By The Coffee Shops™. 

From marketing to operations, AI is beginning to reshape how roofing companies work — but success depends on how it’s used. 

On the final morning of International Roofing Expo (IRE) 2026, a packed room of contractors, manufacturers and industry professionals gathered early for a timely conversation on artificial intelligence (AI). Hosted by Roofing Technology Think Tank (RT3), the panel brought together voices from across the industry to cut through the noise and talk about what AI actually looks like in practice. 

Featuring Ken Kelly of Kelly Roofing, Wendy Marvin of Matrix Roof & Home, Anna Anderson of Art Unlimited and Josh Adams of Roof Scout, the discussion focused on how contractors can start using AI intentionally and effectively in their businesses today. Despite the early hour, the session sparked strong engagement and an active Q&A, signaling just how top-of-mind this topic has become across the industry. 

1 – AI is a tool, and it’s only as good as how you use it 

One of the clearest messages from the panel was that AI responds to direction. The more specific and thoughtful your input, the more useful the output. Ken compared AI to a golden retriever – eager to please, but unlikely to challenge you unless you ask it to. If you’re not getting the answers you need, it’s often a prompting issue, not a platform issue. 

This requires a different way of thinking. Instead of asking quick, surface-level questions, users need to approach AI the way a customer might approach a search engine: with detailed, specific context and a clear goal in mind. 

2 – The human element still matters 

While AI can streamline workflows and reduce manual tasks, the panelists were quick to point out that it doesn’t replace the human side of the business. 

Customers still want to work with people they trust. They want clear communication, accountability and relationships, especially for residential roofing. AI can support that experience, but it shouldn’t replace it.  

Internally, AI can also help reduce common pain points. Instead of entering the same data across multiple systems or manually reviewing documents, teams can use AI to handle repetitive tasks more efficiently. Wendy stressed that not only saves time, but can also reduce the risk of human error.  

3 – Without alignment, AI creates more problems than it solves 

As more companies experiment with different AI tools, another challenge is starting to emerge: inconsistency. If everyone on your team is using different platforms in different ways, it becomes difficult to maintain a unified voice, protect your data and ensure reliable results. The panel stressed the importance of creating internal standards early. 

That can be as simple as building a shared prompt library, documenting best practices or designating internal leaders to guide adoption like Josh and his team do. The key is making sure your team is working from the same playbook. 

4 – Your data is your competitive advantage 

Beyond the tools themselves, one of the most important takeaways from the discussion centered on data. Your customer information, job history and internal processes are some of your most valuable business assets. How you store, manage and use that data will directly impact how effective your AI tools can be. 

The panelists warned against relying on free platforms for sensitive information. In many cases, data entered into free tools can be used to train broader models, making it accessible beyond your organization. Investing in secure, paid solutions, and understanding how your data is being used is critical. Owning your data means maintaining control, protecting your customers and positioning your business to adapt as technology continues to evolve. 

This is an evolution, and it’s moving fast 

While AI is often framed as a sudden disruption, this panel discussion offered a more grounded perspective. From business-to-business and business-to-consumer interactions, the industry is now beginning to explore business-to-agent workflows, where AI systems communicate with one another to complete tasks, according to Anna. Whether it’s processing information, analyzing documents or supporting decision-making, these tools are becoming more integrated into everyday operations. 

Discussions like the RT3 panel are exactly what this organization was created to support. As a consortium of industry thought leaders, RT3 is focused on exploring emerging technologies and helping contractors understand how to implement them in practical, meaningful ways. 

By bringing together perspectives from inside and outside the roofing industry, RT3 provides insight, resources and real-world context to help businesses navigate change. 

Start small, stay intentional 

For contractors looking to get started with AI, the message from this discussion was clear: you don’t have to do everything at once. 

Start with one or two areas where AI can make an immediate impact. Build consistency within your team, protect your data and refine your approach as you go. AI isn’t replacing anyone. But it is changing how work gets done. Those who take the time to understand it and can use it intentionally will be better positioned for what comes next. 

From packed aisles and live demonstrations to soundstage interviews and meaningful conversations, WOC 2026 showcased the innovation and heart of the industry. 

World of Concrete (WOC) 2026 defined the scale and energy of the construction trades coming together this year. Our crew had the unique opportunity to be present at both the International Roofing Expo (IRE) and World of Concrete, moving between two massive shows, two soundstages and countless conversations. Here’s a closer look at how it went and what it means to capture the stories that matter most to the industry. 

