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. 

Charleston expansion pairs Golden Door-winning sales leadership with Capital City Roofing’s growth platform, certifications and operating systems.

Capital City Roofing today announced its expansion into the Charleston, South Carolina market through the company’s Capital City Roofing Licensing Platform, launching a new market presence in partnership with Blake Grissom of Revive Roofing & Exteriors in Charleston, South Carolina. Capital City Roofing already identifies Charleston as part of its South Carolina service footprint and positions the market around coastal roofing systems built for wind exposure, storm resilience and insurance-driven performance requirements.

The Charleston expansion is designed to combine strong local market leadership with a proven growth platform built on brand infrastructure, process discipline, sales enablement, advanced technology and manufacturer-certified roofing excellence. Capital City Roofing describes its broader operating model as one built on disciplined execution, automation and scalable service systems, while BuilderLync positions itself as an all-in-one contractor operating system built to help contractors streamline sales, quoting, marketing, project flow and operations.

“Expanding into Charleston is a major milestone for Capital City Roofing and for the long-term vision of our Licensing Platform,” said Brad Strawbridge, founder and ceo of Capital City Roofing. “Blake brings elite, Golden Door-caliber sales leadership and proven market execution. I bring the sales architecture, process development, and operating systems that allow great contractors to scale with consistency. Together, we are building a Charleston operation designed for disciplined growth, exceptional customer experience and long-term market leadership.”

Grissom brings substantial sales credibility and local market experience to the Charleston launch. He is identified publicly as a co-founder and chief sales officer at BuilderLync, and recent podcast listings describe him as a multi-year Golden Door Award winner and founder of Revive Roofing & Exteriors, with reported annual sales performance exceeding $7 million.

“This partnership brings together local market knowledge, elite sales performance and a platform that is built to scale,” said Blake Grissom. “Charleston is a high-opportunity market, and we are entering it with the leadership, systems and execution needed to build something substantial.” “This strategic collaboration is ultimately meant to give Revives clients the best all around service and best in class customer experience.” said Grissom.

Capital City Roofing’s Charleston market positioning emphasizes wind-rated roofing systems, impact-resistant shingles, metal roofing and commercial roofing systems tailored to the demands of the Lowcountry climate. Across its public-facing service pages, the company also highlights broader capabilities in residential roofing, commercial roofing, multi-family roofing, storm damage response, gutters, siding and insurance claim support, aligning the Charleston launch with its larger Southeast growth strategy.

The expansion also reflects the strength of the Capital City Roofing brand and its professional standing in the roofing industry. Capital City Roofing is identified publicly as GAF Master Elite^®, GAF Certified™ Commercial Contractor and CertainTeed ShingleMaster™ PREMIER. The company also highlights memberships and affiliations with the National Roofing Contractors Association (NRCA), Roofing Alliance, Roofing Technology Think Tank (RT3), Atlanta Apartment Association, Georgia Apartment Association and National Apartment Association.

Through the Capital City Roofing Licensing Platform, the company is building a scalable expansion model by aligning with qualified operators in high-growth markets who want to grow under a differentiated brand with elite manufacturer credentials, modern operating systems and a strong customer-experience framework. With Charleston, Capital City Roofing continues to expand its footprint across the Southeast, where its public materials show active presence in Georgia, Tennessee, South Carolina and Texas.

About Capital City Roofing

Capital City Roofing is a fast-growing roofing company headquartered in Alpharetta, Georgia, serving residential, commercial, multi-family and storm restoration clients across the Southeast. The company combines elite manufacturer certifications, advanced technology, strong operating systems, and a customer-first service model to deliver roofing solutions built on quality, innovation, and integrity. Through the Capital City Roofing Licensing Platform, the company partners with qualified operators to expand into new markets under a shared brand and operating standard.

From packed aisles and live demonstrations to soundstage interviews and meaningful conversations, WOC 2026 showcased the innovation and heart of the industry. 

