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!

BITEC, Inc. is a leading manufacturer and distributor of some of the industry’s highest-quality solutions for low-slope roofs in North America. 

In 2026, BITEC, Inc. is celebrating its 40th anniversary. Founded in 1986 by Bruce Shealey, who recently retired after serving the roofing industry for 60 years, BITEC has its roots in a modified bitumen technology that originated in Italy. 

According to BITEC CEO, David Allen, who was originally hired by Bruce as operations manager when the company was founded, the goal of the fledgling business was “to make modified bitumen the right way without sacrificing quality.”

In the years that followed, the company has lived up to its slogan “When Quality Matters,” by fostering a culture of respect for its family of employees and its contractor customer base. 

BITEC recently merged with Viking Products Group, expanding both its offerings and its sales channels. Today, BITEC offers four distinct product pillars:

• ABT (Asphalt Bitumen Technology), which includes not only our asphalt modified products but also coal tar pitch solutions
• StrongHold™ single ply products and accessories
• The Storm Breaker™ coating line, with offerings available in a variety of chemistries 
• RepairBoss® products that can handle almost any type of roof repair

Bruce’s son, Joel Shealey, current president of BITEC, who joined the company in 2019, reports. “When I joined the company, we offered modified bitumen and acrylic and aluminum coatings…Today, we can build a roof from the deck up.”

BITEC, Inc. is a leading manufacturer and distributor of some of the industry’s highest-quality solutions for low-slope roofs in North America. For more information, visit https://BITEC.com/ or call 800.535.8597.

By Emma Peterson. 

Get ready for three days full of roofing education, networking and innovation. 

January 2026 might seem far away right now, but with the holiday season quickly approaching, it’ll be here before we know it! And with January comes the International Roofing Expo (IRE). This year’s IRE will be hosted from January 20–22, 2026 at the Las Vegas Convention Center in Nevada. 

If you’ve never been to IRE before, it is the place to be for roofing and exterior professionals! From an expansive trade show floor to countless education sessions, IRE will be full of learning, networking and fun! The Coffee Shops™ crew will be there hosting our LIVE soundstage sponsored by our friends at SRS Distribution in the lobby, so make sure to stop by, say hi and see what’s happening. 

Education en Español  

This year’s show features 45 different educational sessions! Be on the lookout for an article focused on these sessions as we get closer to IRE. For now, we wanted to highlight the Spanish offerings!  

This year, one of the nine different education tracks available at IRE is designed specifically for Spanish-speaking roofing professionals. The sessions available in this track will feature incredible speakers, like Yessie Gomez (SRS), Alan Diaz (Elevate), Amparo Sancen (Latinos en Roofing) and Moises Morales (Advosy Construction).  

The trade show floor 

Over in the expo hall, IRE will be hosting over 500 exhibitors! Again, The Coffee Shops will be in the lobby, but a lot of our partners, such as All Weather Insulated Panels (Booth 1601), A.C.T. Metal Deck Supply (Booth 2131), BITEC (Booth 2313), Equipter (Booth 4231), Service First Solutions (Booth 1855) and Van Mark Products (Booth 4744) will be on the show floor. Go and say hello to them as you explore the new products available and connect with other roofing professionals.  

In addition to the large number of exhibitor booths in the Expo Hall, there are also a variety of show-floor demonstrations and building clinics! These are a great way to sharpen your business and roofing skills as you explore.  

Check out the full list of exhibitors!

Networking events 

There are numerous networking events to attend, and we are especially excited about these:  

• Annual Community Service Day: Happening preshow on Monday, January 19, this is the 17th annual service project hosted in conjunction with IRE. At this event, you will get the chance to work side-by-side with your peers to repair and revitalize homes for low-income families in Las Vegas.  
• Welcome Party: Wrap up the first day of IRE 2026 at the beloved welcome party! This event kicks off at 5 p.m. on Tuesday and is a great opportunity to network and have fun with industry professionals. 
• EmpowerAll Reception: This special National Roofing Contractors Association (NRCA) event, happening on Tuesday from 4-5 p.m., celebrates the unity in our roofing community. 
• The Roofing Alliance Construction Management Student Competition: A highlight every year, this competition challenges students around the country to “demonstrate their roofing knowledge, master project planning and excel under pressure. By attending, you’re not only supporting students, you’re also investing in the next generation of roofing professionals.” 

