By Dani Sheehan. 

Advances in chemistry, safety and building science are helping spray foam roofing outperform traditional systems. 

During a live Coffee Conversations® sponsored by Handifoam at the SprayFoam 2026 Convention and Expo, industry leaders Will Lorenz from General Coatings Manufacturing Corp and Josh Winkler of ICP Group delivered a clear message: spray foam roofing is no longer competing as an alternative system; it is evolving into a higher performing, more efficient solution designed to outperform traditional assemblies. 

Innovation driving competitive systems 

Today’s spray foam systems are being engineered for better performance, faster installs and stronger long-term value. As Will explained, “Our industry’s evolved to HFO technologies... They provide super efficiencies when you apply it. So, people are getting R-values of six to seven.” HFO (hydrofluoroolefin) blowing agents represent the latest generation of spray foam chemistry. Compared to older technologies, they deliver higher thermal performance with significantly lower environmental impact, particularly in terms of global warming potential (GWP). 

Not only do these new standards help meet increasingly stringent energy codes and sustainability expectations, but they also improve jobsite efficiency. With R-values in the range of six to seven per inch, spray foam delivers more insulating power in less thickness, reducing the need for multiple layers or additional materials. 

Advantages on the roof include: 

• Simplified detailing around penetrations and irregular surfaces 
• Reduced system weight compared to multi-layer assemblies 
• Greater flexibility in recover and retrofit applications 

Compared to traditional multi-layer assemblies that require boards, fasteners and membranes, spray foam systems are delivering higher thermal performance with fewer materials, fewer installation steps and fewer opportunities for failure. 

Indoor air quality and sustainability 

As spray foam expands into more interior applications, expectations around health, safety and environmental performance are rising. Josh highlighted how manufacturers are responding: “All the manufacturers are looking at lower VOC ratings... certifying that nothing harmful is being added in the indoor air environment.” Lower VOC formulations are especially important in tighter, more energy-efficient buildings, where air exchange is limited. Once cured, these products help ensure that insulation systems do not compromise indoor air quality.  

Just as importantly, building owners are measuring system performance by more than upfront cost alone. Indoor air quality, energy efficiency and lifecycle durability are becoming key differentiators that spray foam can support. Spray foam contributes to long-term performance by: 

• Reducing heating and cooling demand through superior insulation and air sealing 
• Extending roof lifecycles when paired with coatings and maintenance 
• Supporting recover systems that minimize tear-off waste 

Fire safety and code compliance 

As building codes evolve, particularly in wildfire-prone regions like California, spray foam manufacturers are proving that high-performance systems do not have to come at the expense of safety or design flexibility. Will explained how spray foam fits as part of the complete assembly when reducing fire risk: “We protect [the spray foam] with coatings...And we put it behind prescriptive thermal barriers. What we want to do is open up the design so that people can take advantage of putting insulation in and then use the right coating systems.” Intumescent and protective coatings are engineered to expand when exposed to heat, forming a protective layer that slows flame spread and enhances occupant safety. 

Smarter, tighter buildings 

Perhaps the biggest way spray foam is beginning to outperform traditional systems is through a fundamental shift in building science. Through initiatives supported by the Spray Foam Coalition, we’re starting to gain traction: “There's a smart way to build. There are smart products. There are manufacturers who support the fact that we don't always have to put on more insulation. We just design it, put in better products, work with the right manufacturers so the systems really perform and they outperform other insulation materials,” Will emphasized. 

Air leakage remains one of the biggest drivers of energy loss in buildings. However, spray foam acts as both an insulator and an air barrier. As Josh trains the contractors he works with: “Seal it tight, ventilate right.” The idea is simple, but powerful: 

• Create a tight building envelope by sealing gaps and penetrations 
• Use mechanical systems to manage airflow and ventilation intentionally 

Will and Josh’s message was clear: the future of spray foam roofing is about innovation. From next-generation chemistry and healthier indoor environments to fire-safe assemblies and smarter building design, spray foam is evolving to outperform traditional roofing systems at every level. 

