CCS Influencer Shawn Morgan says that coatings are a great way to build trust and strengthen relationships with clients. 

I believe roof coatings are a great way to diversify business and help fill some gaps when things slow down. It’s not going to completely replace traditional roofing work, but it can give you another tool in the toolbox and create opportunities that you might otherwise miss. 

One of the biggest advantages is that not every building owner is ready to spend the money on a full roof replacement. A lot of owners are looking for ways to extend the life of their existing roof and push a replacement out a few more years. A coating gives you that solution for those customers instead of simply walking away when they decide not to replace the roof. 

It can also keep crews busy. Many of our coatings projects are smaller and can be scheduled more easily than large projects. When that work slows down, these coating jobs can help maintain production and keep good people working. 

Another thing I like about coatings is that they create opportunities with customers you may already have. If you’ve installed or serviced roofs for a building owner in the past, there’s a good chance you’ll eventually have a restoration opportunity before that roof reaches the point of needing replacement. It gives you another reason to stay in touch with that customer and continue to provide value. 

That said, success with coatings isn’t just about buying the equipment and selling a few jobs. The contractors that do it well invest heavily in training because these systems are installation dependent, and every manufacturer wants it done a little different. Surface preparation, weather conditions, application rates and detailing can be manufacturer-specific and play a huge role in the performance of the coating. As we know, a great product can still fail if installed incorrectly. 

For me, the biggest benefit is it allows you to offer more solutions. Instead of every conversation leading to a replacement, you can talk about repairs, maintenance, coating, recover or replacement. When customers feel like you’re helping them find the best solution instead of selling the most expensive one, it can build trust and strengthen a relationship. 

CCS Influencer Shawn Morgan says training directly from a manufacturer helps contractors stand out, build trust and ensure long-term performance.

We have found that manufacturer-led training is probably the most important training for us to do when it comes to roof coatings. These systems really come down to how well they are installed. It’s not just rolling on material…no matter the manufacturer. Our success depends on prep work, weather conditions, application rates, details and making sure the manufacturer’s process is followed from start to finish. A quality product can still fail if it’s not installed correctly. 

That’s why training directly from the manufacturer makes such a difference. They know exactly how their system is designed to perform, what works best over different roof types and where installers typically run into trouble. 

It also protects everyone when it comes to warranties. Manufacturers have very specific requirements around things like surface prep, moisture conditions, mil thickness, reinforcement and inspections. Having our crews trained by the manufacturer helps make sure that all of this is done correctly, which avoids problems later if there happens to be a warranty claim. 

Probably the biggest value is avoiding mistakes before they happen. Most issues with roof coatings are not because the product failed; it’s usually tied to poor prep, applying material over moisture, missing details or not hitting the required mil thickness. Training with the manufacturer helps crews understand these common mistakes and how to avoid them. 

It also gives our customers (building owners, consultants or specifiers) more confidence in our company. When they know we have been trained and approved by the manufacturer, it reinforces that they’re not just buying a roof coating, they’re getting a complete roofing system installed by people who know what they are doing. 

As roof coatings continue to grow in the market, this kind of training becomes even more important. It helps contractors stand out, builds trust and makes sure the system performs the way everyone expects it to over the long haul. 

By Emma Peterson. 

Learn about the partnership between the Roofing Alliance and Ronald McDonald House. 

In 2017, Charles Antis of KPost Roofing and Waterproofing stood up in a Roofing Alliance meeting and suggested a nationwide project where roofers could adopt Ronald McDonald House programs. Our very own Heidi J. Ellsworth was there that day and has seen how that idea has grown over the last decade. To talk about this initiative, she hosted Katie Fitzgerald, president and CEO of Ronald McDonald House Global, for an episode of Contractor Outlook.  

Ronald McDonald House dates back to the 1970s when a renowned pediatric oncologist named Dr. Audrey Evans realized that many of the families of her patients at the Children's Hospital of Philadelphia had nowhere to stay during treatment. For families who traveled especially far for their child’s treatment, some would even sleep in waiting room chairs or on hospital floors, just to be close  

In partnership with McDonald’s and the Philadelphia Eagles, she opened the first Ronald McDonald House, which provided families with free housing so they could be close to their children and the life-saving treatment they needed. Today, there are over 400 Housesin 60countries and regions.  