World of Concrete (WOC) 2026 defined the scale and energy of the construction trades coming together this year. Our crew had the unique opportunity to be present at both the International Roofing Expo (IRE) and World of Concrete, moving between two massive shows, two soundstages and countless conversations. Here’s a closer look at how it went and what it means to capture the stories that matter most to the industry. 

For Heidi J. Ellsworth, president and CEO of The Coffee Shops™, the week was all about participation: 

We were able to really tell the stories of those in this industry through interviews on the floor, live conversations on our soundstage and just through all the activities that we participated in, from National Women in Roofing Day to Roof Coating Manufacturers Association (RCMA) meeting, ROOFPAC, Roofing Alliance Student Competition and RT3 panel. I feel that we not only told the stories, but we participated in a way that really helps to elevate the industry.  

It was a truly spectacular week, and big shout out to Informa and NRCA for everything that they do to make this show such a success.  

Experiencing the scale and energy 

Moving between both shows gave the crew a front-row seat to the size, diversity and momentum of the construction and coatings industries. Dani Sheehan, content strategist, described the experience of opening day at WOC: 

Day one, when everything opened, Camden and I had the chance to walk the show floor and people were literally shoulder to shoulder. You couldn’t move; it felt like a school of fish just moving through the crowd, but the energy was palpable. It was so cool to see it, to witness it and to watch as that energy carried into conversations and demonstrations with our partners. 

World of Concrete offered the opportunity to explore new dimensions of familiar brands. Dani and Camden highlighted time spent with manufacturers and coatings experts: 

Our first interview of the day was Sika. Learning about all their wall coatings and the trainings they lead was really interesting – it was a part of their business I was unfamiliar with. Then, we got to hang out in the outdoor demonstration area with our friends from ICP Group. APF Polymer Surfaces and Pli-Dek were there showing us some amazing decorative floor coatings. It was almost hard to get to the interview because so many people were at the demo. We loved engaging in these conversations and having the chance to ask them questions in real time. 

Bringing the industry together 

While much of her week centered around IRE, Karen Edwards, COO of The Coffee Shops, had some time to experience WOC firsthand, emphasizing that whether our crew is on the soundstage or walking the show floor, the mission remained the same: 

In the last two hours of the show, I was able to go over to WOC with Heidi, visit some existing customers, talk to some new customers and really see the size and breadth of the show. It’s really impressive and incredible. We’ve been using the tagline recently, ‘Your industry, Your stories,’ and that’s our goal, really, is to focus on the industry, telling the stories, having those conversations, sharing those interviews and uplifting the entire industry. 

For Karol Weyman, product and business development director, WOC was unlike anything she had experienced before: 

World of Concrete did not disappoint — it was the largest show I’ve attended in my career. CoatingsCoffeeShop™ was located right in the lobby, and we had an incredible number of people stop by to share their stories. The passion across the industry was contagious. My role at the show was to oversee the booth and serve as a soundstage host, which gave me the opportunity to connect with contractors who have been in the industry for over 40 years, as well as manufacturers, distributors and service providers who are truly committed to supporting and advancing the industry. We also attended several outstanding charity-focused events, which reinforced one clear takeaway: this is an industry that genuinely values giving back and paying it forward. 

Evelyn Witterholt, content developer, shared a similar sentiment: 

World of Concrete lives up to its name, both in size and impact. It was our first time exhibiting at WOC and being positioned in the lobby meant we got to be on the frontlines of this incredible show. We got to meet people from all sectors of the industry, many of which were excited to talk to us about their businesses. With three indoor halls and two outdoor exhibits, there was plenty of exploring to do at the show. I particularly enjoyed watching the concrete double disc trowel agility course competition. I can't wait to see what WOC 2027 has in store! 

Training, competition and innovation 

From outdoor exhibits to emerging technology, innovation was everywhere. Megan Ellsworth, multimedia director, was struck by how much hands-on learning and competition took place throughout the event: 

There was the brick layer competition, and that was super fun to watch all the brick laying teams competing out in the bronze lot exhibit area working so hard to get every brick laid right.

