Coatings Coffee Shop Influencer Will Lorenz says that candor is the best policy when talking to builind owners. 

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

Lauren White: Hello everyone. I'm Lauren White for CoatingsCoffeeShop and our August influencer response, and I'm here with Will Lorenz. Will, it's great to see you again.

Will Lorenz: Lauren, thank you. Always glad to be here and keep that things rolling on a summertime.

Lauren White: Yes, absolutely. So for our coatings topic this month, it is knowing when restoration is the right option. So what do you have to share?

Will Lorenz: Well, first of all, thank you again for the opportunity to talk with with folks, and the people in the coatings space here. Generally what I would say is it's always good to evaluate the roof and then know what your customer can afford. And that's really what you're trying to emerge, along with what best practices you know as a professional. If your roof candidate already has coatings on it. Maybe it's two or three layers of something. It's probably not a good condition to add another layer of coating to it. So those kind of roof systems usually require removal and and start with a new roof system.

There are ones where of course if it's wet, and there's wet insulation, or it's loose and coming up, or the membrane itself is degrading and it's not an acceptable surface for you to get a bond to, or it's just something where it has significant ponding and you can't repair it. Maybe you could use spray foam to repair it, but if your options are really only to coat it, and it's still going have those performance requirements damaged, then you should consider another alternative.

Also when you start talking to your your customer about their budget, this year's been a challenging year with a lot of things related to the Middle East and all those activities causing you know availability and costs to go rising. So perhaps the original budget of a new roof system, you know, has gotten outside of what they can afford. Then a fluid-aplied coating system is a great choice to give them a solution to keep them watertight, weather tight, so that they get the performance they're looking at.

Then the other thing is if the substrate down below is failing or weak. Then you know the roof system has to come off and put a new roof system on. Just putting a coating on it may waterproof it, but it's really seen its service life. Its shot. I recommend that you give them the best advice. People appreciate trust, professionals that give them sound advice, even if it's difficult for them. So be candid, be forthright and and tell them what's really necessary. Maybe they plan it for this year, maybe they plan it for next year, but they'll certainly keep working with you because you're you're a trusted partner.

Lauren White: Yeah, absolutely. I think that's all really great advice for people wondering when restoration is the right option for them. So thank you so much for sharing as always. Yeah. And for those of you out there, make sure that you check out Will Lorenz's directory on coatingscoffeeshop.com. Lots of other great responses from him. And we will see you next month.

Will Lorenz: You're welcome. Thank you.

By Emma Peterson. 

Todd Farr discusses EVERROOF's ever-expanding product offerings at FRSA 2026. 

EVERROOF began as a family owned private label manufacturer for some of the largest roofing companies in the world. Now, three decades later, they are a part of the American Polymers Network of Companies (along with companies like General Coatings), they are still family owned, boast five manufacturing facilities across California and Texas and have their own brand label that they sell under.  

To learn more about how the company has grown from a behind-the-scenes industry giant to center-stage star of roofing coatings, Megan Ellsworth interviewed Todd Farr, their national sales manager, at the recent Florida Roofing and Sheet Metal Association (FRSA) show.  

When it comes to roof coatings, EVERROOF has it all. Todd explained, “In terms of restoration coatings, we have everything from silicones and acrylics to urethanes and mastics with warranties ranging from 10-year to 20-years. Their wide portfolio includes contractor-favorite products such as EVER-SILIC® HS, which is a reflective, high solids silicone roof coating that is also roller-grade. Todd went into more detail of what this means, sharing, “Being roller-grade means it has really nice hanging properties and does really well on things like parapet walls.” 

He also mentioned the EVER-CRYLIC® ROOF FLASH, EVERROOF’s high-solids, single-component acrylic elastomeric mastic. EVER-CRYLIC ROOF FLASH is ideal for sealing and waterproofing penetrations, seams and terminations. As Todd described it, “It’s a game changer, you can lay more down in one pass (up to four gallons a square), so it’s not just a great product in terms of performance, but it’s great in terms of saving you labor.” And last but not least, Todd teased a new service line full of caulking tubes and other products that will help “service clients during the rainy season.” 

Want to hear more about this new service line and the other products in EVERROOF’s portfolio? Watch the whole interview!

CCS Influencer Will Lorenz says hybrid roofs are the best of both worlds.

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

Lauren White: Hello everyone, I'm Lauren White here for CoatingsCoffeeShop and I am joined by Will Lorenz of General Coatings. Will, it's good to see you.

Will Lorenz: Thank you, Lauren. Always nice starting off July here and got lots to talk about.

Lauren White: I know, I know. So our Coatings Influencer topic for July is hybrid roofing systems in practice. So what are your thoughts?