The growth was incredible, but with that growth came support needs. Katie explained:  

In the United States alone, our 165 standalone Houses, which are safe havens of comprehensive support for families with social services, emotional support, meals, transportation, art therapy and even schooling, take up around six million square feet of physical infrastructure. That’s a lot to take care of and honestly, our organization is very lean. Our Houses need help with the day-to-day operations, let alone the bigger maintenance tasks. 

It's that need that Charles’ idea aimed to fill, and the best part is it worked! Heidi shared some of her first-hand experience of what the mobilization looked like after Charles’ presentation to the Roofing Alliance in 2017, saying, “Contractors were calling contractors across the country. Someone from Philadelphia was calling someone in Oregon or Washington or wherever it may be and saying, ‘Hey, we're doing this here. You guys really should think about this.’ And it was because they shared their stories of supporting Ronald McDonald House and how powerful it was that a lot of people were able to get involved, adopt and be a part of this big program.” 

For Katie and broader Ronald McDonald House System, that mobilization was game changing. She explained, “I think since that time, there's been over $3 million of support for everything from maintenance to full-on roof replacement. The partnership is saving our nonprofit partners who perform this work tremendous amounts of money that they can put into the family instead. It’s been amazing... And one of the best parts is just seeing roofers all over the country fall in love with our mission and go beyond the roof to help. I know roofers around the country have been involved in other sorts of activities to take care of the houses beyond the roofs — fundraising, volunteering, collecting holiday gifts and more! They’re really connected with this mission so beautifully and we need the help.” 

Listen to the newscast or Watch the whole episode for more about how contractors all over are supporting Ronald McDonald House’s incredible mission. 

CCS Influencer Shawn Morgan shares insight into helping skeptical business owners understand what coatings can do for their projects.

Selling roof coating systems to skeptics isn’t about pushing product…It’s about lowering their risk and helping them rethink how they view their roof. Most skepticism comes from a past failure, a bad install they’ve seen or the assumption that coatings are a shortcut, we’ve all heard someone say: “You’re just painting the roof.” The best way to start is by acknowledging that up front. You could say, “You’re right to question coatings, they’re not the right solution for every roof,” it immediately changes the tone of the conversation. Now you’re not a salesperson, you’re consulting them to make the right decision for their roof. 

From there, the conversation should feel more like a diagnosis than a sales pitch. Walk the roof, ask questions and evaluate whether the system is even a good candidate for coating. When customers feel like you’re willing to say, “This isn’t a good fit for coating”, it builds trust. That opens them up to hear you out when it is a fit. It also helps to change their perception of coatings entirely. A lot of people think of coatings as temporary, but the more effective way to position them is as a strategy…Something that extends the life of their roof and gives them more control over when they eventually replace it. You’re not avoiding the replacement; you’re helping them time it more intelligently. 

Skeptics also tend to tune out any marketing language, so proof matters more than anything. Instead of brochures and swag, bring real examples of your work. Photos, test results, stories of similar buildings that have performed over time. This gives them the chance to see the results without feeling like they’re taking a huge risk with their building. If you can connect them with another owner that has already done it, even better!  

At some point, you must address the biggest concern…What happens if it fails? This is where you separate yourself by explaining why sometimes coatings don’t work…Usually because of poor prep or using the wrong system and then walk them through why your process avoids these issues. When they understand that success depends on the process, not just the product, it changes the conversation. 

It can also help to lower the stakes in their mind. Rather than asking for a full commitment, suggest starting with a smaller section or “test area.” This gives them a chance to see the results without feeling like they’re taking a huge gamble. Along with that, keep the conversation about their priorities. Cost, disruption and long-term planning. When you can clearly show how a coating extends roof life at a lower cost than replacement and avoids operational headaches, it makes the conversation much easier. 

At the end of the day, the goal isn’t to “sell” coatings. It is to position the owner as part of a long-term roof management plan. When customers see it that way, it seems less risky and more of a smart business decision. And, when necessary, it’s a strong move to walk away. If you tell someone that coating isn’t right for their roof, it builds credibility and often brings them back when they have other opportunities. 