The Coffee Shops are also proud to be sponsoring the annual IRE First Timer's event! This is the perfect opportunity for people new to the show to meet network in an informal setting. 

Register and reserve 

Planning to make the trip to Vegas for IRE 2025? Book your hotel and register now! The team at IRE has worked with onPeak to secure a discounted rate on hotel rooms for attendees of the show. These rates average 30% less than what you would find on other travel sites! 

As for your registration, there are a variety of options for show passes that you can choose from:  

• Expo Pass: Gives you show access for all three days, access to the show floor demos and access to general sessions.  
• Super Pass: Everything included in the Expo Pass plus access to all the conference sessions and a ticket to the welcome party!  
• Day Conference Pass: Everything in the Expo Pass with the addition of a single (1) day of conference sessions (Tuesday, Wednesday OR Thursday). If you choose Tuesday, it includes a welcome party ticket.  

Do note, NRCA members do get discounts on all pass types! 

Book your hotel and choose your pass today!

By Jesse Sanchez. 

Strategic roofing choices offer more than just waterproofing; they can unlock value, streamline operations and even help close deals. 

In this CoatingsTalk, hosted by Karen Edwards, roofing veterans Alan Tatum and Jon Feick of BITEC unpacked the deeper strategic decisions behind coating systems, restoration and replacements, revealing how choosing the right roofing solution is often less about the material and more about the building owner's long-term goals. 

Jon expressed how each job starts not with materials, but with questions: “What are they trying to get accomplished? That's going to give me an indication of which direction we can look at next.” Whether it’s preparing a property for sale, upgrading insulation for long-term energy savings or avoiding business disruptions in a restaurant or hospital, restoration systems offer flexibility that traditional re-roofs can’t.  

“Jon and I worked on a project several years ago where the building was in the process of being sold when the contractor brought BITEC in to work with them on installing a new roof,” Alan shared. “It was the perfect scenario. They finished the closing about the time the roof was completed, and the new owner received a new warranty on their roof.” 

And if the goal is to sell the building soon, coatings offer a tax incentive. “A coating is considered maintenance. So, from a tax standpoint, a property owner can often take 100% depreciation that calendar year,” Alan noted. "That might be another reason that building owners decide to go with the coating option as opposed to replacing their roof, because if they plan to sell the building, they don't want to wait five years, 10 years or maybe even longer to get that full depreciation.” 

One of the most important things to consider is if the roof is a candidate for restoration or a coating. “There are roofs out there that are beyond saving... A roof coating is not a miracle in a bucket. If a roof is leaking, you should determine the source of those leaks before you even install a coating on it, because a coating may not fix those leaks and in most cases, it won't,” Alan cautioned. “Unfortunately, I think there are times when roofs are coated that should have been replaced and you're really doing a disservice to the owner when you do that, because that coating, instead of buying them five or 10 years, may only buy them a couple of months before they have to actually look at doing something else.” 

In a roofing landscape shaped by financial timelines, municipal codes and building use, finding the right solution is crucial. “Every situation is different,” Jon said. “A lot of that does boil down to education. Educating the contractor so then the contractor can educate the building owner to come up with the best plan of action for their particular situation.” 

Read the transcript, Listen to the podcast or Watch the conversation to learn more about strategic roof restoration and how to match solutions to building owner goals! 

From the Student Competition and NRCA Awards to tailgates and concerts, day two of IRE 2025 did not disappoint!

Editor’s note: The following is the transcript of a conversation The Coffee Shops crew had after day two of the International Roofing Expo (IRE).

Karen Edwards: Day two of the International Roofing Expo is behind us, and it was a great day. We were out on the show floor. We were doing soundstage videos all day long, and then we had the NRCA Awards Ceremony, and we got to see the winners of all the awards. We got to see Tomato Soup play from three to five at the SRS Tailgate. And then after the awards ceremony, Lauren and Dani went to the SRS concert. We went back to the house, invited a few friends over, and had a little jam session. And now here we are, beginning of day three. 

Zane Delucci: I had a great time on day two. I really liked our interview with Owens Corning. The carpet at their booth was like walking on clouds. I also really liked the SOPREMA booth, which had a living wall and was a replica of their new headquarters in Ohio. They were really nice too. I'm excited for day three.

