By Emma Peterson. 

Learn how intentional training and care builds teams that grow and succeed in the long-term.  

As labor shortages continue and workforce expectations shift, companies can no longer afford to treat onboarding as a minor checklist or training as a one-time event. Instead, they must find ways to consistently care for the crew members and help their teams grow. To discuss this topic, Heidi J. Ellsworth sat down for an episode of Coffee Conversations® with Amy Staska, Maureen Greeves and Mandy McIntyre.  

These women were the perfect panel to talk to about investing in your team. Amy is the National Roofing Contractors Association (NRCA)’s VP of workforce development; Maureen is Tremco Roofing’s director of field operations; and Mandy is WTI's CM development manager. Out of the gate, one of the most important things they highlighted was that labor retention is not a one-size-fits-all situation. 

Amy explained, “Finding ways to retain talent is not going to be a one-size-fits-all conversation. Take training, for example. People like learning new skills that can help advance their careers. But the format of that training needs to be comfortable for each individual.” For example, some people love the convenience of online training, where others find it disconnected and hard to work with. If you truly want to retain talent, you need to invest in your people as individuals.  

And retaining talent really should be your goal. Not only does it make your team stronger culturally, but it is also important for your long-term finances. Maureen explained, “The recruiting process and the onboarding process can cost companies anywhere between $5,000 to $6,000 on the low end and up to upwards of $10,000 to $12,000 on a high end.  For one person. So, retaining talent long term isn’t just about keeping talent and expertise, though that is key, it’s also about avoiding turnover and the high expenses that come with that.”  

So, how do you start bringing this intentionality into your operations? It doesn’t have to be that complicated. Mandy gave some examples of how you can meet your team where they are, sharing, “Start with just basic conversations. Ask people how's it going, how the first week was, the second week, etc. Because if you're not having those conversations and they end up leaving, you’ll never know why or if you could have changed something simple and retained their talent.” 

Learn more about intentional, individualized retention strategies by listening to the whole episode.

In this CoatingsTalk™, Brian Cook and Mark Zelenock with Dataforma sit down with Megan Ellsworth for a one-of-a-kind webinar dissecting how Dataforma’s radical approach to contractor feedback redefined the customer satisfaction in roofing software. In late 2025, Dataforma invited its users to a summit and used the time to hear feedback from the other side of the table and implemented it in real time. Bypassing the red tape, Dataforma demonstrates that by bringing contractors directly into development, software providers can create a user experience that is greater than the sum of its parts. Join us for this case study of what is possible when people passionate about the industry get under the same roof to problem solve.

Register today!

By Jenny Yu. 

APOC’s Tuff-Grip™ system is designed for improved traction, faster installation and enhanced durability. 

As roofing systems continue to evolve, underlayment remains a critical component in ensuring long-term performance and protection. In this episode of Roofing Road Trips®, Karen Edwards met with members of the APOC team to learn about the company’s latest innovation: Tuff-Grip™, a next-generation synthetic underlayment designed to improve installation efficiency and jobsite safety.  

According to Gregg Malanga, product manager for APOC waterproofing and underlayment products, selecting the right underlayment depends on weather, region and roof design. “If you’re in South Florida, you have lots of heavy wind-driven rain, so you’re looking at two layers of an underlayment, something that’s heavier-duty like a peel-and-stick product,” Gregg explained. “In New Jersey, you might opt for a single layer of lightweight synthetic underlayment with an asphalt shingle on top and ice dam protection.” 

Building on its earlier synthetic product called Gator-Skin™, APOC continues to invest in this market segment with Tuff-Grip. “Synthetic is a growing portion of the market, Tuff-Grip is the second generation of [Gator-Skin],” Gregg stated. “We want to continue to make product entries into that market.” 