Will Lorenz: Well, I think it's an excellent solution. Many times when you look at an existing roof, you have components on there, such as a built up or modified roof system. And you can incorporate a combination restoration system with other reinforcements to help eliminate ponding, eliminate concerns about seams and penetrations. And you know, one of the solutions that we've thought of as is a great hybrid is pray polyurethane foam into those locations, particularly around penetrations and and across seams and fill in the low spots.

And then you restore the rest of the roof with a nice silicone or acrylic system on top of it. It's a great way without having to do tear off to extend the life of your roof and and and keep it going. So we're a big fan of it. Not every roof has to be torn off, not every roof has to have a full upgrade of a recover system, but you can use a combination systems to to get the best of both worlds and and be cost effective.

Lauren White: Amazing. Well, perfect. Thank you so much for answering our July question and we look forward to chatting with you for our August question.

Will Lorenz: Fantastic. Thank you.

CCS Influencer Will Lorenz says offering different roofing solutions supports customer satifaction. 

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

Lauren White: Hello everyone, my name is Lauren White and I am here for CoatingsCoffeeShop and with Will Lorenz, one of our Coatings Influencers. Will, good to see you.

Will Lorenz: Hello, Lauren. Thank you very much. Happy June, almost July here.

Lauren White: Yes. I know, I can't believe it's almost July. And for our June influencer question for CoatingsCoffeeShop, our topic is business diversification through coatings. So what expertise do you have for our coatings contractors out there?

Will Lorenz: I think that coatings is first of all a great ready to go line for for any contractor.

When you look at your primary business, let's say you're doing low slope roofing and perhaps you're doing membranes or metal or spray foam roofing there's always a case where those roofs need some restoration or recoat. They need something to extend the life of them. And working with your client to extend the life of the roof at a cost effective basis, which is usually what happens with roof coatings, it's a lot cheaper than tear off, often a new roof or a coating or a coat upgrade that you might have to do with new insulation and and all the other accoutrements and accessories.

Coatings is by far a very cost effective and great solution. I know that your clients will appreciate that you give them choices. Hey, we can do this new roof this way, or we can give you a coating solution that can extend the life of your roof for a better price. As we've all seen this year, it's been kind of a crazy year up and down with war and all that stuff. So, you know, people are watching their money. And a coating solution is great to have if you're a contractor because you can probably service more customers by offering choices and better financial opportunities for them to your contract or your building owners to take part in.

Lauren White: Yeah, absolutely. Lots of lots of potential there. Well, great. Will, thank you so much for answering our June question and can't wait to hear what you have for July. And you can find more information about Will Lorenz and General Coatings on their directories on coatingscoffeeshop.com. So we will see you next month.

Will Lorenz: Thank you. Looking forward to it.

By Emma Peterson. 

Diving into how the NRCA advocates for the betterment of the roofing industry and our country, regardless of party lines. 

The National Roofing Contractors Association (NRCA)’s mission focuses on finding ways to support the success of roofing professionals across the United States. And one of the biggest ways they achieve this mission is by acting as a unified voice for the industry in relation to advocacy efforts. To learn more about NRCA’s advocating efforts, we brought Brad Stine (NRCA’s director of federal affairs), Duane Musser (NRCA’s vice president of government relations) and Will Lorenz (president of General Coatings) together for a Roofing Road Trips® episode. 

Affordable housing 

One of the examples of NRCA’s advocacy efforts is their work to make housing more affordable. Brad spoke about why this topic is so important to them, “You want to talk about timely things that are bipartisan, look no further than affordability. And of all the issues related to affordability, housing is one of the biggest ones.” 

So, how is NRCA working to advocate for solutions to this bipartisan housing affordability issue? Brad explained:  

There are two specific bills we are currently advocating for. The first one is the Revitalizing Downtowns And Main Streets Act (H.R. 2410). This bill aims to establish a federal tax credit to facilitate the conversion of older, underutilized commercial buildings to residential housing. And the other is the bicameral Neighborhood Homes Investment Act (H.R. 2854 and S.B. 1686). This one is a federal tax credit that incentivizes the building of new or repairing residential homes in certain rural and urban areas around the US. 

Immigration and labor 

Another roofing-related issue that NRCA is putting advocacy efforts behind is immigration. Duane explained, "Immigration is often a controversial topic. But the way we approach it at NRCA is centered on advocating and uplifting legal, bipartisan policies that are focused on solving very real issues – like labor shortage.” 