The resulting roofing systems enhance both the durability and the visual impact of the museum, supporting the long‑term performance of a building designed to honor American service and sacrifice.

SOPREMA, Inc. is proud to recognize the selection of the National Medal of Honor Museum in Arlington, Texas, a project featuring SOPREMA roofing materials, as a Best‑in‑Class Award winner in the Asphalt Roofing Manufacturers Association (ARMA) 2026 Excellence in Asphalt Roofing Awards Program. The project’s roofing contractor, KPost Roofing & Waterproofing, received the honor in the Commercial/Mixed Use Category for their exceptional work on this architecturally significant and nationally meaningful facility.

The National Medal of Honor Museum, designed by Rafael Viñoly Architects, required a roofing solution that delivered long‑term durability while supporting the building’s striking and complex geometry. The project includes multiple elevations, steep and sloped planes, and hundreds of penetrations, requiring close coordination between the architect, general contractor and KPost Roofing & Waterproofing throughout the installation.

To meet the museum’s performance and design requirements, the project team selected a SOPREMA roofing system incorporating ELASTOPHENE® SP 2.2, SOPRALENE® 180 Sanded and COLPLY® EF Adhesive for the primary membrane assembly. For the extensive detailing and complex transitions across multiple roof elevations, ALSAN® RS 230 Field and ALSAN® RS 230 Flash provided a seamless, liquid‑applied solution capable of conforming to the building’s unique geometry. Together, these products delivered the long‑term durability, flexibility and weatherproofing performance needed to protect the structure against the demanding conditions of the Texas climate without compromising the museum’s architectural vision.

“This project reflects excellence not only in construction, but in purpose,” stated Reed Hitchcock, ARMA executive vice president. “KPost Roofing & Waterproofing delivered remarkable work on a building that carries deep national significance.”

“This project is a great example of what’s possible when skilled contractors, thoughtful design and reliable, high-performance materials come together,” said Tim Kersey, CEO of SOPREMA U.S. “KPost Roofing & Waterproofing delivered an exceptionally complex roofing scope with professionalism and precision, and we’re proud that our systems were complemented by their work on such an important landmark.”

Despite the demanding schedule and the museum’s highly complex architecture, KPost Roofing & Waterproofing executed the project with outstanding precision. The resulting roofing systems enhance both the durability and the visual impact of the museum, supporting the long‑term performance of a building designed to honor American service and sacrifice.

ARMA’s Excellence in Asphalt Roofing Awards Program recognizes the top steep‑ and low‑slope asphalt roofing projects across North America based on four categories: Why Asphalt, Project Challenges, Distinction and Beauty. The 2026 program received 82 submissions, highlighting innovation and exceptional workmanship across the industry.

To learn more about the awards program or ARMA, visit asphaltroofing.org.

About SOPREMA

SOPREMA delivers high-performance solutions for roofing, waterproofing, wall protection and civil engineering, driven by a relentless pursuit of innovation, sustainability and product excellence. The comprehensive building envelope portfolio includes SBS and APP-modified bitumen, PMMA/PMA liquid-applied membranes, synthetic PVC membranes, STPE and PU sealants and adhesives, air and vapor barriers, below-grade waterproofing, vegetative roofing and indoor BioWall solutions, silicone and acrylic roof coatings and accessories. With a legacy of proven performance, SOPREMA sets the standard for durability and reliability in the building industry.

By Emma Peterson. 

From testing regulations to tariffs and workforce gaps, learn about the major challenges facing our industry and how we can rise to meet them. 

While at the 2026 World of Concrete show, Heidi J. Ellsworth of CoatingsCoffeeShop® had the opportunity to host a special Coffee Conversations®! This session featured a panel of professionals including Ray Rizzi of Tremco, Joe Harnois of Atlantic Builders Supply Northeast, Steve Little of KPost Roofing and Waterproofing, Jeff Walls of Innovative Chemical Products and Kevin Cummings of Polycoat Products. With backgrounds spanning across the coatings world, this incredible panel was perfect for the job of sharing their insights into the current challenges facing the industry.  