One of the key differentiators of Tuff-Grip is its focus on contractor safety and ease of installation. Gregg highlighted both the product’s lightweight design and improved surface traction. “It’s easier to install because these rolls are much wider and lighter. It goes down about 33% quicker than traditional felt products,” Gregg said. “There’s a top surface which is very walkable, and there’s a coating on the bottom that gives it some grip.” These functions help the material lay flat and reduce the risk of slipping.  

Developing Tuff-Grip was a collaborative effort that invited contractor feedback. “We were constantly sending contractors the product, getting feedback and listening to any issues. If there were any issues, we addressed them right away,” Gregg shared, noting the importance of such collaboration. “You need to listen to the person who's installing the product and get that feedback. It's ultra critical.” 

Read the first article in this series or Listen to the podcast to learn more about Tuff-Grip! 

By Heidi J. Ellsworth.

Supporting industry connection, giving back and celebrating five decades of roofing leadership.

The West Coast Roofing Contractors Association (WCRCA) is marking a major milestone in 2026 as it celebrates its 50th anniversary and invites the industry to be part of that celebration at one of its most anticipated events of the year. The Annual Sporting Clays Shoot-Out returns and promises to bring together roofing professionals for a day of camaraderie, competition and purpose, all while supporting an incredible cause.

Set for May 21, 2026, in Tampa Bay, Florida, this year’s event continues a long-standing tradition of connecting contractors, manufacturers, distributors and service providers in a relaxed outdoor setting that fosters real relationships. And the Shoot-Out is more than just a day on the course, it is an opportunity to give back to those who have served. The proceeds of the event benefit the Black Dagger Military Hunt Club, an organization dedicated to helping combat veterans heal through outdoor experiences.

Attendees can expect a full day of activities including sporting clays competition, networking opportunities, raffle prizes and lunch, all kicking off with an 8:00 a.m. registration. The event consistently draws a strong turnout, offering companies a unique environment to strengthen relationships and build new connections outside of the typical jobsite or boardroom.

Bridget Wilson, co-owner and director of marketing for Cardinal Roofing, shared the importance of this year’s event, noting that reaching the 50-year mark makes this gathering even more meaningful for both the association and the industry it serves. She emphasized that the Shoot-Out reflects the heart of WCRCA’s mission by bringing people together while supporting veterans in a way that creates lasting impact. The combination of industry engagement and meaningful philanthropy is what continues to make this event so special year after year.

And attending isn’t the only way to engage with this event and it’s meaningful cause! WCRCA is extending an invitation to partners across the roofing community to sponsor parts of the event. These sponsorship opportunities are available for companies looking to align their brand with this milestone celebration, and raffle prizes or swag donations are welcomed to help enhance the attendee experience while supporting the event’s charitable mission. It is a simple yet powerful way to show support for both the industry and the veterans who benefit from this program.

The Coffee Shops has always believed in supporting associations that are driving the industry forward through education, connection and advocacy. Events like this highlight exactly why those partnerships matter. They bring the roofing community together with purpose, creating opportunities that extend well beyond the day itself. 

For those planning to attend or support, registration and additional details can be found at www.wcrca.net. Whether you are stepping onto the course, sponsoring a station or contributing a raffle item, this is an opportunity to be part of a legacy event that celebrates 50 years of leadership while making a real difference.

By Emma Peterson. 

April showers bring...a lot of interesting articles to The Coffee Shops™!  

As we leave the month of April behind and look towards May’s summer sunshine and peak construction season, we wanted to take a moment to look back at all the articles we published in the last month that captured our readers’ interests. And there were a lot – over 300 in fact! To make it easier to look back at the highlights, we’ve put together this list of the top ten!  

One such article shared a huge announcement from The Coffee Shops™ – We’re partnering with International Federation of the Roofing Trade (IFD)! This partnership is part of our international initiative and goal of fostering global collaboration on our sites. As Gary Howes, IFD board member explained, “By working together, [The Coffee Shops and IFD are] creating more opportunities for contractors, manufacturers and young professionals to connect, learn from one another and strengthen the future of the roofing industry on a truly international level.”  