The outdoor exhibits were my favorite – it was really cool to see big name brands like DeWalt, Makita, Milwaukee and even more! One thing that I love that is growing in the trades right now is women joining crews. There weren't many out there, but there were more than I have ever seen before, and I loved seeing that. I spoke to so many companies that were exploring the world of 3D printing, especially with concrete and that fascinated me. Quikrete was a standout in their capabilities of 3D printing with concrete, and the creations they had on display were somewhat mind-blowing. It is brilliant to see the innovations and what will be taken back home with contractors from the show and how the building trades industry grows after shows like World of Concrete. 

For our crew, World of Concrete was inspiring to participate in – listening, learning and amplifying the voices shaping what comes next. 

Check out our YouTube playlist for more insights from industry experts!

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!

Desde pasillos llenos y demostraciones en vivo hasta entrevistas en el set y conversaciones significativas, WOC 2026 mostró la innovación y el corazón de la industria.  

World of Concrete (WOC) 2026 definió la escala y energía de los oficios de la construcción que se reunieron este año. Nuestro equipo tuvo la oportunidad única de estar presente tanto en la International Roofing Expo (IRE) como en World of Concrete, moviéndose entre dos enormes ferias, dos escenarios y un sinfín de conversaciones. Aquí tienes un vistazo más de cerca de cómo nos fue y lo que significa capturar las historias que más importan para la industria. 

Para Heidi J. Ellsworth, presidenta y directora ejecutiva de The Coffee Shops™, la semana se centró en la participación: 

Pudimos realmente contar las historias de quienes forman esta industria a través de entrevistas en el piso, conversaciones en vivo en nuestro escenario y todas las actividades en las que participamos, desde el National Women in Roofing Day hasta la reunión de Roof Coating Manufacturers Association (RCMA), ROOFPAC, la competencia estudiantil de Roofing Alliance y el panel de RT3. Siento que no solo contamos las historias, sino que participamos de una manera que realmente ayuda a elevar la industria. 

Fue una semana verdaderamente espectacular y un gran agradecimiento a Informa y NRCA por todo lo que hacen para hacer de este evento un éxito. 

Experimentando la escala y la energía 

Moverse entre ambas ferias le dio al equipo una vista privilegiada del tamaño, la diversidad y el impulso de las industrias de la construcción y recubrimientos. Dani Sheehan, estratega de contenido, describió la experiencia del día de apertura en WOC: 

El primer día, cuando todo abrió, Camden y yo tuvimos la oportunidad de caminar por el piso de la feria y la gente literalmente estaba hombro con hombro. No podías moverte; se sentía como una escuela de peces moviéndose entre la multitud, pero la energía era palpable. Fue muy genial verlo, presenciarlo y observar cómo esa energía fluía hacia las conversaciones y demostraciones con nuestros socios. 

World of Concrete ofreció la oportunidad de explorar nuevas dimensiones de marcas conocidas. Dani y Camden destacaron el tiempo que pasaron con fabricantes y expertos en recubrimientos: 

Nuestra primera entrevista del día fue con Sika. Aprender sobre todos sus recubrimientos para paredes y las capacitaciones que ofrecen fue realmente interesante; era una parte de su negocio que yo no conocía. Luego, estuvimos en el área de demostraciones al aire libre con nuestros amigos de ICP Group. APF Polymer Surfaces y Pli-Dek estaban allí mostrándonos increíbles recubrimientos decorativos para pisos. Casi fue difícil llegar a la entrevista porque había tanta gente en la demostración. Nos encantó participar en estas conversaciones y tener la oportunidad de hacer preguntas en tiempo real.

Uniendo a la industria 

Aunque gran parte de su semana estuvo centrada en IRE, Karen Edwards, directora de operaciones de The Coffee Shops, tuvo tiempo para experimentar WOC de primera mano, enfatizando que ya sea en el escenario o caminando por la feria, la misión seguía siendo la misma: 

En las últimas dos horas del evento, pude ir a WOC con Heidi, visitar algunos clientes existentes, hablar con nuevos clientes y realmente ver el tamaño y la amplitud de la feria. Es realmente impresionante e increíble. Hemos estado usando el lema recientemente, ‘Tu industria, Tus historias’ y ese es realmente nuestro objetivo: enfocarnos en la industria, contar las historias, tener esas conversaciones, compartir esas entrevistas y elevar a toda la industria. 