Listen to the full Coffee Conversations to learn how to use spray foam to build higher-performing and longer-lasting systems.

By Emma Peterson. 

How one system delivers insulation, protection and long-term value. 

In a recent CoatingsCast™, Karen Edwards sat down with Will Lorenz from General Coatings. The conversation focused on the brand’s lineup of coating products, particularly their spray foam offerings.  

Will opened the episode with a quick explanation of what spray foam roofing is, sharing, “Spray foam’s origins go back to the late 60s, early 70s. It’s most popular in areas with hot and dry climates and for low-slope applications... A great example would be the office buildings, warehouses, cold storage, etc. in Las Vegas, Nevada. A lot of those have spray foam on them.” 

Why is spray foam so popular in these areas? Spray foam offers great insulative abilities. Will explained, “It excels when used on buildings that need strong insulation. By using spray foam, you get that insulation as well as waterproofing. It’s a cost-effective way to get continuous insulation, lower our cooling/heating costs and create a secure, performing roofing system.”  

And, in recent years, spray foam has gained popularity in regions all over the country for its versatility and sustainability. In terms of application, spray foam is incredibly versatile. As Will put it, “It can go over new construction or it can go over existing roofs, provided that there's only a single layer of existing roof on there. Really, it's a great universal solution to many roofs that if you had it for a while or it's older and you're looking to try and keep your contents dry and figure out how to maybe save some energy and money.” 

As for sustainability, not only does the heating and cooling properties of the coating help in saving energy, which increases the eco-friendliness of spray foam, it also keeps more waste out of landfills. Will gave an example of how it does this, sharing, “Let's say you put on a 20-year spray foam roof system. As you get closer to the end of that coating service life, you can go get on the roof, do some minor repairs and then you can re-coat it. Just like that, no tear off, you can get another 10, 20 years out of the roof. And then you can do that several times.” 

This is just the tip of the iceberg of everything spray foam has to offer. Listen to the podcast or Watch the recording to learn more!

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!

CCS Influencer Will Lorenz says the central parts to being a trusted partner are discussing the customer's roof condition, budget and future property plan.

Editor's note: The following is the transcript of a live interview with Will Lorenz of General Coatings Manufacturing Corp. You can read the interview below, Listen to the podcast or Watch the recording.

Dani Sheehan: Hi, my name is Dani Sheehan with CoatingsCoffeeShop®. We are back here with Will Lorenz from General Coatings for our April Influencer response. How are you, Will?

Will Lorenz: I'm fabulous. Happy Easter to all.

Dani Sheehan: Yes, it has been a great start to the month. And so this month for coatings, we are discussing different strategies for how to sell fluid applied systems to people that may not be completely sold on that idea. So will what are your suggestions for how to turn non-believers into long-term clients?

Will Lorenz: Oh, well thank you for the question. I think the first thing is is always discussing with the client about their roof in particular and getting to know what their needs are because, certainly, fluid applied are great solutions for the right roofs, and if you see that the roof needs to have a tear-off, then that's the best way. I think it's always best to be professional and responsible. And so, telling them the truth about what's what their roof is and its condition is the first important thing.

Then, I think it's really getting to know the client and what their their financial requirements are, because many times a new roof system has code upgrades, additional insulation, lots of other things that. If they have the budget in it and they're prepared to go there and they want that warranty and performance, then that's a great way to go. But others go, well, you know, we want to get our roof back in condition. We want to get it watertight. We want to get it performing. Coating offers that economical advantage for that.

And so, finding out what their roof condition is, what their budget is and what they plan to do with the building are really the central things here.

But with regard to fluid applied performance, I just say that you put, you know, 35 to 50 ml of of a coating down, it's an elastic system that is rough, tough and durable and will last just like some other membranes that are 35, 40 ml, too. And you can customize it so that it goes over all the details, seals up all the penetrations and just give them a comfort zone that this roof system is going to be customized to perform for their their roof system.

