Improving the restoration experience

By Dani Sheehan. 

See how FAR®’s development process, naming strategy and new facility are shaping the future of restoration systems. 

In a recent episode of CoatingsCast™, Sonny Arwood, CEO of Fluid Applied Roofing™ (FAR®), walks Megan Ellsworth through the company’s journey and explains how FAR is redefining roof coatings. 

“The concept was born in 2012,” Sonny explains. “I found a chemist with some very cool technology, and together we developed the product line. But we were very intentional – we wanted to get it right before we took it to market.” 

Unlike systems that are tested primarily in labs, FAR’s products spent years on actual roofs across different climates and temperatures, long before the commercial launch in 2019. Sonny says his contracting background made that possible. “I was able to put the product in real-world applications and see it cycle through weather events,” he says. “That helped us flesh out issues that would’ve shown up later. It was hard to be patient, but it was the right move.” 

Why the name matters 

If you’ve been in the industry long enough, you’ve heard skepticism about coatings. Sonny had too. Early in his career, he often heard comments like “miracle in a bucket” or “all you’re doing is painting my roof.” 

“I realized there was a stigma around the term roof coating,” he shares. “The name just wasn’t doing the technology justice. Our technology has fiber-infused reinforcement. It’s more of a roofing system, not just a coating.” 

FAR’s new Midwest manufacturing plant 

FAR recently opened its new manufacturing facility in the Midwest, designed to support growing demand and improve product consistency. But the growth came faster than expected. “Wildly, as we’re having this grand opening, we’ve actually outgrown the plant,” Sonny says. “We can produce enough product, but we don’t have the space for the raw materials and finished goods. So, we’re already looking for a new space.” 

Still, the added automation and quality controls in the new facility are already improving turnaround times for contractors. “We work really hard to make sure we have product available to ship,” Sonny explains. “Depending on the size of the order, we can generally ship same day or within a few days — not more than a week.”  

Fast shipping times are only one piece of FAR’s approach. The company operates a direct-to-contractor model, giving crews immediate access not just to products, but to technical help when they need it. “As a contractor, one thing I felt was missing in the industry was a real support system,” he says. “Not just answering the phone — but truly understanding roofing and how to troubleshoot problems.” FAR’s reps are trained extensively on roof systems, spray equipment and application techniques, ensuring you can deliver the best solutions to your customers. 

Listen to the full episode to hear what’s next in fluid applied roofing systems and how these innovative solutions are shaping the commercial roofing market.