Alex Tolle: Day two was just as busy as day one. A lot of contractors came by the booth and were super excited about what we do. We signed up three new R-club members and did a couple interviews with the new members, both on the soundstage and just in the booth, and then got to sneak away to go see the Tomato Soup concert, which was amazing.

Itzel Najera: We started off seeing the Student Competitions, and that was really interesting. It was nice seeing the students present. I really enjoyed that. And then we headed off to the SRS Para Latinos lounge, and we got to see Alan Lopez present, Octavio Vasquez from Owens Coming, and we got to interview Julissa Chavez and her partners. And it was really neat just having the conversations, to have everything and the collaboration together. And then we got to see Tomato Soup, which is really nice. It was very cold outside, but I really enjoyed the concert. And then we ended the day by going to the NRCA Awards. And that was pretty neat seeing who won the Student Competition.

Megan Ellsworth: Day two of IRE was jam packed with really great interviews on our soundstage and on the show floor. We chatted with MetalForming, Gaco, Duro-Last, BITEC, ATAS, and lots of other fun partners, and we had a great time. The show floor was still absolutely jam packed as well, and the soundstage was buzzing the whole day. And performing with Tomato Soup Band was very, very fun. Thank you, SRS for having us!

Evelyn Witterholt: Day two was really busy again at the soundstage, but really productive and good. We had a really great Coffee Conversations, and I, once again, got a lot of great content for our social media. And then we got to interview the students from the Student Competition, which was fun. And it was the first year I had seen a student team that was comprised of all women, which is really cool. I also got to check out Tomato Soup at the SRS XTV tailgate! 

Dani Sheehan: Day two was a whirlwind. It was so cool to see the Student Competition. I got to sit in on three of the six teams present. And it's just incredible the amount of work and planning that they put into it and how polished they are. And then the judges throw them a few curveballs with the questions they ask, and they still somehow pull it together. So that was really great. And then we jumped on the expo floor. I got to start my day with Megan and end my day with Karen, which was really great. They have very similar yet different styles of interviews, which was fun to observe. And Karen and I had a lot of fun with Chad Rowe with some audio problems, but it gave us a chance to catch up with him and see the MetalForming booth in action. So overall, I think it was a really great day. And then Lauren and I froze at the SRS charity concert, but it was really great. Whiskey Myers sounded awesome and we sang along to a few songs.

Jessica Bravo: Day two was a blast. We did more interviews. We walked around and spent most of our day at the SRS Para Latinos lounge, interviewing SRS partners. We also met a lot of contractors with Latinos en Roofing, attended more sessions hosted at the SRS Para Latinos lounge. Alan Lopez with GAF hosted another session where he talked about Latinos in the industry and how companies should hire bilingual people and people who understand the culture. Octavio Vasquez with Owens Corning and Kate Apunte also hosted a session at the SRS Para Latinos lounge too. 

Lauren White: Day two started off with the Roofing Alliance Student Competition, which is always such a fun event. I got to watch a few of the teams give their presentations, and I'm always just so impressed with the quality of the work and seeing how they all present differently. And like other people have said, they're just very professional, and it's hard to believe that they're college students, but looking at the next generation of roofing industry professionals is pretty exciting. And then Zane and I had another full day of floor interviews. And it’s really fun to see people get so excited about the interviews. We've gotten a lot of full booth tours, which has been fun because people put a lot of time and energy into planning these booths. And to be able to bring that to people who aren't able to make it for whatever reason to IRE is pretty great. 

Dani and I went to the SRS concert, which was our second concert of the day. We also got to watch Tomato Soup play at the SRS tailgate, which was so fun. I've never heard their whole band play live. And then at the SRS concert, a lot of money was raised, and we got to hear Treaty Oak Revival and Flatland Cavalry as the openers, and we found a great heater we stood next to all night and hung out with Todd Farr from EVERROOF. Whiskey Myers put on a great show. And now we're getting ready for day three. Overall, a great day two, lots of energy and people are just really excited to be here.

By Jesse Sanchez. 

This roofing solution from BITEC is a fast-drying compound that addresses ponding water on flat rooftops. 

Flat roofs, while common in modern construction, often fall victim to ponding water — standing pools that compromise structural integrity- escalate maintenance costs and lead to premature wear. Addressing this pervasive problem, GreenSlope distributed by BITEC, a roof-leveling compound, promises a practical and efficient solution for contractors and building managers alike. 