Dani Sheehan: Yeah, absolutely. I love that you focus on building that relationship with customers and really meeting them where they're at and their goals in order to provide them the best solution possible.

Will Lorenz: Absolutely. Thank you. I always believe that people want to hear honesty about what they need, and they also want to have a trusted partner, and it's building that relationship first so that this roof and future roofs with them can be something that you can work with them.

Dani Sheehan: Yeah, absolutely. Well, thank you, Will, for your insights as always. Make sure to check out all of the influencer responses for this month at coatingscoffeeshop.com, and we will catch up with you next month.

Will Lorenz: Excellent. Thank you, Dani.

By The Coffee Shops™. 

See how a proven coating system can elevate your restoration projects without the upfront risk. 

General Coatings Manufacturing Corp is bringing back its popular giveaway to give contractors a risk-free way to put one of its top-performing EVERROOF® coatings to the test. Enter by May 1, 2026, for your chance to win five 5-gallon buckets of Ever-Silic HS and see how it performs on your own projects. 

A smarter way to evaluate your next coating system 

Switching or adding a new coating to your offerings can feel like a gamble. Application quirks, cure times and long-term performance all matter, and those details only really show up on the roof. 

Instead of relying solely on datasheets or secondhand recommendations, contractors get the opportunity to work directly with Ever-Silic HS in real-world conditions. Whether you use it for repairs, detailing or a full restoration, it’s a chance to evaluate performance directly on your jobsite. 

Built for the realities of today’s roofs 

Ever-Silic HS is designed to be both versatile and durable, making it a strong fit for the wide range of substrates contractors are seeing today, from aging single-ply systems to metal, SPF, BUR and modified bitumen. 

Its high-solids, single-component silicone formulation creates a seamless, flexible membrane that holds up under extreme conditions, from freezing cold to intense heat. The hydrophobic surface resists ponding water, while UV stability helps maintain long-term performance and reflectivity. 

For crews, it’s just as practical as it is durable. With strong adhesion, straightforward application and a quick recoat window of seven to ten days, it supports efficient project timelines without sacrificing quality. 

Ever-Silic HS also offers a balance of protection, energy efficiency and long-term reliability. It meets Cool Roof Rating Council (CRRC) guidelines and Title 24 requirements, making it a solid option for projects where performance and compliance go hand in hand. 

Don’t miss your chance 

If you’ve been considering expanding your coating offerings or simply want to put a proven system to the test, this is an opportunity worth taking. 

Enter the EVERROOF giveaway by May 1, 2026, for your chance to win five 5-gallon buckets of Ever-Silic HS and experience firsthand how it performs in the field.

By Dani Sheehan. 

FM approvals are helping shape the future of our industry by defining durability, accountability and risk management for commercial roofing systems. 

At its core, Factory Mutual (FM) is a unique organization with a dual mission. On one side, it operates as a global insurance provider. On the other, it functions as one of the most rigorous building materials testing and research facilities in the world. 

Roughly one in three commercial buildings is FM-insured, particularly larger and more complex facilities. When a building owner chooses FM insurance, the organization largely dictates how the building system, including the roof assembly, is designed. To earn that approval, the entire roofing assembly is evaluated, including materials, thicknesses, deck types, slopes and installation methods rather than individual products in isolation. The organization has tested more than one million roof assemblies, each designed to simulate worst-case scenarios for fire, weather and structural performance. 

FM approvals represent the highest level of fire performance and safety for occupants inside the building. The goal is simple: ensure the roof protects the building, the people inside and the business operations beneath it. 

What FM is actually testing 

FM approvals verify that a roof assembly meets stringent performance benchmarks, including: 

• Fire resistance 
• Wind uplift 
• Foot traffic durability 
• Hail resistance: Moderate hail, severe hail, very severe hail 

Unlike many baseline code requirements, FM places significant emphasis on weather-driven loss prevention, which is why these approvals carry so much weight with consultants, architects and large property owners. 

