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General Coatings Manufacturing Corp.

Leaders of the Spray Foam Roofing Industry

Over the past 25 years, General Coatings has developed
a reputation as a company that provides exceptional products for industrial, commercial and residential use.

Our products are manufactured with an emphasis on quality, ensuring they will perform over the years no matter what the environmental challenges.

Each product has been tested and certified by the authorities in the industry, to provide you with the assurance that they will meet your specific 
project needs.

Visit our website.


General Coatings at SPFA

Spray foam roofing is gaining momentum, and who better to shed light on this burgeoning sector of the roofing industry than Will Lorenz, President of General Coatings Manufacturing Corp.? We caught up with Will at the 2024 SprayFoam Convention and Expo hosted by the Spray Polyurethane Foam Alliance (SPFA).

The surge in the spray foam roofing industry is palpable, evident in the overwhelming attendance at this year's convention. Thousands of roofing contractors flocked to delve deeper into the realm of spray foam roofing and explore its integration into their roofing businesses. In our conversation with Will, he delves into his company's involvement in the event and the remarkable turnout.

"This year has been exceptional with a turnout of 2,400 attendees," remarked Will. "The convention floor is bustling with contractors eagerly seeking insights, engaging with exhibitors, and specifically gravitating towards our booth. It's been an immensely rewarding experience."

Watch on YouTube.


You Could Win FREE Roof Coatings Training!

Heidi J. Ellsworth road trips south to catch up with an amazing friend of RoofersCoffeeShop, Will Lorenz. Will is the newly appointed president of General Coatings and Everroof and the immediate past president of the Roof Coatings Manufacturers Association (RCMA).

He will share information about the upcoming Spray Foam
show and how foam and coatings are making a huge difference
in combatting the material shortage while also providing a long-term sustainable solution. Listeners will have a chance to win
free training modules for the RCMA roofing coating educational courses.

Enter the contest today!


Polycoat Lax's Legacy "HisStory"

"HisStory" demonstrates what is core to Lax's legacy, the continuation of our family-centric business to the third generation. Great chemistry, great manufacturing, great people, and great relationships have built this company.


Spray Foam Roof Details: Residential Flat Roof Recover


Latest Promotions and Rebates

General Coatings - Spray Foam, Roof Coatings and so Much More (RCMA Training Giveaway)

Listen to Podcast and Win Roof Coating Training!

Accessing high-quality roof coating training has never been easier! By filling out this form and sending a photo of yourself listening to the podcast with Will Lorenz, the newly appointed president of General Coatings and Everroof and the immediate past president of RCMA, you'll be entered to win roof coating ...
View Promotion


eBooks

General Coatings - Case Study

Learn How Spray Foam Cures Aging Roof Problems for Cancer Research Facility

Complex Cool Roof Coating System in California a Success Thanks to General Coatings A leader in cancer-focused genetic testing services, NeoGenomics, had strict requirements that the roof retrofit meet the highest safety standards and not disrupt its sensitive laboratory environment. Find out the right choice for this complex roof. Download ...
View eBook

RCS Presents: Coffee Conversations - Season 2

Top Ten Coffee Conversations from Season Two

The Coffee Conversations podcast from RoofersCoffeeShop® invites you to pour a cup of coffee and sit with experts for conversations about what is top of mind for roofing contractors and the overall roofing industry right now. Held every other Thursday morning (6 a.m. PT), the team at RCS video chats ...
View eBook


Latest Contests and Games

General Coatings - Spray Foam, Roof Coatings and so Much More (RCMA Training Giveaway)

Listen to Podcast and Win Roof Coating Training!