Also on the top ten list were a variety of articles about the importance of community care and giving back! Writer Jenny Yu shared two heartwarming stories of roofers using their workmanship and talent for good! One highlighted the joint efforts between Rebuilding Together Philadelphia and a local contractor to fix the roof of a family’s home. The other was about YellowBall Roofing and Solar's donation of a new roof to Cherly and Marty Ash of Billings, Montana.  

In addition to these individual stories, Dani Sheehan wrote an article based on our Contractor Outlook Newscast with Ronald McDonald House Global President & CEO Katie Fitzgerald. Dani’s article dives into how contractors are working with Ronald McDonald House to donate their time, skills or resources to families in need. 

The top ten articles of April 2026 

10 - How contractors are supporting families through partnership with Ronald McDonald House by Dani Sheehan 

9 - Turning new hires into long-term talent by Emma Peterson 

8 - The importance of thinking outside the box by Emma Peterson 

7 - 4 practical takeaways on what AI use looks like in practice 

6 - What first-time attendees can expect at Roofing Day by Dani Sheehan 

5 - RoofersCoffeeShop® partners with International Federation of the Roofing Trade to strengthen global roofing connections 

4 - Improving performance in products and processes by Emma Peterson 

3 - Veteran surprised with free new roof by Jenny Yu 

2 - Neighbors helping neighbors by Jenny Yu 

1 - Extension cord safety for roofers by Cotney Consulting Group

Recipients are recognized for their outstanding commitment to advancing the roofing industry. 

The Roofing Alliance has named Cori Vernam, director of marketing, cause and business development at Antis Roofing & Waterproofing Inc., as the recipient of the 2026 Bennett Award. Vernam was honored during the Roofing Alliance spring meeting in Jekyll Island, GA, for her leadership and long-standing commitment to the Alliance’s partnership with Ronald McDonald House. 

The Bennett Award recognizes individuals who go above and beyond in volunteering their time and contributing to the Roofing Alliance and the roofing industry. 

Vernam served on the original task force that helped launch the Roofing Alliance’s relationship with Ronald McDonald House, helping establish a partnership that continues to support families nationwide. She connected contractors with Ronald McDonald House locations throughout California and volunteered her own company to assist several houses, including Camp Ronald McDonald for Good Times. 

Her commitment extends well beyond her professional role. Vernam currently serves on the Ronald McDonald House Orange County Board and has volunteered with the organization for more than 26 years. 

She also remains active across the roofing industry. As a member of National Women in Roofing, Vernam organized an outreach event during this year’s International Roofing Expo, where members prepared breakfast for families staying at the Las Vegas Ronald McDonald House. In addition to her work with Ronald McDonald House, she supports numerous charitable organizations while continuing to lead marketing and community impact efforts at Antis. 

“Cori’s volunteer spirit, industry leadership and commitment to helping others embody the essence of the Bennett Award,” said Roofing Alliance Executive Director Alison L. LaValley. “Her impact is measured not only in projects completed, but in the lives touched and communities strengthened.” 

About the Roofing Alliance 

The Roofing Alliance is the foundation of the roofing industry, uniting more than 200 members dedicated to advancing the profession. With more than $18 million in funding, the Roofing Alliance supports research, education, training and workforce development initiatives, including the Melvin Kruger Scholarship Program, construction management partnerships, the MVP Awards and its longstanding relationship with Ronald McDonald House. To learn more about how to engage with the Roofing Alliance, please contact Alison L. LaValley at alavalley@nrca.net. 

By Emma Peterson. 

Learn why more professionals are treating fluid-applied roofing as membranes.  

Fluid-applied roof systems are exactly what they sound like – roofing systems that are applied in a liquid (fluid) form. Once they are installed, they then cure into a seamless, waterproof barrier across the roof substrate. Made from a variety of materials, such as polyurethanes, acrylics, rubberized asphalts and acrylics, they have grown popular because they don't have weak points in the form of seams found in traditional sheet membranes.  

