Live from the IIBEC 2026 Conference and Trade Show, this special Coffee Conversations®, sponsored by Western Colloid, brings together leaders from across the roofing and building enclosure industry to explore how performance expectations are evolving in 2026. With increasing climate pressures, tighter energy codes and growing lifecycle accountability, roofing professionals are being asked to deliver more than ever before. This discussion will examine how consultants, contractors and manufacturers are approaching durability, moisture management and long-term asset planning. From repair versus replacement decisions to quality control in the field, we’ll unpack the factors shaping smarter roofing strategies. Join us live from IIBEC as we explore what true performance means for the future of roofing.

Get notified when we go live on YouTube! 

CCS Influencer Greg Hlavaty says coating systems can provide some key features, economy, sustainability and energy efficiency.

Roof coatings and fluid applied systems have long been used as an alternate to a complete re-roof for multiple reasons. First, they can be more economical when budget constraints are a motivating force. They also fit nicely into today’s need for more sustainable roofs without filling our landfills with roofing debris. 

Historically coatings were considered a minor upgrade to an existing roof. Providing only reflectivity for energy savings along with some surface protection giving the roof a small life extension. However, with the addition of lightweight and strong fabrics which give the coatings more dimensional stability they have evolved into a more substantial alternative to roof removal and replacement.

While they are still considered a “maintenance and repair” system, they can provide an equivalent life expectancy along with the toughness needed to provide a real alternative to a full re-roof.

The contractors who roll in these systems should not be overlooked. Unlike a single ply membrane ore a modified bitumen system, a fluid applied system is assembled in the field on the roof from products manufactured in a liquid form. This means the contractors' ability to install one of these systems is a major part of a successful installation. The contractor plays an equal part alongside the manufacturer in a successful system installation.

The ability of an existing roof system to accept one of these systems should always be considered carefully. They may not be the best answer in all circumstances, so consult a knowledgeable expert if there is a question about the suitability of a fluid applied coating system. But in most cases these systems can provide some key features, economy, sustainability and energy efficiency. 

By Heidi J. Ellsworth.

This year’s conversations reflected continued growth in roof coatings as building owners seek sustainable, cost-effective solutions and contractors look for ways to diversify their businesses.

CoatingsCoffeeShop® was proud to be a part of the Roof Coating Manufacturer Association (RCMA) 2026 meeting in Las Vegas. As an RCMA partner and sponsor, our team attended the event to connect with the industry, participate in educational sessions and continue our mission of supporting contractors through information, technology and collaboration. 

With Megan Ellsworth moderating a key panel discussion, CoatingsCoffeeShop had the opportunity to engage directly with roof coating manufacturers, material suppliers, contractors and consultants who are shaping the future of roof restoration. 

The RCMA annual meeting serves as an important gathering for the roof coating industry, providing a platform for open dialogue, education and reporting on the state of the market. The 2026 meeting was proudly sponsored by Western Colloid whose continued support helps make these important industry conversations possible. 

This year’s conversations reflected continued growth in roof coatings as building owners seek sustainable, cost-effective solutions and contractors look for ways to diversify their businesses. 

Throughout the day, attendees participated in educational sessions focused on sustainability, technology, safety and profitability. One session highlighted RCMA’s Environmental Product Declaration (EPD) initiatives and how industry-wide EPDs are helping manufacturers improve transparency and consistency while supporting long-term sustainability goals. 

Technology also played a central role in the discussions with sessions focused on roof diagnostics, measurement accuracy and tools that support smarter decision making. These conversations reinforced the importance of data and documentation in delivering successful coating projects. 

A highlight of the day was a presentation by Will Lorenz, president of General Coatings, who shared the story of using roof coatings on one of the most recognizable architectural focal points in Las Vegas. The project involved a complex sphere-shaped structure that required both spray foam and roof coatings to achieve performance, protection and long-term durability. 

Will walked attendees through the unique challenges of working on curved architecture, the importance of selecting the right materials and how application methods played a critical role in the project’s success. The presentation showcased real-world problem solving and emphasized how coatings can be used creatively and effectively on complex structures when paired with proper planning and expertise.  

Another highlight of the meeting was the panel discussion titled The Competitive Edge, moderated by Megan Ellsworth of CoatingsCoffeeShop. Panelists included Josh Poole with Tremco Construction Products Group and RCMA president, Ryan Blad with 838 Coatings, Chris Huettig with KARNAK Corporation and Cody Wilson with Unicoat Industrial Roofing Corp. 