For Heidi J. Ellsworth, president and CEO of The Coffee Shops™, the week was all about participation: 

We were able to really tell the stories of those in this industry through interviews on the floor, live conversations on our soundstage and just through all the activities that we participated in, from National Women in Roofing Day to Roof Coating Manufacturers Association (RCMA) meeting, ROOFPAC, Roofing Alliance Student Competition and RT3 panel. I feel that we not only told the stories, but we participated in a way that really helps to elevate the industry.  

It was a truly spectacular week, and big shout out to Informa and NRCA for everything that they do to make this show such a success.  

Experiencing the scale and energy 

Moving between both shows gave the crew a front-row seat to the size, diversity and momentum of the construction and coatings industries. Dani Sheehan, content strategist, described the experience of opening day at WOC: 

Day one, when everything opened, Camden and I had the chance to walk the show floor and people were literally shoulder to shoulder. You couldn’t move; it felt like a school of fish just moving through the crowd, but the energy was palpable. It was so cool to see it, to witness it and to watch as that energy carried into conversations and demonstrations with our partners. 

World of Concrete offered the opportunity to explore new dimensions of familiar brands. Dani and Camden highlighted time spent with manufacturers and coatings experts: 

Our first interview of the day was Sika. Learning about all their wall coatings and the trainings they lead was really interesting – it was a part of their business I was unfamiliar with. Then, we got to hang out in the outdoor demonstration area with our friends from ICP Group. APF Polymer Surfaces and Pli-Dek were there showing us some amazing decorative floor coatings. It was almost hard to get to the interview because so many people were at the demo. We loved engaging in these conversations and having the chance to ask them questions in real time. 

Bringing the industry together 

While much of her week centered around IRE, Karen Edwards, COO of The Coffee Shops, had some time to experience WOC firsthand, emphasizing that whether our crew is on the soundstage or walking the show floor, the mission remained the same: 

In the last two hours of the show, I was able to go over to WOC with Heidi, visit some existing customers, talk to some new customers and really see the size and breadth of the show. It’s really impressive and incredible. We’ve been using the tagline recently, ‘Your industry, Your stories,’ and that’s our goal, really, is to focus on the industry, telling the stories, having those conversations, sharing those interviews and uplifting the entire industry. 

For Karol Weyman, product and business development director, WOC was unlike anything she had experienced before: 

World of Concrete did not disappoint — it was the largest show I’ve attended in my career. CoatingsCoffeeShop™ was located right in the lobby, and we had an incredible number of people stop by to share their stories. The passion across the industry was contagious. My role at the show was to oversee the booth and serve as a soundstage host, which gave me the opportunity to connect with contractors who have been in the industry for over 40 years, as well as manufacturers, distributors and service providers who are truly committed to supporting and advancing the industry. We also attended several outstanding charity-focused events, which reinforced one clear takeaway: this is an industry that genuinely values giving back and paying it forward. 

Evelyn Witterholt, content developer, shared a similar sentiment: 

World of Concrete lives up to its name, both in size and impact. It was our first time exhibiting at WOC and being positioned in the lobby meant we got to be on the frontlines of this incredible show. We got to meet people from all sectors of the industry, many of which were excited to talk to us about their businesses. With three indoor halls and two outdoor exhibits, there was plenty of exploring to do at the show. I particularly enjoyed watching the concrete double disc trowel agility course competition. I can't wait to see what WOC 2027 has in store! 

Training, competition and innovation 

From outdoor exhibits to emerging technology, innovation was everywhere. Megan Ellsworth, multimedia director, was struck by how much hands-on learning and competition took place throughout the event: 

There was the brick layer competition, and that was super fun to watch all the brick laying teams competing out in the bronze lot exhibit area working so hard to get every brick laid right.

The outdoor exhibits were my favorite – it was really cool to see big name brands like DeWalt, Makita, Milwaukee and even more! One thing that I love that is growing in the trades right now is women joining crews. There weren't many out there, but there were more than I have ever seen before, and I loved seeing that. I spoke to so many companies that were exploring the world of 3D printing, especially with concrete and that fascinated me. Quikrete was a standout in their capabilities of 3D printing with concrete, and the creations they had on display were somewhat mind-blowing. It is brilliant to see the innovations and what will be taken back home with contractors from the show and how the building trades industry grows after shows like World of Concrete. 

For our crew, World of Concrete was inspiring to participate in – listening, learning and amplifying the voices shaping what comes next. 

Check out our YouTube playlist for more insights from industry experts!

Across the show floor, soundstage interviews and educational sessions, IRE 2026 made it clear that the roofing industry is not standing still. 