Para Karol Weyman, directora de desarrollo de productos y negocios, WOC fue algo como nunca antes había experimentado: 

World of Concrete no decepcionó: fue la feria más grande a la que he asistido en mi carrera. CoatingsCoffeeShop™ estaba ubicado justo en el lobby y tuvimos un número increíble de personas que se acercaron para compartir sus historias. La pasión en toda la industria era contagiosa. Mi rol en el evento fue supervisar el stand y servir como presentadora del escenario, lo que me dio la oportunidad de conectar con contratistas con más de 40 años en la industria, así como con fabricantes, distribuidores y proveedores de servicios verdaderamente comprometidos con apoyar y avanzar la industria. También asistimos a varios eventos benéficos excepcionales, que reforzaron una conclusión clara: esta es una industria que genuinamente valora retribuir y apoyar a los demás. 

Evelyn Witterholt, desarrolladora de contenido, compartió un sentimiento similar: 

World of Concrete hace honor a su nombre, tanto en tamaño como en impacto. Fue nuestra primera vez exhibiendo en WOC y estar ubicados en el lobby significó que estuvimos en primera línea de este increíble evento. Conocimos a personas de todos los sectores de la industria, muchos de los cuales estaban emocionados de hablar con nosotros sobre sus negocios. Con tres salas interiores y dos exhibiciones al aire libre, hubo mucho por explorar. Particularmente disfruté ver la competencia de agilidad con la llana de doble disco para concreto. ¡No puedo esperar para ver lo que WOC 2027 tiene preparado! 

Capacitación, competencia e innovación 

Desde exhibiciones al aire libre hasta tecnología emergente, la innovación estaba en todas partes. Megan Ellsworth, directora de multimedia, quedó impactada por la cantidad de aprendizaje práctico y competencia presente durante el evento: 

Hubo la competencia de albañiles y fue muy divertido ver a todos los equipos compitiendo en el área de exhibición “Bronze Lot,” trabajando tan duro para colocar cada ladrillo correctamente.

Las exhibiciones al aire libre fueron mis favoritas: fue genial ver marcas tan grandes como DeWalt, Makita, Milwaukee y ¡muchas más! Algo que amo y que está creciendo en los oficios es que más mujeres se unen a los equipos. No había muchas, pero sí más de las que he visto antes y me encantó verlo. Hablé con muchas empresas que estaban explorando el mundo de la impresión 3D, especialmente con concreto y eso me fascinó. Quikrete se destacó por sus capacidades de impresión 3D con concreto y las creaciones que tenían en exhibición eran realmente impresionantes. Es brillante ver las innovaciones y lo que los contratistas llevarán de vuelta a casa después del evento y cómo la industria de la construcción sigue creciendo gracias a ferias como World of Concrete. 

Para nuestro equipo, World of Concrete fue inspirador de principio a fin: escuchar, aprender y amplificar las voces que están dando forma a lo que viene. 

¡Explora nuestra lista de videos en YouTube para obtener más información y consejos de expertos de la industria!

By Emma Peterson. 

This IIBEC education session is a great opportunity for contractors and other professionals interested in the legal landscape of construction. 

In just a couple weeks, March 12-15, 2026, over 1,700 consultants, architects, engineers, design professionals and other professionals working in the building envelope industry will convene in Sacramento, California for the 2026 International Institute of Building Enclosure Consultants (IIBEC) Convention and Tradeshow.  

This event is not only a great opportunity to network with your peers in the industry and explore an extensive expo hall full of the latest advancements in building science technology, but it is also an opportunity for you to learn from industry leaders in education sessions designed to help you grow professionally! One such session is the “State of the Industry: A Look at Contract Provisions and Other Emerging Trends” led by Trent Cotney of Adams and Reese. 