The panel explored how coatings are helping contractors grow their businesses while providing effective solutions for building owners. Panelists shared how restoration systems extend roof life, reduce disruption and offer owners alternatives to full replacement. 

A strong theme throughout the discussion was the growing number of residential roofing contractors entering the commercial market and finding roof coatings to be a natural starting point. Coatings allow contractors to expand into commercial work without the same level of labor demands, equipment investment or jobsite disruption required for full reroofing. 

As more contractors make this transition, training was emphasized as essential. Onsite training supports proper application, improves crew confidence and ensures contractors get the most from both materials and equipment. Well-trained crews deliver better performance and stronger outcomes for customers. 

The panel also addressed how coatings create opportunities for recurring revenue through maintenance programs, helping contractors build long-term relationships with building owners while stabilizing workflow. 

Equipment selection was another key topic with discussion around spray rigs, rollers and application strategies. Contractors shared the importance of aligning equipment choices with business goals and gradually introducing spraying into operations. One of the most common contractor requests discussed was the growing need for sprayable mastics to improve efficiency and consistency. 

Labor savings were identified as one of the strongest business drivers behind coatings. Compared to full replacement, coating systems can reduce crew size, shorten project timelines and improve overall productivity. 

Panelists also emphasized the importance of evaluating roof conditions honestly before recommending a coating system. Moisture testing and clear communication with building owners are essential. Coatings are not the right solution for every roofand transparency builds long-term trust. 

Cody in particular highlighted the value of working closely with manufacturer representatives during roof walks and evaluations. When contractors and manufacturers collaborate onsite, stronger diagnostics are achieved and better recommendations can be made. This partnership ultimately leads to better outcomes for building owners. 

Manufacturers shared how they continue to support contractors through onsite assistance, evaluations and technical diagnostics. This collaborative approach ensures coating systems are installed correctly and perform as intended. 

CoatingsCoffeeShop is proud to partner with RCMA and sponsor the association as part of our commitment to advancing education, communication and connection across the roof coating industry. Events like the RCMA meeting reinforce the importance of bringing the industry together to share knowledge and support contractor success. 

As the meeting concluded, one message stood out clearly, roof coatings are not simply a product category, they are a strategic solution helping contractors grow, diversify and deliver long-term value to building owners. 

For more information about the Roof Coating Manufacturer Association visit www.roofcoatings.org and for ongoing industry news, education and contractor resources visit CoatingsCoffeeShop.com. 

By Heidi J. Ellsworth.

Collaboration, innovation and contractor engagement highlight a strong start to the year.

The Roof Coatings Manufacturers Association (RCMA) started the year with energy and purpose, hosting a highly successful Spring Meeting in Las Vegas, Nevada, alongside its participation at the International Roofing Expo (IRE). The week brought together manufacturers, suppliers and contractors and industry leaders for meaningful conversations focused on innovation, collaboration and the future of roof coatings.

RCMA extended appreciation to the attendees, presenters, sponsors, exhibitors, committee chairs and members whose engagement helped shape a productive event. Their continued involvement is a testament to the association’s mission to advance the roof coatings industry through technical leadership, advocacy and education.

One of the most significant announcements from the meeting was the launch of RCMA’s new Contractor Membership category, expanding the association’s reach by formally welcoming roofing contractors into the community and strengthening alignment across the entire coatings value chain. The move reflects a growing recognition that collaboration between manufacturers and applicators is essential for driving best practices, quality standards and long-term performance.

Marking the occasion, Unicoat Industrial Roofing of Bradenton, Florida, was introduced as RCMA’s first contractor member. President Cody Wilson accepted the membership certificate from RCMA President Josh Poole during the meeting, symbolizing a new chapter for the association and increased contractor representation within the organization.

Education, innovation and real-world success stories

A highlight of the Spring Meeting was an engaging panel moderated by Megan Ellsworth of CoatingsCoffeeShop®. The session brought together suppliers and contractors to discuss how roofing companies can grow their businesses by adding roof coatings and liquid-applied systems to their offerings. Delivered in a dynamic Q&A format, the panel encouraged audience participation and provided practical insights on diversification, profitability and meeting evolving building owner needs.

Attendees also heard from Will Lorenz of General Coatings, who presented a compelling project spotlight featuring the application of spray polyurethane foam and coatings on a spherical centerpiece structure in Las Vegas. The presentation demonstrated how the combined system delivered an ideal balance of durability, energy performance and long-term protection, underscoring the versatility of spray foam and coatings for complex architectural designs.

The Spring Meeting was proudly sponsored by Western Colloid, whose support helped make the educational programming and industry collaboration possible.

