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.

Industry leaders share insights on the trends and challenges shaping the coatings industry. 

The Coffee Shops™, the award-winning websites where the industries meet for technology, information and everyday business, announce the 2026 Influencers for CoatingsCoffeeShop®.    

On a monthly basis, Influencers contribute expert perspectives on the issues driving the coatings industry forward, including training, business diversification through coatings, the future of labor and technology, sustainability and more. CoatingsCoffeeShop shares these viewpoints through interviews, videos and articles. Representing every segment of the coatings industry, from contractors and associations to manufacturers and service providers, these Influencers are featured throughout the website, promoted across social media and included in the weekly eNews, Week in Coatings. 

“Our goal is to spotlight our Influencers and the expertise they bring from the coatings industry while addressing the real-world challenges professionals face every day,” said The Coffee Shops’ President and CEO Heidi J. Ellsworth. “We are proud to share their knowledge and remain committed to supporting industry growth by promoting these exceptional Influencers.” 

We are proud to announce the following 2026 CoatingsCoffeeShop Influencers: 

• John Kenney – Cotney Consulting Group 
• Johnny Walker – ICP 
• Greg Hlavaty – Western Colloid 
• Shawn Morgan – KPost Roofing & Waterproofing 
• Joe Sorrentino – Joe Sorrentino LLC
• Adrian Hilton – Service First Solutions 
• Ryan Blad – 838 Coatings 
• Will Lorenz – General Coatings 
• Greg Serevetas – USA General Contractors Corp. 
• Lisa Irby – Thomas Roofing 
• Iver Ahens – Campany Roofing 

Find more information on the 2026 CCS Influencers.

About The Coffee Shops 

Award-winning websites and online communities make up The Coffee Shops. Starting with RoofersCoffeeShop, which launched in 2002, the growth of the sites has been explosive for the construction trades of roofing, metal, coatings and their customers. Currently featuring four Coffee Shops, RoofersCoffeeShop, MetalCoffeeShop®, CoatingsCoffeeShop®, OutdoorCoffeeShop™ and their sister site AskARoofer™, all the sites are committed to advocating for the construction trades by supplying consistent information, education and communication avenues for all contractors, while promoting positive growth, education and success of construction industries overall. The Coffee Shops also feature strong microsites with RoofersCoffeeShop.ca, RoofersCoffeeShop.uk and En Español. Visitors to the site continue to find excellent opportunities for sharing information while participating in important ongoing conversations concerning new technologies, safety and overall construction information and education. The Coffee Shops are “Where the Industries Meet!” For more information, visit www.thecoffeeshops.online. 

About CoatingsCoffeeShop 

CoatingsCoffeeShop™ (CCS), sponsored by APOC, launched in 2023. A sister site to the other Coffee Shops, CCS is committed to delivering the education, training, news and information that helps contractors find success in the coatings industry. This unique online community focuses on all things related to coatings including roofing, construction, infrastructure and below-grade applications. CCS connects the industry suppliers, manufacturers and associations with coating contractors to ensure the continued success of the contractor as well as the continued growth of this innovative and sustainable construction solution. Learn more at www.coatingscoffeeshop.com. 

By Emma Peterson. 

We sat down with roofing industry leaders to hear their thoughts about 2025 and predictions for 2026.  

For the last Coffee Conversations® of 2025, we hosted a panel of professionals from all sides of the roofing industry to reflect on 2025 and look ahead to 2026. This powerful conversation, sponsored by SRS Distribution, is a great resource for any professional moving forward in the roofing world this year. Keep reading to hear some insights from each professional.  

Trent Cotney 

Trent is the construction team lead at Adams and Reese, as well as the general counsel for industry associations such as the National Roofing Contractors Association, Western States Roofing Contractors Association and Florida Roofing and Sheet Metal Contractors Association.  

When asked about the roofing industry in 2025, Trent highlighted the importance of preparation in relation to challenges like immigration and tariffs. He explained, “What you're starting to see coming out of 2025 and moving into 2026 is contractors embracing the idea that preparation is key.” Whether that looks like organizing tax forms or adding supply clauses to contracts, contractors are improving when it comes to preparation in the last year according to Trent. 

This is a testament to the resilience of roofers, which Trent sees as a key force in the new year. He explained, “There's nothing more resilient than roofing... There will always be issues, struggles and hardships, but we’ve proven this year that we can course correct as they crop up. I see nothing but positivity for 2026.” 

Elizabeth Hurst 

In her role at Sherwin-Williams, Elizabeth examines external market indicators in order to help the Sherwin-Williams sales team stay competitive. She talked about the larger economic picture of the roofing industry sharing what she saw in 2025: “There a lot of uncertainty around things like tariffs that changed the game... But in response I saw a lot of leaders in the industry fall back on the adage of control what you can control.”  