Accessing high-quality roof coating training has never been easier! By filling out this form and sending a photo of yourself listening to the podcast with Will Lorenz, the newly appointed president of General Coatings and Everroof and the immediate past president of RCMA, you'll be entered to win roof coating ...
View Contest or Game


Latest Podcasts

RRT-GCMC-Lorenz-Podcast-SPFA24

Will Lorenz - The Best Show for Sprayfoam

S6:E20 In this episode of Roofing Road Trips®, Heidi J. Ellsworth and Will Lorenz of General Coatings share the excitement about the year’s biggest event for spray foam contractors, the Spray Polyurethane Foam Alliance 2024 Convention and Expo! Will and Heidi talk about the state of the spray foam industry and ...
Listen to the Podcast

RRT-GCMC-Lorenz-Podcast-SPFA24

Will Lorenz - The Best Show for Sprayfoam

S6:E20 In this episode of Roofing Road Trips®, Heidi J. Ellsworth and Will Lorenz of General Coatings share the excitement about the year’s biggest event for spray foam contractors, the Spray Polyurethane Foam Alliance 2024 Convention and Expo! Will and Heidi talk about the state of the spray foam industry and ...
Listen to the Podcast

General Coatings Everroof - CC Season 5 - Coffee Conversations LIVE from WRE 2023! - POD

Coffee Conversations LIVE from WRE 2023!

You won't want to miss this special Coffee Conversations, sponsored by EVERROOF and General Coatings, coming to you LIVE from the Western Roofing Expo! Join us on day two of the show, September 24, 2023, at 2 p.m. P.T., as we meet with industry leaders and experts from the western ...
Listen to the Podcast


Latest Webinars

General Coatings Everroof - CC - Season 5 - Coffee Conversations LIVE from WRE 2023! - WATCH

Coffee Conversations LIVE from WRE 2023!

You won't want to miss this special Coffee Conversations, sponsored by EVERROOF and General Coatings, coming to you LIVE from the Western Roofing Expo! Join us on day two of the show, September 24, 2023, at 2 p.m. P.T., as we meet with industry leaders and experts from the western ...
Watch the Webinar

GeneralCoatings - Coatings Contractor Panel at the 2023 RCMA Summer Meeting  - WATCH

Coatings Contractor Panel at the 2023 RCMA Summer Meeting - Sponsored by General Coatings

Heidi J. Ellsworth moderates a panel of contractors at the 2023 RCMA summer meeting. They discuss what roofing companies are seeing in the market around coatings, how roof coatings are working for them and what manufacturers and chemical vendors can do better as well as answer questions from the audience. ...
Watch the Webinar

EVERROOF - Coffee Conversations LIVE from the Western Roofing Expo - Sponsored by EVERROOF - WATCH

Coffee Conversations LIVE from the Western Roofing Expo - Sponsored by EVERROOF

S4:E3 You won't want to miss this special Coffee Conversations, sponsored by EVERROOF and General Coatings, coming to you LIVE from the Western Roofing Expo! Join us on day two of the show as we meet with industry leaders and experts from the western region of the country. Guests include manufacturers, ...
Watch the Webinar


Latest Videos

Weekly Blend episode 83

Episode 83 - Trends Report, New Coffee Conversations, Western Roofing Expo

Join Heidi and Karen every Friday to learn the latest roofing industry updates. The 83rd episode of The Weekly Blend is here! Join the Coffee Shops’ President Heidi J. Ellsworth and COO Karen L. Edwards for the latest episode of this Coffee Shop original web series. This week, Heidi and Karen discuss ...
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weekly-blend-episode37-600x300

Episode 37 - Must-Attend Shows, Free Training Opportunities and The Economy of Everything Home!

Join Heidi and Karen every Friday to hear what they have to say about all the happenings within the roofing industry. In this episode of our Weekly Blend series RoofersCoffeeShop® (RCS) President Heidi J. Ellsworth and COO Karen L. Edwards are featured in another exciting installment of this RCS original ...
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General Coatings Welcome Blog

General Coatings Video Playlist

Coatings Contractor Panel at the 2023 RCMA Summer Meeting Heidi J. Ellsworth moderates a panel of contractors at the 2023 RCMA summer meeting. They discuss what roofing companies are seeing in the market around coatings, how roof coatings are working for them and what manufacturers and chemical vendors can do better ...
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