Approvals are issued through what are known as NAV numbers, which correspond to specific tested assemblies, not just materials. A spray foam system installed over a steel deck, for example, is tested separately from that same system over concrete, or at a different slope. Each variation must independently prove performance under FM’s testing protocols. 

For spray polyurethane foam roofing systems, this testing process creates multiple approved assemblies depending on the coating technology used. Through its Ultra-Thane systems, General Coatings Manufacturing Corp has developed four primary FM-approved spray foam system types, including: 

• Spray foam with standard acrylic coatings 
• Spray foam with high-tensile acrylic coatings 
• Spray foam with silicone coatings 
• Hybrid systems using a polyurea base coat with a silicone topcoat 

These systems have achieved severe hail ratings, one of the FM’s highest currently attainable performance levels for spray foam. Because each system can be installed across different deck types and slopes, they generate numerous approved assemblies that contractors can reference when bidding FM-specified projects. 

How FM approval shapes projects 

Owners and insurers trust FM’s evaluation process because it focuses on the most common causes of building failure, including wind, fire and hail damage. By validating systems against these risks, FM approvals help ensure that buildings, their contents and the people inside are protected at the highest levels while also allowing more competitive insurance coverage. 

FM approvals often determine who gets to bid on a project at all. Many schools, universities, government buildings and large commercial owners will not consider roofing systems without FM approval. If a contractor doesn’t have access to FM-approved assemblies or manufacturer partners that have invested in them, that contractor may be excluded from these opportunities entirely. 

By investing heavily in FM testing across multiple spray foam and coating assemblies, General Coatings has helped position spray polyurethane foam as a viable, performance-driven alternative on FM-insured buildings. The company’s assemblies with severe hail ratings allow spray foam systems to compete in regions where hail resistance is a critical design factor.  

Insurance, risk and the bigger picture 

FM approvals ultimately exist to reduce risk across the built environment. Insurance carriers want fewer catastrophic claims caused by extreme weather. Building owners want roofs that survive storms without requiring costly replacements. Contractors want systems that perform long after installation.  

FM addresses these concerns by testing assemblies to its own performance standards in addition to meeting building code requirements. Traditional building codes are consensus-based and designed to establish minimum acceptable performance levels. FM standards, by contrast, are developed by engineers and researchers who study building failures and determine what durability should look like under real-world conditions. This additional layer of testing is especially important in regions where hail, high winds or severe weather events are common. 

High-performing roofing systems are often backed by a broader portfolio of third-party credentials, including Underwriters Laboratories (UL) and reflectivity certifications through the Cool Roof Rating Council (CRRC). Together with FM, these approvals demonstrate that a system exceeds minimum code requirements and aligns with the expectations of insurers, owners and regulators nationwide. 

A partnership approach to performance 

Through its Ultra-Thane spray polyurethane foam roofing systems and extensive FM-approved assemblies, General Coatings continues to expand the role spray foam can play on FM-insured and FM-performance buildings. These systems give you additional options when pursuing projects that require proven performance under demanding conditions. 

By continuously investing in testing, certifications and assembly-level approvals, General Coatings helps you offer roofing systems that meet the highest performance standards demanded by today’s commercial market using a collaborative approach: manufacturers providing proven systems, contractors delivering skilled installation and building owners receiving roof systems designed to last.  

By Dani Sheehan. 

Roofing Day in D.C. isn’t about being perfect – it's about being present. It’s about learning, connecting and making sure your voice is represented. 

If you’ve never been to Roofing Day in D.C., it’s easy to feel unsure about what you’re signing up for. You might be wondering: is this for me? Will I know what to say? Does my voice really matter? 

The short answer: yes, yes and absolutely yes. 