In other words, Elizabeth shared about the same resilience that Trent was talking about. She explained, “A lot of leaders were investing in a growth mindset because they trusted that it was all going to work out. Their perspective was, ‘It's going to shake out, as long as I do what I need to be doing and focus on what I need to focus on.’” And that perspective is what will carry our industry through whatever 2026 throws at us and beyond. 

Steve Little 

As for Steve, he is not only the owner/head coach of K-Post Roofing and Waterproofing, but also a founding partner of National Roofing Partners, which includes over 200 contractors across the United States.  

In both these ventures, Steve has seen firsthand how contractors have risen to the challenges that Trent, Elizabeth and Patrick mentioned. He shared an example: “It's very challenging right now, but we’re seeing a lot of contractors adapt. For example, capital projects were down. In response, a lot of contractors invested in the service side of the business with coatings and other options that extend the life of the roof.”  

Additionally, as we continue to face labor challenges, whether that comes from the pre-existing shortages or more recent immigration policy changes, Steve has seen the industry come together to adapt. He explained, “The Roofing Alliance and NRCA have really come together through SkillsUSA to introduce young people to roofing. There’s also the program at Clemson’s Center for Roofing and the Merit Shop apprenticeship will launch soon...On the immigration side, Congress is working on a Dignity Bill that would allow for a seven-year work permit, which would be huge for our economy and immigrant workers... So there’s a lot to be hopeful about in the new year.”  

Patrick Garcia 

And last but not least, Patrick is responsible for “digital engineering, AI and innovation” for both SRS and Heritage. He had similar insights to Elizabeth, sharing, “This year had a variety of challenges, from labor shortages to cost pressures, but these challenges also offered opportunities.” The main opportunity? A chance to step back and truly think about and improve the collaboration between manufacturers, distributors and contractors. 

Looking ahead at 2026, Patrick hopes this collaboration continues to develop and grow. He shared, “Today, we have a more connected, data-driven ecosystem across distribution contractors and manufacturers. And as we face challenges, this connection is driving deeper conversations about creating a win-win-win mindset wherein, if the manufacturers win, the distributor wins and the contractors win... If we can achieve that, we move the whole industry forward to a more connected, inclusive and resilient future.” 

Listen to the whole episode or Watch the recording to hear more expert insights as we move into the new year.

CCS Influencer Shawn Morgan says if we treat coatings as a system, not just a product, you will be able to keep your jobs profitable in 2026.

Roof coating work can be very profitable, but only when your jobs are set up to succeed from the start. A lot of the issues that hurt profit margins don’t happen during installation; they happen before the contract is even signed. Taking the time to do thorough pre-job inspections, verify substrate conditions, check for moisture and confirm the roof is actually a good candidate for a coating system can save you from a “bad job”. If the roof isn’t right for coatings, it’s usually better to recommend a tear-off and reroof or walk away than it is to force a coating system that will fail. 

A clear scope of work is very important to you and the owner. Proposals that are unclear often lead to you doing some work for free that can eat away at profit, so it’s important to be very specific about what is and isn’t included. Things like unforeseen deck repairs, wet insulation replacement or ponding water should be clearly addressed upfront. When expectations are set early, there are fewer uncomfortable conversations during the job and a lot less profit fade. 

Labor is where coating jobs often get underestimated. Using realistic production rates instead of “best-case scenario” assumptions, accounting for weather days and separating prep time from application time helps prevent labor overruns. Determining whether to use pails or drums based on the logistics of the project and where to store and set up each day are both contributing factors to your labor. Coatings are also sensitive to material waste, and over-application is one of the most common ways to miss your estimate. Training crews on proper mil thickness, tracking material usage daily and assigning a superintendent or foreman the responsibility for coverage can make a noticeable difference in overall job profitability. 

Crew training and manufacturer relationships also play a huge role in avoiding failures and callbacks. Many issues aren’t product failures; they’re application or prep issues. Making sure crews are trained for the specific manufacturer and system being installed, following the scope of work outlined in the proposal and documenting the installation process protects both the contractor and the owner, especially when warranties are involved. You should also be building weather days into your estimate, schedules and contracts, since coatings are heavily impacted by temperature, humidity and unexpected storms or weather events. 

Finally, you should keep a close eye on job costs while the project is still underway, not after it’s finished. Tracking labor, material and equipment costs weekly will allow you to catch any issues early and adjust before a job gets out of hand. It is also important to be disciplined about the work you pursue; chasing poorly scoped or underpriced coating jobs just to stay busy usually leads to burned-out crews, higher warranty exposure and profit fade. If we treat coatings as a system, not just a product, you will be able to keep your jobs profitable in 2026.