Trent is one of the leading construction lawyers in the field. With over 25 years of legal experience, Trent is licensed in nine different states and serves as general counsel for more than 10 trade associations and organizations, including the National Roofing Contractors Association (NRCA), Florida Roofing & Sheet Metal Association (FRSA), Roofing Technology Think Tank (RT3) and Western States Roofing Contractors Association (WSRCA). 

In his IIBEC education session, which will be hosted Friday, March 13, 2026 from 9:15 a.m. to 10:30 a.m., Trent will share an up-to-date overview of the industry’s legal landscape and guide attendees through an exploration of “how recent legal developments, regulatory changesand market conditions are reshaping risk allocation, project delivery and compliance strategies.” Participants will walk away with actionable strategies that equip them to:  

• Navigate contract provisions confidently: Whether it’s scope of work, indemnification, payment terms or dispute resolution provisions, Trent’s session will help attendees recognize and navigate these key elements of a contract.  
• Analyze and respond to emerging trends: You will walk away with a better understanding of current and anticipated policy trends, such as those related to labor and immigration.  
• Evaluate risk management options: Attendees of the session will learn about evolving contract language as related to risk management for owners, general contractors and subcontractors. 
• Adapt their businesses to new market realities: Ultimately, this session will give you the skills needed to adapt your business to reflect new market realities. 

Not only is this a great opportunity for you to get a better understanding of your industry and boost your career, but Trent’s session has been approved for 1.25 IIBEC CEH and 1.25 AIA LU/Elective!  

If you haven’t already, make sure you are registered to attend the 2026 IIBEC Convention and Expo! And if you’re interested in learning more about Trent’s session or any of the other education opportunities at the show, check out the full schedule online.

The award recognizes a roofing contractor who contributes to the advancement of the roofing industry.

Roofing Technology Think Tank (RT3), a group of progressive roofing professionals focused on technology solutions for the roofing industry, awarded the 2025 Innovator of the Year award to Nick Zavala of American Home Contractors in Fulton, Maryland. The award was announced during the 2025 Best of Success Conference in Arlington, Texas.

“Nick leverages technology to bring innovation to his business and brings a unique experience to his customers, he’s helping chart the new normal for the roofing industry!” stated Anna Anderson, CEO of Art Unlimited, RT3 award task team leader and past RT3 board president. “He positioned American Home Contractors to be a leader in solar-integrated roofing solutions which is where the roofing industry is headed.”  

Zavala was nominated for his role in adapting his company in the solar roofing industry by consistently embracing innovation, expanding product offerings and enhancing operational excellence. By leveraging technology for task management and customer engagement, he has created a process-driven design that simplifies project tracking, enhances communication and ensures quality delivery at scale. Under his leadership, he has made American Home Contractors a leader in solar services nationwide.

Ken Kelly, 2021 Innovator of the Year and co-presenter of the award, added, “Innovation is more than just fancy technology.  Nick looks at first principles and makes every part of the back end, installation and customer journey better. That’s what makes him a true innovator.”

Congratulations to Nick Zavala of American Home Contractors on being named the 2025 Innovator of the Year.

About Roofing Technology Think Tank (RT3)

Roofing Technology Think Tank (RT3) strives to find innovative technology solutions to be used within the roofing industry.  RT3 provides insights from progressive thought leaders both inside and outside the roofing industry along with practical resources for implementing potential solutions successfully. The organization will encourage and enable contractors to embrace technology as they seek to grow their businesses.  With a commitment to disseminate technology advancement information, RT3 will help build the professionalism and appeal of the roofing industry. Learn more at www.rt3thinktank.com. 

By Emma Peterson. 

Karen Edwards shares her insights on AI and other new technologies that are changing the roofing industry. 

Recently, Karen Edwards represented The Coffee Shops™ at Pantheon 2025. Pantheon 2025 is ServiceTitan’s annual conference that brings their customer base together for a “two-day celebration of the trades grounded in learning, networking, inspiration and motivation.” While there, Karen was interviewed by Jackie Aubel for an episode of ServiceTitan’s podcast series, “Toolbox for the Trades.”  