In this episode of Roofing Road Trips®, I sat down with Duane Musser and Brad Stine of National Roofing Contractors Association (NRCA) and Will Lorenz of General Coatings Manufacturing Corp for an inside look at the industry’s largest advocacy event of the year. Hosted by NRCA alongside industry partners, Roofing Day in D.C. brings contractors, manufacturers, distributors and service providers together in one place with one goal: making sure lawmakers understand the real-world impact of the decisions they make. 

“This is the one opportunity where our entire industry comes together, and we speak with one voice on the issues that are critical to the future prosperity of our industry,” Duane shared. If you’re thinking about attending for the first time, here’s what you can expect, and why it’s worth stepping outside your comfort zone. 

By showing up, you’re already an advocate 

One of the biggest misconceptions about Roofing Day is that you need lobbying experience or political knowledge to participate, but in reality, you just need to show up. “Last time I checked, there are no members of Congress that were roofers before they became members of Congress,” Brad emphasized. “So, I can almost guarantee you, the people that are going into these offices on our behalf or on the event's behalf, they will know more about the issue than the folks they're talking to. [You] are the experts.” 

No one understands the challenges facing the roofing industry better than the people working in it every day. Whether it’s workforce shortages or a noticeable decline in the housing supply, your perspective is exactly what lawmakers need to hear. 

Roofing Day’s agenda is designed with first-time attendees in mind. From advocacy training sessions to guided talking points, the event equips you with everything you need to feel confident walking into those conversations. 

Day one: Get comfortable, get prepared, get connected 

The event officially kicks off on the afternoon of April 14 in Washington, D.C., and the first day is all about preparation.  

You’ll attend advocacy training sessions, learn about the key issues being discussed on Capitol Hill and get a clear understanding of how meetings with legislators work. Attendees area also grouped by state, giving you time to meet your team, plan your approach and decide who will lead different parts of the conversation. “We want to educate and make everyone feel comfortable,” Brad explained. “When you’re heading to the Hill the next day, we want to inform you as much as we can.” 

Just as importantly, this is an incredible space for creating new connections. From the first evening reception to informal conversations throughout the day, Roofing Day in D.C. creates a space to network with peers from across the country. Whether you’re a contractor, manufacturer or supplier, you’ll be surrounded by people who understand your business and share your challenges. 

Day two: Take your story to Capitol Hill 

April 15 is the main event. The day starts with breakfast, a keynote speaker and issue briefings, including discussions on topics like career and technical education and housing policy, two areas that directly impact the future of the roofing workforce and market demand. Then, it’s time to head to Capitol Hill. Attendees typically participate in three to five meetings with senators, representatives or their staff.  

And if you’re nervous? That's completely normal. “Relax and enjoy it,” shared Will, who's a longtime attendee. “It’s a great, positive experience... And when you see the right opportunities, tell your story. Tell people what you know matters in your district.” That’s what these meetings come down to – sharing your experience. What’s happening in your business? What challenges are you facing? What solutions would actually make a difference? Those conversations are what shape policy. 

Another common concern for first-time attendees is walking into meetings without support. NRCA partners with Advocacy Associates to coordinate every meeting in advance, and you’ll receive a full schedule, issue briefs and talking points before you ever step into an office. “We try to pair first-time attendees with veterans,” Brad added. “We understand that people may be out of their element, and that’s absolutely fine.” 

You’re not in this alone 

At its core, Roofing Day is about making sure the industry is represented where decisions are being made. “Democracy is a participatory sport,” Duane emphasized. “We need to be seen on Capitol Hill and get our message out.” 

As Will put it, “If we’re not having a discussion about roofing needs, someone else is getting ahead of us and may close off opportunities for all of us.” 

When the industry shows up together, it makes an impact. If you’ve been on the fence about attending, consider this your sign to go for it. Register to attend Roofing Day in D.C. before April 7, 2026! And for a deeper dive into what to expect and the key issues we’ll be advocating for, be sure to listen to the full podcast episode. 