Testing 

Kevin opened the conversation by highlighting the need for more comprehensive and ubiquitous testing. As products continue to change and advance, so must the skills of the individuals using them in real-world applications. He explained, “One issue that I see is getting back to some sort of coordination on testing so that, as a group, we can all agree on what testing is important in relation to how systems actually perform on buildings.” Jeff echoed that point, adding, “We have similar challenges in manufacturing...It is really key this year that we find that balance of optimized quality of product and optimized quality of work...Testing is huge part of that.”  

Tariffs 

In addition to the challenges of updating testing standards, Jeff noted how the constantly changing tariffs and the resulting unstable market are a continuing challenge for coatings professionals:  

Across the industry, we're certainly challenged by the inconsistency of tariffs...But I think a key to overcoming this is communication...As a manufacturer, I need to be able to go to my distributors and say, ‘Hey, you know what? It's going to be a small price increase for a little while.’ Then I have to be honest enough that when we're not in the face of that, we bring it back down. And that way, when he passes on to a contractor, if we all work together, we can weather it together. 

Workforce 

Another challenge that’s no stranger to the conversation was the aging workforce, a concern that has continuously grown in relevancy over the years. Steve shared, “People that are really subject matter experts who grew up in this industry are aging out and we're starting to lose some really credible resources.”  

This is something that Joe has seen as well. He noted, “In the Northeast, in the concrete industry, the average age is 63 years old and one of the biggest issues is that those professional don’t have a succession plan...Going back to how this is all a partnership, we can do our best to come out with the best products and all this jazz, but if a great amount of our workforce just ages out, we’re all in trouble.”  

Timelines 

The other challenge that was brought up was related to timelines and work cycles. Ray explained, “In the Northeast, we have winter from November to basically March. It means our work cycle is small. That’s why it’s so important that we, as a manufacturer, develop innovative products to make the lives of our contractors easier and to also maintain the quality of the installation.” Kevin shared a similar sentiment, explaining, “That’s part of why we developed our two-component, fast-cure coating systems – to extend the time that the installers can install.”  

Conclusion 

Overall, 2026 will present some tough challenges for all professionals in the world of coatings. But this is a tough industry, full of professionals who are ready to rise to the challenge. Invest in your people and foster partnerships within the industry. Steve added, “Invest in your employees. The difference between all the products that are available and all the ways to get the products to it are the people that are installing them and doing the work.” 

As Ray noted, “Everything in the industry is a partnership, all three ways, from the manufacturer, to the contractor, to the distributor. All of us are all in the same game, we're all going to play and figure out a solution out together.” 

Watch the recording from the show to hear more of these panelists expert insights!

CCS Influencer Shawn Morgan says that, as the industry shifts from traditional single-ply membranes to roof coatings, one of the biggest changes is how they’re specified and tested.

I’ve been getting this question a lot lately…How roof coatings are starting to function less like “maintenance products” and more like full roofing systems.

Traditionally, coatings were mostly  used to extend the life of an existing roof. They gave you reflectivity, some waterproofing capabilities and bought you a few extra years before replacement. Helpful, but not necessarily a long-term solution.

Today’s coatings are being engineered much more like full membranes. We’re seeing higher performance coatings like silicone blends, urethanes and polyureas. These products have better tensile strength and elongation, and better resistance to ponding water and weathering. When you combine that with fabric reinforcement and multi-coat applications, you’re no longer just “painting the roof”…You’re installing a seamless, monolithic membrane.

That reinforcement piece is key. By embedding fabric between coats, these systems gain tear strength and crack-bridging like traditional TPO, EPDM or PVC single-ply membranes; but without a tear-off, seams or fasteners. This results in fewer failure points and easier long-term maintenance.

From an owner standpoint, it’s very compelling: 

• Equal warranties to single ply (20+ years) 
• Lower lifecycle cost 
• Less disruption and waste vs. replacement 
• Energy savings 
• Easier warranty extensions with recoats instead of reroofs

So, coatings aren’t just a “product” anymore, they’re becoming a legitimate primary roofing system solution, and we need to sell it that way.

Now, as the industry shifts from traditional single-ply membranes to roof coatings for restoration and roof life extension, one of the biggest changes really comes down to how they’re specified and tested.

Single ply’s are treated as full roof systems. They are the primary waterproofing layer, so they must meet some robust ASTM standards and full system testing. Things like wind uplift, fire rating, seam strength, long-term weathering and FM assembly listings.