While community defines the heart of the International Roofing Expo (IRE), innovation defines its pace. From AI-driven tools and smarter products to immersive booths and hands-on demonstrations, our crew experienced IRE 2026 as a snapshot of where the industry is headed. Here’s a deeper look at how it went, as told through the voices of our crew members who spent the week capturing it. 

Technology everywhere 

One of the most immediate takeaways from IRE 2026 was just how visible technology has become across the show floor. Megan Ellsworth, multimedia director, shared: 

One theme that did stand out for me at IRE was the sheer amount of technology and AI companies at the show and the innovations through technology that big name distributors and manufacturers are implementing. Contractors were a buzz with all the new technology at their fingertips through either their distributor, CRM or manufacturer that is for sure. 

That buzz extended to manufacturers, distributors and long-established brands bringing tangible, jobsite-ready solutions to the floor. Karen Edwards, COO, emphasized, “I was most impressed by the manufacturers that continually innovate and bring new solutions that help contractors work smarter, more efficiently, the products that perform better. It’s incredible.” Startups and established brands showcased tools that have the potential to fundamentally change how contractors work day to day.  

Innovation on display: Booths, launches and customer stories 

For crew members walking the show floor, innovation stood out not only in the products themselves, but in how exhibitors chose to present their stories. Lauren White, editor-in-chief, explained: 

It’s always so fun to see the same people each year, and also to see how some of our customers’ booths have grown over the years. Some companies who started with a single table and a small footprint now have the biggest LED screen that Informa has ever seen, like Roof Scout. Central States Manufacturing had a huge, amazing booth as well and it looked really great and made a statement. 

Everyone puts so much time and energy into making their booths look good and flow, and they’re really proud of them. There’s a lot of intentional planning that goes into that. For us to go onto the show floor and highlight those booths – asking what they want to showcase and positioning ourselves where they feel best – is really special. People are so grateful for the opportunity to talk about their latest products and recent launches and show them off in their booth. 

Drake Porter, industry relations coordinator, echoed this sense of creativity and experimentation they witnessed across the show floor: 

Just seeing what all these folks are doing, whether it's tools or materials or an amazing Trash Rocket or a giant screen at Roof Scout was really cool. My favorite interview of the day was Western States Metal Roofing, where she talked about different shingle sizes, metal and the 3D-printed display she created for the booth. 

Across the span of three days, Lauren and Drake had the chance to dance with the Pink Panther from Owens Corning®, assist the BITEC® magician in passing cards around to the crowd and made custom hats with TRA Snow and Sun, further highlighting the vastness of this year’s exhibitor booths. 

Education contractors can use 

Education once again proved to be one of IRE’s strongest assets, especially as conversations around AI moved from theory to application. Heidi J. Ellsworth, president and CEO, moderated a panel discussion focused on AI in practical business settings: 

We were fortunate enough to be part of the Roofing Technology Think Tank (RT3) panel talking about AI in real-life situations. It really talked about not only where the roofing industry is going, but what you need to look at and be aware of. 

The IRE educational courses throughout the week really help contractors build their business, so they can leave IRE with a strong to-do list, which I think is really important. 

What stood out most to Karen was the engagement: “It’s impressive to have 100 people in a room who want to learn about AI at 8:30 in the morning and nobody was scrolling through their phone during that presentation. They were engaged and eager to learn.” 

Telling the industry’s stories 

One of the ways innovation came to life at IRE 2026 was through storytelling itself. James Ellsworth, CFO, exclaimed, “The soundstage did 89 recordings over the course of three days. We had experts from around the industry all wanting to share on the soundstage.” As Karen hosted the majority of these interviews, she reflected, “Being able to bring a little piece of the show to those people who weren’t able to come was heartwarming. They can tune into our videos, and they can see what’s new.” The theme that consistently emerged was adoption. As Lauren noted, “People are really adopting tech and AI, which is great to see in an industry that’s typically slow to adopt. 2026 is the year of growth.” Across tools, technology, education and storytelling, IRE 2026 highlighted real solutions, real learning and real momentum. And the industry is clearly ready for what’s next. 

Check out our YouTube playlist to hear from the experts themselves!

By Emma Peterson. 

This IIBEC education session is a great opportunity for contractors and other professionals interested in the legal landscape of construction. 

In just a couple weeks, March 12-15, 2026, over 1,700 consultants, architects, engineers, design professionals and other professionals working in the building envelope industry will convene in Sacramento, California for the 2026 International Institute of Building Enclosure Consultants (IIBEC) Convention and Tradeshow.  