A great example of this is the NRCA’s support of the Dignity Act, which was one of their biggest talking points at their annual advocacy day in April 2026. What is the Dignity Act? Duane explained:  

The Dignity Act has support from Democrats and Republicans. It’s a piece of legislation, that deals with the many immigrants who are here with under temporary protected work status that might be at risk of losing that. This legislation works to give those individuals the opportunity to earn permanent legal status, not citizenship, that would stabilize workforces for industries like roofing.  

Conclusion 

Oftentimes, when we hear the term political advocacy, we think about party politics and advocacy related to getting politicians elected. But that’s not the type of advocacy NRCA participates in. As Brad, Duane and Will highlighted in this podcast, NRCA is all about advocacy that crosses party lines. Will put it best, “Government and democracy is not an exact science. It gets things right many times. And then it fails and has to reset and figure it out again. And what we are talking about today are issues that really affect a lot of people... It’s not about red or blue, it’s about growth and success and helping people.” 

Want to learn more? Listen to the whole episode or Watch the recording. 

By Dani Sheehan. 

From roof decks to wall insulation and everything in between, spray foam is changing the way complex systems are designed and installed. 

Spray polyurethane foam (SPF) has long been a staple in roofing systems, but its role in construction is expanding far beyond the rooftop. From insulation and waterproofing to structural shaping and even infrastructure repair, contractors are increasingly finding that foam is one of the most adaptable technologies on today’s jobsites. 

As Will Lorenz, president of General Coatings explained in a live interview at World of Concrete 2026, there’s a visible shift happening across the built environment. “Durable materials like granite and stone have been around for centuries, but they’re heavy and difficult. Using an efficient material that you can spray up, carve and then put a coating system over the top of — it’s fast, lightweight and cost effective,” he highlighted. 

A material that adapts to the job 

In traditional construction, materials often dictate the process. Boards require fastening systems. Concrete requires formwork and heavy equipment. Stone requires cutting, hauling and labor-intensive installation. Because it is applied as a liquid that expands and adheres in place, spray foam can conform to irregular surfaces, bond directly to substrates and eliminate multiple layers of assembly. As Will noted, “It bonds to irregular surfaces, self-flashes around penetrations, seals everything up — you don’t have to apply a boot and weld and all this stuff.” 

Once installed, coatings complete the system by adding UV protection, reflectivity and durability. Together, SPF and coatings create a buildable surface that can be shaped, protected and adapted to a wide range of applications. 

What’s accelerating adoption even further is productivity. Will explained the labor advantage clearly: “It’s a low-labor type of product… you’re spraying 10,000 to 20,000 square feet a day with a small crew.” 

Compared to multi-layer assemblies that require mechanical fastening, adhesives or multiple trades, SPF systems can often be installed with a small, coordinated crew and significantly fewer steps. This allows contractors to take on projects that would otherwise be too labor-intensive, cost-prohibitive or logistically complex. 

Where spray foam is showing up next 

Across the industry, spray foam is increasingly being used in: 

• Lightweight architectural features and themed structures 
• Waterproofing and insulation in complex geometries 
• Concrete lifting and slab leveling applications 
• Wall insulation systems replacing traditional fiber-based products 
• Energy retrofits in large commercial facilities 

Will believes this evolution is part of a broader shift in how the industry thinks about building materials. “You’ll find that waterfalls and features in places like Las Vegas likely have a steel structure with foam over it and a coating topping it because it’s fast, lightweight and cost effective,” he noted. The versatility of spray foam gives it an advantage over other materials. Depending on how it is designed and finished, it can serve as a structural, insulating, shaping or protective component within the building envelope. 

What this means for contractors 

Spray foam offers contractors a way to: 

• Expand into new types of commercial work 
• Reduce labor intensity on complex projects 
• Improve installation speed and jobsite efficiency 
• Compete in both roofing and specialty applications 

As Will emphasized, the opportunity is already here: “Get involved, come to industry events, learn the material… there are a lot of great resources out there to understand how to use it.” 

By Dani Sheehan. 

Expand into the industrial market and see why spray foam roofing addresses the insulation challenge on wastewater digesters. 

As wastewater treatment facilities continue to prioritize efficiency, sustainability and long-term performance, more operators are turning to spray foam roofing (SPF) as a solution for insulating and protecting digester systems. This growing application represents an opportunity to expand services into a highly specialized and increasingly in-demand market. 

The role of digesters in water treatment 

Digesters are a critical component of wastewater treatment plants. These large concrete tanks, often capped with metal or floating lids, create a controlled environment where bacteria break down organic material to cleanse water. For this biological process to work efficiently, consistent internal temperatures are essential. 

Heat loss through concrete and metal surfaces can significantly reduce digester performance, leading to lower gas production, higher energy demands and reduced system efficiency. Maintaining thermal stability is one of the biggest challenges facility operators face.  

