By The Coffee Shops®.

Spray foam can offer architects and consultants unmatched peace of mind and leak-proof security.

For architects and roof consultants, putting together a roofing specification is about more than selecting and outlining materials. It is about managing water intrusion risk, meeting performance requirements and giving building owners confidence in the completed system. Spray polyurethane foam roofing, such as those from General Coatings, offers a practical way to address those priorities with one continuous, fully adhered assembly.

Unlike systems built from sheets of various materials and mechanical attachments, spray polyurethane foam is applied directly to the roof and conforms around penetrations, curbs and irregular details. The result is a seamless, self-flashing surface that reduces many of the joints and transitions where water intrusion commonly begins. Because the closed-cell foam also functions as insulation, the system combines weather protection and thermal performance in a single application.

This adaptability can be particularly valuable in large-scale projects such as schools, commercial facilities and institutional buildings with complicated rooftop conditions. Foam can be installed over properly evaluated existing roof systems, fill minor gaps and create positive drainage in areas where ponding water was previously a concern. While it should never be used to conceal damaged or unsuitable conditions, foam's ability to form a continuous layer over properly prepared substrates can simplify difficult details and reduce potential water-entry points.

General Coatings’ Ultra-Thane 230 is a spray polyurethane roofing foam designed for new construction, recover and repair applications across low-slope, pitched and barrel-configured roofs. When used with an appropriate elastomeric coating, it creates a monolithic barrier against water, air and moisture vapor intrusion. The system’s current Intertek evaluation addresses physical properties, wind resistance, impact resistance, fire classification and thermal resistance under applicable building and energy codes.

Proper design and installation remain essential. Specifications should address substrate evaluation, moisture conditions, slope, coating thickness, installation temperatures and protection in high-traffic areas. The system should also be installed by qualified, trained applicators in accordance with the manufacturer’s instructions and applicable code requirements.

For design professionals looking to reduce vulnerable details, improve thermal performance and provide a maintainable roofing solution, spray foam deserves serious consideration. It is not simply insulation added to a roof; it is an integrated roofing system designed to deliver continuous protection and long-term peace of mind.

To streamline the process, General Coatings’ coated foam roofing and fluid-applied roofing systems are now available through SpecLink, giving design professionals another accessible path for incorporating these solutions into project documents. SpecLink’s centralized, CSI-formatted platform is designed to help project teams coordinate specifications while reducing conflicts, errors and omissions.

CCS Influencer Will Lorenz says it's crucial to remember that weather always wins.

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.

Emma Richardson: Hi everyone, I'm Emma Richardson here with CoatingsCoffeeShop.com and I'm talking to Will Lorenz of General Coatings. Will, great to see you.

Will Lorenz: Thank you. Another day in paradise here.

Emma Richardson: Wonderful. Well, today we're talking about our coatingscoffeeshop.com influencer topic, which is installation challenges having to do with weather and climate. Anything you'd like to share, Will?

Will Lorenz: Well, you know, roofing systems are usually ideal to put down in summer and spring and fall. And when you get to winter, it gets to be a challenge with many roofing systems. Cold tends to retard cures and makes it difficult to get seams to bond together. So my best advice is try and get your roofing done when it's hot and dry, when it's best for the roofing system to go down, and you don't have any entrapped moisture or snow to have to deal with. But if you do get to things when it's getting colder in climate, you have to look at the days you're going to install and notice that there are days you're going to be able to get the roof on and the other days you're going to have to pass because the weather sometimes wins.

Emma Richardson: Yeah, I think that's kind of what it is at the end of the day. Sometimes the weather wins. You have to work with it, not against it.

Will Lorenz: Exactly.

Emma Richardson: Awesome. Well, thank you so much. We'll catch you again in October.

Will Lorenz: Thank you.

By Emma Peterson. 

Spray foam roofing’s role in bringing an iconic landmark to life. 

Spray foam roofing is one of the most energy efficient and multifaceted roofing materials on our current market. And there’s no better example of the performance benefits of spray foam than the work done by Commercial Roofers, Inc. on Las Vegas’ iconic orb-like entertainment venue. 