Technical guidance supports growing metal roofing market

RCMA also unveiled Coatings Tech Note 5, a new resource dedicated to best practices for metal roof maintenance and coating applications. As metal roofing continues to gain traction for its durability and longevity, proper evaluation and coating strategies remain critical to maximizing system performance.

The tech note delivers expert recommendations on coating options such as acrylics, polyurethanes and modified asphalt, along with guidance on rust identification, seam and fastener inspections, priming, cleaning and recoat techniques. Whether addressing aging galvanized steel, Galvalume® panels or exposed fastener systems, the document is designed to help industry professionals extend roof life while improving energy efficiency.

Supplier spotlight: Innovation driving the market

The meeting also highlighted the contributions of supplier members helping move the industry forward.

H.B. Fuller, a global leader with more than 130 years of expertise in adhesives, sealants and specialty chemicals, continues to innovate across construction and clean energy markets while delivering responsive service and long-term customer partnerships.

Ravago Chemicals, serving more than 15,000 customers across 24 countries, brings creative technical solutions and a relationship-driven approach to the specialty chemical sector. With over 50 years in North America, the company remains focused on quality, sustainability and innovation.

Get involved and help shape the future of roof coatings

RCMA committees continue to address critical priorities including regulatory developments, environmental product declarations, field studies and technical standards while the Communications, Membership and Education Committee drives industry engagement and growth initiatives such as Roof Coatings Day. At the same time, RCMA’s industry-wide Environmental Product Declaration project is entering its final phase, built on the Product Category Rule published in November 2025 that establishes a 75-year expected service life, incorporates fabric systems and defines service life tiers based on dry film thickness. Draft industry-average EPDs are now in development with final data due February 28, 2026, followed by internal and external reviews.

For professionals looking to play a larger role in the industry, joining one of RCMA’s committees offers a direct path to influencing the future of roof coatings while collaborating with leading experts across the market. Now is the time to be a part of the organization advancing innovation, advocacy and technical excellence. Whether you are a manufacturer, supplier, contractor or industry professional, membership provides access to critical resources, research and a powerful network committed to elevating industry standards.

Learn more about the benefits of membership and how to join by visiting www.roofcoatings.org.

By Evelyn Witterholt. 

What roofers need to know before jumping into a solar retrofit project.  

From tax credits to energy independence and a lower electricity bill, there are many reasons why adding solar to a roof is beneficial. But, as all roofers know, adding solar to an existing roof is not as simple as just putting a panel up and calling it a day. To learn more about the process of starting a solar retrofit process, Greg Hlavaty and Hal Leland from Western Colloid stopped by for an episode of the Understanding Roof Restoration podcast all about adding solar. 

The first thing that must be considered is the current state of the roof. Greg, the president of Western Colloid, says that a solar panel system is expected to last 20-25 years, but is often put on a roof that won’t last that long. He also tells us that the type of roof the solar panels are being put on is important to take into account.  

“There's also different types of roofs that don't take solar really well for the long term,” he said. “The type of roof that you've got is a consideration. And you need to ask yourself how much longer that roof is going to last?”   

In terms of which roofs are more compatible with solar panels, Hal, general manager of Western Colloid, says that their acrylic-based roof coating systems are a reliable option. Not only do they go well with solar panels, but they can also go over many types of pre-existing roofs. They are also a more cost-effective roofing option, which is great for your clients who invest a lot of money in solar panels and don’t have a lot left over for their roofs. 

“We can actually go under the solar, we can do all the penetrations. It's a perfect fit,” Hal said. “The Western Colloid fluid-applied systems are all-acrylic, and polyester enforced.” 

Check out the entire episode to learn more about the ins and outs of retrofitting a commercial roof for solar. 

By Heidi J. Ellsworth.

Roof coatings are a strategic solution helping contractors grow, diversify and deliver long-term value to building owners.

CoatingsCoffeeShop® was proud to be a part of the Roof Coating Manufacturer Association (RCMA) 2026 meeting in Las Vegas. As an RCMA partner and sponsor, our team attended the event to connect with the industry, participate in educational sessions and continue our mission of supporting contractors through information, technology and collaboration. 

With Megan Ellsworth moderating a key panel discussion, CoatingsCoffeeShop had the opportunity to engage directly with roof coating manufacturers, material suppliers, contractors and consultants who are shaping the future of roof restoration. 

The RCMA annual meeting serves as an important gathering for the roof coating industry, providing a platform for open dialogue, education and reporting on the state of the market. The 2026 meeting was proudly sponsored by Western Colloid, whose continued support helps make these important industry conversations possible. 