In the episode, Karen talked about her journey from starting as a copy writer to becoming COO of The Coffee Shops and a director at the Roofing Technology Think Tank (RT3). Specifically, she shared valuable insights about the roofing industry that she has gained from her decades of professional experience. One of the biggest things she touched on in the conversation was technology and how the roofing industry is adapting to recent advancements.  

When it comes to technology in the roofing industry, contractors often fall into one of two camps – refusing to touch it or diving in head first. From what Karen has seen over the years, it’s the professionals that find a happy medium between these two belief systems that are the most successful, finding the best technologies to invest in for their needs. She explained, “There’s a common misunderstanding that I see where contractors decide they’re going to use one platform for everything. And I don't think there is one solution that does everything.”  

But that’s not to say that technology does not have a place in the roofing industry. Karen emphasized the importance of growing with technology, rather than letting technological advancements pass you by. She explained, “Change management, implementing new technologies and new solutions, is key to success in a competitive industry like roofing.” The keynote at Pantheon 2025 was a testament to how integrating technology is key to keeping up in an evolving and competitive market, as Karen highlighted.  

Karen also gave an example of how a business might adapt to technology like AI, revolutionizing their success rate. She shared, “This Florida company used AI to get a job. From the homeowner calling the company to finding the dispatcher that was available, offering an appointment time, sending the technician to the location, diagnosing the problem and fixing it, AI was assisting them. In terms of project management, no one had to really touch it until they went to the house. So that's a game changer.” 

Karen’s advice for making sure that you are not falling into the one platform pitfall but staying relevant? Find partners that can help you build a tech stack that works best for your company. She explained, “AI and new tech don’t have to be overwhelming. Contractors don't have to figure it all out on their own because there are partners and companies that can help. I always say if you're a contractor, you know roofs, you know how to install them and how they work. But you probably don't do your own taxes, right? Because you're not an accountant. Same goes for tech.”  

At the end of the day, technology is always evolving and changing. It can be overwhelming and difficult to parse out which software and programs will help your company grow, but you don’t have to figure it out alone. Pantheon 2025 is the perfect example of that. Karen shared, “By coming to events like this and talking to people and asking, ‘Hey, what are you doing? What did you use? What worked for you that you don't have to figure it out on your own?’ You find people that can help you. All you have to do is ask.” 

Listen to the whole episode to hear more of Karen’s insights on tech, AI and the roofing industry!

By Lauren White. 

Roofing made its mark at the 2025 SkillsUSA, inspiring the next generation of tradespeople and showing thousands of students why the future looks brighter from the rooftop. 

The 2025 SkillsUSA National Leadership & Skills Conference (NLSC) was a celebration of hands-on talent, industry partnerships and student potential. With record-breaking attendance rumored to be 18,000 strong, the energy on the show floor was unmistakable. For the roofing industry, it marked another major step forward in introducing future generations to the viability of a career in roofing as well as an effort to help close the skilled labor gap. 

SkillsUSA is a national organization dedicated to solving one of the country’s most urgent workforce challenges: the widening gap between job openings and trained professionals. Each year, more than 440,000 career and technical education students and teachers join SkillsUSA across nearly 5,000 schools in all 50 states, D.C., Puerto Rico and the Virgin Islands to compete in over 130 skilled trades. Students begin with local competitions, then advance to the state-level competition and the first-place winners from each of those competitions then travel to Atlanta, Georgia for the national competition, this year taking place June 23-27.   

Roofing’s rise 

Roofing was officially added to the national competition lineup of skills in 2023, and it’s been quickly gaining traction and recognition. This year, 21 students from 17 states earned their place at the national competition by advancing through state-level contests. The competition was divided into high school and college/postsecondary categories, with winners earning cash prizes, trophies and valuable industry tools. This year, we had 15 high school and six post-secondary students competing.  