This event is not only a great opportunity to network with your peers in the industry and explore an extensive expo hall full of the latest advancements in building science technology, but it is also an opportunity for you to learn from industry leaders in education sessions designed to help you grow professionally! One such session is the “State of the Industry: A Look at Contract Provisions and Other Emerging Trends” led by Trent Cotney of Adams and Reese. 

Trent is one of the leading construction lawyers in the field. With over 25 years of legal experience, Trent is licensed in nine different states and serves as general counsel for more than 10 trade associations and organizations, including the National Roofing Contractors Association (NRCA), Florida Roofing & Sheet Metal Association (FRSA), Roofing Technology Think Tank (RT3) and Western States Roofing Contractors Association (WSRCA). 

In his IIBEC education session, which will be hosted Friday, March 13, 2026 from 9:15 a.m. to 10:30 a.m., Trent will share an up-to-date overview of the industry’s legal landscape and guide attendees through an exploration of “how recent legal developments, regulatory changesand market conditions are reshaping risk allocation, project delivery and compliance strategies.” Participants will walk away with actionable strategies that equip them to:  

• Navigate contract provisions confidently: Whether it’s scope of work, indemnification, payment terms or dispute resolution provisions, Trent’s session will help attendees recognize and navigate these key elements of a contract.  
• Analyze and respond to emerging trends: You will walk away with a better understanding of current and anticipated policy trends, such as those related to labor and immigration.  
• Evaluate risk management options: Attendees of the session will learn about evolving contract language as related to risk management for owners, general contractors and subcontractors. 
• Adapt their businesses to new market realities: Ultimately, this session will give you the skills needed to adapt your business to reflect new market realities. 

Not only is this a great opportunity for you to get a better understanding of your industry and boost your career, but Trent’s session has been approved for 1.25 IIBEC CEH and 1.25 AIA LU/Elective!  

If you haven’t already, make sure you are registered to attend the 2026 IIBEC Convention and Expo! And if you’re interested in learning more about Trent’s session or any of the other education opportunities at the show, check out the full schedule online.

The award recognizes a roofing contractor who contributes to the advancement of the roofing industry.

Roofing Technology Think Tank (RT3), a group of progressive roofing professionals focused on technology solutions for the roofing industry, awarded the 2025 Innovator of the Year award to Nick Zavala of American Home Contractors in Fulton, Maryland. The award was announced during the 2025 Best of Success Conference in Arlington, Texas.

“Nick leverages technology to bring innovation to his business and brings a unique experience to his customers, he’s helping chart the new normal for the roofing industry!” stated Anna Anderson, CEO of Art Unlimited, RT3 award task team leader and past RT3 board president. “He positioned American Home Contractors to be a leader in solar-integrated roofing solutions which is where the roofing industry is headed.”  

Zavala was nominated for his role in adapting his company in the solar roofing industry by consistently embracing innovation, expanding product offerings and enhancing operational excellence. By leveraging technology for task management and customer engagement, he has created a process-driven design that simplifies project tracking, enhances communication and ensures quality delivery at scale. Under his leadership, he has made American Home Contractors a leader in solar services nationwide.

Ken Kelly, 2021 Innovator of the Year and co-presenter of the award, added, “Innovation is more than just fancy technology.  Nick looks at first principles and makes every part of the back end, installation and customer journey better. That’s what makes him a true innovator.”

Congratulations to Nick Zavala of American Home Contractors on being named the 2025 Innovator of the Year.

About Roofing Technology Think Tank (RT3)

Roofing Technology Think Tank (RT3) strives to find innovative technology solutions to be used within the roofing industry.  RT3 provides insights from progressive thought leaders both inside and outside the roofing industry along with practical resources for implementing potential solutions successfully. The organization will encourage and enable contractors to embrace technology as they seek to grow their businesses.  With a commitment to disseminate technology advancement information, RT3 will help build the professionalism and appeal of the roofing industry. Learn more at www.rt3thinktank.com. 

By Lauren White. 

Roofing made its mark at the 2025 SkillsUSA, inspiring the next generation of tradespeople and showing thousands of students why the future looks brighter from the rooftop. 

The 2025 SkillsUSA National Leadership & Skills Conference (NLSC) was a celebration of hands-on talent, industry partnerships and student potential. With record-breaking attendance rumored to be 18,000 strong, the energy on the show floor was unmistakable. For the roofing industry, it marked another major step forward in introducing future generations to the viability of a career in roofing as well as an effort to help close the skilled labor gap. 