This year’s conversations reflected continued growth in roof coatings as building owners seek sustainable, cost-effective solutions and contractors look for ways to diversify their businesses. 

Throughout the day, attendees participated in educational sessions focused on sustainability, technology, safety and profitability. One session highlighted RCMA’s Environmental Product Declaration (EPD) initiatives and how industry-wide EPDs are helping manufacturers improve transparency and consistency while supporting long-term sustainability goals. 

Technology also played a central role in the discussions with sessions focused on roof diagnostics, measurement accuracy and tools that support smarter decision making. These conversations highlighted the importance of data and documentation in delivering successful coating projects. 

A highlight of the day was a presentation by Will Lorenz, president of General Coatings, who shared the story of using roof coatings on one of the most recognizable architectural focal points in Las Vegas. The project involved a complex sphere-shaped structure that required both spray foam and roof coatings to achieve performance, protection and long-term durability. 

Will walked attendees through the unique challenges of working on curved architecture, the importance of selecting the right materials and how application methods played a critical role in the project’s success. The presentation showcased real-world problem solving and emphasized how coatings can be used creatively and effectively on complex structures when paired with proper planning and expertise.  

Another highlight of the meeting was the panel discussion titled The Competitive Edge, moderated by Megan Ellsworth of CoatingsCoffeeShop. Panelists included Josh Poole with Tremco Construction Products Group, RCMA President Ryan Blad with 838 Coatings, Chris Huettig with KARNAK Corporation and Cody Wilson with Unicoat Industrial Roofing Corp. 

The panel explored how coatings are helping contractors grow their businesses while providing effective solutions for building owners. Panelists shared how restoration systems extend roof life, reduce disruption and offer owners alternatives to full replacement. 

A strong theme throughout the discussion was the growing number of residential roofing contractors entering the commercial market and finding roof coatings to be a natural starting point. Coatings allow contractors to expand into commercial work without the same level of labor demands, equipment investment or jobsite disruption required for full re-roofing. 

As more contractors make this transition, training was emphasized as essential. Onsite training supports proper application, improves crew confidence and ensures contractors get the most from both materials and equipment. Well-trained crews deliver better performance and stronger outcomes for customers. 

The panel also addressed how coatings create opportunities for recurring revenue through maintenance programs, helping contractors build long-term relationships with building owners while stabilizing workflow. 

Equipment selection was another key topic with discussion around spray rigs, rollers and application strategies. Contractors shared the importance of aligning equipment choices with business goals and gradually introducing spraying into operations. One of the most common contractor requests discussed was the growing need for sprayable mastics to improve efficiency and consistency. 

Labor savings were identified as one of the strongest business drivers behind coatings. Compared to full replacements, coating systems can reduce crew size, shorten project timelines and improve overall productivity. 

Panelists also emphasized the importance of evaluating roof conditions honestly before recommending a coating system. Moisture testing and clear communication with building owners are essential. Coatings are not the right solution for every roof and transparency builds long-term trust. 

Cody highlighted the value of working closely with manufacturer representatives during roof walks and evaluations. When contractors and manufacturers collaborate on the jobsite, stronger diagnostics are achieved and better recommendations can be made. This partnership ultimately leads to better outcomes for building owners. 

Manufacturers shared how they continue to support contractors through assistance, evaluations and technical diagnostics. This collaborative approach ensures coating systems are installed correctly and perform as intended. 

CoatingsCoffeeShop is proud to partner with RCMA and sponsor the association as part of our commitment to advancing education, communication and connection across the roof coating industry. Events like the RCMA meeting reinforce the importance of bringing the industry together to share knowledge and support contractor success. 

As the meeting concluded, one message stood out clearly. Roof coatings are not simply a product category, they are a strategic solution helping contractors grow, diversify and deliver long-term value to building owners. 

For more information about the Roof Coating Manufacturer Association visit www.roofcoatings.org and for ongoing industry news, education and contractor resources visit CoatingsCoffeeShop.com. 

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. 

CCS Influencer Greg Hlavaty says silicone coatings are a wonderful technology when used properly, but they are not a "miracle in a bucket."

A major impact to the coating and even the entire roofing industry is the improper and over use of silicone coatings. Silicone coating is a wonderful technology when used properly. However it has become evident that it is being used as a “fix-all” for low slope roofs with problems. Because the product itself can withstand ponding water it is mistakenly thought that the roof it is rolled onto is also able to withstand ponding. Not always the case. Additionally it is thought that unreinforced silicone can be a full weatherproof membrane. Again not always the case. We get on roofs every day that have silicone brushed, rolled and slopped around as a fix for all the roofs problems.