These fluid-applied systems have often been used as coatings. Roof coatings are typically installed in thin layers with the purpose of “protect[ing] against UV exposure, improv[ing] reflectivity and/or provid[ing] limited waterproofing.” Traditionally, this is the only role that fluid-applied has filled in roofing. But there is a shifting sentiment in the industry that fluid-applied systems can also be installed as full-on membranes. Membranes, in contrast to coatings, are considered the primary waterproofing system on a roof and must handle movement, all types of weather and long-term use.  

What is driving this change in perspective? Developments in the technology behind fluid-applied systems that make them more durable and higher performance! These include:  

• Seamless finish: As we mentioned, fluid-applied roofing avoids seams as it cures into one continuous layer. This avoids one of the most common sources of roof failure. 
• Easy installation: Fluid-applied systems do not require complex installation steps like mechanical fastening or heat welding; this lowers safety risks and labor requirement.  
• Long-term sustainability: Many fluid-applied products are low-VOC and can be re-coated at the end of their service life, rather than completely torn off. This makes them both more environmentally sustainable and financially affordable. 
• Monolithic coverage: The same continuous coverage that avoids seams also makes it easy to apply around penetrations, irregular surfaces and complex roof details. Further, these systems have no layered assemblies that could separate or delaminate. 

These are just some of the many reasons the industry is shifting towards thinking about fluid-applied systems as more than just coating options. To be clear, when we think about fluid-applied as a membrane, rather than just a coating, it is important to note that the systems must be installed accordingly. Western Colloid explained:  

When fluid-applied systems are treated only as coatings, they’re often under-specified or applied too thinly. But when they’re treated as membranes, they’re designed and tested to meet — or even exceed — the performance standards of traditional systems like TPO, PVC, EPDM or modified bitumen. 

At the end of the day, as roofing technology and products evolve, it is natural to discover new ways to use products and systems.  

Learn more about using fluid-applied roof systems as membranes.

EVERROOF® is giving away 5-gallon buckets of EVERROOF’s Ever-Silic HS, the high-performance silicone coating trusted by roofing pros nationwide.

Engineered for unbeatable adhesion, weatherproof durability, and lasting energy efficiency, Ever-Silic HS stands strong under the sun and goes on easy for a flawless finish every time. Extend the life of your roof and experience the quality that sets EVERROOF apart.

Enter by May 1 for your chance to win and see why contractors count on EVERROOF to get the job done right.

Ever-Silic HS is a single-component silicone elastomer specifically designed with high volume solids. It is a pure elastomeric silicone coating system that provides superior weatherproofing, and UV resistance over a variety of roof substrates. The outstanding features of Ever-Silic HS are its high solids content, rapid cure and superior physical properties. Tested and certified to meet Cool Roof Rating Council (CRRC) guidelines for Title 24 compliance.

Enter now for your chance to win!

By Heidi J. Ellsworth, The Coffee Shops. 

From culture to career growth, students share what matters most as they prepare to enter the roofing workforce. 

At the International Roofing Expo (IRE), the Roofing Alliance Student Competition showcased more than the technical skills of construction management students. It provided a powerful look into the mindset of the next generation entering the roofing industry. 

Through a series of interviews conducted by RoofersCoffeeShop with teams from Bradley University, the University of Florida, Auburn University, Colorado State University and Clemson University, a clear and consistent message emerged about what these future professionals are looking for as they begin their careers: Company culture.  

Students consistently emphasized the importance of working in an environment built on respect, collaboration and connection. They are not simply looking for a job. They are looking for a workplace where they feel valued, supported and part of a team. Many described wanting to work for companies where leadership is approachable and where success is shared, not dictated by hierarchy. 

That emphasis on culture naturally extends to relationships. Students spoke about the importance of camaraderie, open communication and trust among coworkers and leadership. In an industry known for its fast pace and demanding schedules, having a strong team environment is not just a benefit, it is essential. 