SkillsUSA is a national organization dedicated to solving one of the country’s most urgent workforce challenges: the widening gap between job openings and trained professionals. Each year, more than 440,000 career and technical education students and teachers join SkillsUSA across nearly 5,000 schools in all 50 states, D.C., Puerto Rico and the Virgin Islands to compete in over 130 skilled trades. Students begin with local competitions, then advance to the state-level competition and the first-place winners from each of those competitions then travel to Atlanta, Georgia for the national competition, this year taking place June 23-27.   

Roofing’s rise 

Roofing was officially added to the national competition lineup of skills in 2023, and it’s been quickly gaining traction and recognition. This year, 21 students from 17 states earned their place at the national competition by advancing through state-level contests. The competition was divided into high school and college/postsecondary categories, with winners earning cash prizes, trophies and valuable industry tools. This year, we had 15 high school and six post-secondary students competing.  

High school division: 

• First place: Damien Holloway, Florida 
• Second place: Brigham Richardson, Arizona 
• Third place: Nathan Luz-Santos, Tennessee 

College/postsecondary division: 

• First place: Samuel Oelfke, Minnesota 
• Second place: Chenxi Huang, Florida 
• Third place: Kelly Cosgrove, New York 

First-place winners received $1,500, a championship belt and a Leister Triac ST handheld hot air welder. 

Hands-on, head-turning booth 

Roofing was bigger and better than last year! We had larger scaffolding and remained the only two-story booth in all three halls. Multiple roofing systems were also represented this year. Upstairs, two different types of roofing systems were installed to reveal the layers that go into each of them – one was TPO and the other was EPDM. Asphalt shingles were also installed around the perimeter of the safety fencing. Multiple sponsors had tables set up this year for more education and interaction with the students to really showcase how many different facets of the roofing industry there are. Sponsors included: Roofing Alliance, National Roofing Contractors Association (NRCA), The Coffee Shops, Roofing Technology Think Tank (RT3), National Women in Roofing (NWIR), Georgia-Pacific Building Products, GAF, Leister, OMG, Elevate, SRS distribution, Johns Manville, ABC Supply, Atlas, Central States, Eagleview, National Roofing Partners (NRP), QXO, Roofing Contractor, TAMKO, IB Roof Systems.   

The talk of the show was the heat welding though. Johns Manville had three people stationed upstairs helping those who ventured there learn how to heat weld TPO. “It felt like we had half the show floor come through our booth on Tuesday,” said Karen Edwards, COO of The Coffee Shops. “Everyone was excited to be here, learn something new, like the heat welding and share what they were excited about.” 

Being stationed at the exit of the scaffolding was really exciting for us at The Coffee Shops. We met students, parents, advisors and others who were invited to chat with us, live on our YouTube channel, to share their experiences at the Roofing Pavilion. And doing a quick interview also meant they got a special roofing pin. The pins are all the rage here. Each state and territory has its own unique design, and everyone strives to collect them all, along with any special industry pins. This year, the Roofing Pavilion offered two: one for anybody stopping by the booth, and the other for people who went upstairs, tried heat welding, interacted with sponsor booths and then joined us for an interview about what their favorite part was – generally heat welding!  

It wasn’t just the pins that drew attention to the roofing pavilion, we also had some special guests join us Tuesday morning. Fox Business News did a live 90-second story from the top of our Roofing Pavilion, and they talked to last year's winner, Brandon Lopez, as well as his advisor, Bryan Raeckelboom with Golden Strip Career Center in South Carolina. And then Ty Pennington with Rock the Block joined us again this year and did some videos up on top of the roofing pavilion. 

Voices of the next generation 

Not only were students thrilled to be featured in our live YouTube videos, but they’re so eager to learn and curious about roofing and what the world of trades has to offer. I continue to be amazed by their professionalism. They are articulate, excited and hungry to learn. They ask thoughtful questions and share their interest in trying different trades before settling on a career path. It was great to see how many were intrigued by roofing after interacting with our booth. “The students that we talked to are so well spoken. I'm always so impressed with how well they speak their thoughts, how excited they are to be here and just learn anything. And they ask a lot of great questions,” Karen shared. 

A win for workforce development 

This event is part of a broader effort by NRCA and industry stakeholders to spotlight roofing as a rewarding career path and introduce the trade to more young people. By integrating roofing into SkillsUSA, NRCA and its partners are helping students discover new possibilities, develop critical skills and connect directly with employers. 