Coatings are a bit different. They are still generally considered a maintenance or restoration item rather than a stand-alone roof system. So instead of system-level testing, you’re mostly dealing with product standards like adhesion, elongation, reflectivity, UV resistance and compatibility with the existing roof. Codes now treat them separately too, which means the language in the specification moves from “roof system performance” to “material performance and surface prep.” 

This means a few things for us: 

• More emphasis on substrate condition and preparation 
• Adhesion/pull testing before application 
• Film thickness requirements 
• Maintenance plans 
• And typically, different warranties than a traditional reroof 

So, it’s less about replacing a roof and more about extending the life of what’s already there.

FEI is a comprehensive three-year educational program designed to develop the management and leadership skills of future and current roofing contracting company leaders.

The National Roofing Contractors Association’s Future Executives Institute has announced its graduates for 2026. Graduates were recognized January 21 during NRCA’s 139th Annual Convention in Las Vegas.

FEI is a comprehensive three-year educational program designed to develop the management and leadership skills of future and current roofing contracting company leaders.

Following are FEI’s Class 11 graduates:

• Robert B. Baker, director of project management for Global Roofing Group, Phoenix
• Nicholas J. Barger, operations manager for Ruff Roofers Inc., Baltimore
• Dan Bloom, president of Bloom Roofing, Brighton, Michigan
• Danny Samuel Boyle III, director of project management for Delta Innovative Services Inc., Kansas City, Kansas
• Zachary Brosseau, vice president of operations for Bennett & Brosseau Roofing Inc., Romeoville, Illinois
• Clifford Brown, president of WEBCO, Metairie, Louisiana
• Phillip Cooper, project manager/business development for Total Roofing and Construction, Schererville, Indiana
• Jeanne Boyd Curtis, CEO of Boyd Bone Dry, Mansfield, Texas
• David Paul Demateo Jr., vice president of Blue’s Roofing Co., Milpitas, California
• Derek W. Dennick, vice president and general manager of Burns & Scalo Roofing Co. Inc., Pittsburgh
• Troy A. Enniss, director of estimating and project manager for Collins Roofing Inc., Lehi, Utah
• Chris Evans, vice president of estimating for KPost Company, Dallas
• Charles A. Eytchison, director of field operations for R Adams Roofing, Indianapolis
• David Furr, regional manager of Roofing Solutions, Ridgeland, Mississippi
• Jason Hostetter, vice president of Progressive Roofing Inc., Haverhill, Massachusetts
• Lindsey Birch Nicholas, president of International Roofing, Richmond, Virginia
• Salvatore Pirozzi, president of Mars Roofing, Lanham, Maryland
• Kevin Powell, CEO and project manager of Superior Roofing & Construction, San Antonio
• Brad Rabin, project manager and superintendent of A-1 Roofing Co., Elk Grove Village, Illinois
• Matt Reed, general manager of Malone Roofing, Richland, Mississippi
• Elizabeth Sanford, director of service and business development of Madsen Roofing & Waterproofing Inc., Sacramento, California
• Laura Sheehan, vice president of Merit Contracting, Rochester, Minnesota
• Blaine E. Sibby, vice president of sales and estimating for Zenith Roofing & Waterproofing, Forth Worth, Texas
• William D. Smith Jr., CEO and president of Texas Fifth Wall Roofing Systems Inc., Austin, Texas
• Joseph A. Spaid, project director for Orndorff & Spaid Inc., Beltsville, Maryland
• T.J. Taylor, senior project manager for DCG Roofing Solutions Inc., Melrose Park, Illinois
• Austin Thomas, production estimating manager and new construction sales manager for Rackley Roofing Co. Inc., Lebanon, Tennessee
• James Patrick Wassel Jr., managing director for Dixie Membrane Roofing Inc., Lawrenceville, Georgia
• John Yu, vice president of CHU Contracting Inc., Chantilly, Virginia
• Trevor Zinner, president of Nations Roof, Boise, Idaho

For more information about FEI, visit nrca.net/education/fei.