Why spray foam works 

Digester lids themselves present a unique insulation challenge. Many are circular and curved in design, often constructed from stainless steel with structural ribs that add strength while allowing the lid to move with changes in gas pressure inside the tank. This makes it difficult for traditional systems to fit properly or seal effectively. Gaps, seams and rigid materials can struggle to conform to the contours of the lid and its ribbed framework. Spray foam, however, expands and adheres directly to the surface, conforming to curved shapes and irregular details while creating a continuous, sealed insulation layer across the entire structure. 

Spray foam roofing systems are uniquely suited to address the challenges digesters present: 

• Seamless insulation: SPF creates a continuous, monolithic insulation layer that minimizes thermal bridging and air leakage. 
• Superior thermal control: High-density roofing foam helps maintain the elevated temperatures required for bacterial activity. 
• Moisture and chemical resistance: When paired with protective coatings, spray foam helps shield digester lids from moisture, gases and harsh environmental conditions. 
• Precision application: SPF can be applied to complex shapes, domed lids and moving components where traditional insulation systems fall short. 

In many wastewater treatment plants, the methane generated during digestion can be captured and reused to power plant operations. Better insulation directly supports this goal by improving digestion efficiency and reducing the need for supplemental energy from fossil fuels. 

These projects demand: 

• A strong understanding of material selection and thickness control 
• Familiarity with industrial safety requirements
• Experience working around active facilities with strict protocols 
• Proper training to ensure consistent application and system performance 

Certification and training 

As spray foam applications continue to expand into specialized areas like digester insulation, proper training and certification is critical. Facility owners and engineers want assurance that contractors understand not only how to spray foam, but also how to do so safely, consistently and in demanding industrial environments. 

Working with established manufacturers such as General Coatings Manufacturing Corp gives you access to proven spray foam and coating systems designed for durability in challenging applications. Manufacturer-backed training and technical support can be an important complement to formal certification through organizations like the Spray Polyurethane Foam Alliance (SPFA), helping you apply systems correctly and confidently in the field. 

By Dani Sheehan. 

Contractors looking to differentiate in 2026 are finding new opportunities in spray polyurethane foam (SPF) roofing systems that solve challenges traditional systems can’t always address. 

For contractors looking to grow their commercial capabilities, spray polyurethane foam (SPF) can be more than another system to offer. It can become a strategic service line that opens the door to restoration work, complex reroofing projects and energy-focused upgrades. 

Why spray foam stands out 

Many roof systems perform well on straightforward projects. But not every roof is straightforward. Buildings with multiple penetrations, rooftop equipment, irregular layouts or curved structures often create labor-intensive installation challenges for conventional materials. 

Because the material is spray-applied and fully adhered, SPF conforms to the substrate and creates a seamless surface across transitions, penetrations and hard-to-detail areas. Instead of cutting and fitting around every obstacle, you can create a continuous insulated roofing system that helps simplify difficult applications. 

As Will Lorenz of General Coatings Manufacturing Corp shared during a live soundstage interview at the International Roofing Expo (IRE) 2026, “The more difficult the building is, the more it’s a perfect fit for spray foam.” 

A smart path for recover and restoration projects 

As more commercial roofs age, owners are increasingly interested in restoration and recover options that preserve existing assets. In many cases, a full tear-off may not be necessary if the substrate remains sound. 

Spray foam can help you answer restoration demand by adding insulation, improving waterproofing performance and renewing aging roof systems without the cost and disruption of removing the entire roof assembly. 

For owners, that can mean: 

• Reduced landfill waste from tear-offs 
• Lower disruption to occupied buildings 
• Faster project timelines 
• Improved thermal performance 
• Extended roof service life 

Training is what turns opportunity into profit 

Spray foam roofing is not a plug-and-play category. Successful installation requires an understanding of proportioning equipment, spray technique, substrate conditions, weather variables and coating application standards. Industry associations such as the Spray Polyurethane Foam Alliance (SPFA) and Roof Coatings Manufacturers Association (RCMA) continue to play an important role in advancing best practices, education and professionalism across the category. 

Manufacturers matter too. Contractors entering or expanding in SPF need partners who can provide product guidance, jobsite support, inspections and warranty pathways. As Will explained, “People install it and make it a roof.” Quality materials matter, but quality outcomes depend on trained contractors backed by responsive manufacturers. 

General Coatings is available to help you evaluate opportunities, choose the right coating systems, troubleshoot field conditions and build long-term confidence in SPF installations. If you want to expand their commercial offerings, improve margins and solve more complex problems for your customers, spray foam may be one of the smartest additions to the toolbox. 

Learn how General Coatings can help build your business with spray foam! 

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!