More than maintenance: Roof coatings today

February 19, 2026 at 12:30 p.m.

CCS Influencer Will Lorenz shares his thoughts on the rise of coatings in the roofing industry.

Editor's note: The following is a transcript of a conversation with Will Lorenz of General Coatings. You can listen to the interview or read the transcript below.

Jenny Yu: Hey there everyone, my name is Jenny Yu with CoatingsCoffeeShop today. I'm here with Will Lorenz of General Coatings and this month we are discussing the shift to coating membrane systems. So Will, we were wondering if you could share your thoughts on where coatings now compete with modbit and single ply systems.

Will Lorenz: Absolutely, thank you very much. Jenny, was great to be on the influencer of things and provide my expertise here. Roof coatings have come a long way. They used to be, you know, really designed for just maintenance. You had existing roof system and you were putting something down there to extend the life of, you know, maybe another week, month, year, whatever. And you were just kind of tightening it up for a leak.

And now, you know, these coating systems are going over and they're performing for 10, 15, 20 years and can really restore and upgrade a roof system. Whether it's acrylic, silicones, urethanes, any of those types of chemistries can really be invaluable to going over a membrane system or incorporate it with something like a Titex fabric to really fully reinforce and provide a durable, strong performing roof system.

You know, one of the things that we're seeing is that, you know, these type of coating systems can be an alternative to the traditional roof systems that are built up or TPL. I mean, they're certainly being used to coat over those ones and restore them and extend the life of them, but they can be a competitive alternative. The roofing market, magazines and industry officials, are saying that The coating market is now between 11-18 % of the roofing market.

It's being used more now than ever, and peaple are using it for replacement of these other type of systems, as well as just coating over it. They're great choices and super durable.

Jenny Yu: Excellent. Thank you so much for sharing.