Whether you’re a contractor, manufacturer or supplier, the message is clear: the roofing industry needs you to help shape the next generation. One of the most effective ways to get involved is by partnering with local trade schools to bring training and mentorship to students who are ready to work. During our interviews with the roofing competitors when asked how they got interested in roofing, they all had the same answer – because someone came and talked to them about it. 

As the industry looks toward the future, these young competitors remind us that talent is out there — it just needs a platform, encouragement and the right tools. At SkillsUSA, roofing found all three. 

We’re already looking forward to next year! If you weren’t able to make it or are curious to hear from students and sponsors, check out our YouTube playlist – live from SkillsUSA!

The award recognizes a roofing contractor who has demonstrated a commitment to technology and the advancement of the roofing industry.

By Karen Edwards.

A sustainable approach to waste management.

Roofing Technology Think Tank (RT3) members traveled to the Chicago area recently to visit with Mycocycle founder and CEO Joanne Rodriguez at her company headquarters to learn more about how they are harvesting the power of mushrooms to tackle the challenge of construction debris.  

Joanne shared that 11% of world greenhouse gas emissions derive from construction materials – from resource extraction to disposal. Traditional waste management methods often rely on disposal or recycling that can still be resource-intensive which is why Mycocycle is transforming the paradigm by employing nature's own recyclers — mushrooms.

“So why mushrooms?” asks Joanne. “There is a huge body of work around micro remediation as a form of bioremediation. We're not the first to do it, we're just the first to do it in an industrial application.”

Mushrooms are known for their remarkable ability to decompose organic matter, thanks to their network of mycelium — tiny thread-like structures that act as nature’s decomposers. Mycocycle taps into this biological power to upcycle debris that would otherwise be discarded.

How it started

After spending nearly 20 years in the commercial roofing industry and being tasked with leading a recycling program for the manufacturer, Joanne realized that recycling in the roofing industry was not even close. Once she turned 50, she realized she wanted to “do better” and do something about this issue so she set out on her own.  

“When I went independent, I went on a quest for knowledge, as well as to beef up my skills,” explained Joanne. “I took a course from Oregon State University, and I learned about fungi and their remediative qualities.”

“When I learned about the heavy hydrocarbons that they could cycle through, just like those we find in petrochemicals and bitumens that are going into our products, I connected with a mycologist, which is a specialist in fungi, and we put a handful of spores on some off-the-shelf asphalt roof shingles, and it grew within seven days.”  

Joanne formed a company and filed a patent for that process. After meeting our own Heidi J. Ellsworth in 2018, Joanne worked to secure funding and support from leading roofing industry players but was met with skepticism and doubt. Convinced that this process would work, Joanne incubated and accelerated the company in 2019 and launched through the National Renewable Energy Labs in March 2020. After receiving validation of the problem, the Covid pandemic shut everything down, slowing down her momentum.  

“I started to try to find people,” said Joanne. “I'm not a scientist, I'm just curious, trying to solve a problem.” Within a year of leasing her first space, they had outgrown it. “Today we're in over 10,000 square feet. We have another 10,000 square feet we’re expanding to in Georgia, and we have many installations via our Mycontainers. The whole goal for us is to upcycle waste from the built environment.”  

Upcycling old carpets  

The one industry where Mycocycle has gained traction is the carpet industry. “One thing I wanted to solve was how we could upcycle or reuse the waste more effectively and how we could get greener, cleaner chemicals to do that.”  

The carpet industry is seeing a lot of emerging regulations, says Joanne. “They haven't hit the roofing sector yet, but they are hitting the flooring sector very hard. Within the next three years. Things like commercial carpets must have at least 5% recycled content from their industry. It can't come from PET water bottles.”

“We're able to reduce the embodied carbon of materials by 98% for carpet specifically. We are coming from commercial carpet waste and producing a Nylon 6 replacement. Our products are competitively priced and outperform petrochemicals today. That's one of my very big points of pride that we're able to compete against virgin polymers and win. We are defining a new category of materials management.”

The process and result

The Mycocycle process begins with sorting and preparing construction waste. Materials are selected based on their compatibility with the fungi's decomposition capabilities. Once prepared, the debris is inoculated with specific strains of fungi that thrive on the chosen substrates. Over time, the fungi metabolize the waste, breaking it down into simpler compounds.

The end result is a transformed material that can be used for various applications, such as bio-based building materials, insulation or soil amendments. This innovative process not only reduces the need for landfill disposal but also creates sustainable products that can re-enter the construction cycle.

This summer an athletic field is being installed in South Carolina that will be the first carbon neutral athletic field. One of the largest suppliers of athletic turf is using MycoFILL, upcycled from old carpet, in the manufacture of their turf infill that not only keeps the field cooler and is safer for athletes, but eliminates the need for using rubber and microplastics in their manufacturing process.  