Work-life balance also emerged as a key priority. While these students understand the commitment required in construction, they are looking for flexibility and employers who respect their time. They recognize that balance leads to better performance and long-term career satisfaction. 

Opportunities for growth and advancement are equally important. Students want to join organizations that invest in their development, offer mentorship and provide clear pathways for career progression. They are eager to learn, take on responsibilityand build their careers, but they expect support and guidance along the way. 

Many also expressed a desire to stay engaged and challenged in their roles. They are drawn to dynamic environments where they can contribute across multiple aspects of a project, gaining hands-on experience and diversifying their skill sets. 

Representation and inclusion were also part of the conversation, particularly among women entering construction. Feeling supported, represented and included in the workplace is an important factor as they evaluate potential employers and long-term career paths.  Students are looking for companies that care about their people, their projects and their impact. Whether through safety, innovation or community involvement, they want to be part of organizations that stand for something meaningful. 

Perhaps most encouraging for the industry is the growing enthusiasm for roofing itself. Many students entered the competition with limited exposure to roofing, but through hands-on experience, mentorship and engagement at IRE, they developed a more genuine interest in pursuing careers in the field. 

The Roofing Alliance Student Competition continues to play a vital role in building a strong and motivated workforce for the future. 

To hear directly from these students, watch the interviews: 

• Bradley University: www.youtube.com/live/xfZ_pOO1UYk 
• University of Florida: www.youtube.com/live/SIEy9ofUUuo 
• Auburn University: www.youtube.com/live/E2nYV7TRhAY 
• Colorado State University: www.youtube.com/live/aSD9TeF-b94 
• Clemson University: www.youtube.com/live/RV1wsnO5qyk 

To learn more about the Roofing Alliance and its workforce development initiatives, visit roofingalliance.net. 

CCS Influencer Joe Sorrentino says there are inherent advantages to both taking care of your roof and having a proactive look at life cycle cost.

Editor's note: The following is the transcript of a live interview with Joe Sorrentino of JoeSorrentino LLC. You can Read the interview below, Listen to the podcast or Watch the recording.

Dani Sheehan: Hi, I'm Dani Sheehan with CoatingsCoffeeShop®. We are here with Joe Sorrentino for our March Influencer response. How are you, Joe?

Joe Sorrentino: Great today. How are you, Dani?

Dani Sheehan: Doing fantastic, thanks for asking. So, March is all about cost-effectiveness. We are looking at coatings versus single ply. So Joe, from your perspective, when we're talking about rising material costs for coatings, what kind of impact does that have on the market?

Joe Sorrentino: Yeah, I mean, it's a nature of the beast in today's world as far as rising costs, but I really believe that we have to look at those who pay all of our bills, which is the building owner. And I think when you look at roofing budgets for owners looking at costs to do certain square footage and then looking at traditional assemblies, meaning single ply assemblies, which typically will have some type of an insulation system included in it, whereas coatings will not. The cost savings will definitely override all of the material costs. I think the biggest issue would be more of material shortages as opposed to price increases.

The other part to it — as far as impacting the market — I think that the insurance industry is now starting to bring things up in states where there are high wind and water, and we have a lot of them that border and have these type of issues. Florida leads the way. So, there are some things that do impact the growth of the coatings industry in that regard.

I think the other part to it is how the interpretation is as far as roof coatings versus fluid-applied roof systems, which then falls into number of roofs in place and starts to affect some of the benefits and advantages to the fluid-applied systems. Then the other part to it is the regulations and the national energy code requirements that at times require a tremendous amount of insulation, which then change everything as far as the formula goes.

Dani Sheehan: Absolutely. I think that brings up a really good point, too, and I'd love for you to speak on the economics a little bit as well, right? We typically think of coatings as almost always being more economical, but there are instances where single ply is going to be the economical solution, correct? Can you walk me through that?

Joe Sorrentino: Absolutely, absolutely. I think an important part to this is that I call it the "personality of the roof." If we have a large open area, the benefits of large sheets and being able to install those assemblies start to take away some of the advantages I brought up previously, as far as the labor savings within coating systems that can be done, number of people on board.