The issue is that this product is being sold to untrained contractors and represented as a “miracle in a bucket.” This is a term that the coating industry has been fighting for decades. We have gotten away from that term being use about us but here we are again. Coatings are not a “miracle in a bucket,” but real products that if used and specified responsibly are significant addition to the entire roofing industry. The mis-use of silicone coatings has set the roof coating industry back years. All coatings should come with some education or at least proper information at point of sale. But silicone in particular has become the most widely used without any knowledge by contractors.

Like us, most coating manufacturers have a silicone in their line. It is up to us as responsible manufacturers to sell it responsibly or the impact on the coating industry will be a “black-eye” that we will have to live with for years. I am sure there will be other manufacturers that will not agree with me, but I am speaking from input we are receiving regularly from our contractors, consultants and building owners.

By Emma Peterson. 

Learn how the mindset around fluid-applied roofing is changing and why it’s happening now. 

In a new episode of CoatingsTalk, Megan Ellsworth sat down with Greg Hlavaty, the president of Western Colloid, to talk about the rise in interest in fluid-applied roof systems. Fluid-applied systems have been used for decades, all around the world. But what’s changed? The recent rise in popularity, he believes, is a shift in people’s perspectives.  

Traditionally, fluid-applied roofing has been seen as a repair product. Greg shared, “For many years, it was always considered a Band-Aid. ‘Let's see if we can get by for a few more years from a roof by putting a coating on it.’” But recently, people have begun to think of fluid-applied roofing as a membrane system, rather than just a repair product.  

More than a patch 

This change in perspective is due to a variety of reasons, including the market’s understanding of fluid-applied membrane’s sustainability and longevity qualities. Greg elaborated, “We throw away our roofs every 15 years. Where in other parts of construction, they paint a wall or put new flooring down. They don’t have to throw it all away. And that’s what fluid-applied membranes allow for in roofing – the maintenance and repair of an existing structure without having to tear it all off.”  

And fluid-applied membranes aren’t sacrificing longevity for that sustainability aspect. Greg explained, “Just because it's rated as a maintenance repair doesn't mean, oh, it's only going to last 3 or 4 or 5 years. Most of our systems now are in the 10-to-20-year lifespan, which is the same lifespan of a brand new roof membrane that's put on new construction.” 

Supporting the mindset shift 

As the mindset around fluid-applied systems changes, Western Colloid has made it a priority to make sure contractors and other stakeholders are well-informed. Greg shared, “We as manufacturers go to our marketplace, both through the contractor and to the building owner, to make sure that the components we build in the factory, the liquids, the other parts of the assembly, are installed correctly.”  

They do this through a variety of initiatives, including field technical training. Greg explained why this support is so important for fluid-applied membrane systems. He shared, “If you missed a seam on a traditional system, you could go back and re-weld that seam. You can catch and fix your issues. But with fluid-applied, it needs multiple layers, and each layer must be done right to ensure a successful roofing membrane installation. Because of that we see it as our responsibility to offer field training and other support for contractors who are drawn to fluid-applied membranes.”  

Fluid-applied in action 

By designing high-quality products and supporting the contractors that are changing the mindset around membranes, Western Colloid’s fluid-applied products can “go toe-to-toe with any other technology in the roofing industry.” Greg shared, “Two months ago, we did a re-coat of a fairly lightweight system. It was 10,500 squares of a reinforced system and acrylic surfacing. It went 17 years with no recoating and the only reason it got recoated this year was to set the new owner up for success.”  

With that new fluid-applied membrane, the roof has another 10 years or more added to its lifespan. Further, thanks to the fluid-applied membrane they used, this result came without any tear off required. This not only means it was a more economical project, but it was also more sustainable as the waste that would be produced with a traditional reroof was diverted from the landfill.  

Listen to the whole episode with Greg to learn more about the power of fluid-applied membranes.

In this episode of CoatingsTalk, host Megan Ellsworth is joined by Greg Hlavaty with Western Colloid to talk about treating fluid-applied roof systems as a membrane. In modern roofing and waterproofing applications, fluid-applied roofing systems have become increasingly popular due to their seamless application, durability and adaptability. These systems are often compared to traditional membrane systems, but a growing industry perspective is to treat fluid-applied systems as membranes themselves — not just coatings. This shift in mindset has significant implications for design, installation, performance expectations and long-term maintenance strategies. Tune into this episode to learn more about this emerging market.

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