Implications for the future

Mycocycle's work represents a significant step forward in sustainable waste management. By harnessing the natural capabilities of mushrooms, the company is addressing one of the construction industry's most pressing problems in an innovative and environmentally responsible way. As the technology gains traction, it has the potential to revolutionize how waste is handled across multiple industries, setting a precedent for bio-based solutions to global challenges.

In a world where sustainability is increasingly critical, Mycocycle stands as a shining example of how nature and technology can work hand in hand to create a better, greener future.

Check out the incredible speaker lineup and register for STG’s annual conference.

Sales Transformation Group (STG), provider of the premiere sales coaching and training platform for the trades, today announced the speaker lineup and officially opened registration for TRANSFORM 25, its annual growth conference to be held in April at the Hilton DFW Lakes Executive Conference Center in Dallas, Texas.

TRANSFORM brings together growth-minded roofers, contractors, and other professionals shaping the future of the building and construction sector with the objective of “Building Elite Teams” and equipping them to scale their businesses.

For the first time this year, TRANSFORM 25 will consist of back-to-back events for residential and commercial markets. TRANSFORM Residential will be held April 14-16. TRANSFORM Commercial will be held April 16-18. Each includes learning tracks for owners and executives, sales leaders and sales representatives. The agendas are jam-packed with inspiring keynotes, targeted breakout sessions, immersive training and even live competitions. There will also be a welcome reception and off-site excursion for each event.

“We’ve reimagined TRANSFORM to offer the highest level of targeted learning, development and training for owners and their teams. We strongly believe that the sales team is the engine that drives growth for every contracting business and our goal through this conference is to equip attendees to ‘Build Elite Teams’ from the top down,” said STG Founder and CEO Ryan Groth. “Not only are we offering the flexibility for residential and commercial contractors to attend on their own or with their teams, but we’ve also attracted the highest caliber of speakers for both events and every track.”

This year’s agenda includes the most renowned industry leaders from across the trades, such as Tommy Mello of A1 Garage, Ken Kelly of Kelly Advisors, Victor Smolyanov of Victor’s Home Solutions, Steve Little of KPost Company, Luke McCormack of Roofing Talent America, Todd Eichholz of A&A Paving, Chad Fortney of ESKOLA Roofing & Waterproofing, Rocky Cherry of Cherry Coatings, Casey Mynatt of City Wide Facility Services and many more.

Previous speakers include former NFL first-round prospect Inky Johnson, RYNO Strategic Solutions CEO Chris Yano, Breakthrough Academy Co-Founder Danny Kerr, Exit Momentum Founder Cullen Talley and Author of The Coffee Bean: A Simple Lesson to Create Positive Change Damon West.  

Event sponsors include Convex, JobNimbus, Roofing Talent America, RYNO Strategic Solutions, ServiceTitan, Siro, Terial and Unstoppable365.

For more information and to register, visit www.sellonstg.com/transform.

About STG – Sales Transformation Group

STG is the leading provider of sales training and coaching for commercial and residential contractors across the trades. Our platform and programs have helped more than 1,000 clients improve their sales processes, build high-performing sales teams and drive consistent, predictable revenue. Based in Dallas, Texas, Ryan Groth, a former professional baseball player turned contractor sales leader, innovator and entrepreneur founded STG in 2018.

By Dani Sheehan and Lauren White.

Stay ahead of the curve with insights from RT3’s expert panel on how to navigate the ever-evolving world of roofing technology.

We started the last day of the 2025 International Roofing Expo (IRE) with a powerhouse panel of industry and thought leaders for the Roofing Technology Think Tank (RT3) session Navigating the Technology Landscape, moderated by our very own Heidi J. Ellsworth. Wendy Marvin, owner of Matrix Home Solutions and president of RT3, John Kenney, COO of Cotney Consulting Group and Kyrah Coker, president and CFO of National Roofing Partners (NRP) dive into the ever-changing world of technology in roofing. As AI, drones and robotics continue to enter the roofing industry, it’s crucial not only to understand the technology options available but also integrate technology into your company.

Tech overload: What do you really need?

“Tech is a freight train that’s coming,” Wendy shared. The roofing industry is finally gaining recognition as a viable profession, and with that comes an influx of tools and solutions to help get work done more efficiently. But not every piece of technology is right for every company. As John put it, “There have never been as many menu picks as there are today.” And all three panelists agreed that it’s vital for you to figure out what your needs and wants are in a software before you start shopping around.