CoatingsCoffeeShop® is proud to bring a leading panel of contractors together to share what they are seeing in the spray foam industry and the overall trends within commercial installations. Karen Edwards moderates this panel as they talk about new technologies, product innovations, consumer behavior and the overall economy. The panel discussion is put together as part of the 2026 SprayFoam Convention & Expo and will not only talk about current trends and challenges but also what these contractors see for the future of spray foam.

Register today!

By Emma Peterson. 

General Coatings is sending two lucky SPFA Convention and Expo attendees down the yellow brick road while they’re in Vegas this year! 

It might not be the Emerald City, but Las Vegas does have “buildings as tall as Quoxwood trees” and “wonders like [you’ve] never seen.” And this year, it will also have the 2026 Spray Polyurethane Foam Association (SPFA)’s annual convention and expo! With educational breakout sessions, two-days of expo hall, certification activities, networking and more, this is the industry’s #1 event for spray foam pros. And General Coatings wants to help make your time there just a little more magical.  

If you’re in the spray foam industry, you probably already know about The Las Vegas Entertainment Center. It is one of the biggest success stories for spray foam and roof coatings, showcasing the adaptability and performance of these types of products. And, thanks to General Coatings, you can experience the magic of the venue for yourself while in Vegas for the SPFA show!  

General Coatings is running a giveaway for two lucky professionals to visit the “merry old land of Oz” at The Las Vegas Entertainment Center. This is more than just a screening of the Wizard of Oz, it is an immersive experience. Thanks to the 160,000 square foot screen, you will be able to watch the tornado swirl around you, step into Munchkinland and truly be transported “somewhere over the rainbow.”  

And you don’t have to tap your heels three times to enter this giveaway! Here’s how it works:  

• Fill out the giveaway form
• Two winners will each receive four tickets  
• Show options: Tuesday or Wednesday evening  
• Giveaway closes Saturday, March 21  
• Digital tickets distributed Monday, March 23 

If you are heading to SPFA, this is your chance to turn your conference week into an epic night out with your team, customers or family. 

Enter General Coating's giveaway for your chance to see Dorothy, the Tin Man, the Cowardly Lion, the Scarecrow and the Wizard like you've never seen them before.

By Emma Peterson. 

General Coatings is sending two lucky SPFA Convention and Expo attendees down the yellow brick road while they’re in Vegas this year! 

It might not be the Emerald City, but Las Vegas does have “buildings as tall as Quoxwood trees” and “wonders like [you’ve] never seen.” And this year, it will also have the 2026 Spray Polyurethane Foam Association (SPFA)’s annual convention and expo! With educational breakout sessions, two-days of expo hall, certification activities, networking and more, this is the industry’s #1 event for spray foam pros. And General Coatings wants to help make your time there just a little more magical.  

If you’re in the spray foam industry, you probably already know about The Las Vegas Entertainment Center. It is one of the biggest success stories for spray foam and roof coatings, showcasing the adaptability and performance of these types of products. And, thanks to General Coatings, you can experience the magic of the venue for yourself while in Vegas for the SPFA show!  

General Coatings is running a giveaway for two lucky professionals to visit the “merry old land of Oz” at The Las Vegas Entertainment Center. This is more than just a screening of the Wizard of Oz, it is an immersive experience. Thanks to the 160,000 square foot screen, you will be able to watch the tornado swirl around you, step into Munchkinland and truly be transported “somewhere over the rainbow.”  

And you don’t have to tap your heels three times to enter this giveaway! Here’s how it works:  

• Fill out the giveaway form
• Two winners will each receive four tickets  
• Show options: Tuesday or Wednesday evening  
• Giveaway closes Saturday, March 21  
• Digital tickets distributed Monday, March 23 

If you are heading to SPFA, this is your chance to turn your conference week into an epic night out with your team, customers or family. 

Enter General Coating's giveaway for your chance to see Dorothy, the Tin Man, the Cowardly Lion, the Scarecrow and the Wizard like you've never seen them before.