The Commercial Roofers team first learned about the project in 2021. Curtis Perry, the quality superintendent for Commercial Roofers, recalled their introduction to the design, sharing, “From the initial review we were attracted to the uniqueness of the design. It was a very intriguing project for us, and we were excited to take on the endeavor.”  

As they got further into the project, they quickly realized that it would be more than just an endeavor – it would be a challenge. Amy King described it in detail in an article for Spray Foam Professional, saying, “At 366 feet tall and 516 feet wide, the building's dimensions were extraordinary. More importantly, the structure's spherical shape created roofing conditions that continuously changed from one area to the next. Traditional installation methods and material layouts for conventional roofs could not be applied to a surface that curved in every direction.” 

After considering these challenges, Dennis Perry, the Commercial Roofers vice president of operations made a game-changing recommendation – instead of the original plan of using single-ply, install spray foam. Curtis explained the reasoning behind this switch, saying, “There were many reasons why we found SPF to be the preferred roofing solution. The main reason being the Sphere's unique design. SPF is able to contour to the building in a way that the initial system would have struggled to.”  

Specifically, the team chose to use General Coating’s Ultra-Thane 230 HFO Spray Foam. By installing five-inches of this product, they were able to not only create a seamless, lightweight, watertight assembly, but also save time and materials. As Amy writes in their article:  

Had the original system been installed, the project would have required approximately 45 to 65 truckloads of material. Managing those deliveries, staging materials and coordinating installation across a spherical structure would have created significant congestion and complexity. The SPF system simplified those logistics while reducing 20% to 25% material waste that would have resulted from cutting rigid components to fit curved surfaces. 

Looking back at the decision to switch to spray foam, Curtis could not be more thankful they made the choice. He explained, “General Coatings provided the exact product that we needed to complete this project. Ultra-Thane 230 HFO met the specifications, and they were also extremely supportive in supplying the extensive supply and demand that we needed.” And Curtis and the Commercial Roofers team weren’t the only ones thrilled with the results. Their work on the project won them a 2026 National Insulation Excellence (NIE) award! 

Overall, the work done on this iconic landmark and the accolade it won by the Commercial Roofers team is a great representation of what can spray foam roofing can accomplish. As Curtis put it, “The capabilities for spray foam roofing systems are endless. It is a versatile material that we believe is an excellent option for difficult installations and projects.” 

See what spray foam can do for you!

By Emma Peterson. 

Will Lorenz shares how the Western Roofing Expo creates meaningful connections, valuable learning experiences and opportunities for professionals throughout the roofing industry. 

In a new CoatingsCast™, Will Lorenz stopped by to talk about the Western Roofing Expo (WRE) which is coming up on September 27th-29th, 2026 at the Paris Las Vegas! Will has attended many different WREs over the years, both with General Coatings and with the Roof Coatings Manufacturers Association (RCMA). When we asked him what keeps bringing him back, he highlighted the learning and community-building that happens at each show:  

When you go there, especially on the show floor, you get to see customers, contractors, distributors and more. It's really a pleasure to be a part of because these people not only care about conducting business, but they also really care about individuals and their personal growth. 

A great example of this community-focus in action is how the industry rallies around the Davis Memorial Foundation scholarship students at each WRE. Will explained, “Through the scholarship, business owners and contractors are all working together to give students access to learning and community that can help them grow into a future career, whether that’s in roofing or not.”  

And it’s this mentality, of going beyond business and money to support people, that is the heart of WRE and why it is a must-attend show. “The type of people you meet at WRE want to help you with everything – from improving your business and building better relations to introducing you to innovative products and explaining how global events are impacting roofing,” Will shared. “Whether you're a contractor or a distributor, it’s so valuable to be surrounded by people who have that mutual vested interest in seeing the roofing business grow and be successful.” 

Listen to the podcast or Watch the recording to learn more about WRE 2026! And if you haven’t already, make sure to register to attend!  

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.”