A method that many teachers use is backwards planning where you start at the end and determine what you want your students to get out of a lesson and then move backwards, and what you’re left with is a step-by-step guide to help you get to that end goal that you set. And according to Kyrah, the same thing applies to your tech stack for your company. Kyrah recommends, “Start with the end in mind and figure out where you want to be in the future with your company and work backwards from there to figure out where you need to be now and what tech you should be implementing.”

A high-tech advantage or just hype?

Drones have become a popular tool in the roofing industry, offering high-quality images, improved safety and faster assessments. However, as Kyrah pointed out, “Drones are great for footage and photos, but nothing beats boots on a roof.” While customers appreciate the precision and efficiency drones provide, many contractors believe they cannot be a complete replacement for the hands-on knowledge that comes with physically inspecting a roof. The key is finding a balance – using drones to enhance the accuracy of information coming in while still relying on skilled professionals to interpret the data and make informed decisions. This might look like deciding to take an additional core cut to assess the extent of damage caused by a leak rather than relying solely on the image that identified the leak in the first place.

RT3 guides for you

To bridge the gap between technology challenges and solutions, contractors can turn to two recently launched guides from RT3. The idea behind these guides started from our RT3 visit to the SRS Distribution headquarter visit in Dallas, Texas, during IRE week 2023. Ironically, basic tech was used — pen and whiteboard. From there, came the Business Maturity Guide and the Technology Landscape Guide. 

“We were trying to take all this technology chaos and give you all these tools,” Wendy shared. “This guide allows you to see what other companies like ours have done and then make some smart decisions for your own company.” The Business Maturity Guide explores how companies in different levels of existence have different technology needs. “We recommend the processes that you need to understand at all these levels. Use what fits you best for the level you’re at the time,” John explained.

As for the Technology Landscape Guide, it provides an overview to understand what the various platforms are and explains how they all work together. John shared, “This guide gives you the knowledge to go to different software companies and say, ‘This is what we need, this is where we need to go, how can you do that?’” The best part? All of this information came from contractors, just like you. “Contractors want to talk to contractors about what does and doesn’t work,” Kyrah shared.

What everyone is talking about – AI  

We all know the roofing industry continues to face a serious labor shortage. According to John, “For every one person who gets recruited into the industry, two to three retire.” This is why adopting and implementing technology into your company is vital, whether that’s utilizing robotics, cobotics or AI. John shared, “AI will replace 40% of your white-collar workforce and eliminate a lot of tasks that are manual. AI will replace less than 1% of the labor force. Robots will never replace humans; it will be a partnership. You're still going to need human interaction and have people operate this tech.”

Wendy’s recommendation with AI is, “Have AI in place and maybe you don’t use it all the time, but you have it available and ready when you need it.” For Wendy, using an AI phone receptionist can be essential when a weather event happens in the PNW where her company is located. As she explained, she could go from 15 calls a day to 125 calls, which she doesn't have the staff for. And that’s where AI can help her, her staff, her company's reputation and her customers. “I use AI as an efficiency tool to help me do what I do better,” Wendy shared.

Tech takeaways

To wrap up the tech talk, each panelist shared insights on how to engage with RT3 and what RT3 has done for them and can do for others.  Key themes included leveraging technology effectively, being strategic with adoption and ensuring data ownership.  

On leveraging RT3 as a resource:  

• “Anyone with RT3 is ready to brainstorm with you and we’ll be the Switzerland of technology,” Kyrah
• “Nobody is going to do this for you, but you need to be able to reach out and find resources that will help you and RT3 is that resource. If you engage with it, you will learn and you will find tools that will help you,” Wendy

On finding the right technology:  

• “If you can’t get all three – shorten processes, return on investment and make you more efficient – it’s not the solution for you. And if you’re not a well-operating company, software will not fix it for you. If you put garbage in, you’re going to get garbage out,” John

On taking ownership of your data:

• “If you own the data, you own the client – data is king. Focus on making sure you have sufficient data on your client and be the own architect of your data,” Kyrah

On embracing technology within your team:

• All three panelists agreed that you and your company can benefit from bringing the younger people into your company who are early adopters, fast moving and ready to take tech on.

As John put it, “Technology is like roofs. Every roof has its place, but it’s not meant for every place and technology is the same.”

About Lauren

Lauren is the editor for RoofersCoffeeShop®, MetalCoffeeShop™ and AskARoofer™. When she’s not writing or reading articles, she's adventuring with her puppy Kira and trying new recipes.