And the other part to it, depending on the number of one roof in place versus two roofs in place, a single ply system can have its advantages. I think the part that I also alluded to — the local regulatory requirements for thermal and insulation value — there's a practical and a theoretical.

The theoretical is that you can take an insulation and a thermal value, and you'll have a pretty good feel for what that's going to do for the environment inside the building: the efficiency of the heating, venting, air conditioning system, because if it's running at 40% capacity, it doesn't matter how well your insulation values are. You're not getting full capacity out of your actual HVAC system.

The other part to it is the fact that you've got certain windows and locations of projects that then will bring in weather conditions. So, you know, I'll call it the perfect storm: you have an owner that has a specific location. They have a specific need and a specific production schedule for the roofing crew, which then means you're dealing with certain weather conditions. That, once again, can prohibit some of the fluid-applied assemblies to be installed.

Dani Sheehan: Sure. I think that's so important to highlight. The last thing I want to touch on is when we talk about cost and when we talk about cost effectiveness, I think sometimes we, and by we I mean more building owners especially, get kind of caught up in upfront costs. Everything is about what is the price point right now.

So, talk to me about how important it is for contractors to have that conversation with building owners about the differences in evaluating upfront costs versus life cycle and the benefit of the system.

Joe Sorrentino: Sure, I think that, first of all, this is something that's critical when you think you've asked enough questions. What should be the next thing that you do ask some more questions? And I really think because of what I said earlier and what you brought up about the owner's involvement, if an owner has a large group of commercial properties and has a sustainability department and a head in that area, there's a good chance that they really want to understand and also probably already have a roof asset management program. When you look at single ply systems versus coating systems and look at long-term performance in single ply roofing systems, be it KEE, be it PVC, be it TPO, be it EPDM, my point is they all tend to then move towards a fluid applied solution as it gets to the twilight of that membrane being able to have a useful service life.

So with that being said, it doesn't mean that a roof coating system is the best thing out there, it just simply means that there are inherent advantages to both taking care of your roof, and more importantly, having a proactive look at life cycle cost will allow you to look at performances of 20 to 30 to 40 years in useful service life, because if you do everything right the first time and maintain it over 36 months, the good chance is you're going to get long service life out of this building unless Mother Nature or somebody just does something absolutely crazy to it. Which means if you get 25 years out of it and then can put a coating fluid-applied system of any type, you're then in a position to get another 15, that's 40.

And that's not the average life of a roof, and that's typically not the way owners look at it. So back to your original question about contractors bringing it up: yes, it's important. But I think it's also important to make sure that you understand where the owner sits and looks at that building. But it's a critical part when you look at the renewable sustainable warranty program that fluid-applied systems offer owners.

Dani Sheehan: Yeah, absolutely. think that cost effectiveness is not as easy as looking at the dollar signs associated with a project or a specific material. We have to build those relationships, to your point, with the building owners to understand their goals and their purpose. And then we also, as contractors and as experts in the roofing industry, have to really understand the roofing system that we're dealing with before starting a project so that we can offer the best solution for our customers.

Joe Sorrentino: And to that point, when you're working with reputable entities, meaning building owner, manufacturer of product, installer, there is the ability for a building owner to actually take that renewable, sustainable warranty and move it forward in the sale and transaction of a building. I've had personal experience with that. The property manager's facility engineer, his words were, "Joe, that was gold." There were steps that needed to be taken properly. But when you can look at someone negotiating on a 22-story building, the price of a new roof, and say, we don't need one because we're offering you a warranty in place that's sustainable, it's very valuable. It's very valuable.

Dani Sheehan: Yeah. I couldn't have said it better myself. Thank you for your insights as always, Joe. Check out all of the Influencer responses for this month on CoatingsCoffeeShop.com, and we will catch up with you next month.

Joe Sorrentino: Thanks for the time.