High school division: 

• First place: Damien Holloway, Florida 
• Second place: Brigham Richardson, Arizona 
• Third place: Nathan Luz-Santos, Tennessee 

College/postsecondary division: 

• First place: Samuel Oelfke, Minnesota 
• Second place: Chenxi Huang, Florida 
• Third place: Kelly Cosgrove, New York 

First-place winners received $1,500, a championship belt and a Leister Triac ST handheld hot air welder. 

Hands-on, head-turning booth 

Roofing was bigger and better than last year! We had larger scaffolding and remained the only two-story booth in all three halls. Multiple roofing systems were also represented this year. Upstairs, two different types of roofing systems were installed to reveal the layers that go into each of them – one was TPO and the other was EPDM. Asphalt shingles were also installed around the perimeter of the safety fencing. Multiple sponsors had tables set up this year for more education and interaction with the students to really showcase how many different facets of the roofing industry there are. Sponsors included: Roofing Alliance, National Roofing Contractors Association (NRCA), The Coffee Shops, Roofing Technology Think Tank (RT3), National Women in Roofing (NWIR), Georgia-Pacific Building Products, GAF, Leister, OMG, Elevate, SRS distribution, Johns Manville, ABC Supply, Atlas, Central States, Eagleview, National Roofing Partners (NRP), QXO, Roofing Contractor, TAMKO, IB Roof Systems.   

The talk of the show was the heat welding though. Johns Manville had three people stationed upstairs helping those who ventured there learn how to heat weld TPO. “It felt like we had half the show floor come through our booth on Tuesday,” said Karen Edwards, COO of The Coffee Shops. “Everyone was excited to be here, learn something new, like the heat welding and share what they were excited about.” 

Being stationed at the exit of the scaffolding was really exciting for us at The Coffee Shops. We met students, parents, advisors and others who were invited to chat with us, live on our YouTube channel, to share their experiences at the Roofing Pavilion. And doing a quick interview also meant they got a special roofing pin. The pins are all the rage here. Each state and territory has its own unique design, and everyone strives to collect them all, along with any special industry pins. This year, the Roofing Pavilion offered two: one for anybody stopping by the booth, and the other for people who went upstairs, tried heat welding, interacted with sponsor booths and then joined us for an interview about what their favorite part was – generally heat welding!  

It wasn’t just the pins that drew attention to the roofing pavilion, we also had some special guests join us Tuesday morning. Fox Business News did a live 90-second story from the top of our Roofing Pavilion, and they talked to last year's winner, Brandon Lopez, as well as his advisor, Bryan Raeckelboom with Golden Strip Career Center in South Carolina. And then Ty Pennington with Rock the Block joined us again this year and did some videos up on top of the roofing pavilion. 

Voices of the next generation 

Not only were students thrilled to be featured in our live YouTube videos, but they’re so eager to learn and curious about roofing and what the world of trades has to offer. I continue to be amazed by their professionalism. They are articulate, excited and hungry to learn. They ask thoughtful questions and share their interest in trying different trades before settling on a career path. It was great to see how many were intrigued by roofing after interacting with our booth. “The students that we talked to are so well spoken. I'm always so impressed with how well they speak their thoughts, how excited they are to be here and just learn anything. And they ask a lot of great questions,” Karen shared. 

A win for workforce development 

This event is part of a broader effort by NRCA and industry stakeholders to spotlight roofing as a rewarding career path and introduce the trade to more young people. By integrating roofing into SkillsUSA, NRCA and its partners are helping students discover new possibilities, develop critical skills and connect directly with employers. 

Whether you’re a contractor, manufacturer or supplier, the message is clear: the roofing industry needs you to help shape the next generation. One of the most effective ways to get involved is by partnering with local trade schools to bring training and mentorship to students who are ready to work. During our interviews with the roofing competitors when asked how they got interested in roofing, they all had the same answer – because someone came and talked to them about it. 

As the industry looks toward the future, these young competitors remind us that talent is out there — it just needs a platform, encouragement and the right tools. At SkillsUSA, roofing found all three. 

We’re already looking forward to next year! If you weren’t able to make it or are curious to hear from students and sponsors, check out our YouTube playlist – live from SkillsUSA!