribution
3. Jaqueline Sancen – Latinos in Roofing
4. Amparo Sancen – Sancen Contracting and Latinos En Roofing
5. Lorna Rojas – Tremco
6. Monica Vornbrock – The Glo Group
7. Duliar Valladres – SRS Distribution
8. Octavio Vázquez – Owens Corning
9. Fransisco Serrano – Roofers Going Digital
10. Sandra Damaris – Southeast Staffing Agency

Find more information on the 2025 RCS Influencers, MCS Influencers, CCS Influencers and Español Influencers. 

About The Coffee Shops

Award-winning websites and online communities make up The Coffee Shops. Starting with RoofersCoffeeShop, which launched in 2002, the growth of the sites has been explosive for the construction trades of roofing, metal, coatings and their customers. Currently featuring four sites, RoofersCoffeeShop, MetalCoffeeShop, CoatingsCoffeeShop and AskARoofer, all the sites are committed to advocating for the construction trades by supplying consistent information, education and communication avenues for all contractors, while promoting positive growth, education and success of construction industries overall. Visitors to the site continue to find excellent opportunities for sharing information while participating in important ongoing conversations concerning new technologies, safety and overall construction information and education. The Coffee Shops are “Where the Industries Meet!” For more information, visit www.thecoffeeshops.online.