Training and performance go hand in hand in fluid-applied systems

CCS Influencer John Kenney says coatings are not just sold through product performance; they are sold through contractor credibility. 

One of the biggest misconceptions in the coatings segment is the idea that fluid-applied systems are “simpler” than traditional roofing systems. On the surface, they can appear less complicated because they have fewer seams, fewer fasteners and less material handling than some conventional assemblies. But anyone who has spent real time around these systems knows the opposite is often true. Fluid-applied systems are highly dependent on installation quality, and that makes training critical. 

I’ve seen good products fail because crews were not properly trained on surface preparation, environmental conditions or application thickness. In many cases, the material itself wasn’t the problem. The problem was inconsistent installation practices or a misunderstanding of how the system was designed to perform. 

That’s why training has become one of the most important factors separating successful coating contractors from those struggling with callbacks and performance issues. 

Surface preparation alone can make or break a fluid-applied system. Moisture, contamination, adhesion problems and substrate conditions all have to be evaluated correctly before material is ever applied. If the prep work is rushed or handled improperly, the coating system may never perform as intended, regardless of how good the product is. That level of attention requires trained crews, not just labor. 

Environmental awareness matters as well. Temperature, humidity, dew point and cure times all affect performance. Experienced coating contractors understand how weather conditions impact application windows and long-term results. Those decisions are made in the field, often in real time, which is why practical training is so valuable. 

Manufacturer-led training programs have significantly advanced the industry in recent years. Many manufacturers now provide hands-on training, certification programs and field support designed to improve installation consistency. That’s important because fluid-applied systems continue to evolve. New chemistries, reinforcement methods and application requirements require ongoing education, even for experienced contractors. 

The best manufacturer programs do more than explain the product. They teach the system. They walk crews through preparation, detailing, application rates and troubleshooting. That type of training builds confidence in the field and creates more consistency across projects. 

Contractors benefit from that consistency in several ways. Quality improves, warranty issues decrease and crews become more efficient because they understand what the system requires before arriving at the jobsite. Owners and consultants notice that difference quickly. 

At the same time, there are still gaps in industry-wide installer accreditation. Unlike some other roofing segments where broader certification standards exist, fluid-applied systems remain heavily manufacturer-driven. A contractor may be certified by one manufacturer but have very different training or qualification levels compared to another company using a different system. 

That creates inconsistency across the industry and can make it harder for owners and consultants to evaluate contractors' capabilities objectively. In some cases, certification may mean attending a short product session rather than demonstrating long-term installation competency in the field. 

As the coatings segment continues to grow, I believe the industry will eventually need broader conversations about standardized training expectations and installer development. The more fluid-applied systems are positioned as long-term membrane solutions instead of temporary restoration products, the more important installation standards become. 

But regardless of where the industry goes on the accreditation front, contractors cannot afford to wait for formal systems to improve internal training. The companies performing best today are already investing heavily in workforce development. They’re sending crews to manufacturer programs, conducting field training and developing experienced foremen who understand not just how to apply the material but also why each step matters. 

That investment pays off in performance. Fluid-applied systems can deliver excellent long-term results when installed correctly, but they are far less forgiving of shortcuts and inconsistency than many contractors initially realize. 

In the end, coatings are not just sold through product performance. They are sold through contractor credibility. And credibility in this segment is built through training, discipline and the ability to consistently deliver systems that perform as designed.