GreenSlope is specifically designed to fill low spots and divert standing water by creating a positive slope on flat rooftops. Compatible with various substrates, including modified bitumen, concrete, plywood and single-ply membranes like PVC, TPO and EPDM, its versatility is a key advantage. The compound’s unique formula not only dries quickly but also allows for same-day waterproofing, a crucial feature for time-sensitive roofing projects. 

GreenSlope’s high durability and ease of use make it an indispensable asset for roof management, long-term performance and preventative maintenance. The product is mixed with a polyurethane binder to create a lightweight, trowel-grade material that minimizes stress on the roof structure — an improvement over traditional cementitious alternatives. 

Application is straightforward and highly efficient. After cleaning and priming the surface, users mix GreenSlope granules with the binder and apply the mixture with a trowel to problem areas. The compound cures within 24 hours, enabling a seamless topcoat application for waterproofing and aesthetic blending with the existing roof. 

Beyond its technical features, GreenSlope stands out as a cost-effective solution. By extending the lifespan of roofs without the need for new drainage systems or costly tapered insulation, the product significantly reduces both labor and material expenses. Additionally, its environmental benefits, such as low VOC content and UV resistance, align with modern sustainability goals. 

Learn more about how GreenSlope can transform your roofing projects with innovative solutions that save time, reduce costs and enhance sustainability! 

By Jesse Sanchez. 

How coatings can offer a strategic solution for building owners. 

Roof coatings are more than just a maintenance tool — they’re a strategic decision that can impact a building’s value and longevity. In this CoatingsTalk, hosted by Karen Edwards, industry veterans Jon Feick and Alan Tatum from BITEC shared their insights on how roof coatings serve as a versatile solution for various commercial roofing challenges. 

“Not all roofs qualify as candidates to be coated,” Jon stated, as he discussed the importance of thorough inspections before deciding on any restoration approach.  According to Jon, a good, better and best approach can help property owners make informed choices aligned with their financial and operational needs. “You may have a situation where the contractor wants to present multiple options to the building owner,” he explained. 

Alan outlined several factors that determine whether a roof is suitable for coating, such as the building’s current roof condition, the presence of leaks and the overall integrity of the roofing system. “There are a lot of options when you get into replacing a roof, a lot of different systems and the budget, again, that usually comes down to money, is going to dictate what type of system the owner may want to go with,” he noted. He also expressed the significance of considering the building owner’s goals — whether they aim to sell the property soon, minimize disruption or extend the building's lifespan. 

Jon noted that coatings are particularly advantageous when time and budget are constraints. “If the nature of your business doesn't allow for a re-roof opportunity, a roof coating system may be a perfect candidate,” he said. For example, in facilities that cannot afford to shut down, such as hospitals or restaurants, roof coatings provide a less invasive option with minimal business interruption. 

Read the transcript, Listen to the podcast or Watch the webinar to learn more about which roof coating options might best fit your needs! 

By Jesse Sanchez. 

A trusted name in roofing for nearly four decades. 

BITEC's roofing products are synonymous with durability and trust in the construction industry. Since its founding in 1986, the company has maintained its unwavering commitment to producing high-quality modified bitumen membranes, establishing itself as a go-to solution for contractors who prioritize reliability and long-term performance.  

In an industry where some manufacturers have cut corners by using cheaper filler materials to reduce costs, BITEC has taken a different path. The company prides itself on standing firm, remaining loyal to its original formulas and delivering products that meet the highest standards. “When it comes to roofing, quality is key,” reads BITEC’s product brochure, a statement that reflects their core philosophy. 

BITEC’s product range is extensive, offering both APP (Atactic Polypropylene) and SBS (Styrene Butadiene Styrene) modified bitumen membranes, along with a variety of adhesives, coatings and underlayments. APP membranes, known for their durability and resistance to UV rays, are ideal for applications where weather exposure is a significant factor. On the other hand, SBS membranes are designed to withstand extreme weather conditions while providing enhanced strength and flexibility, making them a versatile choice for both commercial and residential projects. Additionally, BITEC’s Imperflex® self-adhering membranes are specifically tailored for residential applications. These membranes offer a safer and more convenient installation process, particularly beneficial for low-sloped roofs where traditional materials like shingles are less effective. 