About the National Roofing Contractors Association (NRCA)

Since 1886, the National Roofing Contractors Association has been the home for generations of entrepreneurial craftsmen and enterprises who shelter and protect America’s families and businesses and each other. Our vision is the recognition of our members as professionals and to unite the industry to that purpose. NRCA is one of the construction industry’s most respected trade associations and the voice of roofing professionals and leading authority in the roofing industry for information, education, technology and advocacy. It represents all segments of the roofing industry, including contractors; manufacturers; distributors; architects; consultants; engineers; building owners; and city, state and government agencies. For information about NRCA and its services and offerings, visit nrca.net.

Gold Circle Awards were given to NRCA members who made significant contributions to the roofing industry.

The National Roofing Contractors Association presented its 31st annual Gold Circle Awards January 21 at the NRCA 2026 Industry Awards and Reception in Las Vegas during the 2026 International Roofing Expo.® Gold Circle Awards were given to NRCA members who made significant contributions to the roofing industry.

NRCA’s 2026 Gold Circle Awards winners were:

• Outstanding Workmanship: Steep-slope — Renaissance Roofing, Belvidere, Illinois, for Blessed Sacrament Catholic Church, Springfield, Illinois
• Outstanding Workmanship: Steep-slope — The Durable Restoration Company, Columbus, Ohio, for Cathedral of Saint Helena, Helena, Montana
• Outstanding Workmanship: Low-slope — KPost Company, Dallas, for the National Medal of Honor Museum, Arlington, Texas

Additionally, three companies were selected as finalists:

• Commercial Roofers Inc., Las Vegas, for Circus Circus, Las Vegas
• Korellis, Hammond, Indiana, for Westville Correctional Facility, Westville, Indiana
• The Fick Brothers Roofing Company, Baltimore, for St. Ignacius Catholic Church, Baltimore

For more information about the Gold Circle Awards, visit nrca.net/NRCA-awards/gold-circle-awards or contact Chrystine Hanus, an NRCA director of communications, at (800) 323-9545, ext. 7522, or chanus@nrca.net.

About the National Roofing Contractors Association (NRCA)

Since 1886, the National Roofing Contractors Association has been the home for generations of entrepreneurial craftsmen and enterprises who shelter and protect America’s families and businesses and each other. Our vision is the recognition of our members as professionals and to unite the industry to that purpose. NRCA is one of the construction industry’s most respected trade associations and the voice of roofing professionals and leading authority in the roofing industry for information, education, technology and advocacy. It represents all segments of the roofing industry, including contractors; manufacturers; distributors; architects; consultants; engineers; building owners; and city, state and government agencies. For information about NRCA and its services and offerings, visit nrca.net.

In her new role, Casey will help ensure that NWIR’s leadership remains aligned, strategic and focused on advancing opportunities for women at every stage of their careers.

National Women in Roofing (NWIR) is proud to announce the appointment of Casey Troxclair as secretary of the NWIR Executive Committee. Casey’s appointment reflects NWIR’s continued commitment to strong, diverse leadership that advances the organization’s mission of empowering women in the roofing industry.

As secretary, Casey will play a key role in supporting the Executive Committee, ensuring effective governance, clear communication and organizational continuity. Her leadership will help guide NWIR as it continues its rapid growth and expands its impact across the roofing and construction industries.

“Casey brings a thoughtful, organized and service-driven leadership style that aligns perfectly with NWIR’s values,” said Katie Bodiford, executive director of National Women in Roofing. “Her dedication to the industry and to our members makes her an incredible addition to our Executive Committee.”

Casey has been an active and engaged leader within NWIR, known for her commitment to collaboration, mentorship and professional excellence. In her new role, she will help ensure that NWIR’s leadership remains aligned, strategic and focused on advancing opportunities for women at every stage of their careers.

“I am honored to serve as secretary of the NWIR Executive Committee,” said Troxclair. “NWIR has created a powerful community for women in roofing, and I’m excited to support the organization’s continued growth and mission.”

For more information about National Women in Roofing, visit www.nationalwomeninroofing.org.

About National Women in Roofing

National Women in Roofing (NWIR) is a nonprofit association dedicated to supporting and advancing the careers of women in the roofing industry through networking, mentoring, education and recruitment. Since its founding in 2016, NWIR has grown to thousands of members nationwide and continues to be a driving force for positive change in the industry.