What truly sets BITEC apart, however, is the personalized support they offer. As a smaller company, BITEC fosters close relationships with its clients, offering hands-on assistance and tailored service — an attribute larger corporations often lack. "We’ll be there for you when you need us," the company promises. 

The testimonials from long-standing customers speak volumes. Tony Hall, founder of Paradigm Roofing, notes, “Their attention to quality stands alone and truly sets them apart from other manufacturers." Similarly, Dell Jackson, branch manager at Gulfeagle Supply, of Panama City, Florida, highlights that contractors specifically demand BITEC products due to their high quality and consistent performance. Ted Sheldon, another satisfied distributor from Gulfeagle Supply in Gulfport, Mississippi, adds, “The adage ‘do one thing and do it better than anyone else’ comes to mind. We are very happy to be a BITEC distributor.” 

BITEC’s dedication to quality extends beyond its products—it’s reflected in the service they provide and the trust they build with their customers. For contractors or project managers searching for roofing solutions that deliver both performance and peace of mind, BITEC’s offerings present a compelling choice. From the strength of their membranes to the responsiveness of their customer support, BITEC has proven its place as a leader in the roofing industry. 

Original article and photo source: BITEC 

By integrating existing coatings under the Storm Breaker name, BITEC plans to streamline inventory and plant operations to stay laser-focused on synergistic sales.

BITEC, Inc. recently announced the consolidation of its roof coatings lines under the Storm Breaker™ brand, with the intention of promoting its extensive selection of silicone, SEBS, acrylic and urethane coatings under the Storm Breaker name. The popular tradename was acquired through the company’s acquisition of the Viking Products Group earlier this year. BITEC will continue to promote its two aluminized coatings under the MAC™ brand and its line of adhesives under the PMA brand. 

Joel Shealey, president of BITEC, explains, “The Storm Breaker brand has gained wide recognition in the coatings market for its versatility and performance as a restoration coating. By integrating many of our existing coatings under the Storm Breaker name, we expect not only to streamline inventory and plant operations, but more importantly, to reduce market confusion and keep our sales force laser-focused on synergistic sales.”

According to Shane Millwood, BITEC’s vice president of sales, “The sales force is excited to be able to bring to the market a multitude of solutions for a variety of roofing situations under the widely respected Storm Breaker brand.”

About BITEC

BITEC, Inc. is a leading manufacturer and distributor of some of the industry’s highest-quality solutions for low-slope roofs in North America, including APP, SBS, PVC, KEE and a wide selection of coatings and ancillary products. For more information, visit https://bi-tec.com/ or call 800.535.8597.

By Jesse Sanchez. 

Making waves in the roofing industry with new products, strategic growth and a vision for the future.   

In this episode of Roofing Road Trips®, host Karen Edwards sat down with Joel Shealey, president of Bitec, to explore the company’s exciting developments. With the roofing landscape rapidly evolving, Bitec has strategically positioned itself as a key player, expanding beyond its renowned modified bitumen products to offer a comprehensive roofing system. From cutting-edge single-ply solutions to advancements in energy efficiency, Bitec 2.0 promises to redefine industry standards. 

During the conversation, Joel shared details about their flagship Stronghold line, expressing its versatility and strength. He noted the benefits of PVC membranes, which “greatly reduce the cooling load” on buildings due to their high Solar Reflectance Index (SRI) of 109. For contractors seeking sustainable and high-performance solutions, this product line also offers significant cost savings over time. 

Even in reroof situations, Joel pointed out, “There's a high likelihood you can let that material, the insulation and everything stay behind because those fasteners aren't going to be pulling out of the decking.” This durability makes Stronghold a standout in regions prone to extreme weather. 

But Joel isn’t just focused on product performance; he’s invested in the success of their contractors. He described Bitec’s commitment to providing hands-on support, from system demos to in-field training, ensuring that every installation meets the highest standards. “It doesn’t matter how good the product is,” Joel shared, “if it’s not installed properly, it’s not going to perform.” 

Looking ahead, Joel teased further innovations, hinting at future product releases that promise to push the boundaries of roofing technology. While details remain under wraps, it’s clear that Bitec’s vision for the future is as ambitious as its recent growth. 

Read the transcript or Listen to the podcast to learn more about the Stronghold line!